Small/medium size IT/BPO companies

lead generation challenges

Agenda

• Romania in the IT/BPO landscape

• Senior executives - buyer profile

• Lead generation challenges

• Efficient lead generation tactics

• Effective channels for lead generation and nurturing

• Content marketing

• Creativity in action – a use case

• Conclusion

Romania in the IT/BPO Landscape

Estimated 64,000 certified IT specialists, approximately 8,000 to 9,000 computer science

graduates each year

20.000+ people working in IT/BPO space for multinational companies in 16 different

languages and is a preferred destination due to:

• Low cost skilled IT resources

• multilingual culture -> multilingual call center hub (8 million Romanians speak

English, 4.5 million speak French and 1.5 to 2 million speak German, Italian or

Spanish)

• Ease of access from other IT locations

• Time zone alignments

• Good educational system

• Cultural compatibility

What were the first three sources of information you turned to when you began your solution

research?

Buyer Profile

90% of Seniors start their path to purchase with informal research online – Hubspot

• B2B Social buyer, proactive and empowered

• Researcher, not shopper – self-service business

• Collaborate with providers sales force at all stages of the buying cycle but expect a consultative sales approach

• Prefer to get such education from their peers and "people like them“

• Resonate with cost cutting arguments, customer referrals/success stories/business case arguments

• Appreciate concise, relevant, accurate information

What were the first three sources of information you turned

to when you began your solution buying?

B2B Technology Marketing Activities

Most Influential Marketing Activities Vary at

Each Phase of Buying Cycle

Lead Generation Challenges

B2B Technology Marketing LinkedIn Group – Poll in July 2013, 815 respondents

Lead Generation – What Works for us?

Benchmark: 5%-10% of qualified leads convert into customers

• Average cost per marketing qualified lead is from 25 – 500 USD

• Most effective lead generation tactics:

• referrals/recommendations

• content (website, blog, virtual events, webinars, etc.)

• events

• traditional outbound efforts (direct mailing or telemarketing, traditional mailing gains

traction - Appcelerator)

Lead generation – B2B Content Marketing Usage

2013 B2B Content Marketing Bechmarks, CMI/MarketingProfs

Content – What works for us?

Benchmarks: on average B2B marketers are spending 33% of the marketing budget on content marketing and 50%+ are planning on increasing content marketing strategy within next years and are using 5 social media channels to distribute it

• Case studies/success stories

• Website/blog content/SEO

• Whitepapers and “how to” videos as adjunct to whitepapers

• Virtual events/webinars

• Public speaking engagements

Content is KING but Creativity is QUEEN

Concentrate on Relevant Social Media Channels

• LinkedIn (Xing, Viadeo)

• Slideshare

• Youtube

• Industry blogs/communities

• Vimeo

2013 B2B Content Marketing Bechmarks,

CMI/MarketingProfs

Case Study

20 Years Anniversary Virtual Event

Objective

To celebrate the 20th anniversary and as a Thank you to existing customers, a virtual event

was organized, bringing together some of the leading players from the telecommunication

industry

The Work

We invited our long term partners to join the virtual

event for free as exhibitor and as speaker during a

live webinar and created booth designs for each

exhibitor and enabled them to upload content on

the platform

Activities:

• Platform development

• Partners relation

• Promotional plan

• Personalized newsletter/email templates for

each exhibitor

• How to promote the event/your webinar

guidelines

• Customized email messages

Results

400+ registrants on the event platform

700+ visits on the virtual event during the live event

3X increase in website traffic

250 worldwide media appearances

40+ events/webinars websites listing

100+ registrants on LinkedIn event

Results

Our partners got involved:

• They spread the buzz online, on their websites and blogs

• They used the customized HTML template invitations to promote their webinar

Results

Brand awareness

Thought leadership

Pull lead generation

Enhanced customer relations

Relevant, reusable content

Happy customers!

On behalf of Siemens CMT I want to express our gratefulness for providing us with the opportunity to present our products in

context of your anniversary virtual event.

We look forward to working with Computaris and jointly harvest on the seeds we planted by this marketing activity.

Director Alliances

Siemens AG Oesterreich

We would like to thank you for all the great and valuable assistance you provide us, including how to promote the event and how to use

the tools for this event. Thank you so much for everything.”

Telecom Product Marketing Director

Lumata

What our Partners are saying…

Conclusions

Assume a social marketing component

Market your marketing

Keep things simple

Don’t get too seduced into social

Focus more on nurturing existing community

Stop selling, start helping; Marketing is becoming a battle based more on

information than on sales power. (Kotler)

Stop Writing about Everything

Don’t be creative for the sake of being creative

The only constant is change

Thank you!

Ioana Serban

International Marketing and Business Development Manager,

Ioana.serban@yahoo.com