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Lead Generation Cycle: how to create a healthy pipeline

Lead Generation Cycle: how to create a healthy pipeline. Andrey Dovgan Business Development Director. Agenda. What to do on Monday. Why Lead Gen is Important. Roles and Processes. Seller / Buyer Views. Lead Gen Cycle. Q&A. Lead Generation Is an Issue. Нет дефицита предложения.

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Lead Generation Cycle: how to create a healthy pipeline

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  1. Lead Generation Cycle: how to create a healthy pipeline Andrey Dovgan Business Development Director

  2. Agenda What to doon Monday Why Lead Gen is Important Roles and Processes Seller / Buyer Views Lead Gen Cycle Q&A

  3. Lead Generation Is an Issue

  4. Нет дефицита предложения

  5. Why this is so important? 2 1 Service companies usually don’t have this competence and without it are fully dependent for a vendor If you can control your lead gen stream you can manage your growth

  6. Suspect to Sales Process: Buyer/Seller views

  7. It’s Poll Time!

  8. Lead Generation Cycle

  9. Demand Generation Step LinkedIn • Data enables you to target individual customers who have the highest propensity to consume your product or service. • Better targeting is achieved through a ‘single view’ of customers and prospects. Single prospect view Website activity Telemarketing

  10. Creating a Dream List Decide on industry focus or industry-related ad-hoc process. You can’t work with general market – it’s too big Study the industry and segment it to A/B/C Decide whether you would like to target low hanging fruits or big fishes Collect information through LinkedIn and other public social sources about contacts (roles, responsibilities, interests, latest changes in a company)

  11. Define a Vertical

  12. Find a Lead Gate You need to have a starting point – lead gate It should be the most popular marketing source (your network, website, social media, etc.) or their combination The very first task is to empower your gate with a list of leads which you can move though funnel And main question for you: what source will you select or whether selected source can generate quality leads?

  13. Key Tools B2B Marketing magazine conducted a survey among 228 marketing managers.They were asked to rank marketing channels according to their popularity and ability to deliver quality leads. Email, events and telemarketing produce the best quality leads. But websites and social media are more popular than telemarketing, which shows a degree of bias in favour of digital channels. Popularity of channel Quality of leads

  14. It’s Poll Time!

  15. Lead Generation Cycle

  16. Lead Qualification Step Budget Authority Need Timeframe

  17. What to do with A.N. Leads? In the very beginning you are working only with A.N. qualified leads. Otherwise you are very lucky  Each stage of your lead management process should engage your leads to proceed to the next stage You should contact at least 3 roles within 1 company. Sometimes you need to contact 50+ people Do not parachute on C-level if you don’t know them. Use elevator approach

  18. Lead Generation Cycle

  19. Lead Scoring Sample – B.A.D. 20 200 70 130 100

  20. 3 conclusions on Lead Scoring The score is not important, what matters is the hierarchy A low score may not mean a bad lead, it could just need nurturing Analyse score algorithms against actual sales outcomes 1 2 3

  21. Lead Generation Cycle

  22. Lead Nurture Before deciding on the best method, let’s examine the most effective tools. Surprisingly, both Marketing Executives and Buyers agree on the two best.

  23. Lead Nurture Process

  24. Lead Generation Cycle

  25. Lead Recycling is the Key Now let’s take a look at lead recycling. The dormant leads are re-engaged, nurtured if necessary, and handed back to your Sales Team as re-qualified leads. Re-engage Competitor activity, wrong positioning, extra contacts, dissatisfied customer? Qualified lead Gather intelligence Re-sell, up-sell or cross-sell Nurture

  26. What to do on Monday? 1 2 3 4 5 6 Decide who is Lead Gen guy in your team Select the industry and create a Dream List with clients Realize your Lead Gen budget Select your Lead Gate and set a priority Create a campaign – set of opening activities and follow ups based on scoring and nurture approaches Start to execute it immediately

  27. Contact Details Andrey Dovgan Business Development Director Andrey.Dovgan@bpmonline.com uk.linkedin.com/andreydovgan

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