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Qualified Sales Leads

Qualified Sales Leads. Tighter Targeting. Frameworks to this point. Market dynamics Customer, company, competitor triangle Core strategy Commodity / niche Innovation Complexity science Temperament Left and right handed preferences Qualified sales leads . Our Basic Marketing Framework.

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Qualified Sales Leads

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  1. Qualified Sales Leads Tighter Targeting

  2. Frameworks to this point • Market dynamics • Customer, company, competitor triangle • Core strategy • Commodity / niche • Innovation • Complexity science • Temperament • Left and right handed preferences • Qualified sales leads

  3. Our Basic Marketing Framework • Who are we looking for? (profile) • Where are they? (address or watering hole) • How will we reach them? (media) • What will we tell them? (motivation)

  4. Developing a Market Profile • Descriptors and Characteristics that are common to all your customers • Demographics • Psychographics (lifestyles) • Temperament • Industry code

  5. A Demographic Profile • Running gear for women • Age, sex, income • “female, age 21-35, HH income over $50k” • List will come from census data • Assumes age/ sex / income are good proxies for needs and desires • Fairly course distinction

  6. A Lifestyle Profile • How money is spent vs. earned • $50,000 • Accountant—fine dining • Truck driver—monster truck show • Conservative—church donation • Liberal—environmental cause • Rural—pickup • Urban—SUV • List comes from psychographic datasets

  7. A Temperament Profile • Retirement facility in Littleton • Targeted toward “active seniors” • Low leasing activity • Profile of existing tenants • Military! Teachers, police, bankers • Security was major attraction • Re-orient marketing • Lists: temperament proxies

  8. A Common Problem Profile • Children with learning disabilities • Back pain sufferers • Demographics or lifestyle won’t identify the group • Use the watering hole principle • Overweight people

  9. An Industry Profile • NAICS code • Purchasers of a product • A title • Mine manager • Developers of new ports and harbors

  10. Where are they? • Demographically • Lifestyle • Consumer expenditures • Proxy groups • Industry codes • Watering holes • Giving off signals

  11. Demographics by Neighborhoods

  12. Lifestyles by Neighborhoods

  13. Consumer Expenditures

  14. Proxy Expenditure List • Perhaps you created a new product –a nutritional drink • Profile: people who work out, concerned about health, buy organic foods • List: proxy expenditures • shop at Whole Foods • buy carrot juice

  15. The Watering Hole • Use a broad net • or • Single out each one • or • Wait until evening • They all congregate at a watering hole

  16. Typical watering holes • Internet support group for learning disabilities • Back pain searches on Google • Linked-In group for federal govt. contractors

  17. Personal or Impersonal? • Relationship businesses • Focuses on the people doing the work • Often in consulting and non-product businesses • Chain of trust is important • Transactional businesses • Focuses on the product • Does not depend on the personal relationship • Does require generic good customer service

  18. B2B Marketing List • To be continued….

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