Effective Lead Generation : Growth is a Function of Quality & Quantity - Sales & Marketing...

Effective Lead GenerationGROWTH IS A FUNCTION OF QUALITY & QUANTITY

Ankush GargPentaur Technology

ankush@pentaur.com

Sesha RaoInsideView

sesha.rao@insideview.com

Garima RaiInsideView

@raigarima30

Let’s Play a Game

“The path to sustainable lead generation quality and quantity starts with a “WIN WIN” proposition…”

Three Pillars of a Successful Lead Generation Strategy

Identify Your Needy Niche

Track Your Customers’ Journey

Define Your Data Strategy

Exercise #1 Identify Your Needy NicheDefine at least one target segment

e.g. Working moms in Indian metros, in the 25-40 age group, with a net worth of INR 1 crore or more

Why will they buy from you?e.g. Do you solve a specific problem, or provide a unique benefit?

What is your Ideal Customer Profile?e.g. Ana Das, 38, Partner at McKinsey, mother of a 5 year old girl, lives in Mumbai, has a net worth of INR 2 crore

Mantra #1: Identify Your Needy Niche!

MARKET SEGMENTATION

DIVIDE TAM into segments with identifiable common needs, priorities, and characteristicsDEFINE your Ideal Customer ProfileTARGET each segment with relevant messages

Segmentation Type Description Examples

Mantra #1: Identify Your Needy Niche!

MARKET SEGMENTATION

DIVIDE TAM into segments with identifiable common needs, priorities, and characteristicsDEFINE your Ideal Customer ProfileTARGET each segment with relevant messages

Segmentation Type Description Examples

Geographic Divides the market into geographical entities

Country, Region, City

Demographic Division based on demographic variables

Age, Gender, Income

Firmographic Division based on company specific variables

Employee strength, revenue

Situational Division based on a situational need that drives product adoption

New govt. mandate, new market trends

Psychographic Division based on lifestyle / personality

Workaholic, perfectionist, laid back, forgetful, working mom

Benefits Division based on benefits sought

Convenience, comfort, value for money

Exercise #2 Chart Your Customers’ JourneyHow will you ATTRACT them? e.g. SEO, SEM, PR, trade shows, email campaigns, webinar etc.How will you ENGAGE them? e.g. email, blog, promotions, notification, offline such as text, calls, events etc.How will you CONVERT them? e.g. subscription, event, premium contentHow will they become ADVOCATES? e.g. referral benefits, contests, testimony etc.

Mantra #2: Chart Your Customer’s Journey!

DISCOVERYEVALUATIONBUYINGADVOCACY BONDING

Tools #2: Automate your journeyDemand Gen.

Marketing Automation/MMA

Sales CRM

Website Blogs

Emails Events

MMA

Exercise #3 Define Your Data StrategyWhat information you need to know about your target segments?

User defined data fields

How will you acquire this data?List acquisition, form fills, webinar / event registrations

How will you use this data?Role-based messaging, personalized emails, transpromos, targeted offers

Where will you consume this data?Technologies Used: CRM tools, Marketing Automation application, Lead Nurturing tools, etc.

Mantra #3: Define Your Data Strategy

Define relevant data fields Data acquisition and creationData accuracy and recencyData cleaning and enrichment strategy

Tools #3: Automate your journeyCLEAN

ENRICH

REFRESH

Three Pillars of a Successful Lead Generation Strategy

Identify Your Needy Niche

Track Your Customers’ Journey

Define Your Data Strategy

Thank You