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b2b lead generation

Feeding the funnel

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

alignmentmarketing & sales

obstacles

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leadstoo few

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leadstoo many

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

leadscherry-picking

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

leadspoor quality

qualify→ nurture

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

criteriado they meet sales

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buy?are they ready to

reputation→ demand

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reputationmanagement

building the brand

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

leadershipthought

positionning your business as an expert in your field

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

demandcreation

building a prospect pool

process

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processlead development

1attract

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

processlead development

2identify

1attract

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

processlead development

2identify

3qualify

1attract

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

processlead development

4nurture

2identify

3qualify

1attract

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

processlead development

4nurture

2identify

3qualify

1attract

5release

attract1

22

Website

Corporate blog

23

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

engagevalidate before you

identify2

26

Website

Corporate blog

Database

Sign-up form

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

content

white paperswebinars

reportsstudies

newslettersevents

qualify3

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

qualify

Role in decisionStage of buying cycleScope of opportunity

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

qualify

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

qualify

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

qualify

nurture4

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

nurture

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

content

white paperswebinars

reportsstudies

newsletters

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

white papers

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

newsletters

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

mail

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

relevancecreating

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82%want relevant to their

industry

Source:MarketingSherpa

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

67%want relevant to their

job function

Source:MarketingSherpa

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49%want relevant to their

company size

Source:MarketingSherpa

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

29%want relevant to their

geography

Source:MarketingSherpa

b2b→ b2me™

1:1know each

customer

content enlighten, engage, inform

expertiseright for "me"

OperationsTechnical

PurchasingFinance

OperationsLegal

C-suite

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scoringlead

Search for your brand

Download a white-paperVisit a web page Sign-up for a newsletterVisit your booth

+3 +5 +1 +5 +1

release5

qualified→ accepted

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buy!ready to

all→ together

Trade publications

Web media

keywords

Social media

Trade showsATTRACT

NURTURE

Event invitations

Email campaign

Direct mail

database

Newsletter seriesWhite papers

Information mailouts

blog

impact

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

+263%Increase in lead database

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+112%increase in sales for 2011

© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion

No1occupancy rate in QC

Thank you

mmorin@strategies.caMark_morin

www.strategies.ca

STRATEGIESRelationship Marketing

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