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Lead Generation Cycle:
how to create a healthy pipeline
Andrey DovganBusiness Development Director
Why Lead Gen is Important
Seller / Buyer Views
Roles and Processes
Lead Gen Cycle
What to doon Monday
Q&A
Agenda
Lead Generation Is an Issue
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21
If you can control your lead gen stream you
can manage your growth
Service companies
usually don’t have this
competence and without it are
fully dependent for a vendor
Why this is so important?
Suspect to Sales Process: Buyer/Seller views
Suspect Prospect Lead Opportunity Sale
Consider Investigate Evaluate Ready Purchase
It’s Poll Time!
Lead Generation Cycle
Demand Generation
Lead Qualification
Lead ScoringLead Nurture
Recycling
Website activity Telemarketing
Single prospect
view
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.
Demand Generation Step
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)
Creating a Dream List
Define a Vertical
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?
Find a Lead Gate
Key Tools
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
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.
It’s Poll Time!
Lead Generation Cycle
Lead Qualification
Lead Scoring
Lead NurtureRecycling
Demand Generation
Budget
Authority
Need
Timeframe
Lead Qualification Step
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
What to do with A.N. Leads?
Lead Generation Cycle
Lead Scoring
Lead Nurture
RecyclingDemand Generation
Lead Qualification
Lead Scoring Sample – B.A.D.
Suspect Prospect Lead Opportunity Sale
Consider Investigate Evaluate Ready Purchase
20 70 100 130 200
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
3 conclusions on Lead Scoring
1
2
3
Lead Generation Cycle
Lead Nurture
Recycling
Demand Generation
Lead Qualification
Lead Scoring
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.
Lead Nurture Process
Lead Generation Cycle
Recycling
Demand Generation
Lead Qualification
Lead Scoring
Lead Nurture
Competitor activity, wrong
positioning, extra contacts,
dissatisfied customer?
Lead Recycling is the KeyNow 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.
Suspect Prospect Lead Opportunity Sale
Qualified lead
NurtureRe-sell, up-sell
or cross-sell
Re-engage
Gather intelligenc
e
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
What to do on Monday?
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Andrey DovganBusiness Development Director
uk.linkedin.com/andreydovgan
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