Generating Leads that Generate Results BKR Marketing WebMeeting 3/06/2013.
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Transcript of Generating Leads that Generate Results BKR Marketing WebMeeting 3/06/2013.
Generating Leads that Generate Results
BKR Marketing WebMeeting
3/06/2013
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Topics
Methods of lead generation
Developing content
Lead tracking
Measuring results
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Two Ways to Get New Work
You go to them.
They come to you.
Marketing vs. Sales
Time
Leve
l of A
ctivi
ty
Marketing Sales
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Integrated Marketing/Sales
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Time
Leve
l of A
ctivi
ty
Marketing Sales
NewslettersBrochuresAdvertisingPR
Sales CallsNeeds AssessmentProposalsWorking ObjectionsClosing Deals
ReferralsSeminarsAssociations, Boards Direct MarketingSocial mediaEmail marketing
Recognition AwarenessPositive
Awareness
BrandLoyaltyNo
Recognition
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
The Value of Your Brand
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
How Do You Build Your Brand?
Recognition AwarenessPositive
AwarenessBrand
LoyaltyNoRecognition
Consistent MessageFrequent CommunicationTime InvestmentBudgetFo
cus!!
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Lead Generation Methods
Copyright 2009 The Whetstone Group, Inc.
Referrals (COIs and
clients)
Direct marketing
(email/ snail mail)
Social media/ online
marketing
Word of mouth/
networkingBranding/
positioning
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Integration
Copyright 2009 The Whetstone Group, Inc.
Total Experience
Referrals (COIs and clients)
Direct marketing (email/ snail
mail)
Branding/ positioning
Word of mouth/ networking
Social media/ online
marketing
Planning OutputActivity Month 1 Month 2 Month 3 Month 4
Blog Blog post Blog post Repurpose whitepaper content for blog
Link blog post to LinkedIn
Email marketing Develop whitepaper on estate planning best practices
Send email blast featuring estate planning tip – offer white paper download, post to website
Snail mail marketing
Mail postcard on estate planning
Mail second postcard on estate planning
Mail third postcard – offer whitepaper
Telephone lead generation
Telephone follow up with prospects who requested paper
Telephone follow up with prospects who requested paper
Copyright 2011 The Whetstone Group, Inc.
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Developing Your ContentFocus on specific market
Identify needs/is
sues
Demonstrate
expertise/offer toolsDifferent
iatePresent
the benefits
Purchase vs
custom?
Copyright 2010 The Whetstone Group, Inc.
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Offer Types vs Value
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Target Market Definition
Geography Serve profitably?
Copyright 2009 The Whetstone Group, Inc.
Industry
Size
Other
Expertise, opportunity?
Expertise, afford fees
Ownership, etc.
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Identify Needs
Copyright 2010 The Whetstone Group, Inc.
Ask current customers
open-ended
questions, evaluate
what clients are
buying
Use trade magazines
and FirstResear
ch, IBIS, LexisNexis, conference
topics
Identify needs in
particular geography or industry (continual process)
Survey your target market
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Packaging Content
Whitepaper
Blog posts
Email blasts/newsle
ttersSnail mail
Webinar
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Delivering Content (Prospecting)
Med
ia R
elati
ons
COI Program
Branding/ positioning
Direct Marketing
Webinars
Online Marketing
Copyright 2009 The Whetstone Group, Inc.
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Prospecting Methods
Passive/Reactive Proactive
Branding/positioning
Media relations
Online marketing
Direct marketing
Events webinars
COI program
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Maximize Your Effectiveness
Before During
Behaviors & Action
Plan & Prepare
After
Follow-up & Reporting
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Online Marketing
Before DuringPost content
Track views/
downloads
Categorize leads
After
Research opportunity
Track results
Follow up
Define target marke
t
Define outlets
Create content and
offer(s)
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Direct Marketing
Before DuringSend mailer(s)
Telephone follow up
Get
face-to-face
AfterControl next steps
Work
the sales cycle
Track results
Define campaign
objective
Define target marke
t
Buy
and/or scrub list
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Event Marketing
Before DuringSend mailer(s)
Recruit
attendees
Conduct event
After
Follow up with
registrant
s
Work
the sales cycle
Track results
Define target marke
t
Define event type
(webinar vs seminar
)
Buy
and/or scrub list
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Centers of Influence
Before During
Regular com
munication
Frequent face-to-face
Ask
for and
give
referrals
AfterMeet with
referrals
Thank
referral sources
Track results
and
follow up
Identif
y COIs
Assign
30-second speech
Prepare for Face-to-Face Follow-up
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Research on company
Select sales teamHigh gain questions to get
conversation going- Base on industry trends, similar
client challenges, etc.
30-second speech: quick answer to “tell me about you and/or your firm”
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Company Contact Appt. Date Lead Notes Follow-up
ABC Mfg. Bob Smith, Pres. 3/1/13 Hot (A) Interested in seeing what we can do for them w/R&D tax credits. Also some potential for cost seg.
Lisa to call 3/15 to schedule follow-up appt.
XYZ Mfg Mary Jones, CFO 2/28/13 Warm (B) Would like to see more information about our services, they want to reduce their tax costs.
Larry to send info and call in one month.
Lead Tracking
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Using Referral Tracking
Center of Influence Last Contact Referrals Given Referrals Received
Firm Individual Company Contact Date Company Contact Date
ABC Bank Bob Smith 1-Oct-12 Acme MfgJoeseph Black, CFO 1-Oct-12
Eco BuildersDan White, owner 15-Mar-12
Jane Doe 1-Feb-13 Medical Group Dr. Spock 1-Feb-13
XYZ Law Firm Marc Jones 1-Mar-12
Beth Barnes11-Jan-13 Distributors Inc.Lisa Coleman, CEO 5-Sept-12Peoples Bank
Frank Davis, Pres 11-Jan-13
Mercy HospitalPaul Hoffman, CEO 15-Feb-12Auto Group
Bill Vernon, Owner 1-Apr-12
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Using Referral Tracking
Center of Influence Last Contact Referrals Given Referrals Received
Firm Individual Company Contact Date Company Contact Date
ABC Bank Bob Smith 1-Oct-12 Acme MfgJoeseph Black, CFO 1-Oct-12
Eco BuildersDan White, owner 15-Mar-12
Jane Doe 1-Feb-13 Medical Group Dr. Spock 1-Feb-13
XYZ Law Firm Marc Jones 1-Mar-12
Beth Barnes11-Jan-13 Distributors Inc.Lisa Coleman, CEO 5-Sept-12Peoples Bank
Frank Davis, Pres 11-Jan-13
Mercy HospitalPaul Hoffman, CEO 15-Feb-12Auto Group
Bill Vernon, Owner 1-Apr-12
G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e
Contact Information
Carrie SteffenShareholder and
Vice [email protected]