Quantity vs. Quality Lead Generation
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Transcript of Quantity vs. Quality Lead Generation
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Unleash Possible ®
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I live sales & marke4ng integra4on
Copyright 2013. Marke4ng Advisory Network 2
Tweet Away!@samanthastone #em13
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Marke4ng Delivers
Copyright 2013. Marke4ng Advisory Network 3
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Sales Perceives
Copyright 2013. Marke4ng Advisory Network 4
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What Is Sales Looking For?
Copyright 2013. Marke4ng Advisory Network 5
• Data accuracy • Buyer readiness • Compelling offer
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Quality Vs. Quan4ty BaSling In An Office Near You
Copyright 2013. Marke4ng Advisory Network 6
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Hang Up The Boxing Gloves
Copyright 2013. Marke4ng Advisory Network 7
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Copyright 2013. Marke4ng Advisory Network 8
The Average sales cycle
is 22% longer than 5 years ago*
*Source: Sirius Decisions
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Copyright 2013. Marke4ng Advisory Network 9
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3 Step Blueprint
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• Step 1: Analysis & Adjust Budget Alloca4on • Step 2: Game Plan With Sales • Step 3: Measure & Adjust
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Do Your Homework
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• Detailed lead conversion data by buyer/sales stage? • How many touches are needed to convert by stage? • What offers do you have in place by stage?
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Copyright 2013. Marke4ng Advisory Network 12
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Copyright 2013. Marke4ng Advisory Network 13
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Case Study
• Total lead count reduced 50%
• Revenue growth 25% • Marke4ng spend flat!
Copyright 2013. Marke4ng Advisory Network 14
Lead Type Baseline
6-‐Months Later
Suspect 59.8% 0%*
Qualified Lead 38.6% 89.1%
In-‐Bound 1.6% 9.5%
Referral 0% 1.4%
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How did they get there? • Three segment lead nurture email program • Pipeline accelera4on direct mail • Dropped all PPC • Added request for quote & live chat to website • Reduced # of physical shows aSended • Reduced # of bought/traded lists
Copyright 2013. Marke4ng Advisory Network 15
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Best Prac4ces • Don’t replicate case study tac4cs
(your market will be different) • Do
• Assess conversion rates to close by type of ac4vity
• Reallocate dollars towards high deal conversion metrics
• Focus demand genera4on efforts on all parts of the buyer’s journey, not just top of funnel
• Expect some failure – learn fast & adjust
Copyright 2013. Marke4ng Advisory Network 16
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Game Plan For Change
• Find a champion • Set expecta4ons • Share updates • Get a quick win
Copyright 2013. Marke4ng Advisory Network 17
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The Ice Cream Sundae Workshop
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Make A Quick Hit Sundae
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Unleash Possible @samanthastone 781-‐354-‐1755; [email protected]
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Helpful Ar4cles For Sales • hSp://unleashpossibleblog.com/2012/10/30/case-‐study-‐read-‐before-‐you-‐
dial/ (Case Study: Read Before You Dial) • hSp://unleashpossibleblog.com/2012/10/10/case-‐study-‐nurturing-‐
shaved-‐54-‐days-‐off-‐the-‐buying-‐cycle/ (Case Study: Nurturing Shaved 54 Days Off the Buying Cycle)
• hSp://unleashpossibleblog.com/2012/05/25/case-‐study-‐how-‐toyota-‐got-‐me-‐to-‐buy-‐a-‐car-‐i-‐didnt-‐need/ (Case Study: How Toyota Got Me To Buy A Car I Didn’t Need)
Copyright 2013. Marke4ng Advisory Network 20