WISER Networking talk - The Lead Generation Spider

Marketing. Beers, Brollies and Brochures?

Carmen Gray

Heath Marketing Limited

www.heathmarketing.co.uk

@heathmarketing

http://www.heathmarketing.co.uk/

Carmen Gray

Carmen Gray

Mother, Wife, Tottenham Hotspurs supporter

Has been a vegetarian for over 30 years and hates it

20 years’ of marketing experience

Established Heath Marketing (Outsourced Marketing Service) in 2009

Lectures in Marketing Planning and Customer Service Excellence

Is a Chartered Marketer – what’s that you ask?

© Heath Marketing Ltd 2014

Let me tell you a story ….


Lead Generation – The marketing context


Where am

I now?

Where am I

going?

How

will I get there?

How will I know

I’ve arrived?

Analysis Objectives Action Plan Measure

Where am I now?

Political

Environ-mental

Techno

SocialEconomical

Legal

Customers

Competitors

Internal


Where am I going?


How will I get there? …. The Lead Generation Spider


Online Phone Calls

E-shots

Events

Direct Mail

Networking/Referral

Branding

Collateral

PR

Slow Grow

Fast Farm

Lead Generation

Digital


How will I know if I’ve arrived?

Objective Activity Detail Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Obj 1 Allocate 1 day per month AG

Obj 2 Develop targeted CRM (New) CC

Appointment Setting HMBranding activity CCAssociation Networking AGArticle Placement CCWebsite Launch CCPPC CC

Obj 3 Cleanse CRM (Existing) AGCustomer Value Interviews CC

Business Networking AGAttend Trade Events AG/CC

Customer Surveys CCWebsite Launch CCRotating E-shot HMDevelop Case Examples CCPR Articles HMLocal Networking Events AG


Lead Generation – my top…er…eleven

1. Develop a profile of your ideal customer

2. Stand in your prospect’s shoes every day – understand value

3. Generate offers appropriate to DMUs

4. Prioritise leads generated appropriately

5. Measure inputs and outputs

6. Get to grips with your conversion rates

7. Be consistent in your lead generation – don’t stop when the going is good.

8. Check everything – and then check again (CTA details!)

9. Make it easy for your customer to contact you

10.Use as many Lead Generation techniques as possible – mix fast farm and slow grow

11.Plan your follow ups – and diarise time to do them.


WISER Networking talk - The Lead Generation Spider

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