B2b Lead Generation p2730

B2B LEAD GENERATION Submitted to: Prof R.Sugant Submitted by: Group B8 NAMES

PGDM NO

Pranay Pathak Chayan Chandra Hirani Rahul Damodar Shreya L Yathish N Ruchit Murkya

17026 17058 17078 17086 17097 17131

AGENDA • Basics of Lead Generation.

• Lead funnel. • Methods and Techniques of

lead generation.

• Concepts related research

papers and journals.

DEFINING A LEAD • A lead is an individual who has in some way indicated interest in a

company’s product or service.

• Interest is shared through sharing information or even a social

media handle.

• In a marketing context, a lead is a potential buyer who expresses

interest in the products or service that you are selling and voluntarily provides his/her information.

• A visitor is considered a lead if he or she asks for a free trial or a

demo, fill the lead capture form and voluntarily provides information or s for further enquiry.

LEAD GENERATION • Lead generation can also be defined as a process to for finding ways

to make an individual interested in your company.

• Convince them to request for more information about a product or

services of that company.

• It is the methods you use to collect leads.

• Lead Generation Takes Care of Business in Acquiring B2B Customers. • Lead generation strategies help establish interest of your target

market in the products or services being offered.

B2B LEAD GENERATIONS TO INCREASE CONVERSIONS: STRATEGIES AND TACTICS TO OPTIMIZE PERFORMANCE • It was found out from the research what was the main objective of a

lead generation strategy.

• Increasing lead-to-customer conversions is a most important objective

for two-thirds (66%) of B2B marketers developing a lead generation strategy.

• A total of 86% of B2B marketers consider their lead generation

strategy successful to some extent.

• Increasing lead-to-customer conversions is not only an important

objective, it is also a critical challenge for most B2B marketers (66% and 52% respectively).

LEAD FUNNEL

MAPPING LEAD GENERATION INTO THE FUNNEL Lead funnel is divided into three parts:• Top of the Funnel (TOFU) • Middle of the Funnel (MOFU)

• Bottom of the Funnel (BOFU)

MECHANICS OF LEAD GENERATION

Visitor

Call to action

Forms

Landing page

Offer

HOW TO QUALIFY SOMEONE AS A LEAD Need •Identify the needs of the Prospect Uniqueness •Providing a unique solution to meet the need of the prospects Budget •To find out whether prospects have the budget to invest into products and services Influence Level •Possessing of authority or influence to make a purchase decision Timeline

•Understanding the kind of timeline which prospect is looking for

CASE STUDY ON ABC GLOVES • The company’s goal was to do 2.5 million dollar of incremental sales. • The company identified the ‘sales ready A lead criterion’ based on their

selling process and marketplace. Lead to sales funneling was done. They found out that for doing 2.5 million $in sales, they would have to close in on 50 new sales in a year.

• At a 20% conversion rate the company needs 250 qualified sales

opportunities in the proposal stage.

• At a 25% conversion rate ABC needs 1000 leads in the sales team pipeline.

Thus, the company needed 10,000 leads in the top of the demand generation funnel process so that the company can hit their incremental sales target.

• According to consulting company it takes seven to 13 touches to deliver a

sales ready lead. In this case it was 4.28 touches.

• The consulting company recommended a multi-touch and multi-channel

sequence of email and tele calling.

INBOUND VS OUTBOUND INBOUND

OUTBOUND

• Helping potential customers

• Also referred to as interruption

• Converting early awareness

• Company messages directly to its

find your company.

into brand preference.

• Then to leads and revenues.

lead generation.

prospects at times when it feels best suited for its business.

• This method in the recent scenario

of changing trends has been considered outdated or ineffective as it is highly targeted

LEAD GENERATION METHODS INBOUND

OUTBOUND

• Content Marketing

• Display Ads

• Search Engine Optimization

• Pay Per Click Ads

• Website Optimization

• Content Syndication

• Social Media Marketing

• Direct Mail ments

TYPE OF INBOUND LEAD GENERATION METHODS Content marketing

• Create and distribute good content to attract a well defined target audience.

Search engine optimization

• Strategy to rank higher on the search engine result.

Website optimization

• Design website to rank well on SERPS to provide ultimate experience.

Social media marketing

• Using various social networking sites to market a brand, product or services.

TYPE OF OUTBOUND LEAD GENERATION METHODS

Display Ads

Pay per click Ads

Content syndication

Outbound lead generation

A NEW DEVELOPMENT IN ONLINE MARKETING INTRODUCING DIGITAL INBOUND MARKETING • For a successful online lead generation campaign, it is necessary to

study which tactics work and which need adjustments in order to create relevant content.

• Four elements that should be measured to assess the effectiveness

and efficiency of an online lead generation campaign.

• Website activity • Source of traffic • Response and Outcome

• Integrated Marketing Metrics

MARKETERS PERCEPTION OF BEST PRACTICE • This paper aims to draw attention to the emerging phenomenon of

business to business (B2B) digital content marketing.

• Digital content marketing is an inbound marketing technique, effected

through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status.

• Content marketing requires a cultural change from “selling” to

“helping”, which in turn requires different marketing objectives, tactics, metrics and skills to those associated with more traditional marketing approaches.

USAGE, BARRIERS AND MEASUREMENT OF SOCIAL MEDIA MARKETING: AN EXPLORATORY INVESTIGATION OF SMALL AND MEDIUM B2B BRANDS • This study addresses the gap by focusing on B2B SMEs and their social

networking practices, particularly, usage, perceived barriers, and the measurement of effectiveness of SNS as a marketing tool.

• Findings from a mail survey show that over a quarter of B2B SMEs in

the UK are currently using SNS to achieve brand objectives, the most popular of which is to attract new customers.

• On the other hand, the most significant barrier is the lack of perceived

relevance for particular sectors. Majority of s do not adopt any metrics to assess SNS effectiveness.

• Half of the sample of SMEs that currently use SNS have indicated their

intention to increase their marketing spending on this channel, highlighting the growing importance of SNS in a B2B context.

LEAD GENERATION TRENDS • Customer Obsession – Deepening customer knowledge • Based Marketing – Focus on quality and not quantity • Retargeting – Retargeted customers are more likely to interact • Automating Social Media Marketing – Automating or Scheduling

content on social platforms

B2B LEAD GENERATION OUTLOOK • In July 2017, Chief Marketer conducted a survey of B2B marketers

across the U.S.

• Respondents were from a variety of verticals, including professional

services (19 percent), agencies (13 percent) IT (11 percent), and manufacturing/industrial (11 percent) and financial services (seven percent).

• Respondents were split almost evenly by job level. • Survey shows that email, content and live events are still prospecting

activities.

LEAD GENERATION MISTAKES AND TECHNIQUES TO AVOID THEM • You're buying leads, not generating them organically.

• You don't offer lead gen content for people in different stages of the

buyer's journey.

• You aren't using your blog to generate leads. • You're not using social media strategically for lead generation. • Your forms are too long or too short.

CONCLUSION Lead generation may be the most challenging aspect of B2B marketing, but with the best practices at hand, it can be a far less daunting task. Following are the key action points to better B2B lead generation. • Determine and document in detail your complete lead generation strategy as a guideline for

marketers, business development professionals, and sales professionals.

• Develop content based on four or five personas that accurately describe each target

audience.

• Create content that is organic and relevant to the market, and use a combination of online

strategies to push content and engage prospects.

• Optimize landing pages for seamless integration across devices to cater to the way prospects

wish to engage with B2B businesses.

• Streamline omni-channel approach to include the same quality and access to information

across a variety of channels.

• Take advantage of CRM and outsourced lead validation solutions for large campaigns. • Allow the prospect to approach the company when ready, while implementing multifaceted

nurturing strategies.