Transcript Lead Generation - Construction - The Construction Marketing

Webcast/Panel Discussion:
Lead Generation Best Practices
for Construction
December 15, 2010
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Welcome
Moderator/Speaker:
Neil Brown
Chairman
Construction Marketing Association
[email protected]
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Welcome
Panelist:
Jesse Josephson
VP Marketing
Construction Journal
[email protected]
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Welcome
Panelist:
Russ Hill
President
Ultimate Lead Systems
[email protected]
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Agenda – Lead Generation
1. Why is lead generation important?
1. Lead generation survey results
1. Lead sources: traditional, internet and social media
2. Construction lead services
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Dodge vs. Reed Construction Data
Other national services
Regional services
Contractor/Remodeler services
Government services
Other lead services
3. Practical perspectives on lead services
4. Lead management examples
5. Questions
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Lead Generation - Construction
Why is Lead Generation Important?
1.
With both commercial and residential construction down significantly in
almost all markets, the pool of available projects is smaller than ever
2.
The recent 2011 Construction Marketing Outlook Survey identified lead
generation as a top priority for 2011
3.
Marketing budgets and resources (including staff) are smaller
4.
Sales leads are one of the most important measures of marketing
activities, and ideally can be traced to contracts or sales
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Lead Generation - Construction
Lead Generation Survey Results (4 questions)
1.
What lead generation techniques or sources do you use to market to the
construction industry?
1.
Which lead generation technique/source has shown the best results for
your company?
2.
Which lead generation technique/source has shown the worst results for
your company?
1.
Which lead generation technique/source do you foresee using more in the
future?
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Lead Generation - Construction
What lead generation techniques/sources do you use?
Sales Prospecting ranked highest with 70% of respondents using, followed by Trade Shows/Events (60%),
Internet registrations (58%), Email (57%), Search Engines (45%), LinkedIn (44%), Advertising
(40%), Publicity (38%), Social Media (37%), Direct Mail (34%), Per-Per-Click (PPC, 23%), Training
Programs (21%), Reed Construction Data (17%), Other Lead Services (15%), and Telemarketing (13%).
Dodge Reports, Networking via associations and Referrals tied at 11%. Specification services like
ARCAT, CSI and e-specs were used by 4% of respondents.
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Lead Generation - Construction
Which lead generation technique/source has shown the
best results?
Direct Sales ranked highest at 23%, followed by Referrals (19%), Trade Shows (13%), and Website
SEO (11%). Networking events and Reed Construction Data tied at 6%, followed by Dodge, other
lead services, Email and Direct Marketing at 4%. Other mentions included Telemarketing, PPC, jobsite visits, LinkedIn,
channel promos at 2%.
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Lead Generation - Construction
Which lead generation technique/source has shown the
worst results?
Advertising led worst results at 28%, followed by Trade Shows and Yellow Pages at 11%; Pay-Per-Click
and Direct Mail at 9%. Telemarketing and Dodge Reports followed with 4% of mentions.
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Lead Generation - Construction
Which lead generation technique/source do you foresee
using more in the future?
Social Media led all at 30%, followed by Internet (12%), Email (9%), Telemarketing (6%); Association
Networking, PPC, Referrals, Dodge, and Training Programs and tied at 4% each. Reed Construction
Data and Trade Shows follow at 2%.
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Lead Generation - Construction
What type of company are you?
19% of respondents were building materials (manufacturers or suppliers), followed by 18%
commercial construction, 15% construction service providers, 13% architectural engineering, 11%
residential construction, 9% for both construction equipment and remodeling, and 2% construction
technology or property management.
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Lead Generation - Construction
Traditional Lead Sources
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Direct mail/email lists
Online databases (e.g. D&B)
Customer service telephone surveys
Outbound telemarketing
CRM systems
Customer database entries
Trade show card readers
Trade show registration lists
Association member lists
Association events
Trade print advertising reader response
Secondary market research (published, publicly available, e.g., internet)
Primary market research
Syndicated market research (similar to Lead Services)
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Lead Generation - Construction
Internet Lead Sources
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Website registrations
Contact/Conversion Forms
RSS registrations (typically email address)
Pay-Per-Click (PPC, SEM, e.g., Google Adwords)
Web Reverse IP Address Services (Lead Advantage, Leadlander)
Google Alerts
Urchin Tracking Modules (UTMs)
Email service provider reports
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Lead Generation - Construction
Social Media Lead Sources
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LinkedIn Connections (email addresses, InMail)
LinkedIn Groups (post discussions, offers)
LinkedIn Companies
Facebook Friends, Fans, Groups, Likes
Twitter Followers
YouTube Subscribers
WeFollow.com
URL Shortener (e.g. Bit.ly offers tracking)
Bookmarking (Digg, Delicious, StumbleUpon)
Radian6 (identify bloggers, etc)
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Lead Generation - Construction
Construction Lead Services
• Reed Construction Data and McGraw-Hill Dodge Reports are the big
dogs! Nationals in both public and private projects, with value-added
services like bidding, and project planning
 Planning stage, such as proposed architect selection, schematics, bid stage, etc.
 Categories such as commercial, industrial; with subcategories (e.g. medical
offices, retail, parking garages, etc)
 Type of work, such as new construction or addition
 Contract type
 Location
 Company information for planners, general contractors, major trades, etc.
 Materials specified including company names and models if appropriate
 Value of the project and often value of major subcontracts
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Lead Generation - Construction
Reed Construction Data (RCD)
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Partners with American Institute of Architects (AIA), RSMeans
RCD claims stronger private project access via AIA and RSMeans
Reed Bulletin report; Reed Connect interface
Full database approx. $60k per year, SmartSpecs $12k/year
Monthly subscriptions start at $110 per month
Founded 1975, based in Norcross, GA; US and Canada
reedconstructiondata.com
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Lead Generation - Construction
McGraw-Hill Dodge Reports
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Partnership with Associated General Contractors (AGC)
Full database reported to be similar in cost to RCD
Target Leads delivers cost per lead for keywords
Subscription pricing; starts at 10-pack covers 2 regions for
$59/month; 20-pack $79/month
 Founded 1903, based in New York; US and Canada
dodge.construction.com
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Lead Generation - Construction
McGraw-Hill Dodge Reports
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Lead Generation - Construction
McGraw-Hill Dodge Reports
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Lead Generation - Construction
Other National Lead Services
Free listing; $69.95/month for all leads ($59.95 for 12 months); public
project focus although list private and residential; limited project detail
BidClerk.com
http://www.bidclerk.com/index.html
Free listing; covers top metros; various advertising levels determines
lead invites; integrated bidding services; affiliated with Dodge Reports
TheBlueBook.com
http://thebluebook.com/
BuildCentral brand name; claim 194,000 projects with focus on private
and commercial
ConstructionWire.com
http://www.constructionwire.com/
NationalContractors.com
http://www.nationalcontractors.com/membership.htm
Commercial and residential, Federal and State;
starting at $24.99/month; directory
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Lead Generation - Construction
Regional Lead Services
CDCnews.com
http://cdcnews.com/
Construction Information Systems
http://www.cisleads.com/
ConstructionJournal.com
Construction Data Corporation; commercial project focus;
Eastern (US) seaboard, Texas, Michigan; offers free trial
Northeast focus (NY, NJ, CT, PA, DE); public and private sectors;
source directory
Eastern seaboard; public and private projects; offers free trial
http://constructionjournal.com/
ConstructionLeadJournal.com
http://www.constructionleadjournal.com/
iSqFt.com
http://isqft.com/
AECleads.com
Western US incl. CA, AZ, NV, CO, UT, WA, OR;
weekly project list from $84/month for county or metro
Partner with AGC (Associated General Contractors of America) for local coverage;
SupplyLink LEADS for BPMs; regions incl. North Central, Southwest region,
Rocky Mountain region, Oklahoma; integrated bidding and project management
California; public projects
http://www.aecleads.com/
CNCnewsonline.com
Michigan and Ohio; planning room, CSI specs
http://www.cncnewsonline.com/
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Lead Generation - Construction
Residential Contractor/Remodeler/Handyman Lead Services
ServiceMagic.com
http://www.servicemagic.com/
HandyAmerican.com
http://www.handyamerican.com/
ConstructionWork.com
http://www.constructionwork.com/
Yodle.com
http://www.yodle.com/
ContractorLeads.com
http://www.contractorleads.com/
Angie’s List
http://www.angieslist.com/angieslist/
$99 enrollment fee; $7-55 per lead depend on size;
non-exclusive distribution
Free listing; $29.95/month all leads with bid capabilities;
consumer reviews
Free listing; $39-$399/month lead reports; directory;
banner ads, RFQs, etc.
Manage websites and online marketing for small contractors;
$69 monthly fee with $447 website set-up; advertising options
Residential construction and remodeling; manage internet,
direct mail and advertising for monthly fee
Consumers pay membership fee; ratings of home services
rank high in search; paid advertising options
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Lead Generation - Construction
Government Projects
Onvia.com
http://www.onvia.com/
BidSync.com
Database of government projects in US and Canada for 89,000 agencies;
industry solutions for architectural engineering and construction supplies
Electronic bidding software; claim 70,000 public government agencies
http://www.bidsync.com/
FBO.gov
Federal Business Opportunities including construction projects
https://www.fbo.gov/
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Lead Generation - Construction
Other Lead Services
Equipment Data Associates
http://www.edadata.com/
ARCAT.com
http://www.arcat.com/
Sweets Network
http://products.construction.com/
Equipment lease database of UCC filings; used by construction equipment and
capital equipment manufacturers and suppliers
Manufacturers directory and architectural product specifications;
target architects and engineers
Catalog and directory of architectural products and specifications
from McGraw-Hill Construction
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Welcome
Panelist:
Jesse Josephson
VP Marketing
Construction Journal
[email protected]
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Proactive vs. Reactive Lead Services
REACTIVE: Some tools are designed to produce incoming leads
from people that have expressed interest in your
products/services and want to hear from you. These are tools
geared toward the smaller, single-family residential contractor
(like ServiceMagic), where you respond to specific inquiries.
PROACTIVE: Other tools are designed for
commercial/government contractors and suppliers and require
the user to identify opportunities and proactively pursue them in
their desired method (like Reed/Dodge).
Identify which tool is most appropriate for you and if it’s the
Dodge/Reed type of service, be sure you understand a service
like this will only work as well as you work it.
Common uses of Construction Lead Services
-To find immediate and future opportunities to pursue
-To obtain current marketing pricing/bid results information
-To research a company’s recent activity/find ideal companies to
work with
-To solicit building owners/tenants for “post-project” products and
services
-To work with the architect to specify a particular product into the
drawings
Example of a Project Report
Most lead services provide
similar information on
individual projects. Here’s an
example of the primary
information on a Construction
Journal report in it’s Bidding
phase:
Example of a Company Analysis Report
Some lead services provide
the ability to view project
activity associated with a
particular company. This is an
example of a Construction
Journal Analysis Report.
What are construction firms doing differently in
response to the reduction in construction activity?
-Shifting from the reactive to the proactive: Sharpening the marketing axe and seeking
new opportunities/new relationships for the first time in decades.
-Expanding geographical horizons: Increased the distance they are willing to travel.
-Expanding to new areas of work and finding strategic partners to provide more value
to your proposal.
-Focusing on relationship building instead of project bidding: The effectiveness of “hardbid” ratios as a business model have declined or diminished entirely.
-Embracing business development tools and efficiencies long ignored: Technology and
the modern sales process changed and left many construction firms in the dark ages
over the last two decades – those succeeding in today’s market are having to catch up
fast with CRMs, online marketing, etc.
-Measuring results: Building better profiles of potentially lucrative and winnable
projects/relationships based on prior track record and then using modern tools to
pursue those only with today’s limited resources.
Perspective on the construction market decline
Numbers conflict about how construction starts will rise or fall in 2011 and
when will it truly recover.
What you don’t need to know: All those conflicting numbers and threats of
doom and gloom.
What you do need to know: No matter who’s numbers and stories prove
accurate, there will be a huge number of construction starts the U.S. in 2011
worth at least:
$400 Billion
(that’s with a B)
Make no mistake, the pie is still BIG. It’s always been big. It’s just that it
got HUGE there for a few years –that was the anomaly– today is the norm.
*McGraw-Hill Construction forecasts 2011 U.S. Construction starts at $445.5 billion.
Welcome
Panelist:
Russ Hill
President
Ultimate Lead Systems
[email protected]
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Visitor Company
& Page
Identify
who yourDetail
visitors
are &Views
their visit history!
Visitor
Company
Detail
& Contacts
See
visitor
profiles
& identify
key contacts!
Company Detail
ULTIMATELEAD.com
AdCam
Campaign
Visitor Online
Traffic by
Browser Manager…
& Operating System
Easily create & manage campaigns and track visitor response and R.O.I!
ULTIMATELEAD.com
Dashboard 1
Access leads directly from the dashboard
links or via simple navigation
Grid 2
High Priority leads and requests for sales
calls are displayed in RED.
BlueBook Link
Click here to display detail for
Blue Book Invitations-to-Bid details
BB Sample
Call Report1
View qualifying information provided by
prospects and completed surveys…
Schedule follow-up contact dates and receive reminders…
Easily add follow-up and closure information to
keep track of your sales leads…
(Your feedback helps marketing generate more & better leads!
Leads can be closed as SOLD, BOUGHT COMPETITIVE, REQUEST
ADDRESSED or NO OPPORTUNITY.
The more information the better.)
Plot Map Sample
Track lead follow-up results
and sales dollars by rep.
Plot Map Sample
Plot Lead Locations
View lead locations, plan
travel routes, Get
Directions and display lead
details
Lead Generation Construction
1.
Generating sales leads in the construction market is more critical than
ever due to the shrinking pool of projects and prospects.
2.
There are many sources of leads including traditional, internet and social
media; leads can be generated thru marketing, or purchased.
3.
Construction firms tend to purchase leads from a large variety of sources
including the two large nationals (Dodge or Reed), other nationals,
regionals, contractor/remodeler services, government services and more.
4.
Building product manufacturers tend to generate leads thru traditional,
internet or social media sources; however if their products are specified
by architects or engineers, or jobsite visits are key, they could use
construction lead services.
5.
Effective lead management is key to understanding marketing return on
investment and ensuring sales executes effectively
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Q&A
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Thank You!
The Construction Marketing Association (CMA) is a network of
marketing managers and executives in construction-related
fields. CMA provides professional development and training,
resources and information, networking and recognition.
Find us:
http://www.ConstructionMarketingAssociation.org
www.ConstructionMarketingBlog.org
Twitter.com/ConstructMarket
Facebook.com/ConstructMarket
LinkedIn.com (Construction Marketing Association Group)
Next Webcast: Supercharge Your PR – January 14, 2011
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Panelist Bio’s
Jesse Josephson is VP of Sales & Marketing at Construction Journal, one of the top lead services in the
southeast region. Jesse is an experienced leader specializing in team management, process
improvements, strategic partnerships, and driving business development through a blend of sales and
marketing strategy. He has previously held Vice President positions at Private Schooling Direct and
PartsBase, Inc. Jesse began his career at NewsMax Media, where he was Director of Advertising Sales.
Russell Hill is President of Ultimate Lead Systems. Founded in 1983, Ultimate Lead Systems provides
web based customized sales lead management & CRM programs, email marketing, and website
tracking services to both Fortune 500 and small B2B companies including such construction industry
clients as Sherwin-Williams, Ridge Tool, Eaton, CAT Lift Truck, Mitsubishi Lift Trucks, MTD, Lincoln
Electric and others. Russ is a member of the Business Professional Advertising Association, Sales &
Marketing Executives, Direct Marketing Association. In 2005, he was named to Crain's Who's Who in
Technology. Prior to founding ULS, Russ was a media rep for Industrial Equipment News.
Neil Brown is Chairman of the Construction Marketing Association. He has been CEO of numerous
marketing consulting and creative agencies for the past 15 years, managing some of the biggest brands
in the construction sector. Prior to the agency-side, Brown was a brand manager at electrical products
marketing powerhouse IDEAL Industries, and later CMO of an architectural metals manufacturer.
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