Transcript The Power of Demand Generation

Mike Krell, Innova Marketing Group
Innova Marketing Group
 Buyers are in more control
 There are more decision makers and influencers…and they are
talking to each other!
 85% of buyers research a product on the web before making a
purchase
Wouldn’t it be great to engage these
buyers when your company name is top
of mind?
Innova Marketing Group
Generate Awareness
Develop a Relationship
Gather Names
Interact
Now you have a prospect
Nurture until they are ready
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer
Innova Marketing Group
Come to us by
name, brand or
word of mouth
Generate Awareness
Develop a Relationship
Gather Names
Interact
Now you have a prospect
Nurture until they are ready
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer
Innova Marketing Group
Develop a
Generate Awareness relationship based
on trust
Develop a Relationship
Gather Names
Interact
Now you have a prospect
Nurture until they are ready
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer
Innova Marketing Group
Generate Awareness
Names are just
Develop a Relationshipnames
Gather Names
Interact
Now you have a prospect
Nurture until they are ready
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer
Innova Marketing Group
Generate Awareness
Develop a Relationship
They interact with
Gather Names you
Interact
Now you have a prospect
Nurture until they are ready
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer
Innova Marketing Group
Generate Awareness
Develop a Relationship
Gather Names
Interact
Meaningful
interactions, qualified
demographics
Now you have a prospect
Nurture until they are ready
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer
Innova Marketing Group
Generate Awareness
Develop a Relationship
Gather Names
Interact
Show buying signs or
Now you have a prospect
significant interaction
Nurture until they are ready
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer
Innova Marketing Group
Generate Awareness
Develop a Relationship
Gather Names
Interact
Now you have a prospect
Nurture until they are ready
Qualify as a real
sales lead
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer
Innova Marketing Group
Generate Awareness
Develop a Relationship
Gather Names
Interact
Now you have a prospect
Nurture until they are ready
Now you have a lead
Accepted and
actively worked by
Now you have an opportunity sales
Qualify by a human
Engaged by sales
Now you have a customer
Innova Marketing Group
The sooner a prospect is contacted after a web visit,
the more likely they can be qualified because your
company / solution is top of mind
2 min
4 min
6 min
8 min
10 min
12 min
14 min
16 min
Follow-up with a phone call and an email
Innova Marketing Group
The odds of connecting with a prospect are 10X greater
if you contact them within one hour of their web visit!
Hours after a prospect shows interest
MIT Sloan School of Mgmt.
Innova Marketing Group
=
 Drive more traffic to your site by delivering relevant content
 Gather lead information when they visit your site
 Set alerts to trigger sales activities when customers are ready
to buy
 Close more business
Innova Marketing Group
What You Know
Anonymous
Tracking
“Domain information”
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Company name
Location
Page views
Page duration
Number of visits
Referring website
Search terms
(each individual
anonymous visitor)
Anonymous History
transfers on conversion
Conversion via clicking a link in an email or form fill
Anytime a visitor comes to your
website, tracking resumes… from
email, organic, search, etc.
Known Visitor
Tracking
“[email protected]”
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Name & email
Company name
Location
Page views
Page duration
Downloads
Number of visits
Referring website
Search terms
Campaign membership
Email responses
Lead scores
([email protected])
Innova Marketing Group
 Real time alerts to
close sales
 Summary alerts for
daily/weekly review
 Anonymous summary
for website visibility
 Campaign alert for
customer campaign’s
Innova Marketing Group
Innova Marketing Group
 Helps you scope the problem
 Works with you to develop a strategy
 Architects the execution plan
 Authors the email and website content
 Works with you to prepare your website
 Executes the plan
Delivers results
Innova Marketing Group
Mike Krell
[email protected]
(p) 1.512.970.7166
Innova Marketing Group