Transcript Why we need LeadGen Tools

New LeadGen Tools Research
Robert Lesser
President
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on this topicImpact Marketing Inc.
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Monday, October 23, 2006
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1
Why we need LeadGen Tools

Integrate Sales & Marketing
 Generate higher quality leads
 Do more with less
 Gauge the impact of marketing
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Tooling up!
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The LeadGen Tool Defined

A tool is a specific, vendor branded instrument for
generating leads.

A medium is a generic means for communication
such as print or direct mail.
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How the Research took shape…

Launched August 2006 with telephone interviews
and then with an online survey
 Qualification Criteria:



Active B2B marketer
Deployed at least one campaign in the past year
Can identify the single most user-friendly and
affordable tool
Wave 1 – 60 interviews to October 12
 Wave 2 - >100 interviews to November 3

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Do the respondents look like me?
Largest Segments on 3 Criteria
Avg Size of Mktg Team
= 8.4 staff
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Ye Old Battleground: Suites vs. Best-of-breed
Combo of Two or
More Tools
Suites
Using CRM for
Lead Gen
CRM
Best-of-Breed
Best-of-Breed
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0%
10%
20%
30%
40%
50%
60%
70%
80%
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Types of Best-of-Breed Tools
… for you to Consider
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Will you be satisfied with the tools?
78% of the respondent’s marketing team has
adopted the tool or will adopt the tool.
 Only 14% expect to replace the tool in the future.
 37% believe that an in-house expert is needed.

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Interested in more research findings?
LeadGenTools.com
 Directory of Tools
 Report on LeadGen Tools
 Blog
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About Direct Impact Marketing

Direct Impact Marketing Inc. offers outsourced as well as acting as the publisher of the
LeadGenTools.com community. This free B2B Community provides marketers with a
directory and peer reviews of affordable and user-friendly lead generation tools found
nowhere else on the web, and as nominated by B2B marketers.

The services division of Direct Impact Marketing is an innovative outsourcer providing
B2B lead generation services for marketing and sales executives. Leveraging
industry best practices in lead generation along with customizing CRM tools, Direct
Impact Marketing is focused on providing on-demand inside telesales and direct
marketing teams.

Robert Lesser, President // [email protected] // 416.363.7446
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3rd Party Business Lead
Generation Services
Which Work Best & How to Avoid Common
Mistakes When Using Them
John Connell
Marketing Programs Manager
IT Business Edge
Monday, October 23, 2006
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12
Real-World Facts and Observations

Three years designing, managing, and implementing lead
generation programs at IT Business Edge for:



More than 200 vendor clients
Over 50 agencies
Programs offering white papers, case studies, software
downloads, trials, hard goods, Webcasts, Podcasts, and more
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Mistake #1
The Bait/Promotion Disconnect
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Mistake #2
The Reg Question/Demo Target Disconnect

“How many servers per cluster are you interested in load balancing?”

“What is the sustained throughput of the network traffic being load
balanced?”

Job Roles Sought:

IT Executive
 IT or Technology Dept. Director or Manager
 Other IT or Technology-Related Management
 IT or Technology Dept. Systems Director or Manager
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IT or Technology Project Director or Manager
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 Non-IT Executive
 Non-IT Dept. Director or Manager
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Mistake #3
Two Questions Are Not Better Than One
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Mistake #4
But We’ve Only Just Met…

“Yes! Please have someone contact me about
setting up an appointment today!”

“Sure! In addition to this white paper, please sign
me up for a risk-free, no obligation…”

“Would you be interested in learning more about
Acme Widgets?”
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Mistake #5
The Obvious, Redundant, and Irrelevant

“How did you hear about us?”

“Can a representative from Acme contact you?”
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Mistake #6
Losing the Benefit of Pre-Populated Data
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Mistake #7
Do You Really Need That Custom Question?
Third-Party’s Standard
Employee Sizes
Vendor Client’s Standard
Employee Sizes
1 to 20
1 to 19
21 to 100
20 to 99
101 to 500
100 to 499
501 to 1,000
500 to 2,999
1001 to 2,000
3,000 to 4,999
2001 to 5,000
More than 10,000
5001 to 10,000
More than 10,000
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Mistake #8
Invalid Comparisons of Programs & Incentives

Which do you think will be more successful?
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Mistake #9
Ignoring Duplicate Leads
Who would you contact first?
EMAIL
FIRST
LAST
VENDOR
OFFER
[email protected]
Grover
Cleveland
HP
"Approaching a Virtualized IT World with Confidence"
[email protected]
John
Adams
HP
"IDC: HP Addresss Customer Choice By Expanding Its Server…"
[email protected]
Woodrow
Wilson
HP
"Approaching a Virtualized IT World with Confidence"
[email protected]
George
Washington
HP
"Approaching a Virtualized IT World with Confidence"
[email protected]
Abraham
Lincoln
HP
"Delivering Long-term Value for the Adaptive Enterprise"
[email protected]
Abraham
Lincoln
HP
"Approaching a Virtualized IT World with Confidence"
[email protected]
Abraham
Lincoln
HP
"IDC: HP Addresss Customer Choice By Expanding Its Server…"
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Mistake #10
Ignoring Peripheral Leads
Company Size Ranges for Program
Targeting 1,001 to 5,000 Employee Size
More than 10,000
employees
16%
100 or fewer
employees
23%
5,001 - 10,000
employees
15%
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1,001 - 5,000
employees
36%
101 - 1,000
employees
10%
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Thank you
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John Connell
Marketing Programs Manager
IT Business Edge
(502) 515-6451
[email protected]
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