Transcript G rowt h T ool s F o r A C ompetitiv e E dge Lead Generation Methods

BKR Marketing
WebMeeting
Generating Leads that
Generate Results
3/06/2013
Topics
Methods of lead generation
Developing content
Lead tracking
Measuring results
Growth Tools For A Competitive Edge
Two Ways to Get New Work
You go to them.
They come to you.
Growth Tools For A Competitive Edge
Marketing vs. Sales
Sales
Level of Activity
Marketing
Time
Growth Tools For A Competitive Edge
Integrated Marketing/Sales
Level of Activity
Marketing
Newsletters
Brochures
Advertising
PR
Time
Sales
Sales Calls
Needs Assessment
Proposals
Working Objections
Closing Deals
Referrals
Seminars
Associations, Boards
Direct Marketing
Social media
Email marketing
Growth Tools For A Competitive Edge
The Value of Your Brand
No
Recognition
Recognition
Awareness
Positive
Awareness
Brand
Loyalty
Growth Tools For A Competitive Edge
How Do You Build Your Brand?
No
Recognition
Recognition
Awareness
Positive
Awareness
Brand
Loyalty
Consistent Message
Frequent Communication
Time Investment
Budget
Growth Tools For A Competitive Edge
Lead Generation Methods
Social
media/
online
marketing
Word of
mouth/
networking
Direct
marketing
(email/
snail mail)
Referrals
(COIs and
clients)
Branding/
positioning
Copyright 2009 The Whetstone Group, Inc.
Growth Tools For A Competitive Edge
Integration
Referrals
(COIs and
clients)
Social
media/
online
marketing
Total
Experience
Word of
mouth/
networking
Copyright 2009 The Whetstone Group, Inc.
Direct
marketing
(email/
snail mail)
Branding/
positioning
Growth Tools For A Competitive Edge
Planning Output
Activity
Month 1
Month 2
Month 3
Month 4
Blog
Blog post
Blog post
Repurpose
whitepaper
content for blog
Link blog post
to LinkedIn
Email marketing Develop
whitepaper on
estate planning
best practices
Send email blast
featuring estate
planning tip – offer
white paper
download, post to
website
Snail mail
marketing
Mail second
postcard on estate
planning
Telephone lead
generation
Copyright 2011 The Whetstone Group, Inc.
Mail postcard
on estate
planning
Mail third
postcard – offer
whitepaper
Telephone follow
up with prospects
who requested
paper
Telephone
follow up with
prospects who
requested paper
Developing Your Content
Focus on specific market
Identify needs/issues
Demonstrate expertise/offer tools
Differentiate
Present the benefits
Purchase vs custom?
Copyright 2010 The Whetstone Group, Inc.
Growth Tools For A Competitive Edge
Offer Types vs Value
Growth Tools For A Competitive Edge
Target Market Definition
Geography
Serve profitably?
Industry
Expertise,
opportunity?
Size
Expertise, afford fees
Other
Ownership, etc.
Copyright 2009 The Whetstone Group, Inc.
Growth Tools For A Competitive Edge
Identify Needs
Ask current customers openended questions, evaluate
what clients are buying
Use trade magazines and
FirstResearch, IBIS,
LexisNexis, conference topics
Identify needs in particular
geography or industry
(continual process)
Survey your target market
Copyright 2010 The Whetstone Group, Inc.
Growth Tools For A Competitive Edge
Packaging Content
Whitepaper
Blog posts
Email blasts/newsletters
Snail mail
Webinar
Growth Tools For A Competitive Edge
Media Relations
Delivering Content (Prospecting)
Webinars
Copyright 2009 The Whetstone Group, Inc.
Growth Tools For A Competitive Edge
Prospecting Methods
Passive/
Reactive
Proactive
Growth Tools For A Competitive Edge
Maximize Your Effectiveness
During
Before
After
Plan &
Prepare
Behaviors &
Action
Follow-up
& Reporting
Growth Tools For A Competitive Edge
Online Marketing
During
After
Define target
market
Post content
Research
opportunity
Define outlets
Track views/
downloads
Track results
Create content
and offer(s)
Categorize
leads
Follow up
Before
Growth Tools For A Competitive Edge
Direct Marketing
During
After
Define
campaign
objective
Send mailer(s)
Control next
steps
Define target
market
Telephone
follow up
Work the sales
cycle
Buy and/or
scrub list
Get face-toface
Track results
Before
Growth Tools For A Competitive Edge
Event Marketing
During
After
Define target
market
Send mailer(s)
Follow up with
registrants
Define event
type (webinar
vs seminar)
Recruit
attendees
Work the sales
cycle
Buy and/or
scrub list
Conduct event
Track results
Before
Growth Tools For A Competitive Edge
Centers of Influence
Before
During
After
Identify COIs
Regular
communication
Meet with
referrals
Assign
Frequent faceto-face
Thank referral
sources
30-second
speech
Ask for and give
referrals
Track results
and follow up
Growth Tools For A Competitive Edge
Prepare for Face-to-Face Follow-up
Research on company
Select sales team
High gain questions to get conversation
going
-
Base on industry trends, similar client
challenges, etc.
30-second speech: quick answer to “tell
me about you and/or your firm”
Growth Tools For A Competitive Edge
Lead Tracking
Company
Contact
Appt. Date
Lead
Notes
Follow-up
ABC Mfg.
Bob Smith, Pres.
3/1/13
Hot (A)
Interested in
seeing what we
can do for them
w/R&D tax
credits. Also
some potential
for cost seg.
Lisa to call 3/15
to schedule
follow-up appt.
XYZ Mfg
Mary Jones, CFO
2/28/13
Warm (B)
Would like to see
more information
about our
services, they
want to reduce
their tax costs.
Larry to send info
and call in one
month.
Growth Tools For A Competitive Edge
Using Referral Tracking
Center of Influence
Firm
Last Contact
Individual
Referrals Given
Company
ABC Bank Bob Smith 1-Oct-12
Acme Mfg
Eco Builders
Jane Doe
XYZ Law
Firm
1-Feb-13
Contact
Joeseph
Black, CFO
Dan White,
owner
Referrals Received
Date
Company
Contact
Medical Group
Dr. Spock
Date
1-Oct-12
15-Mar-12
1-Feb-13
Marc Jones 1-Mar-12
Beth Barnes11-Jan-13
Distributors Inc.
Mercy Hospital
Lisa Coleman,
CEO
5-Sept-12Peoples Bank
Paul Hoffman,
CEO
15-Feb-12Auto Group
Frank Davis,
Pres
Bill Vernon,
Owner
11-Jan-13
1-Apr-12
Growth Tools For A Competitive Edge
Using Referral Tracking
Center of Influence
Firm
Last Contact
Individual
Referrals Given
Company
ABC Bank Bob Smith 1-Oct-12
Acme Mfg
Eco Builders
Jane Doe
XYZ Law
Firm
1-Feb-13
Contact
Joeseph
Black, CFO
Dan White,
owner
Referrals Received
Date
Company
Contact
Medical Group
Dr. Spock
Date
1-Oct-12
15-Mar-12
1-Feb-13
Marc Jones 1-Mar-12
Beth Barnes11-Jan-13
Distributors Inc.
Mercy Hospital
Lisa Coleman,
CEO
5-Sept-12Peoples Bank
Paul Hoffman,
CEO
15-Feb-12Auto Group
Frank Davis,
Pres
Bill Vernon,
Owner
11-Jan-13
1-Apr-12
Growth Tools For A Competitive Edge
Contact Information
Carrie Steffen
Shareholder and
Vice President
[email protected]
319-447-6402
Growth Tools For A Competitive Edge