Demand Generation Best Practices
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Transcript of Demand Generation Best Practices
For more information: Call 410-977-7355 or visit mcgrawmarketing.com 1
Demand Generation Best Practices6 Steps to Attracting and Engaging More Qualified Opportunities
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For more details, download the Demand Generation Best Practices White Paper at http://bit.ly/142pwsr
Or email [email protected]
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Technology is not the cure for ineffective processes
The importance of marketing and sales collaboration
How to better target highly qualified buyers most like your best customers
How to consistently deliver the right message and offers to the right people at the right time
How frequency, focus and relevancy drives profits
Test. Measure. Analyze. Modify. Repeat.
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Description Mean Class PerformanceBest in Class (Top 20%) 98% improved the year-over-year lead-to-sales conversion rate
96% improved year-over-year lead qualification rate89% improved year-over-year lead response time98% improved year-over-year lead-to-sales revenue
Average 54% improved the year-over-year lead-to-sales conversion rate57% improved year-over-year lead qualification rate40% improved year-over-year lead response time54% improved year-over-year lead-to-sales revenue
Less Effective 2% improved the year-over-year lead-to-sales conversion rate0% improved year-over-year lead qualification rate0% improved year-over-year lead response time4% improved year-over-year lead-to-sales revenue
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Step 1: Alignment
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Qualified Opportunity
Opportunity Lead Inquiry
BudgetDefined and fits your solution specs
Defined Not defined Not defined
Authority
Decision maker is involved in the selection process
Decision maker, specifier involved in selection process
Specifier, influencer, decision maker involved in selection process
Influencer, specifier involved in gathering information
NeedProblem identified, need for solution established
Problem identified, need for solution established
Problem identified, need for solution being explored
Problem not necessarily identified
Time FramePurchase in 1-3 months
Purchase in 3-6 months
Purchase in 6 months more
Not identified
Status
Meets all 4 of B.A.N.T. criteria. Ready to buy, have been through full site demonstration and have requested proposal
Meets 3 of 4 B.A.N.T. criteria Final evaluation, have requested full/customized demonstration
Meets 2 of 4 B.A.N.T. criteria Evaluation, possible requested intro demonstration
Meets 1 or none of B.A.N.T. criteriaGathering information
ContactField Sales Telesales with Field
SalesDirect marketing with telesales follow-up
Direct marketing with telesales follow-up
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Sales typically disqualifies 70% of leads – and 80% of those disqualified leads go on to buy within 24 months.”
(Sirius Decisions)
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Step 2: Preparation (Know your target)
Getting started: Identifying your best customers with RFM Analysis.
Building a Clearer Picture: Add data.
Getting to Know Your Best Customers: Research.
Buyer Personas’ or ‘Customer Profile’s’
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John• Title• Industry• Company Annual Revenue• Needs, Wants, Perceptions, Expectations• Age• Values and Concerns• Objections• Solutions• Hang-outs• Challenges• Goals• Buying Process
Mary•Title•Industry•Company Annual Revenue•Needs, Wants, Perceptions, Expectations•Age•Values and Concerns•Objections•Solutions•Hang-outs•Challenges•Goals•Buying Process
Karen•Title• Industry•Company Annual Revenue•Needs, Wants, Perceptions, Expectations•Age•Values and Concerns•Objections• Solutions•Hang-outs•Challenges•Goals•Buying Process
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Step 3: Relevancy (Messages and Offers tied to Buying Process)
Problem Identification
Information Search
Evaluation of Alternatives
Selection
Post Decision
Pre-Need
Identify
SearchEvaluate
DecidePurchase
Re-evaluate
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Step 4: Consistency (Integrated Marketing and Sales Communications)
Core Messages
Face-to-face Meetings
Website
Social Media
Mobile
Events
Broadcast
Telemarketing
Advertising (Online)
Advertising (Offline)
Direct Mail
Public Relations
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Step 5: Process (Qualification and Routing)
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Step 6: Improvement
Test
Measure
Analyze
Modify
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TECHNOLOGY
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For more details, download the Demand Generation Best Practices White Paper at http://bit.ly/142pwsr
Or email [email protected]
For more information: Call 410-977-7355 or visit mcgrawmarketing.com 16
20+ years helping businesses improve sales and marketing performance
www.linkedin.com/in/patmcgraw/
www.mcgrawmarketing.com
410-977-7355