Leads Generation through Digital Channels

Manish, Digital Marketing Strategist

April 22, 2016

Agenda

Orientation to Lead Management and

Fundamentals

Role of Digital Marketing Channels

Components of Lead Management

Lead Management Assessment

Framework

Lead Generation Online – Just traffic is

not good enough

Even generating large quantities of lead

is not good enough

Effective Lead Management is critical

component for all marketing initiatives

What is a Lead

Lead Criteria

Fitment to Target Buyer

Persona

Interest in Products/Offerings

Stage in Purchase

Lifecycle

B2B Qualified Lead Criteria – BANT Model

Majority is not “ready to buy” yet

Upto 95% of qualified prospects on your website are there to research and

not to buy

But as many as 70% of them will buy either from you or your competitor

Importance of Lead Management

Lot of work goes into Attracting leads, making it important for you to better manage them

Role of customer is changing

Smarter and more cost efficient Marketing

Sales team more efficient and effective

Better Experience for prospects and leads

Lead Management Framework

Phase III

Nurture qualified leads to Sales

Phase II

Convert them to leads

Phase I

Attract your audience

Matrix for Lead Generation Evaluation

Low High

Low

High

Inve

stm

ent

Req

uir

ed

Effectiveness – Leads and Sales volume

Role of Digital Channels

New Buying Funnel with Digital Channels

Digital Channels Role

Highest Rated Digital Channels for 2015 (Lead and Sale Volume)

Smarts Insights Report 2015

Lead Management

Components of Lead Management

Smarts Insights Report 2015

• Prospects Tracking

• Lead Intelligence

• Lead Scoring

• CRM Integration

• Lead Nurturing

Lead Scoring & Sales Handoff

Lead Scoring & Sales Handoff

Lead Scoring & Sales Handoff