Pro_Active Lead Generation

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Ideas for today and tomorrow

Michael J. MalloyEmail: [email protected]: https://www.linkedin.com/in/michaeljmalloy1

Pro-Active Lead Generation: 5 Tools Of The Trade

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• Lead generation definitions, tactics, and success vary by user, industry, and organizations. However, one core theme remains constant: More and better qualified leads quickly delivered to the end

user.

• The following slides provide a macro-level approach to 5 tools designed to develop your opportunity pipeline, engage with qualified prospects, increase marketplace intelligence and grow the busine$$.

Problem Statement


What:• Companies Who Visited Your Web Site, But,

Have Not Self-IdentifiedPurpose:• Early Prospect Id & Engagement• Who’s Viewing What Pages• TrendsReporting Frequency & Audience:• Weekly• Commercial Stakeholders W/In Organization

Sample Report Cover. Ability To Filter What Is Important, Or Of Interest

Tool 1: Who’s Coming To Your Website, What Are They Looking At ?

Additional Filter Options:

Alternative to Filter by Industry:

Filter by Region:

Filter by Industry:

CENTRAL-NORTH

CENTRAL-SOUTH

EAST-NORTH

EAST-SOUTH

WEST

CENTRAL EAST

Aerospace & Aircraft

Automotive & Transportation

Chemicals

Diving

Electronics

Energy

Food & Beverage

Glass

Healthcare & Medical

Laboratories

Metal Production

Oil & Gas

Pharmaceuticals & Biotechnology

Pulp & Paper

Refining

Water & WWT

Welding & Metal Fabrication

WEST

Gases

Media (White Papers, etc.)

Services

Gas Tanks & Piping Services

Gas Supply & Management

Reached "Contact Us"

Page

New Visitor

Sample Data Output. Columns Can Be Added For Enhanced Investigation

Region Rep Company Name City State

Industry (Web

Visitor) SIC Description (Added) Web Pages Viewed

West Your Sales Rep M. C. I. FOODS, INC. Santa Fe CAFood &

BeverageEthnic foods, nec, frozen Your Industry Pages Viewed

East Your Sales RepVishay Measurements Group,

Inc Wendell NCManuf Stress, strain, and flaw Your Industry Pages Viewed

Central Your Sales Rep Pioneer Metal Finishing, LLC Green Bay WI Metals Plating and polishing Your Industry Pages Viewed

East Your Sales Rep Biogen Durham NCPharma Biotechnical research,

commercialYour Industry Pages Viewed

East Your Sales Rep Hershey Company Hershey PAFood &

BeverageChocolate and cocoa products Your Industry Pages Viewed

West Your Sales Rep Alliant Techsystems, Inc. Clearfield UTAerospace/

AircraftsSpace propulsion units and

partsYour Industry Pages Viewed

4

Tool 2: Capital Expenditure DataWhat:• Capital Project, Engineering, Construction

Information• New & Expansion Projects• Capital Expenditure, Scope, Timing

• Plant Database/Contact

Purpose/Action:• Prospect Id & Engagement• Marketplace Intelligence• Trend Identification

Frequency & Audience:• Bi-Weekly• Commercial Stakeholders W/In OrganizationSeveral Data Base Subscriptions Available.

However, Industrial Information Resources Is Most Robust & Accounts For Proven ROI

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What:• Press Release & Headline Information

Purpose:• Bring Awareness• Keyword Search Criteria To Deliver Relevant

Content & Reduce ‘Noise’

Frequency & Audience:• Weekly• Individual Territory Rep

Tool 3: Concentrated Content Gathering

Factiva Is A Dow Jones Subscription Product. Best Used In Conjunction With Capital Expenditure Data


What:• Macro-Level State & Industry Profiles

Purpose:• Bring Awareness• Marketplace Intelligence• Quick Reference Guide• Target Industry, Growth Segments W/In Territory

Frequency & Audience:• Ad Hoc• Commercial Stakeholders W/In Organization

Tool 4: State & Industry Economic Profiles

First Research Is Supported By Dun & Bradstreet On Subscription Basis


• Depending on the strength of Company’s SEO, PPC programs serve a purpose, and provide an ROI. Expectations must be defined. Resources must be appropriately assigned.

• My experience with PPC drove results in 3 key metric areas: Drove Relevant Traffic To Site Improved Positioning Increased Click Through Rate

• Constant tinkering and measurement are the best tactics used to maximize your PPC spend.

Tool 5: Pay Per Click


• Lead generation programs must have the appropriate repository to: Capture the data collected Respond to the data analyzed Measure for impact

• Appropriate work flows must accompany any tool for overall efficiency. Staff with ‘hunters’ Act with urgency

• Best practices show lead generation is a collaborative effort for commercial stakeholders within the business unit and organization.

• Budgets are fixed, data service providers are expensive. Prioritize what mix of tools best suits the organizational needs, determine what can be accomplished in-house.

Final Remarks

Pro_Active Lead Generation

Documents

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