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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
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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
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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
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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
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• 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
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• 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
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