The document discusses various tactics for B2B lead generation, including maintaining relationships through a CRM database, direct marketing campaigns like email and direct mail, online marketing through websites and search engine optimization, telemarketing, attending industry events, and educational seminars. The overall message is that using a variety of lead generation tactics provides a stable flow of qualified leads.

1. B2B Lead Generation:
A process,
some tools to consider
and some statistics
to grow your business!
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2. 1NW Contact
B2B LEAD GENERATION
ITS ALL ABOUT RELATIONSHIPS!
4/4/2012
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3. MARKETING FOR LEADS
FORMULA FOR SUCCESS:
RELATIONSHIP MARKETING TO NURTURE AND QUALIFY
PROSPECTS
A GOOD MARKETING DATABASE---CRM
CREATE DIRECT MARKETING CAMPAIGNS TO
GENERATE INQUIRIES
WEBSITES AND ONLINE MARKETING TO “SNARE”
SEARCHERS
EVENTS TO HELP MOVE PROSPECTS TOWARD
PURCHASE
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4. RELATIONSHIP MARKETING
UNDERLYING THE FORMULA IS RELATIONSHIP
MARKETING
COMPANIES DON’T BUY; PEOPLE BUY!
PEOPLE DON’T BUY UNTIL THEY ARE READY!
YOUR GOAL: CREATE A RELATIONSHIP WHERE:
IT IS EASY AND DESIRABLE TO BUY FROM
YOUR COMPANY
CULTIVATE A PERSONAL SALES-WINNING
RELATIONSHIP WITH YOUR PROSPECTS
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5. MARKETING DATABASE--CRM
THE CRM IS YOUR FUNDAMENTAL TOOL FOR
RELATIONSHIP MARKETING
SHOULD INCLUDE THE COMPANIES AND
PEOPLE WHO CAN BUY YOUR PRODUCTS
AND SERVICES
CUSTOMERS
FORMER CUSTOMERS
PROSPECTS
INQUIRERS
RESPONDERS
SUSPECTS
INFLUENCERS
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6. MARKETING DATABASE--CRM
 NAMES FROM INSIDE SOURCES (Sales, Marketing,
Accounting, Tech Support, Product Dev)
 NAMES COMPILED FROM OUTSIDE OF YOUR
COMPANY ( current customer referrals, respondents to
marketing campaigns, mailing lists compiled from trade
shows, newsletters, professional meetings, associations,
WEBSITES, trade publications)
 ACQUIRE LISTS (from brokers and list vendors)
Standard Rate and Data Service www.srds.com
www.onesource.com
www.harrisinfo.com
www.zapdata.com
www.infousa.com
www.hartehanksmi.com
www.scottsinfo.com
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7. MARKETING DATABASE--CRM
Business to Business database should be DEEP
AND ACCURATE
 MULTIPLE PEOPLE FOR EACH COMPANY
 MULTIPLE DECISION MAKERS AND INFLUENCERS
 TAKE TIME TO VERIFY PHONE NUMBERS AND ADDRESSES
 Some CRM Vendors:
 ACT, AgencyIQ, MOJO, Dial Your Leads, FreeCRM,
InsideSales, SUGAR, SalesForce.com, Leads360, and
more…
 Consider ONLY a CRM “in the cloud”
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8. MARKETING DATABASE--CRM
B2B Contact Campaigns/Tactics
Database Building & Management: Increase the effectiveness of
sales and marketing efforts with an up-to-date and targeted database.
Inquiry Management: Ensure every inquiry is promptly responded to,
quickly qualified and appropriately addressed.
Lead Generation: Increase the flow of qualified leads, grow the sales
pipeline, maximize event success and ensure events reach full capacity.
Lead Nurturing: Uncover new opportunities in your database and
increase sales with effective lead nurturing and pipeline management.
Inside Sales Outsourcing: Expand your sales reach and efficiently
address smaller sales opportunities with our cost-effective and turnkey
sales outsourcing services.
Cross-Sell and Up-Sell: Broaden relationships with top customers
and generate follow-on sales.
Channel Marketing: Grow sales through partners with channel
recruitment, marketing and management services.
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9. Lead Generation – What Is a Lead, Anyway?
Definitions of a Lead
 Knowledge of an unfulfilled, profitable customer need
 Contact for a sale
 Opportunity for business
 Prospect
 New business
 Hot customer target
 OR??????……
Where to find leads?
 Looking for unmet customer needs
 What are you doing to find new business?

10. 3/4 of B2B leads are ignored!
Observation: Salespeople race to close sales from the
most promising and qualified short-term prospects
Salespeople are measured and paid for winning the race for
short-term and focus on the easy sales opportunities while
ignoring the longer-term B2B leads
Usually with no FORMAL process in place, the job of nurturing,
managing and tracking those longer-term sales
opportunities falls by the wayside.
Lack of a sales lead development process may be costing
your organization big bucks in lost sales.
Remember the story of the tortoise and the hare?
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11. SALES CYCLE SEGMENTATION
WHERE ARE THEY IN THE SALES CYCLE
 Suspect
 Inquiry
 Qualified lead
 Proposal/quote
 First purchase
 Repeat purchaser
 Long term or high value customer
 Past customer
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12. Lead Generation Program Management
Program Potential Customer Responses Sales Channel Metrics
• Search engine • Closed
Program
placements sales per
• Website Homepage, Lead Qualification channel
Telesales
visits/promotions Website
Direct Sales
• Trade shows Prioritization • Closed
• Seminars/Webinar and Routing sales per
s lead
• PR/Speaker Partners • Cost per
programs ‘Call qualified
• Direct marketing center’ lead
• Partner co- • Customer
marketing lifetime
• Ads value
Absolute Requirement: Contact DB >> SFA >>CRM
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13. DIRECT MARKETING
A CAMPAIGN DESIGNED TO STIMULATE RECIPIENTS
OF THE MESSAGE TO RESPOND DIRECTLY
 DIRECT MAIL
 EMAIL
 TELEMARKETING
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14. DIRECT MAIL
THE LIST AND THE OFFER (MESSAGE)
 A LETTER IS THE MOST EFFECTIVE
 INCLUDE MULTIPLE OFFERS TO ATTRACT PEOPLE AT
DIFFERENT STAGES OF THEIR BUYING PROCESS
 REPEAT THE OFFER SEVERAL TIMES
 GET TO THE POINT:
 “THIS IS A SEMINAR YOU CANNOT AFFORD TO MISS”
 REQUEST THE WHITEPAPER THAT WILL SAVE YOU
MONEY!
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15. EMAIL
EMAIL is subject to SPECIAL considerations
 SUBJECT LINE SHORT AND PERSONAL
 PERSONALIZE THE INTRODUCTION WITH PROSPECT’S NAME
IN THE OFFER
 DO NOT USE WORDS: FREE OR CLICK HERE (search
“AVOIDING SPAM FILTERS”)
 Make sure attachments (PDF) are no more than 1MB; better
yet embed a link;
 There are SPAM laws to contend with……
 TEXT OR HTML…..
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16. EMAIL
Drip Marketing in the Sales Process
 Sales Tool, particularly in long sales-cycles (large ticket
items or enterprise-level sales)
 Persistent follow-up can become a deterrent to closing the
sale; Drip Marketing methods offer the ability to remain top-
of-mind, and even prompt action, without jeopardizing
the relationship
 Vendor Considerations:
 www.icontact.com
 www.constantcontact.com
 www.verticalresponse.com
 www.benchmarkemail.com
 www.getresponse.com
 www.mynewsletterbuilder.com
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17. TELEMARKETING
TELEMARKETING IS A PERSONAL MARKETING APPROACH
 COST EFFECTIVE WHEN COMPARED TO FIELD SELLING
•Make My Calls by Mojo
•Cheetah Power Dialer
•Voicent
•OUTSOURCE!
 CAN REACH 30-50 DECISION MAKERS A DAY AT A COST OF $15-
$30 per contact
 VS. FIELD SALES CAN REACH 4 OR 5 DECISION MAKERS A
DAY AT A COST OF $300-400 PER CONTACT
 PLANNING IS EVERYTHING—
 PROSPECTS ARE IN DIFFERENT STAGES OF THE BUYING
PROCESS
 WHAT DO YOU WANT TO HAPPEN AS THE RESULT OF A
CALL?
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18. TELEMARKETING CAMPAIGNS
IDEAS ON MANAGING THE OUTSOURCE PROCESS
 EACH CALL HAS 4 STAGES – MUST MEET YOUR GOALS:
 OPENING STATEMENT
 ENGAGEMENT
 QUALIFICATION
 THE CLOSE
 ASK THAT YOU RECEIVE RECORDINGS OF EACH CALL-
DISCUSS DAILY WITH THE COMPANY REP!
 CHECK COMPANY REFERENCES
 LOOK AT BACKGROUND AND EXPERIENCE OF CALLERS
 INTERVIEW CALLERS ON YOUR CAMPAIGN
 ABILITY TO MONITOR CALLS
 MEASURE RESULTS HOURLY OR AT LEAST DAILY!
 GET THEM TO UPDATE YOUR CRM!
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19. ON-LINE MARKETING
INCLUDES; WEBSITES, INTERNET ADVERTISING AND
SEARCH ENGINE OPTIMIZATION (SEO)
 WEBSITES
 YOUR OWN WEBSITE
 THIRD PARTY WEBSITES TO GENERATE LEADS
 BANNER ADS ON INDUSTRY WEBSITES
 INCLUDE YOUR COMPANY IN DIRECTORIES
 ADERTISE IN INDUSTRY NEWSLETTERS
 INTERNET ADVERTISING
 SEO
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20. YOUR COMPANY WEBSITE
 PRE-SALES INFORMATION ABOUT YOUR PRODUCTS AND
SERVICES
 TESTIMONIALS
 APPLICATION NOTES
 CUSTOMER CASE STUDIES
 STRONG OFFERS (Offer on every page!):
 EASY TO USE RESPONSE FORMS
 E-NEWSLETTER
 WHITE PAPERS
 HOW-TO GUIDES
 Photos and stories about your people!
 Registration for newsletters, new product
announcements, “tell a friend”
 Information Request on every page
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21. WEBSITE
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22. WEBSITE
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23. Inbound Marketing is More Effective
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

24. Social Media is for B2B and B2C
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

25. Twitter Drives More Leads for B2C
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn

26. Most Valuable Channels
Source: 19 Marketing Experts Share Tips and Insights - http://bit.ly/i4Q9Jq

27. Third Party Websites
EFFECTIVE WAY TO REACH MORE PROSPECTS!
PORTALS
ASSOCIATION WEBSITES
BUSINESSS PUBLICATIONS
DIRECTORIES
OTHER COMPANIES WEBSITES
INDUSTRY WEBSITES
COMMUNITY WEBSITES
CRITERIA FOR PARTICIPATING
THEIR AUDIENCE
THEY PROMOTE THEIR WEBSITE
THEY HAVE OTHER HAPPY ADVERTISERS
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28. SEARCH ENGINE OPTIMIZATION
“SEARCH ENGINES PROVIDE THE LOWEST COST
PER LEAD OF VARIOUS DIRECT MARKETING
METHODS” DIRECT MARKETING ASSOCIATION AND US BANCORP
74% OF C-LEVEL EXECUTIVES USE THE INTERNET
TO FIND OUT ABOUT NEW PRODUCTS OR SERVICES
EMARKETER
YOUR GOAL IS TO HAVE YOUR WEBSITE COME
NEAR THE TOP
WHEN YOUR PROSPECT TYPES KEY WORDS
RELATED TO YOUR BUSINESS
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29. SEARCH ENGINE OPTIMIZATION
RESOURCES TO ACHIEVE SEO:
SEARCH ENGINE SUBMISSION TOOLS
WWW.BCENTRAL.COM/PRODUCTS
SEO TOOLS
WWW.SHERPASTORE.COM/PAGE.CFM/1759
WWW.SEARCHENGINEWATCH.COM
WWW.HUBSPOT.COM
BUY GOOGLE “AD WORDS”
COST PER CLICK (CPC); DAILY BUDGET LIMITS
EXPENSE
OVERTURE LISTING (WWW.OVERTURE.COM)
CPC; SET YOUR OWN PRICE
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30. EVENTS TRADESHOWS
GENERATING HIGH QUALITY LEADS REQUIRES
PLANNING AND EXECUTION:
PRE SHOW
AT-SHOW
POST-SHOW
AND STRATEGY
WHICH SHOW(S) TO ATTEND
GOALS (HOW MANY LEADS/QUALIFICATIONS)
SHOW PLAN (WHO, WHEN, HOW)
MESSAGING (GIVE AWAYS, SOCIALS,
INVITATIONS, MERCHANDISING, LEAD FORMS,
REQUEST INFORMATION FORMS, DEMOS,)
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31. EVENTS – EDUCATIONAL
SEMINARS, EXECUTIVE BRIEFINGS AND LIVE DEMOS:
LUNCH AND LEARN
EXECUTIVE BREAKFAST
WEBINAR
SPEAKING ENGAGEMENTS
PRINT ADVERTISING
PUBLIC RELATIONS
PRESS RELEASES (PRINT, EMAIL, MEDIA ADVISORIES)
CEO SPEAKING ENGAGEMENTS
EDITORIAL COVERAGE
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32. Standing On Many Legs Creates Stable Lead Flow

33. SUMMARY
THE TACTICS OUTLINED TODAY PROVIDE:
A QUANTIFIABLE PROOF THAT YOUR MARKETING
DOLLARS ARE WORKING FOR YOU
 REPEATED “TOUCHES” NECESSARY FOR
RELATIONSHIP MARKETING
STIMULATION TO QUALIFIED PROSPECTS WHO
WILL RAISE THEIR HANDS AND TAKE THE FIRST
STEP IN THE BUYING CYCLE…..
Len Linton, CEO
1NW Contact
223 East Thousand Oaks Blvd; Suite 222
Thousand Oaks, CA 91360
805-367-5181; 877-404-5639 toll free
llinton@1nwcontact.com
www.1nwcontact.com
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