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End User Lead Generation
Business Development Framework
for technology vendors and channel companies working in partnership
• iChannelGrowth Services Overview
• Expected results
• Leveraging resources
• Best Practices (The process)
• The deliverables
• Use Case Example
• Q & A
End Customer Lead Generation
Marketing and MarketingMarketing and MarketingCommunications ConsultingCommunications Consulting
Plans ResearchAdviceMDF Application/Use
End User AudienceEnd User AudienceDevelopment/Access ByDevelopment/Access By
Vertical MarketHorizon ResponsibilityGeographic Target Title of Key Person(s) Size of Company Installed Base/Product
Marketing CommunicationMarketing CommunicationPlanningPlanning
CreativeMarketing Mix SelectionMedia ScheduleMeasurement
Criteria/Mechanisms
Marketing CommunicationMarketing CommunicationExecutionExecution
CreativeMessage Development ProductionWebDatabaseAwareness Lead Generation Sales Tools Press Engagements Events Program Review
iChannelGrowth Marketing Services include
Desired Result
• Success is defined by
– Leads• Net new
• Tech Refresh/Upgrades/Aftermarket
• Reestablishing former client relationships
–Accumulation of assets
• How will we know when we achieve it?– Measure throughout
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Leveraging resources to get there
• iChannelGrowth
• Your vendor partner or channel partner
• Others’
• Yours
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• Understand the audience– Their demographics and needs - The decision makers
• Understand your role in solving the end users’ problems– Understand your partners’ role in resolving end users’ problems– Create compelling, actionable messaging including valuable offer– Create the target list– Deliver the message via selected media– Social Media, New Media and Traditional Media
• Mid-point evaluation– Course-correction if necessary– Add to the target list, as necessary
• Execute offer• Evaluate results
Best Practices… The Process
The Deliverables• A number of hot qualified end user leads
• A number of warm leads to close in 3/9 months
• An Intellectual Asset, an exceptional end user database, created for, and to your specifications
• Measured results– The degree to which the campaign has been successful
• Value of pipeline built during the campaign
• Total amount of new business generated during the campaign
• The creative assets including video, content, etc– Suitable for your web and Social Media effort
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