• From social media to word of mouth: examine how to create lead generation in the B2B space and discover which platforms have been most successful in generating new leads • Prioritising your leads: identify how to put a lead scoring system in place that will enable you to target your hottest leads, generating ROI • How should you manage new leads? Examine how to work more closely with sales teams to follow up and convert new leads into financial rewards
Citation preview
1. Identify How To Put In Place A Strategy To Source &
Generate New Leads & Interface Better With Sales To Drive
Results
John Watton, CMO, ShipServ
25thJanuary, 2011
2. A bit about ShipServ
E-marketplace. $3.3bn in spending power
Connect buyers & sellers of commercial ship supplies
Flexible monetisation model
Some Freemium elements
Buyer Subscriptions
Seller listings and advertisements
Go-to-market approach
Regional Field sales (10+)
Philippines-based telesales team (60+)
3. 4. Cultural changes
Continual conversation vs. broadcast
Its more expensive to delete than create
Consumers now take part in lots of small acts (like sharing, liking
and rating content)
Success is about leveraging an eco-system that engenders many
little big ideas, that cumulatively create something truly unique
and special
The customer owns the timing
5. Getting more 2.0
FROM
Impersonal
Shout
Sell
Persuade
Instruct
Product Vendor
Promote
TO
Personality
6. Listen 7. Nurture 8. Participate 9. Inspire 10. Trusted
service 11. EntertainFrom We USE ShipServ to Were MEMBERS OF
ShipServ
12. Whats needed
Always-on mindset
A living content platform
A nurturing approach to generating leads
A close relationship with sales
13. How we do it: Process, process, process
Strong working relationship with sales
Defined process
Concept of a Marketing Qualified Prospect
Establishes criteria for handshake between marketing &
sales
Generate & recycle
14. Pipeline management
15. How we do it: Creating the right content
Has to pass a higher bar than ever before
What passes that test?
Information that a buyer believes will
Save a fortune
Make a fortune
Keep him in his job
Keep him out of jail
16. How we do it: Having the right Infrastructure
Social Sharing
Content
Data Platform
17. Content drives organic social media traffic
RSS
twitter
web
facebook
Linkedin
18. Community Building (Paid) - Facebook
100 new fans = 1.62 CPA
19. Community Building - Twitter
20. Demand acquisition (Paid) - LinkedIn
Free is
Good!
21. Referring sites
22. Explicit Lead Scoring
23. Implicit Lead Scoring
24. Lead nurturing
197
290
1182
1726
Thought Leadership Piece
Solutions Overview Video
Product Overview
Pass to Sales
Downloads Piece
Visits web page
Requests
Callback
Sfdc Win report
25. The results
Number of web visitors up 59% (quantity up);
Page views up 70%; and average time on site up 25% (quality
up).
LinkedIn and facebookwent from zero to being in our top 20 site
referrers in 3 months.
The number of sales-ready leads passed to sales went up 400%
26. Summary
27. 1. Work collaboratively with sales
28. 2. Agree a handshake
29. 3. Talk the language of sales
30. 4. Leave your (digital) fingerprints everywhere
31. 5. Horses for courses
http://www.flickr.com/photos/almostinfamous/
32. 6. Dont be afraid to experiment
33. Thank Youhttp://www.slideshare.net/jwatton [email protected] / @jwatton
