QUALIFYING LEADS

Google Partnership Event

Part 1 AGENCY LANDSCAPE

Why advertisers need agencies?

▶︎ Specialization & Expertise

Some companies don’t want to deal with the challenge of bringing marketingin-house. With today’s expanding and fragmented media landscape, it isn’trealistic for them to understand everything about traditional and digitalplatforms. Many small businesses do not have the resources or experienceto execute their own advertising campaigns. A good agency can provideexpertise and resources not available within an organization.

▶︎ Perspective & Ideas

Agencies can offer a fresh perspective on how to approach a client’sproducts, business, and target audience. Many agencies will offer creative adcopy or imagery that will increase brand awareness or sales for thecompany.

AGENCY LANDSCAPEWhy do companies hire agencies?

AGENCY LANDSCAPEWhy do companies hire agencies?

▶︎ Technical expertise

▶︎ Licenses

▶︎ Experience

▶︎ Responsibility

▶︎ People

▶︎ Overhead

▶︎ FTE Budgets

Part 2 Your own positioning and what

you stand for

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YOUR POSITIONINGWhat’s YOUR value proposition?

We are CERTIFIED

We know this is part of a

PLATFORM

We make you STAND OUT

We are IN THE KNOW

We believe in ANALYTICS & accountability

We have DONE THIS

BEFORE

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YOUR POSITIONINGWhat’s YOUR value proposition?

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YOUR POSITIONINGWhat’s YOUR value proposition?

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WHAT YOU STAND FORWhy do you need a story?

Top tiercompete on knowledge

Mid-tierdo a lot of stuff and compete on price!

Single shopswe do PPC! We do it cheap! We

do it fast!

The “squeeze” zone

• Work is not procured• Sustainable processes, unique services that are

market driven, high touch, high value & create competitive advantage for clients

• Margins squeezed by lower tier; cash flow will limit operational flexibility; endless contract cycle

• Commoditized services: low dollar, low margin, non-repeatable business

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WHAT YOU STAND FORWhy do you need a story?

The story is important !

What will you compete on?

• Price

• Quality

• Service

• Skill

• Experience

• Outcomes

What is your specialty?

• Industry

• Creative/content skills

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WHAT YOU STAND FORWhy do you need a story?

What is your ideal prospect/client?

Icon from www.flaticon.com

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WHAT YOU STAND FORMarket positioning = managing a business“grow or die”

Part 3 Sales cycle and strategy

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SALES CYCLE AND STRATEGYCommercial strategy – Acquisition vs Retention ?

▶︎ Acquisition ▶︎ Retention

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SALES CYCLE AND STRATEGYProspection funnel

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SALES CYCLE AND STRATEGYSales cycle - Relationship to marketing

Mar

ketin

g

Prospect Pre-approach

ApproachNeeds

AnalysisProposal Close

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SALES CYCLE AND STRATEGYSales cycle – Process outline

ProspectPre-

approachApproach

Needs Analysis

Proposal Close

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SALES CYCLE AND STRATEGYSales cycle – Prospecting

When prospecting, think: “Must. Hunt. Mammoths.“

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SALES CYCLE AND STRATEGYLeads & approaches

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SALES CYCLE AND STRATEGYGenerating leads

RO

I/R

OE Advertising

Conferences

Mail

Calling

Networking

Co

st

… more costs & effort & “exposure” – but more control

Part 4 Proposed process and tips

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PROPOSED PROCESS AND TIPSQualifying leads/prospects – a process

https://docs.google.com/a/semetis.com/forms/d/e/1FAIpQLSdhBJzsuziYazaIKzVvp09bghisNEV2vHmdgQ_G-i_8qanLlg/viewform

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PROPOSED PROCESS AND TIPSQualifying leads/prospects – an example

▶︎ Request (in-bound)

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PROPOSED PROCESS AND TIPSQualifying leads/prospects – an example

▶︎ Agency response: seek for qualification

▶︎ Prospect response

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PROPOSED PROCESS AND TIPSQualifying leads/prospects – an example

▶︎ Rejection (BATNA) vs involvement of manager to accept the process

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PROPOSED PROCESS AND TIPSQualifying leads/prospects – a check-list

Be prepared to say no.

It’s not about saying no,

but about being in control.

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PROPOSED PROCESS AND TIPSQualifying leads/prospects – a check-list

Project ambition vs. means (ie. Budget)

• Understand the current situation

• Do they have experience with Google AdWords?

• How are they organized – team involved

• Budgets by channel + understand role of digital

• Understand who do they work with now

• Understand their approach vs. tracking/dashboarding/data

Timing & objectives

In line with Agency prospect qualification need ?

How will they grow the next 2-3 years ?

Is the team in place capable of delivering on objectives ?

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PROPOSED PROCESS AND TIPSQualifying leads/prospects – a check-list

Key point to qualify an advertiser:

the means

ü Know and understand the market? (Market ≠ AdWords)

ü Resources in line with ambitions? (Monetary & Human)

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PROPOSED PROCESS AND TIPSQualifying leads/prospects – ideal update

Takeaways:

ü Know your story, specialty

ü Invest in the future

ü Growth

ü Outbound for inbound

ü Acquisition for retention

ü Be bold (Client à Partner)

ü Know your ideal client

ü Do your homework

THANK YOU

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