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Leads Generation through Digital Channels
Manish, Digital Marketing Strategist
April 22, 2016
Agenda
Orientation to Lead Management and
Fundamentals
Role of Digital Marketing Channels
Components of Lead Management
Lead Management Assessment
Framework
Lead Generation Online – Just traffic is
not good enough
Even generating large quantities of lead
is not good enough
Effective Lead Management is critical
component for all marketing initiatives
What is a Lead
Lead Criteria
Fitment to Target Buyer
Persona
Interest in Products/Offerings
Stage in Purchase
Lifecycle
B2B Qualified Lead Criteria – BANT Model
Majority is not “ready to buy” yet
Upto 95% of qualified prospects on your website are there to research and
not to buy
But as many as 70% of them will buy either from you or your competitor
Importance of Lead Management
Lot of work goes into Attracting leads, making it important for you to better manage them
Role of customer is changing
Smarter and more cost efficient Marketing
Sales team more efficient and effective
Better Experience for prospects and leads
Lead Management Framework
Phase III
Nurture qualified leads to Sales
Phase II
Convert them to leads
Phase I
Attract your audience
Matrix for Lead Generation Evaluation
Low High
Low
High
Inve
stm
ent
Req
uir
ed
Effectiveness – Leads and Sales volume
Role of Digital Channels
New Buying Funnel with Digital Channels
Digital Channels Role
Highest Rated Digital Channels for 2015 (Lead and Sale Volume)
Smarts Insights Report 2015
Lead Management
Components of Lead Management
Smarts Insights Report 2015
• Prospects Tracking
• Lead Intelligence
• Lead Scoring
• CRM Integration
• Lead Nurturing
Lead Scoring & Sales Handoff
Lead Scoring & Sales Handoff
Lead Scoring & Sales Handoff