Upload
debbie-madden
View
192
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Learn a powerful, three step process for generating leads to the top of your sales funnel.
Citation preview
DEBBIE MADDEN
CEO, STRIDE
N Y C ’ S M O S T R E L I A B L E C O N S U L T A N C Y
W W W . S T R I D E N Y C . C O M
Mastering the Art of Lead Generation
Finding New Leads Is Hard
It’s Easy to Be Overwhelmed
You Need a Plan to Drive Leads to the Top of Your Sales Funnel
Generate Leads In a Repeatable, Sustainable Way
1 32Identify Your Target
Create A Portfolioof Offerings
Implement a Strategic Plan
What are your biggest challenges?
_____________________________
Generate Leads In a Repeatable, Sustainable Way
1 32Identify Your Target
Create A Portfolioof Offerings
Implement a Strategic Plan
Identify Your Target
Definition: Market Segment
Definition:
A group who shares specific needs AND who reference each other
Exercise: Define Your Target Market(s)
B2B Locations Industries Titles of key contacts Company size (revenue,
employees, years in biz) Budget (how much do they
spend annually on your product/service)
Values (theirs, not yours) Funding (none, VC backed,
etc) Organizational structure
(flat, remote, hierarchy)
B2C Locations Occupations Status (married, single,
student) Family income Budget (how much do they
spend annually on your product/service)
Values (theirs, not yours)
Exercise: Define Your Ideal Client
Values/Beliefs
Hobbies/Interests
Dislikes
Deal breakers
How they make decisions
Be as specific as possible. Personas of the individuals you want as clients.
Think of existing and pass clients.
My ideal client
High Integrity
Passionate about something
Fair to everyone
Realistic – in touch with reality*
* How I test for this
Exercise:What’s the #1 Need You Solve for your Ideal Client?
Think outside the box.
Benefits, Value, Urgent Needs, Non-Urgent Needs
Push yourself to come up with at least 10.
Now, pick the #1 urgent need that you solve.
Takeaway Challenge
How can you articulate this #1 urgent need in is as many of your sales and
marketing activities as possible?
Exercise: Why Will Your Ideal Clients Choose You?
Chances are, you’re not the only one out there solving this particular need.
What makes you so special, how do you solve this need better than anyone else?
Create a Portfolio of Offerings
The Secret
The key to successful lead generation is:
1. Know what the #1 urgent need you are solving for your target market is AND
2. Always having something to offer your target market that mirrors the level of trust you have built up with them
Marriage vs Dating
Your goal: Date
Build trust over time by continuously offering valuable bits of knowledge, connections and advice.
See
Like
Know
Trust
Buy
Exercise:When Is Your Target Market Looking to Buy?
WHEN Do Your Prospective Customers Look for You
Example: Outsourced software development
VC Funding round
Budget approved for fiscal year
Competitor launches competing product
Layoffs of full time employees
Fact
90% of your target market isn’t ready to buy you core product or service the first time they
learn about you.
That’s ok.
Buying Stages
Contact
Suspect
Prospect
Qualified Lead
Customer
Upsell
Key Takeaway
Potential clients will only engage with you in an amount that equals the amount
of trust they have in you.
For folks that don’t know you well, you must offer educational and valuable
content in a way that has extremely low barriers to entry.
Case Study: Hubspot
Free Trial
Demo
Case Studies
Library of resources
Academy
Videos
Local User Groups
Training Courses
Exercise: Portfolio of Offerings
1 Hour brainstorm session with your company
List buying stages
Everyone gets stickies, brainstorm as many offerings as you can
Dot vote to select top 5
Implement a Strategic Plan
Exercise:Where Does Your Target Market Look for You?
Online?
Offline?
What do they read?
Which events do they attend?
When they have questions, where do they look for answers? Do they ask each other? If so, how, where?
Don’t worry about getting it 100% right, just brainstorm and come up with a decent starting list.
Exercise: Choose 3 Core Strategies
Networking
Connecting
Direct Outreach
Referrals
Marketing Campaigns (Indirect Outreach)
Speaking
Writing
Sponsoring Events
Hosting Events
Partnerships
Other (create your own)
This Isn’t Magic, It’s Discipline
Time box lead gen – each week spend 3 hours on it
Set SMART goals and measure progress
Email Blast to 1500 people
Goal: 300 clicks on link to blog
10 incoming leads
1 client
Closing Deals
Prioritize
Communicate
Strategy to win
Work your butt off to close
Generate Leads In a Repeatable, Sustainable Way
1 32Identify Your Target
Create A Portfolioof Offerings
Implement a Strategic Plan
Let’s Help Each Other
Me
Acquire Customers:
CEOs, CTOs: NYC, Tech
Legacy Migration
MVP/Application Development
You
Lead Gen coaching 1:1
Other?
D E B B I E M A D D E N
C E O , S T R I D E
W W W . S T R I D E N Y C . C O M
@ D E B B I E M A D D E N 2 0 0
D E B B I E @ S T R I D E N Y C . C O M
Questions?