Lead Generation Tips in 2014

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Information about Lead Generation Tips in 2014
Education

Published on March 10, 2014

Author: 4PsMarketing

Source: slideshare.net

Description

Nick Miller, Head of Marketing, Admissions and Recruitment at Kaplan shared his thoughts on Lead Generation in 2014. As a client of 4Ps, Nick kicked off the B2B day at Digital EDGEucation 2014.

B2B Lead Generation Lead Generation Tips in 2014 Nick Miller Head of Marketing Prepared for Digital EDGEucation March 2014

How do you generate leads? • How many of you have signed up for a marketing webinar? • Went to TFMA last week? • Downloaded a white paper? • Been to an event? • Entered a competition? • Taken part in a poll or questionnaire? • Subscribed to a trial/beta version of a product? 2

The simple view

The more complex view 4

Three Pillars to Successful B2B Lead Gen

Kaplan Context

Some Assumptions 7

1. Set time aside for Segmentation 8 4 vertical sectors… 3 business sizes… 4-5 audiences/ personas… 501- 1000 Sector 1 Sector 2 Sector 3 Sector 4 0-500 1000 + 0-500 501- 1000 1000 + 0-500 501- 1000 1000 + 0-500 501- 1000 1000 + Finance Director/role SD SD TM TM Finance Director/role SD SD TM TM Finance Director/role SD SD TM TM Finance Director/role SD SD TM TM Campaign approach based on 4 Priority sectors based on different job functions...

2. Build personas in your market 9 “Penelope” Training Manager, Recruitment Manager, Learning & Development Manager (across all verticals) Business Profile: Typically works within larger companies and have lots of internal process across several multifunctional departments. Interested in: Developing and nurturing talent, productivity, employability, learning approach style & development of personal goals. Key influencer in training decisions, develops talent across lots of different job functions and levels

3. Invest in Content 10

4. Collecting the right data and expectations • Think about what you want to do with the leads • Understand how you will want to contact them • What’s the next level of segmentation? • Ask your sales team what they need to know before they make a call? • What is the customer expecting as a follow up? • Call back requests? What is the expectation and response time? 11

5. Sales Team Alignment 12

6. Legalities 13

7. Timeliness 14

8. Opportunistic and Agile 15

9. Systems, Processes and Integration • Google Analytics – with goal and event track correctly configured • CRM • Call tracking • Form tracking • Integration - SALESFORCE 16

In Summary • Don’t overcomplicate • Making assumptions in persona’s and segmentation is dangerous • Content, Content, Content • Work with your sales team • Good systems help • Be ready to adjust your plan and be opportunistic 17

Any questions? 18

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