Download - B2B Lead Generation - Feeding the Funnel
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b2b lead generation
Feeding the funnel
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alignmentmarketing & sales
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obstacles
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leadstoo few
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leadstoo many
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leadscherry-picking
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leadspoor quality
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qualify→ nurture
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criteriado they meet sales
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buy?are they ready to
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reputation→ demand
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reputationmanagement
building the brand
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leadershipthought
positionning your business as an expert in your field
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demandcreation
building a prospect pool
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process
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processlead development
1attract
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processlead development
2identify
1attract
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processlead development
2identify
3qualify
1attract
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processlead development
4nurture
2identify
3qualify
1attract
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processlead development
4nurture
2identify
3qualify
1attract
5release
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attract1
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22
Website
Corporate blog
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23
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engagevalidate before you
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identify2
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26
Website
Corporate blog
Database
Sign-up form
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content
white paperswebinars
reportsstudies
newslettersevents
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qualify3
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qualify
Role in decisionStage of buying cycleScope of opportunity
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qualify
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qualify
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qualify
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nurture4
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nurture
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content
white paperswebinars
reportsstudies
newsletters
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white papers
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newsletters
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relevancecreating
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82%want relevant to their
industry
Source:MarketingSherpa
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67%want relevant to their
job function
Source:MarketingSherpa
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49%want relevant to their
company size
Source:MarketingSherpa
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29%want relevant to their
geography
Source:MarketingSherpa
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b2b→ b2me™
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1:1know each
customer
content enlighten, engage, inform
expertiseright for "me"
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OperationsTechnical
PurchasingFinance
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OperationsLegal
C-suite
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scoringlead
Search for your brand
Download a white-paperVisit a web page Sign-up for a newsletterVisit your booth
+3 +5 +1 +5 +1
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release5
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qualified→ accepted
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buy!ready to
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all→ together
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Trade publications
Web media
keywords
Social media
Trade showsATTRACT
NURTURE
Event invitations
Email campaign
Direct mail
database
Newsletter seriesWhite papers
Information mailouts
blog
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impact
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+263%Increase in lead database
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+112%increase in sales for 2011
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No1occupancy rate in QC
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Thank you