Generating Leads that Generate Results

BKR Marketing WebMeeting

3/06/2013

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Topics

Methods of lead generation

Developing content

Lead tracking

Measuring results

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Two Ways to Get New Work

You go to them.

They come to you.

Marketing vs. Sales

Time

Leve

l of A

ctivi

ty

Marketing Sales

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Integrated Marketing/Sales

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Time

Leve

l of A

ctivi

ty

Marketing Sales

NewslettersBrochuresAdvertisingPR

Sales CallsNeeds AssessmentProposalsWorking ObjectionsClosing Deals

ReferralsSeminarsAssociations, Boards Direct MarketingSocial mediaEmail marketing

Recognition AwarenessPositive

Awareness

BrandLoyaltyNo

Recognition

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

The Value of Your Brand

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

How Do You Build Your Brand?

Recognition AwarenessPositive

AwarenessBrand

LoyaltyNoRecognition

Consistent MessageFrequent CommunicationTime InvestmentBudgetFo

cus!!

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Lead Generation Methods

Copyright 2009 The Whetstone Group, Inc.

Referrals (COIs and

clients)

Direct marketing

(email/ snail mail)

Social media/ online

marketing

Word of mouth/

networkingBranding/

positioning

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Integration

Copyright 2009 The Whetstone Group, Inc.

Total Experience

Referrals (COIs and clients)

Direct marketing (email/ snail

mail)

Branding/ positioning

Word of mouth/ networking

Social media/ online

marketing

Planning OutputActivity Month 1 Month 2 Month 3 Month 4

Blog Blog post Blog post Repurpose whitepaper content for blog

Link blog post to LinkedIn

Email marketing Develop whitepaper on estate planning best practices

Send email blast featuring estate planning tip – offer white paper download, post to website

Snail mail marketing

Mail postcard on estate planning

Mail second postcard on estate planning

Mail third postcard – offer whitepaper

Telephone lead generation

Telephone follow up with prospects who requested paper

Telephone follow up with prospects who requested paper

Copyright 2011 The Whetstone Group, Inc.

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Developing Your ContentFocus on specific market

Identify needs/is

sues

Demonstrate

expertise/offer toolsDifferent

iatePresent

the benefits

Purchase vs

custom?

Copyright 2010 The Whetstone Group, Inc.

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Offer Types vs Value

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Target Market Definition

Geography Serve profitably?

Copyright 2009 The Whetstone Group, Inc.

Industry

Size

Other

Expertise, opportunity?

Expertise, afford fees

Ownership, etc.

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Identify Needs

Copyright 2010 The Whetstone Group, Inc.

Ask current customers

open-ended

questions, evaluate

what clients are

buying

Use trade magazines

and FirstResear

ch, IBIS, LexisNexis, conference

topics

Identify needs in

particular geography or industry (continual process)

Survey your target market

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Packaging Content

Whitepaper

Blog posts

Email blasts/newsle

ttersSnail mail

Webinar

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Delivering Content (Prospecting)

Med

ia R

elati

ons

COI Program

Branding/ positioning

Direct Marketing

Webinars

Online Marketing

Copyright 2009 The Whetstone Group, Inc.

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Prospecting Methods

Passive/Reactive Proactive

Branding/positioning

Media relations

Online marketing

Direct marketing

Events webinars

COI program

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Maximize Your Effectiveness

Before During

Behaviors & Action

Plan & Prepare

After

Follow-up & Reporting

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Online Marketing

Before DuringPost content

Track views/

downloads

Categorize leads

After

Research opportunity

Track results

Follow up

Define target marke

t

Define outlets

Create content and

offer(s)

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Direct Marketing

Before DuringSend mailer(s)

Telephone follow up

Get

face-to-face

AfterControl next steps

Work

the sales cycle

Track results

Define campaign

objective

Define target marke

t

Buy

and/or scrub list

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Event Marketing

Before DuringSend mailer(s)

Recruit

attendees

Conduct event

After

Follow up with

registrant

s

Work

the sales cycle

Track results

Define target marke

t

Define event type

(webinar vs seminar

)

Buy

and/or scrub list

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Centers of Influence

Before During

Regular com

munication

Frequent face-to-face

Ask

for and

give

referrals

AfterMeet with

referrals

Thank

referral sources

Track results

and

follow up

Identif

y COIs

Assign

30-second speech

Prepare for Face-to-Face Follow-up

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Research on company

Select sales teamHigh gain questions to get

conversation going- Base on industry trends, similar

client challenges, etc.

30-second speech: quick answer to “tell me about you and/or your firm”

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Company Contact Appt. Date Lead Notes Follow-up

ABC Mfg. Bob Smith, Pres. 3/1/13 Hot (A) Interested in seeing what we can do for them w/R&D tax credits. Also some potential for cost seg.

Lisa to call 3/15 to schedule follow-up appt.

XYZ Mfg Mary Jones, CFO 2/28/13 Warm (B) Would like to see more information about our services, they want to reduce their tax costs.

Larry to send info and call in one month.

Lead Tracking

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Using Referral Tracking

Center of Influence Last Contact Referrals Given Referrals Received

Firm Individual Company Contact Date Company Contact Date

ABC Bank Bob Smith 1-Oct-12 Acme MfgJoeseph Black, CFO 1-Oct-12

Eco BuildersDan White, owner 15-Mar-12

Jane Doe 1-Feb-13 Medical Group Dr. Spock 1-Feb-13

XYZ Law Firm Marc Jones 1-Mar-12

Beth Barnes11-Jan-13 Distributors Inc.Lisa Coleman, CEO 5-Sept-12Peoples Bank

Frank Davis, Pres 11-Jan-13

Mercy HospitalPaul Hoffman, CEO 15-Feb-12Auto Group

Bill Vernon, Owner 1-Apr-12

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Using Referral Tracking

Center of Influence Last Contact Referrals Given Referrals Received

Firm Individual Company Contact Date Company Contact Date

ABC Bank Bob Smith 1-Oct-12 Acme MfgJoeseph Black, CFO 1-Oct-12

Eco BuildersDan White, owner 15-Mar-12

Jane Doe 1-Feb-13 Medical Group Dr. Spock 1-Feb-13

XYZ Law Firm Marc Jones 1-Mar-12

Beth Barnes11-Jan-13 Distributors Inc.Lisa Coleman, CEO 5-Sept-12Peoples Bank

Frank Davis, Pres 11-Jan-13

Mercy HospitalPaul Hoffman, CEO 15-Feb-12Auto Group

Bill Vernon, Owner 1-Apr-12

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Contact Information

Carrie SteffenShareholder and

Vice Presidentcarrie@thewhetstonegroup.com319-447-6402