CEMA Dan Fannin: VP Business Process Excellence @

Transcript:CEMA Dan Fannin: VP Business Process Excellence @:
CEMA Dan Fannin: VP Business Process Excellence @ Regal Beloit Marketing & Measuring ROI The Burning Question? How do we Measure Marketing Success? Objectives Marketing Strategy Strategy Deployment Success Metrics Strategy Fine-Tuning Marketing Campaigns Marketing Campaign Models Three key customer touchpoints Tradeshow Leads eMail Blast Leads Trade Publication Leads Targeted Industry Research Other Leads Goal: Marketing campaigns are to convert leads to customers. Marketing Campaigns Designed for one thing – Lead Generation This Photo by Unknown Author is licensed under CC BY-SA Tradeshow Leads eMail Blast Leads Trade Publication Leads Targeted Industry Research Other Leads Marketing Campaigns Designed for one thing – Lead Generation This Photo by Unknown Author is licensed under CC BY-NC Hand off to company Sales Professionals Marketing Campaigns Lead Generation to Customer This Photo by Unknown Author is licensed under CC BY-NC-ND Sales Professional Role is convert Leads to Orders 25% of the leads you generate are totally unqualified; they won't ever buy. 50% of the leads generated are qualified; but not ready to buy right now. 25% leads are legitimate and should advance to sales. Sales reps make 1.3 (average) call attempts before giving up on a lead. Research: Source: 2017 Gleanster Research and Forrester Research studies 2017 Gleanster and Forrester Study Current State of Lead Generation Tradeshow Leads eMail Blast Leads Trade Publication Leads Targeted Industry Research Other Leads This Photo by Unknown Author is licensed under CC BY-NC-ND Research shows only 20% of sales leads are ever followed up. In other words, 80% are lost without trace simply due to lack of follow-up. https://www.marketingdonut.co.uk/sales/sales-techniques-and-negotiations/why-you-must-follow-up-leads Lead: Opportunity Generation - The Science Focuses on capturing contact information for follow-up. A lead has a known data profile and can be counted, scored and traced to specific financial outcomes. Lead: Demand Generation - The Art Focuses on shaping perception and creating interest in your product or service. The goal is to engage the largest portion of your audience as possible and make them want what you offer. Opportunity Generation – primary objectives Know and profile of your audience Identify quality leads and prospects Identify specific contact for sales follow-up Provide qualified leads and pass to sales Demand Generation – primary objectives Generate interest and demand Educate and provide insight Drive brand awareness and perception Increase audience ‘top of mind’ In-Tangible Tangible Lead Definitions Lead: Opportunity Generation - The Science Focuses on capturing contact information for follow-up. A