B2B LEAD

GENERATION
Submitted to: Prof R.Sugant
Submitted by: Group B8
NAMES PGDM NO
Pranay Pathak 17026
Chayan Chandra 17058
Hirani Rahul Damodar 17078
Shreya L 17086
Yathish N 17097
Ruchit Murkya 17131
 AGENDA
• Basics of Lead Generation.
• Lead funnel.
• Methods and Techniques of
lead generation.
• Concepts related research
papers and journals.
 DEFINING A LEAD
• A lead is an individual who has in some way indicated interest in a
company’s product or service.
• Interest is shared through sharing contact information or even a social
media handle.
• In a marketing context, a lead is a potential buyer who expresses
interest in the products or service that you are selling and voluntarily
provides his/her contact information.
• A visitor is considered a lead if he or she asks for a free trial or a
demo, fill the lead capture form and voluntarily provides contact
information or contacts for further enquiry.
 LEAD GENERATION
• Lead generation can also be defined as a process to for finding ways
to make an individual interested in your company.
• Convince them to request for more information about a product or
services of that company.
• It is the methods you use to collect leads.
• Lead Generation Takes Care of Business in Acquiring B2B Customers.
• Lead generation strategies help establish interest of your target
market in the products or services being offered.
 B2B LEAD GENERATIONS TO INCREASE
CONVERSIONS: STRATEGIES AND TACTICS TO
OPTIMIZE PERFORMANCE
• It was found out from the research what was the main objective of a
lead generation strategy.
• Increasing lead-to-customer conversions is a most important objective
for two-thirds (66%) of B2B marketers developing a lead generation
strategy.
• A total of 86% of B2B marketers consider their lead generation
strategy successful to some extent.
• Increasing lead-to-customer conversions is not only an important
objective, it is also a critical challenge for most B2B marketers (66%
and 52% respectively).
LEAD FUNNEL
MAPPING LEAD GENERATION INTO THE
FUNNEL
Lead funnel is divided into three

parts:-

• Top of the Funnel (TOFU)

• Middle of the Funnel (MOFU)

• Bottom of the Funnel (BOFU)

 MECHANICS OF LEAD GENERATION

Call to Landing
Visitor
action page

Forms Offer
HOW TO QUALIFY SOMEONE AS A LEAD

Need

•Identify the needs of the Prospect

Uniqueness

•Providing a unique solution to meet the need of the prospects

Budget

•To find out whether prospects have the budget to invest into products and services

Influence Level

•Possessing of authority or influence to make a purchase decision

Timeline

•Understanding the kind of timeline which prospect is looking for

 CASE STUDY ON ABC GLOVES
• The company’s goal was to do 2.5 million dollar of incremental sales.
• The company identified the ‘sales ready A lead criterion’ based on their
selling process and marketplace. Lead to sales funneling was done. They
found out that for doing 2.5 million $in sales, they would have to close in on
50 new sales in a year.
• At a 20% conversion rate the company needs 250 qualified sales
opportunities in the proposal stage.
• At a 25% conversion rate ABC needs 1000 leads in the sales team pipeline.
Thus, the company needed 10,000 leads in the top of the demand generation
funnel process so that the company can hit their incremental sales target.
• According to consulting company it takes seven to 13 touches to deliver a
sales ready lead. In this case it was 4.28 touches.
• The consulting company recommended a multi-touch and multi-channel
sequence of email and tele calling.
 INBOUND VS OUTBOUND
INBOUND OUTBOUND
• Helping potential customers • Also referred to as interruption
find your company. lead generation.

• Converting early awareness • Company messages directly to its

into brand preference. prospects at times when it feels
best suited for its business.
• Then to leads and revenues.
• This method in the recent scenario
of changing trends has been
considered outdated or ineffective
as it is highly targeted
 LEAD GENERATION METHODS
INBOUND OUTBOUND
• Content Marketing • Display Ads

• Search Engine Optimization • Pay Per Click Ads

• Website Optimization • Content Syndication

• Social Media Marketing • Direct Mail Advertisements

 TYPE OF INBOUND LEAD GENERATION
METHODS
• Create and distribute good content to
Content marketing attract a well defined target audience.

Search engine • Strategy to rank higher on the search

optimization engine result.

• Design website to rank well on SERPS

Website optimization to provide ultimate user experience.

Social media • Using various social networking sites to

marketing market a brand, product or services.
TYPE OF OUTBOUND LEAD GENERATION
METHODS

Pay per
Display Ads
click Ads

Outbound
Content
lead
syndication
generation
 A NEW DEVELOPMENT IN ONLINE MARKETING
INTRODUCING
DIGITAL INBOUND MARKETING
• For a successful online lead generation campaign, it is necessary to
study which tactics work and which need adjustments in order to
create relevant content.
• Four elements that should be measured to assess the effectiveness
and efficiency of an online lead generation campaign.
• Website activity
• Source of traffic
• Response and Outcome
• Integrated Marketing Metrics
 MARKETERS PERCEPTION OF BEST PRACTICE
• This paper aims to draw attention to the emerging phenomenon of
business to business (B2B) digital content marketing.
• Digital content marketing is an inbound marketing technique, effected
through web page, social media and value-add content, and is
perceived to be a useful tool for achieving and sustaining trusted
brand status.
• Content marketing requires a cultural change from “selling” to
“helping”, which in turn requires different marketing objectives,
tactics, metrics and skills to those associated with more traditional
marketing approaches.
USAGE, BARRIERS AND MEASUREMENT OF SOCIAL MEDIA
MARKETING: AN EXPLORATORY INVESTIGATION OF SMALL
AND MEDIUM B2B BRANDS

• This study addresses the gap by focusing on B2B SMEs and their social
networking practices, particularly, usage, perceived barriers, and the
measurement of effectiveness of SNS as a marketing tool.
• Findings from a mail survey show that over a quarter of B2B SMEs in
the UK are currently using SNS to achieve brand objectives, the most
popular of which is to attract new customers.
• On the other hand, the most significant barrier is the lack of perceived
relevance for particular sectors. Majority of users do not adopt any
metrics to assess SNS effectiveness.
• Half of the sample of SMEs that currently use SNS have indicated their
intention to increase their marketing spending on this channel,
highlighting the growing importance of SNS in a B2B context.
 LEAD GENERATION TRENDS

• Customer Obsession – Deepening customer knowledge

• Account Based Marketing – Focus on quality and not quantity

• Retargeting – Retargeted customers are more likely to interact

• Automating Social Media Marketing – Automating or Scheduling

content on social platforms
 B2B LEAD GENERATION OUTLOOK
• In July 2017, Chief Marketer conducted a survey of B2B marketers
across the U.S.
• Respondents were from a variety of verticals, including professional
services (19 percent), agencies (13 percent) IT (11 percent), and
manufacturing/industrial (11 percent) and financial services (seven
percent).
• Respondents were split almost evenly by job level.
• Survey shows that email, content and live events are still prospecting
activities.
 LEAD GENERATION MISTAKES AND
TECHNIQUES TO AVOID THEM
• You're buying leads, not generating them organically.
• You don't offer lead gen content for people in different stages of the
buyer's journey.
• You aren't using your blog to generate leads.
• You're not using social media strategically for lead generation.
• Your forms are too long or too short.
 CONCLUSION
Lead generation may be the most challenging aspect of B2B marketing, but with the best
practices at hand, it can be a far less daunting task. Following are the key action points to better
B2B lead generation.
• Determine and document in detail your complete lead generation strategy as a guideline for
marketers, business development professionals, and sales professionals.
• Develop content based on four or five personas that accurately describe each target
audience.
• Create content that is organic and relevant to the market, and use a combination of online
strategies to push content and engage prospects.
• Optimize landing pages for seamless integration across devices to cater to the way prospects
wish to engage with B2B businesses.
• Streamline omni-channel approach to include the same quality and access to information
across a variety of channels.
• Take advantage of CRM and outsourced lead validation solutions for large campaigns.

• Allow the prospect to approach the company when ready, while implementing multifaceted
nurturing strategies.