WISER Networking talk - The Lead Generation Spider

1. Marketing. Beers, Brollies and Brochures?
Carmen Gray
Heath Marketing Limited
www.heathmarketing.co.uk
@heathmarketing

2. Carmen Gray
 Carmen Gray
 Mother, Wife, Tottenham Hotspurs supporter
 Has been a vegetarian for over 30 years and hates it
 20 years’ of marketing experience
 Established Heath Marketing (Outsourced Marketing Service) in 2009
 Lectures in Marketing Planning and Customer Service Excellence
 Is a Chartered Marketer – what’s that you ask?
© Heath Marketing Ltd 2014

3. Let me tell you a story ….
© Heath Marketing Ltd 2014

4. Lead Generation – The marketing context
© Heath Marketing Ltd 2014
Where am I
now?
Where am I
going?
How will I
get there?
How will I
know I’ve
arrived?
Analysis Objectives Action Plan Measure

5. Where am I now?
Political
Environ
-mental
Techno
Economical Social
Legal
Customers
Competitors
Internal
© Heath Marketing Ltd 2014

6. Where am I going?
© Heath Marketing Ltd 2014

7. How will I get there? …. The Lead Generation Spider
Slow
Grow
PR
© Heath Marketing Ltd 2014
Online Phone Calls
E-shots
Events
Direct Mail
Networking/Referral
Branding
Collateral
Fast
Farm
Lead Generation
Digital
© Heath Marketing Ltd 2014

8. How will I know if I’ve arrived?
Objective Activity Detail Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
Obj 1 Allocate 1 day per month AG
Obj 2 Develop targeted CRM (New) CC
Appointment Setting HM
Branding activity CC
Association Networking AG
Article Placement CC
Website Launch CC
PPC CC
Obj 3 Cleanse CRM (Existing) AG
Customer Value Interviews CC
Business Networking AG
Attend Trade Events AG/CC
Customer Surveys CC
Website Launch CC
Rotating E-shot HM
Develop Case Examples CC
PR Articles HM
Local Networking Events AG
© Heath Marketing Ltd 2014

9. Lead Generation – my top…er…eleven
1. Develop a profile of your ideal
customer
2. Stand in your prospect’s shoes
every day – understand value
3. Generate offers appropriate to
DMUs
4. Prioritise leads generated
appropriately
5. Measure inputs and outputs
6. Get to grips with your conversion
rates
7. Be consistent in your lead
generation – don’t stop when the
going is good.
8. Check everything – and then
check again (CTA details!)
9. Make it easy for your customer to
contact you
10.Use as many Lead Generation
techniques as possible – mix fast
farm and slow grow
11.Plan your follow ups – and diarise
time to do them.
© Heath Marketing Ltd 2014