JSS -DM306-LGMA-BL01M01-Day02-07Dec21
GenerationModuleBL01M01Agenda and subject covered Module 1: Lead generation
Strategy, Lead and list Management
- Strategies
- Listing of Leads
- Review and analysis of Leads
- Control of Leads Listing
Components of Lead Generation
Lead generation, the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline, allows companies to nurture targets until they're ready to buy. Lead generation can be useful for any type or size of business, and for both B2C and B2B spaces.
Lead Capture: How We collect information from a lead. Information may include the lead’s name and contact information as well as relevant qualifying details about them or their organization. can be seached directly or indirectly.
Lead Magnets: an incentive that drives prospects to become a lead.
Lead Qualification: a process that uses the lead’s information to determine how likely they are to buy. its based on probablity and need of the Lead. The amount of data available on competition also decides how the Lead will get materialized. The Lead Generator should ensure that the product offering is a Differentiator.
Lead Segmentation: the process of segmenting leads based on their information, habits, and activities.
Lead Niche : Niche segment about a particular segment which the business can target with their product offering.
Strategies for Lead Generation
Content marketing - Ensuring the content is shared only on filling on information. in the online terms content is king. concentrate more on content this will also help SEO search.
Create a handout/newsletter for the email set - contents again plays a role, encourage responses on newsletter.
Webinars/ session with industry veterans - Hosting of events. Live events casting. Actively seek industry experts for Q&A and publish.
Search Engine Optimization
Offer Freebies - discount coupon, 2nd sale discount. Freemium product/free product trial. Free usage for 1 month.
Email marketing
Social Media
Provide a live chat and do respond
Work on world class website as magnet itself
Affiliates creation
Ensure keywords in SEO search. keep updated with top searched words in the website.
Retargeting - Ensure you reach out to the first users and get the reason for delay in purchase or what can be done better.
Tailor made products for specifics.
Case Study: Lead Generation and RoI calculation
Suresh Industries have come up with a new organic product "BellCome" an organic jaggery/Gud which is derived from sugar cane specially grown in Mandya Karnataka. The cost of normal Gud in B2B segment is Rs 100 per KG, whereas the "Bellcome" is sold at premium of Rs 15. The margin for production is RS 35, Distribution is Rs 15 and POS commission is Rs 10. Discuss how are you going to Start a Lead Generation campaign for "Bellcome" and for Affliate Marketers its Rs 5 per kg. The Lead Generators are asking for Rs 10,000 monthly retainer and penalty of non achieving target is Rs 2000.
Discuss the Lead Generation Strategy
Discuss how are you going to do cost benefit Analysis
Lakshminarasimman V Rao, Corporate Neeti consulting, Mysuru