1. The Power of Lead Generation
Mike Krell, Innova Marketing Group

2. The Buying Process has Changed
Buyers are in more control
There are more decision makers and influencers…and they are talking to each other!
85% of buyers research a product on the web before making a purchase
Wouldn’t it be great to engage these buyers when your company name is top of mind?

3. So What are the Steps? Generate Awareness Develop a Relationship
Gather Names
Interact
Now you have a prospect
Nurture until they are ready
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer

4. So What are the Steps? Generate Awareness Develop a Relationship
Come to us by name, brand or word of mouth
Generate Awareness
Develop a Relationship
Gather Names
Interact
Now you have a prospect
Nurture until they are ready
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer

5. So What are the Steps? Generate Awareness Develop a Relationship
Develop a relationship based on trust
Generate Awareness
Develop a Relationship
Gather Names
Interact
Now you have a prospect
Nurture until they are ready
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer

6. So What are the Steps? Generate Awareness Develop a Relationship
Gather Names
Interact
Now you have a prospect
Nurture until they are ready
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer
Names are just names

7. So What are the Steps? Generate Awareness Develop a Relationship
Gather Names
Interact
Now you have a prospect
Nurture until they are ready
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer
They interact with you

8. So What are the Steps? Generate Awareness Develop a Relationship
Gather Names
Interact
Now you have a prospect
Nurture until they are ready
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer
Meaningful interactions, qualified demographics

9. So What are the Steps? Generate Awareness Develop a Relationship
Gather Names
Interact
Now you have a prospect
Nurture until they are ready
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer
Show buying signs or significant interaction

10. So What are the Steps? Generate Awareness Develop a Relationship
Gather Names
Interact
Now you have a prospect
Nurture until they are ready
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer
Qualify as a real sales lead

11. So What are the Steps? Generate Awareness Develop a Relationship
Gather Names
Interact
Now you have a prospect
Nurture until they are ready
Now you have a lead
Qualify by a human
Now you have an opportunity
Engaged by sales
Now you have a customer
Accepted and actively worked by sales

12. Qualification Based on Responsiveness
The sooner a prospect is contacted after a web visit, the more likely they can be qualified because your
company / solution is top of mind
2 min min min 8 min min 12 min min min
Follow-up with a phone call and an

13. Strike While the Iron is Hot
The odds of connecting with a prospect are 10X greater if you contact them within one hour of their web visit!
Hours after a prospect shows interest
MIT Sloan School of Mgmt.

14. Lead Generation = CallerID for your Website
Drive more traffic to your site by delivering relevant content
Gather lead information when they visit your site
Set alerts to trigger sales activities when customers are ready to buy
Close more business

15. Generate Intelligence from Multiple Source Leads
What You Know
Company name
Location
Page views
Page duration
Number of visits
Referring website
Search terms
(each individual anonymous visitor)
Anonymous
Tracking
“Domain information”
Anonymous History
Conversion via clicking a link in an or form fill
transfers on conversion
Name &
Company name
Location
Page views
Page duration
Downloads
Number of visits
Referring website
Search terms
Campaign membership
responses
Lead scores
Anytime a visitor comes to your website, tracking resumes… from , organic, search, etc.
Known Visitor
Tracking

16. Alert Sales When Customers are Ready
Real time alerts to close sales
Summary alerts for daily/weekly review
Anonymous summary for website visibility
Campaign alert for customer campaign’s

17. Innova Marketing Group
How Does Innova Help?
Innova Marketing Group
Helps you scope the problem
Works with you to develop a strategy
Architects the execution plan
Authors the and website content
Works with you to prepare your website
Executes the plan
Delivers results

18. Innova Marketing Group
Mike Krell
(p)