Tips for Increasing Lead Generation in 2011
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The document presents strategies for enhancing lead generation in 2011, focusing on leveraging existing networks and partnerships. It emphasizes the importance of word-of-mouth marketing and providing valuable content to attract clients. Additionally, it highlights successful case studies of companies implementing these tactics effectively.
Tips for Increasing Lead Generation in 2011
- 1. December 9, 2010 Charm Your Channels, Know Your Networks Tips for Increasing Lead Generation in 2011 Presented by: Leslie Vickrey, President & Founder ClearEdge Marketing © 2010 ClearEdge Marketing
- 2. Our Agenda 2011 – What’s Ahead? Name Your Network Assets Putting Your Assets into Action Four Case Studies Lessons to Learn Q&A 2
- 3. TechServe Alliance Conference & Tradeshow Thank you to Women’s Luncheon moderators: Threase Baker, Vice President of Operations and Owner, ABBTECH Barbie Barta, Vice President, PSCI Jamie Delsing, Managing Partner, Consultis Stephanie Schroeder, Vice President, NetEffects Susan Thaden, President/CEO, Client Resources, Inc. Amy Vasquez, Executive Vice President, Strategic Staffing Solutions (S3) Karen Wilson, President, MAKE Corporation Blog recapping event and key highlights: Magic was in the Air: Lessons Learned from the 2010 TechServe Alliance Conference www.clearedgemarketing.com/blog 3
- 4. Poll Question 1 Optimistic: I think the economy and employment will improve. Cautiously Optimistic: While I think things are getting better, there are still some significant challenges ahead. Slightly Pessimistic: I am somewhat concerned that there are more rough times ahead. Pessimistic: I am very concerned about the economic and employment outlook. 4
- 5. The Fed’s Perspective Fed lowers outlook for economy through 2011 “WASHINGTON (AP) — Federal Reserve officials have become more pessimistic in their economic outlook. The economy will grow only 2.4 percent to 2.5 percent this year, Fed officials said Tuesday in an updated forecast. That's down sharply from a previous projection of 3 percent to 3.5 percent.” 5
- 6. The Fed’s Perspective Gloomy Fed employment forecast overshadows upbeat GDP data Los Angeles Times — “The American economy grew faster in the third quarter this year than previously estimated, but that bit of encouraging news was overshadowed by a grim new forecast from the Federal Reserve that predicted unemployment would remain at about 9% next year and stay high for years to come.” 6
- 7. TechServe Alliance’s Perspective According to TechServe Alliance, on a year-over- year basis, IT employment is up 2.2 percent compared to a 0.6 percent increase in total non-farm U.S. employment. “There can be no doubt that the number of IT jobs continues to grow vigorously despite an economic recovery that many are characterizing as anemic," observed Mark Roberts, CEO of TechServe Alliance. 7
- 8. What to Expect in 2011? Caution and uncertainty among clients and prospects Continued prudence on the part of clients in terms of hiring Focus on contract and SOW positions Increased VMS opportunities Continued pressure on budgets resulting in ongoing focus on cost savings and efficiency Reaching and winning clients will continue to be a challenge Creative marketing required to capture prospects’ attention 8
- 9. What You Need 2011? With limited marketing budgets and tougher-to-win prospects, today’s IT staffing and services firms need a strong channel of … Friends & Fans 9
- 10. Word of Mouth: Critical Person-to-person information sharing is the biggest factor in B2B purchase decisions. Top influences on business purchases are: 1. Recommendations from a colleague or friend 2. Interaction with a salesperson 3. Participation at in-person marketing events, conferences and tradeshows - Keller Fay Group Study SMBs are increasingly turning to trusted third-parties to find information, select from amongst brands and make their purchasing decisions - SMB Technology Purchasing Survey 10
- 11. Poll Question 2 Less than 5% 10-25% 25-50% More than 50% 11
- 12. Your Three Best Network Assets How to Improve Word of Mouth & Lead Generation in 2011 Charm Your Client Channels The clients you have are a direct channel to many of the prospects you want to know, tap into their peer-to-peer networks Support Your Partner Networks The technology and business partners you have (software/tools manufacturers and providers, industry associations, etc.) are a direct gateway to opportunities Leverage Staff and Consultants Your staff (not just the sales team) can be a powerful marketing channel in the business and IT communities Your consultants/candidates 12
- 13. Why Your Networks Matter Proprietary – Competitors can copy your marketing, but they can’t steal your network Cost – It’s rarely as expensive to market with partners (events, blogs, papers, etc.), staff and client resources as it is without Attentive Audience – Marketing to a select network increases the likelihood that the audience is paying attention 13
- 14. Size Doesn’t Matter Marketing through partners, channels, associations and staff is not “just for the big guys” Some of the most effective channel marketers are in fact, smaller-sized businesses that are nimble and able to take advantage of opportunities quickly Examples to come… 14
- 15. Tactics that Work • Thought Leadership – Sharing knowledge your network contacts and their contacts need and want • Worthwhile Events – Creating opportunities for clients, partners and candidates/staff learn and network • Cross Promotion – Using collaborative and complimentary marketing approaches (think blogs, articles, case studies, social media, etc.) to highlight a partner, client or consultant/team member 15
- 16. Keys to Success Good Content Businesses today are very self absorbed Make your content about their needs Focus The best network marketing is the opposite of SPAM: It’s targeted, strategic and focuses on the specific challenges of the recipient Persistence The more reliable and resourceful you are for the clients, partners and talent in your network, the more reliable they will be in sending leads your way 16
- 17. Member in Action: SCS The Marketing Tactic Thought leadership on Business Intelligence (BI) o Pulse Survey o Survey Report o Event – Panel discussion on survey results The Goal To connect with the senior-most IT leaders and/or the most senior BI representative at client and prospect companies Networks Leveraged Clients: A narrow swath of 250 existing, former and prospective clients for survey participation Staff: BI practice and thought leader Clients: A small panel of clients to participate in survey event 17
- 18. How It Worked Clients asked to participate in select survey and would receive thought leadership insights and opportunities (event invites) Survey report is developed and delivered in person and by mail to survey participants and prospects Panel Event created to share and discuss survey findings with SCS thought leaders, SCS clients and a network of clients/prospects 18
- 19. Results to Date Client event scheduled for January 11, 2011. Estimated attendance is 40-50 senior IT leaders Four current clients have agreed to participate in BI panel Survey achieved a 14% response rate, which is well above the widely accepted 10% mark of “a very good response” 19
- 20. Key Takeaway What You Can Do: • Identify internal team members who can fill your channels with great content—thought leadership, industry insights, etc. • Find ways to connect thought leaders with your greater networks: blogs, events, social networking, etc. 20
- 21. Member in Action: Galmont The Marketing Tactic CIO Event - The CIO Derby o A tour of Galmont’s nearshore QA and testing center and program in Lexington, KY, and introduction to the key partners supporting the program o 12 Chicago-based IT executives attended The Goal To introduce senior IT decision makers (CIOs) to Galmont’s pioneering nearshore solution through an informative, fun two-day event Networks Leveraged Partners: University of Kentucky, local and state government institutions and officials Client: Key client offered case study on first Galmont offshore engagement 21
- 22. The Partners University of Kentucky • Talent and training resources o Galmont offers a direct placement program for grads and alumni • Knowledge center o Hub of innovation/Course Development Cultivating U.S. talent today for IT innovation far beyond tomorrow. 22
- 23. The Partners State of Kentucky • Government investment in IT • Rapidly growing IT sector • KY Governor Beshear ran on “job creation” platform • State focus: “Horses, Hi-Tech and Healthcare” 23
- 24. The Partners The Client • In Lexington for duration of event • Met with CIOs at open house to answer questions • On hand for Galmont presentation to audience to answer questions and concerns 24
- 25. The Event & Role of Partners Day One Flight to Lexington Dinner with Kentucky community and civic leaders Day Two Tour of development center at University of KY and open house with students Meetings with Deans of Engineering and Computer Science Tour of campus Lunch with Governor of Kentucky and key University and Galmont leaders Fun at renowned Lexington race track, Keeneland 25
- 26. All Guests Received Personalized bottle of Maker’s Mark Galmont Point-of-View Article “Why Near Beats Far in Testing & SQA” 26
- 27. Key Takeaway What You Can Do: • Make events, shared events. Work with associations, tech partners, etc. to host events. • Incorporate clients (testimonials, case studies, etc.) into your marketing. No one is more convincing than a happy client. 27
- 28. Member in Action: STAR BASE The Marketing Tactic Thought leadership on IT- business alignment and the role of the BA o Pulse Survey o Survey Report The Goal To engage clients and prospects in need of better business analyst processes and support Networks Leveraged Clients: Survey directed to clients and prospects Staff: BA guru and blogger on staff 28
- 29. Results to Date Tremendous nationwide response rate: Participation was 400% higher than any previous company survey Winning tactics Internal team guru blogged about the topic/survey and survey responses immediately skyrocketed. Several staff members and consultants blogged/promoted it to colleagues, friends, associations and on social networking sites like LinkedIn and Facebook. Leveraged local IT association, The Circuit, which added a survey blurb to Web site blog and a weekly e-blast. Leveraged two local CEO groups to distribute the survey to their membership. Immediate results: 5 appointments to date 1 new client 29
- 30. Key Takeaway What You Can Do: • Pick a strong SME (expert, good communicator, enthusiastic about social media) to blog. • Promote and support good company blogging efforts. • Encourage teams to share good thought leadership and leverage professional networks for strategic marketing. 30
- 31. Members in Action: GTS, Harvey Nash & ClearEdge Marketing The Marketing Tactic Chicago Women’s IT Executive Networking Group o Started in 2007 o Meet quarterly over dinner o Attendees range from 20-30 people, mix of IT services firms and senior IT executives (50/50) The Goal To offer a fun, more relaxed social environment than typical networking outlets (and guests pay for themselves!) Networks Leveraged Clients, partners, associations/non- profits 31
- 32. Results to Date Grew from initial three members to more than 30! Chicago Innovation Awards Judge as Special Guest—Great Exposure for Companies On-the-Record / Off-the-Record Dinner Event attracted Sun-Times Reporter and Leading CIO (Jennifer Scanlon, USG) Harvey Nash published article interviewing T- Mobile CIO with a featured Peer-to-Peer Q&A with a member from Group (great PR!) Chef’s Table at Girl & The Goat New sponsors and volunteers for local IT non- profit i.c.stars Opened door to invite prospects with unique event; great way to thank a client, by inviting them to a nice dinner out with their own peers (women in IT) Other markets now inquiring about starting Many closed deals… 32
- 33. Key Takeaway What You Can Do: • Decide if having a non-traditional networking event makes sense for you/your business, then determine partners, format, etc. • Don’t be afraid to partner with competing companies. • Leverage networks and channel resources (associations, clients, prospects) to participate in your marketing efforts. 33
- 34. Final Thoughts Your network is bigger and stronger than you think Brainstorm with partners on ways to expand your voice and promote expertise in the marketplace Cultivate thought leaders Own a topic that is important to clients and prospects Don’t count social media out 34
- 35. Register for Next Webinar Your Brand Matters! What Does it Say About You? Tuesday, May 10 12:30-1:30 p.m. ET Register: https://www2.gotomeeting.com/register/842058547 35
- 36. Let’s Talk Your Questions, Experiences & Thoughts. Let’s Share & Learn. 36
- 37. Thank You! For More Insights, Contact Me Anytime Leslie Vickrey, President of ClearEdge Marketing Tel: 312.731.3149 E-mail: lvickrey@clearedgemarketing.com www.clearedgemarketing.com www.facebook.com/clearedgemarketing www.twitter.com/clearedgemktg 37