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Electrolux + Hanley Wood: The Strategy for an Accountable Business Partnership

1. 2. 3. Electrolux + Hanley Wood: The Strategy for an Accountable Business Partnership. restating what we heard. 1. 2. 3. need for efficiency: execute marketing/sales lead programs effectively. strategically apply marketing efforts when trying to procure new leads.

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Electrolux + Hanley Wood: The Strategy for an Accountable Business Partnership

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  1. 1 2 3 Electrolux + Hanley Wood: The Strategy for an Accountable Business Partnership

  2. restating what we heard 1 2 3 • need for efficiency: execute marketing/sales lead programs effectively • strategically apply marketing efforts when trying to procure new leads • looking for an extension of your small sales team demand generation: drive efficiencies, sales lift, and ROI

  3. 1 2 3 lane edwards director of program execution & analytics 5 years with Hanley Wood 15 months with the AMPLIFY team works to provide integrated solutions to companies like Electrolux program manager on many programs that included demand generation

  4. 1 2 3 80,000 leads

  5. 1 2 3 FACT: your customers don’t want to speak to you until they are 75% of the way through the buying process

  6. buyers journey of purchase process & time engagement awareness 5 seconds – 30 seconds • Website • Newsletter • Facebook • Twitter • YouTube 1 stage consideration 30 seconds – 5 minutes 2 • Quickstart Guide • Executive Viewpoint • Peer to Peer Research stage preference 5 minutes – 30 minutes 3 • Video Tutorial • Case Study • Product Review • How-To Videos stage intent 30 mins–1 hr 4 • eCommerce website • Fast Facts Product Spec • Cost vs Value Analysis • Continuing Education Courses stage loyalty 5 • email • blogs • Social media stage

  7. 1 2 why it matters: what is demand gen? sets your sales team up to have more productive conversations gets the right content at the right time with the right messaging to the rightaudience it’s a process

  8. how it works 1 1 2 Client and HW Representative DEFINE highest desired leads 5 2 3 4 6 Client and HW Representative HW Demand Gen Team IDENTIFY and ASSESSassets to use in campaign DETERMINE audience PROMOTE gated assets to target audience through custom email channels PROPSECT fills out registration form and downloads asset FILTER business card information DELIVER leads

  9. Remodeled Leads™ : lead nurturing services 2 4touches which may include emails and/or tele-nurturing Align your content to gain valuable insight into your prospective customers and transform them into higher quality leads

  10. case study Program Goal: 180 Leads Delivered: 211 % Goal Achieved: 117% Single Audience Assets used: 3 Utilized a combination of promo including: -Email -Newsletters -Site Promo

  11. case study Program Goal: 200 Leads Delivered: 213 % Goal Achieved: +6.5% Two Audiences 18% re-engagement of 1 asset 1% download of 2nd asset

  12. 1 2 3 notes: average programs runs 90 days average CPL is $50 (generally one audience) nurturing CPL is additional $12+ speed of your sale cycle is important cost of your product is important content is key

  13. thanks. now, how do we get started?

  14. HANLEY WOOD OVERVIEW & CAPABILITIES • Trade Shows • Events • White Papers • Education • Consumer Reach • Websites • Newsletters • Magazines • Events BrandingSolutions Demand Generation Hanley WoodDatabase • Proprietary Data • Research • Surveys • Consulting • Consumer Segmentation • Content Marketing • Web Solutions • Lead Nurturing • Interactive Programs • Social & Mobile • E-Commerce Solutions Intelligence & Insight Strategic Marketing Services

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