Lead Generation through understanding your markets

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Lead Generation through understanding your
markets

• Scott Campbell
• Executive Director
• Global Research and
• Intelligence Network

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(No Transcript)
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Sales Bidding
Strategy
Public Relations
Lead Generation
Business Development
Marketing
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Understanding your markets
Local Host Development
Gaining International Support
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Global Research Intelligence Network
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Global Research Intelligence Network
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Global Research Intelligence NetworkIndustry
Development Projects

• Medical Research Automotive
• Medical Services Engineering
• Pharmaceutical Science Research
• Technology Renewable Energy
• Mining Resources Social Sciences
• Intergovernmental Maritime
• Industrial Banking Finance
• Business Services Electrical Electronics
• Environment Sport Recreation

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Part 1- Research the Big Picture
Understanding your markets
Local Host Development
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Gaining International Support
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Research and the Big Picture

• Conferences are the solution to everything!

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Research and the Big Picture

• Conferences are created for a reason!

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Research and the Big PictureThe Sales Lifecycle
Conversion
Business Development
Leads

• Research should play different roles throughout
  the life cycle

Prospects
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Research and the Big Picture

• Commercial Project sales incentives
• McDonalds and the Olympics

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Research and the Big Picture

• Banking Finance Industry Development Project
• Indonesia and the International Monetary Fund

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Research and the Big Picture

• What is a lead?

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Research and the Big Picture

• What is a lead?
• It must be an opportunity for your product
  (venue, destination etc) to gain business from it
• There must be some level of quality control
  applied to the lead
• People are involved with the opportunity
• There will need to be some form of offer and
  acceptance to secure the deal
• It will either be a reactive or a proactive lead
  

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Research and the Big Picture

• Local Host Must be willing to submit a bid
• International decision maker must be willing to
  accept the bid

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Research and the Big Picture

• Leads Generation in Asia
• versus
• Lead Generation in Europe

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Research and the Big Picture

• The Perception of Research
• What is their role?
• Proactive Lead generation
• Reactive Support to sales team members
• Local Host development
• Market Intelligence

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Research and the Big Picture

• The Integration of Research
• Research and Business Development
• Research and Sales
• Research and Marketing
• Research and Public Relations/ Communications

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Part 2- Understanding your markets
Understanding your markets
Local Host Development
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Gaining International Support
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Understanding your markets

• What is market segmentation?
• Why do we split up our market?

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Understanding your markets

• Segment 1 - Horizontal Markets
• Association
• Government
• Corporations
• Academia

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Understanding your markets

• Segment 2 - Vertical Markets
• Science
• Banking Finance
• Agriculture
• Technology
• Medical
• Pharmaceutical
• And so on....

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Understanding your markets How do they come
together?
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Understanding your markets

• Segment 3 Decision Making Process
• Influencers
• Decision Makers
• Local Hosts

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Understanding your markets

• Segment 4 Types of Meetings

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Understanding your markets

• Segment 5 Geographic Markets
• Europe
• North America
• Asia Pacific
• What are the key markets for Asia?

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Understanding your markets

• Why do we segment our data?
• Market specific campaigns to generate leads
• Return on Investment
• Getting in the door
• Not just any conference will come to your city
  your strengths and weaknesses
• Strategic planning
• Achieve Sales Results
• Dont waste time
• Wise use of your funds

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Understanding your markets

• Now you can segment and understand your markets
  now what?
• Lets explore how we can use our knowledge of our
  markets to generate leads
• The Association Market

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Understanding your markets

• Overview of the Association Market
• Motivators for Choosing a Destination
• Decision Making Process
• Organiser Delegate relationships

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Research and the Big Picture

• Renewable Energy Industry Development Project
• Sarawak Corridor of Renewable Energy (SCORE)

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Understanding your markets

• The two parts to lead generation in the
  Association Market
• Local Host Development
• Gaining International Support

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Part 3 - Local Host Development

• Select your market
• Define your business case
• 2) Define your objective
• 3) Implement strategies
• Market Specific Customer Relationship Management
  (CRM) projects
• Industry Specific Local Host functions
• Government Travel Notifications
• Ambassador Programs
• Local Champions
• Scholarships and Awards Program
• Alliances and partnerships (Academic, Government
  Association)

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Local Host Development

• World Conference on People who Stutter
• Stepping up onto the world stage,
• The Peter Dhu Story...

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Part 4 -Gaining International Support
They have a reason for holding a
conference! Political Motivations Industry
Development Outcomes Expansion or Growth
Plans Educational objectives Addressing
Industry Standards Issue or needs
resolution Constitutional Requirement
Concept
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Gaining International Support Strategies

• Use your local hosts contacts
• Getting in the door
• Sales Calls how to us them.
• Job Titles Manager of Medical Portfolio
• Have your destination together

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Research and the Big Picture

• Mining Resource Industry Development Project
• Mining infrastructure within Australia

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Thank You