Often, high technology, business-to-business companies with $5 to $50 million in revenues do not focus much on marketing. They have a website, do some email campaigns, write a press release or two, maybe spend some money on Google AdWords. But most leads come from customer referrals or telephone calls by sales or the CEO to contacts that they already have. They know they need to build awareness and generate new leads to grow sales, but how?
Harris Consulting LLC can help your B2B, high technology, internet, hosted software or telecommunications-related business to define effective marketing tactics to grow leads and sales.
Meghan S. Harris, Principal, Harris Consulting LLC, is an experienced marketing professional who will work with you to determine your value proposition, identify target markets, focus your offerings, develop a logo and tagline, define keywords, and optimize your positioning, branding and advertising around this new laser focus.
Once your goals are set, Harris Consulting will rework your website content to ensure that your site is working for you. Through search engine optimization (SEO), Harris Consulting can improve your site keywords, content, and lead generation to increase your search engine rankings to attract and capture relevant leads. Harris Consulting can help you to capture leads directly from your site into SalesForce or another sales or customer relationship management (CRM) tool. With keywords that generate the traffic you want, and simple ways to measure that traffic and capture relevant leads, your site will become a lead generation vehicle for your business.
Once your site is improved, Harris Consulting will create an integrated marketing campaign for lead generation focused on your target markets. This lead generation campaign can include:
- Forming promotions in conjunction with your sales team;
- Online marketing: Writing and placing web advertising on search engines, sector-specific websites, or LinkedIn targeting specific audiences, and optimizing this search engine marketing (SEM) around keywords that are performing and the lowest cost per click;
- Developing primary and follow-up email campaigns with complimentary Twitter, LinkedIn and Facebook feeds linking to your website;
- Originating and circulating press releases on your company, products, and promotions to increase awareness and generate traffic to your site with complimentary LinkedIn, Twitter and Facebook feeds;
- Producing and marketing webinar presentations and conducting webinars;
- Creating client communications including lead referral programs; and
- Designing and sending direct mail campaigns, etc.
Harris Consulting also produces original content supporting your newly optimized positioning. Harris Consulting will research and write customer case studies and white papers, for lead generation and to build website content. Harris Consulting can produce content for sales brochures, trade show booths, retractable banners and other materials. Harris Consulting will also work with video production companies to develop scripting and edit video content for website and trade show use.
To develop a highly effective lead generation program tailored to your needs, Harris Consulting LLC will:
- Determine target audiences and opportunities for quality lead generation;
- Design, cost and manage an integrated marketing and advertising campaign which could involve internet, email, direct mail, outdoor, radio, television, print, outbound telemarketing, sales incentives, and promotions;
- Propose a consistent message, a call to action and a toll-free number to track response rates and capture and distribute leads; and,
- Work with creative agency(ies) on creative development, testing of creative and lists, placement, management of the run/drop schedules, tracking, and lead distribution.
Experience:
- As Senior Vice President and Chief Marketing Officer of TelStar Hosted Services, Inc., Ms. Harris created a marketing function for a growing $5 million company providing hosted call center software in the cloud in Aurora, CO. In one year, she increased effectiveness of SEM campaigns to 60% more conversions at 70% less cost per conversion; Increased SEO, traffic, page visits, and overall performance of website to 60% more unique visitors; improved page rank from 0 to 4/10; achieved a website grader grade of 99/100 for www.telstarhosted.com; generated over 12 million impressions, through 25 press releases, advertising, and remarketing; Tripled total average leads from 45 to 148 a month, with a 4% conversion to prospects and 25% conversion to sales.
- Harris Consulting has also helped to redesign a Small-to-Medium Business website for a F500 company to increase lead generation, and suggested more prominent access to telephone numbers, on-line order implementation, proactive live chat and a referral program. Harris Consulting created wireframes and flow charts for the web designers.
- Harris Consulting designed a B2B referral program for the company using existing support mechanisms to reduce cost and time to implement. The referral program was successfully implemented in a few weeks.