Demand Generation / Lead Generation

Well strategized, well executed lead generation and nurture provide a secure foundation for solid sales outcomes, and are at the heart of our work at Frantz Group. Our function is to: generate demand for a specific product, to a targeted market, within strategic parameters. Outcome: leads.

We help our clients build relationships with key prospects and fill their pipelines with highly qualified leads. We accomplish this based on value/expertise delivered through various integrated marketing tactics as well as through our highly trained professionals. We establish the current state of the prospect’s world, searching for pain that can be remedied by your solutions. We nurture relationships until opportunities are “mature,” and we bring qualified opportunities to your sales force that have real revenue potential. Typically, a lead is referred to as ‘BANT’ qualified if it meets predetermined criteria along each of four parameters: Budget, Authority, Need, and Time frame. FG works with our clients to define what is required in each area in order for a lead to qualify to be passed on to the sales person assigned.

FG’s Intelligent Campaign Communication Specialist is what the telemarketer has evolved into. Astute and articulate, this individual is capable of executing Key Account Lead Generation on behalf of clients whose products are extremely diverse, complex and sophisticated. This attribute has always set Frantz Group apart and continues to do so. Coupled will caller expertise, Frantz Group constantly invests in new product development to ensure that our integrated and content marketing offerings mix is kept fresh for cultivation use. Frantz Group has continually adjusted and perfected our proprietary processes and best practices over thousands of records in our nearly 20 years of life.

Lead Development & Nurture

Qualified leads identified during a lead generation program are typically routed directly to sales. Along with qualified leads, however, these programs also yield a pool of “suspects.” Suspects are individuals who have expressed interest/need but do not meet our BANT requirements. Suspects require further qualification, sometimes multiple conversations over many months before they can be passed to sales. Frantz Group helps our clients develop structured nurture programs, combining a variety of marketing tactics, in order to nurture semi-qualified prospects into fully qualified leads.

‘Nurture’ is a broad term; tactics employed can range from something as simple as a few phone touches to a more complex ‘drip campaign’ for example, involving a planned sequence of touches: a call, a whitepaper ‘push,’ an invitation to a webinar. A more complex campaign might involve behavior-based tactics employing ‘if / then’ directives and multiple layers to achieve selective results. Strategies and tactics are unique to each customer’s challenges, but the desired outcome is always the same: more fully qualified leads.

Appointment Setting

This is the process of lead generation coupled with the additional task of actually arranging a time and place for a meeting / conference call between a prospect and the appropriate sales resource. Sales is both a game of strategy and a game of numbers. The more quality meetings a sales representative has with qualified prospects, the greater the odds of closing a sale, however, busy schedules often make it difficult to reach and engage with prospects - even interested, qualified prospects. Beyond our standard lead qualification services, Frantz Group can help expedite these meetings by setting actual appointments for our clients’ sales representatives. Frantz Group arranged meetings are based on a meaningful reason to meet, not just a free lunch.

C-level Appointment Setting

The idea behind C-level appointment setting is to engage like-level executives; one from the prospect organization, one from the sales organization. The catalyst for our beginning this program was FG 2008 primary market research that found sales cycles expanding due to more and more decisions involving the C-level community. This made it prudent to target the C-level directly, but harder to gain entry. Frantz Group has developed a solution that is getting attention and creating qualified appointments, enabling our clients to sell to C-level decision-makers at the companies they deem strategic or of high value. For example, a prospect company challenged us with a tough test by asking FG to secure C-level appointments with CFOs at energy companies ranging in size from $300M to $25B. In 4 months, FG created and executed a C-level program that generated 17 appointments. As a reward, our prospect gave us another program targeting a different industry. At this writing, we have similar programs in development or in-market for 5 other clients.

At large companies, the C-level is well protected. In fact, the larger the company, the harder it is to penetrate the C-level. It takes many touches to build trust and rapport, and FG’s proven solution includes a number of marketing tactics, with each touch designed to add value. Whenever possible, we recommend custom executive video as a core touch. Through many cycles of continuous improvement, we've learned what it takes to make a successful executive video. Executive video makes our solution unique - and more valuable - because prior to meeting with your sales team, the C-level decision maker, or at least members of the C-level community, typically will have seen and accepted your value proposition as laid out in the video. That's a powerful edge for your team; one that can increase win rate.

Key Account Profiling / Deep Dive Profiling

The purpose of profiling is to gather information about a specific set of accounts to enable the sales and/or marketing team to formulate an access strategy. Each profile project is unique in the information it collects but some typical examples would be: key contacts/org chart, priorities, challenges, buying decision process, key goals, trigger events or opportunities, competitive situation, etc. Penetrating large accounts can be difficult. There are many different buying influences, and decision-making power is often distributed across various locations & divisions. Penetrating these accounts requires a significant amount of probing - and time… time that can take a sales rep’s focus away from selling.

Channel Acceleration Programs

Frantz Group has studied the typical challenges encountered by smaller or younger channel organizations and how these issues can inhibit not just the growth of the channel but the health of our clients as well, and, based upon what we’ve learned, FG has developed a unique channel acceleration program. Most commonly, troubled channel partners appear to have substantial technology expertise but limited marketing and complex sales skills and resources. We see these limitations surface as low number of real opportunities in the funnel to be sold, and lower conversion-to-win ratios. Ultimately, if either or both of these challenges are not addressed, the channel partner becomes discouraged and gives up or significantly limits its efforts going forward. When this happens, everyone loses. As partners with our clients in lead generation and other services for years, Frantz Group has gained a clear understanding of our customers’ positions in their marketplaces. We know how to uncover and develop opportunities and turn them into fully qualified marketing leads. What we now are focused on providing is lead generation services to our clients’ channels where appropriate, but with a larger objective than lead generation alone. Our intent is to help the channel grow its basic marketing and sales skills, and to help it become more efficient and effective overall. We believe if we do this for our clients’ channels, we will help our clients grow as well, and ultimately grow our own company; a win all around. Our intention is to provide ongoing education and consulting in appropriate areas and at an affordable price, with relationships to be worked out as each unique relationship dictates.

Event Boosting

Face-to-face and web events remain a significant percent of the marketing mix for Frantz Group clients. Driving attendance to these events is always a challenge. Topic, target audience, medium, time, location, offer, etc. all have a significant impact on registration and attendance rates. Frantz Group provides telemarketing services to get qualified executives interested and present at our clients’ strategic events. Telemarketing event boosting is most effective when combined with other communications tactics such as email, video, online ads, SEM, voice broadcasts, directed voice mails and so on. For physical events, direct mail can still be an effective option.

Marketing Program Analytics

This refers to Frantz Group’s campaign KPI tracking which shows us the results of various actions over time, i.e., numbers of emails, phone calls, website visits, video views, or similar, over x-number of days or hours, vs. results such as numbers of leads generated. Studying this information reveals what is working well and what may not be, and helps determine where changes might be helpful. Though all campaigns begin with solid strategies, numerous factors can intervene, necessitating constant tactical evaluation and periodic adjustment. Every time our clients go to market, they need to be prepared for anything. If they are not vigilant, they not only waste money, but can miss precious opportunities. FG analytics and metrics inform the evolution of campaign strategy, allowing it to become continually better and to net the best possible return on our clients’ lead generation investment.

Guided Voicemails / Voice Message Broadcasting

Voicemail messages can be delivered to prospects either by broadcast, which is inexpensive and reaches a prospect’s direct phone number, or through guided voicemail. Guided voicemail begins with a message recorded by you and delivers it to everyone on your list. Designed for B2B, this service uses live agents to accurately “guide” your pre-recorded message into the right person’s voice mailbox, handling the intricacies of every business phone system.

Click2Chat

Click2Chat is a solution that allows a visitor to a website to request assistance and get it real-time. Opening another channel of communication - one that caters to a prospect’s timing and needs - Click2Chat is a perfect complement to an outbound demand generation campaign or as an ongoing service.