@NicoleWhitesid1

Quality is never an accident.

It is always the result of intelligent

effort.

- John Ruskin

22B annual revenue

Electrical * Industrial * Vehicle * Aerospace

Marketing Manager Lead

Generation,

Electrical Sector

Three steps to higher quality leads

1 Optimizing content

2 Intelligent lead scoring

3 Mature qualification process

{ } 1 Using content to drive engagement

Persona, demand type, business challenge

Persona

Demand Type

New Concept

New Paradigm

Established Market

Product

View

Audience

Message

Budget

Competition

Business Challenge

IT is Everything

Business Continuity

Modern Infrastructure

Make sure you pick the

challenges that your content

can actually support. You

don’t want to be in constant

content creation

Inform &

Trigger

Benefit &

Differentiate

Justify &

Decide

Mapped to the Buyers Journey

Education Solution Vendor

Selection

IT is everything Business continuity Modern

infrastructure

Events social webcasts online tools ROI Calc Testimonials

Content matrix Content audit

output:

• 108 assets

• 36 emails

• Dynamic landing pages

{ } 2 Lead scoring

Implicit/Explicit & progressive

profiling

Explicit (A-D) Who is engaging with

you

Implicit (1-4) Digital body language

& timing

Title

Business Challenge

Relationship to company

Tagged paged visits

Email clicks/opens

High, medium, low value form

submissions

Event attendance

Explicit & Implicit

A1 A2 A3 A4

B1 B2 B3 B4

C1 C2 C3 C4

D1 D2 D3 D4

ELEVATE

Advanced lead scoring

{ } 3 Qualifying leads

Telemarketing and digital intelligence

Hot leads go

to sales

Back to

nurture

Qualification process

{ } 4 Results

Did it work?

58% Open Rate

21% CTR

Solutions track 53%

engagement

rate

26% IT is Everything

48% Business Continuity

26% Modern Infrastructure

23,446 contacts in the program all time

$4.1m in pipeline 30% increase in

qualified leads

Goals

Surpassed Leads Driven

Leads qualified

Improved open

rates

THANK YOU