Success in a Challenging Economy:Finding & Nurturing Your Ideal Prospects

Today's Presenters

Sham Sao

CMO

OneSource

Lisa Cramer

President

LeadLife Solutions, Inc.

Today’s Agenda

• Focusing Marketing Efforts

• Generating More Sales-Ready Leads

• Closing More of the Sales-Ready Leads

• Effectively Nurturing Non-Sales-Ready Leads

The Challenge

What Challenges Are Marketing & Sales Facing in Today’s Economy?

“The emphasis is on building internal efficiencies and strategic cost cutting, increasing customer insight, and strategic cost cutting, increasing customer insight, and strengthening integration with sales to drive revenue and market share.”

– Donovan Neale-May, Executive Director, The CMO Council,

on their most recent survey of 600 CMOs

Integration with Sales?

Marketing Sales

• What markets are most attractive?• What markets are most attractive?

• What is a “good” lead?

• What happens to a lead that is not ready to buy?

• How are non-sales-ready leads nurtured, and when should they sent back to sales?

Finding Attractive Markets

Focus on Biggest Opportunity Areas

• Best Growth Segments by– Industry

– Geography

– Company Size

– Etc.

• Dive in deeper – below “Services” level

Types of Opportunities

Identify “Birds of a Feather” Opportunities

What Companies Fall Within Your “Sweet Spot”? How Can You Gather Intelligence and Build Contact Lists?

Leverage Your Existing Client Base Identify Net New OpportunitiesLeverage Your Existing Client Base

The market's response to uncertainty is to return to, or rely more heavily on, tested and trusted

relationships…[Gartner]

Use Sales Intelligence Across All Three Areas of Opportunity

Exploit cross-/up-sell opportunities in your existing client base; Seek out customers who match the profile of customers in your sweet spot; Identify “net new” sectors

to develop for incremental lead generation

Identify Net New Opportunities

What sectors have you not exploited, or underexploited?

Defining a Good Lead

� Sales and marketing need to come together to discuss and define the

definition of a lead.

� A lead definition:

� Company size, industry, geographic location, yearly revenue geographic location, yearly revenue

� Job function, title, authority level, etc.

� Issues, problems, requirements

� Stage in the buy cycle, timeframe, budget

Getting More Good Leads

4 Ways to Increase Quality

• Deliver more leads from your sweet-spot target markets

• Append data to leads to increase their completeness

Source: Aberdeen Group

increase their completeness

• Increase win rates with sales Intelligence

• Nurture leads that are not sales-ready

Reaching Your Targets

• Direct Marketing

– Telemarketing/Prospecting Lists

– Direct Mail Lists

– Email Lists

• Web & Social Media

• PR & Advertising

– Industry Publications

– Business Publications

– Broader Media

• Events• Web & Social Media

– Website & SEO

– Pay-per-click

– CPL Advertising

– Ad Networks

– Social Media

• Events

– Trade Shows

– Seminars

– Virtual Seminars

– Webinars

Getting the Most from Leads

LeadsMarketing

Sales

• Add information valuable for sales

• Route leads to the right sales people

• Score leads to determine most sales ready

• Determine who’s responding to your message

• Enable better segmentation of your house lists

Append contacts, corporate data, industry, revenues, etc.

Attributes of a “Sales Ready” Lead

� “Sales ready” lead – a prospect ready to enter the buy cycle.

� Define what demographics/interactions determine interest:� Downloads

� Webinar attendance

� Pages visited and time spent - email campaigns� Pages visited and time spent - email campaigns

� E-newsletter and survey responses

� Trade show visits…..

Role of Sales Intelligence

“Sales intelligence” refers to thevarious sources of informationcompany can collect and use toimprove the performance of thesales department and enrich theleads in the sales pipeline

-Aberdeen Group-Aberdeen Group

• 44% of companies need information because of better informed prospects

• Sales intelligence helps prioritize sales inquiries

Sales Intelligence Needs

• Quality of the information

• Opportunity-cost to find it

• Tying it into your process

� Only 20% of leads from marketing are worked

� 80% of un-worked leads buy within 24 months

� 50% of sales organizations do a bad job of nurturing leads

Are You Fully Capitalizing on the Leads You Generate?

� 51% of Sales Execs are not happy with quality of leads

� 65% allow sales to send formerly qualified leads back to marketing for further nurturing;

� 56% of all respondents indicated that they currently lack a formal lead nurturing program to support and nurture long-term opportunities.

Sources: Sirius Decisions, CSO Insights

Aberdeen Report - Lead Nurturing: The Secret to Successful Lead Generation

Is this your current process?

Website

Email

Spreadsheets / CRM Database

Events

Banner ads

Generate & Qualify Leads??

Lead Generation – Old/New

� Define campaigns and events

� Define and track all lead activities coming in from online/offline events

and also from existing lists.

Drip Marketing

� Continuously engage your prospects through e-newsletters.

� Automatically send personalized, targeted emails through the lead’s lifecycle.

Engagement with Content

� Look for “engagement” with the content before having any further

conversations.

� How many points is that

engagement worth?

� If/then statements

� Is attending an event more important than a Webinar?

� How many activities need to happen = engagement?

� If nothing happens for 6 months do you reduce?

� Keep it simple

Lets Break it Down

Conversions

Inquires/Suspects

Nurture

Marketing

Email, Adwords, Banners, Webinars, Offline Events

Closed Sales

Qualified

Opportunities

Sales Ready Leads

Nurture

Sales

Bottom Line Results…

By implementing a lead scoring and nurturing process LeadLife

customers have found:

� Increase in qualified leads by 78%

� Decrease in sales cycle from months to weeks

� Increase in first call contact success rate from 12% to 85%� Increase in first call contact success rate from 12% to 85%

� Decrease in cost of sales by 10%

� Improved conversion rates up to 3x

� Increase in quality of leads going to sales

Lead Nurturing Tips

� Online and offline

� Continual nurturing

� Specific interest

� Lead Scoring Gives Visibility

� Continuously Engage Prospects

� Evaluate All Responses � Evaluate All Responses

� Deliver Real Value

� Thought leadership

� Personalization

� Develop a plan

Want to Learn More?

To request a Product Demo from LeadLife emailinfo@leadlife.com or

Call 1-800-680-6292

Receive a Free Access Pass of OneSource Visit: www.OneSource.com/LeadGen or

Call 1-866-632-1910

To request the slides from today's presentation please email info@leadlife.com

About OneSource

OneSource:

� Constantly monitors and assesses provider content, ensuring access to the highest-quality business intelligence

� Links millions of news items to pertinent companies, industries, geographies and business topics, increasing search relevance.business topics, increasing search relevance.

� Leverages best-of-breed research supplemented by our own proprietary data compilation processes: distilling the information into one, clear, concise, value-rich resource

� Provides access to world-class information via portals, application integrations, CRM systems, mobile devices, and other media

Free Trial: www.OneSource.com/LeadGen

About LeadLife Solutions

Overview:

• LeadLife Solutions is a provider of on-demand marketing automation softwaresolutions that helps automate lead management processes for B2B marketers.

• LeadLife offers flexible and intuitive marketing software that enables marketers toprioritize, track, score, and nurture leads based on behavior, thereby increasingthe value of lead generation dollars (online and offline).

• LeadLife helps organizations increase marketing ROI and maximize sales resources byAssisting throughout each part of the marketing automation process from scoring andnurturing leads to tracking and analyzing individual marketing campaigns. With

• LeadLife, marketers can integrate easily with any CRM system and into thecompany's marketing and sales process, while offering comprehensive features ata reasonable price.

For more information on LeadLife visit www.leadlife.com, email

info@leadlife.com or call 1.800.680.6282.