MarketStar and Schneider Electric discuss why best-in-class companies require 20 times less marketing generated leads to create one customer and why less than half of marketing automation users are able to nurture leads effectively. Webcast and infographic: http://bit.ly/12orfGa

1. Best-in-Class Lead Hunters
How to immunize your lead management from zombie leads
Thursday, December 6 2012 - 1 PM Eastern, 11 AM Mountain, 10 AM Pacific

2. Our Presenters
Michele Egan
Director, Marketing Integration
Catina Martinez
Lead Nurturing Architect
Jay Williams
VP Digital Solutions

3. Webinar Agenda
Problem: Lead Zombies!
Marketing Automation: Hopes and Promises
Challenges of Automated Marketing
The Evolution of Email Marketing
Implementing a Proven Methodology
The Zombie Lead Hunter
Schneider Electric Case Study
Conclusion / Q&A

4. Zombie Leads?
Many leads turn lifeless and lie cold, others are wandering aimlessly through
your database. Most are abandoned by both sales and marketing.
• Dead
• Unknown
• Wandering
• Aimless
• Ignored
• Aged and Outdated

5. How are zombie leads created?
=

6. What do companies do about it?
Pretend zombie leads do not exist
Implement marketing automation
Purchase more names in hopes of finding a living lead
Invest in top of funnel lead generation activities

7. Automated Marketing – Hopes and Promises
It helps marketers do more with less -- 44% of marketers say
the top pressure is to do more with fewer or same resources
– Aberdeen
It can reduce marketing generated
leads not worked by sales from 90% to
as little as 10% – Forrester
Can lead to a 300% increase in percentage of qualified
opportunities sourced by marketing – Forrester

8. Marketing Automation IS NOT Easy
The solution of automated marketing also presents a host of
more complex difficulties…
It takes 6 months to fully implement and use 100% of the
marketing automation functionality – Eloqua
Only 36% of platform users are able to design a multi-step
nurturing process – Aberdeen
Only 28% of users utilize lead scoring – Aberdeen

9. There is more to successful automation
While marketing automation is a great start, it is only a small
part of the solution.
Marketing Leadership Council

10. The Creation of Efficient SPAM
Most essentially transform their marketing automation platform
into an efficient Zombie SPAM machine!
36% of your leads stop engaging because YOU stop
communicating or don’t engage enough – Cone
53% of your leads stop engaging if the content is not
relevant to THEM – Cone
58% of your leads stop engaging if you are over-
communicating with them – Cone

11. Becoming a Best-in-Class Company
Those companies who have become “best-in-class” companies
are ridding their database of zombie leads.
Best-in-class users need 20x fewer leads to generate one
customer (68 vs. 1,272) – Aberdeen
65% of best-in-class users have designed a multi-step
nurturing process – Aberdeen
69% of best-in-class users have dedicated lead management
resources – Aberdeen

12. HOW?
42% of best-in-class companies utilize a
consultant or third-party independent service
provider to manage their lead nurturing tactics
– Aberdeen

13. Consider People
Marketing Leadership Council

14. Zombie Lead Hunters
* Database Manager
* Database Analyst
* Tool Admin
* Marketing Strategist
* Solution Architect
* Content Specialist
* Programs Manager
* Sales Person
* Educator
* Consensus Builder
The Zombie Lead Hunter is a highly skilled marketer who is equal
parts sales, marketing, and operations professional

15. Best in class companies are 5x
more likely than all other
companies to cite attracting /
retaining top marketing talent as
a pressure impacting their
marketing lead management
practices. – Aberdeen

16. Consider Methodology
Marketing Leadership Council

17. The Evolution of E-Mail Marketing
Email Marketing
BROAD “Same to All”
Typically contain the same content and calls to action no
matter who the audience is.
CUSTOM “Personalized”
Communicates relevant content personalized to the
recipient’s role, interests, and activity profile.
SINGULAR “All E-Mail”
Requires you to stay on the cusp of annoying to stay
relevant and top of mind with your audience.
INTEGRATED “Variety Matters”
Uses multi-touch, direct marketing campaigns to interact
with a lead via e-mail, phone and online.
SPORADIC “Reactive”
Messages are sent when you feel a need to communicate
any marketing related activity.
STRATEGIC “Proactive”
Persuasive communications are sent according to the
prospect’s stage in the buying cycle.
QUANTITATIVE “Click Click”
Generate a low 3% CTR while lead nurturing e-mail can
generate over 8% CTR. (HubSpot)
QUALITATIVE “Know the Score”
Activity tracking, scoring, and grading elevates nurturing
analytics and provides visibility to intent.
GENERIC “One to Many”
Used to communicate general information to broad
audiences for informational purposes.
TARGETED “One to One”
Provides the right content to the right person at the right
time progressing towards purchase.
Lead Nurturing
100% of best-in class companies utilize their automation platforms for email marketing, 71% of the same group utilize it for
true lead nurturing. For the rest of the world, only 28% utilize their platform for true lead nurturing. – Aberdeen

18. Implement a Proven Methodology
Adopt a methodology that combines
marketing automation technologies
with persuasive communication
techniques to strengthen relationships,
qualify leads and accelerate sales
 Platform Management
 Database Cleansing
 List Segmentation
 Lead Profiling
 Program Design
 Content Creation
 Content Management
 Campaign Measurement
 Process Flow

19. Support your claims with proof points and 3rd party validation.
Decision
Help prospects recognize how status quo limits business potential.
Prospects need to understand the consequences of doing nothing.
Being recognized as a trusted advisor is priceless. Offer true value.
Always showing prospects different approaches to change.
Objections are common. Develop messages to overcome them.
Status Quo
Priority
Research
Options
Objections
AwarenessConsideration
Persuasive Communication
A methodology maps key messages and touch points to support
buyers through the emotional checkpoints of decision making.
Validation

20. Methodology in Action - Value Streams
A Solution Architect will create a customer communications and technical
integration framework based on the Project Plan. This connects the program
assets, communications, events, landing pages, technology and workflow to
the strategic objectives of the program.

21. Methodology in Action - Content Maps
A Solution Architect will inventory current content and creative assets to
establish a strategic communications plan which aligns engagement activities
with the sales cycle and a contact scoring and grading strategy.
AGCO
Massey Ferguson - Nurturing Program
Drip Description Asset Interval Stage
http://www.onlinedigitalpubs.com/publication/?i=109449&p=14
Farm Life article about investment planning strategy
This drip touches on how changes in the
economy/environment can affect long-term
investment strategies on the farm.
Call to action: Link to article
Yes - Go to 2
No - Go to 1.1
1.1 Practical tips we hear from farmers http://www.myfarmlife.com/features/youth-movement/ 2 weeks Status Quo
This drip provides a snapshot into what "Real
Farmers" are doing.
Call to action: Link to article
Yes - Go to 2.1
No - Go to 2
2 As changes in the economy impact the business of
farming, farmers need to look for new ways to
maximize profits
http://www.myfarmlife.com/features/under-cover/ 2 weeks Priority
This drip provides a farmer point of view of how to
maximize profits through smart investments in
machinery.
Call to action: Link to article
Yes - Go to 3
No - Go to 2.1
2.1 Farming is not just a job but a way of life Massey Ferguson Across America customer profile -
http://www.youtube.com/watch?v=pxb03xwqHdg&feature=relmfu
2 weeks Priority
This drip builds upon the concept of farming as a
way of life and profiles a 3rd-gen farmer looking
for equipment that preserves his legacy for
generations to come.
Call to action: Download Interview
Yes - Go to 3.1
No - Go to Long-term nurturing
3 The Massey Ferguson line can be a valuable long-
term investment.
Equipment cost ROI calculator or the AGCO compare web page 2 weeks Research
This drip allows prospects perspective of how a
Massey Ferguson solution stacks up.
Call to action: Link to the calculator or comparison page
Yes - Go to 4
No - Go to Investment Profile Research Path
3.1 Get more out of your machinery Technology Demo video -
http://www.youtube.com/watch?v=lHXMLpqg0As&feature=related
2 weeks Research
This drip will demonstrate how Massey Ferguson
high horse power gives real farmers a reliable
machine with reduced downtime.
Call to action: Link to the demo
Yes - Go to 4.1
No - Go to Practical Advice Research Path
4 Is it better to lease or to buy? Document explores the advantages to either option 2 weeks Options
This drip provides some perspectives on different
options to finance your investment.
Call to action: Download the document
Yes - Go to 5
No - Go to Investment Profile Options Path
4.1 How do Massey Ferguson tractors compare to the
competition.
AGCO compare web page -
http://agcocompare.agcocorp.com/public/index.cfm?productTypeID
=302c6613-8bd9-4b97-ab98-59f4948e1a18
2 weeks Options
This drip follows a subject matter expert as he
demonstrates how Massey Ferguson tractors are
superior.
Call to action: Link to the comparison page.
Yes - Go to 5.1
No - Go to Practical Advice Options Path
5 CVT extends predictable performance for the long-
term
http://www.youtube.com/watch?v=dgtIKMAjvFI 2 weeks Objections
This drip demonstrates how not all CVTs are
created equal and that Massey Ferguson is the best
and most "logical choice."
Call to action: Link to article.
Yes - Go to 6
No - Go to Investment Profile Objections Path
5.1 Real farming equipment for real farming
challenges
Product comparison infographic 2 weeks Objections
This drip combats the perception that Massey
Ferguson tractors are not for real farming.
Call to action: Download the infographic
Yes - Go to 6.1
No - Go to Practical Advice Objections Path
6 Day-to-day farming solutions in practice http://www.youtube.com/watch?v=WJXZJvEFzks 2 weeks Validation
This drip validates a prospect decision to go with
Massey Ferguson
Call to action: Download the profile/testimonial
Yes - Lead Hand off
No - Go to Investment Profile Validation Path
6.1 Day-to-day farming solutions in practice Massey Ferguson Across America customer profile -
http://www.youtube.com/watch?v=9ukGmeZHtc0&feature=relmfu
2 weeks Validation
This drip validates a prospect decision to go with
Massey Ferguson by walking through many of the
tractor features with two land owners.
Call to action: Download the profile/testimonial
Yes - Lead Hand off
No - Go to Practical Advice Profile Validation Path
Investing for long-term stability and growth in the
face of change
1 N/A Status Quo

22. Methodology in Action – Scoring & Grading
-10
5 20 35 45 50
Inactivity Click Registration Download Phone Call Webinar
B Good fit for target profile
D Does not fit target profile

23. Challenges
An inefficient process for qualifying and prioritizing leads
High rejection rates from sales for the leads qualified
Lack of process to stay in touch with prospects not yet ready
to make a purchase
Spending more on traditional marcom (demand generation)
tactics no longer generated more qualified leads
Turning Early Stage Leads into Sales

24. Science + Art = Integrated Lead Nurturing Strategy
Solution
Implemented an integrated lead nurturing strategy that segments and engages
leads with relevant communications and content as they progress through the
buying cycle.
Activities:
• Established a team of educational specialist that sit in marketing (not sales)
• Used data insight to profile responses for segmentation and priority ranking
• Developed robust value streams based on what we know about the prospect
• Created a variety of content in cutting edge formats
• Used automation to efficiently deliver the personalized content, score behavior and
re-route or escalate as needed
• Inserted a human touch when applicable

25. Doing More With Less
Results
Spending less on traditional demand generation activities
Improved content submission to 48.93%
Decreased rejection rates by 93% from sales on MQLs
Actively nurturing more than125,000 responses
We touch 100% of our responses and 20% become MQL

26. Q&AMichele Egan
Director, Marketing Integration
Catina Martinez
Lead Nurturing Architect
Jay Williams
VP Digital Solutions

27. Additional Content
1. Certified Lead Hunter Certificate
2. On-Demand Webinar Recording
3. Presentation Slide Deck
4. Zombie Lead Infographic
5. eBook – 7 Reasons to Outsource Your Lead Management
All content available at www.marketstar.com – participants will receive custom links to
all additional content

28. Thank You!
Welcome to the ranks of Zombie Lead Hunters!
Remember to download the eBook at www.marketstar.com
7 Reasons to Outsource Your Lead Management