There's an internal battle raging within most companies. Not a battle between good and evil, but a battle between sales and marketing. While they may be working toward the same larger goal—ruling the revenue universe—sales and marketing teams are often worlds apart when it comes to managing leads. Full webinar and eBook: http://bit.ly/14CuA3A

1. Thursday, August 25th 2011- 1 PM Eastern, 11 AM Mountain, 10 AM Pacific

2. Lead Nurturing eBook
available for download
at www.MarketStar.com

3. Presenters
Tracy Thayne
Director of Marketing
Jeff Ernst
Principal Analyst

4. Revenue Engine Problems
Sales and Marketing Alignment
The Funnel Gap
The Lead Management Solution
Lead Management Components
Results
Question and Answers
Agenda

5. “B2B marketing and sales teams perform poorly when it
comes to demand generation across the board, which results
in continuous tension to support goals to create qualified
leads, build pipelines, and meet sales forecasts.”
Jeff Ernst, Forrester Research
The State of B2B Demand Generation: Disjointed, June 2011

6. Reporting structure
Lead flow volume
Events & trade shows
Above the funnel
No credit for quality
Reporting structure
Measured on close
Focused on this quarter
Working bottom of funnel
Lower base pay but with …
Huge upside potential
Type A personalities
EOQ Stressing
No credit for nurturing
Loves big opportunities
Work stream flux
Field them as they come
Base pay – little upside
Laid-back reputation
Hates quota stress
Organized workflow
Constant work stream
Planning and execution
Worlds Apart

7. Source: Forrester State of Demand Generation Survey, April 2011
Base: 266 marketing and sales leaders
Which best describes how
your marketing and sales
teams work together?
Assessing the Situation
Marketing consistently
generates sales-ready
leads that are followed-
up on by sales
14%Marketing acts as
a facilitator between our
products and
sales teams
28%
Marketing creates leads
and sales tools that it
throws over
the wall to sales
42%
Marketing and
sales operate
autonomously
16%

8. Base: 66 Marketing and Sales Leaders
Source: Forrester - October 2010 Marketing & Sales Alignment Survey
14%
Tight alignment in
defining lead
qualification criteria and
following up on leads
Tight alignment
in mapping out
buying process
of customers
Assessing the Situation
15%
Rate collaboration and alignment
Between Sales and Marketing.
Sales and Marketing are most aligned on internal issues but are least aligned when it comes to the customer.

9. Source: Forrester State of Demand Generation Survey, April 2011
Base: 165 marketing and sales leaders
Marketing generates leads
and passes them all to sales
5%Deploy a seamless
process in which
every prospect touch
point is orchestrated
Assessing the Situation
39%
What best describes your lead management process?
18%Follow a mapped process
(scoring, nurturing,
tracking, feedback)

10. The Funnel Gap

11. Low cost, early stage leads
Three Marketing Issues
Sales asking for more leads but marketing
budget does not grow with demands.
1
2
3
Executives focus and investment in lead
acquisition instead of lead nurturing.
Lack of discipline to develop messaging to
target all buyers in complex sales cycle.

12. Three Sales Issues
1
2 3
Unfocused Selling &
Great effort
for little return
Sales uses gut feeling to
judge the readiness
of each lead as there
is no transparency.
Large number of low quality and early
stage leads creates no trust in marketing.
Focus on short-term quota results
in time is money attitude.

13. Lead Management and Nurturing Solution

14. Lead Management and Nurturing Components
Content Development and Delivery
Expertise and Diligence
Automation and Management
Tools Integration
1
2
3
4

15. Stay engaged using relevant content and timely
conversations to keep leads engaged until they are
ready for a sales conversation.
Content Development & Delivery
Is it educational and communicate
thought leadership?
Does the content help the
Recipient even if they are not
purchasing from you?
1
Does it add value to the recipient?
Is it targeted to a certain audience?

16. We hit everyone with content
and offers about our product
features and demos
We talk about product
features, business benefits
and outcomes
We tell stories that engage buyers
at every stage of their
problem-solving process
14%
Which best describes the content used in your lead generation activities?
Source: Forrester State of Demand Generation Survey, April 2011
Base: 165 marketing and sales leaders
We have content that
educates buyers on the
problems we solve
50%
26%
10%
Content Development & Delivery

17. • Marketing Strategists
• Sales Insight
• Tech & Marketing Writers
• Content Experts
• Technology Administrators
• Continued Tuning & Testing
• Designers
Expertise and Diligence is required to prepare and execute a
committed lead management program with targeted content that
positions you as a thought-leader and influences buyer emotions.2
Expertise and Diligence

18. • Scoring
• Transparency
• Prioritization
• Hand-Off Triggers
• Segmentation
• Personalization
• Geo targeting
• Auto Responders
• Responsiveness
• Analytics
Automating engagement and scoring leads as they are
nurtured gives your sales team transparency into the
interest & intent level of each prospect, triggering
strategic, personalized, and focused actions.
Automation & Management
3
Marketing Automation

19. • CRM
• Marketing Automation
• IT Support
Integrated tools and access to IT resources allow you to manage and
monitor the complete lead life cycle and provide closed loop
feedback to measure effectiveness, communicate thresholds and
trigger additional engagement and hand-offs to guide leads towards
a buying decision.
Tools Integration
4

20. Lead Management and Nurturing Results
Reduction from 90% to as little as 10% in marketing
generated leads not worked by sales
30% reduction in cost per sales-accepted lead
3x increase in percentage
of qualified sales
opportunities sourced
by marketing

21. Questions & Answers
Tracy Thayne
Director of Marketing
Jeff Ernst
Principal Analyst

22. 1. On-Demand Webinar Recording
2. Presentation Slide Deck
3. Podcasts
• The Nurturing Cycle
• Buying Cycle Mapping (Emotional Decision Points)
• Content Marketing
• Lead Scoring
• Sales Involvement in Lead Nurturing
• Case Studies
Upcoming Content

23. Thank You!
Remember to download the eBook at www.marketstar.com
Lead Nurturing: The Intergalactic Partnership