Nurture marketing has gained significant traction in recent years, but marketers often struggle to tie the success of nurture efforts to closed deals. A recent study between Sales Engine and our partner, ebQuickstart, revealed an impressive connection between lead scoring and appointment setting. In this webinar, we discuss how we were able to obtain results nearly 9X better than cold calling and we'll share strategies that can help you do the same.

1. 878% Better than Cold Calling
How Marketing Can Drive Appointments
Presenters:
Paul Rafferty
CEO, Sales Engine International
John McLellan
VP, Business Development, ebQuickstart
July 21, 2011

2. For Today‟s Presentation
• To join the audio portion of this webinar:
Call: 1-877-739-5903
Access code: 266-675-404
• We will start promptly
at 1:00 PM EST
• Your phones are muted.
Please use the Q&A
function of the meeting
window. (found under “Tools” menu)

3. About today‟s speakers
Jessica Chan: Moderator
Paul Rafferty: Presenter
Paul Rafferty is the Founding Partner of Sales Engine International and Chief
Executive Officer. Paul is a richly experienced Senior Sales Executive whose
unique insights and "steady hands" are greatly valued by all Sales Engine clients.
Prior to founding Sales Engine, Paul spent 20 years with a Fortune 500
company, rising from Field Sales Rep to Regional VP of Sales and finally National
VP of Sales Operations with responsibility for a sales organization exceeding 600
people.
John McLellan: Presenter
John McLellan is Vice President of Business Development at ebQuickstart. John is
an award winning sales professional with 20 years of experience in sales/marketing
positions in the software and data communications industries. He has held senior
sales and management positions with both start ups and large publicly traded
companies.

4. Who is Sales Engine International?
Sales Engine International is a B2B sales acceleration company.
Clients come to us to help them FIND, CONNECT with, and ENGAGE
their prospects. We implement and relentlessly execute a sales
acceleration engine on behalf of our clients. Our engine consists of
world-class marketing technology, award-winning creative
services, and the strategic direction of senior sales and marketing
executives.
www.salesengineintl.com

5. About ebQucistart
•Founded 2006
•Headquartered in Austin, TX
•Long-term relationships with clients won month after month
•Delivers on average 8 to 12 high quality leads per month
•List Development, Lead Generation, Inside Sales

6. What if Phil Mickelson performed at
124% capacity?
124% better = 369 yards average drive

7. 321% capacity?
321% better = 957 yards

8. 878% capacity?
878% longer = 2616 yards

9. 878% better at top of your
funnel?
Suspects
Marketing Qualified Leads
Sales Qualified
878% better Leads
Than cold-calling
Opportunities
Wins

10. Agenda
The case-study
Conclusions
– Forecast appointments based on scored
leads
– Build strategies for telesales process to
maximize the results of integrated nurture
marketing
– Report effectively on results to show ROI
Q&A

11. The Case Study – Lead Scoring
is 878% better than Cold Calling
• Sent eNewsletter to
18,000 recipients
• Directed inside sales
reps to
IMMEDIATELY follow
up after launch
• Split their calling into
groups based on lead
score, click activity

12. The Case Study
Cold
- No lead score, no Opens or Clicks
Rating #3
– Lead score >0 points
– Merely opened email(s).. But NO „clicks‟
Rating #2
– Lead score >100 points
– At minimum, clicked through on one outbound campaign
Rating #1
– Lead score >1,000 points
– Opened & clicked on campaigns for several months and
visited web site

13. Conclusions- 878% better than
Cold Calling
% Conversion Compared • Phone conversations
to Cold Calling Results
1000% with 1,216 leads
900% 878%
– 495 cold leads
800%
700%
– 721 scored leads
600% • % Leads converted
500%
– Cold = .6
400%
300%
321%
– Rating #3 = .7
200%
124%
– Rating #2 = 1.9
100%
– Rating #1 = 5.3
0%
Rating 1 Rating 2 Rating 3

14. Conclusions | Game Changer
Funnel Stage Cold Rating #3 Rating #2 Rating #1
Leads 1000 1000 1000 1000
Conversion % 0.60% .7% 1.9% 5.3%
Opportunties 6 7 19 53
Conversion % 25% 25% 25% 25%
Wins 1.5 1.75 4.75 13.25
Average win $ $50,000 $50,000 $50,000 $50,000
Total $ $75,000 $87,500 $237,500 $662,500

15. Reality Check
• So Lead Scoring is 878% better than Cold
Calling, but still…
• Only 1-5% of all conversations turn into
appointments…
• And…85% of B2B Sales Calls go to Voice
Mail
• Will your Sales “Closers” pursue these???
• Or do you need a different role??

16. Conclusions | The Middle Reliever
• When only 1-5% of all
conversations turn into
appointments… we need a
Demand-Gen or “Inside” rep
• Starting Pitcher = The Map
• Middle Reliever = Demand
Gen or “Inside” Rep
• Closer = Top Tier Sales Pro

17. Barriers to Rapid Growth
• On Boarding
– Lead generation often a
“stepping stone”
On Boarding – On average, 3-6 months before
lead funnel is impacted
– High turnover
• Training
Adapting Training – 5-6 weeks investment to get
new employees trained
• Management
– HR, internal processes, training,
Management quota/goals measurement
• Adapting
– New Markets = Risk

18. How ebQuickstart Process
Promotes Success
On Boarding
• Salaried, career lead
in Three generators committed to long-
Days
term relationships
• I.T. is our core competency-
Chances are we‟ve had a
First
Qualified project or product that touches
Adjustment Leads come your product or project
within 7
days
• Five years experience knowing
the metrics for a successful
project
Management • Whatever your endgame is-we
to Quota and
Metrics can get you there faster and
for less cost

19. Lead Nurturing
50 clients using Lead Generation Services
Finds that clients who engage in some level
of nurture activity consistently shows similar
results:
Nurture activity leads to more
appointments

20. Conclusions | Size sales &
marketing
Net new scored leads/mo • Measuring the scoring
1,200
activity & warming
1,000
over answers big
800 questions
600
– How big does my
database need to be?
400
– How many campaigns
200
do I need to run?
– How many reps do I
-
need?

21. Thank You for Attending
If you are interested in meeting with Sales Engine
to learn how you can Find, Connect with and
Engage your prospects, contact Paul
Rafferty, CEO, prafferty@salesengineintl.com
If you would like to learn more about ebQuickstart
can help you deliver more qualified leads to your
sales reps, contact John McLellan, VP of Business
Development, john.mclellan@ebquickstart.com

22. Get the Map
If you would like to receive a copy of the Sales
Acceleration Map, email:
alexis.borucke@salesengineintl.com