1. ActiveConversion presents:
Jep Castelein of LeadSloth
www.ActiveConversion.com | 1-877-871-2ROI
Finding Untapped Revenue in
Your Marketing Database

2. Web
Site
Visits
Traditional
Marketing:
Trade
Shows, Ads
Email:
Blasts &
Nurturing
Social
Media:
Blogs, FB,
LinkedIn
Twitter
Search
Engine
Visibility
PPC,
Banner Ads
Web 2.0 Marketing
www.ActiveConversion.com | 1-877-871-2ROI
ActiveConversion:
Lead Generation
Prospect Scoring
Competitive Intel
CRM:
Contact
Relationship
Management
Software
Auto filtered for
Sales Reps
prioritization; a
self populating
call list
Click throughs
are like form fills
Fact: Only 0.5-4% of
visitors to your website
identify themselves

3. • Timing, Unknown factors, Nurturing,
Re-engagement
The Leaky Funnel
www.ActiveConversion.com | 1-877-871-2ROI

4. • Lead Generation – reverse IP lookup
• Lead Scoring – prioritization, timing
• Lead Management – M&S alignment
• Lead Nurturing – the leaky funnel
• Marketing ROI – testing and measuring
What is ActiveConversion?
www.ActiveConversion.com | 1-877-871-2ROI

5. Finding Untapped Revenue in
Your Marketing Database

6. 1848 James Marshall Discovers Gold

7. NURTURE Leads to Assure More
Revenue

8. 50% of Leads are NOT Ready to Make the
Jump

9. 23% BUY from a Competitor 6 Months after
Inquiry

10. Nurtured Leads Produce 20% MORE Sales Opportunities

11. How MUCH Are Your Leads Worth?
1. Acquired Names vs. Inbound Leads
2. Length of the Buying Process
3. Recency
4. Activity Level
5. List Fatigue
6. Cross-sell Opportunity
7. Fit with the Ideal Customer Profile

12. 0
200
400
600
800
1000
1200
1400
1600
0-3
Months
3-6
Months
6-12
Months
>1 Year
Leads
Visualization: How OLD Are Your Leads?

13. Sales & Marketing
Alignment
6.
5.
7.
The Lead Nurturing Process
Choose The Right
Audience
Invest in
Personas
Provide Valuable
Content
Create the Right Offers
Have
Conversations
Track & Measure
1. 2.
3.
4.

14. # 1: COLLABORATE with
Sales

15. # 1: EXAMPLE Lead FlowNew
Lead
MARKETING
SALES
Nurturing MQL
Evaluation
Recycled
Lead
Customer
Long-term
Lead
SAL
SellingSQL
Customer
Lost deal/
Cancelled
Closing

16. # 1: Sales ALIGNMENT Challenges
• Meltwater News: PR software company
• Sales-oriented culture
• Skepticism towards marketing
• No CRM integration: Too hard for sales to find
the leads
• We got lucky: First opportunity within 1 week

17. # 2: CHOOSE the Right
Audience

18. # 2: Focus on Reactivating Trial Leads
• PEPID: Medical software for smart phones
• 30-day trial: Most people don’t even try
• However, most are still interested
• Easier to convert existing trial leads than
getting new trial leads to sign up
• Often, your existing lead database is a
goldmine

19. # 3: Know them WELL

20. # 3: Three Steps to a Buyer Persona
1. Desk Research
• Job websites
• Conference agendas
• Online magazines & blogs
2. Interviews
• Intros via LinkedIn
• Record quotes
3. Validation

21. # 3: Personas According to Job Role
• GoodData, SaaS business intelligence software
• Developed three personas
• Executive
• Power user
• BI developer

22. # 4: Provide VALUABLE Content

23. # 4: Content Mapping EXAMPLE
Awareness Evaluation Decision
Economic
Buyer
End User
Technical
User
Whitepaper about
industry trends
ROI Calculator Analyst Report
Demo Video
Technical Whitepaper Product Trial Proof-of-concept
Webinar Customized Demo

24. # 4: Develop Compelling Content
• Backbase, enterprise portal software
• Entering new vertical
• Webinar series
• Three highly-relevant topics:
• Analyze trade magazines and blogs
• Monitor social media
• Look at conference agendas

25. # 5: Make OFFERS They Can’t
Refuse

26. # 5: Know What Your Goal Is
• FuneralOne, marketing software for funeral homes
• Goal: Get prospects on the phone
• Offers:
• Website review
• Website preview
• Excellent pre-sales support

27. # 6: HAVE Conversations

28. Email 1
Email 1
Email 1
Email 2b
Email 2a
Email 2c
Email 3
Email 3
Email 4
# 6: Campaign Tracks

29. # 6: Smart Campaign Reuse
• Distinguish long-term campaigns and triggered
campaigns
• First couple of emails very targeted
• Then regular nurturing track (Duration: Twice
the sales cycle)
• Then long-term nurturing track
• Separate track: Event invitations

30. # 7: Track & MEASURE

31. # 7: Example Dashboard

32. # 7: Know What You Want to Measure
• rPath, data center management software
• Dashboard project
• Improve visibility into marketing performance
• Approach:
• Define what you want to know
• Create a sample report
• Implement

33. Sales & Marketing
Alignment
6.
5.
7.
The Lead Nurturing Process
Choose The Right
Audience
Invest in
Personas
Provide Valuable
Content
Create the Right Offers
Have
Conversations
Track & Measure
1. 2.
3.
4.

34. Yves Matson
Senior Account Executive
ActiveConversion
403-508-9889 x118
Ymatson@ActiveConversion.com
Twitter: @Matsony @ActiveConv
LinkedIn: http://ca.linkedin.com/in/matsony
Questions?
www.ActiveConversion.com | 1-877-871-2ROI
Jep Castelein
Founder and Editor
LeadSloth
1-888-4A-SLOTH
www.LeadSloth.com
Twitter: @jepc @leadsloth