Laurie Beasley, President of Beasley Direct and Online Marketing, Inc., and President of the Direct Marketing Association of Northern California shows how you can connect sales with anyone by using meeting maker marketing campaigns. https://dmanc.org https://beasleydirect.com

1. Meeting Maker Marketing
Campaigns: How to Connect Sales
with Anyone
Laurie Beasley
President, Beasley Direct and Online Marketing.
Inc. www.BeasleyDirect.com
President, Direct Marketing Association of
Northern California www.DMAnc.org

2. About Beasley Direct and Online Marketing, Inc.
Inbound Marketing
 PPC Management
 Display Networks
 Re-targeting
 SEO Audits
 Amazon Advertisng
 Content Creation & Dist.
 Social Media
 Landing Page Creation
 Website Design
Outbound Marketing
 Account Based Marketing
 Email Marketing
 Marketing Automation
Management
 Salesforce.com
Management
 Direct Mail
 Tele-prospecting

3. Why ABM “Meeting Maker”
Campaigns?

4. ABM is Biggest Shift in B2B Marketing Strategy
 The biggest change in B2B marketing strategy recently is to shift the
engagement model from awareness campaigns to account based
marketing campaigns. This flips the funnel and directs marketing to the
target account.

5. Three Principles of ABM
 Target and manage accounts and account lists
 Engage target accounts across channels with offers
and content
 Measure revenue impact on target accounts

6. What Are ABM “Meeting Maker” Campaigns?
 Multi-touch communication strategy to engage target accounts’
interest in a demo appointment or meeting.
 The number of touches can vary by marketing budget and
complexity of sale. (We will discuss four program scenarios
later).

7. Why Are “Meeting Maker” Campaigns Popular?
 Most VPs of Sales will tell you that if you can get a prospect on to a
demo or sales meeting, 25-50% of them will eventually close (especially
in enterprise software sales scenarios)
 Companies are waking up to the idea that creating a demo appointment
or meeting for the Sales department is the ideal way to accelerate the
sales pipeline, often bypassing many layers of lead generation and
nurturing. But who makes this happen?
 Increasingly, marketing is being measured by how many opportunities
are generated (not just leads).
 So…scheduling demo/meetings becomes the responsibility of
marketing. (Oh joy!)

8. Congratulations You’re Now in Charge of Generating
Demo/Meeting Appointments!
Sample Lead Requirements Calculator
Scenario Requirements
ANNUAL SALES REVENUE GOALS: $13,000,000
Sales Revenue Goals/Quarter $3,250,000
Revenue per sale $115,000
# Closed Sales Required/QTR 28.3 Or 9.3 Closes/mo.
Estimated Closed Rate on Pipeline Proposal Opportunities 25%
# Qual Leads That Must Convert to Pipeline Proposals/QTR 113
Est. forward conversion rate from sales-ready lead into Pipeline 40%
# Qualified Sales -Ready Leads Required per
Quarter (Prospects meeting sales-ready criteria)
283
# Qualified Sales-Ready Leads Required per
Month (Prospects meeting sales-ready criteria)
94
TomJudge, All Rights Reserved, Copyright Protected

9. Sales Presentations Rated Most Impactful
During Buyer’s Journey

10. Meeting Maker Campaigns
Short Cut a Lot of Steps

11. Meeting Maker Campaigns Can Bypass the
Demand Waterfall

12. Four Keys to Success
 List: Get your ABM targets right
 Offer: Reward the meeting attender with something they’d want
 Creative: You can execute with email, direct mail, ABM display
ads and…..
 Teleprospecting: The phone touch is the most productive

13. Getting the ABM List Right

14. Identifying ABM Accounts Starts with a Conversation
with Sales
 With ABM you’re targeting the accounts that have real significance for
your business. You’re focusing on the accounts that are most likely to
drive revenue.
 To me this starts with a discussion with Sales. They will value you
listening to them about what types of companies and job titles they think
are most important. Often they have named account lists ready for you
to pursue for them.

15. What List Segments to Select
 Your target accounts can be selected in many ways. Here are some
popular ones:
 Industry
 Company size
 Job Function or title
 Specific technology they employ
 Previous sales performance in other product categories

16. Identifying Accounts for ABM
 Here are few strategies for identifying accounts for ABM campaigns:
 High yield: Identify top money-makers
 Product fit: Look for companies with business needs that
match your solutions. (Technology selections help here.)
 Quick wins: Seek accounts that have short purchase cycle
due to their size. (Revenue selection help here)
 Competitors: Target companies using competing products
(Technology selections help here)
 Territory: Helping sales people generate awareness and build
pipeline in their region will make you their best friend.
 Review Customer History: Profile high yield customers and
create look-alike lists.

17. Most Sales Organizations Have Developed
Named Account Lists

18. Developing Your ABM Contact Lists
 Dunn & Bradstreet/Netprospex
 Discover.org
 Zoominfo
 Mountain Top Data (my favorite)
 Stirista (a good choice too)

19. Validating the Contacts
 I’ve NEVER regretted adding budget to a project for tele-verification of
contact info. This can be done by more economical telemarketing
resources, but I wouldn’t use the same kind of company for tele-
prospecting after the emails or direct mail have dropped.
 Also I highly recommend validating the emails using something like
Briteverify or Neverbounce, and only email verified contacts (don’t mail
“catch all” or other designations)
 Email validation will drop your list size by 15-25% so plan ahead for this
by buying more contacts.

20. Getting the Creative Right

21. How Do You Decide Which Multi-Touch Program?
 A combination of factors contribute to how you structure a program:
 Budget (we can only spend $X)
 Commitment to get results (we can spend up to $X to get that
appointment because we realize how hard demo/sales appts.
are to get and how much they’re worth to the company.)
 Or…sometimes there’s an emergency (we’re not meeting
sales goals and we’re all going to get fired if we don’t get
some meetings. See Surfcontrol case study in next section)

22. The More Complex the Sale…the More Touches are
Needed
 Your prospects are:
 Facing REAL challenges to solve REAL problems
 Overworked
 Difficult to Engage
 Skeptical
 Need solid evidence they should review YOUR solution over
others

23. The Magic of Multiple Touches
 The combination of multiple touches gives them:
 An opportunity to read and hear about your solution.
 A solid and memorable presentation of your value
proposition (direct mail is especially good at this)
 A great offer works to move them from ignoring
you… to engaged…. to attending a demo.
 Each touch generates incremental inbound
response, and supports the outbound calling, which
will be your MOST productive part of this effort in
terms of generating a demo/meeting appointment.

24. Scale Your Program to the Budget and Complexity of
Sale

25. Type 1: Email+Tele-
Prospecting

26. Program Type 1: Email + Tele-
prospecting

27. Program Type 1: Email + Tele-prospecting

28. Program Type 1: Pros and Cons
 Pros
 Easier to get started
 Don’t need a valid postal mailing address
 Economical
 Proof of concept for product positioning/offer
 Cons
 Might need a higher priced offer to get engagement
 Less recollection/engagement on phone call; more calling
time needed
 Generally fewer overall completed appointments (when tested
head-to-head with other programs)

29. SurfControl Case Study

30. SurfControl Project Plan
 Emergency need to generate new sales based on poor quarterly results.
Launching a new product.
 Decided to tackle installed base first with creative & messaging established,
and roll out to prospects later.
 Upgrade offer of free iPod shuffle
 Call to action: Respond and register for a demo and get your iPod
 Email sent to customer base
 Inbound responses to landing page & call center
 Outbound telemarketing call to non-responders
 Contacts are to be pre-qualified based on needs and registered for a sales
demo:
 1:1 custom demo
 Group on line demo
 Close loop tracking of responses, contacts, qualified leads, sales progress
and $ revenue reported

31. Results
 Email sent to ~ 10,000 to 12,000 customer base
 668 Inbound Responders on landing page
 552 were outbound called to validate and capture qualification info
 66 Inbound 800# calls received and qualification info captured
 ~618 leads from inbound responses to email
 ~24% of qualified sales leads generated
 Outbound telemarketing call to ~9,250 non-responders
 3,261 completed interviews with profiled needs
 1,949 qualified sales leads from outbound calling
 ~76% of qualified sales leads generated

32. Type 2: Email+ Flat Direct
Mail +Tele-Prospecting

33. Program Type 2: Email+Flat Direct
Mail+TM

34. Program Type 2: Email+Flat Direct Mail+TM

35. Program Type 2: Pros and Cons
 Pros
 Adding Direct Mail increases engagement dramatically
 More engagement makes tele-prospecting more effective
(overall more scripts completed)
 Flat Direct Mail is more economical than dimensional direct
mail (though a bit less effective)
 Cons
 Longer lead time to get program launched
 More expense to add direct mail
 Regular mail delivery can get caught in mail room so best to
send via UPS, FedX or USPS Priority Mail to bypass
mailroom

36. Veritas Case Study

37. Veritas Campaign

38. Type 3: Email+ Dimensional
Direct Mail +Tele-Prospecting

39. Program Type 3: Email+Dimensional DM+TM

40. Program Type 3: Email+Dimensional
DM+TM

41. Program Type 3: Pros and Cons
 Pros
 Adding Dimensional Direct Mail increases engagement EVEN
more dramatically. Like “knock your socks off” more…
 High memorability makes tele-prospecting more effective
(overall more scripts completed)
 Cons
 Longer lead time to get program launched
 More expense to add dimensional direct mail
 Best to send via UPS, FedX or USPS Priority Mail to bypass
mailroom

42. NetApp Case Study

43. NetApp Case Study

44. Results: Outstanding Metrics
 Several metrics gave us early proof we had a hit on our hands:
 We were able to complete more calls—35% more per hour than
projected, indicating the prospect was interested enough to take the call.
 40% more scripts were presented per hour than plan.
 And, most important, 65% of completed scripts were converted to demo
appointments, vs an anticipated 10%.

45. Results: Viral Referrals
 Eleven people referred us to someone else in their organization who is
responsible for tape backup, and of those 5 became qualified leads with
a demo scheduled.
 We have found that you only get those kinds of valuable referrals if
you’ve done a very good job of presenting the value proposition to the
original recipient and they are enthusiastic enough about the solution to
refer you to the decision maker.

46. Results: 230 Demo Requests from a List of
1,335

47. Results: Anecdotal Notes from TM Reps &
Sales
 Anecdotally, the telephone reps told us the people they talked to were
highly engaged, remembered the direct mail and offer, and were eager
to talk about it.
 They found the “Ultimate IT Geek’s Toolkit” an appealing reward for their
time in taking the demo, and they appreciated the research we had
made to match the premium (a set of quality tools used for tinkering with
electronics) to their interests.
 Sales told us very few people just wanted the tool. They were interested
in the product and solution. I believe this comes from them engaging
with the value proposition at the dimensional direct mail stage.

48. Type 4: Email+ Dimensional
Direct Mail + Display Adv+TM

49. Program Type 4: EM+Dimemsional Direct
Mail +Display Advertising+TM

50. Program Type 4: Pros and Cons
 Pros
 Adding Dimensional Direct Mail increases engagement EVEN more
dramatically. Like “knock your socks off” more…
 High memorability makes tele-prospecting more effective (overall more
scripts completed)
 Adding Display ads can extend your reach beyond contacts in your list
 Cons
 Display ad responders tend to be less qualified and dicey to offer super
nice reward to. Think about using display ad to get initial engagement
and pre-qualify before making offer for attending a demo mtg.
 Direct mail is longer lead time to get program launched
 More expense to add dimensional direct mail
 Best to send via UPS, FedX or USPS Priority Mail to bypass mailroom

51. Reputation.com
Display ads were run throughout the program on DemandBase offering
white paper and report assets. No mention was made of the Fitbit offer.
This was made after a prospect filled out the landing page form.

52. Results:
 Program is on-going.
 From Aurelie Tyser, VP Marketing, Repuation.com: “The results of the
campaign were through the roof! Engagement and conversations are
way above our expectations. In a matter of a couple weeks, we
managed to get demos with accounts we had unsuccessfully been trying
to contact for months if not years. We got 17 demos booked out of 38
accounts!! The reps reported the custom report was great added value
and a real wake up call for those accounts. The Direct mail part helped
a lot to stand out and get attention. It was certainly a huge effort, but
totally worthwhile.”

53. Results, cont.
 Did Display Ads have an impact?
 According to VP of Marketing: “We did a lot of work to analyze
Demandbase impact, as it was not very obvious (only 2 conversions =
asset downloads). We were not able to see direct causation, but there
seems to be some correlation between accounts that have engaged with
our Demandbase campaigns and accounts that have converted into
demos.”

54. Getting the Offer Right

55. Why an High Value Offer?
 Rewards very busy people for their time
 Shows them that we respect their time
 Overcomes the objection of “not now, talk to me later”
 Gets people to the demo/meeting in a way maybe nothing else will

56. Things to Consider
 What level or type of person are we marketing to? You’d give a CIO a
higher value item than a Manager of IT probably.
 It doesn’t have to relate to the product. Make it something highly
desirable to recipient. Nice to have a tie-in to product but not
mandatory.
 Make it easy to understand. I have a rule for my creative team. If the
offer cannot be described in 10 words or less: Scrap it!
 Does it need to play worldwide? One client does different offers US
(Fitbit) vs. Asia (Crystal Wine Glasses). You can make the creative
template to accommodate different offers.

57. Things We’ve Offered Lately
 Apple Watch
 Fitbit 2
 Ring Doorbell
 Star Gazing Binoculars
 Really nice toolsets

58. Getting Tele-Prospecting
Right

59. Should You Use Inside Sales?
 I say no (with a few exceptions)
 Inside sales staff generally hate cold prospecting, which is what this is a
lot time.
 They are hard to find, keep, and train. Their time is better spent working
on doing demos and maturing good leads in prep for closer.
 They are generally 50-75% less productive than outsourced resources,
when it comes to dials/scripts completed per hour. Why? Not the same
level of dialing software, training, and management.

60. Questions to Ask
 Is inside sales “ready to go”? Or will they need to be trained? Do we
have training staff? What will be their ramp-up time?
 Can they be as productive as we need them to be? Do we have
sophisticated dialing technology? How many calls/hr can they complete?
 Are they scalable? If the product/program is successful, can we ramp
up quickly?
 And here’s the real stickler … who is going to report and refine the
program? Does Sales have an analyst on board?
 If the answers to the questions above are “no,” then it’s time to look
outside.

61. Use High End Resources
 They are representing your company. Choose someone you can trust.
 Suggest you use high-end, US-based resources
 Need to have experience with complex sale conversations
 Need to have exceptional script writing, training and reporting
capabilities
 Warning it can become addicting. Most of my clients continue tele-
prospecting efforts way beyond my campaign tenure.

62. How Productive Should Teleprospecting Be for a
Complex Sale Product?

63. Summary

64. Summary
 Accelerating demo/meetings is imperative for a company’s bottom line
 Work hard on your list
 Come up with a GREAT offer
 Engage the prospect with intriguing and informative creative
 Make sure the tele-prospecting effort is staffed appropriately

65. Thank You!
 Laurie B. Beasley, President, Beasley Direct and Online Marketing, Inc.
 lbeasley@beasleydirect.com
 408-782-0046 x21