This presentation discusses lead generation strategies, including demand generation, lead nurturing and lead scoring.

1. Lead Nurturing
Multichannel relationship strategies to
take a contact from prospect to sale
April 5, 2011
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3. Today’s Speakers
Dan McDade Parin Mody
President and CEO Global Director of
PointClear Business Development
Author of ―The Truth About Leads‖ Mardev/DM2
Moderator
Thorin McGee
Executive Editor
Target Marketing

4. Lead Nurturing: Multichannel
relationship strategies to take
the prospect to sale

5. Agenda
 The Problem
 The Cause
 The Cost
 What to Do
 Agree on a common definition of a lead
 Agree on market, media and offer
 Measurement beyond number of leads, their cost and revenue
 Ten Actions to Take
 The Truth About Leads

6. The Problem
 Best Practice Results
 MQL = 4.1% of inquiries/
targeted suspects
 SAL = 62% of MQL
 SQL = 47.5% of SAL
 Close = 22.1% of SQL

7. The Cause
 7 Reasons Why Sales and Marketing are
Not Aligned
 Lack of standard lead definitions
 Failure by sales and marketing to accept accountability for
influencing each step in the buying cycle
 Focus on quantity instead of quality
 Lack of integration between sales and marketing technologies
 Lack of serious, formal discussion between sales and marketing
 Failure to measure what matters
 Silo approach—failure to pass leads back and forth
Source: The Aberdeen Group

8. The Cost
Quota attainment Quota trends
since 2006 since 2006

9. The Solution: Turn Raw Leads Into
Real Opportunities
Attributes of a Well-Qualified Lead
1 SIC of NAICS Code
2 Firmographics (revenue, # of employees, # of locations)
3 Decision makers and influencers identified
4 Environment documented
5 Decision maker engaged
6 Business pain(s) uncovered/validated
7 Decision-making process and time frame documented
8 Budget allocated or process for budgeting documented
9 Competitive landscape documented
10 Sense of urgency or compelling event exists

10. What to Do: “BANT” vs. “AN”

11. What To Do: Define Market, Media, Offer
Establishing a clear and mutually agreed upon definition of
market, media and offer can help you multiply results
Market Media Offer
 What companies will  Which mix of  What compelling calls
we target? integrated media will to action will cause our
 Who are our target be most effective? targets to respond?
contacts?  How will we navigate  How do we articulate
 How can we to those contacts? what problems we
segment our market  How can we convey solve and how?
and apply differing a building dialogue?  What messaging will
approaches? differentiate our
solution?

12. What to Do: Market
 The power of relational segmentation
1,000 Companies
Marketing Equally Sized Samples
Sample
Lead Rate # of Leads
size
200 9% 18 32 leads (64%)
200 7% 14 = 40% of spend
5%
200 5% 10
Lead Rate 200 3% 6
42 leads (84%)
= 60% of spend
200 1% 2
1,000 5% 50
50 Leads

13. What to Do: Media
 Multi-touch, multi-media, multi-cycle
processes multiply results
Buyer’s Journey

14. What to Do: Offer
 Conditions of need
 Fear of Loss
 Perceived Risk
 Opportunity to Improve

15. What to Do: Offer
 Ultimate benefits
 Save Money
 Save Time
 Improve
 Save lives

16. What to Do: Offer
 Personal reasons

17. What to Do: Your Sales Force Needs
Fewer Leads
 Too many raw,
unqualified leads
can create a
clogged marketing
and sales process
and an unhealthy
funnel
 More leads don’t
equal more
success

18. What to Do: Reap the Value of
Long-term Leads
ROI WITH Best-Practice Handling of Short- and Long-Term Leads
Quantity Quantity
Category Total
Short Term Long Term
Names 1,000
Short-term leads 40
Long-term leads 40
% Closed ST leads 20%
% Closed LT leads 20%
# of deals 8 8
Average deal $250,000 $250,000
Revenue $2,000,000 $2,000,000
Cost of qualification $59,040 $4,920
Gross after marketing expense $1,940,960 $1,995,080 $3,936,040

19. Ten Actions to Take
1. Agree on market definition (the largest identifiable
market with the tightest possible market definition).
2. Agree on offer (enterprise, point, both, priorities?) .
3. Agree on the definition of a lead (―BANT‖ vs. ―AN‖…, 10
point system).

20. Ten Actions to Take
4. Agree on expected metrics (MQL to SAL to SQL to
Close).
5. Define required reporting and frequency of reports
(recognize that what happens during the course of one-
quarter is likely to happen the next quarter without
driving change).
6. Give your sales force fewer leads – that is fewer, more
highly qualified leads.
7. Effectively nurture longer-term leads. Provide the right
content to the right person (from the right person) at the
right time.

21. Ten Actions to Take
8. Design your touch cycle using multi-touch, multi-media,
multi-cycle processes to multiply results.
9. Construct offers that take into account:
A. The three conditions of need
B. The ultimate benefits
C. The personal reasons why people buy things for companies
10. Set realistic actions and timeframes. You cannot solve a
sales shortfall when you have a six month sales cycle
and you are in Q4.

22. The Truth About Leads
 Revealing little-known secrets
that focus your lead-generation
efforts, align your sales and
marketing organizations and
drive revenue

23. Contact
Dan McDade
Dan.McDade@PointClear.com
678-533-2722 office
@dandade
@pointclearpd
http://www.linkedin.com/in/danmcdadepointclearllc

24. Demand Generation: Best Practices
and Lessons Learned
Customer Behavior
& Buying Cycle
Presented by:
Parin Mody
Global Director, Business Development
Mardev-DM2

25. What is a multi-faceted campaign?
 What is a truly integrated, multi-channel campaign?
 More than postal + email
 More than print + digital
 More than delivering the same message through multiple channels
(although that’s important)
 Marketing integration is using the most effective media channels and tactics to begin
the conversation with your prospective buyer
 And then inviting them to take the next steps in their journey with you
 Continue the conversation
 Gauge their response
 Must be measurable
 Track each channel of communication
 Leverage them to build each other
 Document results and adjust as needed

26. Buyers are more educated than ever
The New Buying Process: Self Education
Marketing Sales
Blogs/Tweets
Download demo or
White Paper
Search online
Forums/Communities
Podcasts/Webinars
Reading emails

27. Poll # 1
 Which dimensions of personalization do you leverage in your current campaigns?
 Contact profile data
 Account profile data
 Behavior based
 Buying cycle stage based
 Preference based

28. Communicate with the whole person
Step 1: Meet the individual where he is. Understand that while working, he is still a consumer.
While on personal time, he is still a professional and concerned about his business.
Step 2: Make sure your message is consistent throughout the various communication tools you use.
Step 3: Measure which tools gain the greatest response throughout the buying cycle.
Watching TV E-mailing
Mobile/Txt Online Research
Personal Work
Commuting
Surfing
Reading
Tweeting

29. Implementing Demand Generation
 How do I implement Demand Generation within my company?
 First step – Understanding the customer buying cycle and mapping it to the journey you, as
an organization, offer to the customer
Customer Buying Process
Interest Learn Evaluate Justify Purchase
Marketing
Sales Sales
Qualified
Suspect Inquiry Accepted Qualified $$
Lead
Lead (SAL) Lead (SQL)
(MQL)
Marketing Sales Sales
Marketing Sales closes
validates validates and validates
nurtures to revenue
quality of accepts BANT
sales ready. opportunity.
interest. ownership. criteria
Sales & Marketing effectiveness determines volume and velocity

30. Moving up the Lead Value Chain
Lead Definition Lead Generation Process # of leads Lead
Characteris
tics
Sales Opportunity – - Largely sales force task Low Hot
ready to buy
Pre-qualified lead – - High degree of interaction required with Medium to Warm
some information known prospects, integration of online and offline Low
about purchasing channels to identify prospective need. May
requirements include email, online, telemarketing, direct
mail.
Prospects – indicated - Search High to Warm
definite interest - Permission marketing Medium
Profiled Suspects – - Segmentation, modelling of databases High Cold to
higher propensity to - richer demographics or information Lukewarm
purchase
Suspects - Lists with some demographics High Cold

31. Lead Generation: Tactical
Campaign Objectives Reporting
Lead definition & qualification
whitepaper download, appointment
Target audience leads
company size, business sector, job title email
Channel Selection
resource optimisation
email, digital, telemarketing
Collateral Creation Online
nurture
case study, whitepapers,
webinars
Analyse, Optimise and Adapt
what’s working – increase what’s not,
adapt or switch off
tele prospects
Deliverables marketing
volumes, timescales, CPL
reporting

32. Strategic Campaign Workflow Example
Emails &
Newsletters
Pass to
DYNAMIC MICROSITE Gold Leads Field Sales
Whitepapers
Case studies
SEO/PPC
Competitions
Blogs Telemarketing
Silver Leads
Forums
Webinars
Podcasts
Social
RFQ
Networking
Nurture
Bronze Leads
Online TRACKING & SCORING FURTHER QUALIFICATION NURTURE
inventory Monitor level of interest based •Budget
PROGRAMME
on : •Authority
•Email opens •Need
•visits to microsite •Timescales
•Downloads
•Reading/Posting on Blogs
Advertising

33. Multi-touch Example: Microsite Driven

34. Multi-touch Example: Microsite Driven

35. Poll # 2
 On average, how complex is your communication mix in a campaign?
 Single touch via single communication channel (i.e. email batch and blast)
 Multi-touch via single communication channel (i.e. automated email drip campaign)
 Multi-touch via multiple communication channels (i.e. webinar with email, phone and direct messages

36. Strategic Nurturing Objectives
 Lead/Customer Nurture Strategy:
 Build trust within your customers and prospects
 Educate them
 Who are you?
 What does the company do?
 How does it benefit them?
 Establish credibility as experts
 Be relevant to the issues /pain points of your different segments
 All of the above will help you differentiate your organization as a partner
to the prospect as opposed to a vendor
 Use the data you collect about each visitor to send them more relevant
engagement materials

37. Anatomy of ScanningPaper.com
The images and the text are dynamically
populated based on the lead’s industry
The welcoming message uses the first name,
the job function, the company and the industry
fields to make the experience very personal
The customer examples, the business need
case studies and the solutions in action
content that can be downloaded is also
dynamically populated based on the lead’s
interest
This content is based on and especially written
for professionals in the lead’s industry
Content is based on solution interest

38. Lead Nurture: Rules of Engagement
1. Do not initiate contact without a clear objective
2. Start with the customer, not with your product/service
3. Pick-up where the interaction left-off
4. Don’t ask the prospect for the same thing more than once
5. Make the interaction personal and personalized
6. Deliver information that reflects what you’ve learned about them
7. Learn about the customers/prospects in bits.. .. not all at once
Source : Peppers, D., Rogers, M., One to One Fieldbook, 1999

39. Defining Your Lead Nurturing Program
1. Define your objective
2. Define the WHO
3. Define collateral needed
 Touch point
 Emails  Postcard
 Phone scripts  Letter
 Content Assets
 White papers  Webinars
 Analyst reports  Podcasts
 Articles  Flash demo
 Research Papers
 Interactive media
 Poll / survey
 Scorecard / rank yourself
against your peers
4. Map out the customer experience
5. Test and launch
6. Ongoing evaluation and monitor reporting
7. Keep content fresh

40. Improve ROI with Lead Scoring
 Lead scoring and nurturing improve ROI
 Objectives:
 Improve conversion to qualified leads
 Improve quality of leads
 Prioritize follow-up
 Harvest dormant leads and re-engage
 Helps measure channel effectiveness
 Enhance lead insight with marketing database demographics and behaviors

41. Dynamic Lead Scoring Model
 Score on profile fit and level of engagement
Profile Fit Level of Engagement
A = Target fit (BANT qualified) 1 = Showing buyer interest
B = Potential fit (nurture) 2 = Showing some interest
C = Not high enough now 3 = Not enough information
D = Not a fit 4 = Inactive
 Don’t send unqualified leads to sales… Nurture.
 Nurturing programs generate on average:
 7-10% increase in marketing qualified lead (MQL) generation
 > 50% acceptance from sales (SAL)

42. Lead Scoring Model: Example
Category Level Values Count Score Location in Eloqua
Demographics - 10 Points
Pri ma ry
Title - 5 Points Hea d of Conta ct Fi el d: "Job Ti tl e"
Di rector
Chi ef Technol ogy Offi cer
Executi ve 2.5
Offi cer
CIO
Chi ef Opera ti ng Offi cer
Seconda ry Ma na ger
Cons ul ta nt
Vi ce Pres i dent 1.5
Archi tect
Ana l ys t
engi neer
Terti a ry Admi ni s tra tor
Support
Techni ci a n 1
As s i s ta nt
Speci a l i s t
devel oper
Pri ma ry
Industry - 2 Points LOCAL & CENTRAL GOVERNMENT 24 Conta ct Fi el d: "Indus try"
EDUCATION & TRAINING 20
MANUFACTURING & ENGINEERING 16
HEALTH/SOCIAL & PUBLIC SERVICE 14
Bui l di ng & Cons tructi on 13 1
BUSINESS SERVICES 13
Loca l Governement 12
It Cons ul ta ncy 11
Ba nki ng, Fi na nce, Ins ura nce 10
Educa ti on Sector 10
Seconda ry OTHER RETAIL/WHOLESALE DISTRIB 8
SOFTWARE DEVELOPMENT/ISV 8
Engi neeri ng 7
Ma nufa cturi ng Indus tri es 7
Government 5
Other Servi ce Acti vi ti es 5 0.75
Supporti ng And Auxi l i a ry Tra ns port Acti vi ti es ; Acti vi ti es Of Tra vel Agenci es
5
CATERING, HOTELS, LEISURE,ENT. 3
SERVICE PROVIDER/ASP/ISP/MSP/ 3
Whol es a l e & Di s tri buti on 3
Terti a ry Acti vi ti es Of Bus i nes s And Empl oyers Orga ni s a ti ons
2
Acti vi ti es Of Bus i nes s Empl oyers And Profes s i ona l Orga ni s a ti ons
2
Acti vi ti es Of Profes s i ona l Orga ni s a ti ons 2
Bus i nes s And Ma na gement Cons ul ta ncy Acti vi ti 2
es 0.25
Ma nufa cture Of Computers And Other Informa ti on Proces s i ng Equi pment
2
NETWORK/TELECOMMS RESELLER/INT 2
NHS 2
Other Fi na nci a l Intermedi a ti on Not El s ewhere Cl a s s i fi ed
2
Securi ty Broki ng And Fund Ma na gement 2

43. Lead Scoring Model: Example Primary
Contact Field:
Employee Size - 1 Points Employees 0100 to 0499 1626 0.75 "Employee Size"
Employees 1000 to 4999 713
Secondary Employees 0500 to 0999
Employees 5000 plus
527
518
0.25
 Results and total lead score
Tertiary Employees 0001 to 0099 213 0
Contact Field: "IT
IT Expendiutre - 1 Points
Primary
£51k - £250k 15 0.75 Expenditure" Previous Activity - 5 Points
£1m - £4.99m 11 Attend Primary 2 48 2.5
Secondary up to £50k 9
£5m - £49.99m 8 0.25
Register Secondary 1 84 1.5
£500m+ 7 Clicks Tertiary More Than 3 66 0.75
Tertiary £251k - £999k 6 0 More Than 1 Les s Than 3 300 0.25
£50m - £499m 5
Contact Field: "Annual
Primary
Annual Revenue - 1 Points £250m+
Les s than £1/2m
177
163 0.75
Revenue"
Total Lead Score: 100
£200m - £500m 79
Secondary £10m - £25m
£100m - £249.9m
66
54
A 100-45
£50m - £99.9m
£100m - £200m
52
51 0.25
B 44-25
£10m - £24.9m 49
£50m - £100m 48 C 24-5
Up to £4.9m 47
£25m - £50m
£5m - £9.9m
41
41
F <5
Tertiary £1m - £5m 33
£5m - £10m 31 0
£25m - £49.9m 26
£1bn+ 14
Current Activity - 45 Points
Click through Whitepaper 25 Contact Field:
Click through Register 0 Contact Field:
Click through More Info 10 Contact Field:
Click through to Homepage 10 Contact Field:
Click to View Online 0 Contact Field:
Click on Thank You Form 0 Contact Field: "TYForm"
Form Submit/Registrant 0 Contact Group: "Reg"
Event Attendee 0 Contact Group: "Attend"
Telemarketing - 40 Points
Contact Field:
Implemented DV? "Tele_s 1q2"
Contact Field:
DV a Priority? "Tele_s 1q2a"
Implementation Timeframe Contact Field:
DV? Primary 0-3 Months "Tele_s 1q2b"
Secondary 3-9 Months
Tertiary 9 or More Months
Contact Field:
Team in Place DV? "Tele_s 1q2c"
Contact Field:
Interested in PC? 9 "Tele_s 2q0"
Contact Field:
Currently Implement PC? "Tele_s 2q1"
Contact Field:
Considering PC? 9 "Tele_s 2q1a"
Implementation Timeframe Contact Field:
PC? Primary 0-6 Months 9 "Tele_s 2q1b"
Secondary 6-12 Months 2
Tertiary 12 or More Months 1
Contact Field:
Team in Place PC? 4 "Tele_s 2q1c"
Contact Field:
4 IT Challenges Primary Information Security 30 1 "Tele_s 3q1"
Secondary Bus ines s Continunity 9 1
Tertiary Data Growth and Maintenance 6 0
Compliance 4 0
Contact Field:
Advise Areas Primary *Cloud* 4 "Tele_s 3q3"

44. Lead Scoring and Nurturing: Best Practices
 Best Practices:
 KISS – Do not score on too many criteria as it will be unclear what
values are defining the score
 Sales and marketing SLA with protocol around MQL to SQL, follow-up,
etc.
 Focus on scoring criteria that has standardized values, this will facilitate
program execution and ease refinement, as needed
 Continuously re-evaluate and tweak the scoring system
 Conduct a closed-deal analysis to uncover insights into conversions

45. Marketing Effectiveness
 Marketing Automation Platforms (MAPs) enable a marketing team to
measure it’s ability to directly impact and drive revenues
 ―Marketing dashboards help address one key tenet of marketing
accountability – the transparent communication of results.‖
– Forrester Research

46. Benchmarkable
 Performance Benchmarks
 Track improvement over time against KPIs
 Prioritize & Launch enhancements based on business objectives
 Monitor demand generation process and measure its impact to revenues
Marketing Marketing Investment to Investment to
Sourced Influenced Pipeline Revenue
Pipeline Pipeline
(average cost of (average revenues
(% of sales pipeline (% of sales the demand generated from $1
uniquely created by pipeline touched creation of the invested in demand
marketing) by marketing) sales pipeline) creation)
10-50% 30-82% 1-4% $5-$20+
Source: SiriusDecisions, Cross-Industry averages for B-to-B Companies

47. Contact Mardev-DM2
 Parin Mody, Global Director, Business Development
 modyp@mardevdm2.com
 www.mardevdm2.com
 U.S., Chicago Office
 info@mardevdm2.com
 +1.800.323.4958
 UK, Headquarters
 enquiries@mardevdm2.com
 +44 (0) 208 652 4525

48. Reference Information

49. Campaign Management: Planning
Interest Learn Evaluate Justify Purchase
Solutions Evaluated Short List
Search Begins Solutions Identified Against Needs Selection Made
Assembled
Questions: 1. Who are the suppliers 1. What do they offer? 1. Do they meet my 1. Leading, solid 1. How can I easily
for my need? 2. Are their customers expectations? product/company? purchase?
2. What’s the scope achieving success? 2. What do analysts say, 2. Recommended by 2. Can I purchase via
of potential 3. Do they fit my need? are they a leader? customers and Web site?
achievement? 4. How can I easily 3. Is Company viable? analysts? 3. Who can I call?
3. Where do I stand? evaluate/demo? 4. How do they compare? 3. Meets or exceeds my 4. Do they have a
4. How can I easily find 5. Why should I choose? need? partner in my area?
out more? 6. What’s the cost? 4. Can afford to buy & 5. Why buy now?
implement?
Experience: 1. eMail & Web 1. eMail & Web 1. eMail & Web 1. eMail & Web 1. eMail & Web
2. Seminars 2. Podcasts/Seminars 2. TM Calls 2. Customer, analyst 2. TM & Sales Calls
3. Podcasts 3. TM Calls 3. Sales Calls references 3. Partners
4. Seminars 3. Sales calls
Content: 1. Industry white 1. Company white paper 1. Features/Benefits 1. product customer 1. 1800# provided
papers 2. Seminar Pres 2. Gartner Quadrant reference site 2. Company.com
2. Company product 3. product spec sheets 3. Fin. Press Releases 2. product Awards product
white papers 4. Customer stories 4. Competitive & Cost 3. Customer stories 3. E-Shop product
3. Customer stories 5. Flash Demo Comparisons 4. Press releases 4. Partner locator?
4. Assessment tests 6. Ind/analyst reports 5. product Awards 5. Seminar Pres 5. Promotions or
5. Press releases 7. Educational Tips 6. Seminar Pres deals?

50. Marketing Effectiveness Measurement

51. Marketing Effectiveness Measurement
Source: SiriusDecisions

52. Measure What Matters
 Measure what matter for your business
 Funnel Value
 On track to meet revenue targets?
 How much revenue from each source?
 What is the quality of the pipeline?
 Channel Performance
 Top campaigns by lead acceptance
 Top campaigns by number of high scoring leads, etc.
 Investment effectiveness
 Which campaigns yield the best returns?

53. Question & Answer Session
If you haven’t done so already, please take
this time to submit questions to our speakers
using the ―Ask a Question‖ box on your
console.
Dan McDade Parin Mody
President and CEO Global Director of
PointClear Business Development
Author of ―The Truth About Leads‖ Mardev/DM2
Thorin McGee
Moderated by: Executive Editor
Target Marketing

54. Thank You
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