Richard McCarthy: Best Practices in Lead Generation As the pressure to generate more and better quality leads increases, many are turning to new web tools and techniques as the most affordable way to achieve this. This presentation analyses successful lead generation projects carried out at Fiserv in the last 2 years. With multiple websites and web campaigns to manage, find out how new developments on the Web, Flex, and geo-location technology are all being used to improve lead generation results.Prepare to be amazed by some cool products that are having a dramatic impact in how we can monitor customers and prospects today. This will interest all Product Marketers looking to improve sales leads. Product Managers who want to monitor customers and prospects with their new products will also find it interesting. Also anyone interested in FLEX , and geo-location technology.

1. “Best Practices
in Lead Generation”
Session #8, 2009
www.productcampamsterdam.org
The first European unconference for product managers and marketers.

2. 5*)3#6+783(8*)#(9#/*74#1*9*+73(:9
! "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-

3. ;93+:4<83(:9=#>2:#>*#7+*
! ?:+*#3279#@A-B#C(//(:9#+*,*9<*
! 079D*4#(9#32*#':+3<9*#E%%
! F,*+#!GH%%%#*I6/:J**)
! !"#$%&'()*"+*",(%*-.*&/)&,&)012*
3"#$1/&('
! K/:C7/#6+*)*98*#>(32#!LH%%%#
8/(*93)H#(98/<4(91#3:6#!%%#
C79D)
$ "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-

4. N:I*#:O#32*#:32*+#3:6#6/7J*+)
N:<+8*=#.(3*#$%%&
M "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-

5. P27//*91*)
! LE#C+794)
! BE#8:I679(*)
! GGQ#R*C#)(3*)
! E%Q#?7+D*3(91#I7971*+)
! $EQ#R*C#I7)3*+)
A "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-

6. 5*)3#6+783(8*)
!- S*O(9*#7#8/*7+#/*74#1*9#6+:8*))
$- S*O(9*#8/*7+#:CT*83(,*)#U#VW;)
M- '(94#X<793(O(7C/*#>7J)#3:#I*7)<+*#
32*#+*)</3)#:O#/*74#1*9#87I67(19)
A- Y<+3<+*#6:3*93(7/#/*74)
E- ;9,*)3(173*#)<)6*83)
G- '(1<+*#:<3#32*#):<+8*#:O#:<+#/*74)
B- P:Z:+4(973*#8:II<9(873(:9#>(32#
N7/*)
L- !"#$%&'(")%*+,-./&$(01%&+,&0%(2&
1*9*+73(:9
E "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-

7. N3*6#!=#71+**#:9#32*#6<+6:)*#:O#32*#>*C#)(3*)
! P:+6:+73*#8:II<9(873(:9
! W+:I:3*#6+:4<83)#U#)*+,(8*)
! [*74#1*9*+73(:9
Approach taken:
Leverage best practices used across all divisions
! find out what works/ does not work
! one size does not always fit all
G "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-

8. 2*#*I*+1*98*#:O#6:)3Z8/(8D#I7+D*3(91
?7+D*3(91#(9(3(73(,*)#4(+*83*4#73#
,()(3:+)#>2:#27,*
! 32&34()*"/*1*'(1%35*(/6&/(*2&/47*$1&)*
4(89"%)7*:1//(%*1)7*"%*1*;3122<="<13=&"/;*2&/4*&/*
1/*(#1&2>*
! ?/320)(*21/)&/6*$16('7*#&3%"'&=('7*1/)*+"30'*
"/*3"/,(%'&"/'>
;9#8:93+7)3H#6+*Z8/(8D#I7+D*3(91#()#
O:8<)*4#:9#(98+*7)(91#32*#3:37/#
9<IC*+#:O#,()(3:+)#3:#7#>*C)(3*H#
74,*+3#:+#*I7(/#87I67(19-
B "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-

9. 2*#M#D*J#8767C(/(3(*)#:O#6:)3Z8/(8D#I7+D*3(91
P.W]0^ ;Y_^N;K.^ Y]0]0^
We wanted : We wanted : We wanted :
! Capture over 3% of invisible visitors ! Know more about each lead ! "#$%&'($)*+'(,-*$(&'#./(/'$0
! Capture the 95% invisible visitors ! Score each lead ! Ensure stay in contact
! Focus on target market (profiling) ! Validate each lead ! Signals when they are ready
L "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-

10. P763<+(91#/*74)
! ?79J##I*32:4)#<)*4
! R*C(97+)H#4:>9/:74)H#4*I:--
! 31"&'#/*&/144%//510&'%*6#2&+/&7
& "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-

11. [794(91#671*)
!% "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-

12. N<88*))O</#+*)</3)
! 0*)</3)#7+*#8/*7+/J#I*7)<+*4
! W:3*93(7/#/*74)#9<+3<+*4
! `(12#8:9,*+)(:9#+73*=
! [*74#8:9,*+)(:9#+*7//J#(I6+:,*4#
aO+:I##$b#3:#&-&bc
! V**6#>7+I)a3:#9<+3<+*c##AAb#:O#
>*C#)<)6*83)=#C*O:+*#a9:3#4:9*c
!! "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-

13. 0*7):9)#C*2(94#32*#)<88*))
find out who visits
! *)3#794#3*)3#717(9#<93(/#
J:<#27,*#32*#C*)3#O:+I</7
! V**6#(3#)(I6/*
! P:9)(4*+#D*J#I*))71*H#
783(:9H#794#(I71*)
! .44#(93*//(1*98*#3:#32*#
671*
validation on each field of form
R:+D#>(32#6*:6/*#>(32#7#1::4#3+78D# only correct emails accepted
+*8:+4#(9#8+*73(91#)<88*))O</#/794(91#
671*)H#794#>2:#>(//#8<)3:I(d*#671*)# send to excel / sales track system
3:#:<+#9**4) competitors are black-listed
- .*-1$(2*&3'$(4&56#7/(3%#&#-$''+8(9:;(*4$5<5=#$5*-8(
$#3+($*(>?('<#5@(#-.(A#--'&(4&*<*$5*-+(BC IP address checked for location
!$ "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-

14. !"#"$%&'#()*+$")%#,
-"&&"$)./%0'&1)0"%,2
Introducing WebleadsB2B
WebleadB2B
www.webleadsB2B.com

15. What we do
! We enable marketing and sales
executives to improve sales
! by providing B2B lead generation
solutions that identify, capture, and
convert both visible and invisible invisible
visitors visible
current
visible
! We deliver a fast online service that
combines the ability to single out your
website visitors
target audience from the many who
visits your websites, with a rich
state-of-the-art user interface.

16. Simply the best way to generate leads
.4,798*4#/794(91#671*)
Sign of trust Call to action
Capture needs
Simple
registration
! Identify the 98% of your visitors
you never knew anything about
! Landing pages designed to
convert visitors into leads
! Automatic notification of all new
leads to sales and marketing
! Sources of where your leads are
coming from revealed
! UNIQUE FEATURE: Find out
which organizations are visiting
your landing pages
Download to Excel ,
WebleadsB2B Investigate, or
CRM

17. Other successful customer examples
SDL Tridion - Leader in Web
Content Management Solutions
! Multi-lingual, localized
landing pages
! High conversion rate
! More than doubled leads
generated
! Best lead generation channel

18. Other successful customer examles
SDL Tridion - Leader in Web
Content Management Solutions
"WebleadsB2B has contributed
significantly to our lead generation
efforts. Their web marketing service
provides us with an effective means to
achieve our sales targets. They produce
desirable enterprise customer
opportunities that we are able to close.
All of this, combined with excellent
client services, has made
WebleadsB2B a valued marketing
partner for us."
Annelore van der Lint,
Marketing Director at SDL Tridion

19. Customer referrals
"WebleadsB2B has contributed significantly to our
lead generation efforts. Their web marketing
service provides us with an effective means to
achieve our sales targets. They produce desirable
enterprise customer opportunities that we are able
to close. All of this, combined with excellent client
services, has made WebleadsB2B a valued
marketing partner for us."
Annelore van der Lint, Marketing Director at
SDL Tridion
"WebleadsB2B has become our main lead
generator. When you consider that one sale can
be between the thousands of dollars to the
millions in revenue, you can understand why we
value WebleadsB2B so highly. It is one of the best
investments we have made."
A. Holand, Marketing Director at NetEconomy

20. Common challenge
Competitor
! The Web has become the ! The problem is that ! The rest navigate to
No.1 place for buyers to just 2% of visitors other web sites such
research and find vendors identify themselves as those of our
before making purchasing through registration competitor
decisions forms

21. Impact of improving conversion rate
visible visitors invisible visitors
# of visitors 1000 a week 980 a week
98% non-
converted
2%
# converted 2%
into a lead 20
+ 2%
# converted
with our 19
+ 20
service
40 a week 160 a month 19 a week 76 a month
BEFORE WebleadsB2B: 20 a week, 80 a month
AFTER WebleadsB2B : 59 a week, 236 a month

22. Capturing the invisible visitors
finding out more about our visitors
! Find out who our visits are
&Lb#:O#:<+#,()(3:+)#
The Sales Funnel
>*+*#<9D9:>9
! Find out if they are our target
audience
! Find out where out target
audience is coming from
We wanted to know:
Name of companies visiting,
Their location,
Which landing pages they visit
How did they find us
Are they existing customers
What else they looked at on our site

23. Google Analytics: very limited

24. WebWHO
! Allows us to see the organizations
visiting our sites
! Identify how many are our target
audience
! When competitors visit
! Measure our campaigns:
! not on clicks & visitor
numbers but on our target
audience
www.webleadsB2B.com
Company Name, City, State/Region, Country, Landing
Page, IP Address, Date Time, Search Engine, Search
Phrase, Visitor Type, Pages Viewed

25. CAPTURE
Impact on how you spend your advertising budget
Measuring the success of Web Ads or Google Ads
! Example: Web sites where we advertise
100 Clicks , 2 conversions
WebWHO reveals:
85% visitors: non-business, students
5% visitors: competition
10% visitors: target audience
= 10 companies
50 Clicks , 1 conversion
WebWHO reveals:
50% visitors: non-business
50% visitors: target audience
= 25 companies

26. So how does it work ?
! When a visitor clicks on your ! As the page loads, WebWHO ! The information is displayed in
Web site, the pages load invisibly gathers and instantly reports , spreadsheets or CRM for
normally ... but with an extra sends information to the business and marketing analysis.
page tag powered by WebWHO WebWHO Dashboard
With a real COOL
Flex user interface !

27. CAPTURE
Profiling: Ability to focus on your target audience
Mapping companies to individuals
Visible visitors Invisible visitors
! Many web visitors are ! Many web visitors are
researchers, or people in the ,%-5.'-$525'.08(-*$(
early stages of the showing if they are your
purchasing cycle target market.
Target audience
! Example:
- Marketing Manager
- IT Manager
- CEO

28. CAPTURE
Profiling: Ability to focus on your target audience
Mapping companies to individuals
! Profiles can be changed
to identify your specific
targets, customers,
7*<4'$5$*&+('$7B
Target audience

29. QUALIFY Knowing your suspects ! enrich the data
Validate the data Find out more Monitor their
s/he provided about the lead behavior
Discover if they Find out if they
Track their
are a returning are an existing
history
suspect customer

30. About us
! We simply double your leads (or your money back)
! Specialist in helping customers develop fast and effective web
lead generation strategies and campaigns in business to
business (B2B)
! Background expertise:
! E-marketing & lead generation
! On-line detection (IP geo-location solutions)

31. Demonstration
! CAPTURE :
Visible visitors through
Landing Pages
! WebWHO:
! Invisible visitors through
WebWHO

32. Where to go from here
1. Find out more about us
! www.webleadsB2B.com
! Download our white papers
2. Contact us to discuss how we could help
with your lead generation efforts
3. Try us out on a trial basis
A- 7/D#3:#:<+#)73()O(*4#8<)3:I*+)
5. Work with us in ensuring you achieve more
and better quality leads
Contact details on the Web:
Email us:
Request information Schedule a presentation or demo
info@webleadsb2b.com support@webleadsb2b.com