Channie Gilbert, Assistant Vice President of Strategic Projects at eCoast Sales, presents best practices for sales lead generation in the Cloud market.

1. Generating Qualified Cloud Opportunities:
Tips from the Front lines

2. About eCoast
Demand generation agency focused on helping
our clients drive new business.
Relationships with leading organizations such
as Cisco, HP, Avaya, Juniper, IBM, Microsoft,
Brocade.
Channie Gilbert
Asst. VP, Strategic
Projects
www.ecoastsales.com
eCoast executes over 200 campaigns per
month on behalf of manufacturers.
Website: www.ecoastsales.com
© 2010 eCoast. All rights reserved.

3. eCoast Facts
Years in Business
12
Employees
180+
Calling Agents
130+
Locations
Rochester, NH & Phoenix, AZ
Headquarters
20,000 square foot location
Footprint
Nationwide & global
Approach
Utilize best practices for sales and marketing
www.ecoastsales.com
© 2010 eCoast. All rights reserved.

4. What We’ll Cover Today
Starting
with the
Right List
1
Feedback
From the
Front Lines
2
Reasons
Campaigns
Fail
www.ecoastsales.com
3
Review of
What’s
Changed
4
5
Call to
Action
Ideas
© 2010 eCoast. All rights reserved.

5. Data De-Mystified Webinar – Simple Truths
Some Vendors May Not Want You To Know
Inside look at the data business
How to avoid data scams
Comparison of B2B data vendors
How to find great data
Ways to create value from the data you already have
www.ecoastsales.com
© 2010 eCoast. All rights reserved.

6. Is the List Really that Important?
Bad Data Costs You!
•
•
•
•
Non working phone numbers
Companies outside your target market
Duplicates
Non viable prospects
 Bad Data Over 10%
How Many Conversations Are You Having?
•
Right Party Connections (not every person counts)
 Small & Medium Business: 12%
 Enterprise: 6% - 8%
 Existing Customer Warm List: 20% - 22%
 Talk to“the Front Line” to get the real scoop on issues
www.ecoastsales.com
© 2010 eCoast. All rights reserved.

7. The Right Contact
I.T. is In the Loop
•
•
Contact Level: Directors / VP Level
Contact Responsibilities: Analyst, Infrastructure, Operations, Logistics
Add in Business Line Managers (Shadow IT)
•
Don’t push the same “Bits & Bytes” message to Business Line Managers
 Tailor your message to each unique target audience. Focus on
departmental business pain or risk a quickly closed door!
www.ecoastsales.com
© 2010 eCoast. All rights reserved.

8. AND The Right Message
Know When to Talk Cloud
 Highly Regulated Industry = Don’t lead with it!
 Cloud resonates when…
 multi-location, remote workers, international locations, high
mobile device usage, cost conscious
 Large Enterprise: Is Cloud right for me?
 Hybrid Messaging
o Public & Private
o Existing Solution & New Solution
www.ecoastsales.com
© 2010 eCoast. All rights reserved.

9. Aligning Marketing and Sales
Get Synchronized!
Define “Qualified” Opportunity Criteria
• Sales = Are they Ready to Buy Now?
• Marketing = Are they the Type of Company
that buys from us? What’s the chance they’ll buy from us eventually?
Different Needs are OKAY
•
Design your campaign to support various outcomes
Pilot with a Hungry Rep
•
•
Use results to make adjustments
Use rep to promote with peers
Create Alternate Process Flow
www.ecoastsales.com
© 2010 eCoast. All rights reserved.

10. The Devil Is In the Details

Clearly Define Campaign Goals: Get Granular!

Program Components

Primary AND Secondary Outcomes

Marketing Intelligence / Data Capture

Lead and Nurture Flows

Communication Strategy: Internal & External

Handle Internally or Outsource?
www.ecoastsales.com
© 2010 eCoast. All rights reserved.

11. Feedback From the Front Lines
 Say “Cloud” / Don’t say “Cloud”
 Companies are Divided
 Research Stage vs. Planning Stage
 Determining Opportunity Size
 Provide Education
 Have a Nurture Strategy
www.ecoastsales.com
© 2010 eCoast. All rights reserved.

12. Marketing Intelligence: Data Capture Matters
 Collect Data on Every Outreach
 Standardize Data Collection
 Identify Trends
www.ecoastsales.com
© 2010 eCoast. All rights reserved.

13. Your Call To Action is Critical
• Show Me and Prove It
•
•
Gap Analysis
Try Before You Buy
• But Stay on Top of it!
• Proof Documents
•
•
Case Study
3rd Party Validation
• Secondary Offer: Best Case = Cloud & Non-Cloud
• Webinars & Seminars…Hot Hot Hot
www.ecoastsales.com
© 2010 eCoast. All rights reserved.

14. Closing Thoughts
 Be Aggressive In Your Outreach
 Become the Trusted Advisor
 Try New Things – Not Every Tactic Will Work
 As the Market Changes – Demand Generation Tactics Will
Change Too
 We’ll Continue to Share What We Learn
 Contact me: cgilbert@ecoastsales.com / 603.516.7471
www.ecoastsales.com
© 2010 eCoast. All rights reserved.

15. Thank You
Channie Gilbert
Asst. VP, Strategic Projects
cgilbert@ecoastsales.com
603.516.7471
Connect with eCoast
Website
ecoastsales.com
Blog
blog.ecoastsales.com
LinkedIn
linkedin.com/companies/ecoast
Twitter
twitter.com/ecoast
Facebook
facebook.com/ecoast
YouTube
youtube.com/user/ecoastsales
www.ecoastsales.com
© 2010 eCoast. All rights reserved.