As the second quarter hits, many B2B sales and marketing leaders are looking at their sales pipelines and starting to realize their year is in jeopardy. Worse, the executive team is starting to speculate where the issues lie. It’s very likely that inadequate sales are a result of valuable time wasted on non-qualified prospects. With 68% of companies stating they don’t have a defined Marketing-Sales funnel process and 61% sending every lead directly to sales*, it's no wonder that sales is struggling. LeadLife and Matt Smith, strategic sales expert, and EVP for sales enablement consultants 3Forward present the four key actions you can take today to reduce these problems and turn your pipeline into profitability. 1) How to define your perfect prospect 2) Get sales and marketing working together to define a qualified lead 3) How a lead nurturing strategy will develop a digital conversation with leads early in the buy cycle 4) Why tracking lead behaviors and score based on interest can make your sales team more profitable

1. The 4 Key Actions That Define
and Build A Sales Funnel
That Won’t Leak
eavy Lifting f
the H or Y
e do ou
W

2. Today’s Speakers
Matt Smith @3FORWARD
• Co-Founder, EVP, 3FORWARD
• Strategic Sales Expert
• 25 years sales leadership and marketing
experience
Lisa Cramer @leadlife #leadlife
• President & Co-founder, LeadLife Solutions
• Recognized in the top ten of SLMA’s 50 Most
Influential Sales Lead Management Professionals
& Top 20 Women in Sales & Lead Management
(2009 and 2010, 2011, 2012)

3. Live Tweet the Webinar
• #Leadlife
• #buildapipeline
• #3FORWARD

4. Agenda
1 How to define your perfect prospect
2 Get sales and marketing working
together to define a qualified lead
3 How a lead nurturing strategy will
develop a digital conversation with leads
early in the buy cycle
4 Why tracking lead behaviors and score
based on interest can make your sales
team more profitable

5. ?
How Did We Get Here?

6. Marketing is Overwhelmed
Marketing
Lead generation Social media Sales 2.0
automation
Search engine
Mobile Micro-sites Big data
optimization
Multi-channel Initiative-level
Content Lead scoring
communications ROI’s

7. Sales Lacks Discipline
Reps Self Select Targets and
Prospects
Lack formal sales process
Total Pipeline Value Matters More
Than Quality
Sales is Coin Operated

8. 1
How to define your perfect prospect

9. Sweet Spot Matrix
Category Best Fit Good Fit Neutral Fit
Criteria 1
Criteria 2
Criteria 3
Criteria 4
Criteria 5
Criteria 6
Criteria 7
Criteria 8
Download 3FORWARD’s Sweet Spot Matrix Template

10. Buyer Profiles and Drivers
Role Relevant Titles Authority Functional Goals
Executive CEO, President, COO Decision Strategy, Growth, Expansion,
Shareholders, Client Satisfaction
Financial Controller, CFO, VP Finance, Decision Cash Flow, Compliance and Risk
Treasurer Management, ROI, Financial and
Operational Information
Operational VP Operations Decision Store performance, profitability,
customer satisfaction, growth,
turnover, loss and theft control
IT VP / Director Information Technology, Decision Systems, compliance, reporting
Store Systems
HR Chief People Officer, HRD, HRO Decision Compliance

11. Segmenting & Targeting
• Demographics :
o Information about the prospect
 Ex: Company size, job title,
geography, etc.
• Behavior :
o Monitoring the prospects behavior
 Ex: Website visits, whitepaper and/or
case study downloads, etc.
• Demographics + Behavior =
o The complete picture
of your lead.

12. Developing Buyer Personas
• Psychographics Uncovered
• Buyer Process/Approach
o What moves them behaviorally
• Personality
o What motivates them
o FUD, Facts
• Preferred Method of Consumption
o What materials do they trust/utilize

13. 2
Get sales and marketing
working together to define a
qualified lead

14. Lead Qualification
Lead
Qualification
Researching known
Info. gathering, Tire kicker;
problem; Not a fit / Does not
Timeline not defined; May have need at
Has functional meet minimum lead
Willing to talk again some point;
responsibility; criteria.
in 90 days. Timeline not defined.
Willing to talk further.
Sales Accepted Sales Accepted Return to Lead Remove From
Lead Lead Nurturing Database

15. Current Marketing To Sales Process
Spreadsheets / CRM Database
Email
Website
Banner Ads
Events
Existing Lists
Generate &
Social Media Qualify
Leads??

16. New Sales Process
Email, Adwords, Existing lists, Webinars, Offline Events
• Refinement of lead
to sales process Inquires/Suspects
• Marketing further
into funnel Marketing Conversions Nurture
• Higher quality leads,
Sales Ready Leads
more sales
intelligence Nurture Qualified
• Sales spending Opportunities
more time selling
Closed
value Sales
Sales

17. 3
How a lead nurturing strategy will
develop a digital conversation with
leads early in the buy cycle

18. Understanding Content Marketing
Move Your Prospects through the Buy Cycle with Relevant Content
Problem Information Brand Objections/ Purchase
Segment Recognition Search Evaluation Obstacles Decision
Webinars Pricing
Industry Case Studies Testimonials
Segment 1 stats/reports
Whitepapers
Datasheets Free demos
How to get
Blog started
Webinars
Pricing
Industry Whitepapers Case Studies Testimonials
Segment 2 stats/reports Blog Datasheets Free demos
How to get
started

19. Tracking Digital Behavior
Social Posts
Email
Opens
Website
Views
Form Fills

20. Delivering Relevant Content Based
on Behavior

21. 3FORWARD Nurturing
Case Study
Top LeadLife
Content
Drivers: We Create Pageview
CEOs are Feeds
Revenue Content Tracking
our Best Newsletter
Growth Specific to Creates
Fit (Target and
and Sales These Relevant
Rank A) Nurturing
Leader Issues Target
Flow
Issues Audiences

23. Score Example
Activity Score
Email Clicks (not unique) 2
Resource Downloads (not unique) 5
Contact Us Request (not unique) 5
Services Pageviews > 10 seconds minimum (not unique) 5
Sales / Lead Optimization form fill 10
Target Rank = A Leads - Add 5 to any of the above score actions 5
Lead Score Ratings Rating
0 Points Cold
1 through 24 Points Engaged
25 Points or Greater (Target Rank = B, C, D or null) Warm
25 Points or Greater (Target Rank = A) Hot
50 Points or Greater (Target Rank = B, C, D or null) Hot
Sales / Lead Optimization form fill (any Target Rank) Hot
Leads With No Email Activity or Pageviews After 90 Days Stale
Sales Rep Alerts Action
Any lead that hits/passes 15 points Alert Sent
Any lead that hits/passes 25 points Alert Sent
Any lead that hits/passes 50 points Alert Sent
Any Sales / Lead optimization request Alert Sent

24. 4
Why tracking lead behaviors and
score based on interest can make
your sales team more profitable

25. Understanding Today’s B2B Buying Process
is Critical to Improving Demand Generation
Most businesses start the Buying Process ONLINE
and only once a Priority Shift occurs
Status Priority Steps
Research Options Validation Choice
Quo Shift Back

26. B2B Buyers Search for Different Content
As They Follow the Buying Process
Steps Back and
Stage Priority Shift Research Options Decision
Validation
My back office isn't
What are co's my size Who are best How painful will this
working. Is it process, Am I ready for
doing with their back providers? Do I sole- or be? How do we
knowledge or outsourcing?
Questions technology? office? multi-source? prepare ourselves?
Buyer Is
Asking What are best
Is your company the What 'lessons learned'
Who is talking about practices? Systems Do I have the people to
best choice for us right will your other clients
these issues on-line? upgrade? Outsource? manage this process?
now? share?
Something else?
Industry Research, Proof of vendor's
Case studies, Best Scorecards, Reinforcement of the
Statistics, Trends, domain and subject
Content Analyst Reports Practices Before/After Reviews value of outsourcing
expertise
They Are
Searching Unique attributes and
For Articles quoting other Client Testamonials, Assessment & Successes with similar
qualities of the
execs Vendor Landscapes Evaluation Tools companies
company

27. Apply Scoring Based on
Activity & Response
50 35 100 63 85

28. What Do I Score?
An example of what you can score…
Scoring from a Campaign:
VIEWED
CLICKED TIME ON VIEWED TIME ON
PRODUCT PAGES WHITEPAPER
LANDING LANDING PAGE CASE SITE
VISITOR OR CASE DOWNLOAD SCORE
PAGE (Score (Score 5 if >= STUDIES (Score 10 if
STUDIES (Score 10)
5) 10 sec) (5 each) >= 2 min)
(5 each)
1 5 5 15 10 10 10 55
2
5 5 0 0 10 0 20

29. Notify Sales in Real-Time
Send real-time
notifications to your sales
Alert Reason: Lead visited Pricing Page on your website team
First Name John
Last name Doe Integrate seamlessly with
Company Technology Solution Providers your CRM system
Email jdoe@tsp.com
Phone 123.456.7890 *Contact rate decreases
Most Recent
100x when response
Lead Nurturing Whitepaper time goes from 5 min to
Form Fill
Most Recent 30 min
www.leadlife.com/pricing
Pageview
Score 100
* Kellogg/MIT Study

30. What You Should Track
With Lead Nurturing, Companies Have:
– Increased revenue by 150%
– Increase in qualified leads by 78%
– Decrease in sales cycle from months
to weeks
– Increase first call contact success rate
by 85%
– Decrease in cost of sales by 10%
– Improved conversion rates up to 3x
– ROI in 60 days

31. Your Take-Away’s:
3 Essential Steps for Turning Inbound Prospects
Into Sales-Ready Leads
1. Establish a baseline goal
2. Identify a small group of stakeholders –
get them on-board
3. Select one campaign as your case study
4. Measure the results and adjust accordingly
5. Don’t underestimate “how to sell”
marketing automation and the investment
6. Get help if you need it – content, ROI

32. How to Get Started
Wanna Learn
More?
Get the LeadLife White Paper:
The Cost of Not Nurturing Leads
www.leadlife.com/nurturing
Download White Paper
Lisa Cramer Matt Smith
lcramer@leadlife.com Matt.Smith@3forward.com