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

11. Multi-touch Example: Microsite Driven

12. Multi-touch Example: Microsite Driven

16. 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 This content is based on and especially written for professionals in the lead’s industry 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 Content is based on solution interest

22. Lead Scoring Model: Example

26. Marketing Effectiveness Measurement

27. Marketing Effectiveness Measurement Source: SiriusDecisions

29. Benchmarkable Source: SiriusDecisions, Cross-Industry averages for B-to-B Companies 10-50% Marketing Sourced Pipeline (% of sales pipeline uniquely created by marketing) 30-82% Marketing Influenced Pipeline (% of sales pipeline touched by marketing) 1-4% Investment to Pipeline (average cost of the demand creation of the sales pipeline) $5-$20+ Investment to Revenue (average revenues generated from $1 invested in demand creation)