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Why It Takes 7-13+ Touches to Generate a
Qualified B2B Sales Lead Today

Laurie Beasley, President
Beasley Direct Marketing, Inc.
Tom Judge, VP Strategy
Direct Marketing Partners, Inc.
Your Presenters

 Laurie Beasley – President Beasley Direct Marketing
 President DMA Northern California www.dmanc.org
 Instructor UC Berkeley Extension www.extension.berkeley.edu
.
 Instructor Online Marketing Institute www.onlinemarketinginstitute.org

 Tom Judge – VP Strategy Direct Marketing Partners (DMP)
 Vice President DMA Northern California
 Contributor Sales Lead Management Association

www.salesleadmgmtassoc.org
 Program Chair NorCal BMA Sales Lead Roundtable www.norcalbma.org
Part 1:
Why So Many Touches?
Why So Many Touches?

Its not easy generating the “sales-ready” leads
The Goal of Demand Generation is Sales!
However there are some bumps in the road…

 The CSO Insights annual survey uncovered problems
.

 The average number of reps making quota was 63% for 2012
 Only 42% of firms met or exceeded their 2012 revenue goals

 CSO Insights indicated that 92% of firms are raising their
revenue goals this year
 Over 40% of firms indicate the increases are 15% or more!
B2B Marketing
Challenges
Top 2 = our focus
Challenge: Quality Over Quantity

 Marketing Sherpa’s 2012 B2B Benchmark report
explored what marketers are actually doing
Problem Uncovered:
.

 73% of the leads distributed to sales ARE NOT Sales-Ready!

Solution Case Cited:
In the same report; Marketing Sherpa cited a case of a
firm that moved to higher quality “sales-ready” scored
leads (A B2B HR solutions company)
 The lead volume dropped by 52%
 While revenues increased 41%
Forrester: Low Quality Sales Leads Create
Sales Problems
1. Marketing generates a lead with basic interest, not ready to engage a sales rep
2. Sales teams reject unqualified leads, feels disconnected, requests “sales-ready” leads
3. Few actually convert and the numbers are unsustainable
Current marketing focus

Reach

Current sales focus

The B2B lead
development gap

Interest

Desire

Warm leads leak out

Issue 1: Marketing hands off
Leads too early. Unqualified
Leads waste sales’ time.

Convert

Enrich

Retain

Gap in The Middle of the Funnel is
Costing Time & $ Money

Issue 3: Marketing spends
More $ to replace lost leads.

Issue 2: Sales cherry picks leads, letting
longer-time-frame leads leak out.

Source: Forrester October 2006, Best Practices “Improving B2B Lead Mgmt”

8
Symptoms: Few conversions into customers
Tension Between Sales & Marketing

The increased reliance on higher sales lead quality from
the sales teams has changed the game for demand gen
marketers
You as a marketer are now on the hook to deliver
This is the new norm
Challenge: How Can We Improve Our
Lead-To-Sales Results?
Here are some best practices and multi-touch cases
that improve lead quality
Example of a 7-13+ Touch Sequence?
1: Initial email campaign
2: Initial direct mail campaign
3: Call, prospect not there, leave a message
4: Send email follow up
5: Call, prospect is not involved in any way, referred to correct contact
6: Start over, transfer the call into person you’re referred to, leave VM
7: Send email follow up: first email
8: Call, prospect not able to talk then, but did schedule another time
9: Send email follow up confirming call appt. day/time
10: Call held, prospect interested, however wants more information
before all the qualification questions on script are completed
11: Send personalized email follow up with relevant info.
12: Prospect now ready to talk about needs, access to budget,
purchase authority, level of urgency and timeframe= Qualified!
13: Email to confirm appt. scheduled with field sales rep, CC rep.
Value of Nurture Process
Prospect
50% of sales people have given up

Contact # 1

65% of sales people have given up

Contact # 2
Contact # 3

You harvest
low hanging
fruit

79% of sales people have given up
89% of sales people have given up

Contact # 4

Just now you are becoming a factor in your
prospect’s mind

Contact # 5

You are
earning top of
mind
awareness

Nurturing slowly, your prospect
gets to know you

Contact # 6
Contact # 7
Contact # 8

At this point when you
prospect is ready to
buy, you have a 90%
chance of being called

Contact # 9

You are probably the only
person to make 8 contacts
with this person

Contact # 10
Contact # 11
Contact # 12

*Microsoft study

Customer
Reality: Wow, 13+ Touches is A LOT!
How do we shorten it?

 We'll outline 11 ways to shorten the process and improve
results.
 Then we'll share 2 use cases and their results.
1. Plan - Start With the End in Mind
Create a “Perfect Prospect Profile”
Start with the end in mind:
•
•
•
•
•

Review historic sales data
Segment by customer types
Review profitability data
Know the buying process
Build buyer Personas & relevant messaging
for each

Assess your TAM:
• Review the resources it will take to acquire
2. Clearly define the “Sales-Ready Qualified Lead”
(which can blossom into your perfect customer)

Digital/Online data points:
•
•
•
•

Digital profile, Segment
Web content activity
Trigger events
Scoring & its limits

Non-Digital/Peer-to-peer data points AND relationship:
•
•
•
•
•
•

Needs, Plans & Business pains
Role in the buying process
Access to funding
Size of opportunity
Time frame and sense of urgency
Willingness to move forward and engage with sale rep?
Advanced Lead Rating & Scoring Criteria
Tip: Combine digital and BANT Plus
data points into your scoring

16
Sample of “BANT+ Sales-Ready” Lead Data

Detailed background information on the prospect and the
selling opportunity helps drive more productive sales results
Multi-Touch Process
Dispelling the Marketing Automation
“Solves it All” Myth
Sirius Decisions has now inserted Tele-qualification into this model to increase
the sales qualification information gathered to boost lead quality & conversions
Common Problems We See
With Overdependence on Marketing Automation

 Marketing automation is dependent on lead forms
submissions
 Lead form submit rates are declining

 Difficult if not IMPOSSIBLE to get BANT+ criteria from
lead forms (even when using progressive profiling)
 Result: “Sticky funnel conundrum”. Lots of unqualified leads
rattling around in the system

 99% of your true prospects haven’t filled out a form or
come to your website. Many responders do not fit your
perfect prospect profile. You must monitor the profiles.
Action: You need to proactively outbound target the key account
contacts in your sweet spot with your value propositions
3. Quantify Your “Sales-Ready” Lead Quota
Sample Lead Requirements Calculator
Scenario
ANNUAL SALES REVENUE GOALS:
Sales Revenue Goals/Quarter
Revenue per sale

# Closed Sales Required/QTR
Estimated Closed Rate on Pipeline Proposal Opportunities
# Qual Leads That Must Convert to Pipeline Proposals/QTR
Est. forward conversion rate from sales-ready lead into Pipeline
# Qualified Sales -Ready Leads Required per
Quarter (Prospects meeting sales-ready criteria)
# Qualified Sales-Ready Leads Required per
Month (Prospects meeting sales-ready criteria)

Tom Judge, All Rights Reserved, Copyright Protected

Requirements
$13,000,000
$3,250,000
$115,000
28.3
25%
113
40%
283
94

Or 9.3 Closes/mo.
4. Align sales – marketing – and Management with
Your Plan
Gain agreements with
• Marketing’s lead quality and quantities
• Sales team follow up actions on each qualified lead
• Gain senior management agreement

Tip: Obtain sales or channel rep SLA sign offs that they will
engage sales-ready prospects and track in CRM
Sample of a basic
agreement between
sales and marketing
• Marketing agrees to
quality of leads
delivered
• Sales agrees to follow
up steps and CRM
tracking
5. Target Prospect Data
Tip: Create a process to improve prospect data
 Forrester reports that 37% of firms indicate this is a
significant marketing problem at their firm

 Action item: Fix and standardize the prospect database

Hint: This is a never ending task
6. Segment Your Target Markets

 Tip: Segment your target markets into smaller
more manageable target sub segments.
Don’t boil the ocean

 Action item: Compare campaign performance by segment to
identify better performing markets to focus resources better
Common Segmentation for B2B
Single Product Segmentation Example - Business services with multiple decision
makers/influencers
Business Universe
Small, Medium, Large

CEO

3x

4x

CFO

VP
VP
Marketing Production

Financial
Customers

Automotive
Non Profit

Financial
Prospects

Automotive
Non Profit

2x

3x

= 72 Segments
7. Story Tell With Your Content

 Tip: Sync up relevant content with personalized
messaging to tell your compelling story, differentiate
and establish your brand as one they want to put on
their short list

Action item: Review and revise your content and messaging to help
you “earn the right” to ask the tough qualification questions you need
gathered to qualify prospects
8. Offers DO Matter

 Tip: Use a compelling offer with staying power.
 Content can be your best offer

 Action item: ALWAYS OFFER something of perceived value
Business to Business Offers & Content
Offer

Responsivenes
s (1-5)

Qualified(1-5)

Optimum
Offers

ROI calculators

3

5

15

Whitepapers/ Guides

3

4

12

Case studies

4

3

12

“Relevant” giveaways

4

3

12

Video clips or demo

4

3

12

Webinars

2

5

10

Live events

1

5

5

Free giveaways

5

1

5

Tradeshows

2

2

4
9. Think B2B Relationships:
People Buy From People

 Tip: To accelerate b2b prospect lead development,
include tele-qualification in the touch process

 Action item: We suggest running a three-month A/B test using
email + tele-prospecting in the lead nurturing and qualification
process and measure the lift and ROI.
Tip: Warm Prospects First by Sending
an Email or Direct Mail Before Calling

 You CAN do cold calling alone without sending a



campaign in advance. Lots of people do it. However,
their productivity may not be optimal.
We have found sending out an email and/or direct mail
before a campaign can make it 30-40% more productive,
and save in tele-prospecting expenses.
Why? Several reasons:
 You can triangulate from an email or direct mail to draw the
prospect into the conversation.
 If they’ve read the email or direct mail before you call, they’re
much more informed and can more clearly define their needs
 You appear to have a more comprehensive offering
 You allow more channels for prospects to communicate through
10. Track All Touch Metrics
Tip: Analyze KPI metrics in light of the original touch
plan & make refinements during campaigns

Action item: Analyze results metrics from end to end. Adjust
tactics to improve each metric along the way to a better outcome.
11. Put in Place Comprehensive Lead
Management Resources

 Tip: Implement a lead mgmt. system & team that gives
you end-to-end visibility into all of your campaigns

Action item: Have the right talent and executive dashboard reporting
tools to manage your lead funnels and make revisions. Mgmt. wants this!
.
Part 2:
Multi-Touch Case Studies
Putting it into Practice

 To summarize:
 Marketing is being required to generate more sales ready leads.
 This isn’t easy to do. Marketing automation can’t make it happen
alone.
 You’re going to have to plan for multiple touches and multiple
channels.
 To shorten the process: have a comprehensive plan, targeted
lists, segmented messaging, good offers, great creative (email,
direct mail, etc), plan for personal touches (teleprospecting) and
track the metrics.
 Now let’s see some real-world scenarios.
Case 1: Glove Corp.

 VP of Sales read the DMP/Beasley Direct case study in
first chapter of this book, and voila! he called me.
Superior Glove
• Leading industrial glove manufacturer
• Average value of new glove customer
•
•

•
•
•

account: $50,000/yr
Target: safety/operations/purchasing
decision makers in metal manufacturing
industries
Goal: $2.5 million in incremental sales for
this product line
Tried everything: PPC, email, tradeshows
Couldn’t get enough “qualified” sales
opportunities coming in to hit their numbers
What to do next?
Sales Funnel Needs

 $2.5 million in sales/$50,000 per sale =





50 closed sales (@ 20% close rate)
You’d need 250 qualified sales
opportunities at proposal stage (25%
convert to proposal)
You’d need 1,000 “Qualified A” leads in
the sales team pipeline (10% convert
into “qualified A leads” and go to sales)
You’d need 10,000 marketing level leads
in the demand generation process
Could Email Alone Get Him There?
Let’s give him a hand…

• Let’s assume available list universe of
safety/operations people = 7,500. If he
emailed all 7,500 and got 1% inbound
response = 75 and 50% of those fill out form =
35 marketing level leads.

• He’d have to mail this list at least 285 times to
get the 10,000 marketing level leads in the
pipeline. (Probably more because he wouldn’t
get 1% inbound response each time.)

• No, email alone will not achieve sales goals
Solution: Multi-Touch & Multi-Channel

 Email + tele-prospecting sequences
 Lead nurturing until qualified & put a voice and
personality with the relationship
 People buy from people they like and this differentiates them
 This also yields a better conversion rate

 Test two offers: Book vs.. free glove
 Test two lists: House vs.. rental list
Tested Free Glove Offer vs.. Book Offer
Glove Campaign Touch Count Per
Qualified Lead
Superior Glove Leads Touches

Program through December 7th

A Leads
List

Total Leads Dials Per Lead

Emails Per Lead

TTL Touches Average Touches Per
per Lead Lead

House List Glove Offer
House List Book Offer
Metal Stamping Glove Offer
Metal Stamping Book Offer

8
9
1
8

3,5,2,2,1,1,5,1
4,5,1,2,3,4,1,4,1
5
1,1,6,1,3,1,2,2

1,1,1,1,1,1,1,2
1,1,1,1,1,1,1,1,1
1
1,1,1,1,1,1,1,2

29
34
6
26

3.63
3.78
6.00
3.25

Communications Unknown

28

2,3,3,1,1,1,1,1,1,4,4,5

2,2,2,2,2,2,1,1,1,2,2

131

4.68

Communication Tier 1

15

7,3,1,3,2,2,2,4,3,2,1,2,3,3,8

1,1,1,1,1,1,1,1,1,1,12,2,2,2,

66

4.40

ISHN

2

8

0

8

4.00

ISHN_11_7_12

16

3,1,1,9,1,1,2,1,5,4,2,1,5,4,2,1,5,1,1,2,1

1,1,1,1,2,2,1,1,1,2,1,1,1,2,2,1,

72

87

187

91

372

4.50
4.28
Four to Five Touch Points Required

 4 to 5 touches, to be exact
 This involves:






1. Initial email campaign
2. Initial call (Left voice message or directed to proper contact)
3. Call to engage new contact in the value prop and offers
4. Email to contact
5. Call to complete qualification script, and if qualified then
close on Superior Glove sales rep appointment
Case 2: WAN Software Company

• WAN (wide area network)
optimization
• Entrenched competitor: Riverbed

• Very complex sale to over•

busy IT
“Pain” is felt when applications
run too slowly on IT network.
But isolating the speed issue
difficult, and often trumped by
other priorities
WAN Software Company

 Have been doing email, webinars, PPC, trade shows.
 Top of funnel demand gen focused

 Large buckets of unqualified leads in Salesforce account.
 Lead management issues

 No formal process in place for tele-qualifying inbound
leads or generating qualified sales opportunities
 Mid funnel problem similar to Forrester example
Solution Pilot Program

 Clearly defined sales ready criteria
 Multi-touch approach implemented + nurturing




to develop prospects until they qualify
Test two offers: Gartner Magic Quadrant
report vs.. on-demand webinar featuring
Gartner analyst
Test three lists: House lead file vs.. Rental file
of Riverbed sites vs.. webinar/seminar
attendee file
As program rolled out, webinar
registrants/attendees & inbound responders
were also nurtured until qualified
Which Offer Worked?

 Both
 It was nearly a 50/50 split
Which Lists Worked?

 All of them!!!
 But some worked better than others. How do we
know? Metrics… We tracked the number of contact
attempts required to reach IT titles from each list.
Campaign Touch Count Per Qualified Lead
Observation: Range of 2 to 9 Touches

• Program wide, it required an average of 7.51 touches (via
•
•
•

telephone and email) per contact to convert to a salesready defined quality lead.
Webinar and live seminar lists representing the low end
of the spectrum at 2.50 touches (Best)
House file and Riverbed rental file at the higher end at
9.46 touches per lead.
It is also worth noting that this average does not account
for the pre campaign calls required to identify and
validate the correct contact, or the webinar touches.
• For example, it might require a phone call or two to gain a referral
identifying the appropriate contact. This is critical as many lists
have outdated or bad data problems.
Patience, patience, patience

• Did this program show immediate results? Not exactly.
• 1 qualified lead was generated during the first 75 hours of
•

the program
During the initial 50 hour development and roll out phase,
several challenges were identified, including low initial
response rates to the message when contacting nonresponders, difficulties in gaining contact referrals and
minimal receptivity to initial messaging
• Refinements to messaging and follow up calls to engage prospects
were needed because the IT targets were busy and had a different
way of perceiving the messaging and value props. These prospects
were only concerned about their own schedules, so setting call back
times and sending a relevant email proved critical to engaging,
establishing a trusted relationship and discussing their needs. Then
BINGO!
How we fixed it… Listening and Revising!

• More product training for callers was scheduled and
•

•

completed to improve call dialogue and overcome
objections that stonewalled conversations.
Competitive comparisons with Riverbed were repositioned. Client was presented as a solution to
system issues encountered by Riverbed users, rather
than as a competitor of Riverbed.
Emails were sent by members of the Calling Team that
included White Papers, and Case Studies as well as
On-Demand Webinars designed to refine sequential
touch points, improving the quantity and quality of
program dialogues. This helped establish a nurture
sequence designed to educate prospects on the
viability of client offerings.
Q&A

Laurie Beasley
lbeasley@beasleydirect.com
Direct: 408-782-0046 x21
www.beasleydirect.com
@BeasleyDirect
Blog: www.BeasleyDirect-blog.com

Tom Judge
tjudge@dirmkt.com
Direct: 510-368-7527
www.directmarketingpartners.com
Blog: http://www.directmarketingpartners.com/blog.html
About Beasley Direct Marketing
 Beasley Direct Marketing, Inc. provides copywriting, design,

programming, and consulting services for the following direct
marketing channels:
















Search (PPC and SEO)
Email Creative, Design, Deliverability Audits, and Broadcast
Direct mail (with and without PURLs)
Landing Page Design (with and without PURLs)
Mobile
Video
Social
Website Design
Catalog/eCommerce
Brochure, White Paper, and Guide copy and design
List Building and CRM Database Management
Telemarketing
Translation for all of the above
Executive Dashboard Tracking, Reporting, and Lead
Assignment
About Direct Marketing Partners (DMP)
DMP is a lead management and lead funnel qualification
services provider for B2B selling firms
DMP provides customized lead-to-sales service bundles.
DMP teams are an extension of our clients’ demand gen teams.
Clients receive dedicated trained teams to execute multi-touch email,
direct mail and peer to peer tele-prospecting campaigns with marketing
automation and funnel metrics to optimize lead to sale conversions.

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Qualified B2B Sales Lead

  • 1. Why It Takes 7-13+ Touches to Generate a Qualified B2B Sales Lead Today Laurie Beasley, President Beasley Direct Marketing, Inc. Tom Judge, VP Strategy Direct Marketing Partners, Inc.
  • 2. Your Presenters  Laurie Beasley – President Beasley Direct Marketing  President DMA Northern California www.dmanc.org  Instructor UC Berkeley Extension www.extension.berkeley.edu .  Instructor Online Marketing Institute www.onlinemarketinginstitute.org  Tom Judge – VP Strategy Direct Marketing Partners (DMP)  Vice President DMA Northern California  Contributor Sales Lead Management Association www.salesleadmgmtassoc.org  Program Chair NorCal BMA Sales Lead Roundtable www.norcalbma.org
  • 3. Part 1: Why So Many Touches?
  • 4. Why So Many Touches? Its not easy generating the “sales-ready” leads
  • 5. The Goal of Demand Generation is Sales! However there are some bumps in the road…  The CSO Insights annual survey uncovered problems .  The average number of reps making quota was 63% for 2012  Only 42% of firms met or exceeded their 2012 revenue goals  CSO Insights indicated that 92% of firms are raising their revenue goals this year  Over 40% of firms indicate the increases are 15% or more!
  • 7. Challenge: Quality Over Quantity  Marketing Sherpa’s 2012 B2B Benchmark report explored what marketers are actually doing Problem Uncovered: .  73% of the leads distributed to sales ARE NOT Sales-Ready! Solution Case Cited: In the same report; Marketing Sherpa cited a case of a firm that moved to higher quality “sales-ready” scored leads (A B2B HR solutions company)  The lead volume dropped by 52%  While revenues increased 41%
  • 8. Forrester: Low Quality Sales Leads Create Sales Problems 1. Marketing generates a lead with basic interest, not ready to engage a sales rep 2. Sales teams reject unqualified leads, feels disconnected, requests “sales-ready” leads 3. Few actually convert and the numbers are unsustainable Current marketing focus Reach Current sales focus The B2B lead development gap Interest Desire Warm leads leak out Issue 1: Marketing hands off Leads too early. Unqualified Leads waste sales’ time. Convert Enrich Retain Gap in The Middle of the Funnel is Costing Time & $ Money Issue 3: Marketing spends More $ to replace lost leads. Issue 2: Sales cherry picks leads, letting longer-time-frame leads leak out. Source: Forrester October 2006, Best Practices “Improving B2B Lead Mgmt” 8 Symptoms: Few conversions into customers
  • 9. Tension Between Sales & Marketing The increased reliance on higher sales lead quality from the sales teams has changed the game for demand gen marketers You as a marketer are now on the hook to deliver This is the new norm
  • 10. Challenge: How Can We Improve Our Lead-To-Sales Results? Here are some best practices and multi-touch cases that improve lead quality
  • 11. Example of a 7-13+ Touch Sequence? 1: Initial email campaign 2: Initial direct mail campaign 3: Call, prospect not there, leave a message 4: Send email follow up 5: Call, prospect is not involved in any way, referred to correct contact 6: Start over, transfer the call into person you’re referred to, leave VM 7: Send email follow up: first email 8: Call, prospect not able to talk then, but did schedule another time 9: Send email follow up confirming call appt. day/time 10: Call held, prospect interested, however wants more information before all the qualification questions on script are completed 11: Send personalized email follow up with relevant info. 12: Prospect now ready to talk about needs, access to budget, purchase authority, level of urgency and timeframe= Qualified! 13: Email to confirm appt. scheduled with field sales rep, CC rep.
  • 12. Value of Nurture Process Prospect 50% of sales people have given up Contact # 1 65% of sales people have given up Contact # 2 Contact # 3 You harvest low hanging fruit 79% of sales people have given up 89% of sales people have given up Contact # 4 Just now you are becoming a factor in your prospect’s mind Contact # 5 You are earning top of mind awareness Nurturing slowly, your prospect gets to know you Contact # 6 Contact # 7 Contact # 8 At this point when you prospect is ready to buy, you have a 90% chance of being called Contact # 9 You are probably the only person to make 8 contacts with this person Contact # 10 Contact # 11 Contact # 12 *Microsoft study Customer
  • 13. Reality: Wow, 13+ Touches is A LOT! How do we shorten it?  We'll outline 11 ways to shorten the process and improve results.  Then we'll share 2 use cases and their results.
  • 14. 1. Plan - Start With the End in Mind Create a “Perfect Prospect Profile” Start with the end in mind: • • • • • Review historic sales data Segment by customer types Review profitability data Know the buying process Build buyer Personas & relevant messaging for each Assess your TAM: • Review the resources it will take to acquire
  • 15. 2. Clearly define the “Sales-Ready Qualified Lead” (which can blossom into your perfect customer) Digital/Online data points: • • • • Digital profile, Segment Web content activity Trigger events Scoring & its limits Non-Digital/Peer-to-peer data points AND relationship: • • • • • • Needs, Plans & Business pains Role in the buying process Access to funding Size of opportunity Time frame and sense of urgency Willingness to move forward and engage with sale rep?
  • 16. Advanced Lead Rating & Scoring Criteria Tip: Combine digital and BANT Plus data points into your scoring 16
  • 17. Sample of “BANT+ Sales-Ready” Lead Data Detailed background information on the prospect and the selling opportunity helps drive more productive sales results
  • 18. Multi-Touch Process Dispelling the Marketing Automation “Solves it All” Myth Sirius Decisions has now inserted Tele-qualification into this model to increase the sales qualification information gathered to boost lead quality & conversions
  • 19. Common Problems We See With Overdependence on Marketing Automation  Marketing automation is dependent on lead forms submissions  Lead form submit rates are declining  Difficult if not IMPOSSIBLE to get BANT+ criteria from lead forms (even when using progressive profiling)  Result: “Sticky funnel conundrum”. Lots of unqualified leads rattling around in the system  99% of your true prospects haven’t filled out a form or come to your website. Many responders do not fit your perfect prospect profile. You must monitor the profiles. Action: You need to proactively outbound target the key account contacts in your sweet spot with your value propositions
  • 20. 3. Quantify Your “Sales-Ready” Lead Quota Sample Lead Requirements Calculator Scenario ANNUAL SALES REVENUE GOALS: Sales Revenue Goals/Quarter Revenue per sale # Closed Sales Required/QTR Estimated Closed Rate on Pipeline Proposal Opportunities # Qual Leads That Must Convert to Pipeline Proposals/QTR Est. forward conversion rate from sales-ready lead into Pipeline # Qualified Sales -Ready Leads Required per Quarter (Prospects meeting sales-ready criteria) # Qualified Sales-Ready Leads Required per Month (Prospects meeting sales-ready criteria) Tom Judge, All Rights Reserved, Copyright Protected Requirements $13,000,000 $3,250,000 $115,000 28.3 25% 113 40% 283 94 Or 9.3 Closes/mo.
  • 21. 4. Align sales – marketing – and Management with Your Plan Gain agreements with • Marketing’s lead quality and quantities • Sales team follow up actions on each qualified lead • Gain senior management agreement Tip: Obtain sales or channel rep SLA sign offs that they will engage sales-ready prospects and track in CRM
  • 22. Sample of a basic agreement between sales and marketing • Marketing agrees to quality of leads delivered • Sales agrees to follow up steps and CRM tracking
  • 23. 5. Target Prospect Data Tip: Create a process to improve prospect data  Forrester reports that 37% of firms indicate this is a significant marketing problem at their firm  Action item: Fix and standardize the prospect database Hint: This is a never ending task
  • 24. 6. Segment Your Target Markets  Tip: Segment your target markets into smaller more manageable target sub segments. Don’t boil the ocean  Action item: Compare campaign performance by segment to identify better performing markets to focus resources better
  • 25. Common Segmentation for B2B Single Product Segmentation Example - Business services with multiple decision makers/influencers Business Universe Small, Medium, Large CEO 3x 4x CFO VP VP Marketing Production Financial Customers Automotive Non Profit Financial Prospects Automotive Non Profit 2x 3x = 72 Segments
  • 26. 7. Story Tell With Your Content  Tip: Sync up relevant content with personalized messaging to tell your compelling story, differentiate and establish your brand as one they want to put on their short list Action item: Review and revise your content and messaging to help you “earn the right” to ask the tough qualification questions you need gathered to qualify prospects
  • 27. 8. Offers DO Matter  Tip: Use a compelling offer with staying power.  Content can be your best offer  Action item: ALWAYS OFFER something of perceived value
  • 28. Business to Business Offers & Content Offer Responsivenes s (1-5) Qualified(1-5) Optimum Offers ROI calculators 3 5 15 Whitepapers/ Guides 3 4 12 Case studies 4 3 12 “Relevant” giveaways 4 3 12 Video clips or demo 4 3 12 Webinars 2 5 10 Live events 1 5 5 Free giveaways 5 1 5 Tradeshows 2 2 4
  • 29. 9. Think B2B Relationships: People Buy From People  Tip: To accelerate b2b prospect lead development, include tele-qualification in the touch process  Action item: We suggest running a three-month A/B test using email + tele-prospecting in the lead nurturing and qualification process and measure the lift and ROI.
  • 30. Tip: Warm Prospects First by Sending an Email or Direct Mail Before Calling  You CAN do cold calling alone without sending a   campaign in advance. Lots of people do it. However, their productivity may not be optimal. We have found sending out an email and/or direct mail before a campaign can make it 30-40% more productive, and save in tele-prospecting expenses. Why? Several reasons:  You can triangulate from an email or direct mail to draw the prospect into the conversation.  If they’ve read the email or direct mail before you call, they’re much more informed and can more clearly define their needs  You appear to have a more comprehensive offering  You allow more channels for prospects to communicate through
  • 31. 10. Track All Touch Metrics Tip: Analyze KPI metrics in light of the original touch plan & make refinements during campaigns Action item: Analyze results metrics from end to end. Adjust tactics to improve each metric along the way to a better outcome.
  • 32. 11. Put in Place Comprehensive Lead Management Resources  Tip: Implement a lead mgmt. system & team that gives you end-to-end visibility into all of your campaigns Action item: Have the right talent and executive dashboard reporting tools to manage your lead funnels and make revisions. Mgmt. wants this! .
  • 34. Putting it into Practice  To summarize:  Marketing is being required to generate more sales ready leads.  This isn’t easy to do. Marketing automation can’t make it happen alone.  You’re going to have to plan for multiple touches and multiple channels.  To shorten the process: have a comprehensive plan, targeted lists, segmented messaging, good offers, great creative (email, direct mail, etc), plan for personal touches (teleprospecting) and track the metrics.  Now let’s see some real-world scenarios.
  • 35. Case 1: Glove Corp.  VP of Sales read the DMP/Beasley Direct case study in first chapter of this book, and voila! he called me.
  • 36. Superior Glove • Leading industrial glove manufacturer • Average value of new glove customer • • • • • account: $50,000/yr Target: safety/operations/purchasing decision makers in metal manufacturing industries Goal: $2.5 million in incremental sales for this product line Tried everything: PPC, email, tradeshows Couldn’t get enough “qualified” sales opportunities coming in to hit their numbers What to do next?
  • 37. Sales Funnel Needs  $2.5 million in sales/$50,000 per sale =    50 closed sales (@ 20% close rate) You’d need 250 qualified sales opportunities at proposal stage (25% convert to proposal) You’d need 1,000 “Qualified A” leads in the sales team pipeline (10% convert into “qualified A leads” and go to sales) You’d need 10,000 marketing level leads in the demand generation process
  • 38. Could Email Alone Get Him There? Let’s give him a hand… • Let’s assume available list universe of safety/operations people = 7,500. If he emailed all 7,500 and got 1% inbound response = 75 and 50% of those fill out form = 35 marketing level leads. • He’d have to mail this list at least 285 times to get the 10,000 marketing level leads in the pipeline. (Probably more because he wouldn’t get 1% inbound response each time.) • No, email alone will not achieve sales goals
  • 39. Solution: Multi-Touch & Multi-Channel  Email + tele-prospecting sequences  Lead nurturing until qualified & put a voice and personality with the relationship  People buy from people they like and this differentiates them  This also yields a better conversion rate  Test two offers: Book vs.. free glove  Test two lists: House vs.. rental list
  • 40. Tested Free Glove Offer vs.. Book Offer
  • 41. Glove Campaign Touch Count Per Qualified Lead Superior Glove Leads Touches Program through December 7th A Leads List Total Leads Dials Per Lead Emails Per Lead TTL Touches Average Touches Per per Lead Lead House List Glove Offer House List Book Offer Metal Stamping Glove Offer Metal Stamping Book Offer 8 9 1 8 3,5,2,2,1,1,5,1 4,5,1,2,3,4,1,4,1 5 1,1,6,1,3,1,2,2 1,1,1,1,1,1,1,2 1,1,1,1,1,1,1,1,1 1 1,1,1,1,1,1,1,2 29 34 6 26 3.63 3.78 6.00 3.25 Communications Unknown 28 2,3,3,1,1,1,1,1,1,4,4,5 2,2,2,2,2,2,1,1,1,2,2 131 4.68 Communication Tier 1 15 7,3,1,3,2,2,2,4,3,2,1,2,3,3,8 1,1,1,1,1,1,1,1,1,1,12,2,2,2, 66 4.40 ISHN 2 8 0 8 4.00 ISHN_11_7_12 16 3,1,1,9,1,1,2,1,5,4,2,1,5,4,2,1,5,1,1,2,1 1,1,1,1,2,2,1,1,1,2,1,1,1,2,2,1, 72 87 187 91 372 4.50 4.28
  • 42. Four to Five Touch Points Required  4 to 5 touches, to be exact  This involves:      1. Initial email campaign 2. Initial call (Left voice message or directed to proper contact) 3. Call to engage new contact in the value prop and offers 4. Email to contact 5. Call to complete qualification script, and if qualified then close on Superior Glove sales rep appointment
  • 43. Case 2: WAN Software Company • WAN (wide area network) optimization • Entrenched competitor: Riverbed • Very complex sale to over• busy IT “Pain” is felt when applications run too slowly on IT network. But isolating the speed issue difficult, and often trumped by other priorities
  • 44. WAN Software Company  Have been doing email, webinars, PPC, trade shows.  Top of funnel demand gen focused  Large buckets of unqualified leads in Salesforce account.  Lead management issues  No formal process in place for tele-qualifying inbound leads or generating qualified sales opportunities  Mid funnel problem similar to Forrester example
  • 45. Solution Pilot Program  Clearly defined sales ready criteria  Multi-touch approach implemented + nurturing    to develop prospects until they qualify Test two offers: Gartner Magic Quadrant report vs.. on-demand webinar featuring Gartner analyst Test three lists: House lead file vs.. Rental file of Riverbed sites vs.. webinar/seminar attendee file As program rolled out, webinar registrants/attendees & inbound responders were also nurtured until qualified
  • 46. Which Offer Worked?  Both  It was nearly a 50/50 split
  • 47. Which Lists Worked?  All of them!!!  But some worked better than others. How do we know? Metrics… We tracked the number of contact attempts required to reach IT titles from each list.
  • 48. Campaign Touch Count Per Qualified Lead
  • 49. Observation: Range of 2 to 9 Touches • Program wide, it required an average of 7.51 touches (via • • • telephone and email) per contact to convert to a salesready defined quality lead. Webinar and live seminar lists representing the low end of the spectrum at 2.50 touches (Best) House file and Riverbed rental file at the higher end at 9.46 touches per lead. It is also worth noting that this average does not account for the pre campaign calls required to identify and validate the correct contact, or the webinar touches. • For example, it might require a phone call or two to gain a referral identifying the appropriate contact. This is critical as many lists have outdated or bad data problems.
  • 50. Patience, patience, patience • Did this program show immediate results? Not exactly. • 1 qualified lead was generated during the first 75 hours of • the program During the initial 50 hour development and roll out phase, several challenges were identified, including low initial response rates to the message when contacting nonresponders, difficulties in gaining contact referrals and minimal receptivity to initial messaging • Refinements to messaging and follow up calls to engage prospects were needed because the IT targets were busy and had a different way of perceiving the messaging and value props. These prospects were only concerned about their own schedules, so setting call back times and sending a relevant email proved critical to engaging, establishing a trusted relationship and discussing their needs. Then BINGO!
  • 51. How we fixed it… Listening and Revising! • More product training for callers was scheduled and • • completed to improve call dialogue and overcome objections that stonewalled conversations. Competitive comparisons with Riverbed were repositioned. Client was presented as a solution to system issues encountered by Riverbed users, rather than as a competitor of Riverbed. Emails were sent by members of the Calling Team that included White Papers, and Case Studies as well as On-Demand Webinars designed to refine sequential touch points, improving the quantity and quality of program dialogues. This helped establish a nurture sequence designed to educate prospects on the viability of client offerings.
  • 52. Q&A Laurie Beasley lbeasley@beasleydirect.com Direct: 408-782-0046 x21 www.beasleydirect.com @BeasleyDirect Blog: www.BeasleyDirect-blog.com Tom Judge tjudge@dirmkt.com Direct: 510-368-7527 www.directmarketingpartners.com Blog: http://www.directmarketingpartners.com/blog.html
  • 53. About Beasley Direct Marketing  Beasley Direct Marketing, Inc. provides copywriting, design, programming, and consulting services for the following direct marketing channels:               Search (PPC and SEO) Email Creative, Design, Deliverability Audits, and Broadcast Direct mail (with and without PURLs) Landing Page Design (with and without PURLs) Mobile Video Social Website Design Catalog/eCommerce Brochure, White Paper, and Guide copy and design List Building and CRM Database Management Telemarketing Translation for all of the above Executive Dashboard Tracking, Reporting, and Lead Assignment
  • 54. About Direct Marketing Partners (DMP) DMP is a lead management and lead funnel qualification services provider for B2B selling firms DMP provides customized lead-to-sales service bundles. DMP teams are an extension of our clients’ demand gen teams. Clients receive dedicated trained teams to execute multi-touch email, direct mail and peer to peer tele-prospecting campaigns with marketing automation and funnel metrics to optimize lead to sale conversions.