Lead generation in B-to-B markets Strengthen your M&S team. Get Milestone inside. January 2009

Milestone: the ideal extension of your Marketing Dept Milestone will grow your B2B Marketing ROI: Create more leads Increase lead quality & lead database Reduce costs per lead Increase profit per customer Increase speed-to-market How? Design and implement effective marketing programs & processes Leveraging our knowledge of B2B marketing & lead generation Automate marketing processes to increase efficiency Using best-of-breed software tools and services Execute marketing campaign operations for you Providing experienced and highly productive marketing operators ‘ Half of my marketing money is wasted. If I only knew which half…’

Milestone will grow your B2B Marketing ROI:

Create more leads

Increase lead quality & lead database

Reduce costs per lead

Increase profit per customer

Increase speed-to-market

How?

Design and implement effective marketing programs & processes

Leveraging our knowledge of B2B marketing & lead generation

Automate marketing processes to increase efficiency

Using best-of-breed software tools and services

Execute marketing campaign operations for you

Providing experienced and highly productive marketing operators

Successful B2B Marketing requires specialists B2B companies are under pressure to increase marketing efficiency and marketing effectiveness in parallel: To protect and strengthen relationships with their key customers and business partners (channels) To reduce overall marketing costs , complexity and risks To increase marketing accountability & ROI To outperform competitors To increase their (expensive) sales force effectiveness & efficiency To interact with (new) customers fast, frequent and cost efficient To strengthen their brand(s) throughout the value chain B2B Marketing is growing in complexity: more channels evolve, e.g. eDM, search, social media. Customers want an integrated multichannel interface. Specialist knowledge and experienced operations capacity is needed to ensure an integrated approach and strengthen ambitious B2B Marketing Teams.

B2B companies are under pressure to increase marketing efficiency and marketing effectiveness in parallel:

To protect and strengthen relationships with their key customers and business partners (channels)

To reduce overall marketing costs , complexity and risks

To increase marketing accountability & ROI

To outperform competitors

To increase their (expensive) sales force effectiveness & efficiency

To interact with (new) customers fast, frequent and cost efficient

To strengthen their brand(s) throughout the value chain

B2B Marketing is growing in complexity: more channels evolve, e.g. eDM, search, social media. Customers want an integrated multichannel interface.

Specialist knowledge and experienced operations capacity is needed to ensure an integrated approach and strengthen ambitious B2B Marketing Teams.

Milestone: full service B2B Marketing agency Of all B2B Marketing money, a vast 78% is spent without clear ROI. We strive to make marketing measurable and –thus- more successful . Milestone is a full service B2B Marketing agency We help our customers to generate more leads and grow their customers and channel partners By creating and implementing marketing programs That are measurable and result driven Together with our customer we identify what works best Enabling continuous improvement of marketing effectiveness So our customers can outperform their competitors Rather than having to outspend them…

Of all B2B Marketing money, a vast 78% is spent without clear ROI.

We strive to make marketing measurable and –thus- more successful .

Milestone is a full service B2B Marketing agency

We help our customers to generate more leads

and grow their customers and channel partners

By creating and implementing marketing programs

That are measurable and result driven

Together with our customer we identify what works best

Enabling continuous improvement of marketing effectiveness

So our customers can outperform their competitors

Rather than having to outspend them…

Growing customer base & broad marketing experience

Typical Milestone projects & services Marketing Consulting Develop Lead Generation campaigns & marketing programs Co-create (online) marketing plans Implement marketing shared services Interim Marketing management / Extended team Specialist knowhow: eDM, search, social media, webinars, whitepapers Marketing Factory Deliver marketing programs and lead generation campaigns Execute Campaign Operations: eDM, newsletters, webinars, whitepapers, search, content management. Build Online Marketing environment (multichannel) Integrate leads and customer databases & increase data quality Create Marketing dashboards Lead nurturing & conversion

Marketing Consulting

Develop Lead Generation campaigns & marketing programs

Co-create (online) marketing plans

Implement marketing shared services

Interim Marketing management / Extended team

Specialist knowhow: eDM, search, social media, webinars, whitepapers

Marketing Factory

Deliver marketing programs and lead generation campaigns

Execute Campaign Operations: eDM, newsletters, webinars, whitepapers, search, content management.

Build Online Marketing environment (multichannel)

Integrate leads and customer databases & increase data quality

Create Marketing dashboards

Lead nurturing & conversion

‘ Milestone inside’ assures closed loop marketing. Shared marketing services empower best practices. BU / Dealer / Reseller BU / Dealer / Reseller BU / Dealer / Reseller BU / Dealer / Reseller End Customers End Customers End Customers End Customers Marketing Programs Marketing Programs Marketing Programs Qualified leads Marketing Investment: shared services Lead conversion & ROI Mgt Portal & Intelligence (Continuum®) Central Marketing Department Milestone Marketing Programs

Closed loop Marketing & Extended Team > More ROI In-depth understanding of markets, metrics, customers & channels Smart Planning & process design KPI measurement & follow-up monitoring Great Execution: Operational excellence in Marketing Better Marketing ROI Marketing Automation Marketing Operations (in/outsourcing) Marketing Engineers Client M&S team Extended team

Key players’ interaction: Co-Marketing Programs Clients Central Marketing team Clients BU’s / Dealers / Resellers Brand Agency Marketing Campaigns TM Incentives Print & DM Events Campaign set-up & management Pro-active account management Drive lead nurturing & conversion Secure database management Portal management SLA management Brand book & guidelines Creative materials Customer (end-user) insights

Campaign set-up & management

Pro-active account management

Drive lead nurturing & conversion

Secure database management

Portal management

SLA management

Brand book & guidelines

Creative materials

Customer (end-user) insights

eDM Whitepaper Newsletter Webinar Search Company website (landing pages) Other company sites Partner websites Customers & prospects Customers & prospects: complex Decision Making Units (DMU) Word-of-Mouth Others KPI Dash board Marketing Programs: go through learning cycles, and add marketing channels one-by-one DB1 DB2 DB3 DB4 DB5

Example: Ford Fiesta Lead Generation Campaign Ford Fleet Contact DB email engine (DMD) www.helemaalvannu.nl Direct email campaign Fiesta inviation Fleetowners contacts (~ 590) Email CTA Register for testdrive Registration Data Personal Profile Account management Contact Testdrive Call Visit CTA CTA Planning testdrive Planning visit account - manager Contact Contact

Example: DSM Engineering Plastics: Akulon Campaign DEP contact DB email engine (DMD) www.livingsolutions.dsmep.com Banner campaign automotive sites: e.g. www.ae-plus.com Automotive Engineer … Direct Email campaign Akulon Airbag Whitepaper - Webinar Segment Automotive contacts (~ 4500) Email CTA Register to Download Register for Webinar Contact form Registration Data Personal Profile Contact form Register to Download Register for Webinar Contact form DEP Marketing & Sales Contact Form Contact Visitor Contact

Example: MarketingTop Executive Circle event Rembrandt Tower, Amsterdam

Milestone Management Team Otto Ott Director Sales & Associates Albert Smit CEO Menno Lijkendijk Director Client Services Floris vd Kolk Director Marketing Factory Bob Prince CFO

Milestone: the ideal extension of your Marketing Dept Milestone will grow your B2B Marketing ROI: Create more leads Increase lead quality & lead database Reduce costs per lead Increase profit per customer Increase speed-to-market How? Design and implement effective marketing programs & processes Leveraging our knowledge of B2B marketing & lead generation Automate marketing processes to increase efficiency Using best-of-breed software tools and services Execute marketing campaign operations for you Providing experienced and highly productive marketing operators ‘ Half of my marketing money is wasted. If I only knew which half…’

Milestone will grow your B2B Marketing ROI:

Create more leads

Increase lead quality & lead database

Reduce costs per lead

Increase profit per customer

Increase speed-to-market

How?

Design and implement effective marketing programs & processes

Leveraging our knowledge of B2B marketing & lead generation

Automate marketing processes to increase efficiency

Using best-of-breed software tools and services

Execute marketing campaign operations for you

Providing experienced and highly productive marketing operators

Milestone Marketing BV Caesar Building Zonnebaan 9 3542 EA Utrecht PO Box 13267, 3507 LG Utrecht The Netherlands T +31-(0)30-242 9065 F +31-(0)30-240 4242 www.milestonemarketing.com Your B2B ambitions delivered