Presented at Microsoft: Integrated Sales, Social Media, Marketing and CRM

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This presentation was created for businesses that attended our lecture at Microsoft in June 2009. Key messages include how businesses can maximize their pipelines by integrating Sales, Social Media, Marketing and CRM as holistic business processes. The contents of the presentation were created and given by Sales Training Professional Tibor Shanto, President of Renbor Solutions; Intregrated Marketing Expert Andrew Ballenthin, President of Sol Solutions; CRM Expert Richard Bolton, Managing Partner at CRM Dynamics.

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Presented at Microsoft: Integrated Sales, Social Media, Marketing and CRM

  1. 1. Grow Your Pipeline and Revenue Through Sales Process and CRM Brought to you by:
  2. 2. Integrated Revenue Model
  3. 3. Top Issues Facing Marketing Executives <ul><li>To advertise or not to advertise – that is the question </li></ul><ul><li>Tighter budgets – do more with less </li></ul><ul><li>Hesitant buyers – waiting for the economy </li></ul><ul><li>Down staffed – less resource for doing the same work </li></ul><ul><li>Changing competitive landscape – “it used to work” </li></ul><ul><li>Changing media landscape – online? offline? social media? </li></ul><ul><li>Stretched internal agendas – priorities spread thin </li></ul><ul><li>Stimulating customers – how to get more spend </li></ul><ul><li>Global issues – material costs up, client base held ransom by foreign markets, unsteady currencies </li></ul>
  4. 4. Why Do I need a Sales Process?
  5. 5. Top Issues Facing Sales Executives <ul><li>Lack of or a poorly defined sales process </li></ul><ul><li>Not enough activity – wrongly focused activities leading to lack of productivity </li></ul><ul><li>Accurate forecasting/Failure to effectively forecast </li></ul><ul><li>New Sales– Market Share – Client retention </li></ul><ul><li>Penetration of existing clients - Market share </li></ul><ul><li>Effectively recruiting and hiring the right talent </li></ul><ul><li>Lack of essential skills – both at the sales rep level and front-line sales managers </li></ul><ul><li>Client segmentation </li></ul>
  6. 6. Sales Performance Optimization – 2009 Survey Results and Analysis, CSO Insights Copyright © 2009 CSO Insights Top Objectives for 2009 CSO Insight Performance Survey
  7. 7. Sales Process - Overview Targets Assumes an 8:1 Conversion 128 1024 16 2 Targets Phases: 1 2 – 3 4 – 5 6 Top 1,000 Identify Suspects Focus 100 Qualify as “prospects” Focus 16 Qualify as “opportunities” T 5 Close
  8. 8. “ What’s in Your Pipeline?” Prospect Management Skills Luck
  9. 9. Plan – Action – Measure Plan Measure Score Cards Targeted Improvement Metrics & Standards Action Review & Prioritize
  10. 10. What is a Sales Process Worth? Sales Performance Optimization – 2009 Survey Results and Analysis, CSO Insights Copyright © 2009 CSO Insights Sales Relationship/Process (SRP) Matrix™ - 2009 SPO Survey Analysis
  11. 11. “ What’s in Your Pipeline?”
  12. 12. Sales Process - Overview Your Company Your Company and Customer Stalled Time Frame Identify Suspects Understand business driver: why buy? Create value proposition: why buy Your Company? Present value proposition: why buy now? Reach agreement and close Confirm value proposition: why buy Your Company? Identify Suspects Qualify as Prospect Close Qualify Opportunities & Commitment E E D G Engage Discovery Gain Execute Activity Objectives Tasks Tools Desired Outcomes Go – No GO Next Step
  13. 13. Sales Process - Overview Your Company Your Company and Customer <ul><li>Identify industry issues / standards </li></ul><ul><li>Assess company buying information </li></ul><ul><li>Assess high level business needs </li></ul><ul><li>Estimate product / solution match </li></ul><ul><li>Make go /no go decision </li></ul><ul><li>Determine business drivers </li></ul><ul><li>Verify and determine buying information </li></ul><ul><li>Formulate and document buying /selling plan </li></ul><ul><li>Confirm buying / selling commitments </li></ul><ul><li>Make go / no go decision </li></ul><ul><li>Conduct initial interviews </li></ul><ul><li>Hypothesise product / service opportunities </li></ul><ul><li>Develop initial value proposition </li></ul><ul><li>Make go / no go decision </li></ul><ul><li>NEXT STEP </li></ul><ul><li>Inform customer </li></ul><ul><li>Conducts follow up interview </li></ul><ul><li>Review interview finding with customer </li></ul><ul><li>Begin contract compliance process </li></ul><ul><li>Make go /no go decision </li></ul><ul><li>NEXT STEP </li></ul><ul><li>Prepare value proposition component </li></ul><ul><li>Prepare solution component </li></ul><ul><li>Prepare demo component </li></ul><ul><li>Prepare integrated presentation/s </li></ul><ul><li>Make presentation/s </li></ul><ul><li>Assess customer reaction </li></ul><ul><li>NEXT STEP </li></ul><ul><li>Prepare and present proposal presentation </li></ul><ul><li>Negotiate and agree upon terms and conditions </li></ul><ul><li>Obtain signed contract and close </li></ul>Identify Suspects Understand business driver: why buy? Create value proposition: why buy Your Company? Present value proposition: why buy now? Reach agreement and close Confirm value proposition: why buy Your Company? Identify Suspects Qualify as Prospect Close Qualify Opportunities & Commitment E E D G Engage Discovery Gain Execute
  14. 14. Phase 1: Identify and Confirm Suspects Objective : Identify and initially qualify a potential opportunity Activity Objectives Tasks Tools Desired Outcomes <ul><li>Identify Industry Issues / trends / standards </li></ul><ul><li>Learn general industry trends </li></ul><ul><li>Identify potential points of pain, technology standards and business best practice </li></ul><ul><li>Research and review available publications </li></ul><ul><li>Utilise web resources </li></ul><ul><li>Research other companies in industry that use Your Company products / solutions </li></ul><ul><li>Summarise findings </li></ul><ul><li>Your Company (internal), Google etc </li></ul><ul><li>Knowledge of relevant industry issues / trends / standards </li></ul><ul><li>Assess company buying information </li></ul><ul><li>Obtain account buying information: </li></ul><ul><ul><li>Financial stability, decision makers, preferences, (board members, experience, alliances) </li></ul></ul><ul><li>Competitive presence </li></ul><ul><li>Current IT environment </li></ul><ul><li>Use Your Company </li></ul><ul><li>Summarise findings </li></ul><ul><li>Account history (as available) </li></ul><ul><li>Publications </li></ul><ul><li>Your Company (internal), </li></ul><ul><li>Knowledge of companies financial stability </li></ul><ul><li>Decision makers, preferences, competitor preference </li></ul><ul><li>Assess high level business needs </li></ul><ul><li>Be able to summarise and prioritise stated business objectives </li></ul><ul><li>Map company position within industry (e.g. market leader) </li></ul><ul><li>Identify potential high level needs </li></ul><ul><li>Identify industry or specific pain points </li></ul><ul><li>Review available literature and web pages on business/ financial objectives </li></ul><ul><li>Summarise companies top 10 suppliers and customers </li></ul><ul><li>Review market analysis on company performance </li></ul><ul><li>Conduct preliminary SWOT analysis to determine specific needs </li></ul><ul><li>Account history as available </li></ul><ul><li>Publications </li></ul><ul><li>Your Company (internal), </li></ul><ul><li>Understanding of high level business needs </li></ul><ul><li>Estimate product / solution match </li></ul><ul><li>Determine degree of fit </li></ul><ul><li>Identify preliminary scope of the solution </li></ul><ul><li>Map needs to specific lines of business </li></ul><ul><li>Match appropriate Your Company products / solutions to each functional area </li></ul><ul><li>High level of concept of technical fit and solution </li></ul><ul><li>Make go /no go decision </li></ul><ul><li>Assess opportunity based on the following criteria:financial stability, decision makers, Your Company relationship, competitor presence, current business/technology/KM fit. </li></ul><ul><li>CRM?? </li></ul><ul><li>Sales Manager </li></ul>
  15. 15. Implementation – Adherence
  16. 17. In Practice <ul><li>Process Objectives </li></ul><ul><li>Improve Current Sales Pipeline Process </li></ul><ul><li>Implement Changes Without Interruption </li></ul><ul><li>Improve Sales Tools for Management Level Reports </li></ul><ul><ul><li>Improved Territory Hierarchy Alignment </li></ul></ul><ul><li>Improve Tools for Account Reps </li></ul><ul><ul><li>Sales Pipeline Understanding </li></ul></ul><ul><ul><li>Key Information Captured including “Compelling Reason” </li></ul></ul><ul><ul><li>Key Steps and Dates Entered </li></ul></ul>
  17. 18. Revised Pipeline – Funnel Stages <ul><li>Lead (Default Value When New Deal is Created) </li></ul><ul><li>Above the Funnel </li></ul><ul><ul><li>Inactive, Lead on Hold, Rep Assigned </li></ul></ul><ul><ul><li>‘ Warm Pre-appointment Leads” or “Qualified Lead” </li></ul></ul><ul><li>First Appointment Set </li></ul><ul><ul><li>Compelling Reason - Unknown </li></ul></ul><ul><ul><li>Next Step [“Discover Appointment”] Determined and Date Set </li></ul></ul><ul><li>First Appointment Held (“Discover Appointment”) </li></ul><ul><ul><li>Compelling Reason Defined – Required or Move to Unqualified </li></ul></ul><ul><ul><li>Next Step [….] Determined and Date Set if Qualified </li></ul></ul><ul><li>Stall </li></ul><ul><ul><li>Compelling Reason Defined- Required </li></ul></ul><ul><ul><li>NO Next Step or Next Step Date </li></ul></ul><ul><li>Developing Proposal </li></ul><ul><ul><li>Compelling Reason Defined - Required </li></ul></ul><ul><ul><li>Next Step [….] Determined and Date Set </li></ul></ul><ul><li>Present Proposal </li></ul><ul><ul><li>Compelling Reason Defined -Required </li></ul></ul><ul><ul><li>Next Step [….] Determined and Date Set </li></ul></ul><ul><li>Negotiation </li></ul><ul><ul><li>Compelling Reason Defined - Required </li></ul></ul><ul><ul><li>Next Step [....] Determined and Date Set </li></ul></ul><ul><li>Verbal </li></ul><ul><ul><li>Compelling Reason Defined - Required </li></ul></ul><ul><ul><li>Next Step [….] Determined and Date Set </li></ul></ul><ul><li>Signed and Approved </li></ul><ul><ul><li>Compelling Reason Defined – Required </li></ul></ul><ul><ul><li>Next Step [….] Determined and Date Set </li></ul></ul>In Funnel Sold
  18. 19. Sales Stages and Text Descriptions <ul><li>No longer use % of closed in stages. </li></ul><ul><li>Lead 0% Sales has identified or been assigned a prospect with demographics that appear to fit ACME’s customer profile. </li></ul><ul><li>1. Above the Funnel Lead 0% Sales has identified a prospect. Sales has identified a prospect. The prospect is considered a &quot;Warm&quot; or &quot;semi-qualified&quot; lead. </li></ul><ul><li>2. 1st Appt. Set Lead 0% First appointment has been set. The Prospects has not yet been qualified. </li></ul><ul><li>3. 1st Appt. Held Lead 0% First Appointment was held on a specific date. The Prospect was qualified to either move forward to next stage in sales funnel or moved back to &quot;Lead Stage&quot; as not qualified. The Prospects &quot;Compelling Reason&quot; has been identified, and a &quot;Next Step&quot; and date have been defined in this &quot;Deal&quot; record. </li></ul><ul><li>4. Develop Proposal Qualified 0% ACME AE is working on proposal, gathering vital information, meeting with vendors to present solution to Prospect in Sales Funnel. The Prospects &quot;Compelling Reason&quot; has been identified, and a &quot;Next Step&quot; and date have been defined in this &quot;Deal&quot; record. </li></ul><ul><li>5. Present Proposal Qualified 0% ACME AE has completed all work on solutions proposal and has held a sales presentation and present their findings to the Prospect. A decision by the Prospect is pending. The Prospects &quot;Compelling Reason&quot; has been identified, and a &quot;Next Step&quot; and date have been defined in this &quot;Deal&quot; record. </li></ul><ul><li>6. Negotiation Qualified 0% Proposal is presented and is under consideration. This stage is to be used as a place holder to alert ACME Sales management that their assistance may be needed to help close this Prospect. The Prospects &quot;Compelling Reason&quot; has been identified, and a &quot;Next Step&quot; and date have been defined in this &quot;Deal&quot; record. </li></ul><ul><li>7. Verbal Qualified 0% Verbal approval is obtained and the agreement is presented. Sales believe this prospect WILL contract with ACME in the current month. The date and time for the meeting to finalize the paperwork is established (in the current month). </li></ul><ul><li>8. Signed/Approved Closed 100% Customer has entered into a Service Agreement with ACME. </li></ul>
  19. 20. Next Step (Next Step Date required for each step) <ul><li>First Appointment Set </li></ul><ul><ul><li>The first appointment has been set to meet with Prospect on a specific date </li></ul></ul><ul><li>Discovery Appointment (Actual First Appt. Attended) </li></ul><ul><ul><li>Meeting goal is to qualify for compelling events, decision making process, business issue’s, competition, application, time frame and budget. Next steps will be to expand information gathering or present a solution to prospect. If Prospect is not qualified, Prospect is set to that status and Pipeline ends. </li></ul></ul><ul><li>Application Development Meeting (Step in Larger Deals) </li></ul><ul><ul><li>This meeting can start in the Discovery appointment and may require additional meetings in larger multiple location or deal accounts. Meeting goal is to verify and qualifying information or validate opportunity and move deal to closure. Next steps will be to move for a decision in the opportunity </li></ul></ul><ul><li>Present Proposal Meeting </li></ul><ul><ul><li>Final meeting to move for decision on ACME solution. Implementation plan, timeframe, final hurdle/objection to closing opportunity should be defined. Deals should address all concerns and reason to change. Next Step will be to close for acceptance/verbal of proposal and signatures. </li></ul></ul><ul><li>Closing Appointment Meeting </li></ul><ul><ul><li>Proposal has been accepted meeting to wrap up implementation. Next step signatures and ACME approval and implementation. Sign Paperwork Meeting Included here. </li></ul></ul><ul><li>Process Order (Only after Order Signed and Approved) </li></ul><ul><ul><li>This will be the next step after the Order has been signed and approved. This will be the last step in the Sales Pipeline. </li></ul></ul>
  20. 21. Stalled Stage Defined <ul><li>Prospects move to Stall by system when: </li></ul><ul><li>A prospect that is in the pipeline that has a “Compelling Reason”, but no “Next Step” regardless of the Pipeline Stage. </li></ul><ul><li>What to Enter in the Pipeline Stage: </li></ul><ul><ul><ul><li>Deal Stage should be set to ‘Stalled” immediately if no confirmed next step is gained at last meeting. </li></ul></ul></ul><ul><ul><ul><li>If more than 14 days between last meeting and “Next Step” deal should be set to “Stalled” stage. </li></ul></ul></ul><ul><ul><ul><li>If Current date is more than 45 days after “First Appointment” deal should be set to “Stalled” stage. </li></ul></ul></ul>
  21. 22. Sales Performance Optimization – 2009 Survey Results and Analysis, CSO Insights Copyright © 2009 CSO Insights
  22. 23. CRM: The Enabling Technology <ul><li>Five Winning CRM Strategies that will turn a down economy into an opportunity to grow: </li></ul><ul><li>Focus on existing customers. </li></ul><ul><ul><li>Retain the right customers. </li></ul></ul><ul><ul><li>Maximize customer profitability. </li></ul></ul><ul><li>Maximize Revenue Opportunities. </li></ul><ul><ul><li>Evaluate the Marketing Mix. </li></ul></ul><ul><ul><li>Re-Prioritize Sales Investments </li></ul></ul><ul><li>Do more with less. </li></ul><ul><ul><li>Streamline Business Processes. </li></ul></ul><ul><ul><li>Improve Personal Productivity. </li></ul></ul><ul><li>Reduce Operational Costs. </li></ul><ul><ul><li>Right-Size Service Costs. </li></ul></ul><ul><ul><li>Reduce costs through Consolidation </li></ul></ul><ul><li>Optimize Existing IT Assets. </li></ul><ul><ul><li>Maximize the value of existing systems. </li></ul></ul><ul><ul><li>Maximize Microsoft Investments </li></ul></ul>“ If there is one technology area where you should increase your investment today {In these uncertain economic times}, it’s CRM.” (Nucleus Research 2008) Source: CRM: The winning strategy in a challenging economy – Microsoft Corporation
  23. 24. Sales Performance Optimization – 2009 Survey Results and Analysis, CSO Insights Copyright © 2009 CSO Insights
  24. 25. <ul><li>Scenario 1: New Customer Growth </li></ul><ul><li>Phase 1 – Generate Revenue: Fill The Pipeline </li></ul><ul><li>Utilize integrated marketing to attract prospective new customers </li></ul><ul><li>Use social media and CRM for developing and qualifying leads </li></ul><ul><li>Turn qualified leads over to sales via CRM for action </li></ul><ul><li>Phase 2 – Integrated Sales Process In Motion: Working The Pipeline </li></ul><ul><li>Utilize CRM for managing leads and conversion to sales process </li></ul><ul><li>Support sales with nurture marketing </li></ul><ul><li>Phase 3 – Market To New Customers and Dormant Leads: Nurture The Pipeline </li></ul><ul><li>Continue building prospect potential </li></ul>
  25. 26. Join Our Communities Twitter Our Blog Linkedin Facebook <ul><li>Integrated Marketing Strength – </li></ul><ul><li>Incorporate Social Networks </li></ul><ul><li>Ads, tradeshows, feature sheets, swag, </li></ul><ul><li>website, any promotional materials </li></ul><ul><li>Bring offline to online communities </li></ul><ul><li>Visibility of social networks enables </li></ul><ul><li>extended advertising </li></ul><ul><li>Drive traffic to social networks, or </li></ul><ul><li>Direct traffic to a single landing page </li></ul><ul><li>Building a centralized database is critical </li></ul><ul><li>to managing a regular feed of contacts </li></ul><ul><li>for the future pipeline </li></ul>
  26. 27. <ul><li>Build A Pipeline Focused Database </li></ul><ul><li>Fit Into Your Customers’ World </li></ul><ul><li>Some of the more popular options for </li></ul><ul><li>building interactive communities are </li></ul><ul><ul><li>Twitter – micro blogging </li></ul></ul><ul><ul><li>Blogging – think ads, not essays </li></ul></ul><ul><ul><li>LinkedIn – B2B related </li></ul></ul><ul><ul><li>Facebook – casual communities </li></ul></ul><ul><li>Objectives: </li></ul><ul><ul><li>Collect emails and see profiles </li></ul></ul><ul><ul><li>Interact – clicks and comments </li></ul></ul><ul><ul><li>Be clear on conversion model </li></ul></ul>Social Networks Twitter Our Blog LinkedIn Follow us for product promotions, service updates, our latest industry news and much more. We are here to serve, tweet us. Get RSS (Real Simple Syndication) updates from our blogs. Tell us what you think about what we publish and how we can improve. Share your views on what stories we should feature. Facebook Connect with Hewlett Packard employees, suppliers and other customers. See what the LinkedIn community is buzzing about. For Hewlett Packard enthusiasts who want to share their latest wins and discoveries within the HP Facebook community.
  27. 28. Back End Newsletter Tracking
  28. 29. <ul><li>Create Regular Visibility </li></ul><ul><li>Be Out There While Competition Sleeps </li></ul><ul><li>Offline results in action or no action: </li></ul><ul><li>1% - 30% response rates </li></ul><ul><li>Offline leads go into CRM too </li></ul><ul><li>Social networks don’t have materials costs </li></ul><ul><li>Delivery can be (nearly) immediate </li></ul><ul><li>Online pre-advertising can bolster offline </li></ul><ul><li>Think minimum $10-$20 per visitor </li></ul><ul><li>Enables frequency of contact without cost </li></ul><ul><li>CRM incorporates the marketing </li></ul><ul><li>campaign calendar and captures all </li></ul>
  29. 30. CRM Campaign Management
  30. 31. Lead Assigned to Sales
  31. 32. Assumption of Sales <ul><li>Sales Cycle: 3 Months 4 -5 Meetings </li></ul><ul><li>E = 1 Week </li></ul><ul><li>D = 6 – 8 Weeks </li></ul><ul><li>G = 2 – 3 Weeks </li></ul><ul><li>E = 1 – 2 Weeks </li></ul><ul><li>System moves Opportunity to Stall when: </li></ul><ul><ul><li>No Next Steps </li></ul></ul><ul><ul><li>21 days between meetings </li></ul></ul><ul><ul><li>Opportunity is older than 90 days </li></ul></ul><ul><li>  System move forward based on rules, probabilities out of sales peoples’ hand </li></ul><ul><li>No proposal unless: </li></ul><ul><li>Credit Application submitted Deliverable </li></ul><ul><li>Decision Maker Verified Budget </li></ul><ul><li>Time line/ compelling event Site Survey </li></ul>
  32. 33. Lead Result <ul><li>Lead Must Be contact within 48 hours of being assigned </li></ul><ul><li>Two potential outcomes </li></ul><ul><ul><li>Converted to Opportunity – goes through to close </li></ul></ul><ul><ul><li>Not converted to Opportunity – Classified: </li></ul></ul><ul><ul><ul><li>Dead </li></ul></ul></ul><ul><ul><ul><li>Lead > Back to nurturing process </li></ul></ul></ul>
  33. 34. <ul><li>Determine Qualifying Tiers </li></ul><ul><li>To maximize lead generation and </li></ul><ul><li>quality leads marketing prequalifies </li></ul><ul><li>Use cookies or custom urls to track </li></ul><ul><li>Once a pre-set number of ‘hits’ are </li></ul><ul><li>accumulated, “reach out” via: </li></ul><ul><ul><li>Survey; Register for special offer; </li></ul></ul><ul><ul><li>Invite to event; White paper, etc. </li></ul></ul><ul><li>Build up profile to send as a </li></ul><ul><li>prequalified lead to sales </li></ul>Contact Database Offer or Information Track Response Marketing Support during Opportunity Conversion
  34. 35. <ul><li>Scenario 2: Growing The Existing Customer Base </li></ul><ul><li>Phase 1 – Generate Increased Revenue: What’s In The Internal Pipeline </li></ul><ul><li>Conduct analysis of existing customers: spend, product lines, profitability </li></ul><ul><li>Define targeted messages: what needs are not being met, buying triggers </li></ul><ul><li>Use offline marketing, social media and CRM for developing and qualifying leads </li></ul><ul><li>Turn qualified leads over to sales via CRM for action </li></ul><ul><li>Repeat Previous Stages – Use The Processes In Place </li></ul><ul><li>Phase 2 – Integrated Sales Process In Motion: Working The Internal Pipeline </li></ul><ul><li>Utilize CRM for managing leads and conversion to sales process </li></ul><ul><li>Support sales with nurture marketing </li></ul><ul><li>Phase 3 – Market To New Customers and Dormant Leads: Nurture The Internal Pipeline </li></ul><ul><li>Continue building prospect potential </li></ul>
  35. 36. <ul><li>Internal Analysis </li></ul><ul><li>20-50% more growth in 80% untapped </li></ul><ul><li>Go back to basics, what is the ideal </li></ul><ul><li>revenue and product line model </li></ul><ul><li>Use CRM to pull data in combination </li></ul><ul><li>with inventory and financial systems </li></ul><ul><li>Understand the gap </li></ul><ul><li>Define the strategies </li></ul><ul><li>1 st turnaround marketing </li></ul><ul><li>2 nd proactive targeted drip marketing </li></ul>Client Spend/ Product Line Distribution Revenue Per Account/ Client Profitability “ 20% = 80%” Target 80% effort
  36. 37. <ul><li>How To Engage? </li></ul><ul><li>Find A Cause Versus Campaign </li></ul><ul><li>What are the deeper issues </li></ul><ul><ul><li>“ Out with the old 2009” </li></ul></ul><ul><ul><li>What the customer’s problems </li></ul></ul><ul><ul><li>How can we engage again </li></ul></ul><ul><ul><li>How is the customer buying now </li></ul></ul><ul><ul><li>What does partnership mean </li></ul></ul><ul><ul><li>Treat customers like they’re new </li></ul></ul>
  37. 38. <ul><li>Approaches To Advance Leads </li></ul><ul><li>Determine Qualifying Tiers </li></ul><ul><li>To maximize lead generation and </li></ul><ul><li>quality leads marketing prequalifies </li></ul><ul><li>Use cookies or custom urls to track </li></ul><ul><li>Once a pre-set number of ‘hits’ are </li></ul><ul><li>accumulated, “reach out” via: </li></ul><ul><ul><li>Survey; Register for special offer; </li></ul></ul><ul><ul><li>Invite to event; White paper, etc. </li></ul></ul><ul><li>Build up a prospect profile to send </li></ul><ul><li>as a prequalified lead to sales </li></ul>Market to Prospects Offer or Information Track Response
  38. 39. <ul><li>Approaches To Advance Leads </li></ul><ul><li>Determine Qualifying Tiers </li></ul><ul><li>To maximize lead generation and </li></ul><ul><li>quality leads marketing prequalifies </li></ul><ul><li>Use cookies or custom urls to track </li></ul><ul><li>Once a pre-set number of ‘hits’ are </li></ul><ul><li>accumulated, “reach out” via: </li></ul><ul><ul><li>Survey; Register for special offer; </li></ul></ul><ul><ul><li>Invite to event; White paper, etc. </li></ul></ul><ul><li>Build up a prospect profile to send </li></ul><ul><li>as a prequalified lead to sales </li></ul>Market to Prospects Offer or Information Track Response
  39. 40. Wrap –up Question and Answer

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