In this whitepaper we cut to the chase - and talk about how to win the hearts and minds of customers in a world of overloaded messaging, big data run-amok, and decreasing customer attention. In this whitepaper we outline: How best to target your audience What tactics are needed to become a trusted resource for your customers How to fluidly connect the in-store experience to the offline experience

1. How to Improve Sales Productivity in 5 Steps
Digital Sales Coverage
March 26, 2014
Mike Kelleher
SVP, Strategic Solutions Group
MarketBridge
Joe Bisagna
Client Development Director
MarketBridge

2. ©2014 MarketBridge Corp.– 2 –
MarketBridge Focus
MarketBridge delivers
technology-enabled digital
customer engagement and
analytics solutions to improve
Sales productivity and
Marketing effectiveness for our
Fortune 1000 clients.
RevenueEngines™
Digital Engagement Programs
SMART™
Predictive Analytics Platform
Digital programs and tools to increase lead
volume, quality, and conversion-to-revenues while
enabling sales channels to engage customers
Sales and Marketing Analytics, Reporting and
Technology to optimize campaign yield, lead-to-
revenue conversion by prioritizing opportunities
and personalizing interactions
World-Class Clients Sales & Marketing Technology Platforms

3. ©2014 MarketBridge Corp.– 3 –
 Buyers are Changing Their Behavior
 The Dilemma for Sales Effectiveness
 Digital + Data = Sales Productivity
 Gaining an Edge with Digital + Data

4. ©2014 MarketBridge Corp.– 5 –
“57% of a typical purchase decision is made
before a customer even talks to a supplier.”
CEB
“67% of the buyer’s journey
is now done digitally”
Sirius Decisions
“B2B buyers complain that only 29% of sales
reps are well prepared to engaged with them”
IDC
MARKET
RESEARCH
“76% of B2B customers prefer to
receive content unique to their
stage in the buying process”
Pardot/SFDC

5. ©2014 MarketBridge Corp.– 6 –
How Do You Sell to Buyers in the Digital Age?
Traditional
Marketing Spend
(media buy, direct mail, e-mail,
teleprospecting, events)
Traditional
Sales Spend
(field sales, inside sales, resellers,
agents, retail, e-commerce)

6. ©2014 MarketBridge Corp.– 7 –
How Do You Sell to Buyers in the Digital Age?
Traditional
Marketing Spend
(media buy, direct mail, e-mail,
teleprospecting, events)
Traditional
Sales Spend
(field sales, inside sales, resellers,
agents, retail, e-commerce)
Digital
Nurturing
• Search, mobile, social media
• Content marketing, digital
communities
• Sales enablement
DIGITAL
ENGAGEMENT
CUSTOMER
ANALYTICS
+
SALES
PRODUCTIVITY
=

7. ©2014 MarketBridge Corp.– 8 –
“The State of the Union” for Sales
1 The Bridge Group; 2 National Sales Executive Association
❶ Goals Up,
Headcount Down
• Corporate mandates prevent the old formula of
More Revenue = More Headcount
• Even less expensive sales channels like Inside Sales
need to prove more value
❷
Increasingly
Inefficient
“Talk Time”
• Required sales call volume has doubled to make
contact with a prospect
• For Inside Sales…1,000 outbound calls generates
only 32 real leads1
❸ Ignored Accounts =
Ignored Revenue
• 48% of sellers never follow up after first touch2
• Disqualified leads (“Not Ready to Buy”,
“Insufficient Funds or Authority” ) are too
expensive and time consuming to nurture
• Yet, these leads represent too much revenue
potential to be left untouched by sales

8. ©2014 MarketBridge Corp.– 9 –
Priority: Low
Preference: Digital
Priority: Low
Preference: Digital
Priority: Low
Preference: Digital
Matching The Buyer Journey – Low Priority Prospects
Week 1 Week 3 Week 5 Week 7 Week 9
Prospect in the call
queue, assigned a
territory rep. Gets
an unsolicited call
that sends to
voicemail.
Several outbound
calls received. All
voicemail. Susan
has done some
online research but
she’s not ready to
engage via phone.
Final calls land in
Susan voicemail.
She’s tagged as
inactive lead.
SUSAN

9. ©2014 MarketBridge Corp.– 10 –
Priority: Low
Preference: Digital
Priority: Low
Preference: Digital
Call Priority: Low
Preference: Digital
Call Priority: High
Preference: Digital
Matching The Buyer Journey – Nurture + Triggers
Week 1 Week 3 Week 5 Week 7 Week 9
Prospect lands in
the call queue.
Sent email with
some persona-
specific content
Receives email
with a relevant
CTA; downloads
whitepaper. He
hits multiple
product webpages
Retargeted with
display ads,
keeping offering
top of mind. Does
not click through.
Receives call, does
not answer.
Clicks through a
social post
offering Buyer’s
Guide. Views
more web content
correlated with
sales readiness
An email custom
to buyers guide
precedes a
phone call that
James takes. He
books a meeting
with a sales rep.
SUSANJAMES

10. ©2014 MarketBridge Corp.– 11 –
Lifting Sales Productivity Through Digital
Engagement and Customer Analytics
Prioritize Sales
Call Patterns
Engage
Customers Digitally
•Analytics driven
•Sales-ready
•Likelihood to convert
• “Not ready to buy”
prospects
• Low cost coverage
• Systematic lead
qualification and
scoring
Feed Sales
Quality Leads
• Trigger-based
• Fed into SFDC
• History of digital
engagement
TRANSITION

11. ©2014 MarketBridge Corp.– 12 –
The Economic Potential
For every
100 inside
reps…
 25% increase in rep
sales productivity
 $1.4M+ in potential
labor savings
 60%+ increase in
per rep quality talk
time
 17,600 more quality
conversation hours
 20% lower cost-to-sell
 Lower cost per
conversation by $5
 Up to 20-25% lift in
overall sales
production
 2.5X more touches of
nurtured prospects at
81% lower cost

12. ©2012 MarketBridge Corp.– 13 –
.
Dramatically Improve Sales Productivity in 5 Steps
Digital Sales Coverage
STEP 2
Target
Highest Value
Customer
Interactions
through
Analytics
STEP 1
Quantify the
Business Case
& Build the
Launch Plan
STEP 3
Launch Digital
Engagement
Programs to
Engage Early
Stage Prospects
STEP 4
Deploy
SMART™
Analytics to
Continually Feed
Reps the Best
Prospects
STEP 5
Engage
Prospects in a
Content-Rich
Community and
Build Data Asset

13. ©2014 MarketBridge Corp.– 14 –
What’s Your Economic Potential?
• Web-based calculator
o www.market-bridge.com/digital-sales-
coverage-roi-calculator
• Scenario planning
• 6 customized inputs
• 7 business-impact outputs

14. ©2012 MarketBridge Corp.– 15 –
Benefits of Digital + Data Programs
Increased Revenues and Customer
Lifetime Value
Expanded Customer Reach and Response
Reduced Cost-to-Sell
Deeper Customer Insight
Improved Customer Experience

15. ©2014 MarketBridge Corp.– 16 –
WEB TOOL
What next?
Online
Digital Sales Coverage
Calculator
OUR COMMUNITY NEXT EVENT
April 16th
Webinar
“Is Marketing
Automation Failing
You…or Vice Versa?”
Be wary of
Shiny Object
Syndrome
www.market-bridge.com/calculators/sales The-digital-bridge.com
Presented by:
Kelly Waffle
Digital marketing
and technology
practice lead