RFID usage is increasing sharply across all vertical markets, supporting both traditional and modernizing applications such as automatic identification, location, sensing, M2M and the Internet of Things (IoT). Understanding the leading RFID market trends, use cases and opportunities is a key factor in generating and nurturing high-quality leads. However, if your salespeople are complaining that they’re not getting the leads they need to drive new business, you’re not alone. That’s because traditional marketing programs tend to deliver quantity leads over quality, and few RFID sales professionals are interested in pursuing piles of unqualified leads that run into dead-ends. The challenge is to attract and engage the right leads in the first place – and then effectively manage and nurture those leads through the sales process to conversion. Spectrum Marketing & Communications and Carabiner Communications have teamed up to create a PowerPoint presentation that can help RFID solutions providers close the lead-to-revenue gap between their marketing and sales groups. The presentation includes practical, how-to insight into creating the right content for the right stage, delivering effective messaging for the target audience, and managing an optimally effective and efficient lead-to-revenue process. Download the presentation today to learn effective strategies for getting leads and turning them into revenue, including: • Where/how to find high-quality leads • How to consistently convert those leads • The ROI you can expect through higher conversion rates

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Turning RFID Leads into Revenue
Bob Basmadjian, Founder & Principal
Michael Liard, Industry Expert &
Consultant , Guest Commentator
Peter Baron, Founder & Principal
Bret Rachlin, Marketing Strategist

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The Marketing & Sales Gap
• Leveraging the strengths
of your team
• Re-defining lead
management metrics –
quality vs. quantity
• Optimizing lead
management processes to
drive revenue

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Getting to Know You…
Getting to Know All About You
• Knowing your customer/buyer is critical to your
success
• The technology doesn’t matter as much as your
customer’s business process challenge
• Less talking, more active listening
Don’t forget: It was never, is never and never will be about
you – It’s always about the customer/buyer.

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Peeling Back the Layers of the
Buyer Persona Onion
Buyer Personality
Personal & Business
Preferences
Value Propositions
Core Benefits
Initial Engagement

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5 Key Steps to Customer Engagement &
Buyer Persona Development

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Lead Speed Dating at Trade Shows
• Show floor exchanges provide opportunities to:
– Get to know a potential buyer NOW
– Assess leads and develop basic buyer persona
– Cycle through the 5 key steps in 5 minutes or less
• Implement best practices at RFID Journal Live!
– Develop a list of 3-5 questions to ask prospects
– ‘Booth zombies’ can kill any great exhibit and scare off
potential customers/buyers
– Stand out through effective content marketing

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Messaging & Positioning
• Urgency
• Differentiated
• Compelling
• Buying Process

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Lead Generation Process
• Qualification
• Definition (e.g.
BANT)

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How a
Lead
Becomes
a Sale

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3 Stages of a Sales Lead

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Awareness
• Company website
• PR, social media
and advertising
• Thought leadership
content

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Consideration
• Brochures
• Competitive analysis
• Webinar
• Demos

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Purchase
• How to convert leads
• Increasing ROI through
higher conversion rates
– Detailed solution overview
– Pricing
– Case studies
– ROI calculation

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