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LeadSwell B2B Lead Gen Deck
 

LeadSwell B2B Lead Gen Deck

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General sales deck from LeadSwell, updated Apr '13

General sales deck from LeadSwell, updated Apr '13

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    LeadSwell B2B Lead Gen Deck LeadSwell B2B Lead Gen Deck Presentation Transcript

    • LEADSWELL – LEADERS IN WORLDWIDE B2BLEAD GENERATION SINCE 2007BRAND & DEMAND GENERATIONCAPABILITIESJUNE 2013
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.LeadSwell is Worldwide Lead Gen @ ScaleQuality:• Our platform includes Ziff Davis B2B, Penton, Haymarket, Crain, UBM, & many more.• Traffic & leads are generated by content promoted via email & call centers.Reach:• We have access to the most SMB & Enterprise decision makers in the World.• We deliver volume in North America, EMEA, LATAM & APAC.Targeting:• We enjoy size across all categories & can target incredibly granularly.• IT, Healthcare, Financial, Sales/Marketing, Manufacturing, HR, Construction, etc.Media Value:• We only work with the best people that deliver quality @ scale.• You will be able to show amazing placements you got for free.
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.In April 2012 LeadSwell helped win a Killer Content Award@ DGR’s Content2Conversion ShowLeadSwell scored 446 leads for 3VR in a5-month period across four targetindustries:• Retail• Banking / Financial Services• Healthcare• Hospitality
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.LeadSwell Leverages Email & Telemarketing
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.LeadSwell by the NumbersReach of Business & Technology Decision Makers:• 12MM+ in North America• 5MM+ in EMEA• 3MM+ in Latin America• 2MM+ in APACLead Volume:• Presently generating 1,750 leads/mo Worldwide• Capacity to scale to 3,000+ leads/mo Worldwide
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.A Handful of Current (& Recent) LeadSwell Clients
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.Small sample of our Publisher NetworkOur network expands beyond this intentionally tiny sample to includeExecutive level relationships with known & unknown players in b2b media.
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.Step 1 - Maximizing Lead ConversionPrior to proposing any cost per lead partnerships, it’s critical to understand the processfor lead conversion. We like to discuss:1) Which marketing automation platform(s) is/are employed?2) What happens to leads once the client receives them?3) What type of campaigns, messaging & triggers are used, can they be improved?4) What are the steps for a marketing qualified lead (MQL) to become a sales ready lead(SQL)?
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.Once lead nurturing & conversion is set, we work with clients & publishers to maximizelead quality. We should consider:1) Are there industries, employee sizes, geographies, assets we can target or filter out?2) Custom questions- “how satisfied are you with your current provider?”(very, somewhat, not at all), suggest scrubbing all “very”3) Leads driven to client’s landing page can sometimes be higher quality than leadshosted & posted by a 3rd party. Is there standalone email creative to support landingpages?Step 2 - Maximizing Lead Quality
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.We work closely with clients to develop killer offers & creative. Consider:1) What is the offer? Ex: Whitepaper, Toolkit, Starter Kit, Demo, Trial2) Do you have content to support this offer? If not, we advise clients on how todevelop the best cost efficient content.3) Do you have solid creative? The best email creative is basic html, no CSS, low-resimages. The best telemarketing scripts ask a bunch of probing questions that get theend-user talking & uncovering pain points.Step 3 – Gathering Content & Assets
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.Case Study: Telemarketing (Appointment Setting)A leading ERP brand needed to generate Highly Qualified Leads for their VAR in St. Louis. Webuilt them a telemarketing process which generates appointments & marketing ready leads. Asan added bonus, we delivered “cold lists” that the client can nurture, from 4 net new datasources. All sources have potential for scale.Challenge: Top ERP vendor needed highlyqualified leads for their partner’s sales team.Solution: telemarketing, lists & data includedas bonusResults: Client is happy & we hope tocontinue to scale.1) TelemarketingOur callers frame the call as an assessment of the end-user’s currentprocess. We ask probing questions designed to get the end-usertalking & ideally uncover pain points:1- What is your current solution?2- What do you like about that solution? What could they do better?3- Is your system leveraging the cloud?3- Does your system offer advanced features like this & that?Based on the assessment, our caller recommends scheduling a 20-minute deeper dive with the client’s sales rep.2) Net New Cold ListsUsing the client’s targeting, we secured lists from 4 data companiesthat the client was not working with. Client adds these names totheir nurture efforts, response is gravy.
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.Case Study: Email on CPA (Cost Per Trial)Challenge: Top technology vendor needshigh quality trials generated in a responsiblemanner, on a CPA-basis.Solution: acquisition email marketingResults: Client is happy & we hope tocontinue to scale.A leading technology brand sells their SaaS platform by distributing free trials of their service. Webuilt them a custom email network which is generating hundreds of trials a month, completely ona performance basis. The client appreciates that their brand is being represented appropriatelywith responsible mailers that generate volume. We are unique because distribution is spreadacross 5 mailers, allowing the client to manage the campaign like a mutual fund. Suppression listmanagement is included (for CAN-SPAM compliance.)Dichotomy of a great offer!Email Creative: Landing Page:
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.Case Study: Focus ERP WhitepapersFocus needed to reach IT decision makers to promote their ERP whitepapers. We distributedFocus’s free .pdf whitepapers with leading IT publications like SmartBrief, eMedia, ITSJ, ITKH &Supply Management.Challenge: Focus needed 900 IT-relatedwhitepaper leads in 1 quarterSolution: IT & ERP whitepaperdirectories, email databases & newslettersResults: Client is happy w/quality &quantity, ongoing & healthy relationship.Step 1: IT Pubs promote Focus whitepaper in their email listStep 2: Traffic driven to landing page w/whitepapershosted by publishers
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.Case Study: Global Knowledge WhitepapersGlobal Knowledge needed to reach IT decision makers to promote their training whitepapers. Wedistributed Focus’s free .pdf whitepapers with leading IT publications like Route72, 5 ToolConsulting, & PBP Media.Challenge: Global Knowledge needed 500 IT-related whitepaper leads in 1 quarterSolution: IT training whitepaperdirectories, email databases & newslettersResults: Client was happy withpacing, evaluating renewal.Step 1: IT Pubs promote vendor whitepapers via standaloneemail & whitepaper directories. Whitepapers live behind gatedregistration, hosted by the publisher.Step 2: Publisher delivers a flat file of leadsweekly, which contains all fields & filters required bythe client.
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.Case Study: Citrix GoToTraining WhitepapersCitrix’ lead generation agency needed to reach HR decision makers to promote GoToTraining’straining service. We distributed GoToTraining’s free .pdf whitepaper with leading HRpublications like Human Capital Media, Chief Learning Officer & HR.com.Step 2: Traffic driven to landing page w/whitepapershosted by publishersStep 1: HR Pubs promote Citrix Whitepaper in their email list Challenge: Citrix’ lead gen agency needed800 HR-related whitepaper leads in 1 quarterSolution: HR whitepaper directories, emaildatabases & newslettersResults: Client is happy w/lead quality & willconsider future campaigns
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.Case Study: Install Detection (Competitive Displacement)A well known technology brand knows they have a particularly strong message against acompetitor. We collaborated with the client to understand their target profile, then helpedthem acquire a list of contacts in their target known to use a particular technology.Challenge: Client needed 1,500 contacts @companies known to use a competitorSolution: Archived Web Analytics, Offshorecall center for phone verified contactsResults: Client happy,, evaluating renewal.Deliverable: a flat file of contacts, which containsphone verified contacts @ installs.a) Name of install(s) / technologies?b) US & Canada vs. zip codes or states?c) Minimum employee or revenue size?d) Specific industries vs. all industries?e) Title keywords?f) Suppression list?Step 1: LeadSwell learns as much as possibleabout target customer profile, such as:Step 2: Using Archived Web Analytics, our partner’stechnology combs the web for instances of a specifictechnology, often drilling down to product names.Step 3: LeadSwell’s telemarketing partners identifiescontacts @ these companies, delivering phone verifiedrecords
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.Deal Structure• 100% Pay for Performance – CPA/CPL Pricing• Client approves offer presentation prior to launch• Billing is based off of Client reporting. Client only pays for netnew leads- no bad leads, duplicates, etc.• Easy out clause means client is not tied to any commitmentw/any publisher• Best efforts to fulfill campaigns asap, preference for 90-daytimeline• No setup fees
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.Why Partner with LeadSwell?• Access to the most B2B decision makers around the World• B2B Lead Generation since 1998• Focused on decision makers that respond• Small, agile & client focused• No set up charges – Performance-based contracts• Experienced with global campaigns and multi-cultural issues• Embedded best practices consultation on everything• Your success is our success - Complete goal alignment
    • © 2011 LeadSwell, Inc. All rights reserved. Confidential.Thank you. For More Information:Matt Payne415.518.6701matt@leadswell.comSkype: mattdpayneAIM: matthewdpayne