10 Turnkey B2B Lead Generation Campaigns

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Over the years, IDS Technology Marketing has designed a number of turnkey lead generation campaigns that we’ve used hundreds of times in the field. Our clients enjoy being able to “pick and choose” …

Over the years, IDS Technology Marketing has designed a number of turnkey lead generation campaigns that we’ve used hundreds of times in the field. Our clients enjoy being able to “pick and choose” from a list of proven campaigns. Often they tell us these campaigns outperform any of their previous marketing efforts; they’re especially effective in B2B companies selling a high-value or complex product or service.

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  • 1. Turnkey B2B Lead Generation Campaigns Fill your pipeline with leadsMarketing that works
  • 2. IntroductionIDS Technology Marketing is a marketing group that delivers turnkeylead generation campaigns, branding and creative services formid-market companies.Over the last four years we’ve designed a number of turnkey leadgeneration campaigns that we’ve used hundreds of times in the field.Our clients enjoy being able to “pick and choose” from a list of provencampaigns. Often they tell us these campaigns outperform any oftheir previous marketing efforts; they’re especially effective in B2Bcompanies selling a high-value or complex product or service.Why are we giving away some of our “secret sauce”?We thought we’d share some of our expertise and knowledge withcompanies that can benefit from it. If you’re able to execute theprograms with your in-house resources—we’re happy to “pay itforward” and glad to contribute to your success.If you’d like to have us manage them for you, it’s our business, so emailor give us a call for more details and pricing. You might be surprised atour affordability.Phone: 877.675.8303Email: hello@idstm.com
  • 3. Chapter PAgeExecutive Door Opener 4Dimensional Mailer 8Informational Microsite 12Lead Generation Webinar 16Live Event 20Promotional Announcement 24Send-A-Ball Meeting Grabber 28Trade Show Promotions & Follow–Ups 32Basic Promotional Package 36Executive Appointment Setting 40
  • 4. Ex ecO D ut pe o iv neor e r
  • 5. executive dooropener (EDO)Need to get the attention of those hard-to-reach executives? Rewardyour top sales reps with an executive door opening campaign thatgets prospects’ attention with an irresistible offer. Send a “teaser” giftto 20 enterprise executives or other hard-to-reach prospects with thepromise of another high-value gift for those who attend a meeting.Pick a gift that fits your target market and the value of your leads.Examples include: »» A Kindle 2 Leather Cover as a teaser and a free Kindle 2 Wireless Reading Device for attending an appointment »» A free service analysis such as an IT assessment or ROI analysis as a teaser and a free iPad for attending an appointment »» A business travel accessories kit as a teaser and a free airline voucher for attending an appointmentAfter delivery, reach out to all prospects with two email invitationsand up to three phone calls to schedule their appointment. Thiseight week integrated marketing campaign is a great way tomake an impression … and move those “stuck” or hard-to-reachprospects into action!GoalObtain meetings with those hard-to-reach executives.Target AudienceTop 20 executive prospects in your database. Chapter 1: Executive Door Opener • Page 5 www.idstm.com
  • 6. Typical Timeline week 1 Hold marketing consultation to discuss messaging Order the door opener item week 2 Finalize copy and design for letter, collateral insert, landing page and email Final mailing list due Go to print week 3 Print and hand-cut “custom” mail pieces Assemble mailer and packaging Seal packages with custom wraps and prepare for shipping Ship teaser items via FedEx Ground Go live with landing page week 4 Send first email to prospects not yet registered for an appointment Follow-up calls for appointment settingweek 5 – 8 Meetings with prospects High-value gift fulfillment week 9 Campaign debrief Chapter 1: Executive Door Opener • Page 6 www.idstm.com
  • 7. If you’d like to use ourcampaignWhat Yourwe handle Responsibilities»» One-hour marketing consultation »» Deliver campaign goals and messaging direction»» Design & copywriting services for high-impact creative »» Deliver an EPS high-resolution version of your logo for printing»» Teaser item procurement»» Custom box wrap + your marketing »» Deliver feedback collateral included inside the teaser »» Deliver mailing list with name, mailing company, physical address, email address, and phone number»» Printing, assembly & packaging to complete the door opener »» Use our promotional email to reach out to your prospects»» USPS priority shipping for added impact and to get the teaser into prospects’ »» Schedule meetings with interested hands quickly prospects that request meetings»» Executive gift procurement and shipping »» Hold meetings»» Create landing page for appointment »» Provide list of prospects attending request appointments to receive gift card, including name, company and»» HTML email follow-up to reinforce address message and drive to landing page»» Telemarketing of up to three calls per person for increased success in getting appointments Chapter 1: Executive Door Opener • Page 7 www.idstm.com
  • 8. DimensionalMailerNeed to get your prospects to take action? Make a strongimpression by sending a custom-designed dimensional mailpiecethat commands attention and demands action.Add a custom landing page with trackable personalized URLs(PURL) so your prospect can take the next step, whether it’s todownload a valuable whitepaper or register for a free consultation.The sky’s the limit of what you can send … the best mailpiecesreflect the offer and have that Wow factor. In the past we’ve createda custom piece that resembles an exact replica of an Apple iPadTMto encourage prospects to register for a sales appointment duringwhich they’ll actually receive a free iPad.We’ve also created a rotating cost-savings wheel, giving prospectsa taste of what they might experience from completing a customsavings analysis.After you send the dimensional mailpiece, follow up via email andthe phone to get your prospects to take action.GoalMake a strong impression to entice key prospects to register for aspecific service or appointment.Target AudienceProspects on your current list or new prospects to uncover. Chapter 2: Dimensional Mailer • Page 9 www.idstm.com
  • 9. Typical Timeline week 1 Hold marketing consultation to discuss target audience, messaging and campaign creative week 2 Finalize campaign details Create concepts week 3 Review concepts and copy for all components of campaign week 4 Signoff on design and copy Go-live with landing pageweek 5–9 Send mailpieces Send follow-up emails Commence follow-up calls & telemarketing Hold meetingsweek 10 Award incentive giveaway Chapter 2: Dimensional Mailer • Page 10 www.idstm.com
  • 10. If you’d like to useour campaignWhat Yourwe handle Responsibilities»» One-hour marketing consultation to »» Confirm campaign goals and design the campaign and select the messaging direction dimensional mailpiece »» Deliver an EPS high-resolution»» Design & copywriting services for version of your logo high-impact creative »» Deliver mailing list with name,»» Printing, assembly & packaging to company, physical address, email complete mailpiece address, and phone number»» USPS priority or FedEX shipping for »» Follow-up with your prospects to added impact and to get the mailer schedule meetings into prospects’ hands quickly »» Hold meetings and deliver incentives»» Create landing page for call-to-action if included or appointment request »» Provide list of prospects attending»» HTML email follow-up to reinforce appointments to receive gift card, message and drive to landing page including name, company and address»» Telemarketing of up to three calls per person for increased success in getting appointments Chapter 2: Dimensional Mailer • Page 11 www.idstm.com
  • 11. INFORMATIONALMICROSITE
  • 12. Promotional microsite& pay-per-clickNeed to add some “meat” to your website or promote a specialoffering? It’s a common request from many companies sellingtechnology, professional services or market to other businesses.Your site should evolve as you add new offerings and launch newcampaigns to deliver a clear and consistent message to your sellingand marketing.To accomplish this, build a content-specific microsite onto yourexisting website and optimize it to maximize search engine traffic.After it’s complete, announce the site to your market in an online,search-optimized press release and deliver a special offer to helpget the word out, drive appointments or registrations.PLUS, the microsite is yours to continue promoting and drivingtraffic for future lead generation activities.GoalBeef up your website with a content-specific microsite and use it aspart of a promotional announcement to your market.Target AudienceNew and current prospects.Optional Promotional MethodsAdd telemarketing, pay-per-click or banner advertising for awider reach. Chapter 3: Informational Microsite • Page 13 www.idstm.com
  • 13. Typical Timeline week 1 Campaign planning: discuss microsite content, announcement, website technology and pay-per-click campaign week 2 Microsite design & layout Circulate and edit overview of content to be included on page Signoff on microsite page components - content, supplemental materials and designweek 3 – 4 Copywriting and coding of microsite Procurement of hosting and URL if needed Copywriting, design & development of HTML email Selection of keywords and setup of Google Adwords campaigns week 5 Go live with microsite Send email promotion Launch Google Adwords campaignsweek 6 – 8 Google Adwords campaign monitoring and reporting Lead follow-up and appointment setting Campaign debrief Chapter 3: Informational Microsite • Page 14 www.idstm.com
  • 14. If you’d like to useour campaignWhat Yourwe handle Responsibilities»» One-hour marketing consultation »» Deliver microsite content direction and to determine content to add and feedback strategy »» Deliver general direction and feedback»» Messaging strategy & copywriting on keyword research and online ad (microsite & email) development»» Microsite design & programming »» Deliver access to existing website»» Copywriting, design and development back-end to help with coding and integration for lead generation HTML email»» Email blasting services & »» Deliver house email/contact list of customers and prospects if available management – 4 blasts to all prospects »» Assist with announcement offer and handle responses»» Keyword research and ad copywriting for Google Adwords pay-per-click (PPC) campaign»» Management and reporting on your online PPC campaigns Chapter 3: Informational Microsite • Page 15 www.idstm.com
  • 15. LEAD GENERATIONWEBINAR
  • 16. lead generationwebinarNeed to fill your pipeline with qualified leads? Build awareness for youroffering by holding an informational online webinar that educates yourtarget market and produces qualified leads.Drive registration and attendance via a multi-touch campaign consistingof telemarketing, Google AdWords, email marketing and specialincentives. Moderate and record the event on one of the popularwebinar platforms and generate near-term pipeline opportunities withfollow-up telemarketing to set live customer appointments.Registration, attendance and qualified prospect results depend uponyour offering and geography, but our campaigns tend to average »» 150 Registrations »» 50 Attendees to the Live Event »» 10 Qualified LeadsPlus, the recorded webinar makes a great long-term marketing assetto extend your reach and increase your visibility and lead flow.GoalDrive prospects to attend an informational webinar and convertinterested webinar attendees into appointments.Target AudienceProspects on your current list and new prospects to uncover. Chapter 4: Lead Generation Webinar • Page 17 www.idstm.com
  • 17. Typical Timeline week 1 Hold marketing consultation to discuss presentation, target audience, messaging and campaign week 2 Finalize campaign details Pick webinar date and decide on presenters Start building lists Write campaign copy for landing page, AdWords campaign and email blast week 3 Review campaign copy Circulate design for all components week 4 Go live with AdWords campaign, landing page and email blast Commence telemarketingweek 5 – 8 Continue promotions Prepare presentation for live webinar week 9 Reminder emails sent Presentation held and recorded week 10 Recorded webinar distributed Follow-up telemarketing to set appointments Award incentive giveaway Chapter 4: Lead Generation Webinar • Page 18 www.idstm.com
  • 18. If you’d like to useour campaignWhat Yourwe handle Responsibilities»» One-hour marketing consultation to »» Deliver messaging direction and determine webinar plan feedback»» Assistance in shaping the webinar »» If you have a house list, deliver content, presentation and flow mailing list with name, company, physical address, email address and»» Messaging strategy & copywriting phone number (telemarketing scripts, email & landing page) »» Use our promotional email to reach out to your existing customers and»» Telemarketing to register prospects prospects for the event»» HTML email design & development »» Contact and secure any guest speakers or customer success stories»» Email blasting services & for the event management – 4 blasts to all prospects »» Attend webinar dry-run meeting to prepare for the live event»» HTML registration page design & »» Create and deliver webinar development presentation»» 24-hour reminder email & »» Schedule meetings with interested telemarketing prospects that request meetings»» Webinar hosting, dry run, conference »» Hold meetings call fees, live event management & recording »» Provide list of prospects attending appointments to receive gift card,»» Post-event landing page updating including name, company and and on-demand management address»» Post-event HTML email management & blasting services»» Post-event telemarketing»» Incentive promotion and procurement Chapter 4: Lead Generation Webinar • Page 19 www.idstm.com
  • 19. 5LIVEEVENT TNEVE EVIL
  • 20. live in-personeventNeed to get in front of a collection of targeted c-level or managerial-level executives? Hold an informative and fun event—in aprofessional and exclusive atmosphere that builds credibility, drivesinteraction and provides follow-up sales opportunities.Drive registration and attendance via a multi-touch campaignconsisting of direct mail invitations, telemarketing and emailmarketing along with an event registration landing page. Handle allday-of-event promotional items, such as name badges, table cards,signage and brochures, along with the logistical and live-event itemslike room setup, refreshments and attendee takeaways.GoalGenerate new sales leads. The number depends upon the eventsize, venue and target market.Target AudienceProspects on your current list and new prospects we uncover.Optional Promotional methodsAdd a press release and Google AdWords for a wider reach. Chapter 5: Live Event • Page 21 www.idstm.com
  • 21. Typical Timeline week 1 Hold marketing consultation to discuss event theme, location, venue and target audience size week 2 Finalize event location, theme and venue Copywriting, design and layout for invitation, email and registration landing page week 3 Determine all day of event details Design event materials Procure attendee incentives week 4 Send invitations Go live with registration page Commence telemarketing to drive registrationsweek 5 – 8 Continue promotions Prepare presentation for live event week 9 Reminder emails and telemarketing Setup venue Hold live event week 10 Follow-up with key attendees and schedule appointments Chapter 5: Live Event • Page 22 www.idstm.com
  • 22. If you’d like to useour campaignWhat Yourwe handle Responsibilities»» One-hour marketing consultation for »» Event planning participation event planning and development »» Deliver messaging direction and»» Planning and coordination of each feedback event, including venue room selection, meal and refreshments, audio/visual »» If you have a house list, deliver mailing list with name, company, and interface with venue staff physical address, email address and»» Acquisition and management of any phone number incentive giveaways »» Use our promotional email to reach»» Dedicated project management out to your warm prospects resource »» Arrange and coordinate guest»» Copywriting, design and printing of speakers and/or customer success a professional, high-level invitation stories mailed to executives to help build their interest and garner their RSVP »» Develop your presentation for the event»» Design and develop an online »» Host the live event registration page where interested prospects can learn more about the event – including the agenda, date & »» Follow-up with appointments and confirm and host meetings time, location, topics being covered, and hosts – and RSVP immediately»» Execute a 4-5 week targeted telemarketing campaign into a list of approximately 300 prospects to drive real-time registrations for the event»» Phone follow-up to all event registrants 24-hours prior to the event to remind them of the time and location and confirm their attendance»» Creation of event deliverables, such as name badges, table name cards, 24x36” signage Chapter 5: Live Event • Page 23 www.idstm.com
  • 23. PROMOTIONALANNOUNCEMENT
  • 24. promotionalannouncementNeed to get the word out regarding a special promotion, newproduct launch or other important announcement? Grab a platformand choose the most impactful media to ensure your targetaudience hears not only hears your news, but also acts on yourcall-to-action to add new leads to your sales funnel.Start with an online press release, sent live on the newswire,customized for organic search engine effectiveness and optimizedfor social media so you’ll get maximum online presence.Then send out an email blast and follow-up with telemarketing tomake sure your message is driven home and you get the kind ofresponses you set out for.GoalGet the word out for a special message.Target AudienceNew and current prospects.Optional Promotional methodsAdd Google AdWords for a wider reach. Chapter 6: Promotional Announcement • Page 25 www.idstm.com
  • 25. Typical Timeline week 1 Hold marketing consultation to discuss announcement, target audience, messaging and campaign week 2 Finalize campaign details Start building lists Write campaign copy for landing page, email blast and press release week 3 Review campaign copy Circulate design for all components week 4 Go live with landing page and email blast and press release Commence telemarketingweek 5 – 8 Continue promotions and schedule appointments Chapter 6: Promotional Announcement • Page 26 www.idstm.com
  • 26. If you’d like to useour campaignWhat Yourwe handle Responsibilities»» One-hour marketing consultation »» Deliver announcement and to determine announcement and messaging direction strategy »» Deliver feedback»» Messaging strategy & copywriting »» If you have a house list, deliver (press release, email & landing page) mailing list with name, company,»» HTML email design & development physical address, email address and phone number»» Email blasting services & management – 4 blasts to all »» Use our promotional email to reach prospects out to your warm prospects»» Optimizing press release for search »» Follow-up with registrations and social media and distribution on the wire»» HTML registration page design & development»» Telemarketing Chapter 6: Promotional Announcement • Page 27 www.idstm.com
  • 27. SEND-A-BALL MEETING GRABBER
  • 28. send-a-ballmeeting grabberNeed to increase your reach? Get a meeting with your top prospects,or maybe those prospects who are “stuck,” with an attention-getting,fully-inflated red ball delivered straight to their desk via US postalservices—with your custom message on it.The popular “red ball” campaign is a memorable way to inviteprospects to schedule a meeting to learn more about your offering,register for an event, thank them for business, or inform them abouta new offering or product launch. The message on the ball drivesprospects to a custom landing page for them to register for anappointment, with the promise of an incentive such as a $20 gift cardfrom the vendor of your choice for attending a meeting.To maximize the campaign’s effectiveness, you’ll then reach out toall prospects with two email invitations and up to three phone callsto schedule their appointment. This eight week integrated marketingcampaign is a great way to make an impression … and getthe meeting!GoalObtain meetings with your top prospects.Target AudienceTop 100 prospects in your database. Chapter 7: Send-A-Ball Meeting Grabber • Page 29 www.idstm.com
  • 29. Typical Timeline week 1 Hold marketing consultation to discuss messaging Deliver and review initial drafts of mailer and landing page copy week 2 Finalize copy and design for direct mailer, email and landing page Finalize mailing list Order “Send-a-Ball” direct mailersweek 3 – 4 Ship red balls week 5 Send first email to prospects not yet registered for an appointment week 6 Send second email to prospects not yet registered for an appointment Telemarketing to remaining prospectsweek 7 – 8 Host meetings with prospects Fulfill and deliver gift card incentives Chapter 7: Send-A-Ball Meeting Grabber • Page 30 www.idstm.com
  • 30. If you’d like to useour campaignWhat Yourwe handle Responsibilities»» One-hour marketing consultation »» Deliver messaging direction and feedback»» Design & copywriting services for red balls, landing page and email »» Deliver mailing list with name, company, physical address, email»» Procure and deliver Send-A-Ball to address, phone number grab attention and drive to landing page »» Confirm scheduled meetings with interested prospects»» Create landing page for appointment setting »» Hold meetings»» HTML email follow-up to reinforce »» Provide list of prospects attending message and drive to landing page appointments to receive gift card, including name, company and»» Telemarketing of up to three calls address per person for increased success in getting appointments»» Gift card purchase and fulfillment Chapter 7: Send-A-Ball Meeting Grabber • Page 31 www.idstm.com
  • 31. am e is ,m ynH ello IONS PRO MOT HOW -UPS E S OWTRADFOLLAND
  • 32. trade show promotionand follow-upNeed to have a presence at your industry trade show? Build yourown, personalized “Trade Show In-a-Box” to make sure you getpeople to your booth and follow-up appointments after the show.Start by letting people know where and when you’ll be at the event viaa multi-touch campaign consisting of telemarketing, email marketingand direct mail invites. Once you’re at the show, make sure you lookthe part with professional banners and signage, datasheets andmarketing collateral, and fun giveaways for visitors at your booth.Afterward, follow-up with contacts via email and the phone and setappointments to generate qualified leads ready who are fit for yourpipeline and for the sale.GoalDrive prospects to attend your booth at your industry trade show,look good at the show and follow-up afterward to set appointments.Target AudienceProspects on your current list and new prospects to uncover. Chapter 8: Trade Show Promotions & Follow-Ups • Page 33 www.idstm.com
  • 33. Typical Timeline week 1 Hold marketing consultation to discuss trade show, target audience, messaging and campaign week 2 Finalize campaign details Start building lists Write campaign copy, telemarketing script and email blast Begin writing datasheet week 3 Review campaign copy Circulate design for all components week 4 Go live with email blast Commence telemarketing week 5 – 7 Continue promotions Prepare for trade show week 8 Trade showweek 9 – 11 Follow-up email Follow-up telemarketing to set appointments Chapter 8: Trade Show Promotions & Follow-Ups • Page 34 www.idstm.com
  • 34. If you’d like to useour campaignWhat Yourwe handle Responsibilities»» One-hour marketing consultation to »» Deliver messaging direction determine trade show plan »» Deliver feedback»» Messaging strategy & copywriting »» If you have a house list, deliver (telemarketing scripts, email, mailing list with name, company, datasheet and landing page) physical address, email address and»» Telemarketing to invite prospects phone number to your booth (either from your list, a new list we can procure or a »» Use our promotional email to reach out to your warm prospects combination)»» HTML email design & development »» Attend the tradeshow and collect lead information»» Email blasting services & »» Select your fun giveaway management – 3 blasts to all prospects »» Schedule meetings with interested»» HTML registration page design & prospects that request meetings development »» Hold meetings»» Reminder email»» Datasheet design and printing»» Fun giveaway printing and delivery»» Post-event landing page updating and on-demand management»» Post-event HTML email management & blasting services»» Post-event telemarketing Chapter 8: Trade Show Promotions & Follow-Ups • Page 35 www.idstm.com
  • 35. 9BASICPROMOTIONALPACKAGE
  • 36. basic promotionalpackageNeed to get the word out? Create a basic platform to use for anytype of announcement, including appointment requests, eventregistrations and contests.Start with a custom landing page for capturing registrations.Then get the word out with an online press release, sent live onthe newswire and optimized for organic search and social mediafor maximum online presence.Finally, follow up with an HTML email blast and telemarketing tomake sure your message is heard.GoalGet the word out for a special message.Target AudienceNew and current prospects. Chapter 9: Basic Promotional Package • Page 37 www.idstm.com
  • 37. Typical Timeline week 1 Hold marketing consultation to discuss announcement, target audience, messaging and campaign week 2 Finalize campaign details Start building lists Write campaign copy for landing page, email blast and press release week 3 Review campaign copy Circulate design for all components week 4 Go live with landing page and email blast and press release Commence telemarketingweek 5 – 8 Continue promotions Prepare for trade show week 9 Campaign debrief Chapter 9: Basic Promotional Package • Page 38 www.idstm.com
  • 38. If you’d like to useour campaignWhat Yourwe handle Responsibilities»» One-hour marketing consultation »» Deliver announcement and to determine announcement and messaging direction strategy »» Deliver feedback»» Messaging strategy & copywriting »» If you have a house list, deliver (press release, email & landing page) mailing list with name, company,»» HTML email design & development physical address, email address and phone number»» Email blasting services & management – 4 blasts to all »» Use our promotional email to reach prospects out to your warm prospects»» Optimizing press release for search »» Follow-up with registrations and social media and distribution on the wire»» HTML registration page design & development»» Telemarketing Chapter 9: Basic Promotional Package • Page 39 www.idstm.com
  • 39. executive appointmentsettingNeed to get an appointment with those hard-to-reach executives?Get their attention with a concise “VITO” (Very Important Top Officer)letter – a proven technique for getting a message to a top executive– and to ultimately get them to request an appointment.Invite them to a custom-designed landing page to fulfill theirrequest, then follow-up with an email invitation and telemarketing toreinforce the message and hit your entire list.GoalObtain meetings with those hard-to-reach executives.Target AudienceTop 100 executive prospects in your database. Chapter 10: Executive Appointment Setting • Page 41 www.idstm.com
  • 40. Typical Timeline week 1 Hold marketing consultation to discuss messaging week 2 Finalize copy and design for letter, landing page and email Final mailing list due Go to print week 3 Go live with landing page and mail pieceweek 4 – 6 Send first email to prospects not yet registered for an appointment Follow-up calls for appointment settingweek 7 – 8 Meetings with prospects week 9 Campaign debrief Chapter 10: Executive Appointment Setting • Page 42 www.idstm.com
  • 41. If you’d like to useour campaignWhat Yourwe handle Responsibilities»» One-hour marketing consultation »» Deliver messaging direction and feedback»» Design & copywriting services for VITO letter and landing page »» Deliver mailing list with name, company, physical address, email»» Delivery of VITO letter address, phone number»» Create landing page for appointment »» Schedule meetings with interested request prospects that request meetings»» HTML email follow-up to reinforce »» Hold meetings with prospects message and drive to landing page»» Telemarketing of up to three calls per person for increased success in getting appointments Chapter 10: Executive Appointment Setting • Page 43 www.idstm.com
  • 42. 877.675.8303 hello@idstm.com www.idstm.comChapter 10: Executive Appointment Setting • Page 44 www.idstm.com