General sales deck from LeadSwell, updated Apr '13

1. LEADSWELL – LEADERS IN WORLDWIDE B2B
LEAD GENERATION SINCE 2007
BRAND & DEMAND GENERATION
CAPABILITIES
JUNE 2013

2. © 2011 LeadSwell, Inc. All rights reserved. Confidential.
LeadSwell is Worldwide Lead Gen @ Scale
Quality:
• 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.

3. © 2011 LeadSwell, Inc. All rights reserved. Confidential.
In April 2012 LeadSwell helped win a Killer Content Award
@ DGR’s Content2Conversion Show
LeadSwell scored 446 leads for 3VR in a
5-month period across four target
industries:
• Retail
• Banking / Financial Services
• Healthcare
• Hospitality

4. © 2011 LeadSwell, Inc. All rights reserved. Confidential.
LeadSwell Leverages Email & Telemarketing

5. © 2011 LeadSwell, Inc. All rights reserved. Confidential.
LeadSwell by the Numbers
Reach of Business & Technology Decision Makers:
• 12MM+ in North America
• 5MM+ in EMEA
• 3MM+ in Latin America
• 2MM+ in APAC
Lead Volume:
• Presently generating 1,750 leads/mo Worldwide
• Capacity to scale to 3,000+ leads/mo Worldwide

6. © 2011 LeadSwell, Inc. All rights reserved. Confidential.
A Handful of Current (& Recent) LeadSwell Clients

7. © 2011 LeadSwell, Inc. All rights reserved. Confidential.
Small sample of our Publisher Network
Our network expands beyond this intentionally tiny sample to include
Executive level relationships with known & unknown players in b2b media.

8. © 2011 LeadSwell, Inc. All rights reserved. Confidential.
Step 1 - Maximizing Lead Conversion
Prior to proposing any cost per lead partnerships, it’s critical to understand the process
for 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)?

9. © 2011 LeadSwell, Inc. All rights reserved. Confidential.
Once lead nurturing & conversion is set, we work with clients & publishers to maximize
lead 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 leads
hosted & posted by a 3rd party. Is there standalone email creative to support landing
pages?
Step 2 - Maximizing Lead Quality

10. © 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, Trial
2) Do you have content to support this offer? If not, we advise clients on how to
develop the best cost efficient content.
3) Do you have solid creative? The best email creative is basic html, no CSS, low-res
images. The best telemarketing scripts ask a bunch of probing questions that get the
end-user talking & uncovering pain points.
Step 3 – Gathering Content & Assets

11. © 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. We
built them a telemarketing process which generates appointments & marketing ready leads. As
an added bonus, we delivered “cold lists” that the client can nurture, from 4 net new data
sources. All sources have potential for scale.
Challenge: Top ERP vendor needed highly
qualified leads for their partner’s sales team.
Solution: telemarketing, lists & data included
as bonus
Results: Client is happy & we hope to
continue to scale.
1) Telemarketing
Our callers frame the call as an assessment of the end-user’s current
process. We ask probing questions designed to get the end-user
talking & 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 Lists
Using the client’s targeting, we secured lists from 4 data companies
that the client was not working with. Client adds these names to
their nurture efforts, response is gravy.

12. © 2011 LeadSwell, Inc. All rights reserved. Confidential.
Case Study: Email on CPA (Cost Per Trial)
Challenge: Top technology vendor needs
high quality trials generated in a responsible
manner, on a CPA-basis.
Solution: acquisition email marketing
Results: Client is happy & we hope to
continue to scale.
A leading technology brand sells their SaaS platform by distributing free trials of their service. We
built them a custom email network which is generating hundreds of trials a month, completely on
a performance basis. The client appreciates that their brand is being represented appropriately
with responsible mailers that generate volume. We are unique because distribution is spread
across 5 mailers, allowing the client to manage the campaign like a mutual fund. Suppression list
management is included (for CAN-SPAM compliance.)
Dichotomy of a great offer!
Email Creative: Landing Page:

13. © 2011 LeadSwell, Inc. All rights reserved. Confidential.
Case Study: Focus ERP Whitepapers
Focus needed to reach IT decision makers to promote their ERP whitepapers. We distributed
Focus’s free .pdf whitepapers with leading IT publications like SmartBrief, eMedia, ITSJ, ITKH &
Supply Management.
Challenge: Focus needed 900 IT-related
whitepaper leads in 1 quarter
Solution: IT & ERP whitepaper
directories, email databases & newsletters
Results: Client is happy w/quality &
quantity, ongoing & healthy relationship.
Step 1: IT Pubs promote Focus whitepaper in their email list
Step 2: Traffic driven to landing page w/whitepapers
hosted by publishers

14. © 2011 LeadSwell, Inc. All rights reserved. Confidential.
Case Study: Global Knowledge Whitepapers
Global Knowledge needed to reach IT decision makers to promote their training whitepapers. We
distributed Focus’s free .pdf whitepapers with leading IT publications like Route72, 5 Tool
Consulting, & PBP Media.
Challenge: Global Knowledge needed 500 IT-
related whitepaper leads in 1 quarter
Solution: IT training whitepaper
directories, email databases & newsletters
Results: Client was happy with
pacing, evaluating renewal.
Step 1: IT Pubs promote vendor whitepapers via standalone
email & whitepaper directories. Whitepapers live behind gated
registration, hosted by the publisher.
Step 2: Publisher delivers a flat file of leads
weekly, which contains all fields & filters required by
the client.

15. © 2011 LeadSwell, Inc. All rights reserved. Confidential.
Case Study: Citrix GoToTraining Whitepapers
Citrix’ lead generation agency needed to reach HR decision makers to promote GoToTraining’s
training service. We distributed GoToTraining’s free .pdf whitepaper with leading HR
publications like Human Capital Media, Chief Learning Officer & HR.com.
Step 2: Traffic driven to landing page w/whitepapers
hosted by publishers
Step 1: HR Pubs promote Citrix Whitepaper in their email list Challenge: Citrix’ lead gen agency needed
800 HR-related whitepaper leads in 1 quarter
Solution: HR whitepaper directories, email
databases & newsletters
Results: Client is happy w/lead quality & will
consider future campaigns

16. © 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 a
competitor. We collaborated with the client to understand their target profile, then helped
them 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 competitor
Solution: Archived Web Analytics, Offshore
call center for phone verified contacts
Results: Client happy,, evaluating renewal.
Deliverable: a flat file of contacts, which contains
phone 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 possible
about target customer profile, such as:
Step 2: Using Archived Web Analytics, our partner’s
technology combs the web for instances of a specific
technology, often drilling down to product names.
Step 3: LeadSwell’s telemarketing partners identifies
contacts @ these companies, delivering phone verified
records

17. © 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 net
new leads- no bad leads, duplicates, etc.
• Easy out clause means client is not tied to any commitment
w/any publisher
• Best efforts to fulfill campaigns asap, preference for 90-day
timeline
• No setup fees

18. © 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

19. © 2011 LeadSwell, Inc. All rights reserved. Confidential.
Thank you. For More Information:
Matt Payne
415.518.6701
matt@leadswell.com
Skype: mattdpayne
AIM: matthewdpayne