Demand Generation and Lead Conversion Fundamentals Training

CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
• President, Beasley Direct Marketing, Inc.
• President, Direct Marketing Association of Northern California
Presented by Laurie B. Beasley
Demand Generation Fundamentals

© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
https://dmanc.org/certification/
About Beasley Direct and Online Marketing, Inc.
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Management
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 Tele-prospecting

The Direct Marketing Association of Northern Calif
The Direct Marketing Association of Northern California
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Upcoming Certification Workshops
Sept 14, 2018
Sept 21, 2018
Oct 2, 2018
Oct 12, 2018
Oct 19, 2018
Nov 2, 2018
Dec 7, 2018
Dec 14, 2018
10:00am-12:00pm PST Demand Generation and Lead Conversion Fundamentals
10:00am-12:00pm PST Advanced Demand generation Training and Lead Conversion Training
10:00am-12:00pm PST Account Based Marketing for Small to medium Companies
10:00am-12:00pm PST Search Engine Optimization Fundamentals
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How to Redeem Your $1,000 FREE B2B Data
Sky Cassidy
MountainTop Data
scassidy@mtd-email.com
(818) 252-8140 x2788
www.MountainTopData.com

Agenda 1
 Introduction
 The Pressure is On Marketers is Greater Than Ever
 Marketers are Being Judged on Generating Revenue, Not Just
Leads
 Demand Generation Falls Down at Many Touch Points
 Marketing Needs to Generate Leads Sales Will Respect
 Account Based Marketing is Helping to Address This Through
Better Targeting

Agenda 2
 Marketing Needs to Generate the Right Quantity of Quality
Leads … so Better Forecasting Is Needed
 79% of Leads Never Convert Into a Sale – They Get Stuck in
the Middle of the Funnel
 Content is What Draws Prospects to You, and Validates Your
Expertise
 Your Website Needs to Convert … Does it?
 Making the Right Offer

The Pressure on Marketers is Greater Than Ever
Salesforce conducted a survey of more than 2,100 global marketers to
better understand the current state of B2B marketing.
 Time Strapped: The results proved that B2B marketers are as time-
strapped as ever, and consistently grapple with three main challenges:
new business development, lead quality, and lead generation.
 Need to Be Tech Experts: But that’s not all that B2B marketers have
on their plates. The emphasis on a more cohesive, personalized
selling process is growing, leading many marketers to increase their
investments in technologies that can help them create 1:1 buying
experiences.
 Responsible for Revenue: Marketers now own more of the lead-to-
revenue cycle than ever and are responsible for engaging with buyers
throughout the entire customer lifecycle to generate Sales Qualified
Leads and Sales Accepted Leads.

Marketers are Being Judged
By Pipeline and Revenue

Demand Generation Fails
at Several Common Points
 1) GENERATING THE RIGHT LEADS: Marketing
Needs to Generate Leads Sales Will Respect
 2) TARGETING NEEDS TO BE BETTER: Account
Based Marketing is Addressing This
 3) ENOUGH LEADS: Marketing Needs to Generate
the Right Quantity of Quality Leads Sales Needs
 4) LEADS GET STUCK IN FUNNEL: 79% of Leads
Never Convert Into a Sale – They Get Stuck in the
Middle of the Funnel

Demand Generation Common Failure Points
 5) CONTENT NEEDS TO BE BETTER: Content is
What Draws Prospects to Your Site and Validates Your
Solutions – But Prospects Demand More and Better
 6) YOUR WEBSITE NEEDS TO CONVERT: Make
Sure Your Site Has the Elements to Inform, Influence,
and Convert Your Prospect
 7) YOU NEED TO MAKE AN OFFER: Offers Increase
Response Every Time.
 We will address all of these failure points
in the rest of this workshop.

Demand Generation Failure Point One
MARKETING NEEDS TO GENERATE LEADS SALES WILL
RESPECT

Communication Between Sales
and Marketing Can Be Fixed
 The biggest complaint from Sales is Marketing isn’t
delivering the quality of leads it needs.
 The biggest complaint from Marketing is that Sales isn’t
following up on the leads that are being sent over. And
that’s probably true. Sales will cherry pick what looks
like best prospects, and ignore the rest.
 Marketing is increasingly being tasked to deliver Sales
Accepted Leads. In other words, leads Sales will
actually act on and which have a good chance of
converting. It’s a LONG path from an inbound inquiry to
being SALES ACCEPTED. And Marketing is on the
hook for it.

It’s a Long Path from an Inquiry
to a Sales Accepted Lead

The Difference Between
Marketing Qualified Lead Data….

….And Sales Accepted Data (What Sales Really
Wants)

Sales Accepted Leads Meet BANT Criteria
18

Sirius Decisions Puts Tele-prospecting as a Necessary Step
Between a Marketing Qualified Lead and Sales Accepted Lead

What About Multiple Buyers –
Do We Need BANT on All? Probably Yes
 You need to ask yourself some basic questions:
 Who is the buyer – one person or a committee?
 What information do the buyers need to make their decisions?
 When do they buy, and how long is their buying cycle? (ie govt.
vs. education vs. corporate)
 Where do they buy? Direct? Through VAR’s?

Know the Players and their Roles
 Specifier: Technical expert, engineer, or IT –develops
specifications
 Influencer: Benefits directly and can be the user.
 Decision-maker: Dept head or person with final sign off
 Gatekeeper: Stands between seller and participants
 Buyer: The person who places the order.
 Buying committee: A group assembled for managing
specs and purchase

Roles of the Buying Committee
From Ruth P. Stevens book “Maximizing Lead Generation”

Demand Generation Failure Point Two
TARGETING NEEDS TO BE BETTER:
ACCOUNT BASED MARKETING IS ADDRESSING THIS

Targeting Accounts= Account Based Marketing
 The biggest change in B2B marketing strategy recently
is to shift the engagement model from awareness
campaigns to account based marketing campaigns.

What is Account Based Marketing?
 B2B marketers often try to cast a very wide net with
their marketing campaigns in hopes of appealing to as
many companies as possible in their target market.
Account-based marketing (ABM) is an alternative B2B
strategy that concentrates sales and marketing
resources on a clearly defined set of target accounts
within a market and employs personalized campaigns
designed to resonate with each account.
 With ABM, your marketing message is based on the
specific attributes and needs of the account you’re
targeting, hence the name account-based marketing.

The Three Principles of ABM
 Target and manage accounts and account lists
 Engage target accounts across channels with offers
and content
 Measure revenue impact on target accounts

How to Get Targeted
 With ABM you’re targeting the accounts that have real
significance for your business. You’re focusing on the
accounts that are most likely to drive revenue.
 To me this starts with a discussion with Sales. They
will value you listening to them about what types of
companies and job titles they think are most important.

What List Segments to Select
 Your target accounts can be selected in many ways.
Here are some popular ones:
 Industry
 Revenue size
 Specific technology they employ
 Previous sales performance
 Name account lists from sales teams

List Segmentation That May Help You
Get to Your Perfect Prospect Faster
 Many lists, like Discover.org, Netprospex, and others will profile
specific technology that a company may employ. It can span
financial, IT, marketing technologies.
 For example, if you sell a financial reporting enhancement tool
and you know your best prospect may use a tool like NetSuite,
you can search on accounts that have NetSuite installed.

Give Sales Prospects They REALLY WANT!
 Most sales organizations give the sales rep sales goals and along with
that a list of named accounts in their territory to pursue. I say surround
those target accounts with marketing messaging and offers!

Identifying Accounts for ABM
 Here are a few strategies for identifying accounts for ABM campaigns:
 High yield: Identify top money-makers
 Product fit: Look for companies with business needs that match your
solutions. (Technology selections help here.)
 Quick wins: Seek accounts that have short purchase cycle due to their
size. (Revenue size selections help here)
 Competitors: Target companies using competing products (Technology
selections help here)
 Territory: Helping sales people generate awareness and build pipeline in
their region will make you their best friend.
 Review Customer History: Profile high yield customers and create look-
alike lists. These can be used in Google Adwords, Google Display
Network, Facebook, and LinkedIn.

Marketing Campaigns to the Targeted Accounts
 You have several choices in how to construct your ABM marketing
campaigns. You can use various tools to manage this, varying
from simple to very sophisticated.
 The simple approach is targeting the accounts across your various
marketing channels: email, direct mail, tele-prospecting.
 More advanced: Use look-alike lists in paid Google and and Social
Media advertising
 Very advanced: Use cross-channel tools like DemandBase or
Terminus for targeting across multiple marketing channels

Cross Channel Account Based Marketing Tools
 If you have a larger budget and want to expand into full
blown cross-channel marketing where the promotion of
account based campaigns is served across email, web,
and content networks, you’ll need tools that manage
this for you. Here’s a short list:
 DemandBase
 Engagio
 Terminus
 Marketo ABM
 Radius
Capterra does a nice job of summarizing tools and their capabilities
https://www.capterra.com/account-based-marketing-software/

Demand Generation Failure Point Three
GENERATING ENOUGH LEADS:
MARKETING NEEDS TO GENERATE THE RIGHT QUANTITY
OF QUALITY LEADS
TO MEET REVENUE GOALS

Quantify Your “Sales-Ready” Lead Quota
Sample Lead Requirements Calculator
Scenario Requirements
ANNUAL SALES REVENUE GOALS: $13,000,000
Sales Revenue Goals/Quarter $3,250,000
Revenue per sale $115,000
# Closed Sales Required/QTR 28.3 Or 9.3 Closes/mo.
Estimated Closed Rate on Pipeline Proposal Opportunities 25%
# Qual Leads That Must Convert to Pipeline Proposals/QTR 113
Est. forward conversion rate from sales-ready lead into Pipeline 40%
# Qualified Sales -Ready Leads Required per
Quarter (Prospects meeting sales-ready criteria)
283
# Qualified Sales-Ready Leads Required per
Month (Prospects meeting sales-ready criteria)
94
TomJudge, All Rights Reserved, Copyright Protected

It Can Get Very Complicated and Detailed

Align sales – Marketing – and Management
with Your Plan
 Gain agreements on:
 Marketing’s lead quality and quantities
 Sales team follow up actions on each qualified lead
 Gain senior management agreement
 Tip: Obtain sales or channel rep SLA sign offs that they
will engage sales-ready prospects and track in CRM

Sample of a basic
agreement between
sales and
marketing
• Marketing agrees to
quality of leads
delivered
• Sales agrees to
follow up steps and
CRM tracking

Demand Generation Failure Point Four
LEADS GET STUCK IN FUNNEL:
79% OF LEADS NEVER CONVERT INTO A SALE .
THEY GET STUCK IN THE MIDDLE OF THE FUNNEL

79% of Leads Never Convert to Sales

The Mid-Funnel Gap

The Buyer’s Journey is Never a Straight Line:
Solving the Mid Funnel Gap

Another View of the Buyer’s Journey
Its not easy generating the “sales-ready” leads

Comprehensive View
of the Buyer Journey

Value of Nurture Process
Contact # 1
Contact # 2
Contact # 3
Contact # 4
Contact # 5
Contact # 6
Contact # 7
Contact # 8
Contact # 9
Contact # 10
Contact # 11
Contact # 12
Prospect
Customer
50% of sales people have given up
Just now you are becoming a factor in your
prospect’s mind
Nurturing slowly, your prospect
gets to know you
You are probably the only
person to make 8 contacts
with this person
You harvest
low hanging
fruit
You are
earning top of
mind
awareness
At this point when you
prospect is ready to
buy, you have a 90%
chance of being called
*Microsoft study

Inbound Digital/Online Scoring points:
• Digital profile (i.e. title, industry, company size)
• Web content activity (i.e. downloaded white paper)
• Trigger events (i.e. asked for a demo)
• Scoring (90% of inbound leads never turn into sales opportunities)
Non-Digital/Peer-to-Peer Data Points AND relationship:
• Needs, Plans & Business pains
• Role in the buying process
• Access to funding
• Size of opportunity
• Time frame and sense of urgency
• Willingness to move forward and engage with sale rep?
• These things can only be determined through a phone conversation (a pre-
sales call)
Marketing Automation Lead Scoring
Has its Limits

It Takes 7-13 Touches … and A Phone Call

Sirius Decisions Puts Tele-prospecting as a
Necessary Step In Middle of the Funnel

Think B2B Relationships: People Buy From People
 To accelerate b2b prospect lead development,
include tele-qualification in the touch process.

Demand Generation Failure Point Five
CONTENT NEEDS TO BE BETTER:
CONTENT IS WHAT DRAWS PROSPECTS TO YOUR SITE AND
VALIDATES YOUR SOLUTIONS – BUT PROSPECTS DEMAND BETTER
CONTENT THAT IS PERSONALIZED TO THEM AND OBJECTIVE IN
NATURE

Not All Content Is Equal in Your Prospect’s Mind

Definition of Content Marketing
“Content marketing is a marketing technique of creating
and distributing valuable, relevant and consistent content
to attract and acquire a clearly defined audience – with
the objective of driving profitable customer action.” – The
Content Marketing Institute

Tell Your Story With Your Content
 Sync up relevant content with messaging to tell your
compelling story, differentiate and establish your
brand as one they want to put on their short list

Segment Your Content to
Specific Personas and Titles
 Please don’t assume the same content asset will
satisfy every person at your target account. For
example, if you’re selling marketing automation
software, the decision makers will judge you on
different criteria.
 CEO – How much will your solution save or gain the company
(case studies, comparison charts, ROI)
 IT – Will your solution work with our IT infrastructure? (Tech specs;
Fact Sheets)
 Marketing – Will it do what we want, issue the right reports, and be
easy to train employees on? (Case studies, comparison charts,
demos, videos, documentation, training materials)

Content Impact By Decision Phase
From Sirius Decisions Buyer Impact Report 2017

Content Themes
From Netline 2017 B2B Content Consumption Report

Content That Gets Consumed
From Netline 2017 B2B Content Consumption Report

Great Book on Content Marketing By the Guy
Who Invented it for Marketo and now LinkedIn

Better Content Writing Will Make you Stand Apart
…But it’s Hard Work
 Mark Twain once said: “I didn't have time to write a
short letter, so I wrote a long one instead.”
 Book by Ann Handley a good place to start.

Your Blog is the Lynchpin
 Content fuels social interaction, and that starts with
your blog.
 Authentic, well-written content counts.
 Use it to announce news, product releases,
conferences
 Always keep SEO in mind. Optimize for keywords that
are trending and make sure you mind your meta data.

How to Develop Winning Content
 Narrow your focus: Zero in on customer’s needs
 Know your audience: Target content to the target
market. i.e. HR have different needs than IT.
 What’s your point? Focus on problems and solutions.
 Share the wealth: Use your knowledge to give readers
specific, unique advice and fresh ideas.
 Be likeable: Write about challenges you have
overcome and improvements you’ve made.

Re-Purposing Content You Already Have
 Webinars can be turned into blog posts.
 White papers can be turned into SlideShare
presentations.
 Research reports can be turned into Infographics.
 Do you have content that can be turned into podcasts?
Maybe a speech at a conference?

Content is a Hungry Mouth to Feed –
Here’s how to make it easier
 I try to build content from a matrix.
 The matrix starts with several blog posts organized so
that they will eventually comprise a white paper,
webinar, or infographic.
 Then I release snippets of blog post, and white paper
and webinar content across social media that point
back to the blog or white the white paper sections of
our website.

How Marketo Builds Content
 One BIG eBOOK per quarter, i.e. “Definitive Guide to
Content Marketing”
 From this big book, they spin out blog posts, slide
shows, webinars, snippets, PPC ads, Google content
network, guaranteed lead programs, and ABM
networks, all quarter long.
 Good plan in my opinion

Maintain a Development Schedule
 List the topic, author, reviewer and what development
phase the content is in.

Most Popular Paid Content Syndicators for B2B
 Google Display Network
 NetLine.com
 MadisonLogic.com
 DemandBase.com
 Britecontent.com (for video)
 TechTarget.com

Offer Content That Makes Research
& Validation Easy

Feeding the Right Offers through the Purchase Cycle

Demand Generation Failure Point Six
YOUR WEBSITE NEEDS TO CONVERT: MAKE SURE YOUR SITE HAS
THE ELEMENTS TO INFORM, INFLUENCE, AND CONVERT YOUR
PROSPECT

How to Know if My Website
Is Keeping People Interested
 Recently a client asked me why he should improve his website when he
literally never gets anyone filling out a “Contact” form on it. He had made
the false assumption that he wasn’t getting good prospects to his site. I
showed him a report from Google Analytics with the company domains
that have visited his site in the last month and asked him if they are good
prospects. He was amazed.
 His problem wasn’t getting good companies to come. His problem was
getting them to take any action. That requires good content and a clear
CTA.

Your Website Needs to Convert
 Too often b2b campaigns fail to convert as the
prospect visits the website. This is a shame and can
resolved with better organization/information on the
website.
 You need to answer prospect’s basic questions:
 What is your overall value statement

 What products do you offer/what problems do they
solve
 What services you offer/what makes you better
 What industries you serve

 What clients have you served (case studies)
 Are you an industry leader? (blog, perspective
pieces, analyst reports, white papers, eGuides)

Your Website Needs to Convert, Cont.
 Who is on your team
 What is your press coverage
 What actions should they take
 Contact Us
 Request a demo
 Download content
 What makes you unique
 What proof can you offer (case studies, ROI calculator,
comparison charts, videos)
 Why should the prospect believe you
 Ratings
 Reviews
 Customer testimonials
 Analyst quotes

What if No-one Downloads a White Paper or Fills
Out a Contact Form from Your Site?
 The fact is 99.5% of your prospects may never fill out a form on
your website or download an asset. They go to your site, find out
what they need and leave. Was it worth it to buy PPC ads, do
social media, PR or other marketing campaigns to get them to
your site? YOU BET.
 Anonymous website visitor companies can be pared with Google
Analytics. Some companies to look at: LeadLander, Reachforce and
KickFire
 Your anonymous visitor may engage with you on chat (30% of one of
our bank customer’s chats turned into leads for SMB loans)
 Web visitors may not fill out a form, but they will pick up the phone if
they want more info
 You can re-target them using Google or Adroll. We’ve found that it
can take 7-10 digital touches to convert a prospect.

Demand Generation Failure Point Seven
YOU NEED TO MAKE AN OFFER:
OFFERS INCREASE RESPONSE EVERY TIME.

Fallacy Number Sevem: Attractive Offers Attract
Unqualified Leads
 Answer: Quite the opposite!
 What does the offer do for you?
 Stops people before they hit the delete key
 Creates engagement with someone who would otherwise
ignore
 Increases the response rate (in EVERY case).
 Earns the right to be heard. Answers the question as to why
the recipient should read on…
 Overcomes inertia
 Motivates someone to act now (rather than later)

Marketing success factors

Offer Ideas that work in a B2B environment
 More of what they want – ie, new samples
 Desirable items: Wine glass set, portable chargers, tools
 Gift cards for them or their office – ie, Starbucks, Amazon, etc
 Special discount off of list price
 Special price for upgraders
 Bundles at special prices (sell more)

Business to Business Offers
Offer
Responsivenes
s (1-5)
Qualified(1-5)
Optimum
Offers
ROI calculators 3 5 15
Whitepapers/ Guides 3 4 12
Case studies 4 3 12
“Relevant” giveaways 4 3 12
Video clips or demo 4 3 12
Webinars 2 5 10
Live events 1 5 5
Free giveaways 5 1 5
Tradeshows 2 2 4

Always make an offer
 When you offer a Premium…
 Choose something highly desirable to your prospects
 Doesn't have to be connected in any way to your product
 Choose cost of premium by running response analysis …
don’t overspend, don’t underspend
 Consider the value of a purchase now and in the future
 Give your offer an expiration date
 3 days … 1 week … 2 weeks – not more -- from email delivery
date. Whatever you feel comfortable supporting

Making an offer work
 An offer needs to be EASY to describe.
 If you have to spend more than 10 words to describe what it
is…dump it. You don’t want to take precious time away from your
product offering to explain the promotional offer.
 Good examples: iPad (you don’t have to say much more than that);
Swiss Army Knife; Digital Camera, etc.

WebEx Offer Test 1: Plantronics Head Set

WebEx Offer Test 2: Information Kit

WebEx Test 3: No Offer…Just the Demo

Putting it into Practice
 To summarize:
 Marketing is being required to generate more sales ready leads.
 This isn’t easy to do. Marketing automation can’t make it happen
alone.
 You’re going to have to plan for multiple touches and multiple
channels.
 To shorten the process: have a comprehensive plan, targeted
lists, segmented messaging, good offers, great creative (email,
direct mail, etc), plan for personal touches (teleprospecting) and
track the metrics.
 Now let’s see some real-world scenarios.

What Are ABM “Meeting Maker”
Campaigns?
 Multi-touch communication strategy to engage target accounts’ interest
in a demo appointment or meeting.
 The number of touches can vary by marketing budget and complexity of
sale. (We will discuss four program scenarios later).

Why Are “Meeting Maker” Campaigns
Popular?
 Most VPs of Sales will tell you that if you can get a prospect on to a
demo or sales meeting, 25-50% of them will eventually close (especially
in enterprise software sales scenarios)
 Companies are waking up to the idea that creating a demo appointment
or meeting for the Sales department is the ideal way to accelerate the
sales pipeline, often bypassing many layers of lead generation and
nurturing. But who makes this happen?
 Increasingly, marketing is being measured by how many opportunities
are generated (not just leads).
 So…scheduling demo/meetings becomes the responsibility of
marketing. (Oh joy!)

How Do You Decide Which Multi-Touch
Program?
 A combination of factors contribute to how you structure a program:
 Budget (we can only spend $X)
 Commitment to get results (we can spend up to $X to get that
appointment because we realize how hard demo/sales appts.
are to get and how much they’re worth to the company.)
 Or…sometimes there’s an emergency (we’re not meeting
sales goals and we’re all going to get fired if we don’t get
some meetings. See Surfconrol case study in next section)

The More Complex the Sale…the More Touches
are Needed
 Your prospects are:
 Facing REAL challenges to solve REAL problems
 Overworked
 Difficult to Engage
 Skeptical
 Need solid evidence they should review YOUR solution over
others

The Magic of Multiple Touches
 The combination of multiple touches gives them:
 An opportunity to read and hear about your solution.
 A solid and memorable presentation of your value
proposition (direct mail is especially good at this)
 A great offer works to move them from ignoring
you… to engaged…. to attending a demo.
 Each touch generates incremental inbound
response, and supports the outbound calling, which
will be your MOST productive part of this effort in
terms of generating a demo/meeting appointment.

Scale Your Program to the Budget
and Complexity of Sale

Program Type 1: Email + Tele-prospecting

Program Type 1: Pros and Cons
 Pros
 Easier to get started
 Don’t need a valid postal mailing address
 Economical
 Proof of concept for product positioning/offer
 Cons
 Might need a higher priced offer to get engagement
 Less recollection/engagement on phone call; more calling
time needed
 Generally fewer overall completed appointments (when tested
head-to-head with other programs)

SurfControl Case Study

SurfControl Project Plan
 Emergency need to generate new sales based on poor quarterly results.
Launching a new product.
 Decided to tackle installed base first with creative & messaging established,
and roll out to prospects later.
 Upgrade offer of free iPod shuffle
 Call to action: Respond and register for a demo and get your iPod
 Email sent to customer base
 Inbound responses to landing page & call center
 Outbound telemarketing call to non-responders
 Contacts are to be pre-qualified based on needs and registered for a sales
demo:
 1:1 custom demo
 Group on line demo
 Close loop tracking of responses, contacts, qualified leads, sales progress
and $ revenue reported

Results
 Email sent to ~ 10,000 to 12,000 customer base
 668 Inbound Responders on landing page
 552 were outbound called to validate and capture qualification info
 66 Inbound 800# calls received and qualification info captured
 ~618 leads from inbound responses to email
 ~24% of qualified sales leads generated
 Outbound telemarketing call to ~9,250 non-responders
 3,261 completed interviews with profiled needs
 1,949 qualified sales leads from outbound calling
 ~76% of qualified sales leads generated

Revenues Generated First 90 Days
 Revenues reported within first 3 months @ $164,093
 Revenues from inbound responses~ $39,382
 Costs associated ~ $20,000 for a
 Short term ROI = 2:1
 Revenues from outbound calling~$124,711
 Costs associated ~ $40,000
 Short term ROI = 3:1
Findings:
 Report shown is at 90 days into program.
 The average sales cycle is 90-180+ days and ROI’s were predicted to
continue to climb

Program Type 2: Email+Flat Direct Mail+TM

 Pros
 Adding Direct Mail increases engagement dramatically
 More engagement makes tele-prospecting more effective
(overall more scripts completed)
 Flat Direct Mail is more economical than dimensional direct
mail (though a bit less effective)
 Cons
 Longer lead time to get program launched
 More expense to add direct mail
 Regular mail delivery can get caught in mail room so best to
send via UPS, FedX or USPS Priority Mail to bypass
mailroom

Veritas Case Study

Veritas Campaign

Program Type 3:
Email+Dimensional DM+TM

 Pros
 Adding Dimensional Direct Mail increases engagement EVEN
more dramatically. Like “knock your socks off” more…
 High memorability makes tele-prospecting more effective
(overall more scripts completed)
 Cons
 Longer lead time to get program launched
 More expense to add dimensional direct mail
 Best to send via UPS, FedX or USPS Priority Mail to bypass
mailroom

NetApp Case Study

Results: Outstanding Metrics
 Several metrics gave us early proof we had a hit on our hands:
 We were able to complete more calls—35% more per hour than
projected, indicating the prospect was interested enough to take the call.
 40% more scripts were presented per hour than plan.
 And, most important, 65% of completed scripts were converted to demo
appointments, vs an anticipated 10%.

Results: Viral Referrals
 Eleven people referred us to someone else in their organization who is
responsible for tape backup, and of those 5 became qualified leads with
a demo scheduled.
 We have found that you only get those kinds of valuable referrals if
you’ve done a very good job of presenting the value proposition to the
original recipient and they are enthusiastic enough about the solution to
refer you to the decision maker.

Results: 230 Demo Requests
from a List of 1,335

Results: Anecdotal Notes from TM Reps &
Sales
 Anecdotally, the telephone reps told us the people they talked to were
highly engaged, remembered the direct mail and offer, and were eager
to talk about it.
 They found the “Ultimate IT Geek’s Toolkit” an appealing reward for their
time in taking the demo, and they appreciated the research we had
made to match the premium (a set of quality tools used for tinkering with
electronics) to their interests.
 Sales told us very few people just wanted the tool. They were interested
in the product and solution. I believe this comes from them engaging
with the value proposition at the dimensional direct mail stage.

Program Type 4: EM+DimDM+Display+TM

 Pros
 Adding Dimensional Direct Mail increases engagement EVEN more
dramatically. Like “knock your socks off” more…
 High memorability makes tele-prospecting more effective (overall
more scripts completed)
 Adding Display ads can extend your reach beyond contacts in your
list
 Cons
 Display ad responders tend to be less qualified and dicey to offer
super nice reward to. Think about using display ad to get initial
engagement and pre-qualify before making offer for attending a
demo mtg.
 Direct mail is longer lead time to get program launched
 More expense to add dimensional direct mail
 Best to send via UPS, FedX or USPS Priority Mail to bypass
mailroom

Reputation.com Case Study

Reputation.com
Display ads were run throughout the program on DemandBase offering
white paper and report assets. No mention was made of the Fitbit offer.
This was made after a prospect filled out the landing page form.

Results:
 Program is on-going.
 From Aurelie Tyser, VP Marketing, Repuation.com: “The results of the
campaign were through the roof! Engagement and conversations are
way above our expectations. In a matter of a couple weeks, we
managed to get demos with accounts we had unsuccessfully been trying
to contact for months if not years. We got 17 demos booked out of 38
accounts!! The reps reported the custom report was great added value
and a real wake up call for those accounts. The Direct mail part helped
a lot to stand out and get attention. It was certainly a huge effort, but
totally worthwhile.”

Results, cont.
 Did Display Ads have an impact?
 According to VP of Marketing: “We did a lot of work to analyze
Demandbase impact, as it was not very obvious (only 2 conversions =
asset downloads). We were not able to see direct causation, but there
seems to be some correlation between accounts that have engaged with
our Demandbase campaigns and accounts that have converted into
demos.”

Multi-Touch Case Studies

Challenges of the Channels

Email Good for Nurturing – Poor at prospecting
 The previous slide makes email seem like the be-all,
end-all for B2B marketers. One small problem.
 Email is effective for nurturing, however it is poor at
prospecting. Response rates to pure prospect lists are
disappointing.
 Click-to-open rates range from .25-1%

Organic and Paid Search and Content Networks
Good at Clicks (But a Lot of Lookie-Loos)
 Leads generated through organic search tend to be
more motivated and generally convert at a higher level.
 But when we delve into these “searchers” with tele-
prospecting we often find that 80-90% are lookie-loos.
They are researching a problem, gathering facts, but….
 NOT THE DECISION MAKER
 However they make a good starting point to go find the
decision maker or decision committee. So the lead isn’t
a total loss.

Events Generate Leads …. but BIG Burden to
Create HIGH Value Content
 I like event marketing and I think it can attract a “more
motivated” prospect
 Big burden to create HIGH VALUE content to attract
registrants
 Many clients feel like they cannot produce enough
events per year to keep pipeline going
 There simply isn’t enough thought leadership to go
around
 Problem with scalability, unless you bring in outside
analysts which starts to get REAL expensive, real fast

Most ABM Models are Built
Around Content Syndication and Inbound Marketing
 This feels passive to me…and what if the decision
makers aren’t searching for or engaging with you?
 Source: Madison Logic “The B2B Marketer’s ABM Playbook.”

Sales is Asking You to do More
to Deliver the RIGHT Prospects
 Each sales rep is limited in how many leads they can
process, pursue, qualify, do demos, write proposals
and contracts
 They will cherry pick
 They want the RIGHT prospects
 Marketing needs to deliver prospects who understand
the solution, have a need, and are willing to invest time
to find out if it’s right for them.
 This is HARD WORK and requires a pre-sales
conversation.
 They want you to schedule demos and appointments
for them…but how?

The Real Problem is Finding Decision Makers
…and Getting Their Attention
 Generating a pipeline of sales-ready prospects willing
to take a demo/appointment has been getting tougher
no matter who the target market is.
 People are busy, overworked, over marketed to.
 You need to get them to wrap their head around the
idea that your product solves a problem for them
BEFORE they’re willing to spend time considering you.
 How can you do this in an attention deficit world?

BREAKING THROUGH TO
DECISION MAKERS
(AND GETTING AN APPOINTMENT FOR SALES)

Breaking Through…Really….
• It’s time for a different, break-through approach
• Don’t depend on inbound marketing to do all your
legwork
• Think creatively about how to get attention
• Package the value proposition in an interesting way
• Offer a valuable reward out of respect for them and for
their time
• Earn the right to a conversation, where you can profile
their interest, budget, buying authority, need and
timeframe for purchase.
• THEN make an appointment for Sales. Get the door
opened for Sales

We Successfully Do This Through a Multi-Touch
Meeting Maker Campaign
 Step 1: Validate contact data
 Step 2: Send a high-touch direct mail piece with a
great offer
 Step 3: Send an email with same offer
 Step 4: Tele-prospect the responders and non-
responders
 Step 5: Send another email
 Step 6: Keep tele-prospecting until you reach the
prospect (can take 7-13 touches)
 Step 7: Schedule sales appointment. It can be a demo,
in-person meeting or solutions call.

How to Break Through With Direct Mail: Be Big

“But Nobody Reads Direct Mail”… Ahem Yes
They Do! (Pssst even the millennials)

Be Illustrative…
 A good example is Isuzu truck’s mailing to food service
distributors.The outer teaser says “500 pounds of
tomato sauce enclosed” but inside the box is a single
can of paste and a letter that says sorry, you need a
roomy Isuzu truck to haul that much tomato paste.

Be Funny …..

Be Classy and Intriguing

Be Shaped Differently

Be Demonstrative…Show the
Actual Size of the Product

MEETING MAKER CAMPAIGN
CASE STUDY

Case Study 1: High Tech Storage Company

Campaign Background:
 Our client was a Fortune 500 company,specializing in
network storage.
 The target audience were executives in large
organizations who buy or specify backup storage
solutions to secure enterprise data and restore it if
necessary.
 Much of the audience still uses backup-to-tape,a slow
but dependable process.
 We wanted to convince them to learn about our client’s
backup-to-cloud solution and become sufficiently
interested that they would agree to a demo.

Campaign Playbook

How We Executed the Campaign
 The first step was to design an engaging and
memorable, viral direct mail package.
 Without offending their loyalty to tape and “if it ain’t
broke don’t fix it” mentality, we needed to convince
prospects that backup-to-cloud might be a superior
solution and they could learn about it risk-free.
 Our approach was to talk about “surviving backup to
tape” and focus on all the challenges that might make
life difficult for the manager using that solution.

How We Executed the Campaign: Direct Mail
 A dimensional box teased “Pocket Survival Kit
Enclosed” with the subhead: “Are you still using tape
for backup? Then you’ll need this.”

 Inside, the prospect found a credit card-size pocket tool
with screwdriver, bottle opener and similar capabilities

 A letter and liftnote countered with a presentation of the
benefits of our client’s solution, and made the offer of
an “even better toolkit” as a reward for a phone demo,
the “IT Geek’s Dream Toolkit”

How We Executed the Campaign: eMail
 We followed the direct mail campaign with an email
campaign sent one week after the direct mail was
scheduled to arrive.

How We Executed the Campaign: Tele-
Prospecting
 Right after the email arrived, a series of follow-up calls
began with the objective of completing a sales
prospecting script through one or multiple calls.
 This is a process by which the value proposition is
presented, needs and pains are discussed, and the
prospect either qualifies and schedules a demo or is
confirmed to be unqualified or not interested.
 If the prospect is busy or not reached, the tele-
prospecting rep calls back and also follows up through
personal emails and even social media with the hope
of re-engaging with the prospect.

Results:
 Several metrics gave us early proof we had a hit on our
hands:
 We were able to complete more calls—35% more per
hour than projected, indicating the prospect was
interested enough to take the call.
 40% more scripts were presented per hour than plan.
 And, most important, 65% of completed scripts were
converted to demo appointments, vs an anticipated
10%.

Results:
 Eleven people referred us to someone else in their
organization who is responsible for tape backup, and of
those 5 became qualified leads with a demo
scheduled.
 We have found that you only get those kinds of
valuable referrals if you’ve done a very good job of
presenting the value proposition to the original
recipient and they are enthusiastic enough about the
solution to refer you to the decision maker.

Tele-Prospecting Benchmarks are Essential to
Track

Anecdotal Learnings You Get
by Being on the Phone With Prospects
 Anecdotally, the telephone reps told us the people they
talked to were highly engaged, remembered the direct
mail and offer, and were eager to talk about it.
 They found the “Ultimate IT Geek’s Toolkit” an
appealing reward for their time in taking the demo, and
they appreciated the research we had made to match
the premium (a set of quality tools used for tinkering
with electronics) to their interests.

The Financial Results
 Results: At the five-month mark, two hundred and
thirty demos had been scheduled out of the total
list of 1,300 vs plan of 42— a 5x improvement over
the goal.
 Based on conservative estimates and extensive
previous experience with similar campaigns, we project
that 19 sales will ultimately result with a value of
$760K, for a sales-to-cost ratio of $4.62 in revenue for
every dollar invested. By any measure, the campaign
is an outstanding success.

Case 1: Superior Glove Corp.
 VP of Sales read the Beasley Direct case study in first
chapter of this book, and voila! he called me.

Superior Glove
 Leading industrial glove manufacturer
 Average value of new glove customer
account: $50,000/yr
 Target: safety/operations/purchasing
decision makers in metal manufacturing
industries
 Goal: $2.5 million in incremental sales for
this product line
 Tried everything: PPC, email, tradeshows
 Couldn’t get enough “qualified” sales
opportunities coming in to hit their numbers
 What to do next?

Sales Funnel Needs
 $2.5 million in sales/$50,000 per sale =
50 closed sales (@ 20% close rate)
 You’d need 250 qualified sales
opportunities at proposal stage (25%
convert to proposal)
 You’d need 1,000 “Qualified A” leads in
the sales team pipeline (10% convert
into “qualified A leads” and go to sales)
 You’d need 10,000 marketing level leads
in the demand generation process

Could Email Alone Get Him There?
Let’s give him a hand…
 Let’s assume available list universe of safety/operations
people = 7,500. If he emailed all 7,500 and got 1%
inbound response = 75 and 50% of those fill out form =
35 marketing level leads.
 He’d have to mail this list at least 285 times to get the
10,000 marketing level leads in the pipeline. (Probably
more because he wouldn’t get 1% inbound response
each time.)
 No, email alone will not achieve sales goals

Solution: Multi-Touch & Multi-Channel
 Email + tele-prospecting sequences
 Lead nurturing until qualified & put a voice and
personality with the relationship
 People buy from people they like and this
differentiates them
 This also yields a better conversion rate
 Test two offers: Book vs.. free glove
 Test two lists: House vs.. rental list

Tested Free Glove Offer vs.. Book Offer

Superior Glove Campaign Touch Count
Per Qualified Lead
SuperiorGloveLeadsTouches ProgramthroughDecember7th
ALeads
List TotalLeads DialsPer Lead Emails Per Lead
TTL Touches
per Lead
AverageTouchesPer
Lead
House List Glove Offer 8 3,5,2,2,1,1,5,1 1,1,1,1,1,1,1,2 29 3.63
House List Book Offer 9 4,5,1,2,3,4,1,4,1 1,1,1,1,1,1,1,1,1 34 3.78
Metal Stamping Glove Offer 1 5 1 6 6.00
Metal Stamping Book Offer 8 1,1,6,1,3,1,2,2 1,1,1,1,1,1,1,2 26 3.25
Communications Unknown 28 2,3,3,1,1,1,1,1,1,4,4,5 2,2,2,2,2,2,1,1,1,2,2 131 4.68
Communication Tier 1 15 7,3,1,3,2,2,2,4,3,2,1,2,3,3,8 1,1,1,1,1,1,1,1,1,1,12,2,2,2, 66 4.40
ISHN 2 8 0 8 4.00
ISHN_11_7_12 16 3,1,1,9,1,1,2,1,5,4,2,1,5,4,2,1,5,1,1,2,1 1,1,1,1,2,2,1,1,1,2,1,1,1,2,2,1, 72 4.50
87 187 91 372 4.28

Four to Five Touch Points Required
 4 to 5 touches, to be exact
 This involves:
 1. Initial email campaign
 2. Initial call (Left voice message or directed to proper contact)
 3. Call to engage new contact in the value prop and offers
 4. Email to contact
 5. Call to complete qualification script, and if qualified then
close on Superior Glove sales rep appointment

Case 2: Anritsu Case Study
Multi-Touch Multi-Channel Lead Gen Case study summary:
Vector Network Analyzer (VNA)
VectorStar®
VNA overview- VNA’s are used to test a variety of chips, components and
subsystems designs used in telecommunication applications
Campaign goals- 23 closed opportunities per month- $2.3M Rev/mo.
Challenges- Long sales cycle, high price point at $100K+, Competitor’s
installed base.
Competitive landscape-
Agilent (~$7B annual sales)
Rhode & Schwartz (~$1.2B annual sales)

Anritsu Case Study
VectorStar®
Vector Network Analyzer (VNA)
Target Customer- Electrical Design Engineers
Target Markets/Applications-
 Defense Electronics- Radar , RF and MW Design
 Communications - Components Design
 Communications - Chip Design and Verification
Value proposition & messaging-Get Better Measurement confidence, in
both R & D and Mfg. Environments
Creative- E-Mail, Direct Mail (3D)
Offers- Complimentary VNA Book or $100.00 Back Pack

Anritsu Case Study
Multi touch strategy and
sequencing:
First touch: Direct Mail
Second touch: Email
Third touch: Tele-
prospecting
Fourth - XX Touches: Tele
follow up; emails ,
appointment setting

Anritsu Case Study
 Creative Strategy
 A number of concepts were presented, showing various
metaphors that illustrated the key product benefits.
 The chosen concept focused on the Mars Curiosity Rover,
which had made a spectacularly successful landing on Mars
about the time this project began.
 We pointed out the extreme precision this required, and then
made the transition to the reader: we think of the NASA Jet
Propulsion Lab engineers as heroes, but you are required to
make equally exacting measurements every day. That’s why
you deserve an instrument like the VectorStar.

Anritsu Case Study
VectorStar® Vector Network Analyzer (VNA)
“A” Lead Qualification criteria
 Industry identified or verified
 Role identified
 Contact title identified
 Test Range identified:
 Between 70 KHz to >110 GHz
 Application devices being tested identified:
 ie Components, Chips or IC’s, Radar, Signal integrity, etc.
 Budget status identified:
 Budget Decision Maker, Budget available now or wants a quote
 Technical consultation appointment scheduled:
 Meeting timeline range of 2 weeks to 3 months
Anritsu qualification information

VNA Clear Tube 3D Mailer
Metric: Mailed to 4,150 then emailed

Anritsu Case Study
Poster insert

Anritsu Case Study
Email

Email Metrics
Metric: Email sent to 10,103 records
Includes emailing to the 4,150 prospects receiving the direct mail
10,103 10,084 9,679 96.0% 405 4.0% 280 2.8% 125 1.2% 1,420 14.7% 65 0.67% 11 0.11%
Anritsu
Vectorstar
D
a
t
e
G
r
o
Gross List
Quantity
in Exact
Target
Quantity
Sent
Total
delivere
d
Total
delivered %
Not
delivere
d
Not
delivere
d %
Hard
bounced
Hard
bounced
%
Soft
bounced
Soft
bounced
%
Opened Opened%
Unique
Clicks to
reg page
%CTR
Unsubscrib
es
%Uns.

Landing Page

Landing Page continued

Landing Page Metrics
Landing Page Activity for
Date Range
Landing Page Total Visits
Total Page
Views
Total
Visitors
Average Page
Time
Average Page Views
per Visit
Average Page
Views per Visitor
Total Form
Submissions
Form Conversion
Rate
MMD US NOV12 VectorStarPromo BackpackOffer MMD 194 210 204 0:00:00 1.1 1.0 118 44.36%
MMD US NOV12 VectorStarPromo BookOffer MMD 50 60 49 0:00:00 1.2 1.2 18 23.68%
Total 244 270 253 0:00:00 1.1 1.1 136 39.77%
Inbound KPIs: 136 total landing page form submissions out of 244 visits
Inbound responders went to Anritsu inside sales te

Tele-prospecting Metrics
:
Summary Report
4/26/2013 Report Period: 1/15/13 to 4/23/13
604 7,659 211 15,764 3,680 2,094 0
Lit Requests Dials per Hour TCS per Hour
Graded Records
per Hour
Calling Hours per
Lead (HPL)
Lead % of TCS List Penetration
Actual to Date 771 29.19 3.9 6.8 4.70 5.5% 48.05%
Campaign Goal 18 1.5 4.0 7.83 8.0% 65.00%
Percent of Goal 162% 259% 170% 167% 69% 74%
Calling Hours
540.0
Project Overview to Date
Metrics
New Contacts
Remaining Calling
Hours
Total Call
Attempts
Future Opps
Total Completed
Scripts (TCS)
Total Graded
Records (TGR)
Total List SizeTotal A/D Leads
541
Total A Leads
167% 100%
69 540.0
D Leads
426
A Lead
115
115
0
100
200
300
400
500
600
700
A Lead D Leads Future
Opps
Total A/D
Leads
Leads 115 426 604 541
115
426
604
541
Figure 1: Lead Count
0%
50%
100%
150%
200%
250%
300%
Dials per Hour TCS per Hour Lead % of TCS
KPI % ofGoals 162% 259% 69%
162%
259%
69%
Figure 2: KPI% of Goals
KPIs: 7,659 Non-responder targets called after DM and EM sent and no response

Anritsu Case Study
Campaign Details
Total Available Market (TAM) ~ 20,000
Dimensional mail + email sent 4,150
Email sent 10,103
Inbound Land Page submissions 136
Inbound calls 13
OB Tele-prospecting calls to 7,659 non-responders 15,764
Total completed scripts (full value prop delivered and
qualification questions captured)
2,094
Total opt-in vs Opt-out (11em, 106 verbal) 541 vs 117

Anritsu Case Study
Campaign Results
Campaign Timeline: January-April 2013
Total inbound responders 149
Qualified “A” leads from IB responders 69 (~46% of IB resp.)
Qualified “A” leads from OB Tele-prospecting 115 (~ 5.5% of TCS)
Total “A” qualified leads / consultations generated 184
Future opportunities identified but not “A” lead appt. yet 426 (~20% of TCS)

Anritsu Case Study
Campaign Results Continued
Touch Count Per Qualified “A” Lead
Direct mail (4,150) 1
Email (10,103) 1
OB Tele-prospecting calls (15,764) 2.79
Average # touches per “A” qualified lead 4.79

Case 3: Silver Peak
 WAN (wide area network)
optimization
 Entrenched competitor: Riverbed
 Very complex sale to over-busy IT
 “Pain” is felt when applications run
too slowly on IT network. But
isolating the speed issue difficult,
and often trumped by other priorities

Silver Peak
 Have been doing email, webinars, PPC, trade
shows.
 Top of funnel demand gen focused
 Large buckets of unqualified leads in Salesforce
account.
 Lead management issues
 No formal process in place for tele-qualifying
inbound leads or generating qualified sales
opportunities
 Mid funnel problem similar to Forrester example

Silver Peak Solution Pilot Program
 Clearly defined sales ready criteria
 Multi-touch approach implemented + nurturing
to develop prospects until they qualify
 Test two offers: Gartner Magic Quadrant
report vs.. on-demand webinar featuring
Gartner analyst
 Test three lists: House lead file vs.. Rental file
of Riverbed sites vs.. webinar/seminar
attendee file
 As program rolled out, webinar
registrants/attendees & inbound responders
were also nurtured until qualified

Which Offer Worked?
 Both
 It was nearly a 50/50 split

Which Lists Worked?
 All of them!!!
 But some worked better than others. How do we know?
Metrics… We tracked the number of contact attempts
required to reach IT titles from each list.

Silver Peak Campaign Touch Count Per Qualified
Lead
SilverPeakLeadsbyTouchCount
List TotalLeads OutboundCallsPerLead Emails PerLead
TotalTouches
perLead
AverageTouchesPer
Lead
Dallas L&LResponders 8.24.12 8 4,9,6,3,4,9,9,8 1,3,3,2,2,4,4,4 75 9.38
HouseList_Webinar_SP 14 4,1,5,2,11,4,3,13,5,7,1,9,22,9 2,0,2,1,4, 2,1,4,2,3,0,4,7,4 132 9.43
HouseList_WhitePaper_SP 10 17,5,10,3,7,3,8,3,5,6 4,2,3,1,2,1,4,2,3,6 95 9.50
ITW SocialHub071512 7 7,4,4,2,2,22,6 3,2,2,1,1,8,3 67 9.57
MLLeads June2012 5 2,13,9,3,5 1,4,1,1,2 41 8.20
Opens_7_19_12 1 3 1 4 4.00
Regs 07_22_12 2 6,6, 3,2 17 8.50
Report_Rental_SP 0
SP&D_AttendedWebinarFT 8 1,1,5,2,2,1,2,2 0,0,2,1,1,0,1,0 21 2.63
SP&D_WebinarAttendee_NFT 8 1,6,2,1,1,1,1,2 0,3,0,0,0,0,1 19 2.38
Webinar_Rental_SP 2 10,2 4,1 17 8.50
65 343 145 488 7.51

Observation: Range of 2 to 9 Touches
 Program wide, it required an average of 7.51 touches (via telephone
and email) per contact to convert to a sales-ready defined quality
lead.
 Silver Peak webinar and live seminar lists representing the low end
of the spectrum at 2.50 touches (Best)
 Silver Peak house file and Riverbed rental file at the higher end at
9.46 touches per lead.
 It is also worth noting that this average does not account for the pre
campaign calls required to identify and validate the correct contact,
or the webinar touches.
 For example, it might require a phone call or two to gain a referral
identifying the appropriate contact. This is critical as many lists
have outdated or bad data problems.

Patience, patience, patience
 Did this program show immediate results? Not exactly.
 1 qualified lead was generated during the first 75 hours of
the program
 During the initial 50 hour development and roll out phase,
several challenges were identified, including low initial
response rates to the message when contacting non-
responders, difficulties in gaining contact referrals and
minimal receptivity to initial messaging
 Refinements to messaging and follow up calls to engage prospects
were needed because the IT targets were busy and had a different
way of perceiving the messaging and value props. These prospects
were only concerned about their own schedules, so setting call back
times and sending a relevant email proved critical to engaging,
establishing a trusted relationship and discussing their needs. Then
BINGO!

How we fixed it… Listening and Revising!
 More product training for callers was scheduled and
completed to improve call dialogue and overcome objections
that stonewalled conversations.
 Competitive comparisons with Riverbed were re-positioned.
Silver Peak was presented as a solution to system issues
encountered by Riverbed users, rather than as a competitor of
Riverbed.
 Emails were sent by members of the Calling Team that
included White Papers, and Case Studies as well as On-
Demand Webinars designed to refine sequential touch points,
improving the quantity and quality of program dialogues. This
helped establish a nurture sequence designed to educate
prospects on the viability of Silver Peak’s offerings.

Thank You!!
 Laurie Beasley
 lbeasley@beasleydirect.com
 408-782-0046 x21
 @BeasleyDirect
 Blog www.BeasleyDirect-blog.com

Demand Generation and Lead Conversion Fundamentals Training

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