The document discusses testing the quality and performance of various lead generation lists for a B2B technology company. It describes running an experiment where each list source was called for 80-100 hours to evaluate which lists produced the most efficient lead generation. The results showed wide variations in leads, calls, and contacts generated per list, suggesting some lists were more effective than others at driving the sales pipeline. The document recommends prioritizing list sources based on source performance testing to optimize lead generation.
How One Company Slashed Their Cost per Lead by More than Half B2B Lead Roundtable
Brian Carroll, Executive Director of Applied Research for MECLABS and author of the bestseller, Lead Generation for the Complex Sale, and Brandon Stamschror, Senior Director of Operations, MECLABS Leads Group, will discuss how to leverage teleprospecting to drive the highest return on marketing investment and decrease investment in sales resources – all while significantly increasing sales productivity.
Finish 2011 Strong: Six Funnel Focal Points to Maximize Time, Resources and R...B2B Lead Roundtable
Brian Carroll, Executive Director of Applied Research for MECLABS will begin this two-part webinar series looking at where you need to direct your time and resources to fill the top of your funnel with the qualified leads that result in more revenue by the end of the year.
Defense contractors who use the right online display advertising tactics can boost awareness, improve search advertising efforts, enhance email marketing, and increase leads.
Creating Customer-centric Messaging for Optimal Lead GenerationMarketingSherpa
Join MarketingSherpa (http://www.marketingsherpa.com) speakers Jen Doyle and Stonie Clark for this free, hour-long webinar, sponsored by Act-On Software, Inc.
It includes:
An introduction to the FUEL methodology for optimal lead generation strategy
How to build the foundation for your lead generation program(s)
How to identify buyer personas and understand the importance of your organization’s value to them
How to develop key strategies to produce content your ideal customers will find valuable
A case study on how an online luggage retailer created a premium report based on a survey of e-newsletter subscribers, and captured five times more blog traffic by combining email, search, social and PR for a content marketing campaign
How One Company Slashed Their Cost per Lead by More than Half B2B Lead Roundtable
Brian Carroll, Executive Director of Applied Research for MECLABS and author of the bestseller, Lead Generation for the Complex Sale, and Brandon Stamschror, Senior Director of Operations, MECLABS Leads Group, will discuss how to leverage teleprospecting to drive the highest return on marketing investment and decrease investment in sales resources – all while significantly increasing sales productivity.
Finish 2011 Strong: Six Funnel Focal Points to Maximize Time, Resources and R...B2B Lead Roundtable
Brian Carroll, Executive Director of Applied Research for MECLABS will begin this two-part webinar series looking at where you need to direct your time and resources to fill the top of your funnel with the qualified leads that result in more revenue by the end of the year.
Defense contractors who use the right online display advertising tactics can boost awareness, improve search advertising efforts, enhance email marketing, and increase leads.
Creating Customer-centric Messaging for Optimal Lead GenerationMarketingSherpa
Join MarketingSherpa (http://www.marketingsherpa.com) speakers Jen Doyle and Stonie Clark for this free, hour-long webinar, sponsored by Act-On Software, Inc.
It includes:
An introduction to the FUEL methodology for optimal lead generation strategy
How to build the foundation for your lead generation program(s)
How to identify buyer personas and understand the importance of your organization’s value to them
How to develop key strategies to produce content your ideal customers will find valuable
A case study on how an online luggage retailer created a premium report based on a survey of e-newsletter subscribers, and captured five times more blog traffic by combining email, search, social and PR for a content marketing campaign
Describes the steps in the content development process, introduces a marketing services solution to the challenge of content development, identifies the questions that must be asked before content development can be successfully completed.
Creating Content for The Middle Of The Funnel For Lead Nurturing CampaignsG3 Communications
Going beyond the top of the funnel basic content offers, this session will highlight how to progress buyers to richer, more engaging interactions, such as a product demo or trial, to ultimately convert. The session also will highlight the types of content that work for middle of the funnel nurturing campaigns that help move prospects closer to buyers.
Key Skills & Value Preposition for SAP product company
SAP Global Business Development by building a qualified leads pipeline and growing sales with the following skills
1. SAP Online research, list building, competitor review.
2. SAP Lead Generation, email campaign, track & nurture.
3. SAP Social Media, Mobile, Visual, Content Marketing.
4. SAP Viral marketing.
5. SAP Paid Social Media Advertising.
6. SAP-UX Design & Video Production.
7. SAP Search engine optimization.
8. SAP Consumer Behavior & CRM Skills.
9. SAP-Data Visualization, Science & Analytics.
10. SAP-HTML, CMS, CSS & related Coding Languages.
11. SAP-Sales Engagement on WebEx, SkyPE, TeamViewer
How Marketers Are Transforming Mounting Pressure, Challenges into Revenues B2B Lead Roundtable
Jen Doyle, Lead Author of the 2012 B2B Marketing Benchmark Report and Kaci Bower will guide you through a five-step funnel-optimization process that drive real marketing results to end 2011 with a bang.
During this complimentary webinar, Brian Carroll welcomes special guest Jill Konrath, author of SNAP Selling: Speed Up Sales and Win More Business with Today's Frazzled Customers (May 2010). Jill will show you how to connect with those super-busy decision makers to increase your success rate and keep you out of the dreaded "D-Zone."
Value Proposition: How to leverage your company's most valuable asset in your...MarketingSherpa
The recording of this webinar will be available Thursday, November 19th at:
http://bit.ly/17JesOC
Commoditization is the enemy of every marketing manager. The only thing that stands between you and the razor-thin margins of price-first shoppers is your company’s value proposition. How can you communicate a credible, true promise of value that will resonate with your customers?
Putting a company-level value proposition into action is no easy task. Perhaps that’s why 48% of CMOs do not have confidence in their marketing team’s ability to communicate company or product value propositions, according to MarketingSherpa research.
To help you turn your company’s value proposition into compelling landing pages, emails, and pay-per-click ads, Tony Doty, associate director of optimization, MECLABS, and Daniel Burstein, director of editorial content, MECLABS, will be answering your questions about identifying and adapting your company’s value proposition to multiple channels
Use the short form below to tell us a little about yourself and send in your questions. We will send you reminders and invitations to this webinar and upcoming events.
This event is sponsored by Act-On.
Deep learning goes beyond the traditional machine learning of big data and analytics. In this session, we will review the AWS offering, Amazon Machine Learning, and the AWS GPU-intensive family of servers that run native machine learning and deep-learning algorithms. We will also cover some basic deep-learning algorithms using open source software. Session sponsored by Day1 Solutions.
The typical marketer and sales person, in a complex B2B sales environment,understands the value of a truly qualified “sales-ready” lead over a marketing ready prospect, because it meets a designated set of criteria and progresses into a sale faster with fewer selling resources
How to Qualify, Score and Nurture Leads for Optimal ROIReadyTalk
B2B buyers have a growing tendency and capacity to research their purchase decisions online long before they engage with Sales. As marketers, we now need to assess which leads are ready to engage, and which are still in the independent research phase. By sending leads to Sales too early, we jeopardize the deal by scaring them off, therefore putting our marketing dollars and company revenues at great risk.
So, how do you know when your leads are ready to engage, and how do you nurture those that aren't there yet?
Both of these questions and more will be answered during this 60-minute webinar, which will cover lead qualification, scoring and nurturing strategies for optimal lead generation ROI. We will also highlight MarketingSherpa's FUEL methodology for B2B marketing effectiveness from lead generation to sales conversion.
Describes the steps in the content development process, introduces a marketing services solution to the challenge of content development, identifies the questions that must be asked before content development can be successfully completed.
Creating Content for The Middle Of The Funnel For Lead Nurturing CampaignsG3 Communications
Going beyond the top of the funnel basic content offers, this session will highlight how to progress buyers to richer, more engaging interactions, such as a product demo or trial, to ultimately convert. The session also will highlight the types of content that work for middle of the funnel nurturing campaigns that help move prospects closer to buyers.
Key Skills & Value Preposition for SAP product company
SAP Global Business Development by building a qualified leads pipeline and growing sales with the following skills
1. SAP Online research, list building, competitor review.
2. SAP Lead Generation, email campaign, track & nurture.
3. SAP Social Media, Mobile, Visual, Content Marketing.
4. SAP Viral marketing.
5. SAP Paid Social Media Advertising.
6. SAP-UX Design & Video Production.
7. SAP Search engine optimization.
8. SAP Consumer Behavior & CRM Skills.
9. SAP-Data Visualization, Science & Analytics.
10. SAP-HTML, CMS, CSS & related Coding Languages.
11. SAP-Sales Engagement on WebEx, SkyPE, TeamViewer
How Marketers Are Transforming Mounting Pressure, Challenges into Revenues B2B Lead Roundtable
Jen Doyle, Lead Author of the 2012 B2B Marketing Benchmark Report and Kaci Bower will guide you through a five-step funnel-optimization process that drive real marketing results to end 2011 with a bang.
During this complimentary webinar, Brian Carroll welcomes special guest Jill Konrath, author of SNAP Selling: Speed Up Sales and Win More Business with Today's Frazzled Customers (May 2010). Jill will show you how to connect with those super-busy decision makers to increase your success rate and keep you out of the dreaded "D-Zone."
Value Proposition: How to leverage your company's most valuable asset in your...MarketingSherpa
The recording of this webinar will be available Thursday, November 19th at:
http://bit.ly/17JesOC
Commoditization is the enemy of every marketing manager. The only thing that stands between you and the razor-thin margins of price-first shoppers is your company’s value proposition. How can you communicate a credible, true promise of value that will resonate with your customers?
Putting a company-level value proposition into action is no easy task. Perhaps that’s why 48% of CMOs do not have confidence in their marketing team’s ability to communicate company or product value propositions, according to MarketingSherpa research.
To help you turn your company’s value proposition into compelling landing pages, emails, and pay-per-click ads, Tony Doty, associate director of optimization, MECLABS, and Daniel Burstein, director of editorial content, MECLABS, will be answering your questions about identifying and adapting your company’s value proposition to multiple channels
Use the short form below to tell us a little about yourself and send in your questions. We will send you reminders and invitations to this webinar and upcoming events.
This event is sponsored by Act-On.
Deep learning goes beyond the traditional machine learning of big data and analytics. In this session, we will review the AWS offering, Amazon Machine Learning, and the AWS GPU-intensive family of servers that run native machine learning and deep-learning algorithms. We will also cover some basic deep-learning algorithms using open source software. Session sponsored by Day1 Solutions.
The typical marketer and sales person, in a complex B2B sales environment,understands the value of a truly qualified “sales-ready” lead over a marketing ready prospect, because it meets a designated set of criteria and progresses into a sale faster with fewer selling resources
How to Qualify, Score and Nurture Leads for Optimal ROIReadyTalk
B2B buyers have a growing tendency and capacity to research their purchase decisions online long before they engage with Sales. As marketers, we now need to assess which leads are ready to engage, and which are still in the independent research phase. By sending leads to Sales too early, we jeopardize the deal by scaring them off, therefore putting our marketing dollars and company revenues at great risk.
So, how do you know when your leads are ready to engage, and how do you nurture those that aren't there yet?
Both of these questions and more will be answered during this 60-minute webinar, which will cover lead qualification, scoring and nurturing strategies for optimal lead generation ROI. We will also highlight MarketingSherpa's FUEL methodology for B2B marketing effectiveness from lead generation to sales conversion.
The economic pressure is not letting up and 2011 will demand more of B2B marketers than ever before. How can you deliver what CEOs most want – quality leads - within tight timelines and even tighter budgets? Where should you place your priorities? How can you rapidly make an impact on your company’s revenue capacity, profit, and growth?
How to FUEL Marketing Effectiveness from Lead Generation to Sales ConversionReadyTalk
Learn how to set the stage for marketing success and the FUEL that powers B2B marketing from lead generation to sales conversion. Also find out how to build a foundation for lead generation and nurturing programs, create superior content and learn effective lead generation tactics and strategies.
The Evolution from Demand Generation to Revenue Performance ManagementB2B Lead Roundtable
Brian Carroll invites Paul Teshima, Senior Vice President of Customer Strategy and Success for Eloqua, to define and outline RPM’s power through actual anecdotes and case studies.
Lead Nurturing and Lead Scoring Software Accelerates Buying CycleRight On Interactive
Learn from savvy marketers how to accelerate the buying cycle with lead nurturing and lead scoring. Presented at ExactTarget Connections 10 customer conference on Sep 15, 2010 by Dave Morse of Delta Faucet, Bo Lowery of Wild Birds Unlimited, Jeremy Williams of Indiana Tourism, and Troy Burk of Right On Interactive.
The One-Two Punch of Effective Lead NurturingReadyTalk
Only 5 to 10 percent of your marketplace is ready to buy right now. To ensure that the remaining 90 to 95 percent eventually end up in your pipeline, you need to engage in value-driven lead generation and nurturing. In this presentation, Brian Carroll, Executive Director of Revenue Optimization at MECLABS, will describe the key components of a successful content-driven lead engagement approach.
An accurate, on-target database: Find out how you can reach the right people in the right companies. Get easily actionable tips to grow your lists with
Content they’ll eagerly consume and share: Learn how to engage and nurture prospects throughout the sales cycle. Discover how to strategically stretch resources by repurposing engaging content and learn it all from real-world examples.
Gain strategies to:
-Build a powerful database and keep it that way
-Keep prospects engaged by providing the content they really want
-Make the most of your content resources
A guide to technology for marketers. Marketers today have a HUGE number of technology choices. This presentation spells out strategy and tactics for making marketing technology decisions.
A Marketing Plan Outline from start to finish. In this presentation (Marketing 101 PowerPoint) you will learn how to create a marketing plan for any business. By Marketing by Justina 2012 www.marketingbyjustina.wordpress.com
LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...LeadLife
As the second quarter hits, many B2B sales and marketing leaders are looking at their sales pipelines and starting to realize their year is in jeopardy. Worse, the executive team is starting to speculate where the issues lie.
It’s very likely that inadequate sales are a result of valuable time wasted on non-qualified prospects.
With 68% of companies stating they don’t have a defined Marketing-Sales funnel process and 61% sending every lead directly to sales*, it's no wonder that sales is struggling.
LeadLife and Matt Smith, strategic sales expert, and EVP for sales enablement consultants 3Forward present the four key actions you can take today to reduce these problems and turn your pipeline into profitability.
1) How to define your perfect prospect
2) Get sales and marketing working together to define a qualified lead
3) How a lead nurturing strategy will develop a digital conversation with leads early in the buy cycle
4) Why tracking lead behaviors and score based on interest can make your sales team more profitable
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
2. B2B Lead Roundtable
1. You will receive a link to the webinar
recording. Please fill out the post‐webinar
survey
2. View past and sign up for future webinars
• B2BL dBl
B2BLeadBlog.com/webinars
/ bi
3. Join the B2B Lead Roundtable LinkedIn
g p
group
• B2BLeadBlog.com/Linkedin
4. Connect and share
• B2BLeadBlog.com
• Twitter @B2BLeadBlog
2
#b2blead
3. Poll 1
Are you systematically testing the quality of your list data?
a) Testing everything strategically
b) Testing some data sporadically
Testing some data sporadically
c) Starting to test some data
d) Not currently testing but planning to soon
e) Testing is not a priority right now
3
#b2blead
4. Poll 2
Are you tracking your leads from source to conclusion?
Would you consider your lead management process to be a closed loop?
y y g p p
a) Track all leads through entire sales process
b) Track some leads or through most of the process
Track some leads or through most of the process
c) Starting/trying to track some leads
d) Not currently tracking but it’s on the priority list
e) Not planning to track anytime soon
4
#b2blead
5. Managing the Marketing‐to‐Sales Process
Have a process for handling leads back to nurturing 28% 19% 53% Yes, doing now
Closed‐loop tracking from source to conclusion 30% 27% 43% No, but high
priority
Have a process for nurturing leads not sales‐ready 39% 23% 38% Back burner/not
planned
Have system for rating 'qualified' and 'warm leads 44% 18% 38%
Measure lead generation contribution to revenue 44% 25% 31%
Collaborate with sales to define sales‐ready leads 45% 20% 35%
Use CRM system to manage lead process 51% 13% 36%
0% 20% 40% 60% 80% 100%
Source: MarketingSherpa B2B Marketing
y
Benchmark Survey N=1147
#b2blead
6. Fourteen weeks left in 2011
How can we maximize the resources we have to achieve our
end of year goals within budget and time constraints?
end‐of‐year goals within budget and time constraints?
6
#b2blead
7. About MECLABS
• More than 10 years of research
• Over 1 billion emails
• 1,300 major experiments
• 10,000 sales‐paths tested
• Hundreds of publications and conferences
• 5 million phone calls
• 500,000 conversations
7
#b2blead
8. About Brian Carroll
Brian Carroll is Executive Director of Applied Research at MECLABS.
Brian is also co‐founder of InTouch (now part of the MECLABS Leads
Group), a B2B marketing firm and one of the first companies to provide
lead generation services for the complex sale.
Author of the popular book, Lead Generation for the Complex Sale
Author of the popular book Lead Generation for the Complex Sale
(McGraw‐Hill), Carroll is a leading expert in lead generation and he's
@brianjcarroll profiled and regularly quoted in numerous publications. Brian also
speaks to 20,000 people a year on improving sales effectiveness and
lead generation strategies.
lead generation strategies
He’s been profiled and regularly quoted in numerous publications such
as BtoB Magazine, Selling Power, The Wall Street Journal, Entrepreneur,
Target Marketing, Inc. magazine, Marketing News, DM News,
MarketingProfs, MarketingSherpa, Software CEO and CMO Magazine.
8
#b2blead
9. About Dave Green
Dave Green is the Director of Best Practices at MECLABS.
He has over 25 years of experience in all aspects of lead generation and in
channel marketing.
Clients have included Cisco, Microsoft, Qwest, PTC, Avaya, Symantec,
Computer Associates, & Novell. Key accomplishments include designing for
two of the largest software companies telesales operations that
@davegreenleads significantly exceeded first‐year quota by over 30 and 60 percent,
respectively. Green also wrote the business plan and helped secure the
funding for a department focused on demand generation and global lead
management for a Fortune 500 firm. Green then helped recruit the staff and
select the vendors that drove over a billion dollars in pipeline in the first 20
months of operation.
In 2001 David teamed with Michael Saylor to co‐author The B2B Refinery®,
a book about the value of organizational alignment to maximize ROI on go‐
to‐market resources.
9
#b2blead
10. About Pamela Markey
Pamela Markey is the Director of Marketing at MECLABS.
Pamela builds strategic partnerships, plans promotional initiatives, and is
responsible for Applied Research communication‐ and marketing‐related
activities. Her first role at MECLABS was developing MarketingExperiments
case studies and Webclinics, and she continues to support the Conversion
case studies and Webclinics and she continues to support the Conversion
and Leads group teams on special client research projects.
@pamelamarkey Before joining the team in June 2009, Pamela worked for seven years as a
wireless marketing manager at Bell Canada, during which time she
managed campaigns for the Solo Mobile and Bell Mobility brands.
Pamela’s work has been recognized at Cannes, the CLIOs, and the Canadian
Marketing Awards among others. She started her career as a marketing
intern at Microsoft while completing her Bachelor of Commerce degree at
intern at Microsoft while completing her Bachelor of Commerce degree at
Dalhousie University.
10
#b2blead
11. Clarify channel message
Optimize list approach
p pp
Re‐engage your base
Tune data streams
Time it right
Close the
loop
B2BLeadBlog.com/Part1
B2BLeadBlog com/Part1
11
#b2blead
12. Clarify channel message
Optimize list approach
p pp
Mine your base
Tune data streams
Time it right
Close the
loop
12
#b2blead
13. Tune your data streams
Measure twice, cut once:
• Which lists give you the most leads the fastest?
g y
• Which have the least disqualified leads?
• Which lists have the most revenue potential?
• Run efficiency reports that include
Run efficiency reports that include
• Every lead and its status
• Which list source it is from
• Every disqualified lead
Do you need to update your data now?
• C id th
Consider the economics of key accounts and C‐level DMs
i fk t d C l l DM
• Approximately 670 hours of calling is required per 10,000 names,
addresses and phone numbers – double hours to include email
13
#b2blead
14. Identify a clear standard for a “clean” lead
Elements of data hygiene include:
• Duplication of contacts, locations, accounts or
p , ,
areas of interest
• Missing data
• Data that is not standardized
Data that is not standardized
• An exact number of employees in some
fields and a range in another
• There are ways of enhancing the data, both
with external data appending (adding an SIC)
and with internal data appending (scoring the
and with internal data appending (scoring the
buying probability of an account)
14
#b2blead
15. Experiment: Background
Experiment ID: (Protected)
Location: MECLABS Leads Group Library
Test Protocol Number: TP1226
T t P t l N b TP1226
Research Notes:
Background: A B2B eDiscovery technology and services provider h d
k d h l d d had 25
list sources available. Data was assigned to sales reps as new list sources
were attained without regard for list source performance.
Goal: To drive most efficient pipeline and revenue through
teleprospecting
y q
Primary research question: Which list will drive the most efficient lead
generation?
Approach: Prioritize calling based on the quality and efficiency of the list
sources. Each source was called for 80 to 100 hours.
sources Each source was called for 80 to 100 hours 15
#b2blead
16. The client request
• Marketing campaign and
media source driven lists
• Lists were prioritized
chronologically
• Focus on testing a new
g
media source
Other possible reasons:
Other possible reasons:
• A lot of money was spent
on list/sponsorship
• Client liked X event
Client liked X event
• Gut feel
16
#b2blead
17. Results: Average
DM
List Source Leads Calls
Contacts
Webcast 1/18/11 Registered 7 58 10
Show‐6/16/2011 7 151 25
Webcast 1/18/11 Registered & Attended
Webcast 1/18/11 Registered & Attended 3 85 17
2010 Los Angeles 2 67 10
Lead List 7.2 42 1550 163
Document Review 1 43 6
List 4/12/2011 2 87 8
Prospects_Bay Area_CA 4 185 14
2011 New York
2011 New York 8 372 48
Phase 2 list 5 245 28
Event list 5.5.2011 2 112 15
Google campaign 5‐4‐2011 1 62 3
2010 – Booth 9/23/10 3 267 18
Show ‐ 5/20/2010 1 89 4
Phase 1 list
Phase 1 list 4 416 24
Notes list 2010‐05‐24 7 753 62
Expo and Conference 2010 5 570 53
Annual meeting 2010‐11‐15 8 968 105
Exchange list 2010‐05‐24 3 404 28
2010: webcast 7 972 94
Webcast ‐
Webcast 2/10/11 3 454 44
Sponsorship summer 2010 1 162 10
One Master Append 2010‐06‐15 11 2259 132
List 5‐5‐2011 1 278 31
Final List 2010‐06‐24 1 578 40
Total 139 11187 992
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18. Results: Average
DM Contact/
List Source Leads Calls Contact % Calls/Lead
Contacts Lead
Webcast 1/18/11 Registered 7 58 10 17% 8 1
Show‐6/16/2011 7 151 25 17% 22 4
Webcast 1/18/11 Registered & Attended
Webcast 1/18/11 Registered & Attended 3 85 17 20% 28 6
2010 Los Angeles 2 67 10 15% 34 5
Lead List 7.2 42 1550 163 11% 37 4
Document Review 1 43 6 14% 43 6
List 4/12/2011 2 87 8 9% 44 4
Prospects_Bay Area_CA 4 185 14 8% 46 4
2011 New York
2011 New York 8 372 48 13% 47 6
Phase 2 list 5 245 28 11% 49 6
Event list 5.5.2011 2 112 15 13% 56 8
Google campaign 5‐4‐2011 1 62 3 5% 62 3
2010 – Booth 9/23/10 3 267 18 7% 89 6
Show ‐ 5/20/2010 1 89 4 4% 89 4
Phase 1 list
Phase 1 list 4 416 24 6% 104 6
Notes list 2010‐05‐24 7 753 62 8% 108 9
Expo and Conference 2010 5 570 53 9% 114 11
Annual meeting 2010‐11‐15 8 968 105 11% 121 13
Exchange list 2010‐05‐24 3 404 28 7% 135 9
2010: webcast 7 972 94 10% 139 13
Webcast ‐
Webcast 2/10/11 3 454 44 10% 151 15
Sponsorship summer 2010 1 162 10 6% 162 10
One Master Append 2010‐06‐15 11 2259 132 6% 205 12
List 5‐5‐2011 1 278 31 11% 278 31
Final List 2010‐06‐24 1 578 40 7% 578 40
Total 139 11187 992 9% 80 7
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22. Results
76% Decrease in calling cost per lead
The calling cost per lead would be decreased by 76%
The calling cost per lead would be decreased by 76%
Approach Calls/Lead Cost/Lead
Worst Case
W C 149 $891
$
Average 80 $483
Optimized 36 $216
Difference 113 $675
! What you need to understand: The overall calling cost per lead would
What you need to understand: The overall calling cost per lead would
decrease by 76% if the calling team focused on the client’s most efficient lists.
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23. Beyond calling costs
• Among the least efficient lists for this client were the lists from a webcast
and a sponsorship engagement
• Use this data to better understand your marketing return on investment
and make better decisions on future marketing opportunities
• Not just the cost to sponsor – also to execute the event
j p
• Look for patterns – what type of supplier/event/activity produces your
best opportunity?
• Don t forget about time. What is the opportunity cost of your team calling
Don’t forget about time What is the opportunity cost of your team calling
an inefficient list?
DM Contact/
List Source
List Source Leads Calls Contact %
Contact % Calls/Lead Hours Calling Cost
Calling Cost Cost/Lead
Contacts Lead
Webcast ‐ 2/10/11 3 454 44 10% 151 15 45 $ 2,724 $ 908
Sponsorship summer 2010 1 162 10 6% 162 10 16 $ 972 $ 972
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24. The value of decision maker conversations
DM
List Source
Webcast 1/18/11 Registered
Contacts
10
• Don’t discount the value of qualitative
Show‐6/16/2011
Webcast 1/18/11 Registered & Attended
Webcast 1/18/11 Registered & Attended
25
17
analysis
2010 Los Angeles
Lead List 7.2
10
163
• Pinpoint the WHY through success and
Document Review
List 4/12/2011
6
8
failure
Prospects_Bay Area_CA 14
2011 New York
2011 New York 48 • Is the value proposition resonating
p p g
Phase 2 list
Event list 5.5.2011
28
15
with the decision maker?
Google campaign 5‐4‐2011 3
2010 – Booth 9/23/10 18 • What objections is the decision
Show ‐ 5/20/2010
Phase 1 list
Phase 1 list
4
24
maker bringing up?
g g p
Notes list 2010‐05‐24 62
Expo and Conference 2010 53 • Use this insight to brainstorm better
Annual meeting 2010‐11‐15 105
Exchange list 2010‐05‐24 28 content and tools for your team
2010: webcast 94
Webcast ‐
Webcast 2/10/11 44 • Use qualitative and quantitative to
Use qualitative and quantitative to
Sponsorship summer 2010 10
One Master Append 2010‐06‐15 132 develop a research framework to test
List 5‐5‐2011 31
Final List 2010‐06‐24 40 your way to success
Total 992
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25. Optimize your data: Keep it simple
• Which lists give you the most leads the fastest?
• Which have the least disqualified leads?
q
• Have an intern or hire an overseas resource to spend a day calling 100
contacts. If more than five are inaccurate your lists needs work.
• Make ongoing maintenance as part of day to day activity by inside sales
Make ongoing maintenance as part of day‐to‐day activity by inside sales
teams or customer service.
Bad: A disqualified lead for every 20 calls
Average: A disqualified lead for every 50 calls
Better: A disqualified lead for every 100 calls
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26. Tips for list purchasing
• For teleprospecting, buy lists in 200‐ and 300‐contact increments and test
them for efficiency, and then continue to invest based on outcomes
• Buy 3 to 6 different lists
• Call at the same time
• Use the same caller
Use the same caller
• Use the same call guide/messaging
• Direct mail and email will require a larger sample
• If it seems to good to be true:
• Information may be missing, incorrect or misspelled
• Cities, states, names, title may be missing or incorrect
• There may not be any email addresses
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27. Tips for list purchasing
• Test which list supplier provides the best contacts – and keep getting new
data to re‐test
• Don’t use the same list that you’re using in the first quarter in the
fourth quarter, unless it's a key account list.
• There is a difference between using the same source of names
g
from a list source versus calling the same people.
• Make sure the list contains email addresses. Top list providers don’t
consider data complete without them.
id d t l t ith t th
• Keep the momentum going: Don’t give up!
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28. Clarify channel message
Optimize list approach
p pp
Mine your base
Tune data streams
Time it right
Close the
loop
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29. Time it right: The tipping point
• Consider the economics of following up
• Be strategic with your most precious resource:
g y p
• Many B2B and complex sale campaigns require a considerable time
investment
• Critical high value resources required to follow up often make up a
Critical high value resources required to follow up often make up a
larger portion of your cost per lead than marketing initiatives
• The rule in B2B marketing is to always follow up with your ideal client –
The rule in B2B marketing is to always follow up with your ideal client
but at what point should you move on to something else that could help
close your year strong?
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30. Experiment: Background
Experiment ID: (Protected)
Location: MECLABS Leads Group Library
Test Protocol Number: TP1214
Test Protocol Number: TP1214
Research Notes:
Background: An industrial testing equipment manufacturer engaged the
B k d A i d i l i i f d h
MECLABS Leads Group to follow up on leads generated through trade shows
and a PPC campaign offering a free book.
Goal: To understand when to stop calling a teleprospecting list.
Goal To nderstand hen to stop allin a teleprospe tin list
Primary research question: At which point does the value of sales‐ready
leads from a calling campaign no longer outweigh the costs?
Approach: Record and analyze teleprospecting campaign data to discover the
point of diminishing returns
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32. Experiment: Results
Analysis of the calling and lead generation data showed that 90% of
successful leads were converted within 28 days of first contact
• 60% of conversions happened on the first day
• Another 30% take place over the next month
• Conversions dropped off significantly after 28 days
Conversions dropped off significantly after 28 days
Looking for a decision point:
• 30 d
30 days i h
is when conversions stop increasing every day
i i i d
• 15 days is the last point at which at least 1% of conversions occur
• 9 days is where you reach 80% of conversions
• 2 days is where you reach 70% of conversions
*The last conversion in this data set took place on 343rd day (672 total conversions)
p y( ) 32
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33. Experiment: Results
450
15 days
15 days
400 last point at which
350 at least 1% of
conversions occur
30 days
ds
300
ales‐ready lead
conversions
250
stop increasing
200 every day
Sa
150
100
50
0
* *
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44
Campaign days
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34. Experiment: Application
Apply this same approach to your own
resource‐ and time‐intensive campaigns to
determine your point of diminishing returns
Consider:
• Th
The cost of the list or campaign to attain the
t f th li t i t tt i th
leads plus the cost of following up with the
leads against the value of the sales‐ready
leads
• The opportunity cost of your time and
resources: What else could you be doing to
drive results for year‐end?
drive results for year‐end?
• As always – nurture unconverted leads
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35. Clarify channel message
Optimize list approach
p pp
Mine your base
Tune data streams
Time it right
Close the
loop
35
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36. Closing the loop
“Marketing closes the loop on every lead, tracking it from source to conclusion.”
41% 41%
39%
37%
22%
20%
San Francisco
Boston
Yes ‐ consistently Yes ‐ hit and miss Not currently
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37. Closing the loop
• Make sure you only give sales sales‐ready leads: Too many unqualified
leads will result in no follow up
• Inside sales will likely have to take leads that are not qualified with the
human touch
• Get sales leadership support
p pp
• Define ICP/ULD and sales follow up and reporting obligations and then
iterate until it's working
• Pilot the closed loop process with a small team and then scale it
Pilot the closed loop process with a small team and then scale it
• Random sample surveys of customers to make sure sales follows up
• Use teleprospecting team to qualify a small set of leads for inside sales as
a baseline and share with inside sales leadership.
a baseline and share with inside sales leadership
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38. Closing the loop
• Critical to keep the dialogue running between sales and marketing
• Smaller teams can hold weekly calls from the marketing team to a
y g
sales manager
• Adding data to the sales force automation system
• Consider preparing a report for sales to show how lead generation and
nurturing campaigns contributed to closed deals
• Company had X number of interactions with a prospect along the lead
Company had X number of interactions with a prospect along the lead
generation/nurturing cycle before they became a customer
• Don t overlook the importance of analyzing deals that fell through
Don’t overlook the importance of analyzing deals that fell through
• Qualified prospects who didn’t buy immediately can be placed back
into the lead nurturing pipeline
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39. Closing the loop
Make it super simple for sales
• Either it's a valid lead or it's not
• The lead definition should be based on the ULD/ICP
• If it's not a lead:
• Have 4 5 simple options
Have 4‐5 simple options
• Inspect what you expect and have a process for resolving disputes
• Call recording is really helpful for your teleprospecting team
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40. Case Study: Background
Experiment ID: Aprimo Inc
Location: MarketingSherpa Library
Test Protocol Number: HOW31720
T t P t l N b HOW31720
Research Notes:
Background: The VP of corporate marketing of a marketing automation
k d h f k f k
software and services provider wanted to improved the closed loop
feedback from sales reps.
Goal: To get the most timely, detailed feedback from time‐pressed sales
reps.
y q gy
Primary research question: Which feedback methodology will result in
the best closed‐loop process?
Approach: Automated surveys to reps
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41. Case Study
• Jill Snyder, VP Corporate Marketing, Aprimo Inc., set up an automated
email system to survey reps 24 hours after each of their scheduled
appointments.
• Reps hate to type, so Snyder made the survey easy to fill out by just ticking
buttons and including an open box for any other notes.
• Questions focus on
• Sales lead quality
• Purchase timing
Purchase timing
• Budget
• If the rep doesn’t answer a survey, the email system automatically
generates an email 48 hours later to Snyder and the company CEO.
generates an email 48 hours later to Snyder and the company CEO
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42. Case Study
• As a result, nearly 100% of surveys are filled out on time
• The request has escalated to the CEO only a handful of times
q y
• "Reps love doing it. They love offering their opinion. They know if they
answer it that they’re going to get more leads. They know that by telling
me how well it went, it will determine what type of leads they will get in
, yp y g
the future. Reps don’t like to prospect. If you can tell a rep, ‘I’ll do the
prospecting for you,’ there’s nothing better."
• Try a low‐tech approach:
• Have an assistant or intern call each rep at a prearranged time to get
feedback verbally
feedback verbally
• Use downtime: Airport waiting time or late on Friday afternoon
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43. Closing the loop
Key success factors:
• Make it easy y
• Show the value for sales
• Give sales control
• Make it a competitive sport
Make it a competitive sport
• Get the head of sales to support you
• Use feedback to improve future leads
! While you have their attention, use the opportunity
While you have their attention use the opportunity
to gather marketplace insights from your sales team
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44. Put the feedback to work
• What made the great lead great?
• Did it match/fit the Universal Lead Definition?
• Should you revised your ULD?
• Review how the lead was attained
• What approach does the lead generations specialist use?
• Listen to the conversation recording
• What triggered the decision maker to move forward?
• How can you repeat that?
y p
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46. Funnel Focus Next Steps
Clarify channel message
Watch the Part 1 of this Webinar: Optimize list approach
B2BLeadBlog.com/Part1 Re‐engage your base
Tune data streams
Time it right
Time it right
Close the
loop
46
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47. Funnel Focus Next Steps
Clarify channel message
• Buy lists in smaller increments and test Optimize list approach
• Don’t discount the value of qualitative
q
Re‐engage your base
analysis
• Use qualitative and quantitative to Tune data streams
develop a research framework to test
p Time it right
Time it right
your way to success Close the
loop
• Make ongoing data quality maintenance
as part of day‐to‐day activity
p y y y
Bad: A disqualified lead for every 20 calls
Average: A di
A A disqualified lead for every 50 calls
lifi d l d f 50 ll
Better: A disqualified lead for every 100 calls
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48. Funnel Focus Next Steps
Clarify channel message
• Be strategic: remember time is money Optimize list approach
• Know when to move on by analyzing
y y g
Re‐engage your base
when most leads are converted
• Measure your ROI: Tune data streams
• The cost of attaining the leads plus
The cost of attaining the leads plus Time it right
Time it right
the cost of following up vs. lead value Close the
loop
WATCH: B2B Lead Roundtable webinar
Research from Harvard and MIT on inbound
lead contact, qualification and close rates
B2BLeadBlog.com/timing
48
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49. Funnel Focus Next Steps
Clarify channel message
• Close the loop on every lead – track from Optimize list approach
source to conclusion
Re‐engage your base
• Pilot the closed‐loop process with a small
sales team then scale Tune data streams
• Make it simple for sales: Try a survey
p y y Time it right
Time it right
• Analyze deals that fell through Close the
loop
49
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51. B2B Lead Roundtable
1. You will receive a link to the webinar
recording. Please fill out the post‐webinar
survey
2. View past and sign up for future webinars
• B2BL dBl
B2BLeadBlog.com/webinars
/ bi
3. Join the B2B Lead Roundtable LinkedIn
g p
group
• B2BLeadBlog.com/Linkedin
4. Connect and share
• B2BLeadBlog.com
• Twitter @B2BLeadBlog
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