The document discusses how to prepare sales teams to successfully follow up on marketing leads. It emphasizes the importance of generating qualified leads, educating sales on competitors, and providing customized competitive intelligence. Specific recommendations include tracking lead behavior, setting quality scores, automating alerts for sales, and giving sales concise yet customized information on positioning, competitors' offerings, and how to respond to competitor challenges. The goal is to arm sales with relevant facts to help them win customers who may also be considering other options.

1. Partner Logo Here
Lead Intel: Readying the Field to
Successfully Follow-Up
on Marketing Leads
Hosted by:
Mitch Emerson @Compelligence | Jeff Linton @ActOnSoftware

2. Partner Logo Here Today’s Presenters
Mitch Emerson Jeff Linton
Co-Founder Product Marketing
Compelligence Act-On Software
#AOWEB

3. Partner Logo Here
The Story
3 key pieces to a successful sale
• Qualified Leads
• Competitive Sales Guidance
• Prospect History
• Give your team the prospects that are interested
• Prepare the sales field on how to counter competition
• Prepare the sales on how to customize and position
the pitch

4. Partner Logo Here
Agenda
Plan and Tools: How and what to generate the
correct leads for sales
Educating the sales team: What should they
know about your competitors
Key aspects of good competitive sales
intelligence for marketing and sales

5. Partner Logo Here
Lead Generation
Outbound
– Email
– Social Media
– Webinars
– Landing Pages
– Downloads
– Events
Inbound
– Website
– Blog

6. Partner Logo Here
Plan-Persona & Profile Data
Tracking…
Who, When, How Often…
What did they do become a Lead/Deal
The Path:
Opened > Downloads > Webinars > Pages Visited

7. Partner Logo Here
Setting the Quality Score
Your Digital Assets
[are they all the same?]
Individuals
[are they all created equal?]
Companies
[does revenue matter?]
Industry
[is this your target audience?]
C u s t o m i z e d | Ta r g e t e d | R e l e v a n t C o m m u n i c a t i o n s = R e v e n u e

8. Partner Logo Here
The Knowledge
15… 25… 41…
Automated Triggered Alerts for Sales
MQL: Marketing Qualified Lead
Sales says “there is GOLD in them there LEADS”

9. Partner Logo Here
Win the Customer
• Remember: qualified leads do not equal
customers!
• Potential customers are in the market for your
types of products or services—and your
competitor’s products as well.
• Your field needs to have easy access to the
info that will answer most of their questions
before they are asked

10. Partner Logo Here
Know Your Competitor: Key Info
Your potential customer is comparing products
Compelligence provides critical data to your field
1. Description of competitive products the lead is considering
2. Sales positioning strategy
3. Main influences on price
4. Critical features and
why they are important
5. Strengths and weaknesses
6. Access to other resources

11. Partner Logo Here
Know your Competitor: Positioning
• 5 elements sales needs for competitive positioning:
1. How to position your product or service
2. How your competitor will attack
3. How to respond to competitor attacks
4. How your competitor positions their product or service
5. How to attack or deposition your competitor
• Fact-based positioning statements are stronger than
“marketing” ones
Weak Positioning Statements Strong Positioning Statements
“Scales to support 5000 widgets, which is 10 times
“The most scalable product available”
more than our competitor”
“More people choose our product.” “Deployed in 70% of Fortune 500 companies”
“Requires no training and can be ready to use in 5
“Easiest to use”
minutes.”

12. Partner Logo Here
Positioning Examples
vs vs
iPad Positioning Statements iPad Positioning Statements
The iPad is thin, light, and fully loaded with features The iPad is thin, light, and fully loaded with features
A 10-hour battery gives it the longest life in the market A 10-hour battery gives it the longest life in the market
Two cameras make photo-taking and video Two cameras make photo-taking and video
communications easy communications easy
How Fire Positions How iPad Attacks How Notebook Positions How iPad Attacks
Only $199 Kindle has small market Full keyboard Notebooks are large and
19 million movies, TV shows, share
Easy multi-tasking and bulky
book, songs and magazines Fire can only use Kindle
networking in single platform Mouse/cursor are more
Same touch-interface, eBooks; iPad can use Kindle
viewing angle, and dual- and iBooks Premium stereo sound and awkward for navigating
processor like iPad No camera available on Fire HD monitor for immersive web, photos, content
Fire only has 8GB memory multimedia Battery lifetime of
notebooks are lacking
How Fire Attacks How iPad Defends How Notebook Attacks How iPad Defends
iPad is more than 2x cost of iPad costs more because it Creating content on an iPad is iPads are not geared toward
Fire gives you more challenging content creation--different
iPad is too big and bulky to iPad’s larger screen makes iPad requires special cables market
hold in one hand and read like multi-touch more functional and connectors for external iPad cables are becoming
a book iPad’s better browser can devices more standard and available
No unlimited content stream from lots of free iPad is virtually useless without Wi-Fi or 3G options allow
streaming subscriptions websites a network connection network access almost
available everywhere

13. Partner Logo Here Key Aspects of Competitive Sales Intel
Compelligence makes your Competitive Intelligence…
• …. easy for sales to find
– Sales teams don’t have to go to different websites, different people,
different locations for competitive information
– Easy, concise guidance that does not have to be “boiled down”
• …. highly relevant to each individual deal
– Content can be customized to a deal-by-deal basis
• …. current and up to date
– Allows feedback from field on what works and what doesn’t
– Don’t let your field get burned with old or inaccurate data!

14. Partner Logo Here
Tailored and Targeted Message
Now that your sales team has a qualified lead, knows
how to defend and deposition the competition, tailor
the message to the lead
Where did the lead come from and view the exact details
• Webinars
• Content
• Pages
• Score
• Submissions

15. Partner Logo Here
Five Leave Behinds…
Lead Intel: Readying the Field to Successfully
Follow-Up on Marketing Leads
1. Marketing and Sales need to be on the same page
(have the conversation)
2. Know and understand your buyers and their
buying process
3. Create Scores and a Plan to match
The Buyers Process | Behaviors | Personas
4. Educate/Train Reps on Key Positioning
5. Measure / Adopt / Make Changes

16. Partner Logo Here Thank you!
Mitch Emerson Jeff Linton
Co-Founder Product Marketing
Compelligence Act-On Software
#ActOnSoftware