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.

1. Teleprospecting that Drives Sales‐Ready Leads and
that Drives Sales‐
How One Company Slashed Their Cost per Lead by
More than Half
More than Half
Brian Carroll Brandon Stamschror
Executive Director Senior Director of Operations
MECLABS Applied Research MECLABS Leads Group

2. 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
f d fI T h( t f th MECLABS L d G ) B2B k ti
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 (McGraw‐Hill),
p p , f p ( ),
Carroll is a leading expert in lead generation and he's profiled and regularly
quoted in numerous publications. Brian also speaks to 20,000 people a year on
improving sales effectiveness and lead generation strategies.
He s been profiled and regularly quoted in numerous publications such as BtoB
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.
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3. About Brandon Stamschror
Brandon is Senior Director of Operations, MECLABS Leads Group. He is a co‐founder of
InTouch (now the MECLABS Leads Group) and a former partner at iNETech, Inc. From early
( p) p , y
operational positions with 3M and functional financial experience at iNETech, Brandon has
become the key driver of all operational processes and support teams that execute the
Leads Group client engagements.
Brandon has more than 12 years of experience managing teleprospecting and lead
B d h th 12 f i i t l ti dl d
generation teams across dozens of industries and solutions. Brandon collaborated with
Brian Carroll on his book, Lead Generation for the Complex Sale (McGraw‐Hill, 2006).
Brandon earned his B.S.B. in operations management from the Carlson School at the
University of Minnesota.
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4. MECLABS: A Sales and Marketing R&D Lab
• More than 10 years of research
• Over 1 billion emails
• 1,300 major experiments
, j p
• 10,000 sales‐paths tested
• Hundreds of publications and conferences
• 5 million phone calls
• 500,000 conversations
,
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5. MECLABS Sciences Group
Primary Research Applied Research
Conversion Leads Technology Training Strategy Agency
Group Group Group Group Group Group
We optimize the financial performance
p p
of the sales and marketing funnel
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6. What we’ll cover today
1. The human touch of lead nurturing
2. The value of data quality
2 The value of data quality
3. Prospecting rules that produce leads
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7. Teleprospecting: The Human Touch of Lead Nurturing

8. Lead generation = building relationships
• Identify the right people and companies
• Initiate a memorable conversation
• Nurture them, regardless of timing to buy
90% of B2B customers want their sales person to be more of a resource.
!
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9. Lead generation scales sales
100% These reallocated
sales resources
As much as possible, replace
p , p result in
result in
Less these sales resources with lower‐ increased
efficient cost methods of marketing & revenue
sales Allocated telemarketing contact capacity/higher
resources percent of
percent of sales productivity
sales productivity
sales
More resources
efficient
efficient
sales
resources
0%
Prospecting Nurturing Selling
Buying cycle stages
Buying cycle stages 9
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10. Tele‐qualification‘s human touch is essential
Avoid email only for lead nurturing
40%
House Email
35%
rturing
30%
SEO
tion to Lead Nur
25% Traditional
Content
20% Tele‐
Major Contribut
Viral qualification
Mktg
15%
Emerging Event
Content Marketing
10%
Social
5% Media
5% 10% 15% 20% 25% 30% 35% 40%
Major Contribution to Lead Generation
Major Contribution to Lead Generation
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11. Chief requirements for lead qualification
Lead has responded to a marketing
campaign by providing basic contact 0.8
information
Lead has indicated a valid business need 0.42
Lead has identified themselves as a
decision maker 0.26
Lead has reached a certain lead score
through expressing interest in a number 0.25
of categories
p
Lead has indicated an acceptable time
frame to purchase 0.23
0 23
Lead has indicated an acceptable
purchasing budget 0.23
http://www.marketingsherpa.com/1n
ews/chartofweek‐03‐22‐11‐lp.htm
Lead has potential for large deal size 0.16
! What you need to understand: Teleprospecting is essential qualify sales‐ready leads
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12. The Value of Data Quality

13. How data quality impacts the human touch
• An often undervalued cost of doing business
• Value disconnect between demand generation and lead
qualification activities vs. value of quality data
• Misinformation about data sources and the reality that “you
get what you pay for”
• What do the numbers tell us about the true cost of calling on
h d h b ll b h f lli
low cost data?
• H d
How does an upfront investment in data quality effect the
f ti t ti d t lit ff t th
total cost of lead?
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14. Experiment: Background
Experiment ID: Telecom organization data test
Location: MECLABS Leads Group Research Library
Test Protocol: LG1001
Test Protocol: LG1001
Background: A telecom organization engaged MECLABS for lead generation
Objective: To determine if higher cost/higher quality data can drive down
overall cost per lead
Primary research question: Which campaign data source will drive the most
Primary research question: Which campaign data source will drive the most
value?
Test Design: Four MDM data segments, a community‐based segment, and a
traditional list‐source segment. Eliminate variables: Same reps, time frame,
time allocation per data segment, qualification criteria and messaging. Set up
new data sets.
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15. Experiment: Test design
Record
Segments Validated
Cost
MDM Tier 1 $24.00 Phone – role‐based
Per segment:
MDM Tier 2 $14.50 Phone – title‐based 300 accounts
MDM Tier 3 $6.00 Phone – validated 80 hours of calling
MDM Tier 4 $3.00 Email ‐ validated
Community Based $1.00 Business cards
Traditional $0.49 No validation
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16. Experiment: Results
Record No longer with Dials to Dials to sales‐
Segments
Cost co pa y
company d squa y
disqualify ready lead
eady ead
MDM Tier 1 $24.00 1% 90 77
MDM Tier 2 $14.50 .06% 53 110
MDM Tier 3 $6.00 14% 27 127
MDM Tier 4 $3.00 23% 26 135
Community Based $1.00 67% 11 240
Traditional $0.49 13.3% 7 210
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17. Experiment: Results and ROI
Record Call Per Cost Per
Segments List Count Leads List Cost
Cost Lead
ead Lead
ead
MDM Tier 1 $24.00 77 1000 312 $373.45 $24,000
MDM Tier 2 $14.50 110 1560 312 $496.00 $22,620
MDM Tier 3 $6.00 127 2475 312 $536.58 $14,850
MDM Tier 4 $3.00 135 2810 312 $546.75 $8,430
Community Based $1.00 240 9350 312 $954.00 $9,350
Traditional $0.49 210 13100 312 $828.95 $6,380
! What you need to understand: “Cheap” data is expensive!
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18. Experiment: Results and ROI
Record Call Per Cost Per
Segments List Count Leads List Cost Call Cost
Cost Lead
ead Lead
ead
MDM Tier 1 $24.00 77 1000 312 $373.45 $24,000 $92,400
MDM Tier 2 $14.50 110 1560 312 $496.00 $22,620 $132,132
MDM Tier 3 $6.00 127 2475 312 $536.58 $14,850 $152,460
MDM Tier 4 $3.00 135 2810 312 $546.75 $8,430 $162,278
Community Based $1.00 240 9350 312 $954.00 $9,350 $287,980
Traditional $0.49 210 13100 312 $828.95 $6,380 $252,175
! What you need to understand: Executing teleprospecting
campaigns with “cheap” data is REALLY expensive!
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19. Prospecting Rules that Produce Leads

20. Prospecting rules that produce leads
1. Sustain the calling
2.
2 Make every call count
Make every call count
3. Throw away the scripts
4. Always be relevant
Always be relevant
5. Gain opt‐in email addresses
6. Always follow‐up (with nurturing)
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21. Step 1: Sustain the calling
• Be in it for the long haul
• Works best if long‐term and consistent
• Develop relationships
It can take 8 ‐19 calls to reach a prospect. Many
! people give up on the third attempt
Source: http://www.telenetmarketing.com/news_release/pdf/16/How_Do_You_Compare__TeleNet_Marketing_Survey_Results.pdf
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22. Step 2: Make every call count
• Use a top‐down approach
• Confirm contacts and get internal referrals
Confirm contacts and get internal referrals
• Voicemail? “Zero out”
• Be in the moment when making calls
Be “in the moment” when making calls
• Develop a fall‐back strategy
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23. Step 2: Make every call count
Who do you target?
Influencer
Champions for
h f Decision
maker
your solution End user
Economic
Technical Buyer
buyer
Info
gatherer
th
Champion Gate Influencers for
keeper
your solution
! In a complex sale, 70% of brand perception is from direct contact with a sales person. 23
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24. Step 3: Throw away the scripts
• Create call guides
• Strong outlines designed to
Strong outlines designed to
create conversations
• Suggested areas of
discussions/questions
• Flexible and assume multiple
outcomes
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25. Step 3: Throw away the scripts
Build your calling guide: questions to ask:
• What is the goal of your call?
What is the goal of your call?
• What is your value proposition?
• What business needs/issues do solve?
/
• What are three reasons your company stands out?
• What are the important questions you want
answered?
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26. Step 4: Always be relevant
“I wanted to catch “I’m calling to “Are you ready to
up…
up ” touch base…
touch base ” buy yet…?
buy yet ?
This isn’t being relevant
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27. Step 4: Always be relevant
• How do they work?
• What is their functional role?
What is their functional role?
• What are their anticipated needs?
• What are their priorities and challenges?
What are their priorities and challenges?
! “92% of B2B buyers are open to cold calls if the sales person is relevant.”
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28. Step 4: Always be relevant
Message Map Based on Role
Long sales cycles
External pressures
l Commoditization
Fewer sales opportunities
Improve account penetration
VP sales Increase revenue Increase sales team selling time
Shorten average sales cycle
Build a predictable sales pipeline
Improve sales effectiveness
Improve sales Help sales team get to executives
effectiveness Ramp up new sales people
Ramp up new sales people
Retain and motivate sales force
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29. Step 5: Gain opt‐in
First Step Second Step
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30. Step 6: Always follow up (with nurturing)
Nurture them, regardless of timing to buy
Lead Nurturing is a relevant and consistent dialog with viable
potential customers, regardless of their timing to buy.
potential customers, regardless of their timing to buy.
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31. Step 6: Always Follow Up (with Nurturing)
Building Your Lead Nurturing Library
Gather and filter relevant content based on message map
• Third party articles, relevant topics, research reports
• Vendor agnostic podcasts, webinars, blogs and case studies to position
sales team as a “trusted advisor”
• Company specific white papers, success stories, webcasts
Lesson Learned
Lesson Learned
• Reuse available content before creating new content
• Filter third party content for a nurturing “library” using free sources
Google.com/alerts
/
Resource: Thought leadership for Lead Nurturing
http://b2bleadblog.com/2005/06/using_thought_l.html
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32. Step 6: Always Follow Up (with Nurturing)
Building Your Lead Nurturing Library
Resource: Content Ideas for Lead Nurturing
http://b2bleadblog.com/2007/08/content‐ideas‐1.html
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33. Step 6: Always follow up (with nurturing)
Building your lead‐nurturing library
To: Recipient
From:
F Sender
S d
Subject: Article on virtualization for executives
Bill,
I thought you might find this recent article on virtualization relevant. It provides a
strategic overview that is written more for executives.
“FAQ: Detangling virtualization”
http://news.com.com/FAQ+Detangling+virtualization/2100‐7339_3‐6177447.html
// / /
We've been helping a number of companies decide when exactly to use virtualization
and how to avoid the "all my eggs in one basket" concern that this article brings up.
Best Regards,
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34. Putting the rules into action
04/30/2010 ‐ Called ‐ Rory Smith ‐ Talked to DM
04/20/2010 ‐ Called ‐ Rory Smith ‐ Got voice mail
04/17/2010 ‐ Email Link Clicked ‐ Rory Smith ‐ Campaign 2010‐04‐17
04/17/2010 Email Sent Rory Smith Message: How to optimize your outsourced teleprosp
04/17/2010 ‐ Email Sent ‐ Rory Smith ‐ Message: How to optimize your outsourced teleprosp
04/17/2010 ‐ Email Sent ‐ Sylvie Jones ‐ Message: How to optimize your outsourced teleprosp
04/17/2010 ‐ Email Sent ‐ Joel Koppelman ‐ Message: How to optimize your outsourced teleprosp
04/08/2010 ‐ Called ‐ Rory Smith ‐ Talked to DM
03/26/2010 ‐ Called ‐ Rory Smith ‐ Talked to DM
03/20/2010 ‐ Called ‐ Rory Smith ‐ Talked to DM
03/20/2010 ‐ Called ‐ Rory Smith ‐ Got voice mail
03/19/2010 ‐ Touchpoint ‐ Rory Smith ‐ Inquiry ‐ Web
03/13/2010 ‐ Email Link Clicked ‐ Sylvie Jones ‐ Campaign 2010‐03‐13
03/13/2010 ‐ Email Sent ‐ Sylvie Jones ‐ Message: Why cost‐per‐lead budgets fail
03/13/2010 Email Sent Sylvie Jones Message: Why cost per lead budgets fail
03/13/2010 ‐ Email Sent ‐ Joel Koppelman ‐ Message: Why cost‐per‐lead budgets fail
02/14/2010 ‐ Email Sent ‐ Sylvie Jones ‐ Message: Using the phone in your lead generation s
02/14/2010 ‐ Email Sent ‐ Joel Koppelman ‐ Message: Using the phone in your lead generation s
02/07/2010 ‐ Called ‐ Mitchell Codkind ‐ Got voice mail
02/04/2010 ‐ Called ‐ Kelly Henry ‐ Got voice mail
01/31/2010 ‐ Called ‐ Sylvie Jones ‐ Got voice mail
01/29/2010 ‐ Called ‐ Sylvie Jones ‐ Got voice mail
01/24/2010 ‐ Touchpoint ‐ Sylvie Jones ‐ Blog Subscription ‐ B2B Lead Generation
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35. Before you pick up the phone
• Who and why are you calling?
• What do you know about this company?
What do you know about this company?
• Do they fit your ideal customer profile?
• Do you have a fall‐back strategy?
• How will success be measured?
• Do you know what you are going to say?
• Do you have a follow‐up email prepared?
Do you have a follow up email prepared?
• Is your educational content ready?
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36. Takeaways
The human touch of lead nurturing
• The phone is essential to qualify sales ready leads.
The value of data quality
• Review your current investment in data quality (you often get what you pay
for) and cheap data isn't very cheap.
f ) d h d t i 't h
Prospecting rules that produce leads
1. Sustain the calling
g
2. Make every call count
3. Throw away the scripts
4. Always be relevant
Always be relevant
5. Gain opt‐in email addresses
6. Always follow‐up (with nurturing)
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37. Thank you
Brian Carroll
Executive Director, Applied Research
MECLABS
651‐255‐7640
brian.carroll@meclabs.com
Brandon Stamschror
Sr. Director of Operations, Leads Group
MECLABS
651‐255‐7613
brandon.stamschror@meclabs.com
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38. Next Steps and Resources
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• B2BLeadBlog.com/webinars
3. Join the B2B Lead Roundtable LinkedIn group
• B2BLeadBlog.com/Linkedin
4. Connect and share
• B2BLeadBlog.com
g
• Twitter @B2BLeadBlog
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