The document discusses strategies for marketing and business development in a changing media landscape. It notes that traditional media is declining while digital media and social networks are rising in importance. It then describes a tool called JMGLeadLogicTM that helps companies better manage sales leads through targeted email campaigns, lead scoring, and a dashboard to track campaign performance. The goal is to turn website clicks and responses into qualified sales appointments. Case studies show it can significantly increase the number of leads and sales opportunities companies generate.

1. How to Win in Business Development

2. 2010 DEALER MARKETING MEETING
Closed Loop Marketing

3. 2010 DEALER MARKETING MEETING
Our landscape has changed
Since 2008:
• More than 591 trade magazines have folded
• 105 newspapers have closed
• 99% have reduced coverage, print runs and
distribution
• 15,000+ newspaper jobs have been lost
• Print ad sales have fallen 30%
• 24 of the top 25 newspapers had circulation
declines between 7-23%

4. 2010 DEALER MARKETING MEETING
The Changing Landscape of Media
Consumption
• Volume of information has grown
• Information sources have increased
• Velocity of information speeds up
• Times and places to experience media enlarge
• Attention to information expands and contracts
• Immersive qualities of media are more compelling
(Video, Gaming, Augmented Reality, Animation, Infographics)
• Social networks are more important
• More time spent on smartphones and tablets

5. 2010 DEALER MARKETING MEETING
The Change Agents

6. 2010 DEALER MARKETING MEETING
What is the New Normal?
New landscape benefits brands
– Worldwide thirst for information and news
– Changing role of traditional media
– Personalities and social connections are ever more
important
– Advances in technology
– Reduced trust in business
– 24/7 news cycle, immediate, global
– Segmentation of messages, authentication of sources
– Rise in the importance of the news brand

7. Closed Loop Marketing
2010 DEALER MARKETING MEETING

8. 2010 DEALER MARKETING MEETING
46 hours & 53 minutes

9. 2010 DEALER MARKETING MEETING
Database Management
• Lead Loss Rates:
– 40-80% of leads/prospects lost in every step of the sales cycle
• Lack of process for handling immature prospects (~20%)
• Poorly defined roles and processes (~10%)
• Different sales and marketing systems (~15%)
• Web, email, fax, phone (~10%)
• Poor qualification (~20%)
• Wrong territory assignment (~5%)
• No control of how lead is sent (~8%)
• No measurement system in place (~10%)
• Limited lead acceptance and follow up (~20%)
– 70% of prospects are never contacted the first time

10. 2010 DEALER MARKETING MEETING
Sales/Marketing Automation
Lead Automation
Capture
Sales Automation Enrich Marketing Automation
Account Management Qualify Plan Campaign
Opportunity Mgmt Score Approve
Forecasting Assign/Route Design/Develop
Activities Notify/Deliver Execution
Proposals Track/Alert Manage
Quotes Reassign Measure
Analyze

11. Data Management: Deep Dive
2010 DEALER MARKETING MEETING
– How is your data stored?
– Who has access to the data?
– What does your sales lead funnel look like?
– Does the sales force have enough leads in their sales funnel?
– What is the average sales cycle? What is the close rate?
– Who is responsible for following up on leads?
– What are the sources behind the data? Where did they come
from (shows, events, ads, articles, web site, networking)?
– What sources generate the most qualified leads?
– What is considered a qualified lead?
– Which sources are the most cost effective?
– How often do you perform quality assurance tests?

12. Ideal Drip Campaign
2010 DEALER MARKETING MEETING
Nurture
• Inbound calls • Outbound calls
• Ads • Response 1 • Literature
• Web Inquiries • Response 2 Fulfillment
• Email • Response 3 • Follow Up
Qualification
Distribute
Process

13. 2010 DEALER MARKETING MEETING

14. 2010 DEALER MARKETING MEETING
JMGLeadLogic™

15. 2010 DEALER MARKETING MEETING
JMGLeadLogic™ Process
• Target prospects by title, industry, geography
• Vet ‘clean’ record using email qualification technique
• Build ongoing ‘drip’ email campaign to build sales funnel
• Turn-key lead nurture program that turns clicks, opens
and replies into appointments
• User-friendly dashboard that can act as a CRM system or
be exported into other systems

16. 2010 DEALER MARKETING MEETING
JMGLeadLogic™ Process
Database
Email
800#
Lead Management System

17. 2010 DEALER MARKETING MEETING
JMGLeadLogic™ Process
Assess Data Lead Definitions Lead Scoring
•Clean/De-Dupe •Define lead quality •Assign scores
•Determine segmentation •Determine content •Lead quality
•Assess quality attractiveness •Lead activity
•Understand sales frameworks
Content Strategy Fulfillment/Response Plan
•Define content/messages •Define response plan
•Determine email address from ‘whom’ •Email/Direct
•Develop messages •Follow-up call
•Assign web content landing pages •Define the lead sharing process

18. LeadLogic™ Process: Email Campaign
• Vet & Verify (text only)
A
• General information (text preferred)
B • Build credibility
• General information
C • Continue to build credibility
• Narrow content
D • Service/product offers
• Narrow content
E • Service/product offers
• Narrow content
F • Service/product offers

19. 2010 DEALER MARKETING MEETING
JMGLeadLogicTM Dashboard

20. 2010 DEALER MARKETING MEETING
Dashboard

21. 2010 DEALER MARKETING MEETING
Email Campaign Performance
Industry Stats:
• 90-95% delivery rate
• 40% open rate
• 7-10% click through rate
Database: 1,000 records
• Delivery rate: 900
• Open rate: 360
• Click through rate: 36
• Replies: 7

22. 2010 DEALER MARKETING MEETING
2012 Program Case Study
• Contacts client thought they had: 5,900
• Contacts client actually had: 400
• Size of contact database now: 24,000
• Number of replies to initial vetting emails: 550
• Number of leads from initial vetting emails:
Over 100

23. 2010 DEALER MARKETING MEETING
For more information on our
JMGLeadLogicTM tool, call today!
864.272.3018