Set your company on a path to lead generation success. Learn how to generate more cross sell leads from your top accounts, run effective marketing campaign inside the base and grow wallet share. These slides are from the Sales Benchmark Index webinar presentation by Vince Koehler.

1. View the recorded webinar including Q&A here.
April 12, 2012

2. Before We Start…
 View the recorded webinar including Q&A here.
 Additional questions can be sent directly to:
vince.koehler@salesbenchmarkindex.com
Join us for our next Webinar….
“How to set Accurate Quotas”
 Thursday, May 10th
 1:00 p.m. Central
 30 minutes
 Register at:
http://www.salesbenchmarkindex.com/webinar-how-to-set-accurate-quotas/
2

3. Vince Koehler
Brief Bio
• Managing Consultant at Sales Benchmark Index
• Prior to SBI,
• Co-founder of digital agency, Propeller Interactive
building the first digital presence for companies
such as CITGO Petroleum & Koch
• Member of a core team who transformed VML
from a traditional ad agency in 1999 to a top-tier
digital agency by 2006
• Directed e-commerce agency of record accounts
at VML, from 1999 – 2006
• Corporate marketing director
• Sales field experience
• 18 years of experience in sales and marketing,
strategic planning, lead generation
• Vince’s lead generation experience includes GE,
Colgate, Sprint-Nextel, American Express business
services, Ceridian, YRC Worldwide, and Kronos.

4. Lead Generation Defined
 What is Lead Generation?
The process of turning Inquiries --- through auto-nurturing and
1:1 engagement --- into Sales Qualified Leads.
4

5. Without Lead Generation
Un-nurtured leads
are rarely ready to
buy at the moment
of first engagement
Without lead
nurturing, prospects
leak out of the
funnel and waste
sales rep time
5

6. With Lead Generation
Leads are ‘nurtured’ as
they move through initial
stages of the buying
process
Leads handed off to
KAM’s are truly
‘Sales Ready’
6

7. Key Account Management Defined
What is Key Account Management?
What is Key Account Management (KAM)?
Key Account Management is a way to service your most
valuable customers
7

8. Key Account Management Defined
What does Key Account Management do?
What does Key Account Management do?
Defense:
Retains and grows existing strategic
high potential accounts
Offense:
Enables companies to entice
customers with high potential into
becoming strategic accounts
8

9. Key Account Management
Direct Sales Mapping vs. Key Account Mapping
 Bow-tie Relationship  Diamond Relationship
Marketing Marketing
Source: Cheverton, P: Global Account Management and McDonald M, Millman, AF, and
Rogers, B: Key Account Management: Learning from the supplier and customer perspectives
9

10. Lead Generation & KAM
Lead
Key Account
Generation
Management
“I’m focused on new logos.” “The lead generation team shouldn’t
be touching my account.”
“It’s not my job to help sales with
their customer campaigns.” “I know the account and everything
going on inside.”
“Sales tells me to stay out of their
accounts --- I might mess up an “I need marketing support but they
opportunity.” never have time.”
10

11. Worlds Apart
Lead
Key Account
Generation
Management
11

12. What Should be done Differently?
Lead Key Account
Generation Management
“Lead Generation plays an “I need Lead Generation
important role in to help me mine and
uncovering contacts deep nurture contacts that I
within our Key Accounts” can’t realistically reach”
Opportunity
12

13. Value of Lead Generation
Value of
Lead Generation
for entire
customer base
Up-sell Cross- Defend
sell
+
Value of
Lead Generation
for KAM Top of Mind 1:1 Establish
Awareness Relationship Thought
Building Leadership
13

14. LeadGen for Key Feeling a littleSteps
Accounts – 3 overwhelmed?
Custom Key AccountLead
Marketing Campaigns
Generation
Program
1. Personalize 1:1 Engagement
Key Account
Program
2. Tailored Content
3. Extend Reach into the Key Account
14

15. LeadGen for Key Accounts – 3 Steps
Custom Key Account Marketing Campaigns
1. Personalize 1:1 Engagement
2. Tailored Content
3. Extend Reach into the Key Account
15

16. 1. Personalized 1:1 Engagement
 Leverage marketing automation
 Auto-nurturing to deep list of influencer and user
contacts
 Insight into readership – Is the CFO actually reading
my blog?
 Insight into interest – Early indication of new divisions
or departments reviewing awareness stage content
 Introducing the Lead Development Rep
(LDR)
 Reviews leads and assigns auto-nurturing that
matches buying profile
 As lead activity increases, the LDR begins personalized
contact
 1:1 engagement is focused on listening, understanding
the buying stage, and making appropriate offers
16

17. 2. Tailor Content
Introducing the Buying Persona
17

18. 2. Tailor Content – Buying Persona
What is a Persona?
 Persona – One page document that captures the Ideal
Customer Profile and Buyers Journey for identified
buyer types. Personas are used by…
 Marketing staff to develop content specific to a role and
a stage in the buying process
 Lead Development Reps identify where a Lead is in the
Buyer’s Journey and make appropriate offers
 Key Account Manager to deliver appropriate
messaging/content to them
18

19. 2. Tailor Content – Buying Persona
ICP of Target Company
Understanding the Buying Criteria is important
to messaging and rapport building when
attempting to reach new contacts within the
Key Account
19

20. 2. Tailor Content – Buying Persona
Buyers Types Key people involved
• Responsibility
• Focus
• Role in purchase
Influencer
User Buyer
Economic Buyer
20

21. 2. Tailor Content – Buying Persona
Buying Stages
This is the Customer’s Buying Process and
the internal questions that are asked at
each step of the buyer’s journey
Key Account Manager
aligns selling activities
Lead Development with the buyer’s
Team listens closely preference
for the types of
questions asked to
identify the buying
stage
21

22. 2. Tailor Content – Buying Persona
Aligns Buyer Stages
Buyer’s Journey with relevant talk
tracks and telling
listening points
Lead Development Team listens
and/or prompts for ‘I Can’t’ vs. ‘I
Want’ statements to appropriate
1:1 nurturing and offers 22

23. 3. Extend Reach into the Key Account
Key Account Lead Generation
 Lead Generation gives the KAM
team the capability to extend
their reach broadly and to deep
 KAM’s should become experts at
requesting email lists
 Custom campaigns that include
content of value to the account
can be offered in exchange for
email lists
 Leverage automated nurturing
for scalability
Even the best Key Account team can’t
 Map actively engaged
work an entire organization – Lead
implementers to leadership –
Generation gives you that capability
identify gaps to pursue
23

24. Summary LeadGen for Key Accounts
 Lead Generation is not just for prospecting new logos
 Expand LeadGen to customer base, especially Key
Accounts
 Align marketing spend with revenue acquisition
 Custom Key Account Marketing Campaigns – 3 Steps
 Personalized 1:1 Engagement
 Tailored Content
 Extend Reach into the Key Account
24

25. View the recorded webinar including Q&A here.
25

26. Further interest….
Sign-up for a free Lead Generation consultation by:
E-mailing info@salesbenchmarkindex.com
Have more questions….
 View the recorded webinar including Q&A here.
 Additional questions can be sent directly to:
vince.koehler@salesbenchmarkindex.com
Join us for our next Webinar….
“How to set Accurate Quotas”
 Thursday, May 10th
 1:00 p.m. Central
 30 minutes
 Register at:
http://www.salesbenchmarkindex.com/webinar-how-to-set-accurate-quotas/
Thank-You for attending… 26