Whether your B2B sales organization has too many leads or not enough, qualifying your needs requires tight integration of every piece of communications lined up to each stage of the traditional sales funnel. An integrated marketing expert, Marc Lefton has worked with Bloomberg, DirecTV for Business, L'Oreal Professional, InfiniGraph, Me-Ality and many other B2B organizations to perfect their sales communications.

1. SALES
ENABLEMENT
MARKETING
Sunday, August 25, 13

2. B2B marketers often come to a marketing person with a list of tactical
needs. “We need a brochure for our sales team.” Item by item, they tick off
each deliverable.
The problem sales teams often have though is that their materials don’t tell
their story in the right logical progression. Additionally, organizations
focused on a traditional sales funnel do not line up their communications
efforts to the right stage of the funnel.
I focus on blending creativity and big data insights in integrated marketing.
I’ve created a system for what I call “Sales enablement marketing.” Whether
you have too many leads and not enough time to follow up, or are just not
getting the volume of qualified customers you need, I can custom-taylor a
system that will work for your organization.
OBJECTIVE
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3. What is the single most important piece of information you want your prospect to
know about you? Often organizations are hampered by a confusing array of
features and products targeting multiple industries and job titles.
I help make sense of each offering and who the target market is. From there, I
deliver a plan to build a Sales Enablement Marketing campaign that takes a
prospect through each stage of the sales funnel, building your story and their
interest to the point where you’re certain they’re a qualified lead.
CONCEPT PLATFORM
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4. I help you create an integrated strategy where each communications piece lines up to a stage in the traditional
sals and marketing funnels. Each piece has a goal of leading the prospect to tell you they are interested, saving
your sales team valuable time avoiding wild goose chases.
SALES ENABLEMENT
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5. Facebook ads offer a low-cost way to zero in on our target market in each
vertical. Targeting is done by:
• Interests
• Job title
• Location
FACEBOOK ADS
LEAD GENERATION
DRIVES TO:
• LANDING PAGES
• FACEBOOK TAB
• SLIDESHARE
• VIDEO CONTENT
• PROMOTING FACEBOOK
PAGE POSTS
• CONTESTS
• WEBINARS
Sunday, August 25, 13

6. While more expensive than Facebook, LinkedIn offers more precise targeting at
the executive level. We can target higher level executives at major chains with
offers for them to send their franchisees. LinkedIn allows for “lead collection”
where the lead can opt to be contacted via a single button. Video ads, unlike
Facebook are also available on the site as an ad unit.
We can also, for free, post our relevant content to LinkedIn groups our targets
join.
LINKEDIN ADS
LEAD GENERATION
DRIVES TO:
• LANDING PAGES
• CONTENT MARKETING
• SLIDESHARE
• VIDEO CONTENT
• PROMOTING FACEBOOK
PAGE POSTS
• CONTESTS
• WEBINARS
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7. Create niche blogs for each vertical focused on generating long-tail SEO
content offering your insights and leadership. We’ll target keywords business
your prospects are searching for. Content can be delivered to social media and
promoted with paid advertising.
CONTENT MARKETING
LEAD GENERATION
DRIVES TO:
• LANDING PAGES
• SLIDESHARE
• VIDEO CONTENT
• WEBINARS
• CONTESTS
• REMARKETING
• FACEBOOK PAGE CONTENT
• SOCIAL MEDIA
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8. Landing pages are a vital part of the sales funnel. This is the make it or break it
moment where your prospect, having learned a bit about your offering decides
to enter their email for more information. We help you develop compelling
reasons for them to do this - such as videos, SlideShares, white papers, and
webinars.
LANDING PAGES
LEAD QUALIFICATION
DRIVES TO:
• EMAIL MARKETING
CAMPAIGNS
• CALL FOR QUOTE
• SLIDESHARE
• VIDEO CONTENT
• WEBINARS
• CONTESTS
• REMARKETING
• SOCIAL MEDIA
Sunday, August 25, 13

9. Webinars offer a narrowly targeted, interactive and highly measurable way to
present the product benefits to a customer and close a deal. Leads are far more
likely to part with their name and email in exchange for a free high-value,
hands-on approach.
WEBINARS
CLOSURE
DRIVES TO:
• EMAIL MARKETING
CAMPAIGNS
• CONTESTS
• REMARKETING
• SOCIAL MEDIA
• TELEMARKETING
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10. Remarketing is a powerful way to stay engaged with your target audience.
Presenting them with highly relevant ads and offers across the Web -- and
making sure your brand is top of mind when they’re ready to buy –- can
radically improve ROI. Achieve even higher conversions by combining other
targeting methods, such as interest categories, demographics, or keyword
campaigns. We can embed an RSS feed of our recent content, include videos
and messaging about webinars, white papers and slide shares.
REMARKETING
PORTFOLIO MANAGEMENT
DRIVES TO:
• TRENDING CONTENT
• DIRECTV DIGITAL SALES
ASSETS
• WEBINARS
• SLIDESHARE
• WHITE PAPERS
• CONTESTS
• VIDEO
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11. Content Curation gives you the opportunity to take a leadership role in each
industry it serves by curating relevant informative content to its potential
customers via its social channels. Our content curation can be embedded in
remarketing ads, with the links to the content featuring a banner ad above it
“Presented by Your Brand.”
CONTENT CURATION
PORTFOLIO MANAGEMENT
DRIVES TO:
• CALL FOR QUOTE
• SLIDESHARE
• VIDEO CONTENT
• WEBINARS
• CONTESTS
• REMARKETING
• SOCIAL MEDIA
Sunday, August 25, 13

12. Combining captured email from specific initiatives combined with remarketing
cookies will allow us to harness data to make informed decisions about which
existing or new email marketing initiatives our target will be most responsive to.
EMAIL MARKETING
PORTFOLIO MANAGEMENT
DRIVES TO:
• WEBINARS
• DIRECT MAIL
• REMARKETING
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13. OVERVIEW OF TACTICAL INTEGRATION
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14. HOW WE CAN USE BIG
DATA TO IDENTIFY
TRENDING NICHE
CONTENT
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15. WE MINE BIG DATA TO
FIND THE OPTIMAL
POST TIMES + FREQUENCY
TypeType Mon Tues Wed Thurs Fri Sat Sun
Status
optional 10 optional optional 20 15
trending
posts
Status
optional 25 optional optional 40 30
trending
posts
Link
optional optional optional 12 optional
trending
posts
trending
posts
Link
optional optional optional 20 optional
trending
posts
trending
posts
Photo
7 14 repost 14
trending
posts
Photo
15 20 repost 20
trending
posts
Video
8 repost repost trending 6
Video
8 repost repost trending 6
Sunday, August 25, 13

16. WE CROSS REFERENCE THE
INTERESTS OF YOUR FANS TO
FIND UNEXPECTED TARGETING
OPPORTUNITIES
These interests can be directly
targeted via Facebook ad buys....
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17. TARGETING INTERESTS BASED ON
BEHAVIOR DRIVES RESULTS
Sunday, August 25, 13

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Catch 24 Advertising and Design is a full-service marketing communications company. We develop strategic, integrated marketing programs, implement and manage them across all media.
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FOR MORE INFORMATION
MARC LEFTON
marc@halffiction.com
THANK
YOU
Sunday, August 25, 13