In this session Henry Bruce, President at The Rock Annand Group, will provide some framework for getting started with lead nurturing and lead scoring. He will also share tips and suggestions for improving conversion rates from leads to opportunities to closed deals.

1. Lead Generation Quick Start Series
Workshop #6
The Science of Converting
More Leads Into Deals

2. Today’s Speakers:
Featuring:
Henry
Bruce
President
The
Rock
Annand
Group
@hebruce
Moderator:
Andrew
Gaffney
Editor
DemandGen
Report
@agaffney

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5. LeadGen Quick Start Series:
The Science of Converting More
Leads Into Deals
Henry Bruce, President
The Rock Annand Group
June 28, 2011

6. About The Rock Annand Group
■ My Focus: B2B Software and SaaS solution companies
■ Typical engagement scope/deliverables:
 Client acquisition strategy/program development
 Go-to-market strategy/positioning/messaging
 Sales and marketing alignment
• Strategic sales tools to drive pipeline performance/execution
 Interim VP/Director of Marketing
■ My Background: VP Sales/Marketing/Strategy
 Extensive sales and field ops/exec management experience
 Check me out:
• www.rockannandgroup.com
• LinkedIn: http://www.linkedin.com/in/henrybruce
• Twitter: @hebruce

7. Some interesting stats to consider …
■ Only 3 to 7% of new lead inquiries are sales-ready
■ 70 – 80% of inquiries have latent demand and
therefore go uncalled on by the sales team
■ 87 out of 100 deals were initially left behind by sales
■ Takes 7 – 9 proactive communications to get attention
■ Best-in-class sales and marketing teams generate 4x
closed deals than average teams

8. Focus on Lead Quality … NOT Quantity
Source: Sirius Decisions 2010

9. Demonstrate Thought Leadership
■ Focus on your buyer s problems … NOT products
 Start with the primary problem you solve
■ Break the problem down into 3-4 main themes
 Why multiple themes? Buyers each have their “hot-buttons”
■ For example: eSignature Process Automation
 Audience: Financial Services (banks, lenders, debt services)
 Problem: Customer service expectations and regulatory
compliance strain operational efficiency and increase costs
 Themes: Focus on process areas
• Automated account opening
• Loan origination and consolidation
• Debt consolidation
• Customer account management

10. Program Fundamentals:
Focus on 1 Theme for First 90 Days
■ Develop one good white paper
 Usually involves re-purposing an existing collateral piece
 Focus on the problem as it relates to the buyer
 Talk about the recommended solution as it relates to you BUT
don’t mention your product
 Relate a client case study and highlight the results they achieved
 No more than 1000 words, ideally 500-600 words
• Hint: the length of a good blog post
■ Develop a 90 day campaign focused on that theme
 Month 1: Promote the white paper (email, BLOG post, tweet)
 Month 2: Webinar on the white paper (ideally with client)
 Month 3: Recap with white paper, webinar and client case study
 Create a separate landing page for all program components

11. Program Fundamentals:
Focus for Next Two Quarters
■ Repeat the campaign cycle for theme #2 in Q2, theme #3 in Q3, etc
■ Other recommendations:
 Optimize for search for each campaign
 If permission-based contacts is a problem, consider using reputable
third party publishers (like DemandGen Report)
 Drive themes to other media channels
• LinkedIn
• Twitter
• Syndicated sites, guest blog posts
 Re-purpose each white paper into other formats
• Blog posts, Voice-over slides, YouTube video, etc
 Provide links to theme #1
 Establish “Welcome Campaign” for Inbound leads:
• When someone hits the web site or opts-in for newsletter or downloads content as
part of specific campaign
• Qualify interest (preferences)

12. Program Fundamentals:
Establish Lead Management Platform
Sources
Telemarketing Online Marketing Direct Mail Web site Email Trade Shows
Database
(CRM System)
Sales
Automated Ongoing
Targeted Communications
Communications
Lead Gen &
& Qualification Management
External Partners/ Lead Evaluation
Sellers & Scoring – How
sales ready? Relationship
Management
Sales Ready (Yes) Not Sales Ready (Maybe)
Drive to Buy/Refer Build Relationships Influencers/Buyers
Source: Forrester, Aberdeen Group, Sirius Decisions

13. Summary and Take Aways
■ Focus on lead quality NOT quantity
■ Demonstrate thought leadership to gain credibility
■ Focus beyond the immediate quarter
■ Establish platform that fosters community
■ Test and measure everything ,,,

14. Thank you … Any questions??
henry@rockannandgroup.com
Twitter: @hebruce
LinkedIn: www.linkedin.com/in/henrybruce
Blog: www.rockannandgroup.com/blog

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16. Thank you for attending!
Watch
the
full
series
on-­‐demand:
#1
Lead
GeneraDon
A
to
Z
#2
Selling
Lead
Gen
Internally
#3
The
Role
of
Content
in
Driving
Leads
#4
Transforming
Your
Company
Into
A
“Lead
Magnet”
#5
Building
A
Lead
Funnel
Spread
the
word!
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