Finding Untapped Revenue in Your Database

Finding Untapped Revenue in

Your Marketing Database

Elevate 2010

Introduction

Jep Castelein Founder of LeadSloth

www.leadsloth.com

@jepc @leadsloth

1848 James Marshall Discovers Gold

The CHALLENGE

How Much REVENUE Are You Missing Out On?

NURTURE Leads to Assure More Revenue

The FACTS

50% of Leads are NOT Ready to Make the Jump

23% BUY from a Competitor 6 Months after Inquiry

Nurtured Leads Produce 20% MORE Sales Opportunities

The ASSESSMENT

How MUCH Are Your Leads Worth?

1. Acquired Names vs. Inbound Leads

2. Length of the Buying Process

3. Recency

4. Activity Level

5. List Fatigue

6. Cross-sell Opportunity

7. Fit with the Ideal Customer Profile

0

200

400

600

800

1000

1200

1400

1600

0-3

Months

3-6

Months

6-12

Months

>1 Year

Leads

Visualization: How OLD Are Your Leads?

Example: Low Value Lead Database

The 7 STEPS

Sales & Marketing

Alignment

6.

5.

7.

The Lead Nurturing Process

Choose The Right

Audience

Invest in

Personas

Provide Valuable

Content

Create the Right Offers

Have

Conversations

Track & Measure

1. 2.

3.

4.

# 1: COLLABORATE with Sales

# 1: EXAMPLE Lead Flow

New

Lead

MARKETING

SALES

Nurturing MQL

Evaluation

Recycled

Lead

Customer

Long-term

Lead

SAL

Selling SQL

Customer

Lost deal/

Cancelled Closing

# 1: Sales ALIGNMENT Challenges

• Meltwater News: PR software company

• Sales-oriented culture

• Skepticism towards marketing

• No CRM integration: Too hard for sales to find

the leads

• We got lucky: First opportunity within 1 week

# 2: CHOOSE the Right Audience

# 2: Focus on Reactivating Trial Leads

• PEPID: Medical software for smart phones

• 30-day trial: Most people don’t even try

• However, most are still interested

• Easier to convert existing trial leads than

getting new trial leads to sign up

• Often, your existing lead database is a

goldmine

# 3: Know them WELL

# 3: Three Steps to a Buyer Persona

1. Desk Research • Job websites

• Conference agendas

• Online magazines & blogs

2. Interviews • Intros via LinkedIn

• Record quotes

3. Validation

# 3: Personas According to Job Role

• GoodData, SaaS business intelligence software

• Developed three personas

• Executive

• Power user

• BI developer

# 4: Provide VALUABLE Content

# 4: Content Mapping EXAMPLE

Awareness Evaluation Decision

Economic

Buyer

End User

Technical

User

Whitepaper about

industry trends ROI Calculator Analyst Report

Demo Video

Technical Whitepaper Product Trial Proof-of-concept

Webinar Customized Demo

# 4: Develop Compelling Content

• Backbase, enterprise portal software

• Entering new vertical

• Webinar series

• Three highly-relevant topics:

• Analyze trade magazines and blogs

• Monitor social media

• Look at conference agendas

# 5: Make OFFERS They Can’t Refuse

# 5: Know What Your Goal Is

• FuneralOne, marketing software for funeral homes

• Goal: Get prospects on the phone

• Offers:

• Website review

• Website preview

• Excellent pre-sales support

# 6: HAVE Conversations

Email 1

Email 1

Email 1

Email 2b

Email 2a

Email 2c

Email 3

Email 3

Email 4

# 6: Campaign Tracks

# 6: Smart Campaign Reuse

• Distinguish long-term campaigns and triggered

campaigns

• First couple of emails very targeted

• Then regular nurturing track (Duration: Twice

the sales cycle)

• Then long-term nurturing track

• Separate track: Event invitations

# 7: Track & MEASURE

# 7: Example Dashboard

# 7: Know What You Want to Measure

• rPath, data center management software

• Dashboard project

• Improve visibility into marketing performance

• Approach:

• Define what you want to know

• Create a sample report

• Implement

Sales & Marketing

Alignment

6.

5.

7.

The Lead Nurturing Process

Choose The Right

Audience

Invest in

Personas

Provide Valuable

Content

Create the Right Offers

Have

Conversations

Track & Measure

1. 2.

3.

4.

Q&A

jep@leadsloth.com

1-888-4A-SLOTH

www.leadsloth.com

@jepc @leadsloth