11 Tips From the Front Linesto Optimize Your Multichannel

Marketing Campaigns

Presented by Tom Judge•VP Strategy, Direct Marketing Partners (DMP)

•VP Co-Chair, DMA Northern California

•Program Chair, NorCal BMA Sales Lead Roundtable

Your Presenter

Tom Judge – VP Strategy Direct Marketing Partners (DMP)

– Vice President DMA Northern California Chapter– Contributor Sales Lead Management Association

www.salesleadmgmtassoc.org – Program Chair NorCal BMA Sales Lead Roundtable

www.norcalbma.org – Former Instructor on Sales Lead Mgmt .

• San Jose State University and UC prof dev. programs

.

About You

Informal Survey

_ B2B Sales & Marketing?

_ Complex sale process?

_ High lifetime value customers?

_ Last year?

.

Agenda

• Challenges in B2B Multi-Touch Campaigns• 11 Tips to Fix• Case Studies with Metrics

CSO insights 2013 Sales Performance Study

Strategic B2B Marketing Objectives for 2013

Source:

CSO Insights Lead Mgmt. Optimization Study, 2013 Key Trend Analysis.

Make No mistake, the goal of demand generation is sales!

However the survey uncovered real problems…

The average number of B2B sales reps making quota in 2012 was only 63%

The average number of firms that achieved their 2012 corporate revenue goals was only 42%

Source:

CSO Insights Sales Performance Optimization Study, 2013 Key Trend Analysis.

Heading• Text here

Findings:The current model outlined is unsustainable

If it continues significant sales problems emerge Low follow up rates on a majority of sales leads First meeting completion rates are dismal

< 25% percentile achieve 1st meeting @ 22.5% 26%-50% percentile achieve 1st meeting rate @ 23% 51%-75% percentile achieve 1st meeting rate @ 20% 76%-90% percentile achieve 1st meeting rate @ 13% > 90% percentile achieve 1st meeting @ 22.5%

Source CSO Insights

Solutions

Here are 11 field tested tips and process improvements

Tip 1: Become a “Lead-To-Sale” Doctor

• Develop & live a “lead-to-sales” philosophy• Develop your skills, or have staff, or a vendor that can

diagnose a broken or inefficient lead-to-sale process• Figure the issues out and implement solutions• Attitude is key

Tip 2: Unify the “Lead-to-Sale” funnel plans into One

Map buying process by segment or solution Map the selling process for each solution type Marry up the two funnel processes as one

You can’t fix it till you know it end to end

Build perfect prospect profiles and buyer personas for each Identify where they go for solutions, ideas and information

Tip 3: Define a “Sales-Ready Lead”

A sales lead that will close! Design lead criteria based on the perfect prospect profile Gather sales team input & buy in

Action item: Document and have sales

reps sign off on a sales action SLA document

Warning: Don’t pass unqualified leads to sales, they fail

We surveyed sales and here is what they want:

The digital behavior lead score PLUS information on the actual opportunity

• Digital information verified

Contact information tele-validated

Web and content activity shared• Right market segment or customer category• BANT + details on the prospect & opportunity

• Needs to be addressed… • Size of opportunity…• Time frame and is there a sense of Urgency… • Access to funding or ability to obtain or is bus case

needed• Willingness to move forward and engage with sales?• Appointment is warranted and set with sales team

For complex B2B sales leadsgo beyond digital body language scoring

• Pinocchio Principle• Be aware that some people do not tell the truth on line• Research shows 69% admit to this

• Many suspects are not “qualified”, however they consume content and give off false digital signals• Prospects don’t disclose pain & needs details on line

• The “Sticky Funnel” conundrum

• All of these issues consume significant

sales resources

Example of a true “Sales-Ready” Lead

Company FirstName LastName Title Address1 Address2 City State Zip emailLastActivity_Date

Indiana Department Of Homeland Security Name Name Information Technology Director 302 W Washington Street Indianapolis IN 46204 1235555555NAME@dhs.in.gov 7/23/2013

Des Moines Police Department Name Name Budget Director 25 E 1st St Des Moines IA 50309 1235555555NAME@dmgov.org 7/26/2013

Saratoga Springs City Police Department Name Name Information Technology Director 5 Lake Avenue Saratoga Springs NY 12866 1235555555NAME@saratoga-springs.org

8/6/2013

Dallas City Hall Name NameManager of Communication and Information Services 1500 Marilla St Dallas TX 75215 1235555555NAME@dallascityhall.com 8/12/2013

City of Miami Police Department Name Name Lieutenant 400 Northwest 2nd Avenue Miami FL 33128 1235555555NAME@miami-police.org 8/15/2013

City of Houston Mission Critical Communications Department Name Name

Assistant Director Of Information Technology 523 North Sam Houston East Houston TX 77060 1235555555NAME@houstontx.gov 8/26/2013

Lead Rating Score

What is your role in the process?

describe your current infrastructure?

how would you rate your existing environment:

Security Rating

Reliability Rating

Scalability Rating

Availability Rating

Overall Rating

Need Driving Implementation of a private network Budget

method of procurement timeframe

working with anyone fromABC?

Appointment?

B Lead RecommenderCurrently on a public network using various carriers such as Verizon and AT and T. 4 4 4 4 4Plan for Future Allocated Grant 1-2 years No Yes

C Lead Recommender Verizon Open Public Network Satisfactory Satisfactory Satisfactory Plan for Future Planned Budget Allocation 2-3 years Yes Yes

B Lead Decision Maker Verizon Air Cards 5 5 5 5 Security Planned Budget Allocation 1-2 years No Yes

A Lead Decision Maker Currently using aircards which are not efficient average below average Plan for Future Planned Budget Allocation 0-12 months Yes Yes

C Lead Decision Maker Verizon and Att Air Cards 5 5 5 5 Plan for Future Planned Budget Allocation 2-3 years No Yes

A Lead Decision Maker

They are currently on a public network and are using commercial carriers such as Verizon and Sprint within Houston City. 2 2 4 2 3Plan for Future Allocated Don't Know 0-12 months No Yes

Sample of a true “BANT+ Sales-Ready” Lead

Detailed background information on the prospect and the selling opportunity helps drive more productive sales results

When is it OK to stop at Digital Body Language when setting qualification criteria?

• When you have the following conditions

• You have a broad horizontal market and can’t engage on a 1:1 basis affordably

• Large market which is influenced via social media• Have a large sales network with their own 1:1

process• Have a lower price point, or margin or

transactional sale process

Tip 4: Quantify the needsCreate A Lead-To-Sales Requirements Calculator

Sample Lead Requirements Calculator

Scenario RequirementsANNUAL SALES REVENUE GOALS: $13,000,000

Sales Revenue Goals/Quarter $3,250,000Revenue per sale $115,000

# Closed Sales Required/QTR 28.3 Or 9.3 Closes/mo.

Estimated Closed Rate on Pipeline Proposal Opportunities 25%# Qual Leads That Must Convert to Pipeline Proposals/QTR 113

Est. forward conversion rate from sales-ready lead into Pipeline 40%# Qualified Sales -Ready Leads Required per

Quarter (Prospects meeting sales-ready criteria) 283

# Qualified Sales-Ready Leads Required per Month (Prospects meeting sales-ready criteria)

94

Tom Judge, All Rights Reserved, Copyright Protected

Tip 5: Create lead gen plans to fill the funnelSales Lead Campaign Planning Model: DM + EM + OB Tele-qualification nurturing sequences

Metrics B A Funnel Model

Campaign Plan

A Monthly: Various Email marketing broadcasts to house lists 20,000Estm. Inquiry Response Rate: 2% Landing Page X 25% submit form 0.50%Estm. # IB Inquiries Received (Not Yet Qualified) 100

B Monthly: Direct Mail campaign 7,000Estm. Inquiry Response Rate: 6% to Landing Page & 25% submit & BRC combined 1.50%Estm. # IB Inquiries Received (Not Yet Qualified) 105Estm. Lead Tele-Qualification Conversion Rate into Sales-Ready lead stage: 10.00%

Ttl. Hr.C Metric: Estm. OB Tele-qualification calls to IB responders/mo. 720 18.0

Metric: Estm. OB Tele-qualification calls to non-responders/mo. 7704 4.00Metric: Tele-qualification completed interviews/hr. (Fully presented & profiled)/hr. 2.00Estm. OB Tele-qualification calling hrs/mo. to IB inquiry responder group 40.00Estm. OB Tele-qualification calling hrs/mo: To Non-responder group 428.00Estm. Total Tele-Qualification interviews/scripts completed/mo. 936Estm. # pre-qualified sales-ready leads/mo. From Responder group: 8Estm. # pre-qualified sales-ready leads/mo. From Non-responder group: 86

Total Leads Per Month Pre-Qualified for Sales: 94

Revenue D C Estm. Budget

Month 1: TeleQualification $33,400 Prog Mgmt, QC, reporting, incl.

# of Qualified Sales-Ready "A" Leads Generated/Mo: MQL 94 Tele Qual set up $1,500

Estm. Pipeline Value Created/mo. (Using ASP $115k) $10,764,000 Dir Mail Creative $38,182 One time

Estm. Lead "Conversion into Sales Pipeline Opportunity" Rate 40.0% Dir Mail + Postage $27,000 Estimate $4x6700

# of Leads Reaching Sales Forecast/Proposal/mo. 37 Email LP Creative $0 Included in Dir Mail Creative cost

Estimated proposal pipeline value created per month $4,305,600 Premium $5,600 Estimating $20 x 280 A leadsEstm. Close % on Sales Pipeline Opportunities: 25.0% Lists (em bcast TM) $0 House

# Deals Closed/Month 9.4 $105,682

Average Sales Price Range (Initial Sale Revenue) $115,000Estm. Revenue Generated/Year from each month's pipeline: $1,076,400 Month 2: TeleQualification $33,400 Prog Mgmt, QC, reporting, incl.

Mo. 1 Tele Qual set up $0

Estm. Budget/Month: $105,682 Emarketing $0 Included in SOW

Cost per Qualified Sales-Ready "A" Lead: $1,129 Dir Mail + Postage $27,000 Estimate $4x6700Cost per Proposal Pipeline Lead: $2,823 Lists (em bcast TM) $0 Assumes Publisher sends

Estm. Revenue ROI on each $ Invested: $10.19 to $1 $60,400

Mo. 2, 3 Month3: TeleQualification $33,400 Prog Mgmt, QC, reporting, incl.

Estm. Budget/Month: $60,400 Tele Qual set up $0

Cost per Qualified Sales-Ready Lead: $645 Emarketing $0 Included in SOW

Cost per Proposal Pipeline Lead: $1,613 Dir Mail + Postage $27,000 Estimate $4x6700

Estm. Revenue ROI on each $ Invested: $17.82 to $1 Lists (em bcast TM) $0 Assumes Publisher sends$60,400

Tom JudgeQuarterly Budget $226,482 All Rights Reserved

Copyright Protected

Tip 6: Implement an agile marketing system & lead mgmt. team that gives you end to end

visibility into all of your campaigns

Action item: Have the right talent, systems and an executive dashboard reporting tool to manage your lead-to-sale funnel

Tip 7: Improve targeting

Assess & improve prospect data accuracy

then segment prospects into smaller sets

Action item: Don’t boil the ocean. Clean prospect data, then compare campaign performance by segment to identify better performing markets to focus resources better..

Tip 8: Use multi-touch campaigns to serve up relevant content, offers, personalized messaging to engage

prospects with your compelling story

Action item: Create a multi-touch sequence of relevant content to deliver to prospects over time to earn the right to engage and ask the peer level qualification questions.

Example: Rovi Multi-Channel Campaign

9 components: Personalized content and messaging via dimensional mail, email, 2 banner ads, social/twitter, web site, landing page, the online trivia game and a tele-qualification team

Rovi Multi-Channel Campaign Email

Banner Ad in Tech Crunch

Banner Ad in Gigaom

Social Media:Twitter

Registration Page

Case: Rovi’s front line Tele-prospecting/Tele-qualification team

brings it all together

Has become their ultimate personalization touch point This pre-sales team syncs all the components, digital and

off line into the tele-qualification process Helps solve prospect problems with the right information

This allows us to earn the right to ask the detailed qualification questions needed by the sales team to prepare to engage

Allows us to close on meetings with the sales teams

Works for Rovi’s b2b complex solutions where the goal is to optimize the sales team’s time and resources

Action item: Multi-Channel Multi-Touch is the new norm. Test it if you are not already using it.

Tip 9: Consider peer-to-peer tele-qualification in the touch process at the right time

Action item: We suggest running a three-month A/B test using email + telemarketing in the lead nurturing and qualification process and measure the ROI.

Hint: Use the peer-to-peer approach

This improvement was recently documented in Aberdeen’s research

Sales related KPIs rated higher in this b2b model

Dispelling the Marketing Automation “Solves it All” Myth Sirius Decisions has now inserted Tele-qualification to

increase the sales qualification information gathered, boost lead quality & conversions

Email + Teleprospecting Case Study

Email

Landing page

Metrics – Email alone

EM Broadcast to 14,769 EM Click Through @ 1%= 161 Conversion to Demo @ 10% = 16

Qual. Lead = Interest & Registered for Demo .1% conversion ratio of EM sent to qual. demo

lead

Metrics - Email with outboundtele-prospecting integrated

OBTM follow up calls to non-responders @ 7,513

Prospects Contacted & Graded @ 33%= 2,511

Now cleaned & captured, most are now in the opt-in database

Prospects Scripts Completed & Needs Captured @ 26%= 662

1:1 relationships now established Conversion to Demo Sales-Ready Leads

@ 32% = 217 Qual. Lead = Interest & Registered for Demo

2.9% conversion ratio of Calls to qual. demo lead

Results: Conversion rate boost of 13X

Conversion to Demo: From 16 via em alone to 217 via combined em + tm

Conversion to Demo; Email; 16

217

13.6

Multi Channel Boost

Email Telemarketing

Tip 10: Prospect nurturing is critical

Action item: Use your multi channel lead management touch metrics dashboard to track response as you make multiple contacts and thus identify the best combinations to reach the point of optimizing conversions to “sales-ready”. AKA, that “sweet spot”

Lead nurturing yields more “Sales-Ready” leads

Touches

# of Lead

s

% of Total 'A' Leads

Cumulative % of Leads (right axis)

1 57 26.1% 26.1%

2 50 22.9% 49.1%

3 29 13.3% 62.4%

4 26 11.9% 74.3%

5 18 8.3% 82.6%

6 12 5.5% 88.1%

7 12 5.5% 93.6%

8 5 2.3% 95.9%

9 4 1.8% 97.7%

10 3 1.4% 99.1%

14 1 0.5% 99.5%

15 1 0.5% 100.0%

Analysis of the number of nurturing call/s & email touches needed to develop suspects into “Sales-Ready Qualified” leads

Tip 11: Analyze KPI metrics in light of the original touch plan & make refinements

Action item: Analyze lead-to-sales conversion metrics from end to end. Frequently adjust tactics to improve each metric. AKA the Agile process.

Multi-Touch Multi-Channel B2B Cases

Case 1: Anritsu multi-touch demand generation case

• North American div. of Anritsu Corp.• Test & Measurement equipment• Segment: Wireless telecom carriers they could not

penetrate• Targets: “Tower Dogs” management

Anritsu demand generation case

The previous best practices outlined were followed First we created a Lead-To-Sales requirements study Second we developed the lead generation multi-touch

metrics plan. Then, we used the agile method to measure and

manage the campaigns as they unfolded

Anritsu Multi-Channel Campaign

Direct mail with PURL

Multi-Channel Campaign: 3D Box Mailer + PURL

Direct Mail - Letter(Multi-Channel

Campaign)

Direct Mail – Brochure Cover

Anritsu Direct Mail - BRC

(Multi-Channel Campaign)

Anritsu Email

Anritsu Registration Page

Anritsu Campaign: IB response rate metrics %

Drop Date DeliveredIB Response

RateLanding Page Capture Rate

Qualification Rate on LP

Submissions

DM-BTS PURL EVDO 9/08 679 6.63% 3.83%

DM-BTS PURL WCDMA 9/08  679 7.36% 4.27%

DM-BTS PURL WiMAX 9/08  59 13.56% 3.39%

TOTAL

1,417 103 = 7.27%57 = 4.02% of TTL Delivered

55% of LP

28 = 49% of LP

Submissions

Broadcast

Metrics: Combined email and direct mail results

Response to direct mail & email broadcasts was outstanding. 7% visited the PURL, and 4% filled out the contact form or 55% of those going to LP

Industry norm qualification rate = 5% to 10%. The BTS Master campaign’s multi-touch strategy improved conversion to sales-ready lead five fold.

Anritsu outbound tele-prospecting to non-responders touch metrics

Target calling touch metrics: For 57 IB responders & 1,410 non-responders                       

Project Metrics Overview

Funded Call Hrs

Hours Called

Remaining

HoursList Size

Number of Calls

Completed

Records

Completed

Scripts

Calls/Hour

Records/Hour

Scripts/Hr

Call Hrs/De

mo Reg.

Demo % of TCS

170.0 170.00 0.00 1,467 3,862 876 244 22.72 5.15 1.44 1.39 49.18%

                       

Leads Campaign Results

A+ A- B C

Future Opportu

nities

Total Leads

& Future Opportunities

New Recor

ds

Uncallable

Records

% Uncalla

ble Record

sOpt-Out

Inappropriate

Contact

Referral given

Inappropriate

contact,

No Referral

given

31 34 53 2 2 122 111 298 34.0% 8 104 120

Anritsu combined campaign touch metrics

Drop Date Targets

Prospects Engaged/ Updated Validated

Presentation Completed (TCS) TTL Completed

Scripts

Qualification into Sales-

Ready Lead from TCS

DM-BTS PURL EVDO 9/08 667 484 = 73% 126 =26% 70 = 56%

DM-BTS PURL WCDMA 9/08  626 390 = 62% 102 = 26% 47 = 46%

DM-BTS PURL WiMAX 9/08  37 19 = 51% 3 = 16% 0 = 0%

Addtl Others 9/08  137 34 = 25% 13 = 38% 3 = 23%

TOTAL

1,467 927 = 63% 244 = 26% 120 = 49%

Broadcast

Combined IB & OB Touch Metrics & Results

Total targets to pursue

Industry norm qualification rate = 5% to 10%. The BTS Master campaign’s multi-touch strategy improved response five fold.

Tom Judge

tjudge@dirmkt.comDirect: 510-368-7527http://www.directmarketingpartners.com/blog.htmlLet’s link up http://www.linkedin.com/in/thomaspjudge

You’ve mastered the theory, now put it into practice

Use the Show Guide to match this session’s categories with the providers in the Hall who can

help execute!See Page 18 for details

About Direct Marketing Partners (DMP)

DMP is a lead management and lead funnel qualification services provider for B2B selling firms

DMP provides customized lead-to-sales service bundles.

DMP teams are an extension of our clients’ demand gen teams.

Clients receive dedicated trained teams to execute multi-touch email, direct mail and peer to peer tele-prospecting campaigns with marketing automation and funnel metrics to optimize lead to sale conversions.