Building a cost effective lead machine

for your sales

To:communication. Everything is a lead

T H E n°1 CEO

Q U E S T I O N“Did your marketing work?”

T H E n°1 CMO

A N S W E R“trust me”

T H E n°1 CEO

R E A C T I O NA budget cut by 20%

T H E n°1 CMO

R E A C T I O NLet’s work harder and do more campaigns

Stop marketing. Start engaging. Scott Stratten

Engage to sell in four steps

Engage and sell to individuals, not target groups

Give perfect ZMOTs to your prospect

Produce engaging stories

Give sales the info and the tools they need

Start engaging

Engage to sell in four steps

Engage and sell to individuals, not target groups

Produce engaging stories

Give sales the info and the tools they need

CRM

Content marketing

Inbound marketing

Outbound marketing

Marketing automation

Lead nurturing

Social selling

Contact management

Give perfect ZMOTs to your prospect

Start engaging

How do you

make it work?

website

seo

sea

blogs

Display advertising and

retargeting

EmailMarketing

automation

CRM

Contact

managementSALES

MARKETING

Social

media

Offline

Company network

From ZMOT to

SALES LEAD

From SALES LEAD

to DEAL

How do you make it work?

TO:COM

run the

campaigns

set up measuring

set up

automation

set up CRM,

set up contact

management

set up inbound

marketing

content

marketing

set up dbase

management

Run reporting

and dbases

Wordpress

Umbraco

Google analytics

Native siteKeyword search and

optimising sites

Adwords

Display advertising and

retargeting

Act-On: mailing and

automating, scoring

Zoho or

native CRM

Zoho or native

CM

Twitter/Facebook/

LinkedIn/YouTube

monitoring and posting

DM/TM/ADS

Optimising individual social

presence employeesTO:COM

How do we make it work?

Getting started

The prospect journey

March 15 9:00 AM | you’ve got direct mail!

Leading to personalized website

Database-driven, high quality digitally printed

Partner branded, sme content

Other prospect actions

Linkedin & Twitter (UC)

Seo & Adwords (UC)

e-news

Webinars & seminars

Meanwhile other inbound

and outbound actions are

running (automatically)

The prospect journey

March 15 9:30 AM | a look @ my website

personalized websiteEnabling tracking

Price calculator

Extra case resources

The prospect journey

March 15 9:30 AM | Act-On registrates …

The prospect journey

March 15 9:30 AM | … and scores in real time

The prospect journey

March 17 10:30 AM | Telemarketing makes contact and has an interview

Telemarketing report generated

Lead is requalified in reporting tool as ‘C’ (to be contacted by partner). Partner now contacts the prospect for an appointment

Report is attached to the record in the online reporting tool. The reporting tool is visible for each partner

The prospect journey

March 18 10:30 AM | Sales discovers in CRM info about new prospect

“Everyone who’s ever

taken a shower has an

idea. Its the person

who gets out of the

shower, dries off and

does something about

it who makes a

difference.” Nolan Bushnell, Founder Atari

Wordpress

Umbraco

Google analytics

Native site

Act-On: mailing

and automating,

scoring

Zoho or

native CRM

ACTION: Start with core: marketing automation, CRM

and website. Engage with sales about quality of leads.

SALES

RESULT: discover

who visited your

website. Discover who

wants more info or a

demo from you.

Discover which

marketing leads

might be interesting

for your sales

Getting started

Getting started

ACTION: Continue by fixing the weakest links in your

lead nurturing proces, and multiply your contacts by

seo, sea, social media and display advertising.

RESULT: Improve

conversion ratio’s and

the number of

converted leads that

come out of your

marketing lead

program. Engage

deeper with

prospects and

customersSALES

Is it worth the walk?

What’s the payoff?

Start walking

Automation users have a 53% higher conversion rate

from marketing response to marketing-qualified lead than

non-users. Aberdeen Group, 2012

75% of companies using marketing automation see ROI

within 12 months, 44% within 6 months. Focus Research,

2013

Lead scoring

provides an ROI of

138% versus

companies that

don’t score leads

(78%).

MarketingSherpa, 2012

Inbound

marketing costs

62% less than

traditional,

outbound

marketing

to:communication

Everything is a lead

working for: using: partnering:

CONSUS bvba