Organizations can spend a high percentage of their marketing budget on lead generation efforts, only to find that their leads aren't converting. Finding qualified leads has become more challenging than ever before, while making marketing planning and prospect nurturing more critical. Watch Finding & Nurturing the Right Prospects and gain a deeper understanding of strategies for identifying and nurturing high-value leads in a challenging economy.

1. Success in a Challenging Economy:
Finding & Nurturing Your Ideal Prospects

2. Today's Presenters
Sham Sao
CMO
OneSource
Lisa Cramer
President
LeadLife Solutions, Inc.

3. Today’s Agenda
• Focusing Marketing Efforts
• Generating More Sales-Ready Leads
• Closing More of the Sales-Ready Leads
• Effectively Nurturing Non-Sales-Ready Leads

4. The Challenge
What Challenges Are Marketing & Sales Facing
in Today’s Economy?
“The emphasis is on building internal efficiencies and
strategic cost cutting, increasing customer insight, and
strengthening integration with sales to drive revenue
and market share.”
– Donovan Neale-May, Executive Director, The CMO Council,
on their most recent survey of 600 CMOs

5. Integration with Sales?
Marketing Sales
• What markets are most attractive?
• What is a “good” lead?
• What happens to a lead that is not ready to buy?
• How are non-sales-ready leads nurtured, and
when should they sent back to sales?

6. Finding Attractive Markets
Focus on Biggest Opportunity Areas
• Best Growth Segments by
– Industry
– Geography
– Company Size
– Etc.
• Dive in deeper – below “Services” level

7. Types of Opportunities
Identify “Birds of a Feather”
Opportunities
What Companies Fall Within Your “Sweet Spot”? How
Can You Gather Intelligence and Build Contact Lists?
Leverage Your Existing Client Base Identify Net New Opportunities
The market's response to uncertainty is to return What sectors have you not exploited, or
to, or rely more heavily on, tested and trusted underexploited?
relationships…[Gartner]
Use Sales Intelligence Across All Three Areas of Opportunity
Exploit cross-/up-sell opportunities in your existing client base; Seek out customers
who match the profile of customers in your sweet spot; Identify “net new” sectors
to develop for incremental lead generation

8. Defining a Good Lead
Sales and marketing need to come together to discuss and define the
definition of a lead.
A lead definition:
Company size, industry,
geographic location, yearly revenue
Job function, title, authority level, etc.
Issues, problems,
requirements
Stage in the buy cycle,
timeframe, budget

9. Getting More Good Leads
4 Ways to Increase Quality
• Deliver more leads from your
sweet-spot target markets
• Append data to leads to
increase their completeness
• Increase win rates with sales
Intelligence
• Nurture leads that are not
sales-ready
Source: Aberdeen Group

10. Reaching Your Targets
• Direct Marketing • PR & Advertising
– Telemarketing/Prospecting Lists – Industry Publications
– Direct Mail Lists – Business Publications
– Email Lists – Broader Media
• Web & Social Media • Events
– Website & SEO – Trade Shows
– Pay-per-click – Seminars
– CPL Advertising – Virtual Seminars
– Ad Networks – Webinars
– Social Media

11. Getting the Most from Leads
Sales
Leads
Marketing
Append contacts, corporate data, industry, revenues, etc.
• Add information valuable for sales
• Route leads to the right sales people
• Score leads to determine most sales ready
• Determine who’s responding to your message
• Enable better segmentation of your house lists

12. Attributes of a “Sales Ready” Lead
“Sales ready” lead – a prospect ready to enter the buy
cycle.
Define what demographics/interactions determine interest:
Downloads
Webinar attendance
Pages visited and time spent - email campaigns
E-newsletter and survey responses
Trade show visits…..

13. Role of Sales Intelligence
“Sales intelligence” refers to the
various sources of information
company can collect and use to
improve the performance of the
sales department and enrich the
leads in the sales pipeline
-Aberdeen Group
• 44% of companies need
information because of
better informed prospects
• Sales intelligence helps
prioritize sales inquiries

14. Sales Intelligence Needs
• Quality of the information
• Opportunity-cost to find it
• Tying it into your process

15. Are You Fully Capitalizing on the
Leads You Generate?
Only 20% of leads from marketing are worked
80% of un-worked leads buy within 24 months
50% of sales organizations do a bad job of nurturing leads
51% of Sales Execs are not happy with quality of leads
65% allow sales to send formerly qualified leads back to marketing for
further nurturing;
56% of all respondents indicated that they currently lack a formal lead
nurturing program to support and nurture long-term opportunities.
Sources: Sirius Decisions, CSO Insights
Aberdeen Report - Lead Nurturing: The Secret to Successful Lead Generation

16. Is this your current process?
Spreadsheets / CRM Database
Email
Website
Banner ads
Events
Generate &
Qualify Leads??

17. Lead Generation – Old/New
Define campaigns and events
Define and track all lead activities coming in from online/offline events
and also from existing lists.

18. Drip Marketing
Automatically send personalized, targeted
Continuously engage your prospects
emails through the lead’s lifecycle.
through e-newsletters.

19. Engagement with Content
Look for “engagement” with the content before having any further
conversations.
How many points is that
engagement worth?
If/then statements
Is attending an event more
important than a Webinar?
How many activities need
to happen = engagement?
If nothing happens for 6 months do you reduce?
Keep it simple

20. Lets Break it Down
Email, Adwords, Banners, Webinars, Offline Events
Inquires/Suspects
Marketing
Conversions
Nurture
Sales Ready Leads
Qualified
Opportunities
Sales
Closed Sales

21. Bottom Line Results…
By implementing a lead scoring and nurturing process LeadLife
customers have found:
Increase in qualified leads by 78%
Decrease in sales cycle from months to weeks
Increase in first call contact success rate from 12% to 85%
Decrease in cost of sales by 10%
Improved conversion rates up to 3x
Increase in quality of leads going to sales

22. Lead Nurturing Tips
Online and offline
Continual nurturing
Specific interest
Lead Scoring Gives Visibility
Continuously Engage Prospects
Evaluate All Responses
Deliver Real Value
Thought leadership
Personalization
Develop a plan

23. Want to Learn More?
To request a Product Demo from LeadLife email
info@leadlife.com or
Call 1-800-680-6292
Receive a Free Access Pass of OneSource Visit:
www.OneSource.com/LeadGen or
Call 1-866-632-1910
To request the slides from today's presentation please email info@leadlife.com

24. About OneSource
OneSource:
Constantly monitors and assesses provider content, ensuring access to the highest-
quality business intelligence
Links millions of news items to pertinent companies, industries, geographies and
business topics, increasing search relevance.
Leverages best-of-breed research supplemented by our own proprietary data compilation
processes: distilling the information into one, clear, concise, value-rich resource
Provides access to world-class information via portals, application integrations, CRM
systems, mobile devices, and other media
Free Trial: www.OneSource.com/LeadGen

25. About LeadLife Solutions
Overview:
• LeadLife Solutions is a provider of on-demand marketing automation software
solutions that helps automate lead management processes for B2B marketers.
• LeadLife offers flexible and intuitive marketing software that enables marketers to
prioritize, track, score, and nurture leads based on behavior, thereby increasing
the value of lead generation dollars (online and offline).
• LeadLife helps organizations increase marketing ROI and maximize sales resources by
Assisting throughout each part of the marketing automation process from scoring and
nurturing leads to tracking and analyzing individual marketing campaigns. With
• LeadLife, marketers can integrate easily with any CRM system and into the
company's marketing and sales process, while offering comprehensive features at
a reasonable price.
For more information on LeadLife visit www.leadlife.com, email
info@leadlife.com or call 1.800.680.6282.