Lead Nurturing Best Practices- Presentation on the importance of lead nurturing in increasing sales success - particularly in tough economic times. Includes overview of lead scoring and lead routing; example of lead nurturing program; and some key tips and best practices.

1. Why Marketing Must Nurture Leads for Maximum Sales Success Loren McDonald VP, Industry Relations Silverpop January 13, 2009

4. From Too Many “Leads” … to Not Enough?

5. Recession: The Question is For How Long?

9. Leaky Sales Funnel Increases Customer Acquisition Costs Mature Marketing Processes Close the B2B Lead Management Gap

20. ControlScan’s Typical Drip Campaign Campaign Objectives: Increase compliance rate for Partner’s merchants and the marketing team’s productivity Bring in campaign members based on defined criteria Email #1 Intro to program Direct Mail #1 Intro to program Email #2 Reminder Direct Mail #2 Reminder Email #3 Reminder Outbound Call Campaign Contact removed from campaign once compliance is achieved 2 weeks 2 weeks 2 weeks 1 week 2 weeks 2 weeks Achieved 14% compliance rate in 2 month pilot – average compliance rate is typically ~1% - in one year! 2-3 touch points within first month

21. Drip Campaign Contents Email #1 Email #3 Email #2 Call to actions became increasingly more urgent. All action is directed to the Partner’s microsite.

22. Drip Campaign Contents Direct Mail Content

23. Drip Campaign Contents Campaign Microsite Call to action is to enroll in mandatory program.

28. Usher the Lead Through the Sales Cycle Lead Nurturing supports all stages of the lead management process Marketing Qualified Inquiries Sales Qualified Sales Accepted Impressions Marketing Sales New Business