Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue Improved lead management will create more demand for our products: Leads get better follow-up through automated lead nurturing Leads will better understand the benefits of our products Our sales team can focus on selling to the highest quality leads

1. Lead Management and Marketing Automation Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue

2. Why Lead Management? The B2B Buyer has changed: need to pro-actively engage around educational topics Leads need to be nurtured until they are sales-ready Sales & Marketing need to be aligned more closely, creating a seamless buying process There is an opportunity to turn marketing into a revenue driver rather than a cost center Lead management provides a dramatic ROI: many benefits, low risk, modest investment “Nurtured leads produce, on average, a 20 percent increase in sales opportunities versus leads that are not nurtured.”

3. The Changing B2B Buyer Highlights from Enquiro’sBuyerSphere Project: Almost 50% of B2B buyers starts their buying process with online research Talking to vendors of often only the 4th step Order of Things – High Consideration 50% 37.5% 25% 12.5% 0% 1st 2nd 3rd 4th 5th Online Research Talk to Users Talk to Vendors

4. The Changing B2B Buyer Buyers are seeking and finding more information on their own—they’re in control Search engines and vendor Web sites are top information sources in the buying process To drive revenue, marketers must become more adept at identifying sales-ready leads and nurturing the remainder Vendors need to interact with prospects before the sales conversation, by providing relevant information that is relevant in the earlier stages of the buying process

5. Convert More Leads Into Customers Lead Nurturing, Lead Scoring, Lead Routing and Lead Monitoring close the gap in the middle of the funnel Improve the dynamics of your revenue cycle to convert more potential customers into customers Current marketing focus Current sales focus The B2B lead Development gap Reach Interest Desire Convert Enrich Retain Lead Management Closes the Gap in The Middle of the Funnel Warm leads leak out Issue 1: Marketing hands off Leads too early. Unqualified Leads waste sales’ time. Issue 2: Sales cherry picks leads, letting longer-time-frame leads leak out. Issue 3: Marketing spends More to recapture lost leads. Source: October 2006, Best Practices “Improving B2B Lead Management”

6. Increase Productivity With Automation Run more campaigns without expanding the marketing team Create more consistent email follow-up Example: automate Webinar campaigns, including invitations, reminders, follow-up and reporting

7. More Qualified Leads with Lead Nurturing Companies are able to use existing staff for nurturing campaigns, increasing the number of sales-ready leads by 50% with little to no incremental investment ¹ Nurtured leads delivered 47% higher average order values than non-nurtured leads² Goal: Increase the number of sales opportunities & deal size and reduce cost per qualified lead “Companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost per lead.”

8. Increase Sales Effectiveness Improved Lead Quality = Increased Sales Productivity Priority #2: Prioritize leads based on quality and urgency Let sales send leads back to marketing for further nurturing, preventing leads that just "sit" somewhere Provide comprehensive lead activity history for sales Increase Sales Effectiveness

9. Turn Marketing Into a Revenue Driver Show that marketing is a revenue driver, not a cost center. “Only 20% of companies believe they excel at measuring the performance of marketing initiatives.” Optimize ROI Improve marketing's accountability by proving marketing’s impact on revenue Improve Revenue Performance: Conversion rates Time in a particular stage (velocity)

11. Run more campaigns

12. Nurture leads automatically

13. Make sales more productive

15. The Value of Lead Scoring With good info on lead prioritization, more reps meet quota and revenue goals are more likely to be achieved How Easy Is it To Get Access to Information About Prioritizing Sales Efforts?

19. Content based on buyer profile and buying stage

20. Automation of marketing campaigns (including Trigger-based nurturing)

21. Integration of lead nurturing with CRM data and CRM activity

22. A/B TestingSteps to Take to Improve Lead Nurturing

24. Prioritized lead list for sales

25. Lead Activity Monitoring with real-time alerts

26. Lead activity history in CRM system (email clicks, web visits, registrations)Steps to Take to Improve Sales Productivity

28. Pipeline velocity (how fast leads flow through the funnel)

29. Percentage of the pipeline that is Marketing-sourced

30. Percentage of the pipeline that is Marketing-influencedSteps to Take to Improve Insight into Sales and Marketing Effectiveness

32. Develop additional content resources for lead generation

33. Test and optimize emails and landing pages for various segments

35. Develop preliminary lead scoring strategy

36. Define high-value segments in database

38. Begin evaluating marketing automation software

41. Little incremental investment in resourcesBenefits Increase Conversion Increase Marketing Productivity Improve Lead Nurturing Increase Sales effectiveness Turn Marketing into a revenue driver

42. Thank You & Stay Connected! Russell Dalton @demandum rdalton@demandum.com (888) 743-7712