This document discusses how integrated marketing can accelerate sales by leveraging existing customer data to implement targeted email campaigns. It recommends segmenting customers based on attributes from telemarketing and website usage to create awareness and education campaigns. Lead scoring is used to prioritize prospects based on profile, account relevance, title, and digital behaviors. Actual returns on investment for past integrated marketing campaigns are shown, demonstrating hundreds of percent ROI. The document encourages scheduling a meeting to learn more about how LeadJen's integrated marketing services can support accelerating sales.

1. Accelerating Sales with
Integrated Marketing
Jenny Vance, President
LeadJen

2. How Marketing
Intelligence Impacts
Company Financing
by Jenny Vance, President LeadJen

3. Customer Example
Outsourced IT Helpdesk provider
• Focus industries
• Healthcare
• Retail – both franchise and non-franchise
• Other service areas
• Field service – Windows XP sunset
• Helpdesk consulting

4. Where to start?
• Fastest way to revenue
• Look at existing sources of quality data
• Segment, segment, segment
• Leverage segments from telemarketing
• Don’t over complicate
• Leverage content via the blog to test strategies
• Start with a simple campaign structure
• Capture telemarketing outcomes in a
purposeful way
• Existing complimentary and/or competitive solutions

5. Invest in more data

6. Awareness Campaign
Audience:
1. Made contact, no appointment.
2. No contact made.
Awareness Email 1
Awareness Email 2 2 weeks later
Speak to us Now!
More information; FS, SD, or SDC
Unsubscribe 
No action.
Education Campaign
2 weeks later
Speak to us Now!
More information; FS, SD, or SDC
Unsubscribe 
No action.
Audience:
1. Appointment, no closed sale based on pain point from Discovery call
2. Contacts from Awareness Campaign based selected “more information” and trigger into
campaign either immediately or one day later.
Triggered Alerts to Call Team for follow-up!
Awareness Email 3
Awareness Email 4
Awareness Email 5
Awareness Email 6
Awareness Campaign continues to flow
using structure outlined above.
Field Services Email 1 Service Desk (SD) Email 1 SD Consulting Email 1
1 weeks later
Speak to us Now!
Unsubscribe 
No action.
1 weeks later
Speak to us Now!
Unsubscribe 
No action.
1 weeks later
Speak to us Now!
Unsubscribe 
No action.
1 weeks later
Speak to us Now!
Unsubscribe 
No action.
1 weeks later
Speak to us Now!
Unsubscribe 
No action.
1 weeks later
Speak to us Now!
Unsubscribe 
No action.
Field Services Email 3 Service Desk (SD) Email 3 SD Consulting Email 3
Field Services Email 4 Service Desk (SD) Email 4 SD Consulting Email 4
Education Campaign continues to flow using structure outlined above.
Service Desk (SD) Email 2 SD Consulting Email 2Field Services Email 2

7. Lead Scoring
• Profile score
• Account relevance – industry, revenue, employee size
• Title relevance – Director/VP or above
• Tele-prospecting should pre-validate profile score and add to it
as well
• Capture other attributes
• Ever outsourced helpdesk before?
• Have you completed migration from Windows XP?
• Behavior score – digital body language
• Opens and clicks
• Integrated web analytics
• Pages visited
• Time on site/page

8. Adjust Tele-prospecting Strategy
• Lead Score
• Send for follow-up based on behavior score
• Higher scores, more attempts
• Infuse digital body language into
scripting
• Specific scripting points and calling cadence
• Capture more information to impact
lead score

10. Drivers for Integrated Program
• Smaller deal size or CLV
• More market coverage more quickly
• 6 calls per prospect doesn’t always make fiscal sense
• Large, horizontal market
• Help focus on top responding industries more quickly
• New products to market, new verticals
• Infuse tele-prospecting and test different calling cadences

11. Actual ROI
Campaign Name
Total
Cost per
appointm
ent
Total Cost
per
campaign
Total #
Opptys
Created
Value of All
Opptys
Created
ROI of
Campaign
2009 EHR Inactives $579 $11,571 14 $403,195 3485%
2010 Payer Inactives $394 $6,297 2 $33,750 536%
2010 Images
Upsell $273 $4,091 1 $2,500 61%
2010 No Campaign $409 $2,043 2 $10,938 535%
2011 Campaign
EMR $783 $11,746 14 $242,597 2065%
2011 Rx EMR $259 $13,195 63 $248,921 1886%
2011 Provider
Campaign $395 $8,698 5 $32,348 372%

12. LeadJen Integrated Marketing Support
Schedule a meeting with Jenny
and your CAM to learn more!