Falconry Group founder and 16 year B2B marketing and sales veteran Tom Scearce shares 7 strategies to help companies maximize revenue from their leads and pipeline. The Falconry Group helps companies drive predictable profitable revenue. We work with owners and executives to improve marketing and sales methods, measurement practices, and the customer buying process. Our Approach Like marketing when it’s done well, falconry is beautiful to observe. Like sales when it’s done well, falconry is a smarter way to hunt. Like business when it’s done well, falconry is about collaboration and great results. Training a bird of prey — or allowing oneself to be trained by one — is experiential. Falconry can be taught, and learned, through experience. This requires a certain amount of time, patience, and commitment. The business world demands quick results. And it demands that those results improve. Quickly. But the connection and trust between a falcon and a falconer proceeds at its own pace. In most cases, it can’t quickly be reduced to an equation, automated, packaged, or securitized. Any seasoned salesperson knows that valuable business relationships develop in a similar way. Yes, advanced tools and methods that can make marketing easier and faster to execute, analyze, and improve. We rely on many of them to do our work! But we are always mindful that marketing, like falconry, is about facilitating relationships for the exchange of value. We build systems to help our clients do this. And we help them measure and improve those systems until they achieve predictable, profitable, revenue.

1. Nurturing that works
7 New Ideas for Increasing Lead Scores, Conversion, and Pipeline
Tom Scearce, Founder
Falconry Group, LLC

2. Promises, Promises
We promise not to We promise to
Use Kool-Aid words like “cloud,” “2.0,”
Explain concepts in common English
or “as a Service”
Promote any specific technology Describe use cases where certain
vendor or solution technologies can help you succeed
Preach at you or tell you how to do Share relevant experience that may
your job save you time / reduce trial-and-error
Pretend that we’re not selling anything Keep the sales pitch at low volume
© 2012 Falconry Group, LLC. All rights reserved. Page 2

3. Presenter: Tom Scearce
• 16+ years in sales and marketing roles
 Employers/clients: Concur, Good Technology, Speakeasy (now Megapath),
Focus.com, Portent.com, others
 Markets: Technology, Telecom, Media, Medical Devices, Health/Fitness, others
• Engaged with 150+ marketing and sales
executives at leading and emerging B2B firms
over past 3 years
• Advise and/or collaborate with clients on:
 Integrated marketing strategies
 Sales lead nurturing programs
Twitter: @TLOTL
© 2012 Falconry Group, LLC. All rights reserved. Page 3

4. The Falconry Group: Our Services
Agency Consulting
We do it for you. We help you get it done.
Social Sales Interim
Strategy
Content Lead Marketing
Development
Marketing Nurturing Executive
© 2012 Falconry Group, LLC. All rights reserved. Page 4

5. 7 New Ideas for
Lead Nurturing
© 2012 Falconry Group, LLC. All rights reserved. Page 5

6. Lead Nurturing: Not as easy as it sounds
How hard can it be? Well….
• Lead scoring model
• Complexity of backend admin tools
• Securing support from IT
• Lead handoff business rules
• Content creation for the not-yet-ready-to-buy crowd
© 2012 Falconry Group, LLC. All rights reserved. Page 6

7. IDEA #1: Build a roadmap
(and support) for your
nurturing project
© 2012 Falconry Group, LLC. All rights reserved. Page 7

8. Myth: Marketing automation can be done as a
“marketing project.”
Reality: To get out of first gear, you will need the help of others.
You will
need help …when the time comes to:
from…
• De-dupe your CRM database so your data is clean
I.T. / • Put tracking code on your high value web pages
Operations • Integrate with 3rd party data append services
• Deploy an Outlook plug-in to your sales team
• Develop a useful lead scoring model that maps to your business
Sales • Define business rules for lead qualification and handoff
• Develop messaging topics your nurturing content
• Build the business case for investing in lead nurturing
Finance • Develop exclusive offers to promote to your house lead database
• Measure Return on Investment
3rd Party • Create educational content that moves prospects “down-funnel”
Experts • Validate your product so prospects will talk to your sales people
© 2012 Falconry Group, LLC. All rights reserved. Page 8

9. Build a roadmap and build support
Period P1 P2 P3 P4
Theme Readiness Lead Volume Lead Intelligence Lead Performance
Department & Deliverables
Reg. form optimization
SEO / SEM
Closed loop analysis
Flow model Social media
Marketing Lead segmentation
Email copy Webinars
(Campaigns) Closed loop analysis
Talking points Lead gen vendors
Lead segmentation
Content syndication
Email list rental
Expert articles/blogs
Marketing Lead source optimization
Research
(Content) Segment-specific content
Infographics
Lead scoring model Win/loss analysis on Sales team specialization
Sales
Lead handoff rules nurturing leads Custom lead routing
Data de-dupe
Real-time data append
IT Tracking code
Reporting / analytics
Outlook plug-in
Finance Nurturing-exclusive Segment-specific exclusive
(Offers) promotions offers
© 2012 Falconry Group, LLC. All rights reserved. Page 9

10. IDEA #2: Design a
complete lead nurturing
program before you buy
any software
© 2012 Falconry Group, LLC. All rights reserved. Page 10

11. Myth: “Anyone can cook.” (or nurture leads)
Reality: “Yeah. Anyone can. That doesn’t mean anyone should.”
- Remy the Rat in “Ratatouille”
4 benefits of writing it all down first:
1. Discover who on your team can
“grok” lead nurturing
2. Make sure sales is on board
3. “ “ I.T. “ “ “
4. Simplify (and accelerate)
implementation
© 2012 Falconry Group, LLC. All rights reserved. Page 11

12. Writing it down: the essentials
1. Campaign flow chart
2. Lead scoring model
3. Lead handoff
business rules
4. Creative brief for, or
drafts of, nurturing
content / talking
points
Suggestion: ask an outsider
to review your specs to
confirm basic
comprehension.
© 2012 Falconry Group, LLC. All rights reserved. Page 12

13. IDEA #3: Expand your
universe of leads
© 2012 Falconry Group, LLC. All rights reserved. Page 13

14. Myth: Lead Nurturing makes buyers buy
faster.
Reality: Buyers buy on their schedule, not yours. Nurturing can help you identify
real buyers faster, but if you need more revenue, you may need more leads.
Getting more leads:
1. Increase budget for SEO/SEM
2. Content syndication
3. Webinars
4. Pay per lead vendors
5. Multi-step lead development – what’s that??
© 2012 Falconry Group, LLC. All rights reserved. Page 14

15. Step 1: Skinny registration form - “less is more”
Leads
400 Benefits:
300
200 1. Increase form
100
completions
(2.5X+)
0
Reg Form 1 Reg Form 2 2. Reduce “junk data”
incentive
3. Induce anonymous
buying signals
© 2012 Falconry Group, LLC. All rights reserved. Page 15

16. IDEA #4: Use opt-in
forms and 3 rd party data
services to make your
leads more “nurture-
able”
© 2012 Falconry Group, LLC. All rights reserved. Page 16

17. Step 2: Enhance prospect data
Benefits /
Opportunities:
3rd Party
Data
Append 1. Improved lead scoring
Service
2. Enriched prospect
data for sales
Opt-in
3. Segment-driven sales
offer
form
follow up
4. Segment-driven
nurture messaging
Lead Scoring
5. Pre-sales credit check
© 2012 Falconry Group, LLC. All rights reserved. Page 17

18. IDEA #5: Use multi-
channel nurturing to
reveal commercial intent
© 2012 Falconry Group, LLC. All rights reserved. Page 18

19. Step 3: multi-channel nurturing
(email, phone, web)
3rd
Party
Data
Append
Service
Opt-in
offer
form
Multi-channel
nurturing
Lead Scoring
© 2012 Falconry Group, LLC. All rights reserved. Page 19

20. IDEA #6: Deliver timely,
remarkable content from
3rd party experts to help
your prospects learn
© 2012 Falconry Group, LLC. All rights reserved. Page 20

21. Mapping content and offers to buyer stages
Buyer Stage 3rd Party Content and Offers
Collecting -Opinion briefs, peer-sourced reviews / online discussion threads
Information
- Advice from analysts, consultants and resident experts
-Buyers guides: “The 2010 Guide to Business Intelligence Products”
Gathering
Requirements - Third party webcasts, e.g., “Forecasting and predictive modeling for
CRM: 3 real-world analytics success stories”
- Vendor Comparison Guide for Business Intelligence Solutions
Comparing
Vendors
-Webcast: The 5 key factors to BI deployment success
- BI Solutions: Requirements Prioritization Worksheet
Short-listing
Vendors
- Pre-Deployment Readiness Checklist
© 2012 Falconry Group, LLC. All rights reserved. Page 21

22. IDEA #7: Score, segment,
and align your leads
© 2012 Falconry Group, LLC. All rights reserved. Page 22

23. Myth: Your sales team will call every lead
they receive, so lead scoring isn’t important.
Reality: Sales is hired to sell, and will work only as many leads as required to hit
the sales target.
LEAD SCORE DISTRIBUTION
160
140
120
100
Lead Score 80
60
40
20
0
Route to Route to Pre- Additional Convert to
Next step :
Sales Sales Nurturing Followers / Fans
© 2012 Falconry Group, LLC. All rights reserved. Page 23

24. Fly With Us
 Email us your comments, questions, or protests
 Add a term to the Marketer Dictionary (free backlink!)
 Watch a free 2 minute Flight Plan (tutorial video)
 Follow us (image links below):
© 2012 Falconry Group, LLC. All rights reserved. Page 24

25. THANK YOU!