Building a cost effective lead machine
for your sales
To:communication. Everything is a lead

T H E n°1 CEO
Q U E S T I O N
“Did your marketing work?”

T H E n°1 CMO
A N S W E R
“trust me”

T H E n°1 CEO
R E A C T I O N
A budget cut by 20%

T H E n°1 CMO
R E A C T I O N
Let’s work harder and do more campaigns

Stop marketing. Start engaging.
Scott Stratten

Engage to sell in four steps
Engage and sell to individuals, not target groups
Give perfect ZMOTs to your prospect
Produce engaging stories
Give sales the info and the tools they need
Start engaging

Engage to sell in four steps
Engage and sell to individuals, not target groups
Produce engaging stories
Give sales the info and the tools they need
CRM
Content marketing
Inbound marketing
Outbound marketing
Marketing automation
Lead nurturing
Social selling
Contact management
Give perfect ZMOTs to your prospect
Start engaging

How do you
make it work?

website
seo
sea
blogs
Display advertising and
retargeting
Email
Marketing
automation
CRM
Contact
management
SALES
MARKETING
Social
media
Offline
Company network
From ZMOT to
SALES LEAD
From SALES LEAD
to DEAL
How do you make it work?
TO:COM
run the
campaigns
set up measuring
set up
automation
set up CRM,
set up contact
management
set up inbound
marketing
content
marketing
set up dbase
management
Run reporting
and dbases

Wordpress
Umbraco
Google analytics
Native siteKeyword search and
optimising sites
Adwords
Display advertising and
retargeting
Act-On: mailing and
automating, scoring
Zoho or
native CRM
Zoho or native
CM
Twitter/Facebook/
LinkedIn/YouTube
monitoring and posting
DM/TM/ADS
Optimising individual social
presence employees
TO:COM
How do we make it work?

Getting started

The prospect journey
March 15 9:00 AM | you’ve got direct mail!
Leading to personalized website
Database-driven,
high quality digitally printed
Partner branded, sme content

Other prospect actions
Linkedin & Twitter (UC)
Seo & Adwords (UC)
e-news
Webinars & seminars
Meanwhile other inbound
and outbound actions are
running (automatically)

The prospect journey
March 15 9:30 AM | a look @ my website
personalized website
Enabling tracking
Price calculator
Extra case resources

The prospect journey
March 15 9:30 AM | Act-On registrates …

The prospect journey
March 15 9:30 AM | … and scores in real time

The prospect journey
March 17 10:30 AM | Telemarketing makes contact and has an interview
Telemarketing report generated
Lead is requalified in reporting
tool as ‘C’ (to be contacted by
partner). Partner now contacts
the prospect for an
appointment
Report is attached to the
record in the online reporting
tool. The reporting tool is
visible for each partner

The prospect journey
March 18 10:30 AM | Sales discovers in CRM info about new prospect

“Everyone who’s ever
taken a shower has an
idea. Its the person
who gets out of the
shower, dries off and
does something about
it who makes a
difference.”
Nolan Bushnell, Founder Atari

Wordpress
Umbraco
Google analytics
Native site
Act-On: mailing
and automating,
scoring
Zoho or
native CRM
ACTION: Start with core: marketing automation, CRM
and website. Engage with sales about quality of leads.
SALES
RESULT: discover
who visited your
website. Discover who
wants more info or a
demo from you.
Discover which
marketing leads
might be interesting
for your sales
Getting started

Getting started
ACTION: Continue by fixing the weakest links in your
lead nurturing proces, and multiply your contacts by
seo, sea, social media and display advertising.
RESULT: Improve
conversion ratio’s and
the number of
converted leads that
come out of your
marketing lead
program. Engage
deeper with
prospects and
customersSALES

Is it worth the walk?

What’s the payoff?
Start walking
Automation users have a 53% higher conversion rate
from marketing response to marketing-qualified lead than
non-users. Aberdeen Group, 2012
75% of companies using marketing automation see ROI
within 12 months, 44% within 6 months. Focus Research,
2013
Lead scoring
provides an ROI of
138% versus
companies that
don’t score leads
(78%).
MarketingSherpa, 2012
Inbound
marketing costs
62% less than
traditional,
outbound
marketing

to:communication
Everything is a lead
working for: using: partnering:
CONSUS bvba