How many prospecting calls does your sales team make per day to convert your leads? 30? 50? 100? Are they effective? After all of the effort you put into your marketing efforts, Sales is likely still complaining for one of two reasons: low lead quality, or low lead quantity. How can you bridge the gap between your marketing efforts and Sales’ calling efforts? What if you could make a single suggestion to your sales team and see a 31% increase in response? Furthermore, what if that 31% increase came solely from a slight script modification that only took a few minutes to rewrite? In this clinic, we’ll share how this simple change in messaging impacted one company’s call-back rate, and how you can quickly rewrite your own call scripts for a significant increase in performance. In this clinic, you’ll learn: • The exact changes in the script that achieved the 31% increase • Why each of those changes improved performance • How you can apply the same principles to your call scripts

1. Lead Nurturing Tested
New research reveals how slight script tweaks increased
response by 31%

2. We’re sharing on Twitter!
#WebClinic

3. Today’s speakers
Dave Green
Director
Partner Relationships
MECLABS
@DaveGreenLeads
Austin McCraw
Director
Content Production
MECLABS
@McOptimize

4. Background: A large well-known insurance carrier.
Goal: To increase the number of lead responses to a scripted voicemail.
Research Question: Which voicemail script will generate the most lead responses?
Test Design: A/B single factor split test
Experiment ID: Pending
Record Location: MECLABS Research Library
Research Partner: (Protected)
Experiment: Background

5. Experiment: Treatment A
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. We are currently
the fifth largest life insurance carrier in the
nation offering competitive rates and
solutions to help ease administration
burdens. When we last spoke, you told me
that you work with a broker for your price
quotes for the group life benefits. I would
like to get your broker contact information in
order to be in consideration when they next
do their evaluations for you.
Treatment A

6. Experiment: Treatment B
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a broker
for your price quotes for the group life benefits.
Since we do not nationally advertise and may
not have had the opportunity to work with
your consultant, we would like to share our
information with them. I would like to get your
broker contact information in order to be in
consideration when they next do their
evaluations for you.
Treatment B

7. Experiment: Side-by-side
Treatment A
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. We are currently
the fifth largest life insurance carrier in the
nation offering competitive rates and
solutions to help ease administration
burdens. When we last spoke, you told me
that you work with a broker for your price
quotes for the group life benefits. I would
like to get your broker contact information in
order to be in consideration when they next
do their evaluations for you.
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a broker
for your price quotes for the group life benefits.
Since we do not nationally advertise and may
not have had the opportunity to work with
your consultant, we would like to share our
information with them. I would like to get your
broker contact information in order to be in
consideration when they next do their
evaluations for you.
Treatment B

9. Treatments Conversion Rate % Rel. Change
Control Voicemail 50% --
Treatment Voicemail 65% 30.8%
Increase in lead responses31%The treatment voicemail increased broker handoffs by 30.8%.
Experiment: Results

10. Experiment: Treatment
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a broker
for your price quotes for the group life benefits.
Since we do not nationally advertise and may
not have had the opportunity to work with
your consultant, we would like to share our
information with them. I would like to get your
broker contact information in order to be in
consideration when they next do their
evaluations for you.
Treatment B
Why did the wording in
Treatment B outperform
Treatment A?

11. FKey Principles
1. Lead nurturing is a process, not an event. The necessary timing allows for the
necessary forming – the forming of the final conclusion.
What you need to understand

12. Only 36% of marketers nurture leads

13. The potential ROI of lead nurturing
On average, organizations that
nurture leads experience
a 45% lift in lead generation
ROI over organizations that do
not.
ROI WITH
NURTURING
ROI W/OUT
NURTURING
45%IN AVG. ROI

14. FKey Principles
1. Lead nurturing is a process, not an event. The necessary timing allows for the
necessary forming – the forming of the final conclusion.
2. The “final conclusion” is different from the macro-yes, for the conclusion must
precede a macro-yes. In the nurturing process, the marketing team fosters a
conclusion – the sales team converts it to a “yes.”
What you need to understand

15. g=9.81m/s2
1. The funnel is often presented as one
potentially useful analogy for
marketing. It is in fact, the primary
analogy. All marketing should
influence a decision.
The inverted funnel

16. g=9.81m/s2
1. The funnel is often presented as one
potentially useful analogy for
marketing. It is in fact, the primary
analogy. All marketing should
influence a decision.
2. The funnel analogy distorts reality.
People are not falling into your
funnel, they are falling out. The
funnel must be inverted.
The inverted funnel

17. 1. The funnel is often presented as one
potentially useful analogy for
marketing. It is in fact, the primary
analogy. All marketing should
influence a decision.
2. The funnel analogy distorts reality.
People are not falling into your
funnel, they are falling out. The
funnel must be inverted.
3. People don’t travel down the center
of the funnel. People are climbing up
the sides.
g=9.81m/s2
The inverted funnel

18. (Mi)YES
(Ma)YES
Y
ValueProposition
Business Software Suite
#1 On-Demand. 6459+ World Clients
Award-Winning Solution. Free Trial
www.XXXXXXXXXX.com/Business
PPC Ad
Landing Page
Sales Call
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
The inverted funnel

19. Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a broker
for your price quotes for the group life benefits.
Since we do not nationally advertise and may
not have had the opportunity to work with
your consultant, we would like to share our
information with them. I would like to get your
broker contact information in order to be in
consideration when they next do their
evaluations for you.
Treatment B
How was the wording in
Treatment B more effective
at fostering a conclusion?
Experiment: Treatment

20. Today, we are going to walk through the three cognitive
levers we pulled in the voicemail to foster a conclusion.
LEVER #1 LEVER #2 LEVER #3

21. LEVER #1 LEVER #2 LEVER #3
LEVER #1: We ANCHORED THE MESSAGE TO THE CONTEXT

22. Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. We are currently
the fifth largest life insurance carrier in the
nation offering competitive rates and
solutions to help ease administration
burdens. When we last spoke, you told me
that you work with a broker for your price
quotes for the group life benefits. I would
like to get your broker contact information in
order to be in consideration when they next
do their evaluations for you.
Not this
LEVER #1: Anchor the message to the context
LEVER #1 LEVER #2 LEVER #3
• The first script from the
experiment begins selling right
away without any context for
the call.
• Our analysts hypothesized that
by providing more context and
justifying the reason for the
call, prospects would be more
likely to respond.

23. LEVER #1: Anchor the message to the context
LEVER #1 LEVER #2 LEVER #3
• In the new script, context is
immediately provided by
mentioning a previous call.
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a
broker for your price quotes for the group life
benefits. Since we do not nationally advertise
and may not have had the opportunity to work
with your consultant; we would like to share
our information with them. I would like to get
your broker contact information in order to be
in consideration when they next do their
evaluations for you.
But this
31%In Conversions

24. Experiment IDs: TP2083
Record Location: MECLABS Research Library
Research Partner: (Protected)
Background: A large event management software provider.
Goal: To increase total lead inquiries (phone calls and form sign-ups) from visitors who
abandoned the free trial sign-up process.
Primary Research Question: Which email tone will result in a higher rate of lead
inquiries?
Approach: A/B single factor split test
LEVER #1 LEVER #2 LEVER #3
Experiment: Background

25. Subject Line: Your Free Company Access
Dear [Name],
You’re just one step away from getting FREE access to [company], our award-winning
Event Registration and Management Software. Quickly make an event website, try our
event marketing tools, build a registration form template or even generate custom name
badges.
Click here to finish your profile and get started. Your personal profile is kept secure and
we promise NEVER to sell or misuse your information.
Have questions? Call us direct at 1-800-XXX-XXXX -- we can even set up your free access
over the phone.
Sincerely,
Jon Powell
Customer Service Representative
• The original nurture email
gives little to no reason
for the message. Again,
the first paragraph goes
directly to selling.
LEVER #1 LEVER #2 LEVER #3
Experiment: Control

26. Subject Line: Your Free Company Access
Hi [First],
I noticed that you started the process of getting free access to [Company] but
weren’t able to finish. Are you concerned about giving out your phone number? Are
you worried about high pressure sales tactics or mandatory contracts?
We believe our product sells itself, so we’re just here to provide you with whatever
assistance you need in getting your event up and running -- in whatever way works
best for you. We promise NEVER to sell or misuse your information.
Call me direct at 1-800-XXX-XXXX and I can help get you rolling. If you’d rather just
try again online, use this link instead.
Thank you in advance for your trust!
Sincerely,
Jon Powell
Customer Service Representative
• The treatment provides
an exact reason for the
email send. (I noticed you
started … but weren’t
able to finish.)
• Furthermore, the context
provided perfectly sets up
the prospect to receive
the rest of the email.
LEVER #1 LEVER #2 LEVER #3
Experiment: Treatment

27. Dear [Name],
You’re just one step away from getting FREE access to [company], our award-winning
Event Registration and Management Software. Quickly make an event website, try our
event marketing tools, build a registration form template or even generate custom name
badges.
Click here to finish your profile and get started. Your personal profile is kept secure and
we promise NEVER to sell or misuse your information.
Have questions? Call us direct at 1-800-XXX-XXXX -- we can even set up your free access
over the phone.
Sincerely,
Jon Powell
Customer Service Representative
Hi [First],
I noticed that you started the process of getting free access to [Company] but weren’t
able to finish. Are you concerned about giving out your phone number? Are you worried
about high pressure sales tactics or mandatory contracts?
We believe our product sells itself, so we’re just here to provide you with whatever
assistance you need in getting your event up and running -- in whatever way works best
for you. We promise NEVER to sell or misuse your information.
Call me direct at 1-800-XXX-XXXX and I can help get you rolling. If you’d rather just try
again online, use this link instead.
Thank you in advance for your trust!
Sincerely,
Jon Powell
Customer Service Representative
Control
Treatment
LEVER #1 LEVER #2 LEVER #3
Experiment: Side-by-side

28. Design Conv. Rate
Control 1.58%
Treatment 7.08%
% Relative Change: 349.41%
Relative increase in lead inquiries349%The treatment increased lead inquiry rate by 349.41%
LEVER #1 LEVER #2 LEVER #3
Experiment: Results

29. Live optimization
LEVER #1 LEVER #2 LEVER #3
Primary Audience
Customer experience
research council
members
Primary Objective
Event invite
http://bit.ly/1msZtTT

30. LEVER #2: WE CONNECTED THE VALUE PROPOSITION TO THE PROSPECT
LEVER #1 LEVER #2 LEVER #3

31. 1
3
2
Question: If I am [PROSPECT A], why should I buy from you rather than
any of your competitors?
Question: If I am your ideal prospect, why should I buy from you rather
than any of your competitors?
Question: If I am [PROSPECT A], why should I buy this product rather
than any other product?
Question: If I am [PROSPECT A], why should I click this PPC ad rather
than any other PPC ad?
Prospect B
PRODUCT
#3
PRODUCT
#4
PRODUCT
#1
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
Primary
Value
Proposition
Conversion steps
associated with a
specific product
PRODUCT
#2
The Value Proposition Spectrum
PROSPECT-LEVEL
PROCESS-LEVEL
PRODUCT
#1
PRODUCT
#1
PRODUCT-LEVEL
LEVER #2: Connect the value prop to prospect
To learn more about derivative value
propositions, see the MELCABS course:
MECLABS.com/ValueProp

32. 1
3
2
Question: If I am [PROSPECT A], why should I buy from you rather than
any of your competitors?
Question: If I am your ideal prospect, why should I buy
from you rather than any of your competitors?
Question: If I am [PROSPECT A], why should I buy this product rather
than any other product?
Question: If I am [PROSPECT A], why should I click this PPC ad rather
than any other PPC ad?
PRODUCT
#3
PRODUCT
#4
PRODUCT
#1
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
Conversion steps
associated with a
specific product
PRODUCT
#2
The Value Proposition Spectrum
PROCESS-LEVEL
PRODUCT
#1
PRODUCT
#1
PRODUCT-LEVEL
LEVER #2: Connect the value prop to prospect
Prospect B
Primary
Value
Proposition
PROSPECT-LEVEL
To learn more about derivative value
propositions, see the MELCABS course:
MECLABS.com/ValueProp

33. If I am the CEO, why should I be interested in your product rather than
any other solution?
If I am a business manager tasked with finding a solution, why should I
be interested in your product rather than any other solution?
If I am an IT server admin, why should I be interested in your product
rather than any other solution?
LEVER #2: Connect the value prop to prospect

34. • The original voicemail messaging
focused on the primary-level value
proposition of the company.
• However, after conducting
qualitative research concerning
the specific motivations of the
prospect, we hypothesized that
they:
1. Had a high degree of anxiety when
they felt they were “being sold”
2. Had little interest in learning about
an insurance company
3. Simply desired to redirect us to their
broker
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. We are currently
the fifth largest life insurance carrier in the
nation offering competitive rates and
solutions to help ease administration
burdens. When we last spoke, you told me
that you work with a broker for your price
quotes for the group life benefits. I would
like to get your broker contact information in
order to be in consideration when they next
do their evaluations for you.
Not this
LEVER #2: Connect the value prop to prospect
LEVER #1 LEVER #2 LEVER #3

35. • The treatment script included a
new sentence that further justified
why we were calling and made a
more prospect-level appeal of
letting us “work with your
consultant” instead of doing the
work yourself.
But this
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a broker
for your price quotes for the group life benefits.
Since we do not nationally advertise and may
not have had the opportunity to work with
your consultant, we would like to share our
information with them. I would like to get your
broker contact information in order to be in
consideration when they next do their
evaluations for you.
LEVER #2: Connect the value prop to prospect
LEVER #1 LEVER #2 LEVER #3
31%In Conversions

36. Experiment ID: TP1483
Record Location: MECLABS Research Library
Research Partner: Sermo
Background: The largest physicians-only social network that allows pharmaceutical companies to conduct
survey research and promote products to their audience.
Goal: To increase lead rate on the content marketing landing page.
Research Question: Which landing page will capture the most leads?
Test Design: A/B multifactor split test
Experiment: Background
LEVER #1 LEVER #2 LEVER #3

37. • The control page focused mainly on the product-
level value proposition of a single free report.
• While it follows many of the best practices of a
landing page, the researchers at Sermo
hypothesized that they might be focusing on the
wrong level of value proposition.
Experiment: Control
LEVER #1 LEVER #2 LEVER #3

38. • In the treatment, the researchers at Sermo
focused on the broader prospect-level value
proposition.
• The content on the page displays several
reports that the prospect might be interested
in.
Experiment: Treatment
LEVER #1 LEVER #2 LEVER #3

39. Control
Treatment
197%In Lead Rate
Experiment: Side-by-side
LEVER #1 LEVER #2 LEVER #3

40. First Visit Repeat Visits
Design Lead Rate Rel. Diff Lead Rate Rel. Diff
Control 33.3% - 18.2% -
Treatment 27.2% - 6.1% 54.1% 197%
% Relative Change: 197%
Increase in lead rates197%By increasing the number of available reports, there was an increase in lead rates for
returning visitors by 197%.
Experiment: Results
LEVER #1 LEVER #2 LEVER #3

41. The answers to prospect-level value propositions will vary based on:
Factor CEO Manager IT Admin
Objective
What are the prospects main
goals and desired outcomes?
I must increase the
financial performance of
my organization
I must achieve X amount
of revenue by the end of
the year
I must implement and
manage all technology
solutions/products
Motivation
What core motivations drives this
prospect’s actions?
I want to be featured as a
key leader in the industry
I want to get a
significant promotion by
the end of the year
I would like to get
home at a decent hour
Experience
What are the past experiences of
the prospect?
Has tried many similar
solutions in the past
Has not tried any related
solutions in the past
Has heard that
solution is difficult to
manage
Authority
What level of authority does the
prospect have to make decisions?
Has full authority
Must get expressed
permission for any
expense exceeding
$10,000
Can only provide
feedback on resource
requirements
Personality
What is the personality of the
prospect?
Serious, Dominant,
Aggressive, Decisive
Analytical, Empathetic,
Energetic, Relational
Cynical, Sarcastic,
Indecisive
Prospect-level value propositions
LEVER #1 LEVER #2 LEVER #3

42. See the MECLABS courses
MECLABS.com/Training/Online-Course

43. Live optimization
LEVER #1 LEVER #2 LEVER #3
Primary Audience
Primary Objective
Lead capture form
Team event planners
http://bit.ly/1h6c0Jy

44. LEVER #1 LEVER #2 LEVER #3
LEVER #3: WE ALIGNED THE ARGUMENT TO THE “ASK”

45. Exposition
Climax
Resolution
Beginning (The Setup) Middle (The Confrontation) End (The Resolve)
ACT 1 ACT 2 ACT 3
Climax
Rising Act.
Resolution /Exposition
Falling Act.
SUB STORY
People’s thoughts arrange themselves in story, therefore you must ensure that you no only have the
right message, but that it is sequenced at the right time.
LEVER #3: Align the argument to the “ask”
LEVER #1 LEVER #2 LEVER #3

46. Experiment: Control
We are currently the fifth largest life insurance
carrier in the nation offering competitive rates and
solutions to help ease administration burdens.
When we last spoke, you told me that you work
with a broker for your price quotes for the group
life benefits.
I would like to get your broker contact information
in order to be in consideration when they next do
their evaluations for you.
Hello, ___, my name is Lisa and I am calling with
[Insurance Company].
LEVER #1 LEVER #2 LEVER #3
The voicemail opens with a
normal introduction.
1

47. Experiment: Control
We are currently the fifth largest life insurance
carrier in the nation offering competitive rates and
solutions to help ease administration burdens.
When we last spoke, you told me that you work
with a broker for your price quotes for the group
life benefits.
I would like to get your broker contact information
in order to be in consideration when they next do
their evaluations for you.
Hello, ___, my name is Lisa and I am calling with
[Insurance Company].
LEVER #1 LEVER #2 LEVER #3
However, the next logical
step is not the next
sentence. It is buried further
down.
2
1

48. Experiment: Control
We are currently the fifth largest life insurance
carrier in the nation offering competitive rates and
solutions to help ease administration burdens.
When we last spoke, you told me that you work
with a broker for your price quotes for the group
life benefits.
I would like to get your broker contact information
in order to be in consideration when they next do
their evaluations for you.
Hello, ___, my name is Lisa and I am calling with
[Insurance Company].
LEVER #1 LEVER #2 LEVER #3
The next logical step would
be to state the company
value just before the final
“ask.”
23
Only then could we make a
logical “ask.”
1
4

49. • The treatment script
logically aligns every
sentence into a careful
argument.
• That argument is just
enough to give the final ask
31% more force than the
control.
But this
Hello, ___, my name is Lisa and I am calling with
[Insurance Company].
When we last spoke, you told me that you work
with a broker for your price quotes for the group
life benefits.
Since we do not nationally advertise and may not
have had the opportunity to work with your
consultant; we would like to share our
information with them.
I would like to get your broker contact
information in order to be in consideration when
they next do their evaluations for you.
LEVER #1 LEVER #2 LEVER #3
1
2
3
4
31%In Conversions
Experiment: Treatment

50. Background: A physicians-only social network that allows medical product companies
to conduct first-hand research on potential purchasers.
Goal: To increase the number of leads from a rented trade publication list.
Research Question: Which email design will generate the most opens, clicks?
Test Design: Multifactorial sequential test on a trade publication list
Research Partner: Sermo
Record Location: MECLABS Research Library
Experiment ID: TP2081
Experiment: Background
LEVER #1 LEVER #2 LEVER #3

51. Control
• This email, though above average in
many respects, still has conflated its
objective with the objective of the
landing page.
• It’s also asking for too much at this
stage in the conversion process.
Experiment: Control
LEVER #1 LEVER #2 LEVER #3

52. Treatment
• This email, however, uses
each section of the content
to guide the reader through
a logical series of micro-
conversions.
• The call-to-action asks for
just the right amount of
commitment at this stage
of the conversion process.
Experiment: Treatment
LEVER #1 LEVER #2 LEVER #3

53. Control Treatment
Experiment: Side-by-side
LEVER #1 LEVER #2 LEVER #3

54. Design Clickthrough Rate
Control 1.55%
Treatment 3.16%
% Relative Change: 104%
Relative increase in lead inquiries104%The treatment increased nurture email clickthrough by 104%.
Experiment: Results
LEVER #1 LEVER #2 LEVER #3

55. Live optimization
Primary Audience
Primary Objective
Click to website to get
more details
Projects that require in-
house fabrications
http://bit.ly/1juZkz3
LEVER #1 LEVER #2 LEVER #3

56. Summary: Putting it all together
FKey Principles
Lever #1: Anchor the message to the context
 Is the message clear to your prospect?
 Have you justified the reason of the message?
Lever #2: Connect the value proposition to the prospect
 Is the message relevant to the prospect?
 Does the message appeal to your prospect?
Lever #3: Align the argument to the “ask”
 Is there a clear and logical argument in your material?
 Does the “ask” logically flow from your argument?

57. Next Clinic: Background
Background: A large, well-known financial consultancy.
Goal: To increase the number of clickthroughs on the landing page.
Research Question: Which page will generate the highest clickthrough rate?
Test Design: A/B multifactorial split test
Experiment ID: TP1464
Record Location: MECLABS Research Library
Research Partner: (Protected)

58. Next Clinic: Version A
Version A

59. Next Clinic: Version B
Version B

60. Next Clinic: Side-by-side
Version A
Version B

61. Live April 9 at 4:00 p.m. EDT
• The exact page changes with before and after versions
• The transferable key principles behind the changes
• How to apply the same principles to your pages
Join the special one-hour Web clinic
To see the results
To join live, register at the link below:
MarketingExperiments.com/LiveOptimization52

62. See how you can conduct research with us
MECLABS conducts rigorous experiments in the new science of optimization. We apply our
discoveries to help leaders optimize the financial performance of their sales and
marketing programs.
Learn more about how you may be a fit for
a MECLABS Research Partnership:
• Select Research Partnership
Opportunities on the post-webinar
survey
• Contact us directly
info@MECLABS.com
1-877-635-0565
x