1.
Turning Leads Into Quality Sales
by Aligning Sales & Marketing
Presented by NuSpark Marketing

2.
Sales & Marketing Fight

3.
Bicker, Bicker

4.
Let’s Unite
Less Lead Loss!
Better Conversion
Rates!

5.
Align Your Organization

6.
Set the Stage to Improved Process
• Only 20% of leads are followed up on
• 70% of leads are disqualified due to budget, lack of
timing, etc
• 80% of “bad leads” do go on to buy within 24 months
• 73% of companies have no process for requalifying
leads
• 80% of sales after the 5th
contact
Source: Sirius Decisions

7.
More research
• An Aberdeen survey revealed results that have been ratified by other analysts:
" … on average 16% of the total leads that are deemed 'sales-ready' opportunities actually close.
The difference between a successful company and a mediocre company lies in how the
remaining 84% of already qualified opportunities are handled. "
"69% of all respondents not using lead nurturing indicated that the lack of human resources
to develop nurturing campaigns was the number one reason for not leveraging lead
nurturing.“
Other constraints included: lack of program and process expertise, inadequate content and no
formal content creation process.
• We’re here to fix this!

8.
Today’s Buyer Behavior
• Information is free
• Prospects access information online
• Sales is no longer the information conduit
• Marketing is responsible for early/frequent
digital communication

9.
The Buying Definition

10.
The Selling Problem
• Too many people selling their solutions are
unable to explain how their offerings can be
used by their potential buyers to:
– Achieve a Goal
– Solve a Problem
– Satisfy a Need

11.
So, Our Goal Is To
• Help targeted buyers progress through buying
cycles and communicate how they can
visualize their organization use your offerings
to:
– Achieve goals
– Solve problems
– Satisfy Needs
and understand the value of doing so.

12.
Let’s Figure Out A Quality Lead Together

13.
That Qualified Lead, aka MQL, or a
“Marketing Qualified Lead”
• Industries?
• Revenue Size?
• Title/ Key Influencers?
• Budget?
• Decision-Making Timetable?
• Model Existing Customers
• Lead Scores (more later)

14.
Then Personas
• Attitudes
• Fears
• Perceptions
• Pain Points
• Media Habits
• Social Media and Blog Usage
• BANT- Budget, Authority, Need, Time
• Preferred Content Vehicles

15.
Agreeing to Lead Definitions Leads
To…
• Media Plan
• Lead Generation Plan
• Social Media Plan
• Website Design/Copy Plan
• Content Marketing Plan
• Lead Nurturing Plan
Which Leads To……….

16.
Lead Management

17.
Lead Generation; Attracting
Prospects Into the Funnel

18.
Put Together a Lead Gen Plan

19.
Search Engine Optimization
• Utilizing website copy, structure, and external
tasks to increase your company’s position on
search engines with the goal to be above the
fold on the first page of results.
– Marketing Cares: High positioning means more
leads; organic listings mean better qualified leads.
– Sales Cares: More emails captured, more sales-
ready prospects, less leads to competition, achieve
quotas easier, Nurturing more effective

20.
Pay-Per-Click Advertising
• Generate immediate traffic to website by
targeting those with immediate
product/service needs with compelling
message
– Marketing Cares: If offer and keywords are
relevant to buyer, “ready-to-buy” leads are
generated
– Sales Cares: More emails captured, more sales-
ready prospects, less leads to competition, achieve
quotas easier

21.
Online Display Advertising (Banners)
• Generate immediate traffic to website by targeting
websites or industry portals with compelling message
– Marketing Cares: Reach and frequency is
extended towards those audiences most likely to
be interested in your message. Frequency builds
message recall.
– Sales Cares: When audiences are more familiar
with a product/service, they will more likely pay
attention to a sales call, which means increased
engagement and increased sales potential.

22.
Social Media
• Listen to, engage with, and create conversations with
prospects who are researching these channels for their
potential solution
– Marketing Cares: Communicating with prospects is part of
customer nurturing and by promoting content prospects
engage further. Social media sacrifices media cost for time,
but from cost standpoint- quality leads enter your cycle
more efficiently than paid media
– Sales Cares: By creating/enhancing relationships,
increased trust is built. Sales can learn about their
prospects before speaking with them. Engaged prospects
are more likely to buy from vendors who provide quality
content. Again- more quality leads; more sales

23.
Marketing Automation Starts
Starring Marketing & Sales!

24.
Quick Definition
• “It’s a technology platform (SaaS) that allows
you to capture, score, qualify, and nurture
prospects by automated processes and drive
revenue using trigger-based, multi-touch
communication.”

25.
Companies with Marketing
Automation
• 107% better lead conversion rate
• 40% greater average deal size
• 20% higher team attainment of quota
• 17% better forecast accuracy
Aberdeen Group, “Marketing Automation 101: Ensuring Early Success with the Basics;
Maturing Your Deployment for long‐term ROI” June 2010

26.
Acquire Leads

27.
Offer Content…….Fill Out a Form

28.
Landing Pages
• Marketing Cares: The first step to generating quality
leads and gathering pertinent, segmented data by
offering engaging content
• Sales Cares: Websites and Landing Pages become
lead generators; the nurturing process begins.
Having the ability to progressively profile prospects
allow marketing to have more valid data points to
pass over to sales by asking for prospect data in
manageable chunks.

29.
Nurture Leads

30.
Lead Nurturing
• Deliver relevant content
to prospects
• Designed to move the
recipient forward in the
sales process

31.
The Statistics Speak to the Value of
Lead Nurturing
• According to Forrester Research, companies that
excel at lead nurturing generate 50% more sales-
ready leads at 33% lower cost per lead.
• According to CSO Insights, companies that excel
at lead nurturing have 9% more sales reps make
quota and enjoy a 10% shorter ramp up time for
new reps.
• According to DemandGen Report, nurtured leads
produce, on average, a 20 percent increase in
sales opportunities versus non-nurtured leads.

32.
Lead Nurturing Benefits
• Increase in Qualified Leads
• Decrease in Sales Cycle (from months to weeks)
• Decrease in Cost of Sales (10% decrease)
• Improved Conversion Rates of those leads (1.5 - 3.0x)
• Increase in Quality of Leads Going to Sales
• Increase in Transaction Size
• Increase in Marketing ROI

33.
Content Strategy: Know Your Audience

34.
General Content Guidelines

35.
Content Marketing is the Art of
• Understanding exactly what your customer
needs to know, at each stage of the buying
process
• Delivering it to them in a relevant and
compelling way to grow your business.

36.
Content Is:
• Economical
• Long Lasting
• Builds Credibility
• Attracts Targeted Traffic
• Great SEO Tactic

37.
Nurturing Examples

38.
Lead Nurturing
• Marketing Cares: By continually guiding a lead
toward a sale with content, we are achieving our
mission of generating quality, sales-ready leads for
the sales people.
• Sales Cares: When you spend time with quality leads,
your win rates increase, and your revenue per deal
increases. Lead nurturing allows for Sales to focus on
the promising prospects

39.
The Need for Lead Scoring

40.
Lead Scoring You Say?
• Lead Scoring is a method of assigning
points to each prospect. Points are
assigned based on specific criteria
you set. Attributes rated are:
– Form submit info (title, purchase
decision),
– Website behavior (pages visited, content
downloads),
– Email behavior (click to website or
additional content)
– Events (tradeshow/webinar attendees)

41.
Two Scoring Factors

42.
Lead Scoring
• Marketing Cares: By agreeing to an optimal scoring
grade, only engaged, sales-ready leads who reach
that defined threshold are sent to sales. Marketing’s
job: Produce sales-ready leads!
• Sales Cares: When you spend time with quality leads
that are high-scored, your win rates increase, and
your revenue per deal increases. Plus, your time is
spent more efficiently

43.
Lead Scoring Impact

44.
Now Sell Those Leads

45.
CRM Integration
See the lead’s score
See the lead’s activity

46.
CRM Integration
• Marketing Cares: The process “closes the loop”
and we’re doing our job by providing sales quality
leads by following the marketing automation
process. Plus, we’ll be able to measure sales by
campaign and perform ROI analysis.
• Sales Cares: Leads can be acted on immediately
once a score threshold is reached and lead is
synced to CRM. Sales can interact with lead with
better information (implicit activities). By building
relationships with leads, closes increase.

47.
Metrics
• Assign costs to
campaigns
• Tie leads to campaigns
• Then..
– Cost per quality lead
– Cost per opportunity
– Cost per sale
– Cost per campaign
– Marketing ROI

48.
How much does this cost
• Varies!
– Platform cost, management cost, content cost,
CRM/database needs
• But we’ll assess..
– Current marketing plan, consider reallocation of
wasted spending
– Costs of current email platform
– Roles and Resources, plus current content assets

49.
Reallocation Options
• Reduce PR budget; transfer to lead generation
• Reduce Ad budget; frequency, size, # of pubs
• Reduce Trade show budget
• Reduce other vendor spend
• Reduce direct mail campaigns

50.
Consider….
• How much time and money saved by consolidating tools and
automating email campaigns
• How efficient marketing and sales teams would be by sharing
a unified interface
• How many more opportunities created if sales can follow-up
with every promising lead
• How much easier it would be to demonstrate the marketing
team’s influence on revenue and ROI
• How smoothly your business will run if sales and marketing
worked together to achieve your company’s goals

51.
Summary
• When sales and marketing align, positive
outcomes occur.
• Better lead management occurs when Marketing
Automation replaces email platforms and
integrates with CRMs.
• An optimal eMarketing plan generates increased
quality website visitors, quality leads, and quality
sales.
• Improving each element of lead management
results in more efficient spending and better ROI.

52.
Questions

53.
Ready to Begin?
• Contact Paul Mosenson of NuSpark Marketing
• pmosenson@nusparkmarketing.com
• 610-812-2725
• www.nusparkmarketing.com

54.
About NuSpark Marketing
• eMarketing Firm focusing on lead generation,
lead management, content marketing, sales
coaching
• Founded in 2010; Team members average 20
years of experience
• Philadelphia based, but works virtually
• Provides the process, content, and
consultation for firms that implement
marketing automation

55.
References
• Mike Bosworth, CustomerCentric Selling
• Pardot Marketing Automation
• Jep Castelein, Leadsloth
• SLMA, Sales Lead Management Association
• Paul Mosenson, NuSpark Marketing
• Oliver Picher, NuSpark Marketing
• Demand Gen
• David Cummings, Adam Blitzer “Think Outside
the Inbox”