1. Why It Takes 7-13+ Touches to Generate a Qualified
B2B Sales Lead Today
Laurie Beasley, President, Beasley Direct Marketing, Inc.
Tom Judge, VP Strategy and Business Development, Direct
Marketing Partners, Inc.

2. Part 1:
Why So Many Touches?

3. Why So Many Touches?
Its not easy generating the “sales-ready” leads

4. B2B Marketing
Challenges
Top 2 = our focus

5. Top 3 Strategic B2B
Marketing Objectives for 2013
Source: 2013 CSO Insights Lead Management Optimization Study, Key Trend Analysis

6. The Goal of Demand Generation is Sales!
However…
 The CSO Insights annual survey uncovered problems
 The average number of reps making quota was 63% for 2012
 Only 42% of firms met or exceeded their 2012 revenue goals
Source: CSO Insights Sales Performance Optimization Study, 2013 Key
Trend Analysis.
.

7. 7
1. Marketing generates a lead with basic interest, not ready to engage a sales rep
2. Sales teams reject unqualified leads, feels disconnected, requests “sales-ready” leads
3. Few actually convert and the numbers are unsustainable
Current marketing focus Current sales focusThe B2B lead
development gap
Issue 1: Marketing hands off
Leads too early. Unqualified
Leads waste sales’ time.
Issue 2: Sales cherry picks leads, letting
longer-time-frame leads leak out.Issue 3: Marketing spends
More $ to replace lost leads.
Reach Interest Desire Convert Enrich Retain
Warm leads leak out
Gap in The Middle of the Funnel is
Costing Time & $ Money
Source: Forrester October 2006, Best Practices “Improving B2B Lead Mgmt”
Forrester: Low Quality Sales Leads Create
Sales Problems
Symptoms: Few conversions into customers

8. Challenge: How Can We Improve Our
Multi-touch Lead-To-Sales Results?
Here are some best practices and multi-touch cases
that improve lead quality

9. Start with the end in mind:
•Review historic sales data
•Segment by customer types
•Review profitability data
Assess your TAM:
•Review the resources it will take to acquire
Align sales and marketing AND management
•Sales team agreement down to rep level
•Senior management agreement
•Document the profiles
•Obtain sales or channel rep SLA sign offs that they will engage
1. Start With the End in Mind.
Create a Perfect Prospect Profile

10. Digital/Online:
•Digital profile, Segment
•Web content activity
•Trigger events
Non-Digital/Peer-to-peer:
•Needs, Plans & Business pains
•Role in the buying process, Compliance issues
•Access to funding
•Size of opportunity
•Time frame and Urgency
•Willingness to move forward and engage with sales?
2. Clearly define the “Sales-Ready Qualified
Lead” (which can blossom
into your perfect customer)

11. Advanced Lead Rating & Scoring Criteria
11
Tip: Combine digital and off line BANT Plus
data points into your scoring

12. Sample of “BANT+ Sales-Ready” Lead Data
Detailed background information on the prospect and the
selling opportunity helps drive more productive sales results

13. 3. Create A Lead-To-Sales Requirements Calculator
Sample Lead Requirements Calculator
Scenario Requirements
ANNUAL SALES REVENUE GOALS: $13,000,000
Sales Revenue Goals/Quarter $3,250,000
Revenue per sale $115,000
# Closed Sales Required/QTR 28.3 Or 9.3 Closes/mo.
Estimated Closed Rate on Pipeline Proposal Opportunities 25%
# Qual Leads That Must Convert to Pipeline Proposals/QTR 113
Est. forward conversion rate fromsales-readylead into Pipeline 40%
# Qualified Sales -ReadyLeads Required per
Quarter (Prospects meeting sales-readycriteria)
283
# Qualified Sales-ReadyLeads Required per
Month (Prospects meeting sales-readycriteria)
94
TomJudge, All Rights Reserved, Copyright Protected

14. 4. Create Your Lead Gen Plan to Fill the Funnel
Sales Lead Campaign Planning Model: DM + EM + OB Tele-qualification nurturing sequences
Metrics B A Funnel Model
Campaign Plan
A Monthly: Various Email marketing broadcasts to house lists 20,000
Estm. Inquiry Response Rate: 2% Landing Page X 25% submit form 0.50%
Estm. # IB Inquiries Received (Not Yet Qualified) 100
B Monthly: Direct Mail campaign 7,000
Estm. Inquiry Response Rate: 6% to Landing Page & 25% submit & BRC combined 1.50%
Estm. # IB Inquiries Received (Not Yet Qualified) 105
Estm. Lead Tele-Qualification Conversion Rate into Sales-Ready lead stage: 10.00%
Ttl. Hr.
C Metric: Estm. OB Tele-qualification calls to IB responders/mo. 720 18.0
Metric: Estm. OB Tele-qualification calls to non-responders/mo. 7704 4.00
Metric: Tele-qualification completed interviews/hr. (Fully presented & profiled)/hr. 2.00
Estm. OB Tele-qualification calling hrs/mo. to IB inquiry responder group 40.00
Estm. OB Tele-qualification calling hrs/mo: To Non-responder group 428.00
Estm. Total Tele-Qualification interviews/scripts completed/mo. 936
Estm. # pre-qualified sales-ready leads/mo. From Responder group: 8
Estm. # pre-qualified sales-ready leads/mo. From Non-responder group: 86
Total Leads Per Month Pre-Qualified for Sales: 94
Revenue D C Estm. Budget
Month 1: TeleQualification $33,400 Prog Mgmt, QC, reporting, incl.
# of Qualified Sales-Ready "A" Leads Generated/Mo: MQL 94 Tele Qual set up $1,500
Estm. Pipeline Value Created/mo. (Using ASP $115k) $10,764,000 Dir Mail Creative $38,182 One time
Estm. Lead "Conversion into Sales Pipeline Opportunity" Rate 40.0% Dir Mail + Postage $27,000 Estimate $4x6700
# of Leads Reaching Sales Forecast/Proposal/mo. 37 Email LP Creative $0 Included in Dir Mail Creative cost
Estimated proposal pipeline value created per month $4,305,600 Premium $5,600 Estimating $20 x 280 A leads
Estm. Close % on Sales Pipeline Opportunities: 25.0% Lists (em bcast TM) $0 House
# Deals Closed/Month 9.4 $105,682
Average Sales Price Range (Initial Sale Revenue) $115,000
Estm. Revenue Generated/Year from each month's pipeline: $1,076,400 Month 2: TeleQualification $33,400 Prog Mgmt, QC, reporting, incl.
Mo. 1 Tele Qual set up $0
Estm. Budget/Month: $105,682 Emarketing $0 Included in SOW
Cost per Qualified Sales-Ready "A" Lead: $1,129 Dir Mail + Postage $27,000 Estimate $4x6700
Cost per Proposal Pipeline Lead: $2,823 Lists (em bcast TM) $0 Assumes Publisher sends
Estm. Revenue ROI on each $ Invested: $10.19 to $1 $60,400
Mo. 2, 3 Month3: TeleQualification $33,400 Prog Mgmt, QC, reporting, incl.
Estm. Budget/Month: $60,400 Tele Qual set up $0
Cost per Qualified Sales-Ready Lead: $645 Emarketing $0 Included in SOW
Cost per Proposal Pipeline Lead: $1,613 Dir Mail + Postage $27,000 Estimate $4x6700
Estm. Revenue ROI on each $ Invested: $17.82 to $1 Lists (em bcast TM) $0 Assumes Publisher sends
$60,400
Tom Judge
Quarterly Budget $226,482 All Rights Reserved
Copyright Protected

15. 5. Target Prospect Data
 Tip: Create a process to improve prospect data
 Action item: Make the courageous move to fix and
standardize the prospect database
Hint: This is a never ending task

16. 6. Segment Your Target Markets
 Tip: Segment your target markets into smaller
more manageable target sub segments. Don’t boil
the ocean.
 Action item: Compare campaign performance by segment to
identify better performing markets to focus resources better

17. Common Segmentation for B2B
Single Product Segmentation Example - Business services with multiple decision
makers/influencers
Customers
Prospects
Financial
Automotive
Non Profit
Non Profit
Small, Medium, Large
VP
Marketing
VP
ProductionCFOCEO
2x 3x 3x 4x = 72 Segments
Business Universe
Financial
Automotive

18. 7. Nurturing: Suspects Develop Into
Prospects Over Time
 Tip : Prospect Nurturing is critical.
B2B Prospects DO NOT provide full BANT needs
and scoring information in 1 touch!
Lesson: You must earn the right to ask the important questions!

19. Value of Nurture Process
Contact # 1
Contact # 2
Contact # 3
Contact # 4
Contact # 5
Contact # 6
Contact # 7
Contact # 8
Contact # 9
Contact # 10
Contact # 11
Contact # 12
Prospect
Customer
50% of sales people have given up
65% of sales people have given up
89% of sales people have given up
Just now you are becoming a factor in your
prospect’s mind
Nurturing slowly, your prospect
gets to know you
You are probably the only
person to make 8 contacts
with this person
79% of sales people have given up
You harvest
low hanging
fruit
You are
earning top of
mind
awareness
At this point when you
prospect is ready to
buy, you have a 90%
chance of being called
*Microsoft study

20. 8. Story Tell With Your Content
 Tip: Sync up relevant content with personalized
messaging to tell your compelling story, differentiate
and establish your brand as one they want to put on
their short list
Action item: Create a relevant content to earn the right to ask the
tough qualification questions you need gathered to qualify

21. 9. Offers DO Matter
 Tip: Use a compelling offer with staying power.
 Action item: ALWAYS OFFER something of perceived value

22. Business to Business Offers & Content
Offer
Responsivenes
s (1-5)
Qualified(1-5)
Optimum
Offers
ROI calculators 3 5 15
Whitepapers/ Guides 3 4 12
Case studies 4 3 12
“Relevant” giveaways 4 3 12
Video clips or demo 4 3 12
Webinars 2 5 10
Live events 1 5 5
Free giveaways 5 1 5
Tradeshows 2 2 4

23. Tip : Make the offers consistent
across media

24. 10. Urgent Calls to Action
 Tip: Make your call-to-action progressively more
urgent as the campaign proceeds.
 Action item: Emphasize urgency as an upcoming compliance
or deadlines approach. You can also use discounts with
limited time offers as your deadline.

25. 11. Dispelling the Marketing Automation
“Solves it All” Myth
Sirius Decisions has now inserted Tele-qualification to increase the sales qualification
information gathered & to boost lead quality & conversions

26. Common Problems We See
With Marketing Automation
 Marketing automation is dependent on lead forms
being filled out. Lead form submit rates are declining.
 Difficult if not IMPOSSIBLE to get BANT criteria from
lead forms (even when using progressive profiling)
 Lots of unqualified leads rattling around with no one
doing anything with them.
 99% of your true prospects haven’t filled out a form or
come to your website. You need to target key decision
makers with your value proposition.

27. 12. Relationships:
People Buy From People
 Tip: To accelerate b2b prospect lead development,
include tele-qualification in the touch process
 Action item: We suggest running a three-month A/B test using
email + telemarketing in the lead nurturing and qualification
process and measure the ROI.

28. 13. Track All Touch Metrics
 Tip: Analyze KPI metrics in light of the original touch
plan & make refinements during campaigns
Action item: Analyze results metrics from end to end. Adjust
tactics to improve each metric along the way to a better outcome.

29. 14. Put in Place Comprehensive Lead
Management Resources
 Tip: Implement a lead mgmt. system & team that gives
you end-to-end visibility into all of your campaigns
Action item: Have the right talent and executive dashboard reporting
tools to manage your lead funnels and make revisions.
.

30. Part 2:
Multi-Touch Case Studies

31. What Are the 7-13 Touches?
 1: Initial email campaign
 2: Initial direct mail campaign
 3: Prospect not there, leave a message
 4: Send email follow up
 5: Prospect not decision maker, referred to another
 6: Start over calling to person you’re referred to
 7: Send email follow up
 8: Prospect not able to talk then, schedule another time
 9: Send email follow up
 10: Prospect interested, but wants more information before a call
is completed
 11: Send email follow up
 12: Prospect ready to talk about their needs, and discusses
budget, purchase authority, need, and timeframe.
 13: Follow up call to schedule appt. with sales rep

32. Wow, 13 Touches is A LOT! How do we
shorten it?
 The 3 ways to Shorten the Lead Development
Timeline:
1.Better list
2.Better offer
3.Better creative (attracts busy person’s attention).
BTW…Direct mail is good for this!

33. Why it’s Important to Send
an Email or Direct Mail Before Calling
 You CAN do cold calling alone without sending a
campaign in advance. Lots of people do it. However,
their productivity may be low.
 We have found sending out an email and/or direct mail
before a campaign can make it 30-40% more
productive, and save in tele-prospecting expenses.
 Why? Two reasons:
 You can triangulate from an email or direct mail to draw the
prospect into the conversation.
 If they’ve read the email or direct mail before you call, they’re
much more informed and can more clearly define their needs

34. Case 1: Superior Glove Corp.
 VP of Sales read the DMP/Beasley Direct case study in
first chapter of this book, and voila! he called me.

35. Superior Glove
• Leading industrial glove manufacturer
• Average value of new glove customer
account: $50,000/yr
• Target: safety/operations/purchasing
decision makers in metal manufacturing
industries
• Goal: $2.5 million in incremental sales for
this product line
• Tried everything: PPC, email, tradeshows
• Couldn’t get enough “qualified” sales
opportunities coming in to hit their numbers
• What to do next?

36. Sales Funnel Needs
 $2.5 million in sales/$50,000 per sale =
50 closed sales (@ 20% close rate)
 You’d need 250 qualified sales
opportunities at proposal stage (25%
convert to proposal)
 You’d need 1,000 “Qualified A” leads in
the sales team pipeline (10% convert
into “qualified A leads” and go to sales)
 You’d need 10,000 marketing level leads
in the demand generation process

37. Could Email Alone Get Him There?
Let’s give him a hand…
• Let’s assume available list universe of
safety/operations people = 7,500. If he
emailed all 7,500 and got 1% inbound
response = 75 and 50% of those fill out form =
35 marketing level leads.
• He’d have to mail this list at least 285 times to
get the 10,000 marketing level leads in the
pipeline. (Probably more because he wouldn’t
get 1% inbound response each time.)
• No, email alone will not achieve sales goals

38. Solution: Multi-Touch & Multi-Channel
 Email + tele-prospecting sequences
 Lead nurturing until qualified & put a voice and
personality with the relationship
 People buy from people they like and this differentiates them
 This also yields a better conversion rate
 Test two offers: Book vs. free glove
 Test two lists: House vs. rental list

39. Tested Free Glove Offer vs. Book Offer

40. Superior Glove Campaign Touch
Count Per Qualified Lead
SuperiorGloveLeadsTouches ProgramthroughDecember7th
ALeads
List TotalLeads DialsPer Lead Emails Per Lead
TTL Touches
per Lead
AverageTouchesPer
Lead
House List Glove Offer 8 3,5,2,2,1,1,5,1 1,1,1,1,1,1,1,2 29 3.63
House List Book Offer 9 4,5,1,2,3,4,1,4,1 1,1,1,1,1,1,1,1,1 34 3.78
Metal Stamping Glove Offer 1 5 1 6 6.00
Metal Stamping Book Offer 8 1,1,6,1,3,1,2,2 1,1,1,1,1,1,1,2 26 3.25
Communications Unknown 28 2,3,3,1,1,1,1,1,1,4,4,5 2,2,2,2,2,2,1,1,1,2,2 131 4.68
Communication Tier 1 15 7,3,1,3,2,2,2,4,3,2,1,2,3,3,8 1,1,1,1,1,1,1,1,1,1,12,2,2,2, 66 4.40
ISHN 2 8 0 8 4.00
ISHN_11_7_12 16 3,1,1,9,1,1,2,1,5,4,2,1,5,4,2,1,5,1,1,2,1 1,1,1,1,2,2,1,1,1,2,1,1,1,2,2,1, 72 4.50
87 187 91 372 4.28

41. Four to Five Touch Points Required
 4 to 5 touches, to be exact
 This involves:
 1. Initial email campaign
 2. Initial call (Left voice message or directed to proper contact)
 3. Call to engage new contact in the value prop and offers
 4. Email to contact
 5. Call to complete qualification script, and if qualified then
close on Superior Glove sales rep appointment

42. Case 2: Silver Peak
• WAN (wide area network)
optimization
• Entrenched competitor: Riverbed
• Very complex sale to over-
busy IT
• “Pain” is felt when applications
run too slowly on network.
But isolating the speed issue
difficult, and often trumped by
other priorities

43. Silver Peak
 Have been doing email, webinars, PPC, trade shows.
 Top of funnel demand gen focused
 Large buckets of unqualified leads in Salesforce account.
 Lead management issues
 No formal process in place for tele-qualifying inbound
leads or generating qualified sales opportunities
 Mid funnel problem similar to Forrester example

44. Silver Peak Solution Pilot Program
 Clearly defined sales ready criteria
 Multi-touch approach implemented + nurturing
to develop prospects until they qualify
 Test two offers: Gartner Magic Quadrant
report vs. on-demand webinar featuring
Gartner analyst
 Test three lists: House lead file vs. Rental file
of Riverbed sites vs. webinar/seminar attendee
file
 As program rolled out, webinar
registrants/attendees & inbound responders
were also nurtured until qualified

45. Which Offer Worked?
 Both
 It was nearly a 50/50 split

46. Which Lists Worked?
 All of them!!!
 But some worked better than others. How do we
know? Metrics… We tracked the number of contact
attempts required to reach IT titles from each list.

47. Silver Peak Campaign Touch Count Per Qualified Lead
SilverPeakLeadsbyTouchCount
List TotalLeads OutboundCallsPerLead Emails PerLead
TotalTouches
perLead
AverageTouchesPer
Lead
Dallas L&LResponders 8.24.12 8 4,9,6,3,4,9,9,8 1,3,3,2,2,4,4,4 75 9.38
HouseList_Webinar_SP 14 4,1,5,2,11,4,3,13,5,7,1,9,22,9 2,0,2,1,4, 2,1,4,2,3,0,4,7,4 132 9.43
HouseList_WhitePaper_SP 10 17,5,10,3,7,3,8,3,5,6 4,2,3,1,2,1,4,2,3,6 95 9.50
ITW SocialHub071512 7 7,4,4,2,2,22,6 3,2,2,1,1,8,3 67 9.57
MLLeads June2012 5 2,13,9,3,5 1,4,1,1,2 41 8.20
Opens_7_19_12 1 3 1 4 4.00
Regs 07_22_12 2 6,6, 3,2 17 8.50
Report_Rental_SP 0
SP&D_AttendedWebinarFT 8 1,1,5,2,2,1,2,2 0,0,2,1,1,0,1,0 21 2.63
SP&D_WebinarAttendee_NFT 8 1,6,2,1,1,1,1,2 0,3,0,0,0,0,1 19 2.38
Webinar_Rental_SP 2 10,2 4,1 17 8.50
65 343 145 488 7.51

48. Observation: Average Range of 2 to 9 Touches
• Program wide, it required an average of 7.51 touches
(via telephone and email) per contact to convert to a
sales-ready defined quality lead.
• Silver Peak webinar and live seminar lists representing
the low end of the spectrum at 2.50 touches (Best)
• Silver Peak house file and Riverbed rental file at the
higher end at 9.46 touches per lead.
• It is also worth noting that this average does not
account for calls required to identify and validate a
contact prior to becoming a prospect.
• For example, it might require a phone call or two to gain a
referral identifying the appropriate contact. This is critical as
many lists have the outdated record problems mentioned.

49. Patience, patience, patience
• Did this program show immediate results? Not exactly.
• 1 qualified lead was generated during the first 75 hours of
the program
• During the initial 50 hour development and roll out phase,
several challenges were identified, including low initial
response rates to the message when contacting non-
responders, difficulties in gaining contact referrals and
minimal receptivity to initial messaging
• Refinements to messaging and follow up calls to engage prospects
were needed because the IT targets were busy and had a different
way of perceiving the messaging and value props. These prospects
were only concerned about their own schedules, so setting call back
times and sending a relevant email proved critical to engaging,
establishing a trusted relationship and discussing their needs. Then
BINGO!

50. How we fixed it… Listening and Revising!
• More product training for callers was scheduled and
completed to improve call dialogue and overcome
objections that stonewalled conversations.
• Competitive comparisons with Riverbed were re-
positioned. Silver Peak was presented as a solution to
system issues encountered by Riverbed users, rather
than as a competitor of Riverbed.
• Emails were sent by members of the Calling Team that
included White Papers, and Case Studies as well as
On-Demand Webinars designed to refine sequential
touch points, improving the quantity and quality of
program dialogues. This helped establish a nurture
sequence designed to educate prospects on the
viability of Silver Peak’s offerings.

51. Q&A
Laurie Beasley
lbeasley@beasleydirect.com
Direct: 408-782-0046 x21
www.beasleydirect.com
@BeasleyDirect
Blog: www.BeasleyDirect-blog.com
Tom Judge
tjudge@dirmkt.com
Direct: 510-368-7527
www.directmarketingpartners.com