This is the presentation I made at the Industrial Marketing Digital Summit on July 11, 2012

1. What’s Working Best for Driving
More Leads and Sales Today
M.H. (Mac) McIntosh
©2012 M. H. McIntosh. All rights reserved.

2. Agenda
1 Three ways to increase your sales
2 Four rights to generate more leads
3 Triple your sales-ready leads

3. 3 WAYS TO INCREASE SALES

4. Increase your sales by
1 Engaging more prospective customers
2 Identifying more qualified, sales-ready leads
3 Converting more qualified leads into sales

5. Although businesses spend on average
4.8% of revenue on marketing
compared to more than 11% on sales,
marketing is now responsible for
bringing in 60% of the leads.
Source: MarketingSherpa

6. Marketing-driven sales is
more cost-effective
6

7. Marketing-driven sales results
• Exponentially more prospects being touched
than via sales alone
• Up to 300% more sales-ready opportunities in
the sales pipeline
• Salespeople becomes up to 50% more efficient
• Cost per sale drops by 25% or more
Source: Clients of Mac McIntosh & AcquireB2B

8. A proven marketing-driven sales strategy

9. A proven marketing-driven sales strategy
• Use lower-cost-per-touch marketing for
prospecting, nurturing and qualifying
Lower cost-per-touch marketing

10. A proven marketing-driven sales strategy
• Use lower-cost-per-touch marketing for
prospecting, nurturing and qualifying
• Use your higher-cost-per-touch salespeople to
demo, propose and close
Lower cost-per-touch marketing Higher cost-per-touch sales

11. The 4 rights to generating more leads
and driving more sales

12. 1. Focus on the right prospects

13. Focus on these prospects first
• Most similar to recent specifiers/buyers
• Who recently inquired
• Currently visiting your web pages
• Actively searching on the web
• Already in your database

14. Build your prospect database
• Clean up what you’ve already got
• Append firmagraphic information
• Determine those in your sweet spot
• Append additional companies/contacts like
those in sweet spot

15. 2. Use the right media

16. The right media for lead
generation
Pull (inbound) Push (outbound)
• Online marketing • Direct marketing
– E-mail
– Search Engine Marketing – E-newsletters (other’s and your
• PPC and SEO own)
– Industry portals – Phone
– Postal mail (if done right)
– Directories
Events
– Social media marketing
– Webcasts
– Seminars
– Virtual events

17. use a mix of inbound and outbound
media for best results
• It’s like 1+1=3

18. Inbound marketing works best for
• Awareness
• Branding
• Lead generation

19. Content is the key to being
found and generating leads
• In websites
– Your own
– Industry portals
– Channel partners
• In your blogs, videos, slide-shares
• In your e-newsletter pages
• In social media (e.g. LinkedIn, Twitter)

20. What your prospects are thinking
when they visit websites
• Is this what I’m looking for?
• Do they work with or provide services or products
for businesses like mine?
– My size? My industry? My location(s)?
• What’s different/better about
this company/product/service?
• What’s in it for me?
• What should I do next?

21. Outbound marketing works best for
• Proactively communicating with key prospects
• Following-up, nurturing and qualifying the
not-yet-qualified leads that represent
3-out-of-4 of your sales opportunities

22. Don’t take my word for it
“We at HP have focused on driving [leads] by optimizing all of
the tools available, from digital marketing to telemarketing
and direct mail.”
Juan Carlos Guerrero,
Marketing Director-Enterprise Services, Storage and Networking
HP
As a result Guerrero said qualified leads have increased 30%
to 40%.
Source: BtoBonline.com

23. 3. Make the right offers
• Aligned with where your
prospects are in their
buying process
• To help move them forward
in their buying process
– From awareness to inquiry
– From inquiry to consideration
– From consideration to purchase

24. Your customers’ buying process
Determine
Reconsideration Satisfaction
(Buyer’s Remorse)
Acknowledgement
of Needs
Selection
(Purchase)
Decision
to Start the
Buying Process
Investigation
Of Options Establish
Selection
Determine Criteria
Measurement
Criteria

25. Your customers’ buying process
Determine
Reconsideration Satisfaction
(Buyer’s Remorse)
Acknowledgement
of Needs
Prospects Selection
spend only (Purchase)
Decision
5% of their to Start the
time in these Buying Process
stages Investigation
Of Options Establish
Selection
Determine Criteria
Measurement
Criteria

26. Your customers’ buying process
Determine
Reconsideration Satisfaction
(Buyer’s Remorse)
Acknowledgement
of Needs
Prospects Selection
spend only (Purchase)
Decision
5% of their to Start the
time in these Buying Process
stages Investigation
Yet Of Options Establish
salespeople Selection
Determine Criteria
spend nearly Measurement
100% of their Criteria
time in these
stages

27. Make offers that align with where
prospects are in their buying process
s e
n rcha
ratio to Pu
nqu
i ry side ion
i Con rat
ess
to
iry t
o n side
ren In qu Co
Awa
•Info kits
•How-to guides
•White papers

28. Make offers that align with where
prospects are in their buying process
s e
n rcha
ratio to Pu
nqu
i ry side ion
i Con rat
ess
to
iry t
o n side
ren Inqu Co
Awa
•Case studies
•Info kits
•Decision tools
•How-to guides
•Webinars
•White papers

29. Make offers that align with where
prospects are in their buying process
s e
n rcha
ratio to Pu
nqu
i ry side ion
i Con rat
ess
to
iry t
o n side
ren Inqu Co
Awa
•Case studies
•Info kits ssessments
•Decision tools
•How-to guides
•Webinars
•White papers onsultations
ustom demos
eminars

30. Types of offers
 Application notes  Free samples  Product comparisons
 Articles  Free trials  References
 Assessments  Gift with purchase  ROI calculators
 Case studies
 How-to guides  Self-assessments
 Checklists
  Information kits  Seminars
Configurators
 Demonstrations  Lunch and learns  Tutorials
 Discounts  Needs assessments  Videos
 Buy-now incentives  News  Virtual Events
 E-books  Newsletter subscriptions  Webinars
 Executive briefings
 Phone consultations  Whitepapers
 Pricing  Workshops

31. Tips About offers
• Tailor offers for your various buyer personas
• Create a suite of offers, each addressing the
various steps in each persona’s buying process
• Educational offers often work best
• Create new offers by repurposing, refreshing and
rebundling existing content
• A good title can quadruple response

32. 4. Be there at the right time

33. Be there at the right time
• Use ongoing, multi-touch campaigns to stay
in-sight and in-mind, and to increase the
chance of being there when your prospect is
looking for your kinds of products or services
Tip: One-shot campaigns rarely work.

34. How often should you pro-actively
contact prospects?
• From their point-of-view, frequency depends
on relevance
• From your point of view, frequency depends on
• What happened last
• The value of the prospect
• The media used
• What relevant and useful information you can share

35. Avoid making
your prospects
feel like this

36. How to identify more qualified, sales-
ready leads

37. Not all leads are sales-ready

38. The B2B lead development gap

39. Lead nurturing strategy
• Build sales-winning relationships with prospective
customers as they move through their buying
process
– Awareness to inquiry
– Inquiry to consideration
– Consideration to purchase
• Concurrently attempt to identify the
qualified (sales-ready) opportunities

40. Lead qualification and scoring criteria
• Firmagraphics • BANTS
– Company size – Budget
– Industry – Authority (role)
• Demographics – Need (application)
– Job function – Timing
– Job level – Size of the opportunity
• Behavioral • Overrides
– Forms filled – Call to action
– Materials downloaded • (e.g. speak to a sales
– Events attended engineer)
– Pages visited
– # of visits
40

41. A simplified overview of lead nurturing
Prospect
identified

42. A simplified overview of lead nurturing
Lead Nurturing
(messages and offers aligned to
the prospects’ buying processes)
Prospect
identified

43. A simplified overview of lead nurturing
Lead Nurturing Competitor
(messages and offers aligned to bounces out
the prospects’ buying processes)
Prospect
identified
Sales Ready

44. A simplified overview of lead nurturing
Lead Nurturing Competitor
(messages and offers aligned to bounces out
the prospects’ buying processes)
Prospect You get
identified the sale
Sales Ready

45. One company’s approach to lead nurturing
• Email (to everyone possible)
• Telemarketing
– To all new, not-yet-qualified prospects (inquirers, show
leads, website visitors, etc.)
– To high value suspects as follow up to email or direct mail.
• Direct mail
– To those without email addresses and opt-outs
– As part of your lead nurturing campaign (e.g. email, email,
email, direct mail)

46. The key to lead nurturing success
is being relevant
• Lead nurturing is like dating
• Understand your prospective customers
– Develop personas
• Focus on helping them buy
• Provide content/offers that appeal at all stages of
the buying cycle
– awareness>inquiry>consideration>purchase

47. Develop personas
• Job
• Age
• Education
• Situation
• Problems
• Personal issues
• Goals

48. Lead nurturing tactics that are
working best today
• Shifting from single media to multi-media
campaigns
– Email + phone
– Email + VDP mail
– Email + VDP mail + phone
• Shifting from one-touch campaigns to ongoing,
multi-touch campaigns
• using if/and/or/then tracks, messaging and offers

49. Additional lead nurturing tactics that
are working best today (continued)
• Third-party offers (e.g. industry reports)
• Personalized landing pages (PURLs)
• Online events (webinars and virtual events)
• Direct mail using variable data printing (VDP)
• Video email

50. Recommendation: Understand your marketing-to-sales
funnel
Marketing Touches
Inquiries (Responses)
Marketing Qualified Leads
Sales Accepted Leads
Sales Qualified Leads
Closed Sales

51. Want to learn more?
• Learn more about Mac and his sales lead generation consulting and
marketing automation services at AcquireB2B.com
• Send an email to mcintosh@acquireb2b.com to request your free:
– Sales Lead Calculator™ spreadsheet
– Sales lead Success Checklist™
– B2B Marketing Technology Insights® subscription
51

52. Thank you!
M. H. (Mac) McIntosh
mcintosh@sales-lead-experts.com
+1-401-294-7730
@ B2B_Sales_Leads
www.sales-lead-experts.com
www.acquireb2b.com

53. Copyright Notice
©2012 M.H. McIntosh. All rights reserved.
Do not reproduce, distribute, transmit, display, publish or
broadcast without express written permission.
The names of actual companies and products mentioned
herein may be the trademarks of their respective owners.