According to the latest research from Google and the Marketing Leadership Council, the traditional marketing funnel is dead, and consumers today consult an average of 10.4 new media or traditional sources before purchasing. Join Richard Evans, Director, Partner Marketing and Alliances, from marketing automation leader Silverpop, Peter Chase, founder and Executive Vice President of data integration solutions provider Scribe, and Mike Lewis, social marketing guru and the author of the new popular book " Stand Out Social Marketing: How to Rise Above the Noise, Differentiate Your Brand, and Build an Outstanding Social Presence", and hear the secrets to build lasting relationships with the social consumer.

1. VOIP Is Enabled, however if you cannot hear
please use web meeting dial in details
Lead Generation Strategies for the
New Social Consumer
How to build lasting relationship with
the social customer
integrate accelerate™

2. Housekeeping
• Phone lines are muted
• Presentation is approximately 50 Minutes
with Q&A
• Use the Question feature in GoToWebinar
panel to submit questions
• Questions will be addressed at the end of
presentation
integrate accelerate™

3. Agenda
• Introduction of presenters
• Top 2 lead problems
• How to drive sales through social
• Tying it together with integration
• Questions & Answers
integrate accelerate™

4. Presenters
Peter Chase
Executive Vice President and Founder
Scribe Software
pchase@scribesoft.com
@PeterRChase
Mike Lewis
Social Media Guru and Author of “Stand Out Social Media”
Lewis_mich@yahoo.com
@BostonMike
Richard Evans
Director, Partner Marketing and Alliances
Silverpop
revans@silverpop.com
@rlevans
integrate accelerate™

5. About Silverpop
• Digital Marketing Platform
for email marketing and
marketing automation
• 5,000 customer brands
• Across 38 countries
• 500 employees

6. We all have challenges
Changing
Funnel waste buyer
behavior

7. Only 5% of leads
you and I generated in the last month are ready to buy NOW.

8. Our old funnel (and perhaps yours)

9. 65% of our leads went to waste.

10. B2B buyer decision cycle
Reconsideration Satisfaction
Selection Acknowledgment
Investigation Decision
Source: R. Jolles
Measurement Criteria

11. Emerging buying cycle gap...
Reconsideration Satisfaction
5%
Selection Acknowledgment
79%
Investigation Decision
Source: R. Jolles
Measurement Criteria

12. Emerging buying cycle gap...
Reconsideration Satisfaction
problem
Selection Acknowledgment
2%
Investigation Decision
2-3%
Source: R. Jolles
Measurement Criteria

13. How we began curing ourselves
The buying cycle has changed

14. Prospects are narrowing the field...
“During the initial research phase, the survey
showed 42% of B-to-B buyers evaluate four or
more suppliers, but as they move closer to
procurement, only 26% get quotes from four or
more suppliers.”
Source: Chief Marketer, “Adjusting to the Web-
Influenced Buy Cycle,” 22 March 2010

15. …almost entirely on their own.
Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.

16. How we began curing ourselves
How we began curing ourselves

17. We realigned Sales/Marketing
around a common language – revenue.

18. Scoring Leads: Enhance Sales and ROI
Source: Silverpop Research

19. Integrated Lead Scoring
Lead Breakdown
A, 600
B, 2000
D, 6500
C, 2500

20. Introduced a New Lead Scoring Model
Heavy Low
Interest Interest
Right
Fit
A 1 2 3 4
B 1 2 3 4
C 1 2 3 4
D 1 2 3 4
Not a Fit
Sales DG Mktg Dead

21. Began routing leads based on scoring
Marketing became lead-traffic-controllers

22. Began routing leads based on score

23. Introduced nurture programmes
Media Nurture
Inbound Demand Gen
Event Follow-up
Open and Re-Engage
Silverpop on Silverpop
Dead/Lost

24. Email Nurturing
• Level 1: Batch and Blast
• Level 2: Simple Drip programs
• Level 3: Multi-Track, Multi-Step programs

25. Sales Visibility (Lead Activity)

26. Sales Control over Nurturing

27. The results...
• Reduced non-contacted leads from 65% to < 4%.
• Increased lead conversion rates by over 2x in 12-months
• Increased marketing-generated revenue by more than 100% in 12-
months
– Marketing generated over 70% of total sales revenue
• Increased opportunity creation to support 50% increase in sales
team size

28. What tools are needed?
CRM System Marketing Automation
• Database of record Platform
• Lead and opportunity tracking • Lead management
• Pipeline opportunity reporting • Lead Scoring
• Sales process management • Lead Routing
• Lead Alerts to Sales
• CRM integration for sales-initiated
campaigns
• Publishing and outbound marketing
• Nurtures and email marketing
• Landing pages for lead generation
• Reporting
• Sales view into marketing activity
• Sales view into lead score, rank
and behaviour

29. THE 6 KEYS TO STAND OUT SOCIAL MARKETING
Mike Lewis
Author of ‘Stand Out Social Marketing’
Vice President of Marketing & Sales
Awareness, Inc.
@bostonmike
mike@standoutsocialmarketing.com

30. Connect Questions via Twitter:
ABOUT ME… #standout @bostonmike
• CMO, Peoplefluent
• Boston native, father of 2
• Active blogger, tweeter, and social media
enthusiast
• Author, Stand Out Social Marketing,
McGraw-Hill, Nov 9, 2012
Blog:
StandOutSocialMarketing.com
Facebook:
Facebook.com/standoutsocial
Twitter:
@bostonmike

31. Connect Questions via Twitter:
WHY SOCIAL? #standout @bostonmike
VS.
Differentiatio
Enterprise n SMB
Heavy Sales Process Little-to-No Sales Process
Optimization Management

32. Connect Questions via Twitter:
THE 'SALES PROCESS OPTIMIZATION' BLOG #standout @bostonmike

33. Connect Questions via Twitter:
#standout @bostonmike
PUBLISH PHASE 1
ENGAGE Differentiate
MONITOR
Publish to Multiple ABOVE the
Social Destinations
Prospect for conversations Engage with Prospects Funnel
ACQUIRE LEADS ABOVE THE FUNNEL
PHASE 2
Identify & Drive
Higher QUALITY
leads
SCORE AND
TARGET with
OFFERS
PHASE 3
CONVERT Increase
Conversions

34. Connect Questions via Twitter:
#standout @bostonmike
PHASE 1 RESULTS:
Differentiate
ABOVE the
MORE „AT-BATS‟:
Funnel
1 Went from competing in
1 of 5 deals to 3 of 5
deals vs SFDC
BETTER TARGETS:
PHASE 2
Identify & Drive
2 Engaged with the
RIGHT audience vs.
Higher QUALITY ANYONE interested
leads
HIGHER
3 CONVERSIONS:
Win rate rose from
PHASE 3 30% to 60% in deals
Increase vs SFDC
Conversions

35. Connect Questions via Twitter:
THE 6 KEYS & WHERE DELTA STOOD OUT #standout @bostonmike
Paying Interaction Content
Attention
Presence Management Measurement

36. Connect Questions via Twitter:
#standout @bostonmike
Paying Attention
The Heart of your social
strategy
Involves Paying Attention to
behaviors and individuals
Focus area: Paying attention to
behavior to drive sales
Key Concepts:
•Social Prospecting
•Social Scoring

37. Connect Questions via Twitter:
FOR EXAMPLE… LET'S SAY WE ARE SELLING… #standout @bostonmike

38. Connect Questions via Twitter:
Traditionally… #standout @bostonmike
• Broadcast messages
through multiple channels
• Collect Data and
Demographically target
• Open stores in areas of
audience concentration
• Drive people to online or
offline purchases

39. Connect Questions via Twitter:
Through Social We Would: @bill Need new shoes
#standout @bostonmike
for the office party.
What to buy?
• Listen for individuals who show Need shoes? We have the largest
selection & 20% discount so you look
a likelihood of buying great at the party http://bit.ly/45hdf
• Target: month 2 in marathon
training. Feeling better
 Hyper-target individuals with everyday
contextual offers and
content Dude! If you need a new pair of kicks check these out
http://bit.ly/jhgk - We will power you on the big day!
 Identify Contextual
Influencers HUGE ski trip with the guys
 Market to a widget next month! Can’t wait!
enthusiast group on
Facebook Looking for new ski boots? 10% of for you today
http://bit.ly/jhgk
 Contextual groups (or
create one) UGH! I hate back to school
shopping for the kids!
We hate it too... shop online and avoid the hassle... free
returns! http://bit.ly/jhgk

40. Connect Questions via Twitter:
#standout @bostonmike
social scoring = finding prospects & converting them to
High potential to
customers Customer &
buy Influencer Partner Candidate Advocate

41. Connect Questions via Twitter:
THE BIG THREE OF MONETIZING BY PAYING ATTENTION #standout @bostonmike
Social Prospecting
Automated Social Profile Collectio
Social Scoring

42. Connect Questions via Twitter:
SOCIAL PROSPECTING #standout @bostonmike
Pay attention to the conversations and actions
that demonstrate a liklihood of sale. Identifying
buying signals and listen for them.
Example: Pella Windows

43. Connect Questions via Twitter:
IMPLICIT VS EXPLICIT BUYING SIGNALS #standout @bostonmike
Example: Pella Windows
Explicit Implicit
“Looking to buy
new windows. “Ugh… I can‟t get
Anyone have this draft to stop!
experience with It‟s cold in here!”
Pella?”
“What is the Just starting work
cheapest place to on the new
buy new windows?” addition!
Just bought the
“Looking for a
new house and am
recommendation
getting ready to
on windows…”
move next week!!

44. Connect Questions via Twitter:
SOCIAL PROFILE COLLECTION #standout @bostonmike
Collected the publically available profile information on the individuals
engaging in your specific conversations.
Engagement on brand
owned social destination
Participation in
Public Posts and actions
Facebook
on Social Networks like:
contests, Downloads, et
Social Profile

45. Connect Questions via Twitter:
SOCIAL SCORING #standout @bostonmike
Develop a scoring criteria that is dynamic and identifies individuals based
on actions over time.

46. Connect Questions via Twitter:
DEFINE A PATH TO PURCHASE #standout @bostonmike
TRACKING BEFORE DIRECT ENGAGEMENT

47. Connect Questions via Twitter:
BUILD A BEHAVIORAL SCORE MODEL #standout @bostonmike

48. Connect Questions via Twitter:
SOCIAL SCORING IN ACTION #standout @bostonmike
+10 points
Visited page
+10 points
“Any recommendations
for product?”
+5 points
Prospective Joined Facebook
buyer page
+5 points
“looking to buy
something…”

49. Connect Questions via Twitter:
HYPER-TARGETED MARKETING CAMPAIGNS #standout @bostonmike

50. Connect Questions via Twitter:
REAL LIFE EXAMPLES #standout @bostonmike
The Louisville Real Estate
Agent
IBM Generates Millions by
Listening for Leads
30% conversion rate on
leads sourced via Twitter
TriNet Listens for „events‟ and Roger Smith Hotel attracts
sells software guests

51. Connect Questions via Twitter:
FOILED CUPCAKES #standout @bostonmike

52. Connect Questions via Twitter:
#standout @bostonmike
Mike Lewis
Author of „Stand Out Social Marketing‟
Chief Marketing Officer, Peoplefluent
@bostonmike
mike@standoutsocialmarketing.com

53. 15 years experience
1,000 global partners
12,000 customers worldwide
integrate accelerate™

54. The Data Integration Gap
integrate accelerate™ Source: The State of Customer Data Integration 2012, Scribe Software

55. Closing the Gap
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10011001111000111001010011
00100111010100011110001001
10011100011100110101000110
010101010101010101001010 big data| unstructured, chaotic
1101110101010101101100
01010001010010011011 anonymous| ubiquitous
011001111000111000
01010101010101001
1001110101000111
tiny actions| structured, repeatable
right person| right time
enormous results| new opportunities
growth| lifetime customer value
integrate accelerate™

56. Closing the Gap
identify| cross-channel
associate| expand contact view
profile| demographics, history
personalize| preferences, opinions
engage| event driven
listen| prioritize, work backwards, iterate
integrate accelerate™

57. Next Steps
Download the white paper:
www.scribesoft.com/State-of-CDI
Get the book:
www.amazon.com
10 attendees will be notified in the next
hour that they’ve won 1 of 10
autographed copies!
integrate accelerate™