Download pdf - Quantity vs. Quality Lead Generation

Unleash Possible ®

I live sales & marke4ng integra4on

Copyright 2013. Marke4ng Advisory Network 2

Tweet Away!@samanthastone #em13

Marke4ng Delivers


Sales Perceives


What Is Sales Looking For?


•  Data accuracy •  Buyer readiness •  Compelling offer

Quality Vs. Quan4ty BaSling In An Office Near You


Hang Up The Boxing Gloves



The Average sales cycle

is 22% longer than 5 years ago*

*Source: Sirius Decisions


3 Step Blueprint


•  Step 1: Analysis & Adjust Budget Alloca4on •  Step 2: Game Plan With Sales •  Step 3: Measure & Adjust

Do Your Homework


•  Detailed lead conversion data by buyer/sales stage? •  How many touches are needed to convert by stage? •  What offers do you have in place by stage?



Case Study

•  Total lead count reduced 50%

•  Revenue growth 25% • Marke4ng spend flat!


Lead Type Baseline

6-‐Months Later

Suspect 59.8% 0%*

Qualified Lead 38.6% 89.1%

In-‐Bound 1.6% 9.5%

Referral 0% 1.4%

How did they get there? •  Three segment lead nurture email program •  Pipeline accelera4on direct mail •  Dropped all PPC •  Added request for quote & live chat to website •  Reduced # of physical shows aSended •  Reduced # of bought/traded lists


Best Prac4ces •  Don’t replicate case study tac4cs

(your market will be different) •  Do

•  Assess conversion rates to close by type of ac4vity

•  Reallocate dollars towards high deal conversion metrics

•  Focus demand genera4on efforts on all parts of the buyer’s journey, not just top of funnel

•  Expect some failure – learn fast & adjust


Game Plan For Change

•  Find a champion •  Set expecta4ons •  Share updates •  Get a quick win


The Ice Cream Sundae Workshop


Make A Quick Hit Sundae

Unleash Possible @samanthastone 781-‐354-‐1755; [email protected]

Helpful Ar4cles For Sales •  hSp://unleashpossibleblog.com/2012/10/30/case-‐study-‐read-‐before-‐you-‐

dial/ (Case Study: Read Before You Dial) •  hSp://unleashpossibleblog.com/2012/10/10/case-‐study-‐nurturing-‐

shaved-‐54-‐days-‐off-‐the-‐buying-‐cycle/ (Case Study: Nurturing Shaved 54 Days Off the Buying Cycle)

•  hSp://unleashpossibleblog.com/2012/05/25/case-‐study-‐how-‐toyota-‐got-‐me-‐to-‐buy-‐a-‐car-‐i-‐didnt-‐need/ (Case Study: How Toyota Got Me To Buy A Car I Didn’t Need)
