Tailwind Strategies Overview Oct 2009

3.0 Strategies for Improving B2B Sales & Marketing Results Bob Walmsley Tailwind Strategies Overview

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Founder & CEO Background ,[object Object],[object Object],[object Object],[object Object]

How B2B Buying Behavior has changed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

1.0 Sales & Marketing Best Practices

2.0 Sales & Marketing Best Practices

Tailwind Strategies 3.0 Solutions Close Forecast Opportunities Leads Website Suspects Search Engine Marketing, Social Media Lead Capture Analysis, Visitor Identification Lead Scoring, Nurturing Real-Time Processes Closed Loop Analysis Google AdWords Google Analytics Marketing Automation Salesforce.com Dashboards

Step 1a - Tailwind Performance Profile (TPP) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Step 1b – TPP Assessment Output ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Google - #1 Prospect Research Approach

Google Adwords Campaigns ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Automation – Website Visitor Id ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Automation – Lead Scoring ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Tier 1 Telemarketing Tier 2 Partner sales Management Reports & Dashboards Campaigns Leads Qualified? yes Lead Management ,[object Object],[object Object],[object Object],no ,[object Object],[object Object],[object Object],[object Object],Win? Opportunity Management Lead Generation Campaign Effectiveness & ROI Accounts no yes Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Keep a historical record of archived leads and set up email campaigns or follow up reminders to regenerate interest. ,[object Object],[object Object],[object Object],[object Object],[object Object],Salesforce.com Tabs Lead Source Lead Status Closed Business Qualify Lead Lead Assignment Archived Leads Check for Duplicates ,[object Object],[object Object],[object Object],[object Object],[object Object],Work Lead & Adjust Lead Status Opportunity Pipeline Competitive Win/ Lose ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sales Cycle Keep a historical record of archived opportunities and set up email campaigns or follow up reminders to regenerate interest. Archived Opportunities The lead is converted into an opportunity with an associated contact and account. The lead will be handed off to partner sales person to work it through the sales cycle. Lead Conversion Lead Quality Lead Type Neglected Leads Marketing Campaign Lead Capture Active Customer Account becomes an active customer. Lead Conversion Contacts Lead -Opportunity Management Process Design

# Leads by Source Lead Conversion Rates Best Performing Campaigns – Based on Closed Revenue # New Leads, Cost Per Lead Leads Analysis Campaign ROI Lead Tracking Campaign Analysis Campaign Revenue Lead Management Closed Loop Analysis (Marketing Accountability) Cost Per Opportunity & Opportunity Close Rates Campaign ROI OTHER KPI METRICS

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Tailwind Strategies Overview Oct 2009

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