Learn how to get all your sales lead management processes—from lead generation to nurturing, qualification, scoring and routing the leads to the right person in the right sale channel—aligned with the needs of your sales team and channel partners by attending this information-packed workshop To successfully meet or exceed your company’s sales revenue goals today, you need to make sure your marketing-driven sales lead management processes align with the needs of your sales people and channels. Why? Because qualified, sales-ready leads are harder to find and more expensive than before, and sales costs keep climbing. So you can’t afford to have your salespeople, reps, dealers or distributors wasting their time with prospects that aren’t ready or able to buy.

1. How to align your marketing-driven
sales lead processes to better meet sales’ needs
(How the cool cats in marketing can help the big dogs in sales)
M.H. (Mac) McIntosh

2. Agenda
• Quick introduction
• Building the case for aligning marketing and sales
• Building the case for marketing-driven sales
• How to align your marketing with sales for
maximum impact and ROI
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3. M. H. (Mac) McIntosh
Business-to-Business Sales Lead Expert™
• A specialist in designing,
implementing and improving
marketing-driven B2B sales
lead programs

4. Mac’s credentials
• 20+ years of hands-on success in B2B marketing, direct
marketing and sales
– Both in the trenches and in senior marketing, sales and
management roles
• Expert in both digital and traditional marketing strategies
and tactics
– Voted #1 of the SLMA’s 2010 “Top 20 Most Influential People in
Sales Lead Management” and in the “Top 10” 3 years in a row
– Teaches both undergrad and graduate-level courses in
marketing and direct marketing
– Conducted more than 250 seminars and workshops on lead
generation and management in North America and Europe

5. Mac’s businesses
• Sales lead management consulting
• Specializing in helping companies
like yours to design, implement or • Marketing-driven lead generation
improve sales lead management and marketing automation agency
services
programs and results
• Providing the people, expertise,
technology and resources you
need to drive more leads and sales
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6. A sampling of clients
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7. Building the case for aligning marketing and sales
• Most top performing companies with
sales and marketing aligned get better results
– 40% of sales forecasted pipeline is generated by
Marketing compared with 22% for average companies
and 13% for laggards
– 31.5% average year-over-year growth in revenue
versus 18.2% for average companies and a 6.7%
decrease for laggards
Source: Aberdeen Group - Sales & Marketing Alignment - 2011
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8. Building the case for marketing-driven sales
• Marketing-driven sales is a more cost effective
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9. Do the math
5 sales calls @ $329* = $1,645
vs.
12 Marketing contacts @ $15 = $180
+ 3 sales calls @ $329= $987
Total: $1,167
A $478 savings (29%)
*2001 Study of Business-to-business sales costs - Reed Business Information
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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
Prospect Nurture Qualify Demo Propose Close
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11. Help them sell
Best practice
• Old practice
– Marketing passes all inquiries to
sales as leads
• Best practice
– Marketing passes only the sales-
ready opportunities (Marketing
Qualified Leads) to sales
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12. 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

13. Start by aligning your campaigns to the
customers’ buying process
Determine
Reconsideration Satisfaction
(Buyer’s Remorse)
Acknowledgement
of Needs
Selection
(Purchase)
Prospects Decision
spend only to Start the
5% of their Buying Process
time in Investigation
Yet Establish
these of Options
salespeople Selection
stages Determine
spend nearly Criteria
Measurement
100% of their Criteria
time in these
stages
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14. Two ways to impress the “big dogs” in sales
1. Help them sell more
2. Appeal to their egos
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15. During the planning stage
Ask sales for their opinion
• Ask where to focus your marketing-driven
lead generation efforts
– Industries and applications
– Companies and contacts
• Ask what they see competitors
doing right and wrong
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16. During the planning stage
Get your hands on sales’ intelligence
Sales Marketing
• Buyer profiles • Buyer personas
• Objection handling guides • Key offers (calls-to-action)
• Competitor information and messages
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17. During the planning stage
Ask sales for their opinion
• What key messages to deliver
• What “offers” or “calls-to-action”
prospects will respond to
• What media to use
• What’s a “qualified” lead?
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18. Use personas to drive messaging and offers
• Job
• Age
• Education
• Situation
• Problems
• Personal issues
•
18 Goals

19. Consensus is critical to your success
Define a Marketing Qualified Lead
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20. Use lead qualification scoring to determine
• Next steps
– Lead nurturing
– Telemarketing
– Inside sales
– Sales-ready
– Routing to the correct sales contact
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21. Consider lead routing
• To telemarketing?
• To inside sales?
• To field sales?
• To reps, resellers or distributors?
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22. During the planning stage
Ask for their opinion
• What tools they
need to better
– Compete
– Demo
– Propose
– Close
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23. Ask for their opinion
During development
• Ask them to review and comment
on preliminary drafts
– Personas
– Messages
– Offers and calls-to-action
– Media
– Materials
– “Marketing Qualified Lead” definitions
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24. Ask for sales’ opinion
After rolling it out
• What’s working? Why?
• What isn’t working? Why?
• How is the competition responding?
And what should we do about it?
• What else is needed?
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25. Ask for their opinion
Who should you ask?
• Sales Managers
• The top performers
• The loudmouths
• The old pros
• The newbies
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26. How long before
B2B inquirers buy?
• 0-6 Months: 23%-27%
• 7-12 Months: 15%-18%
• 12-18 Months: 25%-33%
• 19+ Months: 19%-25%
Source: Clients of Mac McIntosh & AcquireB2B
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27. How long before B2B inquirers buy?
In other words
• Three out of every four sales come from longer-
term leads
• Marketing needs to nurture these longer-term
leads until they are determined to be sales-
ready (MQLs)
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28. Make offers that align with where prospects
are in their buying process
•Case studies • Assessments
•Info kits • Consultations
•Decision tools
•How-to guides • Custom demos
•Webinars
•White papers • Seminars
• Quotations
• Buy-now incentives

29. 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  Lunch and learns  Tutorials
 Demonstrations  Needs assessments  Videos
 Discounts  News  Webinars
 Buy-now incentives  Newsletter subscriptions  Whitepapers
 E-books  Phone consultations  Workshops
 Executive briefings  Pricing
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30. 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
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31. The Old Approach
Competitor
Information steals the sale
is sent
TIME
Sales Prospect is
Prospect is follows up? ready to buy Closed
identified sale
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32. 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,
qualified (sales-ready) opportunities
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33. The Lead Nurturing Approach
Competitor
Relationship Marketing bounces out
( E-mails, Mail, Phone )
TIME
Prospect is Perfectly-timed Closed
identified sales call sale
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34. Best practices
Allow sales to pass leads back to marketing
• If leads are determined to
not really be sales-ready
• For further nurturing
• For re-qualification
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35. How often should you pro-actively contact
prospects?
• From their point-of-view, the keys are relevance
and usefulness
• 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 offer
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36. Make the right offers (calls-to-action)
• Aligned with where your prospective customers
are in their buying process
• To help move them forward
– From awareness to inquiry
– From inquiry to consideration
– From consideration to purchase
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37. Lead Nurturing results
• 23% to 306% more qualified leads
• 108% to 260% more revenue per customer
Source: Clients of Mac McIntosh & AcquireB2B
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38. Best practices
• Determine the number of sales-ready leads
needed to help salespeople meet their goals
– Ask for my free Marketing Lead Calculator™
• Remember to factor in the sales cycle time
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39. Understand your marketing-to-sales
funnel
Marketing Touches
Inquiries (responses)
Marketing Qualified Leads
Sales Accepted Leads
Sales Qualified Leads
Closed Sales
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40. Tip
• Give sales (and
management) visibility
into what happens
earlier in the funnel
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41. The truth about sales lead follow-up
• Sales will follow up if the leads you
generate for them are truly qualified,
sales-ready opportunities
• Reporting back on lead follow-up is
another matter
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42. To “close the loop” and learn about
lead follow-up and results
• Minimize the paperwork
– Leverage the CRM system
• Consider incentivizing them
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43. Consider incentivizing follow up
• Higher commissions on followed-up leads
• Create a “Frequent Follow-up” or “Mystery Lead”
program
• Trophies and plaques
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44. Best practices
• Call two customers or prospects each week
• Walk a mile or two in sales’ shoes
– Regularly attend the other team’s meetings
• Sales attend marketing meetings
• Marketing attend sales meetings
– Accompany sales on sales calls
• Offer a makeover of their homemade materials
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45. In summary
• Marketing’s most important “customers” are
your salespeople (and/or channel partners)
• The keys to getting marketing aligned with sales
1. Shared goals and objectives
2. Incentivize the behaviors you want
3. Makeover or provide better sales materials
4. Aim for continuous improvement
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46. Additional resources
• Marketing for Leads Calculator™
• Marketing Optimization Kit™
– Three ways to get them:
• Visit www.acquireb2b.net/demandcon2012
• Give me your business card
• Email me at mcintosh@acquireb2b.com
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47. Remember
• If it was easy, they wouldn’t need you!
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48. Thank you!
M. H. (Mac) McIntosh, President
mcintosh@acquireb2b.com
+1-401-234-4406
@B2B_Sales_Leads
www.linkedin.com/in/salesleadexpert
www.acquireb2b.com
www.sales-lead-experts.com
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