If your lead generation is focused on lead capture and not on lead optimization, you're missing out on revenue. The fastest way to improve your account based marketing and lead generation results by doing better with the leads you already have. Learn a data-driven approach to optimizing your leads that include list segmentation, lead qualification,testing timing, improving sales and lead nurturing.

1. Optimizing the Lead
A data-driven optimization process that goes beyond lead
capture
Brian Carroll
Executive Director

2. About me
Brian Carroll
Brian Carroll is Chief Evangelist of MECLABS and founder of InTouch, part
of the MECLABS. Author of the bestseller, Lead Generation for the
Complex Sale, Carroll is a leading expert in lead generation and he's
profiled and regularly quoted in numerous publications.
He has been profiled and quoted in numerous publications such as BtoB
magazine, Selling Power, The Wall Street Journal, Entrepreneur, Target
Marketing, Inc., Marketing News, DM News, MarketingProfs,
MarketingSherpa, Software CEO and CMO Magazine.
@brianjcarroll

3. MECLABS: A science lab with a consultancy
• More than 10 years of research
• 1,300+ major experiments
• Over 1 billion emails
• 10,000 sales-paths tested
• Hundreds of publications and
conferences

4. We build custom micro research labs within
companies around the world

5. Optimizing the Lead
Identify the right companies and people
Segment, score and prioritize
Initiate a memorable conversation
Nurture regardless of time to buy
1
2
3
4

6. Segment, score and prioritize
Initiate a memorable conversation
Nurture regardless of time to buy
2
3
4
Optimizing the Lead
Identify the right companies and people1

7. Case Study
Testing quality data and teleprospecting - How a telecom firm reduced prospecting
costs by over 60%

8. Response-to-Sales-Accepted-Lead
Conversion Rate 10% Lead-to-Sale
Conversion Rate 20%
8
Tele-
Prospecting
Funnel
Inside
Sales
Funnel
Dial
Connection
Conversation
Buyer Conversation
Qualified Account
Acknowledged Need
Sales-Ready Lead
Sales-Validated Leads
Dial
Connection
Conversation
Buyer Conversation
Valid Lead
Forecast
Verbal Commitment
Deal
1

9. Case Study
Background: A telecom organization engaged MECLABS for lead generation
Objective: To determine if higher-cost/higher-quality data can drive down
overall cost-per-lead, so we can focus on the most efficient list source.
Primary research question: Which campaign data source will drive the
most efficient value?
Test Design: Four multi-source lists, a user-generated list, and a single-
source list were tested under consistent experiment conditions, with 300
accounts and 80 hours of teleprospecting hours.
Experiment ID: Networking equipment company funnel optimization test
Location: MECLABS Primary Research Library
Test Protocol: CS31556
Research Notes:
1

10. Case Study: Test design
Per segment: 300 accounts, 80 hours of calling
*
Segments
Record
cost
Validated
Multi-source 1 $24.00 Phone – role-based
Multi-source 2 $14.50 Phone – title-based
Multi-source 3 $6.00 Phone – validated
Multi-source 4 $3.00 Email – validated
User-generated $1.00 Business cards
Single-source $0.49 No validation
1

11. Case Study: Per record cost
$0
$5
$10
$15
$20
$25
$30
Multi 1 Multi 2 Multi 3 Multi 4 User-gen Single
$24
$1
1

12. Case Study: Results
Segments
Record
cost
No longer with
company
Dials to
disqualify
Dials to sales-
ready lead
Multi-source 1 $24.00 1% 90 77
Multi-source 2 $14.50 .06% 53 110
Multi-source 3 $6.00 14% 27 127
Multi-source 4 $3.00 23% 26 135
User-generated $1.00 67% 11 240
Single-source $0.49 13.3% 7 210
1

13. Case Study: Results and ROI
Segments
Record
cost
Call-per-
lead
List
count
Leads
Cost-per-
lead
List cost
Multi-source 1 $24.00 77 1000 312 $373.45 $24,000
Multi-source 2 $14.50 110 1560 312 $496.00 $22,620
Multi-source 3 $6.00 127 2475 312 $536.58 $14,850
Multi-source 4 $3.00 135 2810 312 $546.75 $8,430
User-generated $1.00 240 9350 312 $954.00 $9,350
Single-source $0.49 210 13100 312 $828.95 $6,380
1

14. Case Study: Cost per lead
$0
$200
$400
$600
$800
$1,000
$1,200
Multi 1 Multi 2 Multi 3 Multi 4 User-gen Single
$954
$373
1

15. Case Study: Results and ROI
Segments
Record
cost
Call-per-
lead
List
count
Leads
Cost-
per-lead
List cost Call cost
Multi-source 1 $24.00 77 1000 312 $373.45 $24,000 $92,400
Multi-source 2 $14.50 110 1560 312 $496.00 $22,620 $132,132
Multi-source 3 $6.00 127 2475 312 $536.58 $14,850 $152,460
Multi-source 4 $3.00 135 2810 312 $546.75 $8,430 $162,278
User-generated $1.00 240 9350 312 $954.00 $9,350 $287,980
Single-source $0.49 210 13100 312 $828.95 $6,380 $252,175
1

16. Case Study: Cost of calling
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
Multi 1 Multi 2 Multi 3 Multi 4 User-gen Single
$288k
$92k
1

17. Case Study: Results
Segments Record cost
Cost-per-
lead
List cost Call cost Total cost
Multi 1 $24 $373 $24,000 $92,400 $116,400
User-gen $1 $954 $9,350 $287,980 $297,330
Difference ($14,650) $195,580 $180,930
60.85% Decrease in campaign costs
The $26/record list requires over 60% more list and
teleprospecting investment than the $1/record list
1

18. Case Study: Results
What you need to understand: The ‘best deal’ list results in a
campaign that is 2.5 more costly than the most efficient list.
*
60.85% Decrease in campaign costs
The $26/record list requires over 60% more list and
teleprospecting investment than the $1/record list
1

19. Identify the right companies and people
Key Takeaways
• “Cheap” data is really expensive.
• The less you spend on data, the more you will spend on teleprospecting.
• We must see list acquisition as strategic, not simply transactional.
1

20. Identify the right companies and people
Initiate a memorable conversation
Nurture regardless of time to buy
1
3
4
Optimizing the Lead
Segment, score and prioritize2

21. Sample Marketing and Sales Process
Lead
Capture
Segment and
Score Leads
Qualify and
Nurture
Sales
Engagement
Analyze
Results
Capture leads
Normalize data
Enrich data
Merge de-dupe
Segment leads
by potential
Apply lead score:
lead data
lead behavior
ULD
Qualify phone-
ready leads
Distribute sales-
ready leads
Analyze data
Close the loop
Leads converted
Sales pipeline
Sales closed
Overview deck
Opportunity
Approach deck
Proposal and LOA
Close
2

22. Step 1. Lead Capture
Web inquiries
Sales generated
Subscribers
Social media
Inquiries
Event registrants
and attendees
Webinar
registrants / inquiries
Enrich
data
Unusable
data
store
Merge and
de-dupe
Normalize
data
External
firmographic
data
2

23. Step 2. Segment & Score Leads
Segment for
Next Action
Sales Qualification & Discovery
Human
Interpretation
(qualitative)
Segmentation
based on
potential
(quantitative)Lead
Scoring
Phone Qualification & Discovery
Touch points
(e.g., what content have they engaged?)
Match Function and DM Role :
Champion/influencer or DMkr?
FIT? Meets minimum ICP :
> $Xmillion Rev. and industry fit
Candidate-Supplied Data
(e.g., Registration Forms)
Opportunity
Scoring
2

24. Case Study
How an technology reduced cost per lead by 75%

25. Background: A B2B eDiscovery technology and services provider had 25
list sources available. Data was assigned to sales reps as new list sources
were attained without regard for list source performance.
Goal: To drive most efficient pipeline and revenue through
teleprospecting
Primary research question: Which list will drive the most efficient lead
generation?
Approach: Prioritize calling based on the quality and efficiency of the list
sources. Each source was called for 80 to 100 hours.
Experiment ID: (Protected)
Location: MECLABS Leads Group Library
Test Protocol Number: TP1226
Research Notes:

Experiment: Background
25
2

26. Experiment #2: The client request
• Marketing campaign and media
source driven lists
• Lists were prioritized
chronologically
• Focus on testing a new media
source
Other possible reasons:
• A lot of money was spent on
list/sponsorship
• Client liked X event
• Gut feel
2

27. Experiment #2: Results
List Source Leads Calls
DM
Contacts
Webcast 1/18/11 Registered 7 58 10
Show-6/16/2011 7 151 25
Webcast 1/18/11 Registered & Attended 3 85 17
2010 Los Angeles 2 67 10
Lead List 7.2 42 1550 163
Document Review 1 43 6
List 4/12/2011 2 87 8
Prospects_Bay Area_CA 4 185 14
2011 New York 8 372 48
Phase 2 list 5 245 28
Event list 5.5.2011 2 112 15
Google campaign 5-4-2011 1 62 3
2010 – Booth 9/23/10 3 267 18
Show - 5/20/2010 1 89 4
Phase 1 list 4 416 24
Notes list 2010-05-24 7 753 62
Expo and Conference 2010 5 570 53
Annual meeting 2010-11-15 8 968 105
Exchange list 2010-05-24 3 404 28
2010: webcast 7 972 94
Webcast - 2/10/11 3 454 44
Sponsorship summer 2010 1 162 10
One Master Append 2010-06-15 11 2259 132
List 5-5-2011 1 278 31
Final List 2010-06-24 1 578 40
Total 139 11187 992
2

28. List Source Leads Calls
DM
Contacts
Contact % Calls/Lead
Contact/
Lead
Webcast 1/18/11 Registered 7 58 10 17% 8 1
Show-6/16/2011 7 151 25 17% 22 4
Webcast 1/18/11 Registered & Attended 3 85 17 20% 28 6
2010 Los Angeles 2 67 10 15% 34 5
Lead List 7.2 42 1550 163 11% 37 4
Document Review 1 43 6 14% 43 6
List 4/12/2011 2 87 8 9% 44 4
Prospects_Bay Area_CA 4 185 14 8% 46 4
2011 New York 8 372 48 13% 47 6
Phase 2 list 5 245 28 11% 49 6
Event list 5.5.2011 2 112 15 13% 56 8
Google campaign 5-4-2011 1 62 3 5% 62 3
2010 – Booth 9/23/10 3 267 18 7% 89 6
Show - 5/20/2010 1 89 4 4% 89 4
Phase 1 list 4 416 24 6% 104 6
Notes list 2010-05-24 7 753 62 8% 108 9
Expo and Conference 2010 5 570 53 9% 114 11
Annual meeting 2010-11-15 8 968 105 11% 121 13
Exchange list 2010-05-24 3 404 28 7% 135 9
2010: webcast 7 972 94 10% 139 13
Webcast - 2/10/11 3 454 44 10% 151 15
Sponsorship summer 2010 1 162 10 6% 162 10
One Master Append 2010-06-15 11 2259 132 6% 205 12
List 5-5-2011 1 278 31 11% 278 31
Final List 2010-06-24 1 578 40 7% 578 40
Total 139 11187 992 9% 80 7
Experiment #2: Results
2

29. List Source Leads Calls
DM
Contacts
Contact % Calls/Lead
Contact/
Lead
Hours
Calling
Cost
Cost/Lead
Webcast 1/18/11 Registered 7 58 10 17% 8 1 6 $ 348 $ 50
Show-6/16/2011 7 151 25 17% 22 4 15 $ 906 $ 129
Webcast 1/18/11 Registered & Attended 3 85 17 20% 28 6 9 $ 510 $ 170
2010 Los Angeles 2 67 10 15% 34 5 7 $ 402 $ 201
Lead List 7.2 42 1550 163 11% 37 4 155 $ 9,300 $ 221
Document Review 1 43 6 14% 43 6 4 $ 258 $ 258
List 4/12/2011 2 87 8 9% 44 4 9 $ 522 $ 261
Prospects_Bay Area_CA 4 185 14 8% 46 4 19 $ 1,110 $ 278
2011 New York 8 372 48 13% 47 6 37 $ 2,232 $ 279
Phase 2 list 5 245 28 11% 49 6 25 $ 1,470 $ 294
Event list 5.5.2011 2 112 15 13% 56 8 11 $ 672 $ 336
Google campaign 5-4-2011 1 62 3 5% 62 3 6 $ 372 $ 372
2010 – Booth 9/23/10 3 267 18 7% 89 6 27 $ 1,602 $ 534
Show - 5/20/2010 1 89 4 4% 89 4 9 $ 534 $ 534
Phase 1 list 4 416 24 6% 104 6 42 $ 2,496 $ 624
Notes list 2010-05-24 7 753 62 8% 108 9 75 $ 4,518 $ 645
Expo and Conference 2010 5 570 53 9% 114 11 57 $ 3,420 $ 684
Annual meeting 2010-11-15 8 968 105 11% 121 13 97 $ 5,808 $ 726
Exchange list 2010-05-24 3 404 28 7% 135 9 40 $ 2,424 $ 808
2010: webcast 7 972 94 10% 139 13 97 $ 5,832 $ 833
Webcast - 2/10/11 3 454 44 10% 151 15 45 $ 2,724 $ 908
Sponsorship summer 2010 1 162 10 6% 162 10 16 $ 972 $ 972
One Master Append 2010-06-15 11 2259 132 6% 205 12 226 $ 13,554 $ 1,232
List 5-5-2011 1 278 31 11% 278 31 28 $ 1,668 $ 1,668
Final List 2010-06-24 1 578 40 7% 578 40 58 $ 3,468 $ 3,468
Total 139 11187 992 9% 80 7 1119 $ 67,122 $ 483
Experiment #2: Results
2

30. Experiment #2: Results (not prioritized)
List Source Leads Calls
DM
Contacts
Contact % Calls/Lead
Contact/
Lead
Hours Calling Cost Cost/Lead
2010 – Booth 9/23/10 3 267 18 7% 89 6 27 $ 1,602 $ 534
Show - 5/20/2010 1 89 4 4% 89 4 9 $ 534 $ 534
Phase 1 list 4 416 24 6% 104 6 42 $ 2,496 $ 624
Notes list 2010-05-24 7 753 62 8% 108 9 75 $ 4,518 $ 645
Expo and Conference 2010 5 570 53 9% 114 11 57 $ 3,420 $ 684
Annual meeting 2010-11-15 8 968 105 11% 121 13 97 $ 5,808 $ 726
Exchange list 2010-05-24 3 404 28 7% 135 9 40 $ 2,424 $ 808
2010: webcast 7 972 94 10% 139 13 97 $ 5,832 $ 833
Webcast - 2/10/11 3 454 44 10% 151 15 45 $ 2,724 $ 908
Sponsorship summer 2010 1 162 10 6% 162 10 16 $ 972 $ 972
One Master Append 2010-06-15 11 2259 132 6% 205 12 226 $ 13,554 $ 1,232
List 5-5-2011 1 278 31 11% 278 31 28 $ 1,668 $ 1,668
Final List 2010-06-24 1 578 40 7% 578 40 58 $ 3,468 $ 3,468
Total 55 8170 645 8% 149 12 817 $ 49,020 $ 891
2

31. List Source Leads Calls
DM
Contacts
Contact % Calls/Lead
Contact/
Lead
Hours
Calling
Cost
Cost/Lead
Webcast 1/18/11 Registered 7 58 10 17% 8 1 6 $ 348 $ 50
Show-6/16/2011 7 151 25 17% 22 4 15 $ 906 $ 129
Webcast 1/18/11 Registered & Attended 3 85 17 20% 28 6 9 $ 510 $ 170
2010 Los Angeles 2 67 10 15% 34 5 7 $ 402 $ 201
Lead List 7.2 42 1550 163 11% 37 4 155 $ 9,300 $ 221
Document Review 1 43 6 14% 43 6 4 $ 258 $ 258
List 4/12/2011 2 87 8 9% 44 4 9 $ 522 $ 261
Prospects_Bay Area_CA 4 185 14 8% 46 4 19 $ 1,110 $ 278
2011 New York 8 372 48 13% 47 6 37 $ 2,232 $ 279
Phase 2 list 5 245 28 11% 49 6 25 $ 1,470 $ 294
Event list 5.5.2011 2 112 15 13% 56 8 11 $ 672 $ 336
Google campaign 5-4-2011 1 62 3 5% 62 3 6 $ 372 $ 372
Total 84 3017 347 12% 36 4 301.7 $ 18,102 $ 216
Experiment #2: Results (prioritized)
2

32. Approach Calls/Lead Cost/Lead
Worst Case 149 $891
Average 80 $483
Optimized 36 $216
Difference 113 $675
What you need to understand: The overall calling cost per lead would
decrease by 76% if the calling team focused on the client’s most efficient lists.
Results
32
!
75% Decrease in calling cost per lead
2

33. Segment, score and prioritize: takeaways
• You don't always need to start with a new list. You can optimize the
ROI from your current lists by testing and prioritizing.
• Testing lists gives you the ability to guide your present and
future marketing initiatives.
• Over time, testing will reveal patterns customer behavior.
• However, in your testing, don’t neglect qualitative analysis (e.g.,
conversations, questions, objections)
2

34. List Quality Guidelines
Bad: A disqualified lead for every 25 calls
Average: A disqualified lead for every 50 calls
Better: A disqualified lead for every 100 calls
Bad: A sales lead for every 100 calls
Average: A sales lead for every 50 calls
Better: A sales lead for every 25 calls
Dials to Sale: LOWER is better
Dials to Disqualifications: HIGHER is better
2

35. Identify the right companies and people
Segment, score and prioritize
Nurture regardless of time to buy
1
2
4
Optimizing the Lead
Initiate a memorable conversation3

36. Timing+
Relevance
Memorable
3

37. Timing+
Relevance
Memorable
TIME YOUR
TOUCHES
3

38. Lead Generation Model
INQUIRY CUSTOMER
Identify
Need
Make
Decision
3

39. Lead Generation Model
INQUIRY CUSTOMERLEAD
Research
Solutions
Identify
Need
Make
Decision
3

40. Lead Generation Model
INQUIRY CUSTOMERLEAD SALES-READY
LEAD
Research
Solutions
Develop
Short List
Identify
Need
Make
Decision
3

41. Lead Generation Model
INQUIRY CUSTOMERQUALIFIED
PROSPECT
LEAD SALES-READY
LEAD
Research
Solutions
Develop
Short List
Identify
Need
Review
Proposals
Make
Decision
3

42. Lead Generation Model
INQUIRY CUSTOMERQUALIFIED
PROSPECT
LEAD SALES-READY
LEAD
Research
Solutions
Develop
Short List
Identify
Need
Review
Proposals
Make
Decision
Branding
Advertising
PR
SEO
Website
Direct Mail
Events
Tradeshows
Webinars
Outbound
calls
Inbound
800#
Lead
Nurture
Opt-in
Email
Conference
Calls
Face to Face
Follow-up
3

43. Lead Generation Model
INQUIRY CUSTOMERQUALIFIED
PROSPECT
LEAD SALES-READY
LEAD
Research
Solutions
Develop
Short List
Identify
Need
Review
Proposals
Make
Decision
Branding
Advertising
PR
SEO
Website
Direct Mail
Outbound
calls
Inbound
800#
Lead
Nurture
Opt-in
Email
Conference
Calls
Face to Face
Follow-up
Broadly Targeted
Less Interactive
Less Measurable
Narrowly Targeted
Highly Interactive
Highly Measurable
3
Events
Tradeshows
Webinars

44. Multi-modal Lead Generation
3

45. Identify the right companies and people
Segment, score and prioritize
Initiate a memorable conversation
1
2
3
Optimizing the Lead
Nurture regardless of time to buy4

46. Case Study
Background: An IT management firm engaged MECLABS for lead generation
$80 million annual revenue
100 channel partners
27 sales people, 10 marketers
Objective: To determine if basic lead management can improve pipeline
Test Design: Creation of a ULD, lead qualification, lead nurturing, clear lead
handoff and feedback process.
Experiment ID: IT desktop management firm
Location: MECLABS Leads Group Research Library
Test Protocol: LG4028
Research Notes:
4

47. Case Study: Challenges
• < 2% lead-to-sale pipeline conversion
• Marketing felt leads were going into a “black hole”
• No closed-loop feedback process
• Unable to measure ROI
More activity butthe same results
*
4

48. Case Study: The approach
Closed Loop
Feedback
Marketing
Pipeline
Sales
Pipeline
Customers
Returned
Prospects
Events, Events, Summits, Guides, Subscribers, Website, Teleprospecting
Sales Ready
Leads
Not a Fit
Sales
Generated
Leads
Existing
Clients
CRM
Measure ROI
HANDOFF
Level 3,4,5 Leads
Inquiries (Level 1)
Nurturing (Level 2)
4

49. Case Study: Results
375% Increase in sales-ready leads
200% Improved lead-to-sales opportunity
$4.9 M Additional sales pipeline in 8 months
4

50. Case Study: Results
375% Increase in sales-ready leads
200% Improved lead-to-sales opportunity
$4.9M Additional sales pipeline in 8 months
What you need to understand: By actively nurturing and
closing the loop, improved lead to sales opportunity
and pipeline increases are achieved*
4

51. Understand
Audience
Organize
Content
Track Results
and
Engagement
Execute
Tracks
Messaging
Strategy
A relevant, consistent conversation with viable potential customers,
regardless of their timing to buy.
•Touch
•Track
•Follow-
Up
1
•Touch
•Track
•Follow-
Up
2
•Touch
•Track
•Follow-
Up
3
•Touch
•Track
•Follow-
Up
4
Progressive Lead Movement Across Buying Stages
What is lead nurturing?
4

52. Align messaging to roles and needs
Connect with your personas:
• Project Leader
• CIO
• Contact Center
• Field Service Center
• Executive Sponsor
• Stakeholders
CIO Q1
Month 1 Free executive report via direct mail with follow-up call
Month 2 Invitation to executive roundtable via email with follow-up call
Month 3 Link to relevant Podcast via email with follow-up voicemail
IT Director Q1
Month 1 3rd party article via email and voicemail
Month 2 3rd party article via email with follow-up
Month 3 Link to relevant webinar via email with follow-up call
IT Manager Q1
Month 1 Relevant white paper via email with voicemail
Month 2 Direct mail piece
Month 3 Invitation to webcast via email with follow-up call
Multi-track lead nurturing timeline
Client Plan for Q1 Audience: 3 Contacts Deep
4

53. Align messaging to roles and needs
Connect with your personas:
• Project Leader
• CIO
• Contact Center
• Field Service Center
• Executive Sponsor
• Stakeholders
CIO Q1
Month 1 Free executive report via direct mail with follow-up call
Month 2 Invitation to executive roundtable via e-mail with follow-up call
Month 3 Link to relevant Podcast via e-mail with follow-up voicemail
IT Director Q1
Month 1 3rd party article via e-mail and voice mail
Month 2 3rd party article via e-mail with follow-up
Month 3 Link to relevant webinar via e-mail with follow-up call
IT Manager Q1
Month 1 Relevant white paper via e-mail with voice mail
Month 2 Direct mail piece
Month 3 Invitation to webcast via e-mail with follow-up call
Multi-track lead nurturing timeline
Client Plan for Q1 Audience: 3 Contacts Deep
BUILD YOUR
TRACKS
4

54. Repurpose quality content
Research chart
4

55. Repurpose quality content
Tactical tool download
Blog post
Video clipWebinar
Email
Research chart
4

56. Measure and refine
Tactical tool download
Blog post
Video clipWebinar
Email
Research chart
Registrants
Attendees
Replays
Views
Likes/Dislikes
Social Shares
Page views
Comments
Social Shares
Opens
Clickthroughs
Shares
Downloads
Social Shares
Lead Capture
4

57. Optimizing the Lead
Identify the right companies and people
Segment, score and prioritize
Initiate a memorable conversation
Nurture regardless of time to buy
1
2
3
4

58. Takeaways: Identify
Collaborate with your sales team to determine
and do list testing
1

59. Takeaways: Prioritize
Set up a process that allows your team
to increase pipeline velocity
2

60. Takeaways: Initiate
Match your conversation timing and
relevance with your customer’s stage
3
INQUIRY CUSTOMERQUALIFIED
PROSPECT
LEAD SALES-READY
LEAD
Research
Solutions
Develop
Short List
Identify
Need
Review
Proposals
Make
Decision

61. Takeaways: Nurture
Nurture leads, regardless of time to buy4

62. Submit your Research Application:
MECLABS.com/partners

63. Presentation Brought To You By
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64. Optimizing the Lead
A data-driven optimization process that goes beyond lead
capture
Brian Carroll
Executive Director, Revenue
Optimization