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Lead Intel: Readying the Field to Successfully Follow-Up

on Marketing Leads

Hosted by:

Mitch Emerson @Compelligence | Jeff Linton @ActOnSoftware

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Mitch EmersonCo-Founder

Compelligence

Jeff LintonProduct Marketing Act-On Software

#AOWEB

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3 key pieces to a successful sale• Qualified Leads• Competitive Sales Guidance• Prospect History

• Give your team the prospects that are interested

• Prepare the sales field on how to counter competition

• Prepare the sales on how to customize and position the pitch

Partner Logo Here Agenda

Plan and Tools: How and what to generate the correct leads for sales

Educating the sales team: What should they know about your competitors

Key aspects of good competitive sales intelligence for marketing and sales

Partner Logo Here Lead Generation

Outbound– Email – Social Media– Webinars– Landing Pages– Downloads – Events

Inbound– Website– Blog

Partner Logo Here Plan-Persona & Profile Data

Tracking… Who, When, How Often… What did they do become a Lead/DealThe Path:

Opened > Downloads > Webinars > Pages Visited

Partner Logo Here Setting the Quality Score

Your Digital Assets[are they all the same?]

Individuals[are they all created equal?]

Companies[does revenue matter?]

Industry[is this your target audience?]

C u s t o m i z e d | Ta r g e t e d | R e l e v a n t C o m m u n i c a ti o n s = R e v e n u e

Partner Logo Here The Knowledge

15… 25… 41… Automated Triggered Alerts for Sales

MQL: Marketing Qualified Lead

Sales says “there is GOLD in them there LEADS”

Partner Logo Here Win the Customer

• Remember: qualified leads do not equal customers!

• Potential customers are in the market for your types of products or services—and your competitor’s products as well.

• Your field needs to have easy access to the info that will answer most of their questions before they are asked

Partner Logo Here Know Your Competitor: Key Info

Your potential customer is comparing productsCompelligence provides critical data to your field

1. Description of competitive products the lead is considering

2. Sales positioning strategy

3. Main influences on price

4. Critical features andwhy they are important

5. Strengths and weaknesses

6. Access to other resources

Partner Logo Here Know your Competitor: Positioning

• 5 elements sales needs for competitive positioning:1. How to position your product or service2. How your competitor will attack3. How to respond to competitor attacks4. How your competitor positions their product or service5. How to attack or deposition your competitor

• Fact-based positioning statements are stronger than “marketing” ones

Weak Positioning Statements Strong Positioning Statements

“The most scalable product available” “Scales to support 5000 widgets, which is 10 times more than our competitor”

“More people choose our product.” “Deployed in 70% of Fortune 500 companies”

“Easiest to use” “Requires no training and can be ready to use in 5 minutes.”

Partner Logo Here Positioning Examples

vs vs

iPad Positioning StatementsThe iPad is thin, light, and fully loaded with featuresA 10-hour battery gives it the longest life in the marketTwo cameras make photo-taking and video communications easy

How Fire Positions

Only $199 19 million movies, TV shows, book, songs and magazinesSame touch-interface, viewing angle, and dual-processor like iPad

How iPad Attacks

Kindle has small market shareFire can only use Kindle eBooks; iPad can use Kindle and iBooksNo camera available on FireFire only has 8GB memory

How Fire AttacksiPad is more than 2x cost of FireiPad is too big and bulky to hold in one hand and read like a bookNo unlimited content streaming subscriptions available

How iPad Defends

iPad costs more because it gives you moreiPad’s larger screen makes multi-touch more functionaliPad’s better browser can stream from lots of free websites

iPad Positioning StatementsThe iPad is thin, light, and fully loaded with featuresA 10-hour battery gives it the longest life in the marketTwo cameras make photo-taking and video communications easy

How Notebook Positions

Full keyboard Easy multi-tasking and networking in single platformPremium stereo sound and HD monitor for immersive multimedia

How iPad Attacks

Notebooks are large and bulkyMouse/cursor are more awkward for navigating web, photos, contentBattery lifetime of notebooks are lacking

How Notebook Attacks

Creating content on an iPad is challengingiPad requires special cables and connectors for external devices iPad is virtually useless without a network connection

How iPad Defends

iPads are not geared toward content creation--different marketiPad cables are becoming more standard and availableWi-Fi or 3G options allow network access almost everywhere

Partner Logo Here Key Aspects of Competitive Sales Intel

Compelligence makes your Competitive Intelligence…• …. easy for sales to find

– Sales teams don’t have to go to different websites, different people, different locations for competitive information

– Easy, concise guidance that does not have to be “boiled down”

• …. highly relevant to each individual deal– Content can be customized to a deal-by-deal basis

• …. current and up to date– Allows feedback from field on what works and what doesn’t– Don’t let your field get burned with old or inaccurate data!

Partner Logo Here Tailored and Targeted Message

Now that your sales team has a qualified lead, knows how to defend and deposition the competition, tailor the message to the lead

Where did the lead come from and view the exact details• Webinars • Content• Pages • Score• Submissions

Partner Logo Here Five Leave Behinds…

1. Marketing and Sales need to be on the same page (have the conversation)

2. Know and understand your buyers and their buying process

3. Create Scores and a Plan to match The Buyers Process | Behaviors | Personas

4. Educate/Train Reps on Key Positioning

5. Measure / Adopt / Make Changes

Lead Intel: Readying the Field to Successfully Follow-Up on Marketing Leads

Partner Logo Here Thank you!

Mitch EmersonCo-Founder

Compelligence

Jeff LintonProduct Marketing Act-On Software

#ActOnSoftware