New Jersey Technology Council, 13 March 2014, Paramus NJ

A Smarter Way To Generate Sales Leads™ | (650) LEAD GEN | (650) 532-3436

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Introducing a Smarter Way to Generate Sales Leads

Improve your sales results withthe new generation of marketing

#NJTC#asmarterway#leadgeneration

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Topics for Today

1. The current environmenta. The game has changedb. More competitionc. New marketing techniques to grow business

2. A smarter way to generate sales leadsa. A system of marketingb. Methods and technologyc. Available marketing services

3. Results

4. Case studies










The Game Has Changed

● Conventional marketing methods are no longer effective for lead generation

● The phone isn’t ringing

● Competitors seem to be always a step ahead











Technology (WWW and Google) has changed marketing and selling

● The seller no longer finds buyers. Buyers find sellers first

● The vast majority of purchase decisions begin with a Google search

● The buyer has all the power, all the information at his fingertips, and will find the seller before the seller finds him

● Willingness to be sold to has decreased to almost zero

● Desire and ability to actively research sellers and choose who may sell has become the norm











● More competition○ Global competition

○ Technology-enabled competition

○ Innovations and game-changers











Today's business buyers do not contact suppliers directly until 57 percent of the purchase process is complete

Source: The Corporate Executive Board











Suppliers today account for less than one-half of all information that buyers use to aid in their purchase decisions.

Source: The Corporate Executive Board










Companies Must Adapt

● Embrace technology● Implement new marketing methods● Focus on core competencies










Focus on Marketing’s Core Competencies

90% of B2B marketers are anchoring lead generation strategies around content marketing…

But sales leaders rank lead generation efforts last in terms of how effective they are.

Source: CEB Commercial Insight Diagnostic, CEB Research









Focus on Marketing’s Core Competencies

Wouldn’t it make sense to keep marketing efforts focused where they strategically support the growth of the company? Especially since this is where marketing excels?

… and outsource the tactical -- and difficult -- efforts to experts who have proven methods and systems already in place?

Source: CEB Commercial Insight Diagnostic, CEB Research









A Smarter Way to Generate Sales LeadsA Smarter Way to Generate Sales Leads









A New System of Marketing

Content marketing is a system

● Your targets find you

● Your targets are educated and informed by your content and materials

● Your prospects self-identify as interested sales leads

● You engage and close business











Content creation● Blogs● Articles● White papers● E-books● Webcasts● Podcasts

Sales enablement● Marketing

automation● Salesforce.com● Lead scoring● Lead nurturing● Management

dashboards● Consulting

Inbound marketing● Your “perfect prospects” find you● Content creation● Lifecycle marketing

Email marketing● Reach “perfect prospects”● Target lists● Mass email systems

Capture and distribute leads

● Smart landing pages● Marketing

automation● Real-time alerts to

email and mobile

Campaign Planning

● Manage all campaigns and tasks

● 3-6-12 month views

● Sync with event and editorial calendars

● Share across marketing, sales, mgmt

Systems ● Cloud based

marketing automation and CRM platform

● Commercial grade reliability and scalability










Common Services and Products

● Content marketing● Inbound marketing● Email marketing● Consulting● Marketing automation










Content Marketing










Why Content Marketing?










Content Creation

● Articles

● Blog Posts

● Business Case Papers

● Case Studies

● E-books

● Infographics

● Landing Pages

● Mini On-Demand Webinars

● Podcasts

● Press Releases

● Sales Battle Cards

● Social Media Posts

● Tweets

● Video

● Webcasts

● White Papers










Inbound Marketing

● Content Creation

● Lifecycle Marketing

● Personalization

● Multi-channel

● Integration










Inbound Marketing Services

● Marketing automation setup, configuration, administration, and management

● Blog post authoring, posting, and search optimization

● Web content optimization

● Landing pages and calls-to-action

● Google AdWords setup, management, and optimization

● Social media setup, management, copywriting, and optimization

○ LinkedIn

○ Twitter

○ Facebook

○ Slideshare

○ Pinterest

○ Google+










Email Marketing

● Content creation

● Target email database

● Commercial grade mass email platform

● Marketing automation

● Campaign execution










Marketing Consulting

● Marketing assessments

● Corporate marketing strategy

● Marketing/sales integration

● Lead generation and nurturing

● Marketing projects

● Marketing staff augmentation










Marketing AutomationProducts and Services










ResultsResults









The Advantages of Modern Marketing Systems

● Based on the principle that marketing is a science, not an art

● Created to deliver 21st century marketing

● Exists in the digital world, not the physical world

○ Order-of-magnitude cost advantages

○ Matches cultural, societal, and even generational trends

○ “Measureable marketing”#NJTC#asmarterway#leadgeneration









More Leads

● More leads than traditional marketing ● Immediate pipeline impact● 200% to 800%+ improvement in

leads per month










Better Quality Leads

● Higher conversion rate● Quality control is built in

○ The “perfect prospect” is defined in Step 1

○ Outbound target database is built from perfect prospect demographics only

○ Inbound lead scoring

● Leads are self-identifying opt-ins










Lower Cost Per Lead

● Economy of scale○ Digital, not physical○ Leverage repeatability, templates, systems

● Economy of method○ Closed loop “system of marketing”○ Immediate feedback -- OODA○ Measureable marketing → rapid adjustment










The Net BenefitIn simple English

More leads

Better quality leads

Lower cost leads

More sales

More growth

More profit










Case StudiesCase Studies









TeleCommunication Systems

The Situation

• World leader in mobile communications technology

• To exploit FCC mandate that carriers deploy Commercial Mobile Alert System before a specific drop-dead date, TCS wanted to conduct aggressive outbound marketing to reach prospects early, offer valuable content, and identify interested leads

• Plenty of know-how but almost no “get it done”

The Solution

● WinGreen proposed a 4-month “blitz” of email marketing

● Three campaigns per month

● Target database of 5,000 from within very tightly defined segment

● Two original new white papers and one webinar per month

The Results

● ~400 leads

● CMAS became TCS’s most widely deployed product





The Details

• WinGreen System Architecture integrated with TCS existing Salesforce

• Customization of SFDC, revised lead-to-sales workflows, WinGreen executive dashboards

• WinGreen created HTML emails, tested for spam filter scoring, and conducted mass email marketing to the target database for each campaign

• Multi-wave, multi-trigger email distribution

• WinGreen created optimized landing pages

• Social media promotion

• Inbound leads were de-duplicated and resolved against existing contacts. WinGreen managed the target database for data quality and managed opt-outs and email bounces to comply with the U.S. CAN-SPAM Act

• 180,000+ emails sent, 0.5% opt out rate





"The leads generated by WinGreen exceeded expectations and have increased the pipeline for sales. This increase is represented in theforecast and in the fact that CMAS is about to be the most widelydeployed product from TCS”

DeAnn, Director Business DevelopmentTeleCommunication Systems, Inc.










Innovative Systems, Inc.

The Situation

• Enterprise customer information solutions and database consulting services

• 2008-2010 recession severely affected orders and ISI top line, despite capable marketing and sales organizations and excellent products

• ISI executives + outside marketing consultant + outside sales process consultant arrived at decision to outsource content marketing

The Solution

• WinGreen was selected to custom-tailor a program to help ISI restore revenue growth through top-level funnel improvement, improved lead follow-up workflow, and custom sales enablement tools built into SFDC

• Services delivered:o Two campaigns per montho Database of 30,000 targetso 12 monthso Multi-wave, multi-trigger email

distributiono Social media promotion





The Solution (cont)

• A new sales VP was hired (based in part on his ability to work within the new lead generation workflow created by WinGreen and ISI marketing) and the sales organization was reorganized in order to most effectively convert the hundreds of new leads being delivered each month by WinGreen into closed business

• WinGreen also customized the existing implementation of Salesforce.com to accommodate the new inbound lead flow and to provide improved sales enablement, prospect intelligence, and management dashboards.

The Results

• Average leads per month: 300

• Revenue growth restored

• New inside sales organization took over lead follow-up from marketing and improved conversion and time-to-decide (sales qualify or not)





“A very capable and effective organization. During all my time working with WinGreen Marketing Systems, they consistently over-delivered, month after month.”

Steve, VP of salesInnovative Systems, Inc.










SciQuest, Inc.

The Situation

• Leading provider of cloud-based business automation software for spend management and procurement

• Higher education and public sector markets provided solid revenue growth The company’s growth plan required entrance and very rapid penetration and growth in enterprise (“commercial”) industries

• Commercial business launched with new VP of Commercial Sales in 2011; marketing redirected some resources

• As expected, the cash cow businesses demanded all marketing resources (and correctly so) and Commercial sales pipeline suffered from almost complete lack of any lead generation whatsoever

The Solution

• VP of commercial sales identified WinGreen as being uniquely qualified to “plug right in” with lead generation services that included all required components (i.e. SciQuest could outsource the entire content marketing function)




SciQuest, Inc.

The Solution (cont.)

• Six-month program to jump-start commercial sales pipeline

• 1 campaign per month

• 4 new WinGreen-authored white papers, 1 new SciQuest e-book, 1 external analyst report

• Target database of 10,000

• Limited to specific metros with salespeople “on the ground”

• All execution in WinGreen System Architecture; integration into SciQuest SFDC

• WinGreen operations integrated into inside sales’ weekly reviews

The Results

• 328 leads (against objective of 300)




Quintiq, Inc.

The Situation

• Global provider of extremely high-end planning software for logistics, airports, workforce planning, shipping, trucking, rail

• North American sales lagged in 2012; Needed new stimulus in 2013

The Solution

• WinGreen System of Marketing

• WinGreen content creation

• WinGreen Research

The Solution (cont)

• Three email campaigns per month

• A mix of WinGreen, Quintiq, and third-party (analyst, researcher) management briefings and case studies

• Repurposing and re-writing of 28 client success stories

• Social media promotion

• Integration of WinGreen System Architecture with Quintiq’s Salesforce and Marketo platforms

• Primary research through WinGreen Research poll of subscribers to SupplyChainBrain email newsletter




Quintiq, Inc.

The Results

• Average of ~50 marketing qualified leads per month

• An astounding 55% sales qualification conversion rate

• North America inside sales creation requesting expansion of program for 2014




In Summary

● The buyer-seller game has changed

● New marketing methods have emerged

● Marketing should re-focus on brand and strategic imperatives and outsource the rest

● Having a “system of marketing” is a smarter way to generate sales leads

● More leads, of higher quality, at lower cost

● Proven at clients of all sizes across all B2B technology sectors










www.WinGreenMarketing.com@WinGreen_Mktng

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#marketing#contentmarketing

#leadgeneration







New Jersey Technology Council, 13 March 2014, Paramus NJ

Marketing

Transcript of New Jersey Technology Council, 13 March 2014, Paramus NJ