The Death of Cold Calling - A new Paradigm for b2b lead generation

1. The death of cold calling - a new paradigm for lead generation Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSION Session Audio Starts at 2PM EST

3. Lead generation in 2011 – Hijacking the digital conversation

4. The statistical failure of cold calling

5. Where do leads originate from in 2011 and beyond?

6. Adapting sales and marketing to optimize the digital conversation

7. The journey to lead to sales revenue management

9. HQ – Atlanta, GA – Sales Offices in Philadelphia, PA

10. Provide all b2b marketing functionality in a single app

11. Focus on integrating Marketing and Sales (CRM)

12. Only solution built on a CRM database

13. Extensive global partner network

14. 110 New clients in 2010

15. Unique Client Services model

16. Game-changing pricing structure

17. 99% retention rate

20. Telephone prospecting is still very important

21. How, why and when we telephone prospect has changed radicallyTelesales and Cold calling has been fired and replaced by the internet…..but your company many not know that yet… “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” Charles Darwin

22. The “If you don’t know this you live under a rock” statistics Retail - The Pew Internet and American Life Project has just published the results of a study on American's e-commerce habits. Among the findings: 58% of Americans say they perform online research on the products and services they're considering buying. That's up from 49% who performed online research in 2004. B2B - 93% of business-to-business customers research companies and products online before making a purchase, according to MarketingSherpa

24. Most companies don’t know about this conversation

25. By the time telesales speaks to a prospect, opinions about you are formed

26. Successful companies learn ways to “Hijack the Digital Conversation”

27. Do you trust the internet to sell for you?

29. Take their time

30. Take their information

33. 22% quit after 2

34. 14% quit after 3

35. 12% quit after 4 (total is 92%) 60% of customers say no at least 4 times

37. + Benefits

38. Salary plus benefits = $65,000

39. 100 Calls per day

40. 5 Days per week

41. Avg. 42 Full weeks per year

42. 210 calling days

43. 21000 calls

44. 525 Connects

45. 105 Sales100 Calls 2-3 Appointments .025 connect rate .5 Sales .005 close rate

47. 525 Connects = $123 per connect

49. Connect = telephone-based meeting

50. Sale = closed revenue

51. Time to work deals?

52. Time for administrative work?

53. Time in meetings?

54. Are these numbers even realistic for internal personnel?100 Calls 2-3 Appointments .025 connect rate .5 Sales .005 close rate

56. If 30% of these first meetings convert into opportunities and a sales person closes 25% of these opportunities, they will have to make 1,000 calls to get 1 sale.

57. If they are pounding the phones making 50 cold calls per day, they can get 1 winnable sale every 20 days.

59. More from Forrester – what are company’s top marketing/sales challenges in 2010?

61. Generate leads

62. Execute campaigns

63. Pre-qualify leads

64. Nurture leads

66. Present and propose solutions

67. Propose pricing

68. Execute contracts

69. Close business

71. Inside sales is no longer a sales function

72. Skill-sets for inside sales are changing

74. Telesales – triage, manage, respond and advance inbound leads

76. Exchange meaningful information with the leads

77. Direct leads to the right resources

78. Educate leads about value proposition and competitive position

79. Empowered with technology

80. Higher job satisfaction

81. Better growth potential

83. Append data

84. Create Opportunities

85. Pre-qualify

86. Identify other contacts

88. Respond – 2-4 hours to known visitors

89. Enroll known visitors into 3-step drip

90. Accounts – research using LinkedIn and Jigsaw– add 2 marketing contacts to Fusion – enroll in 3-step dripHome Page Activity Log CRM Lead Capture Page Simple process maps will help focus the marketing and sales teams on execution of the plan Opportunity Field Sales Duties Sign Up for Demo or self qualify Email Alert to reps based on Geo Rep – verifies company HQ location Rep – updates CRM – creates oppt Ensure contacts/account are linked and de-duped Append address, phone, vertical and lead source

92. Integrate with data services to research and append contacts

94. Follow up emails using trackable html email

98. Access to enroll leads in campaigns Auto-enroll Alerts Email alert – Based on Rules Alert telesales to view/open in CRM Automated Routing to drip/trigger based nurture marketing campaigns

99. Day in the life with Marketing Automation Website monitoring Research anonymous visitors – append with contacts – enroll in campaigns Pop email alert when high-value activity occurs – assign task for call If no phone contact made – enroll in trigger campaign Receive on-going alerts when lead returns to site/responds

102. Reduces lead response time

103. Allows for enrollment in pre-defined trigger campaigns

104. Increases touches in first 30-days following initial inquiry

105. Allows for research and appending of data through sources such as Jigsaw

107. Understand sales-team issues with leads – volume, where they come from

108. Brainstorm sessions about lead profiles, verticals, targets, messaging and hot buttons

111. Old-School sales cultures must be changed

112. CRM system tuning will be required

113. Marketing technology MUST integrate seamlessly to CRM

115. Trigger-based email campaigns – prebuilt and tied to scores

116. Lead scoring must be tuned, tested and agreed upon with sales

117. Objective is to treat every suspect the same initially

118. Eliminate lead leakage

120. Lead conversions (to opportunities) increased by 7%

121. Inside sales make an additional 7-9 connects per day

122. Overall sales team quota achievement is higher by nearly 3%

124. Efficiency gains through automation

125. Connects are more meaningful when data is made easily accessible

127. Schedule a demonstration of SalesFUSION

129. Advanced email marketing

130. Lead scoring

131. CRM integration – Salesforce, Dynamics, Sugar, Saleslogix…

132. Web visitor tracking

133. Dialogs, forms, landing pages

134. Social media marketing

135. Event management