Lead generation is one of the top priorities for marketers, yet many companies struggle to gain the attention of buyers and fill their pipelines with quality leads. ITSMA's report Lead Generation High Performers: 7 Lessons from the Best describes seven practices that distinguish the best-in-class from the also-rans.

1. Lead Generation High Performers:
7 Lessons from the Best
Access Additional ITSMA Research at
http://www.itsma.com/access/login.asp

2. Briefing Agenda
 Priorities of B2B Marketers
 Current Lead Generation Trends
 Best Practices of Lead Generation
 High Performers
 ITSMA Upcoming Events
Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 2

3. Generating demand is at the top of the priority list for
marketers in 2011
Rank
2011 2010 2009 2008 Marketing’s Top Priorities
1 2 4 3 Generating demand
2 1 1 2 Enabling the sales force
3 5 2 1 Differentiating/re-positioning the company, brand, or offerings
4 3 7 5 Developing thought leadership content that drives business
5 7 9 11 Measuring marketing’s impact on the business
Increasing focused marketing programs for vertical/industry
6 6 6 10
markets
7 16 11 8 Increasing use of Account-Based Marketing
Deepening customer insight to improve segmentation and
8 17 17 12
increase personalization
Building or enhancing a more effective lead management and
9 27 – –
nurturing model
Increasing cross-divisional marketing programs and messaging
10 – – –
(minimizing marketing silos)
Source: ITSMA, Budget Allocations and Trends: Key Metrics Survey, 2007, 2008, 2009, 2010, 2011
Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 3

4. Lead Quality, not Quantity
Data Statistical Behavior- Lead Stage Sales and
Enhancement Lead based Lead Metrics Marketing
Scoring Nurturing SLA’s
Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 4

5. Statistical Sales and
Data Lead Behavior-based Lead Stage Marketing
Enhancement Scoring Lead Nurturing Metrics SLA’s
 Using services such  Statistical approach  Nurturing based on  Refining  Defining not only
Description
as Jigsaw and to discerning the prospect interest, measurement to what constitutes a
DemandBase to segments and behavior and more track prospects and lead but SLAs in
gather more marketing activity of defined segments accounts through place for lead
information about customers, moving the funnel. follow-up
the prospect and away from educated
company guesses
 Form capture /  Alignment with  Dynamic approach  Everyone gains a  Targeted feedback
intelligent teleprospecting based on deeper better understand of to marketing on lead
progressive profiling resources knowledge of the the funnel, quality provides
 Nurturing and  Gain insight into
Implications
target and programs marketing and sales input to lead scoring
scoring should marketing activities that work stages and their and nurturing
change based on that produce  Requires more high respective roles in programs
deep knowledge of customers value content based generating a sale
prospect  Evaluation of the on buyer’s journey,  Lead nurturing and
 Data hygiene B2B buyers’ journey verticals, personas, pipeline
in terms of etc. acceleration
individual prospects activities become as
versus account level important as lead
activity generation
Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 5

6. As a lead generator do you ever feel like this?
It’s hard work! That’s why ITSMA conducted the
Lead Generation Practices Survey.
Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 6

7. Our mission with the Lead Generation Practices Survey was to
find out what the top performers are doing differently.
Here’s what we found:
High Average Below Average
Performers 15% Performers 67% Performers 18%
Source: ITSMA and RainToday Lead Generation Practices Survey, 2010
Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 7

8. #1: High performers
segment based
on deep
knowledge
of their
target
markets
Source: ITSMA and RainToday Lead Generation Practices Survey, 2010
Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 8

9. #2: High performers
conduct formal
research, in addition
to other tactics,
to gain a deep
understanding
of their target
markets’ needs
Source: ITSMA and RainToday Lead Generation Practices Survey, 2010
Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 9

10. #3: High performers proactively tap
their network and current clients to
create referrals
Source: ITSMA and RainToday Lead Generation Practices Survey, 2010
Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 10

11. #4: High performers
use content that is
relevant, provide
proof points,
and build
credibility
Source: ITSMA and RainToday Lead Generation Practices Survey, 2010
Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 11

12. #5: High performers
use offers and “live”
experiences to
generate
leads
Source: ITSMA and RainToday Lead Generation Practices Survey, 2010
Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 12

13. #6: High performers
use two of the most
effective tactics—
presenting at events
and making “warm”
phone calls
Source: ITSMA and RainToday Lead Generation
Practices Survey, 2010
Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 13

14. #7: High performers
measure their
progress at each
stage of the pipeline,
in addition to the
number of leads
generated, closed
deals, and revenue
Source: ITSMA and RainToday Lead Generation Practices Survey, 2010
Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 14

15. The overall challenge is to improve relevancy early in
the buying process and greater intimacy at the back
end to increase loyalty and trust
Relationship Stage 1. Stage 2. Stage 3. Stage 4. Stage 5. Stage 6.
Stages EPIPHANY AWARENESS INTEREST CONFIDENCE LOYALTY TRUST
Need Search Alternative Selection and Post-Purchase Partnership
Recognition Evaluation Purchase Evaluation
Buying  Explore the  Clarify  Finalize the  Select the  Evaluate  Explore
Process possibilities objectives short list provider satisfaction mutually
and solution beneficial
 Identify a need  Solicit  Negotiate  Measure
specifications initiatives
or opportunity proposals the contract value delivered
 Identify  Provide
 Evaluate  Ultimate
alternatives advocacy
alternatives sign-off
(short list)
Marketers must focus on customer
relevance and intimacy!
Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 15

16. View other ITSMA Research and Briefings
on Lead Management and Other Topics
To sign up for a Trial Membership to access ITSMA Research
visit http://www.itsma.com/access/login.asp
To view more detail on the following studies visit:
How to Successfully Navigate B2B Services and Solutions Lead Generation Benchmark
the Four Stages of Lead Management Benchmarks Report: How the Best Firms
Lead Management Maturity http://www.itsma.com/category/research/ Fill the Pipeline, 2010
http://www.itsma.com/category/research/ ITSMA and RainToday.com
Lead Generation Survey
http://www.itsma.com/category/research/page/2/
Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 16

17. Upcoming events  ITSMA’s 2012
enable marketers State of the Marketing
to explore Profession Address
best practices, –January 24 | Web Briefing |
sharpen skills, and Online
network with peers 6:00 am Eastern – 12:00 pm Central
Europe – 4:30 pm India
–January 25 | Web Briefing |
Online
8:00 am Pacific – 11:00 am Eastern
– 16:00 London
www.itsma.com/events
Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 17