New Jersey Technology Council, 13 March 2014, Paramus NJ

A Smarter Way To Generate Sales Leads™ | (650) LEAD GEN | (650) 532-3436
© Copyright 2009-2013, WinGreen Marketing Systems, LLC. All Rights Reserved
Introducing a Smarter Way
to Generate Sales Leads
Improve your sales results with
the new generation of marketing
#NJTC
#asmarterway
#leadgeneration

Topics for Today
1. The current environment
a. The game has changed
b. More competition
c. New marketing techniques to grow business
2. A smarter way to generate sales leads
a. A system of marketing
b. Methods and technology
c. Available marketing services
3. Results
4. Case studies
#NJTC
#asmarterway
#leadgeneration

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
#NJTC
#asmarterway
#leadgeneration

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
#NJTC
#asmarterway
#leadgeneration

● More competition
○ Global competition
○ Technology-enabled competition
○ Innovations and game-changers
#NJTC
#asmarterway
#leadgeneration

Today's business buyers
do not contact suppliers
directly until 57 percent
of the purchase process
is complete
Source: The Corporate Executive Board
#NJTC
#asmarterway
#leadgeneration

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
#NJTC
#asmarterway
#leadgeneration

Companies Must Adapt
● Embrace technology
● Implement new marketing methods
● Focus on core competencies
#NJTC
#asmarterway
#leadgeneration

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 Leads
A 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
#NJTC
#asmarterway
#leadgeneration

#NJTC
#asmarterway
#leadgeneration

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
#NJTC
#asmarterway
#leadgeneration

Common Services and Products
● Content marketing
● Inbound marketing
● Email marketing
● Consulting
● Marketing automation
#NJTC
#asmarterway
#leadgeneration

Content Marketing
#NJTC
#asmarterway
#leadgeneration

Why Content Marketing?
#NJTC
#asmarterway
#leadgeneration

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
#NJTC
#asmarterway
#leadgeneration

Inbound Marketing
● Content Creation
● Lifecycle Marketing
● Personalization
● Multi-channel
● Integration
#NJTC
#asmarterway
#leadgeneration

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+
#NJTC
#asmarterway
#leadgeneration

Email Marketing
● Content creation
● Target email database
● Commercial grade mass email platform
● Marketing automation
● Campaign execution
#NJTC
#asmarterway
#leadgeneration

Marketing Consulting
● Marketing assessments
● Corporate marketing strategy
● Marketing/sales integration
● Lead generation and nurturing
● Marketing projects
● Marketing staff augmentation
#NJTC
#asmarterway
#leadgeneration

Marketing Automation
Products and Services
#NJTC
#asmarterway
#leadgeneration

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
#NJTC
#asmarterway
#leadgeneration

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
#NJTC
#asmarterway
#leadgeneration

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
#NJTC
#asmarterway
#leadgeneration

The Net Benefit
In simple English
More leads
Better quality leads
Lower cost leads
More sales
More growth
More profit
#NJTC
#asmarterway
#leadgeneration

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
#NJTC
#asmarterway
#leadgeneration

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
#NJTC
#asmarterway
#leadgeneration

"The leads generated by WinGreen
exceeded expectations and have
increased the pipeline for sales. This
increase is represented in the
forecast and in the fact that CMAS is
about to be the most widely
deployed product from TCS”
DeAnn, Director Business Development
TeleCommunication Systems, Inc.
#NJTC
#asmarterway
#leadgeneration

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 month
o Database of 30,000 targets
o 12 months
o Multi-wave, multi-trigger email
distribution
o Social media promotion
#NJTC
#asmarterway
#leadgeneration

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)
#NJTC
#asmarterway
#leadgeneration

“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 sales
#NJTC
#asmarterway
#leadgeneration

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)
#NJTC
#asmarterway
#leadgeneration

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)
#NJTC
#asmarterway
#leadgeneration

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
#NJTC
#asmarterway
#leadgeneration

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
#NJTC
#asmarterway
#leadgeneration

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
#NJTC
#asmarterway
#leadgeneration

www.WinGreenMarketing.com
@WinGreen_Mktng
Join the conversation every day!
#marketing
#contentmarketing
#leadgeneration

New Jersey Technology Council, 13 March 2014, Paramus NJ

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New Jersey Technology Council, 13 March 2014, Paramus NJ