The 5 Biggest Mistakes in Demand Generation, presented at the CMO Thought Leadership Summit by Jeff Ogden of Find New Customers, Barbara Dondiego SVP of Level 3 Communications, and Ed Lemire, EVP of Acteva.

1. 5 Mistakes In B2B
Demand Generation
May 19, 2009

2. The Panel….

3. Why Demand Generation?

4. The 5 Mistakes
1. Me, not you
2. One Time Events
3. Lists ≠ Leads
Oops!
4. Response Rates ≠ Results
5. Managing CEO Expectations

5. Mistake #1- All about me
What Almost all websites say what we do
Resonates
With Customers need to solve problems
Customers?
Mismatch

6. Mistake #1 Me
“No one cares
about your
product
except you.”

8. Buyer point of view

9. The Problem

12. Maybe a white paper

13. See the world differently

14. Single Tactic – Some Results
• Direct
Campaign
• Flat Envelope
• 2% Response

15. On Going Program Approach
Results
• Investment in Holistic
Customer Cycle
• Reduced Cost Per Lead,
with Greater Response
• Improved Process
Adoption by Sales Team
• Marketing As Thought
Leader vs Executor

16. Building Relationships

17. Mistake #3-Confusing Lists & Leads
Case Study
 Why do we consider that ‘Name’ a ‘Lead’?
 Because Salesforce.com says so!
 Leads have many different life cycles
 Assessing what type of Lead you have is paramount
 True comparisons can be made once all assumptions are
known
 Demand generation to develop leads at each level increases
overall conversion

18. Mistake #4: Focusing on Response
Rates vs Results
 Advertising/Adwords
Case Study campaigns can be big culprits
of mismatched expectations
 Reach, Awareness, Shock
Effect, Inquiries, Sales
 What is the focus and goal?
 Ultimately all comes down to
Sales. But is everyone aligned?
 When Marketing is excited and
Sales is less than impressed,
something is wrong
 Leads…leads…leads….the
results are great. Are they?
 3% versus .02% became
customers with simple change
 Only be happy when sales is
complaining less than normal
about Leads

19. Mistake #5: Managing CEO Expectations

20. “Average CMO tenure is
less than three years”
Spencer Stuart, February 2008

21. Demand Generation
Education, Process, Metrics Q1 2009
Demand Generation
YT
Inside Sales Insi
Process Adoption Q1 Actual Q1 Target Q1 Score Process Adoption YTD Actual YTD
• Review &
Pct. Accepted Leads 94% 70% 134% Pct. Accepted Leads 94%
Pct. Completed Leads 93% 50% 186% Pct. Completed Leads 93%
% Qualified Leads 82% 40% 205% % Qualified Leads 82%
Process Adoption Q1 Actual
Field Sales
Q1 Target Q1 Score Communicate Best
Process Adoption YTD Actual
Fie
YTD
Pct. Accepted Leads 60% 70% 86% Pct. Accepted Leads 60%
Pct. Completed Leads
% Qualified Leads
32%
24%
50%
40%
64%
60%
Practice
Pct. Completed Leads
% Qualified Leads
32%
24%
Lead Distribution Q1 Actual Q1 Target Q1 Score • Map to Sales Cycle
Lead Distribution YTD Actual YTD
2-day lead distribution interval 96% 90% 107% 2-day lead distribution interval 96%
IB Marketing
• Set Specific Targets IB M
Campaign Results Q1 Actual Q1 Target Q1 Score Campaign Results YTD Actual YTD
Total Inquiries
% Conversion
1331
39%
1300
20%
102%
195%
• Measure End to End
Marketing Qualified Leads
% Conversion
1331
39%
Sales Ready Leads 519 260 199.6% Sales Ready Leads 519
% Conversion 65% 60% 108% % Conversion 65%
Sales Qualifed Leads 338 156 217% Sales Qualifed Leads 338
% Conversion 12% 20% 60% % Conversion 12%
# of Opportunities 40 31 128% # of Opportunities 40
Opportunity $ Value (Stage 1-5) $ 84,318 $ 62,400 135% Opportunity $ Value (Stage 1-5) $2,000 $ 84,318 $
$2,000 each each
% Conversion 0% 20% 0% % Conversion 0%
# Opportunities Won 0 6 0% # Opportunities Won 0
Closed Sales $ Value $ - $ 12,480 0% Closed Sales $ Value $ - $

22. Open Discussion
• Other Mistakes?
• Other Success Stories?
• Other Lessons Learned?

24. Contact Info
• Barbara Dondiengo, Level3
(720) 888-8341; barbara.dondiego@level3.com
• Ed Lemire, Acteva
(650) 222-0938, elemire@acteva.com
• Jeff Ogden, Find New Customers
(516) 284-4930, jogden@findnewcustomers.net

25. Top 5 Mistakes In B2B
Demand Generation
Programs
May 19, 2009