1. ©2010 M. H. McIntosh. All rights reserved. www.sales-lead-experts.com
5 Things to automate before
your competitors do
M. H. (Mac) McIntosh
mcintosh@acquireb2b.com
@B2B_Sales_Leads

2. Agenda
2
• Who is this guy?
• The benefits of marketing automation
• Five things to Automate before your competitors do

3. M. H. (Mac) McIntosh
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• A specialist in designing, implementing and
improving marketing-driven (and marketing-
automation-driven) B2B sales lead programs
• Been one of SLMA’s “Most Influential People in Sales
Lead Management” every year since its inception
• Teaches both undergrad and graduate-level marketing
courses, and has conducted 250+ seminars and
workshops about lead generation and sales lead
management
• Principal consultant and president of two companies

4. Mac’s Businesses
• B2B sales lead consulting
• Specializing in helping
companies like yours to design,
implement or improve sales
lead management programs,
results and ROI
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• Marketing-automation driven
agency
• Specializing in helping companies
like yours to generate, nurture and
qualify more sales-ready leads and
increase your ROI
4

5. A sampling of AcquireB2B’s clients
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6. Marketing Automation Results
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• 12.2 percent reduction in marketing overhead
• 14.5 percent increase in sales productivity
Source: Nucleus Research Inc - 2012

7. 7
Source: Info-Tech Research Group | LMA = Marketing Automation

8. USE AUTOMATION TO CAPTURE MORE
ACTIONABLE DATA ABOUT YOUR
PROSPECTIVE CUSTOMERS
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9. 3 ways to get more actionable data
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1. Append your existing database
2. Auto-append information from new responses
3. Automate progressive profiling

10. Start by appending
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• Consider having a third-party data source (e.g. D&B,
Netprospex, Data.com) append company information
(firmographics), contacts and contact information
(demographics)

11. Automate appending
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• Consider integrating a form intercept service that will
redirect the request to an external data source and
append whatever business intelligence is available for
that contact
• This allows you to create shorter forms, reducing
resistance and increasing form fills

12. Automate Progressive Profiling
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1st contact
2nd contact
3rd contact

13. AUTOMATE YOUR LEAD SCORING
AND QUALIFICATION
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14. Worth considering
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• Top 20% of companies:
– 88% use lead qualification and scoring to identify sales-
ready leads
• They get these results:
– 192% more qualified leads
– 49% average increase in year-over-year revenue
– 26% average increase in year-over-year lead conversion
– 25% average decrease in year-over-year cost per lead
Source: Aberdeen Group - 2012

15. • Firmagraphics
– Company size
– Industry
• Demographics
– Job function
– Job level
• Behavioral
– Forms filled
– Materials downloaded
– Events attended
– Pages visited
– # of visits
• BANTS
– Budget
– Authority (role)
– Need (application)
– Timing
– Size of the opportunity
• Overrides
– Call to action
• (e.g. speak to a sales
engineer)
Automate your lead scoring & qualification
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16. Automate your lead scoring & qualification
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17. Your “magic” qualifying question
• If you could only ask one question, what would it be?
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18. AUTOMATE YOUR LEAD NURTURING
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19. Lead nurturing results
• Infinitely more prospects being touched than via
sales alone
• 300% more qualified, sales-ready opportunities in
the pipeline
• Salespeople becomes up to 50% more efficient
• Cost per sale drops by 25% or more
19

20. 20
Develop your nurture campaigns to align with
your prospects’ buying processes or behaviors
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Determine
Satisfaction
Acknowledgement
of Needs
Decision
to Start the
Buying Process
Establish
Selection
CriteriaDetermine
Measurement
Criteria
Investigation
Of Options
Selection
(Purchase)
Reconsideration
(Buyer’s Remorse)
Prospects spend
only 5% of their
time in these
stages
Yet salespeople spend
nearly 100% of their
time in these stages

21. Worth keeping in mind…
Today’s prospects seldom proceed through the
steps in the buying process in a linear fashion
“If we did a post-mortem on actual purchases, it appeared
that buyers did indeed pass through each of those phases (of
the buying process) on the way to purchase decisions.
The mistaken assumption was that they did so in a logical,
rational and linear way.”
Gordon Hotchkiss
The BuyerSphere Project
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22. Industry/Application
Buying stage
Problem/Solution
Competitors being considered
Buying role
Product/Service
Consider creating or aligning your
automated nurturing campaigns by
22

23. Automate your campaigns to minimize
manual steps once they are up and running
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• Most of your campaigns should be working 24/7 and
not require lots of manual work
– Simply monitor campaign results, keep what’s working and
tweak/change what’s not working
– This frees you up to develop additional campaigns (Or take
some well-deserved time off)

24. Plan for automatically moving contacts
back and forth between your campaigns
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• Let your nurture campaigns flow into each other. For
example:
– “Suspect to Response” campaign responders move to your
“Responses to MQL” campaign,
– Those that become MQLs then
move to your “MQL to SAL” campaigns.

25. Where you’ll want to end up eventually:
Multi-track nurturing campaigns
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MQL to SAL
Suspect to Response
Response to MQL
Resting Nurture/Re-qualify Leads Passed Back From Sales
Suspect to Response

26. Sample marketing automation-driven nurturing
campaign
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27. Behavior or lead scores should trigger new
campaigns or move prospects to other campaigns
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• White paper download starts the white paper follow-
up campaign
– Perhaps offer webinar, case study and phone consultation
• Score of 75 triggers SQL to SAL campaign
• SAL starts the sales-acceleration campaign

28. Map messages and offers to align with your
prospects’ buying processes or behaviors
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•Info kits
•How-to guides
•White papers
•Case studies
•Decision tools
•Webinars
• Assessments
• Consultations
• Custom demos
• Seminars
• Quotations
• Buy-now incentives

29. Types of offers
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 Application notes
 Articles
 Assessments
 Case studies
 Checklists
 Configurators
 Demonstrations
 Discounts
 Buy-now incentives
 E-books
 Executive briefings
 Product comparisons
 References
 ROI calculators
 Self-assessments
 Seminars
 Tutorials
 Videos
 Virtual Events
 Webinars
 Whitepapers
 Workshops
Free samples
Free trials
Gift with purchase
How-to guides
Information kits
Lunch and learns
Needs assessments
News
Newsletter subscriptions
Phone consultations
Pricing

30. Consider automating these kinds of campaigns
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 Generate inquiries or responses
 Convert responses into Marketing Qualified Leads (MQLs)
 Nurture and re-qualify leads passed back by sales
 Convert MQLs to Sales Accepted Leads (SALs)
 Convert SALs to Sales Qualified Leads (SQLs)
 Make “buy now” offers to SQLs
 Thank new customers
 Follow up on abandoned forms, shopping carts, website
visits
 Survey lost sales to learn why
 Determine customer satisfaction
 Generate referrals
 Up-sell, cross-sell or re-sell

31. AUTOMATE YOUR EVENTS
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32. Automate your events
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• To drive attendance
– First invitation (two weeks out)
– Second invitation (one week out)
– Last chance to register (day before)

33. Automate your events
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• If registered:
– Thanks for registering
• Links
– To add to calendar
– Map (if an in-person event)
– To test (if Webinar)
– To attend (if Webinar)
– See you tomorrow
– Thanks for attending
– Sorry we missed you
– Ongoing follow up campaign

34. AUTOMATE REPORTING ON YOUR
ACTIVITY AND RESULTS
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35. Automate your Reporting
• From your Marketing Automation system
– Track activity and results
• From your CRM system
– Track conversion from MQL to SAL to SQL to Closed Sale
– Determine ROI (by campaign, offer, media)
– Let salespeople see up the funnel and history
– Let management see dashboards
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36. Does automating your campaigns to generate,
nurture and qualify leads work?
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LEAD CATEGORY
INDUSTRY AVERAGE
BENCHMARK1
ACQUIREB2B’S CLIENTS’
AVERAGE COST PER LEAD
ALL LEADS $3731 $24
WARM LEADS (MQLs) $725-$16252 $161
HOT LEADS (SALs) $1,250 -$2,5002 $331
1. Hubspot - cost of outbound leads -June 2011
2. Based on aggregated results from AcquireB2B clients which are generating leads for
“considered purchases” (e.g. big ticket, complex, designed-in, multi-decision maker) in North
America.

37. Additional Resources
Lead Qualification and Scoring Worksheet™
Three ways to get yours:
 Give me your business card
 Email me at mcintosh@acquireb2b.com
 http://acquireb2b.net/NEDMA
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THANK YOU!
M. H. (Mac) McIntosh
mcintosh@acquireb2b.com
+1-401-234-4406
@B2B_Sales_Leads
www.linkedin.com/in/salesleadexpert
www.acquireb2b.com