Post on 02-Apr-2015
Copyright © HATCH Marketing & Consulting LLC, 2012
Presented by: Michael J. Hatch
Guaranteed Lead Follow Up Techniques and Increased ROI
?Who’s eating your lunch?
Guarantee!
200%
80%
of trade show leads are NOT followed up
Source:Trade Show Bureau/CEIR
80%
of leads from ALL sources
Source:Sales & Marketing Management Magazine
80%
leads disqualified or neglected by sales people turn into sales for their competition in 12 to 36 months
Source:Sirius Research Group
80Why%
Lead Quality
A vs. B vs. C80%20%
Sales: Making the monthly &
quarterly quotas
The Dilemma
Most Trade Show Leads
Lead Capture
Leads to Sales Team
Their database or CRM
The 20%No
system for 80%
?The Solution
?Marketing Automation
The Solution:
?How does it work
Nurtures &Cultivates
80%
leads disqualified or neglected by sales people turn into sales for their competition in 12 to 36 months
Source:Sirius Research Group
Remember:
1. Import Leads
How it Works:
1. Any file from the show (or any marketing channel)
It Does Not Matter:
1. Any file from the show (or any marketing channel)
2. Excel or Access
It Does Not Matter:
1. File from the show2. Excel or Access
3. Modern CRMa. Sugarb. NetSuitec. MS Dynamicsd. Salesforce.com
It Does Not Matter:
It’s all aboutcreating campaigns,
lead nurturing and cultivation (and control)
1. Import Leads2. Excel or Access3. Modern CRM4. Create a drip campaign
a) Trade Shows flwup: Thank You +b) + Show specialc) + White paperd) + Bloge) + Newsletterf) + Product videog) + Webinarh) + Other
How it Works:
Campaigns: Weekly/Monthly/Quarterly
1. Import Leads2. Create a drip campaign3. System monitors
automatically• Who - including colleagues
• What pages• How long• Integrated with your CRM
How it Works (the difference#1):
1. Import Leads2. Create a drip campaign3. Set Qualifiers4. System monitors
automatically5. Set qualifiers/lead scoring
How it Works (the difference #2):
1010/20/30pts. A,B,C + 10pts. for each (7) touch = 100pts.
Rate your leads
7+touches
150+points
Tipping Point:
7+150combination
1. Import Leads2. Create a campaign3. Set Qualifiers4. System monitors
automatically5. Set Qualifiers = 150 Points
How it Works:
“ Email is not good at generating prospects.
It works better at nurturing previous contacts.”
Gary Slack, CMO Council
ConventionPlanit.com
Case Study:
ConventionPlanit.com
Search for Suppliers: AV companies
ConventionPlanit.com
1. Import Leads2. Create a campaign3. Set Qualifiers4. System monitors
automatically5. Set Qualifiers = 150 Points 6. Automatic Alerts
How it Works:
Automatic Alerts:
Integrate & Captured within your CRM
http://www.pardot.com/
A Better Way:
Lead Capture
Imported: CRM & Mktg. Auto
Leads to Sales Team
( 20% )
100%
Nurture/Track/RO
I
Guaranteed!
1. Modern CRM
a. Sugarb. NetSuitec. MS Dynamicsd. Salesforce.com?
Pardot (small to mid)
Marketo (Fortune 500)
Eloqua Silverpop Manticore Marketbright Genius
(Salesforce.com)
Marketing Automation Systems
1. Nurture ALL your leads until they are ready to buy...don’t lose them to your competition!
Marketing Automation
Value Propositions
1. Nurture ALL Leads until they are ready to buy
2. 2x to 3x sales-ready
leads
Marketing Automation
Value Propositions
Lead Quality
A vs. B vs. C80%20%
1. If from 20% “A” Leads = $100K (from “A” leads)
2. 40% = $200K (from “B” & “C” leads)
3. 60% = $300K (from “B” & “C” leads)
What are lost sales costing you?
$Cost Objection/ Push-back
1. $1,000 to $2,500 p/mo• $12,000 to $30,000 p/yr
What will a MA system cost you?
1. $12,000 vs $100K ROI
What would be your ROI?
1. $6,000 vs $100K ROI2. $30,000 vs $100 ROI $200 ROI $300 ROI
What would be your ROI?
One (1) Show
The Kicker:
1. $100K x 6 shows = $600K ROI
2. $100K x 12 shows = $1.2M ROI
Your ROI
Guaranteed!Follow-up
& ROI
Q A&Michael J. Hatch
Mike@HatchMarketingLLC.com240-603-6044
www.HatchMarketingLLC.com
Copyright © HATCH Marketing & Consulting LLC, 2012
Copyright © HATCH Marketing & Consulting LLC, 2012
Presented by: Michael J. Hatch
Guaranteed Lead Follow Up Techniques and Increased ROI