Copyright © HATCH Marketing & Consulting LLC, 2012 Presented by: Michael J. Hatch.

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!

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:

Search for Suppliers: AV companies

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

[email protected]

www.HatchMarketingLLC.com



Presented by: Michael J. Hatch

Guaranteed Lead Follow Up Techniques and Increased ROI

Copyright © HATCH Marketing & Consulting LLC, 2012 Presented by: Michael J. Hatch.

Documents

Transcript of Copyright © HATCH Marketing & Consulting LLC, 2012 Presented by: Michael J. Hatch.