©2010 Harland Clarke CorpConfidential and Proprietary

©2010 Harland Clarke CorpConfidential and Proprietary

Lead Management Best Practices:Closing the Loop to Drive ROI

Harland Clarke Marketing Services Improve Lead Quality to Generate More Revenue

January 11, 2011

Dave TalbotCRM Touch Management Analyst

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Agenda

• Here’s the dealio…• Stop the Drama! [Between Sales & Marketing]

• So, what’s working? A peek at HCMS client programs• Q & A

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Here’s the dealio…

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Here’s the Dealio…

• Longer sales cycles

• More people involved in decision making

• “Lead” mismanagement Information inquiries Non-qualified suspects Ignored opportunities (no nurture, no recycle)

Awareness/Change

Interest/Education

Consideration/Solution

Evaluation/Vendor Selection

Negotiate/Close 22%

longer than in 2001SiriusDecisions

80%of leads are ignored by

SalesSiriusDecisions

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Stop the Drama![Between Sales & Marketing]

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Stop the Drama!

• Unified Lead Description (ULD) Explicit-Demographic data Implicit-Behavioral data BANT attributes

• Define a marketing qualified lead (MQL) Review customer data Interview your sales team Use your sales pipeline data Develop an overall lead score

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Stop the Drama!

• Service Level Agreement (SLA)between Sales & Marketing Define – Monitor – Evaluate – Adjust – Repeat Who does what? When do they do it? Where does the lead go? How do you track it? Don’t forget to huddle

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Stop the Drama!

• Integrate! Communication Channels: web, email, phone, direct mail Process: corporate communications with marketing, sales,

operations and finance Data: marketing, sales, customer service/support, finance Systems: Tying it all together allows for the full 360 view

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Stop the Drama!

• Respond! Timely – see chart Relevant

1. Conduct asset review

2. Develop asset matrix

Use Multi-touch Multi-channel approach1. Contact method

preference2. Automate

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Stop the Drama!

• Cultivate! Typical lead database

contains 84% non-sales-ready leads

When should a lead be placed into a nurture queue?1. Pre-MQL2. Post-MQL

How do you manage aged or stagnant leads?

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Getting Started

• Return on Marketing Investment (ROMI) Calculator

Enter Sitebuild Records 7000Enter Lead Gen Records 3000

Low Medium HighInitial Program Cost $145,000 $145,000 $145,000SiteBuild Records Provided 7,000 7,000 7,000 Lead Gen Records Provided 3,000 3,000 3,000 Total Contact Records 11,624 11,624 11,624Estimated A/B Conversion Rate 2.0% 3.0% 5.0%Net A/B Leads Sent to Sales 232 349 581

A/B conversion rate to opportunity (SQL) 45% 45% 45%Opportunities 105 157 262

Assumed Close Rate - Based on Client's Salesforce 22% 22% 22%Closed Opportunities 23 35 58

* Conservative Average Deal Size $12,000 $12,000 $12,000Sales Revenue Generated - Initial Calls $276,186 $414,279 $690,466Return on Initial Marketing Investment 2 3 5Email Nurturing Estimated Cost with Minimal Calling $38,000 $38,000 $38,000Estimated C Leads Generated 6.0% 8.0% 10.0%Net C Leads held for Nurturing 697 930 1,162Estimated C Lead Conversion Rate to A/B Leads 15% 20% 30%Nurtured C Leads to A/B Status 105 186 349A/B conversion rate to opportunity (SQL) 65% 65% 65%Opportunities 68 121 227

Assumed Close Rate 27% 27% 27%Closed Opportunities 18 33 61

Average Deal Size $12,000 $12,000 $12,000Sales Generated - Nurtured $220,321 $391,682 $734,404Return on Lead Nurture Marketing Investment 6 10 19

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So, what’s working?A peek at HCMS client programs

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Leading National Healthcare Benefits Provider

• Situation Prospects request information form web forms Inquiries distributed directly to the broker Inquiries were NOT pre-qualified Brokers stopped following up on the inquiries Prospects frustrated with lack of follow up Need to integrate this process with their demand

generation efforts including direct mail and an outbound tele-channel

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Leading National Healthcare Benefits Provider

• Action Auto-responder program

1. An automated process to connect with the inbound web form inquiries within a 60-minute time period

2. Outbound call to engage and qualify the person3. Specialist knows what webpage the contact originated from and what

information they had entered into the web form4. Sales-ready leads delivered to broker and non-sales-ready leads

inserted into cultivation stream Contact method preference

1. An email is sent to the contact within 48 hours of the initial attempt when contact was not made

2. Person has the option to click on their preferred type of communication, phone or email

3. Both options provide an opportunity for qualification Cultivation stream

1. Multi-channel: email and phone2. Multi-touch: responder and non-responder3. Deliver dynamic and relevant content based on geography

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Leading National Healthcare Benefits Provider

• Results A timely response to web form inquiries yields greater

results Ensure no lead is left behind, increase sales-ready leads

and avoid the BLACK HOLE of inquiries that are not contacted on the first touch

Allow your prospects’ to take control of when they are ready and willing to talk!

Cultivate leads that are not sales-ready and convert them at a later date rather than ignoring them and losing sales. Recoup on your initial investment!

Provide qualified sales-ready leads and sales will pay attention to them and close more deals

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Program Name Start Date End DateTotal

Contacts % MQL Goal % MQL Rate2010 Contact Method Preference 6/30/2010 Ongoing 615 3.5% 9.6%Auto-Responder Program 12/1/2009 12/31/2010 2495 3.5% 29.6%

• Harland Clarke’s “Contact Method Preference” provides better results for individuals that have already expressed interest

• These “Hand Raisers” are given the option of two channels to qualify. The example above shows an additional 9.6% conversion of individuals that would have fallen off the radar if the tele-channel alone was leveraged for follow-up

Contact Method Preference Lift

Leading National Healthcare Benefits Provider

• Results

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• Business Rules defined by Marketing Database

• Phone selection feeds back into call queue

• Email selection is qualified based on responses and transmitted using existing process

• Non-Responders are fed back into Call Queue

Leading National Healthcare Benefits Provider

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Global Provider in the TelePresence Industry

• Situation Unable to accurately forecast and unify sales and

marketing data Disparate databases prevented the company from

identifying, qualifying, and responding to any inbound inquiry/lead in a timely manner

Impacted the company’s ability to produce balanced, clear-cut reporting on their transaction data

Resulted in increased losses on existing and new business opportunities

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Global Provider in the TelePresence Industry

• Action Integrated inbound/outbound lead response system

1. Support the lead generation qualification and nurturing activities2. Routed the qualified leads to the correct vertical and account/sales

executive Comprehensive data integration solution

1. Completed the interface alignment with the client’s marketing automation and campaign management programs

Closed-loop feedback process 1. Enabled real-time visibility into the status of their sales leads2. Segmentation data on those leads3. Determine ROMI

2020

Global Provider in the TelePresence Industry

• Results Now able to accurately identify, qualify, and react to all

inbound inquires within acceptable time Automatically classify the responses by industry, by

existing customer or new prospect, and by the inquiry source

Support each vertical’s sales objectives

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Global Provider in the TelePresence Industry

• Results By the Numbers

1. Increased the MQL conversion rate 5% over the industry average.

2. Closed new sales revenue more than $300K over the industry standard

3. ROMI of approximately $5 for every $1 invested

4. Percentage of leads deemed unqualified by sales dropped nearly 50% in 2 years

5. Dollar contribution to the pipeline from April to September increased 156% over the same period last year

6. Opportunities with HC IDs represent 10% of the current pipeline value and 41% of SDR opportunities.

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Thank You!

Harland Clarke Marketing ServicesHarlandClarke.com/solutions/marketing