B2B MARKETING Solutions Overview

August 16, 2010

       

   From Monologues to DialoguesListen · Engage · Inspire · Influence

Overview• Who is Channel Neutral Marketing? We are a

boutique style agency that remains unbiased in all our channel recommendations therefore allowing us to be totally dedicated to improving sales and ROMI through innovative, multi-channel marketing campaigns that 100% measureable AND IN YOUR BEST INTEREST.

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Value Proposition• Integrated solutions for B2B marketers– Strategy, creative, campaign management,

database services, analysis

• Lead management, demand generation experts– Proven track record for developing successful

demand generation programs

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Typical Client Challenges• In most cases, we work with clients that:– Offer high value, complex services– Where the sales teams responsible for qualifying leads, in

addition to generating sales– May/may not have salesforce automation tool in-house– The prospect base of multiple decision makers & influencers– The sales staff is highly skilled & compensated– Run at a high cost/lead model– Cannot track prospect actions based on marketing touches– Marketing ROI is very difficult to measure

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Requirements for Success

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B2B Marketing Solutions

• Up-to-date, highly accurate prospect and customer database•Modeling & segmentation•Multi-touch/multi-channel marketing solutions

by segment• Cultivation program to improve yield• Research and analyze results to maximize

performance

An Integrated Solution• One resource / point of contact• Best of breed providers in all categories• Tie marketing expenditures to sales activities• Channel-neutral solution, just good results• Measures, tracks and distributes all leads• Improves sales productivity by qualifying leads • Lowers cost per lead• Improves marketing ROI04/10/23 6B2B Marketing Solutions

Experience Has Taught Us…

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• Every marketing program starts with data as the foundation• An effective program will garner $1+++ in return for

every $1 spent in marketing / sales• To succeed you must track by:

CampaignCommunication channelAudience segmentCompanyTitle

Lead Qualification

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• In order to ensure the pipeline is being filled only with the most highly qualified leads, we recommend working with both marketing and sales to come to a mutual agreement on what constitutes a qualified lead and then categorize all leads appropriately. For example:

– “A” Leads: Ready to Buy Now– “B” Leads: Ready to Buy in the Short Term– “C” Leads: Interested But in the Longer Term– “D” Leads: No Interest Whatsoever

Lead Distribution

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• The majority of leads generated are “C” or “D” leads:– “A” leads typically 5% - 10%– “B” leads typically 10% - 15%– “C” leads typically are 20% - 35%– “D” leads represent the rest

• “A” leads go straight to sales force• “B” & “C” leads go to database for nurturing • “D” leads are tossed as they represent no opportunity

Lead Nurturing

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• 30% - 50% of all leads typically fall into the “B” and “C” category. They good leads, just are not ready for purchase today, so nurturing them can help you maximize results rather than throwing them away.• This is a new practice for many companies. For many,

the typical mode of operation has marketing throwing all leads over the wall regardless of whether or not they were qualified and ready to buy.

Measurement

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• Research and analyze campaign results as they occur.

– Findings may drive new opportunities for next campaign

– Enhance success– Learn from failures

“Sample” B2B Lead Gen Strategy

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Contact Us

Contact Us

Deb KennedyChief Multi-Channel Marketing EvangelistChannel Neutral MarketingOffice: 516-922-7887Mobile: 516-983-1617

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