New Lead. Gen Tools Research Robert Lesser President Direct More data on this topic. Impact Marketing Inc. available from: : Monday, October 23, 2006 © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 1
Why we need Lead. Gen Tools Integrate Sales & Marketing Ø Generate higher quality leads Ø Do more with less Ø Gauge the impact of marketing Ø More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 2
Tooling up! More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 3
The Lead. Gen Tool Defined Ø A tool is a specific, vendor branded instrument for generating leads. Ø A medium is a generic means for communication such as print or direct mail. More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 4
How the Research took shape… Launched August 2006 with telephone interviews and then with an online survey Ø Qualification Criteria: Ø Active B 2 B marketer § Deployed at least one campaign in the past year § Can identify the single most user-friendly and affordable tool § Wave 1 – 60 interviews to October 12 Ø Wave 2 - >100 interviews to November 3 Ø More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 5
Do the respondents look like me? Largest Segments on 3 Criteria Avg Size of Mktg Team = 8. 4 staff More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 6
Ye Old Battleground: Suites vs. Best-of-breed More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 7
Types of Best-of-Breed Tools … for you to Consider More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 8
Will you be satisfied with the tools? 78% of the respondent’s marketing team has adopted the tool or will adopt the tool. Ø Only 14% expect to replace the tool in the future. Ø 37% believe that an in-house expert is needed. Ø More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 9
Interested in more research findings? Lead. Gen. Tools. com Ø Directory of Tools Ø Report on Lead. Gen Tools Ø Blog More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 10
About Direct Impact Marketing Ø Direct Impact Marketing Inc. offers outsourced as well as acting as the publisher of the Lead. Gen. Tools. community. This free B 2 B Community provides marketers with a directory and peer reviews of affordable and user-friendly lead generation tools found nowhere else on the web, and as nominated by B 2 B marketers. Ø The services division of Direct Impact Marketing is an innovative outsourcer providing B 2 B lead generation services for marketing and sales executives. Leveraging industry best practices in lead generation along with customizing CRM tools, Direct Impact Marketing is focused on providing on-demand inside telesales and direct marketing teams. Ø Robert Lesser, President // robert@Lead. Gen. Tools. com // 416. 363. 7446 More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 11
3 rd Party Business Lead Generation Services Which Work Best & How to Avoid Common Mistakes When Using Them John Connell Marketing Programs Manager IT Business Edge Monday, October 23, 2006 More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 12
Real-World Facts and Observations Ø Three years designing, managing, and implementing lead generation programs at IT Business Edge for: More than 200 vendor clients § Over 50 agencies § Programs offering white papers, case studies, software downloads, trials, hard goods, Webcasts, Podcasts, and more § More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 13
Mistake #1 The Bait/Promotion Disconnect More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 14
Mistake #2 The Reg Question/Demo Target Disconnect Ø “How many servers per cluster are you interested in load balancing? ” Ø “What is the sustained throughput of the network traffic being load balanced? ” Ø Job Roles Sought: IT Executive § IT or Technology Dept. Director or Manager § Other IT or Technology-Related Management § IT or Technology Dept. Systems Director or Manager More data on § topic or Technology Project Director or Manager this IT available from: : § Non-IT Executive § Non-IT Dept. Director or Manager § © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 15
Mistake #3 Two Questions Are Not Better Than One More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 16
Mistake #4 But We’ve Only Just Met… Ø “Yes! Please have someone contact me about setting up an appointment today!” Ø “Sure! In addition to this white paper, please sign me up for a risk-free, no obligation…” Ø “Would you be interested in learning more about Acme Widgets? ” More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 17
Mistake #5 The Obvious, Redundant, and Irrelevant Ø “How did you hear about us? ” Ø “Can a representative from Acme contact you? ” More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 18
Mistake #6 Losing the Benefit of Pre-Populated Data More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 19
Mistake #7 Do You Really Need That Custom Question? Third-Party’s Standard Employee Sizes Vendor Client’s Standard Employee Sizes 1 to 20 1 to 19 21 to 100 20 to 99 101 to 500 100 to 499 501 to 1, 000 500 to 2, 999 1001 to 2, 000 3, 000 to 4, 999 2001 to 5, 000 More than 10, 000 5001 to 10, 000 More than 10, 000 More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 20
Mistake #8 Invalid Comparisons of Programs & Incentives Ø Which do you think will be more successful? More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 21
Mistake #9 Ignoring Duplicate Leads Who would you contact first? EMAIL FIRST LAST VENDOR OFFER grover@notthefurrymuppet. com Grover Cleveland HP "Approaching a Virtualized IT World with Confidence" jadams@secondprez. com John Adams HP "IDC: HP Addresss Customer Choice By Expanding Its Server…" woody@wilsonpres. org Woodrow Wilson HP "Approaching a Virtualized IT World with Confidence" george. washington@woodenteeth. com George Washington HP "Approaching a Virtualized IT World with Confidence" abe@four-score-and-seven. com Abraham Lincoln HP "Delivering Long-term Value for the Adaptive Enterprise" abe@four-score-and-seven. com Abraham Lincoln HP "Approaching a Virtualized IT World with Confidence" abe@four-score-and-seven. com Abraham Lincoln HP "IDC: HP Addresss Customer Choice By Expanding Its Server…" More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 22
Mistake #10 Ignoring Peripheral Leads More data on this topic available from: : © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 23
Thank you More data on this topic available from: : John Connell Marketing Programs Manager IT Business Edge (502) 515 -6451 john. connell@itbe. com © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 24
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