Lead Generation for Predictable Business Growth

Tonya SignaPresident

Signature Marketing Services

Above the Funnel Expertise• Engaging with our

client’s prospects• Generating awareness

and interest for their services

• Qualifying opportunities

• Starting new relationships

• Scheduling sales appointments

Prospecting Appt

Setting

QualifyingTargeting

Sales Challenges• Sales cycles are

longer: 22% longer when compared to 2001

• Average sales rep spends only 21% of their time in front of prospects

• Number of calls required to close a deal has increased

• More decision makers means more sales calls

• Inconsistent prospecting

Growth ChallengesDifficult to enter new markets or launch new

services

Inability to access key

decision makers

Sales rep gets busy…

pipeline slows

Lack of a robust

internal lead generation

engine

Pursuit of unqualified

opportunities

Only “hot” leads are pursued

Revenue rollercoaster=

Inability to capture

prospect’s attention

Signature Lead Generation EngineDifficult to enter new markets or launch new

services

Inability to access key

decision makers

Sales rep gets busy…

pipeline slows

Pursuit of unqualified

opportunities

Only “hot” leads are pursued

=

Inability to capture

prospect’s attention

Predictable Revenue

Client Outcomes$17 Billion Healthcare

Company:

•1000 C-Level meetings with hospital execs.

•Increased penetration into new markets as a solutions-led business model was adopted

•ROI of over 1500%

Global Security Systems Provider:

•300 C-Level meetings in their healthcare, K-12, and higher Ed. verticals scheduled within 6 months

•Successful launch into several new markets

Professional Services Consulting Firm:

•30 initial meetings secured with Fortune 500 companies within 3 months

•Six new clients, brand awareness built, new relationships

•ROI of over 2000%

Trane

•Working with St. Louis and Chicago offices to broaden their footprint in the education market

•Pilot healthcare project late last year resulting in 20 initial meetings

•Increased awareness of brand, solutions, and services

Extend Your Reach

• Cultivating relationships with new customers

• Deepening and expanding relationships with current customers

Getting and Staying Engaged

• Right story, right person, right time

• Use integrated tactics as part of account entry strategy

• Ongoing, consistent effort • Persistence and follow-up• Nurture the leads you

have

According to Stanford University research, 85% of all customers buy after 5+ touches. Problem is that 95% of salespeople give up after four, typically because they don’t

have the time to keep in touch with a prospect they are not sure is going to

buy.

Outcomes of Lead Generation• Short-term leads

– Focused on meeting quotas, this is where Sales will spend the majority of their time.

• Long-term leads – The most successful

companies also focus on generating and nurturing long-term leads.

What is Lead Nurturing?• The process of maintaining a consistent and

relevant dialogue with viable customers and prospects not yet ready-to-buy.

• Builds relationships with people who will eventually look to solve their problems with someone else’s help (yours or a competitors).

• Keeps you in the buyer’s mind so that when the time of need arrives you can be the first one back in the door.

• Positions you as a resource and trusted advisor who can help buyers sort through the challenges they’re facing.

Power of Engagement• The Economic Intelligence Unit found 50% of

companies surveyed say that lost sales are directly related to a lack of engagement.

• IDC 2007 research that says buyers – both IT and business buyers – were begging to be educated, instead of sold to. They considered being guided through a knowledge-based buying process a major factor – even ahead of price – in their decision to buy.

Relationship Nurturing – Stay Engaged

Prequalified Initial

Meeting

Success! Qualified

Short Term Lead

Bad fit

Good Fit – Timing

Not Right

Stay in touch regularly and appropriately

Never drop a lead

Enhance relationship and deepen preference

Qualified opportunities

Lead drops from pipeline

Lead Lead NurturiNurturingng

Other Services – Extend Your Reach• Business Development Training

Approach and best practices

Systems and processes

•ResearchFront-end research to identify decision maker names or target companies

Back-end sales intelligence to identify information about companies and decision makers prior to the initial meeting.

• Promotional support event attendance and follow-up communications

Our Clients Say•Many thanks to you for your initiation.  This is evidence that sales cycles do take time yet establishing the footprint is most important.  GE cannot control a client's readiness for change we can simply keep the value prop in front of them and be persistent with follow through.  -- Deb Gordon, GE Healthcare

•Tonya and her team have gotten remarkable results for me. Their professionalism, organization, and persistence have secured over 250 appointments in the last year that I could never have arranged myself. They have opened doors I have been trying to open for well over a year. With their support, my time is spent selling and working with customers instead of losing time on the phone setting up the appointments. They always communicate with me about schedules and any issues that may affect an appointment. As a result, I am much more effective and efficient! – Dr. Ray Lauk, Education Solutions Manager, GE Security

•We have worked with many marketing services firms over our 20 year history; Signature Marketing Services is beyond a doubt the best and most effective firm we have dealt with.  They have been our partner in this area for over 4 years and have handled a myriad of projects and programs for us - marketing strategy, event management, targeting, and lead generation.  As an example of their impact, they recently undertook a lead generation program for us – we are a specialty consulting firm focused on the Fortune 500.  The success of the program exceeded both our expectations and our ability to keep up with the demand.  - Dean McMann, CEO of McMann & Ransford    

Free Offer- Let’s talk• Business Development consultation• www.signaturemarketingservices.co

m• 480.282.8500• Tonya@signaturesupport.com