5 Mistakes In B2B Demand Generation

May 19, 2009

The Panel….

Why Demand Generation?

The 5 Mistakes

1. Me, not you

2. One Time Events

3. Lists ≠ Leads

4. Response Rates ≠ Results

5. Managing CEO Expectations

Oops!

Mistake #1- All about me

Almost all websites say what we do

Customers need to solve problems

Mismatch

What Resonates

With Customers?

Mistake #1 Me

“No one cares about your product except you.”

Buyer point of view

The Problem

Maybe a white paper

See the world differently

Single Tactic – Some Results

• Direct Campaign

• Flat Envelope

• 2% Response

On Going Program Approach

Results • Investment in Holistic

Customer Cycle

• Reduced Cost Per Lead, with Greater Response

• Improved Process Adoption by Sales Team

• Marketing As Thought Leader vs Executor

Building Relationships

Mistake #3-Confusing Lists & Leads

Case Study

Why do we consider that ‘Name’ a ‘Lead’? Because Salesforce.com says so!

Leads have many different life cyclesAssessing what type of Lead you have is paramountTrue comparisons can be made once all assumptions are

knownDemand generation to develop leads at each level increases

overall conversion

Mistake #4: Focusing on Response Rates vs Results

Case StudyAdvertising/Adwords

campaigns can be big culprits of mismatched expectations Reach, Awareness, Shock

Effect, Inquiries, Sales What is the focus and goal?

Ultimately all comes down to Sales. But is everyone aligned?

When Marketing is excited and Sales is less than impressed, something is wrong Leads…leads…leads….the

results are great. Are they? 3% versus .02% became

customers with simple change Only be happy when sales is

complaining less than normal about Leads

Mistake #5: Managing CEO Expectations

“Average CMO tenure is less than three years”

Spencer Stuart, February 2008

Education, Process, Metrics

• Review &

Communicate Best

Practice

• Map to Sales Cycle

• Set Specific Targets

• Measure End to End

Demand Generation Demand Generation

Q1 Actual Q1 Target Q1 Score YTD Actual YTD Target YTD Score

Pct. Accepted Leads 94% 70% 134% Pct. Accepted Leads 94% 70% 134%Pct. Completed Leads 93% 50% 186% Pct. Completed Leads 93% 50% 186%% Qualified Leads 82% 40% 205% % Qualified Leads 82% 40% 205%

Q1 Actual Q1 Target Q1 Score YTD Actual YTD Target YTD Score

Pct. Accepted Leads 60% 70% 86% Pct. Accepted Leads 60% 70% 86%Pct. Completed Leads 32% 50% 64% Pct. Completed Leads 32% 50% 64%% Qualified Leads 24% 40% 60% % Qualified Leads 24% 40% 60%

Q1 Actual Q1 Target Q1 Score YTD Actual YTD Target YTD Score

2-day lead distribution interval 96% 90% 107% 2-day lead distribution interval 96% 90% 107%

Q1 Actual Q1 Target Q1 Score YTD Actual YTD Target YTD Score

Total Inquiries 1331 1300 102% Marketing Qualified Leads 1331 6032 22%% Conversion 39% 20% 195% % Conversion 39% 2 24%Sales Ready Leads 519 260 199.6% Sales Ready Leads 519 2561 20.3%% Conversion 65% 60% 108% % Conversion 65% 3 23%Sales Qualifed Leads 338 156 217% Sales Qualifed Leads 338 1853 18%% Conversion 12% 20% 60% % Conversion 12% 1 13%# of Opportunities 40 31 128% # of Opportunities 40 435 9%Opportunity $ Value (Stage 1-5) $2,000 each

$ 84,318 $ 62,400 135% $ 84,318 $ 869,700 10%

% Conversion 0% 20% 0% % Conversion 0% 1 0%# Opportunities Won 0 6 0% # Opportunities Won 0 103 0%Closed Sales $ Value $ - $ 12,480 0% Closed Sales $ Value $ - $ 206,115 0%

Process Adoption Field Sales

Lead Distribution

IB MarketingCampaign Results

Inside SalesProcess Adoption

Open Discussion

• Other Mistakes?

• Other Success Stories?

• Other Lessons Learned?

Contact Info

• Barbara Dondiengo, Level3(720) 888-8341; barbara.dondiego@level3.com

• Ed Lemire, Acteva(650) 222-0938, elemire@acteva.com

• Jeff Ogden, Find New Customers(516) 284-4930, jogden@findnewcustomers.net