878% better than cold calling: how marketing can drive appointments
DESCRIPTION
Nurture marketing has gained significant traction in recent years, but marketers often struggle to tie the success of nurture efforts to closed deals. A recent study between Sales Engine and our partner, ebQuickstart, revealed an impressive connection between lead scoring and appointment setting. In this webinar, we discuss how we were able to obtain results nearly 9X better than cold calling and we'll share strategies that can help you do the same.TRANSCRIPT
878% Better than Cold Calling
How Marketing Can Drive AppointmentsPresenters:
Paul RaffertyCEO, Sales Engine International
John McLellan
VP, Business Development, ebQuickstart
July 21, 2011
• To join the audio portion of this webinar:Call: 1-877-739-5903
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• We will start promptly at 1:00 PM EST
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For Today’s Presentation
About today’s speakers
Jessica Chan: Moderator
Paul Rafferty: PresenterPaul Rafferty is the Founding Partner of Sales Engine International and Chief Executive Officer. Paul is a richly experienced Senior Sales Executive whose unique insights and "steady hands" are greatly valued by all Sales Engine clients. Prior to founding Sales Engine, Paul spent 20 years with a Fortune 500 company, rising from Field Sales Rep to Regional VP of Sales and finally National VP of Sales Operations with responsibility for a sales organization exceeding 600 people.
John McLellan: PresenterJohn McLellan is Vice President of Business Development at ebQuickstart. John is an award winning sales professional with 20 years of experience in sales/marketing positions in the software and data communications industries. He has held senior sales and management positions with both start ups and large publicly traded companies.
Who is Sales Engine International?
Sales Engine International is a B2B sales acceleration company. Clients come to us to help them FIND, CONNECT with, and ENGAGE their prospects. We implement and relentlessly execute a sales acceleration engine on behalf of our clients. Our engine consists of world-class marketing technology, award-winning creative services, and the strategic direction of senior sales and marketing executives.
www.salesengineintl.com
•Founded 2006
•Headquartered in Austin, TX
•Long-term relationships with clients won month after month
•Delivers on average 8 to 12 high quality leads per month
•List Development, Lead Generation, Inside Sales
About ebQucistart
What if Phil Mickelson performed at 124% capacity?
124% better = 369 yards average drive
321% capacity?
321% better = 957 yards
878% capacity?
878% longer = 2616 yards
878% better at top of your funnel?
Suspects
Marketing Qualified Leads
Sales Qualified Leads
Opportunities
Wins
878% betterThan cold-calling
Agenda
The case-study
Conclusions– Forecast appointments based on scored
leads – Build strategies for telesales process to
maximize the results of integrated nurture marketing
– Report effectively on results to show ROI
Q & A
• Sent eNewsletter to 18,000 recipients
• Directed inside sales reps to IMMEDIATELY follow up after launch
• Split their calling into groups based on lead score, click activity
The Case Study – Lead Scoring is 878% better than Cold Calling
The Case Study
Cold
- No lead score, no Opens or Clicks
Rating #3– Lead score >0 points
– Merely opened email(s).. But NO ‘clicks’
Rating #2– Lead score >100 points
– At minimum, clicked through on one outbound campaign
Rating #1– Lead score >1,000 points
– Opened & clicked on campaigns for several months and visited web site
Rating 1 Rating 2 Rating 30%
100%
200%
300%
400%
500%
600%
700%
800%
900%
1000%
878%
321%
124%
% Conversion Compared to Cold Calling Results
• Phone conversations with 1,216 leads– 495 cold leads– 721 scored leads
• % Leads converted– Cold = .6– Rating #3 = .7– Rating #2 = 1.9– Rating #1 = 5.3
Conclusions- 878% better than Cold Calling
Funnel Stage Cold Rating #3 Rating #2 Rating #1
Leads 1000 1000 1000 1000
Conversion % 0.60% .7% 1.9% 5.3%
Opportunties 6 7 19 53
Conversion % 25% 25% 25% 25%
Wins 1.5 1.75 4.75 13.25
Average win $ $50,000 $50,000 $50,000 $50,000
Total $ $75,000 $87,500 $237,500 $662,500
Conclusions | Game Changer
Reality Check
• So Lead Scoring is 878% better than Cold Calling, but still…
• Only 1-5% of all conversations turn into appointments…
• And…85% of B2B Sales Calls go to Voice Mail
• Will your Sales “Closers” pursue these???• Or do you need a different role??
Conclusions | The Middle Reliever
• When only 1-5% of all conversations turn into appointments… we need a Demand-Gen or “Inside” rep
• Starting Pitcher = The Map• Middle Reliever = Demand
Gen or “Inside” Rep• Closer = Top Tier Sales Pro
On Boarding
Training
Manageme
nt
Adapting
• On Boarding– Lead generation often a
“stepping stone”– On average, 3-6 months before
lead funnel is impacted– High turnover
• Training– 5-6 weeks investment to get new
employees trained• Management
– HR, internal processes, training, quota/goals measurement
• Adapting– New Markets = Risk
Barriers to Rapid Growth
On Boardin
g in Three Days
First Qualified
Leads come
within 7 days
Management to Quota and
Metrics
Adjustment
• Salaried, career lead generators committed to long-term relationships
• I.T. is our core competency- Chances are we’ve had a project or product that touches your product or project
• Five years experience knowing the metrics for a successful project
• Whatever your endgame is-we can get you there faster and for less cost
How ebQuickstart Process Promotes Success
Lead Nurturing
50 clients using Lead Generation Services
Finds that clients who engage in some level of nurture activity consistently shows similar results:
Nurture activity leads to more appointments
Dec Jan
Feb
Mar
chApr
ilMay
June Ju
lyAug
Sept Oct
Nov Dec -
200
400
600
800
1,000
1,200
Net new scored leads/mo
• Measuring the scoring activity & warming over answers big questions– How big does my
database need to be?– How many campaigns
do I need to run?– How many reps do I
need?
Conclusions | Size sales & marketing
Thank You for Attending
If you are interested in meeting with Sales Engine to learn how you can Find, Connect with and Engage your prospects, contact Paul Rafferty, CEO, [email protected]
If you would like to learn more about ebQuickstart can help you deliver more qualified leads to your sales reps, contact John McLellan, VP of Business Development, [email protected]
Get the Map
If you would like to receive a copy of the Sales Acceleration Map, email: [email protected]