1 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. New LeadGen Tools Research Robert Lesser President Direct Impact Marketing Inc. Monday, November 13, 2006

2 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Why we need LeadGen Tools  Integrate Sales & Marketing  Generate higher quality leads  Do more with less  Gauge the impact of marketing

3 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Tooling up!

4 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. The LeadGen Tool Defined  A tool is a specific, vendor branded instrument for generating leads.  A medium is a generic means for communication such as print or direct mail.

5 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. How the Research took shape…  Launched August 2006 with telephone interviews and then with an online survey  Qualification Criteria:  Active B2B marketer  Deployed at least one campaign in the past year  Can identify the single most user-friendly and affordable tool  Wave 1 – 60 surveys to October 12  Wave 2 - >100 surveys to November 31

6 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Do the respondents look like me? Largest Segments on 3 Criteria Avg Size of Mktg Team = 8.4 staff = 8.4 staff

7 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Ye Old Battleground: Suites vs. Best-of-breed

8 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Types of Best-of-Breed Tools … for you to Consider

9 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Will you be satisfied with the tools?  78% of the respondent’s marketing team has adopted the tool or will adopt the tool.  Only 14% expect to replace the tool in the future.  37% believe that an in-house expert is needed.

10 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Action This! 1. Strategy  Survey Says…  LeadCom 2. Tool Segments 3. Tools

11 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Thank you Robert Lesser Direct Impact Marketing, Inc. (416)

12 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 3rd 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, November 13, 2006

13 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Mistake #1 The Bait/Promotion Disconnect

14 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Mistake #2 The Reg Question/Demo Target Disconnect  “How many servers per cluster are you interested in load balancing?”  “What is the sustained throughput of the network traffic being load balanced?”  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  IT or Technology Project Director or Manager  Non-IT Executive  Non-IT Dept. Director or Manager

15 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Mistake #3 Two Questions Are Not Better Than One

16 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Mistake #4 But We’ve Only Just Met…  “Yes! Please have someone contact me about setting up an appointment today!”  “Sure! In addition to this white paper, please sign me up for a risk-free, no obligation…”  “Would you be interested in learning more about Acme Widgets?”

17 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Mistake #5 The Obvious, Redundant, and Irrelevant  “How did you hear about us?”  “Can a representative from Acme contact you?”

18 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Mistake #6 Losing the Benefit of Pre-Populated Data

19 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Mistake #7 Do You Really Need That Custom Question? Third-Party’s Standard Employee Sizes Vendor Client’s Standard Employee Sizes 1 to to to to 1, to 2, to 5, to 10,000 More than 10,000 1 to to to to 2,999 3,000 to 4,999 More than 10,000

20 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Mistake #8 Invalid Comparisons of Programs & Incentives  Which do you think will be more successful?

21 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Mistake #9 Ignoring Duplicate Leads Who would you contact first? FIRSTLASTVENDOROFFER a Virtualized IT World with Confidence" HP Address Customer Choice By Expanding Its Server…" a Virtualized IT World with Confidence" a Virtualized IT World with Confidence" Long-term Value for the Adaptive Enterprise" a Virtualized IT World with Confidence" HP Address Customer Choice By Expanding Its Server…"

22 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Mistake #10 Ignoring Peripheral Leads

23 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Thank you John Connell Marketing Programs Manager IT Business Edge (502)