Copyright © HATCH Marketing & Consulting LLC, 2012 Presented by: Michael J. Hatch

? Who’s eating your lunch?

200 %

80 % of trade show leads are NOT followed up Source: Trade Show Bureau/CEIR

80 % of leads from ALL sources Source: Sales & Marketing Management Magazine

80% leads disqualified or neglected by sales people turn into sales for their competition in 12 to 36 months Source: Sirius Research Group

80 Why %

A vs. B vs. C 80 % 20 %

Sales: Making the monthly & quarterly quotas

The Dilemma

Lead Capture Leads to Sales Team Their database or CRM The 20% No system for 80%

? The Solution

? Marketing Automation The Solution:

? How does it work

Nurtures & Cultivates

80% leads disqualified or neglected by sales people turn into sales for their competition in 12 to 36 months Source: Sirius Research Group Remember:

1. Import Leads

1. Any file from the show (or any marketing channel)

2. Excel or Access

1. File from the show 2. Excel or Access 3. Modern CRM a. Sugar b. NetSuite c. MS Dynamics d. Salesforce.com

It’s all about creating campaigns, lead nurturing and cultivation (and control)

1. Import Leads 2. Excel or Access 3. Modern CRM 4. Create a drip campaign a)Trade Shows flwup: Thank You + b)+ Show special c)+ White paper d)+ Blog e)+ Newsletter f)+ Product video g)+ Webinar h)+ Other

1. Import Leads 2. Create a drip campaign 3. System monitors automatically Who - including colleagues What pages How long Integrated with your CRM

1. Import Leads 2. Create a drip campaign 3. Set Qualifiers 4. System monitors automatically 5. Set qualifiers/lead scoring

10 10/20/30pts. A,B,C + 10pts. for each (7) touch = 100pts.

touches

150 + points Tipping Point:

combination

1. Import Leads 2. Create a campaign 3. Set Qualifiers 4. System monitors automatically 5. Set Qualifiers = 150 Points

“ “ is not good at generating prospects. It works better at nurturing ” previous contacts.” Gary Slack, CMO Council

ConventionPlanit.com Case Study:

ConventionPlanit.com

Search for Suppliers: AV companies

ConventionPlanit.com

1. Import Leads 2. Create a campaign 3. Set Qualifiers 4. System monitors automatically 5. Set Qualifiers = 150 Points 6. Automatic Alerts

Automatic Alerts:

Lead Capture Imported: CRM & Mktg. Auto Leads to Sales Team ( 20% ) 100% Nurture/Track/ROI Guaranteed!

1. Modern CRM a. Sugar b. NetSuite c. MS Dynamics d. Salesforce.com ?

 Pardot (small to mid)  Marketo (Fortune 500)  Eloqua  Silverpop  Manticore  Marketbright  Genius (Salesforce.com)

1. Nurture ALL your leads until they are ready to buy...don’t lose them to your competition!

1. Nurture ALL Leads until they are ready to buy 2. 2x to 3x sales-ready leads

A vs. B vs. C 80 % 20 %

1. If from 20% “A” Leads = $100K (from “A” leads) 2. 40% = $200K (from “B” & “C” leads) 3. 60% = $300K (from “B” & “C” leads)

$ Cost Objection/ Push-back

1. $1,000 to $2,500 p/mo $12,000 to $30,000 p/yr

1. $12,000 vs $100K ROI

1. $6,000 vs $100K ROI 2. $30,000 vs $100 ROI $200 ROI $300 ROI

One (1) Show The Kicker:

1. $100K x 6 shows = $600K ROI 2. $100K x 12 shows = $1.2M ROI

Q A & Michael J. Hatch Copyright © HATCH Marketing & Consulting LLC, 2012

Presented by: Michael J. Hatch