2012 IASA Advanced Boot Camp: Mastering the Art of Marketing & Selling to Insurance Companies! Thursday, March 15 th & Friday, March 16 th Omni Amelia Island Plantation Resort Amelia Island, Florida

Progress Though Sharing Knowledge Getting Your Marketing ROI: Lead Generation & Client Management

Progress Though Sharing Knowledge Moderator: Ruth Estrich Michael Erickson, VP Todd Veale, President Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge Session Objectives: 1.How to develop a lead generation process for your organization, 2.Provide examples of effective Lead Management tools, 3.Determine the right metrics to make certain you get the proper return on your investment. 4.Case Study – MedRisk’s Implementation Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge Michael Erickson MedRisk, VP IT Todd Veale CRM manager President 25+ years experience sales, marketing and strategy Principal of CRM manager, a leading Salesforce.com consulting partner Executive for 15 years at MBNA America 5 Years at EMC Corporation BA from Boston College; MBA Harvard Business School 15+ years in IT industry 10+ years in SAAS marketing, CRM, and Salesforce Automation Innovator in the use of data and mobile technologies to support sales and executive decision making BSEE Grove City College; MS, MBA Penn State University Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge How to develop a lead generation process for your organization Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge Success in Business: Getting the right customers … and keeping them. Suspects (leads ) Prospects (contacts) Opportunities Customers (Wins) The Universe of People and Businesses Integrated Lead Management brings order to the Chaos Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge Where to Begin? Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge 1.Define the Performance Characteristics of your Best/Worst Customers? Determining value? Revenue (over what period of time) Acquisition cost Direct cost Service cost (how is that tracked) Financing cost (including payment history) How do you account for Risk (attrition, losses…) Do you adjust value for referrals, influencers or other strategic value Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge 2.Define your Target Audience B2Business (examples) Geography Industry Size (#employees, $ revenue) Decision Maker (influencers) Title Financial condition History Prerequisites Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge 3.Identify your Sources and Approaches for New Business Channels (sources) Decisions List (audience) Offer (value proposition) Creative (message/approach) Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge Successful Direct Response Marketing List30% Offer30% Creative40% % of Emphasis Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge Successful Direct Response Marketing List30%60% Offer30%20% Creative40%20% % of Emphasis% of IMPACT Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge 4.Determine Lead Segments to Align Offers Customer Marketing (cross sell/up sell) Historical performance (+ or -) Attrition Risk Upside opportunities Prospect Marketing Qualified v. unqualified needs Size or upside Frequency (solicitation history and rotation) Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge Converting Leads to Sales Keeping it all in one place Example: Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge 1. A prospect completes a lead form on your website Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge 2. The lead is automatically entered into your CRM application with the lead source Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge 3. Leads are scored Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge 3b. Flexible Lead Scoring Rules Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge 4. Leads are Assigned based on Lead Assignment Rules Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge 5. Leads are Converted into Sales Opportunities Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge 5B. All relevant information stays with the account, including all campaigns that have touched that account

Progress Though Sharing Knowledge 6. The Sale is Won Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge 7. Dashboards track performance Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge Lead Management Best Practice Integrate personal and company Linkedin profiles directly into your CRM application Confirm company, title Review education and common groups Find other contacts at the company Find other similar profiles Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge Measuring Success (ROI) Money SpentValue Delivered ROI = (value – cost) / cost 1. ALL-IN Marketing Cost (at the campaign level) Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge Measuring Success (ROI) Money Spent Value Delivered ROI = (value – cost) / cost 1. ALL-IN Marketing Cost (at the campaign level) 2. The Waterfall of “Conversions” Lists (or Gross Leads) Marketable Lists (or Net Leads ) Contacts made to the Net Leads (Responses to a campaign or event) Opportunities (Pipeline) from the Contacts (Gross Conversion) Sales from the Opportunities (Net Conversion) Revenue from the Sales (Top Line Value) Profit from the Sales (Bottom Line Value) Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge Campaign Illustration Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge Reversing the Math Q. What Marketing activity is needed to generate $1,000,000 in Revenue? Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge Effective Lead Management CASE STUDY Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge 1.Understanding MedRisk’s business. 2.What tools and components of Salesforce.com were implemented? 3.What were the challenges during implementation and user adoption? 4.How did the new process enhance visibility to the organization’s customer interactions and drive additional sales? MedRisk’s goals and execution Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge QUESTIONS & DISCUSSION Getting Your Marketing ROI: Lead Generation and Client Management

Progress Though Sharing Knowledge Getting Your Marketing ROI If you have questions specific to this presentation, please feel free to Ruth EstrichMichael Erickson Chief Strategy OfficerVPMedRisk Inc. Thank you for your time and attention. Now, back to Mark Roth for the introduction of our next session.