leadswell b2b lead gen deck

LEADSWELL – LEADERS IN WORLDWIDE B2B LEAD GENERATION SINCE 2007

BRAND & DEMAND GENERATION CAPABILITIES

JUNE 2013

© 2011 LeadSwell, Inc. All rights reserved. Confidential.

LeadSwell is Worldwide Lead Gen @ ScaleQuality:• Our platform includes Ziff Davis B2B, Penton, Haymarket, Crain, UBM, & many more.• Traffic & leads are generated by content promoted via email & call centers.

Reach: • We have access to the most SMB & Enterprise decision makers in the World.• We deliver volume in North America, EMEA, LATAM & APAC.

Targeting: • We enjoy size across all categories & can target incredibly granularly.• IT, Healthcare, Financial, Sales/Marketing, Manufacturing, HR, Construction, etc.

Media Value: • We only work with the best people that deliver quality @ scale.• You will be able to show amazing placements you got for free.


In April 2012 LeadSwell helped win a Killer Content Award @ DGR’s Content2Conversion Show

LeadSwell scored 446 leads for 3VR in a 5-month period across four target industries:• Retail• Banking / Financial Services• Healthcare• Hospitality


Research Libraries

Contextual Placements

E-Newsletter Placements

Dedicated Email Blasts

LeadSwell Leverages Email & Telemarketing


LeadSwell by the Numbers

Reach of Business & Technology Decision Makers:

• 12MM+ in North America• 5MM+ in EMEA• 3MM+ in Latin America• 2MM+ in APAC

Lead Volume:

• Presently generating 1,750 leads/mo Worldwide• Capacity to scale to 3,000+ leads/mo Worldwide


A Handful of Current (& Recent) LeadSwell Clients


Small sample of our Publisher Network

Our network expands beyond this intentionally tiny sample to include Executive level relationships with known & unknown players in b2b media.


Step 1 - Maximizing Lead Conversion

Prior to proposing any cost per lead partnerships, it’s critical to understand the process for lead conversion. We like to discuss:

1) Which marketing automation platform(s) is/are employed?

2) What happens to leads once the client receives them?

3) What type of campaigns, messaging & triggers are used, can they be improved?

4) What are the steps for a marketing qualified lead (MQL) to become a sales ready lead (SQL)?


Once lead nurturing & conversion is set, we work with clients & publishers to maximize lead quality. We should consider:

1) Are there industries, employee sizes, geographies, assets we can target or filter out?

2) Custom questions- “how satisfied are you with your current provider?” (very, somewhat, not at all), suggest scrubbing all “very”

3) Leads driven to client’s landing page can sometimes be higher quality than leads hosted & posted by a 3rd party. Is there standalone email creative to support landing pages?

Step 2 - Maximizing Lead Quality


We work closely with clients to develop killer offers & creative. Consider:

1) What is the offer? Ex: Whitepaper, Toolkit, Starter Kit, Demo, Trial

2) Do you have content to support this offer? If not, we advise clients on how to develop the best cost efficient content.

3) Do you have solid creative? The best email creative is basic html, no CSS, low-res images. The best telemarketing scripts ask a bunch of probing questions that get the end-user talking & uncovering pain points.

Step 3 – Gathering Content & Assets


Case Study: Telemarketing (Appointment Setting) A leading ERP brand needed to generate Highly Qualified Leads for their VAR in St. Louis. We

built them a telemarketing process which generates appointments & marketing ready leads. As an added bonus, we delivered “cold lists” that the client can nurture, from 4 net new data sources. All sources have potential for scale.

Challenge: Top ERP vendor needed highly qualified leads for their partner’s sales team.

Solution: telemarketing, lists & data included as bonus

Results: Client is happy & we hope to continue to scale.

1) TelemarketingOur callers frame the call as an assessment of the end-user’s current process. We ask probing questions designed to get the end-user talking & ideally uncover pain points:1- What is your current solution?2- What do you like about that solution? What could they do better?3- Is your system leveraging the cloud?3- Does your system offer advanced features like this & that?

Based on the assessment, our caller recommends scheduling a 20-minute deeper dive with the client’s sales rep.

2) Net New Cold ListsUsing the client’s targeting, we secured lists from 4 data companies that the client was not working with. Client adds these names to their nurture efforts, response is gravy.


Case Study: Email on CPA (Cost Per Trial)

Challenge: Top technology vendor needs high quality trials generated in a responsible manner, on a CPA-basis.

Solution: acquisition email marketing

Results: Client is happy & we hope to continue to scale.

A leading technology brand sells their SaaS platform by distributing free trials of their service. We built them a custom email network which is generating hundreds of trials a month, completely on a performance basis. The client appreciates that their brand is being represented appropriately with responsible mailers that generate volume. We are unique because distribution is spread across 5 mailers, allowing the client to manage the campaign like a mutual fund. Suppression list management is included (for CAN-SPAM compliance.)

Dichotomy of a great offer!Email Creative: Landing Page:


Case Study: Focus ERP Whitepapers Focus needed to reach IT decision makers to promote their ERP whitepapers. We distributed

Focus’s free .pdf whitepapers with leading IT publications like SmartBrief, eMedia, ITSJ, ITKH & Supply Management.

Challenge: Focus needed 900 IT-related whitepaper leads in 1 quarter

Solution: IT & ERP whitepaper directories, email databases & newsletters

Results: Client is happy w/quality & quantity, ongoing & healthy relationship.

Step 1: IT Pubs promote Focus whitepaper in their email list

Step 2: Traffic driven to landing page w/whitepapers hosted by publishers


Case Study: Global Knowledge Whitepapers Global Knowledge needed to reach IT decision makers to promote their training whitepapers. We

distributed Focus’s free .pdf whitepapers with leading IT publications like Route72, 5 Tool Consulting, & PBP Media.

Challenge: Global Knowledge needed 500 IT-related whitepaper leads in 1 quarter

Solution: IT training whitepaper directories, email databases & newsletters

Results: Client was happy with pacing, evaluating renewal.

Step 1: IT Pubs promote vendor whitepapers via standalone email & whitepaper directories. Whitepapers live behind gated

registration, hosted by the publisher.

Step 2: Publisher delivers a flat file of leads weekly, which contains all fields & filters required by the client.


Case Study: Citrix GoToTraining Whitepapers Citrix’ lead generation agency needed to reach HR decision makers to promote GoToTraining’s

training service. We distributed GoToTraining’s free .pdf whitepaper with leading HR publications like Human Capital Media, Chief Learning Officer & HR.com.

Step 2: Traffic driven to landing page w/whitepapers hosted by publishers

Step 1: HR Pubs promote Citrix Whitepaper in their email list Challenge: Citrix’ lead gen agency needed 800 HR-related whitepaper leads in 1 quarter

Solution: HR whitepaper directories, email databases & newsletters

Results: Client is happy w/lead quality & will consider future campaigns


Case Study: Install Detection (Competitive Displacement) A well known technology brand knows they have a particularly strong message against a

competitor. We collaborated with the client to understand their target profile, then helped them acquire a list of contacts in their target known to use a particular technology.

Challenge: Client needed 1,500 contacts @ companies known to use a competitor

Solution: Archived Web Analytics, Offshore call center for phone verified contacts

Results: Client happy,, evaluating renewal.

Deliverable: a flat file of contacts, which contains phone verified contacts @ installs.

a) Name of install(s) / technologies?b) US & Canada vs. zip codes or states? c) Minimum employee or revenue size? d) Specific industries vs. all industries? e) Title keywords?f) Suppression list?

Step 1: LeadSwell learns as much as possible about target customer profile, such as:

Step 2: Using Archived Web Analytics, our partner’s technology combs the web for instances of a specific

technology, often drilling down to product names.

Step 3: LeadSwell’s telemarketing partners identifies contacts @ these companies, delivering phone verified

records


Deal Structure

• 100% Pay for Performance – CPA/CPL Pricing• Client approves offer presentation prior to launch• Billing is based off of Client reporting. Client only pays for net

new leads- no bad leads, duplicates, etc. • Easy out clause means client is not tied to any commitment

w/any publisher• Best efforts to fulfill campaigns asap, preference for 90-day

timeline• No setup fees


Why Partner with LeadSwell?

• Access to the most B2B decision makers around the World• B2B Lead Generation since 1998• Focused on decision makers that respond• Small, agile & client focused• No set up charges – Performance-based contracts• Experienced with global campaigns and multi-cultural issues• Embedded best practices consultation on everything• Your success is our success - Complete goal alignment


Thank you. For More Information:Matt Payne

[email protected]: mattdpayne

AIM: matthewdpayne

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