Accelerating Sales with

Integrated Marketing

Jenny Vance, President

LeadJen

How Marketing

Intelligence Impacts

Company Financing

by Jenny Vance, President LeadJen

Customer Example

Outsourced IT Helpdesk provider

• Focus industries• Healthcare

• Retail – both franchise and non-franchise

• Other service areas• Field service – Windows XP sunset

• Helpdesk consulting

Where to start?

• Fastest way to revenue• Look at existing sources of quality data

• Segment, segment, segment• Leverage segments from telemarketing

• Don’t over complicate• Leverage content via the blog to test strategies

• Start with a simple campaign structure

• Capture telemarketing outcomes in a purposeful way• Existing complimentary and/or competitive solutions

Invest in more data

Awareness Campaign

Audience: 1. Made contact, no appointment.2. No contact made.

Awareness Email 1

Awareness Email 22 weeks later

Speak to us Now!

More information; FS, SD, or SDC

Unsubscribe

No action.

Education Campaign

2 weeks later

Speak to us Now!

More information; FS, SD, or SDC

Unsubscribe

No action.

Audience: 1. Appointment, no closed sale based on pain point from Discovery call2. Contacts from Awareness Campaign based selected “more information” and trigger into

campaign either immediately or one day later.

Triggered Alerts to Call Team for follow-up!

Awareness Email 3

Awareness Email 4

Awareness Email 5

Awareness Email 6

Awareness Campaign continues to flow using structure outlined above.

Field Services Email 1 Service Desk (SD) Email 1 SD Consulting Email 1

1 weeks later

Speak to us Now!

Unsubscribe

No action.

1 weeks later

Speak to us Now!

Unsubscribe

No action.

1 weeks later

Speak to us Now!

Unsubscribe

No action.

1 weeks later

Speak to us Now!

Unsubscribe

No action.

1 weeks later

Speak to us Now!

Unsubscribe

No action.

1 weeks later

Speak to us Now!

Unsubscribe

No action.

Field Services Email 3 Service Desk (SD) Email 3 SD Consulting Email 3

Field Services Email 4 Service Desk (SD) Email 4 SD Consulting Email 4

Education Campaign continues to flow using structure outlined above.

Service Desk (SD) Email 2 SD Consulting Email 2 Field Services Email 2

Lead Scoring

• Profile score• Account relevance – industry, revenue, employee size

• Title relevance – Director/VP or above

• Tele-prospecting should pre-validate profile score and add to it as well

• Capture other attributes

• Ever outsourced helpdesk before?

• Have you completed migration from Windows XP?

• Behavior score – digital body language• Opens and clicks

• Integrated web analytics

• Pages visited

• Time on site/page

Adjust Tele-prospecting Strategy

• Lead Score• Send for follow-up based on behavior score

• Higher scores, more attempts

• Infuse digital body language into

scripting• Specific scripting points and calling cadence

• Capture more information to impact

lead score

Drivers for Integrated Program

• Smaller deal size or CLV• More market coverage more quickly

• 6 calls per prospect doesn’t always make fiscal sense

• Large, horizontal market• Help focus on top responding industries more quickly

• New products to market, new verticals• Infuse tele-prospecting and test different calling cadences

Actual ROI

Campaign Name

Total Cost per appointm

ent

Total Cost per

campaign

Total # Opptys Created

Value of All Opptys Created

ROI of Campaign

2009 EHR Inactives $579 $11,571 14 $403,195 3485%

2010 Payer Inactives $394 $6,297 2 $33,750 536%

2010 Images Upsell $273 $4,091 1 $2,500 61%

2010 No Campaign $409 $2,043 2 $10,938 535%

2011 Campaign EMR $783 $11,746 14 $242,597 2065%

2011 Rx EMR $259 $13,195 63 $248,921 1886%

2011 Provider Campaign $395 $8,698 5 $32,348 372%

LeadJen Integrated Marketing Support

Schedule a meeting with Jenny

and your CAM to learn more!