This is my presentation at the Pardot User Conference, September 28, 2010 in Atlanta. It's an expanded and improved version of my "7 steps to find untapped revenue" presentation.

1. Finding Untapped Revenue in
Your Marketing Database
Elevate 2010

2. Introduction
Jep Castelein
Founder of LeadSloth
www.leadsloth.com
@jepc @leadsloth

3. 1848 James Marshall Discovers Gold

4. The CHALLENGE

5. How Much REVENUE Are You Missing Out On?

6. NURTURE Leads to Assure More Revenue

7. The FACTS

8. 50% of Leads are NOT Ready to Make the Jump

9. 23% BUY from a Competitor 6 Months after Inquiry

10. Nurtured Leads Produce 20% MORE Sales Opportunities

11. The ASSESSMENT

12. 1. Acquired Names vs. Inbound Leads
2. Length of the Buying Process
3. Recency
4. Activity Level
5. List Fatigue
6. Cross-sell Opportunity
7. Fit with the Ideal Customer Profile
How MUCH Are Your Leads Worth?

13. 1600
1400
1200
1000
800
600 Leads
400
200
0
0-3 3-6 6-12 >1 Year
Months Months Months
Visualization: How OLD Are Your Leads?

14. Example: Low Value Lead Database

15. The 7 STEPS

16. The Lead Nurturing Process
1. 2.
Sales & Marketing Choose The Right
Alignment Audience
7. 3.
Invest in
Track & Measure
Personas
6.
Have 4.
Conversations Provide Valuable
Content
5. Create the Right Offers

17. # 1: COLLABORATE with Sales

18. MARKETING
New
Nurturing MQL
Lead
SALES
Recycled
Lead
Customer Evaluation SAL
Long-term
Lead
SQL Selling
Customer
Lost deal/
Closing
Cancelled
# 1: EXAMPLE Lead Flow

19. • Meltwater News: PR software company
• Sales-oriented culture
• Skepticism towards marketing
• No CRM integration: Too hard for sales to find
the leads
• We got lucky: First opportunity within 1 week
# 1: Sales ALIGNMENT Challenges

20. # 2: CHOOSE the Right Audience

21. • PEPID: Medical software for smart phones
• 30-day trial: Most people don’t even try
• However, most are still interested
• Easier to convert existing trial leads than
getting new trial leads to sign up
• Often, your existing lead database is a
goldmine
# 2: Focus on Reactivating Trial Leads

22. # 3: Know them WELL

23. 1. Desk Research
• Job websites
• Conference agendas
• Online magazines & blogs
2. Interviews
• Intros via LinkedIn
• Record quotes
3. Validation
# 3: Three Steps to a Buyer Persona

24. • GoodData, SaaS business intelligence software
• Developed three personas
• Executive
• Power user
• BI developer
# 3: Personas According to Job Role

25. # 4: Provide VALUABLE Content

26. Awareness Evaluation Decision
Economic Whitepaper about
ROI Calculator Analyst Report
Buyer industry trends
End User Demo Video Webinar Customized Demo
Technical Technical Whitepaper Product Trial Proof-of-concept
User
# 4: Content Mapping EXAMPLE

27. • Backbase, enterprise portal software
• Entering new vertical
• Webinar series
• Three highly-relevant topics:
• Analyze trade magazines and blogs
• Monitor social media
• Look at conference agendas
# 4: Develop Compelling Content

28. # 5: Make OFFERS They Can’t Refuse

29. • FuneralOne, marketing software for funeral homes
• Goal: Get prospects on the phone
• Offers:
• Website review
• Website preview
• Excellent pre-sales support
# 5: Know What Your Goal Is

30. # 6: HAVE Conversations

31. Email 1 Email 2a Email 3
Email 1 Email 2b Email 3
Email 1 Email 2c Email 4
# 6: Campaign Tracks

32. • Distinguish long-term campaigns and triggered
campaigns
• First couple of emails very targeted
• Then regular nurturing track (Duration: Twice
the sales cycle)
• Then long-term nurturing track
• Separate track: Event invitations
# 6: Smart Campaign Reuse

33. # 7: Track & MEASURE

34. # 7: Example Dashboard

35. • rPath, data center management software
• Dashboard project
• Improve visibility into marketing performance
• Approach:
• Define what you want to know
• Create a sample report
• Implement
# 7: Know What You Want to Measure

36. The Lead Nurturing Process
1. 2.
Sales & Marketing Choose The Right
Alignment Audience
7. 3.
Invest in
Track & Measure
Personas
6.
Have 4.
Conversations Provide Valuable
Content
5. Create the Right Offers

37. Q&A
jep@leadsloth.com
1-888-4A-SLOTH
www.leadsloth.com
@jepc @leadsloth