Lead Generation & Marketing Automation How-To Guide

1. Lead Generation & Marketing Automation How-To Guide HOW-TO GUIDESLead Generation & Marketing Automation:Step-by-Step Guide with Practical Templates & ToolsLead Generation is the top priority for marketing directors in 2009. More importantly,marketers are being charged with defending their budgets and demonstrating real ROI fortheir marketing programs. Use this How-To Guide to learn how other world-classcompanies are developing lead generation infrastructures that automate key processes,measure results, and provide a steady flow of qualified leads their sales organizations.How Will This How-To Guide Help You? 1 – Proven Step-By-Step Framework 2 – Clearly Defined Action Items 3 – Practical Templates & Tools (90)This guide was created to help you assess your capabilities, develop an effective leadgeneration strategy, organize resources & responsibilities, design and produce marketingcollateral, increase website traffic & functionality, develop public/analyst relations,understand marketing automation options, and implement lead generation programs.Demand Metric’s Resources Can Help You Optimize: Strategy Product Lead Gen Sales/CRM

2. HOW-TO GUIDESExecutive Summary...................................................................... 5 Top Marketing Challenges in 2008 ................................................................................. 5 Key Trends in Leads Generation..................................................................................... 5Phase 1: Assess Lead Generation Capabilities....................... 6 Step 1 – Conduct a Lead Generation Audit...................................................................... 6 Action Item 1 – Complete Lead Generation Maturity Assessment .......................................... 6Phase 2: Develop Lead Generation Strategy......................... 7 Step 1 – Design a Lead Acquisition Model....................................................................... 7 Action Item 2 – Build Lead Acquisition Model..................................................................... 7 Step 2 – Collaborate with Sales to Define “Qualified Lead” ............................................. 8 Action Item 3 – Agree with Sales on a Definition for ‘Qualified Lead’...................................... 8 Action Item 4 – Implement Lead Scoring Framework .......................................................... 8 Step 3 – Develop a Lead Generation Strategy Scorecard ................................................. 9 Action Item 5 – Construct Lead Generation Strategy Scorecard ............................................ 9 Step 4 – Prioritize Marketing Communications Projects & Initiatives............................. 10 Action Item 6 – Prioritize Marketing Communications Projects .............................................10 Step 5 – Develop Marketing Communications Plan & Budget......................................... 10 Action Items 7 – Develop Marketing Communications Plan & Budget ....................................10Phase 3: Organize Resources & Responsibilities ................... 11 Step 1 – Inventory Department Skill-Sets and Determine Gaps..................................... 11 Action Items 8 – Conduct a Skills Inventory & Determine Gaps............................................11 Step 2 – Cross-Train Staff and Plan for Succession ....................................................... 11 Action Item 9 – Develop Succession Planning Matrix..........................................................11 Step 3 – Establish Branding Standards & Policies ......................................................... 11 Action Item 10 – Implement Graphics Use Policy...............................................................11 Step 4 – Staff and Manage the Team ............................................................................ 12 Action Item 11 – Standardize Job Functions, Roles, & Responsibilities...................................12 Step 5 – Set Goals and Manage Staff ............................................................................ 13 Action Item 12 – Establish Individual & Team Goals...........................................................13 Step 6 – Implement Project Management System......................................................... 13 Action Item 13 – Assess Project Management Capabilities ..................................................14 Action Item 14 – Add Project Management Processes & Resources .......................................14 Step 7 – Manage Tasks with Activity Reporting ............................................................ 15 Action Item 15 – Implement Activity Reporting Process......................................................15 2 HOW-TO GUIDESExecutive Summary...................................................................... 5 Top Marketing Challenges in 2008 ................................................................................. 5 Key Trends in Leads Generation..................................................................................... 5Phase 1: Assess Lead Generation Capabilities....................... 6 Step 1 – Conduct a Lead Generation Audit...................................................................... 6 Action Item 1 – Complete Lead Generation Maturity Assessment .......................................... 6Phase 2: Develop Lead Generation Strategy......................... 7 Step 1 – Design a Lead Acquisition Model....................................................................... 7 Action Item 2 – Build Lead Acquisition Model..................................................................... 7 Step 2 – Collaborate with Sales to Define “Qualified Lead” ............................................. 8 Action Item 3 – Agree with Sales on a Definition for ‘Qualified Lead’...................................... 8 Action Item 4 – Implement Lead Scoring Framework .......................................................... 8 Step 3 – Develop a Lead Generation Strategy Scorecard ................................................. 9 Action Item 5 – Construct Lead Generation Strategy Scorecard ............................................ 9 Step 4 – Prioritize Marketing Communications Projects & Initiatives............................. 10 Action Item 6 – Prioritize Marketing Communications Projects .............................................10 Step 5 – Develop Marketing Communications Plan & Budget......................................... 10 Action Items 7 – Develop Marketing Communications Plan & Budget ....................................10Phase 3: Organize Resources & Responsibilities ................... 11 Step 1 – Inventory Department Skill-Sets and Determine Gaps..................................... 11 Action Items 8 – Conduct a Skills Inventory & Determine Gaps............................................11 Step 2 – Cross-Train Staff and Plan for Succession ....................................................... 11 Action Item 9 – Develop Succession Planning Matrix..........................................................11 Step 3 – Establish Branding Standards & Policies ......................................................... 11 Action Item 10 – Implement Graphics Use Policy...............................................................11 Step 4 – Staff and Manage the Team ............................................................................ 12 Action Item 11 – Standardize Job Functions, Roles, & Responsibilities...................................12 Step 5 – Set Goals and Manage Staff ............................................................................ 13 Action Item 12 – Establish Individual & Team Goals...........................................................13 Step 6 – Implement Project Management System......................................................... 13 Action Item 13 – Assess Project Management Capabilities ..................................................14 Action Item 14 – Add Project Management Processes & Resources .......................................14 Step 7 – Manage Tasks with Activity Reporting ............................................................ 15 Action Item 15 – Implement Activity Reporting Process......................................................15 2

3. HOW-TO GUIDESPhase 4: Design & Produce Marketing Collateral ................ 16 Step 1 – Create/Update Sales Support Materials .......................................................... 16 Action Item 16 – Develop Sales Support Materials.............................................................16 Step 2 – Work with Clients to Develop Case Studies ..................................................... 16 Action Item 17 – Promote Success Stories with Case Studies ..............................................16 Step 3 – Demonstrate Commitment to Sustainability .................................................... 16 Action Item 18 – Gain Loyalty from Key Stakeholders ........................................................16Phase 5: Increase Website Traffic & Functionality ................ 17 Step 1 – Conduct a Website Effectiveness Audit ........................................................... 17 Action Item 19 – Perform Competitive Website Analysis & Report Results..............................17 Step 2 – Build a Website Program Action Plan .............................................................. 18 Action Item 20 – Document Strategy & Requirements to Enhance Website ............................18 Step 3 – Govern Website with Policies ......................................................................... 18 Action Item 21 – Implement Website Related Policies ............................................................................... 18Phase 6: Develop Public & Analyst Relations........................ 19 Step 1 – Develop a Public & Analyst Relations Strategy & Plan ..................................... 19 Action Item 22 – Develop Public & Analyst Relations Plan ...................................................19 Action Item 23 – Organize Public & Analyst Relations Program ............................................19Phase 7: Understand Marketing Automation Options......... 20 Marketing Automation Components ............................................................................. 20 Definition of Marketing Automation ............................................................................. 20 Step 1 – Determine Requirements for Marketing Automation........................................ 22 Action Item 24 – Identify Marketing Automation Requirements & Select System.....................22Phase 8: Execute Lead Generation Programs...................... 23 Step 1 – Execute Direct Marketing Campaigns .............................................................. 23 Action Item 25 – Deploy Email/Direct Mail Programs..........................................................23 Step 2 – Organize & Implement Advertising Plan ......................................................... 23 Action Item 26 – Implement Advertising Plan ...................................................................23 Step 3 – Optimize Call Center Operations ..................................................................... 24 Action Item 27 – Monitor & Measure Contact Center Operations ..........................................24 Step 4 – Schedule Webcasts, Podcasts, and Tradeshows .............................................. 25 Action Item 28 – Build & Maintain Events Schedule ...........................................................25 Step 5 – Implement & Monitor Trade Promotions ......................................................... 26 Action Item 29 – Evaluate, Implement & Monitor Trade Promotions......................................26About Demand Metric .............................................................. 27 3 HOW-TO GUIDESPhase 4: Design & Produce Marketing Collateral ................ 16 Step 1 – Create/Update Sales Support Materials .......................................................... 16 Action Item 16 – Develop Sales Support Materials.............................................................16 Step 2 – Work with Clients to Develop Case Studies ..................................................... 16 Action Item 17 – Promote Success Stories with Case Studies ..............................................16 Step 3 – Demonstrate Commitment to Sustainability .................................................... 16 Action Item 18 – Gain Loyalty from Key Stakeholders ........................................................16Phase 5: Increase Website Traffic & Functionality ................ 17 Step 1 – Conduct a Website Effectiveness Audit ........................................................... 17 Action Item 19 – Perform Competitive Website Analysis & Report Results..............................17 Step 2 – Build a Website Program Action Plan .............................................................. 18 Action Item 20 – Document Strategy & Requirements to Enhance Website ............................18 Step 3 – Govern Website with Policies ......................................................................... 18 Action Item 21 – Implement Website Related Policies ............................................................................... 18Phase 6: Develop Public & Analyst Relations........................ 19 Step 1 – Develop a Public & Analyst Relations Strategy & Plan ..................................... 19 Action Item 22 – Develop Public & Analyst Relations Plan ...................................................19 Action Item 23 – Organize Public & Analyst Relations Program ............................................19Phase 7: Understand Marketing Automation Options......... 20 Marketing Automation Components ............................................................................. 20 Definition of Marketing Automation ............................................................................. 20 Step 1 – Determine Requirements for Marketing Automation........................................ 22 Action Item 24 – Identify Marketing Automation Requirements & Select System.....................22Phase 8: Execute Lead Generation Programs...................... 23 Step 1 – Execute Direct Marketing Campaigns .............................................................. 23 Action Item 25 – Deploy Email/Direct Mail Programs..........................................................23 Step 2 – Organize & Implement Advertising Plan ......................................................... 23 Action Item 26 – Implement Advertising Plan ...................................................................23 Step 3 – Optimize Call Center Operations ..................................................................... 24 Action Item 27 – Monitor & Measure Contact Center Operations ..........................................24 Step 4 – Schedule Webcasts, Podcasts, and Tradeshows .............................................. 25 Action Item 28 – Build & Maintain Events Schedule ...........................................................25 Step 5 – Implement & Monitor Trade Promotions ......................................................... 26 Action Item 29 – Evaluate, Implement & Monitor Trade Promotions......................................26About Demand Metric .............................................................. 27 3

4. HOW-TO GUIDES List of Practical Templates & Tools (90)1 Lead Generation Maturity Assessment 46 Sales Script Template2 Lead Acquisition Model 47 Sales Proposal Template3 Qualified Lead Definition Tool 48 Sales Presentation Template4 Lead Scoring Index 49 Case Study Template5 Lead Generation Strategy Scorecard 50 Sustainability Report Template6 Marketing Communications Priority Index 51 Competitive Website Analysis Tool7 Marketing Communications Plan 52 Web Audit Report Tool8 Marketing Communications Budget 53 Website Program Action Plan9 Marketing Skills Matrix 54 Web Marketing Strategy Scorecard10 Succession Management Matrix 55 Web Requirements Document11 Graphics Use Policy 56 Web Requirements Priority Index12 Graphics Use Exemption Form 57 Website Infrastructure Checklist13 Interview Questions Tool 58 Website Design Budget14 Interview Evaluation Matrix 59 Website Design RFP Template15 Creative Director Job Description 60 Website Vendor Evaluation Matrix16 Director of Sales Support Job Description 61 Web Metrics Reporting Schedule17 Director of Web Development Job Description 62 Privacy Policy Template18 Events Manager Job Description 63 Terms of Use Policy19 Marketing Analyst Job Description 64 Blog Policy Template20 Marketing Coordinator Job Description 65 Public Relations Plan21 Marketing Director Job Description 66 Press Release Template22 Media Specialist Job Description 67 Media Relations Database23 Product Marketing Manager Job Description 68 Marketing Automation Vendors Matrix24 Product Management Director Job Description 69 Marketing Automation Consulting RFP25 VP Marketing Job Description 70 Marketing Automation System RFP26 Webmaster & SEO Expert Job Description 71 Marketing Automation Vendor Evaluation27 Department Goals Template 72 Email Marketing Vendor Evaluation28 Individual Goals Template 73 Email Marketing Database29 Project Management Maturity Assessment 74 Email Marketing Calculator30 Stakeholder Analysis Tool 75 Direct Mail Marketing Database31 Project Management Portfolio 76 Advertising Plan Checklist32 Time Management Schedule 77 Advertising Calendar & Budget33 Project Request Form 78 Advertisement Evaluation Matrix34 Project Priority Index 79 Online Advertising ROI Calculator35 Project Priority & Status Report 80 Competitive Ad vs. PR Analysis Tool36 Project Charter 81 Sales Productivity Metrics (Daily)37 Project Schedule 82 Sales Productivity Metrics (Monthly)38 Project Work Breakdown Structure 83 Sales Productivity Metrics (Quarterly)39 Project Change Request Form 84 Event Planning Checklist40 Project Closure Checklist 85 Tradeshow Evaluation Checklist41 Post-Project Evaluation 86 Tradeshow Evaluation Matrix42 Activity Reporting Tool 87 Tradeshow Lead Capturing Form43 Sales Support Effectiveness Survey 88 Tradeshow ROI Calculator44 Product Positioning Tool 89 Trade Promotion Evaluation Matrix45 Feature, Advantage, Benefit Tool 90 Trade Promotion ROI Calculator 4 HOW-TO GUIDES List of Practical Templates & Tools (90)1 Lead Generation Maturity Assessment 46 Sales Script Template2 Lead Acquisition Model 47 Sales Proposal Template3 Qualified Lead Definition Tool 48 Sales Presentation Template4 Lead Scoring Index 49 Case Study Template5 Lead Generation Strategy Scorecard 50 Sustainability Report Template6 Marketing Communications Priority Index 51 Competitive Website Analysis Tool7 Marketing Communications Plan 52 Web Audit Report Tool8 Marketing Communications Budget 53 Website Program Action Plan9 Marketing Skills Matrix 54 Web Marketing Strategy Scorecard10 Succession Management Matrix 55 Web Requirements Document11 Graphics Use Policy 56 Web Requirements Priority Index12 Graphics Use Exemption Form 57 Website Infrastructure Checklist13 Interview Questions Tool 58 Website Design Budget14 Interview Evaluation Matrix 59 Website Design RFP Template15 Creative Director Job Description 60 Website Vendor Evaluation Matrix16 Director of Sales Support Job Description 61 Web Metrics Reporting Schedule17 Director of Web Development Job Description 62 Privacy Policy Template18 Events Manager Job Description 63 Terms of Use Policy19 Marketing Analyst Job Description 64 Blog Policy Template20 Marketing Coordinator Job Description 65 Public Relations Plan21 Marketing Director Job Description 66 Press Release Template22 Media Specialist Job Description 67 Media Relations Database23 Product Marketing Manager Job Description 68 Marketing Automation Vendors Matrix24 Product Management Director Job Description 69 Marketing Automation Consulting RFP25 VP Marketing Job Description 70 Marketing Automation System RFP26 Webmaster & SEO Expert Job Description 71 Marketing Automation Vendor Evaluation27 Department Goals Template 72 Email Marketing Vendor Evaluation28 Individual Goals Template 73 Email Marketing Database29 Project Management Maturity Assessment 74 Email Marketing Calculator30 Stakeholder Analysis Tool 75 Direct Mail Marketing Database31 Project Management Portfolio 76 Advertising Plan Checklist32 Time Management Schedule 77 Advertising Calendar & Budget33 Project Request Form 78 Advertisement Evaluation Matrix34 Project Priority Index 79 Online Advertising ROI Calculator35 Project Priority & Status Report 80 Competitive Ad vs. PR Analysis Tool36 Project Charter 81 Sales Productivity Metrics (Daily)37 Project Schedule 82 Sales Productivity Metrics (Monthly)38 Project Work Breakdown Structure 83 Sales Productivity Metrics (Quarterly)39 Project Change Request Form 84 Event Planning Checklist40 Project Closure Checklist 85 Tradeshow Evaluation Checklist41 Post-Project Evaluation 86 Tradeshow Evaluation Matrix42 Activity Reporting Tool 87 Tradeshow Lead Capturing Form43 Sales Support Effectiveness Survey 88 Tradeshow ROI Calculator44 Product Positioning Tool 89 Trade Promotion Evaluation Matrix45 Feature, Advantage, Benefit Tool 90 Trade Promotion ROI Calculator 4

5. HOW-TO GUIDESExecutive SummaryThis step-by-step guide was created to help you assess your capabilities, develop an effective leadgeneration strategy, organize resources & responsibilities, design and produce marketing collateral,increase website traffic & functionality, develop public/analyst relations, understand marketingautomation options, and implement lead generation programs.Top Marketing Challenges in 2008According to the CMO Council’s Marketing Outlook 2008 study that polled over 820 senior marketingprofessionals, some of the top challenges for marketing leaders in 2008 include: 1. Quantifying the Value of Marketing - measuring the impact of marketing programs and investments continues to be the top challenge for marketers. 2. Increasing Credibility of the Marketing Function – while 79% of respondents are increasing the perceived value of marketing, 19% are losing credibility. 3. Improving Marketing Department Efficiency - many organizations will be automating key marketing processes and implementing marketing ROI systems. 4. Generating More Qualified Leads - emphasis on leveraging analytics to score lead quality, and lead nurturing strategies to incubate & develop prospects.Key Trends in Leads Generation Shift from Disparate Marketing Systems: traditionally, marketing departments used separate systems for database management, email marketing, web analytics, CRM, and other applications. Leading organizations are reaping the benefits of consolidating these applications into an integrated marketing automation platform capable of measuring results. Focus on Integration & Closed-Loop Reporting: by integrating key marketing systems with CRM systems, marketers can close the loop on reporting and demonstrate real ROI. Moving Lead Generation to the Web: the use of web 2.0 applications such as webcasts, podcasts, communities, blogs, RSS feeds, rich media presentations, and social networking tools has exploded with many organizations realizing the benefits online marketing channels. 5 HOW-TO GUIDESExecutive SummaryThis step-by-step guide was created to help you assess your capabilities, develop an effective leadgeneration strategy, organize resources & responsibilities, design and produce marketing collateral,increase website traffic & functionality, develop public/analyst relations, understand marketingautomation options, and implement lead generation programs.Top Marketing Challenges in 2008According to the CMO Council’s Marketing Outlook 2008 study that polled over 820 senior marketingprofessionals, some of the top challenges for marketing leaders in 2008 include: 1. Quantifying the Value of Marketing - measuring the impact of marketing programs and investments continues to be the top challenge for marketers. 2. Increasing Credibility of the Marketing Function – while 79% of respondents are increasing the perceived value of marketing, 19% are losing credibility. 3. Improving Marketing Department Efficiency - many organizations will be automating key marketing processes and implementing marketing ROI systems. 4. Generating More Qualified Leads - emphasis on leveraging analytics to score lead quality, and lead nurturing strategies to incubate & develop prospects.Key Trends in Leads Generation Shift from Disparate Marketing Systems: traditionally, marketing departments used separate systems for database management, email marketing, web analytics, CRM, and other applications. Leading organizations are reaping the benefits of consolidating these applications into an integrated marketing automation platform capable of measuring results. Focus on Integration & Closed-Loop Reporting: by integrating key marketing systems with CRM systems, marketers can close the loop on reporting and demonstrate real ROI. Moving Lead Generation to the Web: the use of web 2.0 applications such as webcasts, podcasts, communities, blogs, RSS feeds, rich media presentations, and social networking tools has exploded with many organizations realizing the benefits online marketing channels. 5

6. HOW-TO GUIDESPhase 1: Assess Lead Generation CapabilitiesThe first step in the process is to understand your capabilities and constraints in relation to bestpractices derived from other world-class organizations. Demand Metric’s Lead Generation MaturityAssessment was built in collaboration with expert thought-leaders and consultants, Jeff Pedowitz &Debbie Qaqish of The Pedowitz Group. Their firm specializes in helping marketing organizationsdesign, automate and optimize processes that drive demand and increase revenue.Step 1 – Conduct a Lead Generation AuditUse our proven consulting framework to benchmark your strengths & weaknesses and determinewhich areas of your program need attention. This exercise will help you compare your organizationwith world-class companies who operate with best practices, and provide you with a scorecard tomeasure your progress. Next, determine your level of process maturity with the chart below.Lead Generation Maturity Assessment Criteria: Lead Generation Process Maturity Lead Generation Strategy, Processes & Skills Level 1 - Initial/Ad Hoc – lead generation processes are not defined. Metrics are not established or measured. Marketing Automation & Lead Management No consistency in results. Direct Marketing & Database Management Level 2 - Repeatable/Intuitive - lead generation processes are well known but not fully documented. Metrics are Websites, Blogs, & Communities discussed but not analyzed. Results are becoming somewhat consistent. Lead Conversion, Landing Pages & Forms Level 3 - Defined – lead generation processes are documented. Metrics are Web Analytics, SEO, & Paid Search collected and reported a few times annually. Results can be estimated. Marketing Communications Planning & Budgeting Level 4 - Measured & Managed - lead generation processes are fully Marketing Collateral, Sales Tools & Support documented. Metrics exist and are compared with baseline benchmarks. Results are reasonably predictable. Public/Analyst Relations & Thought Leadership Level 5 - Optimized – lead Associations, Partnerships & Channels generation processes are defined, repeatable, measured, managed, and optimized. Metrics are compared with CRM System/Marketing Systems Integration industry benchmarks. Results are reliable and are accurately forecasted. Campaign Measurement & Closed Loop ReportingAction Item 1 – Complete Lead Generation Maturity Assessment • 1. Lead Generation Maturity Assessment 6 HOW-TO GUIDESPhase 1: Assess Lead Generation CapabilitiesThe first step in the process is to understand your capabilities and constraints in relation to bestpractices derived from other world-class organizations. Demand Metric’s Lead Generation MaturityAssessment was built in collaboration with expert thought-leaders and consultants, Jeff Pedowitz &Debbie Qaqish of The Pedowitz Group. Their firm specializes in helping marketing organizationsdesign, automate and optimize processes that drive demand and increase revenue.Step 1 – Conduct a Lead Generation AuditUse our proven consulting framework to benchmark your strengths & weaknesses and determinewhich areas of your program need attention. This exercise will help you compare your organizationwith world-class companies who operate with best practices, and provide you with a scorecard tomeasure your progress. Next, determine your level of process maturity with the chart below.Lead Generation Maturity Assessment Criteria: Lead Generation Process Maturity Lead Generation Strategy, Processes & Skills Level 1 - Initial/Ad Hoc – lead generation processes are not defined. Metrics are not established or measured. Marketing Automation & Lead Management No consistency in results. Direct Marketing & Database Management Level 2 - Repeatable/Intuitive - lead generation processes are well known but not fully documented. Metrics are Websites, Blogs, & Communities discussed but not analyzed. Results are becoming somewhat consistent. Lead Conversion, Landing Pages & Forms Level 3 - Defined – lead generation processes are documented. Metrics are Web Analytics, SEO, & Paid Search collected and reported a few times annually. Results can be estimated. Marketing Communications Planning & Budgeting Level 4 - Measured & Managed - lead generation processes are fully Marketing Collateral, Sales Tools & Support documented. Metrics exist and are compared with baseline benchmarks. Results are reasonably predictable. Public/Analyst Relations & Thought Leadership Level 5 - Optimized – lead Associations, Partnerships & Channels generation processes are defined, repeatable, measured, managed, and optimized. Metrics are compared with CRM System/Marketing Systems Integration industry benchmarks. Results are reliable and are accurately forecasted. Campaign Measurement & Closed Loop ReportingAction Item 1 – Complete Lead Generation Maturity Assessment • 1. Lead Generation Maturity Assessment 6

7. HOW-TO GUIDESPhase 2: Develop Lead Generation StrategyAcquiring leads is the most critical activity within the lead generation process. Bulldog Solutionsrecently conducted a benchmarking survey on lead generation practices. “The survey of almost 700marketing and sales executives found that 81% of respondents currently measure the results of theirlead generation activities, but 54% of those who say they measure results rated their ability to applythe information from previous activity as fair or poor... Asked to identify their primary mode for leadgeneration, online events were the top selection by 34% of the respondents, followed by emailmarketing at 15%, physical events and direct mail at 12%, telesales at 11%, with 15% citing othermethods. Bulldog Lead Generation Study - based on survey results from over 700 sales & marketing executives. Phone 81% Currently Measure Results Events Online Events (Webcasts etc) Primary Lead Generation Methods Mail 1. Online Events (34%) Other Email 2. Other Sources (17%) 3. Email Marketing (15%) 4. Physical Events (12%) 5. Direct Mail (11%) 6. Telemarketing (11%)For those marketers indicating a preference towards online marketing, the survey also uncoveredinsights into the effectiveness of different digital mediums. Of the various online lead generationmodes, email blasts were selected as the most effective by 27% of the respondents, with livewebinars (22%) and white papers (19%) cited as the other performing methods.”– Source: Demand Gen ReportStep 1 – Design a Lead Acquisition ModelA Lead Acquisition Model is a simple process diagram that will visually communicate how your targetmarket will engage with your brand and ultimately become a qualified sales lead.Action Item 2 – Build Lead Acquisition Model • 2. Lead Acquisition Model Tool 7 HOW-TO GUIDESPhase 2: Develop Lead Generation StrategyAcquiring leads is the most critical activity within the lead generation process. Bulldog Solutionsrecently conducted a benchmarking survey on lead generation practices. “The survey of almost 700marketing and sales executives found that 81% of respondents currently measure the results of theirlead generation activities, but 54% of those who say they measure results rated their ability to applythe information from previous activity as fair or poor... Asked to identify their primary mode for leadgeneration, online events were the top selection by 34% of the respondents, followed by emailmarketing at 15%, physical events and direct mail at 12%, telesales at 11%, with 15% citing othermethods. Bulldog Lead Generation Study - based on survey results from over 700 sales & marketing executives. Phone 81% Currently Measure Results Events Online Events (Webcasts etc) Primary Lead Generation Methods Mail 1. Online Events (34%) Other Email 2. Other Sources (17%) 3. Email Marketing (15%) 4. Physical Events (12%) 5. Direct Mail (11%) 6. Telemarketing (11%)For those marketers indicating a preference towards online marketing, the survey also uncoveredinsights into the effectiveness of different digital mediums. Of the various online lead generationmodes, email blasts were selected as the most effective by 27% of the respondents, with livewebinars (22%) and white papers (19%) cited as the other performing methods.”– Source: Demand Gen ReportStep 1 – Design a Lead Acquisition ModelA Lead Acquisition Model is a simple process diagram that will visually communicate how your targetmarket will engage with your brand and ultimately become a qualified sales lead.Action Item 2 – Build Lead Acquisition Model • 2. Lead Acquisition Model Tool 7

8. HOW-TO GUIDESStep 2 – Collaborate with Sales to Define “Qualified Lead”Sales complain that the tradeshow, web, or other leads they get are junk. Marketing says that Salesdoesnt call the quality leads they produce. Sound familiar? The basis for this common rift is a poorlydefined lead generation, qualification, scoring, and nurturing program.The most important step is to agree on a definition of a ‘qualified lead’. Lead scoring is a method ofquantifying the value of a sales lead by categorizing its probability to generate revenue. With thisinformation, Sales executives and managers can manage their pipeline more effectively by optimizingsales resource allocation. Read more with our summary, ‘Score Big with Lead Scoring’.Which Costs can Lead Scoring Reduce? Initial Lead Generation Cost - once you have a better idea of the profile of a good lead, less time is wasted hunting down poorly qualified leads. Sales Conversion Cost - when you have scored each lead, you can mitigate lost sales by allocating high-quality leads to high-caliber salespeople.*Note: Lead Scoring is a process that can be automated by a Marketing Automation solution.Following is a sample of a manual lead scoring index:Lead Explicit Score Implicit Score Total Grade Profile Title Stage Need Recent ActivityCompany (100) (A-D) (15) (15) (15) (15) (20) (20)Demand Metric 10 12 13 15 20 15 85 AABC Company 80 4 7 3 13 19 55 CXWY Widgets 12 2 3 4 11 4 36 DAction Item 3 – Agree with Sales on a Definition for ‘Qualified Lead’ • 3. Qualified Lead Definition ToolAction Item 4 – Implement Lead Scoring Framework • 4. Lead Scoring Index 8 HOW-TO GUIDESStep 2 – Collaborate with Sales to Define “Qualified Lead”Sales complain that the tradeshow, web, or other leads they get are junk. Marketing says that Salesdoesnt call the quality leads they produce. Sound familiar? The basis for this common rift is a poorlydefined lead generation, qualification, scoring, and nurturing program.The most important step is to agree on a definition of a ‘qualified lead’. Lead scoring is a method ofquantifying the value of a sales lead by categorizing its probability to generate revenue. With thisinformation, Sales executives and managers can manage their pipeline more effectively by optimizingsales resource allocation. Read more with our summary, ‘Score Big with Lead Scoring’.Which Costs can Lead Scoring Reduce? Initial Lead Generation Cost - once you have a better idea of the profile of a good lead, less time is wasted hunting down poorly qualified leads. Sales Conversion Cost - when you have scored each lead, you can mitigate lost sales by allocating high-quality leads to high-caliber salespeople.*Note: Lead Scoring is a process that can be automated by a Marketing Automation solution.Following is a sample of a manual lead scoring index:Lead Explicit Score Implicit Score Total Grade Profile Title Stage Need Recent ActivityCompany (100) (A-D) (15) (15) (15) (15) (20) (20)Demand Metric 10 12 13 15 20 15 85 AABC Company 80 4 7 3 13 19 55 CXWY Widgets 12 2 3 4 11 4 36 DAction Item 3 – Agree with Sales on a Definition for ‘Qualified Lead’ • 3. Qualified Lead Definition ToolAction Item 4 – Implement Lead Scoring Framework • 4. Lead Scoring Index 8

9. HOW-TO GUIDESStep 3 – Develop a Lead Generation Strategy ScorecardLead Generation Strategy Scorecards are simple documents that organize and clearly communicateobjectives, initiatives, measures, and goal-targets. Following is a simplified example: Lead Generation Strategy ScorecardObjective 1: Increase qualified leads by 200% in 2009Objective 2: Implement new marketing automation systems & processes by Q4 2008Objective 3: Analyze Lead Sources to determine marketing ROI by campaign typePrograms, Initiatives, & Actions Key Performance Indicators Goal-Target TimeframesBuild Email Marketing Database # Email Addresses 5,000 addresses by Q3 2008Implement Marketing Technology Marketing Technology ROI Achieve 300% ROI in 2 yearsAdd Webcasts to Website # webcasts, # views, # leads Post 5 in Q1, 10 Leads/Month by Q3Redesign Marketing Collateral # collateral created, # downloads 5 updated pieces by Q2 2009Revamp Corporate Website # visitors, page views, # leads 1000 visitors/month by Q3 2009Instructions: 1. Dig up Historical Information - track down any previous campaign data such as: email click-thru rates, direct mail responses, contact center metrics, tradeshow results, website analytics, or other measures that can be used as a baseline to compare future results. 2. Set Lead Generation Objectives - your goals may be to increase leads for a particular product, to achieve commitment to core messaging from customer-facing representatives, or to unify your disparate lead generation activities. 3. Determine Specific Targets & Actions - this part of your scorecard deals with HOW you are going to achieve your goals & objectives. For example, you may wish to target similar-sized organizations with a product offer. 4. Define Measures of Success - like all objectives, you need to determine how success will be measured, BEFORE you kick-off your initiative. These are the Key Performance Indicators (KPIs) that will be monitored to demonstrate improvement. 5. Establish Goal Timeframes - your last step is to break the larger, overarching goals into more manageable pieces. If you are targeting prospects from a tradeshow, create a goal like: contact each prospective lead no later than 60 days following tradeshow. 6. Build your Lead Generation Scorecard - now that you understand each step of the process, use Demand Metric’s customizable Lead Generation Scorecard to create your own framework for integrating campaignsAction Item 5 – Construct Lead Generation Strategy Scorecard • 5. Lead Generation Strategy Scorecard 9 HOW-TO GUIDESStep 3 – Develop a Lead Generation Strategy ScorecardLead Generation Strategy Scorecards are simple documents that organize and clearly communicateobjectives, initiatives, measures, and goal-targets. Following is a simplified example: Lead Generation Strategy ScorecardObjective 1: Increase qualified leads by 200% in 2009Objective 2: Implement new marketing automation systems & processes by Q4 2008Objective 3: Analyze Lead Sources to determine marketing ROI by campaign typePrograms, Initiatives, & Actions Key Performance Indicators Goal-Target TimeframesBuild Email Marketing Database # Email Addresses 5,000 addresses by Q3 2008Implement Marketing Technology Marketing Technology ROI Achieve 300% ROI in 2 yearsAdd Webcasts to Website # webcasts, # views, # leads Post 5 in Q1, 10 Leads/Month by Q3Redesign Marketing Collateral # collateral created, # downloads 5 updated pieces by Q2 2009Revamp Corporate Website # visitors, page views, # leads 1000 visitors/month by Q3 2009Instructions: 1. Dig up Historical Information - track down any previous campaign data such as: email click-thru rates, direct mail responses, contact center metrics, tradeshow results, website analytics, or other measures that can be used as a baseline to compare future results. 2. Set Lead Generation Objectives - your goals may be to increase leads for a particular product, to achieve commitment to core messaging from customer-facing representatives, or to unify your disparate lead generation activities. 3. Determine Specific Targets & Actions - this part of your scorecard deals with HOW you are going to achieve your goals & objectives. For example, you may wish to target similar-sized organizations with a product offer. 4. Define Measures of Success - like all objectives, you need to determine how success will be measured, BEFORE you kick-off your initiative. These are the Key Performance Indicators (KPIs) that will be monitored to demonstrate improvement. 5. Establish Goal Timeframes - your last step is to break the larger, overarching goals into more manageable pieces. If you are targeting prospects from a tradeshow, create a goal like: contact each prospective lead no later than 60 days following tradeshow. 6. Build your Lead Generation Scorecard - now that you understand each step of the process, use Demand Metric’s customizable Lead Generation Scorecard to create your own framework for integrating campaignsAction Item 5 – Construct Lead Generation Strategy Scorecard • 5. Lead Generation Strategy Scorecard 9

10. . HOW-TO GUIDESStep 4 – Prioritize Marketing Communications Projects & InitiativesBuild a list of proposed Marketing Communications Projects and systematically prioritize them basedon Strategic Fit, Economic Impact, and Feasibility. The index will provide a numeric value for eachproject/initiative based on assessment criteria. Next, sort the list from highest to lowest value.Action Item 6 – Prioritize Marketing Communications Projects • 6. Marketing Communications Priority IndexStep 5 – Develop Marketing Communications Plan & BudgetGenerate a Marketing Communications Plan & Budget that will outline your strategic objectives, keyperformance indicators, internal communications plan, and external communications plan. Thisdocument may need to be updated as you further develop your lead generation infrastructure. Marketing Communications Budget Website (26%) Tradeshows (24%) Direct Marketing (17%) Public Relations (14%) Telemarketing (11%) Branding (8%)Action Items 7 – Develop Marketing Communications Plan & Budget • 7. Marketing Communications Plan • 8. Marketing Communications Budget 10

11. . HOW-TO GUIDESPhase 3: Organize Resources & ResponsibilitiesStep 1 – Inventory Department Skill-Sets and Determine GapsLeaders of marketing departments are charged with increasing the knowledge and skills of their team,but many do not have a plan for educating and developing their staff. Read our summary, ‘Developyour Team’s Strategic Skill-Set’, to identify which skills you have, and what strategies you can deployto engage your team and expand their strategic & tactical skills.Action Items 8 – Conduct a Skills Inventory & Determine Gaps • 9. Marketing Skills MatrixStep 2 – Cross-Train Staff and Plan for SuccessionSuccession Planning is the process of identifying and preparing suitable employees, throughmentoring, training and job rotation, to replace key players within an organization. From a riskmanagement perspective, provisions are made in case no suitable internal candidates are available toreplace the loss of any key person. Read about how to ‘Develop Leaders with Succession Planning’.Developing leaders is a top organizational development priority for every company. Effectivelymanaging knowledge capital is especially important in highly competitive industries. Understandingand deploying a succession management strategy is an excellent way to manage your department,groom future leaders, and mitigate risk.Action Item 9 – Develop Succession Planning Matrix • 10. Succession Management MatrixStep 3 – Establish Branding Standards & PoliciesEstablish clear branding standards by adopting a Graphics Use policy. Sections of this policy include:definitions, signatures, brand messages, company name use, marketing collateral, websites, additionaluse cases, external authorization & exemptions.Action Item 10 – Implement Graphics Use Policy • 11. Graphics Use Policy • 12. Graphics Use Exemption Form 11

12. . HOW-TO GUIDESStep 4 – Staff and Manage the TeamFrom an organizational perspective, leadership can be defined as: the ability to influence, motivate,and enable people to attain goals and contribute toward improving the effectiveness and efficiency ofan organization. Why is developing strong leaders such a top priority? Leaders initiate and sustain thecycles of organizational change. Without encouraging and inspirational leaders, organizations arefragmented, unaligned, and demoralized. Top companies recognize that they are only as successful astheir next great leaders, and work to constantly groom and develop key staff.In 1977, Abraham Zaleznik documented some of the Leaders Managerskey differences between leadership and management. Power by Influence Power by PositionHe viewed leaders as inspiring visionaries who are Inspire Innovation Manage Admininterested in prospects; while managers he viewed as Ask What and Why Ask How and Whenplanners who are concerned more with processes. Focus on People Focus on ProcessFollowing in his path, Warren Bennis (1989) Do the Right Things Do Things Right Inspire Trust Rely on Controldocumented the leader/manager dichotomy to help Long-term View Short-term Vieworganizations evaluate their key players. Develop Maintain Eye on the Horizon Eye on Bottom-lineBecoming an effective and inspiring leader requires Originate Imitateconstant diligence. Focusing on people andopportunities, rather than systems and processes, is the key differentiator between a strong leaderand a devoted manager. Read more about leadership with our summary ‘Developing StrongerLeaders’ Additionally, considering how important the interview process is for scrutinizing potentialemployees, it is surprising that most organizations do not have a formal set of interview questions.Read our summary, ‘Conducting Insightful Interviews’, to learn more about interviewing.Action Item 11 – Standardize Job Functions, Roles, & Responsibilities • 13. Interview Questions Tool • 14. Interview Evaluation Matrix • 15. Creative Director Job Description • 16. Director of Sales Support Job Description • 17. Director of Website Development Job Description • 18. Events Manager Job Description • 19. Marketing Analyst Job Description • 20. Marketing Coordinator Job Description • 21. Marketing Director Job Description • 22. Media Specialist Job Description • 23. Product Marketing Manager Job Description • 24. Product Management Director Job Description • 25. VP Marketing Job Description • 26. Webmaster & SEO Expert Job Description 12

13. . HOW-TO GUIDESStep 5 – Set Goals and Manage StaffThere is no question that effective goal setting can improve the performance of your department. Topperforming leaders in all fields use goals to increase confidence, extend vision, and stay motivated.Read more about goal-setting with our summary ‘Sharpen your Focus with Goals’.Action Item 12 – Establish Individual & Team Goals • 27. Department Goals Template • 28. Individual Goals TemplateStep 6 – Implement Project Management SystemMany organizations operate in a state of mild chaos because of poor project management processes.Our executive summary, ‘Standardizing Project Management’ provides the business case forimplementing a formalized project management policy, methodology, and toolset.Project Management Institute’s Body of Knowledge (PM-BOK) Competencies: • Scope – are scope management tools used for all project deliverable changes? • Time – are projects systematically prioritized to ensure allocation of resources? • Cost – is cost planning & tracking embedded in your project management system? • Quality – do you conduct post-project evaluations and test quality at milestones? • Human Resources – is your project team engaged from concept to post-evaluation? • Integration – do you have good coordination when executing campaigns? • Communications – is a formal communication plan required for projects? • Risk – do you assess severity, probability, & impact and mitigate potential risks? • Procurement – are purchasing decisions made with regard to multiple initiatives?Benefits of Structured Project Management: 1. Increased Visibility - reporting project status, milestones, and deliverables are planned, documented, communications that can be viewed anytime. 2. Reduced Risk - by implementing scheduled project checkpoints, quality is assured and failing projects are quickly identified and crashed. Additionally, the risk of key project team members leaving is mitigated through the use of formalized project communication documents. 3. Better Allocation of Resources - scheduling work, prioritizing multiple projects, and managing costs and human resources become much simpler when all projects follow a consistent methodology for changes & approvals. 4. Effective Scope & Time Management - every executive can relate to projects that creep in scope as they progress. Documenting changes to project scope and deliverables, and adjusting budgets and timelines, cannot be done effectively without using proper tools. 5. Clear Organizational Development - if you can effectively implement a standardized project management process, your successor will certainly thank you. 13

14. . HOW-TO GUIDESAssess your Project Management processes & systems with our maturity assessment: Scope Management Score 1 Business requirements are in very general 2 Items in scope listed, items not in scope What level best describes your situation? 3 Project management processes used, some 4 4 Management processes & tools are used on 5 Scope management is driven from effective Time Management 1 Scheduling and resource planning is not 2 An informal task/activity list is used. No f What level best describes your situation? 3 Time management processes used on al 4 4 Projects are systematically prioritized to 5 Improvement procedures are used for time Cost Management 1 No established costing practices, complete 2 Basic processes exist for project cost estima What level best describes your situation? 3 Cost estimates and planning are tracked aga 2 4 Cost planning & tracking is integrated in the 5 Lessons learned improve documented cost Quality ManagementAction Item 13 – Assess Project Management Capabilities • 29. Project Management Maturity AssessmentAction Item 14 – Add Project Management Processes & Resources • 30. Stakeholder Analysis Tool • 31. Project Management Portfolio • 32. Time Management Schedule • 33. Project Request Form • 34. Project Priority Index • 35. Project Priority & Status Report • 36. Project Charter • 37. Project Schedule • 38. Project Work Breakdown Structure • 39. Project Change Request Form • 40. Project Closure Checklist • 41. Post-Project Evaluation 14

15. . HOW-TO GUIDESStep 7 – Manage Tasks with Activity ReportingMany low performers stay under the radar for months before it becomes apparent that they are notactually doing any work of real substance. Be proactive with managing results and implement aweekly or monthly activity reporting process. Read summary: ‘Manage Results with Activity Reports’Whats Included in an Activity Report? Task Type - all activities can be classified within standard project management processes: Initiation, Planning, Execution, Control, and Closure. A good mix of activities is each area ensures smooth program management. Activity Description - this section briefly describes what program/project the activity is related to, ensuring alignment with business goals & objectives. Start Date/End Date - when was the activity first started, and how long did it take to complete? Does the time taken to complete the task fall in line with time spent on other priorities? Do all activities add up to a full week/month? Next Steps/Results - have your staff provide a very brief, forward-looking next steps or end results that were delivered. This section is also effective for communicating issues that need to be escalated.Following is an example of a simple Activity Report: Activity Description Start End Next Steps/Results1.0 Initiation1.1 Web Project Request/Approval 01/02/07 Project Request Form Signed1.2 Identify Web Project Manager 01/04/07 Project Sponsor approval2.0 Planning2.1 Website Project Plan & Scoping 01/06/07 Project Charter Completion2.2 Analyze Deliverables 01/06/07 Work Breakdown Structure2.3 Schedule Work for Web Redesign 01/06/07 Project Schedule Signed Off3.0 Execution3.1 Press Release for 20th Anniversary 01/10/07 01/14/07 Send Release to Target Press3.2 Performance Reviews 01/02/07 01/29/07 Communicate feedback/results4.0 Control4.1 Portal Content Reviewed & Approved 01/15/07 01/17/07 Post on Sales Portal5.0 Closure5.1 Landed CRM Implementation Project 01/20/07 01/24/07 Post-Project Evaluation DoneAction Item 15 – Implement Activity Reporting Process • 42. Activity Reporting Tool 15

16. . HOW-TO GUIDESPhase 4: Design & Produce Marketing CollateralStep 1 – Create/Update Sales Support MaterialsConduct a Sales Support Effectiveness Survey to obtain feedback and build alignment with Sales.Create/update marketing collateral to ensure your sales team has the right tools for the job.Action Item 16 – Develop Sales Support Materials • 43. Sales Support Effectiveness Survey • 44. Product Positioning Tool • 45. Feature, Advantage, Benefit Tool • 46. Sales Script Template • 47. Sales Proposal Template • 48. Sales Presentation TemplateStep 2 – Work with Clients to Develop Case StudiesA case study is a communication tool that outlines how an organization solved a particular businesschallenge. Typically, case studies include: the problem, analysis of alternatives, recommendedsolution, implementation, and measurable results. Case studies are an excellent way to profile yourtarget customers while demonstrating how you solved their specific business challenge. They are oftenused by Sales to illustrate how an organization has helped clients in a similar industry, size, or otherrelevant demographic. Read more with our summary, ‘Increase Sales with Case Studies’Action Item 17 – Promote Success Stories with Case Studies • 49. Case Study TemplateStep 3 – Demonstrate Commitment to SustainabilityRegulatory compliance, climate change awareness, and strong corporate governance have lead to arapid increase in the number of organizations who choose to provide a Sustainability Report to theirinternal and external stakeholders. Good corporate citizenry has many business benefits including costsavings, increased staff recruitment and retention, and improved customer loyalty and brandpreferences. Read more with our summary, ‘Show Responsibility with a Sustainability Report’.Action Item 18 – Gain Loyalty from Key Stakeholders • 50. Sustainability Report Template 16

17. . HOW-TO GUIDESPhase 5: Increase Website Traffic & FunctionalityFor background information, review our summaries that apply to website design & development: • Website Redesign Best Practices • Estimating Website Design Costs • Governing your Corporate Website • Free Web Analytics from Google • Optimizing Website with Heat Map Analytics • Simplifying Search Engine Optimization • Successful Blogs Increase Customer SatisfactionStep 1 – Conduct a Website Effectiveness AuditSee sample audit report below. Key considerations for ‘Evaluating Website Effectiveness’ include: Clear Communication Brand Consistency & Aesthetic Appeal User-Friendliness & Easy Navigation Search Engine Optimization & Structure Content, Forms, & Contact Information Transaction Capabilities & AnalyticsWebsite Effectiveness Audit Report Our Firm Competitor1 Competitor2Clear Communication (35) 25 15 20Brand Consistency & Aesthetic Appeal (30) 25 21 19User-Friendliness & Easy Navigation (30) 14 21 20Search Engine Optimization & Structure (25) 18 14 16Content, Forms, & Contact Information (35) 21 20 23Transaction Capabilities & Analytics (20) 11 7 7Website Effectiveness Score (175) 114 98 105Action Item 19 – Perform Competitive Website Analysis & Report Results • 51. Competitive Website Analysis Tool • 52. Web Audit Report Tool 17

18. . HOW-TO GUIDESStep 2 – Build a Website Program Action PlanDevelop a web marketing strategy, collect & prioritize requirements (see example below), checkinfrastructure, report to senior management, develop budget, build an RFP, & select a vendor. Useour Web Metrics Reporting Tool to analyze website traffic and other key performance indicators.Web Requirements Priority Strategic Fit Impact Feasibility Total CG AG EA CV EI $ Risk SR IAPerfect Requirement 20 10 10 15 15 5 10 10 5 100Browser Compatibility 19 9 10 9 14 5 5 9 5 85Web Analytics for Individual Visitors 20 7 7 5 13 5 9 10 5 81Update Website with New Branding 18 9 6 12 10 4 9 8 4 80Lead Scoring & Nurturing 19 8 7 13 12 3 6 7 5 80Clean, Professional Look & Feel 19 10 5 9 14 5 4 8 4 78Customer Self-Service 17 7 10 15 8 1 7 6 2 73Email Integration 17 9 8 5 14 4 5 6 1 69Forms (captures leads) 15 9 9 6 7 5 6 8 4 69Action Item 20 – Document Strategy & Requirements to Enhance Website • 53. Website Program Action Plan • 54. Web Marketing Strategy Scorecard • 55. Web Requirements Document • 56. Web Requirements Priority Index • 57. Website Infrastructure Checklist • 58. Website Design Budget • 59. Website Design RFP Template • 60. Website Vendor Evaluation Matrix • 61. Web Metrics Reporting ScheduleStep 3 – Govern Website with PoliciesBefore you market your web presence and start attracting users to your site, be sure to implementproper governance policies to reduce the risk of expensive litigation. Use our downloadable PrivacyPolicy and Terms of Use template as a base-line when creating these essential website policies.Action Item 21 – Implement Website Related Policies • 62. Privacy Policy Template • 63. Terms of Use Policy • 64. Blog Policy Template 18

19. . HOW-TO GUIDESPhase 6: Develop Public & Analyst RelationsStep 1 – Develop a Public & Analyst Relations Strategy & PlanPublic Relations (PR) is the act of managing communication between an organization and its key publicstakeholders, with a focus on building and maintaining a positive image. PR professionals executecampaigns targeted at specific audiences, to influence opinions and measure public perception. Publicrelations, if done effectively, can be an inexpensive addition to your marketing mix. Read oursummaries, ‘Public Relations Best Practices’ and ‘Analyzing Competitive Ad vs. PR Spending’, for moredetails on how to save money on advertising and add public & analyst relations to your arsenal.As you develop your strategy, consider thevarious elements of a PR Program, learn Public Relations AdvertisingPR Best Practices, and select the right tools Free Placement Paid Placementsfor your organization. If you anticipate Slant from journalist Full Creative Controlhaving difficulty, consider partnering with aPR agency that has relevant industry Creates Credibility Creates Visibilityexperience. Many mid-sized organizations Only mentioned in a story Obvious to consumersoutsource this function, but with the right Viewed more objectively Will run when you paytools and know-how, you can save money Takes time, no guarantees Simple, if you have cashand enhance your skill set simultaneously.Typically, Public Relations Involves: Evaluating public exposure, opinions, and attitudes Developing policies for communicating with the public Implementing communication programs across media channels Integrating public communications with Marketing programs and brand Creating goodwill by managing a two-way communication process Building a positive relationship between the public and the organizationAction Item 22 – Develop Public & Analyst Relations Plan • 65. Public Relations Plan • 66. Press Release TemplateAction Item 23 – Organize Public & Analyst Relations Program • 67. Media Relations Database 19

20. . HOW-TO GUIDESPhase 7: Understand Marketing Automation OptionsIn the past, marketers were using disparate systems for email marketing, website analytics, directmail, online advertising, etc, making it extremely difficult to accurately track the results of integratedmarketing efforts. New advances in Marketing Automation technology are providing mid-sizedenterprises with systems that can automate manual marketing processes and drive efficiency.Additionally, with the flood of vendors who have come to market, competitive pressures have reducedthe costs of these systems drastically. Most Demand Generation solutions can be integrated directlywith CRM systems to track leads from initial inquiry to sale, providing a closed loop reportingmechanism for marketing activities, enabling campaign ROI measurement.Marketing Automation Components Email Marketing & Database Management Automated Lead Scoring & Nurturing Individual User Web Analytics & Tracking Lead Conversion: Landing Pages & Forms Reports on Campaign StatisticsDefinition of Marketing AutomationMarketing automation solutions incorporate business strategies, marketing processes, and automationtechnologies to generate, qualify, and develop leads along the entire sales cycle. Key MarketingAutomation concepts include: Lead Acquisition, Lead Scoring, Lead Nurturing, and Lead Assignment. Lead Acquisition: leads are acquired when prospects inquire or respond to marketing campaigns such as tradeshows, email marketing, direct mail, cold-calling, search engine marketing, online advertising, etc. Lead Scoring: leads are scored for quality based on explicit profile criteria (job title, company size, location, etc) and implicit behaviors (web visits, downloads, event registrations, form submissions, etc). Lead Nurturing: leads are incubated until they are ready for follow-up by sales. Typically, nurturing involves steady communications designed to educate the buyer and align purchasing and sales cycles. Lead Assignment: once leads reach a specified quality score, they are deemed sales-ready and are assigned to sales representatives for immediate follow-up. 20

21. . HOW-TO GUIDESMarketing Automation Process DiagramAt a high level, marketing automation systems allow organizations to generate & execute campaigns(email, direct mail, advertising, PR, search) to drive prospects to their website where they can betracked and measured by the software.Once a prospect clicks-through on a track-able HTML email link or completes a web form they areanalyzed by the marketing automation system. Next, the system will automatically assess theprospect’s profile and activity history (page visits, downloads, email opens, flash demo views, etc) toarrive at a lead score. Then, the prospect is nurtured with automated communications or ‘drip-campaigns’ until their score reaches a threshold defined by Sales & Marketing as a ‘qualified, sales-ready, lead’. Finally, the lead is assigned in the CRM system. Awareness Tracking Scoring Nurturing Assignment • Email/Ads • Email Links • Profile Grade • Educate • Sales Ready • Search • Submit Form • Activity Leve • Messaging • Lead in CRM • PR on website (views, etc) • Align Cycles • Measure ROIMarketing Automation Solution BenefitsImplementing an integrated Demand Generation infrastructure composed of skilled people, automatedprocesses, and integrated technology provides numerous benefits, including: 1. Alignment of Sales & Marketing: alignment occurs when sales and marketing can agree on the definition of a qualified lead; systems are integrated to provide visibility into activities and results; and the loop is closed between lead source and revenue generated. 2. Increased Win Rates: leads that are scored and nurtured before being handed off to sales close at higher win rates as purchasing & sales cycles are more aligned. 3. Reduced Cost per Lead: when key marketing processes such as lead scoring, lead nurturing, and lead assignment are automated, less resources are required to manage new opportunities. Additionally, the use of a web/email-based approach can drastically reduce acquisition costs for new prospects and opportunities. 4. Improved Accountability & Credibility: marketing leaders can provide accountability for their spending once they are able to quantify the impact of their investments. When deployed properly, Demand Generation solutions increase credibility by providing a system of record that tracks and measures marketing activities and business results. 5. Better Allocation of Resources: having detailed analytics on prospect behaviors and campaign ROI provides marketers with the insight needed to optimize spending on the most profitable marketing programs. 21

22. . HOW-TO GUIDESStep 1 – Determine Requirements for Marketing AutomationRead the following section to determine if you have requirements for Marketing Automationtechnology. Use our Marketing Automation Vendors Matrix to compile a short-list, complete theMarketing Automation RFP to document requirements, and use the Marketing Automation VendorEvaluation Matrix to facilitate the vendor selection process.Key Marketing Automation System Functionality: Email Marketing & Database Management: contact lists can be imported, stored, and de- duplicated; email marketing campaigns can be executed with tracked URLs to determine click- through rates; prospects from all channels (events, cold-calling, direct mail, etc) can be tracked by original lead source; variables such as ‘first name’ can be dynamically inserted into email/direct mail collateral; bi-directional CRM system integration. Marketing Automation & Lead Scoring/Nurturing: leads can be automatically scored based on profile criteria and behaviors; leads can be added to nurturing campaigns to align purchasing & sales cycles; prospects can be routed to the appropriate sales representative based on assignment rules; sales users can be notified of prospect behavior such as website visits or document downloads; auto-responder emails are sent when a prospect interacts with the website (completes a form, etc); automation rules can be configured to add/delete prospects from programs based on their activities. Individual User Web Analytics & Search Engine Marketing: individual website visitor activity can be tracked and provided to sales users; paid search campaigns and online advertisement programs can be integrated to track original lead source; website search queries can be tracked and tied to prospects; natural/organic search traffic can be tracked and keywords used to find your website are identified; non-registered companies can be identified based on their corporate IP address. Lead Conversion, Landing Pages/Forms, & PURLs: web forms can be created by marketing without I/T support; unique URLs can be used to track leads from advertising, direct mail, or other offline campaigns; personalized URLs (PURLs) or landing pages can be created to provide more customized interactions with customers; data can be captured from web forms that were not completed or submitted; forms can block invalid/free email addresses (hotmail, yahoo, gmail, etc) to ensure leads are qualified; form fields can be customized and set up to capture additional information during subsequent web visits.Action Item 24 – Identify Marketing Automation Requirements & Select System • 68. Marketing Automation Vendors Matrix • 69. Marketing Automation Consulting RFP • 70. Marketing Automation System RFP • 71. Marketing Automation Vendor Evaluation Matrix 22

23. . HOW-TO GUIDESPhase 8: Execute Lead Generation ProgramsExecuting integrated, multi-channel, campaigns that can be measured effectively can be a dauntingtask. This section will provide tools to help you execute Direct Marketing Campaigns, Organize &Implement Advertising Plans, Optimize Call Center Operations, Schedule Webcasts, Podcasts, andTradeshows, and Implement & Monitor Trade Promotions.Step 1 – Execute Direct Marketing CampaignsRead our ‘Email Marketing Best Practices’ summary to learn: Email Marketing Definitions; EmailMarketing Benefits and Risks; Email Delivery Best Practices; Benchmarking and Metrics; EmailMarketing Best Practices. Read our ‘List Building Best Practices’ summary to learn about: Permission-based Marketing; List Acquisition Models; Types of Lists, and List Building Best Practices.Action Item 25 – Deploy Email/Direct Mail Programs • 72. Email Marketing Vendor Evaluation Matrix • 73. Email Marketing Database • 74. Email Marketing Calculator • 75. Direct Mail Marketing DatabaseStep 2 – Organize & Implement Advertising PlanSearch engine keyword programs like Google AdWords and other online pay-per-click (PPC)advertising campaigns have proven to be an exceptionally inexpensive method for generating webtraffic, qualified leads, and online web-sale revenues. Determining how much daily budget to setaside; knowing the right amount to spend per-click; and assessing ROI, can be much more difficult.Read more with our summary, ‘Finding ROI with Online Advertising’If you are looking to drive traffic to your website, Google AdWords is a cost-effective method whichdelivers measurable results to marketers. Read more with, ‘Pull Prospects with Google AdWords’Action Item 26 – Implement Advertising Plan • 76. Advertising Plan Checklist • 77. Advertising Calendar & Budget • 78. Advertisement Evaluation Matrix • 79. Online Advertising ROI Calculator • 80. Competitive Ad vs. PR Analysis Tool 23

24. . HOW-TO GUIDESStep 3 – Optimize Call Center OperationsMake Cold-Calling Work for You. Pound for pound,cold calling is the most effective form of direct COLD CALLING PROCESS MATURITYmarketing, since it provides a dynamic, personal Level 1 - Initial/Ad Hoc - sales processtouch that can build trust very quickly. is not documented. Metrics are not established or measured. No consistency in productivity levels or sales results. EachThe key success factors for making cold calling salesperson uses a different method to creatework include: measuring the process to increase interest, demonstrate value, and sell.productivity; providing a compelling value Level 2 - Repeatable/Intuitive - salesstatement to generate interest; and taking control process is well known but not fullyof the call. documented. Dials, Contacts, Leads, and Sales goals are not measured. Limited consistency in productivity & sales results.Remember that a good rep can make over 200 Level 3 - Defined - sales process iscalls per day, which should result in 10-20 documented. Scripts are developed to ensurecontacts, and 1 sale or highly qualified lead. Be all salespeople follow best practices. Goalscareful to monitor burnout, as it is very common in related to Dials, Contacts, Leads, and Sales, are measured and managed.contact centers that have high performing repspumping out cold calls and intensely focusing on 5 Level 4 - Measured & Managed - sales process is fully documented including callminute sales pitches with a eye toward a ‘one-call, procedure, objection responses, and economicone-close’ sale on the first call. value arguments. Metrics exist and are monitored. Reporting on opportunities is completed with forecasting tools.Break your sales process down into its componentsand coach your sales reps to perfect the Level 5 - Optimized - sales process isintroduction, value proposition, build the defined, repeatable, measured, managed, and optimized. Scripts are continually adjusted toneed/problem, present a convincing solution, improve effectiveness. Metrics are used tohandle objections, and close. identify poor performers, or areas that need to be worked on.Finally, make results visible with a sales board, and provide incentives that keep your salespeoplemotivated to keep their phone engaged for 7+ hours per day. Read more about improving insidesales with our summary, ‘Making Cold Calling Work for You’.Most organizations have a very difficult time quantifying the productivity of their inside salesdepartments. If you dont have a phone system that captures accurate dialing, contact, and otherproductivity metrics, use a simple manual process instead. Read more with our summary:‘Monitoring Inside Sales Productivity’.Action Item 27 – Monitor & Measure Contact Center Operations • 81. Sales Productivity Metrics (Daily) • 82. Sales Productivity Metrics (Monthly) • 83. Sales Productivity Metrics (Quarterly) 24

25. . HOW-TO GUIDESStep 4 – Schedule Webcasts, Podcasts, and TradeshowsEvent marketing & tradeshows can be a very useful, but expensive, method for gathering largequantities of leads from a specific geographic region or market. There are many types of eventmarketing, but none are more effective than guerrilla marketing. CRM industry-leader, salesforce.com,has perfected tradeshows with DreamForce, while managing partner-sponsored sporting events incities they are actively targeting. Read more with our summary, ‘Collect Leads with City Tours’Providing on-demand webcasts to prospective customers is a rapidly growing lead generation strategy.Instead of having to call a salesperson at a potential vendor, your prospects can complete theresearch component of their buying process at their convenience. Read our summary, ‘GenerateLeads with Webcasts’ to determine if this tactic should be added to your marketing mix.A podcast is a collection of digital media files distributed over the internet using syndication feeds forplayback on portable media players and personal computers. Although podcasters’ web sites may offerdirect download or streaming of their content, a podcast is distinguished by its ability to besyndicated, subscribed to, and downloaded automatically when new content is added. This is doneusing an aggregator or feed reader capable of reading feed formats such as RSS (really simplesyndication). Read more with our summary, ‘Nurture Prospects & Leads with Podcasts’Following is a condensed Event Planning Checklist to help keep you organized:Done Pre-Event Tasks Completed Notes Invite Attendees and Send Pricing Details Enter Date Make Reservations with Hotel/Catering etc. Enter Date Determine Required Suppliers, i.e. Security Enter Date Confirm Key Note Speaker Attendance Enter Date Line up Audio/Visual Crew if recording podcast Enter DateAction Item 28 – Build & Maintain Events Schedule • 84. Event Planning Checklist • 85. Tradeshow Evaluation Checklist • 86. Tradeshow Evaluation Matrix • 87. Tradeshow Lead Capturing Form • 88. Tradeshow ROI Calculator 25

26. . HOW-TO GUIDESStep 5 – Implement & Monitor Trade Promotions“Trade promotion is any expenditure paid directly by a manufacturer to the trade or retail factors in agiven industry as a set amount on a per unit basis or in payment for a merchandising value providedby the retailer…” - Source: Promotion Marketing Association (PMA)Trade promotion is a key activity for all consumer marketing plans which encourages increased short-term sales by effectively decreasing the cost-per-item to the end consumer. By measuring theincremental increases in sales volume relative to the costs of the trade promotion campaign,marketers can identify which trade campaigns provide the most return on investment and optimizetheir trade plan by investing in the most effective trade channels and promotions. Read more with oursummary, ‘Closing the Loop on Trade Promotions’Evaluate possible trade promotions with a logical Trade Promotion Evaluation Matrix:Evaluation Criteria Weighting POP Bundle Sign Floor TPRClarity - Is the promotion easy to understand?On a Scale of 1-10, rank Clarity 10% 6 7 8 4 5Visibility - Is the promotion clearly visible to customers?On a Scale of 1-10, rank Visibility 10% 8 7 3 6 4Cost-Effectiveness - Does the promotion fall within budget?On a Scale of 1-15, rank Cost-effectiveness 15% 12 10 7 3 2Validity - Has the promotion been tested before?On a Scale of 1-10, rank Validity 10% 10 8 6 8 10Engaging - Does the promotion grab the customer’s attention?On a Scale of 1-15, rank Effectiveness 15% 11 13 14 15 7Feasibility - Does the retailer have the infrastructure and resources necessary for set up?On a Scale of 1-10, rank Feasibility 10% 6 8 4 8 9Action Item 29 – Evaluate, Implement & Monitor Trade Promotions • 89. Trade Promotion Evaluation Matrix • 90. Trade Promotion ROI Calculator 26

27. . HOW-TO GUIDESAbout Demand MetricDemand Metric is a management advisory firm delivering Executive Summaries, How-To Guides,Practical Templates & Tools, and Consulting Services to Sales & Marketing executives in mid-sizedenterprises. Focused on Strategic Planning, Product Management, Lead Generation, and Sales/CRMEffectiveness, our resources help organizations adopt Best Practices and work more efficiently.Our advisory memberships provide customers with access to concise Executive Summaries, How-ToGuides, over 200 Practical Templates & Tools, and a weekly email newsletter highlighting new content.All of our research & tools have been developed based on client feedback and request. Currently,Demand Metric has a rapidly growing client-base of over 1000 senior Sales & Marketing executives.Advisory Membership Options: Free Membership – access to our research, Analyst Blog, How-To Guides, & Sample Tool Executive Memberships – access to all research plus 200 Practical Templates & Tools Analyst Memberships – access to research, tools, and Expert Analysts On-DemandDemand Metric Consulting Services include: Strategic Planning & Leadership Development Product Management & Market Research Lead Generation & Marketing Automation Sales Effectiveness & CRM OptimizationVisit our Analyst Perspectives Blog to stay up-to-date with trends, best practices, and network withother professionals in your industry. Contact us to request a complimentary template or tool.Learn more about Demand Metric on our corporate website: www.demandmetric.com 27