Performark, Inc. October 2002 Liebert® Marketing Communications Generates Sales INTEGRATED SYSTEM DRIVES DEMAND WHILE REDUCING COST million in reported sales gram. We also named the pro- are increasingly being asked against our targeted mar- gram itself Liebert North to to demonstrate the effective- keting efforts. immediately convey to sales As marketers, we Keeping Business in Business www.Liebert.com ness of our efforts. Today, we In addition, we built a reps that the program is inte- delight in being put on the marketing datamart (of more grated with everyday opera- spot, because we can throw than 200,000 targeted pros- tions. out some impressive, measur- pects and customers) that al- able successes—thanks to a North American integrated marketing system that is helping us measure how we drive prospect demand, increase the efficiency of our formark ® WebLeads™ Pro- With a program ROI of 5:1, Liebert is well on the way to accountable marketing sales channel and reduce costs. Several years ago we introduced an integrated marketing approach that Using the secure Pergram, (we call it eLEADS) we give sales reps a single, easyto-use system for accessing, prioritizing, tracking and scheduling actions on qualified leads—anytime, anywhere. lows us to begin sending the Basically, we made it easy for right message to the right per- them to receive and report son at the right time. back on qualified leads. With a program ROI of closed the loop in the sales 5:1, Liebert is well on the way lead generation and manage- to accountable marketing. Here’s how it works: 1. All inquiries come into the Performark’s Communica- ment process. In a few short years, we: • • are coded by source—be Increased the contact rate from 40 percent to • tion Center where they PROGRAM AT A GLANCE it a trade show, direct The program was de- mail, a press release, 85 percent veloped and is managed by our Reduced the time it takes strategic partner, Minnesota- to get a qualified lead to based Performark, Inc., which the central prospect data- the appropriate field reps we affectionately refer to as base, which feeds the by seven days “Liebert North” since they are datamart. Tracked more than $37 such an integral part of the pro- trade ad, etc. 2. Our data is entered into 3. The next step is the most Page 2 critical one: Per- Traditional Inquiries Telequalification formark qualifies Web Inquiries Web Qualification LIEBERT MARKETING COMMUNICATIONS GENERATES SALES the leads via phone before Inquiry Screened Based on Product, Budget, & Timeframe, sending them on to our sales Qualified Future Potential Prospects = Nurture force. Qualification information is gathered and stored in the datamart. On Disqualified Fulfillment of Literature Lead Assignment to Territory Product Rep Future Follow-up average, 20 percent of leads are Assigned Rep Records Results & Next Action in Web Leads deemed qualified Result of Sales Call Sale enough to be sent to a sales rep. 4. No Sale Assigned Rep Can Provide Lead Quality Feedback ROI Reports Generated from Prospect Database All Data Captured & Integrated into Marketing Datamart A personalized fulfillment package is compiled and mailed by 5. Performark to inquiries quote, presentation, trial based on their need. evaluations, sale or lost Each hour, the We- sale. If sale the value of bLeads™ system auto- the sale is recorded. matically notifies sales to provide a future email have a new lead. An em- alert of a required follow-up bedded link allows the activity. • 7. Authorized sales and mar- Identify the lead closure rate by individual rep or territory 8. Using updated data from the Performark database, we’re able to target promotions to specific prospects in support of the sales effort. the contact and qualifica- keting associates can ac- tion information. cess numerous activity and Within the past six months we When a sales rep re- sales reports online directly have developed a new ceives an eLEAD the sys- from the system. These method of auto-qualifying tem allows the rep sev- reports allow for: prospects from various pages eral easy to use options: • Request the eLEAD system reps via email if they rep to connect directly to 6. • • • Tracking of unit and/or dol- on the internet (our own site, Email the lead to another lar sales from leads gener- marketing sites, etc.). Now, rep or reseller ated anyone wishing to request Tracking the effectiveness more information or respond into one of many cate- of various media used to to a marketing offer from gory options such as generate sales leads select web pages could be Update the lead status • LIEBERT MARKETING COMMUNICATIONS GENERATES SALES Page 3 qualified, fulfilled, entered leads which are accurate, active programs into the sales force into the database and distrib- and timely. To do this effec- requires training and support. uted to the field – with mini- tively requires a consistent proc- The field reps need to know mal human intervention. Ba- ess, but also a highly trained what to expect, what to do sically the same process is telemarketing staff on both and be provided with a con- Page 3with followed product and basic applications. sistent process that allows eliminating the phone calls At “Liebert North” Performark them to act and report from Performark’s Communi- maintains a trained team of quickly, efficiently and easily. cation Center. Currently over product and application knowl- Integrated marketing. Our 50% of our inquiries register edgeable associates who use a ability to track, measure and via the web, which allows us jointly developed call guide to analyze numerous marketing to qualify more prospects and initiate a conversation with a activities is greatly simplified send out more leads at a prospect, not just read a script. by centralizing these often- much lower cost. Only fully qualified leads are disjointed activities— sent on to the sales reps. regardless of business unit. WHY THIS PROGRAM IS Direct distribution. In the Our Liebert North central SUCCESSFUL past, we didn’t determine which hub manages inbound 800 individual rep should receive a services, outbound calling, Senior-level commitment specific lead. We sent leads to email marketing, sales lead in both sales and market- regional or office managers and management, media effec- the exception of ing. Top management actively supports the pro- Program Success Factors: tiveness, fulfillment, datamart development and utili- gram. The program is a 1. Senior-level commitment in zation, and lead qualifica- joint effort by sales and tion. By consolidating these both sales and marketing 2. Sales representative input into the design efforts we’re able to ana- gram. 3. Qualified leads ing efforts as needed. For Sales representative 4. Direct distribution example, we learned that input into the design. 5. Field relationships & support we get the highest quality marketing versus a marketing only driven pro- We talked with our sales reps to find out what 6. Integrated marketing lyze and refine our market- leads and highest conversion rates from our Web they wanted in a system be- crossed our fingers that the site, so we’re shifting addi- fore developing it. Their key leads would get distributed. To- tional attention and dollars to requirements were: Make it day, the Performark WebLeads that tactical tool. easy; Make it electronic; and system automatically emails give me timely leads. We did qualified leads directly to the all three. individual sales representative Qualified leads. It is criti- based on product technology cally important to have a pro- and location. gram that filters the leads Field relationships & sup- and only sends to the reps port. Implementing sales lead Page 4 LIEBERT MARKETING COMMUNICATIONS GENERATES SALES GLOSSARY Contact rate The percentage of leads that are contacted by a sales rep Conversion rate The percentage of leads that are converted into sales CRM A business strategy to create and manage more valuable customer relationships using database technologies to provide detailed information about each customer. True CRM requires a customer-driven approach to all aspects of your business, including service, sales and marketing, product development and organizational structure. ROI Return on investment. Often shown as a ratio = net sales:cost of the program. Dave Crago is Marketing Manager of Liebert Corp., a part of Emerson Network Power. Liebert designs, manufactures and distributes control and power-protection systems in more than 100 countries. For more information on Liebert’s North American lead management program, contact Dave Crago at [email protected] or 614.841.5798. Liebert is a registered trademark of Liebert Corporation. The Emerson logo is a trademark and service mark of Emerson Electrical Company. Performark, Inc (aka Liebert North) Performark, Inc. is a proven specialist in sales lead management. They develop customized prospect and customer relationship management (CRM) programs to help business– to–business companies measurably improve their marketing efforts and increase sales. The company, based in Minneapolis, Minnesota, offers comprehensive sales, marketing and relationship solutions. For more information, call 800.888.2014 or go to www. performark.com. Performark is a registered trademark of Performark, Inc. WebLeads is a trademark of Performark, Inc. eLEADS is a Performark-approved noun used exclusively by Liebert, Inc.