Telemarketing-howtochoose by yuwareea


									                  Choosing a B2B
              Telemarketing Agency:
               14 Questions to ask

              Our Mantra:

              “By making our clients successful,
              we make ourselves successful”

              How we work:

              “By putting the Buyers Journey at
              the heart of everything we do…”   eMail:   Tel: +44 (0) 1256 853 040

             knowledge . passion . innovation .
Choosing a B2B Telemarketing Agency: 14 questions to ask



1  Choosing a B2B Telemarketing Agency: 14 questions to ask ............4 
2  Why B2B marketing is different ........................................................9 
3  Ten Point Telemarketing Check-up .................................................12 
4  Why you should choose an agency dedicated to B2B......................14 
5  Client Testimonials ..........................................................................16 
6  Example Telemarketing Case Studies .............................................18 
7  Example Clients ...............................................................................20 
8  Awards ............................................................................................21 
9  Why eMarket2 is different...............................................................22 
10  Unique eMarket2 technology: Tele-eMail and Generator2 ..............24 
11  eMarket2 Telemarketing Technology Platform ...............................28 
12  Outbound Telemarketing Partnership .............................................30 
13  Resourcing telemarketing campaigns .............................................31 
14  The skills and experience of our telemarketing agents...................32 
15  Agent Performance, Measurement and Analysis .............................33 
16  eMarket2 at a glance .......................................................................34 
17  More about eMarket2 ......................................................................35 
18  Our Mantra/The Buyers Journey .....................................................36 
19  Contact details and administration information..............................38 
20  How to find us .................................................................................39                eMail:                Tel: +44 (0) 1256 853 040

          27/10/2008           knowledge . passion . innovation .           Page 3 of 40
1 Choosing a B2B Telemarketing Agency: 14 questions to ask

It’s absolutely essential to             Here are some searching                  In addition, the skills required
choose a 100% focused                    questions to ask your                    for successful outbound calls
B2B telemarketing                        potential B2B telemarketing              are very different to the skills
agency. You need to be very              agencies. The answers to                 required for inbound calls.
confident that they will                 these questions will provide
represent your company in a              you with quality information,            Many telemarketing agencies
professional manner, and you             to help you with your                    use the same team of
need to be sure that they will           selection process.                       telemarketers for a range of
help strengthen your                                                              different projects that in
company’s brand.                                                                  practice need different skill
The process of selecting a
good B2B telemarketing                                                            Using a single team dilutes
agency can involve trial and                                                      the skills of the team and
error, potentially delaying the                                                   limits the potential results
development of your sales                                                         that can be achieved.
pipeline and affecting the
growth of your company’s                                                          Choose a telemarketing
future sales.                                                                     agency that specialises in B2B
                                                                                  markets and make sure that
                                         #1 Does the
When you set about choosing                                                       they are experienced in all
                                         telemarketing agency
your B2B telemarketing                                                            forms of telemarketing:
                                         specialise in B2B?
agency, you need as much                                                          outbound, inbound, lead
knowledge as possible to                                                          generation, appointment
                                         There are many fundamental
make the best possible                                                            setting, customer support, or
                                         differences between B2B
decision.                                                                         whatever is required.
                                         marketing and B2C
                                         marketing. In turn, the skills
The more knowledge you                                                            They also need a range of
                                         required to succeed in B2B
have, the better the basis on                                                     support services, including list
                                         telemarketing are very
which to make a judgment                                                          cleaning, market research,
                                         different to those required in
and the final choice.                                                             and effective direct marketing
                                         B2C telemarketing.
                                                                                  skills.                  eMail:                Tel: +44 (0) 1256 853 040

            27/10/2008          knowledge . passion . innovation .           Page 4 of 40
#2 Do the telemarketers                   If they don’t, that should raise         #4 Are the telemarketers
use scripts?                              concerns about how they will             working at the agency’s
                                          build their telemarketers’               offices?
You don’t expect a salesman               knowledge and expertise in
to arrive at your office and              your marketplace.                        Some telemarketing agencies
start to read from a fixed                                                         use part-time people (often
script written on a piece of              It’s helpful to listen to your           students) working from home.
paper: “Good morning, my                  assigned telemarketers                   Some even use offshore call
product has many benefits                 making calls on your                     centres, thousands of miles
which…” You would throw                   company’s behalf.                        away.
him out wouldn’t you? Scripts
don’t work in B2B markets.                Listen to both ends of the               This approach doesn’t work
                                          conversation.                            well in the B2B world. This is
The problem is that scripts                                                        a cost-saving strategy and
sound “scripted”! Select a B2B            You’ll hear your prospects’              there are no benefits to the
telemarketing agency that has             reactions to your sales                  client other than hourly
telemarketers with the skill to           propositions and you’ll                  charges. Sales ROI will suffer.
develop the conversation,                 discover objections and how              Offshore call centres should
steer it and bring it to a close          the telemarketers are                    only be used for tasks such as
with the desired result. The              handling them.                           inbound order-taking,
telemarketers need to be able                                                      technical support and
to do this no matter what                 You will then be able to                 customer service.
personalities and                         adjust the sales message and
temperaments they come                    to improve results.                      This approach isn’t effective
across.                                                                            for B2B tasks like
                                          Effective B2B telemarketing              appointment-setting or lead
#3 Will you have access to                relies on a good working                 generation – simply because
the agency’s                              relationship between the                 the partnership approach is
telemarketers?                            assigned telemarketers and               missing. Ask your prospective
                                          the client.                              B2B telemarketing agency
Does your prospective B2B                                                          about their telemarketers and
telemarketing agency have an              A true working partnership is            whether they’re based. Also
“open door” policy which                  the only way forward, and the            ask the average age, their
allows clients to access its              best way to develop this is by           background and their sales
telemarketers?                            face-to-face contact with the            experience - they need to be
                                          telemarketers.                           able to sell.                   eMail:                Tel: +44 (0) 1256 853 040

          27/10/2008           knowledge . passion . innovation .             Page 5 of 40
#5 Are the telemarketers                 Look for B2B agencies who               Try to assess whether there’s
rewarded for meeting                     offer incentives that reward            a team spirit, with supportive
targets?                                 telemarketers for both quality          management. Listen out for
                                         and quantity.                           what happens when someone
Good telemarketers respond                                                       gets a result like an
well to incentives, and their            #6 What are the ages and                appointment booked – do
performance is affected by               relevant experience of the              their colleagues rush to
the incentives they are                  telemarketers?                          congratulate? Telemarketers
offered.                                                                         don’t respond to a “big stick”
                                         The skills, capabilities and            management style. Instead,
Be wary of agencies which                commitment of the                       they work well in a team
offer incentives based on                telemarketers will affect the           environment where they get
quantity only. For example               results they achieve, so ask            the support they need.
“set up two appointments a               their average age.
day and earn a 10% bonus”.                                                       #7 Are the appointments
                                         Ask them about their past and           or leads unique to your
The appointments will be                 listen to some of them on the           company?
achieved and the bonus                   phone.
earned, but the quality of                                                       Are those results
those appointments will be               Meet them and make your                 (appointments, leads etc)
questionable.                            own assessment about their              unique to your company? Will
                                         ages and skills.                        the telemarketing agency sign
Your sales people may well                                                       a non-disclosure agreement
drive hundreds of miles to               Gauge the agency’s working              committing them to not
meet with prospects who                  environment – are the                   disclose those details to
have little intention of buying          telemarketers working in a              anyone third party?
or who have no budget.                   positive, constructive
                                         environment?                            Some telemarketing
Some agencies work on a                                                          companies ‘sell’ appointments
“sweat shop” basis, and set              To produce effective results,           or sales leads to a number of
targets of 100 or even 200               the telemarketers need to feel          different clients. Ask the
calls a day. Be very careful             positive about themselves,              question and get the non-
about the quality of the leads           the agency and the client’s             disclosure agreement signed.
they provide.                            product or service.                  eMail:               Tel: +44 (0) 1256 853 040

           27/10/2008           knowledge . passion . innovation .          Page 6 of 40
#8 Is the database owned                    •   Regular project reporting            #11 Is the agency truly
by your company?                            •   Regular communication                multilingual?
                                                with the telemarketers
During the telemarketing                    •   A defined process for                Can the telemarketing agency
project, information like eMail                 making calls                         support multilingual
addresses will be updated –                 •   A sophisticated tracking             campaigns?
the database contains a lot of                  system
added value.                                •   A process for dealing                Can they support English,
                                                with problems                        French, German, Italian and
Do you have sole ownership                  •   Regular project reviews              Spanish programmes?
of this additional information?
                                           Does the process involve you              Do they have telemarketers
Get your B2B telemarketing                 in any way, and if so, how,               who will be using their mother
agency to sign a non-                      and at what points in the                 tongue?
disclosure agreement                       process?
confirming that they will only                                                       #12 How good is the
use the data for your project              Decide whether the agency’s               agency’s reporting?
and that they will return it at            process will meet your
the completion of the project.             marketing needs and produce               Be careful of agencies who
                                           the sales results you need.               can only offer one-off
#9 Is there a defined                                                                spreadsheets as their method
process?                                   #10 How long a period                     of reporting. Sophisticated,
                                           are you contracted to the                 real-time reporting is
Does the telemarketing                     agency?                                   essential, with 24/7 online
agency have a structured                                                             access.
process to ensure an orderly               How long is the contract for?
flow of activity once the                                                            With the best online systems,
project has started? Does it               If your telemarketing agency              you will be able to drill down
include steps like the                     has to obtain new contracts               to the detail eg looking at the
following:                                 from you for each project, on             results from individual
                                           a regular basis, this will keep           telemarketers, to see how
•    Product and marketplace               them focused.                             many calls are made, how
     training                                                                        many eMails are being sent
•    Detailed preparation for              If the contract is for a long             and what the outcomes and
     the project                           period of time, the agency                response rates of these
•    Prospect data sourcing                may get complacent.                       combined activities are.                   eMail:                  Tel: +44 (0) 1256 853 040

          27/10/2008              knowledge . passion . innovation .            Page 7 of 40
#13 How good is the                      #14 Can the agency
agency’s technology and                  provide case studies and
technical support?                       performance statistics?

Ask the agency about their               Ask the agency for case
technical support.                       studies specific to your
Can they easily import and
export data?                             If they don’t have any,
Does their telemarketing
technology allow them to                 What success rates do they
track, listen in to, and review          quote?
telemarketer calls ie Tele-
eMail?                                   If they say that they reach
                                         50% of decision maker
Can their system integrate               contacts (DMCs) at the first
with eMail campaigns to make             call, beware. It takes 4-7 calls
the calls more productive?               to reach a middle manager
                                         and 8-12 calls to reach DMCs.
Can their system score leads
and drive the real-time
reporting?                  eMail:              Tel: +44 (0) 1256 853 040

          27/10/2008           knowledge . passion . innovation .           Page 8 of 40
2 Why B2B marketing is different
  and why you need a specialist agency which is 100% B2B focused
B2B marketing is not the same as B2C marketing; the approach needs to be fundamentally
different. Any similarities between B2B and B2C disappear when you examine the complex B2B
marketing challenges. Find out what eMarket2 consider the top 15 differences are.

Difference #1:                             the particular stage in the               supporting rational purchasing
B2B products and services                  buying cycle that your prospect           decisions.
are often more complex                     is currently in.
                                                                                      “Sales fluff” may get a
In working with B2B clients in             Difference #3:                            prospect’s attention, but it
many different markets, we                 Fewer potential buyers                    won’t convince the prospect to
always find that B2B products                                                        make a purchase. Subtle
and services are typically                 B2C marketers can market                  differences must be carefully
complex and more                           their products to millions of             explained using carefully-
sophisticated, with many of the            people in the knowledge that a            crafted and persuasive
positive benefits or possible              high proportion are potential             communication programmes.
negatives hidden. B2B                      purchasers. There are far
marketing campaigns need to                fewer potential purchasers of             Difference #5:
take the detail, the technical             B2B products and services.                B2B pricing is very
aspects, the hidden                        They’re also harder to find -             different
information, the subtleties, and           you may spend months trying
make them clear, easy to                   to find the influential contacts          B2C products don’t vary much
understand, and above all,                 in a prospect’s company.                  from shop to shop. The prices
persuasive and convincing.                                                           of B2B products are often
                                           Difference #4:                            different for every sale. B2B
Difference #2:                             B2B sales propositions are                prices can be dependent on
The B2B sales cycle is longer              often more complex                        the particular application and
                                                                                     buyer’s requirements.
The B2B sales cycle is a                   B2B sales propositions are
lengthy process, often lasting             complex and more                          The pricing depends on many
many months. Marketing to                  sophisticated, and must                   factors, which takes take time
B2B prospects requires                     present measurable benefits,              to calculate and affects the
different tactics, depending on            with differentiated features              selling price.                  eMail:                 Tel: +44 (0) 1256 853 040

          27/10/2008             knowledge . passion . innovation .           Page 9 of 40
Difference #6:                            Difference #8:                             individual prospect’s interests
B2B prospects carry out                   Corporate brand                            and needs.
more research                             confidence is more
                                          important                                  For example, the “financial
B2B prospects carry out more                                                         buyer" is mainly concerned
research, ask for more                    I find that corporate brand                with ROI, the "techie buyer" is
information, and examine more             confidence is more important               mainly concerned with
alternative products and                  to B2B buyers than individual              performance, and the actual
suppliers. They do this because           product brands.                            end-user is only concerned
the risks of “getting it wrong”                                                      with ease of use.
are higher, and they also need            While specific purchase criteria
to “sell” the choice to other             affects product selection, the             Difference #10:
people in their company.                  prospect’s confidence in the               B2B marketers have less
                                          corporate brand drives the final           market research data
Difference #7:                            purchase decision.
B2B marketing depends on                                                             A huge B2C company like
different buying emotions                 The prospect needs to trust                Unilever will only bring a
                                          the company to deliver the                 product to market after they’ve
B2B marketing is not                      expected benefits.                         spent millions testing to see
emotionless, but prospects are                                                       whether it will be a commercial
not affected by common B2C                Difference #9:                             success.
emotions like impulse buying              Many different types of
or personal status.                       contacts are involved in the               Not many B2B companies have
                                          purchase loop                              that level of financial resource.
Different emotions affect the
prospects. B2B motivators                 B2B purchases involve many                 Large budgets may be
include the fear of making a              individuals with very different            allocated to product R&D, but
mistake, the expected ROI,                perspectives, all involved in the          normally only relatively small
and the level of trust in the             purchasing loop, influencing               amounts are available for
supplier.                                 the decision-making.                       market research.

For example, Coca Cola’s “I’d             It’s essential to identify and             So, success in B2B markets is
like to teach the world to sing”          contact many people at many                more dependent on the
ads simply wouldn’t work in               different levels within the                experience of the B2B
the B2B marketplace.                      prospect’s company, with sales             marketer.
                                          messages that appeal to each                  eMail:                 Tel: +44 (0) 1256 853 040

            27/10/2008          knowledge . passion . innovation .            Page 10 of 40
Difference #11:                            Difference #13:                           Difference #15:
B2B marketing needs                        B2B sales rely on personal                B2B marketing starts
different channel                          relationships                             inside the company
                                           Sales to B2C markets use                  In B2B markets, many people
The direct “seller-to-end-user”            tightly-controlled marketing              within the company interact
relationship is only one way of            tools like TV ads and other               with the prospects and
selling in the B2B world.                  mass media. B2B sales need                customers, and not just the
Complex channel strategies are             one-to-one relationships with             sales and marketing
often needed: distributors,                personal interaction.                     departments.
dealers, manufacturers'
representatives, consultants,              This requires sophisticated
system builders, supply-chain              sales management and
partners and so on.                        knowledgeable, well-trained
                                           staff, passing on information in
Difference #12:                            line with corporate sales USPs
Many different people from                 and strategies.
the selling organisation are
involved                                   Difference #14:
                                           Third-parties influence the
Sales of complex B2B products              buying process
and services typically require
the expertise and involvement              B2B prospects involve third-
of many different people from              parties for opinions. So, market
the selling organisation. The              through industry experts, trade
sales and marketing                        associations, trade
departments may need support               publications, user groups, and
at director level, and also need           many other third-parties.
people from the design, R&D
and manufacturing                          B2B prospects use this
departments. All of these                  information to support and
contacts need to be aligned                help sell their purchase
with the corporate brand                   recommendations to
messages to maximise the                   colleagues.
possibility of closing the sale.                   eMail:               Tel: +44 (0) 1256 853 040

           27/10/2008            knowledge . passion . innovation .           Page 11 of 40
3 Ten Point Telemarketing Check-up
  For Lead Generation and Qualification

Tick the boxes against each of your answers and add up the points.

#1. The calling lists we rent or buy are based on:

1) Demographics; eg job title, SIC code, number of employees               No points
2) Business actions; eg moves, mergers, new processes                      One point
3) Affinities; eg related purchases, memberships                           One point

#2. We get our reps ready to call and then improve their skills by:

1)   Training and practice                                                 One point
2)   Teaming with another salesperson                                      No points
3)   Throwing them on the phone                                            Subtract one point
4)   I don’t know                                                          Subtract one point

#3. When on the phone our callers follow:

1)   Scripts                                                               No points
2)   Call/question guides                                                  One point
3)   The data fields on their computer screen                              Subtract one point
4)   Their instincts                                                       Subtract one point

#4. Our supervisors and managers monitor calls and coach our salespeople

1)   Every day                                                             One point
2)   When they can                                                         No points
3)   Seldom                                                                No points
4)   Never                                                                 Subtract one point
5)   I don’t know                                                          No points

#5. In how many seconds can your callers describe what your company does?

1)   5-10                                                                  One point
2)   10-15                                                                 No points
3)   15-up                                                                 Subtract one point
4)   We’re so well known, they don’t have to                               One point

#6. What portion of lead generation calls results in substantive conversations?

1)   Less than 5%                                                          Subtract two points
2)   5% - 15%                                                              Subtract one point
3)   15% - 25%                                                             No points
4)   25% - 50%                                                             One point
5)   50% and above                                                         No points
6)   I don’t know                                                          No points                eMail:           Tel: +44 (0) 1256 853 040

           27/10/2008         knowledge . passion . innovation .      Page 12 of 40
#7. What portion of lead generation and qualification conversations results in the
prospect taking the next step in your marketing or sales process?

1)   Less than 5%                                                            Subtract two points
2)   5% - 15%                                                                Subtract one point
3)   15% - 25%                                                               No points
4)   25% - 50%                                                               One point
5)   50% up and above                                                        Two points
6)   I don’t know                                                            No points

#8. After the calls, we classify our leads as:

1)   Qualified or not qualified                                              No points
2)   Hot, medium, cool or A, B, C                                            No points
3)   Rated on a point-scale according to agreed criteria                     No points
4)   Whatever our gut and experience say                                     Subtract one point
5)   We don’t classify, we just send them along                              Subtract two points

#9. Your level of confidence that your own MD would accept the kind of calls your
salespeople are making:

1)   Slim to none                                                            Subtract two points
2)   Quite low                                                               Subtract one point
3)   So-so                                                                   No points
4)   Pretty high                                                             One point
5)   Certain                                                                 Two points
6)   I don’t know                                                            Subtract one point

#10. Your level of confidence that your sales channels will act on the leads you produce:

1)   Slim to none                                                            Subtract two points
2)   Quite low                                                               Subtract one point
3)   So-so                                                                   No points
4)   Pretty high                                                             One point
5)   Certain                                                                 Two points
6)   I don’t know                                                            Subtract one point

Conclusions – what your scores mean

Ten points or higher? You’re telemarketing is looking good. Congratulations!

Eight or nine? Make the tactical adjustments before your competitors force the issue for you.

Six or seven? Your lead generation and qualification efforts probably are mismatched to your sales
requirements and are almost certainly under-performing as well. Better make some big improvements.

Under six? Stop reading this and get professional guidance right now.                eMail:            Tel: +44 (0) 1256 853 040

           27/10/2008          knowledge . passion . innovation .       Page 13 of 40
4 Why you should choose an agency dedicated to B2B

If you’re in a B2B market and you’re thinking of changing your marketing agency, it’s essential to
choose an agency that uses cutting-edge ideas and is expert in B2B marketing.

Here are the top six questions that prospective clients frequently ask us, to test our responses.
We’ve provided our answers to those questions in a “question and answer” format.

Question #1: How does                    Question #2: How does                       two large B2C clients may
eMarket2 keep track of                   eMarket2 approach B2B                       dominate the agency, its people
changes and trends in the                marketing differently to B2C                resources and its focus. At least
marketing world?                         marketing?                                  three quarters of an agency’s
                                                                                     revenue should come from B2B
Answer: We track trends and              Answer: We are a B2B marketing              clients.
new developments by searching            specialist, and we understand
out articles on the internet and         what makes B2B marketing so                 eMarket2 is a dedicated B2B
attending seminars & exhibitions.        different to B2C marketing, and             specialist agency and 100% of our
                                         how the approach needs to be                client list is from the B2B
We have our own IT experts and           completely changed. Any                     marketplace.
we develop new techniques as             similarities between B2B and B2C
older techniques become over-            disappear when you examine the              Question #4: What proportion
used and ineffective. We then            complex B2B marketing                       of eMarket2’s clients are in
implement Best Practice ideas into       challenges.                                 B2B markets?
the campaigns we develop.
                                         As an expert B2B agency, we can             Answer: eMarket2 is a dedicated
We investigate the latest                list about 15 or more differences           B2B specialist agency and 100%
marketing strategies like mobile         in seconds.                                 of our clients are from the B2B
marketing, and assess how                                                            marketplace.
effective they could be for our          Question #3: What proportion
clients. We’re recognised as             of eMarket2’s turnover is                   If an agency’s client list does not
“thought leaders” and have               derived from B2B clients?                   major on B2B markets, their
developed the award-winning                                                          experience and understanding of
eNewsletter “Down2Earth” on Best         Answer: This is a really searching          B2B challenges will be very
Practice eMarketing, and have            question to ask. The client list of         limited. If the split is 50/50
won many industry awards.                some agencies may appear to be              between B2B and B2C, they are
                                         predominantly B2B, but one or               likely to be generalists, lacking the                  eMail:             Tel: +44 (0) 1256 853 040

         27/10/2008            knowledge . passion . innovation .              Page 14 of 40
experience to overcome complex            Every client uses different
B2B marketing challenges. At least        parameters, but our answers give
three quarters of an agency’s             you a good idea of our knowledge
clients should be in B2B markets.         and expertise in B2B marketing.
Agencies with a lower proportion
will be generalists trying to serve       Question #6: How is eMarket2
everyone.                                 paid for agency services?

Some agencies might have what             Some agencies have complicated
they describe as a “B2B division”,        ways of calculating payment for
but people in that division often         different services.
work on both B2C and B2B clients.
This “division” is often simply a         For example, a fee structure on
marketing strategy to encourage           the one hand, and on the other
prospective clients.                      hand, a media placement
                                          commission and mark-up on
At eMarket2, we have just one             outsourced services.
focus or “division”: B2B.
                                          If an agency offers low fees and
Question #5: Why did our                  relies on media commission and
newest clients select                     mark-ups to boost their bottom
eMarket2?                                 line, their marketing
                                          recommendations may be biased
Answer: First of all, our 100%            towards campaigns that generate
B2B focus is very important, and          higher income for them.
secondly, prospective clients
recognise eMarket2 as specialist          Complex payment models like
B2B “thought leaders” in demand           these are commonplace in B2C
generation.                               agencies, and they’re a good
                                          pointer to the agency’s focus.
You would expect that all of our
newest clients would be in B2B            eMarket2 is different – we charge
markets, and that is indeed the           on a “per project” basis or on a
case.                                     monthly retainer                 eMail:               Tel: +44 (0) 1256 853 040

          27/10/2008            knowledge . passion . innovation .           Page 15 of 40
5 Client Testimonials

Telemarketing Tools                        immediate impact. We didn’t               direct result of the pipeline of
Industry: Life sciences                    have the bandwidth to call                business opportunities they
“eMarket2's award-winning                  through several of the lists              have created for us. As a
Generator2 demand                          that we had and eMarket2                  venture-capital-backed web
generation platform cost-                  was able to provide not only              services software company,
effectively complements our                the activity that we needed               and with the current credit
Siebel CRM solution to                     but was able to qualify active            crunch, meeting and
dramatically shorten our sales             opportunities and gather                  exceeding our goals is critical
cycles and boost marketing                 market intelligence. Their                to our ability to secure future
ROI. Continuous refinement                 Generator2 demand                         funding. They deliver what
of marketing and lead                      generation web-based                      they promise and they have
cultivation efforts through all            reporting capabilities gave me            sensible pricing, which will
channels has given us a key                real-time visibility into their           keep us coming back for more
competitive advantage.”                    day-to-day activity and kept              of the same in 2008.”
EMEA CRM Manager, Invitrogen               track of all the data they were           Global VP Marketing
                                           gathering on our marketplace.             Web Services
Demand Generation                          Their team approach ensures               Software Company
Industry: IT sector                        that we are consistently
“eMarket2 is a first-class                 hitting our goals and if                  Seminar Campaigns
agency. They provide a                     changes need to be made                   Industry: Manufacturing

complete “closed loop”                     they can happen quickly. I                Software

revenue generating service                 look forward to continuing to             “eMarket2 is an integral part
with passion. Focusing on                  grow our sales pipeline with              of our campaign follow-up
people, product, purpose,                  the help of eMarket2.”                    process; our seminar
positioning, and profit. Very              Direct Marketing Manager                  registrations have achieved all
refreshing and very                        EMEA - Global Security Software           our targets through their
professional.”                             Company                                   efforts. Their team delivers an
Marketing Director,                                                                  invaluable combination of
Household Global Software                  Lead Generation                           quality and quantity in the
Vendor                                     Industry: IT Software                     sales ready leads they
                                           “eMarket2 has over-achieved               develop for our seminar
Telemarketing Campaign                     on our expectations                       events.”
Industry: IT Software                      throughout 2007. We are                   UK Marketing
“We were very pleased with                 likely to hit our revenue                 Programs Manager
eMarket2's ability to hit the              targets for the first full six            Manufacturing Software
ground running on our project              months of 2008, and be
and began seeing an                        ahead of our forecast as a                   eMail:                  Tel: +44 (0) 1256 853 040

          27/10/2008              knowledge . passion . innovation .            Page 16 of 40
Client testimonials

Business Development                      respond to a large increase in
Industry: Internet Software               our inbound marketing
“We don't have the time,                  responses. They have
resource or bandwidth to do               provided exceptional results,
our own internal business                 the level of service has saved
development. The business                 me and my sales team much
development team at                       time and effort as well.”
eMarket2 have become an                   NHS Divisional Sales Director
integral part of our sales                Technology Hardware Company
process, consistently
providing my team of ten                  New Market Development
Business Development                      Industry: Telecoms

Managers with sales ready                 “As an up-and-coming
qualified appointments.”                  technology organisation in the
UK Sales Director                         US, we saw the UK as an
Wireless Telecommunications               untapped market of potential
Company                                   customers. We wanted our
                                          Country Manager in the UK to
Lead Generation                           have the necessary support to
Industry: Internet Software               develop our business on an
“The value we have received               EMEA wide basis. eMarket2
through our relationship with             were an ideal EMEA partner.
eMarket2 has been truly                   eMarket2 worked closely with
exceptional. I have hired five            both our US marketing team
additional Field Reps across              and our new UK sales team to
our Northern Europe region in             further define our message
Q1 2008 as a result of the                and our approach to market
increased lead flow.”                     for the UK, France and
General Manager UK                        Germany at the start of 2007.
Internet Software Company                 Since then, eMarket2 has
                                          over-achieved against their
Inbound Telemarketing                     targets and continue to be a
Industry: IT Hardware                     valued outsourced demand
“eMarket2 provided me with                generation partner.”
the necessary marketing and               US VP Marketing
sales support manpower to                 Wireless Telecommunications                  eMail:                Tel: +44 (0) 1256 853 040

          27/10/2008             knowledge . passion . innovation .          Page 17 of 40
6 Example Telemarketing Case Studies

Testing                                   Outcome: Data provided by              Solution: We developed an
Industry: Access                          eMarket2 generated 50%                 integrated marketing
Management                                more leads than partner data.          campaign incorporating
                                          Sales indicators showed leads          personalised eMail, direct mail
                                          with a net worth of £5M                and micro websites.
                                          generated - a direct result of         Telemarketing was used to
Challenge: One of the                     the Tele-eMail strategy. Sales         follow up the contacts who
fastest growing IAM (Identity             indicators showed an                   responded. Key to our
and Access Management)                    increased ‘lead acceptance             success was the collection
companies with more than                  rate’ of 95%.                          and management of response
500 customers and over 200                                                       data in using
partners hit a problem with                                                      the sales team’s data
                                          Response Management
growth momentum. Sales                                                           intelligence to ‘drive’ the
                                          Industry: IT markets
slowed, leads in Europe were                                                     campaign’s targeting strategy.
scarce and sales blamed
marketing.                                                                       Outcome: An overall
                                                                                 response rate of 9.8% was
Cause: Their European                     Challenge: A global leader in
                                                                                 achieved, the conversion cost
Telemarketing demand                      thin clients with
                                                                                 was reduced by 50%, pipeline
generation programme was                  approximately 40% branded
                                                                                 value increased by 30%, the
designed to feed qualified                market share was finding that
                                                                                 campaign helped establish six
leads to partners. But the                their lead pipeline was drying
                                                                                 new markets across
pipeline was choked by                    up, which meant that their
                                                                                 EMEA/ANZ and there was a
partner politics, poor partner            European sales teams
                                                                                 17% efficiency gain over
data and misaligned partner               repeatedly missed revenue
                                                                                 previous lead generation
expectations around lead                  targets and profits slumped.
                                          Cause: We carried out
Solution: We deployed a                   telemarketing and eSurvey
multilingual telemarketing                activities and discovered that
pilot demand generation                   their target audience hated
programme in the UK and                   receiving junk mail, junk eMail
Germany to test the                       and unsolicited calls - they
following: the effectiveness of           were technical sceptics who
partner data versus data that             had ‘no reason to look’. We
we supplied the client; the               therefore needed to create a
effectiveness of ‘Tele-eMail’ (a          sequence of personalised
fast-track) contact strategy;             messages.
and the effectiveness of an
automated demand
generation platform.                   eMail:            Tel: +44 (0) 1256 853 040

          27/10/2008             knowledge . passion . innovation .         Page 18 of 40
Quantitative Audits                      Quantitative Audits
Industry: Life Sciences                  Industry: Telecoms

Challenge: A global                      Challenge: A global telecoms
$11billion player in Life                manufacturer was concerned
Sciences wanted to identify              that six of its major resellers
what waves in the                        were not able to penetrate a
marketplace triggered the                target of 100 key accounts
buying journeys of ‘big                  each.
spenders’ across EMEA.
                                         Cause: We discovered that
Cause: We discovered that                that the six resellers simply
government funding was a                 didn’t have the human
catalyst to ‘big purchase’               resource available to
cycles. Knowing ‘when’ funds             penetrate these top 100
were issued, by whom and to              accounts, or the
whom’ identified which ‘power            telemarketing skills to get
prospects’ sales teams should            through to high-level
target.                                  decision-makers at both
                                         director and senior
Solution: We developed a                 management level.
multilingual telemarketing
programme to research                    Solution: We developed an
government funding across                integrated programme which
six European countries. We               included direct mail postcards
identified which funding                 and eMail broadcasts,
bodies awarded the highest               followed up by a
grants, and secured                      telemarketing campaign.
agreements to provide regular            Contact was made with every
data which enabled us to alert           target company, new contacts
the client sales teams to cash-          were added and the data was
rich prospects.                          updated.

Outcome: Sales indicators                Outcome: For each reseller,
have confirmed that targeting            1-2 “A” leads were created –
‘funded prospects’ at the                fully qualified, and with a
point when they were just                fixed appointment. Around 2-
starting to investigate has              3 “B” leads were created and
helped position the company              20+ “C” leads. All six
as a trusted advisor. This has           databases were fully updated.
resulted in improved close               Over $900,000 of leads were
rates of 12% at the point of             created across the six
final negotiation.                       resellers.                  eMail:               Tel: +44 (0) 1256 853 040

         27/10/2008           knowledge . passion . innovation .            Page 19 of 40
7 Example Clients     eMail:            Tel: +44 (0) 1256 853 040

       27/10/2008   knowledge . passion . innovation .      Page 20 of 40
8 Awards

eMarket2 has been recognised in the digital marketing and online marketing fields as an
innovative agency, having developed many cutting-edge client campaigns which, most
important of all for our clients, have produced outstanding results.

Best use of B2B Data in a              Winner of best use of data in           Best B2B Email Marketing
Marketing Campaign award in            a B2B marketing campaign                eNewsletter Design award in
the Technology for Marketing           Awards 2007.                            The Jupiter Media
2007 awards.                           ‘iProfile' by eMarket2 for    
'Profile' by eMarket2 for              Invitrogen                              Marketing Excellence
Invitrogen                             Also: Best international B2B            Awards 2006
Also: Runner up - Best use of          campaign - B2B Marketing
Campaign Software.                     Awards 2007.
'Profile' by eMarket2 for              'iProfile' by eMarket2 for
Invitrogen                             Invitrogen

Best Opt-in Campaign Email             Best Use of Data in B2B                 Runner up of the Best digital
Silver Award at the                    Marketing nomination in the             B2B marketing campaign -
MarketingSherpa 2007                   Institute of Direct Marketing           B2B Marketing Awards 2007.
awards.                                Business Performance Awards             'iProfile' by eMarket2 for
'Profile' by eMarket2 for              2007.                                   Invitrogen
Invitrogen                             'iProfile' by eMarket2 for
                                       Invitrogen                eMail:               Tel: +44 (0) 1256 853 040

         27/10/2008          knowledge . passion . innovation .           Page 21 of 40
9 Why eMarket2 is different

Our Mantra: Get Connected >> Get Considered >> Get Chosen

We enable our clients to focus on       expand our technological                targeted and appropriate to their
their core competencies, achieve        capabilities in order to keep our       needs and challenges.
operational excellence and              clients ahead of their competitors
outperform their competition.           and, importantly, their customers.      Amongst others, these sectors
Applying proven experience and                                                  include IT, Life Sciences,
methods, we align ourselves fully       Management accessibility and            Telecoms, Business Services,
to our clients businesses to deliver    approach                                Legal, Financial Services,
transformational solutions and                                                  Automotive and Public Sector. As
rapid results.                          Our organisational structure is         part of our lead generation
                                        designed to give easy access to         process, we will define which
People                                  our management teams and pride          sectors we wish to target in a
                                        ourselves on being an open and          phased approach.
Our people are the best in the          approachable meritocracy.
industry and the pre-eminent                                                    As part of our lead generation
performers in their respective          Global reach                            process, we will define which
disciplines. We encourage                                                       sectors we wish to target in a
achievement via continual learning      With a strong presence in all the       phased approach.
and development.                        major markets of the world, we
                                        are able to match each client’s         Our contracts vary in length and
Processes                               global presence to deliver              scope. They can be on a simple
                                        solutions around the world:             project by project basis, quarterly
We use proven and mature                24/7.                                   or annual retainer, as well as
methods, prioritising solutions over                                            regional or global in their nature.
services and employing joined-up        Our clients and contracts
thinking to focus intensively on                                                They can be focused on one
value creation as we transform.         Our clients are amongst the             specific service solution, or an
                                        market leaders in their industry        end-to-end integrated Corporate
Technology                              sectors. We take a sector               Solution, dependent on clients’
                                        specific approach to engaging           requirements.
Our infrastructure is second to         with our clients to ensure that
none. We continue to invest and         our solutions and language is                  eMail:                Tel: +44 (0) 1256 853 040

          27/10/2008          knowledge . passion . innovation .             Page 22 of 40
Our Vision                            What does this mean?                  Our Values

To become the most                    Reasonable people adapt               By making our clients successful,
                                      themselves to the world.              we make ourselves successful.
unreasonable and innovative
market leader of outsourced B2B       Unreasonable people attempt to
                                                                            We treat other people as you would
sales and marketing customer          adapt the world to them.              like to be treated.
acquisition & retention services
                                                                            We develop our people and reward
and marketing automation              All progress, therefore, depends
                                                                            their contribution.
solutions for B2B organisations       upon unreasonable people.
                                                                            We foster an entrepreneurial spirit.
who have a complex sale on a
local, regional and global basis,     Most reasonable people see things
                                                                            We work with openness, integrity
by 2013.                              and they say, “Why?”                  and humour.

                                      eMarket2 people dream things          We create a dynamic, exciting and
(Through people, passion, know-
                                      that never were, and we say           supportive business environment.
how, & best of breed marketing
automation tools)                     “Why not?”                eMail:            Tel: +44 (0) 1256 853 040

           27/10/2008         knowledge . passion . innovation .         Page 23 of 40
10 Unique eMarket2 technology: Tele-eMail and Generator2

                      Runner up of the Best digital
                                                                 Runner up - Best use of
                       B2B marketing campaign -
                      B2B Marketing Awards 2007.                   Campaign Software
                      'iProfile' by eMarket2 for                ' iProfile' by eMarket2
                              Invitrogen                             for Invitrogen

Tele-eMail is an approach that combines telemarketing with eMail marketing to generate top-
quality leads. It’s run as a module on Generator2 - eMarket2’s award-winning, fully-hosted and
managed demand generation web-based platform.

Experience with clients proves that a combined eMail marketing and telemarketing approach
helps them speak to more people, generate more leads and validate more information. Tele-Mail
has been shown to increase our telemarketing agents Decision Maker Contact (DMC) by up to
20%. Tele-eMail empowers our telemarketing agent’s to priorities their activity target calls to
higher responsive contacts while reducing costs, because of lower call time. There are five main
ways in which we use Tele-eMail in our telemarketing projects:

#1 Central eMail broadcasts                  frequently as required to                     Using the Generator2 system,
                                             ensure that telephone contact                 the agent can track click-
eMarket2 can send out an                     is always carried out on a                    throughs and PDF downloads
eMail broadcast (on a daily                  timely basis.                                 and is therefore able to
basis if necessary) so that any                                                            interact in real-time because
prospect click-throughs to web               #2 Agent eMail broadcasts                     they know the prospect is
pages are very fresh in the                                                                sitting at their desk.
mind of the interested                       The agent can send out their
prospect.                                    own eMail broadcasts using                    This is a very effective tactic in
                                             segmented pockets of data                     getting through to the
The telemarketer has direct                  supplied to them. The                         prospect, which can be hard if
access to the results of the                 Generator2 system will then                   the phone call is several days
eMail broadcast. The                         alert them when the eMail is                  after the marketing campaign.
Generator2 system will alert                 opened. In this way, they can                 Other benefits of this approach
them when the eMail is opened                time their own follow-up calls                include fewer unsuccessful
and enable them to speak to                  so that that their call is very               calls, more conversations and
hot prospects whilst their                   quickly made after the                        more conversions because the
interest is still fresh. This                prospect click-through.                       prospect is still actively
process can be repeated as                                                                 thinking about the eMail.                 eMail:                  Tel: +44 (0) 1256 853 040

         27/10/2008            knowledge . passion . innovation .              Page 24 of 40
#3 Key contacts targeted -                   “I haven’t seen the eMail”.                 Benefits of Tele-eMail:
individual eMails sent to
specific contacts                            It can be sent straight to the              • Increased Decision Maker
                                             prospect’s eMail inbox so that                Contact
Generator2 can be used for                   it can be viewed during the                 • Helps agents tie in visual
Key Account targeting – the                  phone call.                                   branding with verbal
client can highlight certain                                                               propositions
accounts as being of high                    #5 Tele-eMail sent to                       • Holds the attention span of
importance.                                  hard-to-reach prospects                       the target for longer
                                                                                           because it differentiates
These accounts will be given                 If the prospect can’t be                      calls
priority by the agent and                    reached by phone after a                    • Enables an agent to deliver
individual eMails will be sent               number of attempts, the                       relevant information in a
out.                                         telemarketing agent will leave                timely way
                                             a voicemail message and send                • Gives prospects a sense
The other use of individual                  a personalised eMail at the                   that they are ‘in control’
eMails is when the agent can’t               same time.                                    of telephone
get through to a prospect after                                                            discussions
several attempts – be they                   The voicemail and personalised              • Makes for a more
specifically targeted prospects              eMail will explain the relevance              committed, better-qualified
or general prospects.                        and importance of the                         prospect
                                             attempted call.
The Generator2 system will                                                               The benefits of Tele-eMail
then alert them when the eMail               The telemarketing agent will                using Generator2
is opened or if the prospect                 “tag” the eMail message in
downloads a PDF, so that they                order to identify when the                  • Fewer telemarketing
can get on the phone within                  prospect opens/interacts with                 days are required to
minutes.                                     the eMail.                                    complete each
This tactic is very effective in             The telemarketing agent can                 • Higher conversion rates
getting through to hard-to-                  tell instantly if the prospect              • Accessibility - 24/7
reach decision-makers.                       opens the eMail and identifies                through a web-based
                                             which links they clicked onto.                interface
#4 Individual eMails sent                                                                • Ease of use - only 1-2
whilst on the phone                          They can then get on the                      hours training is typically
                                             telephone straight away, in                   required for telemarketing
The agent can send out                       “real time”, knowing that the                 agents
individual and personalised                  prospect is sitting at their desk.          • Increased user
eMails whilst they’re on the                                                               productivity – automation
phone to the prospect.                       They can then personalise their               of database marketing
                                             pitch to match the prospect’s                 processes
No longer will the telemarketer              interests i.e. their downloads
be turned away by the                        and click-throughs.
comment:                    eMail:               Tel: +44 (0) 1256 853 040

          27/10/2008               knowledge . passion . innovation .             Page 25 of 40
• Improved lead                           • Reporting of                          Options
  conversion rates -                        performance and
  equipping telemarketing                   statistics – real-time                • Lead scoring – we can
  agents with real-time report              online benchmarking actual              score every lead based on
  dashboards that show                      performance against                     client-defined parameters
  which prospects are ‘in the               campaign targets. By                    such as budget available,
  buying window’ and                        publishing campaign                     job title, company size etc
  why/how they should be                    dashboards that measure
  targeted as a priority                    critical success metrics,             • Lead management – we
                                            program managers can                    can manage leads for a
• Provision of holistic                     reduce the risk of                      client’s salesforce or
  view of your sales and                    programme failure                       marketing department,
  marketing activities -                                                            based on a process pre-
  centralising initiatives such           • Highly customisable - we                determined by the client
  as data management, list                  store data in a format that
  building, data profiling,                 mirrors client’s internal             • Lead distribution – we
  eMail marketing,                          systems and/or partner                   can pass on leads to a
  telemarketing, sales                      systems, which means that                client’s salesforce or
  administration, lead                      short-term and/or long-                  marketing department,
  creation, lead distribution               term requirements are met                based on a process pre-
  and lead nurturing – all                  with minimal upheaval                    determined by the client
  touch-points are monitored
                                          • Support – the application
                                            requires no internal support
                                            from your IT team                  eMail:           Tel: +44 (0) 1256 853 040

         27/10/2008          knowledge . passion . innovation .            Page 26 of 40
The diagram below demonstrates how Tele-eMail and Generator2 work together:

                                   Generator2                                          #4                                         #5
                                 Lead Targeting
    #1                                                                          Tele-eMail sent
                                                                                                                          Tele-eMail sent to
   Central                        Real-time lead                                                                            hard-to-reach
                                                                               during phone call
    eMail                      profiling, scoring and                                                                         prospects
  Broadcast                       lead targeting                            Using our Generator2,
                                                                            system, the telemarketing                  If the prospect can’t be
                              Our Generator2 system takes                   agent can tell instantly                   reached by phone after a
                              the eMail broadcast click-                    which links the prospect                   number of attempts, the
                              throughs, downloads and                       clicked onto and which                     telemarketing agent will
                              opens, and applies a pre-                     downloads they selected.                   leave a voicemail message
                              determined profiling process                                                             and send a personalised
                              to the data, cross-referring to               They can then “personalise”                eMail at the same time to
                              existing demographic                          their pitch to match the                   explain the relevance and
                                                                            prospect’s interests.                      importance of the attempted
                              information such as company
                              turnover, number of                                                                      call.
    #2                        employees, job description,
                                                                            During the conversation, the
                                                                            telemarketing agent can
    Agent                     market sector etc.                            send a personalised HTML
                                                                                                                       The telemarketing agent will
    eMail                                                                   eMail.                                     “tag” the eMail message in
  Broadcast                   The telemarketing agent is                                                               order to identify when the
                              then provided with real-time                  This helps visualise what                  prospect opens/interacts
                              information on which DMCs                     they are describing, and                   with the eMail.
                              to contact first:                             encourages the recipient to
                                                                            download an article via the                The telemarketing agent can
                              Tier 1: for example,                          eMail and/or to complete a                 tell instantly if the prospect
                              prospects who downloaded a                    registration or profile form               opens the eMail and
                                                                            linked to the eMail.                       identifies which links they
                              PDF and company over a
                              certain size etc                                                                         clicked onto.
                                                                            Synchronising calls and
                                                                            eMails means that our
    #3                        Tier 2: for example,
                              prospects who clicked on at
                                                                            telemarketing agents can be
                                                                                                                       They can then get on the
                                                                                                                       telephone straight away, in
     Key                                                                    more strategic in their
                              least one link and company                                                               “real time”, knowing that the
   contact                                                                  approach to targeting the
                              over a certain size etc                                                                  prospect is sitting at their
  targeting                                                                 right contact; at the right
                                                                                                                       desk. They can then
    eMail                                                                   time; with the right
                              Tier 3: for example,                                                                     “personalise” their pitch to
  Broadcast                                                                 message. It also supports
                              prospects who opened the                                                                 match the prospect’s
                                                                            their sales pitch.
                              eMail and company over a                                                                 interests i.e. their downloads
                              certain size etc                                                                         and click-throughs.

 Comprehensive, detailed real-time reports available 24/7
 Reports are published online and are available 24/7 so that all parties can see how many calls are made, how many eMails are being sent and what
 the outcomes and response rates of these combined activities are.                        eMail:                             Tel: +44 (0) 1256 853 040

           27/10/2008                 knowledge . passion . innovation .                           Page 27 of 40
11 eMarket2 Telemarketing Technology Platform

The infrastructure that supports your campaign and optimises productivity of telemarketing
agents includes:

An Avaya VOIP telephone                   • Generate and manage                        management, data access
switch that improves                        qualified (quality) sales                  management, data usage
productivity and                            leads                                      management (ie rented
performance through:                      • Process risk-free trials                   data with restricted use is
                                            and/or sales orders                        managed)
•   Call listening                        • Allocate follow-up actions             •   Data editing and the
•   Call recording                          on leads/trials/sales orders,              tracking of data edits by
•   Call duration timing                    to inside sales departments                date and user
•   Call forwarding (of internal            and/or partners                        •   New record creation (NB
    and external calls to create          • Collect market                             automated de-duplication
    a seamless virtual’ front               intelligence/information (in               procedures prevent
    office environment)                     a reportable format) for                   duplicate records being
•   Call waiting (queuing of                marketers to analyse real-                 created)
    inbound calls to reduce ‘call           time                                   •   Data merging
    abandon rates’)                       • Prioritise activities so that          •   Relationship management
•   Call distribution (of inbound           agent targets are met                      of multiple contacts within
    calls) by hunt group                    through SMART working                      companies, companies with
    (language, skill set, client or       • Measure performance                        multiple sites and
    campaign code)                          against target (real-time)                 companies with multiple
•   CLI                                                                                ‘operating companies’
•   Reporting by agent,                   G2 System features for                   •   Forced data entry protocol
    campaign type, hunt group,            Telemarketing Agents can                     (ie pick lists and system
    call duration bands                   include:                                     logic behind mandatory
•   ‘On-screen phone                                                                   fields forces agents to
                                          • Call logging (of call
    managers’ for telemarketing                                                        capture specific data fields
                                            attempts made, DMC calls
    agents to flick quickly                                                            in the correct format/case)
                                            made, call notes made,
    between database screens                                                       •   Lead processing and
                                            inbound calls)
    and telephone functions                                                            management (includes lead
                                          • Categorisation of call
                                                                                       valuation, qualification,
                                            outcomes (positive and
Generator2 (G2) – a                                                                    categorisation and tracking)
                                            negative outcomes)
demand generation web                                                              •   Lead allocation/reallocation
                                          • Call scheduling
platform for telemarketing                                                         •   Lead distribution
                                          • Activity scheduling (ie for
teams that can enable                                                              •   Campaign tracking
                                            eMail or mail fulfillment)
them to:                                                                           •   Trial order processing (and
                                          • Activity tracking (ie
                                                                                       integration with logistics
                                            responses to eMails are
• Process (log and track)                                                              systems to track when trial
                                            automatically tracked and
  inbound and outbound calls                                                           products are delivered and
                                            can trigger a further
  efficiently                                                                          collected and therefore
                                            scheduled action)
                                                                                       require follow-up)
                                          • Data management (call
                                                                                   •   Sales order processing
                                            prioritisation, opt-out                 eMail:             Tel: +44 (0) 1256 853 040

           27/10/2008           knowledge . passion . innovation .          Page 28 of 40
• Agent reporting on                     generated by agent, the                • Trial approval lists (ie
  completed activities, leads            type of leads generated by               lists of ‘trial requests’
  created and managed,                   agent, the allocation of                 that require a
  contact status and company             leads generated by agent,                supervisor’s approval or
  status to show and                     the status of leads                      assistance before they
  benchmark their                        generated by agent etc)                  can be forwarded and
  performance and                    •   Data management reports                  processed via a logistics
  productivity                           (ie real-time stats on the               company)
• Integration with web                   volume of data processed               • Sales approval lists (ie
  registration forms so that             by agent, the performance                lists of ‘sales orders’ that
  enquiries via the web are              of different data sources by             require a supervisor’s
  collected centrally and                agent & data segment, the                approval or assistance
  processed via the system               number of ‘inaccessible                  before they can be
• Integration with the phone             records and categorised                  processed financially)
  system so that every call              reasons’, the number of                • Customer complaint lists (ie
  attempt is logged and                  communications made to                   lists of complainants that
  therefore call costs can be            rented lists with restricted             require follow-up/referral)
  accurately reported real-              use criteria etc)                      • Agent target reports (ie
  time                               •   Campaign management                      real-time stats on an
                                         reports (ie real-time stats              agent’s performance
G2 System features for                   on the volume of data                    against target)
Telemarketing Supervisors                processed for each                     • Resource management
can include:                             campaign, the volume of                  reports (ie real-time stats
                                         activities generated for                 on the number of hours
• Agent call reports (ie the             each campaign, the volume                worked by agent on a
  real-time stats on the                 of calls made/received for               specific programme,
  number of call attempts                each campaign, the volume,               campaign and/or data set
  made by agent, DMC calls               type and value of leads                  etc)
  made by agent, inbound                 generated for each
  calls processed by agent,              campaign etc)                          G2 System features for
  time spent on phone by             •   Quality control reports (ie            Inside Sales Departments
  agent, call outcomes by                lists of ‘processed’ data              can include:
  agent and category etc)                records that the system
• Agent activity reports (ie             generates for a supervisor             • Lead pipeline reports
  real-time stats on the                 to check (at random) the                 (ie ‘real-time’ stats on
  number of eMails sent by               data accuracy and                        leads generated from
  agent, mail packs sent by              procedural accuracy of a                 their individual account
  agent, records processed by            user                                     sets)
  agent, time spent on data          •   Lead approval lists (ie lists          • Risk-free trial reports (i.e.
  administration by agent,               of ‘leads’ that require a                ‘real-time’ stats on risk free
  activity outcomes by agent             supervisor’s approval or                 trials generated from their
  and category etc)                      assistance before they can               individual account sets)
• Lead management reports                be allocated to field sales            • Sales order reports (ie ‘real-
  (ie real-time stats on the             and/or distributed and/or                time’ stats on sales orders
  number of leads generated              managed)                                 generated from their
  by agent, the value of leads                                                    individual account sets)             eMail:             Tel: +44 (0) 1256 853 040

         27/10/2008        knowledge . passion . innovation .            Page 29 of 40
12 Outbound Telemarketing Partnership

We offer a flexible telemarketing partnership. From an initial campaign now, to medium- to long-
term support into the future, we can partner you and deliver your outsourced sales and
marketing requirements.

Companies use us to set               We support companies’               • No need to take 100%
up long and short term                marketing programmes by                responsibility (ie delegate
marketing programmes.                 offering telemarketing,                management to your
                                      list broking and direct                agency)
• We run full-time                    mail services and eMail             • No risk of hidden fees
   programmes (as an                  design & broadcast                     squeezing budget -
   outsourced facility)               services for integrated                disciplinary fees, re-
• We act as an ‘overflow’             campaigns                              recruitment fees,
   centre for programmes                                                     redundancy fees, payroll
   managed in-house                   What’s the advantage of                fees, sick pay, holiday
• We can audit and test               outsourcing a virtual sales            pay…
   marketing procedures and           contact centre                      • No staff management
   systems                            programme?                             headaches (emotional or
• We host and manage                                                         financial!)
   marketing systems for              • No need to recruit                • No gaps in the pipeline
   companies                             telemarketers and pay               when telemarketers fall
• We host and manage data                recruitment fees                    sick long-term and/or take
   for companies                      • No need to re-organise               holiday leave
• We can supply temporary                your office space                • No drain on your IT staff
   marketers and                      • No need to buy new                   or personnel department’s
   telemarketing agents at               equipment or systems                workload
   your offices              eMail:            Tel: +44 (0) 1256 853 040

         27/10/2008          knowledge . passion . innovation .      Page 30 of 40
13 Resourcing telemarketing campaigns

We only employ experienced telemarketing agents, here are the summaries of what we insist on
as minimum performance requirements and experience, for both our telemarketing agents and
our supervisors:

A typical eMarket2                          European enterprise-sized          • Confident and efficient
telemarketing agent                         companies                            when to working to tight
profile                                 •   Online and telemarketing             timescales and targets
                                            research                           • Conversant of data privacy
 • Results-driven and used to           •   Sales order generation and           statutes, laws and
   working with targets                     processing                           guidelines at a local level
 • Research agents                      •   Appointing setting                 • Conversant of Best
   experienced in sales with a          •   Lead conversion and                  Practice guidelines in
   minimum of 1 year’s                      qualification                        telemarketing, eMail
   telemarketing work                   •   Web enquiry handling and             marketing, direct mail and
   experience                               conversion                           research
 • Senior agents who                    •   Event registration
   interview C-Level                    •   List building and profiling        Experience in:
   executives educated to               •   Inbound eMail and phone
   degree level have                        enquiry handling                   • Experienced in the delivery
   minimum 3 years                      •   Tele-research                        of “Introductory” and
   telemarketing work                   •   Identifying decision                 “Elevated” propositions to
   experience                               makers                               a variety of contacts eg
 • Multilingual agents                  •   Opting-in contacts                   board level/Line of
   (French, German, Spanish,            •   Customer satisfaction                business management/
   Polish) are native speakers              calls/surveys                        Administrators/ in pan-
   and fluent in English                •   License renewal calls                European “Enterprise-
 • Used to using relational                 and/or product upgrade               sized” companies and
   database systems, eMail                  conversion calls                     below.
   applications and phone                                                      • Call listening, appraisal
   management technology                A typical eMarket2 agent                 and agent coaching
• Formerly trained/certified            supervisor profile                     • Data analysis (and the
   in ‘selling techniques’                                                       analysis of agent
• Quick to learn and used to            • Experienced in sales with a            performance/productivity
   working in a competitive               minimum of 3 years                     reports)
   team                                   telemarketing experience             • Report writing
                                          (to include call coaching            • Resource management
Experience in:                            and team leadership)                 • Training (on products,
                                        • Experienced in people                  processes and systems)
• The delivery of                         management                           • Copywriting (of fulfillment
  “Introductory” and                    • Fluent in English and at               eMails/mailers)
  “Elevated” sales                        least one other European             • Client liaison
  propositions to a variety of            language                             • Budgeting (at project
  contacts eg board                     • Used to using relational               level)
  level/Line of business                  database systems, eMail
  management/                             applications and phone
  Administrators/ in pan-                 management technology                 eMail:             Tel: +44 (0) 1256 853 040

          27/10/2008         knowledge . passion . innovation .           Page 31 of 40
14 The skills and experience of our telemarketing agents

Our telemarketing agents and administrators have the following minimum levels of experience:

   Agent                                Description of skills and experience

 Level of        Telemarketing    Language          Experienced          Experienced       Experienced       Experienced
 experience      experience       skills            in the               in the            in dealing        in dealing
                                                    following call       following         with the          with these
                                                    objectives           propositions      following         different
                                                                                           types of          types of
                                                                                           company           contacts

                                  Fluent/native     Appointment          propositions      Pan-EMEA,         Board &
 Senior                           English &         setting, lead        (conceptual and   multinationals,   director level,
 Telemarketing   3+ years         fluent/native     qualification        tangible) and     FTSE 1000         senior
 Agent                            F/D/I/E           and tele-            offers on         organisations     management
                                                    research             services &        and below         and below

                                  Fluent/native     setting, lead        Reasonably        Pan-EMEA,         Mid-level
 Qualified                        English &         qualification,       complex           enterprise        managers and
 Telemarketing   1+ years         fluent/native     event                product and       organisations     below
 Agent                            F/D/I/E           registration, list   service           and below
                                                    building and         offerings pitch

                                  Fluent/native     setting, lead        Reasonably        Large             Mid-level
 Telemarketing   1+ years         English, may      qualification,       complex           companies and     managers and
 Agent                            have additional   event                product and       SMEs              below
                                  language          registration, list   service
                                                    building and         offerings pitch

                                                    handling, list
                                                    building &                                               Receptionists,
 Telemarketing                    Fluent/native     cleaning, tele-                                          office
 Researcher                       English, may      research, DMU        Elevator          Pan-European      managers,
 and             6 + months       have additional   analysis,            pitches           SMEs              departmental
 Administrator                    language          identifying                                              staff and
                                                    decision                                                 administrators
                                                    makers, opting-
                                                    in contacts,
                                                    awareness                 eMail:                     Tel: +44 (0) 1256 853 040

         27/10/2008           knowledge . passion . innovation .                    Page 32 of 40
15 Agent Performance, Measurement and Analysis

We regard measuring the performance of agents and motivating them to be of utmost importance:

We monitor an agent’s call               • Gatekeeper objection handling          • The skills and techniques of a
performance by:                              techniques                               telemarketer
                                         • DMC hook & purpose                     • The product knowledge of a
• Listening to calls                         statement used                           telemarketer
• Recording calls (where                 • Questioning techniques                 • The productivity of a
   appropriate and permission is         • Product knowledge                          telemarketer (ie to check if
   granted for training purposes)            demonstrated                             they prioritise their time
• Analysing call stats (length of        • Ability to sell benefits that are          correctly and work SMART)
   calls by type, frequency of               relevant                             • The confidence of a
   calls, regularity of calls)           • Closing techniques used                    telemarketer
• Analysing conversion rates and         • Objection handling techniques          • The values of a telemarketer
   pipeline value (against targets           used                                 • The objectives, goals,
   set)                                  • Data capture accuracy and                  aspirations and development
• Screening call notes for                   completeness                             plans of a telemarketer
   accuracy and completeness             • Monitoring conversion rates
• Analysing administration stats             and productivity levels              By ‘tiering’ our telemarketing
   (average length of time spent                                                  agents according to their skill set
   updating records, average # of        Agent training                           and volume of experience, they
   data updates made per record)                                                  have a clearly defined career path
• Feedback during                        Every eMarket2 agent is offered          to climb.
   coaching/training sessions            70 hours worth of coaching over a
• Feedback from ‘Agent buddies’          12-month period. We coach                As a result our retention rates are
                                         agents in ‘bite-sized 15 minute          good and our staff referral
 We audit calls (ie measure              chunks’ at the beginning or end of       scheme is buoyant.
 success) by appraising the              a day and use a toolkit called ‘The
 following call elements:                SalesActivator’ to do this.              Our company credo in relation to
                                                                                  employees is: "If you pick the
• Introduction/announcement              We tackle the following issues:          right people, focus them and treat
• Tone of voice used                                                              them well, customers will be their
• Listening skills demonstrated                                                   #1 priority."                  eMail:              Tel: +44 (0) 1256 853 040

          27/10/2008             knowledge . passion . innovation .            Page 33 of 40
16 eMarket2 at a glance

eMarket2 has the simple philosophy: By making our clients successful, we make ourselves

We provide direct marketing and digital marketing services & technologies that turn customer
acquisition & retention into a measurable and repeatable automated process, enabling sales
channels to continually achieve targets.

eMarket2 are a privately-owned,            Simply said "eMarket2               Our dedication is real.
specialist Business-to-Business            enable businesses to
marketing agency. eMarket2 are             achieve sales targets               Many of our customers have
leaders in Business-to-Business            effectively"                        become friends because of our
customer acquisition and client                                                commitment to the success of
retention using innovative             Business for us is a partnership.       their projects and businesses.
engagement marketing and
technologies.                          When we do business with you,           We keep our pricing realistic
                                       we give you nothing but our             whilst offering an exemplary
Our engagement marketing               very best.                              service.
methodology is about engaging
with prospects and customers           In return your commitment and           Year founded 1999
rather than bombarding them            support ensures our continued
with traditional lead generation       profitable growth. eMarket2             Facilities
techniques. We help our clients        have a simple philosophy and
to:                                    culture:                                In addition to the working office
                                                                               and meeting facilities, we have a
•     increase lead generation         •    our philosophy "by making          20-seater business-to-business
•     optimise sales effectiveness          our clients successful, we         multilingual call centre
•     improve marketing                     make ourselves successful"         operation.
      automation                       •    our culture "treat everyone
•     create profitable customer            as we would personally like        We use the centre for both in-
      interactions                          to be treated"                     bound and out-bound
• improve marketing results                                                    telemarketing services.                 eMail:                Tel: +44 (0) 1256 853 040

          27/10/2008          knowledge . passion . innovation .            Page 34 of 40
17 More about eMarket2

Selling “harder" is clearly no          Could we help you do the              Some organisations don't have
guarantee of success in today's         same?                                 enough of a sales pipeline -
challenging business climate. We                                              others can't seem to close
all have to sell smarter - and to                                             enough deals. Some want to
focus on facilitating the buying                                              improve marketing effectiveness
process.                                                                      - others need to focus on
                                                                              marketing automation to increase
At eMarket2, we've been able to                                               sales and marketing productivity.
help a growing number of B2B                                                  Others want to increase their
clients to get connected with                                                 channel partner sales - or to
more of the right sort of                                                     develop truly productive
prospects, to get considered in                                               partnerships.
                                        >>Let's talk<<
more of the right sort of deals,
and to get chosen by more                                                     For many, it's some or all of the
                                        What's holding you back?
decision-makers...                                                            above challenges.

                                        Even the best run businesses are
... by enabling them to identify                                              We've been able to help our
                                        likely to suffer from constraints
prospects with potential, uncover                                             clients deal with each of these
                                        somewhere or other, and in the
the issues and trigger events that                                            issues. Could we help you?
                                        world of B2B we come across a
initiate their search for a solution
                                        handful of common roadblocks
and understand how and why                                                    >>Let's talk<<
                                        more frequently than others.
they decide to buy.                  eMail:              Tel: +44 (0) 1256 853 040

           27/10/2008            knowledge . passion . innovation .         Page 35 of 40
18 Our Mantra/The Buyers Journey

                          “Putting the B2B Buyers Journey
                          at the heart of everything we do…”

                          Get Connected >> Get Considered >> Get Chosen

Get connected                            Combining the results from an            The emphasis is always on

Through analysis of the buyer’s          analysis of the buyer’s journey          getting connected to the

journey we develop an                    and the buyer themselves                 right people at the right

understanding of what ‘triggers’         enables you to connect with the          time.

the prospects search for a               right people at the right time.

solution and the buying process                                                   • Find More of the
that the prospect will go through.       With our methodology we can
                                         help you identify your power                Right Sort of
The trigger can be caused by             prospects and their influencers,
“market waves” external to the           align sales and marketing activity

company, often driven by new             in a joined-up marketing

legislation, competition etc or it       approach, providing them with
                                         the ability to empathise with key        • Shorten the
could be caused by catalysts
                                         challenges facing your prospects
coming from within the                                                               Buying Process
prospect’s organisation -often           and map their core capabilities

associated with changes in               accordingly.

leadership, concerns over
                                                                                  • Increase your
performance, mergers etc, or             Finally, we equip your sales

indeed a combination of both.            people and other customer-                  Chances of
                                         facing staff to have informed,
                                         consultative conversations that             Success
We then identify the key roles
and their ecosystem of influences        build trust and advance the

in the buying process, and then          buying process.

identify with them, understand
their information needs and who
they are influenced by.                 eMail:               Tel: +44 (0) 1256 853 040

          27/10/2008           knowledge . passion . innovation .           Page 36 of 40
Get Considered                           We apply these findings from the           •   That their offering will
                                         buyer's journey to craft                       enable the prospect to

By developing a better                   compelling propositions that                   achieve their objectives with

understanding of the typical             showcase your strengths and                    a higher certainty of success

buyer's journey, and the market          enable you to build a deserved                 than any competing option

waves and trigger events that            reputation for your clarity of

drive the process, you will be           vision and thought leadership.             •   That the cost of inaction

able to get considered by more                                                          (doing nothing) is higher

well-qualified buyers at the start                                                      than any perceived risk that
                                         Get Chosen
of the buying process.                                                                  might be associated with
                                                                                        committing to the proposed
                                         In today's business climate, a
Insight into buyer’s behaviour,                                                         solution
                                         decision to do nothing often
attitudes, media consumption,            appears to be the lowest-risk
barriers and drivers, triggers and                                                  You will be able to ensure that
                                         option, and vendors are
waves will enable you to                                                            you get chosen more often by
                                         therefore obliged to prove two
maximise your chances of getting                                                    applying the findings.
                                         things to the buyer:
considered.                 eMail:                 Tel: +44 (0) 1256 853 040

          27/10/2008           knowledge . passion . innovation .            Page 37 of 40
19 Contact details and administration information

Company Registration No:            Reporting Accountants:              Funding:

3659836                             Jenner & Co                         eMarket2 has grown
                                    Chartered Accountants               organically with no third-party
Registered Office:                  245 Queensway, Bletchley MK2 2EH    funding

3 Parkview Business Park            Bankers:                            Contact information
Crockford Lane
Chineham                            HSBC                                Tel: +44 (0) 1256 853 040
Basingstoke                         175 Buckingham Avenue
RG24 8NA                            Slough Trading Estate               Fax: +44 (0) 1256 853 041
                                    Berkshire SL1 4RD
Head Office:                                                            eMail:
                                    D-U-N-S Number:
3 Parkview Business Park                                                Web:
Crockford Lane                      230788239
Basingstoke                         Company Secretary:
RG24 8NA
                                    Naomi Campbell
VAT Registration No:
697 9744 45
                                    Keystone Law
Directors:                          53 Davies Street
                                    London W1K 5JH
Norman Campbell
Naomi Campbell
Alex Melnychuk            eMail:            Tel: +44 (0) 1256 853 040

          27/10/2008       knowledge . passion . innovation .      Page 38 of 40
20 How to find us     eMail:            Tel: +44 (0) 1256 853 040

       27/10/2008   knowledge . passion . innovation .      Page 39 of 40
                                                 Get Connected
                                                 Get Considered
                                                 Get Chosen
                                                 Get eMarket2

                                                         eMarket2 Limited
                                                         3 Parkview Business Park
                                                         Crockford Lane
                                                         United Kingdom
                                                         RG24 8NA

                                                         Tel: +44 (0) 1256 853 040
                                                         Fax: +44 (0) 1256 853 041
                                                         Web:     eMail:            Tel: +44 (0) 1256 853 040

       27/10/2008   knowledge . passion . innovation .      Page 40 of 40

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