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Green Leads' Founder, CEO and CMO, Mike Damphousse, writes frequently about b2b marketing, demand generation, appointment setting, lead gen, and marketing in general.

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FAQ: What does the Green Leads acquisition of Target 250 mean to you?


As many of you are aware, Green Leads has announced the acquisition of Target 250.  What does this mean to you?  Read on for answers:

b2b appointment setting FAQWhat was the acquisition about?  

Green Leads has grown by a factor of 2X each year for four years running.  In a bad economy, that's a feat.  We looked at 2011 and realized that one way we could grow by 2X again was to do it through acquisition -- but only with the right partner. Expanding our service in the EMEA markets as well as growing our business in North America were priorities.  To achieve this, we decided the most efficient path was to add a company to Green Leads' team that had the fundamentals needed to deliver quality demand gen services to our clients. Target 250 not only has those qualities and a dominant position in the European market, but also provides services in North America. So we got both European expansion and North American growth in one package.  On May 4th, we grew by 2X again -- in one day. 

What does a European and North American presence of Green Leads mean to me?

As demand gen professionals, you now have a one-stop shop for both sides of the Atlantic.  You can work with one program manager, and in many cases, the same Green Leads reps.  The same reporting, data management and quality standards will exist in both locations.  And in most cases you can have one contract and invoicing source, simplifying your management of two programs.

Will Target 250 stay the same?

The logo and the email addresses will change. Then, as we blend the two companies' best practices, you should see a noticeable increase in the level of service from a production, delivery and quality standpoint.  Commercially, we will novate the existing contracts over to Green Leads contracts.  This may take a few months.

Will our service level change?

In general, the only differences in service you should see are improvements.  Over time we will implement some process enhancements and share best practices; we are hoping both Green Leads clients and Target 250 clients will benefit from the marriage. In the near term you will notice that we will be launching a new Client Portal tied directly to our Salesforce back-end that will allow you to view program reporting, upload new target lists, provide meeting/lead feedback and review activity.

As a Green Leads client, what does this mean for me?

Our services will only get better and our offerings will expand, including the ability for you to work on both sides of the Atlantic with one single point of contact and 7 supported languages (English, French, German, Spanish, Russian, Swedish, Arabic).

As a Target 250 client, will I be getting Green Leads invoices now?

As the transition matures, you will definitely start getting Green Leads paperwork.  Some of this relies on our converting contracts and legal documents over to Green Leads.  This will take a bit of time but is a priority for us.  One benefit of the merger is that you will now have the option of being invoiced from the U.S. or Europe. This can be beneficial to your procurement process, budgeting and logistics.

Who is my main contact with the company?  Will my reps change?

Your current liaisons will remain the same and other than normal project resource allocation changes your reps will remain the same. Our intent is to make the transition as smooth for our clients as possible.  

Will pricing and/or pricing model change?

In the short term, no.  Over time the answer is yes.  As it pertains to appointment setting, Target 250's business model was to sell contract commitments with a volume of meetings agreed to and then invoice for meetings when they were set.  Green Leads' model eliminates the word "campaign," structures open-ended contracts and then invoices for meetings when they are attended and meet the service level agreement (SLA) criteria agreed to by both companies.  We will eventually migrate all appointment setting models to the Green Leads format.  

We currently get face-to-face meetings, yet I've heard the U.S. does a lot of conference calls, is that changing?

The U.S. is more accustomed to making the first introductory sales call by phone.  We actually studied it a couple years ago and found that 69% of respondents found a phone meeting satisfactory for the purposes of an introductory meeting.  Understanding that in the U.K. and other European locations many prospects are just a drive or train ride away, face-to-face still makes sense.  We're not going to push our clients one way or the other, but we definitely will recommend that you consider the option.  The results are typically: no change in the outcome of introductory appointments (they have the same effectiveness), and sales execs can spend less time travelling and more time selling.  Give it a shot, and measure the outcome. 

Should you have any further questions, please post them here.

Green Leads Acquires Target 250 – Forms Fastest-Growing B2B Demand Gen Company in North America and Europe


Merger Provides Global Enterprise Software and Technology Companies with Deeply Integrated, Quality Pipeline Generation Services

SCOTTSDALE, AZ (Marketwire – May 4, 2011) – Today, at the SiriusDecisions Summit, Green Leads announced the acquisition of Target 250 to form the fastest-growing pay-for-performance demand generation company in the industry. The companies are combining to provide global enterprise software and technology companies with deeply integrated quality pipeline generation programs in both North America and Europe.

"We've focused laser-like on developing robust, repeatable processes which we think are best practices in the industry. We've doubled in size three years in a row and Green Leads has been able to break the mold on integrating with our customers’ go-to-market and pipeline generation initiatives to deliver material top line results,” said Green Leads CEO, Michael Damphousse. “Our clients are demanding that we expand our delivery to the EMEA theater, which triggered the acquisition of Target 250.

b2b appointment setting“Target 250 has both the core expertise and an exceptional client roster to create an immediate value for our joint customers as well as new prospects looking for an integrated extension to their sales and marketing channels,” Damphousse said.

Green Leads and London based Target 250 focus exclusively on software and technology companies that sell strategic b2b enterprise products and services in North America and Europe. Green Leads now will be able to provide its sales and marketing clients with a single source of investment for appointment setting, lead nurturing, market research and other demand gen best practices.

DavePeterson (1)"Green Leads is an important extension to the Coverity marketing and sales channel and consistently delivers high-value meetings with the targets of our major pipeline and strategic campaigns,” said Dave Peterson, CMO of Coverity, a mutual client of both Green Leads and Target 250. "When we sourced our lead generation partner in Europe we selected Target 250 because they were very similar to Green Leads in the way they integrated with our sales and marketing campaigns. We are excited to see how this acquisition allows us to combine our best practices for sales targeting and marketing across the U.S and Europe.”

About Green Leads
Andover, MA based Green Leads delivers pay-for-performance demand generation services that drive greater revenue for enterprise-level b2b software and technology companies in North America and Europe. Clients receive the highest level of introductory or qualified b2b appointment setting, lead nurturing, market surveys and list builds. All programs are pay-for-performance and backed by guaranteed service-level agreements. +1 978 910 0261 Lisa Flagg

LinkedIn Lead Gen Tip: When a Face Makes the Difference


Guest Post from Gareth Morfill, Inside Sales Blackbelt at Green Leads.

If you were talking to a prospect face to face, do you think that would make you pitch any differently?  More confidently?  We feel that it absolutely does. The simple act of having a real person to look at while you are having the conversation makes the building of rapport much easier.  

If they have a photo in their LinkedIn profile, look at it.  You may even be able to click on it and enlarge it.

Cold Calling Faces to Names

Science backs this up. Physiological studies show interesting correlations between perceiving and responding to eye contact, a salient social signal of interest and readiness for interaction. And although the response to a picture is less than to a live face, there may be an impact.  Our reps have been practicing it and the general consensus is, Put a Face to a Name:

  • Improves the ability to quickly build rapport
  • Personalizes the conversation
  • Humanizes the typical "cold call"
  • Make dialing all day a bit less mechanical
  • Looking at the photo means you have to look at their LinkedIn profile first -- scan it

Smile! If you're an Inside Sales Blackbelt, we're hiring.

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