GoToMarket Case Study: Benefits of “TARGETING” Select Communities to Expand Revenues “TARGETING” Case Study Highlight: The Business Case: Today’s market and economic environment requires focusing on a few select communities to ensure a high probability of success. By implementing effective Go-To-Market programs clients have found: Improved personnel productivity Decreased sales cycle times Improved conversion rates Increased year one revenues Higher total net lifetime value TARGETING SEGMENTATION: Everybody has pain, so step #1 is identifying the prospects’ primary business goal.  Identify top 100 highest probability targets for each of the following Buyer Profiles: The “Innovator “– highly skilled workforce with real challenges in developing a talent pipeline. $25 to $250M rapidly growing, already outsourcing recruiting functions/services , minimum 500 hires per year. High-Volume Staffing – contingent workforce, turnover-centric – looking for different results (metrics, analytics, and platform) so true “outsourcing” value “I HAVE TO HAVE the latest Social Network Killer App. Executive” BRAND CHAMPIONS (strategy first, aim before fire analogy). Mature firms in mature industries with a mandate of “Spend less and do more” Staffing Providers (Provides “Holistic” solution value-proposition to these partners) Partners (Consulting, Technology, Media) *Size each segment and prioritize and then create products/services mix.

Case Study > “Probability Selling” requires Targeting a Few Select Communities. Law of Diminishing Return states that top 2 communities of leads will provide 80% of the opportunities. Target the top 20% (aka the “Ideal Clients”) directly by account name via social media using: LinkedIn, Twitter Google Alerts & RSS Feeds Law of Diminishing Return: Nuclear Content = Competitive Comparisons, Announcements, Negative Selling,

GoToMarket Case Study: Benefits of IntelBooster (Primary Research) to Expand Revenues Expand into additional regions and communities cost effectively based on early adopters.

Benefits of a Portfolio of Revenue Sources Cost of $1.00 of Revenues Varies by Channel: Portfolio of Marketing Lead Sources Reduces Program Costs: