Demand Generation & Lead Nurturing: Turning leads into profit Wednesday, Sep 30, 2009 Chair : Joel Harrison, Editor, B2B M...
AGENDA – part 1 <ul><li>2:00pm  ̶  Welcome, chairman’s remarks </li></ul><ul><li>By Joel Harrison, Editor, B2B Marketing <...
AGENDA – part 2 <ul><li>4.15pm  ̶  Great Campaign - Now What? </li></ul><ul><li>Pete Jakob, IBM, Marketing Transformation ...
Winning and nurturing leads in a web 2.0 environment; ShipServ and why content is still king John Watton, CMO, ShipServ St...
We will cover… <ul><li>A bit about ShipServ </li></ul><ul><li>What we did </li></ul><ul><li>Why we did it </li></ul><ul><l...
A bit about ShipServ <ul><li>E-marketplace. $1bn in GMV per annum </li></ul><ul><li>Connect buyers & sellers of commercial...
What we did <ul><li>Marketing automation </li></ul><ul><ul><li>Email design </li></ul></ul><ul><ul><li>E-mailing </li></ul...
Why we did it <ul><li>Micro-multinational (120 employees in 6 locations) </li></ul><ul><li>Serve a global, fragmented busi...
How we did it #1
How we did it #2: Process, process, process <ul><li>Strong working relationship with sales </li></ul><ul><li>Defined proce...
Pipeline management
How we did it #3: Creating the right content <ul><li>Has to pass a higher bar than ever before </li></ul><ul><li>What pass...
Content marketing defined <ul><li>Content marketing is turning your  insight  and  advice  into campaigns that change peop...
As B2B marketers, we tend not to do this well <ul><li>But you are the ‘gods’ of your market </li></ul><ul><ul><li>More dep...
The 10 principles of content marketing <ul><li>It’s not about you </li></ul><ul><li>Pick a hot issue </li></ul><ul><li>Fin...
ShipServ campaign 2008/09 <ul><li>Content and micro-content around six calendared themes </li></ul><ul><li>Promote and dis...
The results <ul><li>Number of web visitors up 59% (quantity up); </li></ul><ul><li>Page views up 70%; and average time on ...
From
To
6 Lessons Learned
1. Don’t be afraid to experiment
2. Work collaboratively with sales
3. Engage with social media – it’s the future!
4. Leave your (digital) fingerprints everywhere
5. Re-pimp your content
6. You can achieve a lot with a little
Thank You [email_address]  / @jwatton  [email_address]  / @velocitytweets
Automation and Technology: How to Choose Effectively How to Select the Right Technology to Grow Your Business Will Schnabe...
Agenda <ul><li>The B2B Challenge </li></ul><ul><li>Lead Management Technology Overview </li></ul><ul><li>Keys to Successfu...
The Challenge of Modern B2B Marketing
From push to pull <ul><li>>>>   MarketingSherpa </li></ul>
Plugging the Leaky Funnel
Buyer 2.0 <ul><li>“ [T]he hunter has become the hunted.  Buyers are more informed and seek information independent of sale...
Enter Lead Management Technologies
What is Lead Management? Marketing Automation Lead Nurturing Demand Generation Lead Scoring Lead-to-Sales Process B2B Mark...
Lead Management Automation Tooling and process that help generate new business opportunities, manage volumes of business i...
The Lead Funnel-As a Process
The Lead Funnel-As a Process Lead Generation Lead  Nurturing Lead Qualification & Scoring Sales/Opportunity  Management Re...
Process Drives the Technology Requirements Data Segmentation Multi-Channel  Campaign Management (e.g email, DM, web, teles...
>>>  Campaign Visualization and Workflow
Advanced Lead scoring <ul><li>Explicit Criteria </li></ul><ul><ul><li>BANT </li></ul></ul><ul><ul><li>Demographics/firmagr...
Advanced Lead scoring <ul><li>Explicit Criteria </li></ul><ul><ul><li>BANT </li></ul></ul><ul><ul><li>Demographics/firmagr...
Sales Visibility / Prospect Insight
Keys to the Successful Use Marketing Automation
Requires more than just Technology
Keys to Success
It Begins with the Right Strategy
Business Case for Change <ul><li>No. of New Leads Generated through existing demand generation activities </li></ul><ul><l...
Process and Content are critical 79.2% [of Marketing Automation Users] said they would “better prepare their organization ...
The Right Technology Solution  <ul><li>Long-term view, short-term requirements </li></ul><ul><li>Usability of the System <...
Don’t Forget the People <ul><li>Customer Support is Critical </li></ul><ul><li>Ongoing Education and Training </li></ul><u...
How do I get there
Lead Management Maturity Model Business Value Lead Management Sophistication Increasing Lead Management Capabilities and B...
LM Maturity Level I <ul><li>Product Focused Batch and Blast Campaigns </li></ul><ul><li>Basic List Segmentation & Email Se...
LM Maturity Level II <ul><li>Automated segmentation and email sending </li></ul><ul><li>Tracking responses by contact rath...
LM Maturity Level III <ul><li>Personalization and dynamic content for one-to-one messaging </li></ul><ul><li>Integration (...
LM Maturity Level IV <ul><li>Collaborative sales and marketing environment </li></ul><ul><li>Lifecycle Stage Programs </li...
Summary
Choosing the Right Technology <ul><li>Start Small, but Think Big </li></ul><ul><li>Build a Business Case for Change </li><...
Continue the dialogue >>> http:// www.silverpop.com /blogs/demand-generation/ http:// www.silverpop.com /blogs/demand-gene...
Thank You Will Schnabel [email_address] @wschnabel @silverpopB2B @silverpop
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Intro&Session1

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  • How to Select the Right Technology to Grow Your Business When selecting new technology to support B2B marketing efforts, too often features and capabilities all look and feel the same. It takes a strategic approach to evaluate various technical tools. And if it sounds like a technology vendor telling you how to select the right technology is like the fox guarding the henhouse, in this case you’d be wrong. Because if you select a vendor that can’t meet your needs, the vendor won’t be any happier than you are. This session will provide you with a roadmap for identifying your true needs and how to match them up with the right technology at the right price. Items covered will include: Why it’s important to put the tool selection into a  broader context The importance of considering strategy, process and people in addition to the technology Ensuring that the right technology is easy to use , flexible to match your processes and sophisticated enough to match future growth strategies Speaker: Will Schnabel Vice President and General Manager, International Markets, Silverpop  
  • 70% of leads aren’t waiting on you; you’re waiting on them.
  • What is B2B is not even clear How to reach B2B customers is constantly evolving Marketing paradigm is forever re-aligned
  • Talking Points: Vtrenz creates qualified leads for sales Qualified leads in turn create better opportunities which equals greater revenue
  • Talking Points: Vtrenz creates qualified leads for sales Qualified leads in turn create better opportunities which equals greater revenue
  • Clicks: 1- Add Track / Re-Name 2 – Add Step 3 – Add Step 4 – Add Step Decision Diamond 5 – Add Track Decision Diamond 6 – Show Rules on Yes Track 7 – Rules disappear
  • Business case justification
  • What are your goals
  • Left Brain Marketing Baldwin: At the beginning of the adoption process, the support needs to focus on ‘how to do it’. After getting comfortable, the questions move to ‘How should I do it in my particular case’.
  • Intro&Session1

    1. 1. Demand Generation & Lead Nurturing: Turning leads into profit Wednesday, Sep 30, 2009 Chair : Joel Harrison, Editor, B2B Marketing In association with: Sponsored by:
    2. 2. AGENDA – part 1 <ul><li>2:00pm ̶ Welcome, chairman’s remarks </li></ul><ul><li>By Joel Harrison, Editor, B2B Marketing </li></ul><ul><li>2.15pm ̶ Winning and nurturing leads in a web 2.0 environment; </li></ul><ul><li>ShipServ and why content is still king </li></ul><ul><li>By Stan Woods, Velocity Management & John Watton, CMO, ShipServ </li></ul><ul><li>2:45pm – Measurable integrated lead generation techniques: the way </li></ul><ul><li>forward </li></ul><ul><li>By Zina Manda, General Manager, Mardev </li></ul><ul><li>3:15pm ̶ How to Select the Right Technology to Grow Your Business </li></ul><ul><li>By Will Schnabel, Vice President and General Manager, International </li></ul><ul><li>Markets, Engage B2B </li></ul><ul><li>3.45pm ̶ Break </li></ul>In association with:
    3. 3. AGENDA – part 2 <ul><li>4.15pm ̶ Great Campaign - Now What? </li></ul><ul><li>Pete Jakob, IBM, Marketing Transformation Leader </li></ul><ul><li>4:45pm ̶ Amex case study </li></ul><ul><li>John Easton, Manager Mid-Market EMEA, American </li></ul><ul><li>Express Clobal Commercial Card </li></ul><ul><li>5:15 pm ̶ Panel debate with speakers </li></ul><ul><li>5:30pm ̶ Summary and close </li></ul>In association with:
    4. 4. Winning and nurturing leads in a web 2.0 environment; ShipServ and why content is still king John Watton, CMO, ShipServ Stan Woods, MD, Velocity
    5. 5. We will cover… <ul><li>A bit about ShipServ </li></ul><ul><li>What we did </li></ul><ul><li>Why we did it </li></ul><ul><li>How we did it </li></ul><ul><li>6 Lessons Learned </li></ul>
    6. 6. A bit about ShipServ <ul><li>E-marketplace. $1bn in GMV per annum </li></ul><ul><li>Connect buyers & sellers of commercial ship supplies </li></ul><ul><li>Flexible monetisation model </li></ul><ul><ul><li>Some Freemium elements </li></ul></ul><ul><ul><li>Buyer Subscriptions </li></ul></ul><ul><ul><li>Seller listings and advertisements </li></ul></ul><ul><li>Go-to-market approach </li></ul><ul><ul><li>Regional direct sales (10+) </li></ul></ul><ul><ul><li>Philippines-based telesales team (30+) </li></ul></ul>
    7. 7. What we did <ul><li>Marketing automation </li></ul><ul><ul><li>Email design </li></ul></ul><ul><ul><li>E-mailing </li></ul></ul><ul><ul><li>Landing pages </li></ul></ul><ul><ul><li>Capture forms/progressive profiling </li></ul></ul><ul><li>Lead scoring </li></ul><ul><ul><li>Automated “high scoring” </li></ul></ul><ul><ul><li>“ Interesting moments” </li></ul></ul><ul><ul><li>Weekly lead reports </li></ul></ul><ul><li>Lead nurturing </li></ul><ul><ul><li>Drip campaigns </li></ul></ul><ul><li>Social Media </li></ul>
    8. 8. Why we did it <ul><li>Micro-multinational (120 employees in 6 locations) </li></ul><ul><li>Serve a global, fragmented business community. </li></ul><ul><li>No competition = have to educate the industry = nurture </li></ul><ul><li>Need to move from broadcast to conversation </li></ul>
    9. 9. How we did it #1
    10. 10. How we did it #2: Process, process, process <ul><li>Strong working relationship with sales </li></ul><ul><li>Defined process </li></ul><ul><li>Concept of an Marketing Qualified Prospect </li></ul><ul><ul><li>Establishes criteria for “handshake” between marketing & sales </li></ul></ul><ul><li>Generate & recycle </li></ul>
    11. 11. Pipeline management
    12. 12. How we did it #3: Creating the right content <ul><li>Has to pass a higher bar than ever before </li></ul><ul><li>What passes that test? </li></ul><ul><ul><li>Information that buyer believes will </li></ul></ul><ul><ul><ul><li>Save a fortune </li></ul></ul></ul><ul><ul><ul><li>Make a fortune </li></ul></ul></ul><ul><ul><ul><li>Keep him in his job </li></ul></ul></ul><ul><ul><ul><li>Keep him out of jail </li></ul></ul></ul>
    13. 13. Content marketing defined <ul><li>Content marketing is turning your insight and advice into campaigns that change people’s minds and incite action </li></ul>
    14. 14. As B2B marketers, we tend not to do this well <ul><li>But you are the ‘gods’ of your market </li></ul><ul><ul><li>More deployments </li></ul></ul><ul><ul><li>Singular focus </li></ul></ul><ul><ul><li>Know the whole market landscape </li></ul></ul><ul><ul><li>The real experts work for you </li></ul></ul><ul><ul><li>Your own passion and point of view </li></ul></ul>
    15. 15. The 10 principles of content marketing <ul><li>It’s not about you </li></ul><ul><li>Pick a hot issue </li></ul><ul><li>Find clear water </li></ul><ul><li>Be independent </li></ul><ul><li>Support your st or y with data </li></ul><ul><li>Use customers (and third parties) </li></ul><ul><li>Share negatives </li></ul><ul><li>Humanity and empathy </li></ul><ul><li>Confidence sells </li></ul><ul><li>Credibility matters </li></ul>
    16. 16. ShipServ campaign 2008/09 <ul><li>Content and micro-content around six calendared themes </li></ul><ul><li>Promote and distribute the content through low cost online media – especially social media like LinkedIn and feeding the Twitter account with blog posts, social releases, etc. </li></ul><ul><li>SEO keyword planning and site and landing page optimization </li></ul><ul><li>Creating a LinkedIn Group as a community hub and encouraging membership and </li></ul><ul><li>Exploitation of five other maritime groups on LinkedIn (who together have over 11,000 members) </li></ul><ul><li>The production of a viral video to lighten the conversation </li></ul><ul><li>Implementing Marketo lead nurturing and lead scoring to track visitor behaviour and create sales-ready leads </li></ul>
    17. 17. The results <ul><li>Number of web visitors up 59% (quantity up); </li></ul><ul><li>Page views up 70%; and average time on site up 25% (quality up). </li></ul><ul><li>LinkedIn and Twitter went from zero to being in our top 20 site referrers. </li></ul><ul><li>The number of sales-ready leads passed to sales went up 400% </li></ul>
    18. 18. From
    19. 19. To
    20. 20. 6 Lessons Learned
    21. 21. 1. Don’t be afraid to experiment
    22. 22. 2. Work collaboratively with sales
    23. 23. 3. Engage with social media – it’s the future!
    24. 24. 4. Leave your (digital) fingerprints everywhere
    25. 25. 5. Re-pimp your content
    26. 26. 6. You can achieve a lot with a little
    27. 27. Thank You [email_address] / @jwatton [email_address] / @velocitytweets
    28. 28. Automation and Technology: How to Choose Effectively How to Select the Right Technology to Grow Your Business Will Schnabel VP , International Markets Silverpop
    29. 29. Agenda <ul><li>The B2B Challenge </li></ul><ul><li>Lead Management Technology Overview </li></ul><ul><li>Keys to Successful Use of Technology </li></ul><ul><li>Getting from Here to There </li></ul>
    30. 30. The Challenge of Modern B2B Marketing
    31. 31. From push to pull <ul><li>>>> MarketingSherpa </li></ul>
    32. 32. Plugging the Leaky Funnel
    33. 33. Buyer 2.0 <ul><li>“ [T]he hunter has become the hunted. Buyers are more informed and seek information independent of sales. ... How sales people want to sell has little impact on how buyers are choosing to buy.” </li></ul><ul><li>Source: SiriusDecisions, “Marketing Needed for Sales 2.1” </li></ul>
    34. 34. Enter Lead Management Technologies
    35. 35. What is Lead Management? Marketing Automation Lead Nurturing Demand Generation Lead Scoring Lead-to-Sales Process B2B Marketing Lead Funnel
    36. 36. Lead Management Automation Tooling and process that help generate new business opportunities, manage volumes of business inquiries, improve potential buyers’ propensity to purchase, and increase alignment between marketing activity and sales results. Forrester Research: B2B Lead Management Automation Market Overview
    37. 37. The Lead Funnel-As a Process
    38. 38. The Lead Funnel-As a Process Lead Generation Lead Nurturing Lead Qualification & Scoring Sales/Opportunity Management Reporting & Analysis Lead Routing & Acceptance Lead Management Process
    39. 39. Process Drives the Technology Requirements Data Segmentation Multi-Channel Campaign Management (e.g email, DM, web, telesales) Campaign (Nurture) Automation Lead Profiling and Scoring Integration/ Sales Tools Reporting & Analysis Unified Customer/Prospect Database
    40. 40. >>> Campaign Visualization and Workflow
    41. 41. Advanced Lead scoring <ul><li>Explicit Criteria </li></ul><ul><ul><li>BANT </li></ul></ul><ul><ul><li>Demographics/firmagraphics </li></ul></ul>
    42. 42. Advanced Lead scoring <ul><li>Explicit Criteria </li></ul><ul><ul><li>BANT </li></ul></ul><ul><ul><li>Demographics/firmagraphics </li></ul></ul><ul><li>Implicit Criteria </li></ul><ul><ul><li>Recency of interactions </li></ul></ul><ul><ul><li>Frequency of interactions </li></ul></ul><ul><ul><li>Specific Behaviors </li></ul></ul>
    43. 43. Sales Visibility / Prospect Insight
    44. 44. Keys to the Successful Use Marketing Automation
    45. 45. Requires more than just Technology
    46. 46. Keys to Success
    47. 47. It Begins with the Right Strategy
    48. 48. Business Case for Change <ul><li>No. of New Leads Generated through existing demand generation activities </li></ul><ul><li>No. of qualified leads sent to sales </li></ul><ul><li>Amount of sales pipeline generated by marketing leads </li></ul><ul><li>Sales Close Rates </li></ul>400% 5x 50% 2x
    49. 49. Process and Content are critical 79.2% [of Marketing Automation Users] said they would “better prepare their organization by building proper processes and content offers to feed the automation system.” DemandGen Report: Marketing Automation: Lessons From the Trenches
    50. 50. The Right Technology Solution <ul><li>Long-term view, short-term requirements </li></ul><ul><li>Usability of the System </li></ul><ul><li>Timeframe for Implementation </li></ul><ul><li>Scalability </li></ul><ul><li>Total Cost of Ownership </li></ul>
    51. 51. Don’t Forget the People <ul><li>Customer Support is Critical </li></ul><ul><li>Ongoing Education and Training </li></ul><ul><li>Cross-Functional Teams </li></ul><ul><li>Aligned objectives between sales and marketing </li></ul>
    52. 52. How do I get there
    53. 53. Lead Management Maturity Model Business Value Lead Management Sophistication Increasing Lead Management Capabilities and Business Benefit Level 1 Level 2 Level 3 Level 4 I II III IV
    54. 54. LM Maturity Level I <ul><li>Product Focused Batch and Blast Campaigns </li></ul><ul><li>Basic List Segmentation & Email Sending (Tracking by email campaign) </li></ul><ul><li>Auto-Fulfillment of online offers (auto-responders) </li></ul><ul><li>Lead Capture and Forward to Sales </li></ul>I
    55. 55. LM Maturity Level II <ul><li>Automated segmentation and email sending </li></ul><ul><li>Tracking responses by contact rather than list </li></ul><ul><li>Segmentation by email response data with basic personalization </li></ul><ul><li>Telesales Qualification/Integration </li></ul>II
    56. 56. LM Maturity Level III <ul><li>Personalization and dynamic content for one-to-one messaging </li></ul><ul><li>Integration (CRM/Website Activity Data) </li></ul><ul><li>Automated/Triggered Nurture Programs </li></ul><ul><li>Lead Scoring using Explicit information </li></ul>II III
    57. 57. LM Maturity Level IV <ul><li>Collaborative sales and marketing environment </li></ul><ul><li>Lifecycle Stage Programs </li></ul><ul><li>Integrated Closed-Loop ROI Reporting </li></ul><ul><li>Multi-Variable Lead Scoring Model with Implicit (behavioral) Data </li></ul><ul><li>Integrated Third-Party data </li></ul>II III IV IV
    58. 58. Summary
    59. 59. Choosing the Right Technology <ul><li>Start Small, but Think Big </li></ul><ul><li>Build a Business Case for Change </li></ul><ul><li>Define your Process Requirements </li></ul><ul><li>Use Technology to Learn and Grow </li></ul><ul><li>Pick a Partner, not just a Technology </li></ul>
    60. 60. Continue the dialogue >>> http:// www.silverpop.com /blogs/demand-generation/ http:// www.silverpop.com /blogs/demand-generation/
    61. 61. Thank You Will Schnabel [email_address] @wschnabel @silverpopB2B @silverpop
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