Steve Kemish, Managing Director, Cyance.Chair, IDM Digital Marketing Council.@skemmo
How to get value from your        multi-channel lead gen             programmeBenefits•How to harness data to give true va...
Or “How the longest standing TV  game show has the answer” © Cyance Limited 2012
© Cyance Limited 2012
3rd January 1983                        Plinko is born© Cyance Limited 2012
“nine bits of content, six phonecalls to four different contacts”                        To get to a lead© Cyance Limited ...
7 step to Plinko© Cyance Limited 2012
1. Define and refine                        Suspect to prospect© Cyance Limited 2012
Analysis – Company Employee Size   The table below provides the Company Employee Size analysis for all customers          ...
2. Create remarkable content© Cyance Limited 2012
Content Map – Lead Nurturing• Map content for every stage ofthe customer buying process.• Create content for every jobfunc...
Buying cycle                     Persona                        Content                   Nurturing channelNot considering...
3.Personalise your marketing© Cyance Limited 2012
What do you know about yourcustomers?Get a great understanding of customers by collecting data,gaining insight on behaviou...
Do you know who your bestcustomers are?Segment leads and customer based on their behaviour on and off yoursite, enabling y...
4. Get found© Cyance Limited 2012
What do their finger tips tell you   about their knowledge?   ‘Explorer’                   ‘Hunter’                ‘Tracke...
Content for all searchers© Cyance Limited 2012
Content for Education• For initial researchers• Category ownership• Broad information seekers                     Category...
© Cyance Limited 2012
Content for Brand Product Names•   For serious leads•   For current users (upgrade, cross-sell)•   For new groups in curre...
© Cyance Limited 2012
Video Content                         on YouTube                         about Virtual                          Machines. ...
5. Build your social profile© Cyance Limited 2012
© Cyance Limited 2012
Use your gut, use your brain© Cyance Limited 2012
© Cyance Limited 2012
The mix of top ten     3 Intranets     1 Affiliate     2 Forums© Cyance Limited 2012
6. Integrate everything© Cyance Limited 2012
Nurturing in line with buying                     stageNot aware of risk/impact      © Cyance Limited 2012
Retro slides time…                        Looking back to 2007© Cyance Limited 2012
Three visitors, three scoresMr A                         Mr B          Mr T 7                            5            4   ...
Who do we contact first?© Cyance Limited 2012
Are we sure?Types URL          Homepage      “About Us”     Product page                14                                ...
7. Real-time analytics and ROI© Cyance Limited 2012
For attribution and fine-tuning© Cyance Limited 2012
1. Happy customers                                3. Adoration from peers2. Success for you
Where we practice what we            preach© Cyance Limited 2012
This presentation was brought to           you by…                         Free report – download now                     ...
 How to get value from your multi-channel lead gen programme - Cyance
 How to get value from your multi-channel lead gen programme - Cyance
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How to get value from your multi-channel lead gen programme - Cyance

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Steve will not only share his considerable experience and insight on the state of multi-channel lead generation and nurturing in B2B but will provide case-study-led content from brands such as Motorola and Steljes (B2B award winner 2011) that will leave you with lots of practical ideas on what to do (and not do) with your campaigns.

Benefits

How to harness data to give true value to your programme
Top tips for integrating social media into your multi-channel programme, and see results
A blueprint to building your own programme straight away
Evidence from brands such as Motorola on how to deliver a programme that delivers leads and sales for both your team and the channel

Published in: Business, Technology
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How to get value from your multi-channel lead gen programme - Cyance

  1. 1. Steve Kemish, Managing Director, Cyance.Chair, IDM Digital Marketing Council.@skemmo
  2. 2. How to get value from your multi-channel lead gen programmeBenefits•How to harness data to give true value to your programme•Top tips for integrating social media into your multi-channelprogramme, and see results•A blueprint to building your own programme straight away•Evidence from brands such as Motorola on how to deliver a programmethat delivers leads and sales for both your team and the channel © Cyance Limited 2012
  3. 3. Or “How the longest standing TV game show has the answer” © Cyance Limited 2012
  4. 4. © Cyance Limited 2012
  5. 5. 3rd January 1983 Plinko is born© Cyance Limited 2012
  6. 6. “nine bits of content, six phonecalls to four different contacts” To get to a lead© Cyance Limited 2012
  7. 7. 7 step to Plinko© Cyance Limited 2012
  8. 8. 1. Define and refine Suspect to prospect© Cyance Limited 2012
  9. 9. Analysis – Company Employee Size The table below provides the Company Employee Size analysis for all customers Client Universe UniverseCompany Employees Band Volume Client % Volume % Index Z-Score Tier Ranking1 - 10 Employees 3,770 21.30% 1,190,844 81.89% 26 -760 N/A11 - 25 Employees 1,895 10.70% 140,843 9.69% 111 13 326 - 50 Employees 2,389 13.49% 59,888 4.12% 328 118 151 - 100 Employees 1,537 8.68% 29,017 2.00% 435 84 2101 - 200 Employees 1,128 6.37% 15,535 1.07% 596 66 2201 - 500 Employees 951 5.37% 10,093 0.69% 774 59 2501 - 1000 Employees 429 2.42% 3,763 0.26% 936 27 31001 - 5000 Employees 607 3.43% 3,428 0.24% 1455 40 35000 - 10000 Employees 0 0.00% 452 0.03% 0 0 310001 + Employees 0 0.00% 340 0.02% 0 0 3Unknown Employees 4,997 28.23% 0 0.00% 0 354 1GRAND TOTAL 17,703 100.00% 1,454,203 100.00% © Cyance Limited 2012
  10. 10. 2. Create remarkable content© Cyance Limited 2012
  11. 11. Content Map – Lead Nurturing• Map content for every stage ofthe customer buying process.• Create content for every jobfunction involved in the buyingprocess (CEO, CFO & CTO etc)• Use content to help driveprospects through the leadnurturing pipeline• Localise content for each “geo” © Cyance Limited 2012
  12. 12. Buying cycle Persona Content Nurturing channelNot considering, not aware 1. CEO/Owner, CFO & CTO 1. Thought leadership – Emailor do not see any /sufficient 2. CMO/Head of Events Whitepapers & EBooks Socialrisk relating to business topic 3. Professional User Blog 360 Connect nurturing workflowAware of business topic, not 1. CEO/Owner, CFO & CTO 1. Thought Leadership –sure if it is an issue 2. CMO/Head of Events Whitepapers, Ebooks & As above + 3. Professional user video TelemarketingInvestigating risk and impact 1. CEO/Owner, CFO & CTO 1. Blog As above +upon their business 2. CMO/Head of Events 2. Video channel 3. Professional User 3. Ebooks 4. Case studiesBenchmarking 1. Head of IT/Security 1. Blogsolutions/vendors/VAR’s in 2. Head of Purchasing / 2. Kensington solution suite Pass to 360 Telemarketing ormarket Office Manager 3. Security solutions member sales 3. Professional User 4. Field Mobility solutionsSourcing solution type and 1. Head of Purchasing 1. Case studies 360 nurturing or membersuppliers 2. Head of IT 2. Product/solution matrix salesPurchasing 1. Head of Purchasing / 1. Special 360/member Telemarketing Owner / Office offers/Promos/Bundles qualify and generate lead Professional user 2. Case studiesLooking to switch solution or 1. Head of IT/ Owner / 1. Upgrade promos Email + telemarketingupgrade Office Manager campaign
  13. 13. 3.Personalise your marketing© Cyance Limited 2012
  14. 14. What do you know about yourcustomers?Get a great understanding of customers by collecting data,gaining insight on behaviours and tracking leads and sales © Cyance Limited 2012
  15. 15. Do you know who your bestcustomers are?Segment leads and customer based on their behaviour on and off yoursite, enabling you to tailor communications and understand activitypatterns over time. © Cyance Limited 2012
  16. 16. 4. Get found© Cyance Limited 2012
  17. 17. What do their finger tips tell you about their knowledge? ‘Explorer’ ‘Hunter’ ‘Tracker’ Browsing Researching Completing “Surprise Me” “That’s Interesting” “I want one”Undirected, exploratory Directed goal-oriented © Cyance Limited 2012
  18. 18. Content for all searchers© Cyance Limited 2012
  19. 19. Content for Education• For initial researchers• Category ownership• Broad information seekers Category / industry keywords © Cyance Limited 2012
  20. 20. © Cyance Limited 2012
  21. 21. Content for Brand Product Names• For serious leads• For current users (upgrade, cross-sell)• For new groups in current customer• For people who know what they want Product related keywords with brand © Cyance Limited 2012
  22. 22. © Cyance Limited 2012
  23. 23. Video Content on YouTube about Virtual Machines. Found through search and on the VMware YouTube channel.© Cyance Limited 2012
  24. 24. 5. Build your social profile© Cyance Limited 2012
  25. 25. © Cyance Limited 2012
  26. 26. Use your gut, use your brain© Cyance Limited 2012
  27. 27. © Cyance Limited 2012
  28. 28. The mix of top ten 3 Intranets 1 Affiliate 2 Forums© Cyance Limited 2012
  29. 29. 6. Integrate everything© Cyance Limited 2012
  30. 30. Nurturing in line with buying stageNot aware of risk/impact © Cyance Limited 2012
  31. 31. Retro slides time… Looking back to 2007© Cyance Limited 2012
  32. 32. Three visitors, three scoresMr A Mr B Mr T 7 5 4 Page impressions© Cyance Limited 2012
  33. 33. Who do we contact first?© Cyance Limited 2012
  34. 34. Are we sure?Types URL Homepage “About Us” Product page 14 7 x4 x1 x2 Tweet Homepage Product page Add to basket 18 5 x2 x2 x1 Checkout: Checkout:Email link Product page Add to basket 1 of 3 2 of 3 36 4 x1 x1 x1 x1© Cyance Limited 2012
  35. 35. 7. Real-time analytics and ROI© Cyance Limited 2012
  36. 36. For attribution and fine-tuning© Cyance Limited 2012
  37. 37. 1. Happy customers 3. Adoration from peers2. Success for you
  38. 38. Where we practice what we preach© Cyance Limited 2012
  39. 39. This presentation was brought to you by… Free report – download now “7 steps to transform your business With a multi-channel approach” www.cyance.com/7steps © Cyance Limited 2012
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