A Tactical Approach to Targeted
      Lead Nurturing
      April 15, 2010
        Twitter: #MTWC




4/15/2010   Manticore...
Agenda

     Overview
     3 Must-Have Lead Nurtures
     Content Creation Strategy
     Building a Lead Nurturing Tra...
Speakers




                                                               Christopher Doran
                            ...
About Manticore Technology

 Founded in 2001
 Driving force in Marketing Automation since 2003
           Six years of ...
Customers Around the Globe




4/15/2010   Manticore Technology, Inc. – Copyright 2010. All rights reserved.              ...
Lead Nurture Tracks for Each Lead Bucket
              Pre-MQL                                                    Recycled...
Content: Marketing Automation Fuel


              2009 Marketing Automation: Lessons From the Trenches Research Report

 ...
Keynote Speaker




                                                            Mac McConnell
                            ...
About LeftBrain Marketing

        Maximizing Lead Generation through Marketing Automation

            Marketing Automat...
The Devil is in the Details

     Length of sales cycle
     Your message(s)
     Segment your database.
     Write fo...
The Demand Gen Funnel
                                                                  Social
                           ...
Be Active in Content Creation


         Some companies are content machines
                      But is it the right c...
Gated Content                                                                 Open Content
           Analyst Paper      ...
Map Content to Buying Stage


                                                                  Analyst overview

        ...
Segment using Demographic Scoring

 Criteria that will allow you to build unique
  nurture tracks – Start small
 Commonl...
Lead Nurture Fuel




                                                                Purchased          Website
         ...
Start Simple: MQL



                                                         Thought
                                    ...
Recycled and Reconstituted

                           Why did this lead end up here?
                                 Rec...
What to Watch Out For. . .



           Ineffective or poor content
           Too many calls-to-action in email
      ...
The Marketing Manager

     Content strategy & creation
     Marketing list segmentation
     Corp. website optimizatio...
The Field Marketer

     Liaison with sales/partners
     Lead scoring model development and refinement
     Lead distr...
Case Study: Sun Microsystems

Sun Systems for VMware vSphere 4
       Goal: New Customer Acquisition
       Target Marke...
Stage 1 – Find Contacts

 3 Sources used to build database
      Content Syndication




      Sun.com Content Registra...
Stage 2 – Nurture




                                         Show that Sun and                                          ...
Stage 3 - Results



Average Opportunity Size
= $27,552
(18% increase over non-nurture programs)




Sales Pipeline Genera...
Summary

 To Engage ALL leads in your marketing funnel, segment
  them into Pre-MQL, Recycled or Reconstituted.
 Build S...
Thank You!




                                                                   Q&A
                    Questions & Answ...
Contact Information




            Christopher Doran                                                               Mac Mc...
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A Tactical Approach for Targeted Lead Nurturing

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In this presentation, Mac McConnell will discuss how to successfully implement targeted lead nurturing processes in your organization. Drawing from his own experience as former head of Global Outbound Marketing at Sun Microsystems, he will guide you through building a step-by-step approach to ensure success. You will learn:

•How to create content and make it relevant to your
audience.

•What factors to consider when building your first
lead nurturing campaign.

•How to use lead scoring to segment your
database.

•Common roadblocks you may encounter
throughout the process and how to avoid them.

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  • Emily SlideHi everyone. I’m Emily Mayfield, Marketing Manager here at Manticore Technology. Thanks so much for joining us for Tactical Approach to Targeted Lead Nurturing. In today’s webinar, Marketing Strategist and author of eMarketing Strategies for the Complex Sale, Ardath Albee will expand on concepts from her book and share insight on what you can do to make your lead nurturing more effective. Before we get started, I’d like to go over a couple of housekeeping items: Today’s webinar is being recorded.The slides and the recorded presentation will be available to you 24 hours after the live webinar. You will receive an email tomorrow providing you with a link to view the recorded webinar. We will also post the slides on Slideshare.net…so you can download them there. Below the date on the screen, you will see a twitter hashtag. We will be tweeting throughout the presentation and please feel free to do so as well on anything that you find interesting. We certainly welcome your questions and will be answering them at the end of the presentation during our dedicated Q&A. On the right of your screen, you see a place you can type your question and submit them throughout the presentation. Please do so, and we’ll try and get to most of them at the end.
  • Emily SlideSo before we begin, I’d like to quickly go over today’s agenda. I’ll start by introducing our speakers and we’ll do a brief Market Overview and tell you a little bit about Manticore. Next, we’ll discuss the building a lead nurturing strategy using 3 specific types of lead nurturing processes. For those of you that were with us a couple of weeks ago, this will be a brief recap of the concepts we discussed. We will then hear from our featured speaker Mac McConnell on building a content creation strategy, developing a lead nurturing track and how to avoid common roadblocks that you might run into along the way. He will then show how these concepts impact an organization thru a case study with Sun Microsystems. And then we’ll finish up with a Q & A. We’ll try and get to as many of them as we can, but we will post all the questions and answers, even the ones we do not get to, on our blog at www.manticoretechnology.com/blog. So I’ll go ahead and introduce our 1st speaker.
  • Emily SlideSo I’ll go ahead and introduce our 1st speaker Christopher Doran: Christopher joined Manticore Technology in 2003 and manages all aspects of demand generation, public relations, corporate partnerships and product marketing.  He is one of the decision-makers for the company’s overall growth strategy and a long-time marketing automation thought leader.  Christopher explores online marketing best practices and strategies to improve marketing performance in his blog Funnel Focus.  Prior to joining Manticore, he worked in product marketing at AMD where he oversaw the various product launches that contributed over $600M to AMD's top line. He has an MBA from the University of Texas, McCombs School of Business and a Bachelor of Science in Civil Engineering from the University of New Hampshire. So Now I’ll hand it over to Christopher
  • CD Slide
  • Christopher Slide: Mac McConnellMac is a partner at Left Brain Marketing, a leading marketing automation consultancy based in California. Prior to joining left Brain, Mac was responsible for all outbound marketing efforts focused on small and midsize companies at Sun Microsystems. Using marketing automation, he was able to generate over $400 million in sales pipeline and 16,000 leads.A little bit about LeftBrain:
  • Thought leadership – Papers like “top 10 trends in B2B Marketing
  • Understand that one of the biggest conpetitors to your product or service is not other companies, but inertia at the prospects company. In the end, many companies choose to do nothing instead of doing something. Make the beginning of you interaction a pitch to do something.
  • Talk to why CFO. Research suggested that CFOs in midsize companies took a more active role in IT decision making.
  • A Tactical Approach for Targeted Lead Nurturing

    1. 1. A Tactical Approach to Targeted Lead Nurturing April 15, 2010 Twitter: #MTWC 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved. 1
    2. 2. Agenda  Overview  3 Must-Have Lead Nurtures  Content Creation Strategy  Building a Lead Nurturing Track  How to Avoid Common Roadblocks  Lead Nurturing Success Story: Sun MicroSystems  Q&A 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved. 2
    3. 3. Speakers Christopher Doran VP, Marketing Manticore Technology 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved. 3
    4. 4. About Manticore Technology  Founded in 2001  Driving force in Marketing Automation since 2003  Six years of development & infrastructure support our customers around the globe  Product delivers unmatched usability and robust power:  Configurable UI to meet your needs  Lead nurturing to develop a business process  Deepest CRM integration in industry  Dedicated Customer Success Manager (CSM) to help ensure customers success in developing business process  It’s about process – not technology for technology sake  People  Process  Technology 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved. 4
    5. 5. Customers Around the Globe 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved. 5
    6. 6. Lead Nurture Tracks for Each Lead Bucket Pre-MQL Recycled Reconstituted 3 Lead Nurturing Processes Enables You to Deliver the Right Message to Right Audience at the Right Time. 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved. 6
    7. 7. Content: Marketing Automation Fuel 2009 Marketing Automation: Lessons From the Trenches Research Report KEY FINDING 80% of respondents using marketing automation said “preparing their organization by building the processes and content offers to feed the system” would be their top priority if they were to implement marketing automation again in the future. Complete Research Report Available at: www.manticoretechnology.com (resource section) “Lack of Strategy & Lack of Content are the Primary Obstacles for Lead Nurturing In Many Organizations.” Watch the On-Demand Webinar: http://www.manticoretechnology.com/blog (Featured Download) 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved. 7
    8. 8. Keynote Speaker Mac McConnell Partner& Consultant Leftbrain Marketing, Inc. 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved. 8
    9. 9. About LeftBrain Marketing Maximizing Lead Generation through Marketing Automation  Marketing Automation Planning Strategy, Program Design, Nurturing, Lead Scoring, Demand Gen  Marketing Automation Production Design and Management of programs (Project or Agency)  Custom Lead Generation Programs Higher conversion rates, More engaged prospects, Lower costs  Vendor Selection Evaluation of different systems to match  Content Creation eBooks, Newsletters, Case Studies, Podcasts, Webinars  Creative Services Copy writing, landing page creation, graphic design 9 9 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
    10. 10. The Devil is in the Details  Length of sales cycle  Your message(s)  Segment your database.  Write for a specific buyer  Build a buyer persona to stay focused  How will you fuel your program  What happens at hand-off Relevance = Success 10 10 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
    11. 11. The Demand Gen Funnel Social Custom Website Media Email Offers Events 3rd Party Websites / Corp Website Registrations Marketing Awareness Education Marketing Consideration Automation Sales Ready MQL Sales Pipeline SQL 11 4/15/2010 11 Manticore Technology, Inc. – Copyright 2010. All rights reserved. 11
    12. 12. Be Active in Content Creation  Some companies are content machines  But is it the right content?  Content strategy should be part of any marketing plan  Write the outline yourself  Be a champion for non-corporate or product specific content  Spend money for good content 12 12 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
    13. 13. Gated Content Open Content  Analyst Paper  Videos  Thought leadership  Data Sheets  Webinars  Solution Briefs  Installation guides  Product Specifications Gated Open 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved. 13
    14. 14. Map Content to Buying Stage Analyst overview “I feel your pain” Thought leadership Consideration of a Solution ROI Case Study TCO Options overview Decision on Vendor Datasheet Success stories Free trial 14 14 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
    15. 15. Segment using Demographic Scoring  Criteria that will allow you to build unique nurture tracks – Start small  Commonly used:  Industry  Company size  Job title/role  Timeline to purchase  Prioritize your buckets 15 15 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
    16. 16. Lead Nurture Fuel Purchased Website House list names capture Social Content Trade Media syndication Shows 16 16 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
    17. 17. Start Simple: MQL Thought Validation • Forward looking Leadership 2 • Your solution to • Problems • How to solve the the problem • ROI studies • Trigger event problem • Case studies • Often 3rd party Thought content Benefits leadership 1 More product messaging 17 17 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
    18. 18. Recycled and Reconstituted Why did this lead end up here? Recycled Reconstituted • They gave the • Something wrong answer changed • Trigger event • Focus on • Tougher scoring benefits – consider raising • Urgency is the implicit score critical – offer a promotion 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved. 18
    19. 19. What to Watch Out For. . .  Ineffective or poor content  Too many calls-to-action in email  Doing too much . . . Too fast  Not paying attention to the hand-off  Believing that there is one nurture for all  Internal politics 19 19 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
    20. 20. The Marketing Manager  Content strategy & creation  Marketing list segmentation  Corp. website optimization  Developing the nurture program  Advertising, webinars, trade shows, content syndication Fill the top of the funnel 20 20 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
    21. 21. The Field Marketer  Liaison with sales/partners  Lead scoring model development and refinement  Lead distribution to sales/partners  Lead follow-up and reporting  Define sales opportunity size Maximize the return on leads 21 21 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
    22. 22. Case Study: Sun Microsystems Sun Systems for VMware vSphere 4  Goal: New Customer Acquisition  Target Market: Midsize companies upgrading VMware or virtualizing for the first time  Geo: North America  Target Buyer: System Administrator, System Architect, CIO, CFO  Delivery Model: 100% Channel Partners 22 22 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
    23. 23. Stage 1 – Find Contacts  3 Sources used to build database  Content Syndication  Sun.com Content Registrations  High value content is placed behind a registration page  List purchase 23 23 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
    24. 24. Stage 2 – Nurture Show that Sun and Customer learns how VMware have a close easy it is to get up • IDC Paper: How partnership • White Paper: Best and running • Drive customer to Servers Affect the • Sun and VMware Practices for • Quick Start Guide: resource rich Virtualization Guide to Server choosing and Configuring microsite Equation Consolidation configuring VMware ESX on VMware on Sun Sun Fire servers Customer is ready to Educate that server Start thinking about listen to sales choice is important what servers will representative work best 24 24 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
    25. 25. Stage 3 - Results Average Opportunity Size = $27,552 (18% increase over non-nurture programs) Sales Pipeline Generated = $12.7 million 25 25 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.
    26. 26. Summary  To Engage ALL leads in your marketing funnel, segment them into Pre-MQL, Recycled or Reconstituted.  Build Separate Lead Nurturing Tracks for Each Group.  Start with a simple flow and process  Lead nurturing works best with compelling content. Make sure it is relevant to the audience  Understand your business. Pay attention to the details  Roles and responsibilities become more important 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved. 26
    27. 27. Thank You! Q&A Questions & Answers will be posted on our blog: http://www.manticoretechnology.com/blog Presentation will be available for download on www.SlideShare.net 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved. 27
    28. 28. Contact Information Christopher Doran Mac McConnell VP, Marketing – Manticore Technology Partner – Left Brain Marketing, Inc. Blog: http://blog.manticoretechnology.com/ Blog: http://blog.leftbrainmarketinginc.com/ Email: Christopher@manticoretechnology.com Email: Mac@leftbrainmarketinginc.com Phone: 1 (866) MANTICORE Phone: 415 902 6611 Twitter: @cdoran Twitter: @macmcconnell 4/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved. 28
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