Advanced Lead Nuturing - Televerde


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Accelerate to Advanced and Optimized Lead Nuturing and Lead Generation Practices. Take a look at this slideshow presented by VP of Digital Strategies, Bryan Ehrenfreund and VP of Marketing at Marketo, Jon Miller. Buying has changed forever and traditional marketing is in decline. Find out how advanced lead nuturing strategies can impact your organization's revenue today by visiting

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Advanced Lead Nuturing - Televerde

  1. 1. Accelerate to Advancedand Optimized LeadGeneration & NurturingPracticesPresenters: Jon Miller VP of Marketing, Marketo Moderator: Amanda Batista, Managing Editor, Bryan Ehrenfreund DemandGen Report VP of Digital Solutions, Televerde
  2. 2. Agenda  Context – Why This Topic is Important  Considerations for Readiness Assessment  Opportunities for Optimization  Broadening the Application  Options for Acceleration© 2012 Televerde All rights reserved.
  3. 3. The Back Story  Disciplined, integrated, portfolio approaches done well outperform… 6:1  Standard vs. advanced practices – big difference© 2012 Televerde All rights reserved.
  4. 4. Buying Has Changed Forever OLD DAYS: INFO SCARCITY TODAY: INFO ABUNDANCE 1960s – Recent BUYER SALES REP SALES REP© 2012 Televerde All rights reserved.
  5. 5. The World Has Changed Pew Research Center, May 2010© 2012 Televerde All rights reserved.
  6. 6. Traditional Marketing is in Decline Consumers are in the driver’s seat© 2012 Televerde All rights reserved.
  7. 7. Assess your readiness…© 2012 Televerde All rights reserved.
  8. 8. Your State of Readiness Considerations…  Data Quality: Gap analysis, cleanse, enrich, segment  Content Value: Relevancy, alignment, completeness  Talent & Skills: Technical/marketing/data prowess  Technology Integration: MAT/Tele/CRM/Web© 2012 Televerde All rights reserved.
  9. 9. Your State of Readiness  Process Enablement: Lead management, sales & marketing alignment  Business Intelligence: Markets, accounts, personas, buy stages  Calls to Action: Compelling offers, testing  Tele Practices: Nurturing conversations are different  Web Optimization: Conversion forms, site nav, inbound© 2012 Televerde All rights reserved.
  10. 10. Advance to Optimization…© 2012 Televerde All rights reserved.
  11. 11. Start with BI – Knowledge Empowers  Know your target markets & accounts  Deep-dive persona understanding  Leverage buying stage insight  Relevance is key to the goal The goal: Identify, qualify, convert, accelerate, close© 2012 Televerde All rights reserved.
  12. 12. Optimization… 3D Focus Plus Data… Digita  Yes, data is daunting, but… Dat l  Quality in, quality out a  Segment! Dialogu Digital… e  Content matters but relevancy matters more  Focus on flow Dialogue…  Conversations change everything  Dialogue (like data) makes or breaks investment Plus… Market BI, Process, Technology, Website, Skills© 2012 Televerde All rights reserved.
  13. 13. It’s All About the Data  Data requires lots of attention  Target pristine but start with better than today  RPM - Remediate, Provision, Maintain  Data management - lather, rinse, repeat  Leverage data in discrete, well-segmented programs© 2012 Televerde All rights reserved.
  14. 14. Digital is Your GPS  Focus on flow  Multiple programs enable better management  It’s all in the set-up – but plan for agility  System synchronization – CRM, tele, social, analytics  Content matters, relevance matters more© 2012 Televerde All rights reserved.
  15. 15. Digital Across the Revenue Cycle Prospect Name Sales Lead Lead Awareness Friend Opportunity Customer Nurturing Database Generating Awareness Developing Relationships and “Like” (Email, Social, Offline)© 2012 Marketo All rights reserved.
  16. 16. Content and Relevance Types of content: Buying guides, checklists, calculators, whitepapers, analyst reports, and webinars Research data, funny videos, curated lists, infographics, and highly relevant thought leadership pieces Two rules: Content must be helpful, not promotional Content must be relevant to the buyer: who they are, where they are in the buying cycle© 2012 Televerde All rights reserved.
  17. 17. Dialogue – “Good Call!”  Conversations change everything  Data is intelligence – use it to inform the dialogue  The nurture conversation is different  VCA: Validate, Correct, Accelerate Prepare for the correction (agility)© 2012 Televerde All rights reserved.
  18. 18. Process – The Big 5 CRM MAT Digital Dialogue Digital Sales Feedback 2. Contacts in CRM to MAT 4. Know the score Marketing 6. Digital to dialogue, and back again 8. Cadence contingent on outcomes 10. Lead hand-off management + feedback© 2012 Televerde All rights reserved.
  19. 19. Integrated Systems Are Enablers  No technology (no matter how good) can fix bad processes  Integration optimizes everything  Like people, bi-directional technology communication prevents and resolves issues  Connect CRM to MAT to Tele system for best results© 2012 Televerde All rights reserved.
  20. 20. Website Optimization  Shore up a weak website  Better structure, easier nav  Relevant and dynamic landing pages  Mini contact forms for conversion capture  Gate some (not all) premium content  Immediate page display after registration© 2012 Televerde All rights reserved.
  21. 21. Talent – Find, Train, Manage  Look inside, look outside (always be looking)  This is still new technology so train and expose often© 2012 Televerde All rights reserved.
  22. 22. Broaden the Application…© 2012 Televerde All rights reserved.
  23. 23. Expand the Utilization Universe You’re optimizing, so go beyond the basics…  Seed demand and pre-MQL  Qualify and prioritize inbound leads  Build momentum with event & webinar attendees  Accelerator nurturing (short-term & mid-term touches)  Rejuvenate dormant, recycled, discontinued leads  Account-Based Marketing programs  Current customers – cross-sell/up-sell, c-sat, renewals© 2012 Televerde All rights reserved.
  24. 24. Options for Acceleration…© 2012 Televerde All rights reserved.
  25. 25. Accelerating Advanced Practices  Centralized or distributed demand center  Don’t stress your organization  Create advanced practice roadmap and mind the gaps  Think big, start small – incremental improvements  How fast do you want to go?  Do you really need to own and manage the resources?© 2012 Televerde All rights reserved.
  26. 26. Accelerating Advanced Practices  Be TCO-savvy – mind the investment  Consider core capabilities and best practices  Leverage third-party trusted solution partners  Observe and learn, then decide  Get on the numbers – test, measure, improve  Eliminate technology and process drags  Continual training and best practice exposure© 2012 Televerde All rights reserved.
  27. 27. Actionable Takeaways…  Think big but start small  Find talent inside or  Buying has changed, so outside selling needs to change  Integrate your systems  Digital & dialogue blend  Prepare for nurture makes sense dialogues (VCA)  Know your markets  Focus on data quality  Relevance matters  Prioritize process  Manage sensibly  Broaden your applications© 2012 Televerde All rights reserved.
  28. 28. Q&A…Jon Miller Bryan EhrenfreundVP of Marketing VP of Digital 650-376-2301 +1 888-787-2829Twitter: @jonmiller2 Twitter: @ehrenfreundMarketo is the fastest growing provider in Revenue Televerde is a leading B2B marketing agency andPerformance Management. Our marketing automation provider of sales pipeline development solutions thatand sales effectiveness solutions transform how drive increased revenue for our clients by integrating themarketing and sales teams of all sizes work — and work highest quality contact data, marketing automation andtogether — to drive dramatically increased revenue world-class teleservices. We help our clients identifyperformance and fuel business growth. Marketo’s future customers, accelerate and convert salestechnology, services and expert guidance are helping opportunities, and discover fresh, actionable marketmore than 1,600 enterprise and mid-market insight in the process. We’ve provided demand creationcompanies around the world to turn marketing from a solutions to more than 2,000 clients and have helped tocost center to a business-building revenue driver. generate over $3 billion in net new revenue for them. © 2012 Televerde All rights reserved.