5 Ways to Improve Marketing Performance with the Human Touch

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  • 1. W We Fin 5
Ways
to
Improve
Marke)ng
Performance
 With
the
Human
Touch
 Marke)ng
Automa)on
and
the
Live
Touch
 July
14,
2011
 Man)core
Technology,
Inc.
Confiden)al
–
Copyright
2011.
All
rights
reserved.
 1
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 2. Agenda
  Speaker
Introduc)on
&
Company
Overview
  B2B
Buying
Process
  The
Role
of
Marke)ng
Automa)on
  5
Ways
the
Human
Touch
Improves
Marke)ng
Performance
  Summary
  Q&A
 #manticore 2
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 3. Background
 Manticore Technology is an end-to-end marketingautomation platform that enables companies to deliverthe right message, to the right person, at the right time increasing marketing and sales effectiveness. 
 Speaker
 Emily Mayfield Director of Marketing Manticore Technology
 #manticore 3
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 4. Background
 Winn
Technology
Groups
provides
integrated
demand
 genera)on
services
on
a
global
scale.
Since
1990,
Winn
 has
supported
hundreds
of
technology
firms
with
 thousands
of
demand
genera)on
solu)ons. 
 Speaker
 Geoff Swallow President & CEO Winn Technology Group
 4
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 5. B2B
Buying
Process 
 Past
 Now
Status
 Priority
 Step
 Research
 Op)ons
 Valida)on
 Choice
 Quo
 ShiV
 Backs
Marke)ng
 Sales
 Figure 5.1 from eMarketing Strategies for the Complex Sale #manticore 5
 7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 6. Role
of
Marke<ng
Automa<on
 Marketing Automation#manticore 6
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 7. Live
Touch
/Marke<ng
Automa<on 
 Integra<on
 Collabora)ve
 Triggers
 Marke<ng
Automa<on
 Triggers
 Triggers
 Suspect
Nurturing
 Lead
Nurturing
 Client
 Triggers
 Triggers
 Live
Touch
 7
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 8. Live
Touch
   The
live
touch
plays
key
roles
in
the
lead
life
 cycle
directly
impac)ng
marke)ng
 performance:
 
“Lead
Nurturing
can
help
 convert
29%
more
leads.”
   Prospect
Qualifica<on
 
“
Teleprospec)ng
is
a
key
 pivot
role
that
is
oVen
   Rela<onship
Development
 overlooked
and
 misunderstood.”
   Business
Intelligence
 Sirius
Decisions
   Ensuring
Op<mal
Coverage
   Data
Quality
 8
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 9. Live
Touch
–
Prospect
Qualifica<on
 
Qualify
Digital

 Improve
Content
 Behavior
 Focus
 Prospect
 Qualifica)on
 Sales
Filter

 Improve
Scoring
 Sales
Adop)on
 Accuracy
 9
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 10. Qualifica<on
–
Case1
 A Fortune 100 hardware and software vendor’s objective: Qualification of leads generated through their marketing automation system. 5000 prospects were initially targeted. 478 leads were provided to Winn for further qualification resulting from digital behavior.Result   43
ac)onable
leads
were
iden)fied
   22
addi)onal
referrals
generated
during
prospec)ng
effort
   239
(50%)
were
iden)fied
as
non‐sales
ready
status

   196
(41%)
were
not
resolved
following
mul)‐call
round
   BI
and
relevant
data
impac)ng
lead
score
for
non‐sales
ready
leads
and
unresolved
 prospects
updated
into
MA
for
nurturing
 10
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 11. Live
Touch
‐
Rela<onship
Build
 Awareness
 Brand
 Rela)onship
 Build
 Respect
 Trust
 11
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 12. Rela<onship
–
Case1
 A leading software solution provider’s objective: Conduct synchronized lead qualification and call centric nurturing to leads generated through their marketing automation system. The following is a snapshot of progress after the first 5 months of the program.Result   8800
prospects
targeted
   158
ac)onable
sales
opportuni)es
   429
ac)ve
nurturing
leads
iden)fied
   Daily
feeds
of
Business
Intelligence
gained
from
live
touch
uploaded
to
MA
system
   Sales
feedback
on
iden)fied
opportuni)es
in
pipeline
($1.4
million)
 12
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 13. Rela<onship
–
Case2
Leading email archive solution provider’s objective:Qualify and nurture leads driven through their marketing automation platform.The following represents a snapshot after 4 months:Result   741
leads
qualified
via
live
touch
   256
(35%)
ac)onable
sales
ready
leads
iden)fied
   485
(65%)
non‐sales
ready
leads
iden)fied
   AVer
4
months,
24%
of
the
non‐ac)onable
leads
converted
to
sales
ready
 leads
through
call
centric
nurturing
program
combined
with
Marke)ng
 Automa)on
 13
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 14. Live
Touch
‐
Business
Intelligence
 Business
 Compe))ve
 Pains
/
Needs
 Intelligence
 Business
 Intelligence
 Decision
 Sales

 
Makers
 Cycle
 Influencers
 
Awareness
 14
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 15. Business
Intelligence
‐
Case
Fortune 100 technology firm’s objective:In-depth profiling of 300 enterprise “strategic” accounts viadata mapping and internet research. Conduct Demand generation programfollowed by a call centric lead nurturing initiative over 5 months.Result   1600
business
units
(4,200
contacts)
appended
   Business
intelligence
   Ini)ally,
33
qualified
sales
opportuni)es
iden)fied
for
core
solu)on
   Addi)onal
ac)onable
leads
generated
for
other
product
lines
   157
nurturing
leads
iden)fied
   Within
5
months
a
42%
increase
in
ac)onable
leads
resulted
from
the
call
centric
nurturing
program

   $1.2
million
dollars
in
sales
pipeline

   All
related
BI
integrated
into
client
SFA
and
MA
tool
for
integrated
nurturing
program

 15
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 16. Live
Touch
‐
Op<mal
Reach
 Not
all
prospects

 Opt‐out
email
data
may
 respond
or

 
limit
your
coverage
of
 act
to
email



 
a
target
universe
 Op)mal
 Reach
 
Iden)fica)on
of
all
decision
 Support
/
development

 makers/influencers
in

buying
 and
maintenance
 process
 
of
universe
 16
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 17. Op<mal
Reach
‐
Case
Global technology firm objective: To develop named account program.Conducted demand generation / lead nurturing initiative to 525 target accounts.Integrated scoring model to measure suspect value and lead status.Enhanced business intelligence prior to campaign launch via data mapping andinternet research. Launched demand generation initiative followed by 9 monthlead nurturing program.Result   Developed
corporate
profile
intelligence
prior
to
program
launch
which
enhanced
 messaging,
targe)ng
and
prospect
stra)fica)on
   BI
integrated
into
MA
tool
for
on‐going
nurturing.
   Developed
opt‐in
email
database
to
30%
of
targeted
prospects
   Iden)fica)on
of
1600
related
en))es
linked
to
target
accounts
   Iden)fied
19
ac)onable
lead
opportuni)es
   Iden)fied
75
ac)ve
nurturing
leads
   Corporate
rela)onship
profiles
assisted
with
cross‐sell
and
up‐sell
opportuni)es
 17
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 18. Live
Touch
–
Data
Quality
 Manage
 Opt‐in
 Bounce
Backs
 Status
 Data
 Quality
 Demographic
 Contact
 Integrity
 
Integrity
 18
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 19. Op<mal
Reach
‐
Case
Winn ran internal analysis on prospect database for email coverage and validity.We ran records through an advanced email verification software.Launched an email campaign promoting solution. Any hard / soft bounce backswere re-validated by phone. Click throughs and opens were updated to the MAtool. Winn drew a random sample of valid emails with no response / action forverification via phone.Result  15%
of
emails
(grey
area)
were
no
longer
employed
  Not
all
of
your
target
email
data
is
ac)ve
(especially
with
some
third
party
providers)
 19
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 20. Integra<on
Benefits 
 “Focusing
on
new
 technologies
and
 processes
alone
is
not
 enough
to
overcome
the
 challenge
of
producing
 quality
leads.”

 Marke)ng
 Integra)on
 Jonathon
Block
‐
Sirius
 Decisions
 Automa)on
 MA
&
LT
 Untapped
 Live
 Universe
 Touch
 20
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 21. Touch
Integra<on














No
Plans
 





Pain

 


Interest
 


Consider
 

Evaluate
 


Buy
 Thought
 Drive
 Thought
 Leadership
 Brand
 Demand 
 Leadership
 Web
Hits
 White
Paper
 Case
Studies
 @
 @
 @
 Event
 @
 @
 @
 Event
 Peer/Market
Influence
 Peer/Market
Influence
 





Triggers
 Contact
 Business
 Drive

 Thought
 Lead
 Rela)onship
 Discovery
 Intelligence
 Brand
 Demand
 Leadership
 Qualifica)on
 Development
 Trust
 Respect
 Event
 21
 7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 22. Contact
Informa<on
 Geoffrey Swallow Emily Mayfield geoffs@winntech.net emily.mayfield@manticoretechnology.com www.winntech.net www.manticoretechnology.com @ winntechnology @Manticoretech 22
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.

  • 23. Q&A
 Please type your question in the Q&A section of the meeting window. (Found under “Tools” menu)#manticore 23
7/15/11
 Man)core
Technology,
Inc.
–
Copyright
2011.

All
rights
reserved.