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Science of Marketing

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Leverage automated demand generation for performance and ROI

Leverage automated demand generation for performance and ROI

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Transcript

  • 1. Bringing Science to the Art of Marketing
    How to leverage automated demand generation for performance and ROI
    Russ Gould
    Kofax
    Director of Marketing
  • 2. Challenging Times
    • Response rates declining
    • 3. Longer sales cycles
    • 4. Commoditization
    • 5. More Accountability
    Information overload / cluttered environment
    More choice
    Consumer / buyer apathy
  • 6. Marketing Challenge
    Mktg $
    Customers
  • 7. Marketing Landscape is Changing
  • 8. Marketing Landscape is Changing
    ATL
    BTL
  • 9. Holy Grail
  • 10.
  • 11. Individual
  • 12. Relevance
  • 13. Personalization
  • 14. Personalization 2.0 - - “One-to-You”
  • 15. First and Foremost
    Analytical
    Logical
    Process Orientation
    Basics
  • 16. Systems and Tools
    CRM - Customer Relationship Management
    DAM - Digital Asset Management
    MA / MRM - Marketing Automation / Marketing Resource Management
    Basics
  • 17. Affordable and Powerful
    Basics
  • 18. Who are your best customers?
    Analyze customer data to gain information to better target our marketing efforts
    Basics
  • 19. Who are your best customers?
    Information for targeted marketing
    Find high value segments to target
    Better return on Marketing investment
    Find your sweet spot
    What segments
    What size companies
    Set priorities for future
    Where are the best opportunities
    What are the priority segments
    “Equation” to pinpoint future opportunities
    Basics
  • 20. Demand Generation
    Lead generation
    Lead processing
    Lead qualification
    Lead nurturing
    Lead scoring
    Lead harvesting
    Lead engagement with sales
    Lead analysis
    Demand Generation
  • 21. Suspect, Prospect, Pre-Qualified
    Fits customer profile. Has exhibited interest and based on behavior seems qualified. Have not been evaluated by a “live” person or scored by the automated system
    “C” Status
    Fits customer profile. Has exhibited interest and responded to call to action. Specific need is unknown. Company has not identified a budget or has not identified a purchase timeframe.
    “B” Status
    Fits customer profile. Exhibited interest and responded to call to action. In the information gathering phase, have a need for Kofax solutions. Budget identified, purchase timeframe is up to 12 months.
    “A” Status
    Almost ready to enter the sales cycle. Has a need for Kofax solutions. Budget identified. Purchase timeframe < 3 months. Contact is a decision maker or part of the process.
    Qualified Lead
    All qualification criteria met.
    Lead Funnel
    Not Qualified
    Competitor
    Customer
    Duplicate
    No Interest
    Partner
    Press/Analyst
    Student
    Demand Generation
  • 22. Our Strategy
    Tailor communications
    Get personal
    Implement a multi-step, multi-modal approach
    Efficiency and effectiveness
    Best practices
    Demand Generation
  • 23. Our Method of Implementation
    Demand Generation
  • 24. Understanding Prospect Behavior
    Demand Generation
  • 25. Automation is Key
    Target the individual, not individual within a group
    Highly sophisticated workflow
    Multiple “touches” or campaigns
    Demand Generation
  • 26. More Multimodal Tactics
    Phone Call
    Emails
    Getting published
    Speaking opportunities
    Event Marketing
    Webinars
    Live Events
    Archived Events
    Direct mail
    Referrals
    Blogs
    RSS
    Podcasting
    Site improvement
    Search engine optimization
    Cross linking and search term relevance
    Lead Generation
  • 27. Leads end up in one of 3 buckets…
    Marketing “touches”
    No marketing “touches”
    Sales and Marketing
    Marketing
    Sales
    Marketing Lead Queue
    Leads not ready for sales involvement
    Sales Territory Queues
    Sales ready leads; shared with marketing
    Opportunities
    Sales pipeline
    Lead Processing
  • 28. Lead Nurturing
    “Touch” marketing
    Series of communications
    Single tactic campaign
    Integrated campaigns
    Relevant message at the right time to the right person usingthe right vehicle
    Gain mind and money share
    How?
    Put programs in place
    Plan and execute on targeted (integrated) campaigns
    Ongoing qualification
    Lead Nurturing
  • 29. The importance of data…
    Lead nurturing is data driven
    Gather relevant data at first point of interaction
    Badge scans at tradeshows
    Lead cards
    An inbound call
    A contact us form
    Gather additional data throughout nurture process
    Gated form
    Request information form
    Exclusive content form
    Segment database, plan and execute targeted campaigns
    Lead Nurturing
  • 30. How does Kofax nurture leads?
    We engage in a conversation…
    How?
    Based on available data in the system
    Key is to ‘harvest’ additional data along the way
    A few examples of our campaigns
    Webinar series
    Seminar series
    Email marketing with exclusive offers
    Hypersites
    Or programs
    Rating and scoring
    Lead Nurturing
  • 31. Hypersites
    Dynamically populated
    The welcoming message makes experience very personal
    The customer examples that can be downloaded are dynamically populated based on the lead’s interest
    Content is based on and especially written for professionals in the lead’s industry
    Only ask questions for which we have no data
    Content is based on solution interest
    Content is based on document type
  • 32. Lead Scoring and Rating
    Lead Rating/Scoring
  • 33. Managing Performance
    Measurement
  • 34. Managing Performance
    Measurement
  • 35. What you can expect
    Increase prospect to qualified lead conversion rate
    More effective campaigns
    Efficiency
    Automation
    More leads in nurturing program
    Metrics can drive future plans
    Accountability and visibility
    More qualified leads
  • 36. You’re Not Alone
  • 37. Final Thoughts
    It’s a Journey
    “Individual” “1-to-You”
    Relationship – Conversation - Relevance
    “Cast”
    People – Systems - Processes
    Don’t mention the name of your MRM solution

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