Lead Generation Campaign


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Lead Generation Campaign for SaaS Company

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Lead Generation Campaign

  1. 1. Lead Generation CampaignArchiving for Microsoft Exchange<br />Presented by TamyBannaLiriano<br />
  2. 2. Case – Scenario, Objectives & Targets<br />Campaign Strategy & Tactics<br />Campaign Theme & Messaging<br />Campaign Elements & Stages<br />Campaign Calendar<br />Campaign Budget<br />Closing<br />Agenda<br />
  3. 3. Objective: <br />Direct Marketing Campaign: Generate 600 – 1000 marketing qualified leads <br />Website:300 leads/month from website<br />Focus: E-mail archiving for Microsoft Exchange<br />Strategy: Build a comprehensive campaign with multi-touch and multi tactic to nurture leads & build relationship with prospects<br />Target Audience: CIOs, IT Managers -company size 500+ users <br />Industry: Legal, Health Care, Government<br />Campaign Duration: 120 days<br />Budget: $75,000<br />Case<br />
  4. 4. Goal: Generate 300 marketing qualified leads ( reach 10,000 monthly unique visitors per month/3% conversion rate)<br />Strategy: Build a content rich website to convert site visitors to leads<br />White Papers<br />Customers Case Stories/ Video & Pdf<br />Webinars replays<br />Tactics to increase site visits:<br />SEO<br />Blogs<br />Online banners<br />Social Media Sites: Twitter, LinkedIn, Facebook<br />Paid Search<br />Website Leads<br />
  5. 5. Goal: Generate 600 – 1000 marketing qualified leads (20,000 names list rental/3% - 5% response rate)<br />Strategy: Build a multi stage/multi touch campaign to nurture leads<br />Tactics :<br />E-mail Marketing Campaign<br />Direct Marketing Campaign<br />Product demo<br />Live Event/Seminar <br />Location: At a trade show<br />Target: 50 CIOs ( qualified)<br />Invitations - flash memory cards<br />Direct Marketing Leads<br />
  6. 6. IT Managers , CIOs, VP of technology #1 concern SIM survey 2008: Top 10 IT management concerns<br />IT & Business Alignment <br />Business Continuity and Disaster Recovery<br />“We need to address this pain point to make sure that our message resonates “<br />Target Audience – Pain Point<br />
  7. 7. Campaign Theme <br />Company X e-mail Archiving for Microsoft Exchange Helps you Keep your Business Running with “Continuity Planning and Seamless Disaster Recovery” <br />Your current archived e-mail<br />Your archived e-mail with Mimecast<br />We help you go from <br />this to this<br />
  8. 8. Focus on the following benefits: <br />Messaging<br />
  9. 9. Build a four stage campaign <br />Campaign<br />Sales Follow up<br />Lead Generation<br />Lead Nurturing<br />Closing<br /><ul><li> On Site Demo
  10. 10. Mimecast customer demo room/event</li></li></ul><li>Marketing funnel to create sales ready leads and nurture the leads that aren’t sales ready. <br />White papers <br />Customers Case Stories videos <br />Customers Case Stories pdf<br />Sales Demo<br />Offers<br />CLOSE<br /> Social Media, SEO, Online banners, <br />E-mail marketing , Direct marketing, Blog<br />Webinars<br />
  11. 11. Typical Lead Path<br />Lead from E-mail marketing<br />Register to download whitepaper<br />Automatic Thank you e-mail and invite to sign up for Webinar<br />Lead can be passed <br />to sales at any point if prospect expresses interest to talk to a sales person<br />Yes<br />No <br />Automatic Reminder after 15 days to register for webinar<br />Webinar<br />Automatic Thank you e-mail after webinar and invite to watch customer video<br />Customer Video<br />Sales Leas<br />
  12. 12. Marketing Calendar<br />
  13. 13. Budget<br />
  14. 14. Thank You<br />Q&A<br />