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Lead Generation Campaign

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Lead Generation Campaign for SaaS Company

Lead Generation Campaign for SaaS Company


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Transcript

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