11 Tips From the Front Lines to Optimize Your Multichannel Marketing Campaigns

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  • WelcomeDMA House keeping announcements
  • I’m quite focused on B2B sales lead management and process. I hope this passion will be shared and that you develop the critical thinking skills that you want to achieve.I’ll be frank, to the point and I must warn you. I see the insides of many sales lead programs, and at times they are not pretty. will tell it like I see it.I believe that’s why you’re here. No sugar coating, this is hard stuff.Note for your career. There are very few of us out there. So you will be yards ahead of your competition in my opinion.
  • With the sales quota bar raised, the sales teams are demanding higher quality sales leads so they can increase conversion rates.Your goal; is to optimize the lead to sale process with the least resources. To do this we’ll need to know the processes and find the gaps or black holes to fix and move forward. All other efforts must fall under this objective.
  • Context: My background and case examples are B2B. One of which won an ECHO award at the DMA. I’ll insert action items for you.When you print the presentation be sure to select the Notes Page view.Most of my examples will be from firms with a complex sale process and a high lifetime value.My company manages many sales lead programs and measures all their KPIs, so the examples will be very relevant to these best practice tips that we see working.My assumption, is that you are all doing demand generation now in your jobs, and are running multi touch campaigns of some magnitude. And that you want to improve.
  • No surprises here from the SALES perspective
  • Sales is still top from the marketing survey and perspective
  • Sales teams are demanding higher quality sales leads.Sales quotas are up but sales teams are still flat.
  • Note: Marketing Sherpa published a report that 73% of B2B marketers send unqualified (Non-Sales-ready) leads to the sales teams! Problems?!Studies show that higher quality sales leads have shorter sales cycles and higher close rates.There needs to be a way to deliver higher quality sales opportunities that take fewer sales cycles.
  • Conversion of low quality leads to first meetings is terrible!With the sales quota bar raised, the sales teams are demanding higher quality sales leads so they can increase conversion rates. THEY ARE IGNORING low quality sales leads!Your goal; is to optimize the lead to sale process with the least resources. To do this we’ll need to know the processes and find the gaps or black holes to fix and move forward. All other efforts must fall under this objective.
  • Doctor or Detective
  • I assume that most if not all of you have developed lead gen plans and sales process plans to some degree.Now integrate the 2 into 1 and document the process.
  • The digital information is corrected or refined at this stageThen digital information is included in the sales lead.BANT + refers the additional details that sales teams need to justify a sales campaign on the opportunity. Budget, Authority, Timeframe are general categories that you should customize based on your scenario. They are NOT cast in concrete.During this process, several significant advancements are made.Respect and a peer-to-peer level relationship should be established with the nature of the helpful information you are discussing and collecting at this point.A competitive advantage will emerge for your brand as a leader who is doing their homework in order to align the right resources at the right time.THIS WILL usually take multiple touches.Note it usually takes 7-13 or MORE touches to generate a sales-ready lead. Attend my Wednesday 9:00 workshop on this topic in room ___.Details are gathered which b2b buyers WILL NOT disclose on line.The Sales teams will not gather this information for you, if they do, they do not share with marketing. No intelligence gathered.
  • As a lead management and lead qualification firm, over the past 2 decades, we’ve see and processed tens of thousands of inbound inquiries from many sources and campaigns.Inquiries with various advanced filters and other data profiling enhancements included….We also track the conversion rates into sales-ready qualified lead condition. And we have observed several common pitfalls to often be the case.:They consume significant sales resources and marketing budget use. Refer back to the Forrester problem research.They also cause frustration and mistrust between sales and marketing.An alarming increase in cases of “the sticky funnel conundrum”When prospects do not progress down funnel, they get stuckRather, they go round and round in email and content, then stopThey do not score up into the sales-ready qualified level and do not self request a meeting with sales teamThey drop off the radarFirms do not know why, they have poor listening skills
  • Each is a category of several background questions under each of the BANT that will provide more detail.Here is an example of those categories.Then, you go into the additional background to find out more on the opportunity.
  • Caution issued for each of these scenarios
  • Now you need to quantify how many you’ll need to hit the sales goals: Tom will provide some deep diveThere will be multiple models for multiple market segments or solution/product lines.Have management sign off on these models!Run the numbers both bottom up and top down and create several models in your plan: Start at the buying processHow do they buy? Why would they buy any solution? Where do they research? How do they know they are in pain or have problems?? What are their triggers??Are they even aware they may have problems??Map the sales steps and current conversion rates to a saleCreate the multi touch demand generation, nurturing and lead qualification plan to feed that funnel. Create touch quotas for each touch metric.You will Measure all demand gen activities and compare back to these quotasAcknowledge that it takes multiple contacts before they decide to buy in most cases.
  • Here we show the demand gen/lead generation planning modules on one graphic.This is a summary plan of the “sales-ready” lead flows from each of the lead generation touch streams and a proforma budget, and a proforma sales and ROI estimator all in 1.Here we have a multi-touch 3 lead gen tactics under one model plan. EM, dir mail, tele-prospecting/qualificationThis starts with the need for 94 sales-ready leads to feed the sales team to hit their sales numbers.You’ll want to monitor these numbers daily and or at least weekly.Key stepsLead Quality (defined)Target prospect TAM & segments & what you haveFundamentals: Content, offer, messaging, hooks etc. to create IB responder pullBack into numbers requiredMulti=touch plan to qualify IB respondersMulti=touch plan to OB prospect the non-responders to fill the shortfall
  • Team of experts with tools is the key:Lack of talent is hurting firms a great deal. Consider partnering with a lead development lead management agency for the resources. This is becoming the norm.Regarding the Over Reliance on Marketing automation as the short cut:We are advocates of designing and automation process where it makes sense. However some firms are not using marketing automation to their advantage.Marketing automation has not solved the lead quality problem, in some cases its worse!Expand on this at the Wednesday workshop at 9:00am.Firms struggle with some of the fundamentalsNail the end to end lead to sales process first be fore automating. PROCESS is key.After that, THEN seek to use marketing automation tools.Don’t rely on software to fix a human process. It will make it worse.Make sure that you can integrate ALL of your touch points and don’t stop at email or digital only!
  • Helps optimize and eliminate wasted spending in multiple areas.
  • Here is a case showing you what we mean about syncing the content and messaging and multiple touch points, etc.Sample of a highly personalized and intriguing campaign allowed us to engage the hardest target segment at Rovi. There were some responders but mostly non-responders who loved the contest idea.Rovi Corp provides meta data services to firms that sell on line or are entertainment media using digital media.Small number of target markets.High $ spenders in A and B accounts, C accounts are marginal, D accounts are not desirable but make up most of the responders. We must outbound the A/B and C non targets.Key= Target prospect list was pre cleaned and tele-validated by the presales team in the contact center.Package: Gold looking coins with serial numbers on them + printed collateral was personalized and mailed.Followed up with PURL email.Followed up with tele-qualification call sequences with more content over time.Trivia campaign about Rovi. Go on line and participate…
  • Then aPersonalizedEmail sent, serial numbered targets
  • Online banner ads
  • Online banner ads
  • Landing page allows them in to register and then play the trivia game.Very successful at using a fun contest and trivia to drive traffic, but minimal qualification questions are harvested! This was ok because we planned for it.So we tele-qualified them with a personalized call . Which a majority gladly accepted and discussed their needs and applications and provided qualification profile information.That leads us to the next tip.
  • This example brings it all together. A hard to engage target segment which spends big once they see the value. They are too busy to be looking for the types of technological developments that Rovi has made so the A and B accounts need multiple touches with good content and story telling.I will dig down further into this topic in the Wednesday 9:00am workshop.
  • In more and more b2b scenarios, this peer-to-peer touch point has shown to keep the lead-to-sales engine going. Many firms miss the wagon on the comprehensive nature of the pre-sales tele-qualification team in a complex sales environment. Emphasize several important items: This is not easy to get right. The use of digital touches and other touch points (events etc.) enable warm calling. Allow the peer to peer dialogs…The program management staff is critical too. They use the analytics to refine the calling scripts and nurture content served up over multiple touches.Expand on how pre-sales teams are now a huge piece of the process and accelerate the qualification process and in many cases make the plan actually work. (Marketo and many other growth firms use this)
  • Aberdeen has also measured the effectiveness of the tele-prospecting process.
  • Sirius Decisions added the tele-qualification touch process to their waterfall model after the email only tracks served up under marketing automation showed significant failure rates.We will expand on this more at the Wednesday workshop as well.
  • Note the qualification to “Sales-ready” rate is only .1% of the prospect base. Monitor this in light of your touch stream metrics plan.
  • We called half of the non responders.Significant boost in prospects engaged (33% vs. the 1% response rate), profiled the lead qualification conversion rates 217 sales-ready leads and demos.This was 2.9% vs. 0.1%
  • Comparison. The boost rate was 13.6 X times using this 1-2 punch!
  • Not easy, but critical. Discuss how a wireless network firm did it in the next slide and the analysis that led us to the optimization point.
  • Find your ultimate conversion to cost point. Trapeze Networks.N=218Law of diminishing returns kicks in about 7 touches as we hit 93.4% of the A level sales-ready leads generated at this point.The incremental gain after this point was minimal.Findings: We advised the client to cap the touch process after 8 and use those funds on other new business lead generation.I will drill into the rationale behind the 7-13+ touch reasons behind and concepts in the Wednesday workshop.
  • Measure everything in the lead to sales funnels. Make frequent refinements based on findings. This is Agile marketing. Similar to Deming's continuous improvement process we learned about in business school.
  • This campaignexample (in the past) won the DMA ECHO Award in the b2b technology category.A target market of ~ 1,450 prospect base.Hard to reach management that is under pressure to reduce costs but improve safety and quality…First: We needed to quantify how many you’ll need to hit the sales goals: There will be multiple models for multiple market segments or solution/product lines.Have management sign off on these models!Run the numbers both bottom up and top down and create several models in your plan: Start at the buying processHow do they buy? Why would they buy any solution? Where do they research? How do they know they are in pain or have problems?? What are their triggers??Are they even aware they may have problems??Map the sales steps and current conversion rates to a saleCreate the multi touch demand generation, nurturing and lead qualification plan to feed that funnel. Create touch quotas for each touch metric.You will Measure all demand gen activities and compare back to these quotasAcknowledge that it takes multiple contacts before they decide to buy in most cases.
  • Now you need to quantify how many you’ll need to hit the sales goals: Tom will provide some deep diveThere will be multiple models for multiple market segments or solution/product lines.Have management sign off on these models!Run the numbers both bottom up and top down and create several models in your plan: Start at the buying processHow do they buy? Why would they buy any solution? Where do they research? How do they know they are in pain or have problems?? What are their triggers??Are they even aware they may have problems??Map the sales steps and current conversion rates to a saleCreate the multi touch demand generation, nurturing and lead qualification plan to feed that funnel. Create touch quotas for each touch metric.You will Measure all demand gen activities and compare back to these quotasAcknowledge that it takes multiple contacts before they decide to buy in most cases.
  • Top Grey line is a previous year example.White line items are current year deals and the bottom grey is mid year totals. 6 months.The ROI takes the current year sales LESS the $78k costs and divides and that’s the 5.91 to 1 ratio. Discuss the goal should be to affect sales team pipeline. And since you do not have control of the sales team you are safer that way.

Transcript

  • 1. 11 Tips From the Front Lines to Optimize Your Multichannel Marketing Campaigns Presented by Tom Judge •VP Strategy, Direct Marketing Partners (DMP) •VP Co-Chair, DMA Northern California •Program Chair, NorCal BMA Sales Lead Roundtable
  • 2. Your Presenter Tom Judge – VP Strategy Direct Marketing Partners (DMP) . – Vice President DMA Northern California Chapter – Contributor Sales Lead Management Association www.salesleadmgmtassoc.org – Program Chair NorCal BMA Sales Lead Roundtable www.norcalbma.org – Former Instructor on Sales Lead Mgmt . • San Jose State University and UC prof dev. programs
  • 3. About You Informal Survey . _ B2B Sales & Marketing? _ Complex sale process? _ High lifetime value customers? _ Last year?
  • 4. Agenda • Challenges in B2B Multi-Touch Campaigns • 11 Tips to Fix • Case Studies with Metrics
  • 5. CSO insights 2013 Sales Performance Study
  • 6. Strategic B2B Marketing Objectives for 2013 Source: CSO Insights Lead Mgmt. Optimization Study, 2013 Key Trend Analysis.
  • 7. Make No mistake, the goal of demand generation is sales! However the survey uncovered real problems… The average number of B2B sales reps making quota in 2012 was only 63% The average number of firms that achieved their 2012 corporate revenue goals was only 42% Source: CSO Insights Sales Performance Optimization Study, 2013 Key Trend Analysis.
  • 8. Heading • Text here
  • 9. Findings: The current model outlined is unsustainable  If it continues significant sales problems emerge  Low follow up rates on a majority of sales leads  First meeting completion rates are dismal      < 25% percentile achieve 1st meeting @ 22.5% 26%-50% percentile achieve 1st meeting rate @ 23% 51%-75% percentile achieve 1st meeting rate @ 20% 76%-90% percentile achieve 1st meeting rate @ 13% > 90% percentile achieve 1stmeeting @ 22.5% Source CSO Insights
  • 10. Solutions Here are 11 field tested tips and process improvements
  • 11. Tip 1: Become a “Lead-To-Sale” Doctor • • • • Develop & live a “lead-to-sales” philosophy Develop your skills, or have staff, or a vendor that can diagnose a broken or inefficient lead-to-sale process Figure the issues out and implement solutions Attitude is key
  • 12. Tip 2: Unify the “Lead-to-Sale” funnel plans into One  Map buying process by segment or solution  Map the selling process for each solution type  Marry up the two funnel processes as one  You can’t fix it till you know it end to end  Build perfect prospect profiles and buyer personas for each  Identify where they go for solutions, ideas and information
  • 13. Tip 3: Define a “Sales-Ready Lead”  A sales lead that will close!  Design lead criteria based on the perfect prospect profile  Gather sales team input & buy in Action item: Document and have sales reps sign off on a sales action SLA document Warning: Don’t pass unqualified leads to sales, they fail
  • 14. We surveyed sales and here is what they want: The digital behavior lead score PLUS information on the actual opportunity • • • • • Digital information verified Contact information tele-validated Web and content activity shared Right market segment or customer category BANT + details on the prospect & opportunity • Needs to be addressed… • Size of opportunity… • Time frame and is there a sense of Urgency… • Access to funding or ability to obtain or is bus case needed Willingness to move forward and engage with sales? Appointment is warranted and set with sales team
  • 15. For complex B2B sales leads go beyond digital body language scoring • Pinocchio Principle • Be aware that some people do not tell the truth on line • Research shows 69% admit to this • Many suspects are not “qualified”, however they consume content and give off false digital signals • Prospects don’t disclose pain & needs details on line • The “Sticky Funnel” conundrum • All of these issues consume significant sales resources
  • 16. Example of a true “Sales-Ready” Lead FirstName LastName Title Address1 Address2 City Indiana Department Of Homeland Security Name Name Information Technology Director 302 W Washington Street Indianapolis IN 46204 1235555555NAME@dhs.in.gov 7/23/2013 Des Moines Police Department Name Name Budget Director 25 E 1st St Des Moines IA 50309 1235555555NAME@dmgov.org 7/26/2013 Saratoga Springs City Police Department Name Name Information Technology Director 5 Lake Avenue Saratoga Springs NY 12866 NAME@saratoga1235555555springs.org 8/6/2013 Dallas City Hall Name Name Manager of Communication and Information Services 1500 Marilla St Dallas TX 75215 1235555555NAME@dallascityhall.com 8/12/2013 City of Miami Police Department Name Name Lieutenant 400 Northwest 2nd Avenue Miami FL 33128 1235555555NAME@miami-police.org 8/15/2013 City of Houston Mission Critical Communications Department Name Name Assistant Director Of Information Technology 523 North Sam Houston East Houston TX 77060 1235555555NAME@houstontx.gov 8/26/2013 Lead Rating Score What is your role in describe your current the process? infrastructure? how would you rate your existing Security environment: Rating Reliability Rating Zip email Availability Overall Rating Rating timeframe working with anyone fromABC? Appointm ent? Grant 1-2 years No Yes Planned Budget Allocation 2-3 years Yes Yes Security Planned Budget Allocation 1-2 years No Yes Plan for Future Scalability Rating Need Driving Implementation of a private network State LastActivity _Date Company Planned Budget Allocation 0-12 months Yes Yes Budget method of procurement 4Plan for Future Allocated Plan for Future B Lead Recommender Currently on a public network using various carriers such as Verizon and AT and T. C Lead Recommender Verizon Open Public Network B Lead Decision Maker Verizon Air Cards A Lead Decision Maker Currently using aircards which are not efficient C Lead Decision Maker Verizon and Att Air Cards 5 5 5 5 Plan for Future Planned Budget Allocation 2-3 years No Yes Decision Maker They are currently on a public network and are using commercial carriers such as Verizon and Sprint within Houston City. 2 2 4 2 3Plan for Future Allocated Don't Know 0-12 months No Yes A Lead 4 4 4 4 Satisfactory Satisfactory Satisfactory 5 average 5 5 5 below average
  • 17. When is it OK to stop at Digital Body Language when setting qualification criteria? • When you have the following conditions • You have a broad horizontal market and can’t engage on a 1:1 basis affordably • Large market which is influenced via social media • Have a large sales network with their own 1:1 process • Have a lower price point, or margin or transactional sale process
  • 18. Tip 4: Quantify the needs Create A Lead-To-Sales Requirements Calculator Sample Lead Requirements Calculator Scenario ANNUAL SALES REVENUE GOALS: Sales Revenue Goals/Quarter Revenue per sale # Closed Sales Required/QTR Estimated Closed Rate on Pipeline Proposal Opportunities # Qual Leads That Must Convert to Pipeline Proposals/QTR Est. forward conversion rate from sales-ready lead into Pipeline # Qualified Sales -Ready Leads Required per Quarter (Prospects meeting sales-ready criteria) # Qualified Sales-Ready Leads Required per Month (Prospects meeting sales-ready criteria) Tom Judge, All Rights Reserved, Copyright Protected Requirements $13,000,000 $3,250,000 $115,000 28.3 Or 9.3 Closes/mo. 25% 113 40% 283 94
  • 19. Tip 5: Create lead gen plans to fill the funnel Sales Lead Campaign Planning Model: DM + EM + OB Tele-qualification nurturing sequences B Metrics A Funnel Model C Estm. Budget Campaign Plan A B C Monthly: Various Email marketing broadcasts to house lists Estm. Inquiry Response Rate: 2% Landing Page X 25% submit form Estm. # IB Inquiries Received (Not Yet Qualified) 100 Monthly: Direct Mail campaign Estm. Inquiry Response Rate: 6% to Landing Page & 25% submit & BRC combined Estm. # IB Inquiries Received (Not Yet Qualified) 105 Estm. Lead Tele-Qualification Conversion Rate into Sales-Ready lead stage: Ttl. Metric: Estm. OB Tele-qualification calls to IB responders/mo. 720 Metric: Estm. OB Tele-qualification calls to non-responders/mo. 7704 Metric: Tele-qualification completed interviews/hr. (Fully presented & profiled)/hr. Estm. OB Tele-qualification calling hrs/mo. to IB inquiry responder group Estm. OB Tele-qualification calling hrs/mo: To Non-responder group Estm. Total Tele-Qualification interviews/scripts completed/mo. 936 Estm. # pre-qualified sales-ready leads/mo. From Responder group: 8 Estm. # pre-qualified sales-ready leads/mo. From Non-responder group: 86 Total Leads Per Month Pre-Qualified for Sales: 20,000 0.50% 7,000 1.50% 10.00% Hr. 18.0 4.00 2.00 40.00 428.00 94 D Revenue Month 1: # of Qualified Sales-Ready "A" Leads Generated/Mo: MQL Estm. Pipeline Value Created/mo. (Using ASP $115k) Estm. Lead "Conversion into Sales Pipeline Opportunity" Rate # of Leads Reaching Sales Forecast/Proposal/mo. Estimated proposal pipeline value created per month Estm. Close % on Sales Pipeline Opportunities: # Deals Closed/Month Average Sales Price Range (Initial Sale Revenue) Estm. Revenue Generated/Year from each month's pipeline: 25.0% 9.4 $115,000 $1,076,400 $38,182 One time $27,000 Estimate $4x6700 Email LP Creative $4,305,600 Premium Lists (em bcast TM) $0 $5,600 $0 Month 2: $33,400 Included in Dir Mail Creative cost Estimating $20 x 280 A leads House $0 Emarketing Dir Mail + Postage Lists (em bcast TM) to $1 $0 $27,000 $0 Prog Mgmt, QC, reporting, incl. Included in SOW Estimate $4x6700 Assumes Publisher sends $60,400 Month3: $60,400 $645 $1,613 $17.82 TeleQualification Tele Qual set up $105,682 $1,129 $2,823 $10.19 Prog Mgmt, QC, reporting, incl. $105,682 Mo. 2, 3 Estm. Budget/Month: Cost per Qualified Sales-Ready Lead: Cost per Proposal Pipeline Lead: Estm. Revenue ROI on each $ Invested: $1,500 Dir Mail + Postage Mo. 1 Estm. Budget/Month: Cost per Qualified Sales-Ready "A" Lead: Cost per Proposal Pipeline Lead: Estm. Revenue ROI on each $ Invested: $33,400 Dir Mail Creative $10,764,000 40.0% 37 TeleQualification Tele Qual set up 94 TeleQualification $33,400 Tele Qual set up $0 Emarketing $0 Prog Mgmt, QC, reporting, incl. Included in SOW Dir Mail + Postage to $1 $27,000 Estimate $4x6700 Lists (em bcast TM) $0 $60,400 Assumes Publisher sends Quarterly Budget $226,482 Tom Judge All Rights Reserved Copyright Protected
  • 20. Tip 6: Implement an agile marketing system & lead mgmt. team that gives you end to end visibility into all of your campaigns  Action item: Have the right talent, systems and an executive dashboard reporting tool to manage your lead-to-sale funnel
  • 21. Tip 7: Improve targeting Assess & improve prospect data accuracy then segment prospects into smaller sets Action item: Don’t boil the ocean. Clean prospect data, then compare campaign performance by segment to identify better performing markets to focus resources better..
  • 22. Tip 8: Use multi-touch campaigns to serve up relevant content, offers, personalized messaging to engage prospects with your compelling story Action item: Create a multi-touch sequence of relevant content to deliver to prospects over time to earn the right to engage and ask the peer level qualification questions.
  • 23. Example: Rovi Multi-Channel Campaign 9 components: Personalized content and messaging via dimensional mail, email, 2 banner ads, social/twitter, web site, landing page, the online trivia game and a tele-qualification team
  • 24. Rovi Multi-Channel Campaign Email
  • 25. Banner Ad in Tech Crunch
  • 26. Banner Ad in Gigaom
  • 27. Social Media:Twitter
  • 28. Registration Page
  • 29. Case: Rovi’s front line Tele-prospecting/Tele-qualification team brings it all together  Has become their ultimate personalization touch point  This pre-sales team syncs all the components, digital and  off line into the tele-qualification process Helps solve prospect problems with the right information  This allows us to earn the right to ask the detailed qualification questions needed by the sales team to prepare to engage  Allows us to close on meetings with the sales teams  Works for Rovi’s b2b complex solutions where the goal is to optimize the sales team’s time and resources Action item: Multi-Channel Multi-Touch is the new norm. Test it if you are not already using it.
  • 30. Tip 9: Consider peer-to-peer tele-qualification in the touch process at the right time Action item: We suggest running a three-month A/B test using email + telemarketing in the lead nurturing and qualification process and measure the ROI. Hint: Use the peer-to-peer approach
  • 31. This improvement was recently documented in Aberdeen’s research  Sales related KPIs rated higher in this b2b model
  • 32. Dispelling the Marketing Automation “Solves it All” Myth Sirius Decisions has now inserted Tele-qualification to increase the sales qualification information gathered, boost lead quality &conversions
  • 33. Email + Teleprospecting Case Study Email
  • 34. Landing page
  • 35. Metrics – Email alone  EM Broadcast to 14,769  EM Click Through @ 1%= 161  Conversion to Demo @ 10% = 16  Qual. Lead = Interest & Registered for Demo  .1% conversion ratio of EM sent to qual. demo lead
  • 36. Metrics - Email with outbound tele-prospecting integrated  OBTM follow up calls to non-responders  @ 7,513  Prospects Contacted & Graded  @ 33%= 2,511  Now cleaned & captured, most are now in the opt-in database  Prospects Scripts Completed & Needs Captured  @ 26%= 662  1:1 relationships now established  Conversion to Demo Sales-Ready Leads  @ 32% = 217  Qual. Lead = Interest & Registered for Demo  2.9% conversion ratio of Calls to qual. demo lead
  • 37. Results: Conversion rate boost of 13X  Conversion to Demo:  From 16 via em alone to 217 via combined em + tm 217 Multi Channel Boost Email Email, Conversion to Demo, 16 13.6 Telemarketing
  • 38. Tip 10: Prospect nurturing is critical Action item: Use your multi channel lead management touch metrics dashboard to track response as you make multiple contacts and thus identify the best combinations to reach the point of optimizing conversions to “sales-ready”. AKA, that “sweet spot”
  • 39. Lead nurturing yields more “Sales-Ready” leads Touches # of Lead s % of Total 'A' Leads Cumulative % of Leads (right axis) 1 57 26.1% 26.1% 2 50 22.9% 49.1% 3 29 13.3% 62.4% 4 26 11.9% 74.3% 5 18 8.3% 82.6% 6 12 5.5% 88.1% 7 12 5.5% 93.6% 8 5 2.3% 95.9% 9 4 1.8% 97.7% 10 3 1.4% 99.1% 14 1 0.5% 99.5% 15 1 0.5% 100.0% Analysis of the number of nurturing call/s & email touches needed to develop suspects into “Sales-Ready Qualified” leads
  • 40. Tip 11: Analyze KPI metrics in light of the original touch plan & make refinements Action item: Analyze lead-to-sales conversion metrics from end to end. Frequently adjust tactics to
  • 41. Multi-Touch Multi-Channel B2B Cases
  • 42. Case 1: Anritsu multi-touch demand generation case • North American div. of Anritsu Corp. • Test & Measurement equipment • Segment: Wireless telecom carriers they could not penetrate • Targets: “Tower Dogs” management
  • 43. Anritsu demand generation case  The previous best practices outlined were followed  First we created aLead-To-Sales requirements study  Second we developed the lead generation multi-touch  metrics plan. Then, we used the agile method to measure and manage the campaigns as they unfolded
  • 44. Anritsu Multi-Channel Campaign Direct mail with PURL
  • 45. Multi-Channel Campaign: 3D Box Mailer + PURL
  • 46. Direct Mail - Letter (Multi-Channel Campaign)
  • 47. Direct Mail – Brochure Cover
  • 48. Anritsu Direct Mail BRC (Multi-Channel Campaign)
  • 49. Anritsu Email
  • 50. Anritsu Registration Page
  • 51. Anritsu Campaign: IB response rate metrics % Metrics: Combined email and direct mail results Drop Date Delivered IB Response Rate DM-BTS PURL EVDO 9/08 679 6.63% DM-BTS PURL WCDMA 9/08 679 7.36% 4.27% DM-BTS PURL WiMAX 9/08 59 13.56% 3.39% 103 = 7.27% 57 = 4.02% of TTL Delivered 55% of LP Qualification Rate on LP Submissions 3.83% Broadcast TOTAL 1,417 Response to direct mail & email broadcasts was outstanding. 7% visited the PURL, and 4% filled out the contact form or 55% of those going to LP Landing Page Capture Rate 28 = 49% of LP Submissions Industry norm qualification rate = 5% to 10%. The BTS Master campaign’s multi-touch strategy improved conversion to sales-ready lead five fold.
  • 52. Anritsu outbound tele-prospecting to non-responders touch metrics Target calling touch metrics: For 57 IB responders & 1,410 non-responders Project Metrics Overview Funded Call Hrs Hours Called Remai ning Hours List Size Number of Calls Comple ted Record s 170.0 170.00 0.00 1,467 3,862 876 Compl eted Script s Calls/H our Record s/Hour 244 22.72 5.15 Leads Script s/Hr Call Hrs/De mo Reg. Demo % of TCS 1.44 1.39 49.18% Campaign Results A+ A- B C Future Opportu nities 31 34 53 2 2 Total Leads & Future Opport unities 122 Inappro priate Contact Inapprop riate contact, New Recor ds Uncalla ble Record s % Uncalla ble Record s OptOut Referral given No Referral given 111 298 34.0% 8 104 120
  • 53. Anritsu combined campaign touch metrics Combined IB & OB Touch Metrics & Results Presentation Completed (TCS) TTL Completed Scripts Qualification into SalesReady Lead from TCS Drop Date Targets Prospects Engaged/ Updated Validated DM-BTS PURL EVDO 9/08 667 484 = 73% 126 =26% 70 = 56% DM-BTS PURL WCDMA 9/08 626 390 = 62% 102 = 26% 47 = 46% DM-BTS PURL WiMAX 9/08 37 19 = 51% 3 = 16% 0 = 0% Addtl Others 9/08 137 34 = 25% 13 = 38% 3 = 23% 1,467 927 = 63% 244 = 26% 120 = 49% Broadcast TOTAL Total targets to pursue Industry norm qualification rate = 5% to 10%. The BTS Master campaign’s multi-touch strategy improved response five fold.
  • 54. Tom Judge tjudge@dirmkt.com Direct: 510-368-7527 http://www.directmarketingpartners.com/blog.html Let’s link up http://www.linkedin.com/in/thomaspjudge
  • 55. You’ve mastered the theory, now put it into practice Use the Show Guide to match this session’s categories with the providers in the Hall who can help execute! See Page 18 for details
  • 56. About Direct Marketing Partners (DMP) DMP is a lead management and lead funnel qualification services provider for B2B selling firms DMP provides customized lead-to-sales service bundles. DMP teams are an extension of our clients’ demand gen teams. Clients receive dedicated trained teams to execute multi-touch email, direct mail and peer to peer tele-prospecting campaigns with marketing automation and funnel metrics to optimize lead to sale conversions.