In this presentation, Mac McConnell will discuss how to successfully implement targeted lead nurturing processes in your organization. Drawing from his own experience as former head of Global Outbound Marketing at Sun Microsystems, he will guide you through building a step-by-step approach to ensure success. You will learn:
•How to create content and make it relevant to your
audience.
•What factors to consider when building your first
lead nurturing campaign.
•How to use lead scoring to segment your
database.
•Common roadblocks you may encounter
throughout the process and how to avoid them.
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
A Tactical Approach for Targeted Lead Nurturing
1. A Tactical Approach to Targeted
Lead Nurturing
April 15, 2010
Twitter: #MTWC
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2. Agenda
Overview
3 Must-Have Lead Nurtures
Content Creation Strategy
Building a Lead Nurturing Track
How to Avoid Common Roadblocks
Lead Nurturing Success Story: Sun MicroSystems
Q&A
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3. Speakers
Christopher Doran
VP, Marketing
Manticore Technology
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4. About Manticore Technology
Founded in 2001
Driving force in Marketing Automation since 2003
Six years of development & infrastructure support our customers around the globe
Product delivers unmatched usability and robust power:
Configurable UI to meet your needs
Lead nurturing to develop a business process
Deepest CRM integration in industry
Dedicated Customer Success Manager (CSM) to help ensure customers
success in developing business process
It’s about process – not technology for technology sake
People
Process
Technology
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5. Customers Around the Globe
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6. Lead Nurture Tracks for Each Lead Bucket
Pre-MQL Recycled Reconstituted
3 Lead Nurturing Processes Enables You to Deliver the Right
Message to Right Audience at the Right Time.
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7. Content: Marketing Automation Fuel
2009 Marketing Automation: Lessons From the Trenches Research Report
KEY FINDING
80% of respondents using marketing automation said “preparing their
organization by building the processes and content offers to feed the system”
would be their top priority if they were to implement marketing automation
again in the future.
Complete Research Report Available at: www.manticoretechnology.com (resource section)
“Lack of Strategy & Lack of Content are the Primary
Obstacles for Lead Nurturing In Many Organizations.”
Watch the On-Demand Webinar: http://www.manticoretechnology.com/blog (Featured Download)
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8. Keynote Speaker
Mac McConnell
Partner& Consultant
Leftbrain Marketing, Inc.
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9. About LeftBrain Marketing
Maximizing Lead Generation through Marketing Automation
Marketing Automation Planning
Strategy, Program Design, Nurturing, Lead Scoring, Demand Gen
Marketing Automation Production
Design and Management of programs (Project or Agency)
Custom Lead Generation Programs
Higher conversion rates, More engaged prospects, Lower costs
Vendor Selection
Evaluation of different systems to match
Content Creation
eBooks, Newsletters, Case Studies, Podcasts, Webinars
Creative Services
Copy writing, landing page creation, graphic design
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10. The Devil is in the Details
Length of sales cycle
Your message(s)
Segment your database.
Write for a specific buyer
Build a buyer persona to stay focused
How will you fuel your program
What happens at hand-off
Relevance = Success
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11. The Demand Gen Funnel
Social
Custom Website Media Email Offers
Events 3rd Party Websites /
Corp Website
Registrations
Marketing Awareness
Education
Marketing Consideration
Automation
Sales Ready
MQL
Sales Pipeline
SQL 11
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12. Be Active in Content Creation
Some companies are content machines
But is it the right content?
Content strategy should be part of any
marketing plan
Write the outline yourself
Be a champion for non-corporate or
product specific content
Spend money for good content
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13. Gated Content Open Content
Analyst Paper Videos
Thought leadership Data Sheets
Webinars Solution Briefs
Installation guides Product Specifications
Gated Open
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14. Map Content to Buying Stage
Analyst overview
“I feel your pain” Thought leadership
Consideration of a Solution
ROI Case Study TCO Options overview
Decision on Vendor
Datasheet Success stories Free trial
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15. Segment using Demographic Scoring
Criteria that will allow you to build unique
nurture tracks – Start small
Commonly used:
Industry
Company size
Job title/role
Timeline to purchase
Prioritize your buckets
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16. Lead Nurture Fuel
Purchased Website
House list
names capture
Social Content Trade
Media syndication Shows
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17. Start Simple: MQL
Thought
Validation
• Forward looking Leadership 2 • Your solution to
• Problems • How to solve the the problem • ROI studies
• Trigger event problem • Case studies
• Often 3rd party
Thought content
Benefits
leadership 1
More product messaging
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18. Recycled and Reconstituted
Why did this lead end up here?
Recycled Reconstituted
• They gave the • Something
wrong answer changed
• Trigger event • Focus on
• Tougher scoring benefits
– consider raising • Urgency is
the implicit score critical – offer a
promotion
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19. What to Watch Out For. . .
Ineffective or poor content
Too many calls-to-action in email
Doing too much . . . Too fast
Not paying attention to the hand-off
Believing that there is one nurture for all
Internal politics
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20. The Marketing Manager
Content strategy & creation
Marketing list segmentation
Corp. website optimization
Developing the nurture program
Advertising, webinars, trade shows, content
syndication
Fill the top of the funnel
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21. The Field Marketer
Liaison with sales/partners
Lead scoring model development and refinement
Lead distribution to sales/partners
Lead follow-up and reporting
Define sales opportunity size
Maximize the return on leads
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22. Case Study: Sun Microsystems
Sun Systems for VMware vSphere 4
Goal: New Customer Acquisition
Target Market: Midsize companies upgrading
VMware or virtualizing for the first time
Geo: North America
Target Buyer: System Administrator, System
Architect, CIO, CFO
Delivery Model: 100% Channel Partners
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23. Stage 1 – Find Contacts
3 Sources used to build database
Content Syndication
Sun.com Content Registrations
High value content is placed behind a registration page
List purchase
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24. Stage 2 – Nurture
Show that Sun and Customer learns how
VMware have a close easy it is to get up
• IDC Paper: How partnership • White Paper: Best and running • Drive customer to
Servers Affect the • Sun and VMware Practices for • Quick Start Guide: resource rich
Virtualization Guide to Server choosing and Configuring microsite
Equation Consolidation configuring VMware ESX on
VMware on Sun Sun Fire servers
Customer is ready to
Educate that server
Start thinking about listen to sales
choice is important
what servers will representative
work best
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25. Stage 3 - Results
Average Opportunity Size
= $27,552
(18% increase over non-nurture programs)
Sales Pipeline Generated
= $12.7 million
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26. Summary
To Engage ALL leads in your marketing funnel, segment
them into Pre-MQL, Recycled or Reconstituted.
Build Separate Lead Nurturing Tracks for Each Group.
Start with a simple flow and process
Lead nurturing works best with compelling content.
Make sure it is relevant to the audience
Understand your business. Pay attention to the details
Roles and responsibilities become more important
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27. Thank You!
Q&A
Questions & Answers will be posted on our blog:
http://www.manticoretechnology.com/blog
Presentation will be available for download on www.SlideShare.net
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28. Contact Information
Christopher Doran Mac McConnell
VP, Marketing – Manticore Technology Partner – Left Brain Marketing, Inc.
Blog: http://blog.manticoretechnology.com/ Blog: http://blog.leftbrainmarketinginc.com/
Email: Christopher@manticoretechnology.com Email: Mac@leftbrainmarketinginc.com
Phone: 1 (866) MANTICORE Phone: 415 902 6611
Twitter: @cdoran Twitter: @macmcconnell
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Editor's Notes
Emily SlideHi everyone. I’m Emily Mayfield, Marketing Manager here at Manticore Technology. Thanks so much for joining us for Tactical Approach to Targeted Lead Nurturing. In today’s webinar, Marketing Strategist and author of eMarketing Strategies for the Complex Sale, Ardath Albee will expand on concepts from her book and share insight on what you can do to make your lead nurturing more effective. Before we get started, I’d like to go over a couple of housekeeping items: Today’s webinar is being recorded.The slides and the recorded presentation will be available to you 24 hours after the live webinar. You will receive an email tomorrow providing you with a link to view the recorded webinar. We will also post the slides on Slideshare.net…so you can download them there. Below the date on the screen, you will see a twitter hashtag. We will be tweeting throughout the presentation and please feel free to do so as well on anything that you find interesting. We certainly welcome your questions and will be answering them at the end of the presentation during our dedicated Q&A. On the right of your screen, you see a place you can type your question and submit them throughout the presentation. Please do so, and we’ll try and get to most of them at the end.
Emily SlideSo before we begin, I’d like to quickly go over today’s agenda. I’ll start by introducing our speakers and we’ll do a brief Market Overview and tell you a little bit about Manticore. Next, we’ll discuss the building a lead nurturing strategy using 3 specific types of lead nurturing processes. For those of you that were with us a couple of weeks ago, this will be a brief recap of the concepts we discussed. We will then hear from our featured speaker Mac McConnell on building a content creation strategy, developing a lead nurturing track and how to avoid common roadblocks that you might run into along the way. He will then show how these concepts impact an organization thru a case study with Sun Microsystems. And then we’ll finish up with a Q & A. We’ll try and get to as many of them as we can, but we will post all the questions and answers, even the ones we do not get to, on our blog at www.manticoretechnology.com/blog. So I’ll go ahead and introduce our 1st speaker.
Emily SlideSo I’ll go ahead and introduce our 1st speaker Christopher Doran: Christopher joined Manticore Technology in 2003 and manages all aspects of demand generation, public relations, corporate partnerships and product marketing. He is one of the decision-makers for the company’s overall growth strategy and a long-time marketing automation thought leader. Christopher explores online marketing best practices and strategies to improve marketing performance in his blog Funnel Focus. Prior to joining Manticore, he worked in product marketing at AMD where he oversaw the various product launches that contributed over $600M to AMD's top line. He has an MBA from the University of Texas, McCombs School of Business and a Bachelor of Science in Civil Engineering from the University of New Hampshire. So Now I’ll hand it over to Christopher
CD Slide
Christopher Slide: Mac McConnellMac is a partner at Left Brain Marketing, a leading marketing automation consultancy based in California. Prior to joining left Brain, Mac was responsible for all outbound marketing efforts focused on small and midsize companies at Sun Microsystems. Using marketing automation, he was able to generate over $400 million in sales pipeline and 16,000 leads.A little bit about LeftBrain:
Thought leadership – Papers like “top 10 trends in B2B Marketing
Understand that one of the biggest conpetitors to your product or service is not other companies, but inertia at the prospects company. In the end, many companies choose to do nothing instead of doing something. Make the beginning of you interaction a pitch to do something.
Talk to why CFO. Research suggested that CFOs in midsize companies took a more active role in IT decision making.