More Related Content Similar to Advanced Lead Nuturing - Televerde (20) Advanced Lead Nuturing - Televerde1. Accelerate to Advanced
and Optimized Lead
Generation & Nurturing
Practices
Presenters:
Jon Miller
VP of Marketing, Marketo
Moderator:
Amanda Batista,
Managing Editor,
Bryan Ehrenfreund DemandGen Report
VP of Digital Solutions, Televerde
2. Agenda
Context – Why This Topic is Important
Considerations for Readiness Assessment
Opportunities for Optimization
Broadening the Application
Options for Acceleration
© 2012 Televerde All rights reserved.
3. The Back Story
Disciplined, integrated,
portfolio approaches
done well outperform… 6:1
Standard vs. advanced
practices – big difference
© 2012 Televerde All rights reserved.
4. Buying Has Changed Forever
OLD DAYS: INFO SCARCITY TODAY: INFO ABUNDANCE
1960s – Recent
BUYER
SALES REP SALES REP
© 2012 Televerde All rights reserved.
5. The World Has Changed
Pew Research Center, May 2010
© 2012 Televerde All rights reserved.
7. Assess your
readiness…
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8. Your State of Readiness
Considerations…
Data Quality:
Gap analysis, cleanse, enrich, segment
Content Value:
Relevancy, alignment, completeness
Talent & Skills:
Technical/marketing/data prowess
Technology Integration:
MAT/Tele/CRM/Web
© 2012 Televerde All rights reserved.
9. Your State of Readiness
Process Enablement:
Lead management, sales & marketing
alignment
Business Intelligence:
Markets, accounts, personas, buy stages
Calls to Action:
Compelling offers, testing
Tele Practices:
Nurturing conversations are different
Web Optimization:
Conversion forms, site nav, inbound
© 2012 Televerde All rights reserved.
10. Advance to
Optimization…
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11. Start with BI – Knowledge Empowers
Know your target markets & accounts
Deep-dive persona understanding
Leverage buying stage insight
Relevance is key to the goal
The goal:
Identify, qualify, convert, accelerate, close
© 2012 Televerde All rights reserved.
12. Optimization… 3D Focus Plus
Data… Digita
Yes, data is daunting, but… Dat
l
Quality in, quality out a
Segment!
Dialogu
Digital… e
Content matters but relevancy matters more
Focus on flow
Dialogue…
Conversations change everything
Dialogue (like data) makes or breaks investment
Plus… Market BI, Process, Technology, Website, Skills
© 2012 Televerde All rights reserved.
13. It’s All About the Data
Data requires lots of attention
Target pristine but start with better than today
RPM - Remediate, Provision, Maintain
Data management - lather, rinse, repeat
Leverage data in discrete, well-segmented programs
© 2012 Televerde All rights reserved.
14. Digital is Your GPS
Focus on flow
Multiple programs enable better management
It’s all in the set-up – but plan for agility
System synchronization – CRM, tele, social, analytics
Content matters, relevance matters more
© 2012 Televerde All rights reserved.
15. Digital Across the Revenue Cycle
Prospect
Name
Sales
Lead
Lead
Awareness Friend Opportunity Customer
Nurturing
Database
Generating Awareness Developing Relationships
and “Like” (Email, Social, Offline)
© 2012 Marketo All rights reserved.
16. Content and Relevance
Types of content:
Buying guides, checklists,
calculators, whitepapers, analyst
reports, and webinars
Research data, funny videos,
curated lists, infographics, and highly
relevant thought leadership pieces
Two rules:
Content must be helpful, not
promotional
Content must be relevant to the
buyer: who they are, where they are in
the buying cycle
© 2012 Televerde All rights reserved.
17. Dialogue – “Good Call!”
Conversations change everything
Data is intelligence – use it to inform
the dialogue
The nurture conversation is different
VCA: Validate, Correct, Accelerate
Prepare for the correction (agility)
© 2012 Televerde All rights reserved.
18. Process – The Big 5
CRM MAT Digital Dialogue Digital Sales
Feedback
2. Contacts in CRM to MAT
4. Know the score Marketing
6. Digital to dialogue, and back again
8. Cadence contingent on outcomes
10. Lead hand-off management + feedback
© 2012 Televerde All rights reserved.
19. Integrated Systems Are Enablers
No technology (no matter how good)
can fix bad processes
Integration optimizes everything
Like people, bi-directional technology
communication prevents and resolves issues
Connect CRM to MAT to Tele system for best results
© 2012 Televerde All rights reserved.
20. Website Optimization
Shore up a weak website
Better structure, easier nav
Relevant and dynamic landing pages
Mini contact forms for conversion capture
Gate some (not all) premium content
Immediate page display after registration
© 2012 Televerde All rights reserved.
21. Talent – Find, Train, Manage
Look inside, look outside
(always be looking)
This is still new technology so
train and expose often
© 2012 Televerde All rights reserved.
22. Broaden the
Application…
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23. Expand the Utilization Universe
You’re optimizing, so go beyond
the basics…
Seed demand and pre-MQL
Qualify and prioritize inbound leads
Build momentum with event & webinar attendees
Accelerator nurturing (short-term & mid-term touches)
Rejuvenate dormant, recycled, discontinued leads
Account-Based Marketing programs
Current customers – cross-sell/up-sell, c-sat, renewals
© 2012 Televerde All rights reserved.
24. Options for
Acceleration…
© 2012 Televerde All rights reserved.
25. Accelerating Advanced Practices
Centralized or distributed demand center
Don’t stress your organization
Create advanced practice roadmap
and mind the gaps
Think big, start small – incremental improvements
How fast do you want to go?
Do you really need to own and manage the resources?
© 2012 Televerde All rights reserved.
26. Accelerating Advanced Practices
Be TCO-savvy – mind the investment
Consider core capabilities and best practices
Leverage third-party trusted solution partners
Observe and learn, then decide
Get on the numbers – test, measure, improve
Eliminate technology and process drags
Continual training and best practice exposure
© 2012 Televerde All rights reserved.
27. Actionable Takeaways…
Think big but start small Find talent inside or
Buying has changed, so outside
selling needs to change Integrate your systems
Digital & dialogue blend Prepare for nurture
makes sense dialogues (VCA)
Know your markets Focus on data quality
Relevance matters Prioritize process
Manage sensibly Broaden your applications
© 2012 Televerde All rights reserved.
28. Q&A…
Jon Miller Bryan Ehrenfreund
VP of Marketing VP of Digital Strategies
jon@marketo.com bryan.ehrenfreund@televerde.com
+1 650-376-2301 +1 888-787-2829
Twitter: @jonmiller2 Twitter: @ehrenfreund
Marketo is the fastest growing provider in Revenue Televerde is a leading B2B marketing agency and
Performance Management. Our marketing automation provider of sales pipeline development solutions that
and sales effectiveness solutions transform how drive increased revenue for our clients by integrating the
marketing and sales teams of all sizes work — and work highest quality contact data, marketing automation and
together — to drive dramatically increased revenue world-class teleservices. We help our clients identify
performance and fuel business growth. Marketo’s future customers, accelerate and convert sales
technology, services and expert guidance are helping opportunities, and discover fresh, actionable market
more than 1,600 enterprise and mid-market insight in the process. We’ve provided demand creation
companies around the world to turn marketing from a solutions to more than 2,000 clients and have helped to
cost center to a business-building revenue driver. generate over $3 billion in net new revenue for them.
marketo.com televerde.com
© 2012 Televerde All rights reserved.