Science of Marketing

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Leverage automated demand generation for performance and ROI

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Science of Marketing

  1. 1. Bringing Science to the Art of Marketing<br />How to leverage automated demand generation for performance and ROI<br />Russ Gould<br />Kofax<br />Director of Marketing<br />
  2. 2. Challenging Times<br /><ul><li>Response rates declining
  3. 3. Longer sales cycles
  4. 4. Commoditization
  5. 5. More Accountability</li></ul>Information overload / cluttered environment<br />More choice<br />Consumer / buyer apathy<br />
  6. 6. Marketing Challenge<br />Mktg $<br />Customers<br />
  7. 7. Marketing Landscape is Changing<br />
  8. 8. Marketing Landscape is Changing<br />ATL<br />BTL<br />
  9. 9. Holy Grail<br />
  10. 10.
  11. 11. Individual<br />
  12. 12. Relevance<br />
  13. 13. Personalization<br />
  14. 14. Personalization 2.0 - - “One-to-You”<br />
  15. 15. First and Foremost<br />Analytical<br />Logical<br />Process Orientation<br />Basics<br />
  16. 16. Systems and Tools<br />CRM - Customer Relationship Management<br />DAM - Digital Asset Management<br />MA / MRM - Marketing Automation / Marketing Resource Management<br />Basics<br />
  17. 17. Affordable and Powerful<br />Basics<br />
  18. 18. Who are your best customers?<br />Analyze customer data to gain information to better target our marketing efforts<br />Basics<br />
  19. 19. Who are your best customers?<br />Information for targeted marketing<br />Find high value segments to target<br />Better return on Marketing investment<br />Find your sweet spot<br />What segments<br />What size companies<br />Set priorities for future<br />Where are the best opportunities<br />What are the priority segments <br />“Equation” to pinpoint future opportunities<br />Basics<br />
  20. 20. Demand Generation<br />Lead generation<br />Lead processing<br />Lead qualification<br />Lead nurturing<br />Lead scoring<br />Lead harvesting<br />Lead engagement with sales<br />Lead analysis<br />Demand Generation<br />
  21. 21. Suspect, Prospect, Pre-Qualified<br />Fits customer profile. Has exhibited interest and based on behavior seems qualified. Have not been evaluated by a “live” person or scored by the automated system<br />“C” Status<br />Fits customer profile. Has exhibited interest and responded to call to action. Specific need is unknown. Company has not identified a budget or has not identified a purchase timeframe.<br />“B” Status<br />Fits customer profile. Exhibited interest and responded to call to action. In the information gathering phase, have a need for Kofax solutions. Budget identified, purchase timeframe is up to 12 months.<br />“A” Status<br />Almost ready to enter the sales cycle. Has a need for Kofax solutions. Budget identified. Purchase timeframe &lt; 3 months. Contact is a decision maker or part of the process. <br />Qualified Lead<br />All qualification criteria met.<br />Lead Funnel<br />Not Qualified<br />Competitor<br />Customer<br />Duplicate<br />No Interest<br />Partner<br />Press/Analyst<br />Student<br />Demand Generation<br />
  22. 22. Our Strategy<br />Tailor communications<br />Get personal<br />Implement a multi-step, multi-modal approach<br />Efficiency and effectiveness<br />Best practices<br />Demand Generation<br />
  23. 23. Our Method of Implementation<br />Demand Generation<br />
  24. 24. Understanding Prospect Behavior<br />Demand Generation<br />
  25. 25. Automation is Key<br />Target the individual, not individual within a group<br />Highly sophisticated workflow<br />Multiple “touches” or campaigns<br />Demand Generation<br />
  26. 26. More Multimodal Tactics<br />Phone Call<br />Emails<br />Getting published<br />Speaking opportunities<br />Event Marketing<br />Webinars<br />Live Events<br />Archived Events<br />Direct mail <br />Referrals<br />Blogs<br />RSS<br />Podcasting<br />Site improvement<br />Search engine optimization<br />Cross linking and search term relevance<br />Lead Generation<br />
  27. 27. Leads end up in one of 3 buckets…<br />Marketing “touches”<br />No marketing “touches”<br />Sales and Marketing<br />Marketing<br />Sales<br />Marketing Lead Queue<br />Leads not ready for sales involvement<br />Sales Territory Queues<br />Sales ready leads; shared with marketing<br />Opportunities<br />Sales pipeline<br />Lead Processing<br />
  28. 28. Lead Nurturing<br />“Touch” marketing<br />Series of communications<br />Single tactic campaign<br />Integrated campaigns<br />Relevant message at the right time to the right person usingthe right vehicle<br />Gain mind and money share<br />How?<br />Put programs in place<br />Plan and execute on targeted (integrated) campaigns<br />Ongoing qualification<br />Lead Nurturing<br />
  29. 29. The importance of data…<br />Lead nurturing is data driven<br />Gather relevant data at first point of interaction<br />Badge scans at tradeshows<br />Lead cards<br />An inbound call<br />A contact us form<br />Gather additional data throughout nurture process<br />Gated form<br />Request information form<br />Exclusive content form<br />Segment database, plan and execute targeted campaigns<br />Lead Nurturing<br />
  30. 30. How does Kofax nurture leads?<br />We engage in a conversation…<br />How?<br />Based on available data in the system<br />Key is to ‘harvest’ additional data along the way<br />A few examples of our campaigns<br />Webinar series<br />Seminar series<br />Email marketing with exclusive offers<br />Hypersites<br />Or programs<br />Rating and scoring<br />Lead Nurturing<br />
  31. 31. Hypersites<br />Dynamically populated<br />The welcoming message makes experience very personal<br />The customer examples that can be downloaded are dynamically populated based on the lead’s interest<br />Content is based on and especially written for professionals in the lead’s industry<br />Only ask questions for which we have no data<br />Content is based on solution interest<br />Content is based on document type<br />
  32. 32. Lead Scoring and Rating<br />Lead Rating/Scoring<br />
  33. 33. Managing Performance<br />Measurement<br />
  34. 34. Managing Performance<br />Measurement<br />
  35. 35. What you can expect<br />Increase prospect to qualified lead conversion rate <br />More effective campaigns<br />Efficiency<br />Automation<br />More leads in nurturing program<br />Metrics can drive future plans<br />Accountability and visibility<br /> More qualified leads<br />
  36. 36. You’re Not Alone<br />
  37. 37. Final Thoughts<br />It’s a Journey<br />“Individual” “1-to-You”<br /> Relationship – Conversation - Relevance<br />“Cast”<br /> People – Systems - Processes<br />Don’t mention the name of your MRM solution<br />

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