The document discusses the importance of conversational marketing and outlines 3 essential phases to build bi-directional dialogue between prospects and vendors: focusing on understanding the buyer, implementing the right technology to enable conversations across channels, and automating follow up and content nurturing tailored to where prospects are in their buying cycle.

1. Conversational
Marketing
3 Essential Phases To Build Bi-Directional
Dialogue Between Prospects & Vendor

2. Justin Gray
CEO
LeadMD
Andrew Gaffney
Editor
DemandGen Report

3. Your
GoToWebinar
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Type your question here

4. The Change
• “Never before have companies
had such powerful technologies for
interacting directly with
customers, collecting and mining
information about them, and
tailoring their offerings
accordingly…And never before
have customers expected to
interact so deeply with Jan./Feb. Issue of HBR has a
companies, and each other, to feature titled: “Rethinking
Marketing”
shape the products and services
they use.”

5. Aligning With The Buying Cycle
Buyers look for different kinds of information "
at various points in the buying cycle. "
 61% of technology buyers want content that directly
addresses the issues they face at each point in the
decision process."
 Frequency is also important: 85% of tech buyers said
they need to encounter at least three pieces of content
before they engage with a potential partner."

6. Why Marketers Now Need Dialogue
The 2009 Lead Generation Metrics Report from
The Bridge Group found:
Only 17% of leads convert to qualified opportunities
On average, what percentage of leads convert to qualified
opportunities?

7. Need For Nurturing
 80% of sales close after the 5th contact
 The Bridge Group study also found it takes an
average of 7 touches to convert a “suspect” to
a “prospect”

8. Key Learnings From Leaders
 DemandGen Report conducted a survey of early adopters of
marketing automation last year:"
 79.2% said they would “better prepare their
organization by building proper processes and
content offers to feed the automation system.”!

9. Conversational Marketing:
3 Essential Phases To Build Bi-Directional Dialogue
Between Prospects & Vendors
Page 9

10. Introduction
" LeadMD
 Buying
Has
Changed
 Defines
the
Buyer
 Define
the
Technology
 Define
the
Sales
Process
 Start
the
Conversa<on
Page 10

11. The
Rumors
are
True!
You’ve
seen
the
Ar?cles,
the
blogs,
the
studies:
Page 11

12. Potential Impact of Nurturing
" Marke<ng
driven
nurturing
campaigns
" Touch
up
to
10x
MORE
prospects
than
sales-­‐centric
efforts
" Can
drive
up
to
300%
more
qualified,
sales-­‐ready
opportuni<es
into
a
company’s
pipeline
" Can
reduce
cost
per
sale
by
25%
or
more

13. What’s the Issue?
" Marke<ng
Has
No
Technology
" Sales
Has
No
Visibility
" Solu<ons
Have
No
ROI
 Less
than
20%
of
Marke<ng
Automa<on
&
CRM
Users
are
GeXng
their
Expected
Levels
of
Impact
©
2009
Marketo,
Inc.
Marketo
Proprietary
and
Confiden<al
Page 13

14. Buyer
Behavior
Has
Changed
Did
you
know
that
up
to
95%
of
your
marke?ng
budget
is
wasted
on:

Irrelevant
conversa<ons
with
prospects
during
the
buying
process

Leads
sent
to
sales
too
early

Repe<<ve,
manual
tasks
to
support
basic
marke<ng
ini<a<ves

Marke<ng
that
lacks
a
“closed
loop”
to
iden<fy
ROI
It’s
<me
for
to
create
true
conversa?ons.
Page 14

15. Where does the Conversation Take Place?
Web
Visits
Email
Ac?vity
Score
Interes?ng
Moments
©
2008
Marketo,
Inc.
All
rights
reserved.
Page 15

16. Why Conversational Marketing
Who should
I call next?
“I’ve visited the
website three times
this week, have an
active project, and
want to engage with
sales”
©
2009
Marketo,
Inc.
All
rights
reserved.
Page 16

17. What
Buyers
Want
By
the
Time
B2B
Buyers
Speak
to
a
Sales
Rep
70%
of
the
buying
process
has
expired:
" Educa<on
 No
Longer
a
Dirty
Word
 Not
a
Sales
Pitch
 Through
a
Trusted
Channel
" Buy
on
THEIR
Timeframes
" Emphasis
on
Right
Time
–
Right
Message
Page 17

18. Step
1:
Focus
on
the
Buyer
Rethink
your
en?re
mix
of
messaging:
" Analyze
Successful
Conversa<ons
" Defining
target
"personas”
" Develop
a
content
marke<ng
plan
to
reach
those
buyers
Competitive Colin: Spontaneous Sharon:
 Source: Colin doesn’t find LeadMD.com.  Source: From friends in the industry via
His minions do.They distill and present info conventions, seminars, etc.
to Colin, who will give a quick A.D.D. glance  Wants: Acceptance
over the info to verify it’s claims.  Attitude: Personal, activity oriented
 Wants: Accomplishment  Use of Time: Undisciplined, fast paced
 Attitude: Businesslike, power oriented  Question: Why is your solution best to
 Use of Time: Disciplined, fast paced solve my lead problems?
 Question: What can your solution do for  Approach: Provide guarantees and
me? assurances, personal solutions, credible
 Approach: Provide options, probabilities, opinions rather than options
and challenges
Page 18

19. So
Now
What?
Some%mes
that’s
easy
to
forget
when
looking
at
data.
The
OLD
Way
The
NEW
Way
 Spend
hours
collec?ng
informa?on
from
 Combine
Data
in
Real
Time
your
separate
CRM,
lead
genera?on,
Web
 Analize
the
Message
per
Persona.
analy?cs,
and
e-­‐mail
solu?ons.
 Consider
How
The
Persona
Moves
 Download
separate
reports
and
try
to
put
 Score
each
Movement
the
pieces
together.
 Consider
NEGATIVE
Score
 Rely
on
spreadsheets,
pivot
tables,
and
the
endless
impor?ng
and
expor?ng
of
data
to
create
meaningful
marke?ng
segments.
Page 19

20. Step
2:
Focus
on
the
Technology
The
Technology
always
comes
second
to
PROCESS:
" Combining
Art
with
Science
to
yield
result
" Giving
Marke<ng
Technology
combining
that
with
CRM
" Using
a
Unifying
pladorm
to
make
your
marke<ng
channels
work
together
–
not
against
LinkedIn
Webinars
Facebook
PR
Twiger
?
Blogs
Email
Search
Website
Page 20

21. Combine
Data
Sources
Use
the
Digital
Footprint:
" Google
Pre-­‐Site
Analy<cs
" Onsite
Tracking
Analy<cs
" Post
Experience
Analy<cs
 Who’s
Downloading
 Who’s
Opening
 In
What
Time
Frame
" Sales
CRM
Based
Informa<on
©
2009
Marketo,
Inc.
Marketo
Proprietary
and
Confiden<al
Page 21

22. Automate
Follow
Up
&
Nurturing
Now
that
you
know
who
they
are...
The
OLD
Way
The
NEW
Way
Spend Days on
Campaign Workflow
Frustrated?
Spend Weekends
Pull Hair Out
in Office
 Plan
your
automated
programs
in
 Create
simple
flow
steps
based
on
triggers
advance
using
complicated
workflow
and
filters
that
correspond
to
specific
tools.
prospect
or
customer
behaviors.

Forget
about
revising
programs
to
react

More
advanced?
Create
branches
to
basic
to
opportuni?es
in
real
?me—it
could
flows
based
on
business
rules.
take
days
before
your
new
mul?-­‐step

Marke?ng
is
dynamic!
Change
your
program
is
up
and
running.
workflows
in
a
snap
to
respond
quickly

Hire
a
full-­‐?me
person
dedicated
to
to
your
buyers
needs.
building
your
workflows
using
your
“extra”
budget.
©
2009
Marketo,
Inc.
Marketo
Proprietary
and
Confiden<al
Page 22

23. Lead
Scoring
to
make
Sales
cheer.
Say
you’ll
align
marke%ng
and
sales
–
and
mean
it.
Automate
lead
scoring
The
Hard
Way
The
NEW
Way
 No
way
to
score?
Pass
all
prospects
onto
 Automate
lead
qualifica?on
processes
so
Sales
regardless
of
interest
level.
you
can
act
on
“hot”
leads
faster.
 Use
other
demand
genera?on
tools
that
 Score
leads
using
demographics,
BANT
require
you
to
build
complex
lead
scoring
a/ributes,
and
behavioral
data.
rules
based
on
a
variety
of
demographic
 Track
online
ac?vity
to
measure
buying
and
behavioral
factors—and
hope
you
interest
and
sales-­‐readiness.
don’t
have
to
make
revisions.
 Decrease
scores
over
?me
based
on
inac?vity.
©
2009
Marketo,
Inc.
Marketo
Proprietary
and
Confiden<al
Page 23

24. “Easy”
ma/ers!
If
it’s
not
repeatable
and
efficient
it
won’t
happen
for
long:
 Raise
open
and
click
rates
-­‐
Segment
based
on
profile,
interests,
and
ac<ons
 Shorten
sales
cycles
–
Focus
sales
on
high-­‐quality,
already
educated
leads
 Build
a
great
rela?onship
with
sales
-­‐
Deliver
a
steady
flow
of
high
quality
leads
 Get
seamless
integra?on
with
Salesforce
-­‐
Bi-­‐direc<onal
synchroniza<on
keeps
leads
and
contacts
updated
©
2009
Marketo,
Inc.
Marketo
Proprietary
and
Confiden<al
Page 24

25. Test the Waters
Learn
from
the
buyers
response
to
your
message
:
 Build
in
Checks
&
Balances
through
Analy?cs
–
Gain
more
<me
for
strategy
 Use
A/B
tes?ng
-­‐
Learn
what
works
and
raise
your
conversions
by
48%
or
more
 Access
sophis?cated
repor?ng
and
analy?cs
–
No
need
to
be
a
sta<s<cal
or
financial
analyst
or
spend
hours
tweaking
spreadsheets
 Win
more
deals
and
generate
higher
revenue
per
deal
-­‐
Focus
resources
on
the
best
opportuni<es
©
2009
Marketo,
Inc.
Marketo
Proprietary
and
Confiden<al
Page 25

26. Step
3:
Focus
on
Sales
How
can
we
use
Sales
Feedback
in
Real
Time?
DATA
is
the
Answer:
" Re-­‐Tooled
Sales
Process
to
wrap
around
the
Marke<ng
Cycle
" Interac<on
with
prospects
via
SFA/MA
" Qualifying
&
Nurturing
leads
" Reengagement
campaigns
via
Segmenta<on
Page 26

27. Ensure Bi-Directional Interaction
Marketo
Lead
Management
Marketo
Sales
Insight
• Best
Bet
Dashboard
• Interes<ng
Moments
• Lead/Contact
Marketo
Details
• Sales
Available
Campaigns
• Sales
Insight
Ac<ons
• Sales
Email
Filters/Triggers
• Add
to
Campaign
• Track
Email
with
Outlook
©
2009
Marketo,
Inc.
Marketo
Proprietary
and
Confiden<al
Page 27

28. Impact of Sales & Marketing Insight
Rethink
your
en?re
mix
of
messaging:
" Tangibles
 Improved
follow-­‐up
and
response
<mes
 Conversion
rates
increased
 2x
Pipeline
Conversion
" Intangibles
 Working
much
more
closely
with
sales
 Higher
par<cipa<on
rate
 Transparency
company
wide
©
2009
Marketo,
Inc.
Marketo
Proprietary
and
Confiden<al
Page 28

29. Step
4?:
See
The
Results
Sales
&
Marke?ng
Alignment
bears
an
Expense
–
What
is
the
RETURN:
" Efficiency
" Sustainable
Technology
" Real
View
of
the
Sales
Funnel
" Ability
to
determine
Cost-­‐Per-­‐Lead
through
the
Sale
Page 29

30. See The Result
Average
Time
To
Number
of
Deals
Opportunity
Not
Nurtured
8
days
107
Nurtured
164
days
97
Total
65
days
204
48%
of
all
deals
come
from
lead
nurturing
©
2009
Marketo,
Inc.
Marketo
Proprietary
and
Confiden<al
Page 30

31. See the Revenue
Passed
to
Passed
to
Total
Passed
Cost
per
Sales
(<1
mo)
Sales
(<6
mo)
to
Sales
Sales
Lead
Without
10
80
33%
$195
With
25
240
50%
$130
Source:
Actual
LeadMD
data;
assumes
$65
per
prospect
Results:
30%
Lir
in
Sales
Ready
Leads
©
2009
Marketo,
Inc.
All
rights
reserved.
Page 31

32. Your
GoToWebinar
A/endee
Viewer
is
made
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parts:
1. Viewer Window 2. Control Panel
Type your question here

33. Download this PowerPoint Presentation:
http://www.DemandGenReport.com/conversational