The document discusses demand generation and how to implement it within an organization. It emphasizes understanding the customer buying cycle and mapping marketing and sales activities to different stages of the cycle. It also discusses lead generation, scoring leads based on profile and engagement level to prioritize nurturing, and implementing a strategic nurturing program with personalized, relevant content to build trust and educate prospects over time.

1. Presented by: Parin Mody Global Director, Business Development Mardev-DM2 Customer Behavior & Buying Cycle

2. What is Demand Generation? Is it generating leads for Sales? If so, what is a lead? Is it someone that clicked on a banner ad? Or someone that registered for an event? Today, it’s all about maximizing customer lifetime value Trends in Marketing: Shift from brand awareness to demand generation, This shift requires a focus on building long-term relationships by: Customer Acquisition – Creating demand with new customers Customer Retention – Building loyalty with current customers to ensure renewal Customer Development – Nurturing active customers to broaden their investments with your organization Economic impact – given the current economy, the marketing team needs to accomplish all of the above in a measured and cost-effective manner Demand Generation

3. Marketing Objectives & Options Objectives – What? Increase revenues – Build relationship with the buyers that creates an increase in demand for more products/services Example: nurturing programs based on customer needs Increase speed – Accelerate the consideration process by getting the right information at the right time to the buyers Example: behavior-based auto-responders Options – How? Increase conversion – Optimize Call-to-Actions to get more buyers to raise their hands Example: landing page testing and optimization Increase efficiency – Better leverage and scale integrated marketing communications to maximize return on investments Example: communication templates for re-use or promotion of campaigns via additional low cost channels

4. Poll #1 Which dimensions of personalization do you leverage in your current campaigns? Contact profile data Account profile data Behavior based Buying cycle stage based Preference based

5. Implementing Demand Generation Evaluate Learn Justify Interest Customer Buying Process How do I implement Demand Generation within my company? First step – Understanding the customer buying cycle and mapping it to the journey you, as an organization, offer to the customer Purchase Sales & Marketing effectiveness determines volume and velocity $$ Inquiry Marketing Qualified Lead (MQL) Sales Accepted Lead (SAL) Suspect Sales Qualified Lead (SQL) Marketing validates quality of interest. Marketing nurtures to sales ready. Sales validates and accepts ownership. Sales validates BANT criteria Sales closes revenue opportunity.

6. Campaign Management: Planning Questions: Experience: Content: What do they offer? Are their customers achieving success? Do they fit my need? How can I easily evaluate/demo? eMail & Web Podcasts/Seminars TM Calls Company white paper Seminar Pres product spec sheets Customer stories Flash Demo Ind/analyst reports Educational Tips eMail & Web Seminars Podcasts Industry white papers Company product white papers Customer stories Assessment tests Press releases Who are the suppliers for my need? What’s the scope of potential achievement? Where do I stand? How can I easily find out more? Do they meet my expectations? What do analysts say, are they a leader? Is Company viable? How do they compare? Why should I choose? What’s the cost? eMail & Web TM Calls Sales Calls Seminars Features/Benefits Gartner Quadrant Fin. Press Releases Competitive & Cost Comparisons product Awards Seminar Pres Leading, solid product/company? Recommended by customers and analysts? Meets or exceeds my need? Can afford to buy & implement? eMail & Web Customer, analyst references Sales calls product customer reference site product Awards Customer stories Press releases Seminar Pres How can I easily purchase? Can I purchase via Web site? Who can I call? Do they have a partner in my area? Why buy now? eMail & Web TM & Sales Calls Partners 1800# provided Company.com product E-Shop product Partner locator? Promotions or deals? Evaluate Purchase Learn Justify Interest Search Begins Solutions Identified Solutions Evaluated Against Needs Short List Assembled Selection Made

7. Keys to Success Regardless of where you are in the campaign management process, there are a few key steps that are necessary for you to achieve success

8. Moving up the Lead Value Chain Lead Definition Lead Generation Process # of leads Lead Characteristics Sales Opportunity – ready to buy - Largely sales force task Low Hot Pre-qualified lead – some information known about purchasing requirements - High degree of interaction required with prospects, integration of online and offline channels to identify prospective need. May include email, online, telemarketing, direct mail. Medium to Low Warm Prospects – indicated definite interest Search - Permission marketing High to Medium Warm Profiled Suspects – higher propensity to purchase Segmentation, modelling of databases richer demographics or information High Cold to Lukewarm Suspects - Lists with some demographics High Cold

9. Lead Generation: Tactical leads prospects Campaign Objectives Lead definition & qualification whitepaper download, appointment Target audience company size, business sector, job title Collateral Creation case study, whitepapers, webinars Channel Selection email, digital, telemarketing Analyse, Optimise and Adapt what’s working – increase what’s not, adapt or switch off Deliverables volumes, timescales, CPL reporting tele marketing email Online r e s o u r c e o p t i m i s a t i o n Reporting nurture

10. Strategic Campaign Workflow Example NURTURE PROGRAMME Pass to Field Sales Nurture FURTHER QUALIFICATION Budget Authority Need Timescales TRACKING & SCORING Monitor level of interest based on : Email opens visits to microsite Downloads Reading/Posting on Blogs Telemarketing DYNAMIC MICROSITE Whitepapers Case studies Competitions Blogs Forums Webinars Podcasts RFQ SEO/PPC Social Networking Online inventory Gold Leads Silver Leads Bronze Leads Emails & Newsletters Advertising

11. Multi-touch Example: Microsite Driven

12. Multi-touch Example: Microsite Driven

13. Poll #2 On average, how complex is your communication mix in a campaign? Single touch via single communication channel (i.e. email batch and blast) Multi-touch via single communication channel (i.e. automated email drip campaign) Multi-touch via multiple communication channels (i.e. webinar with email, phone and direct messages

14. Customer Retention/Development Who? Leads not ready to buy Customers for upsell/cross-sell Trial/pilot customers, etc. Marketing Challenges/Pain Points: Leads not being qualified by inside or field sales Old/Dormant leads sitting in CRM Lack of a method to prioritize which leads to qualify No structured approach to nurture leads to “sales readiness” Bottom Line Wasted investments in lead generation Decreased marketing department credibility Decreased sales productivity What? Segmentation Personalization Relevant Call-to-Actions

15. Strategic Nurturing Objectives Lead/Customer Nurture Strategy: Build Trust within your customers and prospects Educate them Who are you? What does the company do? How does it benefit them? Establish credibility as experts Be relevant to the issues /pain points of your different segments All of the above will help you differentiate your organization as a partner to the prospect as opposed to a vendor

16. Anatomy of ScanningPaper.com The images and the text are dynamically populated based on the lead’s industry The welcoming message uses the first name, the job function, the company and the industry fields to make the experience very personal This content is based on and especially written for professionals in the lead’s industry The customer examples, the business need case studies and the solutions in action content that can be downloaded is also dynamically populated based on the lead’s interest Content is based on solution interest

17. Lead Nurture: Rules of Engagement Do not initiate contact without a clear objective Start with the customer, not with your product/service Pick-up where the interaction left-off Don’t ask the prospect for the same thing more than once Make the interaction personal and personalized Deliver information that reflects what you’ve learned about them Learn about the customers/prospects in bits.. .. not all at once Source : Peppers, D., Rogers, M., One to One Fieldbook, 1999

18. Getting Started Keep it simple to start. Provide value-added content. Allow leads to “raise their hand” with secondary calls to action. Keep them interested by telling them what’s coming next. Track online activity to determine when a lead’s interest has increased. Work your way to defining a full lead nurture program.

19. Defining Your Lead Nurturing Program Define your objective Define the WHO Define collateral needed Touch point Emails Phone scripts Content Assets White papers Analyst reports Articles Research Papers Interactive media Poll / survey Scorecard / rank yourself against your peers Map out the customer experience Test and launch Ongoing evaluation and monitor reporting Keep content fresh Postcard Letter Webinars Podcasts Flash demo

20. Improve ROI with Lead Scoring Lead scoring and nurturing improve ROI Objectives: Improve conversion to qualified leads Improve quality of leads Prioritize follow-up Harvest dormant leads and re-engage Helps measure channel effectiveness

21. Dynamic Lead Scoring Model Score on profile fit and level of engagement Level of Engagement 1 = Showing buyer interest 2 = Showing some interest 3 = Not enough information 4 = Inactive Profile Fit A = Target fit (BANT qualified) B = Potential fit (nurture) C = Not high enough now D = Not a fit Don’t send unqualified leads to sales… Nurture. Nurturing programs generate on average: 7-10% increase in marketing qualified lead (MQL) generation > 50% acceptance from sales (SAL)

22. Lead Scoring Model: Example

23. Lead Scoring Model: Example Results and total lead score

24. Lead Scoring and Nurturing: Best Practices Best Practices: KISS – Do not score on too many criteria as it will be unclear what values are defining the score Sales and marketing SLA with protocol around MQL to SQL, follow-up, etc. Focus on scoring criteria that has standardized values, this will facilitate program execution and ease refinement, as needed Continuously re-evaluate and tweak the scoring system Conduct a closed-deal analysis to uncover insights into conversions

25. Marketing Effectiveness Marketing Automation Platforms (MAPs) enable a marketing team to measure it’s ability to directly impact and drive revenues “ Marketing dashboards help address one key tenet of marketing accountability – the transparent communication of results .” – Forrester Research

26. Marketing Effectiveness Measurement

27. Marketing Effectiveness Measurement Source: SiriusDecisions

28. Measure What Matters Measure what matter for your business Funnel Value On track to meet revenue targets? How much revenue from each source? What is the quality of the pipeline? Channel Performance Top campaigns by lead acceptance Top campaigns by number of high scoring leads, etc. Investment effectiveness Which campaigns yield the best returns?

29. Benchmarkable Source: SiriusDecisions, Cross-Industry averages for B-to-B Companies 10-50% Marketing Sourced Pipeline (% of sales pipeline uniquely created by marketing) 30-82% Marketing Influenced Pipeline (% of sales pipeline touched by marketing) 1-4% Investment to Pipeline (average cost of the demand creation of the sales pipeline) $5-$20+ Investment to Revenue (average revenues generated from $1 invested in demand creation)

30. Marketing Performance Benchmarks Performance Benchmarks Track improvement over time against KPIs Prioritize & Launch enhancements based on business objectives Monitor demand generation process and measure its impact to revenues

31. Contact Mardev-DM2 Parin Mody, Director [email_address] www.mardevdm2.com U.S., Chicago Office [email_address] +1.800.323.4958 UK, Headquarters [email_address] +44 (0) 208 652 4525 Webinar Series: Overcoming Marketing Fears: Practical integration of new tactics Thursday, 11 November at Noon EDT On-demand events Visit www.mardevdm2.com Click on News & Events