SlideShare a Scribd company logo
Steve Kemish, Managing Director, Cyance.
Chair, IDM Digital Marketing Council.
@skemmo
How to get value from your
        multi-channel lead gen
             programme
Benefits
•How to harness data to give true value to your programme
•Top tips for integrating social media into your multi-channel
programme, and see results
•A blueprint to building your own programme straight away
•Evidence from brands such as Motorola on how to deliver a programme
that delivers leads and sales for both your team and the channel




   © Cyance Limited 2012
Or “How the longest standing TV
  game show has the answer”




 © Cyance Limited 2012
© Cyance Limited 2012
3rd January 1983

                        Plinko is born




© Cyance Limited 2012
 How to get value from your multi-channel lead gen programme - Cyance
 How to get value from your multi-channel lead gen programme - Cyance
“nine bits of content, six phone
calls to four different contacts”
                        To get to a lead




© Cyance Limited 2012
7 step to Plinko




© Cyance Limited 2012
1. Define and refine

                        Suspect to prospect




© Cyance Limited 2012
Analysis – Company Employee Size
   The table below provides the Company Employee Size analysis for all customers

                            Client                Universe   Universe
Company Employees Band     Volume      Client %   Volume        %       Index     Z-Score    Tier     Ranking
1 - 10 Employees               3,770    21.30% 1,190,844       81.89%        26       -760      N/A
11 - 25 Employees              1,895    10.70%   140,843        9.69%       111         13        3
26 - 50 Employees              2,389    13.49%    59,888        4.12%       328        118        1
51 - 100 Employees             1,537     8.68%    29,017        2.00%       435         84        2
101 - 200 Employees            1,128     6.37%    15,535        1.07%       596         66        2
201 - 500 Employees              951     5.37%    10,093        0.69%       774         59        2
501 - 1000 Employees             429     2.42%     3,763        0.26%       936         27        3
1001 - 5000 Employees            607     3.43%     3,428        0.24%      1455         40        3
5000 - 10000 Employees             0     0.00%       452        0.03%         0          0        3
10001 + Employees                  0     0.00%       340        0.02%         0          0        3
Unknown Employees              4,997    28.23%         0        0.00%         0        354        1
GRAND TOTAL                   17,703   100.00% 1,454,203      100.00%




          © Cyance Limited 2012
2. Create remarkable content




© Cyance Limited 2012
Content Map – Lead Nurturing
• Map content for every stage of
the customer buying process.

• Create content for every job
function involved in the buying
process (CEO, CFO & CTO etc)

• Use content to help drive
prospects through the lead
nurturing pipeline

• Localise content for each “geo”



       © Cyance Limited 2012
Buying cycle                     Persona                        Content                   Nurturing channel
Not considering, not aware        1. CEO/Owner, CFO & CTO    1. Thought leadership –          Email
or do not see any /sufficient      2. CMO/Head of Events        Whitepapers & EBooks          Social
risk relating to business topic      3. Professional User                                     Blog
                                                                                              360 Connect nurturing
                                                                                              workflow

Aware of business topic, not      1. CEO/Owner, CFO & CTO    1. Thought Leadership –
sure if it is an issue             2. CMO/Head of Events        Whitepapers, Ebooks &         As above +
                                     3. Professional user       video                         Telemarketing

Investigating risk and impact     1. CEO/Owner, CFO & CTO    1.   Blog                        As above +
upon their business                2. CMO/Head of Events     2.   Video channel
                                     3. Professional User    3.   Ebooks
                                                             4.   Case studies
Benchmarking                        1. Head of IT/Security   1.   Blog
solutions/vendors/VAR’s in         2. Head of Purchasing /   2.   Kensington solution suite   Pass to 360 Telemarketing or
market                                   Office Manager      3.   Security solutions                  member sales
                                     3. Professional User    4.   Field Mobility solutions

Sourcing solution type and         1. Head of Purchasing     1. Case studies                   360 nurturing or member
suppliers                              2. Head of IT         2. Product/solution matrix                  sales

Purchasing                         1. Head of Purchasing /   1. Special                       360/member Telemarketing
                                        Owner / Office          offers/Promos/Bundles          qualify and generate lead
                                       Professional user     2. Case studies

Looking to switch solution or      1. Head of IT/ Owner /    1. Upgrade promos                   Email + telemarketing
upgrade                                 Office Manager                                                 campaign
3.Personalise your marketing




© Cyance Limited 2012
What do you know about your
customers?
Get a great understanding of customers by collecting data,
gaining insight on behaviours and tracking leads and sales




  © Cyance Limited 2012
Do you know who your best
customers are?
Segment leads and customer based on their behaviour on and off your
site, enabling you to tailor communications and understand activity
patterns over time.




      © Cyance Limited 2012
4. Get found




© Cyance Limited 2012
What do their finger tips tell you
   about their knowledge?

   ‘Explorer’                   ‘Hunter’                ‘Tracker’
   Browsing                   Researching              Completing
 “Surprise Me”             “That’s Interesting”       “I want one”

Undirected, exploratory                           Directed goal-oriented




   © Cyance Limited 2012
Content for all searchers




© Cyance Limited 2012
Content for Education
• For initial researchers
• Category ownership
• Broad information seekers

                     Category / industry keywords



  © Cyance Limited 2012
© Cyance Limited 2012
Content for Brand Product Names

•   For serious leads
•   For current users (upgrade, cross-sell)
•   For new groups in current customer
•   For people who know what they want

           Product related keywords with brand

    © Cyance Limited 2012
© Cyance Limited 2012
Video Content
                         on YouTube
                         about Virtual
                          Machines.
                        Found through
                        search and on
                         the VMware
                           YouTube
                           channel.


© Cyance Limited 2012
5. Build your social profile




© Cyance Limited 2012
© Cyance Limited 2012
Use your gut, use your brain




© Cyance Limited 2012
© Cyance Limited 2012
The mix of top ten
     3 Intranets
     1 Affiliate
     2 Forums

© Cyance Limited 2012
6. Integrate everything




© Cyance Limited 2012
Nurturing in line with buying
                     stage
Not aware of risk/impact




      © Cyance Limited 2012
Retro slides time…

                        Looking back to 2007




© Cyance Limited 2012
Three visitors, three scores



Mr A                         Mr B          Mr T


 7                            5            4

                        Page impressions


© Cyance Limited 2012
Who do we contact first?




© Cyance Limited 2012
Are we sure?

Types URL          Homepage      “About Us”     Product page                14
                                                                             7
                        x4          x1              x2


   Tweet           Homepage     Product page    Add to basket               18
                                                                             5
                        x2          x2              x1

                                                 Checkout:      Checkout:
Email link       Product page   Add to basket
                                                  1 of 3         2 of 3     36
                                                                             4
                        x1          x1              x1            x1


© Cyance Limited 2012
7. Real-time analytics and ROI




© Cyance Limited 2012
For attribution and fine-tuning




© Cyance Limited 2012
1. Happy customers




                                3. Adoration from peers
2. Success for you
Where we practice what we
            preach




© Cyance Limited 2012
This presentation was brought to
           you by…

                         Free report – download now

                         “7 steps to transform your business
                         With a multi-channel approach”

                         www.cyance.com/7steps



 © Cyance Limited 2012

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How to get value from your multi-channel lead gen programme - Cyance

  • 1. Steve Kemish, Managing Director, Cyance. Chair, IDM Digital Marketing Council. @skemmo
  • 2. How to get value from your multi-channel lead gen programme Benefits •How to harness data to give true value to your programme •Top tips for integrating social media into your multi-channel programme, and see results •A blueprint to building your own programme straight away •Evidence from brands such as Motorola on how to deliver a programme that delivers leads and sales for both your team and the channel © Cyance Limited 2012
  • 3. Or “How the longest standing TV game show has the answer” © Cyance Limited 2012
  • 5. 3rd January 1983 Plinko is born © Cyance Limited 2012
  • 8. “nine bits of content, six phone calls to four different contacts” To get to a lead © Cyance Limited 2012
  • 9. 7 step to Plinko © Cyance Limited 2012
  • 10. 1. Define and refine Suspect to prospect © Cyance Limited 2012
  • 11. Analysis – Company Employee Size The table below provides the Company Employee Size analysis for all customers Client Universe Universe Company Employees Band Volume Client % Volume % Index Z-Score Tier Ranking 1 - 10 Employees 3,770 21.30% 1,190,844 81.89% 26 -760 N/A 11 - 25 Employees 1,895 10.70% 140,843 9.69% 111 13 3 26 - 50 Employees 2,389 13.49% 59,888 4.12% 328 118 1 51 - 100 Employees 1,537 8.68% 29,017 2.00% 435 84 2 101 - 200 Employees 1,128 6.37% 15,535 1.07% 596 66 2 201 - 500 Employees 951 5.37% 10,093 0.69% 774 59 2 501 - 1000 Employees 429 2.42% 3,763 0.26% 936 27 3 1001 - 5000 Employees 607 3.43% 3,428 0.24% 1455 40 3 5000 - 10000 Employees 0 0.00% 452 0.03% 0 0 3 10001 + Employees 0 0.00% 340 0.02% 0 0 3 Unknown Employees 4,997 28.23% 0 0.00% 0 354 1 GRAND TOTAL 17,703 100.00% 1,454,203 100.00% © Cyance Limited 2012
  • 12. 2. Create remarkable content © Cyance Limited 2012
  • 13. Content Map – Lead Nurturing • Map content for every stage of the customer buying process. • Create content for every job function involved in the buying process (CEO, CFO & CTO etc) • Use content to help drive prospects through the lead nurturing pipeline • Localise content for each “geo” © Cyance Limited 2012
  • 14. Buying cycle Persona Content Nurturing channel Not considering, not aware 1. CEO/Owner, CFO & CTO 1. Thought leadership – Email or do not see any /sufficient 2. CMO/Head of Events Whitepapers & EBooks Social risk relating to business topic 3. Professional User Blog 360 Connect nurturing workflow Aware of business topic, not 1. CEO/Owner, CFO & CTO 1. Thought Leadership – sure if it is an issue 2. CMO/Head of Events Whitepapers, Ebooks & As above + 3. Professional user video Telemarketing Investigating risk and impact 1. CEO/Owner, CFO & CTO 1. Blog As above + upon their business 2. CMO/Head of Events 2. Video channel 3. Professional User 3. Ebooks 4. Case studies Benchmarking 1. Head of IT/Security 1. Blog solutions/vendors/VAR’s in 2. Head of Purchasing / 2. Kensington solution suite Pass to 360 Telemarketing or market Office Manager 3. Security solutions member sales 3. Professional User 4. Field Mobility solutions Sourcing solution type and 1. Head of Purchasing 1. Case studies 360 nurturing or member suppliers 2. Head of IT 2. Product/solution matrix sales Purchasing 1. Head of Purchasing / 1. Special 360/member Telemarketing Owner / Office offers/Promos/Bundles qualify and generate lead Professional user 2. Case studies Looking to switch solution or 1. Head of IT/ Owner / 1. Upgrade promos Email + telemarketing upgrade Office Manager campaign
  • 15. 3.Personalise your marketing © Cyance Limited 2012
  • 16. What do you know about your customers? Get a great understanding of customers by collecting data, gaining insight on behaviours and tracking leads and sales © Cyance Limited 2012
  • 17. Do you know who your best customers are? Segment leads and customer based on their behaviour on and off your site, enabling you to tailor communications and understand activity patterns over time. © Cyance Limited 2012
  • 18. 4. Get found © Cyance Limited 2012
  • 19. What do their finger tips tell you about their knowledge? ‘Explorer’ ‘Hunter’ ‘Tracker’ Browsing Researching Completing “Surprise Me” “That’s Interesting” “I want one” Undirected, exploratory Directed goal-oriented © Cyance Limited 2012
  • 20. Content for all searchers © Cyance Limited 2012
  • 21. Content for Education • For initial researchers • Category ownership • Broad information seekers Category / industry keywords © Cyance Limited 2012
  • 23. Content for Brand Product Names • For serious leads • For current users (upgrade, cross-sell) • For new groups in current customer • For people who know what they want Product related keywords with brand © Cyance Limited 2012
  • 25. Video Content on YouTube about Virtual Machines. Found through search and on the VMware YouTube channel. © Cyance Limited 2012
  • 26. 5. Build your social profile © Cyance Limited 2012
  • 28. Use your gut, use your brain © Cyance Limited 2012
  • 30. The mix of top ten 3 Intranets 1 Affiliate 2 Forums © Cyance Limited 2012
  • 31. 6. Integrate everything © Cyance Limited 2012
  • 32. Nurturing in line with buying stage Not aware of risk/impact © Cyance Limited 2012
  • 33. Retro slides time… Looking back to 2007 © Cyance Limited 2012
  • 34. Three visitors, three scores Mr A Mr B Mr T 7 5 4 Page impressions © Cyance Limited 2012
  • 35. Who do we contact first? © Cyance Limited 2012
  • 36. Are we sure? Types URL Homepage “About Us” Product page 14 7 x4 x1 x2 Tweet Homepage Product page Add to basket 18 5 x2 x2 x1 Checkout: Checkout: Email link Product page Add to basket 1 of 3 2 of 3 36 4 x1 x1 x1 x1 © Cyance Limited 2012
  • 37. 7. Real-time analytics and ROI © Cyance Limited 2012
  • 38. For attribution and fine-tuning © Cyance Limited 2012
  • 39. 1. Happy customers 3. Adoration from peers 2. Success for you
  • 40. Where we practice what we preach © Cyance Limited 2012
  • 41. This presentation was brought to you by… Free report – download now “7 steps to transform your business With a multi-channel approach” www.cyance.com/7steps © Cyance Limited 2012