The document summarizes an agenda for a conference on demand generation and lead nurturing. It includes presentations on winning and nurturing leads in a web 2.0 environment using ShipServ as a case study, measurable integrated lead generation techniques, how to select the right technology to grow your business, a case study on a marketing campaign by IBM, and a panel debate with the speakers.

1. Demand Generation & Lead Nurturing: Turning leads into profit Wednesday, Sep 30, 2009 Chair : Joel Harrison, Editor, B2B Marketing In association with: Sponsored by:

2. AGENDA – part 1 2:00pm ̶ Welcome, chairman’s remarks By Joel Harrison, Editor, B2B Marketing 2.15pm ̶ Winning and nurturing leads in a web 2.0 environment; ShipServ and why content is still king By Stan Woods, Velocity Management & John Watton, CMO, ShipServ 2:45pm – Measurable integrated lead generation techniques: the way forward By Zina Manda, General Manager, Mardev 3:15pm ̶ How to Select the Right Technology to Grow Your Business By Will Schnabel, Vice President and General Manager, International Markets, Engage B2B 3.45pm ̶ Break In association with:

3. AGENDA – part 2 4.15pm ̶ Great Campaign - Now What? Pete Jakob, IBM, Marketing Transformation Leader 4:45pm ̶ Amex case study John Easton, Manager Mid-Market EMEA, American Express Clobal Commercial Card 5:15 pm ̶ Panel debate with speakers 5:30pm ̶ Summary and close In association with:

4. Winning and nurturing leads in a web 2.0 environment; ShipServ and why content is still king John Watton, CMO, ShipServ Stan Woods, MD, Velocity

5. We will cover… A bit about ShipServ What we did Why we did it How we did it 6 Lessons Learned

6. A bit about ShipServ E-marketplace. $1bn in GMV per annum Connect buyers & sellers of commercial ship supplies Flexible monetisation model Some Freemium elements Buyer Subscriptions Seller listings and advertisements Go-to-market approach Regional direct sales (10+) Philippines-based telesales team (30+)

7. What we did Marketing automation Email design E-mailing Landing pages Capture forms/progressive profiling Lead scoring Automated “high scoring” “ Interesting moments” Weekly lead reports Lead nurturing Drip campaigns Social Media

8. Why we did it Micro-multinational (120 employees in 6 locations) Serve a global, fragmented business community. No competition = have to educate the industry = nurture Need to move from broadcast to conversation

9. How we did it #1

10. How we did it #2: Process, process, process Strong working relationship with sales Defined process Concept of an Marketing Qualified Prospect Establishes criteria for “handshake” between marketing & sales Generate & recycle

11. Pipeline management

12. How we did it #3: Creating the right content Has to pass a higher bar than ever before What passes that test? Information that buyer believes will Save a fortune Make a fortune Keep him in his job Keep him out of jail

13. Content marketing defined Content marketing is turning your insight and advice into campaigns that change people’s minds and incite action

14. As B2B marketers, we tend not to do this well But you are the ‘gods’ of your market More deployments Singular focus Know the whole market landscape The real experts work for you Your own passion and point of view

15. The 10 principles of content marketing It’s not about you Pick a hot issue Find clear water Be independent Support your st or y with data Use customers (and third parties) Share negatives Humanity and empathy Confidence sells Credibility matters

16. ShipServ campaign 2008/09 Content and micro-content around six calendared themes Promote and distribute the content through low cost online media – especially social media like LinkedIn and feeding the Twitter account with blog posts, social releases, etc. SEO keyword planning and site and landing page optimization Creating a LinkedIn Group as a community hub and encouraging membership and Exploitation of five other maritime groups on LinkedIn (who together have over 11,000 members) The production of a viral video to lighten the conversation Implementing Marketo lead nurturing and lead scoring to track visitor behaviour and create sales-ready leads

17. The results Number of web visitors up 59% (quantity up); Page views up 70%; and average time on site up 25% (quality up). LinkedIn and Twitter went from zero to being in our top 20 site referrers. The number of sales-ready leads passed to sales went up 400%

18. From

19. To

20. 6 Lessons Learned

21. 1. Don’t be afraid to experiment

22. 2. Work collaboratively with sales

23. 3. Engage with social media – it’s the future!

24. 4. Leave your (digital) fingerprints everywhere

25. 5. Re-pimp your content

26. 6. You can achieve a lot with a little

27. Thank You [email_address] / @jwatton [email_address] / @velocitytweets

28. Automation and Technology: How to Choose Effectively How to Select the Right Technology to Grow Your Business Will Schnabel VP , International Markets Silverpop

29. Agenda The B2B Challenge Lead Management Technology Overview Keys to Successful Use of Technology Getting from Here to There

30. The Challenge of Modern B2B Marketing

31. From push to pull >>> MarketingSherpa

32. Plugging the Leaky Funnel

33. Buyer 2.0 “ [T]he hunter has become the hunted. Buyers are more informed and seek information independent of sales. ... How sales people want to sell has little impact on how buyers are choosing to buy.” Source: SiriusDecisions, “Marketing Needed for Sales 2.1”

34. Enter Lead Management Technologies

35. What is Lead Management? Marketing Automation Lead Nurturing Demand Generation Lead Scoring Lead-to-Sales Process B2B Marketing Lead Funnel

36. Lead Management Automation Tooling and process that help generate new business opportunities, manage volumes of business inquiries, improve potential buyers’ propensity to purchase, and increase alignment between marketing activity and sales results. Forrester Research: B2B Lead Management Automation Market Overview

37. The Lead Funnel-As a Process

38. The Lead Funnel-As a Process Lead Generation Lead Nurturing Lead Qualification & Scoring Sales/Opportunity Management Reporting & Analysis Lead Routing & Acceptance Lead Management Process

39. Process Drives the Technology Requirements Data Segmentation Multi-Channel Campaign Management (e.g email, DM, web, telesales) Campaign (Nurture) Automation Lead Profiling and Scoring Integration/ Sales Tools Reporting & Analysis Unified Customer/Prospect Database

40. >>> Campaign Visualization and Workflow

41. Advanced Lead scoring Explicit Criteria BANT Demographics/firmagraphics

42. Advanced Lead scoring Explicit Criteria BANT Demographics/firmagraphics Implicit Criteria Recency of interactions Frequency of interactions Specific Behaviors

43. Sales Visibility / Prospect Insight

44. Keys to the Successful Use Marketing Automation

45. Requires more than just Technology

46. Keys to Success

47. It Begins with the Right Strategy

48. Business Case for Change No. of New Leads Generated through existing demand generation activities No. of qualified leads sent to sales Amount of sales pipeline generated by marketing leads Sales Close Rates 400% 5x 50% 2x

49. Process and Content are critical 79.2% [of Marketing Automation Users] said they would “better prepare their organization by building proper processes and content offers to feed the automation system.” DemandGen Report: Marketing Automation: Lessons From the Trenches

50. The Right Technology Solution Long-term view, short-term requirements Usability of the System Timeframe for Implementation Scalability Total Cost of Ownership

51. Don’t Forget the People Customer Support is Critical Ongoing Education and Training Cross-Functional Teams Aligned objectives between sales and marketing

52. How do I get there

53. Lead Management Maturity Model Business Value Lead Management Sophistication Increasing Lead Management Capabilities and Business Benefit Level 1 Level 2 Level 3 Level 4 I II III IV

54. LM Maturity Level I Product Focused Batch and Blast Campaigns Basic List Segmentation & Email Sending (Tracking by email campaign) Auto-Fulfillment of online offers (auto-responders) Lead Capture and Forward to Sales I

55. LM Maturity Level II Automated segmentation and email sending Tracking responses by contact rather than list Segmentation by email response data with basic personalization Telesales Qualification/Integration II

56. LM Maturity Level III Personalization and dynamic content for one-to-one messaging Integration (CRM/Website Activity Data) Automated/Triggered Nurture Programs Lead Scoring using Explicit information II III

57. LM Maturity Level IV Collaborative sales and marketing environment Lifecycle Stage Programs Integrated Closed-Loop ROI Reporting Multi-Variable Lead Scoring Model with Implicit (behavioral) Data Integrated Third-Party data II III IV IV

58. Summary

59. Choosing the Right Technology Start Small, but Think Big Build a Business Case for Change Define your Process Requirements Use Technology to Learn and Grow Pick a Partner, not just a Technology

60. Continue the dialogue >>> http:// www.silverpop.com /blogs/demand-generation/ http:// www.silverpop.com /blogs/demand-generation/

61. Thank You Will Schnabel [email_address] @wschnabel @silverpopB2B @silverpop