This document summarizes a webinar on marketing automation and lead generation. It discusses how marketing automation enables optimized lead generation programs rather than directly driving them. It also notes that integrating human touch impacts results. The webinar panelists shared their experiences implementing marketing automation and challenges they faced integrating systems and data. They discussed the need for clear business requirements and agreed upon processes between marketing, sales, and operations.

1. Webinar: Twitter: #B2BLeadGen
Marketing Automation Enables – Not
Drives – Optimized Lead Generation
Programs
Why Knowing the Difference Matters, and How
Human Touch Integration Impacts Results
October 24, 2012
Presented by:

2. The Panelists Twitter: #B2BLeadGen
Facilitator:
Bryan Ehrenfreund is VP of Digital Strategies for Televerde and provides
strategic leadership for the development, growth and implementation of the
agency’s marketing automation services for clients.
Vince Massey is Director of Enterprise Security Sales for Dell SonicWALL and
has 25+ years experience working within the channel and creating new channel
development strategies to recruit and enable partners. He was recently named
one of CRN Magazine’s 2012 Channel Chiefs.
Maureen McCormick is Director of U.S. Region Marketing Operations for Trend
Micro responsible for the capture and dissemination of marketing information for
performance metrics, contact data, marketing processes, and the systems and
integration points that help generate this information in a predictable fashion.
Sherry Paterra is Senior VP of Televerde’s End-to-End Services Group
responsible for oversight of the sales pipeline management consulting services the
agency provides to clients in each of its three integrated services portfolios – data,
digital and dialogue-based demand creation, lead nurturing and inside sales.
Kathleen Schaub is VP of Research for IDC's CMO Advisory Practice where she
provides research-based guidance and marketing best practices to clients. She
works in all aspects of the CMO Advisory practice including research planning,
execution, delivery, client support, and service expansion. She is a sales-savvy
marketing leader with a 25+ year career serving B2B technology companies.

3. Marketing Automation Adoption
 20% penetration rate of a potential $3 billion
MAP software market
 60% increase in revenue in past year
 50% growth forecasted by 2015
 Venture funding >$600M
 Eloqua’s Summer IPO
 Penetration rate across industries is not
equal:
 High-tech and software demonstrate
significantly higher adoption
 Life sciences, business services and
manufacturing seeing increased traction
 Market Consolidation
Twitter: #B2BLeadGen

5. The Actual State of the Union
 85% of MA users don’t believe they
are using it to full potential
 76% of CMO’s say their biggest
challenge is “generation of quality
leads”
 19% reported having a MAP fully
implemented
 10% satisfied with results
 37% didn’t mention financial effects
when asked about ROI
Twitter: #B2BLeadGen

6. Televerde Observations
 Buyer’s behavior has changed
 No or limited marketing process
 Marketing Automation enables – doesn’t drive process
 Inability to feed the beast
 Data
 Content
 “Auto-Magic” expectations
 Think big but start small
Twitter: #B2BLeadGen

7. Expected MAT Investment
Q: How do you expect your investment levels to change in 2012 for the following Marketing Automation categories
compared to 2011?
Lead Management 58%
Digital Marketing 54%
Website Infrastructure 48%
External Social Media Monitoring 43%
Content/Digital Asset Management 41%
Campaign Management 41%
Sales Enablement Technology 36%
Internal Collaboration/Social Networking Tools 36%
Customer Data Management Tools 34%
Customer Data/List Acquisition 34%
Marketing
Business Intelligence 26%
Marketing Resource Management 26%
Automation
Partner Portals 25%
grew 13.8%
Marketing Knowledge Base 13% in 2011
0% 10% 20% 30% 40% 50% 60% 70%
% of Respondents Increasing Investment
Sources: IDC’s 2012 Tech Marketing Barometer Study and IDC’s Worldwide Marketing Automation 2011 Vendor Shares
Twitter: #B2BLeadGen

8. Today’s Buyer is King
 Buyers are constantly on-line whether
they are actively buying or not.
 Many times, buyers know more than
sales people.
 Buyers learned to buy as consumers and
have a consumer’s expectations of
service.
 Buyers know and expect value and
they will reward vendors that give it to
them.
38.7% of IT buyers have replaced an
incumbent vendor on the basis of
treatment during the buying process (vs.
product functionality or other reasons)
Source: IDC’s 2012 IT Buyer Experience Study n= 199
Twitter: #B2BLeadGen

9. IDC Customer Creation Framework
Twitter: #B2BLeadGen

10. C-Level Point of View: The Pipeline End to End
 Marketing, Sales and Ops Stakeholders
 Continuous Collaborative Process
 Mutual Agreement to Stages and SLAs
 Marketing Automation and CRM Platform Enable Only
Sales Leads
Interactions
Opportunities
Marketing
Deals
Leads
Target Validate- Convert- Revenue-
Content- Forecast
Buyer Qualify Recycle Closed Loop
Score SLA
& Data SLA SLA SLA
Corporate Sales; Inside
Field Inbound Outbound Channel &
Marketing Sales; Support
Marketing Lead Lead Direct Touch
Demand Channel & Renewals
Demand Gen Qualification Qualification Sales
Gen Direct Touch

11. Here’s What We’ve Heard…
Now at the street level…

12. Dell SonicWALL:
MAT Integrated Program Challenges
 System integration was easy,
data integration continues to
be a challenge
 Lack of clear business
requirements from
sales/marketing/operations
 Lack of agreed upon process
for handling information
 Sales follow-up was
inconsistent because of too
many unqualified inquiries
Twitter: #B2BLeadGen

13. Recognition of Opportunities, Problem-
Solving & Results at Dell SonicWALL
 Sales vs. Marketing finger-pointing
 Committed to dedicated Telesales resources
 Marketing and Sales consensus on internal process
 Ability to measure the demand waterfall
 We are now truly nurturing leads!
Twitter: #B2BLeadGen

14. Trend Micro:
MAT Objectives & Success Criteria
Cost Savings
 Reduce infrastructure costs
 Reduce (eliminate) transactional costs
Increase Productivity
 Continue data management functionality
 Enable world-class demand generation
 Reduce lag time between hand-offs
 Increase speed to market
 Improve lead quality
Increase Accountability
 Enable full visibility into marketing performance
and contribution to sales
Twitter: #B2BLeadGen

15. Problems, Solutions, Results!
Business Problem Solution Result(s)
Custom integration; little to Seamless integration Flexible set-up; ability to make
no flexibility & rising costs between our MAP instance enhancements quickly.
and Televerde Saved 12% of Y2012 marketing
infrastructure budget
Not fully leveraging MAP Human Touch Cloud Ability to pass digital body language to
investment Connector tele-services. Intelligence collected is
passed back to MAP.
PTD, 4% of AQLs updated with
actionable data
Lead Hand-Off Timeframes Human Touch Cloud Separate cloud connector for web form
Connector enables prioritization at the call center.
- Have Rep Contact Me Reduced lead hand-off by 47 hours
- Marketing AQLs Contact Rate increased 102%
Lead Quality & Pipeline Human Touch Cloud Agents use technology to facilitate a
Connector meaningful conversation.
82% increase TQL to SAL conv%
69% decrease of TQL Reject rate%
Avg pipeline deal size increased 83%
Avg booked deal size increased 48%
Reduced sales cycle by 7-weeks

16. What They Did Right…
People
Process
Technology
Twitter: #B2BLeadGen

17. Best Practice Integrated Program Model is Emerging
Results = Increase in Uplift & Conversion % to Sales Ready Leads
Tele- Tele- Sales
BI Data Content Nurture
Validate Qualify Opp Pipe
Feedback
1. BI: Target, Segment by Buyer Personas
2. Data: Enrich, Segment, Match
Close
3. Content & Messaging: Align to BI
4. Tele-Validate & Score: Pre-MQLs
5. Nurture: Streams by Content Framework
6. Tele-Qualify: MQLs to Sales-Ready
7. Sales Hand-Off: Closed Loop to Opportunity Pipe or Nurture
Twitter: #B2BLeadGen

18. Actionable Takeaways
 Think big, start small
 Buying has changed, so selling needs to change
 Sales, Marketing and Ops continually collaborate to
align stages & processes
 Data needs to be smart
 Integration – People, process, technology alignment
 Tele – Human Touch is key
Twitter: #B2BLeadGen

19. Q&A - More Information
Thanks to Trend Micro and Dell SonicWALL for sharing their
stories, and to Demand Gen Reports for hosting!
Drawing for IDC CMO Advisory Service Best Practice Report…
“Realizing the Vision of 21st Century Lead Management”
Televerde Contacts:
Bryan Ehrenfreund Sherry Paterra
+1 480-303-7078 +1 480-517-6102
bryan.ehrenfreund@televerde.com sherry.paterra@televerde.com
Archived Webinar:
www.televerde.com/webinars
Thanks for attending!
Twitter: #B2BLeadGen