12. LEAD GENERATION: PLANNING FRAMEWORK
PLANNING
Business
• Brand
• Demand creation
• System evaluation
• Demand waterfall
Targeting
• Market
segmentation
• Target definition
and persona
development
• Qualified lead
definition and
scoring
Engagement
• Messaging
• Offer development
• Content strategy
• Touch-point
strategy
• Testing strategy
BRAND BUILDING
• Brand strategy Social media strategy Employee communications
• Influencer strategy Customer communications Partner communications
LEAD
GENERATION
• Media buying
• Offer mapping
• Creative and
asset
development
• Media execution
• Tracking and
optimization
SALES ENABLEMENT
• Toolkits
• Acceleration support
LEAD
CONVERSION
• Content
development
• Landing page
optimization
• Dot com
optimization
• Lead form
optimization
• Chat and call
optimization
LEAD
QUALIFICATION
• Lead scoring
LEAD
MANAGEMENT
• Lead routing
(internal and
reseller)
• Reseller lead
acceptance
LEAD
NURTURE
• Progressive
profiling
• Lifecycle
messaging
• Content
development
• Sales outreach
strategy
• Automated
outreach strategy
MARKETING AUTOMATION / CUSTOMER RELATIONSHIP MANAGEMENT
• Functioning lead system Closed-loop tracking and attribution
• Lead system integration with key enterprise platforms
16. SAMSUNG: BUSINESS. INNOVATED.
Revitalize Samsung Enterprise Business Division brand
• Brand platform and awareness campaign re-asserting commitment and
value to business audience
• Campaign deployed across multiple touch-points: online/print
advertising; website development; social, e-mail, mobile marketing
• In-market executions targeted end users and channel resellers
Services
Brand strategy | Integrated marketing communications planning | Positioning
and messaging | Advertising creative | Digital strategy | Web design, content
and systems development | Social media marketing | Mobile marketing | E-mail
marketing
18. AMD: VISION
Develop comprehensive integrated marketing communication
strategies across all major business units including retail, Fusion
APU, commercial servers and discrete graphics
• Engagement resulted in comprehensive documentation of AMD
ecosystem and influence maps
• Prioritization of constituents by region, with persona development and
media consumption habits informing global program development and
regional variations
• Content maps identified asset development requirements to support
varying needs across the ecosystem to drive preference and adoption
Services
Integrated marketing communications planning | Product launch planning |
Media planning, buying and placement
20. TALEO: TALENT MANAGEMENT
Conduct a comprehensive review of all digital marketing activities
and develop plans for optimized programs that increase
consideration
• Revised programs included a more diversified media mix to expand
reach
• Refinements were made to implement consistent tracking with full
attribution to inform campaign management and marketing system
optimizations
• The campaign exceeded annual goal of net new qualified leads by 16%
with a total contribution of net new qualified leads comprising 56% of all
leads generated during the buy
Services
Sales funnel modeling | Demand-generation programs | Marketing
automation and lead nurture | CRM systems integration | Media planning,
buying and placement | Digital strategy | Web design, content and systems
development | Search engine marketing | Social media marketing
22. SONUS NETWORKS:
ENABLING UC IN THE CLOUD
Shift core business model from solely channel to
focusing on diversification
• Implementation of an enterprise-direct and carrier channel
model ignited by enterprise-specific product launch
• Launch and integrate marketing automation platform
• Manage global demand generation and CPL campaign
Services
Brand strategy | Marketing automation and lead nurture | CRM
systems integration | Digital strategy | Web design, content and
systems development | Search engine marketing |
24. CYRUS ONE: GLOBAL ENTERPRISE DATA
Launch new messaging and a brand identity to position the
organization for growth
• In-market communication programs and sales enablement tools
supported the sales process with a goal of increasing market share
within global 1000 enterprises
• Plans included a diversified media mix across different vehicles and
properties to allow for optimizations throughout the campaign
• After one month in market lead rate increased 8% and cost per lead
decreased 75%
Services
Demand-generation programs | Positioning and messaging | Web design,
content and systems development | Sales enablement | Media planning,
buying and placement | E-mail marketing
25. CYRUS ONE: GLOBAL ENTERPRISE DATA
SEE MORE
View the case study
on nfusion.com.
26. THE PLANET: HOSTING FOR SMB
Develop and implement a results-based, closed-loop sales and
marketing system
• A system was designed to support comprehensive demand-generation
campaigns targeting an active consideration audience in the hosting
space
• Once implemented, end-to-end marketing attribution accuracy
increased from 30% to 95%+
• Traffic from paid media increased by 63% and leads by 54% quarter
over quarter without budget increases
Services
Integrated marketing communications planning | Advertising creative | Sales
funnel modeling | Demand-generation programs | Marketing automation and
lead nurture | CRM systems integration | Media planning, buying and
placement | Digital strategy | Web design, content and systems
development | Search engine marketing | E-mail marketing | Analytics and
testing
28. FONALITY: TALKING BUSINESS
Develop campaigns that increase qualified lead traffic, driving
increased sales and conversions
• Program strategy utilized effective keyword research and messaging
best practices, as well as online display retargeting, to increase volume
and efficiency of leads
• Implementation of strategy increased lead volume 161% through
improved tracking integration
• Effective media placement increased traffic 17% with a 34% decrease
in cost per lead
Services
Demand-generation programs | Advertising creative | Web design, content
and systems development | Sales enablement | Media planning, buying and
placement | CRM systems integration