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  1. 1. 11 Tips to Optimize Your Multi-Channel Marketing Campaigns Presented by Tom Judge •VP Strategy, Direct Marketing Partners (DMP) •VP Co-Chair, Direct Marketing Association of Northern California •Chair, NorCal BMA Sales Lead Roundtable
  2. 2. Agenda• Challenges in B2B Multi-Touch Campaigns• 11 Tips• Case Studies
  3. 3. CMO Council: Reports the ProblemHalf of companies do not achieve sales quotas
  4. 4. CMO Council: Reports the Cause“It is clear that companies do not manage businessleads in a way that optimizes their quality or value.After spending large sums on their initial acquisitionthrough costly media campaigns and multi-channelcontent marketing programs, only a small percentageof companies effectively acton, nurture, convert, close, recover, or re-qualify leadsover time.” The CMO Council 2011 State of Marketing Report
  5. 5. B2B Marketing ChallengesTop 2 = our focus
  6. 6. 11 Tips to Optimize Your Multi-Channel Campaigns Tip 1: Clearly define a “Sales-Ready Lead”  Action item: Define each type of type of sales lead and stage in your end to end funnel. Write it into the plan AND get management and stakeholders to sign the document.
  7. 7. Sample of “BANT+ Sales-Ready” LeadsDetailed background information on the prospect and theselling opportunity helps drive more productive sales results
  8. 8. DESIGN LEAD SPECS SO THEY MEET THE SALES TEAM’S REQUIREMENTSProfileSegmentTrigger eventsComplianceAccess to fundingSize of opportunityTime frameUrgencyWillingness to move forward and engage with salesteam?
  9. 9. Low Quality Leads Create Problems Marketing generates a lead with basic interest, not ready to engage a sales rep Sales teams reject unqualified leads, feels disconnected, requests “sales-ready” leads The numbers are unsustainable Current marketing focus The B2B lead Current sales focus development gap Reach Interest Desire Convert Enrich Retain Gap in The Middle of the Funnel is Warm leads leak out Costing Time & $ Money Issue 1: Marketing hands off Issue 2: Sales cherry picks leads, letting Leads too early. Unqualified Issue 3: Marketing spends longer-time-frame leads leak out. Leads waste sales’ time. More $ to replace lost leads. Source: October 2006, Best Practices “Improving B2B Lead Management” Symptoms: Few conversions into customers 9
  10. 10. Tip 2: Map the end-to end process• Know your prospect’s buying process• Map and document the end-to-end buying, selling and demand gen processes
  11. 11. Start With the Sales Process Reverse Calculate the Sales Lead Requirements Project Name: ABC Co. Sales Lead Strategy Scenario A1. SALES REVENUE: 1,300,000/yr Sales Revenue Goals/QTR $325,000 Annual Revenue per sale $60,000 5.4 # Sales Required/QTR 40% Estimated Closed Rate on Pipeline Opps. 14 # Qual Leads Convert to Proposal / Pipeline/QTR Est. forward conversion to Proposal Pipeline Rate on Sales-Ready Leads 33% # Qualified Sales -Ready Leads Required @ A/B Level Quarterly (Prospects meeting sales-ready criteria) 41 # Qualified Sales-Ready Leads Required @ A/B Level Per Month (Prospects meeting sales-ready criteria) 14 11
  12. 12. Three Segment Example: Lead to Sale Touch Metrics BroadSoft Market to Sales Lead Funnel PlanProject Name: Seat Sales Lead-to-Sales Strategy A: Large Ent. B: SMB C: Very SMB 1,000,000 Seat Scenario Segment Segment Segment1. SALES REVENUE: Goal 80% Goal 10% Goal 10% Annual Sales Goal in Units 100,000 800,000 100,000 Estm. Units per sales 5,000 30 5 # Sales Required 20 26,667 20,000 Estimated Closed Rate on Pipeline Opps. After Demo 25% 33% 33% # Qual Leads Convert to Demo & Proposal / Pipeline 80 80,808 60,606 Est. forward conversion rate from qualified lead to Demo & Pipeline 50% 67% 67% # Qualified Leads Required @ A/B Level & Demo 160 120,609 90,457 Annual (Prospects meeting qualification criteria) # Qualified Leads Required @ A/B Level & Demo 13 10,051 7,538 Per Month (Prospects meeting qualification criteria)2. MKTG. INQUIRIES and CONTACTS: A/B Qualification Rate of 1:1 OB Contacts/IB Inquiries into Sales-Ready 10.0% 10.0% 10.0% Leads# of 1:1 Touches OB/IB Contact Interviews Required per Month (ScriptsCompleted w/ More In depth BANT+ Profiled Needs Gathered in this 133 100,508 75,381Model)
  13. 13. Formalize the Multi-Channel Lead Gen Campaign Plan & Touch Metrics # Qualified Leads Required @ A/B Level & Demo Per Month (Prospects meeting qualification criteria) 673. MKTG. STRATEGY to FILL the PIPELINE:Campaign #1: E-Mail + OBTM (to tele-qualify & set appt.) 26Campaign #2: Dir. Mail + OBTM (to tele-qualify & set appt.) 0Campaign #3: OBTM Teleprospecting Alone (non-responders) 15Campaign #4: PPC Paid Search Adv. No Telequalification. 6Campaign #5: SEO Organic Search + OBTM (to tele-qualify & set appt.) 0Campaign #6: Trade Show + OBTM (to tele-qualify & set appt.) 15 Total Pre-qualified field sales force ready Leads/ Mo. 62 Difference -5
  14. 14. Multi-Channel Touch Funnel Building Metrics Plan 14
  15. 15. 11 Tips to Optimize Your Multi-Channel Campaigns Tip 3: Ensure prospect data accuracy  Action item: Make the courageous move to fix and standardize the prospect database. Hint: This is a never ending task.
  16. 16. 11 Tips to Optimize Your Multi-Channel Campaigns Tip 4: Segment your target markets into smaller more manageable target sub segments.  Action item: Compare campaign performance by segment to identify better performing markets to focus resources better..
  17. 17. 11 Tips to Optimize Your Multi-Channel Campaigns Tip 5: Implement a system & lead mgmt. team that gives you full visibility into all of your campaigns  Action item: Have the right talent and an executive dashboard reporting tool to manage your lead funnels
  18. 18. 11 Tips to Optimize Your Multi-Channel Campaigns Tip 6: Sync up relevant content, personalized messaging to tell your compelling story & differentiate  Action item: Create a sequence of relevant content to deliver to prospects over time to earn the right to ask the qualification questions.
  19. 19. Optimize with Personalization Optimizing a landing page ADDITIONAL 30% LIFT IN LEADS can increase conversion SIMPLE INTEGRATION rates 2.3 times (TO PRE-FILL FORMS) 2.3X 30% Pre-Fill Forms NO INTEGRATION Personalization In REQUIRED 60% Landing Page 100% LIFT IN LEADS Personalization In 40% Outbound Medium Average OptimizedLanding Page Landing Page
  20. 20. Rovi Multi-Channel Campaign
  21. 21. Rovi Multi-Channel Campaign Email
  22. 22. Banner Ad in Tech Crunch
  23. 23. Banner Ad in Gigaom
  24. 24. Social Media:Twitter
  25. 25. Registration Page
  26. 26. 11 Tips to Optimize Your Multi-Channel Campaigns Tip 7: Include tele-qualification in the touch process  Action item: We suggest running a three-month A/B test using email + telemarketing in the lead nurturing and qualification process and measure the ROI.
  27. 27. Tele-qualification can increase the amount of salesqualification data points gathered & B2B qual. rates
  28. 28. Email +Telemarketing CaseStudy
  29. 29. LandingPage
  30. 30. Metrics – Email Alone EM Broadcast to 14,769 EM Click Through @ 1%= 161 Conversion to Demo @ 10% = 16  Qual. Lead = Interest & Registered for Demo  .1% conversion ratio of EM sent to qual. demo lead
  31. 31. Metrics Email with Outbound Telemarketing Integrated OBTM follow up calls to non-responders  @ 7,513 Prospects Contacted & Graded  @ 33%= 2,511  Now cleaned & captured, most are now in the opt-in database Prospects Scripts Completed & Needs Captured  @ 26%= 662  1:1 relationships now established Conversion to Demo Sales-Ready Leads  @ 32% = 217  Qual. Lead = Interest & Registered for Demo  2.9% conversion ratio of Calls to qual. demo lead
  32. 32. Results: Multichannel Boost of 13X Conversion to Demo:  From 16 via em alone to 217 via combined em+tm 217 Multi Channel Boost Email Telemarketing Email, Conversion to Demo, 16 13.6
  33. 33. 11 Tips to Optimize Your Multi-Channel Campaigns Tip 8: Prospect Nurturing is critical  Action item: Use your multi channel lead management touch metrics dashboard to track response as you make multiple contacts and thus identify the best combinations to optimize conversions to “sales-ready”. AKA, that “sweet spot”.
  34. 34. Value of Nurture: Business Case Prospect Contact # 1 50% of sales people have given up Contact # 2 65% of sales people have given up Contact # 3 79% of sales people have given upYou harvestlow hanging Contact # 4 89% of sales people have given upfruit Just now you are becoming a factor in your Contact # 5 prospect’s mind Contact # 6 Nurturing slowly, your prospect You are gets to know you earning top of Contact # 7 mind awareness Contact # 8 You are probably the only person to make 8 contacts At this point when you Contact # 9 with this person prospect is ready to buy, you have a 90% Contact # 10 chance of being called Contact # 11 Contact # 12 Customer *Microsoft study
  35. 35. Anritsu Multi-Channel Campaign
  36. 36. Multi-Channel Campaign: 3D Mailer + PURL
  37. 37. Direct Mail - Letter (Multi-Channel Campaign)
  38. 38. Direct Mail – Brochure Cover
  39. 39. Anritsu Direct Mail - BRC (Multi-Channel Campaign)
  40. 40. Anritsu Email
  41. 41. AnritsuRegistration Page
  42. 42. BTS Master Campaign % IB Response Rate Metrics Metrics: Combined Email and Direct Mail Results Qualification IB Response Landing Page Rate on LP Broadcast Drop Date Delivered Rate Capture Rate Submissions DM-BTS PURL EVDO 9/08 679 6.63% 3.83% DM-BTS PURL WCDMA 9/08 679 7.36% 4.27% DM-BTS PURL WiMAX 9/08 59 13.56% 3.39% 57 = 4.02% of 28 = 49% of TOTAL 1,417 103 = 7.27% TTL Delivered LP 55% of LP Submissions Response to direct mail & email broadcasts was outstanding. Industry norm qualification rate = 5% to 10%. 7% visited the PURL, and 4% filled out the contact form or The BTS Master campaign’s multi-touch strategy improved 55% of those going to LP conversion to sales-ready lead five fold.
  43. 43. BTS Master Campaign % Outbound TM Touch Metrics Target Calling Metrics: For 57 IB responders & 1,410 non-responders Project Metrics Overview Comple Compl Call Remai ted eted Hrs/DeFunded Hours ning List Number Record Script Calls/H Record Script mo Demo %Call Hrs Called Hours Size of Calls s s our s/Hour s/Hr Reg. of TCS 170.0 170.00 0.00 1,467 3,862 876 244 22.72 5.15 1.44 1.39 49.18% Leads Campaign Results Inapprop Total Inappro riate Leads % priate contact, & Uncalla Uncalla Contact Future Future New ble ble No Opportu Opport Recor Record Record Opt- Referral Referral A+ A- B C nities unities ds s s Out given given 31 34 53 2 2 122 111 298 34.0% 8 104 120
  44. 44. BTS Master Combined Campaign Touch Metrics Combined IB & OB Calling Metrics & Results Presentation Prospects Completed Qualification Engaged/ (TCS) TTL into Sales- Updated Completed Ready Lead Broadcast Drop Date Targets Validated Scripts from TCSDM-BTS PURL EVDO 9/08 667 484 = 73% 126 =26% 70 = 56%DM-BTS PURL WCDMA 9/08 626 390 = 62% 102 = 26% 47 = 46%DM-BTS PURL WiMAX 9/08 37 19 = 51% 3 = 16% 0 = 0%Addtl Others 9/08 137 34 = 25% 13 = 38% 3 = 23% TOTAL 1,467 927 = 63% 244 = 26% 120 = 49% Industry norm qualification rate = 5% Total targets to pursue to 10%. The BTS Master campaign’s multi-touch strategy improved response five fold.
  45. 45. 11 Tips to Optimize Your Multi-Channel Campaigns Tip 9: Use a compelling offer with staying power.  Action item: ALWAYS OFFER something of perceived value.
  46. 46. Business to Business Offers Responsivenes Optimum Offer Qualified(1-5) s (1-5) Offers ROI calculators 3 5 15Whitepapers/ Guides 3 4 12 Case studies 4 3 12“Relevant” giveaways 4 3 12Video clips or demo 4 3 12 Webinars 2 5 10 Live events 1 5 5 Free giveaways 5 1 5 Tradeshows 2 2 4
  47. 47. 11 Tips to Optimize Your Multi-Channel Campaigns Tip 10: Make your call-to-action progressively more urgent as the campaign proceeds.  Action item: Emphasize urgency as an upcoming compliance or deadlines approach. You can also use discounts with limited time offers as your deadline.
  48. 48. 11 Tips to Optimize Your Multi-Channel Campaigns Tip 11: Analyze KPI metrics in light of the original touch plan & make refinements during campaigns  Action item: Analyze results metrics from end to end. Adjust tactics to improve each metric.
  49. 49. Track Sales Pipeline KPIs and ROI View sales pipeline results & ROI from your sales leads Sales Won:10 Sales Lost:20 Total CY Value Total Lifetime Value Total CY Value Total Lifetime Value $ 299,507.00 $ 651,445.00 $ 120,800.00 $ 308,800.00 $38,750.00 $61,100.00 $5,500.00 $6,000.00 $34,100.00 $61,200.00 $69,503.00 $103,648.00 $5,970.00 $11,940.00 $73,050.00 $99,600.00 $ 103,450.00 $ 417,400.00 $ 25,000.00 $ 7,010.00 $ 12,120.00 $ 86,975.00 $ 145,900.00 $ 185,463.00 $ 539,168.00 $ 238,845.00 $ 404,740.00 ROI 2012 on Deals Won Reported Win Plus LossActual Lifetime Value Pipeline Revenue of Deals Won Amount Invested Analysis $539,168.00 $ 78,000.00 5.9:1 11.1:1
  50. 50. Tom Judgetjudge@dirmkt.comDirect: 510-368-7527www.directmarketingpartners.com

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