5 Ways to Improve Marketing Performance<br />With the Human Touch<br />Marketing Automation and the Live Touch<br />July 1...
Agenda<br /><ul><li>Speaker Introduction & Company Overview
B2B Buying Process
The Role of Marketing Automation
5 Ways the Human Touch Improves Marketing Performance
Summary
Q&A</li></ul>#manticore<br />
Background<br />Manticore Technology is an end-to-end marketing automation platform that enables companies to deliver the ...
Background<br />Winn Technology Groups provides integrated demand generation services on a global scale. Since 1990, Winn ...
B2B Buying Process<br />Past<br />Now<br />Sales<br />Marketing<br />Figure 5.1 from eMarketing Strategies for the Complex...
Role of Marketing Automation<br />Marketing Automation<br />#manticore<br />
Live Touch /Marketing AutomationIntegration<br />Collaborative Triggers<br />Marketing Automation<br />Triggers<br />Trigg...
Live Touch<br />The live touch plays key roles in the lead life cycle directly impacting marketing performance:<br />Prosp...
Live Touch – Prospect Qualification<br />
Qualification – Case1<br />A Fortune 100 hardware and software vendor’s objective:  Qualification of leads generated throu...
Live Touch - Relationship Build<br />
Relationship – Case1<br />A leading software solution provider’s objective:  Conduct synchronized lead qualification and c...
158 actionable sales opportunities
429 active nurturing leads identified
Daily feeds of Business Intelligence gained from live touch uploaded to MA system
Sales feedback on identified opportunities in pipeline ($1.4 million)</li></ul>Result<br />
Relationship – Case2<br />Leading email archive solution provider’s objective: <br />Qualify and nurture leads driven thro...
Live Touch - Business Intelligence<br />
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5 Ways to Improve Marketing Performance with the Human Touch

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5 Ways to Improve Marketing Performance with the Human Touch

  1. 1. 5 Ways to Improve Marketing Performance<br />With the Human Touch<br />Marketing Automation and the Live Touch<br />July 14, 2011<br />Manticore Technology, Inc. Confidential – Copyright 2011. All rights reserved.<br />
  2. 2. Agenda<br /><ul><li>Speaker Introduction & Company Overview
  3. 3. B2B Buying Process
  4. 4. The Role of Marketing Automation
  5. 5. 5 Ways the Human Touch Improves Marketing Performance
  6. 6. Summary
  7. 7. Q&A</li></ul>#manticore<br />
  8. 8. Background<br />Manticore Technology is an end-to-end marketing automation platform that enables companies to deliver the right message, to the right person, at the right time increasing marketing and sales effectiveness. <br />Speaker<br />Emily Mayfield<br /> Director of Marketing<br />Manticore Technology<br />#manticore<br />
  9. 9. Background<br />Winn Technology Groups provides integrated demand generation services on a global scale. Since 1990, Winn has supported hundreds of technology firms with thousands of demand generation solutions.<br />Speaker<br />Geoff Swallow <br />President & CEO<br />Winn Technology Group<br />
  10. 10. B2B Buying Process<br />Past<br />Now<br />Sales<br />Marketing<br />Figure 5.1 from eMarketing Strategies for the Complex Sale<br />#manticore<br />
  11. 11. Role of Marketing Automation<br />Marketing Automation<br />#manticore<br />
  12. 12. Live Touch /Marketing AutomationIntegration<br />Collaborative Triggers<br />Marketing Automation<br />Triggers<br />Triggers<br />Lead Nurturing<br />Suspect Nurturing<br />Client<br />Triggers<br />Triggers<br />Live Touch<br />
  13. 13. Live Touch<br />The live touch plays key roles in the lead life cycle directly impacting marketing performance:<br />Prospect Qualification<br />Relationship Development<br />Business Intelligence<br />Ensuring Optimal Coverage<br />Data Quality<br /> “Lead Nurturing can help convert 29% more leads.”<br />“ Teleprospecting is a key pivot role that is often overlooked and misunderstood.”<br />Sirius Decisions<br />
  14. 14. Live Touch – Prospect Qualification<br />
  15. 15. Qualification – Case1<br />A Fortune 100 hardware and software vendor’s objective: Qualification of leads generated through their marketing automation system. 5000 prospects were initially targeted. 478 leads were provided to Winn for further qualification resulting from digital behavior.<br />Result<br />43 actionable leads were identified<br />22 additional referrals generated during prospecting effort<br />239 (50%) were identified as non-sales ready status <br />196 (41%) were not resolved following multi-call round<br />BI and relevant data impacting lead score for non-sales ready leads and unresolved prospects updated into MA for nurturing<br />
  16. 16. Live Touch - Relationship Build<br />
  17. 17. Relationship – Case1<br />A leading software solution provider’s objective: Conduct synchronized lead qualification and call centric nurturing to leads generated through their marketing automation system. The following is a snapshot of progress after the first 5 months of the program.<br /><ul><li>8800 prospectstargeted
  18. 18. 158 actionable sales opportunities
  19. 19. 429 active nurturing leads identified
  20. 20. Daily feeds of Business Intelligence gained from live touch uploaded to MA system
  21. 21. Sales feedback on identified opportunities in pipeline ($1.4 million)</li></ul>Result<br />
  22. 22. Relationship – Case2<br />Leading email archive solution provider’s objective: <br />Qualify and nurture leads driven through their marketing automation platform.<br />The following represents a snapshot after 4 months:<br />Result<br />741 leads qualified via live touch<br />256 (35%) actionable sales ready leads identified<br />485 (65%) non-sales ready leads identified<br />After 4 months, 24% of the non-actionable leads converted to sales ready leads through call centric nurturing program combined with Marketing Automation<br />
  23. 23. Live Touch - Business Intelligence<br />
  24. 24. Business Intelligence - Case<br />Fortune 100 technology firm’s objective: <br />In-depth profiling of 300 enterprise “strategic” accounts via <br />data mapping and internet research. Conduct Demand generation program followed by a call centric lead nurturing initiative over 5 months.<br />Result<br /><ul><li>1600 business units (4,200 contacts) appended
  25. 25. Business intelligence
  26. 26. Initially, 33 qualified sales opportunities identified for core solution
  27. 27. Additional actionable leads generated for other product lines
  28. 28. 157 nurturing leads identified
  29. 29. Within 5 months a 42% increase in actionable leads resulted from the call centric nurturing program
  30. 30. $1.2 million dollars in sales pipeline
  31. 31. All related BI integrated into client SFA and MA tool for integrated nurturing program </li></li></ul><li>Live Touch - Optimal Reach<br />
  32. 32. Optimal Reach - Case<br />Global technology firm objective: To develop named account program.<br />Conducted demand generation / lead nurturing initiative to 525 target accounts. Integrated scoring model to measure suspect value and lead status.<br />Enhanced business intelligence prior to campaign launch via data mapping and internet research. Launched demand generation initiative followed by 9 month lead nurturing program.<br />Result<br />Developed corporate profile intelligence prior to program launch which enhanced messaging, targeting and prospect stratification<br />BI integrated into MA tool for on-going nurturing.<br />Developed opt-in email database to 30% of targeted prospects<br />Identification of 1600 related entities linked to target accounts<br />Identified 19 actionable lead opportunities<br />Identified 75 active nurturing leads<br />Corporate relationship profiles assisted with cross-sell and up-sell opportunities<br />
  33. 33. Live Touch – Data Quality<br />
  34. 34. Optimal Reach - Case<br />Winn ran internal analysis on prospect database for email coverage and validity.<br />We ran records through an advanced email verification software. <br />Launched an email campaign promoting solution. Any hard / soft bounce backs were re-validated by phone. Click throughs and opens were updated to the MA tool. Winn drew a random sample of valid emails with no response / action for verification via phone.<br />Result<br />15% of emails (grey area) were no longer employed<br />Not all of your target email data is active (especially with some third party providers)<br />
  35. 35. Integration Benefits<br />“Focusing on new technologies and processes alone is not enough to overcome the challenge of producing quality leads.” <br />Jonathon Block - Sirius Decisions<br />
  36. 36. Touch Integration<br /> Buy<br /> No Plans<br /> Pain <br /> Interest<br /> Consider<br /> Evaluate<br />Thought<br />Leadership<br />Thought<br />Leadership<br />Drive<br />Demand<br />White Paper<br />Case Studies<br />Web Hits<br />Brand<br />@<br />@<br />@<br />@<br />@<br />@<br />Event<br />Event<br /> Triggers<br />Peer/Market Influence<br />Peer/Market Influence<br />Thought<br />Leadership<br />Business<br />Intelligence<br />Drive <br />Demand<br />Lead<br />Qualification<br />Contact<br />Discovery<br />Relationship<br />Development<br />Respect<br />Brand<br />Trust<br />Event<br />
  37. 37. Contact Information<br />Geoffrey Swallow<br />geoffs@winntech.net<br />www.winntech.net<br />@ winntechnology <br />Emily Mayfield<br />emily.mayfield@manticoretechnology.com<br />www.manticoretechnology.com<br />@Manticoretech<br />
  38. 38. Q&A<br />Please type your question in the Q&A section of the meeting window. <br />(Found under “Tools” menu)<br />#manticore<br />

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