A Tactical Approach for Targeted Lead Nurturing

14/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.

A Tactical Approach to Targeted Lead NurturingApril 15, 2010

Twitter: #MTWC


Agenda

Overview 3 Must-Have Lead Nurtures Content Creation Strategy Building a Lead Nurturing Track How to Avoid Common Roadblocks Lead Nurturing Success Story: Sun MicroSystems Q & A


Speakers

Christopher DoranVP, Marketing

Manticore Technology


About Manticore Technology

Founded in 2001 Driving force in Marketing Automation since 2003

Six years of development & infrastructure support our customers around the globe

Product delivers unmatched usability and robust power: Configurable UI to meet your needs Lead nurturing to develop a business process Deepest CRM integration in industry

Dedicated Customer Success Manager (CSM) to help ensure customers success in developing business process

It’s about process – not technology for technology sake People Process Technology


Customers Around the GlobeTECHNOLOGY MEDICAL & INSURANCE

FIANANCIALBUSINESS SERVICES

MARKETING

http://www.sharebuilder401k.com/

http://www.messageone.com/

http://www.planview.com/

http://www.healthstream.com/index.htm


Lead Nurture Tracks for Each Lead Bucket

Pre-MQL Recycled Reconstituted

3 Lead Nurturing Processes Enables You to Deliver the Right Message to Right Audience at the Right Time.


Content: Marketing Automation Fuel

KEY FINDING80% of respondents using marketing automation said “preparing their organization by building the processes and content offers to feed the system” would be their top priority if they were to implement marketing automation again in the future.

Complete Research Report Available at: www.manticoretechnology.com (resource section)

2009 Marketing Automation: Lessons From the Trenches Research Report

“Lack of Strategy & Lack of Content are the Primary Obstacles for Lead Nurturing In Many Organizations.”Watch the On-Demand Webinar: http://www.manticoretechnology.com/blog (Featured Download)

http://www.manticoretechnology.com(resource/

http://www.manticoretechnology.com/blog


Keynote Speaker

Mac McConnellPartner& Consultant

Leftbrain Marketing, Inc.

94/15/2010 Manticore Technology, Inc. – Copyright 2010. All rights reserved.9

About LeftBrain Marketing

• Marketing Automation PlanningStrategy, Program Design, Nurturing, Lead Scoring, Demand Gen

• Marketing Automation ProductionDesign and Management of programs (Project or Agency)

• Custom Lead Generation ProgramsHigher conversion rates, More engaged prospects, Lower costs

• Vendor SelectionEvaluation of different systems to match

• Content CreationeBooks, Newsletters, Case Studies, Podcasts, Webinars

• Creative ServicesCopy writing, landing page creation, graphic design

Maximizing Lead Generation through Marketing Automation


The Devil is in the Details

Length of sales cycle Your message(s) Segment your database. Write for a specific buyer

Build a buyer persona to stay focused

How will you fuel your program What happens at hand-off

Relevance = Success10


The Demand Gen Funnel

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Sales Ready MQL

PipelineSQL

Corp WebsiteEvents

Custom Website Email Offers

Consideration

Sales

3rd Party Websites / Registrations

Marketing

Marketing Automation

Education

Awareness

Social Media


Be Active in Content Creation

Some companies are content machines But is it the right content?

Content strategy should be part of any marketing plan

Write the outline yourself Be a champion for non-corporate or

product specific content Spend money for good content

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Gated Content Analyst Paper Thought leadership Webinars Installation guides

Gated

Open

Open Content Videos Data Sheets Solution Briefs Product Specifications


Map Content to Buying Stage

Decision on Vendor

Datasheet Success stories Free trial

Consideration of a SolutionROI Case Study TCO Options overview

Analyst overview“I feel your pain” Thought leadership

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Segment using Demographic Scoring

Criteria that will allow you to build unique nurture tracks – Start small

Commonly used: Industry Company size Job title/role Timeline to purchase

Prioritize your buckets

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Lead Nurture Fuel

House list Purchased names

Website capture

Social Media

Content syndication

Trade Shows

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Start Simple: MQL

• Forward looking• Problems• Trigger event

Thought leadership 1

• How to solve the problem

• Often 3rd party content

Thought Leadership 2 • Your solution to

the problem

Benefits

• ROI studies• Case studies

Validation

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More product messaging


Recycled and Reconstituted

Why did this lead end up here?

Recycled

• They gave the wrong answer

• Trigger event• Tougher scoring

– consider raising the implicit score

Reconstituted

• Something changed

• Focus on benefits

• Urgency is critical – offer a promotion


What to Watch Out For. . .

Ineffective or poor content Too many calls-to-action in email Doing too much . . . Too fast Not paying attention to the hand-off Believing that there is one nurture for all Internal politics

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The Marketing Manager

Content strategy & creation Marketing list segmentation Corp. website optimization Developing the nurture program Advertising, webinars, trade shows, content

syndication

Fill the top of the funnel

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The Field Marketer

Liaison with sales/partners Lead scoring model development and refinement Lead distribution to sales/partners Lead follow-up and reporting Define sales opportunity size

Maximize the return on leads

21


Case Study: Sun Microsystems

Sun Systems for VMware vSphere 4 Goal: New Customer Acquisition Target Market: Midsize companies upgrading

VMware or virtualizing for the first time Geo: North America Target Buyer: System Administrator, System

Architect, CIO, CFO Delivery Model: 100% Channel Partners

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Stage 1 – Find Contacts

3 Sources used to build database Content Syndication

Sun.com Content Registrations High value content is placed behind a registration page

List purchase

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Stage 2 – Nurture

• IDC Paper: How Servers Affect the Virtualization Equation

Educate that server choice is important

• Sun and VMware Guide to Server Consolidation

Show that Sun and VMware have a close

partnership • White Paper: Best Practices for choosing and configuring VMware on Sun

Start thinking about what servers will

work best

• Quick Start Guide: Configuring VMware ESX on Sun Fire servers

Customer learns how easy it is to get up

and running • Drive customer to resource rich microsite

Customer is ready to listen to sales representative

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Tracked and scored all actions (incl. sun.com visits)


Stage 3 - ResultsContacts Generated

25,216Leads to

Telemarketing 731Qualified 460

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Average Opportunity Size = $27,552(18% increase over non-nurture programs)

Sales Pipeline Generated = $12.7 million


Summary

To Engage ALL leads in your marketing funnel, segment them into Pre-MQL, Recycled or Reconstituted.

Build Separate Lead Nurturing Tracks for Each Group.

Start with a simple flow and process Lead nurturing works best with compelling content.

Make sure it is relevant to the audience

Understand your business. Pay attention to the details

Roles and responsibilities become more important


Thank You!

Questions & Answers will be posted on our blog: http://www.manticoretechnology.com/blog

Q & A

Presentation will be available for download on www.SlideShare.net


Contact Information

Christopher DoranVP, Marketing – Manticore Technology

Blog: http://blog.manticoretechnology.com/Email: [email protected]

Phone: 1 (866) MANTICORE Twitter: @cdoran

Mac McConnellPartner – Left Brain Marketing, Inc.

Blog: http://blog.leftbrainmarketinginc.com/Email: [email protected]

Phone: 415 902 6611Twitter: @macmcconnell

http://blog.manticoretechnology.com/

A Tactical Approach for Targeted Lead Nurturing

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