How to get value from your multi-channel lead gen programme - Cyance

Steve Kemish, Managing Director, Cyance.Chair, IDM Digital Marketing Council.@skemmo

How to get value from your multi-channel lead gen

programmeBenefits•How to harness data to give true value to your programme•Top tips for integrating social media into your multi-channel programme, and see results•A blueprint to building your own programme straight away•Evidence from brands such as Motorola on how to deliver a programme that delivers leads and sales for both your team and the channel

© Cyance Limited 2012

Or “How the longest standing TV game show has the answer”


Plinko is born


3rd January 1983

“nine bits of content, six phone calls to four different contacts”

To get to a lead


7 step to Plinko


1. Define and refine

Suspect to prospect


Analysis – Company Employee SizeThe table below provides the Company Employee Size analysis for all customers

Company Employees BandClient

Volume Client %Universe Volume

Universe % Index Z-Score Tier Ranking

1 - 10 Employees 3,770 21.30% 1,190,844 81.89% 26 -760 N/A11 - 25 Employees 1,895 10.70% 140,843 9.69% 111 13 326 - 50 Employees 2,389 13.49% 59,888 4.12% 328 118 151 - 100 Employees 1,537 8.68% 29,017 2.00% 435 84 2101 - 200 Employees 1,128 6.37% 15,535 1.07% 596 66 2201 - 500 Employees 951 5.37% 10,093 0.69% 774 59 2501 - 1000 Employees 429 2.42% 3,763 0.26% 936 27 31001 - 5000 Employees 607 3.43% 3,428 0.24% 1455 40 35000 - 10000 Employees 0 0.00% 452 0.03% 0 0 310001 + Employees 0 0.00% 340 0.02% 0 0 3Unknown Employees 4,997 28.23% 0 0.00% 0 354 1GRAND TOTAL 17,703 100.00% 1,454,203 100.00%


2. Create remarkable content


• Map content for every stage of the customer buying process.

• Create content for every job function involved in the buying process (CEO, CFO & CTO etc)

• Use content to help drive prospects through the lead nurturing pipeline

• Localise content for each “geo”

Content Map – Lead Nurturing


Buying cycle Persona Content Nurturing channel

Not considering, not aware or do not see any /sufficient risk relating to business topic

1. CEO/Owner, CFO & CTO2. CMO/Head of Events

3. Professional User

1. Thought leadership – Whitepapers & EBooks

EmailSocialBlog360 Connect nurturing workflow

Aware of business topic, not sure if it is an issue


3. Professional user

1. Thought Leadership – Whitepapers, Ebooks & video

As above +Telemarketing

Investigating risk and impact upon their business


3. Professional User

1. Blog2. Video channel3. Ebooks4. Case studies

As above +

Benchmarking solutions/vendors/VAR’s in market

1. Head of IT/Security2. Head of Purchasing /

Office Manager3. Professional User

1. Blog2. Kensington solution suite3. Security solutions4. Field Mobility solutions

Pass to 360 Telemarketing or member sales

Sourcing solution type and suppliers

1. Head of Purchasing2. Head of IT

1. Case studies2. Product/solution matrix

360 nurturing or member sales

Purchasing 1. Head of Purchasing / Owner / Office

Professional user

1. Special offers/Promos/Bundles

2. Case studies

360/member Telemarketing qualify and generate lead

Looking to switch solution or upgrade

1. Head of IT/ Owner / Office Manager

1. Upgrade promos Email + telemarketing campaign

3.Personalise your marketing


What do you know about your customers?

Get a great understanding of customers by collecting data, gaining insight on behaviours and tracking leads and sales


Do you know who your best customers are?

Segment leads and customer based on their behaviour on and off your site, enabling you to tailor communications and understand activity patterns over time.


4. Get found


What do their finger tips tell you about their knowledge?

‘Tracker’Completing

“I want one”

‘Hunter’Researching

“That’s Interesting”

‘Explorer’Browsing

“Surprise Me”

Directed goal-orientedUndirected, exploratory


Content for all searchers


Content for Education

• For initial researchers• Category ownership• Broad information seekers

Category / industry keywords


Content for Brand Product Names

• For serious leads• For current users (upgrade, cross-sell)• For new groups in current customer• For people who know what they want

Product related keywords with brand


Video Content on YouTube

about Virtual Machines.

Found through search and on the VMware

YouTube channel.

Video Content on YouTube

about Virtual Machines.

Found through search and on the VMware

YouTube channel.


5. Build your social profile


Use your gut, use your brain


The mix of top ten3 Intranets1 Affiliate2 Forums


6. Integrate everything


Not aware of risk/impact

Nurturing in line with buying stage


Retro slides time…

Looking back to 2007


Three visitors, three scores

Mr A Mr TMr B

7 5 4

Page impressions


Who do we contact first?


Are we sure?

Product page

Email link 4

“About Us”

Checkout:1 of 3

Product page

Homepage

Homepage

Add to basket

Add to basket Checkout:

2 of 3

Types URL

Tweet 5

7

x4 x1

x1

x2

x1x1x1

x2

x2

Product page

x1

14

18

36


7. Real-time analytics and ROI


For attribution and fine-tuning


1. Happy customers

2. Success for you3. Adoration from peers

Where we practice what we preach


This presentation was brought to you by…


Free report – download now

“7 steps to transform your businessWith a multi-channel approach”

www.cyance.com/7steps

How to get value from your multi-channel lead gen programme - Cyance

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