Automated and Dynamic

Lead Nurturing Success from the Inside

Will SchnabelManaging DirectorSilverpop EMEA

Adam SharpGroup Managing Director

Clevertouch

@wschnabel@silverpop

@clevertouch

About Silverpop

• Digital Marketing Platform for email marketing and B2B marketing automation

• 4,400 customer brands

• Across 38 countries

• 500 employees

• EMEA headquarters in the UK since 2005

About CleverTouch• Founded in 2009• Supported over 75 in their MA deployments • 30+ employees• Compound growth 120% p.a.• Offices in

– Alresford, nr. Winchester– Neuchatel, Switzerland

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Why are we here today?

Because only 5% of leadsyou and I generate are ready to buy NOW.

This session’s takeaways• An understanding of funnel challenges we all face• Nurture Programs Silverpop uses to tackle our own

challenges• Some results and data points to arm your arguments• Understand how Trend Micro and others

incorporated dynamic nurture email to improve ROI

We all have challenges

Funnel waste Changing buyer behaviour

Lead gen structure not in line with goals

We were wasting leads

Our old funnel (and perhaps yours)

65% of leads went to waste.

The buying cycle changed

Prospects narrowing the field...

“During the initial research phase, the survey showed 42% of B-to-B buyers evaluate four or more suppliers, but as they move closer to procurement, only 26% get quotes from four or more suppliers.”

Source: Chief Marketer, “Adjusting to the Web-Influenced Buy Cycle,” 22 March 2010

Demand Gen structure is Key

Our Sales team were buried in leads.

Marketing’s response wasn’t ideal.

How we began curing ourselves

Refocused on Nurturing

Source: Marketing Sherpa 2011 B2B Marketing Benchmark Survey

Changed our demand gen structure

We redrew our demand gen org chart

We aligned Sales/Marketing around one common goal – revenue.

A

B

C

D

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1

1

1

2

2

2

2

3

3

3

3

4

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4

4

Right Fit

Not a Fit

HeavyInterest

LowInterest

DG Mktg DeadSales

Introduced a New Lead Scoring Model

Began routing leads based on scoring

Marketing became lead-traffic-controllers

Service Level Agreements:The Ties that Bind

Demand Gen Team SalesMarketing

Accept

Source

Qualify

Deliver

Target agreementPrograms/tactics

Lead definitionScoringNurture

Disposition rulesVolume rulesNotification

Accept/Reject

TimeframeAccept/reject rules

Notification

Qualify

DeliverDisposition rules

Volume rulesNotification

MQL definitionEngagement rules

DNQ rules

Reject

Disqualify

Accept/Reject

Qualify

Pipeline

Reject

Disqualify

TimeframeAccept/reject rules

Notification

Engagement rulesDNQ rules

DNQ rulesTimeframes

Accept

Introduced nurture programmes

• With goals to:– Improve follow-up with leads– Offload follow-up to not-

yet-sales-ready leads• Freeing up costly resources• Improving lead follow-up times

– Guide leads through a longer buyer cycle and towards an opportunity

Introduced nurture programmes

Media NurtureInbound Demand GenEvent Follow-upOpen and Re-EngageSilverpop on SilverpopDead/Lost

Automated Media Nurture• Audience: Top of Funnel Media Ad Responses• Offer: White-paper downloads driving to online demo• Team: Marketing• Process: Set-it-and-forget-it automated program• Communications: Series of 6 emails, one every

month• Results: Increases Sales Opportunities. Marketing

Efficiency improvements

Inbound Demand Gen Nurture

• Audience: Top of Funnel Inbound Leads• Offer: Self-Qualification and Re-connect (personalized)• Team: Demand Gen• Process: Contact added after 3 call attempts• Communications: Series of 6 emails, one every 10

days• Results: Efficiency savings: 125 hours per Demand

Gen Rep per quarter

Event Nurtures• Audience: Top of Funnel: Tradeshow attendees• Offer: Industry vertical content/tip sheets/case studies• Team: Marketing• Process: Visited booth or attended speaking

engagement• Communications: Series of emails, one every 12

working days• Results: Increased New Sales Opportunities

Open and Re-Engage Nurture• Audience: Mid-Funnel Leads• Offer: Quirky subject lines, thought leadership• Team: Marketing• Process: No interaction for 6 months but still opted-

in to newsletter• Communications: Series of 6 emails, one every 14

days• Results: 3-5 new sales opportunities generated per

week

Silverpop on Silverpop• Audience: Lower Funnel: Prospects with Silverpop

Opportunity• Offer: Education in the power of marketing

automation through real-world experience• Team: Sales or Demand Gen• Process: Sales initiated• Communications: Series of 6 emails, one every 7

days• Results: Improved Closed Rates/Higher Deal Value

Dead/Lost Nurtures• Audience: Lower Funnel: Lost Sales Opportunities• Offer: Timely thought leadership and best practices

staying top of mind towards competitive renewal dates

• Team: Sales• Process: Sales initiated• Communications: Series of 10 emails, one every

month• Results: Increased Sales Efficiency. New Sales Opps.

When should sales pounce?

Sales Visibility (Lead Activity)

Sales Control over Nurturing

The results...• Reduced non-contacted leads from 65% to < 4%.• Increased lead conversion rates by over 2x in

12-months• Increased marketing-generated revenue by more

than 100% in 12-months– Marketing generated over 70% of total sales revenue

• Increased opportunity creation to support 50% increase in sales team size

What tools are needed (bare min)?

CRM System• Database of record• Lead and opportunity tracking• Pipeline opportunity reporting• Sales process management

Marketing Automation Platform• Lead management

• Lead Scoring• Lead Routing• Lead Alerts to Sales

• CRM integration for sales-initiated campaigns

• Publishing and outbound marketing• Nurtures and email marketing• Landing pages for lead generation

• Reporting• Sales view into marketing activity• Sales view into lead score, rank and

behaviour

About Adam Sharp• Degree in Applied Psychology• DipBA and MBA• Marketing career of 20+ years

• Started implementing MA from 2003-when I realised SFDC wasn’t the answer. • Co-founded CleverTouch nearly 4 years ago• Econsultancy Marketing Automation Course & MSc Digital Marketing at Manchester

University & regular speaker & contributor to articles in B2B marketing on subject of MA including recent data governance strategy publication.

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Marketing is so much more than lead gen initiatives & sales

promotionIBM CMO study (1700)1. Relationships not transactions

• Understand and deliver value to empowered (self-service) customers

• Create lasting relationships-individuals not markets 2. Struggle with ROI

– Perennial problem• Ensure marketing’s contribution is relevant and

quantifiable3. Social is here to stay

– Having a presence is not a strategy• Need to be further embedded.

4. Marketing responsible for the Corporate Character– This is so much more than Brand & Identity

• Reputation, Engagement, Channel Models & ePrivacy are all significant considerations.

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The USP of Marketing Automation

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In marketing today there are (for better for worse) more opportunities to create more communication silos than ever before.

Forget lead scoring, lead nurturing, automated drip programmes or CRM integration- which are all foundations for outperformance.

THE TWO biggest source of advantages Marketing Automation provides any organisation are1. the reduction in the number

of marketing communication silos.

2. The ability to scale marketing.

1. Relationships not transactions….MA provides the

perfect platform.

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SMB ‘Worry Free’c.2m units/contacts9 countries7 languages5 routes to purchase

The briefFully automated, integrated systems, integrate ‘drip’ and ‘keep in touch’ campaignsdynamic content & richer experience

Trend Micro

Database

Trend Database

Silverpop FTP Site

CleverTouchData

Transformation

Data manipulated ready for silverpop

Trend FTP Site Data put on to FTP site daily

Silverpop Database

Data uploaded to silverpop for scheduled daily import

New contacts added to Database

POS Segment#1 #4

Welcome Campaign

Time

Default Customer

Communications

Regular Monthly Campaigns

Post Purchase Survey

In Trial Segment#1 #4

Welcome Campaign

Post Trial Activation Segment Post Purchase Survey

#1 #2

Welcome Campaign

Mid Term SurveyRenewal Reminders

Activate - Y

Win Back Campaign

Survey

Activate - N

Ad Hoc Campaigns

#1

#2

#8

Extended Trial Period Campaign

Segment

Highlights- over 4000 pcm enter this programme, all automated (10 times a day)5 routes & 9 languages and multi-touch= 250+ scheduled communications

Campaign Flow/User Journey

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• Product recommendations based on progressive profiling

• Products/links are all personalised so ROI can be calculated at individual level.

• Relevancy and personalisation and time to marketing lead to increased traction rates.

Dynamic Content

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UK France Germany Spain Italy Netherlands Sweden Other0%

5%

10%

15%

20%

25%

30%

35%

40%

36%35%

28%

25%

32%

34%

19%

27%

21%

16%15%

11%

21%

12%14%

8%

6%

3%

5%

0%

10%

3% 3% 2%

Completed Advisor ToolOpened Advisor ReportClicked within Report

Note: Percentages reflect the proportion of people clicking on the advisor link in the email, who then go on to: fully complete the tool, open the report they are emailed following completion, and click a link within the final report

% Rates Across all Program Sends

Thought leadership/ education Market positioning Sales promotion

w/c 14h May

Email 1:Online shopping

research statistics

w/c 21st May

Email 2:Online shopping

whitepaper

w/c 28th May

Email 3:Validation and

positioning piece

w/c 4th JuneEmail 4:

Invitation & 5 reasons PIM is essential for multichannel

Etailevent

w/c 25th June

Email 2 resend:Online shopping

whitepaper

WP Download

Email 3 resend:Validation and

positioning piece

Landing Page LP with pre populated form to register, also drop down with AM or PM selection for

meeting

Email 8:Event follow up

w/c 2nd July

‘5 reasons why’ WP

Download

Email 8 will be created as 1 email with dynamic content for 3 audiences to offer the WP:

1) Registered & attended

2) Registered but didn’t attend

3) Didn’t register

All other emails do not use dynamic functionality

Email 6: Last chance to register

Email 5: Reminder

Landing Page, no form

Landing Page, no form

WP Download

Videos

Link to ecommerce pro article

Case study quotes

w/c 18th June

Email 4 resend:Invitation & 5 reasons PIM is essential for multichannel

Email 7: Follow up email with

diary booking to confirm meeting

time

Etail Event Campaign Workflow

2. Struggling with Marketing ROI’s

• Typically only 30% of marketing directors even try and attempt to measure ROI.

• Much stronger and more powerful to build a relevant (configurable) reporting model for you business and look to predict future outcomes. – Data, history, content, campaigns etc..

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3. Social is here to stay, but should be embedded in MA

• Marketing is all about balance– Inbound AND Outbound

• Twitter, Linked in or Facebook is not a Social Media strategy.

• 7 reasons to embark on SM1. Recruitment2. Thought leadership3. Customer service4. NPD/Market research5. Crisis Mngt6. Lead Gen and Sales7. Internal morale & comms

• We have a dedicated Inbound team and as users of SM tools such as Yammer, Hootsuite and Radian 6 in particular we are still looking at how best to exploit SM within MA environments.

• Much to do about the API…………..and reduction in Silos.

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Social Media as a platform to Socialise

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Methods of systemizing word of mouth

Share to socialInsert Share Messages/Likes to 13 social networks from Email or Landing page.Produces dedicated social media report.

Publish to socialPost or schedule posts to Twitter, Facebook, RSS and/or LinkedIn that coincide with a mailing send schedule. Social network updates includes links to a web version of the sent mailing.

The integration of Social Media (& Mobile)

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• Social Sign-InVisitors can use their existing social network site such as Facebook, LinkedIn, Twitter, or Salesforce (16 available) to bypass a registration or sign-up Web form. Social Sign-In captures visitors’ current contact information and stores the information directly into the Engage database.• Social Pull Online form builder for Facebook Pages.• Silverpop Engage SMSText messaging feature to easily compose, send and track mobile marketing campaigns within the Engage platform.• POP-InSilverpop's Pop-In iPad app, allows marketers to collect leads while in the field. The iPad application allows contact information to be collected when there is no Internet service, and uploaded to Engage as soon as an Internet connection is established.

4. Marketing responsible for the Corporate Character

Marketing responsible for the Corporate Character– This is so much more than Sales Promotion or Brand & Identity– Reputation, Engagement, Channel Models & ePrivacy are all significant

considerations.

– Despite increasing openness on SM sites e.g. Linked In and Twitter and Facebook, this will change with the increasing monetisation of such sites.

– What companies will increasingly need and invest in is a Data Management Strategy specifically for MA environments, encompassing

1. Data Hygiene Services & Audits2. Active Data Management3. Persona Profiling & Behavioural Analytics4. Lead Scoring Modelling and Analysis 5. Funnel Forecasting & Campaign reporting6. Data Governance Strategy7. MA Data Backup8. Tiered active/passive data management, where we de-dupe or remove

passive data to a tiered platform off out of the MA instance

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4. MA is an ideal platform for auditable compliance (reputation

and character)

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Summary• Companies that adopt marketing

automation and automated lead nurturing do have the opportunity to grow much faster AND do have the opportunity to solve many of the problems most CMOs face today.

• As always it is knowing what resource you have and understanding what you are good at as well as knowing your limitations.

• A coherent marketing strategy and business reporting framework helps too

• Naturally we think the smarter companies will look to companies such as CleverTouch and Silverpop for the new sources of innovation & differentiation.

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Reduction in silosAbility to scale

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www.clever-touch.com

asharp@clever-touch.com

+44 (0) 773 847 5286

www.silverpop.comwww.slideshare.net/

silverpop

wschnabel@silverpop.com

+44 (0) 20 7288 6183

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