integrated services

BOstOn

BArBAdOs

LOndOn

BAnGALOrE

sInGAPOrE

tOkyO

MELBOUrnE

USEfUl.

hElpfUl.

IntErEStEd.

2

HOw a better prOspect experience can diFFerentiate yOur cOMpany, drive advOcacy and deliver MOre sales.

so you’re just wrapping up your big first half push. Campaigns complete, a whole heap of inquiries

captured, qualified and passed with a symbolic dusting of palms to sales. Ah, yes.

But what about the ones that got away? those you couldn’t reach over the phone, the ones that told you

they weren’t ready to talk, or flatly denied knowledge of any budget, authority, need or timeline?

that’s potentially a lot of people. And if you’re a student of siriusdecisions you’ll know that as many

as 80% of them may yet go on to buy – whether it’s from your company, or one of your competitors.

so what are you doing to ensure they buy from you?

the answer of course is Lead nurturing. Award yourself a point if you guessed correctly.

now award yourself an additional ten bonus points if you’re actually doing it properly.

you see, lead nurturing is kind of like flossing. Everyone knows it’s good for you. Everyone knows they

should be doing it. But very few actually are. (We know, because Eloqua told us). Why? Because, like

flossing, it can be time consuming, fiddly, even painful, plus it’s hard to tell if it’s actually working.

yes, but are yOu really lead nurturing?

Let’s be clear about what we’re talking about here, because there are several different types of lead

nurturing programs you might be considering. Welcoming the welcome, engaging the interested,

accelerating the hot, warming the cold, re-starting the stalled, or re-awakening the dead.

It might be easier to say what nurturing is not. you can safely say you’re not nurturing if one

of the following applies:

OnE message. If everyone in your nurture program is receiving the same message, regardless of where

their contact details came from, what product they initially showed an interest in, or how they’ve engaged

with you since, then you’re not lead nurturing. sounds more like a company newsletter.

OnE channel. If your carefully crafted contact strategy features only lots of little envelopes with ‘@’

symbols on it and little else, then you’re not nurturing. It’s hard for a prospect to have a conversation

with a company that refuses to pick up the phone, never mind build a meaningful relationship.

OnE way. If you only ever tell your prospects about your company and its amazing products and never

ask, or even consider, how you might help them or be useful, guess what… you’re not nurturing.

OnE pace. drip. drip. drip. drip. the cadence of nurturing should be dictated by the prospect,

not your pre-determined calendar. If you’re not listening to what your prospects are telling you –

whether it’s over the phone or through their online behavior – and reacting accordingly, you’re

not nurturing.

tO prOperly nurture prOspects, yOu need tO be able tO:

■ Identify and divide your buying audience into meaningful segments

■ provide them with content designed to meet their information needs

■ Engage in genuine dialogue through a variety of channels

■ respond immediately to their feedback and behavior

Put simply, nurturing needs to be a very human form of communication. straightforward if you’re

dealing with a few hand-picked individuals. Much harder to achieve on an industrial scale.

3

integrated services

© MarketOne 2014

experience based diFFerentiatiOn

How do you think prospects react when they complete a form online, only to get a call from

someone who has no understanding of who they are or what they’re interested in? How do

you imagine they feel when the day after a 20 minute phone conversation about their business

pains, they get an email about a completely inappropriate solution. It’s easy to conclude that

some companies can’t possibly want your business.

the process of researching, evaluating and engaging with your company is the first taste of

what it’s going to be like to be a customer. We’ve all been around the industry long enough to

know that the companies with the best technology don’t always win. Buyers are as likely to be

influenced by how you treat them as by what you tell them.

technology products are becoming more commoditized and services indistinguishable.

But imagine if the process of researching, evaluating and comparing your company could be

a powerful differentiator in itself. Forrester calls this Experience Based differentiation.

there’s lot of money invested in measuring and improving customer satisfaction. rightly so.

But what about the “prospect experience”? If someone is in the market for a product worth

tens or hundreds of thousands of dollars. If you’ve already spent a small fortune grabbing

their attention. And if a positive experience makes them more likely to recommend you to their

peers and colleagues. don’t you think it’s worth trying just a little harder?

tHe pOwer OF vertical integratiOn

Apple is just one (slightly over-used) example of a company that consistently delights its

customers. One of the reasons behind its success is the way Apple has been able to control

its entire ‘stack’ – hardware, operating system, applications and even the online and physical

stores where its products are purchased. In a similar way, by integrating its hardware,

database, middleware and applications, and optimizing them to work together, Oracle is

seeking to improve performance and provide customized solutions to its customers.

to provide the best possible prospect experience, it’s necessary to integrate your demand

generation stack: data, technology, digital marketing and teleservices. Getting this right

can take time. While few would argue that you can’t afford for telephone and digital

conversations to be disjointed, it can be a real challenge to get the systems, process and

skills in place to deliver a genuinely integrated prospect experience.

best alOne, even better tOgetHer

Because MarketOne provides the entire demand generation stack – all under one roof

– we have the capability to manage the complexity of lead nurturing for you. Marketing

automation and data-driven insight is used to make your marketing communications more

human, persuasive and effective. Our unique integrated approach interweaves human and

digital conversations into a single, seamless dialogue designed to help your prospects

research, evaluate and champion your products and services.

Of course you’re very welcome to buy any of our services as a standalone offering.

However by delivering lead nurturing as a fully managed service, we can mitigate the

risk of innovating and maximize your chances of success by applying best practice

from across our client base. MarketOne can get your lead nurturing program in market

faster and help you attribute revenue sooner.

MarketOne takes an engineering approach to lead nurturing, treating it as a business

process that can and should be standardized, measured, and repeated. We start

simple on the basis that 80% of the returns come from the first 20% of effort, and then

continually seek to improve. nurturing isn’t just about being nice to people, it’s about

squeezing every last drop of value from your marketing budget and ensuring no lead

is left behind.

WE MAkE yOUr MArkEtInG COMMUnICAtIOns

MOrE HUMAn, PErsUAsIVE And EFFECtIVE

nUrtUrInG nEEds tO BE A VEry HUMAn

FOrM OF COMMUnICAtIOn

integrated services

© MarketOne 2014

BOstOn

610 Lincoln street,

Waltham,

MA 02451, UsA

t: +1 978 897 4600

BArBAdOs

Unit 2a, Building 18

Wildey Ind. Estate

Wildey, st. Michael

Barbados

t: +1 246 621 0011

LOndOn

the Building,

578 Chiswick High road

London W4 5rP

t: +44 20 3580 4000

BAnGALOrE

9th A Main,

Indiranagar 1st stage,

Bangalore 560 038

t: +91 80 4123 1872

sInGAPOrE

Level 10,

55 Market street,

singapore 048941

t: +65 6521 3140

tOkyO

nOF nihonbashi

Honcho Building 8F,

2-7-1 nihonbashi

Honcho, Chuo-ku,

tokyo 103-0023

t: +81 3 3511 1560

MELBOUrnE

108/181 st kilda

road, st kilda,

Victoria,

Australia, 3182

t: +61 3 9593 9602

MarketOne’s deMand generatiOn stack

■ Assess and align marketing and sales operations

consulting ■ Advise on lead definition and qualification process

■ Best practice lead lifecycle management

■ Multi-lingual native speakers trained in solution selling

teleservices ■ Working directly in clients’ CrM systems

■ delivering sales Accepted Leads, not Marketing Qualified Leads

■ Content: papers, surveys, video, webcasts, tools and utilities

digital ■ Web platforms to help prospects find, enjoy and share content

■ Personalized, automated email communications

■ Eloqua implementations, CrM integration and custom development

technology ■ Automated program build with lead scoring and routing

■ Campaign support, reporting, analysis and optimization

■ Custom database development, assembly and hosting

data ■ data optimization services and proprietary matching software

■ strategic segmentation and mining for actionable insight

interested? For a more helpful conversation, call us at one of our offices listed below, send an email to info@marketone.com or visit www.marketone.com