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17/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.Man)coreTechnology,Inc.Confiden)al–Copyright2011.Allrightsreserved.
5WaystoImproveMarke)ngPerformanceWiththeHumanTouchMarke)ngAutoma)onandtheLiveTouch
July14,2011
Winn Technology Webinar FinalW-2.pptx
27/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
Agenda
SpeakerIntroduc)on&CompanyOverview
B2BBuyingProcess
TheRoleofMarke)ngAutoma)on
5WaystheHumanTouchImprovesMarke)ngPerformance
Summary
Q&A
#manticore
37/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
Background
Speaker
Emily Mayfield Director of Marketing Manticore Technology
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.
#manticore
47/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
Speaker
WinnTechnologyGroupsprovidesintegrateddemandgenera)onservicesonaglobalscale.Since1990,Winn
hassupportedhundredsoftechnologyfirmswiththousandsofdemandgenera)onsolu)ons.
Background
Geoff Swallow President & CEO Winn Technology Group
57/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
StatusQuo
PriorityShiV Research Op)ons Step
Backs Valida)on Choice
B2BBuyingProcess
Marke)ng Sales
Past Now
Figure 5.1 from eMarketing Strategies for the Complex Sale #manticore
67/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
RoleofMarke<ngAutoma<on
Marketing Automation #manticore
77/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
LiveTouch/Marke<ngAutoma<onIntegra<on
Marke<ngAutoma<on
LiveTouch
LeadNurturingSuspectNurturing Client
Collabora)veTriggers
TriggersTriggers
Triggers Triggers
87/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
LiveTouch
Thelivetouchplayskeyrolesintheleadlifecycledirectlyimpac)ngmarke)ngperformance:
ProspectQualifica<on Rela<onshipDevelopment BusinessIntelligence EnsuringOp<malCoverage DataQuality
“LeadNurturingcanhelpconvert29%moreleads.”
“Teleprospec)ngisakeypivotrolethatisoVenoverlookedandmisunderstood.”SiriusDecisions
97/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
LiveTouch–ProspectQualifica<on
QualifyDigital
Behavior
ImproveContent
Focus
SalesFilter
SalesAdop)on
ImproveScoring
Accuracy
Prospect
Qualifica)on
107/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
Qualifica<on–Case1
43ac)onableleadswereiden)fied
22addi)onalreferralsgeneratedduringprospec)ngeffort
239(50%)wereiden)fiedasnon‐salesreadystatus 196(41%)werenotresolvedfollowingmul)‐callround
BIandrelevantdataimpac)ngleadscorefornon‐salesreadyleadsandunresolvedprospectsupdatedintoMAfornurturing
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.
Result
117/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
LiveTouch‐Rela<onshipBuild
Awareness Brand
Respect Trust
Rela)onship
Build
127/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
Rela<onship–Case1
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.
8800prospectstargeted
158ac)onablesalesopportuni)es 429ac)venurturingleadsiden)fied
DailyfeedsofBusinessIntelligencegainedfromlivetouchuploadedtoMAsystem
Salesfeedbackoniden)fiedopportuni)esinpipeline($1.4million)
Result
137/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
Rela<onship–Case2
741leadsqualifiedvialivetouch
256(35%)ac)onablesalesreadyleadsiden)fied
485(65%)non‐salesreadyleadsiden)fied AVer4months,24%ofthenon‐ac)onableleadsconvertedtosalesready
leadsthroughcallcentricnurturingprogramcombinedwithMarke)ngAutoma)on
Leading email archive solution provider’s objective: Qualify and nurture leads driven through their marketing automation platform. The following represents a snapshot after 4 months:
Result
147/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
LiveTouch‐BusinessIntelligence
Business
Pains/Needs
Compe))ve
Intelligence
Decision
Makers
Influencers
Sales
Cycle
Awareness
BusinessIntelligence
157/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
BusinessIntelligence‐Case
Fortune 100 technology firm’s objective: In-depth profiling of 300 enterprise “strategic” accounts via data mapping and internet research. Conduct Demand generation program followed by a call centric lead nurturing initiative over 5 months.
Result 1600businessunits(4,200contacts)appended
Businessintelligence
Ini)ally,33qualifiedsalesopportuni)esiden)fiedforcoresolu)on
Addi)onalac)onableleadsgeneratedforotherproductlines
157nurturingleadsiden)fied
Within5monthsa42%increaseinac)onableleadsresultedfromthecallcentricnurturingprogram
$1.2milliondollarsinsalespipeline
AllrelatedBIintegratedintoclientSFAandMAtoolforintegratednurturingprogram
167/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
LiveTouch‐Op<malReach
Notallprospects
respondor
acttoemail
Opt‐outemaildatamay
limityourcoverageof
atargetuniverse
Iden)fica)onofalldecision
makers/influencersinbuyingprocess
Support/development
andmaintenance
ofuniverse
Op)mal
Reach
177/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
Op<malReach‐Case
Developedcorporateprofileintelligencepriortoprogramlaunchwhichenhancedmessaging,targe)ngandprospectstra)fica)on
BIintegratedintoMAtoolforon‐goingnurturing.
Developedopt‐inemaildatabaseto30%oftargetedprospects
Iden)fica)onof1600relateden))eslinkedtotargetaccounts
Iden)fied19ac)onableleadopportuni)es
Iden)fied75ac)venurturingleads
Corporaterela)onshipprofilesassistedwithcross‐sellandup‐sellopportuni)es
Global technology firm objective: To develop named account program. Conducted demand generation / lead nurturing initiative to 525 target accounts. Integrated scoring model to measure suspect value and lead status. Enhanced business intelligence prior to campaign launch via data mapping and internet research. Launched demand generation initiative followed by 9 month lead nurturing program.
Result
187/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
LiveTouch–DataQuality
Manage
BounceBacks
Opt‐in
Status
Demographic
Integrity
Contact
Integrity
Data
Quality
197/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
Op<malReach‐Case
15%ofemails(greyarea)werenolongeremployed Notallofyourtargetemaildataisac)ve(especiallywithsomethirdpartyproviders)
Winn ran internal analysis on prospect database for email coverage and validity. We ran records through an advanced email verification software. 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.
Result
207/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
Integra<onBenefits
Marke)ng
Automa)on
Integra)on
MA<
Live
Touch
Untapped
Universe
“Focusingonnewtechnologiesandprocessesaloneisnotenoughtoovercomethechallengeofproducingqualityleads.”JonathonBlock‐SiriusDecisions
217/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
TouchIntegra<on
@@ @@
ThoughtLeadership
ThoughtLeadership
CaseStudies
BusinessIntelligence
NoPlans Pain Interest Consider Evaluate Buy
WebHits
Event
DriveDemand
Peer/MarketInfluence
Rela)onshipDevelopment
WhitePaper
@
DriveDemandBrand
@
BrandLead
Qualifica)on Trust Respect
Peer/MarketInfluenceTriggers
ThoughtLeadership
EventEvent
ContactDiscovery
227/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
ContactInforma<on
Geoffrey Swallow geoffs@winntech.net
www.winntech.net @ winntechnology
Emily Mayfield emily.mayfield@manticoretechnology.com
www.manticoretechnology.com @Manticoretech
237/15/11 Man)coreTechnology,Inc.–Copyright2011.Allrightsreserved.
Q&A
Please type your question in the Q&A section of the meeting window. (Found under “Tools” menu)
#manticore
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