Advanced Lead Nuturing - Televerde

Accelerate to Advanced and Optimized Lead Generation & Nurturing Practices

Bryan EhrenfreundVP of Digital Solutions, Televerde

Jon MillerVP of Marketing, Marketo

Amanda Batista,Managing Editor,DemandGen Report

Moderator:

Presenters:

Agenda

Context – Why This Topic is Important Considerations for Readiness Assessment Opportunities for Optimization Broadening the Application Options for Acceleration

© 2012 Televerde All rights reserved.

The Back Story

Disciplined, integrated, portfolio approaches done well outperform… 6:1

Standard vs. advanced practices – big difference


Buying Has Changed Forever

SALES REP SALES REP

BUYER

OLD DAYS: INFO SCARCITY1960s – Recent

TODAY: INFO ABUNDANCE


Pew Research Center, May 2010

The World Has Changed


Consumers are in the driver’s seat

Traditional Marketing is in Decline


Assess your readiness…


Your State of Readiness

Considerations… Data Quality: Gap analysis, cleanse, enrich, segment

Content Value: Relevancy, alignment, completeness

Talent & Skills: Technical/marketing/data prowess

Technology Integration: MAT/Tele/CRM/Web


Your State of Readiness Process Enablement: Lead management, sales & marketing alignment

Business Intelligence: Markets, accounts, personas, buy stages

Calls to Action: Compelling offers, testing

Tele Practices: Nurturing conversations are different

Web Optimization: Conversion forms, site nav, inbound


Advance to Optimization…


Start with BI – Knowledge Empowers

Know your target markets & accounts

Deep-dive persona understanding

Leverage buying stage insight

Relevance is key to the goal

The goal:Identify, qualify, convert, accelerate, close


Optimization… 3D Focus Plus

Data… Yes, data is daunting, but… Quality in, quality out Segment!

Digital… Content matters but relevancy matters more Focus on flow

Dialogue… Conversations change everything Dialogue (like data) makes or breaks investment

Plus… Market BI, Process, Technology, Website, Skills

Data

Digital

Dialogue


It’s All About the Data

Data requires lots of attention

Target pristine but start with better than today

RPM - Remediate, Provision, Maintain

Data management - lather, rinse, repeat

Leverage data in discrete, well-segmented programs


Digital is Your GPS

Focus on flow

Multiple programs enable better management

It’s all in the set-up – but plan for agility

System synchronization – CRM, tele, social, analytics

Content matters, relevance matters more


Nam

e

Pros

pect

Digital Across the Revenue Cycle

Awareness Friend

Generating Awareness and “Like”

Developing Relationships(Email, Social, Offline)

Opportunity CustomerLead

Sale

s Le

ad

Nurturing Database

© 2012 Marketo All rights reserved.

Content and Relevance

Types of content:Buying guides, checklists, calculators, whitepapers, analyst reports, and webinars Research data, funny videos, curated lists, infographics, and highly relevant thought leadership pieces

Two rules:Content must be helpful, not promotionalContent must be relevant to the buyer: who they are, where they are in the buying cycle


Dialogue – “Good Call!”

Conversations change everything Data is intelligence – use it to inform the dialogue The nurture conversation is different VCA: Validate, Correct, Accelerate

Prepare for the correction (agility)


Process – The Big 5

1. Contacts in CRM to MAT

2. Know the score

3. Digital to dialogue, and back again

4. Cadence contingent on outcomes

5. Lead hand-off management + feedback

CRM MAT Digital Dialogue Digital Sales

Marketing

Feedback


Integrated Systems Are Enablers

No technology (no matter how good) can fix bad processes

Integration optimizes everything Like people, bi-directional technology communication prevents and resolves issues

Connect CRM to MAT to Tele system for best results


Website Optimization

Shore up a weak website

Better structure, easier nav

Relevant and dynamic landing pages

Mini contact forms for conversion capture

Gate some (not all) premium content

Immediate page display after registration


Talent – Find, Train, Manage

Look inside, look outside (always be looking)

This is still new technology so train and expose often


Broaden the Application…


Expand the Utilization Universe

You’re optimizing, so go beyondthe basics…

Seed demand and pre-MQL

Qualify and prioritize inbound leads

Build momentum with event & webinar attendees

Accelerator nurturing (short-term & mid-term touches)

Rejuvenate dormant, recycled, discontinued leads

Account-Based Marketing programs Current customers – cross-sell/up-sell, c-sat, renewals


Options for Acceleration…


Accelerating Advanced Practices

Centralized or distributed demand center Don’t stress your organization Create advanced practice roadmap and mind the gaps Think big, start small – incremental improvements How fast do you want to go? Do you really need to own and manage the resources?


Accelerating Advanced Practices

Be TCO-savvy – mind the investment

Consider core capabilities and best practices

Leverage third-party trusted solution partners

Observe and learn, then decide

Get on the numbers – test, measure, improve

Eliminate technology and process drags

Continual training and best practice exposure


Actionable Takeaways…

Think big but start small Buying has changed, so

selling needs to change Digital & dialogue blend

makes sense Know your markets Relevance matters Manage sensibly

Find talent inside or outside

Integrate your systems Prepare for nurture

dialogues (VCA) Focus on data quality Prioritize process Broaden your applications


Q&A…

Bryan EhrenfreundVP of Digital [email protected]+1 888-787-2829Twitter: @ehrenfreund

Jon MillerVP of [email protected]+1 650-376-2301Twitter: @jonmiller2

Televerde is a leading B2B marketing agency and provider of sales pipeline development solutions that drive increased revenue for our clients by integrating the highest quality contact data, marketing automation and world-class teleservices. We help our clients identify future customers, accelerate and convert sales opportunities, and discover fresh, actionable market insight in the process. We’ve provided demand creation solutions to more than 2,000 clients and have helped to generate over $3 billion in net new revenue for them.

televerde.com

Marketo is the fastest growing provider in Revenue Performance Management. Our marketing automation and sales effectiveness solutions transform how marketing and sales teams of all sizes work — and work together — to drive dramatically increased revenue performance and fuel business growth. Marketo’s technology, services and expert guidance are helping more than 1,600 enterprise and mid-market companies around the world to turn marketing from a cost center to a business-building revenue driver.

marketo.com © 2012 Televerde All rights reserved.

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