5 Ways to Improve Marketing Performance with the Human Touch

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


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


Speaker

WinnTechnologyGroupsprovidesintegrateddemandgenera)onservicesonaglobalscale.Since1990,Winn

hassupportedhundredsoftechnologyfirmswiththousandsofdemandgenera)onsolu)ons.

Background

Geoff Swallow President & CEO Winn Technology Group


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


RoleofMarke<ngAutoma<on

Marketing Automation #manticore


LiveTouch/Marke<ngAutoma<onIntegra<on

Marke<ngAutoma<on

LiveTouch

LeadNurturingSuspectNurturing Client

Collabora)veTriggers

TriggersTriggers

Triggers Triggers


LiveTouch

  Thelivetouchplayskeyrolesintheleadlifecycledirectlyimpac)ngmarke)ngperformance:

  ProspectQualifica<on  Rela<onshipDevelopment  BusinessIntelligence  EnsuringOp<malCoverage  DataQuality

“LeadNurturingcanhelpconvert29%moreleads.”

“Teleprospec)ngisakeypivotrolethatisoVenoverlookedandmisunderstood.”SiriusDecisions


LiveTouch–ProspectQualifica<on

QualifyDigital

Behavior

ImproveContent

Focus

SalesFilter

SalesAdop)on

ImproveScoring

Accuracy

Prospect

Qualifica)on


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


LiveTouch‐Rela<onshipBuild

Awareness Brand

Respect Trust

Rela)onship

Build


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


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


LiveTouch‐BusinessIntelligence

Business

Pains/Needs

Compe))ve

Intelligence

Decision

Makers

Influencers

Sales

Cycle

Awareness

BusinessIntelligence


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


LiveTouch‐Op<malReach

Notallprospects

respondor

acttoemail

Opt‐outemaildatamay

limityourcoverageof

atargetuniverse

Iden)fica)onofalldecision

makers/influencersinbuyingprocess

Support/development

andmaintenance

ofuniverse

Op)mal

Reach


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


LiveTouch–DataQuality

Manage

BounceBacks

Opt‐in

Status

Demographic

Integrity

Contact

Integrity

Data

Quality


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


Integra<onBenefits

Marke)ng

Automa)on

Integra)on

MA&LT

Live

Touch

Untapped

Universe

“Focusingonnewtechnologiesandprocessesaloneisnotenoughtoovercomethechallengeofproducingqualityleads.”JonathonBlock‐SiriusDecisions


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


ContactInforma<on

Geoffrey Swallow [email protected]

www.winntech.net @ winntechnology

Emily Mayfield [email protected]

www.manticoretechnology.com @Manticoretech


Q&A

Please type your question in the Q&A section of the meeting window. (Found under “Tools” menu)

#manticore

Documents

5 Ways to Improve Marketing Performance with the Human Touch