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Accelerate to Advanced and Optimized Lead Nuturing and Lead Generation Practices. Take a look at this slideshow presented by VP of Digital Strategies, Bryan Ehrenfreund and VP of Marketing at Marketo, Jon Miller. Buying has changed forever and traditional marketing is in decline. Find out how advanced lead nuturing strategies can impact your organization's revenue today by visiting http://www.televerde.com
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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
© 2012 Televerde All rights reserved.
Buying Has Changed Forever
SALES REP SALES REP
BUYER
OLD DAYS: INFO SCARCITY1960s – Recent
TODAY: INFO ABUNDANCE
© 2012 Televerde All rights reserved.
Pew Research Center, May 2010
The World Has Changed
© 2012 Televerde All rights reserved.
Consumers are in the driver’s seat
Traditional Marketing is in Decline
© 2012 Televerde All rights reserved.
Assess your readiness…
© 2012 Televerde All rights reserved.
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
© 2012 Televerde All rights reserved.
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
© 2012 Televerde All rights reserved.
Advance to Optimization…
© 2012 Televerde All rights reserved.
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
© 2012 Televerde All rights reserved.
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
© 2012 Televerde All rights reserved.
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
© 2012 Televerde All rights reserved.
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
© 2012 Televerde All rights reserved.
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
© 2012 Televerde All rights reserved.
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)
© 2012 Televerde All rights reserved.
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
© 2012 Televerde All rights reserved.
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
© 2012 Televerde All rights reserved.
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
© 2012 Televerde All rights reserved.
Talent – Find, Train, Manage
Look inside, look outside (always be looking)
This is still new technology so train and expose often
© 2012 Televerde All rights reserved.
Broaden the Application…
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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
© 2012 Televerde All rights reserved.
Options for Acceleration…
© 2012 Televerde All rights reserved.
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?
© 2012 Televerde All rights reserved.
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
© 2012 Televerde All rights reserved.
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
© 2012 Televerde All rights reserved.
Q&A…
Bryan EhrenfreundVP of Digital Strategiesbryan.ehrenfreund@televerde.com+1 888-787-2829Twitter: @ehrenfreund
Jon MillerVP of Marketingjon@marketo.com+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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