John Watton, Ship Serv & Stan Woods, Velocity

• 1. Winning and nurturing leads in a web 2.0 environment; ShipServ and why content is still king
  John Watton, CMO, ShipServ
  Stan Woods, MD, Velocity
  

2. We will cover
A bit about ShipServ
What we did
Why we did it
How we did it
6 Lessons Learned
3. A bit about ShipServ
E-marketplace. $1bn in GMV per annum
Connect buyers & sellers of commercial ship supplies
Flexible monetisation model
Some Freemiumelements
Buyer Subscriptions
Seller listings and advertisements
Go-to-market approach
Regional direct sales (10+)
Philippines-based telesales team (30+)
4. What we did
Marketing automation
Email design
E-mailing
Landing pages
Capture forms/progressive profiling
Lead scoring
Automated high scoring
Interesting moments
Weekly lead reports
Lead nurturing
Drip campaigns
Social Media
5. Why we did it
Micro-multinational (120 employees in 6 locations)
Serve a global, fragmented business community.

• No competition = have to educate the industry = nurture

6. Need to move from broadcast to conversation