Creating and Launching a Multimodal Lead Generation and

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Creating and Launching a Multimodal Lead Generation and Nurturing Program for

VARs

Agilysys, Inc. KeyLink Systems GroupProspector Program

Wayne Bernot, Director of Marketing, Agilysys

Brian Carroll, CEO, InTouch

Tuesday, October 24, 2006

KeyLink Systems Group

Channel Marketing Overview


Quick Facts

• Annual Revenue: $1.7 Billion• Total Full Time Employees: 1,483• Number of Value-Added Resellers: 1,100• Fortune 1000 • Learn more at www.agilysys.com


Business Situation

• Resellers:– Lack in-house marketing resources

– Complain about leads from manufacturer or distributor

– Don’t respond favorably to “canned” programs

– Give limited attention to “top down” channel programs


How Did We Get Here?

• Newest HP distributor– Need to increase reseller revenue base

• Previous activities not working– Where’s the ROI?

• Agilysys: new demand generation strategy– Paradigm shift

– Change mindset: conversations versus campaigns

– 1 year for internal buy-in


Overview

Prospector Program

• Multimodal• Features lead generation and nurturing activities• Closed loop system to measure ROI• Executed based on unique value proposition• Utilizes sales and marketing nurturing content• Seeks to position reseller as “trusted advisor”


How the Program Works

• Phase 1: HP reseller profiling and selection• Phase 2: Program communication and buy-in• Phase 3: HP reseller commitment• Phase 4: Strategic planning and development• Phase 5: Tele-prospecting • Phase 6: Lead nurturing• Phase 7: Lead management


Phase 1: HP reseller profiling and selection

• Identified 3 HP resellers for a test pilot– Program Criteria:

– HP Revenue

– Profitability

– Philosophical Alignment

– Sales Staff Resources

– Business Model

• Lessons Learned:– Philosophical alignment is critical

– If they don’t understand how to generate and nurture leads properly, buy-in and success will be jeopardized from the beginning


Phase 2: Program communication and buy-in

• Communicated value of a multimodal approach and disciplined nurturing process– Presentations, relevant articles, webinars

– Scheduled conference calls and meetings

• Lessons Learned:– Reseller principals are sales driven, not marketers

– Need guidance and strategic leadership

– Well-presented rationale made sense to them

– Always be ready to explain why specific activities need to be done in certain ways


Phase 3: HP reseller commitment

• Created program obligations and responsibilities– LOA important to define lead follow-up expectations

– Resellers could be withdrawn from the program

– Participation fee $5,000

– Reseller assigns sales resources for program

• Lessons Learned:– Create clear expectations and accountabilities by

requiring “skin in the game”

– Communicate program flow and timelines to ensure prompt feedback


Phase 4: Strategic Planning and Development

• Developed individualized elements based on unique value proposition, skills, and go-to market strategies. – Universal Lead Definition– Ideal Client Profile– No canned messaging– Co-developed

• Lessons Learned:– Sales and marketing efforts bridged with reseller ownership– Earn trust with guidance– Impatience prevails during this phase– Seek information efficiently


Phase 5: Tele-prospecting

• Dedicated lead specialist team serves as an inside sales engine.– Led by Program Manager

– Extensive training given

– Focus on conversations

– Understanding pain points

• Lessons Learned:– Make every call count

– Always attempt to opt-in prospects for future communications


Phase 6: Lead Nurturing

Our Strategy• Who do we nurture?• Filter and Organize Content (new or repurpose)• Message development• Define tactics• Execution Schedule Set (monthly)


Phase 6: Lead Nurturing

• Nurturing tactics reinforce tele-prospecting with relevant, valuable content– Gather resellers’ own sales nurturing materials

– 3rd party, articles server consolidation and virtualization

– Vendor agnostic podcasts, webinars, blogs, case studies

– HP specific white papers, success stories, webcasts

– IDC podcasts position as “trusted advisor”

• Lesson Learned:– Take advantage of free and available marketing content

aside from resellers own sales content


Lead Nurturing Tactics


Lead Nurturing Timeline

Initial contact Introductory phone call and follow-up “thank you” e-mailMonth 1 3rd party article on virtualization via e-mail and voice mailMonth 2 3rd party article on server consolidation via e-mail with follow-up Month 3 Link to relevant IDC analyst podcast via e-mail with follow-up callMonth 4 Link to relevant expert podcast via e-mail with follow-up callMonth 5 Relevant white paper via e-mail with voice mailMonth 6 Targeted campaign via direct mail Month 7 3rd party article on pertinent technology via e-mailMonth 8 Invitation to webcast via e-mail with follow-up callMonth 9 Free report via direct mail with follow-up callMonth 10 Invitation to seminar via e-mail with follow-up callMonth 11 Special offer for industry trade show via e-mail with follow-up callMonth 12 Industry relevant case study via e-mail with follow-up call


Podcasts and Blogs

• High-value content with educational intent

• Leverage thought-leader and partner relationships for content

• RSS is hot


Phase 7: Lead Management

Closed Loop

Feedback

Marketing Pipeline

Sales Pipeline

Inquiries

Leads

Customers

Returned Prospects

Email, Direct Mail,Podcasts, Website, Outbound Calls, Webinars, Trade Shows

Sales Ready Leads

Not a Fit

Sales Generated Leads

Existing Clients

Nurturing

CRM

Measure ROI

Handoff


Critical Success Factors

• Need to achieve philosophical alignment with your channel partners to make the process work

• A Uniform Lead Definition and Ideal Client Profile are vital strategic elements

• Closed loop feedback requires planned, consistent communications

• Don’t just rely on sales-ready nurturing content from reseller

• Find marketing content for a nurturing “library” using freely available resources


Thank you

Wayne Bernot, Agilysys, Inc.

[email protected]

(440) 498-5133

Brian Carroll, InTouch, Inc.

[email protected]

(651) 255-7640