Every good marketer knows the importance of a compelling ... · Total Registrations (completed profile) Sales Conversion (assumed close rate) Net New Customers Average Revenue per

AGENCY / CLIENT CONFIDENTIAL :: 2009

Create a Winning Targeted Accounts Strategy to Reach Senior Decision-Makers

MarketingProfs Business-to-Business Forum 2009

Bill Rozier, VP of Marketing, CienaLauren Goldstein, VP Strategic Planning, Babcock & Jenkins


Every good marketer knows the importance of a compelling offer…


Line-Up

3

Targeted Account Marketing Overview 1

Ciena Case Study 2

Case Study #2 3

Recap & Questions 4


Targeted Account Marketing: Reaching your most profitable

prospects/customers


First things first… get sales on board!

5


“Well over half (56%) of sales, marketing and channel management professionals surveyed

earlier this year report that their companies do not yet have any formal programs, systems or processes for unifying sales and marketing.”*

…and – this is NOT very effective

*CMO Council “Closing the Gap” 2008 Report


SiriusDecisions has quantified a 400% increase in pipeline

revenue from companies who are “best practice” vs. “average” at the

integration discipline.*

*Per conversation with CEO of SiriusDecisions

January, 2009


Sales Alignment Continuum

Understand their targets/needs

Ask for input on target pains

Get them involved in building the list

Show ROI

Co-own the outcome with sales


Show Them the $$$

Lead Generation Tactic Impressions Resp % Resp # Conv % Reg #

Direct Mail 1/2 1,000 8.0% 80 90% 72

Email 1/2 1,000 2.0% 20 60% 12

Outbound Calling 1,000 2.0% 20 100% 20

Total 3,000 120 104

Program Cost

Total Responses (click-through to site)

Total Registrations (completed profile)

Sales Conversion (assumed close rate)

Net New Customers

Average Revenue per Customer

Revenue Generated

Campaign Components

Results Projection

15%

$200,000

120

104

Campaign ROI 563%

$85,000

$1,326,000

16


Yesterday’s Funnel

10


5%50%

Support the Conversation

11Source: Forrester Research, Inc


And this is where our story begins…


Who is Ciena?

• A leading supplier of optical Ethernet to cable/MSOs

• Incorporated in 1992

• Two-thirds of the world’s largest service providers rely on Ciena including…


Grid tv

Ciena Builds the Worlds Great Networks

Data

VoiceVideoMobility

Storage

Global network

as the common delivery vehicle for all services

!BC/DR

Compliance

VOIP


Objectives

• Globally communicate Ciena’s understanding of the market’s evolving demands

• Position Ciena to successfully capitalize in this changing market

Establish Credibility

• Show how Ciena provides a migration path to the future

• Position Ciena as leading edge to key global targets• Showcase thought-leadership

Reveal the Solution

• Generate qualified leads for the Ciena sales team• Cultivate prospectsEngage


Predicament of Sales

I can’t break-

through!

I need to provide credibility for my

organization.

I am confident that we can meet their needs…

if I could only get a meeting.

HELP ME!!!


Marketing Team Mission

How do I get Sales buy-in?

How do I pinpoint the right people in our targeted accounts?

How do I insert Sales in

this campaign?

How do I make sure that my campaign is as cost effective as possible?


Strategic Approach

Targeting

Engaging Content

Integrated Contact Strategy

eting

… and of course sales team engagement & enablement.


Pinpointing the Target

• Get sales on board

• Share the objective/get their buy-in

• Each rep can contribute X names “pick your best 20”

• Continue aggressive follow-up with personal calls to each rep

• Get commitment from each rep to make personal call after DM drop

• Not a task for the meek! Needs aggressive follow-up perseverance from Marketing


Integrated Contact Strategy

» Ongoing drum-beat of activities

» Campaigns don’t happen in a day

» Tactics above dropped over 6 month period

Flat DM

Follow-Up EM

Inside SalesCall

Dimensional DM

Follow-Up EM

Nurture EM

Inside Sales Call

Sales Qualified


Tiered Offer Approach

21

ENGAGE

Goal: Begin relationshipResult: Gain permission to continue dialogue

Execution: Innovative Direct Mail Package Registration Incentive/Sweepstakes

BUILD THE CASEGoal: Build credibility

Result: Deepen relationshipExecution: Thought-Leadership/Analyst Paper, Ciena WhitePaper

1. Ciena WhitePaper

Goal: Provide ProofResult: Win the Deal

Execution: Webcast, Help Us Help You

NURTURING

AGENCY / CLIENT CONFIDENTIAL :: 2009 22

AGENCY / CLIENT CONFIDENTIAL :: 2009 23




Nurturing

• Continue the conversation through triggered emails, including webcast invites, database update request


Social Nurturing

• Select relevant social channels and tactics:– Twitter: low barrier to entry, good environment to learn.

– LinkedIn: Offers instant polls, groups, business focus

• Measure response and optimize tactics and channels for long term

• Identify net new channels for testing

• Community management

28


“ I have never had that kind of a call from a customer.”

– a Ciena salesperson


Results

1484 Visitors

17% Registered

26% Hot Leads

30% Sales Accepted

Pipeline Revenue = !!!


Highlights

• Touch 1 (Flat DM) – 4.1%

• Touch 2 (EM) – 2.5%

• Touch 3 (Dimensional DM) – 10.5%– Sent to targeted sub-set of audience

• Touch 4 (EM) – 2%– Follow up touch to target + larger engagement opportunity

• 2 Whitepapers with 80% of traffic– Great lead-in for sales follow-up


Key Insights/Next Steps

• Stay relevant – discuss current challenges in your marketing– Revenue sensitivity contributed to response

– Shows Ciena understands customer’s challenges

• Track content behavior– Helps sales team engage on follow-up calls

• Continue quarterly pushes to qualified targets

32


Ciena Marketing Continues to Support Sales…….


“Deliver” Campaign

• Senior-level IT/CIO• Targeted key accounts (specifically

identified by sales)

Target Audience

• Provide a “turn-key” solution for sales to use “1-off”

• Drive leads for sales follow-up (to meet key revenue goals)

Key Objectives





And Another Story….

38


“A spoonful of sugar and a healthy measure of intrigue

turned out to be a choice recipe…”

MarketingProfsOctober, 2008


Targeting Marketing Executives

• Senior-level Marketing Professionals• Targeted key accounts (specifically

identified by sales)

Target Audience

• Drive leads for sales follow-upKey Objectives


Multi-Touch

Followed by a call from the sales team


Touch 1 Website

Personalized by name/fact


Multi-Touch

Touch 2b - Non Responders


Results

• 43% response rate to Touch 1– 5% requested immediate follow-up

• 2nd DM increased response for non-responders by 7%– Over 21% of responders visited the site again

• 800% ROI to date!– 65+ companies are engaged & moving forward

• Fame & recognition: feature story by MarketingProfs!

I applaud you on a very creative and interesting campaign. It certainly piqued my interest more than many similar campaigns

& parcels that I receive.Paul A. Hooper, Chief Marketing Officer


Things to Remember

45


Highly targetedcompanies

Thoughtleadership

Break-through Early buy-in

Contacts with power/decision

authority

Third-party (analyst or

testimonial)

Relevant, synchronized

messages

Insert calling at key points

Internal,custom list

build

Relevant and Engaging

Address a key pain point

Support tools for add-on cultivation

Targeting Be EngagingInnovative &Multi-Touch

Sales Buy-In

Success Factors


?


Credits/Thank You

Bill Rozier, [email protected]

Lauren Goldstein, Babcock & [email protected]

(503) 382-8613

Documents

Every good marketer knows the importance of a compelling ... · Total Registrations (completed profile) Sales Conversion (assumed close rate) Net New Customers Average Revenue per