Using a multi-touch approach to engaging

d land nurturing sales prospects

Scott Voigt VP Marketing SilverpopScott Voigt, VP Marketing, Silverpop

Joan Babinski, VP Marketing, Brainshark

RoadblocksRoadblocks

1. Lack of Alignmentg

2. Not Scoring Leads

3. Not Nurturing Leadsg

4. Inability to Monitor the

Pipelinep

Roadblock #1: Lack of Sales &Roadblock #1: Lack of Sales &

Marketing Alignment

The relationship between Marketing and Sales

ld b b ttcould be…better

The Marketing and Sales DivideThe Marketing and Sales Divide

Marketing SalesMarketing

• “They don’t follow up on any leads

we give them”

“A l d t th i l ”

Sales• “We have no visibility into what

they are doing”

• “We need more support from• “A lead to them is a sale”

• “They ‘cherry-pick’ and act like

they know what the leads want

b f lli th ”

• We need more support from

them”

• “The leads they pass to us are

worthless”before calling them”

• “They don’t even look at half of

the leads we give them”

worthless

• “They don’t understand who our

target market is”

marketing’s primary goals:marketing s primary goals:

drive leads for salesdrive leads for sales

cost effectively qualified

improve close ratesimprove close rates

help retain customers

sales is marketing’s customer

So Marketing’s Role Has to ChangeSo, Marketing s Role Has to Change

• Need to be “lead developers” not just p j“lead generators”

– GenerateGenerate

– Capture

– Qualify/Score

– Distribute

– Nurture

– Report

• Need to focus on Metrics and Accountabilityy

Roadblock #2: Not Scoring Leads

More Than Half of Marketers Don’t

Score Leads

No54%

Yes46%

Leads – Your Marketing Team’s Biggest

Challenge

• 52% of marketing organizations say lead generation is their #152% of marketing organizations say lead generation is their #1 marketing challenge

Source: Sirius Decisions

“When an organization’s fieldWhen an organizations field

marketing function only focuses on generating responses (acting as lead

generators and not lead developers),generators and not lead developers),

it inevitably floods the receiving f ti ith l lit “l d ”functions with low-quality “leads”,

overburdening these functions and g

driving a wedge between marketing and sales ”and sales. -Sirius Decisions

Lead ScoringLead Scoring

• Lead quality is a topLead quality is a top

concern for nearly half

of B2B marketers*

• Identify what’s hot and

what’s not

• Keep Sales engaged

with the right leads

* Forrester Research

Leads are Multi-FacetedLeads are Multi-Faceted

Downloaded a white paper

Presence in four foreign

countries

Need connects well with our solution set

Vice president of sales

Has spoken once to inside sales

Four call centers in the U.S.

Plans to buy within six months

Has not committed

formal budget

Last interacted three months

ago1,530

employees

Has signing authority for up to $50,000

gyet$120 million

companySource:

SiriusDecisions

19

Putting the Pieces TogetherPutting the Pieces Together

El t f l dElements of a lead score• Explicit

– BANT: Budget, Authority, Need, Timeline

– Demographic & Firmagraphic information

• Implicit Activity

– Recency

– Frequency

– Score depreciation

– Behavior

Lead Scoring Rules of ThumbLead Scoring Rules of Thumb

• Listen to sales

• Provide a balanced weighting between Explicit and Implicit

• Explicit scores help define the right type of lead

• Implicit scores help define the right timing of the lead

• Measure appropriate behaviors

• Set point caps to avoid over inflation• Set point caps to avoid over-inflation

• Track webpage visits that are strong indicators of interest for your

products or services

• Set Discounts for Inactivity

• Decay recency and frequency based on your average buying cycle

L d S i M d l ill d t b fi t d• Lead Scoring Model will need to be fine-tuned

What Marketers Who Score Focus OnWhat Marketers Who Score Focus On

Cross or up selling customers 29%14%

Improve close rates

Cross- or up-selling customers

41%

29%

56%

31%

Measuring ROI

Ensuring leads convert to opportunities

16%

42%9%

56%

Nurturing inquiries into leads

Filling funnel with inquries

47%

41%35%

36%

0% 10% 20% 30% 40% 50% 60%

Nurturing inquiries into leads 47%

Score Don't Score

Roadblock #3: Not Nurturing LeadsRoadblock #3: Not Nurturing Leads

More Than Half of Marketers Don’t

Nurture Leads

No56%

Yes44%

Source: SilverpopSource: Silverpop

Think of leads as inventoryThink of leads as inventory

How to Nurture:How to Nurture:

• Start talking with g

prospects

• Hold individual

conversations to build

stronger connections

• Right info, right time

Utilize Rules Based MarketingUtilize Rules-Based Marketing

• Understand your sales cycle and map your communications to

your sales cycle

• Leverage a rules-based marketing engine to set-up and deliver

multi track multi touch multi channel communicationsmulti-track, multi-touch, multi-channel communications

Well-executed multi-channel marketing

campaigns generate a sales lift ranging from 7-campaigns generate a sales lift ranging from 7

34%.

Source: Internet Advertising Bureau

Interesting techniquesInteresting techniques…

Roadblock #4: Monitoring the PipelineRoadblock #4: Monitoring the Pipeline

Your focus?Your focus?

Here?

Or here?

Set goals Quota per repSet goals… Quota per rep

Avg deal size

Win rate

Opps need per

month

% Opps from% Opps from

Mktg

Number of reps

Monthly

Marketing Quota

Brainshark: putting theory into practice

Joan Babinski, VP Marketing, Brainshark

Our Story: Brainshark, Inc.

SaaS solution empowers companies to create,SaaS solution empowers companies to create,

manage, and deliver communications more cost-

effectively.

120 Employees

16 Marketing staff (9 lead development)

51% f S l Pi li51% of Sales Pipeline

driven by Marketing

Lead Gen Programs

Top 3 lead producing activitiesp p g

web site

eMail marketing

trade shows

Central to our approach

• 2-tier lead handoff process

• Use multimedia content to accelerate prospect education

Vi ibilit i t lit d t l f• Visibility into recency, quality, and aggregate value of

interactions

• Integration of systems: Engage B2B, Salesforce.com,Integration of systems: Engage B2B, Salesforce.com,

Brainshark

eMail Campaign Framework

•QuarterlyHorizontal Timely topics•Quarterly

•1-2 horizontals

Horizontal Topics

Timely topics

by role

•Drip, ongoing

•Vertical

•SMB has own track

New

NamesIntro

by Vertical

•Based on past activity or

event

SMB has own track

Activity O i t d Next Steps

y

event

•Not yet “ready” to talk

•Drip ongoing

Oriented

Untouched

Next Steps

•Drip, ongoing

•>5 mos

Untouched

Names

>5 monthsSafety Net

Example

2 campaigns: New Names + Training track

Responded to campaign, came to web

Lead Score 86 (High=75)

Example: What did they do?

Example: How do we drive the next

b i ti ?business conversation?

Visibility: Lead Development Rep Dashboard

High Score, no

RECENT activity

High Score, NO

activity

High Recency

Score, NO

activityactivity

Brainshark

Viewing ActivityWeb Activity

Visibility: Salespeople

What’s Different vs. Lead Development Team:What s Different vs. Lead Development Team:

– Activity in their Named Accounts only

– Report on SFDC sidebarp

High Lead Score,

No followup activity

Brainshark

Presentation

Viewing Activity

Best Practices & Lessons Learned

1. With Multi-touch: Lead Scoring provides essential1. With Multi touch: Lead Scoring provides essential

aggregate view.

2. After raising visibility: How will you support the

followup conversion? p

3. What is your process for NOT Nurturing? 3 at s you p ocess o O u tu g

Pulling it all togetherPulling it all together

1 What Kind of Animal Are You?1. What Kind of Animal Are You?

Survey Says!Survey Says!

9% 9% 54%

8% 7% 14%

Develop a process. p p

Make it visible.

AutomateAutomate.

Adjust.

ir Unique IR prospect lead opp.fit? > 25new? call customerw/l/d

Add to

activity

history junk

Nurture Loss

Nurture

db

Th k Q i ?Thank you. Questions?

Scott Voigt VP Marketing SilverpopScott Voigt, VP Marketing, Silverpop

Joan Babinski, VP Marketing, Brainshark