Intro&Session1

Demand Generation & Lead Nurturing: Turning leads into profit

Wednesday, Sep 30, 2009

Chair: Joel Harrison, Editor, B2B Marketing

In association with: Sponsored by:

AGENDA – part 12:00pm � Welcome, chairman’s remarksBy Joel Harrison, Editor, B2B Marketing

2.15pm � Winning and nurturing leads in a web 2.0 environment;ShipServ and why content is still king By Stan Woods, Velocity Management & John Watton, CMO, ShipServ

2:45pm – Measurable integrated lead generation techniques: the wayforwardBy Zina Manda, General Manager, Mardev

3:15pm � How to Select the Right Technology to Grow Your Business By Will Schnabel, Vice President and General Manager, InternationalMarkets, Engage B2B

3.45pm � Break

In association with:

AGENDA – part 2

4.15pm � Great Campaign - Now What?Pete Jakob, IBM, Marketing Transformation Leader

4:45pm � Amex case studyJohn Easton, Manager Mid-Market EMEA, AmericanExpress Clobal Commercial Card

5:15 pm � Panel debate with speakers

5:30pm � Summary and close

In association with:

Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com

Winning and nurturing leads in a web 2.0 environment; ShipServ and why content is still king

John Watton, CMO, ShipServStan Woods, MD, Velocity


We will cover…

• A bit about ShipServ• What we did• Why we did it• How we did it• 6 Lessons Learned


A bit about ShipServ

• E-marketplace. $1bn in GMV per annum• Connect buyers & sellers of commercial ship

supplies• Flexible monetisation model

– Some Freemium elements– Buyer Subscriptions– Seller listings and advertisements

• Go-to-market approach– Regional direct sales (10+)– Philippines-based telesales team (30+)


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


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

• Need to move from broadcast to conversation


How we did it #1


How we did it #2: Process, process, process

• Strong working relationship with sales

• Defined process• Concept of an Marketing

Qualified Prospect– Establishes criteria for

“handshake” between marketing & sales

• Generate & recycle


Pipeline management


How we did it #3: Creating the right content

• Has to pass a higher bar than ever before

• What passes that test? – Information that buyer believes will

• Save a fortune• Make a fortune• Keep him in his job• Keep him out of jail


Content marketing defined

Content marketing is turning your insight and advice into campaigns that change people’s minds and incite action


As B2B marketers, we tend not to do this well

• But you are the ‘gods’ of your market

– More deployments

– Singular focus

– Know the whole market landscape

– The real experts work for you

– Your own passion and point of view


The 10 principles of content marketing

• It’s not about you• Pick a hot issue• Find clear water• Be independent• Support your story with data• Use customers (and third parties)• Share negatives• Humanity and empathy• Confidence sells• Credibility matters


ShipServ campaign 2008/09

• Content and micro-content around six calendared themes• Promote and distribute the content through low cost online

media – especially social media like LinkedIn and feeding the Twitter account with blog posts, social releases, etc.

• SEO keyword planning and site and landing page optimization

• Creating a LinkedIn Group as a community hub and encouraging membership and

• Exploitation of five other maritime groups on LinkedIn (who together have over 11,000 members)

• The production of a viral video to lighten the conversation• Implementing Marketo lead nurturing and lead scoring to

track visitor behaviour and create sales-ready leads


The results

• Number of web visitors up 59% (quantity up);• Page views up 70%; and average time on site up

25% (quality up). • LinkedIn and Twitter went from zero to being in

our top 20 site referrers. • The number of sales-ready leads passed to sales

went up 400%

From

To


6 Lessons Learned


1. Don’t be afraid to experiment


2. Work collaboratively with sales


3. Engage with social media – it’s the future!


4. Leave your (digital) fingerprints everywhere


5. Re-pimp your content


6. You can achieve a lot with a little


Thank You

[email protected] / @jwatton [email protected] /

@velocitytweets

mailto:[email protected]

mailto:[email protected]

Automation and Technology: How to Choose Effectively

How to Select the Right Technology to Grow Your Business

Will SchnabelVP , International MarketsSilverpop

Agenda

• The B2B Challenge• Lead Management Technology

Overview• Keys to Successful Use of Technology• Getting from Here to There

The Challenge of Modern B2B Marketing

From push to pull

>>> MarketingSherpa

Plugging the Leaky Funnel

Buyer 2.0

“[T]he hunter has become the hunted. Buyers are more informed and seek information independent of sales. ... How sales people want to sell has little impact on how buyers are choosing to buy.”

Source: SiriusDecisions, “Marketing Needed for Sales 2.1”

Enter Lead Management Technologies

What is Lead Management?

Marketing AutomationLead Nurtu

ring

Demand Generation

Lead Scoring

Lead-to-Sales ProcessB2B Marketing

Lead Funnel

Lead Management Automation

Tooling and process that help generate new business opportunities, manage volumes of business inquiries, improve potential buyers’ propensity to purchase, and increase alignment between marketing activity and sales results.

Forrester Research: B2B Lead Management Automation Market Overview

The Lead Funnel-As a Process

Lead Generation

Lead Nurturing

Lead Qualification & Scoring

Sales/Opportunity Management

Reporting &Analysis

Lead Routing& Acceptance

LeadManagement

Process

The Lead Funnel-As a Process

Process Drives the Technology Requirements

Data Segmentation

Multi-Channel Campaign Management

(e.g email, DM, web, telesales)

Campaign (Nurture)Automation

Lead Profilingand Scoring

Integration/Sales Tools

Reporting& Analysis

Unified Customer/Prospect

Database

>>> Campaign Visualization and Workflow

Advanced Lead scoring

• Explicit Criteria– BANT– Demographics/firmagraphics

Advanced Lead scoring

• Explicit Criteria– BANT– Demographics/firmagraphics

• Implicit Criteria– Recency of interactions– Frequency of interactions– Specific Behaviors

Sales Visibility / Prospect Insight

Keys to the Successful Use Marketing Automation

Requires more than just Technology

Keys to Success

It Begins with the Right Strategy

Business Case for Change

• No. of New Leads Generated through existing demand generation activities

• No. of qualified leads sent to sales

• Amount of sales pipeline generated by marketing leads

• Sales Close Rates

400%

5x

50%

2x

Process and Content are critical

79.2% [of Marketing Automation Users] said they would “better prepare their organization by building proper processes and content offers to feed the automation system.”

DemandGen Report: Marketing Automation: Lessons From the Trenches

The Right Technology Solution

• Long-term view, short-term requirements

• Usability of the System

• Timeframe for Implementation

• Scalability

• Total Cost of Ownership

Don’t Forget the People

• Customer Support is Critical

• Ongoing Education and Training

• Cross-Functional Teams

• Aligned objectives between sales and marketing

How do I get there

BusinessValue

Lead Management Sophistication

Increasing Lead Management Capabilitie

s and Business Benefit

Level 1 Level 2 Level 3 Level 4

Lead Management Maturity Model

I

II

III

IV

Product Focused Batch and Blast Campaigns

Basic List Segmentation & Email Sending (Tracking by email campaign)

Auto-Fulfillment of online offers (auto-responders)

Lead Capture and Forward to Sales

LM Maturity Level II

Automated segmentation and email sending

Tracking responses by contact rather than list

Segmentation by email response data with basic personalization

Telesales Qualification/Integration

LM Maturity Level IIII

Personalization and dynamic content for one-to-one messaging

Integration (CRM/Website Activity Data)

Automated/Triggered Nurture Programs

Lead Scoring using Explicit information

LM Maturity Level IIIIIIII

Collaborative sales and marketing environment

Lifecycle Stage Programs

Integrated Closed-Loop ROI Reporting

Multi-Variable Lead Scoring Model with Implicit (behavioral) Data

Integrated Third-Party data

LM Maturity Level IVIIIII

IVIV

Summary

• Start Small, but Think Big

• Build a Business Case for Change

• Define your Process Requirements

• Use Technology to Learn and Grow

• Pick a Partner, not just a Technology

Choosing the Right Technology

Continue the dialogue >>>

http://www.silverpop.com/blogs/demand-generation/http://www.silverpop.com

/blogs/demand-generation/

http://www.silverpop.com/blogs/demand-generation/






Thank You

Will [email protected]

@wschnabel@silverpopB2B

@silverpop

Intro&Session1

Business

marketing sales

marketo lead nurturing

right content

lead management technologies

number of sales

salesready leads

sales people

marketing qualified