'Right content, right time' the McAfee lead nurture programme - CRM Technologies

McAfee 321 Nurture Campaign

Introductions

Andrew FreemanCRM [email protected]

www.linkedin.com/in/andrewmfreeman

@crmtechnologies

www.facebook.com/crmtechnologies

www.marketingoperations.com

McAfee Facts and Figures

125 million McAfee users

180+ million mobile devices shipped with McAfee

5 million single largest McAfee deployment

480 McAfee patents, more pending

110+ McAfee Security Innovation Alliance partners

6,839 McAfee employees globally*

120 countries that make up the McAfee global footprint

10 Gartner Magic Quadrants that feature McAfee

*As of March, 2012

$2.2+ billion annual revenue

McAfee – Marketing Challenges & Goals

Lead Volume – Too many leads for sales bandwidth1

Lead Quality – The need for Lead Nurturing2

Optimisation of Marketing Investment – Trending Analysis3

“Smarter” Preference based emailing4

Connected Processes – Closed Loop Marketing5

Guiding Principles

The Nurturing Mantra

Right People Right Content Right Time

Buyers now in control

“…customers’ buying processes have evolved.”Thomas StewartEditor, Harvard Business Review

The Buyers Journey

SuspectEnquiry

MQLSQL

£££

InterestLearn

EvaluateJustify

£££

Integrated Sales & Marketing Funnel

Customer Buying Experience

Corp Web Site

Social Sites

Outbound Email

3rd party Websites

Events

Buyers Journey based Nurture Campaigns

Education Campaign

PurposeGet them ready to talk to SalesSample Messages• Engage to

further profile prospect

• Educate about value prop

Why Us Campaign

PurposeJuxtapose your solution to their needSample Messages• Differentiate

your brand from competitors’

• Reiterate value prop

• Include relevant case studies, testimonials

Urgency Campaign

PurposeRemove roadblocks, speed purchase decisionSample Messages• Provide

decision tools

New Customer Onboarding

PurposeWelcome new customersSample Messages• Thank them• Identify

next steps

Customer Loyalty/

Retention

PurposeRetain and developSample Messages• Reiterate

purchase/ relationship benefit

• Seek feedback

• Tips/tricks to get most of product

PurposeWelcome new subscribers/ contacts to DB Sample Messages• Introduce

brand/reiterate benefits

• Identify next steps

• Opt in to something else

• Re-park interest

Welcome or Re-Engage Campaign

Interest Learn Evaluate Justify Purchase

Four Key Steps

Right Time Track buyers behaviour Interpret where they are in their journey

Right People Categorise their role in the buying process Create buying “personas”

Right Content Categorise content Map content to buying stage, persona and other attributes (e.g. Industry) that

allows you to deliver more relevant/personalised content / messaging

Nurture

Engage in an ongoing learning dialog Deliver timed relevant content, monitor behaviour, look for opportunities to

acccelerate to next stage, allow prospects to move at own pace and gather further profile information as you go

McAfee 321 Campaign

Discover McAfee

Campaign Structure

Asset5Asset2Asset1 Asset4Asset3

Drip Campaign

Pillar Campaigns

Device

Early

Middle

Late

Information

Early

Middle

Late

Infrastructure

Early

Middle

Late

MicrositeHome

PillarHome

BuyerStage

Outbound Drip Campaign Emails

Campaign Assets

Drip Campaign Workflow

Pillar Workflow

Early

Middle

Late

Early Stage Auto-Responder

Acknowledge

Next Stage Asset Next Assetsame Stage

Primary callTo action

Secondary assetsin carousel

Early stage form

Middle stage form

Late stage form

Future Refinements and Interim Results

Results so far…

MQLs MQL to SAL

MQL to Opty

0%

20%

40%

60%

80%

100%

120%

11Q412Q112Q2

Received

Opens

Click-throughs

DeviceInformationInfrastructure

9%

33%

Figures exclude drip campaign

MQL Conversion

Nurture Stats

Future Refinements

Live Event Integration

Social Media and SEO

Updates to Content and Design

Any Questions?