5 ways to improve marketing performance with the human touch

17/13/11 Manticore Technology, Inc. – Copyright 2011. All rights reserved.

Manticore Technology, Inc. Confidential – Copyright 2011. All rights reserved.

5 Ways to Improve Marketing PerformanceWith the Human TouchMarketing Automation and the Live Touch

July 14, 2011


Agenda

Speaker Introduction & Company Overview

B2B Buying Process

The Role of Marketing Automation

5 Ways the Human Touch Improves Marketing Performance

Summary

Q&A

#manticore


Background

Speaker

Emily Mayfield Director of MarketingManticore Technology

Manticore Technology is an end-to-end marketing automation platform that enables companies to deliver the right message, to the right person, at the right time

increasing marketing and sales effectiveness.

#manticore

http://www.planview.com/

https://www.upsbrandexchange.com/Logoff.awsp

http://www.sharebuilder401k.com/


Speaker

Winn Technology Groups provides integrated demand generation services on a global scale. Since 1990, Winn

has supported hundreds of technology firms with thousands of demand generation solutions.

Background

Geoff Swallow President & CEOWinn Technology Group


B2B Buying Process

Marketing Sales

Past Now

Figure 5.1 from eMarketing Strategies for the Complex Sale #manticore


Role of Marketing Automation

Marketing Automation #manticore


Live Touch /Marketing AutomationIntegration

Marketing Automation

Live Touch

Lead NurturingSuspect Nurturing Client

Collaborative Triggers

TriggersTriggers

Triggers Triggers


Live Touch

The live touch plays key roles in the lead life cycle directly impacting marketing performance:

Prospect Qualification Relationship Development Business Intelligence Ensuring Optimal Coverage Data Quality

“Lead Nurturing can help convert 29% more leads.”

“ Teleprospecting is a key pivot role that is often overlooked and misunderstood.”Sirius Decisions


Live Touch – Prospect Qualification


Qualification – Case1

43 actionable leads were identified 22 additional referrals generated during prospecting effort 239 (50%) were identified as non-sales ready status 196 (41%) were not resolved following multi-call round BI and relevant data impacting lead score for non-sales ready leads and unresolved

prospects updated into MA for nurturing

A Fortune 100 hardware and software vendor’s objective: Qualification of leads generated through their marketing automation system. 5000 prospects were initially targeted. 478 leads were provided to Winn for further qualification resulting from digital behavior.

Result


Live Touch - Relationship Build


Relationship – Case1

A leading software solution provider’s objective: Conduct synchronized lead qualification and call centric nurturing to leads generated through their marketing automation system. The following is a snapshot of progress after the first 5 months of the program.

8800 prospects targeted 158 actionable sales opportunities 429 active nurturing leads identified Daily feeds of Business Intelligence gained from live touch uploaded to MA system Sales feedback on identified opportunities in pipeline ($1.4 million)

Result


Relationship – Case2

741 leads qualified via live touch 256 (35%) actionable sales ready leads identified 485 (65%) non-sales ready leads identified After 4 months, 24% of the non-actionable leads converted to sales ready

leads through call centric nurturing program combined with Marketing Automation

Leading email archive solution provider’s objective: Qualify and nurture leads driven through their marketing automation platform.The following represents a snapshot after 4 months:

Result


Live Touch - Business Intelligence


Business Intelligence - Case

Fortune 100 technology firm’s objective: In-depth profiling of 300 enterprise “strategic” accounts via data mapping and internet research. Conduct Demand generation program followed by a call centric lead nurturing initiative over 5 months.

Result 1600 business units (4,200 contacts) appended Business intelligence Initially, 33 qualified sales opportunities identified for core solution Additional actionable leads generated for other product lines 157 nurturing leads identified Within 5 months a 42% increase in actionable leads resulted from the call centric nurturing program $1.2 million dollars in sales pipeline All related BI integrated into client SFA and MA tool for integrated nurturing program


Live Touch - Optimal Reach


Optimal Reach - Case

Developed corporate profile intelligence prior to program launch which enhanced messaging, targeting and prospect stratification

BI integrated into MA tool for on-going nurturing. Developed opt-in email database to 30% of targeted prospects Identification of 1600 related entities linked to target accounts Identified 19 actionable lead opportunities Identified 75 active nurturing leads Corporate relationship profiles assisted with cross-sell and up-sell opportunities

Global technology firm objective: To develop named account program.Conducted demand generation / lead nurturing initiative to 525 target accounts. Integrated scoring model to measure suspect value and lead status.Enhanced business intelligence prior to campaign launch via data mapping and internet research. Launched demand generation initiative followed by 9 month lead nurturing program.

Result


Live Touch – Data Quality


Optimal Reach - Case

15% of emails (grey area) were no longer employed Not all of your target email data is active (especially with some third party providers)

Winn ran internal analysis on prospect database for email coverage and validity.We ran records through an advanced email verification software. Launched an email campaign promoting solution. Any hard / soft bounce backs were re-validated by phone. Click throughs and opens were updated to the MA tool. Winn drew a random sample of valid emails with no response / action for verification via phone.

Result


Integration Benefits

“Focusing on new technologies and processes alone is not enough to overcome the challenge of producing quality leads.” Jonathon Block - Sirius Decisions


Touch Integration

@@ @@

ThoughtLeadership

ThoughtLeadership

Case Studies

BusinessIntelligence

No Plans Pain Interest Consider Evaluate Buy

Web Hits

Event

Drive Demand

Peer/Market Influence

RelationshipDevelopment

White Paper

@

DriveDemandBrand

@

BrandLead

Qualification Trust Respect

Peer/Market Influence Triggers

ThoughtLeadership

EventEvent

ContactDiscovery


Contact Information

Geoffrey [email protected]

www.winntech.net@ winntechnology

Emily [email protected]

www.manticoretechnology.com@Manticoretech

mailto:[email protected]

http://www.winntechnology.net/

mailto:[email protected]

http://www.manticoretechnology.com/


Q&A

Please type your question in the Q&A section of the meeting window. (Found under “Tools” menu)

#manticore

5 ways to improve marketing performance with the human touch

Business

nurturing leads

qualification of leads

nonactionable leads

additional actionable

marketing automation

result43 actionable

live touchthe live touch

live touch relationship