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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
AGENCY / CLIENT CONFIDENTIAL :: 2009
Every good marketer knows the importance of a compelling offer…
AGENCY / CLIENT CONFIDENTIAL :: 2009
Line-Up
3
Targeted Account Marketing Overview 1
Ciena Case Study 2
Case Study #2 3
Recap & Questions 4
AGENCY / CLIENT CONFIDENTIAL :: 2009
Targeted Account Marketing: Reaching your most profitable
prospects/customers
AGENCY / CLIENT CONFIDENTIAL :: 2009
First things first… get sales on board!
5
AGENCY / CLIENT CONFIDENTIAL :: 2009
“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
AGENCY / CLIENT CONFIDENTIAL :: 2009
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
AGENCY / CLIENT CONFIDENTIAL :: 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
AGENCY / CLIENT CONFIDENTIAL :: 2009
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
AGENCY / CLIENT CONFIDENTIAL :: 2009
Yesterday’s Funnel
10
AGENCY / CLIENT CONFIDENTIAL :: 2009
5%50%
Support the Conversation
11Source: Forrester Research, Inc
AGENCY / CLIENT CONFIDENTIAL :: 2009
And this is where our story begins…
AGENCY / CLIENT CONFIDENTIAL :: 2009
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…
AGENCY / CLIENT CONFIDENTIAL :: 2009
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
AGENCY / CLIENT CONFIDENTIAL :: 2009
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
AGENCY / CLIENT CONFIDENTIAL :: 2009
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!!!
AGENCY / CLIENT CONFIDENTIAL :: 2009
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?
AGENCY / CLIENT CONFIDENTIAL :: 2009
Strategic Approach
Targeting
Engaging Content
Integrated Contact Strategy
eting
… and of course sales team engagement & enablement.
AGENCY / CLIENT CONFIDENTIAL :: 2009
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
AGENCY / CLIENT CONFIDENTIAL :: 2009
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
AGENCY / CLIENT CONFIDENTIAL :: 2009
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
AGENCY / CLIENT CONFIDENTIAL :: 2009
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AGENCY / CLIENT CONFIDENTIAL :: 2009
Nurturing
• Continue the conversation through triggered emails, including webcast invites, database update request
AGENCY / CLIENT CONFIDENTIAL :: 2009
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
AGENCY / CLIENT CONFIDENTIAL :: 2009
“ I have never had that kind of a call from a customer.”
– a Ciena salesperson
AGENCY / CLIENT CONFIDENTIAL :: 2009
Results
1484 Visitors
17% Registered
26% Hot Leads
30% Sales Accepted
Pipeline Revenue = !!!
AGENCY / CLIENT CONFIDENTIAL :: 2009
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
AGENCY / CLIENT CONFIDENTIAL :: 2009
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
AGENCY / CLIENT CONFIDENTIAL :: 2009
Ciena Marketing Continues to Support Sales…….
AGENCY / CLIENT CONFIDENTIAL :: 2009
“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
AGENCY / CLIENT CONFIDENTIAL :: 2009
AGENCY / CLIENT CONFIDENTIAL :: 2009
AGENCY / CLIENT CONFIDENTIAL :: 2009
AGENCY / CLIENT CONFIDENTIAL :: 2009
And Another Story….
38
AGENCY / CLIENT CONFIDENTIAL :: 2009
“A spoonful of sugar and a healthy measure of intrigue
turned out to be a choice recipe…”
MarketingProfsOctober, 2008
AGENCY / CLIENT CONFIDENTIAL :: 2009
Targeting Marketing Executives
• Senior-level Marketing Professionals• Targeted key accounts (specifically
identified by sales)
Target Audience
• Drive leads for sales follow-upKey Objectives
AGENCY / CLIENT CONFIDENTIAL :: 2009
Multi-Touch
Followed by a call from the sales team
AGENCY / CLIENT CONFIDENTIAL :: 2009
Touch 1 Website
Personalized by name/fact
AGENCY / CLIENT CONFIDENTIAL :: 2009
Multi-Touch
Touch 2b - Non Responders
AGENCY / CLIENT CONFIDENTIAL :: 2009
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
AGENCY / CLIENT CONFIDENTIAL :: 2009
Things to Remember
45
AGENCY / CLIENT CONFIDENTIAL :: 2009
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
AGENCY / CLIENT CONFIDENTIAL :: 2009
?
AGENCY / CLIENT CONFIDENTIAL :: 2009
Credits/Thank You
Bill Rozier, Cienabrozier@ciena.com
Lauren Goldstein, Babcock & Jenkinslaureng@bnj.com
(503) 382-8613
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