Webinar: Twitter: #B2BLeadGen
Marketing Automation Enables – Not Drives – Optimized Lead Generation Programs
Why Knowing the Difference Matters, and How Human Touch Integration Impacts Results
Presented by:October 24, 2012
The Panelists Twitter: #B2BLeadGen
Facilitator:
Bryan Ehrenfreund is VP of Digital Strategies for Televerde and provides strategic leadership for the development, growth and implementation of the agency’s marketing automation services for clients.
Vince Massey is Director of Enterprise Security Sales for Dell SonicWALL and has 25+ years experience working within the channel and creating new channel development strategies to recruit and enable partners. He was recently named one of CRN Magazine’s 2012 Channel Chiefs.
Maureen McCormick is Director of U.S. Region Marketing Operations for Trend Micro responsible for the capture and dissemination of marketing information for performance metrics, contact data, marketing processes, and the systems and integration points that help generate this information in a predictable fashion.
Sherry Paterra is Senior VP of Televerde’s End-to-End Services Group responsible for oversight of the sales pipeline management consulting services the agency provides to clients in each of its three integrated services portfolios – data, digital and dialogue-based demand creation, lead nurturing and inside sales.
Kathleen Schaub is VP of Research for IDC's CMO Advisory Practice where she provides research-based guidance and marketing best practices to clients. She works in all aspects of the CMO Advisory practice including research planning, execution, delivery, client support, and service expansion. She is a sales-savvy marketing leader with a 25+ year career serving B2B technology companies.
20% penetration rate of a potential $3 billion MAP software market
60% increase in revenue in past year
50% growth forecasted by 2015
Venture funding >$600M
Eloqua’s Summer IPO
Penetration rate across industries is not equal:
High-tech and software demonstrate significantly higher adoption
Life sciences, business services and manufacturing seeing increased traction
Market Consolidation
Marketing Automation Adoption
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The Actual State of the Union
85% of MA users don’t believe they are using it to full potential
76% of CMO’s say their biggest challenge is “generation of quality leads”
19% reported having a MAP fully implemented
10% satisfied with results
37% didn’t mention financial effects when asked about ROI
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Buyer’s behavior has changed
No or limited marketing process
Marketing Automation enables – doesn’t drive process
Inability to feed the beast Data
Content
“Auto-Magic” expectations
Think big but start small
Televerde Observations
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13%
25%
26%
26%
34%
34%
36%
36%
41%
41%
43%
48%
54%
58%
0% 10% 20% 30% 40% 50% 60% 70%
Marketing Knowledge BasePartner Portals
Marketing Resource ManagementBusiness Intelligence
Customer Data/List AcquisitionCustomer Data Management Tools
Internal Collaboration/Social Networking ToolsSales Enablement Technology
Campaign ManagementContent/Digital Asset Management
External Social Media MonitoringWebsite Infrastructure
Digital MarketingLead Management
% of Respondents Increasing Investment
Expected MAT Investment
Sources: IDC’s 2012 Tech Marketing Barometer Study and IDC’s Worldwide Marketing Automation 2011 Vendor Shares
Q: How do you expect your investment levels to change in 2012 for the following Marketing Automation categories
compared to 2011?
Marketing Automation grew 13.8%
in 2011
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Today’s Buyer is King Buyers are constantly on-line whether
they are actively buying or not.
Many times, buyers know more than
sales people.
Buyers learned to buy as consumers and
have a consumer’s expectations of
service.
Buyers know and expect value and
they will reward vendors that give it to
them.
38.7% of IT buyers have replaced an incumbent vendor on the basis of
treatment during the buying process (vs. product functionality or other reasons)
Source: IDC’s 2012 IT Buyer Experience Study n= 199
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IDC Customer Creation Framework
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Inte
racti
on
s
Mark
eti
ng
Lead
s
Sale
s L
ead
s
Deals
Op
po
rtu
nit
ies
Target
Buyer
& Data
Content-
Score
Validate-
Qualify
SLA
Convert-
Recycle
SLA
Forecast
SLA
Revenue-
Closed Loop
SLA
Corporate
Marketing
Demand
Gen
Field
Marketing
Demand Gen
Inbound
Lead
Qualification
Sales; Inside
Sales;
Channel &
Direct Touch
Support
Renewals
Channel &
Direct Touch
Sales
Outbound
Lead
Qualification
C-Level Point of View: The Pipeline End to End Marketing, Sales and Ops Stakeholders
Continuous Collaborative Process
Mutual Agreement to Stages and SLAs
Marketing Automation and CRM Platform Enable Only
Here’s What We’ve Heard…
Now at the street level…
Dell SonicWALL:MAT Integrated Program Challenges System integration was easy,
data integration continues to be a challenge
Lack of clear business requirements from sales/marketing/operations
Lack of agreed upon process for handling information
Sales follow-up was inconsistent because of too many unqualified inquiries
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Recognition of Opportunities, Problem-Solving & Results at Dell SonicWALL
Sales vs. Marketing finger-pointing
Committed to dedicated Telesales resources
Marketing and Sales consensus on internal process
Ability to measure the demand waterfall
We are now truly nurturing leads!
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Trend Micro:MAT Objectives & Success Criteria
Cost Savings
Reduce infrastructure costs
Reduce (eliminate) transactional costs
Increase Productivity
Continue data management functionality
Enable world-class demand generation
Reduce lag time between hand-offs
Increase speed to market
Improve lead quality
Increase Accountability
Enable full visibility into marketing performance
and contribution to sales
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Problems, Solutions, Results!Business Problem Solution Result(s)
Custom integration; little to no flexibility & rising costs
Seamless integration between our MAP instance and Televerde
Flexible set-up; ability to make enhancements quickly.
Saved 12% of Y2012 marketing infrastructure budget
Not fully leveraging MAP investment
Human Touch Cloud Connector
Ability to pass digital body language to tele-services. Intelligence collected is passed back to MAP.
PTD, 4% of AQLs updated with actionable data
Lead Hand-Off Timeframes Human Touch Cloud Connector
- Have Rep Contact Me
- Marketing AQLs
Separate cloud connector for web form enables prioritization at the call center.
Reduced lead hand-off by 47 hours
Contact Rate increased 102%
Lead Quality & Pipeline Human Touch Cloud Connector
Agents use technology to facilitate a meaningful conversation.
82% increase TQL to SAL conv%
69% decrease of TQL Reject rate%
Avg pipeline deal size increased 83%
Avg booked deal size increased 48%
Reduced sales cycle by 7-weeks
What They Did Right…
People
Process
Technology
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BI Data ContentTele-
Validate NurtureTele-
Qualify
Sales
Opp Pipe
Feedback
Close
Best Practice Integrated Program Model is EmergingResults = Increase in Uplift & Conversion % to Sales Ready Leads
1. BI: Target, Segment by Buyer Personas
2. Data: Enrich, Segment, Match
3. Content & Messaging: Align to BI
4. Tele-Validate & Score: Pre-MQLs
5. Nurture: Streams by Content Framework
6. Tele-Qualify: MQLs to Sales-Ready
7. Sales Hand-Off: Closed Loop to Opportunity Pipe or Nurture
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Actionable Takeaways Think big, start small
Buying has changed, so selling needs to change
Sales, Marketing and Ops continually collaborate to align stages & processes
Data needs to be smart
Integration – People, process, technology alignment
Tele – Human Touch is key
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Q&A - More Information
Thanks to Trend Micro and Dell SonicWALL for sharing their stories, and to Demand Gen Reports for hosting!
Drawing for IDC CMO Advisory Service Best Practice Report…
“Realizing the Vision of 21st Century Lead Management”
Televerde Contacts:
Bryan Ehrenfreund Sherry Paterra
+1 480-303-7078 +1 480-517-6102
[email protected] [email protected]
Archived Webinar:
www.televerde.com/webinars
Thanks for attending!
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