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
27/13/11 Manticore Technology, Inc. – Copyright 2011. All rights reserved.
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
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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
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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
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B2B Buying Process
Marketing Sales
Past Now
Figure 5.1 from eMarketing Strategies for the Complex Sale #manticore
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Role of Marketing Automation
Marketing Automation #manticore
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Live Touch /Marketing AutomationIntegration
Marketing Automation
Live Touch
Lead NurturingSuspect Nurturing Client
Collaborative Triggers
TriggersTriggers
Triggers Triggers
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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
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Live Touch – Prospect Qualification
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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
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Live Touch - Relationship Build
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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
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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
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Live Touch - Business Intelligence
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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
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Live Touch - Optimal Reach
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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
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Live Touch – Data Quality
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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
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Integration Benefits
“Focusing on new technologies and processes alone is not enough to overcome the challenge of producing quality leads.” Jonathon Block - Sirius Decisions
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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
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Contact Information
Geoffrey [email protected]
www.winntech.net@ winntechnology
Emily [email protected]
www.manticoretechnology.com@Manticoretech
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Q&A
Please type your question in the Q&A section of the meeting window. (Found under “Tools” menu)
#manticore