Advanced Lead Nuturing - Televerde

Accelerate to Advanced
and Optimized Lead
Generation & Nurturing
Practices
Presenters:

Jon Miller
VP of Marketing, Marketo
Moderator:
Amanda Batista,
Managing Editor,
Bryan Ehrenfreund DemandGen Report
VP of Digital Solutions, Televerde

Agenda

 Context – Why This Topic is Important
 Considerations for Readiness Assessment
 Opportunities for Optimization
 Broadening the Application
 Options for Acceleration

© 2012 Televerde All rights reserved.

The Back Story

 Disciplined, integrated,
portfolio approaches
done well outperform… 6:1

 Standard vs. advanced
practices – big difference


Buying Has Changed Forever
OLD DAYS: INFO SCARCITY TODAY: INFO ABUNDANCE
1960s – Recent

BUYER

SALES REP SALES REP


The World Has Changed

Pew Research Center, May 2010


Traditional Marketing is in Decline

Consumers are in the driver’s
seat


Assess your
readiness…


Your State of Readiness

Considerations…
 Data Quality:
Gap analysis, cleanse, enrich, segment

 Content Value:
Relevancy, alignment, completeness

 Talent & Skills:
Technical/marketing/data prowess

 Technology Integration:
MAT/Tele/CRM/Web


Your State of Readiness
 Process Enablement:
Lead management, sales & marketing
alignment

 Business Intelligence:
Markets, accounts, personas, buy stages

 Calls to Action:
Compelling offers, testing

 Tele Practices:
Nurturing conversations are different

 Web Optimization:
Conversion forms, site nav, inbound


Advance to
Optimization…


Start with BI – Knowledge Empowers

 Know your target markets & accounts
 Deep-dive persona understanding
 Leverage buying stage insight
 Relevance is key to the goal

The goal:
Identify, qualify, convert, accelerate, close


Optimization… 3D Focus Plus

Data… Digita
 Yes, data is daunting, but… Dat
l
 Quality in, quality out a
 Segment!
Dialogu
Digital… e
 Content matters but relevancy matters more
 Focus on flow

Dialogue…
 Conversations change everything
 Dialogue (like data) makes or breaks investment

Plus… Market BI, Process, Technology, Website, Skills

It’s All About the Data

 Data requires lots of attention
 Target pristine but start with better than today
 RPM - Remediate, Provision, Maintain
 Data management - lather, rinse, repeat
 Leverage data in discrete, well-segmented programs


Digital is Your GPS

 Focus on flow
 Multiple programs enable better management
 It’s all in the set-up – but plan for agility
 System synchronization – CRM, tele, social, analytics
 Content matters, relevance matters more


Digital Across the Revenue Cycle

Prospect
Name

Sales
Lead
Lead
Awareness Friend Opportunity Customer

Nurturing
Database

Generating Awareness Developing Relationships
and “Like” (Email, Social, Offline)
© 2012 Marketo All rights reserved.

Content and Relevance

Types of content:
Buying guides, checklists,
calculators, whitepapers, analyst
reports, and webinars
Research data, funny videos,
curated lists, infographics, and highly
relevant thought leadership pieces

Two rules:
Content must be helpful, not
promotional
Content must be relevant to the
buyer: who they are, where they are in
the buying cycle


Dialogue – “Good Call!”

 Conversations change everything
 Data is intelligence – use it to inform
the dialogue
 The nurture conversation is different
 VCA: Validate, Correct, Accelerate

Prepare for the correction (agility)


Process – The Big 5
CRM MAT Digital Dialogue Digital Sales

Feedback

2. Contacts in CRM to MAT

4. Know the score Marketing

6. Digital to dialogue, and back again

8. Cadence contingent on outcomes

10. Lead hand-off management + feedback


Integrated Systems Are Enablers

 No technology (no matter how good)
can fix bad processes
 Integration optimizes everything
 Like people, bi-directional technology
communication prevents and resolves issues
 Connect CRM to MAT to Tele system for best results


Website Optimization

 Shore up a weak website
 Better structure, easier nav

 Relevant and dynamic landing pages

 Mini contact forms for conversion capture
 Gate some (not all) premium content
 Immediate page display after registration


Talent – Find, Train, Manage

 Look inside, look outside
(always be looking)

 This is still new technology so
train and expose often


Broaden the
Application…


Expand the Utilization Universe
You’re optimizing, so go beyond
the basics…
 Seed demand and pre-MQL
 Qualify and prioritize inbound leads
 Build momentum with event & webinar attendees
 Accelerator nurturing (short-term & mid-term touches)
 Rejuvenate dormant, recycled, discontinued leads
 Account-Based Marketing programs
 Current customers – cross-sell/up-sell, c-sat, renewals


Options for
Acceleration…


Accelerating Advanced Practices

 Centralized or distributed demand center
 Don’t stress your organization
 Create advanced practice roadmap
and mind the gaps
 Think big, start small – incremental improvements
 How fast do you want to go?
 Do you really need to own and manage the resources?


Accelerating Advanced Practices

 Be TCO-savvy – mind the investment

 Consider core capabilities and best practices
 Leverage third-party trusted solution partners

 Observe and learn, then decide

 Get on the numbers – test, measure, improve
 Eliminate technology and process drags
 Continual training and best practice exposure


Actionable Takeaways…

 Think big but start small  Find talent inside or
 Buying has changed, so outside
selling needs to change  Integrate your systems
 Digital & dialogue blend  Prepare for nurture
makes sense dialogues (VCA)
 Know your markets  Focus on data quality
 Relevance matters  Prioritize process
 Manage sensibly  Broaden your applications


Q&A…
Jon Miller Bryan Ehrenfreund
VP of Marketing VP of Digital Strategies
jon@marketo.com bryan.ehrenfreund@televerde.com
+1 650-376-2301 +1 888-787-2829
Twitter: @jonmiller2 Twitter: @ehrenfreund

Marketo is the fastest growing provider in Revenue Televerde is a leading B2B marketing agency and
Performance Management. Our marketing automation provider of sales pipeline development solutions that
and sales effectiveness solutions transform how drive increased revenue for our clients by integrating the
marketing and sales teams of all sizes work — and work highest quality contact data, marketing automation and
together — to drive dramatically increased revenue world-class teleservices. We help our clients identify
performance and fuel business growth. Marketo’s future customers, accelerate and convert sales
technology, services and expert guidance are helping opportunities, and discover fresh, actionable market
more than 1,600 enterprise and mid-market insight in the process. We’ve provided demand creation
companies around the world to turn marketing from a solutions to more than 2,000 clients and have helped to
cost center to a business-building revenue driver. generate over $3 billion in net new revenue for them.

marketo.com televerde.com

Advanced Lead Nuturing - Televerde

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