Advanced Lead Nuturing - Televerde

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Accelerate to Advanced and Optimized Lead
Generation Nurturing Practices
Presenters
Jon Miller VP of Marketing, Marketo
Moderator
Amanda Batista, Managing Editor,DemandGen Report
Bryan Ehrenfreund VP of Digital Solutions,
Televerde
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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.
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The Back Story

• Disciplined, integrated,
• portfolio approaches
• done well outperform 61
• Standard vs. advanced
• practices big difference

2012 Televerde All rights reserved.
4
Buying Has Changed Forever
TODAY INFO ABUNDANCE
OLD DAYS INFO SCARCITY
1960s Recent
BUYER
SALES REP
SALES REP
2012 Televerde All rights reserved.
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The World Has Changed
Pew Research Center, May 2010
2012 Televerde All rights reserved.
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Traditional Marketing is in Decline
Consumers are in the drivers seat
2012 Televerde All rights reserved.
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• Assess your readiness

2012 Televerde All rights reserved.
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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

2012 Televerde All rights reserved.
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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

2012 Televerde All rights reserved.
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• Advance to Optimization

2012 Televerde All rights reserved.
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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

2012 Televerde All rights reserved.
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Optimization 3D Focus Plus

• Data
• Yes, data is daunting, but
• Quality in, quality out
• Segment!
• Digital
• 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

Digital
Data
Dialogue
2012 Televerde All rights reserved.
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Its 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

2012 Televerde All rights reserved.
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Digital is Your GPS

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

2012 Televerde All rights reserved.
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Digital Across the Revenue Cycle
Awareness
Opportunity
Customer
Friend
Sales Lead
Lead
Name
Prospect
Nurturing Database
Developing Relationships(Email, Social, Offline)
Generating Awareness and Like
2012 Marketo All rights reserved.
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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

2012 Televerde All rights reserved.
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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)

2012 Televerde All rights reserved.
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Process The Big 5
CRM
MAT
Digital
Dialogue
Digital
Sales
Feedback

• Contacts in CRM to MAT
• Know the score
• Digital to dialogue, and back again
• Cadence contingent on outcomes
• Lead hand-off management feedback

Marketing
2012 Televerde All rights reserved.
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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

2012 Televerde All rights reserved.
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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

2012 Televerde All rights reserved.
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Talent Find, Train, Manage

• Look inside, look outside
• (always be looking)
• This is still new technology so
• train and expose often

2012 Televerde All rights reserved.
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• Broaden the Application

2012 Televerde All rights reserved.
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Expand the Utilization Universe

• Youre 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

2012 Televerde All rights reserved.
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• Options for Acceleration

2012 Televerde All rights reserved.
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Accelerating Advanced Practices

• Centralized or distributed demand center
• Dont 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?

2012 Televerde All rights reserved.
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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

2012 Televerde All rights reserved.
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Actionable Takeaways

• Find talent inside or outside
• Integrate your systems
• Prepare for nurture dialogues (VCA)
• Focus on data quality
• Prioritize process
• Broaden your applications

• Think big but start small
• Buying has changed, so selling needs to change
• Digital dialogue blend makes sense
• Know your markets
• Relevance matters
• Manage sensibly

2012 Televerde All rights reserved.
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QA
Bryan Ehrenfreund VP of Digital
Strategies bryan.ehrenfreund_at_televerde.com 1
888-787-2829 Twitter _at_ehrenfreund
Jon Miller VP of Marketing jon_at_marketo.com 1
650-376-2301Twitter _at_jonmiller2
Televerde is a leading B2B marketing agency and
provider of sales pipeline development solutions
that drive increased revenue for our clients by
integrating the highest quality contact data,
marketing automation and world-class
teleservices. We help our clients identify future
customers, accelerate and convert sales
opportunities, and discover fresh, actionable
market insight in the process. Weve provided
demand creation solutions to more than 2,000
clients and have helped to generate over 3
billion in net new revenue for them.
televerde.com
Marketo is the fastest growing provider
in Revenue Performance Management. Our marketing
automation and sales effectiveness solutions
transform how marketing and sales teams of all
sizes work and work together to drive
dramatically increased revenue performance and
fuel business growth. Marketos technology,
services and expert guidance are helping more
than 1,600 enterprise and mid-market
companies around the world to turn marketing from
a cost center to a business-building revenue
driver. marketo.com
2012 Televerde All rights reserved.