Advanced Lead Nuturing - Televerde

1. 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

2. 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.

3. The Back Story • Disciplined, integrated, portfolioapproaches done well outperform… 6:1 • 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.

5. The World Has Changed Pew Research Center, May 2010 © 2012 Televerde All rights reserved.

6. Traditional Marketing is in Decline Consumers are in the driver’s seat © 2012 Televerde All rights reserved.

7. Assess your readiness… © 2012 Televerde All rights reserved.

8. 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.

9. 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.

10. Advance to Optimization… © 2012 Televerde All rights reserved.

11. 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.

12. 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.

13. 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 © 2012 Televerde All rights reserved.

14. 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 © 2012 Televerde All rights reserved.

15. 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.

16. 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.

17. 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.

18. Process – The Big 5 • Contacts in CRM to MAT • Know the score • Digital to dialogue, and back again • Cadence contingent on outcomes • Lead hand-off management + feedback CRM MAT Digital Dialogue Digital Sales Feedback Marketing © 2012 Televerde All rights reserved.

19. 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 MATto Tele system for best results © 2012 Televerde All rights reserved.

20. 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.

21. 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.

22. Broaden the Application… © 2012 Televerde All rights reserved.

23. 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 © 2012 Televerde All rights reserved.

24. Options for Acceleration… © 2012 Televerde All rights reserved.

25. 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? © 2012 Televerde All rights reserved.

26. 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.

27. 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.

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