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SkillSoft Corporation

SkillSoft Corporation. Kristin Kane Director, Marketing Operations. Agenda. Situation Analysis Objectives Solution Initial Results Questions. Situation Analysis. Sales is being flooded with contacts, not qualified leads

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SkillSoft Corporation

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  1. SkillSoft Corporation Kristin Kane Director, Marketing Operations

  2. Agenda Situation Analysis Objectives Solution Initial Results Questions

  3. Situation Analysis • Sales is being flooded with contacts, not qualified leads • Sales team spending vast majority of time “educating” prospects instead of closing deals • Little to no measurement of marketing’s impact on sales metrics

  4. Objectives • Create a predictable pipeline of qualified sales leads • Gain deeper customer insight into prospect’s pre-sales needs • Focus on key performance metrics across Marketing and Sales

  5. Approach Approach: • Create a scalable, lead-management platform (SkillSoft Information Center) • Provide resources to prospect for them to self educate • Track prospect’s demonstrated interest in our products / Monitor depth of interest • Deliver “sales ready” leads to Sales team • Monitor performance and optimize against key performance indicators

  6. Scaleable Foundation AWARENESS & LEAD GENERATING ACTIVITIES Multi-channel Lead Conversion Communications INTERACTIVE CHANNELS • EMAIL • SEARCH • DRIVE TO WEB DM • ONLINE ADS DATA CAPTURE NURTURE SKILLSOFT CRM DATABASE OFFLINE CHANNELS • DR PRINT • EVENTS LEAD CAPTURE FORM ACQUISITION PORTAL OPPORTUNITY LIVE CHANNELS • INBOUND 800# • OUTBOUND TELEMARKETING SALES PERSON

  7. Tailored Content Strategy AWARENESS CONSIDERATION PREFERENCE Nurturing prospects to enrollment requires a strategically tailored content strategy. ASSESSING ALL PROVIDERS • Who are the leading e-learning solution providers? • How do solutions differ? • What are my specific needs? • What makes SkillSoft different from it’s competitors? • What attributes of an e-learning are most important to me? • Which solution will best meet my needs? UNAWARE OF NEED • What is the market? • Is it cost-effective? • What is required to deploy? • Can it be customized? • Is it suitable for all employees? • What products/solutions exist? PREPARING TO PURCHASE • I need details beyond the “boiler plate” • I welcome your interest in my needs • I want to be “sold” on SkillSoft? • How is pricing structured? • Can I “test drive” the product? • How do I justify this cost? CONTENT & ENGAGEMENT TOOLS • Learning method matrix (pros/cons) • Testimonials/case studies • The 5 phases and benefits of e-learning evolution CONTENT & ENGAGEMENT TOOLS • E-learning provider features matrix • E-learning needs assessment tool • Factors to consider when choosing an e-learning partner. CONTENT & ENGAGEMENT TOOLS • 30 day free trial • Tailored testimonials/case studies

  8. Prospect Tracking and Routing PREFERENCE AWARENESS CONSIDERATION Each prospect’s behavior is centrally monitored, with every action being recorded and contributing to a cumulative score – enabling differentiation in treatment. Product Prospect Content 05 points Tools 10 points Product 10 points Content 15 points Tools 20 points Product 20 points Content 30 points Tools 50 points Product 40 points Demonstrated Behavior/ Interest Point Scoring Scoring Less than 30 points Cool Prospect 30 – 70 Points Warm Prospect 70 + Points Hot Prospect

  9. Prospect Tracking and Routing PREFERENCE AWARENESS CONSIDERATION Multi-channel messaging programs integrate with site content to drive repeat engagement and conversion. PORTAL Prospects can be dynamically routed based on their scoring: • Fast track “Hot” prospects to OBTM for an informed and scripted call • Invest more in “Warm” prospects through a combination of messages • Place stalled “Cool” leads in a low/no cost monthly newsletter

  10. Lead Delivery Multi-channel Lead Conversion Communications DATA INTEGRITY DATA CAPTURE NURTURE D&B INTEGRATION MANAGER SKILLSOFT CRM DATABASE LEAD CAPTURE FORM ACQUISITION PORTAL OPPORTUNITY SALES PERSON DATA WAREHOUSE: REPORTING CAMPAIGN MANAGEMENT

  11. Detailed Lead Reports Deliver sales ready leads to sales force with detailed interest reports. Enables tailored, coordinated communication strategy across organization.

  12. Detailed Lead Reporting

  13. Results & Performance Optimization

  14. Monitor Key Performance Metrics • Integrated lead management platform results in better financial forecasting • Exposes areas for improvement across each discrete stage of the marketing and early-stage selling process • Enables ability to accurately model performance of marketing investments.

  15. Initial Results What we know now: • Engagement tracking leads to more relevant/tailored sales calls • Quicker lead to opportunity pace What we will know in 6 months: • Cost per lead • Cost per new customer acquisition • Average nurture/close pace (days) • % conversion of all new leads • % conversion of leads by source (media and channel) • Incremental ROI • 1, 2, 3 year future value of new customers

  16. Questions/Discussion

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