Creating and Launching a Multimodal Lead Generation and Nurturing Program for VARs

1. Creating and Launching a Multimodal Lead Generation and Nurturing Program for VARs Agilysys, Inc. KeyLink Systems GroupProspector Program Wayne Bernot, Director of Marketing, Agilysys Brian Carroll, CEO, InTouch Tuesday, October 24, 2006 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

2. Channel Marketing Overview

3. Quick Facts • Annual Revenue: $1.7 Billion • Total Full Time Employees: 1,483 • Number of Value-Added Resellers: 1,100 • Fortune 1000 • Learn more at www.agilysys.com

4. Business Situation • Resellers: • Lack in-house marketing resources • Complain about leads from manufacturer or distributor • Don’t respond favorably to “canned” programs • Give limited attention to “top down” channel programs

5. How Did We Get Here? • Newest HP distributor • Need to increase reseller revenue base • Previous activities not working • Where’s the ROI? • Agilysys: new demand generation strategy • Paradigm shift • Change mindset: conversations versus campaigns • 1 year for internal buy-in

6. Overview Prospector Program • Multimodal • Features lead generation and nurturing activities • Closed loop system to measure ROI • Executed based on unique value proposition • Utilizes sales and marketing nurturing content • Seeks to position reseller as “trusted advisor”

7. How the Program Works • Phase 1: HP reseller profiling and selection • Phase 2: Program communication and buy-in • Phase 3: HP reseller commitment • Phase 4: Strategic planning and development • Phase 5: Tele-prospecting • Phase 6: Lead nurturing • Phase 7: Lead management

8. Phase 1: HP reseller profiling and selection • Identified 3 HP resellers for a test pilot • Program Criteria: • HP Revenue • Profitability • Philosophical Alignment • Sales Staff Resources • Business Model • Lessons Learned: • Philosophical alignment is critical • If they don’t understand how to generate and nurture leads properly, buy-in and success will be jeopardized from the beginning

9. Phase 2: Program communication and buy-in • Communicated value of a multimodal approach and disciplined nurturing process • Presentations, relevant articles, webinars • Scheduled conference calls and meetings • Lessons Learned: • Reseller principals are sales driven, not marketers • Need guidance and strategic leadership • Well-presented rationale made sense to them • Always be ready to explain why specific activities need to be done in certain ways

10. Phase 3: HP reseller commitment • Created program obligations and responsibilities • LOA important to define lead follow-up expectations • Resellers could be withdrawn from the program • Participation fee $5,000 • Reseller assigns sales resources for program • Lessons Learned: • Create clear expectations and accountabilities by requiring “skin in the game” • Communicate program flow and timelines to ensure prompt feedback

11. Phase 4: Strategic Planning and Development • Developed individualized elements based on unique value proposition, skills, and go-to market strategies. • Universal Lead Definition • Ideal Client Profile • No canned messaging • Co-developed • Lessons Learned: • Sales and marketing efforts bridged with reseller ownership • Earn trust with guidance • Impatience prevails during this phase • Seek information efficiently

12. Phase 5: Tele-prospecting • Dedicated lead specialist team serves as an inside sales engine. • Led by Program Manager • Extensive training given • Focus on conversations • Understanding pain points • Lessons Learned: • Make every call count • Always attempt to opt-in prospects for future communications

13. Phase 6: Lead Nurturing Our Strategy • Who do we nurture? • Filter and Organize Content (new or repurpose) • Message development • Define tactics • Execution Schedule Set (monthly)

14. Phase 6: Lead Nurturing • Nurturing tactics reinforce tele-prospecting with relevant, valuable content • Gather resellers’ own sales nurturing materials • 3rd party, articles server consolidation and virtualization • Vendor agnostic podcasts, webinars, blogs, case studies • HP specific white papers, success stories, webcasts • IDC podcasts position as “trusted advisor” • Lesson Learned: • Take advantage of free and available marketing content aside from resellers own sales content

15. Lead Nurturing Tactics

16. Lead Nurturing Timeline

17. Podcasts and Blogs • High-value content with educational intent • Leverage thought-leader and partner relationships for content • RSS is hot

18. Phase 7: Lead Management Email, Direct Mail,Podcasts, Website, Outbound Calls, Webinars, Trade Shows Inquiries Not a Fit Marketing Pipeline Nurturing Returned Prospects Leads CRM Closed Loop Feedback Handoff Sales Generated Leads Existing Clients Sales Ready Leads Sales Pipeline Measure ROI Customers

19. Critical Success Factors • Need to achieve philosophical alignment with your channel partners to make the process work • A Uniform Lead Definition and Ideal Client Profile are vital strategic elements • Closed loop feedback requires planned, consistent communications • Don’t just rely on sales-ready nurturing content from reseller • Find marketing content for a nurturing “library” using freely available resources

20. Thank you Wayne Bernot, Agilysys, Inc. wayne.bernot@agilysys.com (440) 498-5133 Brian Carroll, InTouch, Inc. bcarroll@startwithalead.com (651) 255-7640