Silverpop and Clevertouch outline real-world b2b lead

1. Automated and Dynamic
Lead Nurturing Success from the
Inside
Will Schnabel Adam Sharp
@wschnabel
Managing Director @silverpop Group Managing Director
Silverpop EMEA @clevertouch Clevertouch

2. About Silverpop
• Digital Marketing Platform
for email marketing and B2B
marketing automation
• 4,400 customer brands
• Across 38 countries
• 500 employees
• EMEA headquarters in the
UK since 2005

3. About CleverTouch
• Founded in 2009
• Supported over 75 in their MA deployments
• 30+ employees
• Compound growth 120% p.a.
• Offices in
– Alresford, nr. Winchester
– Neuchatel, Switzerland

4. Why are we here today?

5. Because only 5% of leads
you and I generate are ready to buy NOW.

6. This session’s takeaways
• An understanding of funnel challenges we all face
• Nurture Programs Silverpop uses to tackle our own
challenges
• Some results and data points to arm your arguments
• Understand how Trend Micro and others
incorporated dynamic nurture email to improve ROI

7. We all have challenges
Changing buyer
Funnel waste
behaviour
Lead gen
structure not in
line with goals

8. We were wasting leads

9. Our old funnel (and perhaps yours)

10. 65% of leads went to waste.

11. The buying cycle changed

12. Prospects narrowing the field...
“During the initial research phase, the survey
showed 42% of B-to-B buyers evaluate four or
more suppliers, but as they move closer to
procurement, only 26% get quotes from four or
more suppliers.”
Source: Chief Marketer, “Adjusting to the Web-
Influenced Buy Cycle,” 22 March 2010

13. Demand Gen structure is Key

14. Our Sales team were buried in leads.

15. Marketing’s response wasn’t ideal.

16. How we began curing ourselves

17. Refocused on Nurturing
Source: Marketing Sherpa 2011 B2B Marketing Benchmark Survey

18. Changed our demand gen structure
We redrew our demand gen org chart

19. We aligned Sales/Marketing
around one common goal – revenue.

20. Introduced a New Lead Scoring Model
Heavy Low
Interest Interest
Right
Fit
A 1 2 3 4
B 1 2 3 4
C 1 2 3 4
D 1 2 3 4
Not a Fit
Sales DG Mktg Dead

21. Began routing leads based on
scoring
Marketing became lead-traffic-controllers

22. Service Level Agreements:
The Ties that Bind
Marketing Demand Gen Team Sales
Disposition rules Timeframe
Target agreement Accept/
Source Volume rules Deliver Accept/reject rules
Programs/tactics Reject
Notification Notification
Accept
Lead definition MQL definition Engagement rules
Scoring Qualify Engagement rules Qualify Qualify
DNQ rules
Nurture DNQ rules
Accept
Disposition rules Timeframe Accept/ DNQ rules
Volume rules Deliver Accept/reject rules Timeframes Pipeline
Reject
Notification Notification
Reject Reject
Disqualify Disqualify

23. Introduced nurture programmes
• With goals to:
– Improve follow-up with leads
– Offload follow-up to
not-yet-sales-ready leads
• Freeing up costly resources
• Improving lead follow-up times
– Guide leads through a longer buyer
cycle and towards an opportunity

24. Introduced nurture programmes
Media Nurture
Inbound Demand Gen
Event Follow-up
Open and Re-Engage
Silverpop on Silverpop
Dead/Lost

25. Automated Media Nurture
• Audience: Top of Funnel Media Ad Responses
• Offer: White-paper downloads driving to online demo
• Team: Marketing
• Process: Set-it-and-forget-it automated program
• Communications: Series of 6 emails, one every
month
• Results: Increases Sales Opportunities. Marketing
Efficiency improvements

26. Inbound Demand Gen Nurture
• Audience: Top of Funnel Inbound Leads
• Offer: Self-Qualification and Re-connect (personalized)
• Team: Demand Gen
• Process: Contact added after 3 call attempts
• Communications: Series of 6 emails, one every 10
days
• Results: Efficiency savings: 125 hours per Demand
Gen Rep per quarter

27. Event Nurtures
• Audience: Top of Funnel: Tradeshow attendees
• Offer: Industry vertical content/tip sheets/case studies
• Team: Marketing
• Process: Visited booth or attended speaking
engagement
• Communications: Series of emails, one every 12
working days
• Results: Increased New Sales Opportunities

28. Open and Re-Engage Nurture
• Audience: Mid-Funnel Leads
• Offer: Quirky subject lines, thought leadership
• Team: Marketing
• Process: No interaction for 6 months but still opted-
in to newsletter
• Communications: Series of 6 emails, one every 14
days
• Results: 3-5 new sales opportunities generated per
week

29. Silverpop on Silverpop
• Audience: Lower Funnel: Prospects with Silverpop
Opportunity
• Offer: Education in the power of marketing
automation through real-world experience
• Team: Sales or Demand Gen
• Process: Sales initiated
• Communications: Series of 6 emails, one every 7
days
• Results: Improved Closed Rates/Higher Deal Value

30. Dead/Lost Nurtures
• Audience: Lower Funnel: Lost Sales Opportunities
• Offer: Timely thought leadership and best practices
staying top of mind towards competitive renewal
dates
• Team: Sales
• Process: Sales initiated
• Communications: Series of 10 emails, one every
month
• Results: Increased Sales Efficiency. New Sales Opps.

31. When should sales pounce?

32. Sales Visibility (Lead Activity)

33. Sales Control over Nurturing

34. The results...
• Reduced non-contacted leads from 65% to < 4%.
• Increased lead conversion rates by over 2x in
12-months
• Increased marketing-generated revenue by more
than 100% in 12-months
– Marketing generated over 70% of total sales revenue
• Increased opportunity creation to support 50%
increase in sales team size

35. What tools are needed (bare min)?
CRM System Marketing Automation
• Database of record Platform
• Lead and opportunity tracking • Lead management
• Pipeline opportunity reporting • Lead Scoring
• Sales process management • Lead Routing
• Lead Alerts to Sales
• CRM integration for sales-initiated
campaigns
• Publishing and outbound marketing
• Nurtures and email marketing
• Landing pages for lead generation
• Reporting
• Sales view into marketing activity
• Sales view into lead score, rank and
behaviour

36. About Adam Sharp
• Degree in Applied Psychology
• DipBA and MBA
• Marketing career of 20+ years
• Started implementing MA from 2003-when I realised SFDC wasn’t the answer.
• Co-founded CleverTouch nearly 4 years ago
• Econsultancy Marketing Automation Course & MSc Digital Marketing at
Manchester University & regular speaker & contributor to articles in B2B
marketing on subject of MA including recent data governance strategy publication.
3

37. Marketing is so much more than lead
gen initiatives & sales promotion
IBM CMO study (1700)
1. Relationships not transactions
• Understand and deliver value to empowered (self-
service) customers
• Create lasting relationships-individuals not markets
2. Struggle with ROI
– Perennial problem
• Ensure marketing’s contribution is relevant and
quantifiable
3. Social is here to stay
– Having a presence is not a strategy
• Need to be further embedded.
4. Marketing responsible for the Corporate Character
– This is so much more than Brand & Identity
• Reputation, Engagement, Channel Models &
ePrivacy are all significant considerations.

38. The USP of Marketing Automation
In marketing today there are (for
better for worse) more opportunities
to create more communication silos
than ever before.
Forget lead scoring, lead nurturing,
automated drip programmes or
CRM integration- which are all
foundations for outperformance.
THE TWO biggest source of
advantages Marketing Automation
provides any organisation are
1. the reduction in the number of
marketing communication silos.
2. The ability to scale marketing.

39. 1. Relationships not transactions….MA
provides the perfect platform.
SMB ‘Worry Free’
c.2m units/contacts
9 countries
7 languages
5 routes to purchase
The brief
Fully automated, integrated systems,
integrate ‘drip’ and ‘keep in touch’ campaigns
dynamic content & richer experience

40. Campaign Flow/User Journey
Trend Segment Time
Trend Database
Micro #1 #4
Database POS Segment
Post Purchase Survey Welcome Campaign
Regular Monthly Campaigns
Data put on to
Trend FTP Site
FTP site daily Default
Customer
Communications
Ad Hoc Campaigns
Mid Term Survey Renewal Reminders
CleverTouch Data #1 #4
Data manipulated In Trial Segment
Transformation ready for
silverpop Welcome Campaign
Post Trial Activate - Y
#1 #2
Activation
Segment
Data uploaded Post Purchase Survey Welcome Campaign
Silverpop FTP Site to silverpop for
scheduled #1
daily import Activate - N
Survey Extended Trial Period Campaign
#2
Win Back
Campaign
New contacts
Silverpop added to #8
Database Database
Highlights- over 4000 pcm enter this programme, all automated (10 times a day)
5 routes & 9 languages and multi-touch= 250+ scheduled communications

42. Dynamic Content
• Product
recommendations
based on
progressive profiling
• Products/links are all
personalised so ROI
can be calculated at
individual level.
• Relevancy and
personalisation
and time to
marketing lead to
increased traction
rates.

43. % Rates Across all Program Sends
40%
36%
35%
34%
35%
32%
30%
28%
27%
25%
25%
21% 21%
Completed Advisor Tool
20% 19%
Opened Advisor Report
16%
15%
Clicked within Report
15% 14%
12%
11% 10%
10%
8%
6% 5%
5% 3% 3% 3% 2%
0%
0%
UK France Germany Spain Italy Netherlands Sweden Other
Note: Percentages reflect the proportion of people clicking on the advisor link in the
email, who then go on to: fully complete the tool, open the report they are emailed
following completion, and click a link within the final report

45. Etail Event Campaign Workflow w/c 18th June
w/c 25th June
w/c 14h May w/c 21st w/c 28th w/c 4th June w/c 2nd July
May May Email 4: Email 5:
Email 1:
Email 2: Email 3: Invitation & 5 Reminder
Online shopping Etail Email 8:
Online shopping Validation and reasons PIM is
research event Event follow up
whitepaper positioning piece essential for
statistics
multichannel
Email 6: Last
chance to
register
Email 4 resend:
Email 2 resend: Email 3 resend: Invitation & 5
Online shopping Validation and reasons PIM is ‘5 reasons
whitepaper positioning piece essential for why’ WP
multichannel Download
Email 8 will be created as 1
email with dynamic content
for 3 audiences to offer the
WP:
Landing Page, no Landing Page, no
form form Landing Page LP with pre populated
form to register, also 1) Registered & attended
drop down with AM
Videos or PM selection for 2) Registered but didn’t
meeting Email 7: Follow attend
up email with
Link to diary booking to 3) Didn’t register
ecommerce confirm meeting
WP Download WP Download pro article time All other emails do not use
Case study dynamic functionality
quotes
Thought leadership/ education Market positioning Sales promotion

46. 2. Struggling with Marketing ROI’s
• Typically only 30% of marketing directors even try
and attempt to measure ROI.
• Much stronger and more powerful to build a
relevant (configurable) reporting model for you
business and look to predict future outcomes.
– Data, history, content, campaigns etc..

47. 3. Social is here to stay, but should
be embedded in MA
• Marketing is all about balance
– Inbound AND Outbound
• Twitter, Linked in or Facebook is not a Social Media
strategy.
• 7 reasons to embark on SM
1. Recruitment
2. Thought leadership
3. Customer service
4. NPD/Market research
5. Crisis Mngt
6. Lead Gen and Sales
7. Internal morale & comms
• We have a dedicated Inbound team and as users of SM
tools such as Yammer, Hootsuite and Radian 6 in
particular we are still looking at how best to exploit SM
within MA environments.
• Much to do about the API…………..and reduction in Silos.

48. Social Media as a platform to Socialise
Methods of systemizing word of
mouth
Share to social
Insert Share Messages/Likes to 13 social
networks from Email or Landing page.
Produces dedicated social media report.
Publish to social
Post or schedule posts to
Twitter, Facebook, RSS and/or LinkedIn
that coincide with a mailing send
schedule. Social network updates
includes links to a web version of the
sent mailing.

49. The integration of Social Media
(& Mobile)
• Social Sign-In
Visitors can use their existing social network
site such as Facebook, LinkedIn, Twitter, or
Salesforce (16 available) to bypass a
registration or sign-up Web form. Social Sign-
In captures visitors’ current contact
information and stores the information directly
into the Engage database.
• Social Pull
Online form builder for Facebook Pages.
• Silverpop Engage SMS
Text messaging feature to easily
compose, send and track mobile marketing
campaigns within the Engage platform.
• POP-In
Silverpop's Pop-In iPad app, allows marketers
to collect leads while in the field. The iPad
application allows contact information to be
collected when there is no Internet
service, and uploaded to Engage as soon as
an Internet connection is established.

50. 4. Marketing responsible for the
Corporate Character
Marketing responsible for the Corporate Character
– This is so much more than Sales Promotion or Brand & Identity
– Reputation, Engagement, Channel Models & ePrivacy are all significant
considerations.
– Despite increasing openness on SM sites e.g. Linked In and Twitter and
Facebook, this will change with the increasing monetisation of such sites.
– What companies will increasingly need and invest in is a Data
Management Strategy specifically for MA environments, encompassing
1. Data Hygiene Services & Audits
2. Active Data Management
3. Persona Profiling & Behavioural Analytics
4. Lead Scoring Modelling and Analysis
5. Funnel Forecasting & Campaign reporting
6. Data Governance Strategy
7. MA Data Backup
8. Tiered active/passive data management, where we de-dupe or remove
passive data to a tiered platform off out of the MA instance

51. 4. MA is an ideal platform for auditable
compliance (reputation and character)

52. Summary
• Companies that adopt marketing
automation and automated lead
nurturing do have the opportunity to
grow much faster AND do have the
opportunity to solve many of the
problems most CMOs face today.
• As always it is knowing what resource
you have and understanding what you
are good at as well as knowing your
limitations.
• A coherent marketing strategy and
business reporting framework helps too
Reduction in silos
• Naturally we think the smarter Ability to scale
companies will look to companies such as
CleverTouch and Silverpop for the new
sources of innovation & differentiation.

53. To Learn More…
www.silverpop.com www.clever-touch.com
www.slideshare.net/silverpop
wschnabel@silverpop.com asharp@clever-touch.com
+44 (0) 20 7288 6183 +44 (0) 773 847 5286