Visitor Centric Marketing

Emily Salus, Sr Mktg Mgr, CollabNet

Need to filter and control what becomes sales ready leads. Send only qualified leads to sales.

Steps:

• Build the right team
• Open communications
• Agree on definition of sales ready lead – what does sales want to see?
• Create a demonstration – only have one chance to make a first impression. Build it in a spreadsheet first to show what would happen in the future. Make sure you’re sending the right leads, not sending the ones they’re not going to follow up on anyways.
• Roll-out

 Attributes to consider for the right leads:

• Geo
• Industry
• Company rev / size
• Role / Title
• Recent activity – downloads, event participation
• How recently did this activity happen

Scoring methodology:

Start with a round number as sales ready (i.e. 10 or 100)

Top level steps:

• Implement
• Gain near-term feedback
• Measure results
  • Funnel – Web activity / Marketing Queue / Sales Queue
  • Waterfall – average time between the above buckets – relates to sales cycle
  • Flow – once in system, what is timing and success rate to get through Marketing and Sales funnels

Marketo is vendor

Objectives –

• Increase quality of lead going to sales
• Increase pace of lead to sales flow
• Measure and analyze marketing and sales funnels – “how many leads of what quality do we need in order to hit our revenue targets?”

Michael Rapp, Mgr of eMedia, Fujitsu –

A very insightful presentation focused on driving marketing messages based upon the persona of the recipient / target, rather than role.

Buyers Persona Exercise:

• Industry
• Existing Customer
• Department
• Active contact
• Role (not title)

 Market to the persona’s not to the channel or title.

 As day one comes to a close I find myself having seen some GREAT B2B marketing best practice and some good case study. Below, my notes reflect much of my interest in the best practice presentations. Funny but true, I found myself at times so absorbed in the presentation that I didn’t take enough notes for this blog entry… I guess that this is a good thing, it says that the content was really very good!

Brian Carroll, CEO, InTouch

Nurturing (definition): Relevant and consistent dialog with potential customers regardless of their timing to buy.

Marketing should co-create lead nurturing process and lead it:

• Take inactive leads back from sales – calculate from leads not touched in 90 days 

Five fundamentals necessary to enable a successful lead nurturing program

1. Shift from campaigns to conversations
2. Find the right amount of friction
3. Develop the one team mindset
4. Who should you re-engage first… recency,
5. Script an opt-in process, messages and calls. 

Dr. Flint McGlaughlin, Director MEC Labs (founder too!)

A highly engaging speaker with magnetism that drew the audience in very successfully. His presentation style is also very well honed… he successfully hung a thorough presentation on a short construct, allowing the audience to absorb his points well.

Here are his key points…

4 Conversion Impediments:

1. Lack of clarity

• Where am I at?
• The eye moves in a triangle when the user is trying to gain meaning… the goal is to make the page clear so that information is revealed appropriately, the eye path is more controlled.
• What can I do here?
• Why should I do it?

2. Undisciplined eye path

3. Insufficient value promise

4. Excessive friction

• Quantity first page
• Quality second page
• Remarket to get quality data if user abandons

Then we worked through several real-life case studies of landing pages that were submitted by attendees… excellent learning and feedback for those who were brave enough to have their pages reviewed.

Erin Daly, PTC

Tactic #1: The data you have, and the data you don’t

Increase your footprint at existing accounts

Calculate the number of relevant contacts you have within target companies.

Tactic #2: Get contact that don’t know

Get third party endorsements – Analysts, media, etc.

Make sure your messages aligns.

Tactic #3: Engaging new contacts

“Risk” options from low to high:

• White paper / report – 2 seconds to download, 10 mins to read
• Webcast – 2 seconds to register, 30 mins to listen
• Seminar – huge commitment in time and resources
• Sales meeting – if not interested in product, the “date” is futile and boring… I don’t want to hear it, don’t have time for it.

Build integrated marketing relationship to move a person towards a sales relationship…

• Don’t reach too far on the first “date”
• Send value to list on the subject you’re wanting to promote, then solicit the webinar or higher reaching step. Since you’ve already fertilized the environment.

Tactic #4: Asking all the right questions

What to say when you don’t know what to say, surveys:

• Low risk for response = lots of response
• User 3rd party rental contacts + inhouse
• Offer quick tell me more about yourself and I’ll give you a $10 retail card
• Break into groups:

1.  
   1. Take highly qualified leads and send to sales opportunities,
   2. Put the rest in nurturing campaigns

What works?

• Flattery – you’re the best and it relates to you. Make sure recipients are qualified.
• Laziness – low risk
• Bribery – what’s in it for the recipient. Make sure incentives are achievable and realistic. You’re paying for recipient attention and information, not just response. Have everyone win something, even $5-$10, rather than a chance to win something larger.