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From Contact To Close: Integrating Digital, Nurture and the Human Touch Televerde February 15 – 17, 2016
Agenda
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Workshop Objectives
• Integrated demand gen strategies for driving the sales pipeline
• Strategic planning steps needed for a successful campaign
• Ensuring Sales and Marketing alignment
• Reaching and Prioritizing the opportunities in your target audience
• Campaign Execution- Scoring, Nurturing and the Human Touch
Televerde Lead to Revenue Solutions
Integrated Teleservices
Multi-Channel Lead Generation
Campaign Execution
Sales Campaign Planning
Inside Sales Outsourcing
Marketing Automation Implementation Automation Platform
Configuration Lead Management Set-Up Cloud Connector Services
Marketing Automation Managed Services Certified Marketing
Automation Resourcing Automation System Support
Segmentation and Targeting Customer and Market Research Persona Development Buyer's Journey Mapping
Demand Generation Strategy Campaign Design and
Development Lead Scoring & Nurture Strategy Content Marketing Plan
Campaign Data Readiness Data Quality Health Check Contact Record Remediation Contact Record Provisioning
Account and Buyer Intelligence Data Enrichment and Append Engagement Data Insight
Data Quality Maintenance
Integrated Demand Generation Lead Generation Event Recruitment Appointment Setting Proactive Online Chat
Campaign Execution
Inside Sales Services Revenue Generation Sales Development Opportunity Management Inbound Contact Support Sales Program Planning Inside Sales Blueprint Inside Sales Operations
MARKETING TECHNOLOGY
SERVICES
STRATEGIC ENGAGEMENT
PLANNING
DATA INTELLIGENCE INSIDE SALES
DEMAND GENERATION & TELESERVICES
Televerde is a global sales & marketing solutions provider dedicated to acquiring new business and accelerating revenue for its clients.
Bottom line: We help technology speak human
The Televerde Team Ray Kemper – CMO • 20+ years of broad domestic and international marketing management
experience • Previous, spent 6 years with Microsoft launching Bing Search Solutions • Foodie, travel expert, and dog lover
Michelle Cirocco – VP of Client Success • Focused creating profitable growth by addressing clients’ sales and marketing
challenges • Certifications in ISO 9001, SiriusDecisions Foundations, Miller Heiman’s Strategic
Selling and Conceptual Selling • Avid skier, marathon runner, and foodie
Mark Evertz – Direct of Demand Generation and Content Services • Reformed newspaper and trade press journalist • B2B tech marketer for 15+ years, with diversions into PR, corporate
communications and sustainability consulting • Dad, music lover, and avid Oregon Ducks fan
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Why are we talking about the ‘human’ touch?
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Because technology on its own is clunky & weird
And rarely works as advertised…
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And your Technology for distributing information, and creating demand is no different
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And yet you and I are supposed to get all of this …
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To look like this …
=
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And achieve this …
Multiple Tactics Required for Demand Center Effectiveness
All of these working together = better campaigns, more
productive conversations & more sales
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What do you need to make all of this work?
• A human to research the market need and buyer preference • A human to connect the technology and those to design
campaigns • A human to create the campaign strategy and content that
dazzles your prospects • A human to set sales appointments and qualify those prospects as
sales-ready leads • A human to help you measure and interpret whether or not you
met your goals and where you need to optimize
What’s the Balance?
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At Televerde, we talk to people first. ‘Hey People! Let me ask you something!”
Each company is unique. You may have some similarities, but your culture, products, sales processes, and complexity varies. The amount of human interaction needed by your customers or clients varies because of that. Let’s look to see where you might fall … on the Tech/Human balance scale. Let’s try a little experiment …
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How’s your ‘Tech/Human’ Balance? Rate your Organization.
Thanks to our friends at SiriusDecisions
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You scored 3 to 6.
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You scored 7 to 11.
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You scored 12 to 15.
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If we as marketing & sales leaders are to succeed we are all encouraged to chase the ‘waterfall’
At Televerde … we all drink the Waterfall Kool Aid … mainly because we have teams of experts in the technology, strategy, campaign and content execution that can make it happen.
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Here’s What our Humans Do to Fill Gaps • Customer & Market Research • Persona Development • Buyer’s Journey mapping • Content Marketing Strategy & Creation • Campaign Design & Development • Lead Scoring + Nurture Strategy
In a nutshell … We help technology speak human.
Putting the Person Back in Personas with Human Touch
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What a marketable persona ISN’T
Frugal Fred Role: IT Director - Price sensitive - Tech-minded - skeptical
Frenetic Frieda Role: Marketing Director - Big idea person - Emotion-minded - Overwhelmed
Fast-Money Mike Role: VP of Sales - Short on patience - Quota-minded - Button pusher
This is not only offensive, mostly made up & lacking of a human touch, it's also hard to find them.
So We Ask Your Customers & Prospects
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They Tell Us Who They Are & What They Need
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Televerde Unleashes My Team to Dig
• Secure your purchaser & closed/lost data for the last 90 days • Create online listening post with identified topics and personas who buy • Engage with people online to validate subject matter • Compile call research, surveys, stakeholder & prospect interviews to
inform content strategy and campaign execution
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We then build buyer personas based on who bought
People we can find & communities we can join
How they buy
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We then build buyer personas based on who bought
Rich, primary and secondary profile data to enhance marketing and sales efforts
The questions we try to answer before we build a nurture program
1st What is it and why should a customer or prospect care?
2nd What challenges do they have that they can’t see?
3rd How should they go about meeting those challenges?
4th Who’s doing what you are asking me to do and how did it turn out?
5th How do they figure out what to do? (enter your company)
6th Why are your company & products the right fit?
7th How are you going to be a long-term problem solver?
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Then We Build
Content Audit & Wish List
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Content Selection & Production
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Nurture Dialogue Mapping the conversations to stages in the buyer’s cycle
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The Buyer Journey forms the basis of the logic for the nurture campaign…
Email Cadence & Content Map
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Email Working Title/topic of downloadable
New / Existing
Asset Type
1st Email (Email 0) Generic
5 reasons a waste and recycling services assessment should be on your radar
New Supplemental Infographic (pdf)
2nd Email (Email 1) – All Personas
Why Waste and Recycling is more important now than ever before for businesses
New (pdf) eBook or white paper
3rd Email (Email 2) – All Personas
Waste Stream Walkthrough on a whiteboard
New Video
4th email (Email 3) – All Personas
Did You Know Series #1 How visibility & centralized management help you manage costs, avoid surprises
New 1-2 pg pdf intro& key points
5th email (Email 4) – All Personas
Why Waste? Why Now? Webinar Use dyk #1 Webinar
6th email (Email 5) – All Personas
Success Story eBook of named and unnamed businesses with use cases and benefits
Existing Case Studies/Testimonials (unnamed)
7th email (Email 6) All Personas
Did You Know Series #2 How a Waste & Recycling Brokers are Putting you at Risk
New 1-2 pg pdf intro& key points
Pro Tip: Don’t just rely on email!
Share on Website, Blog, PPC, Groups/Forums & in Email
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Use your content anywhere prospects & customers live
Sample: Sage Zombie Campaign Zombie Lead Nurture Flow
email Blog Post Landing Page
Asset eNews
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Getting Your Humans to Play Well Together
Why Marketing and Sales Alignment? Technology and the increase in digital channels have made Sales & Marketing Alignment critical to any B2B Demand Gen program.
Marketing and Sales Alignment for Demand Gen
It’s an Always On Process Planned, periodic collaboration between marketing and sales leaders to gain consensus on joint accountabilities and full discuss the pipeline. Documented Service Level Agreements outlining definitions for lead to opportunity criteria and stages, marketing automation and CRM processes, joint lead to sales conversion metrics. The result is accelerate sales growth through shared lead and opportunity management.
Critical Factors for Alignment
Four Critical Success Factors * Marketing and Sales Leadership Agreement: 1. Agree to Common Language 2. Jointly Define Inquiry, Lead Definitions/Criteria & Pipeline Stages 3. Ensure on a data source of truth for measurement
• Establish conversion metric and joint goals • Develop measureable SLAs • Create joint reports as the source of truth
4. Keep the feedback loop healthy for continuous improvement * Assumes Leadership team has been selected and MA and CRM systems integration is completed
Why Bother Accelerates marketing automation and CRM
effectiveness—improves adoption & lead optimization
Ensures effectiveness of inbound strategy
Limits lead leakage or stalls—middle of pipeline “black hole” ---no lead or opportunity left behind
Establishes predictable pipeline conversion metrics for accurate forecasting
Establishes foundation for joint accountabilities for revenue contribution to growth
#1 Common Language & Stage Definitions
The Waterfall provides a framework for measuring and benchmarking demand
generation to close and must involve both marketing and sales
Inquiry-Marketing Qualification Lead Inquiry: Inbound/Outbound AQL: Automated Qualified Lead TAL: Teleprospecting Accepted Lead TQL: Teleprospecting Qualified Lead TGL: Teleprospecting Generated Lead Sales Qualification Lead SGL: Sales Generated Lead SAL: Sales Accepted Lead SQL: Sales Qualified Lead Close/Won
#2 Inquiry to MQL Definitions Qualification Levels
1 A response from an individual to a marketing campaign, or someone who has taken proactive steps to demonstrate interest in your message, product or service.
2 A meaningful interaction (via phone or email) with an individual meeting the requirements of a fully qualified company and audience
Level 2, plus the individual demonstrates a specific need for an interest in your product or service.
Level 3, plus the individual is in the process of defining a requirement for your product or service.
Level 4, plus the individual has the responsibility, budget and a defined timeline for purchase.
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5 Predominant high touch including
telequal. and face-to-face qualification.
Predominant low touch. Web and
automated lead
qualification.
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And more granularity from our friends at SiriusDecisions
#3 Lead to Revenue Conversion Metrics & Goals
ALLIANCE PARTNERS & CERTIFICATIONS
Early Stage Company Average Strong Best-in-Class
3.5% 3.9% 5.8% 9.7%
55% 58% 65.6% 74.5%
46% 49.1% 56.4% 60.5%
25% 23.1% 26.9% 30.7%
Global Industry Standard Conversion Rates1
Inquiries
MQLs
SALs
SQLs
Closed Won
¹ Source: Sirius Decisions
What is a Service Level Agreement?* Written Agreement between Marketing & Sales
Common Language, Definitions & Stages Marketing Accountabilities Sales Accountabilities
*Living document that needs to evolve
#4 Service Level Agreements
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Reaching Across the Aisle: Service Level Agreements (SLAs)
SLA Best Practices • Focus—clear, simple • Evolve—adjust with feedback from alignment team • Enforce—clear accountabilities, consequences on
lack of adherence • Own---Marketing/Sales Ops & Executive Leadership
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Reaching Across the Aisle: Service Level Agreements
Marketing SLAs With Sales • Provides a quarterly inquiry to MQL goal. • Provides clear stage definitions for advancing leads
to sales-readiness. • Collaborates quarterly with sales on lead
scoring thresholds. • Establishes that marketing is responsible for de-
duping, filtering competition, and removing incomplete forms.
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Reaching Across the Aisle: Service Level Agreements
Sales SLAs with Marketing • Provides defined follow up time for leads received
by marketing. • Provides defined follow up time for lead
dispositioned in CRM. • Triggers the automated lead nurturing process
within a defined timeframe after sales-qualified lead is accepted.
Making Sure You Can Contact a Human
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Why Data? Bad Data Can Cost You 10% bad data rate versus 25%
Better targeting = 25% jump in INQ-
MQL
Trust factor = 12.5% Jump in
MQL-SAL
66% increase
in revenue
Source: SiriusDecisions
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Data strategy goes way beyond “a good list …”
Data Sourcing,
Aggregation
Insights & Targeting
Strategy & Planning Execution
Capturing, organizing,
integrating all possible sources
of valuable information
Translating data into actionable insights about addressable audiences
Establishing segment strategy; personas;
needed fields for modes,
interaction types
Matching records to
tailored individual
content across channels and
interaction types
Measurement
1 2 3 4
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Measuring for continuous improvement across the steps and
communicating performance
Data Quality
Control
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Keeping data updated, clean, complete and accurate.
standardization, normalization, rules to merge or purge duplicate ,
managing enrichments
The heart of the marketing machine that drives interest, engagement and revenue
3 types of source data we aggregate…
― Information about people, company firmographic and insight
Data aggregation model
D&B Data Social Data
Technology Landscape
TouchPoint
Data Sourcing,
Aggregation
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Besides firmographics • Title • Job Function • School • Groups • Skills • Contact Location • Keywords
Each targeting criteria set contains specific combinations of desired characteristics. Insights &
Targeting
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The Goal of segmentation is to separate the market into categories that
are measurable and relevant. • Measurability
Degree to which size and purchasing power of segments can be assessed, Examples: Number of organizations (TAU) and typical expenditure (budget)
• Accessibility Degree to which firm can reach intended target segments efficiently through unique communications & distribution strategies
• Profitability Degree to which identified target segments are large enough or have sufficient sales and profit potential to warrant unique or separate marketing programs
Strategy & Planning
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Highest data quality = Opt-ins Execution
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Don’t Forget Data Privacy It’s a big deal. It’s getting bigger
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Execution
Accountability: A designated person must be accountable for an organization’s compliance.
Limiting Use: Don’t use information or disclose for purposes other than those for which it was collected, without consent.
Identify Purposes: Identify why the information being collected at or before the time the information is collected.
Accuracy: Info must be as accurate, complete, up-to date as is necessary for the purposes for which it is to be used.
Consent: Knowledge and consent of the individual is required for the collection, use or disclosure of information.
Safeguards: Information shall be protected by safeguards appropriate to the sensitivity of the information.
Limiting Collection: Collection must be limited to what is necessary and info must be collected by fair and lawful means.
Openness: The organization must make specific information about its policies and practices relating to the management of personal information readily available to individuals.
Individual Access: An individual must be informed of the existence, use & disclosure of personal information, given access & the right to challenge accuracy & have it amended.
Challenging Compliance: An individual may bring a challenge to the organization’s designated individual.
The basic rules of global data privacy 4
Execution
5 Key Benchmarks of Database Health
95% 95% 70% 15%
Postal Completeness Firmographics Segmented Contacts by Function
Hard bounces should be less than
Make Sure You Have Valid Contact Names. (Sorry Donald Duck!)
Measurement
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Data Quality
Control
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Moving from Strategy to Execution
Building Effective Email Programs with Layers
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BCC1 BCC2 BCC3 BCC4
PC1 PC2 PC4 PC3
DC DC DC DC
Buying Cycle Content
Promotional Content
Drip Content
RESPs QRs MQLs
Lead Scoring Methodology
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Optimize Form Length
Build Trust for Better Information
Timing is Everything
• Shorten forms to increase conversion
• Append data for demographic & firmographic info
• Profile for segmentation & content
• Present more “personal” questions later in the nurturing process
• Align profiling questions to identified pain &triggers
• Gather a combination of demo/firmo/psycho data
• Map cadence, profiling and scoring to buy cycle
• Develop testing strategy for cadence, scoring and profiling to keep lead flow aligned with business & customer needs
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• Keep is simple as you start. • Determine what is considered a “sales ready” lead with both sales and
marketing. • Define what happens with each lead from nurturing to sales hand-off. • Focus on scoring criteria with standardized data values. • Define a service-level agreement (SLA) with sales that designates the
length of time allowed for follow-up. • Provide sales with options for follow-up based on lead disposition. • Continuously re-evaluate your scoring system • Rate and measure the impact of lead scoring on sales.
Lead Scoring Tips
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SCORE! Snapshots + Template Available.
Measuring Strategy for Demand Generation
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Performance Against
Objectives
Efficacy
Feel Good
Business KPIs
Value to Business
Ease
of M
easu
rem
ent
• % Opened email • % Clicked through • % Delivered • Soft/Hard Bounce • % Submitted form • Contact Rates
• Thumbs up/Like look & feel • “Good” content • Relevant product
inclusions • Boss is happy
• Marketing lead stage conversion
• Number of MQLs • Velocity/time spent in
programs • % MQL -> SAL • % SAL -> SQL • Content performance
• Increased pipeline • Increased revenue • Revenue attribution
by marketing tactic/channel
• Shortened sales cycle • Increased average
deal size
Most Only Report on This …
When They Should Report on This …
Workflow Example
Example workflow diagram for a basic
integrated persona based messaging nurture
program.
This design includes data strategy and system
configurations between Televerde’s calling system
and Client Marketing Automation Tool
Republic Services B2B2C
Email design & copywriting
Landing page design & copywriting
Asset design & copywriting
Masco-Watkins
Email design & copywriting
Landing page design, copywriting & marketing automation form integration
Downloadable asset design & copywriting
What is a Good Conversation?
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Words of wisdom on good conversations “The great secret of succeeding in conversation is to admire little, to hear much; always to distrust our own reason.” Benjamin Franklin, (Yes, that Benjamin Franklin) “A conversation is a dialogue, not a monologue. That's why there are so few good conversations: due to scarcity, two intelligent talkers seldom meet.” Truman Capote (Writer, Sassy Conversationalist) “Conversation should touch everything, but should concentrate itself on nothing.” Oscar Wilde (Writer/Author/Smartass)
8 Principles of Call Mastery
• Reach the Right Person
• Open the Call • Build Rapport • Active Listening
• Build Value • Verify Qualifications • Call to Action • Recap and Validate
*Avoid Nervous Nelly
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Connecting the Dots Tips for validating lead quality with the human touch
• Weekly check-ins between sales and marketing • Connection between CRM and Marketing Automation • Agreed upon reporting metrics and holding everyone accountable • Inserting a human in the middle of eNurture or web lead process to qualify
leads
WHAT DO YOU DO? (Fire away!)
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That’s A Wrap!
DISCUSSION
Current Market Trends: Lead Management Optimization
ALLIANCE PARTNERS & CERTIFICATIONS
• Annual growth rate is upwards of 52% in Best-in-Class companies who have mature lead management practices (Source: Aberdeen Group)
• 46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads. (Source: Forrester Research)
• Companies that invest in lead optimization through integrating lead scoring, nurture and teleservices generate 50% more sales ready leads at 33% lower cost. (Source: SiriusDecisions)
• In 2015 57% of B2B companies identify tracking lead conversions to sales opportunities as a top priority. (Source: Aberdeen Group)
• Companies with mature lead generation and management practices have a 20.3% higher sales quota achievement rate. (Source: CSO Insights)
Current Market Trends …
ALLIANCE PARTNERS & CERTIFICATIONS
• Nurtured leads produce, on average, a 30% increase in sales opportunities versus non-nurtured leads. (Source: DemandGen Report)
• Companies that automate lead management see a 20% or greater increase in revenue in 6 months. (Source: Gartner Research)
• Only 30% of content that marketing teams put together is actually used by sales (SiriusDecisions)
• Organizations with tightly aligned sales and marketing functions see 36% higher customer retention rates and 38% higher sales win rates.(SiriusDecisions)
