• Set up the contrarian view: MA industry claims and what’s wrong with them (Mike)

• The emerging role of telesales nurturing, not yesterday's 'appointment setter' (CJ)

• The role, as we see it, of MA in B2B (Mike)• Use case?!? What does an ideal situation look like(CJ)• Tie it all tougher (Mike)• Q&A (Trisha)

Why Digital Marketing Should Be Half-Man, Half-Machine

• Persona vs. Pain campaigns

• Reliance on accurate data

• Fractions of fractions

Over Automation Mistakes

• What you can predict…– Content for personas– Effective messaging &

copy– Buying considerations

• What you can’t predict…– Buying journey steps

(in sequence)

Persona vs. Pain

*Sales Engine Webinar October 2011

My nameis Brad.

• Original spark… a business problem needs fixed!

• Web search: Whitepapers, articles, videos, webinars…

• Engage sales rep(s)• Create evaluation committee• Expand Scope• Engage Sr leadership• Reduce scope• New competing initiative• Change in Leadership• Budget Cut• New leadership… a business problem needs

fixed!

• New competitors

• New scope• New criteria• New faces• New CEO• Budget freeze• Project

approved• YOU WIN!!!

Reliance on accurate data

“Your Marketo platform…”

“You have installed Marketo…”

Fractions of Fractions

“I only want my reps calling on qualified leads who have come out the bottom of the Marketing funnel.”

- VP Sales

1,784 Unique Visitors/mo

*

4%Web

Conversions

20%

Nurture(Node #1)

= ½ Lead per month

20%

Nurture(Node #2)

20%

Nurture(Node #3)

Fractions of Fractions

THE EMERGING ROLE OF TELESALES NOT YESTERDAY'S 'APPOINTMENT SETTER’

CJ Hauptmeier

• Many B2B marketers still treat “Teleprospecting” as a standalone tactic or channel and not as the tie that binds all other go to market approaches

• Typical misuse of Teleprospecting:• Appointment Setting ONLY• Event Recruitment ONLY• Lead Generation/Qualification ONLY• License Renewals ONLY

• Modern Day Inside Representation are able and adaptive

• Appointment Setting and Lead Qualification

• Nurturing Longer Term Prospects• Content Concierge• Data Hygiene• Market Intelligence and Campaign

Feedback• Connection with Sales

SALES READY LEADS

NURTURE LEADS

AWARE PROSPECTS

VALIDATED DECISION MAKERS

TOTAL ADDRESSABLE MARKET

MAN+MACHINE DEMAND

What does an ideal situation look like?

Agile Support:

Events

SurveysCustomer Outreach

Partner Recruitment

Solution #1 – Automate to pain not persona

Solution #1 – Automate to pain not persona

7/12/12Account Created

Lead Source: Web

7/12 – 7/174 contact

attempts by rep

7/18/12Saundra Jones email open: Top

25 GEO Q’s

7/18/12Web form

submission: Contact Request

7/24/12First Meeting; Opportunity

Created

7/25 – 8/13 Rep conducting due diligence;

closes opp $15k

8/16/12Opened August

eNewsletter

8/30/12Surpassed lead score of 9,999;

elevated to MQL1

9/6 – 9/20Rep conducting due diligence;

developing addtl opps

9/27 – 11/26Enrolled in 4 email

campaigns

12/3/12 New opportunity

created & closed,

Recruitment $6k

1/21/13New opportunity

created – Addendum to

orig opp

2/12/13Opportunity closed $25k

3/6 – 4/196 emails sent; email click thru

& web visit

6/5/13Opportunity

created $18k (on hold)

28 Sales touches

21 Marketing touches

12/26/12 – 1/29/13Enrolled in 3 email

campaigns

Solution #2 – Integrate Telesales in Campaigns

• Webinar invite• Webinar Email• Social Media• Website

• BDR Playbook• Sales Alerts• Call & 1:1 email cadence

Solution #2 – Integrate Telesales in Campaigns

Solution #3 – Start with Good Data

Hi <first_name>, I was researching your company, and by the looks of the tracking code on your website, you are using <software_name> to track site visitors. We haven't met, but I think the fact that you've implemented <software_name> says you're a shrewd marketer who sees the potential of…

The impact of integrating Marketing Automation and Telesales

Industry Location

Pipeline Created/ Nurtured

% $

Payroll/HR Services

TX 70% $16,343,088

IT Services VA 76% $6,158,311Data Encryption NJ 59% $5,071,321

QA