1 © 2006 marketingsherpa, inc. this presentation is not for distribution. thank you. creating and...

1 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

Creating and Launching a Multi-Modal Program Using Phone, Email, Podcasts,

Blogs, Direct Mail, Analyst Webinars and Events

Agilysys, Inc. KeyLink Systems GroupProspector Program

Wayne Bernot, Director of Marketing, Agilysys

Brian Carroll, CEO, InTouch

Tuesday, November 14, 2006

KeyLink Systems Group

Channel Marketing Overview


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


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


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


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”


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


Phase 1: HP reseller profiling and selection

• Identified 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


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


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


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


Spectrum for Sales Lead Definition

Source: SiriusDecisions Lead Spectrum 2006 Lead Metrics Study (used with permission)

Level 1

Level 2

Level 5

Level 4

Level 3

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.

A meaningful interaction (via phone or email) with an individualmeeting the requirements of a fully qualified company and audience.

Level 2, plus the individual demonstrates a specific need for and 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.

Level 1

Level 2

Level 5

Level 4

Level 3

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.

A meaningful interaction (via phone or email) with an individualmeeting the requirements of a fully qualified company and audience.

Level 2, plus the individual demonstrates a specific need for and 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.

Hand offTo Sales


Phase 5: Teleprospecting

InTouch serves as an inside sales engine.

Goal = Build Relationships– Identify the right people and companies

– Initiate a memorable conversation and opt them in

– Nurture them, regardless of timing to buy

Results16% Contact Rate with Decision Makers

62% of Contacts become level 2 leads (actively nurtured)

4% of Contacts become level 3, 4 and 5 “sales ready” leads


Phase 6: Lead Nurturing

Lead Nurturing is a relevant and consistent dialog with viable potential customers, regardless of their timing to buy.

Our Strategy• Who do we nurture? (Level 2)• Filter and Organize Content • Message development• Define tactics for execution• Execution Schedule Set (monthly)


Content for Lead Nurturing


Building Lead Nurturing Library

• Filter and Organize Relevant Content– Gather resellers’ own sales nurturing materials

– 3rd party, articles server consolidation and virtualization

– Vendor agnostic podcasts, webinars, blogs, case studies to position VAR as “trusted advisor”

– HP specific white papers, success stories, webcasts

• Lesson Learned:– Reuse available content before creating new content

– Filter 3rd party content for a nurturing “library” using free sources http://www.google.com/alerts


Lead Nurturing Tactics


Lead Nurturing Timeline

Initial contact Introductory phone call and follow-up “thank you” e-mailMonth 1 3rd party article on virtualization via e-mail and voice mailMonth 2 3rd party article on server consolidation via e-mail with follow-up Month 3 Link to relevant IDC analyst podcast via e-mail with follow-up callMonth 4 Link to relevant expert podcast via e-mail with follow-up callMonth 5 Relevant white paper via e-mail with voice mailMonth 6 Targeted campaign via direct mail Month 7 3rd party article on pertinent technology via e-mailMonth 8 Invitation to webcast via e-mail with follow-up callMonth 9 Free report via direct mail with follow-up callMonth 10 Invitation to seminar via e-mail with follow-up callMonth 11 Link to relevant HP Podcast via e-mail with follow-up voicemailMonth 12 Industry relevant case study via e-mail with follow-up call


Email Nurturing: One-to-Many

Template driven

Send article of interest

Integrate w/ CRM

Personalize from assigned Rep


Email Nurturing: One-to-One

Invite to event

Combine personal phone call


Reach People Earlier in Buying Process

Content is King

Recorded live event for Podcast series

Webinars and Live Events


Podcasts and Blogs

• High-value content with educational intent

• Leverage thought-leader and partner relationships for content

• RSS is hot


Phase 7: Lead Management

Closed Loop

Feedback

Marketing Pipeline

Sales Pipeline

Inquiries

Leads

Customers

Returned Prospects

Teleprospecting, Events, Email Campaigns, Podcasts, Website

Sales Ready Leads

Not a Fit

Sales Generated Leads

Existing Clients

Nurturing

CRM

Measure ROI

Handoff


Tracking ROI from Lead Nurturing

Regular pipeline analysis

• # and depth of touch points identified and engaged• 62% conversations provide opt-in e-mail addresses • 88% of early stage leads actively nurtured (levels 1 and 2) • 12% of leads handed off as sales ready (levels 3, 4, and 5)• 76% sales pursuit rate after hand off (typically 20%!)

Sales reporting• Closed loop feedback• Conversion rates by sales stage• Calculate investment per sale


Measuring Depth of Touch Points

Funct. Role# Contacts Identified - All Time 832 439

# Contacts Identified - Period 832 439

# Companies with. . .1 Contact Identified 427 281

2 Contacts Identified 136 62

3 Contacts Identified 29 10

4+ Contacts Identified 11 1

Targeted

Best Buy

Company Lead Classification Industry Employees Sales Assigned Rep Company Notes Company Web URL

Minneapolis

Site Type Site Address Site

Qualification Site Web URL

New York



Dallas



Las Vegas



Brian CarrollCIO

Lead Classification Contact Info Conversation Notes Qualification Responses Qualification Comments Contact History

Michelle PasseDir. eBusiness

Pat LorchVP, Supply Chain



IdentifyHeadquarters &Sites

IdentifyFirmographics &Compile Notes

Identify & QualifyContacts

Target Company


Measuring Touch Point Detail

Job Function DetailAll Time - Identified

Period - Identified # Calls

# Conversati

ons# Opt-in Emails # Nurture

CIO/CTO 285 285 912 108 49 40

Director of IT 200 200 885 116 72 69

IT Admin 33 33 37 1 13 13

IT Manager 187 187 700 112 66 63

IT Team Member 97 97 188 37 19 4

VP IT 30 30 75 7 4 3

Total 1170 1170 4190 675 423 235

Buying Process Role DetailAll Time - Identified

Period - Identified # Calls

# Conversati

ons# Opt-in Emails # Nurture

Decision Maker 269 269 996 179 106 104

Decision Maker (Primary) 146 146 644 135 103 100

Influencer 24 24 37 8 11 10

Total 779 779 3089 617 415 256

Activity - All Time

Activity - All Time


The Critical Success Factors

• Mindset: conversation, not campaigns• Sales (VAR) and Marketing act as one team • Clearly defined ideal customer profile• Universal lead definition• Multi-modal lead generation portfolio• Create a nurturing “library”ASAP• Apply lead nurturing consistently• Effective lead management process


Thank youWayne Bernot, Agilysys, [email protected](440) 498-5133

Brian Carroll, InTouch, Inc. Author of:[email protected]://blog.startwithalead.com(651) 255-7640

1 © 2006 marketingsherpa, inc. this presentation is not for distribution. thank you. creating and...

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