In this presentation, Mac McConnell will discuss how to successfully implement targeted lead nurturing processes in your organization. Drawing from his own experience as former head of Global Outbound Marketing at Sun Microsystems, he will guide you through building a step-by-step approach to ensure success. You will learn: •How to create content and make it relevant to your audience. •What factors to consider when building your first lead nurturing campaign. •How to use lead scoring to segment your database. •Common roadblocks you may encounter throughout the process and how to avoid them.

1. A Tactical Approach to Targeted
Lead Nurturing
April 15, 2010
Twitter: #MTWC
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2. Agenda
 Overview
 3 Must-Have Lead Nurtures
 Content Creation Strategy
 Building a Lead Nurturing Track
 How to Avoid Common Roadblocks
 Lead Nurturing Success Story: Sun MicroSystems
 Q&A
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3. Speakers
Christopher Doran
VP, Marketing
Manticore Technology
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4. About Manticore Technology
 Founded in 2001
 Driving force in Marketing Automation since 2003
 Six years of development & infrastructure support our customers around the globe
 Product delivers unmatched usability and robust power:
 Configurable UI to meet your needs
 Lead nurturing to develop a business process
 Deepest CRM integration in industry
 Dedicated Customer Success Manager (CSM) to help ensure customers
success in developing business process
 It’s about process – not technology for technology sake
 People
 Process
 Technology
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5. Customers Around the Globe
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6. Lead Nurture Tracks for Each Lead Bucket
Pre-MQL Recycled Reconstituted
3 Lead Nurturing Processes Enables You to Deliver the Right
Message to Right Audience at the Right Time.
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7. Content: Marketing Automation Fuel
2009 Marketing Automation: Lessons From the Trenches Research Report
KEY FINDING
80% of respondents using marketing automation said “preparing their
organization by building the processes and content offers to feed the system”
would be their top priority if they were to implement marketing automation
again in the future.
Complete Research Report Available at: www.manticoretechnology.com (resource section)
“Lack of Strategy & Lack of Content are the Primary
Obstacles for Lead Nurturing In Many Organizations.”
Watch the On-Demand Webinar: http://www.manticoretechnology.com/blog (Featured Download)
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8. Keynote Speaker
Mac McConnell
Partner& Consultant
Leftbrain Marketing, Inc.
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9. About LeftBrain Marketing
Maximizing Lead Generation through Marketing Automation
 Marketing Automation Planning
Strategy, Program Design, Nurturing, Lead Scoring, Demand Gen
 Marketing Automation Production
Design and Management of programs (Project or Agency)
 Custom Lead Generation Programs
Higher conversion rates, More engaged prospects, Lower costs
 Vendor Selection
Evaluation of different systems to match
 Content Creation
eBooks, Newsletters, Case Studies, Podcasts, Webinars
 Creative Services
Copy writing, landing page creation, graphic design
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10. The Devil is in the Details
 Length of sales cycle
 Your message(s)
 Segment your database.
 Write for a specific buyer
 Build a buyer persona to stay focused
 How will you fuel your program
 What happens at hand-off
Relevance = Success
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11. The Demand Gen Funnel
Social
Custom Website Media Email Offers
Events 3rd Party Websites /
Corp Website
Registrations
Marketing Awareness
Education
Marketing Consideration
Automation
Sales Ready
MQL
Sales Pipeline
SQL 11
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12. Be Active in Content Creation
 Some companies are content machines
 But is it the right content?
 Content strategy should be part of any
marketing plan
 Write the outline yourself
 Be a champion for non-corporate or
product specific content
 Spend money for good content
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13. Gated Content Open Content
 Analyst Paper  Videos
 Thought leadership  Data Sheets
 Webinars  Solution Briefs
 Installation guides  Product Specifications
Gated Open
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14. Map Content to Buying Stage
Analyst overview
“I feel your pain” Thought leadership
Consideration of a Solution
ROI Case Study TCO Options overview
Decision on Vendor
Datasheet Success stories Free trial
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15. Segment using Demographic Scoring
 Criteria that will allow you to build unique
nurture tracks – Start small
 Commonly used:
 Industry
 Company size
 Job title/role
 Timeline to purchase
 Prioritize your buckets
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16. Lead Nurture Fuel
Purchased Website
House list
names capture
Social Content Trade
Media syndication Shows
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17. Start Simple: MQL
Thought
Validation
• Forward looking Leadership 2 • Your solution to
• Problems • How to solve the the problem • ROI studies
• Trigger event problem • Case studies
• Often 3rd party
Thought content
Benefits
leadership 1
More product messaging
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18. Recycled and Reconstituted
Why did this lead end up here?
Recycled Reconstituted
• They gave the • Something
wrong answer changed
• Trigger event • Focus on
• Tougher scoring benefits
– consider raising • Urgency is
the implicit score critical – offer a
promotion
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19. What to Watch Out For. . .
 Ineffective or poor content
 Too many calls-to-action in email
 Doing too much . . . Too fast
 Not paying attention to the hand-off
 Believing that there is one nurture for all
 Internal politics
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20. The Marketing Manager
 Content strategy & creation
 Marketing list segmentation
 Corp. website optimization
 Developing the nurture program
 Advertising, webinars, trade shows, content
syndication
Fill the top of the funnel
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21. The Field Marketer
 Liaison with sales/partners
 Lead scoring model development and refinement
 Lead distribution to sales/partners
 Lead follow-up and reporting
 Define sales opportunity size
Maximize the return on leads
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22. Case Study: Sun Microsystems
Sun Systems for VMware vSphere 4
 Goal: New Customer Acquisition
 Target Market: Midsize companies upgrading
VMware or virtualizing for the first time
 Geo: North America
 Target Buyer: System Administrator, System
Architect, CIO, CFO
 Delivery Model: 100% Channel Partners
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23. Stage 1 – Find Contacts
 3 Sources used to build database
 Content Syndication
 Sun.com Content Registrations
 High value content is placed behind a registration page
 List purchase
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24. Stage 2 – Nurture
Show that Sun and Customer learns how
VMware have a close easy it is to get up
• IDC Paper: How partnership • White Paper: Best and running • Drive customer to
Servers Affect the • Sun and VMware Practices for • Quick Start Guide: resource rich
Virtualization Guide to Server choosing and Configuring microsite
Equation Consolidation configuring VMware ESX on
VMware on Sun Sun Fire servers
Customer is ready to
Educate that server
Start thinking about listen to sales
choice is important
what servers will representative
work best
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25. Stage 3 - Results
Average Opportunity Size
= $27,552
(18% increase over non-nurture programs)
Sales Pipeline Generated
= $12.7 million
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26. Summary
 To Engage ALL leads in your marketing funnel, segment
them into Pre-MQL, Recycled or Reconstituted.
 Build Separate Lead Nurturing Tracks for Each Group.
 Start with a simple flow and process
 Lead nurturing works best with compelling content.
Make sure it is relevant to the audience
 Understand your business. Pay attention to the details
 Roles and responsibilities become more important
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27. Thank You!
Q&A
Questions & Answers will be posted on our blog:
http://www.manticoretechnology.com/blog
Presentation will be available for download on www.SlideShare.net
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28. Contact Information
Christopher Doran Mac McConnell
VP, Marketing – Manticore Technology Partner – Left Brain Marketing, Inc.
Blog: http://blog.manticoretechnology.com/ Blog: http://blog.leftbrainmarketinginc.com/
Email: Christopher@manticoretechnology.com Email: Mac@leftbrainmarketinginc.com
Phone: 1 (866) MANTICORE Phone: 415 902 6611
Twitter: @cdoran Twitter: @macmcconnell
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