Drivers Longer sales cycle Only 20% of leads are followed up Sales typically disqualifies 70% of leads based on lack of budget,timing, etc. 80% of those “bad leads” do go onto buy within 24 months Need for lead management Benefits Lower lead acquisition cost Increase retention rates An estimated 70-90% of leads generated by marketing are never followed-up with by sales Nurture program that sends out series of messages on a timely basis  Initiates conversation with prospects and customers over a period of time  Maps Content to the customer decision making cycle  Scores leads to understand where they are in the decision making cycle  Reclassifies leads based on engagement  Keeps the leads warm till they're ready to buy! According to the Direct Marketing Association, a prospect will need to see/hear your message 3 times to recognize you and a minimum of 9 times to make a sale Outcome  Closes the lead management gap  Improves ROI of marketing spend by ‘plugging the leaks’ in lead management  Keeps your prospects engaged through targeted content decision makingcycle  Improves quality of leads Take Aways  Increased lead conversion rates  Shorter & effective sales cycle  Better qualified leads

1. Webinar -
Drip Marketing: Marketers Guide to
p g
Lead Nurturing
Regalix Inc.
March 3, 2010
© 2010 Think Innovation 1

2. Richa Mehta – Business Manager, Regalix
Leads the Drip Marketing team at Regalix Inc
Strategizing and implementing marketing campaigns for B2B
and B2C clients
Leverage digital marketing channels like Drip, SMO, SEO,
Email marketing etc. to achieve their marketing goals &
etc
objectives
Over 5 yrs of marketing experience
2

3. Overview
Introduction
Why Drip Marketing
y p g
Drip Marketing
Outcome
Best Practices
Drip Workflow
Case S d
C Study
© 2010 Think Innovation 3

4. Does i W k?
D it Work?
Is it for Me?
DRIP MARKETING
What is Drip
Marketing?
M k i ?
Is it worth it? How do I get Started?
What are the results?
© 2010 Think Innovation 4

5. Why Drip Marketing
Drivers
 Longer sales cycle
 Only 20% of leads are followed
up
 Sales typically disqualifies 70%
of leads based on lack of budget,
budget
timing, etc.
 80% of those “bad leads” do go
onto buy within 24 months
 N d f l d management
Need for lead t
Benefits
An estimated 70 90% of leads
70-90%
generated by marketing are
 Lower lead acquisition cost never followed-up with by sales
 Increase retention rates
Source: MarketingSherpa
© 2010 Think Innovation 5

6. Drip Marketing
Nurture program that sends out series of messages on a timely basis
 Initiates conversation with prospects and customers over a
period of time
 Maps Content to the customer decision making cycle
 Scores leads to understand where they are in the decision making cycle
 Reclassifies leads based on engagement
 Keeps the leads warm till they're ready to buy!
According to the Direct Marketing Association, a
prospect will need to see/hear your message 3 times to
recognize you and a minimum of 9 times to make a sale
© 2010 Think Innovation 6

7. Outcome
 Closes the lead management
gap
 Improves ROI of marketing
spend by ‘plugging the leaks’
in lead management
 Keeps your prospects
engaged through targeted
content decision making
cycle
 Improves quality of leads Take Aways
 Increased lead conversion rates
 Shorter & effective sales cycle
 Better qualified leads
© 2010 Think Innovation 7

8. Best Practices
 Communicate
 Know your prospects
 Offer new, useful and actionable
ff f
information in every communication
 Plan
 Plan something new every month
 Regulate your frequency
 Measure and Track
 Use tools for automation
 Reclassify leads
Ultimately, it s
Ultimately it’s all about numbers and conversions!
© 2010 Think Innovation 8

9. Sample Drip Workflow
MAILER
YES
NO WAIT 15 DAYS TO
OPENED SEND NEXT
MAILER
ANALYZE
BROWSING
BEHAVIOR
NO LEAD CLASSIFICATION, ANOTHER
CALL TO
SCORING BASED ON PERSONALIZED
ACTION
BROWSING BEHAVIOR MAILER AFTER 7
FOLLOWED
DAYS
YES
* LEAD
CLASSIFICATION,
SCO
SCORING, BASED
G, S
ON ENGAGEMENT
PLACE IN SALES
ANOTHER
DEFINE SCORE READY BUCKET
PERSONALIZED
THRESHOLD AND FORWARD TO
MAILER AFTER 7
SALES TEAM
DAYS
*Lead classification is defined based on engagement, profile, browsing behavior.
© 2010 Think Innovation 9

10. Case Study – Drip Marketing
Drip Marketing helped the Client, a leading
open source search provider :
 Increase lead engagement The graph below shows progress from August
to January
 Identify hot prospects
 Complete Lead Profiles
 Create touch points
 Develop targeted Collateral
Table below shows increase in lead
engagement
Activities August January
Program 608 1368
Engagement
(Downloads)
Hot Prospects 75 358
Total Leads 1708 5414
Total Score 6795 24754
Average Score 3.98 4.57
© 2010 Think Innovation 10

11. Case Study – Drip Marketing
Profile Completeness - The graph shows the progress in profile completion from August to January
© 2010 Think Innovation 11

12. Awareness
Conversion
DRIP Relationship
Automation
i
© 2010 Think Innovation 12

13. Srihari Kumar – CEO,
(srihari@leadforce1.com)
(srihari@leadforce1 com)
 Serial entrepreneur and co-founder of several successful Silicon Valley
startups like – InMage Systems, Vxtreme, Yodlee and Ringcube.
 CEO of LeadForce1 – a revolutionary player in the enterprise lead
generation space.
 Provides leadership on strategy, execution and product strategy
 B.S. from the Indian Institute of Technology (IIT), Chennai, an M.S. in
Computer Science from Washington University, and an MBA with honors
from the Wharton School of Business.
 Holds patents, published papers and spoken at several conferences.
13

14. About
Leader in next-generation marketing automation -
Marketing Automation 2.0.
Game-changing real-time marketing automation
G h i l ti k ti t ti
solution
enterprises that converts online visits into qualified sales leads
p q
determines website visitor interest and intent
 enables sales teams to reach decision-makers more effectively
and
close deals faster using patented business intelligence and data
mining technology.
Hundreds of Fortune 500 & SMB Customers
14
Copyright © LeadForce1 Inc.

15. Drip Marketing
Who It's Good For
Drip marketing is ideal for high-value products with a long
sales cycle, especially big-ticket items which are purchased at
big ticket
infrequent intervals.
Kissing the Minimum Number of Frogs
On a percentage basis, drip marketing is not very efficient. It
requires you to contact a number of people a number of times to
drive sales.
Properly done, it can turn up many good prospects. But it does
mean that you need to carefully focus your drip-marketing
efforts.
Paradoxically, while drip marketing uses mass-marketing
techniques like email, it becomes most effective when the
messages are customized for specific audiences.
Copyright © LeadForce1 Inc.

16. Copyright © LeadForce1 Inc.

17. Kissing the Least Number of Frogs: Pitfall #1 of
Lead Nurturing
The Spam Trap
p p
Too many generic emails, too often.
Badly done drip marketing will backfire. Prospects will
surely remember you but will not want to deal with you.
you
Solution: Do not bombard prospects with irrelevant or
uninteresting messages. Understand their intent before
touching them
Copyright © LeadForce1 Inc.

18. Kissing the Least Number of Frogs: Pitfall #2 of
Lead Nurturing
g
Prospect Fatigue in Filling Out Forms
p g g
Every call to action has a long form to be filled
Prospects hate to fill out forms especially multiple
times
Solution: Proactive, automated, inferred completion of
profiles using Data Mining techniques
Copyright © LeadForce1 Inc.

19. Kissing the Least Number of Frogs: Pitfall #3 of
Lead Nurturing
g
Simplistic criteria triggering g
p gg g generic
emails
Every form fill gets an automated email
Prospects get a bi weekly or monthly generic email
bi-weekly
newsletter
Solution: Trigger Nurturing Actions Based on Complex
Criteria
Copyright © LeadForce1 Inc.

20. Kissing the Least Number of Frogs: Pitfall #4 of
Lead Nurturing
g
Asleep at the wheel – Not Detecting When
p g
the Prospect is Sales Ready
Sales Ready Leads Still in Nurturing Process
Prospect s
Prospect’s Readiness to Buy Goes Undetected
Solution: Real-time Detection of When the Prospect is
Ready
Read to B
Buy
Copyright © LeadForce1 Inc.

21. Kissing the Least Number of Frogs: Pitfall #5 of
Lead Nurturing
Delays in Connecting with Prospects who
y g p
Demonstrated Readiness
Kellogg Study Showed that Chances of Closing Falls
Off Exponentially Unless the Salesperson Connects
within 20 Minutes of the Prospect Showing Readiness
on the Website
Solution: Real Time Connects to Hot Prospects Who
Demonstrate Readiness
Copyright © LeadForce1 Inc.

22. Prospect
Intent
Tracking for
Relevant Proactive
Messaging Completion
of P
f Prospectt
Profile Using
Data Mining
Real Time
Connects to Hot Successful Drip
Prospects Who Marketing MUST
Demonstrate
Readiness HAVE
Trigger
Nurturing
Detection of Actions
When the Based on
Prospect is Complex
Ready to
y Criteria
Buy
Copyright © LeadForce1 Inc.

23. Companies /
Individuals
I di id l
interested in
“Automatic
Investing”
Prospect
P t
Intent
Tracking for
Relevant
Messaging
Who is
Interested in
“Automatic
Investing”?
Copyright © LeadForce1 Inc.

24. Enterprise Visitors with Titles Containing “Litigation Support”
Are Interested Primarily in “Storage Optimization” &
“Scalability Performance
Scalability Performance”
Prospect
Intent
Tracking for
Relevant
Messaging
Copyright © LeadForce1 Inc.

25. Visitor Intelligence
Proactive
Completion
of Prospect
Profile Using
Data Mining
Prospect Filled
LeadForce1 Completed the
out Only the F ll
Following:
i
Email Address Company Name, Location
•
• Full Name, Title, Phone Number
• LinkedIn Info, Photograph
•DDegree of S
f Separation t Convert
ti to C t
to Warm Introduction
Copyright © LeadForce1 Inc.

26. Geography
Industry
Vertical
Size of
Company
Intent
Time
Spent
Repeat
Visits
Trigger
Nurturing
Actions
Based on
Complex
Criteria
Copyright © LeadForce1 Inc.

27. Inside Sales / Sales dials their personal bridge and specifies the list to be called
and hits the “Call Selected” button.
Real Time
Connects to Hot
Prospects Who
Demonstrate
Readiness
Copyright © LeadForce1 Inc.

28. Melissa Diemert demonstrated seriousness by clicking through on an email and filling
out a form deemed to be “Sales Ready”. LeadForce1 pushed Melissa to the top of the
calling list to be called next. As a result, salespeople are able to connect to a serious
prospect within minutes of their demonstrating interest
Real Time
Connects to Hot
Prospects Who
Demonstrate
Readiness
Copyright © LeadForce1 Inc.

29. About Regalix
 Forefront of Online Marketing, Research and Web 2.0 portals
 Multi-disciplinary Leadership Team
Multi disciplinary
 Fortune 500 and Venture-Backed Customers (B2B and B2C)
 Global Operations: HQ in Silicon Valley, 4 Offices
Valley
 150+ Team, Built on 8+ years of research
 Recognition
29