Lead Generation Campaign for SaaS Company

1. Lead Generation CampaignArchiving for Microsoft Exchange Presented by TamyBannaLiriano

2. Case – Scenario, Objectives & Targets Campaign Strategy & Tactics Campaign Theme & Messaging Campaign Elements & Stages Campaign Calendar Campaign Budget Closing Agenda

3. Objective: Direct Marketing Campaign: Generate 600 – 1000 marketing qualified leads Website:300 leads/month from website Focus: E-mail archiving for Microsoft Exchange Strategy: Build a comprehensive campaign with multi-touch and multi tactic to nurture leads & build relationship with prospects Target Audience: CIOs, IT Managers -company size 500+ users Industry: Legal, Health Care, Government Campaign Duration: 120 days Budget: $75,000 Case

4. Goal: Generate 300 marketing qualified leads ( reach 10,000 monthly unique visitors per month/3% conversion rate) Strategy: Build a content rich website to convert site visitors to leads White Papers Customers Case Stories/ Video & Pdf Webinars replays Tactics to increase site visits: SEO Blogs Online banners Social Media Sites: Twitter, LinkedIn, Facebook Paid Search Website Leads

5. Goal: Generate 600 – 1000 marketing qualified leads (20,000 names list rental/3% - 5% response rate) Strategy: Build a multi stage/multi touch campaign to nurture leads Tactics : E-mail Marketing Campaign Direct Marketing Campaign Product demo Live Event/Seminar Location: At a trade show Target: 50 CIOs ( qualified) Invitations - flash memory cards Direct Marketing Leads

6. IT Managers , CIOs, VP of technology #1 concern SIM survey 2008: Top 10 IT management concerns IT & Business Alignment Business Continuity and Disaster Recovery “We need to address this pain point to make sure that our message resonates “ Target Audience – Pain Point

7. Campaign Theme Company X e-mail Archiving for Microsoft Exchange Helps you Keep your Business Running with “Continuity Planning and Seamless Disaster Recovery” Your current archived e-mail Your archived e-mail with Mimecast We help you go from this to this

8. Focus on the following benefits: Messaging

11. Typical Lead Path Lead from E-mail marketing Register to download whitepaper Automatic Thank you e-mail and invite to sign up for Webinar Lead can be passed to sales at any point if prospect expresses interest to talk to a sales person Yes No Automatic Reminder after 15 days to register for webinar Webinar Automatic Thank you e-mail after webinar and invite to watch customer video Customer Video Sales Leas

12. Marketing Calendar

13. Budget

14. Thank You Q&A