1. W
We
Fin
5 Ways to Improve Marke)ng Performance
With the Human Touch
Marke)ng Automa)on and the Live Touch
July 14, 2011
Man)core Technology, Inc. Confiden)al – Copyright 2011. All rights reserved. 1
7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

2. Agenda
 Speaker Introduc)on & Company Overview
 B2B Buying Process
 The Role of Marke)ng Automa)on
 5 Ways the Human Touch Improves Marke)ng Performance
 Summary
 Q&A
#manticore
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

3. Background
Manticore Technology is an end-to-end marketing
automation platform that enables companies to deliver
the right message, to the right person, at the right time
increasing marketing and sales effectiveness.
Speaker
Emily Mayfield
Director of Marketing
Manticore Technology
#manticore
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

4. Background
Winn Technology Groups provides integrated demand
genera)on services on a global scale. Since 1990, Winn
has supported hundreds of technology firms with
thousands of demand genera)on solu)ons.
Speaker
Geoff Swallow
President & CEO
Winn Technology Group
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

5. B2B Buying Process
Past Now
Status Priority Step
Research Op)ons Valida)on Choice
Quo ShiV Backs
Marke)ng Sales
Figure 5.1 from eMarketing Strategies for the Complex Sale
#manticore
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

6. Role of Marke<ng Automa<on
Marketing Automation
#manticore
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

7. Live Touch /Marke<ng Automa<on
Integra<on
Collabora)ve
Triggers
Marke<ng Automa<on
Triggers
Triggers
Suspect Nurturing Lead Nurturing Client
Triggers Triggers
Live Touch
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

8. Live Touch
 The live touch plays key roles in the lead life
cycle directly impac)ng marke)ng
performance:
“Lead Nurturing can help
convert 29% more leads.”
 Prospect Qualifica<on “ Teleprospec)ng is a key
pivot role that is oVen
 Rela<onship Development overlooked and
misunderstood.”
 Business Intelligence
Sirius Decisions
 Ensuring Op<mal Coverage
 Data Quality
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

9. Live Touch – Prospect Qualifica<on
Qualify Digital Improve Content
Behavior Focus
Prospect
Qualifica)on
Sales Filter Improve Scoring
Sales Adop)on Accuracy
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

10. Qualifica<on – Case1
A Fortune 100 hardware and software vendor’s objective: Qualification of leads
generated through their marketing automation system. 5000 prospects were
initially targeted. 478 leads were provided to Winn for further qualification
resulting from digital behavior.
Result
 43 ac)onable leads were iden)fied
 22 addi)onal referrals generated during prospec)ng effort
 239 (50%) were iden)fied as non‐sales ready status
 196 (41%) were not resolved following mul)‐call round
 BI and relevant data impac)ng lead score for non‐sales ready leads and unresolved
prospects updated into MA for nurturing
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

11. Live Touch ‐ Rela<onship Build
Awareness Brand
Rela)onship
Build
Respect Trust
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

12. Rela<onship – Case1
A leading software solution provider’s objective: Conduct synchronized lead
qualification and call centric nurturing to leads generated through their marketing
automation system. The following is a snapshot of progress after the first 5
months of the program.
Result
 8800 prospects targeted
 158 ac)onable sales opportuni)es
 429 ac)ve nurturing leads iden)fied
 Daily feeds of Business Intelligence gained from live touch uploaded to MA system
 Sales feedback on iden)fied opportuni)es in pipeline ($1.4 million)
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

13. Rela<onship – Case2
Leading email archive solution provider’s objective:
Qualify and nurture leads driven through their marketing automation platform.
The following represents a snapshot after 4 months:
Result
 741 leads qualified via live touch
 256 (35%) ac)onable sales ready leads iden)fied
 485 (65%) non‐sales ready leads iden)fied
 AVer 4 months, 24% of the non‐ac)onable leads converted to sales ready
leads through call centric nurturing program combined with Marke)ng
Automa)on
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

14. Live Touch ‐ Business Intelligence
Business Compe))ve
Pains / Needs Intelligence
Business
Intelligence
Decision Sales
Makers Cycle
Influencers Awareness
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

15. Business Intelligence ‐ Case
Fortune 100 technology firm’s objective:
In-depth profiling of 300 enterprise “strategic” accounts via
data mapping and internet research. Conduct Demand generation program
followed by a call centric lead nurturing initiative over 5 months.
Result
 1600 business units (4,200 contacts) appended
 Business intelligence
 Ini)ally, 33 qualified sales opportuni)es iden)fied for core solu)on
 Addi)onal ac)onable leads generated for other product lines
 157 nurturing leads iden)fied
 Within 5 months a 42% increase in ac)onable leads resulted from the call centric nurturing program
 $1.2 million dollars in sales pipeline
 All related BI integrated into client SFA and MA tool for integrated nurturing program
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

16. Live Touch ‐ Op<mal Reach
Not all prospects Opt‐out email data may
respond or limit your coverage of
act to email a target universe
Op)mal
Reach
Iden)fica)on of all decision Support / development
makers/influencers in buying and maintenance
process of universe
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

17. Op<mal Reach ‐ Case
Global technology firm objective: To develop named account program.
Conducted demand generation / lead nurturing initiative to 525 target accounts.
Integrated scoring model to measure suspect value and lead status.
Enhanced business intelligence prior to campaign launch via data mapping and
internet research. Launched demand generation initiative followed by 9 month
lead nurturing program.
Result
 Developed corporate profile intelligence prior to program launch which enhanced
messaging, targe)ng and prospect stra)fica)on
 BI integrated into MA tool for on‐going nurturing.
 Developed opt‐in email database to 30% of targeted prospects
 Iden)fica)on of 1600 related en))es linked to target accounts
 Iden)fied 19 ac)onable lead opportuni)es
 Iden)fied 75 ac)ve nurturing leads
 Corporate rela)onship profiles assisted with cross‐sell and up‐sell opportuni)es
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

18. Live Touch – Data Quality
Manage Opt‐in
Bounce Backs Status
Data
Quality
Demographic Contact
Integrity Integrity
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

19. Op<mal Reach ‐ Case
Winn ran internal analysis on prospect database for email coverage and validity.
We ran records through an advanced email verification software.
Launched an email campaign promoting solution. Any hard / soft bounce backs
were re-validated by phone. Click throughs and opens were updated to the MA
tool. Winn drew a random sample of valid emails with no response / action for
verification via phone.
Result
 15% of emails (grey area) were no longer employed
 Not all of your target email data is ac)ve (especially with some third party providers)
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

20. Integra<on Benefits
“Focusing on new
technologies and
processes alone is not
enough to overcome the
challenge of producing
quality leads.”
Marke)ng Integra)on Jonathon Block ‐ Sirius
Decisions
Automa)on MA & LT
Untapped Live
Universe Touch
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

21. Touch Integra<on
No Plans Pain Interest Consider Evaluate Buy
Thought Drive Thought
Leadership Brand Demand Leadership Web Hits White Paper Case Studies
@ @ @ Event
@ @ @
Event
Peer/Market Influence Peer/Market Influence
Triggers
Contact Business Drive Thought Lead Rela)onship
Discovery Intelligence Brand Demand Leadership Qualifica)on Development Trust Respect
Event
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

22. Contact Informa<on
Geoffrey Swallow Emily Mayfield
geoffs@winntech.net emily.mayfield@manticoretechnology.com
www.winntech.net www.manticoretechnology.com
@ winntechnology @Manticoretech
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.

23. Q&A
Please type your question in the Q&A
section of the meeting window.
(Found under “Tools” menu)
#manticore
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7/15/11 Man)core Technology, Inc. – Copyright 2011. All rights reserved.