ShipServ is an e-marketplace connecting buyers and sellers of commercial ship supplies. This document outlines ShipServ's strategy to generate new leads and collaborate better with sales. It discusses establishing processes like defining marketing-qualified leads and lead scoring. Content is key, needing to save/make money or keep people employed. Metrics saw a 59% increase in visitors, 70% in page views, and a 400% increase in sales-ready leads passed to sales. The strategy focuses on collaboration, experimentation, and leaving a digital footprint.

1. Identify How To Put In Place A Strategy To Source & Generate New Leads & Interface Better With Sales To Drive Results John Watton, CMO, ShipServ 25thJanuary, 2011

2. A bit about ShipServ E-marketplace. $3.3bn in spending power Connect buyers & sellers of commercial ship supplies Flexible monetisation model Some Freemium elements Buyer Subscriptions Seller listings and advertisements Go-to-market approach Regional Field sales (10+) Philippines-based telesales team (60+)

4. Cultural changes Continual conversation vs. broadcast Its more expensive to delete than create Consumers now take part in lots of small acts (like sharing, liking and rating content) Success is about leveraging an eco-system that engenders many little big ideas, that cumulatively create something truly unique and special The customer owns the timing

6. Listen

7. Nurture

8. Participate

9. Inspire

10. Trusted service

11. EntertainFrom “We USE ShipServ” to “We’re MEMBERS OF ShipServ”

12. What’s needed Always-on mindset A “living” content platform A nurturing approach to generating leads A close relationship with sales

13. How we do it: Process, process, process Strong working relationship with sales Defined process Concept of a Marketing Qualified Prospect Establishes criteria for “handshake” between marketing & sales Generate & recycle

14. Pipeline management

15. How we do it: Creating the right content Has to pass a higher bar than ever before What passes that test? Information that a buyer believes will Save a fortune Make a fortune Keep him in his job Keep him out of jail

16. How we do it: Having the right Infrastructure Social Sharing Content Data Platform

17. Content drives “organic” social media traffic RSS twitter web facebook Linkedin

18. Community Building (Paid) - Facebook 100 new fans = £1.62 CPA

19. Community Building - Twitter

20. Demand acquisition (Paid) - LinkedIn Free is Good!

21. Referring sites

22. Explicit Lead Scoring

23. Implicit Lead Scoring

24. Lead nurturing 197 290 1182 1726 Thought Leadership Piece Solutions Overview Video Product Overview Pass to Sales Downloads Piece Visits web page Requests Callback Sfdc Win report

25. The results Number of web visitors up 59% (quantity up); Page views up 70%; and average time on site up 25% (quality up). LinkedIn and facebookwent from zero to being in our top 20 site referrers in 3 months. The number of sales-ready leads passed to sales went up 400%

26. Summary

27. 1. Work collaboratively with sales

28. 2. Agree a handshake

29. 3. Talk the language of sales

30. 4. Leave your (digital) fingerprints everywhere

31. 5. Horses for courses http://www.flickr.com/photos/almostinfamous/

32. 6. Don’t be afraid to experiment

33. Thank Youhttp://www.slideshare.net/jwatton jwatton@shipserv.com / @jwatton