• Set up the contrarian view: MA industry claims and what’s wrong with them (Mike)
• The emerging role of telesales nurturing, not yesterday's 'appointment setter' (CJ)
• The role, as we see it, of MA in B2B (Mike)• Use case?!? What does an ideal situation look like(CJ)• Tie it all tougher (Mike)• Q&A (Trisha)
Why Digital Marketing Should Be Half-Man, Half-Machine
• Persona vs. Pain campaigns
• Reliance on accurate data
• Fractions of fractions
Over Automation Mistakes
• What you can predict…– Content for personas– Effective messaging &
copy– Buying considerations
• What you can’t predict…– Buying journey steps
(in sequence)
Persona vs. Pain
*Sales Engine Webinar October 2011
My nameis Brad.
• Original spark… a business problem needs fixed!
• Web search: Whitepapers, articles, videos, webinars…
• Engage sales rep(s)• Create evaluation committee• Expand Scope• Engage Sr leadership• Reduce scope• New competing initiative• Change in Leadership• Budget Cut• New leadership… a business problem needs
fixed!
• New competitors
• New scope• New criteria• New faces• New CEO• Budget freeze• Project
approved• YOU WIN!!!
Reliance on accurate data
“Your Marketo platform…”
“You have installed Marketo…”
Fractions of Fractions
“I only want my reps calling on qualified leads who have come out the bottom of the Marketing funnel.”
- VP Sales
1,784 Unique Visitors/mo
*
4%Web
Conversions
20%
Nurture(Node #1)
= ½ Lead per month
20%
Nurture(Node #2)
20%
Nurture(Node #3)
Fractions of Fractions
THE EMERGING ROLE OF TELESALES NOT YESTERDAY'S 'APPOINTMENT SETTER’
CJ Hauptmeier
• Many B2B marketers still treat “Teleprospecting” as a standalone tactic or channel and not as the tie that binds all other go to market approaches
• Typical misuse of Teleprospecting:• Appointment Setting ONLY• Event Recruitment ONLY• Lead Generation/Qualification ONLY• License Renewals ONLY
• Modern Day Inside Representation are able and adaptive
• Appointment Setting and Lead Qualification
• Nurturing Longer Term Prospects• Content Concierge• Data Hygiene• Market Intelligence and Campaign
Feedback• Connection with Sales
SALES READY LEADS
NURTURE LEADS
AWARE PROSPECTS
VALIDATED DECISION MAKERS
TOTAL ADDRESSABLE MARKET
MAN+MACHINE DEMAND
What does an ideal situation look like?
Agile Support:
Events
SurveysCustomer Outreach
Partner Recruitment
Solution #1 – Automate to pain not persona
Solution #1 – Automate to pain not persona
7/12/12Account Created
Lead Source: Web
7/12 – 7/174 contact
attempts by rep
7/18/12Saundra Jones email open: Top
25 GEO Q’s
7/18/12Web form
submission: Contact Request
7/24/12First Meeting; Opportunity
Created
7/25 – 8/13 Rep conducting due diligence;
closes opp $15k
8/16/12Opened August
eNewsletter
8/30/12Surpassed lead score of 9,999;
elevated to MQL1
9/6 – 9/20Rep conducting due diligence;
developing addtl opps
9/27 – 11/26Enrolled in 4 email
campaigns
12/3/12 New opportunity
created & closed,
Recruitment $6k
1/21/13New opportunity
created – Addendum to
orig opp
2/12/13Opportunity closed $25k
3/6 – 4/196 emails sent; email click thru
& web visit
6/5/13Opportunity
created $18k (on hold)
28 Sales touches
21 Marketing touches
12/26/12 – 1/29/13Enrolled in 3 email
campaigns
Solution #2 – Integrate Telesales in Campaigns
• Webinar invite• Webinar Email• Social Media• Website
• BDR Playbook• Sales Alerts• Call & 1:1 email cadence
Solution #2 – Integrate Telesales in Campaigns
Solution #3 – Start with Good Data
Hi <first_name>, I was researching your company, and by the looks of the tracking code on your website, you are using <software_name> to track site visitors. We haven't met, but I think the fact that you've implemented <software_name> says you're a shrewd marketer who sees the potential of…
The impact of integrating Marketing Automation and Telesales
Industry Location
Pipeline Created/ Nurtured
% $
Payroll/HR Services
TX 70% $16,343,088
IT Services VA 76% $6,158,311Data Encryption NJ 59% $5,071,321
QA
