Demandgenprocessfueledbyresearchandcontentwithcasestudiesbyteleverde updated aug2018
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A proven and award-winning process to use voice of customer research to improve CX, increase engagement and improve lead close rates.
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Demandgenprocessfueledbyresearchandcontentwithcasestudiesbyteleverde updated aug2018
- 1. Generate Demand Client Success Accelerate Sales What Televerde Does ENGAGEMENT STRATEGY CONSULTING: • Segmentation, targeting and buyer journey mapping • Demand generation and campaign strategies • Content strategy & creation • Sales and marketing process alignment DATA INTELLIGENCE: • Campaign data readiness • Account and buyer intelligence and sourcing • Data quality maintenance DEMAND GENERATION & TELESERVICES: • Integrated campaign execution across a variety of channels • Lead generation, online chat, event recruitment & appt. setting • Lead & Sales development representatives INSIDE SALES: • Expert sales representatives • Strategic engagement and operations planning • Full opportunity management Develop Strategy
- 2. How My Team Could Support Your Company • Customer + prospect preference research • Persona development • Buyer’s Journey mapping • Content marketing plan + execution support • Campaign development + design
- 3. How we will work together to figure this out
- 4. Title of Presentation | 4 Ask happy buyers what they did & where they went to get smart
- 5. Title of Presentation | 5 Voice of customer insight into buy triggers, objections & content
- 6. Customer Preference Insights Report A research report of 20+ more pages of customer insight and recommendations that reveal buying committee members, purchase triggers, purchasing process, content preference, preferred info gathering spots & marketing channels
- 7. Then we can help convert prospects with Strategy & Execution Support
- 8. What Is a Demand Generation Framework? A go-to-market strategy and execution plan based on customer insights, sales and marketing interviews and won/loss reports
- 9. Televerde’s Demand Generation Framework (Bundle or ala carte) • Customer & secondary market research • Persona Development • Buyer’s journey mapping • Content Marketing Plan • Campaign Design & Development
- 10. 10 Personas & Journey Mapping Sample: People we can find & communities we can join How they buy
- 11. 11 The questions we try to answer before we build a nurture program » 1st Why should a prospect care about your topic/product right now? » 2nd What challenges do prospects have that they can’t see? » 3rd How should they meet those challenges? » 4th Who’s doing what you are talking about & how did it turn out (using your product or service)? » 5th How do they figure out what to do next? (Enter your company) » 6th Why is your company & its products the right fit? » 7th What is the incentive to act now?
- 12. 12 | Demand Gen Framework + Content Overview We Audit Your Content & identify Gaps
- 13. 13 | Demand Gen Framework + Content Overview Email cadence & content map
- 14. 14 | Demand Gen Framework + Content Overview Selection & Production
- 15. What that looks like as a Marketing Automation blueprint What we talk about & When Who we talk to How we score and route leads
- 16. What that looks like as a multi-touch Demand Center Lead qualification human touch Social & inbound integration
- 17. Supplemental nurture tracks based on interests expressed online and off The point here: Themes/Hot topics or breaking news/hot buying seasons have the potential to become nurture tracks with human-touch integration.
- 19. We Delighted Prospects with Relevant Information• A multi-touch email campaign in Pardot for 3 buyer personas • Integrated with our ongoing Teleservices campaigns to these personas for lead follow up and qualification
- 20. Email Working Title/topic of downloadable New / Existing Asset Type 1st Email (Email 0) Generic 5 reasons a waste and recycling services assessment should be on your radar New Supplemental Infographic (pdf) 2nd Email (Email 1) – All Personas Why Waste and Recycling is more important now than ever before for businesses New (pdf) eBook or white paper 3rd Email (Email 2) – All Personas Waste Stream Walkthrough on a whiteboard New Video 4th email (Email 3) – All Personas Did You Know Series #1 How visibility & centralized management help you manage costs, avoid surprises New 1-2 pg pdf intro& key points 5th email (Email 4) – All Personas Why Waste? Why Now? Webinar Use dyk #1 Webinar 6th email (Email 5) – All Personas Success Story eBook of named and unnamed businesses with use cases and benefits Existing Case Studies/Testimonials (unnamed) 7th email (Email 6) All Personas Did You Know Series #2 How a Waste & Recycling Brokers are Putting you at Risk New 1-2 pg pdf intro& key points Waste Management Industry
- 21. We Delivered on the Mandate
- 22. • MQLs +15% • Working pipeline +60% • Marketing-attributed revenue generated +300% • SALs +50% • Campaign & content more than doubled Televerde's average contact rate • Lead to 50% conversion-to-lead rate • Sales cycle went from 16 months to 4-6 months The Returns … so far!
- 23. More Creative: B2B2C Home Improvement Email design & copywriting Landing page design, copywriting & marketing automation form integration Downloadable asset design & copywriting
- 25. Warm Track Creative Objection-handling landing pages Asset Download Landing Pages
- 26. Downloadables
- 27. Results So Far … • Oracle Eloqua Markie Winner 2016, Finalist 2017 • Sales Appointments-to-Purchase: 55.6 percent conversion rate. • Closed/Won deals: – 10 Never had an appointment converted solely via cold nurture ($250,000 in revenue) – People re-engaged by nurture: 189 customers ($4.7 million) – Total closed/won deals attributed in 2016: 251 – Total revenue attributed to nurture: $6.2 million • Those who went through the nurture twice as likely to become a customer versus the hold out group of unnurtured contacts. • Unique opens for the Cold Track Campaign: 30 percent • Warm Track Click-to-Open Rate: 70 percent or better since launch
- 28. THANK YOU! Mark Evertz Director of Demand Gen & Content Services M: 503.544.6661 E: mark.evertz@Televerde.com T: @MarkAEvertz
Notes de l'éditeur
- Notes: This is an example of our standard email touch deployed during the pilot. We also leveraged progressive profiling to better understand our prospects. Questions included: Their job function (Procurement, Operations, Facilities, Finance, Environmental, etc…) Their job level (Analyst, Manager, Director, Executive, etc…) Whether or not they managed their waste centrally or locally Their annual spend on waste Waste streams generated (MSW, Recycling, Electronics, Universal, Special Waste etc…) Key waste related goals (cost savings, sustainability, operational efficiencies, etc…) Annual Revenue # of locations
- Notes: This expanded beyond Marketing Automation (Pardot) to include the following: LinkedIn/Social Media as a means to generate higher quality inbound based prospects to nurture. A Marketing Automation solution that was completely integrated with Salesforce.com. Higher quality inside sales lead qualification calls executed by Televerde. Fully visible lead/opportunity tracking with Salesforce.com Ability for Sales to leverage our marketing content and playbooks through our Callidus Cloud Sales Engagement platform, which was also integrated within Salesforce.com
- Notes by Metric: MQLs- We made our Televerde reps more effective. Instead of spending their entire time cold calling prospects we were having them devote time to following up on nurtured leads that demonstrated an interest (lead score) and a fit (lead grade) for our offering. Pipeline- These leads were a better fit for National Accounts. As a result more of the leads were converting into a tangible opportunities. Revenue- In 2015 we took a step back from focused less on top line revenue and more on deals that made the most sense. We pulled resources from standard calling and deployed them into the development of our nurture program. When we launched our revised strategy in 2016 we not only made up for revenue declines in 2015 we exceeded that number and with higher quality (as measured in EBIT) opportunities that closed. SALs- These leads were of higher quality and as a result sales qualified and engaged them at a higher rate. Lead to Conversion- These leads converted at a far better rate than leads engaged solely through standard calling. The nurture program was directing the calling agents to the highest quality prospects. Sales Cycle- We were more effective at uncovering prospects who were more purchase ready. The nurture process better allowed us to engage and expedite prospects who were ready to buy.
- Marketing-Attributed Revenue of $6.2million on 252 closed/won deals