Leverage automated demand generation for performance and ROI

1. Bringing Science to the Art of Marketing How to leverage automated demand generation for performance and ROI Russ Gould Kofax Director of Marketing

3. Longer sales cycles

4. Commoditization

5. More AccountabilityInformation overload / cluttered environment More choice Consumer / buyer apathy

6. Marketing Challenge Mktg $ Customers

7. Marketing Landscape is Changing

8. Marketing Landscape is Changing ATL BTL

9. Holy Grail

11. Individual

12. Relevance

13. Personalization

14. Personalization 2.0 - - “One-to-You”

15. First and Foremost Analytical Logical Process Orientation Basics

16. Systems and Tools CRM - Customer Relationship Management DAM - Digital Asset Management MA / MRM - Marketing Automation / Marketing Resource Management Basics

17. Affordable and Powerful Basics

18. Who are your best customers? Analyze customer data to gain information to better target our marketing efforts Basics

19. Who are your best customers? Information for targeted marketing Find high value segments to target Better return on Marketing investment Find your sweet spot What segments What size companies Set priorities for future Where are the best opportunities What are the priority segments “Equation” to pinpoint future opportunities Basics

20. Demand Generation Lead generation Lead processing Lead qualification Lead nurturing Lead scoring Lead harvesting Lead engagement with sales Lead analysis Demand Generation

21. Suspect, Prospect, Pre-Qualified Fits customer profile. Has exhibited interest and based on behavior seems qualified. Have not been evaluated by a “live” person or scored by the automated system “C” Status Fits customer profile. Has exhibited interest and responded to call to action. Specific need is unknown. Company has not identified a budget or has not identified a purchase timeframe. “B” Status Fits customer profile. Exhibited interest and responded to call to action. In the information gathering phase, have a need for Kofax solutions. Budget identified, purchase timeframe is up to 12 months. “A” Status Almost ready to enter the sales cycle. Has a need for Kofax solutions. Budget identified. Purchase timeframe < 3 months. Contact is a decision maker or part of the process. Qualified Lead All qualification criteria met. Lead Funnel Not Qualified Competitor Customer Duplicate No Interest Partner Press/Analyst Student Demand Generation

22. Our Strategy Tailor communications Get personal Implement a multi-step, multi-modal approach Efficiency and effectiveness Best practices Demand Generation

23. Our Method of Implementation Demand Generation

24. Understanding Prospect Behavior Demand Generation

25. Automation is Key Target the individual, not individual within a group Highly sophisticated workflow Multiple “touches” or campaigns Demand Generation

26. More Multimodal Tactics Phone Call Emails Getting published Speaking opportunities Event Marketing Webinars Live Events Archived Events Direct mail Referrals Blogs RSS Podcasting Site improvement Search engine optimization Cross linking and search term relevance Lead Generation

27. Leads end up in one of 3 buckets… Marketing “touches” No marketing “touches” Sales and Marketing Marketing Sales Marketing Lead Queue Leads not ready for sales involvement Sales Territory Queues Sales ready leads; shared with marketing Opportunities Sales pipeline Lead Processing

28. Lead Nurturing “Touch” marketing Series of communications Single tactic campaign Integrated campaigns Relevant message at the right time to the right person usingthe right vehicle Gain mind and money share How? Put programs in place Plan and execute on targeted (integrated) campaigns Ongoing qualification Lead Nurturing

29. The importance of data… Lead nurturing is data driven Gather relevant data at first point of interaction Badge scans at tradeshows Lead cards An inbound call A contact us form Gather additional data throughout nurture process Gated form Request information form Exclusive content form Segment database, plan and execute targeted campaigns Lead Nurturing

30. How does Kofax nurture leads? We engage in a conversation… How? Based on available data in the system Key is to ‘harvest’ additional data along the way A few examples of our campaigns Webinar series Seminar series Email marketing with exclusive offers Hypersites Or programs Rating and scoring Lead Nurturing

31. Hypersites Dynamically populated The welcoming message makes experience very personal The customer examples that can be downloaded are dynamically populated based on the lead’s interest Content is based on and especially written for professionals in the lead’s industry Only ask questions for which we have no data Content is based on solution interest Content is based on document type

32. Lead Scoring and Rating Lead Rating/Scoring

33. Managing Performance Measurement

34. Managing Performance Measurement

35. What you can expect Increase prospect to qualified lead conversion rate More effective campaigns Efficiency Automation More leads in nurturing program Metrics can drive future plans Accountability and visibility More qualified leads

36. You’re Not Alone

37. Final Thoughts It’s a Journey “Individual” “1-to-You” Relationship – Conversation - Relevance “Cast” People – Systems - Processes Don’t mention the name of your MRM solution