11 tips to optimize your multichannel marketing campaigns

11 Tips to Optimize Your Multi-Channel Marketing Campaigns

Presented by Tom Judge• VP Strategy, Direct Marketing Partners (DMP)• VP Co-Chair, Direct Marketing Association of Northern California• Chair, NorCal BMA Sales Lead Roundtable

• Challenges in B2B Multi-Touch Campaigns• 11 Tips• Case Studies

Agenda

CMO Council: Reports the Problem

Half of companies do not achieve sales quotas

CMO Council: Reports the Cause

“It is clear that companies do not manage business leads in a way that optimizes their quality or value. After spending large sums on their initial acquisition through costly media campaigns and multi-channel content marketing programs, only a small percentage of companies effectively act on, nurture, convert, close, recover, or re-qualify leads over time.”

The CMO Council 2011 State of Marketing Report

B2B Marketing Challenges

Top 2 = our focus

11 Tips to Optimize Your Multi-Channel Campaigns

Tip 1: Clearly define a “Sales-Ready Lead”

Action item: Define each type of type of sales lead and stage in your end to end funnel. Write it into the plan AND get management and stakeholders to sign the document.

Sample of “BANT+ Sales-Ready” Leads

Detailed background information on the prospect and the selling opportunity helps drive more productive sales results

DESIGN LEAD SPECS SO THEY MEET THE SALES TEAM’S REQUIREMENTS

ProfileSegmentTrigger eventsComplianceAccess to fundingSize of opportunityTime frameUrgency Willingness to move forward and engage with sales team?

9

Marketing generates a lead with basic interest, not ready to engage a sales rep Sales teams reject unqualified leads, feels disconnected, requests “sales-ready” leads The numbers are unsustainable

Current marketing focus Current sales focusThe B2B leaddevelopment gap

Issue 1: Marketing hands offLeads too early. Unqualified

Leads waste sales’ time.

Issue 2: Sales cherry picks leads, lettinglonger-time-frame leads leak out.Issue 3: Marketing spends

More $ to replace lost leads.

Reach Interest Desire Convert Enrich Retain

Warm leads leak out

Gap in The Middle of the Funnel is Costing Time & $ Money

Source: October 2006, Best Practices “Improving B2B Lead Management”

Low Quality Leads Create Problems

Symptoms: Few conversions into customers

Tip 2: Map the end-to end process

• Know your prospect’s buying process• Map and document the end-to-end buying, selling and

demand gen processes

11

Project Name: ABC Co. Sales Lead Strategy

Scenario A

1. SALES REVENUE: 1,300,000/yr

Sales Revenue Goals/QTR $325,000

Annual Revenue per sale $60,000

# Sales Required/QTR5.4

Estimated Closed Rate on Pipeline Opps.40%

# Qual Leads Convert to Proposal / Pipeline/QTR14

Est. forward conversion to Proposal Pipeline Rate on Sales-Ready Leads 33%

# Qualified Sales -Ready Leads Required @ A/B Level Quarterly (Prospects meeting sales-ready criteria) 41

# Qualified Sales-Ready Leads Required @ A/B Level Per Month (Prospects meeting sales-ready criteria) 14

Start With the Sales Process Reverse Calculate the Sales Lead Requirements

Three Segment Example: Lead to Sale Touch Metrics

Project Name: Seat Sales Lead-to-Sales Strategy

1,000,000 Seat ScenarioA: Large Ent.

SegmentB: SMB

SegmentC: Very SMB

Segment1. SALES REVENUE: Goal 80% Goal 10% Goal 10%

Annual Sales Goal in Units 100,000 800,000 100,000Estm. Units per sales 5,000 30 5

# Sales Required 20 26,667 20,000

Estimated Closed Rate on Pipeline Opps. After Demo 25% 33% 33%# Qual Leads Convert to Demo & Proposal / Pipeline 80 80,808 60,606

Est. forward conversion rate from qualified lead to Demo & Pipeline 50% 67% 67%# Qualified Leads Required @ A/B Level & Demo Annual (Prospects meeting qualification criteria) 160 120,609 90,457

# Qualified Leads Required @ A/B Level & Demo Per Month (Prospects meeting qualification criteria) 13 10,051 7,538

2. MKTG. INQUIRIES and CONTACTS:A/B Qualification Rate of 1:1 OB Contacts/IB Inquiries into Sales-Ready

Leads10.0% 10.0% 10.0%

# of 1:1 Touches OB/IB Contact Interviews Required per Month (Scripts Completed w/ More In depth BANT+ Profiled Needs Gathered in this Model)

133 100,508 75,381

Formalize the Multi-Channel Lead Gen Campaign Plan & Touch Metrics

# Qualified Leads Required @ A/B Level & Demo Per Month (Prospects meeting qualification criteria) 67

3. MKTG. STRATEGY to FILL the PIPELINE:

Campaign #1: E-Mail + OBTM (to tele-qualify & set appt.) 26

Campaign #2: Dir. Mail + OBTM (to tele-qualify & set appt.) 0

Campaign #3: OBTM Teleprospecting Alone (non-responders) 15

Campaign #4: PPC Paid Search Adv. No Telequalification. 6

Campaign #5: SEO Organic Search + OBTM (to tele-qualify & set appt.) 0

Campaign #6: Trade Show + OBTM (to tele-qualify & set appt.) 15

Total Pre-qualified field sales force ready Leads/ Mo. 62Difference -5

14

Multi-Channel Touch Funnel Building Metrics Plan

11 Tips to Optimize Your Multi-Channel Campaigns

Tip 3: Ensure prospect data accuracy

Action item: Make the courageous move to fix and

standardize the prospect database. Hint: This is a never ending task.

11 Tips to Optimize Your Multi-Channel Campaigns

Tip 4: Segment your target markets into smaller more manageable target sub segments.

Action item: Compare campaign performance by segment to identify better performing markets to focus resources better..

11 Tips to Optimize Your Multi-Channel Campaigns

Tip 5: Implement a system & lead mgmt. team that gives you full visibility into all of your campaigns

Action item: Have the right talent and an executive dashboard reporting tool to manage your lead funnels

11 Tips to Optimize Your Multi-Channel Campaigns

Tip 6: Sync up relevant content, personalized messaging to tell your compelling story & differentiate

Action item: Create a sequence of relevant content to deliver to prospects over time to earn the right to ask the qualification questions.

Optimize with Personalization

Average Landing Page

2.3X

Optimized Landing Page

ADDITIONAL 30% LIFT IN LEADS

SIMPLE INTEGRATION (TO PRE-FILL FORMS)

NO INTEGRATION REQUIRED

100% LIFT IN LEADS

Optimizing a landing page can increase conversion

rates 2.3 times

40%

60% Personalization In Landing Page

Personalization In Outbound Medium

Pre-Fill Forms

30%

Rovi Multi-Channel Campaign

Rovi Multi-Channel Campaign Email

Banner Ad in Tech Crunch

Banner Ad in Gigaom

Social Media:Twitter

Registration Page

11 Tips to Optimize Your Multi-Channel Campaigns

Tip 7: Include tele-qualification in the touch process

Action item: We suggest running a three-month A/B test using email + telemarketing in the lead nurturing and qualification process and measure the ROI.

Tele-qualification can increase the amount of sales qualification data points gathered & B2B qual. rates

Email + Telemarketing Case Study

Landing Page

Metrics – Email Alone

EM Broadcast to 14,769 EM Click Through @ 1%= 161 Conversion to Demo @ 10% = 16

Qual. Lead = Interest & Registered for Demo .1% conversion ratio of EM sent to qual. demo lead

Metrics Email with OutboundTelemarketing Integrated

OBTM follow up calls to non-responders @ 7,513

Prospects Contacted & Graded @ 33%= 2,511

Now cleaned & captured, most are now in the opt-in database Prospects Scripts Completed & Needs Captured

@ 26%= 662 1:1 relationships now established

Conversion to Demo Sales-Ready Leads @ 32% = 217 Qual. Lead = Interest & Registered for Demo

2.9% conversion ratio of Calls to qual. demo lead

Results: Multichannel Boost of 13X

Conversion to Demo: From 16 via em alone to 217 via combined em+tm

Conversion to Demo; Email; 16

217

13.6

Multi Channel Boost

Email Telemarketing

11 Tips to Optimize Your Multi-Channel Campaigns

Tip 8: Prospect Nurturing is critical

Action item: Use your multi channel lead management touch metrics dashboard to track response as you make multiple contacts and thus identify the best combinations to optimize conversions to “sales-ready”. AKA, that “sweet spot”.

Value of Nurture: Business Case

Contact # 1

Contact # 2

Contact # 3

Contact # 4

Contact # 5

Contact # 6

Contact # 7

Contact # 8

Contact # 9

Contact # 10

Contact # 11

Contact # 12

Prospect

Customer

50% of sales people have given up

65% of sales people have given up

89% of sales people have given upJust now you are becoming a factor in yourprospect’s mind

Nurturing slowly, your prospect gets to know you

You are probably the onlyperson to make 8 contactswith this person

79% of sales people have given upYou harvest low hanging fruit

You are earning top of mind awareness

At this point when you prospect is ready to buy, you have a 90% chance of being called

*Microsoft study

Anritsu Multi-Channel Campaign

Multi-Channel Campaign: 3D Mailer + PURL

Direct Mail - Letter(Multi-Channel

Campaign)

Direct Mail – Brochure Cover

Anritsu Direct Mail - BRC

(Multi-Channel Campaign)

Anritsu Email

Anritsu Registration Page

BTS Master Campaign % IB Response Rate Metrics

Drop Date DeliveredIB Response

RateLanding Page Capture Rate

Qualification Rate on LP

Submissions

DM-BTS PURL EVDO 9/08 679 6.63% 3.83%

DM-BTS PURL WCDMA 9/08  679 7.36% 4.27%

DM-BTS PURL WiMAX 9/08  59 13.56% 3.39%

TOTAL

1,417 103 = 7.27%57 = 4.02% of TTL Delivered

55% of LP

28 = 49% of LP

Submissions

Broadcast

Metrics: Combined Email and Direct Mail Results

Response to direct mail & email broadcasts was outstanding. 7% visited the PURL, and 4% filled out the contact form or 55% of those going to LP

Industry norm qualification rate = 5% to 10%. The BTS Master campaign’s multi-touch strategy improved conversion to sales-ready lead five fold.

BTS Master Campaign % Outbound TM Touch Metrics

Target Calling Metrics: For 57 IB responders & 1,410 non-responders

Project Metrics Overview

Funded Call Hrs

Hours Called

Remaining

HoursList Size

Number of Calls

Completed

Records

Completed

Scripts

Calls/Hour

Records/Hour

Scripts/Hr

Call Hrs/De

mo Reg.

Demo % of TCS

170.0 170.00 0.00 1,467 3,862 876 244 22.72 5.15 1.44 1.39 49.18%

Leads Campaign Results

A+ A- B C

Future Opportu

nities

Total Leads

& Future Opportunities

New Recor

ds

Uncallable

Records

% Uncalla

ble Record

sOpt-Out

Inappropriate

Contact

Referral given

Inappropriate

contact,

No Referral

given

31 34 53 2 2 122 111 298 34.0% 8 104 120

BTS Master Combined Campaign Touch Metrics

Drop Date Targets

Prospects Engaged/ Updated Validated

Presentation Completed (TCS) TTL Completed

Scripts

Qualification into Sales-

Ready Lead from TCS

DM-BTS PURL EVDO 9/08 667 484 = 73% 126 =26% 70 = 56%

DM-BTS PURL WCDMA 9/08  626 390 = 62% 102 = 26% 47 = 46%

DM-BTS PURL WiMAX 9/08  37 19 = 51% 3 = 16% 0 = 0%

Addtl Others 9/08  137 34 = 25% 13 = 38% 3 = 23%

TOTAL

1,467 927 = 63% 244 = 26% 120 = 49%

Broadcast

Combined IB & OB Calling Metrics & Results

Total targets to pursueIndustry norm qualification rate = 5% to 10%. The BTS Master campaign’s multi-touch strategy improved response five fold.

11 Tips to Optimize Your Multi-Channel Campaigns

Tip 9: Use a compelling offer with staying power.

Action item: ALWAYS OFFER something of perceived value.

Business to Business Offers

Offer Responsiveness (1-5) Qualified(1-5) Optimum

Offers

ROI calculators 3 5 15

Whitepapers/ Guides 3 4 12

Case studies 4 3 12

“Relevant” giveaways 4 3 12

Video clips or demo 4 3 12

Webinars 2 5 10

Live events 1 5 5

Free giveaways 5 1 5

Tradeshows 2 2 4

11 Tips to Optimize Your Multi-Channel Campaigns

Tip 10: Make your call-to-action progressively more urgent as the campaign proceeds.

Action item: Emphasize urgency as an upcoming compliance or deadlines approach. You can also use discounts with limited time offers as your deadline.

11 Tips to Optimize Your Multi-Channel Campaigns

Tip 11: Analyze KPI metrics in light of the original touch plan & make refinements during campaigns

Action item: Analyze results metrics from end to end. Adjust tactics to improve each metric.

Track Sales Pipeline KPIs and ROI

View sales pipeline results & ROI from your sales leads

Actual Lifetime Value of Deals Won Amount Invested

ROI 2012 on Deals Won Reported Win Plus Loss Pipeline Revenue

Analysis $539,168.00 $ 78,000.00 5.9:1 11.1:1

Sales Won:10 Sales Lost:20

Total CY Value Total Lifetime Value Total CY Value Total Lifetime Value

$ 299,507.00 $ 651,445.00 $ 120,800.00 $ 308,800.00     $38,750.00 $61,100.00

$5,500.00 $6,000.00    

    $34,100.00 $61,200.00$69,503.00 $103,648.00 $5,970.00 $11,940.00

    $73,050.00 $99,600.00 $ 103,450.00 $ 417,400.00   $ 25,000.00 $ 7,010.00 $ 12,120.00    

    $ 86,975.00 $ 145,900.00 $ 185,463.00 $ 539,168.00 $ 238,845.00 $ 404,740.00

Tom Judgetjudge@dirmkt.comDirect: 510-368-7527www.directmarketingpartners.com