how to create lead management systems, nurturing tactics ...€¦ · lead management systems,...

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How to CreateLead Management Systems,Nurturing Tactics andClosed Loop MeasurementFrom the Ground Up

Bill Rozier, VP Global MarketingCiena CorporationTuesday, October 30, 2007


2© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

“This is Our Story”

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HowDemand GenerationCreated a Culture

of Marketing Leadershipat Ciena



Along the Way…

Most Read Marketing Report How Cultivation Produced $10 Million Lead Marketing’s Quarterly Executive Report Card

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Reality of the Focus…

$120 Million Marketing Funnel



Ciena Marketing at a Glance

35+ Ciena MarketingGlobal Programs, Events, Digital Properties,Strategic Messaging, Design, ProductMarketing, Segment Marketing, CompetitiveMarketing, Strategic Planning, Executive DemoLabs, Channel and Partner Marketing

4



Grid tv

Ciena Builds the Worlds Great Networks

DataVoice VideoMobility

Storage

Global networkas the common delivery vehicle

for all services

!BC/DR

Compliance

VOIP

Our approach



The Company We Keep

Two-thirds of the world’slargest service providersrely on Ciena

A leading supplierof optical Ethernetto cable/MSOs

Chosen for mission-criticalnetworks for Global 2000enterprises in retail,healthcare, financial,transportation and otherindustries

World’s largest governmentnetwork and numerousR&E networks

World-class, globalpartners

Our companyWe are experienced

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And the Story Begins…



Ciena Marketing Before 2004

Tradeshowand

Press ReleaseDepartment

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Ciena Marketing in 2004

Not Good



Ciena Marketing in 2004

Low Morale Low Credibility Low Impact on Business

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The Big IdeaMarketing's Rebirth at Ciena…

Change The Vocabulary



The Big IdeaMarketing's Rebirth at Ciena…

Eliminate Subjective Termsand

Champion Numerical Equivalents

8



Ciena’s Marketing DNAFor the Big Idea…

Web First Marketing Team Leads for Life Be Relevant



Let’s Talk About…

Web First Marketing

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Ciena’sMost Read

Marketing Report



First, Active Visitors and Named Accounts

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Next, What Pages are Named AccountsLooking At…



What Products are Named AccountsLooking At…

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What are Competitors Looking At…



Let’s Talk About…

Leads for Life

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Leads for Life…

Cultivation is King



Cultivation is King…

To be Relevantis to be

Rewarded

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Developed:21 emails3 landing pagesSent total of 92,639emails

FlexSelect Ethernet Cultivation

Acti

va

te M

arc

h 6

, 20

07

7. Learn More

Email Offer :

-Vision Paper

-Business Case

8. You’ve Heard , Read and now See it !

Email Offer :

Kaon Self -Driving product Demo (will be

replaced by Breeze until available )

Submit

form

Submit

form

1. Landing Pg

Survey E

Industry ?*

Job Function ?

Yes

No

YesAbandoners :

Clicked Thru , Did

NOT submit

9. Thank You for Interest

Email Offer :

Link to Kaon Demo

6e. Thank You for

Your Interest

Email Offer : Link to

download papers

2. Landing Pg

Survey D

-What part of the

network are you

most likely to

deploy ethernet?*

(many of many )

-Budget?* Y/N

Group B : Got Ethernet papers

Includes leads from BnJ Micro -site .

Excludes leads from Breeze downloads until

offer is Kaon Demo .

Group A : No Ethernet papers

Includes leads from breeze downloads on

ciena .com & leads from events

Touch 3 – 4 days laterTouch 2 – 2 days

10. Your interested in

access

Include

- Network Diagram

- Library of specific content

Touch 4 – 3 days later

TeleMktg

Touch 5

14. Not interested in

the papers .

View Data Sheets /

Resources

Include papers offer

3 days later

15. Not interested in

demo

Download data

sheets

Include Kaon offer

3 days later

FSE Library

ciena.com

page

Lists all content

grouped by part

of network :

Access

Metro

Service Edge

Core

16. Didn’t Submit the

form.

Submit form and we’ll

give you a USB Drive

8a. You’ve Heard ,

Read and now

See it !

Reminder

Email Offer :

Kaon Demo -

Ciena City

No click -thru

Same day

7a. Learn More

Reminder

Email Offer :

-Vision Paper

-Business Case

Reminder :

Non-opens

after 7 days

Reminder :

Non-opens

after 7 days

All leads who submitted

Landing Page 2 will route to

TeleMktg

C1V07

C1V07

C1V07

C1V07

C1V07

C1W07

C1W07

C1W07

C1W07

C1W07C1W07

C1X07

C1X07

Campaign 5

Campaign 4

Weekly List sent to

Daniela for

Fulfillment

FlexSelect Ethernet Launch Announcement (existing Ciena contacts in DB )

Up

on

Im

po

rt i

nto

Vtr

en

z –

targ

eti

ng

March

20

Even

t D

ate

Ma

rch

7

(Lig

ht

Re

ad

ing

)

La

un

ch

Feb

26

(Vtr

en

z)

1. Announcing FSE Email

Register for LightReading

March 7 webinar

Attendees in Bose headset

drawing

2. Announcing FSE Email

View Telecom TV Video on

ciena .com (no survey

submission ) – create microsite

Audience : NA/CALA /APAC Audience : EMEA

Attended

LightReading

webinar

Registered

with Light

Reading

4. Thank You

Offer : Vision Paper &

Business Case Paper

5. Sorry , We Missed You

Offer : Vision Paper &

Business Case Paper

Yes No

1. Landing pg

Survey B

-Industry ?*

-Job Function ?

Add to Group B :

Got Ethernet papers

3. View Replay of Webinar

Offer : Link to archived

Webinar on LightReading site

Non-Responders

Those that clicked on link to

view video / linked to micro -site

Send email 3

6 Thank You for

Your Interest

Email offer : Link to

download papers

Touch 1 Touch 1

Touch 2 Touch 2 Touch 2

1a. Still Time to Register

Register for LightReading

March 7 webinar

Attendees in Bose headset

drawing

Group : Non -opens

Launch March 6 – 1 day

before event

3a. Don’t Miss

out!

Offer : Link to

archived Webinar

on LightReading

site

Reminder :

Non -opens

after 7 days

Reminder :

Non -opens

after 7 days

4a. Don’t

Miss out !

Offer: Vision

Paper &

Business

Case Paper

Reminder :

Non-opens

after 7 days

4a. Don’t

Miss out !

Offer : Vision

Paper &

Business

Case Paper

Yes

Yes Yes

Yes

No

No

No

C1S07 C1S07

C1S07

C1U07

C1U07

C1T 07

C1T07

C1T 07

C1T07 C1T 07

Campaign 1 Campaign 2

Campaign 3

Add to Group A :

No Ethernet papers

Registered for

LightReading

webinar

Replay

Auto Cultivation Flow Chart



Best Email Ah-ha!Audience: Leads who didnot respond to whitepapers offer email and thereminder.Offer: Ethernet white papersSubject Line: Don't Miss Outon High-PerformanceEthernet48.3% Open rate35.7% Click Through rate

Industry Averages:Open rate - 30-39%Click Through rate - 3-5%

Last Chance Email

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Email Performance vs Industry Averages

11%

16%

34%

50%

3-5%

0%

10%

20%

30%

40%

50%

60%

Click Through Rates

O/B Offers

Reminders

Follow-Up

Last Chance

Industry

Excellent CTR across all email types. Extraordinary CTR as we cultivate!



CultivationActivities

55.2%37.7%77Email 18 - Vision Paper Offer

37.5%36.9%65Email 17 - Bus Case Offer

75.0%42.1%19Email 16 - Abandoned Survey

to comeEmail 15 - Not Interested in Demo

35.7%48.2829Email 14 - Not Interested in Papers

73.7%59.3832Email 10 - Interested in FSE

29.4%50.0%34Email 9 - Demo Thank You

29.0%11.2%278Email 8a - Demo Offer Reminder

30.3%32.5%468Email 8 - Demo Offer

42.3%15.5%502Email 7a - Papers Offer Reminder

27.1%36.6%1,087Email 7 - Papers Offer (new leads)

41.5%45.6%180Email 6 - Papers Thank You's

40.6%31.4%102Email 4a - Missed You Reminder

25.9%57.5%235Email 5 - Missed You at LR Webinar

42.1%27.9%68Email 4a - Thank You Reminder

21.8%53.8%145Email 4 - Thank You attending LRwebinar

13.3%6.0%18,285Email 3a - Papers Offer Reminder

6.8%18.9%23,193Email 3 - Papers Offer (nonrespondersof 1, 2)

28.6%20.7%5,141Email 2 - EMEA Announcement

14.2%5.5%19,191Email 1a - NA Reminder

9.3%17.9%23,508Email 1 - NA Announcement

CTROpen RateSendsEmail

Developed:21 emails3 landing pagesSent total of92,639 emails

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Cultivation Only CreatesHappy Accidents…

A $10 Million Lead



Lastly…

We Measure Everythingand

Report on Very Little

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Quarterly Marketing Report Card forExecutives Opportunities in the Field Opportunities in Segments Records Received Not a Lead YTD Funnel Closed Business Regions for Active Opportunities Products in Active Opportunities



Reasons to Believe…

One Marketing SVP on the Executive Committee Two Global Marketing VP’s 20+ Percent Headcount Growth Since 2004 Never Been Turned Down for a Technology

Investment Key Note Speeches in Annual Sales Conferences All of our Global Marketing Team are

Integrated in Global, Regional and Major AccountSales Teams

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Under the Hood…



Tour of Talent…

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Credits/Thank You

Bill [email protected]

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