Creating and Launching a Multi-Modal
Program Using Phone, Email, Podcasts,
Blogs, Direct Mail, Analyst Webinars and
Events
Agilysys, Inc. KeyLink Systems Group
Prospector Program
Wayne Bernot, Director of Marketing, Agilysys
Brian Carroll, CEO, InTouch
Tuesday, November 14, 2006
© 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
1
Channel Marketing Overview
KeyLink Systems Group
Quick Facts
•
•
•
•
•
Annual Revenue: $1.7 Billion
Total Full Time Employees: 1,483
Number of Value-Added Resellers: 1,100
Fortune 1000
Learn more at www.agilysys.com
KeyLink Systems Group
Business Situation
• Resellers:
–
–
–
–
Lack in-house marketing resources
Complain about leads from manufacturer or distributor
Don’t respond favorably to “canned” programs
Give limited attention to “top down” channel programs
KeyLink Systems Group
How Did We Get Here?
• Newest HP distributor
– Need to increase reseller revenue base
• Previous activities not working
– Where’s the ROI?
• Agilysys: new demand generation strategy
– Paradigm shift
– Change mindset: conversations versus campaigns
– 1 year for internal buy-in
KeyLink Systems Group
Overview
Prospector Program
•
•
•
•
•
•
Multimodal
Features lead generation and nurturing activities
Closed loop system to measure ROI
Executed based on unique value proposition
Utilizes sales and marketing nurturing content
Seeks to position reseller as “trusted advisor”
KeyLink Systems Group
How the Program Works
•
•
•
•
•
•
•
Phase 1: HP reseller profiling and selection
Phase 2: Program communication and buy-in
Phase 3: HP reseller commitment
Phase 4: Strategic planning and development
Phase 5: Tele-prospecting
Phase 6: Lead nurturing
Phase 7: Lead management
KeyLink Systems Group
Phase 1: HP reseller profiling and selection
• Identified HP resellers for a test pilot
– Program Criteria:
–
–
–
–
–
HP Revenue
Profitability
Philosophical Alignment
Sales Staff Resources
Business Model
• Lessons Learned:
– Philosophical alignment is critical
– If they don’t understand how to generate and nurture
leads properly, buy-in and success will be jeopardized
from the beginning
KeyLink Systems Group
Phase 2: Program communication and buy-in
• Communicated value of a multimodal approach
and disciplined nurturing process
– Presentations, relevant articles, webinars
– Scheduled conference calls and meetings
• Lessons Learned:
–
–
–
–
Reseller principals are sales driven, not marketers
Need guidance and strategic leadership
Well-presented rationale made sense to them
Always be ready to explain why specific activities need
to be done in certain ways
KeyLink Systems Group
Phase 3: HP reseller commitment
• Created program obligations and responsibilities
–
–
–
–
LOA important to define lead follow-up expectations
Resellers could be withdrawn from the program
Participation fee $5,000
Reseller assigns sales resources for program
• Lessons Learned:
– Create clear expectations and accountabilities by
requiring “skin in the game”
– Communicate program flow and timelines to ensure
prompt feedback
KeyLink Systems Group
Phase 4: Strategic Planning and Development
• Developed individualized elements based on unique value
proposition, skills, and go-to market strategies.
– Universal Lead Definition
– Ideal Client Profile
– No canned messaging
– Co-developed
• Lessons Learned:
– Sales and marketing efforts bridged with reseller ownership
– Earn trust with guidance
– Impatience prevails during this phase
– Seek information efficiently
KeyLink Systems Group
Spectrum for Sales Lead Definition
Hand off
To Sales
Level 1
A response from an individual to a marketing campaign, or
someone who has taken proactive steps to demonstrate
interest in your message, product or service.
Level 2
A meaningful interaction (via phone or email) with an individual
meeting the requirements of a fully qualified company and
audience.
Level 3
Level 2, plus the individual demonstrates a specific need for
and interest in your product or service.
Level 4
Level 3, plus the individual is in the process of defining a
requirement for your product or service.
Level 5
Level 4, plus the individual has the responsibility, budget
and a defined timeline for purchase.
Source: SiriusDecisions Lead Spectrum 2006 Lead Metrics Study (used with permission)
KeyLink Systems Group
Phase 5: Teleprospecting
InTouch serves as an inside sales engine.
Goal = Build Relationships
– Identify the right people and companies
– Initiate a memorable conversation and opt them in
– Nurture them, regardless of timing to buy
Results
16% Contact Rate with Decision Makers
62% of Contacts become level 2 leads (actively nurtured)
4% of Contacts become level 3, 4 and 5 “sales ready” leads
KeyLink Systems Group
Phase 6: Lead Nurturing
Lead Nurturing is a relevant and consistent dialog with
viable potential customers, regardless of their timing
to buy.
Our Strategy
• Who do we nurture? (Level 2)
• Filter and Organize Content
• Message development
• Define tactics for execution
• Execution Schedule Set (monthly)
KeyLink Systems Group
Content for Lead Nurturing
KeyLink Systems Group
Building Lead Nurturing Library
• Filter and Organize Relevant Content
– Gather resellers’ own sales nurturing materials
– 3rd party, articles server consolidation and virtualization
– Vendor agnostic podcasts, webinars, blogs, case
studies to position VAR as “trusted advisor”
– HP specific white papers, success stories, webcasts
• Lesson Learned:
– Reuse available content before creating new content
– Filter 3rd party content for a nurturing “library” using
free sources http://www.google.com/alerts
KeyLink Systems Group
Lead Nurturing Tactics
KeyLink Systems Group
Lead Nurturing Timeline
Initial contact
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month 10
Month 11
Month 12
Introductory phone call and follow-up “thank you” e-mail
3rd party article on virtualization via e-mail and voice mail
3rd party article on server consolidation via e-mail with follow-up
Link to relevant IDC analyst podcast via e-mail with follow-up call
Link to relevant expert podcast via e-mail with follow-up call
Relevant white paper via e-mail with voice mail
Targeted campaign via direct mail
3rd party article on pertinent technology via e-mail
Invitation to webcast via e-mail with follow-up call
Free report via direct mail with follow-up call
Invitation to seminar via e-mail with follow-up call
Link to relevant HP Podcast via e-mail with follow-up voicemail
Industry relevant case study via e-mail with follow-up call
KeyLink Systems Group
Email Nurturing: One-to-Many
Template
driven
Send article of
interest
Integrate w/
CRM
Personalize
from assigned
Rep
KeyLink Systems Group
Email Nurturing: One-to-One
Invite to
event
Combine
personal
phone call
KeyLink Systems Group
Webinars and Live Events
Reach People
Earlier in Buying
Process
Content is King
Recorded live
event for Podcast
series
KeyLink Systems Group
Podcasts and Blogs
• High-value
content with
educational intent
• Leverage
thought-leader
and partner
relationships for
content
• RSS is hot
KeyLink Systems Group
Phase 7: Lead Management
Teleprospecting, Events, Email Campaigns, Podcasts, Website
Inquiries
Marketing
Pipeline
Nurturing
Leads
Closed Loop
Feedback
Not a Fit
Handoff
Sales Ready
Leads
Returned
Prospects
CRM
Sales
Generated
Leads
Existing
Clients
Sales
Pipeline
KeyLink
Systems Group
Customers
Measure ROI
Tracking ROI from Lead Nurturing
Regular pipeline analysis
•
•
•
•
•
# and depth of touch points identified and engaged
62% conversations provide opt-in e-mail addresses
88% of early stage leads actively nurtured (levels 1 and 2)
12% of leads handed off as sales ready (levels 3, 4, and 5)
76% sales pursuit rate after hand off (typically 20%!)
Sales reporting
• Closed loop feedback
• Conversion rates by sales stage
• Calculate investment per sale
KeyLink Systems Group
Measuring Depth of Touch Points
Target Company
Best Buy
Identify
Firmographics &
Compile Notes







Identify
Headquarters &
Sites



Company Lead Classification
Industry
Employees
Sales
Assigned Rep
Company Notes
Company Web URL
Minneapolis
New York

Site Type
Site Address
Site
Qualification
Site Web URL






Lead Classification
Contact Info
Conversation Notes
Qualification Responses
Qualification Comments
Contact History




Site Type
Site Address
Site
Qualification
Site Web URL
Brian Carroll
CIO
Identify & Qualify
Contacts
Dallas




Michelle Passe
Dir. eBusiness






Las Vegas
Site Type
Site Address
Site
Qualification
Site Web URL
Lead Classification
Contact Info
Conversation Notes
Qualification Responses
Qualification Comments
Contact History




Site Type
Site Address
Site
Qualification
Site Web URL
Pat Lorch
VP, Supply Chain






Lead Classification
Contact Info
Conversation Notes
Qualification Responses
Qualification Comments
Contact History
Targeted
Funct.
Role
# Contacts Identified - All Time
# Contacts Identified - Period
# Companies with. . .
1 Contact Identified
2 Contacts Identified
3 Contacts Identified
4+ Contacts Identified
KeyLink Systems Group
832
439
832
439
427
281
136
62
29
10
11
1
Measuring Touch Point Detail
Activity - All Time
Job Function Detail
All Time Identified
Period Identified
#
Conversati
ons
# Calls
# Opt-in
Emails
# Nurture
CIO/CTO
285
285
912
108
49
40
Director of IT
200
200
885
116
72
69
33
33
37
1
13
13
187
187
700
112
66
63
IT Team Member
97
97
188
37
19
4
VP IT
30
30
75
7
4
3
Total
1170
1170
4190
675
423
235
IT Admin
IT Manager
Activity - All Time
Buying Process Role Detail
All Time Identified
Period Identified
#
Conversati
ons
# Calls
# Opt-in
Emails
# Nurture
Decision Maker
269
269
996
179
106
104
Decision Maker (Primary)
146
146
644
135
103
100
24
24
37
8
11
10
779
779
3089
617
415
256
Influencer
Total
KeyLink Systems Group
The Critical Success Factors
•
•
•
•
•
•
•
•
Mindset: conversation, not campaigns
Sales (VAR) and Marketing act as one team
Clearly defined ideal customer profile
Universal lead definition
Multi-modal lead generation portfolio
Create a nurturing “library”ASAP
Apply lead nurturing consistently
Effective lead management process
KeyLink Systems Group
Thank you
Wayne Bernot, Agilysys, Inc.
wayne.bernot@agilysys.com
(440) 498-5133
Brian Carroll, InTouch, Inc.
bcarroll@startwithalead.com
http://blog.startwithalead.com
(651) 255-7640
KeyLink Systems Group
Author of: