Everything you always wanted to know about MAP but were afraid to ask

Transcription

1 Everything you always wanted to know about MAP but were afraid to ask Tom Dubois Worldwide Marketing Director

2 Overview The VASCO case The priorities Selecting the right tool Importance of process Building the business case The implementation The results What s next? MAP considerations, recommendations & resources 2

3 Marketing challenges Lead Nurturing Budgets ROI Reporting Lead Generation Inbound Marketing Content Marketing Social listening SEO / SEM marketing 3

4 ??? 4

5 The VASCO case Public company VDSI (Nasdaq) B2B(2C) Application security focussed 2FA & IDM +100 countries B2B customers verticals Business mix models DIGIPASS authenticators sold Lean organisation, steep growth, no nonsense Marketing in function of (direct) sales CRM = Salesforce.com 5

6 Anno 2008 We need leads! Sales Cool, we ll run campaigns! Marketing 6

7 Anno 2009 We need MORE leads Sales Cool, we need extra resources Marketing Stop! (hammertime) Exec. Management 7

8 The priorities How can we do more with the same, and Increase lead gen efficiency? Increase campaign execution capability? Establish automated lead scoring? Automate lead nurturing & assignment process? Add new functionality? Measure & track KPIs? Optimize funnel conversions? Enhance data quality? Establish progressive profiling / data completeness 8

9 Selecting the right MAP tool Distribution model Salesforce.com AppExchange certified UI integration Complexity UI Lead scoring capability Process automation & marketing functionalities Web tracking distribution Forms support PPC tracking SPAM checking Reporting capabilities DB segmentation capabilities DB size limitations Landing page creation & hosting Outlook integration Services required Available support Relevant references Pricing & structure 9

10 Dual scoring model Why Eloqua? Profile-fit A B C D Engagement-level

11 The process!!! 11

12 Process analysis 12

13 Building the business case Impact on top-line Increasing response rates early in the funnel (2% to 3%) = Increased $$$ at the bottom of the funnel 13

14 The implementation Stakeholders Marketing = driver Sales = sponsor & contributor Partner = implementation Security department = auditor IT = system integration backend Total setup time = 1 week Training = 3 days 14

15 The results X3 total executed campaigns X4,5 total campaign responses X2 responses/campaign X10 marketing impact on pipeline X8 marketing impact on revenue 15

16 Anno 2013 We need BETER QUALIFIED leads Sales We need a new lead generation approach Marketing 16

17 Changed decision cycle 60% of decision cycle done before 1st vendor contact Online research Validation Referrals Network consultation 17

18 Lead generation mix Push vs. Inbound Benchmark VASCO 20% Inbound Outbound 80% 18

19 Inbound Impact on Lead Conversion Speed Sales 125 average 109 Inbound

20 Increase reach & gain influence Stimulate advocacy DB s network Purchased DB Existing DB 20

21 Inbound focus areas BRAND Evangelisation Advocacy Identity SEO Web Inquiries INBOUND CONTENT Engaging = pull Valuable Relevant MEDIA Owned Paid Earned 21

22 Sales & Marketing process allignment Update lead funnel stages & qualification process Sirious demand waterfall model lead scoring models based on business mix Data quality: inflow maintenance enrichment Establish SLA between Sales & Marketing 22

23 MAP

24 Considerations, Recommendations & Resources 24

25 Vendors to consider One to watch (inbound)! 25

26 Atention points when considering MAP 1. MAP is but infrastructure to support a strategy 2. Document your business porcesses 3. Consider your objectives & prios 4. Native CRM integrations 5. Involve sales management 6. Start small but consider the future 7. Don t underestimate the value of a local partner 8. Define & track your KPIs 9. Pay attention to data quality 10. Establish a marketing sales SLA 11. Business (marketing) drives the project 12. Change is the only constant 26

27 Resources to explore Strategy John Neeson, MD & Co-Founder SiriusDecisions Technology David Raab, Consultant & Raab Associates Inc. Implementation Koen De Witte, MD & Founder Leadfabric 27

28 Thank You? Tom Dubois Worldwide Marketing Director

29 Copyright & Trademarks Copyright 2011 VASCO Data Security. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of VASCO Data Security. Trademarks VASCO, VACMAN, IDENTIKEY, axsguard, DIGIPASS and the logo are registered or unregistered trademarks of VASCO Data Security, Inc. and/or VASCO Data Security International GmbH in the U.S. and other countries Disclaimer of Warranties and Limitations of Liabilities This Report is provided on an 'as is' basis, without any other warranties, or conditions. 29