(1)Everything you always wanted to know about MAP …but were afraid to ask (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? (3)Marketing challenges Content Marketing Email marketing Lead Generation Lead Nurturing Budgets Social listening Inbound Marketing ROI Reporting SEO / SEM (4)(5)The VASCO case Public company – VDSI (Nasdaq) B2B(2C) Application security focussed – 2FA & IDM +100 countries 10.000 B2B customers ≠ verticals Business mix ≠ models 200.000.000 DIGIPASS® authenticators sold Lean organisation, steep growth, no nonsense Marketing in function of (direct) sales (6)Anno 2008 “We need leads!” Sales “Cool, we’ll run campaigns!” (7)Anno 2009 “We need MORE leads” Sales “Cool, we need extra resources” Marketing “Stop! (hammertime)” (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? (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 Email 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 (10)Why Eloqua? Profile-fit A – B – C – D Engagement-level 1 – 2 – 3 – 4 (11)(12)(13)Building the business case Increasing response rates early in the funnel (2% to 3%) = (14)The implementation Stakeholders Marketing = driver Sales = sponsor & contributor Partner = implementation Security department = auditor IT = system integration backend (15)The results X3 total executed campaigns X4,5 total campaign responses X2 responses/campaign X10 marketing impact on pipeline (16)Anno 2013 “We need BETER QUALIFIED leads” Sales “We need a new lead generation approach” (17)Changed decision cycle 60% of decision cycle done before 1st vendor contact Online research Validation Referrals (18)Lead generation mix 20% 80% Inbound Outbound Benchmark VASCO Push vs. Inbound (19)Inbound Impact on Lead Conversion Speed 68 109 125 Inbound average Sales (20)Increase reach & gain influence Existing DB Purchased DB DB’s network (21)Inbound focus areas BRAND Evangelisation Advocacy Identity SEO Web Inquiries CONTENT Engaging = pull Valuable Relevant MEDIA Owned Paid Earned INBOUND (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 (23)(24)Considerations, Recommendations & Resources (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 (27)Resources to explore Strategy John Neeson, MD & Co-Founder SiriusDecisions www.siriusdecisions.com Technology David Raab, Consultant & Principal @ Raab Associates Inc. www.raabguide.com http://customerexperiencematrix.blogspot.be/ Implementation Koen De Witte, MD & Founder Leadfabric (28)Thank You Tom Dubois Worldwide Marketing Director tom.dubois@vasco.com +32 498 43 79 38 (29)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. Read more
