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

Everything you

always wanted to know

about MAP

…but were afraid to ask

Overview



The VASCO case



The priorities



Selecting the right tool



Importance of process



Building the business case



The implementation



The results



What’s next?

Marketing challenges

Content

Marketing

Email

marketing

Lead

Generation

Lead

Nurturing

Budgets

Social

listening

Inbound

Marketing

ROI

Reporting

SEO / SEM

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

Anno 2008

“We need leads!”

Sales

“Cool, we’ll run campaigns!”

Anno 2009

“We need MORE leads”

Sales

“Cool, we need extra resources”

Marketing

“Stop!

”

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?

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

Why Eloqua?

Profile-fit

A – B – C – D

Engagement-level

1 – 2 – 3 – 4

Building the business case

Increasing response rates early in the funnel (2% to 3%)

=

The implementation

Stakeholders



Marketing = driver



Sales = sponsor & contributor



Partner = implementation



Security department = auditor



IT = system integration backend

The results

X3

total executed campaigns

X4,5

total campaign responses

X2

responses/campaign

X10

marketing impact on pipeline

Anno 2013

“We need BETER QUALIFIED leads”

Sales

“We need a new lead generation approach”

Changed decision cycle

60% of decision cycle done before 1st vendor contact



Online research



Validation



Referrals

Lead generation mix

Benchmark

VASCO

Push vs. Inbound

Inbound Impact on Lead Conversion Speed

Increase reach & gain influence

Existing DB

Purchased DB

DB’s network

Inbound focus areas

BRAND

Evangelisation

Advocacy

Identity

SEO

Web

Inquiries

CONTENT

Engaging = pull

Valuable

Relevant

MEDIA

Owned

Paid

Earned

INBOUND

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

Considerations,

Recommendations &

Resources

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

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

Thank You

Tom Dubois

Worldwide Marketing Director

[email protected]

+32 498 43 79 38

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}

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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.