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

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Everything you

always wanted to know

about MAP

…but were afraid to ask

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Overview

The VASCO case

The priorities

Selecting the right tool

Importance of process

Building the business case

The implementation

The results

What’s next?

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Marketing challenges

Content

Marketing

Email

marketing

Lead

Generation

Lead

Nurturing

Budgets

Social

listening

Inbound

Marketing

ROI

Reporting

SEO / SEM

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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

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Anno 2008

“We need leads!”

Sales

“Cool, we’ll run campaigns!”

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Anno 2009

“We need MORE leads”

Sales

“Cool, we need extra resources”

Marketing

“Stop!

(hammertime)

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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?

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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

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Why Eloqua?

Profile-fit

A – B – C – D

Engagement-level

1 – 2 – 3 – 4

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Building the business case

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

=

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The implementation

Stakeholders

Marketing = driver

Sales = sponsor & contributor

Partner = implementation

Security department = auditor

IT = system integration backend

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The results

X3

total executed campaigns

X4,5

total campaign responses

X2

responses/campaign

X10

marketing impact on pipeline

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Anno 2013

“We need BETER QUALIFIED leads”

Sales

“We need a new lead generation approach”

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Changed decision cycle

60% of decision cycle done before 1st vendor contact

Online research

Validation

Referrals

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Lead generation mix

20% 80% Inbound Outbound

Benchmark

VASCO

Push vs. Inbound

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Inbound Impact on Lead Conversion Speed

68 109 125 Inbound average Sales

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Increase reach & gain influence

Existing DB

Purchased DB

DB’s network

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Inbound focus areas

BRAND

Evangelisation

Advocacy

Identity

SEO

Web

Inquiries

CONTENT

Engaging = pull

Valuable

Relevant

MEDIA

Owned

Paid

Earned

INBOUND

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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

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Considerations,

Recommendations &

Resources

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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

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Involve sales management

6.

Start small… but consider the future

7.

Don’t underestimate the value of a local partner

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Define & track your KPIs

9.

Pay attention to data quality

10.

Establish a marketing – sales SLA

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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

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Thank You

Tom Dubois

Worldwide Marketing Director

tom.dubois@vasco.com

+32 498 43 79 38

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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.

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References