How to Create Lead Management Systems, Nurturing Tactics and Closed Loop Measurement

Transcription

How to Create
Lead Management Systems,
Nurturing Tactics and
Closed Loop Measurement
From the Ground Up
More data on this topic
available from::
Bill Rozier, VP Global Marketing
Ciena Corporation
Tuesday, October 30, 2007
“This is Our Story”
available from::
© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
2
1
How
Demand Generation
Created a Culture
of Marketing Leadership
at Ciena
available from::
3
Along the Way…



Most Read Marketing Report
How Cultivation Produced $10 Million Lead
Marketing’s Quarterly Executive Report Card
available from::
4
2
Reality of the Focus…
$120 Million Marketing Funnel
available from::
5
Ciena Marketing at a Glance
35+ Ciena Marketing
Global Programs, Events, Digital Properties,
Strategic Messaging, Design, Product
Marketing, Segment Marketing, Competitive
Marketing, Strategic Planning, Executive Demo
Labs, Channel and Partner Marketing
available from::
6
3
Our approach
Ciena Builds the Worlds Great Networks
Mobility
Voice
Video
Data
Storage
Global network
as the common delivery vehicle
for all services
Compliance
available from::
VOIP
Grid
tv
!
BC/DR
7
Our company
The Company We Keep
We are experienced
Two-thirds of the world’s
largest service providers
rely on Ciena
A leading supplier
of optical Ethernet
to cable/MSOs
Chosen for mission-critical
networks for Global 2000
enterprises in retail,
healthcare, financial,
transportation and other
industries
World’s largest government
network and numerous
R&E networks
available from::
World-class, global
partners
8
4
And the Story Begins…
available from::
9
Ciena Marketing Before 2004
Tradeshow
and
Press Release
Department
available from::
10
5
Ciena Marketing in 2004
Not Good
available from::
11
Ciena Marketing in 2004



Low Morale
Low Credibility
Low Impact on Business
available from::
12
6
The Big Idea
Marketing's Rebirth at Ciena…
Change The Vocabulary
available from::
13
The Big Idea
Marketing's Rebirth at Ciena…
Eliminate Subjective Terms
and
Champion Numerical Equivalents
available from::
14
7
Ciena’s Marketing DNA
For the Big Idea…



Web First Marketing Team
Leads for Life
Be Relevant
available from::
15
Let’s Talk About…
Web First Marketing
available from::
16
8
Ciena’s
Most Read
Marketing Report
available from::
17
First, Active Visitors and Named Accounts
available from::
18
9
Next, What Pages are Named Accounts
Looking At…
available from::
19
What Products are Named Accounts
Looking At…
available from::
20
10
What are Competitors Looking At…
available from::
21
Let’s Talk About…
Leads for Life
available from::
22
11
Leads for Life…
Cultivation is King
available from::
23
Cultivation is King…
To be Relevant
is to be
Rewarded
available from::
24
12
Auto Cultivation Flow Chart
FlexSelect Ethernet Cultivation
Campaign 4
Group B : Got Ethernet papers
Campaign 5
Includes leads from BnJ Micro -site .
Excludes leads from Breeze downloads until
offer is Kaon Demo .
Group A : No Ethernet papers
Includes leads from breeze downloads on
ciena .com & leads from events
Developed:
21 emails
3 landing pages
Sent total of 92,639
emails
Touch 2 – 2 days
Touch 3 – 4 days later
C1V07
7. Learn More
C1W07
8. You’ve Heard , Read and now See it !
Yes
Reminder :
Non-opens
after 7 days
C1V07
1. Landing Pg
Survey E
Industry ?*
Job Function ?
No
C1V 07
C1V07
6e. Thank You for
Your Interest
Email Offer : Link to
download papers
7a. Learn More
Reminder
Abandoners :
Clicked Thru , Did
NOT submit
C1V07
3 days later
Touch 4 – 3 days later
Touch 5
TeleMktg
C1W07
15. Not interested in
demo
Download data
sheets
Include Kaon offer
C1X07
10. Your interested in
access
Include
- Network Diagram
- Library of specific content
C1W07
No click -thru
available from::
14. Not interested in
the papers .
View Data Sheets /
Resources
Include papers offer
C1W07
Same day
All leads who submitted
Landing Page 2 will route to
TeleMktg
C1W07
16. Didn’t Submit the
form.
Submit form and we’ll
give you a USB Drive
FSE Library
ciena. com
page
Lists all content
grouped by part
of network :
Access
Metro
Service Edge
Core
( existing Ciena contacts in DB
Audience : NA /CALA /APAC
C1X07
9. Thank You for Interest
Email Offer :
Link to Kaon Demo
Email Offer :
-Vision Paper
-Business Case
3 days later
FlexSelect Ethernet Launch Announcement
Yes
2. Landing Pg
Survey D
-What part of the
network are you
most likely to
deploy ethernet ?*
(many of many )
-Budget ?* Y/ N
C1W07
8a. You’ve Heard ,
Read and now
See it !
Reminder
Email Offer :
Kaon Demo Ciena City
Submit
form
Touch 1
Launch Feb 26
(Vtrenz)
Submit
form
Touch 1
C1S07
Campaign 2
2. Announcing FSE Email
View Telecom TV Video on
ciena .com (no survey
submission ) – create microsite
Register for LightReading
March 7 webinar
Attendees in Bose headset
drawing
Group : Non -opens
Launch March 6 – 1 day
before event
Registered
with Light
Reading
Non-Responders
Touch 2
Touch 2
C1U07
3. View Replay of Webinar
Reminder :
Non -opens
after 7 days
Add to Group A :
No Ethernet papers
Attended
LightReading
webinar
Yes
No
No
C1T 07
Touch 2 C1T 07
5. Sorry , We Missed You
4. Thank You
Reminder :
Non -opens
after 7 days
Offer : Vision Paper &
Business Case Paper
Offer : Vision Paper &
Business Case Paper
Offer : Link to archived
Webinar on LightReading site
Yes
Yes
C1T07
C1T07
C1U07
3a. Don’t Miss
out!
Offer : Link to
archived Webinar
on LightReading
site
Registered for
LightReading
webinar
Replay
Reminder :
Non-opens
after 7 days
No
No
4a. Don’t
Miss out !
Offer: Vision
Paper &
Business
Case Paper
Yes
1. Landing pg
Survey B
-Industry ?*
-Job Function ?
Yes
C1T 07
4a. Don’t
Miss out !
Offer : Vision
Paper &
Business
Case Paper
6 Thank You for
Your Interest
Email offer : Link to
download papers
Add to Group B :
Got Ethernet papers
Weekly List sent to
Daniela for
Fulfillment
Best Email Ah-ha!
Those that clicked on link to
view video / linked to micro -site
Send email 3
C1S07
1a. Still Time to Register
Register for LightReading
March 7 webinar
Attendees in Bose headset
drawing
Campaign 3
)
Audience : EMEA
C1S07
Campaign 1
1. Announcing FSE Email
Ev en t Da te
Ma r ch 7
(Light R e a din g)
Activate March 6, 2007
Reminder :
Non-opens
after 7 days
Email Offer :
Kaon Self -Driving product Demo (will be
replaced by Breeze until available )
Upon Import into Vtrenz – targeting Mar ch 20
Email Offer :
-Vision Paper
-Business Case
25
Last Chance Email
Audience: Leads who did
not respond to white
papers offer email and the
reminder.
Offer: Ethernet white papers
Subject Line: Don't Miss Out
on High-Performance
Ethernet
48.3% Open rate
35.7% Click Through rate
available from::
Industry Averages:
Open rate - 30-39%
Click Through rate - 3-5%
26
13
Email Performance vs Industry Averages
Excellent CTR across all email types. Extraordinary CTR as we cultivate!
60%
50%
50%
40%
34%
O/B Offers
Reminders
Follow-Up
Last Chance
Industry
30%
20%
16%
11%
More data
on this topic
10%
available from::
3-5%
0%
Click Through Rates
27
Email
Cultivation
Activities
Developed:
21 emails
3 landing pages
Sent total of
92,639 emails
available from::
Sends
Open Rate
CTR
Email 1 - NA Announcement
23,508
17.9%
9.3%
Email 1a - NA Reminder
19,191
5.5%
14.2%
5,141
20.7%
28.6%
Email 3 - Papers Offer (nonresponders
of 1, 2)
23,193
18.9%
6.8%
Email 3a - Papers Offer Reminder
18,285
6.0%
13.3%
Email 4 - Thank You attending LR
webinar
145
53.8%
21.8%
68
27.9%
42.1%
Email 5 - Missed You at LR Webinar
235
57.5%
25.9%
Email 4a - Missed You Reminder
102
31.4%
40.6%
Email 6 - Papers Thank You's
180
45.6%
41.5%
Email 7 - Papers Offer (new leads)
1,087
36.6%
27.1%
Email 7a - Papers Offer Reminder
502
15.5%
42.3%
Email 8 - Demo Offer
468
32.5%
30.3%
Email 8a - Demo Offer Reminder
278
11.2%
29.0%
Email 9 - Demo Thank You
34
50.0%
29.4%
Email 10 - Interested in FSE
32
59.38
73.7%
Email 14 - Not Interested in Papers
29
48.28
35.7%
Email 2 - EMEA Announcement
Email 4a - Thank You Reminder
Email 15 - Not Interested in Demo
to come
Email 16 - Abandoned Survey
19
42.1%
75.0%
Email 17 - Bus Case Offer
65
36.9%
37.5%
Email 18 - Vision Paper Offer
77
37.7%
55.2%
28
14
Cultivation Only Creates
Happy Accidents…
A $10 Million Lead
available from::
29
Lastly…
We Measure Everything
and
Report on Very Little
available from::
30
15
Quarterly Marketing Report Card for
Executives






Opportunities in the Field
Opportunities in Segments
Records Received
Not a Lead
YTD Funnel
Closed Business
Regions for Active Opportunities
Products in Active Opportunities
available from::


31
Reasons to Believe…
One Marketing SVP on the Executive Committee
 Two Global Marketing VP’s
 20+ Percent Headcount Growth Since 2004
 Never Been Turned Down for a Technology
Investment
 Key Note Speeches in Annual Sales Conferences
 All of our Global Marketing Team are
Integrated in Global, Regional and Major Account
available from:: Sales Teams

32
16
Under the Hood…
available from::
33
Tour of Talent…
available from::
34
17
Credits/Thank You
Bill Rozier
Ciena
410.865.4911
[email protected]
available from::
35
18

How to Create Lead Management Systems, Nurturing Tactics and Closed Loop Measurement

Transcription

Similar documents

How to Get More Site Traffic to Convert to Free

New Research: How to Market to Small Research Methodology

Search Marketing Benchmark Guide 2008

Research Infrastructure for SARnet

Ciena Whitepaper Southern Cross Cable Network

acid ellagic formula graviola with

visit our website and sign up for haircut reminders! www.procuts.com

ImplIcatIons of User engagement wIth search engIne resUlt pages

Authors: How to Get Your Business Book Published

Introduction to Internet Marketing: Introduction to Internet Marketing: