1 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
Creating and Launching a Multimodal Lead Generation and Nurturing Program for
VARs
Agilysys, Inc. KeyLink Systems GroupProspector Program
Wayne Bernot, Director of Marketing, Agilysys
Brian Carroll, CEO, InTouch
Tuesday, October 24, 2006
KeyLink Systems Group
Channel Marketing Overview
KeyLink Systems Group
Quick Facts
• Annual Revenue: $1.7 Billion• Total Full Time Employees: 1,483• Number of Value-Added Resellers: 1,100• Fortune 1000 • Learn more at www.agilysys.com
KeyLink Systems Group
Business Situation
• Resellers:– Lack in-house marketing resources
– Complain about leads from manufacturer or distributor
– Don’t respond favorably to “canned” programs
– Give limited attention to “top down” channel programs
KeyLink Systems Group
How Did We Get Here?
• Newest HP distributor– Need to increase reseller revenue base
• Previous activities not working– Where’s the ROI?
• Agilysys: new demand generation strategy– Paradigm shift
– Change mindset: conversations versus campaigns
– 1 year for internal buy-in
KeyLink Systems Group
Overview
Prospector Program
• Multimodal• Features lead generation and nurturing activities• Closed loop system to measure ROI• Executed based on unique value proposition• Utilizes sales and marketing nurturing content• Seeks to position reseller as “trusted advisor”
KeyLink Systems Group
How the Program Works
• Phase 1: HP reseller profiling and selection• Phase 2: Program communication and buy-in• Phase 3: HP reseller commitment• Phase 4: Strategic planning and development• Phase 5: Tele-prospecting • Phase 6: Lead nurturing• Phase 7: Lead management
KeyLink Systems Group
Phase 1: HP reseller profiling and selection
• Identified 3 HP resellers for a test pilot– Program Criteria:
– HP Revenue
– Profitability
– Philosophical Alignment
– Sales Staff Resources
– Business Model
• Lessons Learned:– Philosophical alignment is critical
– If they don’t understand how to generate and nurture leads properly, buy-in and success will be jeopardized from the beginning
KeyLink Systems Group
Phase 2: Program communication and buy-in
• Communicated value of a multimodal approach and disciplined nurturing process– Presentations, relevant articles, webinars
– Scheduled conference calls and meetings
• Lessons Learned:– Reseller principals are sales driven, not marketers
– Need guidance and strategic leadership
– Well-presented rationale made sense to them
– Always be ready to explain why specific activities need to be done in certain ways
KeyLink Systems Group
Phase 3: HP reseller commitment
• Created program obligations and responsibilities– LOA important to define lead follow-up expectations
– Resellers could be withdrawn from the program
– Participation fee $5,000
– Reseller assigns sales resources for program
• Lessons Learned:– Create clear expectations and accountabilities by
requiring “skin in the game”
– Communicate program flow and timelines to ensure prompt feedback
KeyLink Systems Group
Phase 4: Strategic Planning and Development
• Developed individualized elements based on unique value proposition, skills, and go-to market strategies. – Universal Lead Definition– Ideal Client Profile– No canned messaging– Co-developed
• Lessons Learned:– Sales and marketing efforts bridged with reseller ownership– Earn trust with guidance– Impatience prevails during this phase– Seek information efficiently
KeyLink Systems Group
Phase 5: Tele-prospecting
• Dedicated lead specialist team serves as an inside sales engine.– Led by Program Manager
– Extensive training given
– Focus on conversations
– Understanding pain points
• Lessons Learned:– Make every call count
– Always attempt to opt-in prospects for future communications
KeyLink Systems Group
Phase 6: Lead Nurturing
Our Strategy• Who do we nurture?• Filter and Organize Content (new or repurpose)• Message development• Define tactics• Execution Schedule Set (monthly)
KeyLink Systems Group
Phase 6: Lead Nurturing
• Nurturing tactics reinforce tele-prospecting with relevant, valuable content– Gather resellers’ own sales nurturing materials
– 3rd party, articles server consolidation and virtualization
– Vendor agnostic podcasts, webinars, blogs, case studies
– HP specific white papers, success stories, webcasts
– IDC podcasts position as “trusted advisor”
• Lesson Learned:– Take advantage of free and available marketing content
aside from resellers own sales content
KeyLink Systems Group
Lead Nurturing Tactics
KeyLink Systems Group
Lead Nurturing Timeline
Initial contact Introductory phone call and follow-up “thank you” e-mailMonth 1 3rd party article on virtualization via e-mail and voice mailMonth 2 3rd party article on server consolidation via e-mail with follow-up Month 3 Link to relevant IDC analyst podcast via e-mail with follow-up callMonth 4 Link to relevant expert podcast via e-mail with follow-up callMonth 5 Relevant white paper via e-mail with voice mailMonth 6 Targeted campaign via direct mail Month 7 3rd party article on pertinent technology via e-mailMonth 8 Invitation to webcast via e-mail with follow-up callMonth 9 Free report via direct mail with follow-up callMonth 10 Invitation to seminar via e-mail with follow-up callMonth 11 Special offer for industry trade show via e-mail with follow-up callMonth 12 Industry relevant case study via e-mail with follow-up call
KeyLink Systems Group
Podcasts and Blogs
• High-value content with educational intent
• Leverage thought-leader and partner relationships for content
• RSS is hot
KeyLink Systems Group
Phase 7: Lead Management
Closed Loop
Feedback
Marketing Pipeline
Sales Pipeline
Inquiries
Leads
Customers
Returned Prospects
Email, Direct Mail,Podcasts, Website, Outbound Calls, Webinars, Trade Shows
Sales Ready Leads
Not a Fit
Sales Generated Leads
Existing Clients
Nurturing
CRM
Measure ROI
Handoff
KeyLink Systems Group
Critical Success Factors
• Need to achieve philosophical alignment with your channel partners to make the process work
• A Uniform Lead Definition and Ideal Client Profile are vital strategic elements
• Closed loop feedback requires planned, consistent communications
• Don’t just rely on sales-ready nurturing content from reseller
• Find marketing content for a nurturing “library” using freely available resources
KeyLink Systems Group
Thank you
Wayne Bernot, Agilysys, Inc.
(440) 498-5133
Brian Carroll, InTouch, Inc.
(651) 255-7640