right content, right time' the mcafee lead nurture programme - crm technologies
TRANSCRIPT
McAfee 321 Nurture Campaign
Introductions
Andrew FreemanCRM [email protected]
www.linkedin.com/in/andrewmfreeman
@crmtechnologies
www.facebook.com/crmtechnologies
www.marketingoperations.com
McAfee Facts and Figures
125 million McAfee users
180+ million mobile devices shipped with McAfee
5 million single largest McAfee deployment
480 McAfee patents, more pending
110+ McAfee Security Innovation Alliance partners
6,839 McAfee employees globally*
120 countries that make up the McAfee global footprint
10 Gartner Magic Quadrants that feature McAfee
*As of March, 2012
$2.2+ billion annual revenue
McAfee – Marketing Challenges & Goals
Lead Volume – Too many leads for sales bandwidth1
Lead Quality – The need for Lead Nurturing2
Optimisation of Marketing Investment – Trending Analysis3
“Smarter” Preference based emailing4
Connected Processes – Closed Loop Marketing5
Guiding Principles
The Nurturing Mantra
Right People Right Content Right Time
Buyers now in control
“…customers’ buying processes have evolved.”Thomas StewartEditor, Harvard Business Review
The Buyers Journey
SuspectEnquiry
MQLSQL
£££
InterestLearn
EvaluateJustify
£££
Integrated Sales & Marketing Funnel
Customer Buying Experience
Corp Web Site
Social Sites
Outbound Email
3rd party Websites
Events
Buyers Journey based Nurture Campaigns
Education Campaign
PurposeGet them ready to talk to SalesSample Messages• Engage to
further profile prospect
• Educate about value prop
Why Us Campaign
PurposeJuxtapose your solution to their needSample Messages• Differentiate
your brand from competitors’
• Reiterate value prop
• Include relevant case studies, testimonials
Urgency Campaign
PurposeRemove roadblocks, speed purchase decisionSample Messages• Provide
decision tools
New Customer Onboarding
PurposeWelcome new customersSample Messages• Thank them• Identify
next steps
Customer Loyalty/
Retention
PurposeRetain and developSample Messages• Reiterate
purchase/ relationship benefit
• Seek feedback
• Tips/tricks to get most of product
PurposeWelcome new subscribers/ contacts to DB Sample Messages• Introduce
brand/reiterate benefits
• Identify next steps
• Opt in to something else
• Re-park interest
Welcome or Re-Engage Campaign
Interest Learn Evaluate Justify Purchase
Four Key Steps
Right Time Track buyers behaviour Interpret where they are in their journey
Right People Categorise their role in the buying process Create buying “personas”
Right Content Categorise content Map content to buying stage, persona and other attributes (e.g. Industry) that
allows you to deliver more relevant/personalised content / messaging
Nurture
Engage in an ongoing learning dialog Deliver timed relevant content, monitor behaviour, look for opportunities to
acccelerate to next stage, allow prospects to move at own pace and gather further profile information as you go
McAfee 321 Campaign
Discover McAfee
Campaign Structure
Asset5Asset2Asset1 Asset4Asset3
Drip Campaign
Pillar Campaigns
Device
Early
Middle
Late
Information
Early
Middle
Late
Infrastructure
Early
Middle
Late
MicrositeHome
PillarHome
BuyerStage
Outbound Drip Campaign Emails
Campaign Assets
Drip Campaign Workflow
Pillar Workflow
Early
Middle
Late
Early Stage Auto-Responder
Acknowledge
Next Stage Asset Next Assetsame Stage
Primary callTo action
Secondary assetsin carousel
Early stage form
Middle stage form
Late stage form
Future Refinements and Interim Results
Results so far…
MQLs MQL to SAL
MQL to Opty
0%
20%
40%
60%
80%
100%
120%
11Q412Q112Q2
Received
Opens
Click-throughs
DeviceInformationInfrastructure
9%
33%
Figures exclude drip campaign
MQL Conversion
Nurture Stats
Future Refinements
Live Event Integration
Social Media and SEO
Updates to Content and Design
Any Questions?