McAfee is the world’s largest dedicated security technology company delivering solutions and services to end-users, private sector enterprise, the public sector and service providers. With more than 100 competitors, McAfee realised that its sales and marketing teams had to work closely together to drive revenue growth.
Using a combination of lead scoring and lead nurturing McAfee marketing decided that the best way to continue marketing to leads that were not ready to speak to a sales rep was to create an automated buyers journey.
Prospects should be put through a segmented nurturing programme giving them the right information at the right time in the buying process to enable leads to becoming sales ready over time.
McAfee turned to marketing operations agency, CRM Technologies to assist in the design, implementation and on-going refinement of the nurture programme which has led to a fourfold increase in opportunity conversion, highlighting a clear return on investment. CRM’s fundamental approach was the rationale of taking the prospect on a journey, rather than just talking to them about a product. The success of this strategy was based on the mantra of “sending the right content at the right time to the right person”.
3. McAfee Facts and Figures
125 million McAfee users
180+ million mobile devices shipped with McAfee
5 million single largest McAfee deployment
10 Gartner Magic Quadrants that feature McAfee
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
$2.2+ billion annual revenue
*As of March, 2012
4. McAfee – Marketing Challenges & Goals
1 Lead Volume – Too many leads for sales bandwidth
2 Lead Quality – The need for Lead Nurturing
3 Optimisation of Marketing Investment – Trending Analysis
4 “Smarter” Preference based emailing
5 Connected Processes – Closed Loop Marketing
7. Buyers now in control
“…customers’ buying
processes have
evolved.”
Thomas Stewart
Editor, Harvard Business Review
8. The Buyers Journey
Corp Web Site
Social Sites
Outbound
Email
3rd party
Websites
Events
Customer Buying Experience
9. Buyers Journey based Nurture Campaigns
Interest Learn Evaluate Justify Purchase
Welcome or Customer
Re-Engage Education Why Us Urgency New Customer
Campaign Loyalty/
Campaign Campaign Campaign Onboarding
Retention
Purpose Purpose Purpose Purpose Purpose Purpose
Welcome new Get them ready Juxtapose your Remove Welcome new Retain and
subscribers/ to talk to Sales solution to their roadblocks, customers develop
contacts to DB Sample need speed purchase Sample Sample
Sample Messages Sample decision Messages Messages
Messages • Engage to Messages Sample • Thank them • Reiterate
• Introduce further profile • Differentiate Messages • Identify next purchase/
brand/reiterate prospect your brand from • Provide steps relationship
benefits • Educate competitors’ decision tools benefit
•Identify next about value • Reiterate • Seek
steps prop value prop feedback
• Opt in to
• Include • Tips/tricks to
something else
relevant case get most of
• Re-park
studies, product
interest
testimonials
10. Four Key Steps
Track buyers behaviour
Right Time Interpret where they are in their journey
Categorise their role in the buying process
Right People Create buying “personas”
Categorise content
Right Content Map content to buying stage, persona and other attributes (e.g. Industry) that
allows you to deliver more relevant/personalised content / messaging
Engage in an ongoing learning dialog
Deliver timed relevant content, monitor behaviour, look for opportunities to
Nurture acccelerate to next stage, allow prospects to move at own pace and gather further
profile information as you go
13. Campaign Structure
Drip Campaign
Asset1 Asset2 Asset3 Asset4 Asset5 Microsite
Home
Early Early Early
Buyer Pillar
Middle Middle Middle Home
Stage
Late Late Late
Device Information Infrastructure
Pillar Campaigns
Introduce myselfIntroduce AnjaFeldmaier – Marketing ExecSharing session between us to describe the McAfee Lead Nurturing Campaign to youGo over theory and best practice and then run you though the campaign itselfWho uses automated nurturing campaigns within their own business?OK, hopefully something in here for everyoneLet me first get Anja to set some context and introduce McAfee to you
125 million business and home users worldwide are relying on McAfee. Our business is built on trust and safety, but protecting our world has become more complicated...
Theme– RIGHTPEOPLE – RIGHT CONTENT – RIGHT TIMEKeep this mantra in mind for Lead NurturingThese three elements together really drive relevance of messageThe more relevant the better the responseHow do we do this?Lets look at it from the buyers perspective
One thing for sureBuyers have all the information they need at their fingertips to make an informed decision who to engage withinfo about our companies, our products, our services and our competitorsThey are engaging with sales much much later on in the sales processOur job – to guide them through this journeyLets look at that buyers journey
Here is a typical integrated Sales & Marketing funnelYou may have yourown version of thisSirius Decisions Lead Waterfall- MQL & SQLBuyer Experience is very different <CLICK>From initial interest in a business issueThrough to learning about and evaluating possible solutionsFinally justifying the purchase
So if we take those buying stages we can map typical nurturing campaigns to themYou will note that nurturing does not have to stop after purchaseIn McAfee’s case we implemented the first threeSplit into EARLY, MIDDLE and LATE buying stagesSo lets look at the steps we followed to do this in practice.
Snakes and Ladders Board (or chutes and ladders for any Americans in the audience)Detect what square the buyer is on.Help them along step by step with Relevant ContentLook for opportunities to accelerate (up ladder)Or slow down(down a snake)
Look at Structure FirstVarious Sources - from both Inbound and Outbound activitiesVarying degrees of knowledge about the buyer1st – establish what product pillarIf we can’t then fed into drip campaignMicrosite of assets – For Inbound<CLICK>Pillar specific campaign – split by our 3 buyer stagesDynamic Microsite for each pillar – talk about this in a minute
DRIP CampaignA/B Testing methodsReally a standard outbound campaign…..but with behavioural monitoring
…talking about assetsWe split each pillar into 3 buying stages and deliver relevant assetsEARLY STAGE - assets are thought leadership pieces and business issue positioningHere is an example- <CLICK>MIDDLE STAGE -position McAfee as a company that can help with those challenges. Here is an example<CLICK>LATE STAGE – give details of the products/services that solve those challenges. Here is an example
So that’s content what about the campaign workflow.don’t want to go into all detail but essentially we have a workflow for the drip campaign.Sends a series of messages over time until pillar established
Pillar workflow split into EARLY, MIDDLE and LATE buying stages<Talk through workflow>We monitor consumption of assets, whether we have pushed them or not Buyers response (or lack of it) to determines what we do next.Use standard techniques to maximise responseWe use accelerators (remember snakes and ladders) Let me give you a couple of examples.
First example - autorespondersSent out when an asset is consumed. Get a very high open rate as they appear at “the right time”<CLICK>First we acknowledge their download <CLICK>Move to the next sales stage (the ladder) <CLICK>Or next asset in the same sales stage (the next square on the board)
Second example is on the pillarmicrositeThisis dynamically generated when they click through an email or navigate the site. <CLICK>Primary call to action top right.Carousel of assets <CLICK>However not only do we want to move them along the funnel we also need to learn more about the prospect as we goTechnique called progressive profiling
Ask for information about the prospect in small chunksUse a lightbox approachso the asset is seen to be within reachInitially just asking for name, company and email if we don’t know it already.
MIDDLE BUYING STAGEwe progress to asking for additional infoJob role and company size informationPre-Fillprevious infoOffer some additional non-mandatory fields at this stage.
LATE STAGEMQL informationIncluding phone number and address info.Much less onerous than all up front
Through the combination of lead scoring and lead nurturing, we’ve been able to increase the number of SAL by 5.The top graphic shows that over 2 quarters we more than doubled our MQL to Opportunity conversion and we are only half way through this quarter.The below graphic shows how the 3 different nurture tracks perform throughout the program. The results in open and click-through rates almost double the success of our usual email communications.
The three areas we have identified to focus on immediately are:Live event integration: Webcasts, seminars, conferences etc.Social Media and SEO: Predominantly to expand reach and increase word of mouth -> hopefully entering more prospects into the programUpdates to content and lead design