Creating and Launching a Multimodal Lead Generation and

Creating and Launching a Multimodal Lead Generation and Nurturing Program for VARs Agilysys, Inc. Key. Link Systems Group Prospector Program Wayne Bernot, Director of Marketing, Agilysys Brian Carroll, CEO, In. Touch Tuesday, October 24, 2006 © 2006 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 1

Channel Marketing Overview Key. Link 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 Key. Link 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 Key. Link 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 Key. Link 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” Key. Link 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 Key. Link 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 Key. Link 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 Key. Link 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 Key. Link 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 Key. Link 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 Key. Link 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) Key. Link Systems Group

Phase 6: Lead Nurturing • Nurturing tactics reinforce tele-prospecting with relevant, valuable content – – – Gather resellers’ own sales nurturing materials 3 rd 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 Key. Link Systems Group

Lead Nurturing Tactics Key. Link Systems Group

Lead Nurturing Timeline Key. Link Systems Group

Podcasts and Blogs • High-value content with educational intent • Leverage thoughtleader and partner relationships for content • RSS is hot Key. Link Systems Group

Phase 7: Lead Management Email, Direct Mail, Podcasts, Website, Outbound Calls, Webinars, Trade Shows Inquiries Marketing Pipeline Not a Fit Nurturing Leads Returned Prospects CRM Closed Loop Feedback Handoff Sales Ready Leads Sales Generated Leads Existing Clients Sales Pipeline Key. Link Systems Group Customers Measure ROI

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 Key. Link Systems Group

Thank you Wayne Bernot, Agilysys, Inc. wayne. bernot@agilysys. com (440) 498 -5133 Brian Carroll, In. Touch, Inc. bcarroll@startwithalead. com (651) 255 -7640 Key. Link Systems Group