1. Best practises in marketing automation for lead generation and nurturing Richard Evans and Adam Sharp@rlevans @CTMadam

2. B2B buyer decision cycle Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Source: R. Jolles Criteria Measurement

3. Emerging buying cycle gap ... Reconsideration Satisfaction 5% Selection Acknowledgment 79% Investigation Decision Source: R. Jolles Criteria Measurement

4. Emerging buying cycle gap ... Reconsideration Satisfaction Selection 2% Acknowledgment Investigation 2-3% Decision Source: R. Jolles Criteria Measurement

5. Emerging buying cycle gap ... Reconsideration Satisfaction problem Selection 2% Acknowledgment Investigation 2-3% Decision Source: R. Jolles Criteria Measurement

6. Emerging buying cycle gap ... Reconsideration Satisfaction problem Selection 2% Acknowledgment problem Investigation 2-3% Decision Source: R. Jolles Criteria Measurement

7. Emerging buying cycle gap ... Reconsideration Satisfaction Selection Acknowledgment the opportunity Investigation Decision Source: R. Jolles Criteria Measurement

8. Marketing Marketing Automation Software Sales Reports Executive

9. Best practises in marketing automation for lead generation and nurturing Adam Sharp CTMadam

10. Frustrations of a Marketing Leader 10

11. Our philosophy & methodology No business can accurately predict future revenues without complete transparency into both the funnel and the pipe….joined up marketing

12. Key attributes of joined-up-marketing thinking 12 API Relevant (Dynamic) Content Timely too

13. Why Marketing Automation is an ideal platform… outbound inbound The web as a marketing hub and NOT a passive brochure MA Capturing the digital behaviour provides clarity of focus CRM Visualising the buyers journey

14. SMB ‘Worry Free’c.2m units/contacts9 countries7 languages5 routes to purchase The brief Fully automate, integrated systems, integrate ‘drip’ and ‘keep in touch’ campaigns dynamic content & richer experience

15. Campaign Flow/User Journey Time Segment POS Segment #1 #4 Trend Micro Database Welcome Campaign Post Purchase Survey Trend Database Default Customer Communications Regular Monthly Campaigns Trend FTP Site Ad Hoc Campaigns Data put on to FTP site daily Mid Term Survey Renewal Reminders In Trial Segment #1 #4 Welcome Campaign CleverTouch Data Transformation Data manipulated ready for silverpop Post Trial Activation Segment #1 #2 Activate - Y Post Purchase Survey Welcome Campaign Win Back Campaign Silverpop FTP Site #1 Data uploaded to silverpop for scheduled daily import Activate - N Extended Trial Period Campaign Survey #2 #8 Silverpop Database New contacts added to Database

17. 30 Days Since Expiry

18. Progressive Profiling on Web (purl)

22. email open rates average 25%, Germany 35%+

23. advisor tool completion rates between 26-62%

25. Thank youasharp@clever-touch.comrevans@silverpop.com 24