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SkillSoft Corporation. Kristin Kane Director, Marketing Operations. Agenda. Situation Analysis Objectives Solution Initial Results Questions. Situation Analysis. Sales is being flooded with contacts, not qualified leads

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Skillsoft corporation

SkillSoft Corporation

Kristin Kane

Director, Marketing Operations


Agenda

Agenda

Situation Analysis

Objectives

Solution

Initial Results

Questions


Situation analysis

Situation Analysis

  • Sales is being flooded with contacts, not qualified leads

  • Sales team spending vast majority of time “educating” prospects instead of closing deals

  • Little to no measurement of marketing’s impact on sales metrics


Objectives

Objectives

  • Create a predictable pipeline of qualified sales leads

  • Gain deeper customer insight into prospect’s pre-sales needs

  • Focus on key performance metrics across Marketing and Sales


Approach

Approach

Approach:

  • Create a scalable, lead-management platform (SkillSoft Information Center)

  • Provide resources to prospect for them to self educate

  • Track prospect’s demonstrated interest in our products / Monitor depth of interest

  • Deliver “sales ready” leads to Sales team

  • Monitor performance and optimize against key performance indicators


Scaleable foundation

Scaleable Foundation

AWARENESS & LEAD GENERATING ACTIVITIES

Multi-channel Lead Conversion Communications

INTERACTIVE CHANNELS

  • EMAIL

  • SEARCH

  • DRIVE TO WEB DM

  • ONLINE ADS

DATA CAPTURE

NURTURE

SKILLSOFT

CRM

DATABASE

OFFLINE CHANNELS

  • DR PRINT

  • EVENTS

LEAD CAPTURE FORM

ACQUISITION PORTAL

OPPORTUNITY

LIVE CHANNELS

  • INBOUND 800#

  • OUTBOUND TELEMARKETING

SALES

PERSON


Tailored content strategy

Tailored Content Strategy

AWARENESS

CONSIDERATION

PREFERENCE

Nurturing prospects to enrollment requires a strategically tailored content strategy.

ASSESSING ALL PROVIDERS

  • Who are the leading e-learning solution providers?

  • How do solutions differ?

  • What are my specific needs?

  • What makes SkillSoft different from it’s competitors?

  • What attributes of an e-learning are most important to me?

  • Which solution will best meet my needs?

UNAWARE OF NEED

  • What is the market?

  • Is it cost-effective?

  • What is required to deploy?

  • Can it be customized?

  • Is it suitable for all employees?

  • What products/solutions exist?

PREPARING TO PURCHASE

  • I need details beyond the “boiler plate”

  • I welcome your interest in my needs

  • I want to be “sold” on SkillSoft?

  • How is pricing structured?

  • Can I “test drive” the product?

  • How do I justify this cost?

CONTENT & ENGAGEMENT TOOLS

  • Learning method matrix (pros/cons)

  • Testimonials/case studies

  • The 5 phases and benefits of e-learning evolution

CONTENT & ENGAGEMENT TOOLS

  • E-learning provider features matrix

  • E-learning needs assessment tool

  • Factors to consider when choosing an e-learning partner.

CONTENT & ENGAGEMENT TOOLS

  • 30 day free trial

  • Tailored testimonials/case studies


Prospect tracking and routing

Prospect Tracking and Routing

PREFERENCE

AWARENESS

CONSIDERATION

Each prospect’s behavior is centrally monitored, with every action being recorded and contributing to a cumulative score – enabling differentiation in treatment.

Product Prospect

Content05 points

Tools10 points

Product10 points

Content15 points

Tools20 points

Product20 points

Content30 points

Tools50 points

Product40 points

Demonstrated Behavior/

Interest Point Scoring

Scoring

Less than 30 pointsCool Prospect

30 – 70 Points Warm Prospect

70 + PointsHot Prospect


Prospect tracking and routing1

Prospect Tracking and Routing

PREFERENCE

AWARENESS

CONSIDERATION

Multi-channel messaging programs integrate with site content to drive repeat engagement and conversion.

PORTAL

Prospects can be dynamically routed based on their scoring:

  • Fast track “Hot” prospects to OBTM for an informed and scripted call

  • Invest more in “Warm” prospects through a combination of messages

  • Place stalled “Cool” leads in a low/no cost monthly newsletter


Lead delivery

Lead Delivery

Multi-channel Lead Conversion Communications

DATA INTEGRITY

DATA CAPTURE

NURTURE

D&B INTEGRATION MANAGER

SKILLSOFT

CRM

DATABASE

LEAD CAPTURE FORM

ACQUISITION PORTAL

OPPORTUNITY

SALES

PERSON

DATA WAREHOUSE:

REPORTING

CAMPAIGN MANAGEMENT


Detailed lead reports

Detailed Lead Reports

Deliver sales ready leads to sales force with detailed interest reports.

Enables tailored, coordinated communication strategy across organization.


Detailed lead reporting

Detailed Lead Reporting


Results performance optimization

Results & Performance Optimization


Monitor key performance metrics

Monitor Key Performance Metrics

  • Integrated lead management platform results in better financial forecasting

  • Exposes areas for improvement across each discrete stage of the marketing and early-stage selling process

  • Enables ability to accurately model performance of marketing investments.


Initial results

Initial Results

What we know now:

  • Engagement tracking leads to more relevant/tailored sales calls

  • Quicker lead to opportunity pace

    What we will know in 6 months:

    • Cost per lead

    • Cost per new customer acquisition

    • Average nurture/close pace (days)

    • % conversion of all new leads

    • % conversion of leads by source (media and channel)

    • Incremental ROI

    • 1, 2, 3 year future value of new customers


Questions discussion

Questions/Discussion


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