Case Studies

Learn more about DemandGen's services www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2015 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 3 At the database level, we have nurturing programs that attempt to collect information and engage dormant records. If someone responds to a campaign or attends an event, we might not have enough information to know their qualification status and interest level so we also have a "discovery" nurture that aims to qualify prospects and build their profiles. This nurture provides regular touch points that help us get to know the prospect and gives them the opportunity to respond and demonstrate interest. If you are a qualified prospect but aren't yet sales ready, we have a "seed" nurture that uses educational content to drive your interest and get you to the next level. We use progressive profiling to collect any additional information for scoring like budget or authority and the nurturing program provides a steady stream of communications to help us understand how engaged you are. Our programs for sales ready leads include the "cultivate" nurture which reaches all of our MQLs. These MQLs also get passed to inside sales, so marketing's role is to provide very targeted content and help to automate some of those touch points that the sales rep would otherwisehave to send manually. Our "harvest" nurture touches all the SQLs which are those leads that have been passed to the field sales team for follow up. At this stage the goal is to provide air cover that builds trust and differentiation. These are infrequent touches that provideproof points on why they should buy from Taleo. The content is very product specific and includes things like industry and product specific case studies, demos and ROI tools. Once someone becomes a customer, we also have customer up-sell nurtures and deal re-engagement nurtures for lost deals. Q: That sounds like a very comprehensive nurture strategy. Is there any advice you'd give to marketers that are just getting started? A: Nurturing is a journey—it's taken us 18 months to get where we're at with this nurture program, but we've learned a tremendous amount and we've continued to optimize this nurture over time and make it better. It will continue to evolve as we develop new content, learn more about how our customers buy, and gain insight from the measurement of the program. Also, what really helped us is—we brought in a trusted third party to facilitate the process of building our lead taxonomy and building out the nurture paths. Our partners at DemandGen made sure everyone's input was included and we were able to come out with a solid plan on how we wanted to attack this challenge.

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