Case Studies

© 2019 DemandGen International, Inc. All rights reserved. All other product and company names may be trademarks of their respective owners. Because Concur's sales model incorporates contact by a market development representative, DemandGen adapted the Sirius Decisions Demand Funnel Taxonomy for a new lead nurturing strategy that addresses the top three stages of the funnel. 1. The Suspect Stage: Indicates leads who are from a list upload and may or may not know Concur. 2. The Inquiry Stage: Nurtures inquiries to further qualify a lead and build more interest. 3. The MDR-Working Stage: Utilizes a nurturing function designed to develop a connection between the lead and market development representative (MDR). "These tightly integrated nurtures enable a lead to pass systematically from stage to stage, depending on the lead score and when the market development rep takes ownership of the lead," Lewis said. "From a reporting and analytics perspective, the volume and velocity of each stage of the funnel is measured against benchmarks to ensure not only that the system is doing its job but also that sales and marketing are adhering to the defined process." DemandGen provided Concur with the necessary guidelines and resources to develop compelling nurturing content to improve engagement and overall communication with leads. "From all the research that we've done on lead communication, we've determined that content that is role-based as well as industry-related is the most effective," Lewis explained. "It would be nearly impossible to create nurture content for each and every industry that Concur targets, so we identified the most common industries and developed content for those. Because we also capture the person's role during form submission, we're able to use these two dimensions in the content to create the highest form of one-to-one marketing. We find that many clients are not used to writing the short nurture content which performs best—probably a legacy from creating printed materials—so creating the content plan was helpful in getting the team thinking about new forms of content development." THE RESULTS The return on investment has been immediate in terms of marketing effectiveness, revenue generation, and even rapport with sales. Forrest revealed that during the first month the new lead management system was implemented, each team in the North America Business Unit was poised to hit its Q3 segment number. Through the MDR-working nurture program, the company hit a record week of attendees for the North America weekly webinar. The company also rolled out a Free Trial Nurture program for Concur Breeze that increased Usage to Purchased conversion rate by 20% and maximized sales rep efficiencies. By implementing best practices, such as creating short yet effective content, DemandGen helped Concur develop email assets for a variety of nurtures. With guidance from a nurturing flow diagram to show a specific lead path, Concur could clearly define nurturing tracks for each of the key industries and roles of its target audience. Leads can now flow down the appropriate path based on their profiles and in turn, receive the relevant content that truly speaks to their pain points and specific industries. If a lead isn't responsive to sales communication, it is recycled back to marketing to continue the education process. "The whole process has engaged sales and marketing to produce an integrated sales and marketing process that is the product of both teams," said Forrest. "The roll-out and understanding, and everyone talking the same language, have brought another level of synergy to our organization. We will continue to hone the process so the adoption rate is as high as possible, and so marketing and sales can continue to understand each other better—it's never over." By partnering with DemandGen International, Concur has ensured that sales can now view marketing's communication with prospects and can distinguish when to reach out to prospect in the nurturing program. This new easy-to-see scoring process is updated in real time, so both teams can easily track lead status and progress, and campaign efficiency. These policy changes have allowed Concur's teams to further productivity and increase overall revenue. The roll-out and understanding, and everyone talking the same language, have brought another level of synergy to our organization." " ABOUT DEMANDGEN At DemandGen, we make marketing heroes. We guide marketing leaders on their digital marketing journey and work alongside their teams to leverage marketing technology that empowers them. Our core services include marketing automation platform deployment & integration, consulting & best practices, lead management, data & reporting, and managed services. Learn more about DemandGen's CRM/Marketing Automation services www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2019 DemandGen® International, Inc. All rights reserved. All other product and company names may be trademarks of their respective owners.

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