Vlg book 2014

The Book

FOOLS!

WE FIGHT BOREDOM

WE EATINSPIRATION

BREAKFASTLUNCH&DINNER

OUR CAMPAIGNS

OUR RESULTS

FLOAT LIKEA BUTTERFLY

STING LIKEA BEE

We wrote The Book on legalizing leads using Turn-head Creative,Freetainers and Intrigue. And our clients come for

that cut through all the marketing noise.

Agency of record, you say? Oh boy, them’s fightin’ words. The other guys may bebigger, but we’re smarter, and we’ve got more fight in us. In fact, that’s what we do.

SO YOU READY TO START SOMETHING?

© Copyright 2005-2014 VLG Marketing LLC (“VLG”) All Rights Reserved

Who We AreBefore we learn more about you, we’ll tell you a little about us.

We started as a small digital agency, we hung tough, and now we fight boredom with some of the biggest companies in the world.

We are atypical. We don’t come from the ad world, so we don’t behave like a traditional ad agency, and it’s been that way since the beginning. Our vision for your campaign always accounts for results. Marketing is in a knock-down, drag-out fight for targets’ attention, time and money, and we like to fight. We wield creativity and technology like weapons, and we always keep a keen eye on revenue.

Our founders broke ground in 2005 with a goal of changing the face of B2B marketing. From the beginning, VLG was recognized as the quintessential marketing execution partner for companies thinking outside the box. We landed big clients, delivered

major sales leads, and did it all with a homegrown software solution: the DialogEngine™.

Since then, VLG has been leading the fight against boredom alongside more than 240 companies, ranging from the financial services sector to the technology sector, and everywhere in between.


Our ManifestoEvery business has a set of maxims that govern its decision-making and define its products, services and technological solutions.

These are ours.

Target-centric Marketing

We don’t target companies. We target people. People make and influence purchasing decisions. VLG marketing programs use technology to create personal, variably-delivered content customized on a per individual basis. That’s target-centric marketing.

Freetainer™

VLG doesn’t work on retainer. What does our fixed-fee approach mean? It means no surprises. No long-term contracts. No billable hours. And best of all, it means we can all focus our attention on executing successful marketing programs. When you win business, we win business.

Turn-head Creative™

“We Fight Boredom” isn’t just a tagline. Marketing noise is deafening. Sometimes you need to sneak up on your customers with something unexpected so you can make them react. We drive human behavior by backing up a personalized, dimensional mailer with a kick-butt microsite to help you change the game and earn your way into a conversation.

Honed Processes

We establish clear objectives, deliverables and determinate milestones to keep eachproject on time, on budget and on point.

Technology Drives Revenue

VLG programs are an open book. The technology we use gives you transparency and predictable results that make long term budget decisions easier.


Leadership TeamPete ''The Greek'' Manias

Role: Co-founder, PresidentSkills: More than a decade of advertising experience; strategy, vision, leadershipTraining: BS from Texas A&M University

Brett ''The Sensei'' Hersley

Role: Co-founder, Client ServicesSkills: Strategy, LeadGen, Account Management Training: MBA from University of Texas at Dallas and a BS from Texas A&M University

Lee ''Doc'' Parker

Role: Principal, Strategic AccountsSkills: Sales, LeadGen, Acquisiton, Account ManagementTraining: Doctorate from Des Moines University

Rich ''The Kid'' Sangillo

Role: Creative DirectorSkills: HTML5, Animation, Interactive, Info Architecture, UI Design, DevelopmentTraining: BFA from Syracuse University

Don ''Juan'' Abell

Role: CMO, Executive Creative Director Skills: Operations, Management, Strategy, CreativeTraining: BS and BA from Southern Methodist University

Angela ''All-Bidness'' Shori

Role: Principal, Client ServicesSkills: Account ManagementTraining: MA from University of Texas at AustinRafael ''The Hunter'' Manias

Role: Principal, Business DevelopmentSkills: Advertising SalesTraining: BS from Texas A&M University

Taylor ''The Closer'' Johnson

Role: Principal, Client Services Skills: Account Management Training: BA from the University of Oklahoma

Shane ''The Hammer'' Foster

Role: Co-founder, CTOSkills: Technology, StrategyTraining: BS from Texas Tech University

Corey ''LA'' Smith

Role: CFO Skills: Strategy, Finance Training: BA from University of Southern California

Jon ''The Hound'' Fullrich

Role: Creative Director Skills: Creative, Design, Interactive AnimationTraining: MS from Texas A&M University


We FightBoredom


R.O.A.M.We start every marketing program with a digital check-up, the program strategy. We examine your existing resources, including people, content, creative assets, marketing objectives, budgets, timing, and measurement of marketing spend success.

This deep dive is our R.O.A.M. process.

It’s a painless way to hone in on the right solution for your company. We leverage what you have to build what you need, ensuring a greater return on your investment.

R O A Mis for is for is for is for

John visit your personal site at

www.Example.com/JohnDoe

FromSubject

DateTo

Acme CompanyVisit your site, John.February 14, 2015John Doe


Hi John!

Hi John!

Resources Objectives Allocation Measurement

Digital assets, social media presence, industry experts, collateral

Sales and marketing goals, leads, followers, likes, subscribers

Budget, time, priorities, geography, people

Web analytics, sales close rates, response rates, A/B testing


L.E.A.D.S.The digital space is crowded and complex. To have a true breakthrough moment with your targets, you must first understand online behavior.

Dialog Marketing dictates paths through marketing funnels and sales pipelines to maximize revenue. We’ve identified a five-step process to measure the effectiveness of a program from a user-experience perspective.

L E A D Sis for is for is for is for is for

Submit Share

Land Explore Attach Dialog Share

Move the target to web assets, like websites and microsites

Drive click-through, downloads, followed links

Accept calls-to-action, follow, subscribe

Get demos, calls, callbacks, feedback, suggestions

Encourage sharing, follows, posts, referrals

We do this by driving traffic to specific web assets. Once targets land on a site, they explore and attach through carefully mapped calls-to-action.

This drives online and offline discussions. Our clients then join these discussions, encouraging their target audiences to share their message within trusted communities.


DialogEngineTM

Campaign metrics. Real-time email alerts. Data mining. Lead scoring. It’s all available on a simple and powerful marketing platform. Meet the DialogEngine™.

The DialogEngine™ is the easiest, most flexible platform for busy B2B marketers. Available exclusively through VLG, the DialogEngine™ delivers leads and sales and marketing opportunities.

It’s technology agnostic, integrating seamlessly with Eloqua, SalesForce.com, Pardot, Marketo, and more.

The application is cloud-based, so there is nothing to install. It’s easy to navigate and access, and you can download ongoing campaign reports anytime.

The DialogEngine™ not only generates personalized URLs from predetermined lists; it is also smart enough to generate unique and personalized records. This is marketing’s favorite sales tool.


John visit your personal site at


FromSubject

DateTo

Acme CompanyVisit your site, John.February 14, 2015John Doe


Hi John!

Hit

Invitations

Non-Responder

Click-Through Call-To-Action

OPPORTUNITIES

KEEP MAILING

Johnwww.Example.com/JohnDoe

Johnvisit your personal site at


DateTo

February 14, 2015John Doe

FromSubject

Date

Acme CompanyVisit your site, John.February 14 2015

Johnwww.Example.com/JohnDoe

John

John

Dialog MarketingThe rules have changed. Bulk email is in decline. Cold calling is futile. B2B social media looks more like a blindfolded boxer throwing punches than a targeted, measurable activity. So VLG created a better way to talk to folks that were getting pummeled in the marketing melee.

Our expertise is in online engagement and disruptive creative that gets you past the gatekeepers.

Dialog Marketing Programs use intriguing emails and dimensional mail pieces to drive the highest possible

number of key business professionals to the internet. Once we grab their attention, we use personalized online experiences on microsites and websites to capture behavioral information you and your team will later use to engage them.

We’re basically giving you the ability to identify and track a prospect through the marketing funnel and sales pipeline to close. This gives you the power to transform your marketing department from a spending center to a revenue engine.

APPOINTMENTSDEMAND GEN AWARENESSLEAD GEN


MicrobrandingHow many clicks does it take your prospects to get information about a product? If it’s more than two, you need a microbranding site. Microbranding is VLG’s version of a resource center.

Content-heavy corporate websites are ineffective when it comes to luring a target. However, if you make relevant content available in smaller, easier-to-understand microsites, you circumvent

the bureaucracy of making regular changes to your corporate website and make a trackable tool that can be used to launch and automate marketing interactions.

These nurturing programs help build communities around specific issues, and provide access to videos, collateral, development demos, press releases, web casts, and other targeted digital assets.

PRODUCTLAUNCH

EDUCATION THOUGHTLEADERSHIP

NURTURE


VersioningNot all targets are created equal. That is why we provide you with the option to version your programs by messaging, language, channel, and demographic.

That way, instead of giving your targets a one-size-fits-all solution, you can send each of them down a custom, predetermined path that is more likely to turn them into a hot lead.

M

CL

D


BranchingOur sites are more than just fun, they’re smart.

When you apply our branching feature within a microsite version, you’re essentially allowing your client to choose his or her own adventure.

And while this allows you to tailor your message specifically to each target, it also allows you to learn more about them, including their role, their needs, their customer status, their industry vertical, and whether they’re looking to launch a product.

Getting all of that info just by asking a few questions? Now that’s smart.


What better way to gain top-of-mind awareness with prospects than to serve up great ads on the websites people visit daily?

Consumer companies have been retargeting forever. We decided to bring it over to the B2B side.

We track when a prospect responds to your program and visits your microsite. Once there, we cookie them.

Retargeting For the next 90 days, five times a day, prospects see your banner ads.

Click-through isn’t the goal here. The goal is to create impressions on prospects. With this practice, we’ve driven 10x the normal amount of traffic to our corporate website.

See for yourself. Once you’ve responded to one of our campaigns, you’ll practically be seeing our banner ads in your dreams.


Hi John!

www.CNN.com

Your ad

VLG quickly and quietly places a cookie in their browser

When they visit other websites, VLG delivers your banner ads

The audience visits their VLG microsite

2 3

Users click the ads and are returned to your VLG microsite to be

further quali�ed and nurtured

1

4


Everybody loves a good trade show. But most companies don’t know how to host a booth that will generate leads. Want to have an awesome event that actually brings in business? Let us make your booth the hot place to be.

The secret is…there is no secret. Meld traditional promotional events with the trackability of the web. Duh.

Event Solution

BoothBooth

345634563456

www.Example.com/JaneSmith

3456Hi Jane!

3456

Company’sNewMarketingList

DIALOG ENGINE

Visited 5 timesPages visited 17Avg. time on site: 4 min 37 secType of lead: HOTInterested in Product #3

With VLG, promotional events aren’t just about booth space, location, flat screens, and traditional media. We create a subtle, personalized digital component with pocket stay-power.

Using the DialogEngine™ and unique URLs, you can pin down which visitors are likely customers versus ones just looking for freebies.

You get a little information about your visitor, they get a unique card with a URL made just for them.

1. Swap cards 2. Track behavior 3. Capture metrics and qualify leads

Your visitor goes to the URL on the card and finds a personalized message. You’re alerted with when and what they do.

You collect metrics as specific as clicks, downloads and time spent on the site, so you can follow up with quality leads.


Exit SurveyYou can’t win ’em all…or can you?

Our Exit Survey re-engages uninterested prospects by requesting feedback when they attempt to leave the microsite. In exchange for answering a few questions, and

thereby providing you with valuable information, they receive an incentive.

This could be anything from a Starbucks gift card to a tablet. Let us bring your dead leads back to life with our Exit Survey!


VLG makes a top priority out of creating user-friendly platforms for our clients. Enter, the Dialog Plugin™.

By simply adding a hover-activated toolbar to the right edge of your target’s browser window, the Dialog Plugin™ allows you to create dynamic calls-to-action with no pop-ups or other annoyances to visitors of your microsite.

When your target hovers their mouse over the Dialog Plugin™ tabs, they slide

Dialog PluginTM

in and out to deliver additional content such as information about experts at your company, links to social media profiles and more. Plus, it allows sharing via social media, email and more.

This direct line to experts within your organization not only makes it easier for users, but also generates word-of-mouth by providing easy on-site access to social media outlets.


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Reward Points SystemTM

The more you learn, the more you earn…

Our Reward Points SystemTM taps into your target’s competitive nature by awarding them points for taking certain actions. They can monitor their own progress on the microsite as they download packets (25 points), “like” you on social media (50 points) or provide feedback (10 points).

There’s no limit to the actions they can earn points for. It’s all up to you. At any time, the target can visit an online store to shop for designated items that are available at different point levels.

It’s a fun, proven way to engage and inform your target about your company and offerings.


Expert SystemCompanies are industry leaders. People are experts.

You may run a great business, but if people don’t believe you have staying power your company suffers. Let your Expert System build your credibility.

We build communities around subject matter experts by leveraging social media outlets like blogs, Twitter, Facebook, and LinkedIn.

The Expert System gives the target easy access to your “virtual panel.”

CREDIBILITYEDUCATIONTHOUGHTLEADERSHIP

NURTURE


In the world of personalized dialog marketing, nothing is more important than your list of prospects.

Ahhh, lists. They’re a pain to build, a hassle to update, frequently inaccurate, and time consuming. Luckily for you, VLG has created a way to help you dodge all of those list issues so you can concentrate on what’s important to your business.

We perform list assessments in which we scrub 100 targets to evaluate the quality and accuracy of the list. We typically aim for a turnaround process of 1,000 targets per week. We also offer a 100% list guarantee, meaning if there’s any wrong data, we will correct it for free.

In short, VLG builds, cleans, updates, and manages your lists.

List Services


APPT SystemTM

Access. People. Process. Technology. What we do is much more than just appointment setting.

When you hire us, you hire a talented, committed sales team. That means we don’t just drive leads on the front end.

Our experienced sales team uses real-time response, specific subject matter knowledge and our efficient process to turn warm leads hot and deliver them straight to you.


Lead Cloud Program

TM

We’re all about helping you get the most out of your marketing dollars. With the Lead Cloud Program™ we help you do just that.

While you could spend $50 taking a potential client out to dinner, we suggest you save the gas and let us make that $50 work harder for you. Get the full spectrum of everything we offer, including Dialog Marketing Programs, emails, a Microbranding site,

direct mail, retargeting, banner ads, Reward Point System™, and more for $50 a target. Yep, you read that right. That includes over 30 marketing touches per target over the course of a year, and the option to extend the program as long as you need.

And the best part? You don’t have to do a thing. Sit back, relax, and watch the leads roll in.

Vlg book 2014

Marketing

Transcript of Vlg book 2014