Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Specialized Managed Marketing and
Technology Buyer Acquisition Services
2Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Not Enough
Actionable
Leads
Long Buying
Cycles
Need to Explore
New Marketing
Channels
Poor Performance
Of Rental Lists
Time To Market
Pressures
Lack of pre- and
post-event
communication
discipline
Need to Enter
Global Markets
Cost-Effectively
Outdated contact
databases
Marketer GoalsLead Quality
Data-Driven Approach
Cost Management
Technology Marketer’s Business is Challenging Ever Than Before
3Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Addressing Critical Needs of Technology Vendors
Does your organization need to…
Build Sales Pipeline Get a Predictable flow of actionable sales leads
Increase Quality of Leads
passed to SalesImprove % of sales leads who are truly qualified (have budgets
and needs)
Expand Marketing Portfolio
Explore New Marketing Channels (Web 2.0, Blogs, Professional
Social Networks)
Expand Existing Channels
Re-purpose offersRe-purpose content, tap into new channels, execute new
campaigns
Increase Marketing Cost
Effectiveness
Improve Pipeline Quality
Reduce Cost of Pipeline Nurturing
Move to New Marketing Technology Platforms (Eloqua,
ExactTarget)
Consider Managed Marketing
Options
Evaluate Different Managed Marketing Options
Execute Managed Marketing Strategy
4Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
FeedAbo: Fact Sheet
• FeedAbo stands for “feeding technology vendors with leads”. “Abo”
is “subscription” in German.
• Private US corporation, owned by management
• Serving only software/IT services clients
• Division of 120+ Employee Strong Parent Company
• 3 Competence Centers: White Paper/Webinar Lead Generation, Lead
Nurturing, Appointment Setting
• Proprietary, in-house list of 131,750+ IT buyers in the US and Europe
• Pre-built integrations links to Salesforce.com, Goldmine, Act! and
SugarCRM
• Country-specific teams across 5 languages (English, German, Italian,
Polish, Russian)
• In-house data cleansing team
• Headquartered in San Mateo, CA, operates locations in Chicopee,
(Massachusetts), Meridian (Idaho), and Minsk (Belarus).
5Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Management Team
• Renat Khasanshyn, Founder and Chairman
Renat is currently on the Board of Directors of Apatar, Inc, Altoros Systems, Inc. While CEO at Altoros Systems, Renat designed and managed outsourced teams in Eastern Europe for Autodesk, Hewlett-Packard and Sony. Previously Renat was VP of Engineering at PriMed. Most recently Mr. Khasanshyn was selected as a finalist for the 2007 Emerging Executive of the Year award by Massachusetts Technology Leadership Council.
• Chad Huemme, VP of Lead Generation Solutions
25+ years in IT industry. Prior to joining FeedAbo, Mr. Huemme was General Manager for Interactive Media division at RR Donnelley/Banta Corporation, COO at On-Demand Solutions, Inc, Managing Director at KAO Infosystems, Inc. Mr. Huemme started his career at Lotus Development Corp.
• Ken Ashley, VP of Webinar Solutions
25+ years in IT and software industries. Prior to joining FeedAbo, Mr. Ashley was a co-founder of Modern Age Books (now Skillsoft), an early pioneer in electronic book technology and Managing Director/President of UbiQ Inc. Mr. Ashley has track record of building successful worldwide sales and distribution organizations.
6Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Customers
“My in-house sales team began receiving high-scored
prospects just five days after our dedicated team at
FeedAbo “turned on” its engines. Thank every
one of you, my team, for promoting our webinars and
white papers. I’m very satisfied with quality of our
pipeline. The win ratio has been great so far.”
Julia Guzman, VP of ISV Marketing
7Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Tactical vs. Strategic View at Managed Technology Marketing
Marketers are looking at Global Managed Marketing as a way to do
more for less
Tactical View
(Project-by-project)
• Short term project-based view
• Focus on cost reduction
• Significant overhead may
outweigh cost savings
• Not sustainable in the long run
Strategic View
(Long Term Partnership)
• Long term strategic ROI view
• Focus on 3rd party leverage, on
Time to Market, then on cost
• Benefits far outweigh costs
• Sustainable time and cost
efficiencies
Vs.
8Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
FeedAbo Services
Sales Pipeline
Development
1. Lead Generation, Appointment Setting
2. Event Registration and Event Follow up
3. Product/Service launch, Awareness
campaigns
Sales Pipeline
Administration and
Automation
1. E-mail and direct mail blast follow up
2. Lead nurturing with email newsletters
3. Contact list collection, cleansing and
updates
9Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
FeedAbo Solutions
Webinar/Seminar
Campaigns
Get qualified IT Buyers to learn about,
register and attend your events. Receive leads
in real-time.
White Paper
Campaigns
Generate qualified leads through distribution
of educational white papers, qualification of
recipients and nurturing pipeline
Marketing to European
IT Buyers
Deliver your marketing message to European
IT buyers in way that they can understand,
qualify and pass quality leads to sales
Pre- and Post-Event
Communications
Qualify and nurture qualified buyers before,
during and after lead-generating event
Pipeline Nurturing,
Appointment Setting
Nurturing service for leads that did not meet
qualification criteria during
webinar/seminar/white paper campaigns.
10Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
A Strategic View Can Reconfigure Your Value Chain
Creation of
Marketing Campaigns
Execution Of
Marketing Campaigns
Disruption: De-coupling of Value chain
Global partner brings to vendor:
Extended marketing campaign
cycles on a global time frame
Management of campaign specifics,
team performance
Hiring, selection, management, and
administration of global teams
Benefits to technology vendor:
Free up in-house team, focus on core
competence - marketing research,
testing new channels (blogs, podcasts,
Web 2.0), design new offers, write copy
(white papers, webinars), sign-up
speakers, dig deep into data
Assist your sales force/product
engineering team
Focus On Your Core
CompetenceSpend 80% of Your Time on Marketing Strategy, Process Design
and Management, 20% on Communication
Leverage a Global Partner To
Execute CampaignsHave Partner Spend 80% of Their Time to Execute Campaigns,
20% on Communication With You
11Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Execution Models
Telemarketing Shops
• Low value add
• Low quality of leads
• Lack of industry (e.g.
middleware)/offer-type (e.g.
webinar) specific expertise
• Good for B2C products/services
Strategic Partnerships
• Good to accelerate marketing
innovation
• Partnership across multiple
initiatives (Webinar, White
Papers, List Data Services,
Podcast syndication…)
• Long term strategic impact
Tactical Staff Augmentation
• Head-count replacement shops
• No strategic impact
• More expensive in long term
In-House
• In-house teams working long
hours
• Cannot leverage time and cost
efficiencies of a global model
Collaboration
Business
Benefits
High
Low
Low High
12Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Turning Relationship from Tactical to Strategic
Many aspects of marketing process lend themselves to being delegated to a partner while others
clearly do not.
Marketing Campaign/Offer Design
Marketing Maturity Assessment
Explore New Marketing Channels (Web 2.0, blogs…)
Marketing-Centric, Innovation Oriented Execution-Centric, Production Oriented
Creative Design
Pre-event communications
Pipeline Management
Lead Scoring
Support of Sales Team
Internal FeedAbo
Marketing web-infrastructure (landing, blogs)
Pipeline Nurturing
Integration of pipeline into CRM
Data Cleansing
Lead Qualification/RSVP Calls
Marketing Strategy
Marketing Process Design and Mgmt
13Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Specialty Skill to Compliment Your Value Chain
Qualified, Actionable Leads
Leads with
Scores
In-House Data Acquisition/Data Cleansing Team
Technology Marketing Expertise
Team
Continuous Nurturing
© FeedAbo, Inc.
14Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Value-added Offering: Dedicated Nurturing SWAT-Team
Receive face-to-face time with educated executive decision makers.
Verification of updated score, setting up appointment/conference call
Automatic, dynamic score update upon based on single/double trigger question (typically timing (Immediate, 0-3m, 3-6m)
Problem 80% of leads in pipeline are not qualified (their score is too low),
and they are not educated about company value proposition
Solution Continuous, automated nurturing effort with human value-add:
Re-purpose content to educate pipeline on a regular basis
Primary Vehicle Email (message delivery), Microsite (dynamic score updates)
Secondary Vehicle Telephone (qualified lead verification, appointment setting)
Process 3-step newsletters/quarterly calls nurturing campaign
Initial Team
Structure (FTEs)
¼ Consultant, 1 Content/Process Manager, 2 Telemarketers
Process:
15Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Sample Statement of Work for Webinar Management
Sample Webinar Statement of Work
Marketing Audit Webinar Maturity Assessment
Promotional Plan Campaign Schedule
Profiling (Define Ideal Customer, Qualified Lead)
Scoring Questionnaire
ROI Metrics
Media Plan Media Plan. Placement, In-House List Pulling
Pre-event Deliverables Dedicated Account Manager/Dedicated Team
Weekly Status Report
Speaker Communication/ Rehearsals
Professional Event Announcer
Pre-event Creative Development Event Logo/Graphic/Promotional Copy
Email Campaign (Confirmation, Reminders, Registration,
Follow-up)
RSVP Call Reminders (Script Development)
Microsite Deliverables Landing Page
Branded Registration Microsite
Event Marketing Email/Direct Mail Messaging
Lead Scoring
Qualification Calls to Clicks with no Registrations
RSVP Call Reminders
Real-time Click-through Reporting
Post-event Deliverables Reconciliation of Registrants vs. Attendees
Real-time Access to Pipeline, Export into MS Excel
Pre-built integrations links to Salesforce.com, Goldmine,
Act! and SugarCRM.
Post-event Executive Report
Additional Services Lead Nurturing
Survey Marketing Production
Event Archiving
16Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Step 1: What Are Your Goals/Needs/Wants?
PurposeLaunching new business unit or product (market research/product introduction)Grow sales pipeline (lead generation/qualification)Enhance efforts of outside sales representative (appointment setting)
Approach to implementing a telesales projectTest the concept by starting with a controlled pilot phaseor Start with controlled pilot phase – goal to scale up the operation as quickly as possibleorShort-term project for a specific campaign or period of time
The target marketGeographic AreaSize Company (employees/revenue)Vertical Industries
Target contact(s) within the target marketManagers & DirectorsExecutives (VPs & Department Heads)Senior Executives (SVPs, EVPs & Presidents)CXOs (CEOs, CFOs, COOs, CIOs)Other: ______________________________
Specific measurements of successNumber of meetings with qualified contactsNumber of qualified opportunities in the pipelineNumber of closed opportunitiesClosed business in terms of dollar value
17Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Step 2: Knowledge Transfer
• Expectations:
• Statement of Work – lead generation, lead qualification, appointment setting, etc
• Executive Expectations - short-term, mid-term, long-term
• Communication:
• Frequency and methods of interaction – how information is conveyed
• Reporting – type of information required, if any
• E-mail / Calendar set-up – access to server or internal back office support
• Challenges and Objections
• Any challenges in the industry today that would be beneficial for us to know
• Typical objections from prospects / successful turnarounds
• Differentiating Factors
• Who is the competition?
• What is your 30 second “elevator pitch”?
• How do you differentiate your company in the marketplace?
• Parameters of Project
• Database Development – target prospect, territory, size company
• Qualification Process – qualifying questions, scoring formula
• Timeline of Events
• Next steps – develop talking points, review of talking points, projected start date
18Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
FeedAbo Difference
In-House Database
• 131,750+ IT buyers in the US and Europe
• Only rented, never sold
Our Competitors Get Data This Way:
Self policing
• Rely on the last submitted entry
• Accurate record is replaced by the latest upload
Staff Validation
• Limited staff for validation
• Cost is prohibitive in the US
• Huge effort to regularly scrub millions of records
Data extracted from public filings
• Typically only senior level execs
• Not validated regularly
Data Cleansing
FeedAbo
Spoke
Conta
cts
in D
ata
base
PERFORMANCE THRESHOLD
30M +
15M+
5M-15M
0-5M
HarteHanks
Hoovers
Database Size
One-of-a-Kind In-House
Database/Nurturing/Cleansing Process
Jigsaw
© FeedAbo, Inc.
19Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Tools and Marketing Automation
© FeedAbo, Inc.
20Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Proven Approach
Industry Best Practices
New Product Launches
Dynamic Scoring and Nurturing
Lead Generation for A Complex Sale™,
S.U.R.E.-Fire Direct Response Marketing
“Past Technology Marketing”
Lessons Learned
Current Customers
IBM
Lotus
On-Demand Solutions, Inc
UbiQ Inc.
Client Embraced…
Methodologies
Approaches
Tools
Standards
Culture
Client’s Lessons Learned
Communications
Hand Offs
Staffing
Client-Specific Approach
*Numerous employees have significant past technology marketing/technology event management experience.
21Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Engagement Models
FeedAbo objective is to engage only with customers that achieved a certain marketing process
maturity (e.g. have quality marketing offers, processes, lead scoring in place) and to develop
short-term tactical relationships into long-term strategic relationships and to help clients stand on
their own offshore when ready.
In-House
Marketing
Staffing
Build Operate
Transfer
Dedicated
Marketing Team
Project-Based
Engagements
FeedAbo supports all of these business models
Pay for
Performance
© FeedAbo, Inc.
22Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Managed Marketing: Various Myths Vs. Reality
The Commodity
Myth
“Outsourced marketing is only
good for low-value, B2C
commodity telemarketing.”
•High value activities can be outsourced
•FeedAbo has successfully built mission-critical
marketing teams globally
The My People
Myth
“Outsourcing will bring the
morale down of my
employees.”
•Think to increase capacity, not replace head-
count
• Over-Communicate. Set & manage expectations
The Right Time
Myth
“We are not ready yet. We
are testing our new campaign
is in early phases.”
•It is not too early for your competitor
•Engage early to gain feedback and establish
collaborative processes
The Cost Savings
Myth
“The cost savings are absent
or dissipate with time.”
•Significant cost savings that grow with time
•FeedAbo clients have gained 30% to 40% cost
savings
The High Touch
Myth
“Marketing innovation can
only be driven by in-house
team.”
•Successful track record of marketing innovation
•In-house talent that can manage such projects is
abundant
23Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
The Risks & Mitigation Strategies
Strategic Risks
• Set clear and reasonable objectives
• Don’t do it just to save money. Leads that cost less can end up most
expensive
• Get Executive and BOD buy in
• Do a lot of due-diligence: meet the leadership, talk to their clients.
• Pick the right vendor for the right job
Operational Risks
• Don’t throw it over the wall. Collaborate.
• Establish an relationship roadmap based on performance
• Communicate clearly, honestly and as often as possible
• Don’t expect miracles. Everyone stumbles early in the process
Internal HR Risks
• Avoid the “Survivor” Syndrome in your key employees
• Proactive Over-Communication to manage expectations
• Re-train your brightest stars to leverage them even more
25Copyright ©2008 FeedAbo, Corp. | CONFIDENTIAL
Why FeedAbo?
Laser-focused on delivering best leads to technology vendors
Strong management team
Proprietary, in-house list of 131,750+ IT buyers in the US and
Europe
In-house data cleansing team, one-of-a-kind approach to marketing
list management
Pre-built integrations links to Salesforce.com, Goldmine, Act! and
SugarCRM
Country-specific teams across 5 languages (English, German,
Italian, Polish, Russian)
Unique combination of US (3 locations) and Eastern Europe (1
location) enables our teams to deliver solutions which are best of
class and scalable.
Corporate fiscal and operations discipline
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