1 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Creating and Launching a Multimodal Lead Generation and Nurturing Program for VARs Agilysys, Inc. KeyLink Systems Group Prospector Program Wayne Bernot, Director of Marketing, Agilysys Brian Carroll, CEO, InTouch Tuesday, October 24, 2006

KeyLink Systems Group Channel Marketing Overview

KeyLink Systems Group Quick Facts Annual Revenue: $1.7 Billion Total Full Time Employees: 1,483 Number of Value-Added Resellers: 1,100 Fortune 1000 Learn more at

KeyLink Systems Group Business Situation Resellers: –Lack in-house marketing resources –Complain about leads from manufacturer or distributor –Don’t respond favorably to “canned” programs –Give limited attention to “top down” channel programs

KeyLink Systems Group How Did We Get Here? Newest HP distributor –Need to increase reseller revenue base Previous activities not working –Where’s the ROI? Agilysys: new demand generation strategy –Paradigm shift –Change mindset: conversations versus campaigns –1 year for internal buy-in

KeyLink Systems Group Overview Prospector Program Multimodal Features lead generation and nurturing activities Closed loop system to measure ROI Executed based on unique value proposition Utilizes sales and marketing nurturing content Seeks to position reseller as “trusted advisor”

KeyLink Systems Group How the Program Works Phase 1: HP reseller profiling and selection Phase 2: Program communication and buy-in Phase 3: HP reseller commitment Phase 4: Strategic planning and development Phase 5: Tele-prospecting Phase 6: Lead nurturing Phase 7: Lead management

KeyLink Systems Group Phase 1: HP reseller profiling and selection Identified 3 HP resellers for a test pilot –Program Criteria: –HP Revenue –Profitability –Philosophical Alignment –Sales Staff Resources –Business Model Lessons Learned: –Philosophical alignment is critical –If they don’t understand how to generate and nurture leads properly, buy-in and success will be jeopardized from the beginning

KeyLink Systems Group Phase 2: Program communication and buy-in Communicated value of a multimodal approach and disciplined nurturing process –Presentations, relevant articles, webinars –Scheduled conference calls and meetings Lessons Learned: –Reseller principals are sales driven, not marketers –Need guidance and strategic leadership –Well-presented rationale made sense to them –Always be ready to explain why specific activities need to be done in certain ways

KeyLink Systems Group Phase 3: HP reseller commitment Created program obligations and responsibilities –LOA important to define lead follow-up expectations –Resellers could be withdrawn from the program –Participation fee $5,000 –Reseller assigns sales resources for program Lessons Learned: –Create clear expectations and accountabilities by requiring “skin in the game” –Communicate program flow and timelines to ensure prompt feedback

KeyLink Systems Group Phase 4: Strategic Planning and Development Developed individualized elements based on unique value proposition, skills, and go-to market strategies. –Universal Lead Definition –Ideal Client Profile –No canned messaging –Co-developed Lessons Learned: –Sales and marketing efforts bridged with reseller ownership –Earn trust with guidance –Impatience prevails during this phase –Seek information efficiently

KeyLink Systems Group Phase 5: Tele-prospecting Dedicated lead specialist team serves as an inside sales engine. –Led by Program Manager –Extensive training given –Focus on conversations –Understanding pain points Lessons Learned: –Make every call count –Always attempt to opt-in prospects for future communications

KeyLink Systems Group Phase 6: Lead Nurturing Our Strategy Who do we nurture? Filter and Organize Content (new or repurpose) Message development Define tactics Execution Schedule Set (monthly)

KeyLink Systems Group Phase 6: Lead Nurturing Nurturing tactics reinforce tele-prospecting with relevant, valuable content –Gather resellers’ own sales nurturing materials –3 rd party, articles server consolidation and virtualization –Vendor agnostic podcasts, webinars, blogs, case studies –HP specific white papers, success stories, webcasts –IDC podcasts position as “trusted advisor” Lesson Learned: –Take advantage of free and available marketing content aside from resellers own sales content

KeyLink Systems Group Lead Nurturing Tactics

KeyLink Systems Group Lead Nurturing Timeline

KeyLink Systems Group Podcasts and Blogs High-value content with educational intent Leverage thought- leader and partner relationships for content RSS is hot

KeyLink Systems Group Phase 7: Lead Management Closed Loop Feedback Marketing Pipeline Sales Pipeline Inquiries Leads Customers Returned Prospects , Direct Mail,Podcasts, Website, Outbound Calls, Webinars, Trade Shows Sales Ready Leads Not a Fit Sales Generated Leads Existing Clients Nurturing CRM Measure ROI Handoff

KeyLink Systems Group Critical Success Factors Need to achieve philosophical alignment with your channel partners to make the process work A Uniform Lead Definition and Ideal Client Profile are vital strategic elements Closed loop feedback requires planned, consistent communications Don’t just rely on sales-ready nurturing content from reseller Find marketing content for a nurturing “library” using freely available resources

KeyLink Systems Group Thank you Wayne Bernot, Agilysys, Inc. (440) Brian Carroll, InTouch, Inc. (651)