1. 1 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Creating and Launching a Multi-Modal Program Using Phone, Email, Podcasts, Blogs, Direct Mail, Analyst Webinars and Events Agilysys, Inc. KeyLink Systems Group Prospector Program Wayne Bernot, Director of Marketing, Agilysys Brian Carroll, CEO, InTouch Tuesday, November 14, 2006

2. KeyLink Systems Group Channel Marketing Overview

3. 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 www.agilysys.comwww.agilysys.com

4. 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

5. 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

6. 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”

7. 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

8. KeyLink Systems Group Phase 1: HP reseller profiling and selection Identified 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

9. 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

10. 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

11. 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

12. KeyLink Systems Group Spectrum for Sales Lead Definition Source: SiriusDecisions Lead Spectrum 2006 Lead Metrics Study (used with permission) Hand off To Sales

13. KeyLink Systems Group Phase 5: Teleprospecting InTouch serves as an inside sales engine. Goal = Build Relationships –Identify the right people and companies –Initiate a memorable conversation and opt them in –Nurture them, regardless of timing to buy Results 16% Contact Rate with Decision Makers 62% of Contacts become level 2 leads (actively nurtured) 4% of Contacts become level 3, 4 and 5 “sales ready” leads

14. KeyLink Systems Group Phase 6: Lead Nurturing Lead Nurturing is a relevant and consistent dialog with viable potential customers, regardless of their timing to buy. Our Strategy Who do we nurture? (Level 2) Filter and Organize Content Message development Define tactics for execution Execution Schedule Set (monthly)

15. KeyLink Systems Group Content for Lead Nurturing

16. KeyLink Systems Group Building Lead Nurturing Library Filter and Organize Relevant Content –Gather resellers’ own sales nurturing materials –3rd party, articles server consolidation and virtualization –Vendor agnostic podcasts, webinars, blogs, case studies to position VAR as “trusted advisor” –HP specific white papers, success stories, webcasts Lesson Learned: –Reuse available content before creating new content –Filter 3rd party content for a nurturing “library” using free sources http://www.google.com/alertshttp://www.google.com/alerts

17. KeyLink Systems Group Lead Nurturing Tactics

18. KeyLink Systems Group Lead Nurturing Timeline

19. KeyLink Systems Group Email Nurturing: One-to-Many Template driven Send article of interest Integrate w/ CRM Personalize from assigned Rep

20. KeyLink Systems Group Email Nurturing: One-to-One Invite to event Combine personal phone call

21. KeyLink Systems Group Reach People Earlier in Buying Process Content is King Recorded live event for Podcast series Webinars and Live Events

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

23. KeyLink Systems Group Phase 7: Lead Management Closed Loop Feedback Marketing Pipeline Sales Pipeline Inquiries Leads Customers Returned Prospects Teleprospecting, Events, Email Campaigns, Podcasts, Website Sales Ready Leads Not a Fit Sales Generated Leads Existing Clients Nurturing CRM Measure ROI Handoff

24. KeyLink Systems Group Tracking ROI from Lead Nurturing Regular pipeline analysis # and depth of touch points identified and engaged 62% conversations provide opt-in e-mail addresses 88% of early stage leads actively nurtured (levels 1 and 2) 12% of leads handed off as sales ready (levels 3, 4, and 5) 76% sales pursuit rate after hand off (typically 20%!) Sales reporting Closed loop feedback Conversion rates by sales stage Calculate investment per sale

25. KeyLink Systems Group Measuring Depth of Touch Points

26. KeyLink Systems Group Measuring Touch Point Detail

27. KeyLink Systems Group The Critical Success Factors Mindset: conversation, not campaigns Sales (VAR) and Marketing act as one team Clearly defined ideal customer profile Universal lead definition Multi-modal lead generation portfolio Create a nurturing “library”ASAP Apply lead nurturing consistently Effective lead management process

28. KeyLink Systems Group Thank you Wayne Bernot, Agilysys, Inc. wayne.bernot@agilysys.com (440) 498-5133 Brian Carroll, InTouch, Inc.Author of: bcarroll@startwithalead.com http://blog.startwithalead.com (651) 255-7640