lead generation strategies for the new social consumer

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Lead Generation Strategies for the New Social Consumer

How to build lasting relationship with the social customer

VOIP Is Enabled, however if you cannot hear please use web meeting dial in details

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Housekeeping

• Phone lines are muted

• Presentation is approximately 50 Minutes with Q&A

• Use the Question feature in GoToWebinar panel to submit questions

• Questions will be addressed at the end of presentation

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Agenda

• Introduction of presenters• Top 2 lead problems • How to drive sales through social• Tying it together with integration• Questions & Answers

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Peter ChaseExecutive Vice President and FounderScribe Softwarepchase@scribesoft.com @PeterRChase

Mike LewisSocial Media Guru and Author of “Stand Out Social Media”Lewis_mich@yahoo.com @BostonMike

Richard EvansDirector, Partner Marketing and AlliancesSilverpoprevans@silverpop.com @rlevans

Presenters

About Silverpop

• Digital Marketing Platform for email marketing and marketing automation

• 5,000 customer brands

• Across 38 countries

• 500 employees

We all have challenges

Funnel waste

Changing buyer

behavior

Only 5% of leadsyou and I generated in the last month are ready to buy NOW.

Our old funnel (and perhaps yours)

65% of our leads went to waste.

B2B buyer decision cycle

Satisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Emerging buying cycle gap...

Satisfaction5%

Acknowledgment79%

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Emerging buying cycle gap...

Satisfaction

Acknowledgment

Decision

Criteria

Selection2%

Investigation2-3%

Reconsideration

MeasurementSource: R. Jolles

problem

The buying cycle has changed

How we began curing ourselves

Prospects are narrowing the field...

“During the initial research phase, the

survey showed 42% of B-to-B buyers evaluate four or more suppliers, but as they move closer to procurement,

only 26% get quotes from four or more suppliers.”

Source: Chief Marketer, “Adjusting to the Web-Influenced Buy Cycle,” 22 March 2010

…almost entirely on their own.

Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.

How we began curing ourselves

How we began curing ourselves

We realigned Sales/Marketing around a common language –

revenue.

Scoring Leads: Enhance Sales and ROI

Source: Silverpop Research

Integrated Lead Scoring

A; 600

B; 2000

C; 2500

D; 6500

Lead Breakdown

A

B

C

D

1

1

1

1

2

2

2

2

3

3

3

3

4

4

4

4

Right Fit

Not a Fit

HeavyInterest

LowInterest

DG Mktg

DeadSales

Introduced a New Lead Scoring Model

Began routing leads based on scoring

Marketing became lead-traffic-controllers

Began routing leads based on score

Introduced nurture programmes

Media NurtureInbound Demand GenEvent Follow-upOpen and Re-EngageSilverpop on SilverpopDead/Lost

Email Nurturing

• Level 1: Batch and Blast

• Level 2: Simple Drip programs

• Level 3: Multi-Track, Multi-Step programs

Sales Visibility (Lead Activity)

Sales Control over Nurturing

The results...

• Reduced non-contacted leads from 65% to < 4%.• Increased lead conversion rates by over 2x in 12-

months• Increased marketing-generated revenue by more than

100% in 12-months– Marketing generated over 70% of total sales revenue

• Increased opportunity creation to support 50% increase in sales team size

What tools are needed?

CRM System• Database of record• Lead and opportunity

tracking• Pipeline opportunity

reporting• Sales process management

Marketing Automation Platform• Lead management

• Lead Scoring• Lead Routing• Lead Alerts to Sales

• CRM integration for sales-initiated campaigns

• Publishing and outbound marketing• Nurtures and email

marketing• Landing pages for lead

generation• Reporting

• Sales view into marketing activity

• Sales view into lead score, rank and behaviour

Mike LewisAuthor of ‘Stand Out Social Marketing’

Vice President of Marketing & SalesAwareness, Inc.

@bostonmikemike@standoutsocialmarketing.com

THE 6 KEYS TO STAND OUT SOCIAL MARKETING

Connect Questions via Twitter:#standout @bostonmike

• CMO, Peoplefluent• Boston native, father of 2• Active blogger, tweeter, and social media

enthusiast• Author, Stand Out Social Marketing,

McGraw-Hill, Nov 9, 2012

ABOUT ME…

Blog:StandOutSocialMarketing.com

Facebook:Facebook.com/standoutsocial

Twitter:@bostonmike

Connect Questions via Twitter:#standout @bostonmikeWHY SOCIAL?

VS.

DifferentiationEnterprise SMB

Heavy Sales Process Little-to-No Sales ProcessOptimization Management

Connect Questions via Twitter:#standout @bostonmikeTHE 'SALES PROCESS OPTIMIZATION' BLOG

Connect Questions via Twitter:#standout @bostonmike

Engage with Prospects

PUBLISH

ENGAGEMONITOR Publish to Multiple Social

DestinationsProspect for conversations

ACQUIRE LEADS ABOVE THE FUNNEL

SCORE AND TARGET with

OFFERS

CONVERT

AN

ALY

ZE

& O

PTIM

IZE

AN

ALY

ZE

& O

PTIM

IZE

PHASE 1Differentiate ABOVE the

Funnel

PHASE 2Identify & Drive Higher QUALITY

leads

PHASE 3Increase

Conversions

Connect Questions via Twitter:#standout @bostonmike

PHASE 1Differentiate ABOVE the

Funnel

PHASE 2Identify & Drive Higher QUALITY

leads

PHASE 3Increase

Conversions

MORE ‘AT-BATS’:Went from

competing in 1 of 5 deals to 3 of 5 deals

vs SFDCBETTER TARGETS:Engaged with the

RIGHT audience vs. ANYONE interested

HIGHER CONVERSIONS:

Win rate rose from 30% to 60% in deals vs SFDC

RESULTS:

1

2

3

Connect Questions via Twitter:#standout @bostonmikeTHE 6 KEYS & WHERE DELTA STOOD OUT

PayingAttention

Interaction Content

Presence Management Measurement

Connect Questions via Twitter:#standout @bostonmike

Paying Attention

The Heart of your social strategy

Involves Paying Attention to behaviors and individuals

Focus area: Paying attention to behavior to drive sales

Key Concepts:•Social Prospecting•Social Scoring

Connect Questions via Twitter:#standout @bostonmikeFOR EXAMPLE… LET'S SAY WE ARE SELLING…

Connect Questions via Twitter:#standout @bostonmikeTraditionally…

• Broadcast messages through multiple channels

• Collect Data and Demographically target

• Open stores in areas of audience concentration

• Drive people to online or offline purchases

Connect Questions via Twitter:#standout @bostonmike

• Listen for individuals who show a likelihood of buying

• Target:➡ Hyper-target individuals

with contextual offers and content

➡ Identify Contextual Influencers

➡ Market to a widget enthusiast group on Facebook

➡ Contextual groups (or create one)

Through Social We Would:

@bill Need new shoes for the office party. What to buy?

HUGE ski trip with the guys next month! Can’t wait!

month 2 in marathon training. Feeling better everyday

UGH! I hate back to school shopping for the kids!

Need shoes? We have the largest selection & 20% discount so you look great at the party http://bit.ly/45hdf

Dude! If you need a new pair of kicks check these out http://bit.ly/jhgk - We will power you on the big day!

Looking for new ski boots? 10% of for you today http://bit.ly/jhgk

We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgk

Connect Questions via Twitter:#standout @bostonmike

social scoring = finding prospects & converting them to customers

High potential to buy Influencer Partner Candidate

Customer & Advocate

Connect Questions via Twitter:#standout @bostonmikeTHE BIG THREE OF MONETIZING BY PAYING ATTENTION

Social Prospecting

Automated Social Profile Collection

Social Scoring

Connect Questions via Twitter:#standout @bostonmike

Pay attention to the conversations and actions that demonstrate a liklihood of sale. Identifying buying signals and listen for them.Example: Pella Windows

SOCIAL PROSPECTING

Connect Questions via Twitter:#standout @bostonmikeIMPLICIT VS EXPLICIT BUYING SIGNALS

Explicit Implicit

“Looking to buy new windows. Anyone have experience with Pella?”

“Ugh… I can’t get this draft to stop! It’s cold in here!”

“What is the cheapest place to buy new windows?”

Just starting work on the new addition!

“Looking for a recommendation on windows…”

Just bought the new house and am getting ready to move next week!!

Example: Pella Windows

Connect Questions via Twitter:#standout @bostonmikeSOCIAL PROFILE COLLECTION

Collected the publically available profile information on the individuals engaging in your specific conversations.

Public Posts and actions on Social

Networks like:

Engagement on brand owned social destination

Participation in Facebook contests,

Downloads, et

Social Profile

Connect Questions via Twitter:#standout @bostonmike

Develop a scoring criteria that is dynamic and identifies individuals based on actions over time.

SOCIAL SCORING

Connect Questions via Twitter:#standout @bostonmikeDEFINE A PATH TO PURCHASE

TRACKING BEFORE DIRECT ENGAGEMENT

Connect Questions via Twitter:#standout @bostonmikeBUILD A BEHAVIORAL SCORE MODEL

Connect Questions via Twitter:#standout @bostonmikeSOCIAL SCORING IN ACTION

+5 points

“looking to buy something…”

+5 points

“looking to buy something…”

+5 points

Joined Facebook page

+5 points

Joined Facebook page

+10 points

“Any recommendations for product?”

+10 points

“Any recommendations for product?”

+10 points

Visited page

+10 points

Visited page

Prospective buyer

Connect Questions via Twitter:#standout @bostonmikeHYPER-TARGETED MARKETING CAMPAIGNS

Connect Questions via Twitter:#standout @bostonmikeREAL LIFE EXAMPLES

The Louisville Real Estate Agent

30% conversion rate on leads sourced via

Twitter

TriNet Listens for ‘events’ and sells software

Roger Smith Hotel attracts guests

IBM Generates Millions by Listening for Leads

STRATEGIE

S

Connect Questions via Twitter:#standout @bostonmikeFOILED CUPCAKES

FOILED CUPCAKES

Connect Questions via Twitter:#standout @bostonmike

Mike LewisAuthor of ‘Stand Out Social Marketing’

Chief Marketing Officer, Peoplefluent@bostonmike

mike@standoutsocialmarketing.com

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years experienceglobal partnerscustomers worldwide

151,000

12,000

accelerate™integrate Source: The State of Customer Data Integration 2012, Scribe Software

The Data Integration Gap

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Closing the Gap

big data| unstructured, chaotic

anonymous| ubiquitous

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tiny actions| structured, repeatable

right person| right time

enormous results| new opportunities

growth| lifetime customer value

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Closing the Gap

identify| cross-channelassociate| expand contact view

profile| demographics, historypersonalize| preferences, opinions

engage| event drivenlisten| prioritize, work backwards, iterate

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Download the white paper:

www.scribesoft.com/State-of-CDI

Get the book:

www.amazon.com

Next Steps

10 attendees will be notified in the next hour that they’ve won 1 of 10

autographed copies!