make your marketing automation strategy the "rock star" of your sales lead generation...
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Make your Marketing Automation Strategy the “Rock Star” of Your Organization
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Copyright 2016 Market Data Retrieval
Using marketing automation 71% of companies surveyed currently use marketing automation to some extent. Another 23% are not using it now but are planning to use it in the foreseeable future.
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Copyright 2016 Market Data Retrieval
Most important strategic goals Increasing lead generation and improving lead nurturing are the top priorities for 61% and 57% of marketers respectively. The next most important goal is increasing sales revenue.
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Copyright 2016 Market Data Retrieval
Most significant barriers There are many barriers to marketing automation success but the most significant one is the lack of an effective strategy.
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Building a Lead Scoring Matrix What you get out is only as good as what you put in.
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Copyright 2016 Market Data Retrieval
Why is Lead Scoring Important?
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It creates a consistent framework that has been agreed upon by the sales and marketing team on what a “lead” is and when it should be passed to sales for follow up.
Only 21% of B2B marketers have actually established a lead scoring program.
–Marketing Sherpa
Copyright 2016 Market Data Retrieval
What is your scoring criteria?
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Copyright 2016 Market Data Retrieval
3 types of lead scoring criteria
Explicit Information taken
at face value
• Title • Location • Industry • Revenue • Lead Source
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Implicit Information from customer actions
• Website visits • Phone calls • Downloads • Email signups • Form completions
Negative Deducts points for
disqualifying criteria
• Lack of response • No defined budget • Periods of inactivity • Lack of authority • Unsubscribes
Copyright 2016 Market Data Retrieval
Scoring thresholds
The point that must be exceeded to begin producing a given effect or result or to elicit a response… SALES
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Must be a collaborative effort between Sales and Marketing teams.
Needs to be evaluated and adjusted over time to ensure effectiveness.
Lead Nurturing Susan Meell, CEO MMS Education
Copyright 2016 Market Data Retrieval
What is it? Why bother? Process of developing and maintaining relationships with customers through every stage of the sales funnel and beyond
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“79% of leads never convert
to sales.” Marketing Sherpa
“Companies that excel at lead nurturing generate 50% more sales – at 33% lower cost.”
Marketo Research
“Nurtured leads generate 47% larger orders.”
The Annuitas Group
Copyright 2016 Market Data Retrieval
Benefits? • Build brand awareness and recognition
• Differentiate your company and product
• Establish thought leadership position
• Reduce cost of sales
• Shorten sales cycle – keep your product “top of mind”
• Increase average order size
• Increase sales
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Copyright 2016 Market Data Retrieval
Understanding the “Ws” • Who is your buyer/decision maker? Teacher – Department Head – Dist. Adm. – Superintendent – State Adm.
• Where is he or she located? Home – Classroom – School Building – District – Regional Center – State
• What type of product? Print – Online Download – Blended – Services – Online SaaS
• What type of purchase? How complex? Transactional Purchase Consultative, proposal
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Copyright 2016 Market Data Retrieval
• Develop a lead nurturing strategy targeted to your audience, product, price point and complexity of sale
• Engaging lead
nurturing must be: • Trustworthy • Relevant • Multi-channel • Strategic and
impactful
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Copyright 2016 Market Data Retrieval
Nurturing leads through the funnel
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Graphic from BtoBento
Traditional sales funnel is changing. Leads may enter the funnel at any stage TOFU • Just looking (curious) • Wants more information MOFU • Becomes your friend • Comparison shopping • Wants to know more
about you BOFU • Requests a proposal • Negotiates • Finalizes (or not)
Copyright 2016 Market Data Retrieval
Nurturing leads through the funnel
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Develop your content specific to location in the funnel
Location in Funnel
Content Format
TOFU
• Agnostic, informational, helpful and educational
• Soft on brand promotion
White papers, eBooks, blog posts, funny video, infographics
MOFU
• Educational but geared towards your product or service.
Buying guides, how to evaluate XYZ, best practices, success stories, web demos
TOFU
• Information very specific to your product
• Differentiate yourself from competitors
Free trials, pricing quotes, 3rd party reviews, connect with a customer, customer case study
Copyright 2016 Market Data Retrieval
Lead scoring • Determine BANT
• Budget – Authority – Need - Time
• Demographic Scoring (+/-) • State, district, building information • Title and years of experience • Funding levels, history • Decision making
• Behavioral Scoring (+/-) • Activity aligned with buying levels • Points for content accessed, pages viewed, frequency of visits • Engagement with product versus consumer of info
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Copyright 2016 Market Data Retrieval
Developing personas • Develop and align content to meet your different customer personas • Content must be engaging, informative, relevant and targeted
for each type • Information for a District Superintendent is very different from
information for an IT Director or elementary classroom teacher
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Copyright 2016 Market Data Retrieval
Connecting to CRM and sales team
• Use automated marketing and scoring system to build relationship until “buying signals” are given
• Need to be available for questions but not force a sales call too early
• Test cadence of communications with different personas to determine appropriate time between communications
• Start small but think big (future) • Test, modify and implement as you learn
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Copyright 2016 Market Data Retrieval
Customer value optimization & your marketing automation solutions
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Choose Persona
• Build interests
• Identify traffic sources
Develop Audience
• Develop high-interest, engaging content
• Create content for traffic sources
• Pixel landing pages
Build Prospect List
• Develop lead-magnet/gated content
• Optimize sign-up
Grow Engagement & Commitment
• Create trip-wire offer
• Low-barrier to begin to be a customer
Nurture Customer Loyalty & Frequency
• Develop content for improved customer experience
• Exclusive customer offers
• Invite for advocacy
Goal: Create a conversion funnel that lowers the cost of acquisition, while simultaneously increasing immediate and lifetime customer value.
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