Download - Make Your Marketing Automation Strategy the "Rock Star" of Your Sales Lead Generation Marketing
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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
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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
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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.
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Lead Nurturing Susan Meell, CEO MMS Education
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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
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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)
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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
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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.