mo' money - leadgenerierung - lead nurturing - closing
TRANSCRIPT
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Leadgenerierung, Lead Nurturing & Closing
Mo‘ Money
qs w i B
M U U
k
#LeadMasters
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WHAT Are we doing today
THE IDEA OF INBOUND MARKETING BUYER PERSONAS
LEAD SCORING LIFECYCLE STAGES
LEAD INTELLIGENCE
CLOSING
CONCLUSION
LANDING PAGE / AB TESTING
#LeadMasters
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WHO is here today
Gerrit Grunert CEO Crispy
Content
Inken Kuhlmann DACH Manager
HubSpot
Ben Harmanus DACH Manager
Unbounce
@crispycontent @HubSpot_DE @Unbounce_DE
#LeadMasters
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THE IDEA of Inbound Marketing
#LeadMasters
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THE IDEA of Inbound Marketing
Prospect
Visitor
Prospect
Attract
Lead
Visitor
Prospect
Attract
Close
Customer
Lead
Visitor
Prospect
Attract
Convert
Close
Promoter
Customer
Lead
Visitor
Prospect
Attract
Convert
Close
Delight
#LeadMasters
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THE STAKEHOLDERS in Inbound Marketing
Prospect
Visitor
Prospect
Attract
Lead
Visitor
Prospect
Attract
Close
Customer
Lead
Visitor
Prospect
Attract
Convert
Close
Promoter
Customer
Lead
Visitor
Prospect
Attract
Close
Convert
Delight
Google Social Media
Marketing
Marketing
Marketing/ Sales
Marketing
#LeadMasters
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THE CONTENT in Inbound Marketing
Prospect
Visitor
Prospect
Attract
Lead
Visitor
Prospect
Attract
Close
Customer
Lead
Visitor
Prospect
Attract
Convert
Close
Promoter
Customer
Lead
Visitor
Prospect
Content
Content
Content
Content
Google Social Media
Marketing
Marketing
Marketing/ Sales
Marketing
#LeadMasters
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THE STAKEHOLDERS in Inbound Marketing
Marketing
Marketing/ Sales
Promoter
Customer
Lead
Visitor
Prospect
Content
Content
Content
Content
Google Social Media
Marketing
Marketing
#LeadMasters
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THE IDEA of great content
#LeadMasters
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THE VALUE of Inbound Marketing
The Philosophy The Vision The Mission
#LeadMasters
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THE BUYER PERSONA Profile your target group
#LeadMasters
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THE BUYER PERSONA Segment your target group
2 Name, Demographics, Identifiers
2 Goals, Challenges, How we help
2 Real quotes, common directions
2 Marketing Messaging, Elevator Pitch
#LeadMasters
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THE BUYER PERSONA of Crispy Content
Burt “The Corporate”
Brand
Ian “The Corporate”
Influencer
Dan “The SMB”
Decider
Emily “Everywhere”
Employee
#LeadMasters
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THE BUYER PERSONA of Crispy Content
Burt “The Corporate”
Brand
Ian “The Corporate”
Influencer
Dan “The SMB”
Decider
Emily “Everywhere”
Employee
#LeadMasters
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FIRST TOUCH WITH BUYER PERSONA
Welchen Content können wir Ian im Austausch für seine
Kontaktdaten anbieten?
#LeadMasters
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FIRST TOUCH WITH BUYER PERSONA
Content: The Ultimate Guide To PPC Landing Pages Format: E-Book per Download
#LeadMasters
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FIRST TOUCH WITH BUYER PERSONA
Wo und wie platzieren wir das E-Book für Ian?
#LeadMasters
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Variante A:
Social Media
Landing Page
#LeadMasters
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Ian sieht einen Social Media Post, der unser E-Book bewirbt: • Organisch, da er uns selber folgt. • Organisch, als Retweet bzw. shared
Content eines mit ihm verbundenen Users
• Als Paid Social Anzeige
#LeadMasters
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Er klickt und wird zur Landing Page geführt. Die Landing Page hat nur das eine Conversions-Ziel. Alle Elemente der Landing Page dienen diesem einen Conversions-Ziel. Ian trägt seine E-Mail-Adresse ein und lädt das E-Book herunter.
#LeadMasters
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Variante B:
Social Media
Blog Post
Landing Page
#LeadMasters
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Ian sieht einen Social Media Post zu einem PPC-Blog-Artikel:
#LeadMasters
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Ian sieht einen Social Media Post zu einem PPC-Blog-Artikel: • Organisch, da er Unbounce selber
folgt. • Organisch, als Retweet bzw. shared
Content eines mit ihm verbundenen Users
#LeadMasters
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Er klickt und landet im Blog beim entsprechenden Post. Diesen liest er vollständig oder scannt diesen nach relevanten Passagen.
#LeadMasters
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Am Ende des Blog Posts befindet sich unser PPC E-Book-Angebot und die Call-To-Action.
#LeadMasters
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Er klickt und wird zur Landing Page geführt.
#LeadMasters
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Er klickt und wird zur Landing Page geführt. In dieser Variante wurde Ian nicht direkt, sondern über Ungated Content zur Landing Page geführt.
#LeadMasters
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Er klickt und wird zur Landing Page geführt. In dieser Variante wurde Ian nicht direkt, sondern über Ungated Content zur Landing Page geführt. Ian trägt seine E-Mail-Adresse ein und lädt das E-Book herunter.
#LeadMasters
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Ian erreicht auf verschiedenen Wegen die Landing Page und konvertiert zum Lead.
#LeadMasters
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Warum haben Landing Pages eine so hohe Conversion Rate?
#LeadMasters
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• So würde es aussehen, wenn wir E-Book-Angebot in die Website einbinden.
• Die Call-To-Action, das eigentliche Conversion-Ziel, buhlt um die Aufmerksamkeit von Ian.
CTA
#LeadMasters
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• Ian’s Aufmerksamkeit ist jedoch geteilt. Er kann insgesamt 25 Aktionen durchführen.
• Die Attention Ratio beträgt daher nur noch 25:1.
CTA
#LeadMasters
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Die eigenständige Landing Page hingegen lässt nur den Download des E-Books zu.
CTA
#LeadMasters
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Die eigenständige Landing Page hingegen lässt nur den Download des E-Books zu. Folgende Elemente fehlen: • Die Homepage Navigation
• Social Media Verknüpfungen
• Weitere Angebote, Verlinkungen, Suchfunktion etc.
CTA
#LeadMasters
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#LeadMasters
Die Aufmerksamkeit ist ungeteilt.
Die Attention Ratio beträgt 1:1 !
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Wir sind am Ziel!
Sind wir das?
#LeadMasters
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Nein! Wir sind mitten im Rennen…
…und jetzt steigern wir die Performance mit A/B Testing
#LeadMasters
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Welche Elemente kann man testen?
#LeadMasters
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Welche Elemente kann man testen?
• Headline
#LeadMasters
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Welche Elemente kann man testen?
• Headline
• Bild / Video
#LeadMasters
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Welche Elemente kann man testen?
• Headline
• Bild / Video
• Text
#LeadMasters
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Welche Elemente kann man testen?
• Headline
• Bild / Video
• Text
• Formulare
#LeadMasters
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Welche Elemente kann man testen?
• Headline
• Bild / Video
• Text
• Formulare
• Call to Action
#LeadMasters
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Welche Elemente kann man testen?
• Headline
• Bild / Video
• Text
• Formulare
• Call to Action
• Farben
#LeadMasters
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Welche Elemente kann man testen?
• Headline
• Bild / Video
• Text
• Formulare
• Call to Action
• Farben
• Social Proof: Referenzen
#LeadMasters
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Der A/B Testing Workflow
• deathtostockphoto.com
#LeadMasters
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Der A/B Testing Workflow: 1. Performance der aktuellen Landing Page auswerten
#LeadMasters
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Der A/B Testing Workflow: 2. Hypothese aufstellen
Wird die Performance gesteigert, wenn die User mit einer E-Mail-Adresse statt einem Tweet „bezahlen“?
#LeadMasters
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Der A/B Testing Workflow: 3. Erstelle eine neue Variante
#LeadMasters
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Der A/B Testing Workflow: 4. Teste beide Varianten - den „Champion“ und den „Challenger“.
Mit einer E-Mail-Adresse
„bezahlen“
Mit einem Tweet
„bezahlen“
#LeadMasters
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Der A/B Testing Workflow: 5. Mache die besser performende Landing Page zum Champion.
Conversion Rate 21%
Conversion Rate 18%
#LeadMasters
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Der A/B Testing Workflow: 6. Lasse den Champion gegen einen neuen Herausforderer antreten
Champion Challenger
#LeadMasters
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Sei niemals mit der Conversion Rate zufrieden. Eine Annahme ist nichts - erst ein Test bringt Gewissheit.
#LeadMasters
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THE LIFECYCLE STAGES Lead, MQL & SQL
#LeadMasters
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THE LIFECYCLE STAGES Lead, MQL & SQL
Awareness
LEAD
User identified
#LeadMasters
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THE LIFECYCLE STAGES Lead, MQL & SQL
Awareness
LEAD
User identified
Consideration
#LeadMasters
![Page 58: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/58.jpg)
THE LIFECYCLE STAGES Lead, MQL & SQL
Awareness
LEAD
User identified
Consideration
Marketing Qualified Lead
Product cluster identified
#LeadMasters
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THE LIFECYCLE STAGES Lead, MQL & SQL
Awareness
LEAD
User identified
Consideration
Marketing Qualified Lead
Product cluster identified
Decision
#LeadMasters
![Page 60: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/60.jpg)
THE LIFECYCLE STAGES Lead, MQL & SQL
Awareness
LEAD
User identified
Consideration
Marketing Qualified Lead
Product cluster identified
Decision
Sales Qualified Lead
Product identified
+
Probability
#LeadMasters
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THE LIFECYCLE STAGES Lead, MQL & SQL
Awareness
LEAD
User identified
Consideration
Marketing Qualified Lead
Product cluster identified
Decision
Sales Qualified Lead
Product identified
+
Probability
Closing
#LeadMasters
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THE LIFECYCLE STAGES Example: Selling HubSpot
#LeadMasters
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THE LIFECYCLE STAGES Example: Selling HubSpot
Ian “The Corporate”
Influencer
#LeadMasters
![Page 64: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/64.jpg)
THE LEAD SCORING Property Vs. Action
Ian “The Corporate”
Influencer
#LeadMasters
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THE LEAD SCORING Property Vs. Action
Ian “The Corporate”
Influencer
Property Based
#LeadMasters
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THE LEAD SCORING Property Vs. Action
Ian “The Corporate”
Influencer
Property Based
Email, FNAME, LNAME
Company
Job Level
Marketing Budget last year
Revenue last year
#LeadMasters
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THE LEAD SCORING Property Vs. Action
Ian “The Corporate”
Influencer
Property Based
+ 5 Email, FNAME, LNAME
+10 Company
+15 Job Level
+20 Marketing Budget last
year
+ 25 Revenue last year
Total Points: 75
#LeadMasters
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THE LEAD SCORING Property Vs. Action
Ian “The Corporate”
Influencer
Property Based
+ 5 Email, FNAME, LNAME
+10 Company
+15 Job Level
+20 Marketing Budget last
year
+ 25 Revenue last year
Total Points: 75
Action Based
Newsletter Subscription
Whitepaper Download
Visited 5x references
Visited 5x pricing table
Contact Request
#LeadMasters
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THE LEAD SCORING Property Vs. Action
Ian “The Corporate”
Influencer
Property Based
+ 5 Email, FNAME, LNAME
+10 Company
+15 Job Level
+20 Marketing Budget last year
+ 25 Revenue last year
Total Points: 75
Action Based
+5 Newsletter Subscription
+10 Whitepaper Download
+15 Visited 5x references
+20 Visited 5x pricing table
+25 Contact Request
#LeadMasters
![Page 70: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/70.jpg)
THE LEAD SCORING Property Vs. Action
Ian “The Corporate”
Influencer
Property Based
+ 5 Email, FNAME, LNAME
+10 Company
+15 Job Level
+20 Marketing Budget last year
+ 25 Revenue last year
Total Points: 75
Action Based
+5 Newsletter Subscription
+10 Whitepaper Download
+15 Visited 5x references
+20 Visited 5x pricing table
+25 Contact Request
Total Points: 75
#LeadMasters
![Page 71: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/71.jpg)
THE LEAD INTELLIGENCE Properties in HubSpot
#LeadMasters
![Page 72: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/72.jpg)
THE LEAD INTELLIGENCE Properties in HubSpot
#LeadMasters
![Page 73: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/73.jpg)
THE LEAD INTELLIGENCE Actions in HubSpot
#LeadMasters
![Page 74: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/74.jpg)
THE LEAD INTELLIGENCE Actions in HubSpot
#LeadMasters
![Page 75: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/75.jpg)
THE CLOSING Sales Qualified Lead Handover
#LeadMasters
![Page 76: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/76.jpg)
THE CLOSING Sales Qualified Lead Handover
Marketing Sales
#LeadMasters
![Page 77: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/77.jpg)
THE CLOSING Marketing & Sales Integration in HubSpot
#LeadMasters
![Page 78: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/78.jpg)
THE CLOSING Marketing & Sales Integration in HubSpot
#LeadMasters
![Page 79: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/79.jpg)
THE CONCLUSION All in one place
#LeadMasters
![Page 80: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/80.jpg)
THE CLOSING All in one place
Personas
Lifecycle Stages
Lead Scoring
Tracking
Content
Marketing And Sales Integration
#LeadMasters
![Page 81: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/81.jpg)
THE CLOSING All in one place
Personas
Lifecycle Stages
Lead Scoring
Tracking
Content
Marketing And Sales Integration
#LeadMasters
![Page 82: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/82.jpg)
THE CLOSING All in one place
Personas
Lifecycle Stages
Lead Scoring
Tracking
Content
Marketing And Sales Integration
#LeadMasters
![Page 83: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/83.jpg)
FRAGERUNDE: #LEADMASTERS
Gerrit Grunert CEO Crispy
Content
Inken Kuhlmann DACH Manager
HubSpot
Ben Harmanus DACH Manager
Unbounce
@crispycontent @HubSpot_DE @Unbounce_DE
![Page 84: Mo' Money - Leadgenerierung - Lead Nurturing - Closing](https://reader033.vdocument.in/reader033/viewer/2022042818/55c04843bb61eb44558b4587/html5/thumbnails/84.jpg)
ZUSÄTZLICHE RESSOURCEN
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