LEAD NURTURING IN PRACTICE - EXACT & COPERNICA1
Jasper Kolwijck and Richard Francis
LEAD NURTURING IN PRACTICE
CONVERTING ...
Introduction…
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA2
Richard Francis
Content Manager
Exact Software
E: richard.fr...
Agenda
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA3
 Lead generation
 Lead nurturing and leadscoring
 Lead nurturing...
Exact Software
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA4
LEAD GENERATION
Channels  website  conversion
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA6
Social
Adwords
Email
DM
Display
Whitepaper...
A4 A3 A2 A1
B4 B3 B2 B1
C4 C3 C2 C1
D4 D3 D2 D1
But not every visitor is the same
LEAD NURTURING IN PRACTICE - EXACT & COP...
SQL’s
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA8
Social
Adwords
Email
DM
Display
Webinars
References
Events
RFI
Conta...
MQL’s
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA9
Social
Adwords
Email
DM
Display
Whitepapers
E-book
Infographics
Vide...
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA10
“Lead nurturing is a process by which leads
are tracked and developed int...
LEAD NURTURING AND SCORING
Lead generation and lead nurturing
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA12
CRM
Sales funnel
Copernica
Campaign
da...
Automated lead nurturing flow
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA13
MQL SQL
LOST
Profile enrichment
If existing...
Lead scoring
14 LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
Sent
+ 1
If
SQL
+ 12
else
MQL
Unique open
Unique click
arti...
LEAD NURTURING AND LEAD
SCORING
IN PRACTICE AT EXACT
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA15
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA16
PHASE 1: COLLECT AND ENRICH
DATA
SEPA campaign
17
Banner
Landing page
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
Download the whitepaper
18
Whitepaper +2 points
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
19
Enrich profile +2 points
Confirm and ask for interest field
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
20
Preference center
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA21
PHASE 2: CONTENT
The Buyer Journey
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA22
23
Sync
based
on
profile
data
Bi-weekly news
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
24
Segmented
content
Call to
action
Mix of other
content
Sent -1 points
Open + 1 points
Click CTA + >5 points
Click + 3 po...
25
Bi-weekly news - Dynamic CTA’s
Click CTA + 5
points
Click CTA + 7
points
Click CTA + 13
points
LEAD NURTURING IN PRACTI...
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA26
PHASE 3: FOLLOW UP BY SALES
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA27
Automated follow up by Sales Support
Big Data
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA28
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA29
RESULTS
Email stats
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA30
Segment Open % Clicks % CTO % SQL’s %
General 39,95 7,82 19,5...
Campaign results
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA31
 12% conversion MQL to SQL, 40% qualified, 20% in the
p...
Take aways
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA32
 Distinguish between your visitor types (Method MQL /
SQL)
 ...
Thank you for the attention and good luck with your lead nurturing!
MORE INFO ABOUT COPERNICA?
WWW.COPERNICA.COM
@COPERNIC...
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B2B Marketing Summit June 2014 - Exact - Converting visitors into customers

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In this case study of Exact Software, you will see how Exact used marketing automation software (Copernica) to set up a detailed lead nurturing program in order to convert Marketing Qualified leads into Sales Qualified leads. In nearly four months time, Exact was able to convert over 40% of their Marketing Qualified leads to Sales Qualified leads. What exactly is lead nurturing and how can it help you?
Exact sends their prospects relevant and personal emails based on their stored interests and preferences. These emails also play an important role in the entire lead nurturing program. https://www.copernica.com/en/blog/lead-nurturing-in-real-life-business-case-exact-software.



This session will help you understand how to:

- Convert more leads from your website by applying lead scoring

- Apply lead scoring in B2b
- Generate more leads and convert them to sales qualified leads
- Improve results of your Inbound marketing benefit from marketing automation
- Make your content marketing more relevant

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  • He identifies a problem,

    Has a look around for who might be able to fix it,

    Selects the most interesting and relevant parties,

    Delves deeper into what they have to offer,

    And eventually makes a decision based on who has the most compelling story

    With proof to back it up.

    To hook and reel in a suspect, you need all these bases covered.

    Where a prospect sits in this journey hugely influences how they want to receive your story.

    Provide a content stream that will pick them up at the beginning, and carry them through to the end.
  • B2B Marketing Summit June 2014 - Exact - Converting visitors into customers

    1. 1. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA1 Jasper Kolwijck and Richard Francis LEAD NURTURING IN PRACTICE CONVERTING VISITORS INTO CUSTOMERS
    2. 2. Introduction… LEAD NURTURING IN PRACTICE - EXACT & COPERNICA2 Richard Francis Content Manager Exact Software E: richard.francis@exact.com L: nl.linkedin.com/in/qfrichardfrancis T: @EngelsmanAbroad Jasper Kolwijck Online Marketing Exact Software E: jasper.kolwijck@exact.com L: linkedin.com/in/jasperkolwijck T: @jkolwijck
    3. 3. Agenda LEAD NURTURING IN PRACTICE - EXACT & COPERNICA3  Lead generation  Lead nurturing and leadscoring  Lead nurturing and lead scoring in practice  Takeaways
    4. 4. Exact Software LEAD NURTURING IN PRACTICE - EXACT & COPERNICA4
    5. 5. LEAD GENERATION
    6. 6. Channels  website  conversion LEAD NURTURING IN PRACTICE - EXACT & COPERNICA6 Social Adwords Email DM Display Whitepapers E-book Factsheet Webinar Call me back
    7. 7. A4 A3 A2 A1 B4 B3 B2 B1 C4 C3 C2 C1 D4 D3 D2 D1 But not every visitor is the same LEAD NURTURING IN PRACTICE - EXACT & COPERNICA7 Profilefit Involvement
    8. 8. SQL’s LEAD NURTURING IN PRACTICE - EXACT & COPERNICA8 Social Adwords Email DM Display Webinars References Events RFI Contact
    9. 9. MQL’s LEAD NURTURING IN PRACTICE - EXACT & COPERNICA9 Social Adwords Email DM Display Whitepapers E-book Infographics Video Brochures
    10. 10. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA10 “Lead nurturing is a process by which leads are tracked and developed into sales-qualified leads. Meaning that they are ready and worthy of a salesperson’s time.” (Forrester, 2011)
    11. 11. LEAD NURTURING AND SCORING
    12. 12. Lead generation and lead nurturing LEAD NURTURING IN PRACTICE - EXACT & COPERNICA12 CRM Sales funnel Copernica Campaign data Website Webforms (ETM) Online Channels Campaign data (UTM) CRM Marketing project (code) (Inbound) Marketing Lead generation Nurturing Sales
    13. 13. Automated lead nurturing flow LEAD NURTURING IN PRACTICE - EXACT & COPERNICA13 MQL SQL LOST Profile enrichment If existing profile present New? Opt-in Engagement / profile fit
    14. 14. Lead scoring 14 LEAD NURTURING IN PRACTICE - EXACT & COPERNICA Sent + 1 If SQL + 12 else MQL Unique open Unique click article Unique click CTA 1 / 2 Unique click Call back -1 + 3 + 5 4Brochure Reference 7 Enrich profile 2 Website E-mail Whitepaper 2 + 13
    15. 15. LEAD NURTURING AND LEAD SCORING IN PRACTICE AT EXACT LEAD NURTURING IN PRACTICE - EXACT & COPERNICA15
    16. 16. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA16 PHASE 1: COLLECT AND ENRICH DATA
    17. 17. SEPA campaign 17 Banner Landing page LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
    18. 18. Download the whitepaper 18 Whitepaper +2 points LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
    19. 19. 19 Enrich profile +2 points Confirm and ask for interest field LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
    20. 20. 20 Preference center LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
    21. 21. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA21 PHASE 2: CONTENT
    22. 22. The Buyer Journey LEAD NURTURING IN PRACTICE - EXACT & COPERNICA22
    23. 23. 23 Sync based on profile data Bi-weekly news LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
    24. 24. 24 Segmented content Call to action Mix of other content Sent -1 points Open + 1 points Click CTA + >5 points Click + 3 points Click + 3 points Bi-weekly news – Email scores LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
    25. 25. 25 Bi-weekly news - Dynamic CTA’s Click CTA + 5 points Click CTA + 7 points Click CTA + 13 points LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
    26. 26. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA26 PHASE 3: FOLLOW UP BY SALES
    27. 27. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA27 Automated follow up by Sales Support
    28. 28. Big Data LEAD NURTURING IN PRACTICE - EXACT & COPERNICA28
    29. 29. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA29 RESULTS
    30. 30. Email stats LEAD NURTURING IN PRACTICE - EXACT & COPERNICA30 Segment Open % Clicks % CTO % SQL’s % General 39,95 7,82 19,58 9,1 Manufacturing 45,37 12,96 28,57 13,3 Professional Services 62,68 12,85 20,49 10,2 Wholesale 53,47 14,9 27,88 14,6 Financials 54,74 7,66 14 10,3 Average 43,05 8,83 20,5 11,5
    31. 31. Campaign results LEAD NURTURING IN PRACTICE - EXACT & COPERNICA31  12% conversion MQL to SQL, 40% qualified, 20% in the pipeline and 5% won deals  Pipeline is increasing, marketing costs are lowering  More efficient follow up for our Sales Support  Good collaboration between Marketing and Sales
    32. 32. Take aways LEAD NURTURING IN PRACTICE - EXACT & COPERNICA32  Distinguish between your visitor types (Method MQL / SQL)  Develop content based on the Buying Cycle of your target audience  Evaluate the follow-up with Sales (Support)  Actively monitor the process  Flexible marketing software essential  Full control over execution supports agile, dynamic development
    33. 33. Thank you for the attention and good luck with your lead nurturing! MORE INFO ABOUT COPERNICA? WWW.COPERNICA.COM @COPERNICAUK LEAD NURTURING IN PRACTICE - EXACT & COPERNICA33 QUESTIONS?

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