Marketing Automation - More than an email sending app: Lead Nurturing; Lead Scoring; Automated Triggers

1. Marketing Automation – More than an email sending app: Nurture, Scoring, Auto-Triggers

3. Hi, thanks for checking this out,
My Name is Dominik Suter,
a Hi-Tech start-up
Growth Hacker,
Marketing + Sales leader
since 2002 US/ Israel
@DominikSuter
[+972] 058-4785492

4. Lead Nurturing - What is it?
Lead nurturing is the process of
developing and cultivating relationships
with prospects and customers at every
stage of the sales funnel, and through
every step of the buyer's journey.
It focuses marketing and communication >

5. Lead Nurturing - What is it?
> efforts on listening to the needs of
prospects and customers, and providing
them information, answers and the
solutions they need to support their
problem-solving journey.
Segment - Personalize - Engage

6. Lead Nurturing - Why Nurture?
50% of qualified leads are not
ready to buy immediately.
Lead Nurturing through Automation yields more
sales-ready leads and more sales
opportunities.

7. Lead Nurturing - Facts
Lead Nurturing is ranked by
marketers as the most
important feature of
marketing automation.

8. Lead Nurturing - Facts
50% more sales-ready leads
at 33% lower cost

9. Lead Nurturing - Facts
20% increase in sales
opportunities

10. Lead Nurturing - Facts
Nurtured leads make 47%
larger purchases than non-
nurtured leads

11. Lead Nurturing - Facts
89% of marketers say email
is their main channel for lead
nurturing

12. Lead Nurturing - Facts
Companies using marketing
automation for Nurturing
experience a 451% increase
in qualified leads.

13. Lead Nurturing - Segment
Segment your contact database = houselist,
based on a variety of Characteristics:
Profile data Location
Firmographics Vertical-Industry
Scoring

14. Lead Nurturing - Segment, Why?
Segmented, relevant emails
drive x18 more than
broadcast, one-size-fit-all,
emails

15. Lead Nurturing - Personalize
Create relevant and personalized
messaging and offers to each specific
segment you are targeting.
Relevant to their industry, company
size, job role-title, revenue, geography,
language, scoring etc

16. Lead Nurturing - Personalize, Why?
Personalized emails Improve,
Click-throughs by 14%
Conversions by 10%

17. Lead Nurturing - Engage
Nurture your contact database = houselist with a
timely, valuable, interesting, insightful and non-
salesy content,
Educating your prospects about your solutions,
offerings
and
Cross-selling and Upselling your existing
customers.

18. Lead Scoring - What is it?
Lead Scoring RANK leads against each
other, helping marketers identify
interest and where they are in the
buying process.
An effective Lead Scoring system is a result of
a collaboration of Marketing and Sales.

19. Lead Scoring - Facts
In a study of 10 B2B organizations
using lead scoring systems, it was found
that, on average, deal close rates
increased by 30%, company revenue
increased by 18% and the revenue per
deal increased by 17% (eloqua)

20. Lead Scoring - Facts
Companies that get lead
scoring right have a 192%
higher average lead
qualification rate that those who
don't (Aberdeen Research)

21. Lead Scoring - Facts
Lead scoring provides an ROI
of 138% versus companies that
don't score leads (78%).
(MarketingSherpa)

22. Lead Scoring - How to Score?
Combine two different group of data sets:
1. Characteristics:
Profile data Location
Firmographics Vertical-Industry

23. Lead Scoring - How to Score?
Combine two different group of data sets:
2. Digital Body Language:
Lead Activity is Tracked 24/7/365 for
Online engagement with Website
Email engagement
Social Media engagement

24. Lead Scoring - Model
Digital Body Language
Characteristics

25. Lead Scoring - Characteristics
Profile data:
Job Title: VP, Director, Owner, GM
Seniority: C-Level, Executive, Manager
Role: Decision Maker, Influencer

26. Lead Scoring - Characteristics
Location:
Country: US, Australia, China
Region: Americas, APAC, EMEA, LATAM
Language: English, French, German,
Chinese
Time Zone: GMT, GMT-5, GMT+8

27. Lead Scoring - Characteristics
Firmographics:
Company Size: 1,001-5,000, 5,001-10,000
Company Revenue: $20-$50Mil, $100-250Mil
Type1: Multi Unit, Single Location, Branch
Type2: Domestic, International
Technology used: Marketing Automation, ERP

28. Lead Scoring - Characteristics
Vertical-Industry:
Computer: Software, Hardware
Energy: Gas, Oil, Coal, Wind
Hospitality: Hotels, Restaurants, Resorts
Transportation: Rail, Aviation, Ocean

29. Lead Scoring - Digital Body Language
Online engagement with Website + Webinars:
Forms filled: Contact us, Demo requests, Subscribes
Content Downloads: Case studies, White papers
Content Views: Videos, Slideshares
Webpage visits: Product pages, Blog
Webinars: Signups and Attendance

30. Lead Scoring - Digital Body Language
Email engagement:
Opens
Clicks
Forwards
Unsubscribes

31. Lead Scoring - Digital Body Language
Social Media engagement:
Facebook, LinkedIn, YouTube, Twitter, Instagram,
VK, Pinterest
Follows, Shares, Likes, Mentions, Subscribes, Pins

32. Lead Scoring - Disqualified leads?
Stalled - Sales Rejected - Lost
What happens with those leads that are
disqualified?
Unless there is neither present nor future match,
send them back to nurture for a time they do qualify
to become a high scoring lead.

33. Auto Triggers - What is it?
Auto triggers are automated programs
that react to specific behaviors, actions,
landmarks a prospect or customer
reach when engaged with a company's
brand.

34. Auto Triggers - WIFM?
The most important take away is: Auto Triggers
work along with the prospect or customer
timeline, not the marketer's, allowing for
improved relevancy and timing of marketing,
catering to the needs and wants of the
prospect or customer. Auto Triggers match the
Customer Journey and yield improved
conversions and sales

35. Auto Triggers - Examples
Triggered emails: Relevant and Timely
automated messages based on the prospect’s or
customer’s digital body language/
- Signing up for a demo; Reaching a certain
score; Reaching a certain goal we placed etc,
will trigger an email sequence, relevant to their
behavior and actions

36. Auto Triggers - Examples
Multiple visits to a certain webpage, with product
information specific for dentists
- May indicate an industry segment is matched,
following the prospect’s digital body language.
An automatic switch is industry segment will
assure future marketing campaigns will have
more information relevant to dentists in the mix

37. Auto Triggers - Examples
Multiple visits to a combination of web pages like
contact-us, our office locations, free trial, order
samples - May indicate this prospect just
graduated to a higher stage in customer
journey, automatically triggering either a higher
frequency in marketing campaigns launched, and
/ or adding an accelerated sales track campaign
making it easier for her/ him to take action.

38. Auto Triggers - Examples
Repeat login attempts to system with expired
login.
- Prioritize a lost opportunity or lost winback
case, send an automated alert to a retention
team member to temporarily activate the
account if the former customer agrees to
schedule a quick phone call

39. Thank you for watching