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Drip Marketing: Marketers Guide to Lead Nurturing
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Drip Marketing: Marketers Guide to Lead Nurturing

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Drivers ...

Drivers

Longer sales cycle
Only 20% of leads are followed up
Sales typically disqualifies 70% of leads based on lack of budget, timing, etc.
80% of those “bad leads” do go onto buy within 24 months
Need for lead management

Benefits

Lower lead acquisition cost

Increase retention rates


An estimated 70-90% of leads generated by marketing are never followed-up with by sales

Nurture program that sends out series of messages on a timely basis
 Initiates conversation with prospects and customers over a period of time
 Maps Content to the customer decision making cycle
 Scores leads to understand where they are in the decision making cycle
 Reclassifies leads based on
engagement
 Keeps the leads warm till they're ready to buy!

According to the Direct Marketing Association, a prospect will need to see/hear your message 3 times to recognize you and a minimum of 9 times to make a sale

Outcome
 Closes the lead management gap
 Improves ROI of marketing spend by ‘plugging the leaks’ in lead management
 Keeps your prospects engaged through targeted content decision making cycle
 Improves quality of leads

Take Aways
 Increased lead conversion rates
 Shorter & effective sales cycle
 Better qualified leads







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    Drip Marketing: Marketers Guide to Lead Nurturing Drip Marketing: Marketers Guide to Lead Nurturing Presentation Transcript

    • Webinar - Drip Marketing: Marketers Guide to p g Lead Nurturing Regalix Inc. March 3, 2010© 2010 Think Innovation 1
    • Richa Mehta – Business Manager, RegalixLeads the Drip Marketing team at Regalix IncStrategizing and implementing marketing campaigns for B2B and B2C clientsLeverage digital marketing channels like Drip, SMO, SEO, Email marketing etc. to achieve their marketing goals & etc objectivesOver 5 yrs of marketing experience 2
    • OverviewIntroductionWhy Drip Marketing y p gDrip MarketingOutcomeBest PracticesDrip WorkflowCase S dC Study © 2010 Think Innovation 3
    • Does i W k?D it Work? Is it for Me? DRIP MARKETING What is Drip Marketing? M k i ?Is it worth it? How do I get Started? What are the results? © 2010 Think Innovation 4
    • Why Drip MarketingDrivers Longer sales cycle  Only 20% of leads are followed up  Sales typically disqualifies 70% of leads based on lack of budget, budget timing, etc.  80% of those “bad leads” do go onto buy within 24 months N d f l d management Need for lead tBenefits An estimated 70 90% of leads 70-90% generated by marketing are Lower lead acquisition cost never followed-up with by sales Increase retention rates Source: MarketingSherpa © 2010 Think Innovation 5
    • Drip MarketingNurture program that sends out series of messages on a timely basis Initiates conversation with prospects and customers over a period of time Maps Content to the customer decision making cycle Scores leads to understand where they are in the decision making cycle Reclassifies leads based on engagement Keeps the leads warm till theyre ready to buy!According to the Direct Marketing Association, aprospect will need to see/hear your message 3 times torecognize you and a minimum of 9 times to make a sale © 2010 Think Innovation 6
    • Outcome Closes the lead management gap Improves ROI of marketing spend by ‘plugging the leaks’ in lead management Keeps your prospects engaged through targeted content decision making cycle Improves quality of leads Take Aways  Increased lead conversion rates  Shorter & effective sales cycle  Better qualified leads © 2010 Think Innovation 7
    • Best Practices Communicate  Know your prospects  Offer new, useful and actionable ff f information in every communication Plan  Plan something new every month  Regulate your frequency Measure and Track  Use tools for automation  Reclassify leads Ultimately, it s Ultimately it’s all about numbers and conversions! © 2010 Think Innovation 8
    • Sample Drip Workflow MAILER YES NO WAIT 15 DAYS TO OPENED SEND NEXT MAILER ANALYZE BROWSING BEHAVIOR NO LEAD CLASSIFICATION, ANOTHER CALL TO SCORING BASED ON PERSONALIZED ACTION BROWSING BEHAVIOR MAILER AFTER 7 FOLLOWED DAYS YES * LEAD CLASSIFICATION, SCO SCORING, BASED G, S ON ENGAGEMENT PLACE IN SALES ANOTHER DEFINE SCORE READY BUCKET PERSONALIZED THRESHOLD AND FORWARD TO MAILER AFTER 7 SALES TEAM DAYS*Lead classification is defined based on engagement, profile, browsing behavior. © 2010 Think Innovation 9
    • Case Study – Drip MarketingDrip Marketing helped the Client, a leadingopen source search provider : Increase lead engagement The graph below shows progress from August to January Identify hot prospects Complete Lead Profiles Create touch points Develop targeted Collateral Table below shows increase in lead engagement Activities August January Program 608 1368 Engagement (Downloads) Hot Prospects 75 358 Total Leads 1708 5414 Total Score 6795 24754 Average Score 3.98 4.57 © 2010 Think Innovation 10
    • Case Study – Drip MarketingProfile Completeness - The graph shows the progress in profile completion from August to January © 2010 Think Innovation 11
    • Awareness Conversion DRIP Relationship Automation i© 2010 Think Innovation 12
    • Srihari Kumar – CEO, (srihari@leadforce1.com) (srihari@leadforce1 com) Serial entrepreneur and co-founder of several successful Silicon Valley startups like – InMage Systems, Vxtreme, Yodlee and Ringcube. CEO of LeadForce1 – a revolutionary player in the enterprise lead generation space. Provides leadership on strategy, execution and product strategy B.S. from the Indian Institute of Technology (IIT), Chennai, an M.S. in Computer Science from Washington University, and an MBA with honors from the Wharton School of Business. Holds patents, published papers and spoken at several conferences. 13
    • AboutLeader in next-generation marketing automation - Marketing Automation 2.0.Game-changing real-time marketing automationG h i l ti k ti t ti solution enterprises that converts online visits into qualified sales leads p q determines website visitor interest and intent  enables sales teams to reach decision-makers more effectively and close deals faster using patented business intelligence and data mining technology.Hundreds of Fortune 500 & SMB Customers 14 Copyright © LeadForce1 Inc.
    • Drip MarketingWho Its Good For Drip marketing is ideal for high-value products with a long sales cycle, especially big-ticket items which are purchased at big ticket infrequent intervals.Kissing the Minimum Number of Frogs On a percentage basis, drip marketing is not very efficient. It requires you to contact a number of people a number of times to drive sales. Properly done, it can turn up many good prospects. But it does mean that you need to carefully focus your drip-marketing efforts. Paradoxically, while drip marketing uses mass-marketing techniques like email, it becomes most effective when the messages are customized for specific audiences. Copyright © LeadForce1 Inc.
    • Copyright © LeadForce1 Inc.
    • Kissing the Least Number of Frogs: Pitfall #1 of Lead Nurturing The Spam Trap p p Too many generic emails, too often. Badly done drip marketing will backfire. Prospects will surely remember you but will not want to deal with you. you Solution: Do not bombard prospects with irrelevant or uninteresting messages. Understand their intent before touching them Copyright © LeadForce1 Inc.
    • Kissing the Least Number of Frogs: Pitfall #2 of Lead Nurturing g Prospect Fatigue in Filling Out Forms p g g Every call to action has a long form to be filled Prospects hate to fill out forms especially multiple times Solution: Proactive, automated, inferred completion of profiles using Data Mining techniques Copyright © LeadForce1 Inc.
    • Kissing the Least Number of Frogs: Pitfall #3 of Lead Nurturing g Simplistic criteria triggering g p gg g generic emails Every form fill gets an automated email Prospects get a bi weekly or monthly generic email bi-weekly newsletter Solution: Trigger Nurturing Actions Based on Complex Criteria Copyright © LeadForce1 Inc.
    • Kissing the Least Number of Frogs: Pitfall #4 of Lead Nurturing g Asleep at the wheel – Not Detecting When p g the Prospect is Sales Ready Sales Ready Leads Still in Nurturing Process Prospect s Prospect’s Readiness to Buy Goes Undetected Solution: Real-time Detection of When the Prospect is Ready Read to B Buy Copyright © LeadForce1 Inc.
    • Kissing the Least Number of Frogs: Pitfall #5 of Lead Nurturing Delays in Connecting with Prospects who y g p Demonstrated Readiness Kellogg Study Showed that Chances of Closing Falls Off Exponentially Unless the Salesperson Connects within 20 Minutes of the Prospect Showing Readiness on the Website Solution: Real Time Connects to Hot Prospects Who Demonstrate Readiness Copyright © LeadForce1 Inc.
    • Prospect Intent Tracking for Relevant Proactive Messaging Completion of P f Prospectt Profile Using Data Mining Real TimeConnects to Hot Successful DripProspects Who Marketing MUST Demonstrate Readiness HAVE Trigger Nurturing Detection of Actions When the Based on Prospect is Complex Ready to y Criteria Buy Copyright © LeadForce1 Inc.
    • Companies /IndividualsI di id linterested in“AutomaticInvesting” Prospect P t Intent Tracking for Relevant MessagingWho isInterested in“AutomaticInvesting”? Copyright © LeadForce1 Inc.
    • Enterprise Visitors with Titles Containing “Litigation Support”Are Interested Primarily in “Storage Optimization” &“Scalability Performance Scalability Performance” Prospect Intent Tracking for Relevant Messaging Copyright © LeadForce1 Inc.
    • Visitor Intelligence Proactive Completion of Prospect Profile Using Data Mining Prospect Filled LeadForce1 Completed the out Only the F ll Following: i Email Address Company Name, Location • • Full Name, Title, Phone Number • LinkedIn Info, Photograph •DDegree of S f Separation t Convert ti to C t to Warm Introduction Copyright © LeadForce1 Inc.
    • Geography Industry Vertical Size of Company Intent Time Spent Repeat Visits Trigger Nurturing Actions Based on Complex Criteria Copyright © LeadForce1 Inc.
    • Inside Sales / Sales dials their personal bridge and specifies the list to be calledand hits the “Call Selected” button. Real Time Connects to Hot Prospects Who Demonstrate Readiness Copyright © LeadForce1 Inc.
    • Melissa Diemert demonstrated seriousness by clicking through on an email and fillingout a form deemed to be “Sales Ready”. LeadForce1 pushed Melissa to the top of thecalling list to be called next. As a result, salespeople are able to connect to a seriousprospect within minutes of their demonstrating interest Real Time Connects to Hot Prospects Who Demonstrate Readiness Copyright © LeadForce1 Inc.
    • About Regalix Forefront of Online Marketing, Research and Web 2.0 portals Multi-disciplinary Leadership Team Multi disciplinary Fortune 500 and Venture-Backed Customers (B2B and B2C) Global Operations: HQ in Silicon Valley, 4 Offices Valley 150+ Team, Built on 8+ years of research Recognition 29