69% of leads get no follow-up from sales (Gartner)
Only 10% of leads are followed up correctly by sales (Aberdeen Group)
Measuring & increasing qualified lead gen results is one of the top 3 marketing issues for board directors (IDC)
What is expected of marketers?
Who is the “Customer”?
… and how do they buy?
What is a “lead”
… and what is involved with generating one?
What is online lead generation
… and where does it fit in the customer’s buying cycle?
The value of a lead
Scoring and nurturing your leads to improve ROI
What we will be exploring…
Who is the customer?
Understand the state of your internal data
25-30% of customer data is incomplete or inaccurate
75-80% of prospect data is incomplete or inaccurate
Quality data allows you to:
Source: Direct Marketing Association
Marketing & Sales Challenges
What does your customer journey look like?
What existing collateral is working for you?
Where are the content gaps?
How are prospects and dropped leads being nurtured?
What does a prospect look like?
What does a lead look like?
What are the conversion rates from leads?
What are the timescales?
What is the sales drop rate of marketing generated leads?
Sales Accepted Leads
What currently passes for Customer Engagement?
A business card collected at a trade fair
A click-thru on an email
A white paper download
An amorphous mass of un-measurable or un-attributable web analytics
Is this a problem?
Does any one activity represent proper engagement?
How can this activity be turned into demand?
How and when should we send prospects to sales?
Will the leads be followed up?
How will you ensure that the lead is followed up, conversion to sales is monitored and return on marketing investment is measured?
How will you demonstrate your revenue contribution?
What is online demand generation?
$$ Inquiry Marketing Qualified Lead (MQL) Sales Accepted Lead (SAL) Suspect Sales Qualified Lead (SQL) Evaluate Purchase Learn Justify Interest Customer Buying Process Sales & Marketing Process Define opportunities to pull the levers Marketing validates quality of interest. Marketing nurtures to sales ready. Sales validates and accepts ownership. Sales validates BANT criteria Sales closes revenue opportunity.
Deciding Purchase Awareness Intent Target Group Customer Advertising/ promotion Lead generation Keep the customer engaged Webpage / SEO Banner ads Sponsored content Print ads Newsletters Events Rich media banners Partner mailings Inserts Response cards Sponsored email Whitepapers Webcasts Referrals Listing Quotes E-Commerce Direct What you can do to keep the conversation going throughout the buying cycle
Agree on lead qualification and audience criteria with sales
Create library of engagement content
Launch online campaign, SEO/SEM, email, e-newsletters, advertorial, Online PR, Social networking campaign, to fill the top of the sales funnel
Drive traffic to engaging and educational content
Monitor and score response to determine development of lead towards a sale – NURTURE
Confirm that score is equal to ready to buy and pass to sales team for conversion
Moving Up The Lead Value Chain Lead Definition Lead Generation Process # of leads Lead Characteristics Sales Opportunity – ready to buy - Largely sales force task Low Hot Pre-qualified lead – some information known about purchasing requirements - High degree of interaction required with prospects, integration of online and offline channels to identify prospective need. May include email, online, telemarketing, direct mail. Medium to Low Warm Prospects – indicated definite interest
- Permission marketing
High to Medium Warm Profiled Suspects – higher propensity to purchase
Segmentation, modelling of databases
richer demographics or information
High Cold to Lukewarm Suspects - Lists with some demographics High Cold
Integrated marketing activity
Address customer needs based on their online behaviour and where they are in the buying cycle
Use a broad range of media channels to fill the funnel
Don’t push the prospect down a predefined path allow them to pick the route.
Focus on increasing/improving ROMI
Ensure measurability and accountability
Utilize technology to ensure we produce reactive, transparent, fully optimised campaigns
Lead generation – Tactical leads prospects Campaign Objectives Lead definition & qualification whitepaper download, appointment Target audience company size, business sector, job title Collateral Creation case study, whitepapers, webinars Channel Selection email, digital, telemarketing Analyse, Optimise and Adapt what’s working – increase what’s not, adapt or switch off Deliverables volumes, timescales, CPL reporting tele marketing email Online r e s o u r c e o p t i m i s a t i o n Reporting nurture
Campaign example Pass to Sales NURTURE Telephone to Qualify LEAD meets Gold criteria i.e 500+ pc’s and B.A.N.T LEAD meets Silver criteria i.e 50 – 499 pc’s and A+N - T Invite to seminar/live event Email with whitepaper Email with case study Invite to webinar
Lead generation – Strategic
Drive a targeted audience to a bespoke microsite dedicated to engaging prospects around specific propositions
Once on the microsite, some prospects will readily complete a form indicating their specific and time-bound interest - most prospects will not
To drive demand and capture interest over a period of time with future prospects, we will observe the detailed digital footprint of the non responder and nurture their interest via:
demos and downloads
pattern of clicks
what they looked at
how long they spent on the site
Strategic campaign workflow example NURTURE PROGRAMME Pass to Field Sales Nurture