ActiveConversion presents:
Jep Castelein of LeadSloth
www.ActiveConversion.com | 1-877-871-2ROI
Finding Untapped Revenue i...
Web
Site
Visits
Traditional
Marketing:
Trade
Shows, Ads
Email:
Blasts &
Nurturing
Social
Media:
Blogs, FB,
LinkedIn
Twitte...
• Timing, Unknown factors, Nurturing,
Re-engagement
The Leaky Funnel
www.ActiveConversion.com | 1-877-871-2ROI
• Lead Generation – reverse IP lookup
• Lead Scoring – prioritization, timing
• Lead Management – M&S alignment
• Lead Nur...
Finding Untapped Revenue in
Your Marketing Database
1848 James Marshall Discovers Gold
NURTURE Leads to Assure More
Revenue
50% of Leads are NOT Ready to Make the
Jump
23% BUY from a Competitor 6 Months after
Inquiry
Nurtured Leads Produce 20% MORE Sales Opportunities
How MUCH Are Your Leads Worth?
1. Acquired Names vs. Inbound Leads
2. Length of the Buying Process
3. Recency
4. Activity ...
0
200
400
600
800
1000
1200
1400
1600
0-3
Months
3-6
Months
6-12
Months
>1 Year
Leads
Visualization: How OLD Are Your Lead...
Sales & Marketing
Alignment
6.
5.
7.
The Lead Nurturing Process
Choose The Right
Audience
Invest in
Personas
Provide Valua...
# 1: COLLABORATE with
Sales
# 1: EXAMPLE Lead FlowNew
Lead
MARKETING
SALES
Nurturing MQL
Evaluation
Recycled
Lead
Customer
Long-term
Lead
SAL
SellingS...
# 1: Sales ALIGNMENT Challenges
• Meltwater News: PR software company
• Sales-oriented culture
• Skepticism towards market...
# 2: CHOOSE the Right
Audience
# 2: Focus on Reactivating Trial Leads
• PEPID: Medical software for smart phones
• 30-day trial: Most people don’t even t...
# 3: Know them WELL
# 3: Three Steps to a Buyer Persona
1. Desk Research
• Job websites
• Conference agendas
• Online magazines & blogs
2. Int...
# 3: Personas According to Job Role
• GoodData, SaaS business intelligence software
• Developed three personas
• Executive...
# 4: Provide VALUABLE Content
# 4: Content Mapping EXAMPLE
Awareness Evaluation Decision
Economic
Buyer
End User
Technical
User
Whitepaper about
industr...
# 4: Develop Compelling Content
• Backbase, enterprise portal software
• Entering new vertical
• Webinar series
• Three hi...
# 5: Make OFFERS They Can’t
Refuse
# 5: Know What Your Goal Is
• FuneralOne, marketing software for funeral homes
• Goal: Get prospects on the phone
• Offers...
# 6: HAVE Conversations
Email 1
Email 1
Email 1
Email 2b
Email 2a
Email 2c
Email 3
Email 3
Email 4
# 6: Campaign Tracks
# 6: Smart Campaign Reuse
• Distinguish long-term campaigns and triggered
campaigns
• First couple of emails very targeted...
# 7: Track & MEASURE
# 7: Example Dashboard
# 7: Know What You Want to Measure
• rPath, data center management software
• Dashboard project
• Improve visibility into ...
Sales & Marketing
Alignment
6.
5.
7.
The Lead Nurturing Process
Choose The Right
Audience
Invest in
Personas
Provide Valua...
Yves Matson
Senior Account Executive
ActiveConversion
403-508-9889 x118
Ymatson@ActiveConversion.com
Twitter: @Matsony @Ac...
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ActiveConversion & Leadsloth webinar - Learn how to use lead nurturing to turn more leads into sales opportunities

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ActiveConversion & Leadsloth webinar - Learn how to use lead nurturing to turn more leads into sales opportunities

  1. 1. ActiveConversion presents: Jep Castelein of LeadSloth www.ActiveConversion.com | 1-877-871-2ROI Finding Untapped Revenue in Your Marketing Database
  2. 2. Web Site Visits Traditional Marketing: Trade Shows, Ads Email: Blasts & Nurturing Social Media: Blogs, FB, LinkedIn Twitter Search Engine Visibility PPC, Banner Ads Web 2.0 Marketing www.ActiveConversion.com | 1-877-871-2ROI ActiveConversion: Lead Generation Prospect Scoring Competitive Intel CRM: Contact Relationship Management Software Auto filtered for Sales Reps prioritization; a self populating call list Click throughs are like form fills Fact: Only 0.5-4% of visitors to your website identify themselves
  3. 3. • Timing, Unknown factors, Nurturing, Re-engagement The Leaky Funnel www.ActiveConversion.com | 1-877-871-2ROI
  4. 4. • Lead Generation – reverse IP lookup • Lead Scoring – prioritization, timing • Lead Management – M&S alignment • Lead Nurturing – the leaky funnel • Marketing ROI – testing and measuring What is ActiveConversion? www.ActiveConversion.com | 1-877-871-2ROI
  5. 5. Finding Untapped Revenue in Your Marketing Database
  6. 6. 1848 James Marshall Discovers Gold
  7. 7. NURTURE Leads to Assure More Revenue
  8. 8. 50% of Leads are NOT Ready to Make the Jump
  9. 9. 23% BUY from a Competitor 6 Months after Inquiry
  10. 10. Nurtured Leads Produce 20% MORE Sales Opportunities
  11. 11. How MUCH Are Your Leads Worth? 1. Acquired Names vs. Inbound Leads 2. Length of the Buying Process 3. Recency 4. Activity Level 5. List Fatigue 6. Cross-sell Opportunity 7. Fit with the Ideal Customer Profile
  12. 12. 0 200 400 600 800 1000 1200 1400 1600 0-3 Months 3-6 Months 6-12 Months >1 Year Leads Visualization: How OLD Are Your Leads?
  13. 13. Sales & Marketing Alignment 6. 5. 7. The Lead Nurturing Process Choose The Right Audience Invest in Personas Provide Valuable Content Create the Right Offers Have Conversations Track & Measure 1. 2. 3. 4.
  14. 14. # 1: COLLABORATE with Sales
  15. 15. # 1: EXAMPLE Lead FlowNew Lead MARKETING SALES Nurturing MQL Evaluation Recycled Lead Customer Long-term Lead SAL SellingSQL Customer Lost deal/ Cancelled Closing
  16. 16. # 1: Sales ALIGNMENT Challenges • Meltwater News: PR software company • Sales-oriented culture • Skepticism towards marketing • No CRM integration: Too hard for sales to find the leads • We got lucky: First opportunity within 1 week
  17. 17. # 2: CHOOSE the Right Audience
  18. 18. # 2: Focus on Reactivating Trial Leads • PEPID: Medical software for smart phones • 30-day trial: Most people don’t even try • However, most are still interested • Easier to convert existing trial leads than getting new trial leads to sign up • Often, your existing lead database is a goldmine
  19. 19. # 3: Know them WELL
  20. 20. # 3: Three Steps to a Buyer Persona 1. Desk Research • Job websites • Conference agendas • Online magazines & blogs 2. Interviews • Intros via LinkedIn • Record quotes 3. Validation
  21. 21. # 3: Personas According to Job Role • GoodData, SaaS business intelligence software • Developed three personas • Executive • Power user • BI developer
  22. 22. # 4: Provide VALUABLE Content
  23. 23. # 4: Content Mapping EXAMPLE Awareness Evaluation Decision Economic Buyer End User Technical User Whitepaper about industry trends ROI Calculator Analyst Report Demo Video Technical Whitepaper Product Trial Proof-of-concept Webinar Customized Demo
  24. 24. # 4: Develop Compelling Content • Backbase, enterprise portal software • Entering new vertical • Webinar series • Three highly-relevant topics: • Analyze trade magazines and blogs • Monitor social media • Look at conference agendas
  25. 25. # 5: Make OFFERS They Can’t Refuse
  26. 26. # 5: Know What Your Goal Is • FuneralOne, marketing software for funeral homes • Goal: Get prospects on the phone • Offers: • Website review • Website preview • Excellent pre-sales support
  27. 27. # 6: HAVE Conversations
  28. 28. Email 1 Email 1 Email 1 Email 2b Email 2a Email 2c Email 3 Email 3 Email 4 # 6: Campaign Tracks
  29. 29. # 6: Smart Campaign Reuse • Distinguish long-term campaigns and triggered campaigns • First couple of emails very targeted • Then regular nurturing track (Duration: Twice the sales cycle) • Then long-term nurturing track • Separate track: Event invitations
  30. 30. # 7: Track & MEASURE
  31. 31. # 7: Example Dashboard
  32. 32. # 7: Know What You Want to Measure • rPath, data center management software • Dashboard project • Improve visibility into marketing performance • Approach: • Define what you want to know • Create a sample report • Implement
  33. 33. Sales & Marketing Alignment 6. 5. 7. The Lead Nurturing Process Choose The Right Audience Invest in Personas Provide Valuable Content Create the Right Offers Have Conversations Track & Measure 1. 2. 3. 4.
  34. 34. Yves Matson Senior Account Executive ActiveConversion 403-508-9889 x118 Ymatson@ActiveConversion.com Twitter: @Matsony @ActiveConv LinkedIn: http://ca.linkedin.com/in/matsony Questions? www.ActiveConversion.com | 1-877-871-2ROI Jep Castelein Founder and Editor LeadSloth 1-888-4A-SLOTH www.LeadSloth.com Twitter: @jepc @leadsloth

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