How to Use Marketing Automation to Generate and Nurture Leads
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Whether you think it, believe it, or discard it – the truth is that buyer personas are the start of every successful campaign. Every marketer knows that understanding your buyer is key, but every smart marketer knows that standard demographics just won’t cut it anymore. The fact is the very term ‘Buyer Persona’ has become diluted in it’s own “buzz”. So, what does it take to truly assemble meaningful buyer and sales engagement data? Marketers will learn to combine internal data points through the science of big data and predictive analytics with softer metrics such as psychological felt need and trust establishment to literally clone your best buyer interactions – and avoid those that are simply a waste of time. Discover the best way to stack the deck in your favor by not only cloning your best customers but cloning your best sales interactions.
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How to Use Marketing Automation to Generate and Nurture Leads
- 1. Using Marketing Automation to Generate and Nurture Leads Presented by Justin Gray, @jgraymatter Founder and CEO, LeadMD Leadmd.com | @myleadmd | Go@leadmd.com
- 2. Marketing is based on assumption Traditional approach doesn’t work anymore Campaigning = Glorified Experiment Success = Lead Generated
- 3. But that’s just plain wrong After 2,600 Marketo engagements and discussions with thousands of digital marketing practitioners, VPs and CMOs, we’ve seen that equation is wrong for two reasons...
- 4. Marketers are being asked to do more with less There’s an assumption that after spending money on software, it should be able to do everything. That’s a big chunk of budget, and marketers will have to be more agile and produce more. The old format of campaigning leads to a ton of waste. 1
- 5. All leads are not created equal. You can’t use the same metrics for everybody You must track leads all the way through the funnel to determine true success 2
- 6. The waiting game tick tock tick tock… You can’t afford to wait and see the ultimate success of your campaign Unlock the potential in your CURRENT lead base Marketing Automation +Who & When
- 7. Big Brother is Marketo… it sees it all Capture data and track it all It sees all of YOUR daily interactions (calls, meetings, opportunities, won deals) Keeps tabs on your LEADS interactions Predictive scoring plays a part here, too.
- 8. Cloning isn’t just for sheep How to clone your best buyers (and your interactions with them)
- 9. The missing ingredient, the data in your head. You’ve got demographic and behavioral data but that data is superficial. You don’t have the most important ingredient: the experience you've had with this buyer.
- 10. Here’s how we accomplished that… • Activity MUST be in the system. • Post sales survey • Customer Survey
- 11. Now you have the ingredients, you just need the right recipe Define your universe - who’s the best people to talk to Put everything in your database
- 12. 12 It’s not about predicating the best buyer it’s about predicting the best INTERACTIONS with that buyer
- 13. We’ve got all the information we need, now it’s time to build trust. This boils down to two simple questions: 1. Are we answering the questions that buyers are asking? 2. Do they trust we are accurate?
- 14. 14 The 80/20 rule Apply what we’ve learned and begin scoring your best buyers Most of your opportunity resides in a very small part of your database. But that portion will convert at a massively higher rate than the rest.
- 15. 15 THE RESULTS? Opportunity lift just from better understanding your buyers 5x
- 16. 16 Remember Demographic defines who. Behavioral defines when. If you have a large degree of demographic fit, that means you SHOULD be in our universe.
- 17. Getting psychological Behavioral and demographic has a huge amount of value. You can zoom in on signals, but capturing psychological data in a systematic way can be tough.
- 18. What can we take away from all of this? Key takeaways
- 19. 19 Key takeaways Know your buyer Get the data - Psychological - Behavioral - Demographic Get feedback
- 20. Simply put… Behavior and demographic data without psychological does not tell us who that person really is. Start using the right equation to clone your best customers.
- 21. Content becomes the intersection of who and when
- 22. Thank you! To learn more about LeadMD’s offerings visit us at leadmd.com or call us at 480.278.7205 To learn more about how we “Cloned our Best Customers” visit leadmd.com/startcloning Tweet and follow us @myleadmd
Editor's Notes
- What are the steps in doing that? Look for positive and negative signals Define that universe Determine if you have all the information about that lead in your database that MA can help with?
- What are the steps in doing that? Look for positive and negative signals Define that universe Determine if you have all the information about that lead in your database that MA can help with?
- Correlate what actions those buyers performed at the beginning of the cycle. This will allow you to start to predict who the best buyers will be. And more importantly, predict how to talk to them: How to nurture, what messages to provide, what are their problems, what solutions have excited them. You’ll be able to leverage these aspects throughout the whole buying cycle. From marketing to sales, all of your “plays” can be assigned based on who the buyers are and what point they are in the funnel. As leads move thorough the process, we’ll score them, see how much intent they have, and run interactions that align to those positions. Ultimately, this is all to build trust.
- Anecdote: A lot of our trust comes from the massive amount of engagements we’ve worked on. But ultimately, if we hop into a conversation and immediately fast forward straight to the end, the buyer will think you don’t know who they are. The message won’t be aligned. You can’t have done dimension without the other.
- By finding the right buyers, scoring them by their interactions, and combining that with the right message, we’re able to see 5X opportunity lift based on right time, right message, and nurturing the buyer throughout the funnel.
- Behaviors tells us at what point to engage and how. Very low behavioral score= phone. High amount of behavioral = served up to an AE, or even given a coupon code for a purchase.
- Maybe it looks like this: Someone fills out sales form – but has no propensity to buy Someone downloads a ton of content and tries to determine a benchmark (in our case) – more likely to purchase and be a better customer. So we have to get that data out of people’s heads and into CRM. Data does not provide all the dimensions you need. Things like what they told the rep, how excited they were, etc. That’s the data that no one is collecting, and certainly isn’t contained in CRM.
- For example, Justin Gray at LeadMD: C-Level name in the database … would probably score high in Cisco’s database … but LeadMD is relatively small organization and probably won’t need need what they are selling … so just because I’d come through their database through an even doesn’t mean I’d be a best buyer. But most lead scoring systems would say just that. Simply put: No one of those dimensions can be looked at separately. Behavior and demographic without psychological does not tell us who that person really is. All of our personas are psychological in nature.