Lead Nurturing Tested: New research reveals how slight script tweaks increased response by 31%
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Lead Nurturing Tested: New research reveals how slight script tweaks increased response by 31%

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How many prospecting calls does your sales team make per day to convert your leads? 30? 50? 100? Are they effective? After all of the effort you put into your marketing efforts, Sales is likely still ...

How many prospecting calls does your sales team make per day to convert your leads? 30? 50? 100? Are they effective? After all of the effort you put into your marketing efforts, Sales is likely still complaining for one of two reasons: low lead quality, or low lead quantity.
How can you bridge the gap between your marketing efforts and Sales’ calling efforts?
What if you could make a single suggestion to your sales team and see a 31% increase in response? Furthermore, what if that 31% increase came solely from a slight script modification that only took a few minutes to rewrite?
In this clinic, we’ll share how this simple change in messaging impacted one company’s call-back rate, and how you can quickly rewrite your own call scripts for a significant increase in performance. In this clinic, you’ll learn:
• The exact changes in the script that achieved the 31% increase
• Why each of those changes improved performance
• How you can apply the same principles to your call scripts

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  • If you want to hear and learn more from impactful tests like this one, you will want to make sure you are at Optimization Summit 2014. This annual 3-day event will take place at the beautiful TimesCenter this year in the heart of New York City. We wanted to make sure you knew and are able to take advantage of our early bird pricing special that ends tomorrow. This pricing will save you $500 on you summit ticket. This is a great learning opportunity for you and your team to get some tactical takeaways from e-commerce and subscription case studies that you can implement right when you get back to the office. Don’t forget to take advantage of this price and visit MECLABS.com/WebOpt for more information.
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Lead Nurturing Tested: New research reveals how slight script tweaks increased response by 31% Lead Nurturing Tested: New research reveals how slight script tweaks increased response by 31% Presentation Transcript

  • Lead Nurturing Tested New research reveals how slight script tweaks increased response by 31%
  • We’re sharing on Twitter! #WebClinic
  • Today’s speakers Dave Green Director Partner Relationships MECLABS @DaveGreenLeads Austin McCraw Director Content Production MECLABS @McOptimize
  • Background: A large well-known insurance carrier. Goal: To increase the number of lead responses to a scripted voicemail. Research Question: Which voicemail script will generate the most lead responses? Test Design: A/B single factor split test Experiment ID: Pending Record Location: MECLABS Research Library Research Partner: (Protected) Experiment: Background
  • Experiment: Treatment A Hello, ___, my name is Lisa and I am calling with [Insurance Company]. We are currently the fifth largest life insurance carrier in the nation offering competitive rates and solutions to help ease administration burdens. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. Treatment A
  • Experiment: Treatment B Hello, ___, my name is Lisa and I am calling with [Insurance Company]. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. Since we do not nationally advertise and may not have had the opportunity to work with your consultant, we would like to share our information with them. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. Treatment B
  • Experiment: Side-by-side Treatment A Hello, ___, my name is Lisa and I am calling with [Insurance Company]. We are currently the fifth largest life insurance carrier in the nation offering competitive rates and solutions to help ease administration burdens. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. Hello, ___, my name is Lisa and I am calling with [Insurance Company]. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. Since we do not nationally advertise and may not have had the opportunity to work with your consultant, we would like to share our information with them. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. Treatment B
  • Treatments Conversion Rate % Rel. Change Control Voicemail 50% -- Treatment Voicemail 65% 30.8% Increase in lead responses31%The treatment voicemail increased broker handoffs by 30.8%. Experiment: Results
  • Experiment: Treatment Hello, ___, my name is Lisa and I am calling with [Insurance Company]. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. Since we do not nationally advertise and may not have had the opportunity to work with your consultant, we would like to share our information with them. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. Treatment B Why did the wording in Treatment B outperform Treatment A?
  • FKey Principles 1. Lead nurturing is a process, not an event. The necessary timing allows for the necessary forming – the forming of the final conclusion. What you need to understand
  • Only 36% of marketers nurture leads
  • The potential ROI of lead nurturing On average, organizations that nurture leads experience a 45% lift in lead generation ROI over organizations that do not. ROI WITH NURTURING ROI W/OUT NURTURING 45%IN AVG. ROI
  • FKey Principles 1. Lead nurturing is a process, not an event. The necessary timing allows for the necessary forming – the forming of the final conclusion. 2. The “final conclusion” is different from the macro-yes, for the conclusion must precede a macro-yes. In the nurturing process, the marketing team fosters a conclusion – the sales team converts it to a “yes.” What you need to understand
  • g=9.81m/s2 1. The funnel is often presented as one potentially useful analogy for marketing. It is in fact, the primary analogy. All marketing should influence a decision. The inverted funnel
  • g=9.81m/s2 1. The funnel is often presented as one potentially useful analogy for marketing. It is in fact, the primary analogy. All marketing should influence a decision. 2. The funnel analogy distorts reality. People are not falling into your funnel, they are falling out. The funnel must be inverted. The inverted funnel
  • 1. The funnel is often presented as one potentially useful analogy for marketing. It is in fact, the primary analogy. All marketing should influence a decision. 2. The funnel analogy distorts reality. People are not falling into your funnel, they are falling out. The funnel must be inverted. 3. People don’t travel down the center of the funnel. People are climbing up the sides. g=9.81m/s2 The inverted funnel
  • (Mi)YES (Ma)YES Y ValueProposition Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business PPC Ad Landing Page Sales Call (Mi)YES (Mi)YES (Mi)YES (Mi)YES (Mi)YES (Mi)YES (Mi)YES (Mi)YES The inverted funnel
  • Hello, ___, my name is Lisa and I am calling with [Insurance Company]. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. Since we do not nationally advertise and may not have had the opportunity to work with your consultant, we would like to share our information with them. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. Treatment B How was the wording in Treatment B more effective at fostering a conclusion? Experiment: Treatment
  • Today, we are going to walk through the three cognitive levers we pulled in the voicemail to foster a conclusion. LEVER #1 LEVER #2 LEVER #3
  • LEVER #1 LEVER #2 LEVER #3 LEVER #1: We ANCHORED THE MESSAGE TO THE CONTEXT
  • Hello, ___, my name is Lisa and I am calling with [Insurance Company]. We are currently the fifth largest life insurance carrier in the nation offering competitive rates and solutions to help ease administration burdens. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. Not this LEVER #1: Anchor the message to the context LEVER #1 LEVER #2 LEVER #3 • The first script from the experiment begins selling right away without any context for the call. • Our analysts hypothesized that by providing more context and justifying the reason for the call, prospects would be more likely to respond.
  • LEVER #1: Anchor the message to the context LEVER #1 LEVER #2 LEVER #3 • In the new script, context is immediately provided by mentioning a previous call. Hello, ___, my name is Lisa and I am calling with [Insurance Company]. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. Since we do not nationally advertise and may not have had the opportunity to work with your consultant; we would like to share our information with them. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. But this 31%In Conversions
  • Experiment IDs: TP2083 Record Location: MECLABS Research Library Research Partner: (Protected) Background: A large event management software provider. Goal: To increase total lead inquiries (phone calls and form sign-ups) from visitors who abandoned the free trial sign-up process. Primary Research Question: Which email tone will result in a higher rate of lead inquiries? Approach: A/B single factor split test LEVER #1 LEVER #2 LEVER #3 Experiment: Background
  • Subject Line: Your Free Company Access Dear [Name], You’re just one step away from getting FREE access to [company], our award-winning Event Registration and Management Software. Quickly make an event website, try our event marketing tools, build a registration form template or even generate custom name badges. Click here to finish your profile and get started. Your personal profile is kept secure and we promise NEVER to sell or misuse your information. Have questions? Call us direct at 1-800-XXX-XXXX -- we can even set up your free access over the phone. Sincerely, Jon Powell Customer Service Representative • The original nurture email gives little to no reason for the message. Again, the first paragraph goes directly to selling. LEVER #1 LEVER #2 LEVER #3 Experiment: Control
  • Subject Line: Your Free Company Access Hi [First], I noticed that you started the process of getting free access to [Company] but weren’t able to finish. Are you concerned about giving out your phone number? Are you worried about high pressure sales tactics or mandatory contracts? We believe our product sells itself, so we’re just here to provide you with whatever assistance you need in getting your event up and running -- in whatever way works best for you. We promise NEVER to sell or misuse your information. Call me direct at 1-800-XXX-XXXX and I can help get you rolling. If you’d rather just try again online, use this link instead. Thank you in advance for your trust! Sincerely, Jon Powell Customer Service Representative • The treatment provides an exact reason for the email send. (I noticed you started … but weren’t able to finish.) • Furthermore, the context provided perfectly sets up the prospect to receive the rest of the email. LEVER #1 LEVER #2 LEVER #3 Experiment: Treatment
  • Dear [Name], You’re just one step away from getting FREE access to [company], our award-winning Event Registration and Management Software. Quickly make an event website, try our event marketing tools, build a registration form template or even generate custom name badges. Click here to finish your profile and get started. Your personal profile is kept secure and we promise NEVER to sell or misuse your information. Have questions? Call us direct at 1-800-XXX-XXXX -- we can even set up your free access over the phone. Sincerely, Jon Powell Customer Service Representative Hi [First], I noticed that you started the process of getting free access to [Company] but weren’t able to finish. Are you concerned about giving out your phone number? Are you worried about high pressure sales tactics or mandatory contracts? We believe our product sells itself, so we’re just here to provide you with whatever assistance you need in getting your event up and running -- in whatever way works best for you. We promise NEVER to sell or misuse your information. Call me direct at 1-800-XXX-XXXX and I can help get you rolling. If you’d rather just try again online, use this link instead. Thank you in advance for your trust! Sincerely, Jon Powell Customer Service Representative Control Treatment LEVER #1 LEVER #2 LEVER #3 Experiment: Side-by-side
  • Design Conv. Rate Control 1.58% Treatment 7.08% % Relative Change: 349.41% Relative increase in lead inquiries349%The treatment increased lead inquiry rate by 349.41% LEVER #1 LEVER #2 LEVER #3 Experiment: Results
  • Live optimization LEVER #1 LEVER #2 LEVER #3 Primary Audience Customer experience research council members Primary Objective Event invite http://bit.ly/1msZtTT
  • LEVER #2: WE CONNECTED THE VALUE PROPOSITION TO THE PROSPECT LEVER #1 LEVER #2 LEVER #3
  • 1 3 2 Question: If I am [PROSPECT A], why should I buy from you rather than any of your competitors? Question: If I am your ideal prospect, why should I buy from you rather than any of your competitors? Question: If I am [PROSPECT A], why should I buy this product rather than any other product? Question: If I am [PROSPECT A], why should I click this PPC ad rather than any other PPC ad? Prospect B PRODUCT #3 PRODUCT #4 PRODUCT #1 PRODUCT #2 PRODUCT #3 PRODUCT #4 PRODUCT #2 PRODUCT #3 PRODUCT #4 Primary Value Proposition Conversion steps associated with a specific product PRODUCT #2 The Value Proposition Spectrum PROSPECT-LEVEL PROCESS-LEVEL PRODUCT #1 PRODUCT #1 PRODUCT-LEVEL LEVER #2: Connect the value prop to prospect To learn more about derivative value propositions, see the MELCABS course: MECLABS.com/ValueProp
  • 1 3 2 Question: If I am [PROSPECT A], why should I buy from you rather than any of your competitors? Question: If I am your ideal prospect, why should I buy from you rather than any of your competitors? Question: If I am [PROSPECT A], why should I buy this product rather than any other product? Question: If I am [PROSPECT A], why should I click this PPC ad rather than any other PPC ad? PRODUCT #3 PRODUCT #4 PRODUCT #1 PRODUCT #2 PRODUCT #3 PRODUCT #4 PRODUCT #2 PRODUCT #3 PRODUCT #4 Conversion steps associated with a specific product PRODUCT #2 The Value Proposition Spectrum PROCESS-LEVEL PRODUCT #1 PRODUCT #1 PRODUCT-LEVEL LEVER #2: Connect the value prop to prospect Prospect B Primary Value Proposition PROSPECT-LEVEL To learn more about derivative value propositions, see the MELCABS course: MECLABS.com/ValueProp
  • If I am the CEO, why should I be interested in your product rather than any other solution? If I am a business manager tasked with finding a solution, why should I be interested in your product rather than any other solution? If I am an IT server admin, why should I be interested in your product rather than any other solution? LEVER #2: Connect the value prop to prospect
  • • The original voicemail messaging focused on the primary-level value proposition of the company. • However, after conducting qualitative research concerning the specific motivations of the prospect, we hypothesized that they: 1. Had a high degree of anxiety when they felt they were “being sold” 2. Had little interest in learning about an insurance company 3. Simply desired to redirect us to their broker Hello, ___, my name is Lisa and I am calling with [Insurance Company]. We are currently the fifth largest life insurance carrier in the nation offering competitive rates and solutions to help ease administration burdens. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. Not this LEVER #2: Connect the value prop to prospect LEVER #1 LEVER #2 LEVER #3
  • • The treatment script included a new sentence that further justified why we were calling and made a more prospect-level appeal of letting us “work with your consultant” instead of doing the work yourself. But this Hello, ___, my name is Lisa and I am calling with [Insurance Company]. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. Since we do not nationally advertise and may not have had the opportunity to work with your consultant, we would like to share our information with them. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. LEVER #2: Connect the value prop to prospect LEVER #1 LEVER #2 LEVER #3 31%In Conversions
  • Experiment ID: TP1483 Record Location: MECLABS Research Library Research Partner: Sermo Background: The largest physicians-only social network that allows pharmaceutical companies to conduct survey research and promote products to their audience. Goal: To increase lead rate on the content marketing landing page. Research Question: Which landing page will capture the most leads? Test Design: A/B multifactor split test Experiment: Background LEVER #1 LEVER #2 LEVER #3
  • • The control page focused mainly on the product- level value proposition of a single free report. • While it follows many of the best practices of a landing page, the researchers at Sermo hypothesized that they might be focusing on the wrong level of value proposition. Experiment: Control LEVER #1 LEVER #2 LEVER #3
  • • In the treatment, the researchers at Sermo focused on the broader prospect-level value proposition. • The content on the page displays several reports that the prospect might be interested in. Experiment: Treatment LEVER #1 LEVER #2 LEVER #3
  • Control Treatment 197%In Lead Rate Experiment: Side-by-side LEVER #1 LEVER #2 LEVER #3
  • First Visit Repeat Visits Design Lead Rate Rel. Diff Lead Rate Rel. Diff Control 33.3% - 18.2% - Treatment 27.2% - 6.1% 54.1% 197% % Relative Change: 197% Increase in lead rates197%By increasing the number of available reports, there was an increase in lead rates for returning visitors by 197%. Experiment: Results LEVER #1 LEVER #2 LEVER #3
  • The answers to prospect-level value propositions will vary based on: Factor CEO Manager IT Admin Objective What are the prospects main goals and desired outcomes? I must increase the financial performance of my organization I must achieve X amount of revenue by the end of the year I must implement and manage all technology solutions/products Motivation What core motivations drives this prospect’s actions? I want to be featured as a key leader in the industry I want to get a significant promotion by the end of the year I would like to get home at a decent hour Experience What are the past experiences of the prospect? Has tried many similar solutions in the past Has not tried any related solutions in the past Has heard that solution is difficult to manage Authority What level of authority does the prospect have to make decisions? Has full authority Must get expressed permission for any expense exceeding $10,000 Can only provide feedback on resource requirements Personality What is the personality of the prospect? Serious, Dominant, Aggressive, Decisive Analytical, Empathetic, Energetic, Relational Cynical, Sarcastic, Indecisive Prospect-level value propositions LEVER #1 LEVER #2 LEVER #3
  • See the MECLABS courses MECLABS.com/Training/Online-Course
  • Live optimization LEVER #1 LEVER #2 LEVER #3 Primary Audience Primary Objective Lead capture form Team event planners http://bit.ly/1h6c0Jy
  • LEVER #1 LEVER #2 LEVER #3 LEVER #3: WE ALIGNED THE ARGUMENT TO THE “ASK”
  • Exposition Climax Resolution Beginning (The Setup) Middle (The Confrontation) End (The Resolve) ACT 1 ACT 2 ACT 3 Climax Rising Act. Resolution /Exposition Falling Act. SUB STORY People’s thoughts arrange themselves in story, therefore you must ensure that you no only have the right message, but that it is sequenced at the right time. LEVER #3: Align the argument to the “ask” LEVER #1 LEVER #2 LEVER #3
  • Experiment: Control We are currently the fifth largest life insurance carrier in the nation offering competitive rates and solutions to help ease administration burdens. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. Hello, ___, my name is Lisa and I am calling with [Insurance Company]. LEVER #1 LEVER #2 LEVER #3 The voicemail opens with a normal introduction. 1
  • Experiment: Control We are currently the fifth largest life insurance carrier in the nation offering competitive rates and solutions to help ease administration burdens. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. Hello, ___, my name is Lisa and I am calling with [Insurance Company]. LEVER #1 LEVER #2 LEVER #3 However, the next logical step is not the next sentence. It is buried further down. 2 1
  • Experiment: Control We are currently the fifth largest life insurance carrier in the nation offering competitive rates and solutions to help ease administration burdens. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. Hello, ___, my name is Lisa and I am calling with [Insurance Company]. LEVER #1 LEVER #2 LEVER #3 The next logical step would be to state the company value just before the final “ask.” 23 Only then could we make a logical “ask.” 1 4
  • • The treatment script logically aligns every sentence into a careful argument. • That argument is just enough to give the final ask 31% more force than the control. But this Hello, ___, my name is Lisa and I am calling with [Insurance Company]. When we last spoke, you told me that you work with a broker for your price quotes for the group life benefits. Since we do not nationally advertise and may not have had the opportunity to work with your consultant; we would like to share our information with them. I would like to get your broker contact information in order to be in consideration when they next do their evaluations for you. LEVER #1 LEVER #2 LEVER #3 1 2 3 4 31%In Conversions Experiment: Treatment
  • Background: A physicians-only social network that allows medical product companies to conduct first-hand research on potential purchasers. Goal: To increase the number of leads from a rented trade publication list. Research Question: Which email design will generate the most opens, clicks? Test Design: Multifactorial sequential test on a trade publication list Research Partner: Sermo Record Location: MECLABS Research Library Experiment ID: TP2081 Experiment: Background LEVER #1 LEVER #2 LEVER #3
  • Control • This email, though above average in many respects, still has conflated its objective with the objective of the landing page. • It’s also asking for too much at this stage in the conversion process. Experiment: Control LEVER #1 LEVER #2 LEVER #3
  • Treatment • This email, however, uses each section of the content to guide the reader through a logical series of micro- conversions. • The call-to-action asks for just the right amount of commitment at this stage of the conversion process. Experiment: Treatment LEVER #1 LEVER #2 LEVER #3
  • Control Treatment Experiment: Side-by-side LEVER #1 LEVER #2 LEVER #3
  • Design Clickthrough Rate Control 1.55% Treatment 3.16% % Relative Change: 104% Relative increase in lead inquiries104%The treatment increased nurture email clickthrough by 104%. Experiment: Results LEVER #1 LEVER #2 LEVER #3
  • Live optimization Primary Audience Primary Objective Click to website to get more details Projects that require in- house fabrications http://bit.ly/1juZkz3 LEVER #1 LEVER #2 LEVER #3
  • Summary: Putting it all together FKey Principles Lever #1: Anchor the message to the context  Is the message clear to your prospect?  Have you justified the reason of the message? Lever #2: Connect the value proposition to the prospect  Is the message relevant to the prospect?  Does the message appeal to your prospect? Lever #3: Align the argument to the “ask”  Is there a clear and logical argument in your material?  Does the “ask” logically flow from your argument?
  • Next Clinic: Background Background: A large, well-known financial consultancy. Goal: To increase the number of clickthroughs on the landing page. Research Question: Which page will generate the highest clickthrough rate? Test Design: A/B multifactorial split test Experiment ID: TP1464 Record Location: MECLABS Research Library Research Partner: (Protected)
  • Next Clinic: Version A Version A
  • Next Clinic: Version B Version B
  • Next Clinic: Side-by-side Version A Version B
  • Live April 9 at 4:00 p.m. EDT • The exact page changes with before and after versions • The transferable key principles behind the changes • How to apply the same principles to your pages Join the special one-hour Web clinic To see the results To join live, register at the link below: MarketingExperiments.com/LiveOptimization52
  • See how you can conduct research with us MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs. Learn more about how you may be a fit for a MECLABS Research Partnership: • Select Research Partnership Opportunities on the post-webinar survey • Contact us directly info@MECLABS.com 1-877-635-0565 x