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Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
 

Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh

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Here is a fairly comprehensive overview of Marketing Automation, Lead Management, Lead Nurturing and Associated Analytics and Content Marketing. ...

Here is a fairly comprehensive overview of Marketing Automation, Lead Management, Lead Nurturing and Associated Analytics and Content Marketing.

I've now led the business case, vendor selection, implementation, training and operationalisation of Marketing Automation five times, two of them in global organisations.

Which Marketing Automation solution is best for you depends entirely upon your needs and specific requirements. I recommend Marketo, ExactTarget Marketing Cloud and Eloqua but there are scores of other solutions which might be better suited to you and your organisation.

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  • On average, nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads: Nurture campaigns have 2X the Open Rates and 3X the Click-Through rates of one off email23% shorter deal times for nurtured vs non-nurtured leadsHigher win ratios for prospects touched 3-4 timers per month by marketing nurture campaigns47% higher order value from closed sales that were nurtured vs sales that were not Companies that excel at lead nurturing: Generate 50% more sales-ready leads at 33% lower cost per leadReduce the percent of marketing generated leads that are ignored by sales (from as high as 80% to as low as 25%).Raise win rates on marketing-generated leads (7% points higher) and reduce “no decisions” (6% points lower)Have more sales representatives make quota (9% higher) and a shorter ramp up time for new reps (10% decrease)
  • On average, nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads: Nurture campaigns have 2X the Open Rates and 3X the Click-Through rates of one off email23% shorter deal times for nurtured vs non-nurtured leadsHigher win ratios for prospects touched 3-4 timers per month by marketing nurture campaigns47% higher order value from closed sales that were nurtured vs sales that were not Companies that excel at lead nurturing: Generate 50% more sales-ready leads at 33% lower cost per leadReduce the percent of marketing generated leads that are ignored by sales (from as high as 80% to as low as 25%).Raise win rates on marketing-generated leads (7% points higher) and reduce “no decisions” (6% points lower)Have more sales representatives make quota (9% higher) and a shorter ramp up time for new reps (10% decrease)
  • On average, nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads: Nurture campaigns have 2X the Open Rates and 3X the Click-Through rates of one off email23% shorter deal times for nurtured vs non-nurtured leadsHigher win ratios for prospects touched 3-4 timers per month by marketing nurture campaigns47% higher order value from closed sales that were nurtured vs sales that were not Companies that excel at lead nurturing: Generate 50% more sales-ready leads at 33% lower cost per leadReduce the percent of marketing generated leads that are ignored by sales (from as high as 80% to as low as 25%).Raise win rates on marketing-generated leads (7% points higher) and reduce “no decisions” (6% points lower)Have more sales representatives make quota (9% higher) and a shorter ramp up time for new reps (10% decrease)
  • On average, nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads: Nurture campaigns have 2X the Open Rates and 3X the Click-Through rates of one off email23% shorter deal times for nurtured vs non-nurtured leadsHigher win ratios for prospects touched 3-4 timers per month by marketing nurture campaigns47% higher order value from closed sales that were nurtured vs sales that were not Companies that excel at lead nurturing: Generate 50% more sales-ready leads at 33% lower cost per leadReduce the percent of marketing generated leads that are ignored by sales (from as high as 80% to as low as 25%).Raise win rates on marketing-generated leads (7% points higher) and reduce “no decisions” (6% points lower)Have more sales representatives make quota (9% higher) and a shorter ramp up time for new reps (10% decrease)
  • On average, nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads: Nurture campaigns have 2X the Open Rates and 3X the Click-Through rates of one off email23% shorter deal times for nurtured vs non-nurtured leadsHigher win ratios for prospects touched 3-4 timers per month by marketing nurture campaigns47% higher order value from closed sales that were nurtured vs sales that were not Companies that excel at lead nurturing: Generate 50% more sales-ready leads at 33% lower cost per leadReduce the percent of marketing generated leads that are ignored by sales (from as high as 80% to as low as 25%).Raise win rates on marketing-generated leads (7% points higher) and reduce “no decisions” (6% points lower)Have more sales representatives make quota (9% higher) and a shorter ramp up time for new reps (10% decrease)
  • Best Practices for Email Marketing Drip Campaigns and Lead NurturingLead nurturing and marketing drip campaign emails typically deliver educational product or service information to help guide your subscribers down the path to conversion. Move your subscribers from "just looking" to "buying it today" with a series of emails devoted to educating, informing, and encouraging them to take action.What is the benefit of setting up a lead nurturing campaign?Streamlines and standardises your sales cycleReduced manual processes by your sales teamEngages subscribers with your product or serviceEnsures your brand stays top-of-mindEliminates the need for expensive mailers or paper-based promotional materialsProvides a trackable form of communicationTarget specific subscriber lists and execute communications based on time intervals or subscriber action. Use lead nurturing campaigns to guide, mature, and engage prospects along the sales cycle. Successful drip campaigns include new subscriber welcome series and other programmes designed to gradually introduce customers to your brand. Because email performance is trackable, these messages help you see which leads are the most engaged so you can target them appropriately.Triggered messaging programs like these are designed to make your job easier by combining email with your customer relationship management (CRM) and web analytics data automatically. These timely, relevant messages generate substantially higher conversion rates than standard messages using a "set it and forget it" approach that allows you to spend more time on the strategy and advancement of your programme to keep your revenue flowing.
  • The marketing world has been turned upside down. It was not many years ago that marketers were still focused on interruption marketing: trying to place their product message in front of prospects’ attention to generate leads and customers. But through the Internet, this has quickly changed, and marketers recognize they must practice the opposite. Now, in order to create the relationship and earn the permission to sell to prospects, companies must produce relevant thought leadership content, not only content about their own product.The critical ingredient to creating engagement, trust, and thought leadership positioning is content. Content is what attracts prospects at the top of the funnel and content is what nurtures leads down the funnel.Marketers now understand that brands must become publishers. The “why” of content marketing is no longer in question. But marketers are still asking “how?” How can marketing departments generate the high quality and quantity of content necessary to succeed in the new marketing era?
  • The marketing world has been turned upside down. It was not many years ago that marketers were still focused on interruption marketing: trying to place their product message in front of prospects’ attention to generate leads and customers. But through the Internet, this has quickly changed, and marketers recognize they must practice the opposite. Now, in order to create the relationship and earn the permission to sell to prospects, companies must produce relevant thought leadership content, not only content about their own product.The critical ingredient to creating engagement, trust, and thought leadership positioning is content. Content is what attracts prospects at the top of the funnel and content is what nurtures leads down the funnel.Marketers now understand that brands must become publishers. The “why” of content marketing is no longer in question. But marketers are still asking “how?” How can marketing departments generate the high quality and quantity of content necessary to succeed in the new marketing era?
  • The marketing world has been turned upside down. It was not many years ago that marketers were still focused on interruption marketing: trying to place their product message in front of prospects’ attention to generate leads and customers. But through the Internet, this has quickly changed, and marketers recognize they must practice the opposite. Now, in order to create the relationship and earn the permission to sell to prospects, companies must produce relevant thought leadership content, not only content about their own product.The critical ingredient to creating engagement, trust, and thought leadership positioning is content. Content is what attracts prospects at the top of the funnel and content is what nurtures leads down the funnel.Marketers now understand that brands must become publishers. The “why” of content marketing is no longer in question. But marketers are still asking “how?” How can marketing departments generate the high quality and quantity of content necessary to succeed in the new marketing era?
  • The marketing world has been turned upside down. It was not many years ago that marketers were still focused on interruption marketing: trying to place their product message in front of prospects’ attention to generate leads and customers. But through the Internet, this has quickly changed, and marketers recognize they must practice the opposite. Now, in order to create the relationship and earn the permission to sell to prospects, companies must produce relevant thought leadership content, not only content about their own product.The critical ingredient to creating engagement, trust, and thought leadership positioning is content. Content is what attracts prospects at the top of the funnel and content is what nurtures leads down the funnel.Marketers now understand that brands must become publishers. The “why” of content marketing is no longer in question. But marketers are still asking “how?” How can marketing departments generate the high quality and quantity of content necessary to succeed in the new marketing era?
  • Many companies have already discovered and continue to recognize the power of progressive profiling. Below, we’ve highlighted some successful uses of progressive profiling forms. In this example, we have a well-done dynamic form on our website. In order to access content, a site visitor will first need to share a name and company name. Then, to view another, the visitor is asked for a first/last name and we dynamically pre-populate the return visitor’s e-mail address. Upon the third visit for content, we ask for a job title.Using this method to tier their questions, Equilar has the information to:Assess buying authorityScore prospects based on their similarity to an “ideal prospect profile” and qualify HOT leads for sales
  • Advanced prospect tracking allows you to view a log of all touch points with your prospect. See the pages your prospect has visited, files downloaded, email correspondence, and more — on your desktop or usingPardot’s mobile application. All activities that occurred prior to the prospect’s conversion (while still an anonymous visitor) are also captured. It is important to note that with the alternative to a marketing automation solution, disparate marketing tools, prospect data is kept in silos and it is generally difficult or impossible to paint a complete picture of an individual prospect’s activity.This prospect activity history gives great insight into exactly what your leads are interested in and allows your sales reps to tailor their phone calls or sales pitches accordingly. For example, if you know that a lead has searched for “pricing” on your site, you will want to have pricing information on hand when you make contact. Similarly, if the lead accessed highly technical content, it would make sense to have a sales engineer available for the call.
  • The principles outlined in this document are more important than the physical representations. The key is top stop focusing on technology and bright shiny objects and start focusing on customer experiences and operationalizing and streamlining the end to end management and execution of campaigns, programs and channels from a marketing & sales perspective.

Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh Presentation Transcript