©2010 M. H. McIntosh. All rights reserved. www.sales-lead-experts.com
5 Things to automate before
your competitors do
M. H...
Agenda
2
• Who is this guy?
• The benefits of marketing automation
• Five things to Automate before your competitors do
M. H. (Mac) McIntosh
3
• A specialist in designing, implementing and
improving marketing-driven (and marketing-
automation...
Mac’s Businesses
• B2B sales lead consulting
• Specializing in helping
companies like yours to design,
implement or improv...
A sampling of AcquireB2B’s clients
5
Marketing Automation Results
6
• 12.2 percent reduction in marketing overhead
• 14.5 percent increase in sales productivit...
7
Source: Info-Tech Research Group | LMA = Marketing Automation
USE AUTOMATION TO CAPTURE MORE
ACTIONABLE DATA ABOUT YOUR
PROSPECTIVE CUSTOMERS
8
3 ways to get more actionable data
9
1. Append your existing database
2. Auto-append information from new responses
3. Aut...
Start by appending
10
• Consider having a third-party data source (e.g. D&B,
Netprospex, Data.com) append company informat...
Automate appending
11
• Consider integrating a form intercept service that will
redirect the request to an external data s...
Automate Progressive Profiling
12
1st contact
2nd contact
3rd contact
AUTOMATE YOUR LEAD SCORING
AND QUALIFICATION
13
Worth considering
14
• Top 20% of companies:
– 88% use lead qualification and scoring to identify sales-
ready leads
• The...
• Firmagraphics
– Company size
– Industry
• Demographics
– Job function
– Job level
• Behavioral
– Forms filled
– Material...
Automate your lead scoring & qualification
16
16
Your “magic” qualifying question
• If you could only ask one question, what would it be?
17
17
AUTOMATE YOUR LEAD NURTURING
18
Lead nurturing results
• Infinitely more prospects being touched than via
sales alone
• 300% more qualified, sales-ready o...
20
Develop your nurture campaigns to align with
your prospects’ buying processes or behaviors
20
Determine
Satisfaction
Ac...
Worth keeping in mind…
Today’s prospects seldom proceed through the
steps in the buying process in a linear fashion
“If we...
Industry/Application
Buying stage
Problem/Solution
Competitors being considered
Buying role
Product/Service
Consider creat...
Automate your campaigns to minimize
manual steps once they are up and running
23
• Most of your campaigns should be workin...
Plan for automatically moving contacts
back and forth between your campaigns
24
• Let your nurture campaigns flow into eac...
Where you’ll want to end up eventually:
Multi-track nurturing campaigns
25
MQL to SAL
Suspect to Response
Response to MQL
...
Sample marketing automation-driven nurturing
campaign
26
Behavior or lead scores should trigger new
campaigns or move prospects to other campaigns
27
• White paper download starts...
Map messages and offers to align with your
prospects’ buying processes or behaviors
28
•Info kits
•How-to guides
•White pa...
Types of offers
29
 Application notes
 Articles
 Assessments
 Case studies
 Checklists
 Configurators
 Demonstratio...
Consider automating these kinds of campaigns
30
 Generate inquiries or responses
 Convert responses into Marketing Quali...
AUTOMATE YOUR EVENTS
31
Automate your events
32
• To drive attendance
– First invitation (two weeks out)
– Second invitation (one week out)
– Last...
Automate your events
33
• If registered:
– Thanks for registering
• Links
– To add to calendar
– Map (if an in-person even...
AUTOMATE REPORTING ON YOUR
ACTIVITY AND RESULTS
34
Automate your Reporting
• From your Marketing Automation system
– Track activity and results
• From your CRM system
– Trac...
Does automating your campaigns to generate,
nurture and qualify leads work?
36
LEAD CATEGORY
INDUSTRY AVERAGE
BENCHMARK1
A...
Additional Resources
Lead Qualification and Scoring Worksheet™
Three ways to get yours:
 Give me your business card
 Ema...
38
THANK YOU!
M. H. (Mac) McIntosh
mcintosh@acquireb2b.com
+1-401-234-4406
@B2B_Sales_Leads
www.linkedin.com/in/salesleade...
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MTech13: "5 Things to Automate Before Your Competitors Do" - M.H. Mac McIntosh

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MTech13: "5 Things to Automate Before Your Competitors Do" - M.H. Mac McIntosh

  1. 1. ©2010 M. H. McIntosh. All rights reserved. www.sales-lead-experts.com 5 Things to automate before your competitors do M. H. (Mac) McIntosh mcintosh@acquireb2b.com @B2B_Sales_Leads
  2. 2. Agenda 2 • Who is this guy? • The benefits of marketing automation • Five things to Automate before your competitors do
  3. 3. M. H. (Mac) McIntosh 3 • A specialist in designing, implementing and improving marketing-driven (and marketing- automation-driven) B2B sales lead programs • Been one of SLMA’s “Most Influential People in Sales Lead Management” every year since its inception • Teaches both undergrad and graduate-level marketing courses, and has conducted 250+ seminars and workshops about lead generation and sales lead management • Principal consultant and president of two companies
  4. 4. Mac’s Businesses • B2B sales lead consulting • Specializing in helping companies like yours to design, implement or improve sales lead management programs, results and ROI 4 • Marketing-automation driven agency • Specializing in helping companies like yours to generate, nurture and qualify more sales-ready leads and increase your ROI 4
  5. 5. A sampling of AcquireB2B’s clients 5
  6. 6. Marketing Automation Results 6 • 12.2 percent reduction in marketing overhead • 14.5 percent increase in sales productivity Source: Nucleus Research Inc - 2012
  7. 7. 7 Source: Info-Tech Research Group | LMA = Marketing Automation
  8. 8. USE AUTOMATION TO CAPTURE MORE ACTIONABLE DATA ABOUT YOUR PROSPECTIVE CUSTOMERS 8
  9. 9. 3 ways to get more actionable data 9 1. Append your existing database 2. Auto-append information from new responses 3. Automate progressive profiling
  10. 10. Start by appending 10 • Consider having a third-party data source (e.g. D&B, Netprospex, Data.com) append company information (firmographics), contacts and contact information (demographics)
  11. 11. Automate appending 11 • Consider integrating a form intercept service that will redirect the request to an external data source and append whatever business intelligence is available for that contact • This allows you to create shorter forms, reducing resistance and increasing form fills
  12. 12. Automate Progressive Profiling 12 1st contact 2nd contact 3rd contact
  13. 13. AUTOMATE YOUR LEAD SCORING AND QUALIFICATION 13
  14. 14. Worth considering 14 • Top 20% of companies: – 88% use lead qualification and scoring to identify sales- ready leads • They get these results: – 192% more qualified leads – 49% average increase in year-over-year revenue – 26% average increase in year-over-year lead conversion – 25% average decrease in year-over-year cost per lead Source: Aberdeen Group - 2012
  15. 15. • Firmagraphics – Company size – Industry • Demographics – Job function – Job level • Behavioral – Forms filled – Materials downloaded – Events attended – Pages visited – # of visits • BANTS – Budget – Authority (role) – Need (application) – Timing – Size of the opportunity • Overrides – Call to action • (e.g. speak to a sales engineer) Automate your lead scoring & qualification 15
  16. 16. Automate your lead scoring & qualification 16 16
  17. 17. Your “magic” qualifying question • If you could only ask one question, what would it be? 17 17
  18. 18. AUTOMATE YOUR LEAD NURTURING 18
  19. 19. Lead nurturing results • Infinitely more prospects being touched than via sales alone • 300% more qualified, sales-ready opportunities in the pipeline • Salespeople becomes up to 50% more efficient • Cost per sale drops by 25% or more 19
  20. 20. 20 Develop your nurture campaigns to align with your prospects’ buying processes or behaviors 20 Determine Satisfaction Acknowledgement of Needs Decision to Start the Buying Process Establish Selection CriteriaDetermine Measurement Criteria Investigation Of Options Selection (Purchase) Reconsideration (Buyer’s Remorse) Prospects spend only 5% of their time in these stages Yet salespeople spend nearly 100% of their time in these stages
  21. 21. Worth keeping in mind… Today’s prospects seldom proceed through the steps in the buying process in a linear fashion “If we did a post-mortem on actual purchases, it appeared that buyers did indeed pass through each of those phases (of the buying process) on the way to purchase decisions. The mistaken assumption was that they did so in a logical, rational and linear way.” Gordon Hotchkiss The BuyerSphere Project 21
  22. 22. Industry/Application Buying stage Problem/Solution Competitors being considered Buying role Product/Service Consider creating or aligning your automated nurturing campaigns by 22
  23. 23. Automate your campaigns to minimize manual steps once they are up and running 23 • Most of your campaigns should be working 24/7 and not require lots of manual work – Simply monitor campaign results, keep what’s working and tweak/change what’s not working – This frees you up to develop additional campaigns (Or take some well-deserved time off)
  24. 24. Plan for automatically moving contacts back and forth between your campaigns 24 • Let your nurture campaigns flow into each other. For example: – “Suspect to Response” campaign responders move to your “Responses to MQL” campaign, – Those that become MQLs then move to your “MQL to SAL” campaigns.
  25. 25. Where you’ll want to end up eventually: Multi-track nurturing campaigns 25 MQL to SAL Suspect to Response Response to MQL Resting Nurture/Re-qualify Leads Passed Back From Sales Suspect to Response
  26. 26. Sample marketing automation-driven nurturing campaign 26
  27. 27. Behavior or lead scores should trigger new campaigns or move prospects to other campaigns 27 • White paper download starts the white paper follow- up campaign – Perhaps offer webinar, case study and phone consultation • Score of 75 triggers SQL to SAL campaign • SAL starts the sales-acceleration campaign
  28. 28. Map messages and offers to align with your prospects’ buying processes or behaviors 28 •Info kits •How-to guides •White papers •Case studies •Decision tools •Webinars • Assessments • Consultations • Custom demos • Seminars • Quotations • Buy-now incentives
  29. 29. Types of offers 29  Application notes  Articles  Assessments  Case studies  Checklists  Configurators  Demonstrations  Discounts  Buy-now incentives  E-books  Executive briefings  Product comparisons  References  ROI calculators  Self-assessments  Seminars  Tutorials  Videos  Virtual Events  Webinars  Whitepapers  Workshops Free samples Free trials Gift with purchase How-to guides Information kits Lunch and learns Needs assessments News Newsletter subscriptions Phone consultations Pricing
  30. 30. Consider automating these kinds of campaigns 30  Generate inquiries or responses  Convert responses into Marketing Qualified Leads (MQLs)  Nurture and re-qualify leads passed back by sales  Convert MQLs to Sales Accepted Leads (SALs)  Convert SALs to Sales Qualified Leads (SQLs)  Make “buy now” offers to SQLs  Thank new customers  Follow up on abandoned forms, shopping carts, website visits  Survey lost sales to learn why  Determine customer satisfaction  Generate referrals  Up-sell, cross-sell or re-sell
  31. 31. AUTOMATE YOUR EVENTS 31
  32. 32. Automate your events 32 • To drive attendance – First invitation (two weeks out) – Second invitation (one week out) – Last chance to register (day before)
  33. 33. Automate your events 33 • If registered: – Thanks for registering • Links – To add to calendar – Map (if an in-person event) – To test (if Webinar) – To attend (if Webinar) – See you tomorrow – Thanks for attending – Sorry we missed you – Ongoing follow up campaign
  34. 34. AUTOMATE REPORTING ON YOUR ACTIVITY AND RESULTS 34
  35. 35. Automate your Reporting • From your Marketing Automation system – Track activity and results • From your CRM system – Track conversion from MQL to SAL to SQL to Closed Sale – Determine ROI (by campaign, offer, media) – Let salespeople see up the funnel and history – Let management see dashboards 35 35
  36. 36. Does automating your campaigns to generate, nurture and qualify leads work? 36 LEAD CATEGORY INDUSTRY AVERAGE BENCHMARK1 ACQUIREB2B’S CLIENTS’ AVERAGE COST PER LEAD ALL LEADS $3731 $24 WARM LEADS (MQLs) $725-$16252 $161 HOT LEADS (SALs) $1,250 -$2,5002 $331 1. Hubspot - cost of outbound leads -June 2011 2. Based on aggregated results from AcquireB2B clients which are generating leads for “considered purchases” (e.g. big ticket, complex, designed-in, multi-decision maker) in North America.
  37. 37. Additional Resources Lead Qualification and Scoring Worksheet™ Three ways to get yours:  Give me your business card  Email me at mcintosh@acquireb2b.com  http://acquireb2b.net/NEDMA 37
  38. 38. 38 THANK YOU! M. H. (Mac) McIntosh mcintosh@acquireb2b.com +1-401-234-4406 @B2B_Sales_Leads www.linkedin.com/in/salesleadexpert www.acquireb2b.com
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