Your SlideShare is downloading. ×
Demand & Lead Generation - Kim Albee
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Demand & Lead Generation - Kim Albee

501
views

Published on

Demand & Lead Generation …

Demand & Lead Generation

Marketing is no longer campaign driven; it is a holistic practice that starts with generating demand, nurturing leads and increasing the number of sales-ready leads. Learn how to effectively use marketing automation as well as lead scoring and nurturing to a drive more qualified leads to your sales pipeline.

* Kim Albee, President, Genoo, LLC

Published in: Education

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
501
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Leads go directly to sales – telemarketing and then sales. Those not qualified/interested in immediate sales conversation were dropped (in the trash).
  • Transcript

    • 1. Online Marketing Summit
      Minneapolis, MN | June 25, 2010
      Leveraging Automation For Success
      Using Marketing Automation, Lead Scoring, Lead Nurturing to Drive More Qualified Leads To Sales
      Kim AlbeePresident & FounderGenoo
      1
    • 2. 6/28/10
      2
      Why Marketing Automation?
      Marketing is no longer campaign driven,
      It is a holistic practice that starts with generating demand,
      Nurturing leads,
      And increasing the number of sales-ready leads.
    • 3. 6/28/10
      3
      A Few Questions…
      Do you know who your most responsive leads are?
      Can you segment your leads based on interest?
      Can you follow up with a lead based on the interest they’ve expressed?
      Can you do this for THOUSANDS of leads without increasing your marketing (or Sales) headcount?
    • 4. 6/28/10
      4
      A Few Questions…
      Do you know when a lead is ready for a sales conversation?
      Can you share the intelligence you’ve captured about your lead with Sales when you pass the lead to them?
      Can you do all of the above without waiting in the IT or Web Dev queue to get your campaigns launched or retrieve your comprehensive lead metrics?
    • 5. 6/28/10
      5
      In the next 35 minutes…
      If you answered, “No”, to any of those questions …
      we’re going to shine a light on how they are killing your marketing results,
      And then provide avenues and ideas for how you can fix them.
    • 6. Mapping Sales Funnel to Internet Marketing 1.0
      6
      Lead Generation
      Opportunity Mgmt
      Conversion
      Traffic
      Website
      1.0
      SEO
      Telemarketing
      Search
      Engines
      According to research by Marketing Sherpa, 70-90% of leads are NEVER followed up on by Sales!
      The days of tossing leads directly over the wall to Sales are OVER!
      PPC
      Sales
      Banners
      Sponsorships
      Contacts
      Customers
      eNewsletters
      Revenue
    • 7. 6/28/10
      7
      According to IDC Research…
      One-Half of the marketing budget is allocated to demand generation activities.
      One-third of that goes to sales support activities (MDF funds, channel development, sales support materials)
    • 8. 6/28/10
      8
      The Cost of Poor Lead Qualification
      There is a poor return on investment on the $20 billion/yr spent on demand gen efforts
      (not to mention the $100/yr billion spent on sales resources)
      Approx. 25% of sales’ time is spent on unproductive prospecting
      (even as 60-70% of sales reps ignore marketing leads)
    • 9. Regular Email “Touches”Status Quo
      6/28/10
      9
      Lead Generation
      A
      Result:
      List Fatigue
      Email Marketing
      Law of diminishing returns
      “Batch & Blast”
      The same email goes to
      everyone
      B
      Customers
      $$
    • 10. Lead “Nurturing”Mandate
      6/28/10
      10
      Lead Generation
      Solution:
      A
      Segment Leads
      According to
      Marketing Sherpa:
      Open rates 20% higher
      Click Throughs DOUBLE!
      As they respond and show interest
      Delight MORE of them
      With different messages
      B
      Customers
      $$
    • 11. 6/28/10
      11
      Tracking & Metrics are Key!
      Step 1: Tracking
      Bob
      +
      +
      +
      +
      No Real-time
      Metrics
      Email
      Event / Webinar
      Registration
      Website &
      Analytics
      Surveys
      Sales
      Pulling together the metrics on a lead can be daunting and time-consuming!
      How many different tools do you use?
    • 12. Comprehensive Tracking!
      6/28/10
      12
      Integrated Systems Make It Much Easier
      Bob’s Interest
      Profile
      Bob
      Comprehensive tracking
      allows automation, and metrics
      for improvement.
    • 13. 6/28/10
      13
      Components of a Campaign
      Specific Target Audience
      Offer – value exchange
      Landing Page (headline, copy, call-to-action)
      Lead Capture Form
      Email (from, subject, copy, call-to-action)
      Ad copy (PPC, banner, etc)
      Follow-Up Plan/Sequence
    • 14. 6/28/10
      14
      Lead Gen Campaign In-Action
      White Paper
      Offer
      Landing
      Page
      Lead
      Capture
      Form
      Lead gets white paper (or email to white paper)
      You get a new lead
      Could you implement easily?
      What’s next?
      Lead Database
    • 15. 6/28/10
      15
      Lead Gen Campaign In-Action Re-do
      White Paper
      Offer
      Landing
      Page
      Lead
      Capture
      Form
      When they convert …
      Trigger them into a follow-up sequence – as part of your campaign planning!
      Now you’ve automatically segmented them – based on interest they’ve expressed.
      Lead Database
    • 16. 6/28/10
      16
      Following Up / Nurturing Leads
      What is the goal of lead nurturing?
      Keep in touch with leads?
      The goal of lead nurturing is to separate your “hyper responsive” leads from the “tire kickers”
      When a lead downloads your free report or white paper, that doesn’t make them qualified. It indicates curiosity at a minimum.
    • 17. 6/28/10
      17
      Always Be Segmenting
      What are the areas of interest for your target audience?
      Having and maintaining an intimate knowledge and curiosity about your target audience will pay dividends!
      Identify the interest areas and design campaigns to learn what interests your leads specifically.
      Provide valuable information and content – targeted right into those interests!
    • 18. 6/28/10
      18
      Campaign In-Action (cont)
      Follow Up Sequences (aka Auto Responders):
      #1
      #2
      #3
      #4
      #5

      A
      Helpful Tips
      Free Consult
      #1
      #2
      #3
      B

      Re-frame
      WP
      Aspect
    • 19. 6/28/10
      19
      Layering In Lead Scoring
      When dealing with a volume of leads, you want to be able to separate the “wheat from the chaff.”
      Applying lead scoring can help you understand who are your most active and responsive leads.
      Keep in mind that lead scoring is always a work in progress. It’s never “done”, and will be adjusted as you apply and learn.
    • 20. 6/28/10
      20
      Applying Lead Scoring
      Landing
      Page
      Lead
      Capture
      Form
      Original Offer:
      White Paper A
      4-5
      1
      1
      3
      Free
      Consult
      Follow Up Sequence:
      Blog Posts
      Articles
      White Paper B
      4-14+
      2
      5
      3
      Don’t overlook Participation:
      Comments
      Posted
      Social
      Sharing
      2
      1
    • 21. 6/28/10
      21
      Lead Scoring Thresholds
      Length of Buying cycle?
      What amount of engagement indicates they may be sales-ready?
      Example:
      Might be easier to back into the timeframe
      If you determine that downloading 3 papers (report, eBook, white paper)
      And clicking through follow-up campaigns 40% of the time (i.e. 4 of 10 emails they click through).
      As a MINIMUM that would indicate a likelihood of being Sales-Ready.
      How long, given your timing of sends, will it take for that to occur?
      It can happen faster – but you want to allow ample opportunity if you’re pulling the leads through the buying cycle.
    • 22. 6/28/10
      22
      Working with Sales is Critical
      Marketers will not be able to determine this in a vacuum.
      Sales must be involved in identifying the criteria for determining what defines “sales-ready”
      Use the expertise that Sales has from working on the front-lines converting leads into customers.
    • 23. 6/28/10
      23
      Sales Effectiveness Improves
      Sales knows how to close deals.
      Giving them increasingly more qualified and sales-ready leads allows them to focus and be more effective.
      Companies who do this well, can more than DOUBLE their sales effectiveness!
    • 24. 6/28/10
      24
      Do You Rely on ITTo Launch Your Campaigns?
      Are you keeping up with your market dynamics?
      Can you easily leverage news headlines to give you an entry point into the conversation in your lead’s head?
      How long do you sit in the IT Queue waiting for changes? Or a new campaign?
    • 25. Marketing automation can maximize your campaign capacity and flexibility, and greatly improve your results.
      Comprehensive lead metrics are critical to effective “lead nurturing” campaigns.
      Design your campaigns so you are ALWAYS segmenting your list.
      KNOW YOUR TARGET AUDIENCE!!!
      6/28/10
      25
      In Summary -
    • 26. Kim Albee
      President & Founder
      Genoo.com
      • kim@genoo.com
      • 27. @kimalbee
      • 28. www.linkedin.com/in/kimalbee
      26
      Thank You!
    • 29. 27
      Thank You
      Visit
      www.onlinemarketingsummit.com
      for more information
      Follow us @OMSummit

    ×