Demand & Lead Generation - Kim Albee


Published on

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
1 Like
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

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).
  • Demand & Lead Generation - Kim Albee

    1. 1. Online Marketing Summit<br />Minneapolis, MN | June 25, 2010<br />Leveraging Automation For Success<br />Using Marketing Automation, Lead Scoring, Lead Nurturing to Drive More Qualified Leads To Sales<br />Kim AlbeePresident & FounderGenoo<br />1<br />
    2. 2. 6/28/10<br />2<br />Why Marketing Automation?<br />Marketing is no longer campaign driven,<br />It is a holistic practice that starts with generating demand,<br />Nurturing leads,<br />And increasing the number of sales-ready leads.<br />
    3. 3. 6/28/10<br />3<br />A Few Questions…<br />Do you know who your most responsive leads are?<br />Can you segment your leads based on interest? <br />Can you follow up with a lead based on the interest they’ve expressed? <br />Can you do this for THOUSANDS of leads without increasing your marketing (or Sales) headcount? <br />
    4. 4. 6/28/10<br />4<br />A Few Questions…<br />Do you know when a lead is ready for a sales conversation? <br />Can you share the intelligence you’ve captured about your lead with Sales when you pass the lead to them? <br />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? <br />
    5. 5. 6/28/10<br />5<br />In the next 35 minutes…<br />If you answered, “No”, to any of those questions …<br />we’re going to shine a light on how they are killing your marketing results, <br />And then provide avenues and ideas for how you can fix them.<br />
    6. 6. Mapping Sales Funnel to Internet Marketing 1.0<br />6<br />Lead Generation<br />Opportunity Mgmt<br />Conversion<br />Traffic<br />Website<br />1.0<br />SEO<br />Telemarketing<br />Search<br />Engines<br />According to research by Marketing Sherpa, 70-90% of leads are NEVER followed up on by Sales!<br />The days of tossing leads directly over the wall to Sales are OVER!<br />PPC<br />Sales<br />Banners<br />Sponsorships<br />Contacts<br />Customers<br />eNewsletters<br />Revenue<br />
    7. 7. 6/28/10<br />7<br />According to IDC Research…<br />One-Half of the marketing budget is allocated to demand generation activities.<br />One-third of that goes to sales support activities (MDF funds, channel development, sales support materials)<br />
    8. 8. 6/28/10<br />8<br />The Cost of Poor Lead Qualification<br />There is a poor return on investment on the $20 billion/yr spent on demand gen efforts<br />(not to mention the $100/yr billion spent on sales resources)<br />Approx. 25% of sales’ time is spent on unproductive prospecting<br />(even as 60-70% of sales reps ignore marketing leads)<br />
    9. 9. Regular Email “Touches”Status Quo<br />6/28/10<br />9<br />Lead Generation<br />A<br />Result:<br />List Fatigue<br />Email Marketing<br />Law of diminishing returns<br />“Batch & Blast”<br />The same email goes to <br />everyone<br />B<br />Customers<br />$$<br />
    10. 10. Lead “Nurturing”Mandate<br />6/28/10<br />10<br />Lead Generation<br />Solution:<br />A<br />Segment Leads<br />According to <br />Marketing Sherpa:<br />Open rates 20% higher<br />Click Throughs DOUBLE!<br />As they respond and show interest<br />Delight MORE of them <br />With different messages<br />B<br />Customers<br />$$<br />
    11. 11. 6/28/10<br />11<br />Tracking & Metrics are Key!<br />Step 1: Tracking<br />Bob<br />+<br />+<br />+<br />+<br />No Real-time<br />Metrics<br />Email<br />Event / Webinar <br />Registration<br />Website &<br />Analytics<br />Surveys<br />Sales<br />Pulling together the metrics on a lead can be daunting and time-consuming!<br />How many different tools do you use?<br />
    12. 12. Comprehensive Tracking!<br />6/28/10<br />12<br />Integrated Systems Make It Much Easier<br />Bob’s Interest<br />Profile<br />Bob<br />Comprehensive tracking<br />allows automation, and metrics<br />for improvement.<br />
    13. 13. 6/28/10<br />13<br />Components of a Campaign<br />Specific Target Audience<br />Offer – value exchange<br />Landing Page (headline, copy, call-to-action)<br />Lead Capture Form<br />Email (from, subject, copy, call-to-action)<br />Ad copy (PPC, banner, etc)<br />Follow-Up Plan/Sequence<br />
    14. 14. 6/28/10<br />14<br />Lead Gen Campaign In-Action<br />White Paper<br />Offer<br />Landing <br />Page<br />Lead<br />Capture<br />Form<br />Lead gets white paper (or email to white paper)<br />You get a new lead<br />Could you implement easily?<br />What’s next?<br />Lead Database<br />
    15. 15. 6/28/10<br />15<br />Lead Gen Campaign In-Action Re-do<br />White Paper<br />Offer<br />Landing <br />Page<br />Lead<br />Capture<br />Form<br />When they convert … <br />Trigger them into a follow-up sequence – as part of your campaign planning!<br />Now you’ve automatically segmented them – based on interest they’ve expressed.<br />Lead Database<br />
    16. 16. 6/28/10<br />16<br />Following Up / Nurturing Leads<br />What is the goal of lead nurturing?<br />Keep in touch with leads?<br />The goal of lead nurturing is to separate your “hyper responsive” leads from the “tire kickers”<br />When a lead downloads your free report or white paper, that doesn’t make them qualified. It indicates curiosity at a minimum.<br />
    17. 17. 6/28/10<br />17<br />Always Be Segmenting<br />What are the areas of interest for your target audience? <br />Having and maintaining an intimate knowledge and curiosity about your target audience will pay dividends!<br />Identify the interest areas and design campaigns to learn what interests your leads specifically.<br />Provide valuable information and content – targeted right into those interests!<br />
    18. 18. 6/28/10<br />18<br />Campaign In-Action (cont)<br />Follow Up Sequences (aka Auto Responders):<br />#1<br />#2<br />#3<br />#4<br />#5<br />…<br />A<br />Helpful Tips<br />Free Consult<br />#1<br />#2<br />#3<br />B<br />…<br />Re-frame<br />WP <br />Aspect <br />
    19. 19. 6/28/10<br />19<br />Layering In Lead Scoring<br />When dealing with a volume of leads, you want to be able to separate the “wheat from the chaff.”<br />Applying lead scoring can help you understand who are your most active and responsive leads.<br />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.<br />
    20. 20. 6/28/10<br />20<br />Applying Lead Scoring<br />Landing <br />Page<br />Lead<br />Capture<br />Form<br />Original Offer:<br />White Paper A<br />4-5<br />1<br />1<br />3<br />Free<br />Consult<br />Follow Up Sequence:<br />Blog Posts<br />Articles<br />White Paper B<br />4-14+<br />2<br />5<br />3<br />Don’t overlook Participation:<br />Comments<br />Posted<br />Social<br />Sharing<br />2<br />1<br />
    21. 21. 6/28/10<br />21<br />Lead Scoring Thresholds<br />Length of Buying cycle?<br />What amount of engagement indicates they may be sales-ready?<br />Example:<br />Might be easier to back into the timeframe<br />If you determine that downloading 3 papers (report, eBook, white paper)<br />And clicking through follow-up campaigns 40% of the time (i.e. 4 of 10 emails they click through).<br />As a MINIMUM that would indicate a likelihood of being Sales-Ready.<br />How long, given your timing of sends, will it take for that to occur?<br />It can happen faster – but you want to allow ample opportunity if you’re pulling the leads through the buying cycle.<br />
    22. 22. 6/28/10<br />22<br />Working with Sales is Critical<br />Marketers will not be able to determine this in a vacuum.<br />Sales must be involved in identifying the criteria for determining what defines “sales-ready”<br />Use the expertise that Sales has from working on the front-lines converting leads into customers.<br />
    23. 23. 6/28/10<br />23<br />Sales Effectiveness Improves<br />Sales knows how to close deals.<br />Giving them increasingly more qualified and sales-ready leads allows them to focus and be more effective.<br />Companies who do this well, can more than DOUBLE their sales effectiveness!<br />
    24. 24. 6/28/10<br />24<br />Do You Rely on ITTo Launch Your Campaigns?<br />Are you keeping up with your market dynamics?<br />Can you easily leverage news headlines to give you an entry point into the conversation in your lead’s head?<br />How long do you sit in the IT Queue waiting for changes? Or a new campaign?<br />
    25. 25. Marketing automation can maximize your campaign capacity and flexibility, and greatly improve your results.<br />Comprehensive lead metrics are critical to effective “lead nurturing” campaigns.<br />Design your campaigns so you are ALWAYS segmenting your list.<br />KNOW YOUR TARGET AUDIENCE!!!<br />6/28/10<br />25<br />In Summary - <br />
    26. 26. Kim Albee<br />President & Founder<br /><br /><ul><li>
    27. 27. @kimalbee
    28. 28.</li></ul>26<br />Thank You!<br />
    29. 29. 27<br />Thank You<br />Visit<br /><br />for more information<br /> Follow us @OMSummit<br />