Demand & Lead Generation - Kim Albee

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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

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  • 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