Lead Nurturing как элемент многошаговых продаж

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24 апреля Евгений Ковалик сделал доклад для слушателей Conformato Conference 2014 на тему, которая победила в предварительном голосовании с большим отрывом (70% всех голосов): Lead Nurturing как элемент многошаговых продаж.

Евгений рассмотрел 3 практических кейса: Web-traffic, Конференции и Marketplace, к каждому из которых дал личные рекомендации по внедрению специальных "фишек" для "взращивания" лидов.

=Чтобы посмотреть видеозапись доклада, зарегистрируйтесь здесь: http://goo.gl/87sTVK =

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Lead Nurturing как элемент многошаговых продаж

  1. 1. LEAD Nurturing as the Element of Multi-Step Sales Process Eugene Kovalik
  2. 2. • Более 10 лет в IT продажах и маркетинге ! • Создавал и управлял отделами продаж и маркетинга
  3. 3. Why? • Business Owners: • “I need assets” • “I need market capitalization” • Sales Manager: • “I’d like more ‘warm’ leads” • “I’d like more inbound leads” • Marketing Manager: • “I’d like to see how my job adds value to business” • “I need more data to analyse and make business decisions”
  4. 4. Case #1: Web Traffic www @
  5. 5. Case #2: Conferences ?
  6. 6. Case #3: Marketplaces ?
  7. 7. Who are in trash? • occasional visitor • not our audience • in process of evolving needs
  8. 8. How can we influence? Channel Occasional Visitor Not Our Audience Evolving Needs SEO Can’t On-page optimisation Permission to “become friends” PPC Keywords+ads optimization Keywords+ads optimization Permission to “become friends” Marketplace Projects validation Lead validation Catch contact and permission to “become friends” Conference Business card tips Research Permission to “become friends”
  9. 9. What does it mean? ‘become friends’ manual follow up automation campaigns Not just education, but adding value Permission (personal email, CAN-SPAM, Single Opt-in, Double Opt-in)
  10. 10. Lead Nurturing the process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready (Marketo)
  11. 11. Facts • 35-50% of sales go to the vendors responded first to request (Marketo) • 79% of marketing leads never convert into sales (MarketingSherpa) • 47% larger purchases from nurtured leads than non-nurtured ones (The Annuitas Group) • 61% of B2B leads go to sales (MarketingSherpa) • 27% of leads will be qualified (MarketingSherpa) • 451% increase in qualified leads using marketing automation (The Annuitas Group)
  12. 12. Start • Validation • Scoring • Strategy • Content • Segmentation • Agile
  13. 13. Nurturing Strategy Campaigns Marketo Eloqua Gleanster Pardot Incoming Lead Processing Welcome Qualification Welcome Stay in Touch Education Awareness Top-of-Mind Accelerator Why Us Accelerator Reengagement Lead Lifecycle Accelerate Acquisition Product-Focused New Customer Onboarding Call-to-Action Competitive Drips Customer Loyalty & Retention Re-Engagement Industry Expertise Drips Post-Purchase Promotional Drips OnBoarding Upsell Drip Renewal
  14. 14. How to set up • Buying Roles • Sales Cycle Stages & Timing • Content Creation • Drips • KPI • Test • Analytics
  15. 15. Sales Cycle Stages Stage Variant 1 Variant 2 Variant 3 Variant 4 Variant 5 1 Awareness Awareness Awareness Problem recognition Identification of Needs 2 Evaluation Interest Interest Information Search Establishment of Specification 3 Purchase Desire Evaluation Evaluation of Alternatives Identification of Feasible Solutions 4 Action Commitment Purchase Decision Identification of Feasible Vendors 5 Referral Postpurchase Behaviour Evaluation of Vendors 6 Repeat Vendor Selection 7 Negotiation of Purchase Terms Source: Adapted from Dana-Nicoleta Lascu and Kenneth E. Clow, Essentials of Marketing Source: Philip Kotler and Kevin Lane Keller, Marketing Management
  16. 16. Sales Cycle Stages
  17. 17. Sales Cycle Stages Source: hubspot.com
  18. 18. Sales Cycle Stages Source: zuzamam.com
  19. 19. Sales Cycle Stages Source: zuzamam.com
  20. 20. Sales Cycle Stages
  21. 21. Buying Roles Roles Variant 1 CEO, CMO, CFO 2 CTO 3 Product Manager 4 Tech Lead
  22. 22. Content Mapping Roles CXO CTO Product Manager Tech Lead Visitor Subscriber Engaged Prospects 1. White paper 2. Webinar 3. ……… MQL 1. ROI Examples Papers 2. Releveant Industry Samples 3. …….. SQL Opportunity Recycling Customer Stages
  23. 23. What Can I do in my SMB? Money, money, money
  24. 24. Create Assets! Subscribers, Remarketing Audience, etc
  25. 25. Case #1: Web Traffic www @
  26. 26. Approach Remarketing “Magnets” Subscriber Nurturing
  27. 27. Google Adwords Remarketing #1
  28. 28. Facebook Retargeting Remarketing #2
  29. 29. Facebook Retargeting Remarketing #2
  30. 30. Twitter Retargeting Remarketing #3
  31. 31. Yandex.Direct Retargeting Remarketing #4
  32. 32. VKontakte Retargeting Remarketing #5
  33. 33. Entry Popup “Magnet” #1
  34. 34. Exit Popup “Magnet” #2
  35. 35. Content Blocker “Magnet” #3
  36. 36. “Passive”: guide, white paper, how to “Magnet” #4
  37. 37. Webinar “Magnet” #5
  38. 38. Subscribers Start sending content
  39. 39. Let’s Calculate! • Average values • 2000 contacts, lost opportunities, clients • 10% conversion rate of LP • $15 cost per click • $150 cost per lead • $300,000 of asset
  40. 40. ASSET! You got it!
  41. 41. Case #2: Conferences ?
  42. 42. Rapportive
  43. 43. Social
  44. 44. Google Analytics
  45. 45. ClickTale
  46. 46. CrazyEgg
  47. 47. WebVisor
  48. 48. Yesware
  49. 49. Case #3: Marketplaces ?
  50. 50. “Smart” Demos Think about flow
  51. 51. Lead Nurturing. Free Video Lessons http://www.conformato.org/500
  52. 52. Tenders. Marketplaces. Free Video Lessons http://www.conformato.org/100
  53. 53. СПАСИБО ЗА ВНИМАНИЕ! ! ! facebook.com/eugenekov linkedin.com/in/eugenekovalik conformato.com/eugene

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