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B2B Marketing Summit June 2014 - Exact - Converting visitors into customers

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In this case study of Exact Software, you will see how Exact used marketing automation software (Copernica) to set up a detailed lead nurturing program in order to convert Marketing Qualified leads into Sales Qualified leads. In nearly four months time, Exact was able to convert over 40% of their Marketing Qualified leads to Sales Qualified leads. What exactly is lead nurturing and how can it help you?
Exact sends their prospects relevant and personal emails based on their stored interests and preferences. These emails also play an important role in the entire lead nurturing program. https://www.copernica.com/en/blog/lead-nurturing-in-real-life-business-case-exact-software.



This session will help you understand how to:

- Convert more leads from your website by applying lead scoring

- Apply lead scoring in B2b
- Generate more leads and convert them to sales qualified leads
- Improve results of your Inbound marketing benefit from marketing automation
- Make your content marketing more relevant

Published in: Business, Technology
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B2B Marketing Summit June 2014 - Exact - Converting visitors into customers

  1. 1. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA1 Jasper Kolwijck and Richard Francis LEAD NURTURING IN PRACTICE CONVERTING VISITORS INTO CUSTOMERS
  2. 2. Introduction… LEAD NURTURING IN PRACTICE - EXACT & COPERNICA2 Richard Francis Content Manager Exact Software E: richard.francis@exact.com L: nl.linkedin.com/in/qfrichardfrancis T: @EngelsmanAbroad Jasper Kolwijck Online Marketing Exact Software E: jasper.kolwijck@exact.com L: linkedin.com/in/jasperkolwijck T: @jkolwijck
  3. 3. Agenda LEAD NURTURING IN PRACTICE - EXACT & COPERNICA3  Lead generation  Lead nurturing and leadscoring  Lead nurturing and lead scoring in practice  Takeaways
  4. 4. Exact Software LEAD NURTURING IN PRACTICE - EXACT & COPERNICA4
  5. 5. LEAD GENERATION
  6. 6. Channels  website  conversion LEAD NURTURING IN PRACTICE - EXACT & COPERNICA6 Social Adwords Email DM Display Whitepapers E-book Factsheet Webinar Call me back
  7. 7. A4 A3 A2 A1 B4 B3 B2 B1 C4 C3 C2 C1 D4 D3 D2 D1 But not every visitor is the same LEAD NURTURING IN PRACTICE - EXACT & COPERNICA7 Profilefit Involvement
  8. 8. SQL’s LEAD NURTURING IN PRACTICE - EXACT & COPERNICA8 Social Adwords Email DM Display Webinars References Events RFI Contact
  9. 9. MQL’s LEAD NURTURING IN PRACTICE - EXACT & COPERNICA9 Social Adwords Email DM Display Whitepapers E-book Infographics Video Brochures
  10. 10. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA10 “Lead nurturing is a process by which leads are tracked and developed into sales-qualified leads. Meaning that they are ready and worthy of a salesperson’s time.” (Forrester, 2011)
  11. 11. LEAD NURTURING AND SCORING
  12. 12. Lead generation and lead nurturing LEAD NURTURING IN PRACTICE - EXACT & COPERNICA12 CRM Sales funnel Copernica Campaign data Website Webforms (ETM) Online Channels Campaign data (UTM) CRM Marketing project (code) (Inbound) Marketing Lead generation Nurturing Sales
  13. 13. Automated lead nurturing flow LEAD NURTURING IN PRACTICE - EXACT & COPERNICA13 MQL SQL LOST Profile enrichment If existing profile present New? Opt-in Engagement / profile fit
  14. 14. Lead scoring 14 LEAD NURTURING IN PRACTICE - EXACT & COPERNICA Sent + 1 If SQL + 12 else MQL Unique open Unique click article Unique click CTA 1 / 2 Unique click Call back -1 + 3 + 5 4Brochure Reference 7 Enrich profile 2 Website E-mail Whitepaper 2 + 13
  15. 15. LEAD NURTURING AND LEAD SCORING IN PRACTICE AT EXACT LEAD NURTURING IN PRACTICE - EXACT & COPERNICA15
  16. 16. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA16 PHASE 1: COLLECT AND ENRICH DATA
  17. 17. SEPA campaign 17 Banner Landing page LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
  18. 18. Download the whitepaper 18 Whitepaper +2 points LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
  19. 19. 19 Enrich profile +2 points Confirm and ask for interest field LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
  20. 20. 20 Preference center LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
  21. 21. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA21 PHASE 2: CONTENT
  22. 22. The Buyer Journey LEAD NURTURING IN PRACTICE - EXACT & COPERNICA22
  23. 23. 23 Sync based on profile data Bi-weekly news LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
  24. 24. 24 Segmented content Call to action Mix of other content Sent -1 points Open + 1 points Click CTA + >5 points Click + 3 points Click + 3 points Bi-weekly news – Email scores LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
  25. 25. 25 Bi-weekly news - Dynamic CTA’s Click CTA + 5 points Click CTA + 7 points Click CTA + 13 points LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
  26. 26. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA26 PHASE 3: FOLLOW UP BY SALES
  27. 27. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA27 Automated follow up by Sales Support
  28. 28. Big Data LEAD NURTURING IN PRACTICE - EXACT & COPERNICA28
  29. 29. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA29 RESULTS
  30. 30. Email stats LEAD NURTURING IN PRACTICE - EXACT & COPERNICA30 Segment Open % Clicks % CTO % SQL’s % General 39,95 7,82 19,58 9,1 Manufacturing 45,37 12,96 28,57 13,3 Professional Services 62,68 12,85 20,49 10,2 Wholesale 53,47 14,9 27,88 14,6 Financials 54,74 7,66 14 10,3 Average 43,05 8,83 20,5 11,5
  31. 31. Campaign results LEAD NURTURING IN PRACTICE - EXACT & COPERNICA31  12% conversion MQL to SQL, 40% qualified, 20% in the pipeline and 5% won deals  Pipeline is increasing, marketing costs are lowering  More efficient follow up for our Sales Support  Good collaboration between Marketing and Sales
  32. 32. Take aways LEAD NURTURING IN PRACTICE - EXACT & COPERNICA32  Distinguish between your visitor types (Method MQL / SQL)  Develop content based on the Buying Cycle of your target audience  Evaluate the follow-up with Sales (Support)  Actively monitor the process  Flexible marketing software essential  Full control over execution supports agile, dynamic development
  33. 33. Thank you for the attention and good luck with your lead nurturing! MORE INFO ABOUT COPERNICA? WWW.COPERNICA.COM @COPERNICAUK LEAD NURTURING IN PRACTICE - EXACT & COPERNICA33 QUESTIONS?

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