Inbound calls are now online searches or web visits, and sales reps are losing sight of customers. Marketing Automation to the rescue!

1. What every
marketer can learn
from B2B
marketing
automation…
Kenny Van Beeck,
Director Marketing Automation
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LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium
LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium
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LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium
LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium
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3. of the buyer’s buying
journey has been completed before the
sales rep establishes contact
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LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium
LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium
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LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium
LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium
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5. Time spent by sales people
15%
31%
16%
11%
Administration
Problem solving
Prospecting
Active selling
Non Value added time
Traveling
18%
9%
Bayler Business School & Alexanderproudfoot.com (2009)
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LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium
LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium
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6. Align Sales and Marketing
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9. Marketing performance
Number of responses needed to make one new customer.
50
1400
Best in Class
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150
Industry
Avg
Passive
Status Quo
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10. Reality of our responses
17.50%
12.50%
Disqualified
Gediskwalificeerd
Ready for sales
Klaar voor verkoop
Lange termijn potentieel
Future potential
70%
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11. Timing is everything
20%
Followed up
80% Not
Followed up
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30%
Qualified
70%
Disqualified
LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium
LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium
20%
Don’t buy
80%
Do buy
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12. Leads?
Profile & demography
Marketing
Qualified
Leads
Nurture zone
Behavior and intent
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13. Where?
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14. Components
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15. In-dept profiling
•
•
Qualify leads in a proper way so they can help sales AND marketing
Get an overall view on the digital behavior of your customer
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16. Define lead scoring
•
•
•
Emails are OK, but think beyond opened and click-through rates
Approach your right audience by intelligent targeting (bant – explicit data)
What about time on site, search, specific page visits time on site
(behavioural – implicit data)
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17. Automate campaigns
•
•
•
Start defining individual nurturing tracks
Automate as much as possible
Learn from their previous online behavior to better target the content
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18. Integrate with CRM
•
If possible integrate this in your CRM for optimal follow-up
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19. The case for Marketing Automation
•
•
•
Is not about MORE leads, but BETTER leads
Optimize your ROI by better targeting
Grow your market by better customer insides
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LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium
LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium
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20. INQ
Alignment
MQL
SQL
MQL
- Procedural
- Clerical
- Definitional
SAL & SLA
SQL
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LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium
LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium
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21. We can help
Get you the
helicopter
view
Booth C18
Thanks
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LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium
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LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium
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