The Science of Marketing

439 views

Published on

Marketers now have the ability to easily and precisely capture data, assign values to leads, and predict/drive revenue, all through the use of marketing automation.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
439
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
23
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

The Science of Marketing

  1. 1. The Science of Marketing Malcolm Friedbergwww.demandgen.com DemandGen
  2. 2. Brave New World L E A D Swww.demandgen.com
  3. 3. The customers buying process has evolved in our world of ubiquitous, instant, global communication Harvard Business Review Thomas Stewart, Editor August, 2006www.demandgen.com
  4. 4. … but companies selling processes have for the most part stayed the same. L E A D Swww.demandgen.com
  5. 5. Meet the NEW Marketing… and the NEW Tools.www.demandgen.com
  6. 6. NEW Marketing is Automation & Efficiency 1.  Easily capturing Data 2.  Qualifying Leads and auto-routing to Sales Reps 3.  Scoring Leads to distinguish Low Hanging Fruit from Seedlings that need nurturing 4.  Creating a nurturing path to convert prospects on their timeline 5.  Automating personalized communications with timely and relevant information 6.  Run your marketing operation from Maui with a Blackberry and a Mai Taiwww.demandgen.com
  7. 7. Marketing s Challenge: The Gray Man Syndromewww.demandgen.com
  8. 8. Marketing Qualified Leads (MQL)www.demandgen.com
  9. 9. What s an MQL for YOU? • Meets the requirements of your target buyer • Shows interest in purchasing your solution • Has the authority to make a buying decision • Wants your solution within a reasonable timeframe • Has the budget to purchasewww.demandgen.com
  10. 10. What MQL will do for you?www.demandgen.com
  11. 11. What are these New Marketing Tools?www.demandgen.com
  12. 12. Lead Capturing • Web Forms • Site Notices • Surveys • Trade Shows • Referrals • Call inswww.demandgen.com
  13. 13. Lead Scoring based on Digital Body Languagewww.demandgen.com
  14. 14. Lead Nurturing based on creating a Conversion Pathwww.demandgen.com
  15. 15. Stepwww.demandgen.com
  16. 16. www.demandgen.com
  17. 17. What Leads Should You Target?www.demandgen.com
  18. 18. Define 3-5 Criteria that make a Qualified Leadwww.demandgen.com
  19. 19. Company X s Profile… •  Level - Director and up •  Role - Decision-maker or Influencer •  Size - 2,500+ employees •  Type - In one of twelve industries •  Timeframe - Buying in the next 30 dayswww.demandgen.com
  20. 20. New Marketing Tool for Obtaining Qualification Datawww.demandgen.com
  21. 21. Stepwww.demandgen.com
  22. 22. www.demandgen.com
  23. 23. Scoring: Qualified & Interested •  Qualified – Score based on Qualification Data –  Level, Role, Size, Type, Timeframe –  How well does the prospect match your Criteria for a Qualified Lead? •  Interested – Score based on Observing Behavior –  Does your target act in such a way that suggests they are ready to buy?www.demandgen.com
  24. 24. In the physical world, sales can observe a lead s body language.www.demandgen.com
  25. 25. In the virtual world, how do we observe a lead s digitalbody language?www.demandgen.com
  26. 26. Scoring Digital Body Language • Website visits and how recently • # of visits • # of pages viewed • High value content viewed • When was last visit? • How many offers are they taking on the website? • Which offers are they taking?www.demandgen.com
  27. 27. www.demandgen.com
  28. 28. www.demandgen.com
  29. 29. Interest Scoring = Digital Body Language – BETTER SLIDEwww.demandgen.com
  30. 30. Scoring Result – Is it an MQL? Qualified (Data): Company: ADP Name: Sheila Drenning Age: 27 Location: GA Title: Director, Biz Dev Company Size: 5,000+ Interested (Behavior): Website Visits: 3 Pages Viewed: 14 High-Value Visitor: Yes Watched Demo: Yes Free Trial Signup: Yes Responding to Nurture: Yes On Website Now: Yes Qualification Ranking: A Interest Level: Hotwww.demandgen.com
  31. 31. Lead Scoring Implemented (1) Lead Qualification and (2) Interest Levelwww.demandgen.com
  32. 32. Lead Scoring ROI Before After Lead Scoring Lead ScoringLeads sent to sales Close ratio Revenue per deal TOTAL REVENUE Based on a Survey of 10 Customers doing Lead Scoring for 165 days (under 6www.demandgen.com months)
  33. 33. Knowing how prospects have responded to marketing campaigns before the call is the single biggest factor in uncovering revenue opportunities for our inside sale team - Dir. of Marketing Operations, Googlewww.demandgen.com
  34. 34. Traditional (Limited) Role of Marketing in the Sales Process L D E E A A D L S Swww.demandgen.com
  35. 35. Stepwww.demandgen.com
  36. 36. www.demandgen.com
  37. 37. The Life Cycle of Your Leads Within 24 months Source: Sirius Decisions from YOU or yourwww.demandgen.com competitor 37
  38. 38. You re leaving (3,4,5x) DEALS on the table. 100 6 2 Deals 20 (3) 11 lost Deals 14 Within 24 months Source: Sirius Decisions from you OR YOURwww.demandgen.com COMPETITOR 38
  39. 39. Why won t a MQL buy?www.demandgen.com
  40. 40. Timing? Lack of Information? Confidence? Bottom Line: Not ready to speak with Sales. Nurturing will… •  Allow you to Re-Score existing prospects to sell on customer s timetable •  Keep an open channel of communication •  Reveal the benefits of your solution in Bite-Sized pieces •  Obtain additional qualification and interest information •  Keep your company/product top-of-mindwww.demandgen.com
  41. 41. Nurturing Your Leads • Sales Nurture Extended • Trade Show Nurture Nurture • Post Event Nurture • Webinar Nurturewww.demandgen.com
  42. 42. Lead Nurturing Results Generated 1500 additional responses More than 400 companies re-engaged Those same previously ignored leads turned out to be the best source of qualified opportunities. - VP Marketing, Voxifywww.demandgen.com
  43. 43. How it all comes together… Profiling •  Establishing and Collecting Qualification Data Scoring •  Identifying MQLs for Sales based on QUALIFICATION and INTEREST level, and know if interest is growing or decaying •  Re-Score during the nurturing process Nurturing •  Building a path to conversion on the customer s timetable •  Recapturing dead leads that are actual buyers •  Educating the prospect about the benefits of your product •  Monitoring activity & passing to Sales at the right timewww.demandgen.com
  44. 44. Welcome to the NEW marketing.www.demandgen.com
  45. 45. Please Provide Feedback & Questionswww.demandgen.com
  46. 46. Malcolm Friedberg Malcolm@DemandGen.comwww.demandgen.com
  47. 47. •  Leading Marketing Automation System •  Tight integration with leading CRMs •  400+ customers / 200 employees •  HQ in Toronto, offices North America, UK, Asia •  Venture-backed •  Consulting Partners Like DemandGenwww.demandgen.com
  48. 48. The Root of the Problem… The Chasm between Sales & Marketing S: I want more leads. M: What about last month s? S: Most weren t any good. M: How do you know? S: Because my guys only closed 10% of them.www.demandgen.com

×