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How to nurture good sales leads - Lead Generation

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Lead nurturing is the defining act that turns a lead into a prospect, and a prospect into a sale. Yet it is often the part of the process which is most neglected. Perhaps this is why an estimated 79% of leads never convert into a sale, according to MarketingSherpa.

Stickyeyes webinar, on Thursday 8th November 12.30-1.30 (BST), presented by Stickyeyes Demand Generation Director, Phil McGuin discussed the four key stages of lead nurturing that:
- raise awareness and perception of your brand;
- convince your prospects of your credentials; and
- convert those leads into a positive commercial action.

You can listen to the webinar on-demand at https://www.brighttalk.com/webcast/16065/337312

Or view more of Stickyeyes free whitepapers, webinars and blog posts at https://www.stickyeyes.com/

Published in: Marketing
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How to nurture good sales leads - Lead Generation

  1. 1. How do you nurture good sales leads? Part2:LeadGenerationWebinarSeries PhilipMcGuin DirectorofDemandGeneration
  2. 2. Webinar Part 2 How do you nurture good sales leads? 8th November 12.30-13.30
  3. 3. About the Webinar Part 2: Focused on lead management infrastructure & campaign nurturing techniques. 1. The most common lead management challenges 2. Three pillars of acquisition management 3. Inbound & ABM lead generation strategies 4. Marketing & Sales Automation Solutions 5. Technical Automation Architecture 6. Implementation Processes 7. Life Cycle Management 8. Lead & Sales Nurturing Deployment Process 9. Case Study: Stickyeyes
  4. 4. Part of the IPG network. Over 50,000 employees in more than 130 countries around the globe.
  5. 5. Our services.
  6. 6. Lead Generation Guide About the Guide This guide is for marketing and business development managers, departmental heads and C-level decision makers with a responsibility for marketing and sales performance. It will discuss a number of models for generating, managing and converting leads, and highlight the efficiencies that marketing automation can deliver to this process. It will also provide a useful guide to marketing practitioners looking to implement or develop their own marketing automation strategy.
  7. 7. Acquisition Management. End-to-end acquisition management encompasses best practice lead generation & lead nurture. BRAND DEVELOPMENT & LEAD GENERATION MARKETING & SALES AUTOMATION LEAD, SALES NURTURING & EMAIL CAMPAIGN MANAGEMENT OWNED EARNED PAID MARKETING AUTOMATION, E.G. HUBSPOT / MARKETO SALES AUTOMATION, E.G. SALES FORCE, MS DYNAMICS DEVELOPMENT & DEPLOYMENT OF EMAIL MARKETING CAMPAIGNS AS WELL AS LEAD NURTURING STRATEGIES Curation of leads from P4P, SEO, Biddable Media, PR etc. Strategies & technical process for routing leads into the business marketing & sales pipeline Nurturing of leads across the sales life cycle process. Part 2 of webinar seriesPart 1 of webinar series
  8. 8. Inbound & ABM Strategy Successful lead generation is about integrating your inbound strategy into your outbound strategy i.e Account Based Marketing (ABM). Inbound Marketing New Lead Generation Account Based Marketing Lead Nurturing Attract people to your site & get them to fill out forms Nurture them with automated email Identify target companies Nurture relationships that lead to opportunities Engage them with targeted personalised campaigns Identify target Companies
  9. 9. Automation Solutions Marketing & sales automation consist of two distinct yet complementary solutions designed to manage the full life cycle process Marketing Automation Automated management of lead capture, marketing campaigns & lead nurture process Sales Automation Automated management of the lead & sales life cycle process
  10. 10. Automation Landscape Sales Engagement Meeting / Demo Sales Nurture Start Work / Deliverables Direct Sales Team Request Proposal / Quote Submit Proposal / Quote No Yes Proposal / Q Accepted Negotiation / Review Contract Signed Yes No End of Sales Process No Campaign Deployment Marketing Team New Lead Generation & Lead Nurture Campaign Strategy Sales AutomationMarketing Automation Customer Requirement Qualification Outbound Sales Team Yes No Or Relationship Management
  11. 11. Marketing Automation Architecture Non Valid Persona Valid Lead Non Valid LeadPersona (Profile) Workflow Persona 1 Persona 2 Persona 3 Persona 4 Lead Score Sales Life Cycle Process Lists & Data Segmentation Align programmes to Customer Buying Journey Lead Nurture and Email Campaigns Web Assets & ContentData Capture Apply Valid Opt-in Rules Evidence GDPR Compliance Core Persona Database Internal Alerts Marketing Alerts Sales Alerts
  12. 12. Sales Automation Architecture Sales Life Cycle Process Closed Won / X-Sell Closed, Up sells and cross sells and maintaining customer loyalty. Leads Prospect has exchange information but does not meet your qualification criteria. MQL Prospect has exchange information and meets your qualification criteria. SQL Prospect is directly engaged with you sales team / representative Opportunity Define opportunity value with the prospect i.e. requirement SNP Email 1 SNP Email 2 SNP Email 3 SNP Email 4 Lead drops out of life cycle process, routed into automated sales nurture programmes Lead disengages from sales nurture route back into marketing nurture
  13. 13. PERSONA / PROFILE CONFIG DATA MAPPING & INTEGRATION LEAD DATA CAPTURE & STORAGE LEAD QUALITY SCORING ASSET & TEMPLATE CREATION CAMPAIGN FULFILMENT Marketing Automation The below provides a 6 stage framework for the implementation an eCRM / Marketing automation systems i.e. Hubspot, Marketing, Pardot & Marketo Personas / Profiles are the backbone to the automation set- up, allowing you to collect valid leads for emails campaign. The stage of ensuring that you have the correct data requirement for processing your leads. Lead data capture is the process of collecting relevant lead information for your email campaigns Lead scoring is a method of ranking the quality of your leads based on key engagement criteria's. Email / landing page assets / templates are the infrastructure that allows us to deploy campaigns. End-to-end fulfilment including email delivery, follow-up nurturing, reporting etc.
  14. 14. SALES GOALS & OBJECTIVES MAPPING SALES CYCLE SALES DATA LANDSCAPE CRM PROCESSES & CAPABILITY LIFE CYCLE MANAGEMENT SALES REPORTING Sales Automation The below provides a 6 stage framework for the implementation an sale automation system i.e. Hubspot Sales, Salesforce, MS Dynamics The primary goal is to determine the type & blend of KPIs & the sales processes overall performance / gaps This stage is about understanding the outbound & direct sales teams processes & mapping it’s structure This stage is about identify the sales data landscape & determine how this is shapes the sales process. This stage is about developing the capability of the sales tactics team around eCRM, call management, tasks and activities This stage is the processes building the sales life cycle process i.e MQL, SQL, Opps, Closed Won / Lost. This stage is about developing the end-to-end campaign, lead generation & sales reports.
  15. 15. Sales Life Cycle Management Top of Funnel Middle of Funnel Bottom of Funnel Closed Won / X-Sell Closed, up-sells and cross-sells, and maintaining customer loyalty. Leads Prospect has exchange information but does not meet your qualification criteria. MQL Prospect has exchange information and meets your qualification criteria. SQL Prospect is directly engaged with you sales team / representative. Opportunity Define opportunity value with the prospect i.e. requirement. Volume of Closed Won Revenue / Units sold Volume of X-Sells Lead Volume Cost Per Lead Volume of MQLs MQL Quality Score Volume of SQLs Volume of Opportunity Value of Opportunity Value of Pipeline
  16. 16. Lead & Sales Nurturing Nurturing & Email Campaign Management
  17. 17. Lead Generation & Nurture A lead generation strategy needs to have a robust balance between the generation of new leads and their ongoing nurturing across the pipeline. New Leads The generation of new leads that meet an initial quality score or conversion criteria. Nurturing Leads The ongoing nurture of lead data that engages & transitions them across the sales pipeline. Qualifying Leads Build a profile of a lead where we understand their needs and requirements. Sales Ready Engaged leads that have a robust qualification criteria and are sales ready.
  18. 18. CAMPAIGN CRITERIA & OBJECTIVES DATA MANAGEMENT CAMPAIGN CONTENT ASSET AUDIT & MAPPING CAMPAIGN DELIVERY CAMPAIGN FULFILMENT Nurturing & Email Management We provide a best in class lead nurture & email campaign management service via automation solution is such as Eloqua, Pardot, Marketo etc Detailed campaign brief considering KPIs, proposition, messaging, timescales, regulations etc. Collection of relevant campaign data and detailed understanding of audience & segmentation etc . Creation and adaptation of all necessary content assets required to fulfil the campaign strategy. Audit of email / landing page templates and aligning of content for a seamless campaign. Creation of campaign journey & delivery sequences including time frames & scoring End-to-end fulfilment including email delivery, follow-up nurturing, reporting etc.
  19. 19. Data Management DATA AUDIT DATA SEGMENTATION DATA SYNC CONSIDERATIONS DATA POINTS / REPORTING What type of data will be used for the campaign & what is its quality? For example: What stage within the life cycle process i.e. TOFU, MOFU or BOFU What will be the data segmentation strategy for the campaign? For example: Job function, country, product & engagement based segmentation. What data syncing consideration do we need to consider? For example: Syncing consideration with Marketing Automation and Sales Automation Solution. What data points are for critical reports & campaign insight? For example Contact data fields also lead sourcing & engagement metrics This involves the process of understanding data quality and preparing the ground work for campaign segmentation.
  20. 20. Content Nurture Strategies Educate Strategies (Develop awareness & consideration around a specific challenge or issues) Enable Strategies (Develop interest in a specific solution, service or product) Closure Strategies (Facilitate decision making in a specific solution, service or product) Retain Strategies (Add value, upsell and / or x-Sell) Low Volume High Volume Top of Funnel Bottom of Funnel A content nurture strategy is the process of determining the type of content that is going to be used at different stages within the buying cycle. Middle of Funnel Medium Volume
  21. 21. Supporting Campaigns Asset 1 EMAIL TEMPLATES What type & volume of email templates are required? For example: Newsletter, solus acquisition, hybrid nurture, text and / or sales style templates 2 LANDING PAGE TEMPLATES What type & volume of landing pages templates are required? For example: Informational pages, microsite, click engagement & form based landing pages, also data capture considerations 3 CONTENT ASSET MAPPING How is content going to be mapped & deployed onto email & landing pages? For example: Content hierarchy on the email templates, subject lines, headlines, position of calls to actions
  22. 22. CONTENT JOURNEY TECHNICAL SEQUENCE ENGAGEMENT / SCORING SCHEDULING What is the content journey & how many stages are involved? For Example: Newsletter content, stand lone content, multi step sequenced or nurture content, integrated content journey (i.e. events, webinars) What are technical sequencing consideration for deployment? For Example: Campaign streams, triggers, contact strategy and sequence type i.e. linear, dynamic. How is engagement measured & what techniques are used? For Example: Deployment of demographic & behavioral scoring metrics & criteria to measure campaign engagement What is the campaign scheduling timeframe & delivery dates? For Example: Agreed times frame for broadcasting & delivery campaigns including follow-up & fulfillment. Campaign Delivery The campaign delivery wraps the CBJ into a seamless technical sequence, engagement criteria & broadcast schedule.
  23. 23. Campaign Fulfilment REPORTING What type of metrics & data points are need for campaign reporting? For example: OOTB metrics, calculated data points, campaign vs content vs business reporting FOLLOW-UP What type of follow-up processes need to be deployed? For example: Sales vs marketing follow- ups, engagement notifications, internal alerts etc INSIGHTS What campaign insights are needed to drive campaign strategy? For example: Educate, build community, nurture, develop awareness, drive acquisition FEEDBACK How & in what format is campaign performance feedback? For example: Weekly / monthly reporting. Tactical updates and strategic reviews.
  24. 24. Case Study – Stickyeyes 90 Day Content Marketing Plan
  25. 25. Campaign Objectives Below is a breakdown of the primary campaign objectives & goals for Stickyeyes. 1. Maximise shelf life of high value content & thought leadership 2. Build a content consumption profile for future campaigns 3. Deploy multi stage nurturing to maximise content shelf live 4. Utilise nurturing content to nurture leads from MQL to SQL 5. Also reengage cold or lapsed leads. 6. Utilise lead scoring / click based nurturing to drive higher lead volume. 7. Provide the sales team with a higher quality of lead.
  26. 26. ABM Campaign Strategy The strategy utilises ABM strategy to target specific account & target groups, it then serves specific content at different stages within the life cycle process. Target Account & Groups Engaged Accounts & Groups Marketing Qualified Leads Sales Qualified Opportunities Target Customer Profile Closed Won Life Time Value
  27. 27. Campaign Content Objectives Setting the Campaign Objectives 1. Utilise soft content to nurture leads. 2. Utilise content chunking for economies of scale. 3. Click based engagement. 4. Utilise lead scoring to track engagement. 5. Staged nurture sequence & process.
  28. 28. 90 Day Content Marketing Plan The 90 Day Content Marketing Plan This white paper is a high value assets that provides marketers detailed insights into how they can create and deploy a marketing plan. Nurture Campaign Goals The goal is to breakdown the main themes of the report and use a drip campaign to show case each topic in detail. By chucking down these key themes this allows Sickyeyes to capitalise on the reports content width & depth in order to maximise audience reach, interest and downloads. The nurture sequence will have scoring system to track engagement.
  29. 29. Content Chunking Benefits of chunking • Severing multiple messages. • Maximising audience reach. • Offering complementary content. • Nurtured into brand / services. • Maximising content shelf life. • Tracking engagement type. Day 1-15 Assess & Understand Day 16 - 35 Strategies & Plan Day 36 – 80 Build & Execute Day 80 - 90 Respacing / Meanwhile Use
  30. 30. Engagement Strategy Primary Email Campaign Content Day 1-15 Assess & Understand Day 16 - 35 Strategies & Plan Day 36 – 80 Build & Execute Day 80 - 90 Measure & Review X 15 days cadence X 35 days cadence X 80 days cadence
  31. 31. Engagement Strategy Content Bloc Content Type Call to Action Lead Score Primary Trends Report Link to PDF 10 Points Secondary Blog Post Link to Article Page 5 Points Tertiary Service Content Link to Service Page 10 Points Each Engagement Process & Criteria - Lead score threshold of 20 points - Automatically routed to sales if threshold reach - Below score threshold retained in sequence - Follow-up dedicated services email sent to reinforce qualification Secondary Content Primary Content Tertiary Content 90 Day Content Marketing Plan
  32. 32. Engagement Strategy Email Campaigns Email 1 Email 2 Email 3 Email 4 Email 5 Email Focus Primary Content Secondary Content Tertiary Content Thought Leadership Day 1-15: Assess & Understand Related Blog Article Product / Services Content Thought Leadership Day 16 -35: Strategies & Plan Related Blog Article Product / Services Content Thought Leadership Day 36 -80: Build & Execute Related Blog Article Product / Services Content Thought Leadership Day 80 – 90: Measure & Review Related Blog Article Product / Services Content Product & Services Product / Services Content i.e content management services Case Study 1 Case Study 2
  33. 33. Lead & Sales Nurturing DAY 1 TO 15 Assess & Understand DAY 16 TO 35 Strategies & Plan DAY 36 TO 80 Build & Execute DAY 80 TO 90 Measure & Review Score Threshold - Yes Score Threshold - Yes x15 Days Cadence SALES Personalised follow-up by sales Score Threshold - Yes P4P Thought Leadership Content BIDDABLE Thought Leadership Content x35 Days Cadence x3 Days Cadence SALES Relationship Development Yes No No LeadGenerationLeadNurtureSalesNurture MQL - YES MQL - YES Yes Long Term Marketing Nurture
  34. 34. Campaign Performance Email Delivery Rate Opens Open Rate Clicks Click Rate 1st Email 98.49% 2286 24.02% 408 4.29% 2nd Email 99.56% 2074 22.44% 279 3.06% 3rd Email 99.74% 1762 20.23% 149 1.71% 4th Email 99.64% 1468 17.19% 70 0.82% 5th Email 99.73% 1627 19.33% 67 0.80% Average 99.43% 20.64% 2.14% Key Insights Campaign generated 367 leads that reached required score threshold.
  35. 35. Follow-up Nurture Content Engagement Base Follow-up
  36. 36. Lead Generation Guide About the Guide This guide is for marketing and business development managers, departmental heads and C-level decision makers with a responsibility for marketing and sales performance. It will discuss a number of models for generating, managing and converting leads, and highlight the efficiencies that marketing automation can deliver to this process. It will also provide a useful guide to marketing practitioners looking to implement or develop their own marketing automation strategy.
  37. 37. Thank you

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