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VOIP Is Enabled, however if you cannot hear               please use web meeting dial in details    Lead Generation Strate...
Housekeeping• Phone lines are muted• Presentation is approximately 50 Minutes  with Q&A• Use the Question feature in GoToW...
Agenda•   Introduction of presenters•   Top 2 lead problems•   How to drive sales through social•   Tying it together with...
Presenters                 Peter Chase                 Executive Vice President and Founder                 Scribe Softwar...
About Silverpop• Digital Marketing Platform  for email marketing and  marketing automation• 5,000 customer brands• Across ...
We all have challenges                       ChangingFunnel waste            buyer                       behavior
Only 5% of leadsyou and I generated in the last month are ready to buy NOW.
Our old funnel (and perhaps yours)
65% of our leads went to waste.
B2B buyer decision cycle               Reconsideration   Satisfaction   Selection                                    Ackno...
Emerging buying cycle gap...               Reconsideration   Satisfaction                                      5%   Select...
Emerging buying cycle gap...               Reconsideration   Satisfaction    problem   Selection                          ...
How we began curing ourselvesThe buying cycle has changed
Prospects are narrowing the field...“During the initial research phase, the surveyshowed 42% of B-to-B buyers evaluate fou...
…almost entirely on their own.         Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.
How we began curing ourselvesHow we began curing ourselves
We realigned Sales/Marketingaround a common language – revenue.
Scoring Leads: Enhance Sales and ROI                                Source: Silverpop Research
Integrated Lead Scoring                             Lead Breakdown                                    A, 600              ...
Introduced a New Lead Scoring Model                     Heavy                              Low                    Interest...
Began routing leads based on scoringMarketing became lead-traffic-controllers
Began routing leads based on score
Introduced nurture programmes                        Media Nurture                        Inbound Demand Gen              ...
Email Nurturing• Level 1: Batch and Blast• Level 2: Simple Drip programs• Level 3: Multi-Track, Multi-Step programs
Sales Visibility (Lead Activity)
Sales Control over Nurturing
The results...• Reduced non-contacted leads from 65% to < 4%.• Increased lead conversion rates by over 2x in 12-months• In...
What tools are needed? CRM System                           Marketing Automation •   Database of record               Plat...
THE 6 KEYS TO STAND OUT SOCIAL MARKETING                                    Mike Lewis                  Author of ‘Stand O...
Connect Questions via Twitter:ABOUT ME…                                                       #standout @bostonmike• CMO, ...
Connect Questions via Twitter:WHY SOCIAL?                                              #standout @bostonmike              ...
Connect Questions via Twitter:THE SALES PROCESS OPTIMIZATION BLOG     #standout @bostonmike
Connect Questions via Twitter:                                                                                   #standout...
Connect Questions via Twitter:                                          #standout @bostonmike   PHASE 1                RES...
Connect Questions via Twitter:THE 6 KEYS & WHERE DELTA STOOD OUT             #standout @bostonmike      Paying            ...
Connect Questions via Twitter:                                       #standout @bostonmike      Paying Attention      The ...
Connect Questions via Twitter:FOR EXAMPLE… LETS SAY WE ARE SELLING…     #standout @bostonmike
Connect Questions via Twitter:Traditionally…       #standout @bostonmike   • Broadcast messages     through multiple chann...
Connect Questions via Twitter:Through Social We Would:                                               @bill Need new shoes ...
Connect Questions via Twitter:                                                        #standout @bostonmike social scoring...
Connect Questions via Twitter:THE BIG THREE OF MONETIZING BY PAYING ATTENTION #standout @bostonmike                       ...
Connect Questions via Twitter:SOCIAL PROSPECTING                                  #standout @bostonmike                 Pa...
Connect Questions via Twitter:IMPLICIT VS EXPLICIT BUYING SIGNALS                        #standout @bostonmikeExample: Pel...
Connect Questions via Twitter:    SOCIAL PROFILE COLLECTION                                      #standout @bostonmike    ...
Connect Questions via Twitter:SOCIAL SCORING                                              #standout @bostonmikeDevelop a s...
Connect Questions via Twitter:DEFINE A PATH TO PURCHASE                   #standout @bostonmike           TRACKING BEFORE ...
Connect Questions via Twitter:BUILD A BEHAVIORAL SCORE MODEL     #standout @bostonmike
Connect Questions via Twitter:SOCIAL SCORING IN ACTION                                                 #standout @bostonmi...
Connect Questions via Twitter:HYPER-TARGETED MARKETING CAMPAIGNS     #standout @bostonmike
Connect Questions via Twitter:REAL LIFE EXAMPLES                                #standout @bostonmike   The Louisville Rea...
Connect Questions via Twitter:FOILED CUPCAKES     #standout @bostonmike
Connect Questions via Twitter:                     #standout @bostonmike                     Mike LewisAuthor of „Stand Ou...
15   years experience       1,000   global partners      12,000   customers worldwideintegrate accelerate™
The Data Integration Gapintegrate accelerate™   Source: The State of Customer Data Integration 2012, Scribe Software
Closing the Gap     10010011101101001111001101     10011001111000111001010011     00100111010100011110001001     100111000...
Closing the Gap     identify| cross-channel         associate| expand contact view     profile| demographics, history     ...
Next Steps       Download the white paper:       www.scribesoft.com/State-of-CDI       Get the book:       www.amazon.com ...
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Lead Generation Strategies for the New Social Consumer

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According to the latest research from Google and the Marketing Leadership Council, the traditional marketing funnel is dead, and consumers today consult an average of 10.4 new media or traditional sources before purchasing.

Join Richard Evans, Director, Partner Marketing and Alliances, from marketing automation leader Silverpop, Peter Chase, founder and Executive Vice President of data integration solutions provider Scribe, and Mike Lewis, social marketing guru and the author of the new popular book " Stand Out Social Marketing: How to Rise Above the Noise, Differentiate Your Brand, and Build an Outstanding Social Presence", and hear the secrets to build lasting relationships with the social consumer.

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Lead Generation Strategies for the New Social Consumer

  1. 1. VOIP Is Enabled, however if you cannot hear please use web meeting dial in details Lead Generation Strategies for the New Social Consumer How to build lasting relationship with the social customerintegrate accelerate™
  2. 2. Housekeeping• Phone lines are muted• Presentation is approximately 50 Minutes with Q&A• Use the Question feature in GoToWebinar panel to submit questions• Questions will be addressed at the end of presentationintegrate accelerate™
  3. 3. Agenda• Introduction of presenters• Top 2 lead problems• How to drive sales through social• Tying it together with integration• Questions & Answersintegrate accelerate™
  4. 4. Presenters Peter Chase Executive Vice President and Founder Scribe Software pchase@scribesoft.com @PeterRChase Mike Lewis Social Media Guru and Author of “Stand Out Social Media” Lewis_mich@yahoo.com @BostonMike Richard Evans Director, Partner Marketing and Alliances Silverpop revans@silverpop.com @rlevansintegrate accelerate™
  5. 5. About Silverpop• Digital Marketing Platform for email marketing and marketing automation• 5,000 customer brands• Across 38 countries• 500 employees
  6. 6. We all have challenges ChangingFunnel waste buyer behavior
  7. 7. Only 5% of leadsyou and I generated in the last month are ready to buy NOW.
  8. 8. Our old funnel (and perhaps yours)
  9. 9. 65% of our leads went to waste.
  10. 10. B2B buyer decision cycle Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Source: R. Jolles Measurement Criteria
  11. 11. Emerging buying cycle gap... Reconsideration Satisfaction 5% Selection Acknowledgment 79% Investigation Decision Source: R. Jolles Measurement Criteria
  12. 12. Emerging buying cycle gap... Reconsideration Satisfaction problem Selection Acknowledgment 2% Investigation Decision 2-3% Source: R. Jolles Measurement Criteria
  13. 13. How we began curing ourselvesThe buying cycle has changed
  14. 14. Prospects are narrowing the field...“During the initial research phase, the surveyshowed 42% of B-to-B buyers evaluate four ormore suppliers, but as they move closer toprocurement, only 26% get quotes from four ormore suppliers.” Source: Chief Marketer, “Adjusting to the Web- Influenced Buy Cycle,” 22 March 2010
  15. 15. …almost entirely on their own. Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.
  16. 16. How we began curing ourselvesHow we began curing ourselves
  17. 17. We realigned Sales/Marketingaround a common language – revenue.
  18. 18. Scoring Leads: Enhance Sales and ROI Source: Silverpop Research
  19. 19. Integrated Lead Scoring Lead Breakdown A, 600 B, 2000 D, 6500 C, 2500
  20. 20. Introduced a New Lead Scoring Model Heavy Low Interest Interest Right Fit A 1 2 3 4 B 1 2 3 4 C 1 2 3 4 D 1 2 3 4 Not a Fit Sales DG Mktg Dead
  21. 21. Began routing leads based on scoringMarketing became lead-traffic-controllers
  22. 22. Began routing leads based on score
  23. 23. Introduced nurture programmes Media Nurture Inbound Demand Gen Event Follow-up Open and Re-Engage Silverpop on Silverpop Dead/Lost
  24. 24. Email Nurturing• Level 1: Batch and Blast• Level 2: Simple Drip programs• Level 3: Multi-Track, Multi-Step programs
  25. 25. Sales Visibility (Lead Activity)
  26. 26. Sales Control over Nurturing
  27. 27. The results...• Reduced non-contacted leads from 65% to < 4%.• Increased lead conversion rates by over 2x in 12-months• Increased marketing-generated revenue by more than 100% in 12- months – Marketing generated over 70% of total sales revenue• Increased opportunity creation to support 50% increase in sales team size
  28. 28. What tools are needed? CRM System Marketing Automation • Database of record Platform • Lead and opportunity tracking • Lead management • Pipeline opportunity reporting • Lead Scoring • Sales process management • Lead Routing • Lead Alerts to Sales • CRM integration for sales-initiated campaigns • Publishing and outbound marketing • Nurtures and email marketing • Landing pages for lead generation • Reporting • Sales view into marketing activity • Sales view into lead score, rank and behaviour
  29. 29. THE 6 KEYS TO STAND OUT SOCIAL MARKETING Mike Lewis Author of ‘Stand Out Social Marketing’ Vice President of Marketing & Sales Awareness, Inc. @bostonmike mike@standoutsocialmarketing.com
  30. 30. Connect Questions via Twitter:ABOUT ME… #standout @bostonmike• CMO, Peoplefluent• Boston native, father of 2• Active blogger, tweeter, and social media enthusiast• Author, Stand Out Social Marketing, McGraw-Hill, Nov 9, 2012 Blog: StandOutSocialMarketing.com Facebook: Facebook.com/standoutsocial Twitter: @bostonmike
  31. 31. Connect Questions via Twitter:WHY SOCIAL? #standout @bostonmike VS. Differentiatio Enterprise n SMB Heavy Sales Process Little-to-No Sales Process Optimization Management
  32. 32. Connect Questions via Twitter:THE SALES PROCESS OPTIMIZATION BLOG #standout @bostonmike
  33. 33. Connect Questions via Twitter: #standout @bostonmike PUBLISH PHASE 1 ENGAGE Differentiate MONITOR Publish to Multiple ABOVE the Social DestinationsProspect for conversations Engage with Prospects Funnel ACQUIRE LEADS ABOVE THE FUNNEL PHASE 2 Identify & Drive Higher QUALITY leads SCORE AND TARGET with OFFERS PHASE 3 CONVERT Increase Conversions
  34. 34. Connect Questions via Twitter: #standout @bostonmike PHASE 1 RESULTS: Differentiate ABOVE the MORE „AT-BATS‟: Funnel 1 Went from competing in 1 of 5 deals to 3 of 5 deals vs SFDC BETTER TARGETS: PHASE 2Identify & Drive 2 Engaged with the RIGHT audience vs.Higher QUALITY ANYONE interested leads HIGHER 3 CONVERSIONS: Win rate rose from PHASE 3 30% to 60% in deals Increase vs SFDC Conversions
  35. 35. Connect Questions via Twitter:THE 6 KEYS & WHERE DELTA STOOD OUT #standout @bostonmike Paying Interaction Content Attention Presence Management Measurement
  36. 36. Connect Questions via Twitter: #standout @bostonmike Paying Attention The Heart of your social strategy Involves Paying Attention to behaviors and individualsFocus area: Paying attention tobehavior to drive salesKey Concepts:•Social Prospecting•Social Scoring
  37. 37. Connect Questions via Twitter:FOR EXAMPLE… LETS SAY WE ARE SELLING… #standout @bostonmike
  38. 38. Connect Questions via Twitter:Traditionally… #standout @bostonmike • Broadcast messages through multiple channels • Collect Data and Demographically target • Open stores in areas of audience concentration • Drive people to online or offline purchases
  39. 39. Connect Questions via Twitter:Through Social We Would: @bill Need new shoes #standout @bostonmike for the office party. What to buy? • Listen for individuals who show Need shoes? We have the largest selection & 20% discount so you look a likelihood of buying great at the party http://bit.ly/45hdf • Target: month 2 in marathon training. Feeling better  Hyper-target individuals with everyday contextual offers and content Dude! If you need a new pair of kicks check these out http://bit.ly/jhgk - We will power you on the big day!  Identify Contextual Influencers HUGE ski trip with the guys  Market to a widget next month! Can’t wait! enthusiast group on Facebook Looking for new ski boots? 10% of for you today http://bit.ly/jhgk  Contextual groups (or create one) UGH! I hate back to school shopping for the kids! We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgk
  40. 40. Connect Questions via Twitter: #standout @bostonmike social scoring = finding prospects & converting them toHigh potential to customers Customer & buy Influencer Partner Candidate Advocate
  41. 41. Connect Questions via Twitter:THE BIG THREE OF MONETIZING BY PAYING ATTENTION #standout @bostonmike Social Prospecting Automated Social Profile Collectio Social Scoring
  42. 42. Connect Questions via Twitter:SOCIAL PROSPECTING #standout @bostonmike Pay attention to the conversations and actions that demonstrate a liklihood of sale. Identifying buying signals and listen for them. Example: Pella Windows
  43. 43. Connect Questions via Twitter:IMPLICIT VS EXPLICIT BUYING SIGNALS #standout @bostonmikeExample: Pella Windows Explicit Implicit “Looking to buy new windows. “Ugh… I can‟t get Anyone have this draft to stop! experience with It‟s cold in here!” Pella?” “What is the Just starting work cheapest place to on the new buy new windows?” addition! Just bought the “Looking for a new house and am recommendation getting ready to on windows…” move next week!!
  44. 44. Connect Questions via Twitter: SOCIAL PROFILE COLLECTION #standout @bostonmike Collected the publically available profile information on the individuals engaging in your specific conversations. Engagement on brand owned social destination Participation inPublic Posts and actions Facebookon Social Networks like: contests, Downloads, et Social Profile
  45. 45. Connect Questions via Twitter:SOCIAL SCORING #standout @bostonmikeDevelop a scoring criteria that is dynamic and identifies individuals basedon actions over time.
  46. 46. Connect Questions via Twitter:DEFINE A PATH TO PURCHASE #standout @bostonmike TRACKING BEFORE DIRECT ENGAGEMENT
  47. 47. Connect Questions via Twitter:BUILD A BEHAVIORAL SCORE MODEL #standout @bostonmike
  48. 48. Connect Questions via Twitter:SOCIAL SCORING IN ACTION #standout @bostonmike +10 points Visited page +10 points “Any recommendations for product?” +5 points Prospective Joined Facebook buyer page +5 points “looking to buy something…”
  49. 49. Connect Questions via Twitter:HYPER-TARGETED MARKETING CAMPAIGNS #standout @bostonmike
  50. 50. Connect Questions via Twitter:REAL LIFE EXAMPLES #standout @bostonmike The Louisville Real Estate Agent IBM Generates Millions by Listening for Leads 30% conversion rate on leads sourced via Twitter TriNet Listens for „events‟ and Roger Smith Hotel attracts sells software guests
  51. 51. Connect Questions via Twitter:FOILED CUPCAKES #standout @bostonmike
  52. 52. Connect Questions via Twitter: #standout @bostonmike Mike LewisAuthor of „Stand Out Social Marketing‟ Chief Marketing Officer, Peoplefluent @bostonmike mike@standoutsocialmarketing.com
  53. 53. 15 years experience 1,000 global partners 12,000 customers worldwideintegrate accelerate™
  54. 54. The Data Integration Gapintegrate accelerate™ Source: The State of Customer Data Integration 2012, Scribe Software
  55. 55. Closing the Gap 10010011101101001111001101 10011001111000111001010011 00100111010100011110001001 10011100011100110101000110 010101010101010101001010 big data| unstructured, chaotic 1101110101010101101100 01010001010010011011 anonymous| ubiquitous 011001111000111000 01010101010101001 1001110101000111 tiny actions| structured, repeatable right person| right time enormous results| new opportunities growth| lifetime customer valueintegrate accelerate™
  56. 56. Closing the Gap identify| cross-channel associate| expand contact view profile| demographics, history personalize| preferences, opinions engage| event driven listen| prioritize, work backwards, iterateintegrate accelerate™
  57. 57. Next Steps Download the white paper: www.scribesoft.com/State-of-CDI Get the book: www.amazon.com 10 attendees will be notified in the next hour that they’ve won 1 of 10 autographed copies!integrate accelerate™

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