The document discusses lead generation and the customer buying cycle. It notes that most leads are not followed up on properly by sales. It then explores understanding the customer, defining leads, and scoring and nurturing leads to improve return on investment. It also discusses integrating online and offline lead generation strategies across the customer's buying cycle to drive prospects through various stages from suspect to qualified lead.

1. Presented by: Liz Woodbridge Account Director, Mardev-DM2 Customer Behavior & Buying Cycle

2. Did you know? 69% of leads get no follow-up from sales (Gartner) Only 10% of leads are followed up correctly by sales (Aberdeen Group) Measuring & increasing qualified lead gen results is one of the top 3 marketing issues for board directors (IDC)

3. What is expected of marketers? Who is the “Customer”? … and how do they buy? What is a “lead” … and what is involved with generating one? What is online lead generation … and where does it fit in the customer’s buying cycle? The value of a lead Scoring and nurturing your leads to improve ROI What we will be exploring…

4. Who is the customer? Understand the state of your internal data 25-30% of customer data is incomplete or inaccurate 75-80% of prospect data is incomplete or inaccurate Quality data allows you to: Segment Profile Model Target Measure Source: Direct Marketing Association

5. Marketing & Sales Challenges Marketing What does your customer journey look like? What existing collateral is working for you? Where are the content gaps? How are prospects and dropped leads being nurtured? Sales What does a prospect look like? What does a lead look like? What are the conversion rates from leads? What are the timescales? What is the sales drop rate of marketing generated leads? Sales Accepted Leads

6. What currently passes for Customer Engagement? A business card collected at a trade fair A click-thru on an email A white paper download An amorphous mass of un-measurable or un-attributable web analytics

7. Is this a problem? Does any one activity represent proper engagement? How can this activity be turned into demand? How and when should we send prospects to sales? Will the leads be followed up? How will you ensure that the lead is followed up, conversion to sales is monitored and return on marketing investment is measured? How will you demonstrate your revenue contribution?

8. What is online demand generation?

9. $$ Inquiry Marketing Qualified Lead (MQL) Sales Accepted Lead (SAL) Suspect Sales Qualified Lead (SQL) Evaluate Purchase Learn Justify Interest Customer Buying Process Sales & Marketing Process Define opportunities to pull the levers Marketing validates quality of interest. Marketing nurtures to sales ready. Sales validates and accepts ownership. Sales validates BANT criteria Sales closes revenue opportunity.

10. Deciding Purchase Awareness Intent Target Group Customer Advertising/ promotion Lead generation Keep the customer engaged Webpage / SEO Banner ads Sponsored content Print ads Newsletters Events Rich media banners Partner mailings Inserts Response cards Sponsored email Whitepapers Webcasts Referrals Listing Quotes E-Commerce Direct What you can do to keep the conversation going throughout the buying cycle

11. Future campaigning Agree on lead qualification and audience criteria with sales Create library of engagement content Launch online campaign, SEO/SEM, email, e-newsletters, advertorial, Online PR, Social networking campaign, to fill the top of the sales funnel Drive traffic to engaging and educational content Monitor and score response to determine development of lead towards a sale – NURTURE Confirm that score is equal to ready to buy and pass to sales team for conversion

12. Moving Up The Lead Value Chain Lead Definition Lead Generation Process # of leads Lead Characteristics Sales Opportunity – ready to buy - Largely sales force task Low Hot Pre-qualified lead – some information known about purchasing requirements - High degree of interaction required with prospects, integration of online and offline channels to identify prospective need. May include email, online, telemarketing, direct mail. Medium to Low Warm Prospects – indicated definite interest Search - Permission marketing High to Medium Warm Profiled Suspects – higher propensity to purchase Segmentation, modelling of databases richer demographics or information High Cold to Lukewarm Suspects - Lists with some demographics High Cold

13. Solution objectives Integrated marketing activity Address customer needs based on their online behaviour and where they are in the buying cycle Use a broad range of media channels to fill the funnel Don’t push the prospect down a predefined path allow them to pick the route. Focus on increasing/improving ROMI Ensure measurability and accountability Utilize technology to ensure we produce reactive, transparent, fully optimised campaigns

14. Lead generation – Tactical leads prospects Campaign Objectives Lead definition & qualification whitepaper download, appointment Target audience company size, business sector, job title Collateral Creation case study, whitepapers, webinars Channel Selection email, digital, telemarketing Analyse, Optimise and Adapt what’s working – increase what’s not, adapt or switch off Deliverables volumes, timescales, CPL reporting tele marketing email Online r e s o u r c e o p t i m i s a t i o n Reporting nurture

15. Campaign example Pass to Sales NURTURE Telephone to Qualify LEAD meets Gold criteria i.e 500+ pc’s and B.A.N.T LEAD meets Silver criteria i.e 50 – 499 pc’s and A+N - T Invite to seminar/live event Email with whitepaper Email with case study Invite to webinar

16. Lead generation – Strategic Drive a targeted audience to a bespoke microsite dedicated to engaging prospects around specific propositions Once on the microsite, some prospects will readily complete a form indicating their specific and time-bound interest - most prospects will not To drive demand and capture interest over a period of time with future prospects, we will observe the detailed digital footprint of the non responder and nurture their interest via: completed forms white papers demos and downloads pattern of clicks what they looked at how long they spent on the site

17. Strategic campaign workflow example NURTURE PROGRAMME Pass to Field Sales Nurture FURTHER QUALIFICATION Budget Authority Need Timescales TRACKING & SCORING Monitor level of interest based on : Email opens visits to microsite Downloads Reading/Posting on Blogs Telemarketing DYNAMIC MICROSITE Whitepapers Case studies Competitions Blogs Forums Webinars Podcasts RFQ SEO/PPC Social Networking Online inventory Gold Leads Silver Leads Bronze Leads Emails & Newsletters Advertising

18. HSBC example Microsite

19. HSBC example Microsite branding / sponsored message video of presentation submit questions slides of presentation

20. The value of a lead

21. Dynamic Lead Scoring Model Score on Profile Fit and Level of Engagement Level of Engagement 1 = Showing buyer interest 2 = Showing some interest 3 = Not enough information 4 = Inactive Profile Fit A = Target fit (BANT qualified) B = Potential fit (nurture) C = Not high enough now D = Not a fit Don’t send unqualified leads to sales… Nurture. Nurturing programs generate on average: 7-10% increase in marketing qualified lead (MQL) generation > 50% acceptance from sales (SAL)

22. Practicing what we preach

23. Next Steps Back end to manage the lead collection process Cleanse & Score Filter & TRACK leads Provide infrastructure for scaling

24. Integrated demand generation platform CRM Common analytics platform across all marketing channels Segmentation, Profiling, and Analytics Individual Marketing channels marketing email sales email chat direct mail advertising keyword search telemarketing landing pages Web forms Event-based, multi-step, multi-channel automation Marketing Automation Command & control Marketing Intelligence Dashboard

25. Critical Success Factors for Revenue Generation? Marketing aligned to the BUYER’s cycle Sales involvement at the beginning and throughout the campaign Test value propositions & Calls to Action with Sales Optimise all marketing channels Ability to respond to market changes in ‘real time’ Efficient & productive operational model & processes Agreed lead definition with Sales Defined lead management process Closed loop reporting & analysis

26. Actionable Insight combined with Accountable Marketing delivers Incremental Revenue