Presented by:

Liz Woodbridge Account Director, Mardev-DM2

Customer Behavior& Buying Cycle

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)

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…

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

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?

SalesAccepted

Leads

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

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?

What is online demand generation?

$$InquiryMarketing Qualified

Lead (MQL)

Sales Accepted

Lead (SAL)Suspect

Sales Qualified

Lead (SQL)

Evaluate PurchaseLearn JustifyInterest

Marketing validates quality of interest.

Marketing nurtures to

sales ready.

Sales validates and

accepts ownership.

Sales validates

BANT criteria

Sales closes revenue

opportunity.

Customer Buying Process

Sales & Marketing Process

Define opportunities to pull the levers

Deciding

Purchase

Awareness

IntentTarget 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

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

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

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

Lead generation – Tactical

leads

prospects

Campaign Objectives

Lead definition & qualificationwhitepaper download, appointment

Target audience company size, business sector, job title

Collateral Creationcase study, whitepapers, webinars

Channel Selectionemail, digital, telemarketing

Analyse, Optimise and Adapt what’s working – increase what’s not, adapt or switch off

Deliverablesvolumes, timescales, CPL reporting

telemarketing

email

r e

s o

u r

c e

o

p t

i m

i s

a t

i o

n

Reporting

nurtureOnline

Campaign example

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

Pass to Sales

Invite to seminar/live event

Email with whitepaper

Email with case study

Invite to webinar

NU

RT

UR

E

Lead generation – Strategic

Drive a targeted audience to a bespoke microsite dedicatedto 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

Strategic campaign workflow example

Telemarketing

DYNAMIC MICROSITE WhitepapersCase studiesCompetitionsBlogsForumsWebinarsPodcastsRFQ

SEO/PPC

SocialNetworking

Onlineinventory

Gold Leads

Silver Leads

Bronze Leads

Emails &Newsletters

NURTURE

PROGRAMME

Pass to Field Sales

Nurture

FURTHER QUALIFICATION •Budget•Authority•Need•Timescales

TRACKING & SCORINGMonitor level of interest based on :•Email opens•visits to microsite •Downloads•Reading/Posting on BlogsAdvertising

HSBC example

Micro

site

HSBC example

Micro

site

branding / sponsored message

video of presentation

submit questions

slides of presentation

The value of a lead

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)

Practicing

what we

preach

Next Steps

Back end to manage the lead collection process

Cleanse & Score

Filter & TRACK leads

Provide infrastructure for scaling

Integrated demand generation platform

CRM Common analytics platform across all marketing channels

Segmentation, Profiling, and Analytics

Individual Marketing channels

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Event-based, multi-step, multi-channel automationMarketing Automation

Command & controlMarketing Intelligence Dashboard

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

Actionable Insightcombined withAccountable MarketingdeliversIncremental Revenue