How to prioritize your leads

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How To Prioritize Your Leads


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Today’s Presenter

Nidhi Raj Puri Manager Marketing

[email protected] @nidhirajpuri


Agenda

1. The Failure of demographics

2. Three layers of segmentation

3. Lead scoring programs

4. Building a behavioral data: lead

nurturing

5. Targeted Messages


THE FAILURE OF

DEMOGRAPHICS 1


The Failure of Demographics

• Demographics have defined markets since the 50’s

• Messaging centered around conformity & narrow ideals


The Failure of Demographics

Access

+

Choice

_________________

Increased Fragmentation

& Accelerated Change


The Buyer’s Journey has Changed


Vendor Control Over the Buying Process is Over


A New Approach

Demographics

Psychographics (Persona)

Behavior

Digging Deeper: Three Layers of Segmentation


Segmentation for Improving Conversion Rate

of marketers rank segmentation

as the third most valuable

method for improving

conversion rates

96%


THREE LAYERS OF SEGMENTATION 2


Demographics

Demographics & Firmographics

You’ve got this covered!


Demographics

Age: 30

Gender: Male

Job Title: IT Director

Location: Singapore


Persona

Demographics map

desktop

Psychographics (Persona)

• Avatars for your primary buying groups

• Defines buyer’s personality, values, attitudes, interests, and lifestyle

• Defines buyer’s primary goals & concerns, as related to your product


Persona

desktop

Data Collection - How

• Customer focus groups

• 1-to-1 customer interviews

• Internal interviews

Data Collection – What

• What is their job level and job function?

• What keeps them up at night?

• What are their personal and professional goals / aspirations?

• Where do they spend time online?

• What problem do you help them solve in their day-to-day lives?

• What do they perceive as valuable?

• What some common objections your product or service offering?


Persona

Age: 30

Gender: Male

Location: Singapore


Goals: Seeking a promotion within 12

months

Characteristics: Tech savvy, ambitious,

Spends time online at: Industry blogs,

twitter, linked-in, etc.


Behavior

Demographics map

desktop

Psychographics Behavior

• Online brand interactions including email clicks,

website visits, social interaction, etc.

• Offline brand interactions including event

attendance, sales conversations, etc.


Behavior

Data Collection - How

• Marketing Automation Technology

Data Collection – What

• Website visits (content, path, and conversion event)

• Email opens & clicks

• Social activity

• Event attendance

• Sales & customer service interactions


Behavior

Age: 30

Gender: Male

Location: Singapore



months

Characteristics: Tech savvy, ambitious,


twitter, linked in, etc.

Recent Activity: Visited the company

website within the past 7 days,

downloaded a whitepaper comparing patch

management software vendors


LEAD SCORING PROGRAMS 3


Lead Scoring

So how do you aggregate this data into an

actionable format?

Create a lead scoring program, of course.

Q:

A:


Lead Scoring

• Automatically give points to leads based on behaviors or profile

attributes

• Allows marketing & sales to sort and prioritize leads

• Marketing can nurture leads with lower scores before passing off

to sales

• Re-establishes trust


Lead Scoring

Lead scoring gives your company an objective system for ranking your

leads.

Most scoring systems use ranking criteria that fall into two categories:

Group 1: Profile Group 2: Behavior Is the user qualified to buy? Is the user engaged w/ the brand?

Demographics

Persona

Behavior


Lead Scoring

EXAMPLE • You're a small software company that sells patch management software.

• You have two offices, one in India and one in Singapore, but you aren't global yet.

• Your software isn't cheap, so you need prospects with reasonably large budgets.

Registration Question Excellent Prospect Okay Prospect Bad Prospect

Job Title IT Director 5 System

Administrator 3 Sales Engineer -4

Location of Headquarters

Singapore 5 US 4 Romania -5

Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2

Industry Information Technology

Services 5

Computer Software

4 Automotive -5

Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2

Group 1: Profile – is the user qualified to buy?


Lead Scoring

Behavior Point Value Visitor downloaded the How Do We Compare To Our Competition white paper 5

Visitor browsed company website multiple times in the past 7 days. 5

Visitor downloaded the Evaluation Guide. 5

Visitor is already a lead in the sales system. 4

Visitor clicked on company's Jobs web page. -5

Group 2: Behavior – Is the user engaged with the brand?


Lead Scoring

Age: 30

Gender: Male

Location: Singapore


Goals: Seeking a promotion within

12 months

Characteristics: Tech savvy,

ambitious,

Spends time online at: Industry

blogs, twitter, linked in, etc.

Recent Activity: Visited the

company website within the past 7

days, downloaded a whitepaper

comparing patch management

software vendors

+10

+5 +5

Lead Score: 20


BEHAVIORAL BUILD-UP:

LEAD NURTURING 3


Lead Nurturing

Engagement with my brand is low. How do

I encourage more interaction?

Create a lead nurturing program, of course.

Q:

A:


Insight

80% of the prospects deemed

“bad leads” by sales go on to

buy within 24 months

Source: Sirius Decisions


Lead Nurturing

Lead nurturing is an automated email program that encourages

prospects to interact with your brand.

Lead nurturing allows you to send highly targeted messages

based on the three layers of data you’re collecting

Demographics

Persona

Behavior

• Dynamic messages based on firm size • Email release times based on location

• Message content positioned around goals, aspirations, and pain points

• Reminder emails to non-responders • Triggered messages based on web activity


Whitepaper Download

Confirmation Email with

link to asset

Recorded webinar on same topic

eBook on similar topic

Corresponding Infographic

Nurture Campaigns


Companies that excel at lead nurturing

generate 50% more sales-ready leads

at 33% lower cost.

- Forrester Research


ONLINE AND OFFLINE: TARGETED MESSAGES 4


Content is Key to Engagement

Develop a curriculum and content plan that matches a buyer personas.

Become a trusted advisor by educating before selling.

Reinforce content across

multiple channels.


Content is Key to Engagement

Use Persona Characteristics to Guide

your message positioning


months

Characteristics: Tech savvy, ambitious


twitter, linked in, reddit

Blog post idea: “It Isn’t Easy Being

Agile: The Dilemma of Enterprise-

Sized Teams”


Identify prospects with a

higher probability of buying

Prioritize leads based on lead

score

Offline Messages - Sales Intelligence



Real-time notifications

• Know when prospects or

customers visit the site (or even

a key page)

Timely engagement

• Be alerted when prospects are

most likely ready for a

conversation



• Use every engagement

opportunity to learn more

• Share profile data with

sales – both demographic

and behavioral information

• Gathering intelligence will

save them time and make

will allow them to tailor their

conversation to the individual


Implement a lead

scoring program.

Investigate lead

nurturing and scoring

program

implementation.

Take an inventory

of what you already

have in your

database.

Map out your three

layers – Get input

from multiple teams.

1

2

3

Your Next Steps…


Learn More About Act-On Software

Interested in a demo? Call +91 80 4098-5338

Email [email protected]

Web www.act-on.com

THE FORRESTER

WAVE™ LEADERS

QUADRANT


Q&A

Nidhi Raj Puri Manager Marketing

[email protected] @nidhirajpuri

How to prioritize your leads

Marketing

Transcript of How to prioritize your leads