7 ways to generate more sales revenue with marketing automation

7 Ways to Generate More Sales Revenue with Marketing Automation

© 2010 Marketo, Inc.

Mac McIntoshFounding Partner, AcquireB2B

Jep CasteleinFounder, Leadsloth.com


g , q@b2b_sales_leads

,@jepc

#RevenueMasters

4 Ways to Generate More Sales Revenueywith Marketing Automation

M. H. (Mac) McIntosh

1. Nurture your leads to get 3 out of 4 sales i i h f i h opportunities that come from prospects with

longer-term needs

How long before prospects buy?

0‐6 Months18+ Months23‐27% bought19‐25% bought

7‐12 Months15‐18% boughtg

12‐18 Months25‐33% bought

Source: Compilation of research results from studies by Mac McIntosh and his clients

Source: Compilation of research results from studies by Mac McIntosh and his clients

Lead nurturing strategy

Use multi‐touch, multi‐offer lead nurturing campaigns , g p gto build sales‐winning relationships with your prospects as they move from

A i i Awareness to inquiry Inquiry to consideration Consideration to purchaseConsideration to purchaseConcurrently attempt to identify the qualified, sales‐ready opportunities

The lead nurturing process

Competitor Outbound Lead bounces outNurturing

Time

Prospect You get identified the sale

Ready to Buy

#RevenueMasters

Lead nurturing: The keys to your successsuccessCommunicate often enough to stay in sight and in mind without becoming a pestmind without becoming a pestMessages and offers (calls‐to‐action) must be relevant to the prospect and where she is in the buying processConsider starting with a simple nurturing campaign Start with three touches each making a single offer Start with three touches, each making a single offer Next add additional offers to each touch Then add additional touches

ll h f f Finally, adapt that campaign for specific segments or vertical markets

Worth keeping in mind…

Today’s prospects seldom proceed through the steps in the buying process in a linear fashion

“If we did a post-mortem on actual purchases, it appeared that buyers did indeed pass through each of those phases (of the buying process) on the way tothose phases (of the buying process) on the way to purchase decisions.

The mistaken assumption was that they did so in a logical, rational and linear way.”

G d H t hkiGordon HotchkissThe BuyerSphere Project

Sample Offers

Articles Case studies

Needs assessmentsNews

ChecklistsConfiguratorsDemonstrations

Phone consultationsPodcastsPricing

Buy‐now incentivesE‐books Executive briefings

gProduct comparisonsROI calculatorsSelf‐assessmentsExecutive briefings

Free samplesFree trialsHow to guides

Self assessments SeminarsSubscriptionsVideosHow‐to guides

Information kitsLunch and learns

VideosWebinarsWhitepapers

Workshops

2.Use outbound marketing to follow up, nurture g p,and qualify your inbound leads

OutboundMarketing

Lead generation media: What’s working best todayWhat s working best today

Pull (Inbound) Push (Outbound)Direct marketing E‐mail

Pull (Inbound) Push (Outbound)Online marketing Search Engines

E‐newsletters Phone

g Industry portals Directories

Postal mail Social media marketing

#RevenueMasters

Inbound inquiries triggermarketing-automation-driven marketing-automation-driven nurture campaigns

13

3 U k ti g t ti d i 3. Use marketing automation driven campaigns to generate more referrals

“They provide great S i ”Service….”

“I recommend you consider b i ”buying….”

Your best source of referrals? Happy customersppy

Start with a customer satisfaction survey“How likely are you to recommend “How likely are you to recommend (company/product/service) to others? Very Likely Likely Neither Likely Nor Unlikely Somewhat Unlikely Somewhat Unlikely Very Unlikely

Send an email campaign requesting referrals to p g q gthose who answered “Likely” or “Very Likely”Create a “referral” landing page

Who else should you consider asking for referrals?for referrals?

Your suppliers Especially those whose sales may depend on your success Especially those whose sales may depend on your successOther key influencers Your prospective customers’ advisorsp pYour fellow members Associations you belong to Your local Chamber of CommerceYour prospects

They usually know others who have needs similar to their They usually know others who have needs similar to their own

#RevenueMasters

4. Use marketing automation to up-sell, ll d ll i ti g cross-sell and re-sell your existing

customers

Up-sell, cross-sell and re-sell your existing customersexisting customersCreate a “new customer” campaign

Send “Thank you for your business” emails to new Send “Thank you for your business” emails to new customers.

Then follow up with special “new customer” offerCreate an “existing customer” campaign Make them special “customer only” offers

“ l”Create a customer “renewal” campaign

#RevenueMasters

Free resources

Email me at [email protected] to request your freey Sales Lead Calculator™ spreadsheet Sales lead Success Checklist™ B2B Marketing Technology Insights® subscription

3 More Ways to Generate More Sales Revenuewith Marketing Automation with Marketing Automation

Jep Castelein

5. Increase Sales Productivity

Focus on Qualified Leads

Provide sales with a prioritized list of leads Check fit with ideal customer profile Check activity level & recencyUse a Lead Qualification SpecialistUse a Lead Qualification Specialist

#RevenueMasters

Collect Info on Leads

Build a rich demographic profileCapture all lead activity: Web visitsEmail opens and clicks Email opens and clicks

Form submissions Asset downloads “Interesting Moments”Link to Social Media profiles

Set Appointments for Sales

Mix sales offers with educational offersPersonal demoFree ConsultationEtc.

Lead Nurturing

Let Sales push unqualified leads back into marketingProvide Sales with trackable email templatesProvide real‐time web visit alerts, for names leads d f i it f iand for anonymous visits from companies

#RevenueMasters

Create Formal Lead Flow

MARKETINGNewLead

SALESNurturing MQL

Recycled

Evaluation

yLead

Customer SAL

Long-termLead

SellingSQL

Customer

Lost deal/Cancelled Closing

6. Get More Out of Acquired Lists

Have Educational Offers

NOT: asking for the appointment You’ll only get today’s hot leads You can send such an email only once You’ll miss out on leads that need more time You ll miss out on leads that need more timeINSTEAD: offer useful content Everyone wants to learny Builds credibility Allows you to develop an email series

Design Multi-Step Campaigns

You cannot force leads to buy, they will buy when h dthey are readyDifferent people may be interested in different topicsV th d d ti f th dVary the day and time of the day

Send On Behalf of Real People

Sales personSales Development RepMarketing managerFictitious person

K i h f llKeep it the same for all messagesInclude company name if well‐known

#RevenueMasters

Choose a Good Subject Line

40‐50 CharactersAttract attention: CrypticCuriosity invoking Curiosity‐invoking

TyposTest different subject linesTest different subject lines

Good Content

Keep the copy brief (2‐3 paragraphs max!)F b fitFocus on benefitsInclude a link to an educational item Whitepaper Blog post Webinar…Make it easy to respondMake it easy to respondDon’t use buzzwords (“incredible”, “fantastic”)Use a “PS.”k l f d h lAsk people to forward the email

Put additional offer in signature

#RevenueMasters

Use Basic Formatting

“Outlook” formatting10‐40% higher response ratesInclude signaturePersonalize beyond the “first name”

#RevenueMasters

7. Reactivate Old Leads

How Much Are Your Leads Worth?

1. Acquired Names vs. Inbound Leads2. Length of the Buying Process3. Recency4. Activity Level5. List Fatigue

C ll O i6. Cross‐sell Opportunity7. Fit with the Ideal Customer Profile

Visualization: How Old Are Your Leads?

#RevenueMasters

The Lead Nurturing Process

1. 2.Sales & Marketing

AlignmentChoose The Right Audience

7.Invest in Personas

Track & Measure

3.

6.Provide Valuable

Have Conversations

4.Content

Conversations

5. Create the Right Offers

QQ&&AAQQ&&AA

Mac McIntoshF di P t A i B2B

Jep CasteleinF d L d l th


Founding Partner, AcquireB2B Founder, Leadsloth.com

Thank YouThank YouM. H. (Mac) McIntosh1‐401‐294‐7730mcintosh@sales lead expert com

Jep Castelein1‐888‐427‐5684

mcintosh@sales‐lead‐expert.com@B2B_Sales_Leadswww.linkedin.com/in/salesleadexpert

[email protected]@jepc


About Marketo

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Powerful and easy marketing automation

p f y

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7 ways to generate more sales revenue with marketing automation

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