Creating a Lead Gen Machine at SCI
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Transcript of Creating a Lead Gen Machine at SCI
SCI Solutions Case Study
Jeremy MasonDirector – Demand Gen and Marketing Ops@automatemkt
Building a Lead-Generation Machine at SCI Solutions
Background and bioChallenge: Empowering SalesSegmentation: Profiles/Personas (Who)Qualification: Lead Rating (Why)Nurturing (When)Enabling Sales Follow-up
Agenda
Background and Bio
• 14 years in B2B e-marketing• Former Web Designer/Developer• 6 months at SCI• 95% of desired functionality can be
achieved without coding
@automatemkt
Background and Bio
• Cloud Software for Healthcare• Patient Referrals/Scheduling• Analytics and Professional Services
@SCI4Healthcare
www.SCISolutions.com
Challenge: Empowering Sales
1. Large, inactive legacy database2. New data source and personas 3. Pre-set, aggressive KPIs4. Sales team in need of cleaner, actionable leads
Segmentation: Profiles/PersonasPrimary Personas and Nurture Lists
Quick Reminder: Ecosystem Objects
warm
hot
cold
1. Unknowns – Nurture into Profiles
• No Title or Industry• Not “Gradeable”
2. Influencers – Create Organizational Pull through Execs3. Target Execs – CIO/CTO, CEO, CFO
4. Suppressed – ‘Keep it clean” lists
• Emailed 2x in 14 days• Previous exposures to drip content• Irrelevant/Rejected titles
Primary and Secondary PersonasSegmentation
Firmographics
Role Specifics
Qualification: Lead RatingPreparing for Sales
5 Areas of QualificationLead Rating
1. ProfileDataCompleteness2. Score (number)3. Profile Grade (letter)4. Timing/Aging(>25daysinactive)5. Rating(influencedbyallothers)
50 + B= Hot
5 Points of QualificationLead Rating
1. ProfileDataCompleteness2. Score (number)3. Profile Grade (letter)4. Timing/Aging(>25daysinactive)5. Rating(influencedbyallothers)
50 + B= Hot
Dynamic List
Score Threshold
Grade Threshold
Time
Capitalize on Default CRM Field
Rating Grade ScoreCold >D >5
Warm >C >15
Hot (inferred) >B >50Hot (inquiry) NA =50
Lead Rating
Sales RepLead Views
Tasks
Capitalize on Default CRM Field
Rating Grade ScoreCold >D >5
Warm >C >15
Hot (inferred) >B >50Hot (inquiry) NA =50
Email Alert
Lead View
ROI Attribution
Lead Rating
Simple Drip NurturingCapitalizing on the Easy and Obvious
Drip Objectives: General
• Holistic approach to strategic accounts• Encourage self-identification (role and firmo)• Activate inactive prospects (“wake the
dead”)• 24-7 movement through the funnel
©2013 SCI Solutions | All Rights Reserved. 15
“Hot” (“Yes”) path firstDraft Asset Flows
Nurturing(unknown)
Nurturing(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got Referral Probs?”
All
NGHS Vid
Baptist Vid (lite-TBd)
Click
Open
No
Webinars
Email: Case Study Archive
No
Email: Webinar Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar Invites
Click
Click
+5
+15
+20
+5
+5
+20
+5
Yes
SubmitForm?
+50
+25
+5
No
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25 days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
Pause: 4 days
Pause: 2 days
Pause: 3 days
Pause: 3 days
Pause: 7 days
Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
+5
Pause: 3 days
All
+5
+5
+5
+5+15 +5 50 + B
= Hot
Sample Drip: July CFO Push
140to Sales
Influencer and Unknown Role NurturePardot Example
Primary Desired
Outcome
Long pause for content in development
Behavioral Nurturing IntroBeyond Drips
Assets/Offers Automations
50:C
30:B+
50:A+
CapturedEngagements
Personas
Behavioral Nurturing Intro
Sales Behavior
Enabling Sales Follow-UpEmpowering Sales
Enabling Sales Follow-up• Pardot Training – Prospect Insights
• Priority Pages• Wistia Videos• AddThis shares
• Report Complementing Infographic• Basis for infographic (1st Drip)• Sales can email with tracking
• Demo Form Abandons• Teleprospecting opportunity• Qualify them for a demo
Thanks! See you around San Francisco
@SCI4Healthcare@automatemkt