Using a multi-touch approach to engaging andld nurturing ... · Using a multi-touch approach to...
Transcript of Using a multi-touch approach to engaging andld nurturing ... · Using a multi-touch approach to...
Using a multi-touch approach to engaging
d land nurturing sales prospects
Scott Voigt VP Marketing SilverpopScott Voigt, VP Marketing, Silverpop
Joan Babinski, VP Marketing, Brainshark
RoadblocksRoadblocks
1. Lack of Alignmentg
2. Not Scoring Leads
3. Not Nurturing Leadsg
4. Inability to Monitor the
Pipelinep
Roadblock #1: Lack of Sales &Roadblock #1: Lack of Sales &
Marketing Alignment
The relationship between Marketing and Sales
ld b b ttcould be…better
The Marketing and Sales DivideThe Marketing and Sales Divide
Marketing SalesMarketing
• “They don’t follow up on any leads
we give them”
“A l d t th i l ”
Sales• “We have no visibility into what
they are doing”
• “We need more support from• “A lead to them is a sale”
• “They ‘cherry-pick’ and act like
they know what the leads want
b f lli th ”
• We need more support from
them”
• “The leads they pass to us are
worthless”before calling them”
• “They don’t even look at half of
the leads we give them”
worthless
• “They don’t understand who our
target market is”
marketing’s primary goals:marketing s primary goals:
drive leads for salesdrive leads for sales
cost effectively qualified
improve close ratesimprove close rates
help retain customers
sales is marketing’s customer
So Marketing’s Role Has to ChangeSo, Marketing s Role Has to Change
• Need to be “lead developers” not just p j“lead generators”
– GenerateGenerate
– Capture
– Qualify/Score
– Distribute
– Nurture
– Report
• Need to focus on Metrics and Accountabilityy
Leads – Your Marketing Team’s Biggest
Challenge
• 52% of marketing organizations say lead generation is their #152% of marketing organizations say lead generation is their #1 marketing challenge
Source: Sirius Decisions
“When an organization’s fieldWhen an organizations field
marketing function only focuses on generating responses (acting as lead
generators and not lead developers),generators and not lead developers),
it inevitably floods the receiving f ti ith l lit “l d ”functions with low-quality “leads”,
overburdening these functions and g
driving a wedge between marketing and sales ”and sales. -Sirius Decisions
Lead ScoringLead Scoring
• Lead quality is a topLead quality is a top
concern for nearly half
of B2B marketers*
• Identify what’s hot and
what’s not
• Keep Sales engaged
with the right leads
* Forrester Research
Leads are Multi-FacetedLeads are Multi-Faceted
Downloaded a white paper
Presence in four foreign
countries
Need connects well with our solution set
Vice president of sales
Has spoken once to inside sales
Four call centers in the U.S.
Plans to buy within six months
Has not committed
formal budget
Last interacted three months
ago1,530
employees
Has signing authority for up to $50,000
gyet$120 million
companySource:
SiriusDecisions
19
Putting the Pieces TogetherPutting the Pieces Together
El t f l dElements of a lead score• Explicit
– BANT: Budget, Authority, Need, Timeline
– Demographic & Firmagraphic information
• Implicit Activity
– Recency
– Frequency
– Score depreciation
– Behavior
Lead Scoring Rules of ThumbLead Scoring Rules of Thumb
• Listen to sales
• Provide a balanced weighting between Explicit and Implicit
• Explicit scores help define the right type of lead
• Implicit scores help define the right timing of the lead
• Measure appropriate behaviors
• Set point caps to avoid over inflation• Set point caps to avoid over-inflation
• Track webpage visits that are strong indicators of interest for your
products or services
• Set Discounts for Inactivity
• Decay recency and frequency based on your average buying cycle
L d S i M d l ill d t b fi t d• Lead Scoring Model will need to be fine-tuned
What Marketers Who Score Focus OnWhat Marketers Who Score Focus On
Cross or up selling customers 29%14%
Improve close rates
Cross- or up-selling customers
41%
29%
56%
31%
Measuring ROI
Ensuring leads convert to opportunities
16%
42%9%
56%
Nurturing inquiries into leads
Filling funnel with inquries
47%
41%35%
36%
0% 10% 20% 30% 40% 50% 60%
Nurturing inquiries into leads 47%
Score Don't Score
Roadblock #3: Not Nurturing LeadsRoadblock #3: Not Nurturing Leads
More Than Half of Marketers Don’t
Nurture Leads
No56%
Yes44%
Source: SilverpopSource: Silverpop
Think of leads as inventoryThink of leads as inventory
How to Nurture:How to Nurture:
• Start talking with g
prospects
• Hold individual
conversations to build
stronger connections
• Right info, right time
Utilize Rules Based MarketingUtilize Rules-Based Marketing
• Understand your sales cycle and map your communications to
your sales cycle
• Leverage a rules-based marketing engine to set-up and deliver
multi track multi touch multi channel communicationsmulti-track, multi-touch, multi-channel communications
Well-executed multi-channel marketing
campaigns generate a sales lift ranging from 7-campaigns generate a sales lift ranging from 7
34%.
Source: Internet Advertising Bureau
Interesting techniquesInteresting techniques…
Your focus?Your focus?
Here?
Or here?
Set goals Quota per repSet goals… Quota per rep
Avg deal size
Win rate
Opps need per
month
% Opps from% Opps from
Mktg
Number of reps
Monthly
Marketing Quota
Brainshark: putting theory into practice
Joan Babinski, VP Marketing, Brainshark
Our Story: Brainshark, Inc.
SaaS solution empowers companies to create,SaaS solution empowers companies to create,
manage, and deliver communications more cost-
effectively.
120 Employees
16 Marketing staff (9 lead development)
51% f S l Pi li51% of Sales Pipeline
driven by Marketing
Lead Gen Programs
Top 3 lead producing activitiesp p g
web site
eMail marketing
trade shows
Central to our approach
• 2-tier lead handoff process
• Use multimedia content to accelerate prospect education
Vi ibilit i t lit d t l f• Visibility into recency, quality, and aggregate value of
interactions
• Integration of systems: Engage B2B, Salesforce.com,Integration of systems: Engage B2B, Salesforce.com,
Brainshark
eMail Campaign Framework
•QuarterlyHorizontal Timely topics•Quarterly
•1-2 horizontals
Horizontal Topics
Timely topics
by role
•Drip, ongoing
•Vertical
•SMB has own track
New
NamesIntro
by Vertical
•Based on past activity or
event
SMB has own track
Activity O i t d Next Steps
y
event
•Not yet “ready” to talk
•Drip ongoing
Oriented
Untouched
Next Steps
•Drip, ongoing
•>5 mos
Untouched
Names
>5 monthsSafety Net
Example
2 campaigns: New Names + Training track
Responded to campaign, came to web
Lead Score 86 (High=75)
Example: What did they do?
Example: How do we drive the next
b i ti ?business conversation?
Visibility: Lead Development Rep Dashboard
High Score, no
RECENT activity
High Score, NO
activity
High Recency
Score, NO
activityactivity
Brainshark
Viewing ActivityWeb Activity
Visibility: Salespeople
What’s Different vs. Lead Development Team:What s Different vs. Lead Development Team:
– Activity in their Named Accounts only
– Report on SFDC sidebarp
High Lead Score,
No followup activity
Brainshark
Presentation
Viewing Activity
Best Practices & Lessons Learned
1. With Multi-touch: Lead Scoring provides essential1. With Multi touch: Lead Scoring provides essential
aggregate view.
2. After raising visibility: How will you support the
followup conversion? p
3. What is your process for NOT Nurturing? 3 at s you p ocess o O u tu g
Pulling it all togetherPulling it all together
1 What Kind of Animal Are You?1. What Kind of Animal Are You?
Survey Says!Survey Says!
9% 9% 54%
8% 7% 14%
Develop a process. p p
Make it visible.
AutomateAutomate.
Adjust.
ir Unique IR prospect lead opp.fit? > 25new? call customerw/l/d
Add to
activity
history junk
Nurture Loss
Nurture
db