Silverpop Automated and Dynamic Lead Nurturing Success
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Automated and Dynamic
Lead Nurturing Success from the Inside
Will SchnabelManaging DirectorSilverpop EMEA
Adam SharpGroup Managing Director
Clevertouch
@wschnabel@silverpop
@clevertouch
About Silverpop
• Digital Marketing Platform for email marketing and B2B marketing automation
• 4,400 customer brands
• Across 38 countries
• 500 employees
• EMEA headquarters in the UK since 2005
About CleverTouch• Founded in 2009• Supported over 75 in their MA deployments • 30+ employees• Compound growth 120% p.a.• Offices in
– Alresford, nr. Winchester– Neuchatel, Switzerland
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Why are we here today?
Because only 5% of leadsyou and I generate are ready to buy NOW.
This session’s takeaways• An understanding of funnel challenges we all face• Nurture Programs Silverpop uses to tackle our own
challenges• Some results and data points to arm your arguments• Understand how Trend Micro and others
incorporated dynamic nurture email to improve ROI
We all have challenges
Funnel waste Changing buyer behaviour
Lead gen structure not in line with goals
We were wasting leads
Our old funnel (and perhaps yours)
65% of leads went to waste.
The buying cycle changed
Prospects narrowing the field...
“During the initial research phase, the survey showed 42% of B-to-B buyers evaluate four or more suppliers, but as they move closer to procurement, only 26% get quotes from four or more suppliers.”
Source: Chief Marketer, “Adjusting to the Web-Influenced Buy Cycle,” 22 March 2010
Demand Gen structure is Key
Our Sales team were buried in leads.
Marketing’s response wasn’t ideal.
How we began curing ourselves
Refocused on Nurturing
Source: Marketing Sherpa 2011 B2B Marketing Benchmark Survey
Changed our demand gen structure
We redrew our demand gen org chart
We aligned Sales/Marketing around one common goal – revenue.
A
B
C
D
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1
1
1
2
2
2
2
3
3
3
3
4
4
4
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Right Fit
Not a Fit
HeavyInterest
LowInterest
DG Mktg DeadSales
Introduced a New Lead Scoring Model
Began routing leads based on scoring
Marketing became lead-traffic-controllers
Service Level Agreements:The Ties that Bind
Demand Gen Team SalesMarketing
Accept
Source
Qualify
Deliver
Target agreementPrograms/tactics
Lead definitionScoringNurture
Disposition rulesVolume rulesNotification
Accept/Reject
TimeframeAccept/reject rules
Notification
Qualify
DeliverDisposition rules
Volume rulesNotification
MQL definitionEngagement rules
DNQ rules
Reject
Disqualify
Accept/Reject
Qualify
Pipeline
Reject
Disqualify
TimeframeAccept/reject rules
Notification
Engagement rulesDNQ rules
DNQ rulesTimeframes
Accept
Introduced nurture programmes
• With goals to:– Improve follow-up with leads– Offload follow-up to not-
yet-sales-ready leads• Freeing up costly resources• Improving lead follow-up times
– Guide leads through a longer buyer cycle and towards an opportunity
Introduced nurture programmes
Media NurtureInbound Demand GenEvent Follow-upOpen and Re-EngageSilverpop on SilverpopDead/Lost
Automated Media Nurture• Audience: Top of Funnel Media Ad Responses• Offer: White-paper downloads driving to online demo• Team: Marketing• Process: Set-it-and-forget-it automated program• Communications: Series of 6 emails, one every
month• Results: Increases Sales Opportunities. Marketing
Efficiency improvements
Inbound Demand Gen Nurture
• Audience: Top of Funnel Inbound Leads• Offer: Self-Qualification and Re-connect (personalized)• Team: Demand Gen• Process: Contact added after 3 call attempts• Communications: Series of 6 emails, one every 10
days• Results: Efficiency savings: 125 hours per Demand
Gen Rep per quarter
Event Nurtures• Audience: Top of Funnel: Tradeshow attendees• Offer: Industry vertical content/tip sheets/case studies• Team: Marketing• Process: Visited booth or attended speaking
engagement• Communications: Series of emails, one every 12
working days• Results: Increased New Sales Opportunities
Open and Re-Engage Nurture• Audience: Mid-Funnel Leads• Offer: Quirky subject lines, thought leadership• Team: Marketing• Process: No interaction for 6 months but still opted-
in to newsletter• Communications: Series of 6 emails, one every 14
days• Results: 3-5 new sales opportunities generated per
week
Silverpop on Silverpop• Audience: Lower Funnel: Prospects with Silverpop
Opportunity• Offer: Education in the power of marketing
automation through real-world experience• Team: Sales or Demand Gen• Process: Sales initiated• Communications: Series of 6 emails, one every 7
days• Results: Improved Closed Rates/Higher Deal Value
Dead/Lost Nurtures• Audience: Lower Funnel: Lost Sales Opportunities• Offer: Timely thought leadership and best practices
staying top of mind towards competitive renewal dates
• Team: Sales• Process: Sales initiated• Communications: Series of 10 emails, one every
month• Results: Increased Sales Efficiency. New Sales Opps.
When should sales pounce?
Sales Visibility (Lead Activity)
Sales Control over Nurturing
The results...• Reduced non-contacted leads from 65% to < 4%.• Increased lead conversion rates by over 2x in
12-months• Increased marketing-generated revenue by more
than 100% in 12-months– Marketing generated over 70% of total sales revenue
• Increased opportunity creation to support 50% increase in sales team size
What tools are needed (bare min)?
CRM System• Database of record• Lead and opportunity tracking• Pipeline opportunity reporting• Sales process management
Marketing Automation Platform• Lead management
• Lead Scoring• Lead Routing• Lead Alerts to Sales
• CRM integration for sales-initiated campaigns
• Publishing and outbound marketing• Nurtures and email marketing• Landing pages for lead generation
• Reporting• Sales view into marketing activity• Sales view into lead score, rank and
behaviour
About Adam Sharp• Degree in Applied Psychology• DipBA and MBA• Marketing career of 20+ years
• Started implementing MA from 2003-when I realised SFDC wasn’t the answer. • Co-founded CleverTouch nearly 4 years ago• Econsultancy Marketing Automation Course & MSc Digital Marketing at Manchester
University & regular speaker & contributor to articles in B2B marketing on subject of MA including recent data governance strategy publication.
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Marketing is so much more than lead gen initiatives & sales
promotionIBM CMO study (1700)1. Relationships not transactions
• Understand and deliver value to empowered (self-service) customers
• Create lasting relationships-individuals not markets 2. Struggle with ROI
– Perennial problem• Ensure marketing’s contribution is relevant and
quantifiable3. Social is here to stay
– Having a presence is not a strategy• Need to be further embedded.
4. Marketing responsible for the Corporate Character– This is so much more than Brand & Identity
• Reputation, Engagement, Channel Models & ePrivacy are all significant considerations.
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The USP of Marketing Automation
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In marketing today there are (for better for worse) more opportunities to create more communication silos than ever before.
Forget lead scoring, lead nurturing, automated drip programmes or CRM integration- which are all foundations for outperformance.
THE TWO biggest source of advantages Marketing Automation provides any organisation are1. the reduction in the number
of marketing communication silos.
2. The ability to scale marketing.
1. Relationships not transactions….MA provides the
perfect platform.
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SMB ‘Worry Free’c.2m units/contacts9 countries7 languages5 routes to purchase
The briefFully automated, integrated systems, integrate ‘drip’ and ‘keep in touch’ campaignsdynamic content & richer experience
Trend Micro
Database
Trend Database
Silverpop FTP Site
CleverTouchData
Transformation
Data manipulated ready for silverpop
Trend FTP Site Data put on to FTP site daily
Silverpop Database
Data uploaded to silverpop for scheduled daily import
New contacts added to Database
POS Segment#1 #4
Welcome Campaign
Time
Default Customer
Communications
Regular Monthly Campaigns
Post Purchase Survey
In Trial Segment#1 #4
Welcome Campaign
Post Trial Activation Segment Post Purchase Survey
#1 #2
Welcome Campaign
Mid Term SurveyRenewal Reminders
Activate - Y
Win Back Campaign
Survey
Activate - N
Ad Hoc Campaigns
#1
#2
#8
Extended Trial Period Campaign
Segment
Highlights- over 4000 pcm enter this programme, all automated (10 times a day)5 routes & 9 languages and multi-touch= 250+ scheduled communications
Campaign Flow/User Journey
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• Product recommendations based on progressive profiling
• Products/links are all personalised so ROI can be calculated at individual level.
• Relevancy and personalisation and time to marketing lead to increased traction rates.
Dynamic Content
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UK France Germany Spain Italy Netherlands Sweden Other0%
5%
10%
15%
20%
25%
30%
35%
40%
36%35%
28%
25%
32%
34%
19%
27%
21%
16%15%
11%
21%
12%14%
8%
6%
3%
5%
0%
10%
3% 3% 2%
Completed Advisor ToolOpened Advisor ReportClicked within Report
Note: Percentages reflect the proportion of people clicking on the advisor link in the email, who then go on to: fully complete the tool, open the report they are emailed following completion, and click a link within the final report
% Rates Across all Program Sends
Thought leadership/ education Market positioning Sales promotion
w/c 14h May
Email 1:Online shopping
research statistics
w/c 21st May
Email 2:Online shopping
whitepaper
w/c 28th May
Email 3:Validation and
positioning piece
w/c 4th JuneEmail 4:
Invitation & 5 reasons PIM is essential for multichannel
Etailevent
w/c 25th June
Email 2 resend:Online shopping
whitepaper
WP Download
Email 3 resend:Validation and
positioning piece
Landing Page LP with pre populated form to register, also drop down with AM or PM selection for
meeting
Email 8:Event follow up
w/c 2nd July
‘5 reasons why’ WP
Download
Email 8 will be created as 1 email with dynamic content for 3 audiences to offer the WP:
1) Registered & attended
2) Registered but didn’t attend
3) Didn’t register
All other emails do not use dynamic functionality
Email 6: Last chance to register
Email 5: Reminder
Landing Page, no form
Landing Page, no form
WP Download
Videos
Link to ecommerce pro article
Case study quotes
w/c 18th June
Email 4 resend:Invitation & 5 reasons PIM is essential for multichannel
Email 7: Follow up email with
diary booking to confirm meeting
time
Etail Event Campaign Workflow
2. Struggling with Marketing ROI’s
• Typically only 30% of marketing directors even try and attempt to measure ROI.
• Much stronger and more powerful to build a relevant (configurable) reporting model for you business and look to predict future outcomes. – Data, history, content, campaigns etc..
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3. Social is here to stay, but should be embedded in MA
• Marketing is all about balance– Inbound AND Outbound
• Twitter, Linked in or Facebook is not a Social Media strategy.
• 7 reasons to embark on SM1. Recruitment2. Thought leadership3. Customer service4. NPD/Market research5. Crisis Mngt6. Lead Gen and Sales7. Internal morale & comms
• We have a dedicated Inbound team and as users of SM tools such as Yammer, Hootsuite and Radian 6 in particular we are still looking at how best to exploit SM within MA environments.
• Much to do about the API…………..and reduction in Silos.
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Social Media as a platform to Socialise
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Methods of systemizing word of mouth
Share to socialInsert Share Messages/Likes to 13 social networks from Email or Landing page.Produces dedicated social media report.
Publish to socialPost or schedule posts to Twitter, Facebook, RSS and/or LinkedIn that coincide with a mailing send schedule. Social network updates includes links to a web version of the sent mailing.
The integration of Social Media (& Mobile)
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• Social Sign-InVisitors can use their existing social network site such as Facebook, LinkedIn, Twitter, or Salesforce (16 available) to bypass a registration or sign-up Web form. Social Sign-In captures visitors’ current contact information and stores the information directly into the Engage database.• Social Pull Online form builder for Facebook Pages.• Silverpop Engage SMSText messaging feature to easily compose, send and track mobile marketing campaigns within the Engage platform.• POP-InSilverpop's Pop-In iPad app, allows marketers to collect leads while in the field. The iPad application allows contact information to be collected when there is no Internet service, and uploaded to Engage as soon as an Internet connection is established.
4. Marketing responsible for the Corporate Character
Marketing responsible for the Corporate Character– This is so much more than Sales Promotion or Brand & Identity– Reputation, Engagement, Channel Models & ePrivacy are all significant
considerations.
– Despite increasing openness on SM sites e.g. Linked In and Twitter and Facebook, this will change with the increasing monetisation of such sites.
– What companies will increasingly need and invest in is a Data Management Strategy specifically for MA environments, encompassing
1. Data Hygiene Services & Audits2. Active Data Management3. Persona Profiling & Behavioural Analytics4. Lead Scoring Modelling and Analysis 5. Funnel Forecasting & Campaign reporting6. Data Governance Strategy7. MA Data Backup8. Tiered active/passive data management, where we de-dupe or remove
passive data to a tiered platform off out of the MA instance
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4. MA is an ideal platform for auditable compliance (reputation
and character)
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Summary• Companies that adopt marketing
automation and automated lead nurturing do have the opportunity to grow much faster AND do have the opportunity to solve many of the problems most CMOs face today.
• As always it is knowing what resource you have and understanding what you are good at as well as knowing your limitations.
• A coherent marketing strategy and business reporting framework helps too
• Naturally we think the smarter companies will look to companies such as CleverTouch and Silverpop for the new sources of innovation & differentiation.
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Reduction in silosAbility to scale
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www.clever-touch.com
asharp@clever-touch.com
+44 (0) 773 847 5286
www.silverpop.comwww.slideshare.net/
silverpop
wschnabel@silverpop.com
+44 (0) 20 7288 6183
To Learn More…
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