7 Ways to Generate More Sales Revenue with Marketing Automation © 2010 Marketo, Inc.
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7 Ways to Generate More Sales Revenue with Marketing Automation
© 2010 Marketo, Inc.
Mac McIntoshFounding Partner, AcquireB2B
Jep CasteleinFounder, Leadsloth.com
© 2010 Marketo, Inc.
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
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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
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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
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The lead nurturing process
Competitor Outbound Lead bounces outNurturing
Time
Prospect You get identified the sale
Ready to Buy
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#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
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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
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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
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Workshops
2.Use outbound marketing to follow up, nurture g p,and qualify your inbound leads
OutboundMarketing
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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
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#RevenueMasters
Inbound inquiries triggermarketing-automation-driven marketing-automation-driven nurture campaigns
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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….”
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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
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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
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#RevenueMasters
4. Use marketing automation to up-sell, ll d ll i ti g cross-sell and re-sell your existing
customers
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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
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#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
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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
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#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
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Set Appointments for Sales
Mix sales offers with educational offersPersonal demoFree ConsultationEtc.
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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
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#RevenueMasters
Create Formal Lead Flow
MARKETINGNewLead
SALESNurturing MQL
Recycled
Evaluation
yLead
Customer SAL
Long-termLead
SellingSQL
Customer
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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
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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
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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
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#RevenueMasters
Choose a Good Subject Line
40‐50 CharactersAttract attention: CrypticCuriosity invoking Curiosity‐invoking
TyposTest different subject linesTest different subject lines
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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
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#RevenueMasters
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Use Basic Formatting
“Outlook” formatting10‐40% higher response ratesInclude signaturePersonalize beyond the “first name”
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#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
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Visualization: How Old Are Your Leads?
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#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
Page 385. Create the Right Offers
QQ&&AAQQ&&AA
Mac McIntoshF di P t A i B2B
Jep CasteleinF d L d l th
© 2010 Marketo, Inc.
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
© 2010 Marketo, Inc.
About Marketo
Marketo transforms the way Marketing and Sales teams work – and work together – to improve revenue performance across the revenue cycle.
Powerful and easy marketing automation
p f y
Prioritize the hottest sales leads and opportunitiesMeasure and predict marketing’s impact on revenueAdopted by 700 customers in less than three years
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Best Marketing Solution
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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