View
92
Download
2
Category
Tags:
Preview:
Citation preview
Nurturing The Lead Lifecycle ~ Automate Engagement and Win More Customers.Thursday, July 16th
Julian Erickson – Salesforce, Pardot Strategy
jerickson@salesforce.com
312-288-3665
Buyers Are More Connected to Information Than Ever Before
Website
Social Media
References
Community
Buyers Are Now 60% Through Sales Cycle Before They Engage With a Sales Person
ABOUT US CONSUMERREVIEWS
SOCIALMEDIA
COMMUNITYDISCUSSIONS
PRICINGPAGE
CONTACTSALES
GOOGLESEARCH
60% of the buyer’s journey is complete by the time he
or she reaches out to sales.
60%In 2020, this rate of
completion is projected to be 85% or higher.
85%
The Impact: Sales is less productive & it’s harder to close deals
Sources: Business2 Community, Leap Job, Ovation Sales, Group, Sirius Decisions, TopRankMarketing
of buyers want to wait to connect with a
company until they’re ready to buy
90%
of cold calls result in an appointment with
a customer
2% on average, sales people invest 6.25 hours to set one appointment
6.25
Ultimately customers purchase point solutions that create data “Silos”
CMS Segmentation Email Analytics Forms
Why is this a problem?There are 100s of channels to market to customersVery Limited 360 Degree IntegrationMultiple places for reporting = You can never have a full view of marketing ROI
9,070 “Warm” leads that did not convert
$$$
"80% of contacts who express an interest to buy today but do not, will do so in the next 24 months.”
~ SiriusDecisions
XYZ Manufacturing Current Situation
Sales Funnel
How You Measure ROI?
INPUTS
Total Spend:
Leads Generated:
Cost per Lead:
$100,000
3,000
$33.33
How do you capture user data?
How do you pass leads to sales?
How do you follow up with non-sales ready leads?
OUTPUTS
Leads:
Cost Per Lead:
Sunk Cost:
2,490
$33.33
$82,991
17%Lead Conversion
The Sales Funnel
Lead Generation Campaigns Dead Leads
Industry Data17% of leads convert into
opportunities. -Bridge Group Study
77% indicate that their most compelling reason for implementing marketing automation is to increase revenue.
-Gleanster
78% of leads go to the company that responds first. -Source
Harvard
80% of Sales Leads are mishandled by Sales. -Forrester Research
Companies that excel at lead nurturing generate 50% more sales-
ready leads at 33% lower cost. -Forrester Research
Only 25% of leads are legitimate and should advance to sales.
-Gleanster Research
Lead Generation CampaignsThe Sales Funnel
80% of contacts who express an interest to buy today but do not, will do
so in the next 24 months. -SiriusDecisions
Dead Leads
Salesforce Solution
Lead Generation CampaignsDead Leads
Landing Pages
Forms
Google Ad Words
Social Posting
Video/Event
Automated Lead Transfer
from Marketing to Sales
Engage Alerts
Lead Scoring/Grading
Activity Tracking
Closed Loop ROI Reporting
Drip Nurture
Campaigns
Dead leads are returned to the funnel and put into nurture
campaigns, where we see a 3x conversion rate.
Recommended