Lead Nurturing как элемент многошаговых продаж

LEAD Nurturing as the Element of Multi-Step Sales Process

Eugene Kovalik

• Более 10 лет в IT продажах и маркетинге !

• Создавал и управлял отделами продаж и маркетинга

Why?• Business Owners:

• “I need assets”

• “I need market capitalization”

• Sales Manager:

• “I’d like more ‘warm’ leads”

• “I’d like more inbound leads”

• Marketing Manager:

• “I’d like to see how my job adds value to business”

• “I need more data to analyse and make business decisions”

Case #1: Web Traffic

www

@

Case #2: Conferences

?

Case #3: Marketplaces

?

Who are in trash?

• occasional visitor

• not our audience

• in process of evolving needs

How can we influence?

Channel Occasional Visitor Not Our Audience Evolving Needs

SEO Can’t On-page optimisation

Permission to “become friends”

PPC Keywords+ads optimization

Keywords+ads optimization

Permission to “become friends”

Marketplace Projects validation Lead validationCatch contact and

permission to “become friends”

Conference Business card tips Research Permission to “become friends”

What does it mean?

‘become friends’

manual follow up automation campaigns

Not just education, but adding value

Permission (personal email, CAN-SPAM, Single Opt-in, Double Opt-in)

Lead Nurturingthe process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready (Marketo)

Facts• 35-50% of sales go to the vendors

responded first to request (Marketo)

• 79% of marketing leads never convert into sales (MarketingSherpa)

• 47% larger purchases from nurtured leads than non-nurtured ones (The Annuitas Group)

• 61% of B2B leads go to sales (MarketingSherpa)

• 27% of leads will be qualified (MarketingSherpa)

• 451% increase in qualified leads using marketing automation (The Annuitas Group)

Start

• Validation

• Scoring

• Strategy

• Content

• Segmentation

• Agile

Nurturing Strategy Campaigns

Marketo Eloqua Gleanster PardotIncoming Lead

Processing Welcome Qualification Welcome

Stay in Touch Education Awareness Top-of-Mind

Accelerator Why Us Accelerator Reengagement

Lead Lifecycle Accelerate Acquisition Product-Focused

New Customer Onboarding Call-to-Action Competitive Drips

Customer Loyalty & Retention Re-Engagement Industry Expertise Drips

Post-Purchase Promotional Drips

OnBoarding

Upsell Drip

Renewal

How to set up

• Buying Roles

• Sales Cycle Stages & Timing

• Content Creation

• Drips

• KPI

• Test

• Analytics

Sales Cycle Stages

Stage Variant 1 Variant 2 Variant 3 Variant 4 Variant 5

1 Awareness Awareness Awareness Problem recognition Identification of Needs

2 Evaluation Interest Interest Information Search Establishment of Specification

3 Purchase Desire Evaluation Evaluation of Alternatives

Identification of Feasible Solutions

4 Action Commitment Purchase Decision Identification of Feasible Vendors

5 Referral Postpurchase Behaviour

Evaluation of Vendors

6 Repeat Vendor Selection

7 Negotiation of Purchase Terms

Source: Adapted from Dana-Nicoleta Lascu and Kenneth E. Clow, Essentials of Marketing

Source: Philip Kotler and Kevin Lane Keller, Marketing Management

Sales Cycle Stages

Sales Cycle Stages

Source: hubspot.com

Sales Cycle Stages

Source: zuzamam.com

Sales Cycle Stages

Source: zuzamam.com

Sales Cycle Stages

Buying Roles

Roles Variant

1 CEO, CMO, CFO

2 CTO

3 Product Manager

4 Tech Lead

Content Mapping

Roles

CXO CTO Product Manager Tech Lead

Visitor

Subscriber

Engaged

Prospects1. White paper2. Webinar3. ………

MQL1. ROI Examples Papers2. Releveant Industry Samples3. ……..

SQL

Opportunity

Recycling

Customer

Stag

es

What Can I do in my SMB? Money, money, money

Create Assets! Subscribers, Remarketing Audience, etc

Case #1: Web Traffic

www

@

Approach

Remarketing

“Magnets”

Subscriber

Nurturing

Google Adwords Remarketing #1

Facebook Retargeting Remarketing #2

Facebook Retargeting Remarketing #2

Twitter Retargeting Remarketing #3

Yandex.Direct Retargeting Remarketing #4

VKontakte Retargeting Remarketing #5

Entry Popup “Magnet” #1

Exit Popup “Magnet” #2

Content Blocker “Magnet” #3

“Passive”: guide, white paper, how to “Magnet” #4

Webinar “Magnet” #5

Subscribers Start sending content

Let’s Calculate!

• Average values

• 2000 contacts, lost opportunities, clients

• 10% conversion rate of LP

• $15 cost per click

• $150 cost per lead

• $300,000 of asset

ASSET! You got it!

Case #2: Conferences

?

Rapportive

Social

Google Analytics

ClickTale

CrazyEgg

WebVisor

Yesware

Case #3: Marketplaces

?

“Smart” Demos Think about flow

Lead Nurturing. Free Video Lessons

http://www.conformato.org/500

Tenders. Marketplaces. Free Video Lessons

http://www.conformato.org/100

СПАСИБО ЗА ВНИМАНИЕ! !

!

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