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In this case study of Exact Software, you will see how Exact used marketing automation software (Copernica) to set up a detailed lead nurturing program in order to convert Marketing Qualified leads into Sales Qualified leads. In nearly four months time, Exact was able to convert over 40% of their Marketing Qualified leads to Sales Qualified leads. What exactly is lead nurturing and how can it help you? Exact sends their prospects relevant and personal emails based on their stored interests and preferences. These emails also play an important role in the entire lead nurturing program. https://www.copernica.com/en/blog/lead-nurturing-in-real-life-business-case-exact-software. This session will help you understand how to: - Convert more leads from your website by applying lead scoring - Apply lead scoring in B2b - Generate more leads and convert them to sales qualified leads - Improve results of your Inbound marketing benefit from marketing automation - Make your content marketing more relevant
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LEAD NURTURING IN PRACTICE - EXACT & COPERNICA1
Jasper Kolwijck and Richard Francis
LEAD NURTURING IN PRACTICE
CONVERTING VISITORS INTO CUSTOMERS
Introduction…
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA2
Richard FrancisContent ManagerExact Software
E: [email protected]: nl.linkedin.com/in/qfrichardfrancisT: @EngelsmanAbroad
Jasper KolwijckOnline MarketingExact Software
E: [email protected]: linkedin.com/in/jasperkolwijckT: @jkolwijck
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA3
Agenda
Lead generation
Lead nurturing and leadscoring
Lead nurturing and lead scoring in practice
Takeaways
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA4
Exact Software
LEAD GENERATION
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA6
Channels website conversion
Social
Adwords
DM
Display
Whitepapers
E-book
Factsheet
Webinar
Call me back
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA7
A4 A3 A2 A1
B4 B3 B2 B1
C4 C3 C2 C1
D4 D3 D2 D1
But not every visitor is the same
MQL to SQL
Profi
le fi
t
Involvement
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA8
SQL’s
Social
Adwords
DM
Display
Webinars
References
Events
RFI
Contact
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MQL’s
Social
Adwords
DM
Display
Whitepapers
E-book
Infographics
Video
Brochures
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA10
“Lead nurturing is a process by which leads are tracked and developed into sales-qualified
leads. Meaning that they are ready and worthy of a salesperson’s time.”
(Forrester, 2011)
LEAD NURTURING AND SCORING
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA12
Lead generation and lead nurturing
CRMSales funnel
CopernicaCampaign
data
WebsiteWebforms
(ETM)
Online Channels
Campaign data
(UTM)
CRMMarketing
project (code)
(Inbound) Marketing Lead generation Nurturing Sales
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA13
Automated lead nurturing flow
MQL SQL
LOST
Profile enrichmentIf existing profile present
New? Opt-in
Engagement / profile fit
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
Lead scoring
14
Sent
+ 1
If
SQL
+ 12
else
MQL
Unique open
Unique click article
Unique click CTA 1 / 2
Unique click Call back
-1
+ 3
+ 5
4Brochure
Reference 7
Enrich profile 2
Website
Whitepaper 2
+ 13
LEAD NURTURING AND LEAD SCORING IN PRACTICE AT EXACT
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA15
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA16
PHASE 1: COLLECT AND ENRICH DATA
17
SEPA campaign
Banner
Landing page
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
18
Download the whitepaper
Whitepaper +2 points
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA19
Enrich profile +2 points
Confirm and ask for interest field
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA20
Preference center
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA21
PHASE 2: CONTENT
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The Buyer Journey
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA23
Sync based on profiledata
Bi-weekly news
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA24
Segmented content
Call to action
Mix of other content
Sent -1 points
Open + 1 points
Click CTA + >5 points
Click + 3 points
Click + 3 points
Bi-weekly news – Email scores
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA25
Bi-weekly news - Dynamic CTA’s
Click CTA + 5 points
Click CTA + 7 points
Click CTA + 13 points
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA26
PHASE 3: FOLLOW UP BY SALES
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA27
Automated follow up by Sales Support
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Big Data
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RESULTS
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA30
Email stats
Segment Open % Clicks % CTO % SQL’s %
General 39,95 7,82 19,58 9,1
Manufacturing 45,37 12,96 28,57 13,3
Professional Services 62,68 12,85 20,49 10,2
Wholesale 53,47 14,9 27,88 14,6
Financials 54,74 7,66 14 10,3
Average 43,05 8,83 20,5 11,5
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA31
Campaign results
12% conversion MQL to SQL, 40% qualified, 20% in the pipeline and 5% won deals
Pipeline is increasing, marketing costs are lowering
More efficient follow up for our Sales Support
Good collaboration between Marketing and Sales
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA32
Take aways Distinguish between your visitor types (Method MQL /
SQL)
Develop content based on the Buying Cycle of your target audience
Evaluate the follow-up with Sales (Support)
Actively monitor the process
Flexible marketing software essential
Full control over execution supports agile, dynamic development
Thank you for the attention and good luck with your lead nurturing!
MORE INFO ABOUT COPERNICA?WWW.COPERNICA.COM@COPERNICAUK
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA33
QUESTIONS?
