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@NicoleWhitesid1
Quality is never an accident.
It is always the result of intelligent
effort.
- John Ruskin
22B annual revenue
Electrical * Industrial * Vehicle * Aerospace
Marketing Manager Lead
Generation,
Electrical Sector
Three steps to higher quality leads
1 Optimizing content
2 Intelligent lead scoring
3 Mature qualification process
{ } 1 Using content to drive engagement
Persona, demand type, business challenge
Persona
Demand Type
New Concept
New Paradigm
Established Market
Product
View
Audience
Message
Budget
Competition
Business Challenge
IT is Everything
Business Continuity
Modern Infrastructure
Make sure you pick the
challenges that your content
can actually support. You
don’t want to be in constant
content creation
Inform &
Trigger
Benefit &
Differentiate
Justify &
Decide
Mapped to the Buyers Journey
Education Solution Vendor
Selection
IT is everything Business continuity Modern
infrastructure
Events social webcasts online tools ROI Calc Testimonials
Content matrix Content audit
output:
• 108 assets
• 36 emails
• Dynamic landing pages
{ } 2 Lead scoring
Implicit/Explicit & progressive
profiling
Explicit (A-D) Who is engaging with
you
Implicit (1-4) Digital body language
& timing
Title
Business Challenge
Relationship to company
Tagged paged visits
Email clicks/opens
High, medium, low value form
submissions
Event attendance
Explicit & Implicit
A1 A2 A3 A4
B1 B2 B3 B4
C1 C2 C3 C4
D1 D2 D3 D4
ELEVATE
Advanced lead scoring
{ } 3 Qualifying leads
Telemarketing and digital intelligence
Hot leads go
to sales
Back to
nurture
Qualification process
{ } 4 Results
Did it work?
58% Open Rate
21% CTR
Solutions track 53%
engagement
rate
26% IT is Everything
48% Business Continuity
26% Modern Infrastructure
23,446 contacts in the program all time
$4.1m in pipeline 30% increase in
qualified leads
Goals
Surpassed Leads Driven
Leads qualified
Improved open
rates
THANK YOU