Nurturing The Lead Lifecycle ~ Automate Engagement and Win More Customers.Thursday, July 16th

Julian Erickson – Salesforce, Pardot Strategy

jerickson@salesforce.com

312-288-3665

Agenda

• What’s changed

• Why does it matter

• “Find, Win, Keep” – Rinse & Repeat

Buyers Are More Connected to Information Than Ever Before

Website

Social Media

Email

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

What is Marketing’s role….Today?

Marketers are trying to keep ahead in this new world

How do they describe themselves?

“Overwhelmed”

Exercise:

“Find – Win – Keep”

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

Email

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.

Thank you