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24 апреля Евгений Ковалик сделал доклад для слушателей Conformato Conference 2014 на тему, которая победила в предварительном голосовании с большим отрывом (70% всех голосов): Lead Nurturing как элемент многошаговых продаж. Евгений рассмотрел 3 практических кейса: Web-traffic, Конференции и Marketplace, к каждому из которых дал личные рекомендации по внедрению специальных "фишек" для "взращивания" лидов. =Чтобы посмотреть видеозапись доклада, зарегистрируйтесь здесь: http://goo.gl/87sTVK =
Citation preview
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
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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