Demand Activation – Going Beyond Lead Generation

transcript

Chris PetersonExecutive Vice President

@ChrisPetey

Nick NobleDirector of SEO & Inbound Marketing@lookingfornoble

Demand Activation

More than just Demand Generation…

Demand Generation

Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company's

products and/or services

Demand Activation

Demand activation is the focus of targeted marketing programs to drive awareness,

interest, and set in motion the request for a company's products and/or services

We Use These Strategies To Generate Leads

But Not All Leads Are Qualified…

• Email newsletter subscribers• Whitepaper downloaders• Bad or unqualified leads• Repeat customers not being nurtured

What are you doing with these types of leads?

Please don’t say “nothing”

We All Have “Soft” or “Cold” Leads

Closing the MOFU Gap Between Lead to Sale

Motivate Action With:• Remarketing (customer match lists)• Social media (customer match lists)• Email marketing• Marketing automation

• Audiences lists • Workflows• Lead scoring

Close The Loop With:• Customer relationship management software• Sales team feedback

Activate Your “Soft” or “Cold” Leads

1. Create lists based on audiences2. Identity audiences wants, needs, and objections3. Create content tailored to your audience4. Use email marketing and marketing automation to engage

audiences 5. Set up lead scoring based on contacts interactions to

identify when a cold lead turns into a hot lead

How To Activate Your Leads

How It Actually WorksCase Studies

• With Software Automation

• Low Budget Manual Automation

Situation: School Furniture Manufacturer needs to:

• Build Brand Awareness• Drive leads into the business to control sales• Nurture leads to hot prospects• Segment targets to provide different messages

Solution: Digital Marketing Strategy

• Search, Content, Automation, Analytics

Case Study: Marketing Software Example

Where Do We Start?Understand the buying cycle• How are decisions made?

• When• How• Why

• Who are making these decisions?• What are they deciding on• Are there things influencing the decision• Who are the Key decision makers

• Can they make the purchase• Do they control the funds

Filter Leads Into Target Persona Buckets

Previously attracted lead through search efforts is now segmented through marketing automation platform

Determine Content Needs For Each Persona

Curriculum, cost and performance based information for the largest bang and use across target personas

End User Segments

Cost Vendor Support

Curriculum Aesthetics Performance

K-12 Teachers • • •K-12 Librarians • • •Grounds/facility maintenance

• •

District & School Administrators

• • •

Superintendents • •Curriculum Directors

Principals • • •Facility Officials

Facility Planners • • • •District Office Buyers

• • •

Create Content That Can Be Used In Promotion

Blogs, whitepapers, guides are all examples of content that can be used in automation

Repurpose content in

automation emails

Just like this slide

Create Specified Automation For Each Persona

Lead Scoring

Ensure The Automation Emails Are Driving An Action

Entice the user to click into the site

Provide additional calls to action

Work to drive the traffic to the site to further convert

What Are We Trying To Do With This Process?

School Administrators are key decision makers in the

approval process.The goal is to get them to

“Request a Quote”

The automation performed at a 22% conversion rate for School Administrators to request a quote….341 in total

Situation: Skykit Digital Signage:

• Large number of cold leads • “bad timing” or “not a good fit”• 156 out of 388 contact form submissions

• No budget for expensive marketing software Solution: Lead Tracking, Email Marketing & Automation using Google

Sheets WordPress Contact Form Database & MailChimp

Case Study: Low Budget Manual Automation

Lead Tracking In Google Sheets (For Free)

Why Are These Bad Leads?

Break down the buyers objections:• Unresponsive to sales team• Questions diggers - not sure how/why to use it• Bad timing - not ready to implement• Cost objections - cheaper options• Can’t justify the ROI

Email Marketing: Lists & Automation With MailChimp

Overcoming Buyers Objections With Content

Overcoming Buyers Objections With (Industry & Use Case Specific) Content:

What Are We Trying To Do With This Process?

The goal is to overcome the objections of contacts listed as “bad” or “cold” leads and get

them to purchase Skykit.

116 Current Customers – Product launch in August of

Thank You

Chris Petersoncpeterson@parqamarketing.com

@chrispeteya1

Nick Noblennoble@parqamarketing.com

@lookingfornoblea1