CASE STUDY: How global IT company Exact converts B2B leads with marketing automation

LEAD NURTURING IN PRACTICE - EXACT & COPERNICA 1

Jasper Kolwijck and Richard Francis

LEAD NURTURING IN PRACTICE CONVERTING VISITORS INTO CUSTOMERS

Introduction…


Richard Francis Content Manager

Exact Software

E: [email protected]

L: nl.linkedin.com/in/qfrichardfrancis T: @EngelsmanAbroad

Jasper Kolwijck Marketing Specialist

Exact Software

E: [email protected]

L: linkedin.com/in/jasperkolwijck

T: @jkolwijck

Agenda


Lead generation

Lead nurturing and leadscoring

Lead nurturing and lead scoring in practice

Takeaways

Exact Software


LEAD GENERATION

Channels website conversion


Social

Adwords

Email

DM

Display

Whitepapers

E-book

Factsheet

Webinar

Call me back

But not every visitor is the same


A4 A3 A2 A1

B4 B3 B2 B1

C4 C3 C2 C1

D4 D3 D2 D1

Pro

file

fit

Involvement

SQL’s


Social

Adwords

Email

DM

Display

Webinars

References

Events

RFI

Contact

MQL’s


Social

Adwords

Email

DM

Display

Whitepapers

E-book

Infographics

Video

Brochures


“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 generation and lead nurturing


CRM Sales

funnel

Copernica Campaign

data

Website Webforms

(ETM)

Online Channels Campaign

data (UTM)

CRM Marketing

project (code)

(Inbound) Marketing Lead generation

Nurturing Sales

Automated lead nurturing flow


MQL SQL

LOST

Profile enrichment If existing profile

present

New? Opt-in

Engagement / profile fit

Lead scoring

Sent

+ 1

If

SQL

+ 12

else

MQL

Unique open

Unique click article

Unique click CTA 1 / 2

Unique click Call back

-1

+ 3

+ 5

+ 13

Whitepaper

4 Brochure

Reference 7

2

Enrich profile 2

Website

E-mail

14 LEAD NURTURING IN PRACTICE - EXACT & COPERNICA

LEAD NURTURING AND LEAD SCORING IN PRACTICE AT EXACT



PHASE 1: COLLECT AND ENRICH DATA

SEPA campaign

LEAD NURTURING IN PRACTICE - EXACT & COPERNICA

17

Banner

Landing page


Download the whitepaper


18

Whitepaper +2 points


19

Enrich profile +2 points

Confirm and ask for interest field


20

Preference center



PHASE 2: CONTENT

The Buyer Journey


23

Sync based on profile data

Bi-weekly news


http://www.the-biz-box.com/

24

Segmented content

Call to action

Mix of content

Sent -1 points

Open + 1 points

Click CTA + >5 points

Click + 3 points

Click + 3 points

Bi-weekly news – Email scores


25

Bi-weekly news - Dynamic CTA’s

Click CTA + 5 points





PHASE 3: FOLLOW UP BY SALES


Automated follow up by Sales Support

http://thor.exact.nl/profiel-sales-support?profile=17806116&code=6d054788716eac6496ad63167059c936

Big Data



RESULTS

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

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

Takeaways


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


Questions?

For more information about Copernica Marketing Software:

www.copernica.com

@CopernicaUK

Date post:	15-Jul-2015
Category:	Marketing
Upload:	b2b-marketing
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