Marketing Automation - more than an email sending app

Marketing Automation – More than an email sending app: Nurture, Scoring, Auto-Triggers

Hi, thanks for checking this out,

My Name is Dominik Suter, a Hi-Tech start-up Growth Hacker, Marketing + Sales leadersince 2002 US/ Israel@DominikSuter[+972] 058-4785492

Lead Nurturing - What is it?

Lead nurturing is the process of developing and cultivating relationships with prospects and customers at every stage of the sales funnel, and through every step of the buyer's journey. It focuses marketing and communication >

Lead Nurturing - What is it?

> efforts on listening to the needs of prospects and customers, and providing them information, answers and the solutions they need to support their problem-solving journey.

Segment - Personalize - Engage

Lead Nurturing - Why Nurture?

50% of qualified leads are not ready to buy immediately.

Lead Nurturing through Automation yields more sales-ready leads and more sales opportunities.

Lead Nurturing - Facts

Lead Nurturing is ranked by marketers as the most important feature of marketing automation.


50% more sales-ready leads at 33% lower cost


20% increase in sales opportunities


Nurtured leads make 47% larger purchases than non-nurtured leads


89% of marketers say email is their main channel for lead nurturing


Companies using marketing automation for Nurturing experience a 451% increase in qualified leads.

Lead Nurturing - Segment

Segment your contact database = houselist, based on a variety of Characteristics:

Profile data LocationFirmographics Vertical-IndustryScoring

Lead Nurturing - Segment, Why?

Segmented, relevant emails drive x18 more than broadcast, one-size-fit-all, emails

Lead Nurturing - Personalize

Create relevant and personalized messaging and offers to each specific segment you are targeting. Relevant to their industry, company size, job role-title, revenue, geography, language, scoring etc

Lead Nurturing - Personalize, Why?

Personalized emails Improve,

Click-throughs by 14%

Conversions by 10%

Lead Nurturing - Engage

Nurture your contact database = houselist with a timely, valuable, interesting, insightful and non-salesy content, Educating your prospects about your solutions, offerings and Cross-selling and Upselling your existing customers.

Lead Scoring - What is it?

Lead Scoring RANK leads against each other, helping marketers identify interest and where they are in the buying process.

An effective Lead Scoring system is a result of a collaboration of Marketing and Sales.

Lead Scoring - Facts

In a study of 10 B2B organizations using lead scoring systems, it was found that, on average, deal close rates increased by 30%, company revenue increased by 18% and the revenue per deal increased by 17% (eloqua)


Companies that get lead scoring right have a 192% higher average lead qualification rate that those who don't (Aberdeen Research)


Lead scoring provides an ROI of 138% versus companies that don't score leads (78%). (MarketingSherpa)

Lead Scoring - How to Score?

Combine two different group of data sets:

1. Characteristics:

Profile data LocationFirmographics Vertical-Industry

Digital Body LanaguageOnline engagement with WebsiteEmail engagementSocial Media engagement

Lead Scoring - How to Score?

Combine two different group of data sets:

2. Digital Body Language: Lead Activity is Tracked 24/7/365 forOnline engagement with WebsiteEmail engagementSocial Media engagement

Lead Scoring - Model

Digital Body Language

Characteristics

Lead Scoring - Characteristics

Profile data:Job Title: VP, Director, Owner, GMSeniority: C-Level, Executive, ManagerRole: Decision Maker, Influencer


Location:Country: US, Australia, ChinaRegion: Americas, APAC, EMEA, LATAMLanguage: English, French, German, ChineseTime Zone: GMT, GMT-5, GMT+8


Firmographics:Company Size: 1,001-5,000, 5,001-10,000Company Revenue: $20-$50Mil, $100-250MilType1: Multi Unit, Single Location, BranchType2: Domestic, InternationalTechnology used: Marketing Automation, ERP


Vertical-Industry:Computer: Software, HardwareEnergy: Gas, Oil, Coal, WindHospitality: Hotels, Restaurants, ResortsTransportation: Rail, Aviation, Ocean

Lead Scoring - Digital Body Language

Online engagement with Website + Webinars:Forms filled: Contact us, Demo requests, SubscribesContent Downloads: Case studies, White papersContent Views: Videos, SlidesharesWebpage visits: Product pages, BlogWebinars: Signups and Attendance


Email engagement:OpensClicksForwardsUnsubscribes


Social Media engagement:Facebook, LinkedIn, YouTube, Twitter, Instagram, VK, Pinterest

Follows, Shares, Likes, Mentions, Subscribes, Pins

Lead Scoring - Disqualified leads?

Stalled - Sales Rejected - Lost

What happens with those leads that are disqualified?Unless there is neither present nor future match, send them back to nurture for a time they do qualify to become a high scoring lead.

Auto Triggers - What is it?

Auto triggers are automated programs that react to specific behaviors, actions, landmarks a prospect or customer reach when engaged with a company's brand.

Auto Triggers - WIFM?

The most important take away is: Auto Triggers work along with the prospect or customer timeline, not the marketer's, allowing for improved relevancy and timing of marketing, catering to the needs and wants of the prospect or customer. Auto Triggers match the Customer Journey and yield improved conversions and sales

Auto Triggers - Examples

Triggered emails: Relevant and Timely automated messages based on the prospect’s or customer’s digital body language/- Signing up for a demo; Reaching a certain

score; Reaching a certain goal we placed etc, will trigger an email sequence, relevant to their behavior and actions


Multiple visits to a certain webpage, with product information specific for dentists - May indicate an industry segment is matched,

following the prospect’s digital body language. An automatic switch is industry segment will assure future marketing campaigns will have more information relevant to dentists in the mix


Multiple visits to a combination of web pages like contact-us, our office locations, free trial, order samples - May indicate this prospect just graduated to a higher stage in customer journey, automatically triggering either a higher frequency in marketing campaigns launched, and / or adding an accelerated sales track campaign making it easier for her/ him to take action.


Repeat login attempts to system with expired login.- Prioritize a lost opportunity or lost winback

case, send an automated alert to a retention team member to temporarily activate the account if the former customer agrees to schedule a quick phone call

Thank you for watching

Have a question?

Have a comments?

at 058-4785492Call or Drop me a line

[email protected]

@DominikSuter

Date post:	18-Aug-2015
Category:	Marketing
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