Giving Your Prospects the Content They Need, When They Need It
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Lead scoring programs often fall short, because they simply count things such as clicked links, opened e-mails, and web page visits. They seldom take into account what is being viewed. The key is to understand the content a prospect will engage with at each stage of the funnel. By understanding the purpose of each piece, you can build out lead scoring that captures the prospect at the right time. This session teaches you how to • Understand your content in terms of problem/solution scenarios your prospect may be seeking to deal with • Break your content down into buyer phases so you understand when your prospect is “sales-ready” • Structure the Oracle Eloqua platform in an efficient and scalable manner with cloud components and a program builder
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Giving Your Prospects the Content They Need, When They Need It
- 1. 1 Giving Your Prospects the Content They Need When They Need It Speaker: Mike McKinnon Director of Marketing Operations
- 2. 2 Agenda 1. Shortcomings of lead nurturing & scoring 2. Our Solution 3. Implementation 4. Metrics Agenda
- 3. 3 Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Source: Gartner Research) Why Lead Nurturing Nurtured leads make 47% larger purchases than non-nurtured leads. (Source: The Annuitas Group) Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research) Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (Source: DemandGen Report) Lead Nurturing
- 4. 4 Lead Nurturing 101 1. Deliver content at regular intervals no matter what the prospect does 2. Keep in front of the prospect – top of mind 3. Too generic to be effective 4. Not linked to scoring 5. Content is not optimized to move prospect down the funnel or for business problems 58% of B2B marketers reported that their content does not create opportunities for engagement1 1Customer & The Buyer’s Journey Benchmark Report, Demand Metric, June 2014, 2001 called They want their nurture track back Lead Nurturing 101
- 5. 5 Lead Scoring 101 14 Opened stuff Clicked on stuff Clicked on more stuff Clicked on stuff & filled out form Clicked on stuff & filled out form & visited website 1. Generic Scoring Campaigns 2. Counts things that are not necessarily important 3. Associating a lead score with each prospect in your CRM 4. Often detached from the nurturing component 17% of study participants have no content effectiveness measurements in place, and 49% are using only basic metrics such as clicks or downloads1. 1Customer & The Buyer’s Journey Benchmark Report, Demand Metric, June 2014, Lead Scoring 101
- 6. 6 A Better Way 78% of buyers reveal themselves before they are ready to buy 86% of B2B marketers think content is most effective in early to mid stage Customer & The Buyer’s Journey Benchmark Report, Demand Metric, June 2014 Content is most important when prospects want to stay hidden!
- 7. 7 ReadyTalk’s Solution 1. Content centric – persona & stage 2. Linked scoring and nurturing 3. Scalable 4. Dynamic 5. Reduced friction 6. Measurable velocity
- 9. 9 Mapping Problem #1 Problem #2 Problem #3 Awareness Evaluation Problem #4 Research (N)Mapping
- 10. 10 Linked Scoring & Nurturing Persona based nurturing tied to lead score & Lead score is tied to buyer stage A1 B2 A2 Score Stage 4 Awareness 3 Research 2 Evaluation 1 MQL Linked Scoring & Nurturing
- 11. 11 Scalable meet.readytalk.com/lp=456&?DocID=19 Tags by Buyer Stage Scalable
- 14. 14 Progressive Profiling Awareness Research Evaluation Max 4 Max 5 Max 7 Progressive Profiling
- 15. 15 Metrics Open Rate Click to Open Form Submission Average* 30% 15% 5% Best^ 50% 35% 12% * n>20000 ^n>2000 By Problem By Stage
- 16. 16 Questions? Mike McKinnon Director of Marketing Operations ReadyTalk Twitter: RTMike LinkedIn: www.linkedin.com/pub/michael-mckinnon/4/219/4b4/
Hinweis der Redaktion
- Talk briefly about why we need lead nurturing. Keep it brief we all know this stuff. Greater revenue, increase sales, larger deals etc.
- We all know we need it but a lot of organizations are doing it inefficiently or are ineffective. Content is not creating engagement because it is not optimized for buyer stage or business problem
- 1. Socring campaigns that fit all your database counting all things that may or may not matter. 2.
- Explain that content matters in the early stages as evidenced by these two charts. You need to identify the prospect as early as possible and then give them the content they need at their stage. You need a program that can identify the type of content your prospects are interested as well as the stage your prospects are in. How is this done?
- We decided at ReadyTalk that we did not our sales team wasting time calling people that are in the awareness or research stage of buying because as research has shown they do not want to be bothered at this point. However, we do want to influence their decision making process with content that targets their perceived business problem and is aligned with the stage they are currently in. We also wanted a nurture track that could react to the prospect’s chosen business problem and deliver content based upon their engagement. So how did we accomplish this.
- We wanted to be able to easily add content to the program and have that scored. We decided to use query strings and progressive profiling and page tagging