This deck features a case study highlighting the basic steps taken by SCI Solutions to kick off an initially successful lead nurture program using Pardot and Sales Cloud.
Understand the Key differences between SMO and SMM
Creating a Lead Gen Machine at SCI
1. SCI Solutions Case Study
Jeremy Mason
Director – Demand Gen and Marketing Ops
@automatemkt
Building a Lead-Generation Machine at SCI Solutions
2. Background and bio
Challenge: Empowering Sales
Segmentation: Profiles/Personas (Who)
Qualification: Lead Rating (Why)
Nurturing (When)
Enabling Sales Follow-up
Agenda
3. Background and Bio
• 14 years in B2B e-marketing
• Former Web Designer/Developer
• 6 months at SCI
• 95% of desired functionality can be
achieved without coding
@automatemkt
4. Background and Bio
• Cloud Software for Healthcare
• Patient Referrals/Scheduling
• Analytics and Professional Services
@SCI4Healthcare
www.SCISolutions.com
5. Challenge: Empowering Sales
1. Large, inactive legacy database
2. New data source and personas
3. Pre-set, aggressive KPIs
4. Sales team in need of cleaner, actionable leads
8. 1. Unknowns – Nurture into Profiles
• No Title or Industry
• Not “Gradeable”
2. Influencers – Create Organizational Pull through Execs
3. Target Execs – CIO/CTO, CEO, CFO
4. Suppressed – ‘Keep it clean” lists
• Emailed 2x in 14 days
• Previous exposures to drip content
• Irrelevant/Rejected titles
Primary and Secondary Personas
Segmentation
Firmographics
Role Specifics
10. 5 Areas of Qualification
Lead Rating
1. Profile Data Completeness
2. Score (number)
3. Profile Grade (letter)
4. Timing/Aging (>25 days inactive)
5. Rating (influenced by all others)
11. 5 Points of Qualification
Lead Rating
1. Profile Data Completeness
2. Score (number)
3. Profile Grade (letter)
4. Timing/Aging (>25 days inactive)
5. Rating (influenced by all others)
Dynamic List
Score Threshold
Grade Threshold
Time
12. Capitalize on Default CRM Field
Rating Grade Score
Cold >D >5
Warm >C >15
Hot (inferred) >B >50
Hot (inquiry) NA =50
Lead Rating
Sales Rep
Lead Views
Tasks
13. Capitalize on Default CRM Field
Rating Grade Score
Cold >D >5
Warm >C >15
Hot (inferred) >B >50
Hot (inquiry) NA =50
Email Alert
Lead View
ROI Attribution
Lead Rating
16. “Hot” (“Yes”) path first
Draft Asset Flows
Nurturing
(unknown)
Nurturing
(influencers)
Email: CFO Infographic
PNM VideoEmail: “Got
Referral Probs?”
All
NGHS Vid
Baptist Vid
(lite-TBd)
Click
Open
No
Webinars
Email: Case Study
Archive
No
Email: Webinar
Archive
No
Email: Get a Demo? No
Assign to Sales
Open
Email: Webinar
Invites
Click
Click
+5
+15
+20
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+5
+20
+5
Yes
Submit
Form?
+50
+25
+5
No
Email
Email
+5
Score Role in Rating System:
Hot: Score >=50, Task Email to Sales
Warm: Score >=15 and active within 25
days, assign to sales
Cold: Score >5, eligible for reporting
Email: “Becker’s
Webinar Archive”
Open
+5
Pause: 10 days
Pause: 6 days
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Pause: 16 days
Pause: 2 days
Email: Toolkit
No
Onslow PDF
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Email
Pause: 3 days
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