In this case study of Exact Software, you will see how Exact used marketing automation software (Copernica) to set up a detailed lead nurturing program in order to convert Marketing Qualified leads into Sales Qualified leads. In nearly four months time, Exact was able to convert over 40% of their Marketing Qualified leads to Sales Qualified leads. What exactly is lead nurturing and how can it help you?
Exact sends their prospects relevant and personal emails based on their stored interests and preferences. These emails also play an important role in the entire lead nurturing program. https://www.copernica.com/en/blog/lead-nurturing-in-real-life-business-case-exact-software.
This session will help you understand how to:
- Convert more leads from your website by applying lead scoring
- Apply lead scoring in B2b
- Generate more leads and convert them to sales qualified leads
- Improve results of your Inbound marketing benefit from marketing automation
- Make your content marketing more relevant
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
B2B Marketing Summit June 2014 - Exact - Converting visitors into customers
1. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA1
Jasper Kolwijck and Richard Francis
LEAD NURTURING IN PRACTICE
CONVERTING VISITORS INTO CUSTOMERS
2. Introduction…
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA2
Richard Francis
Content Manager
Exact Software
E: richard.francis@exact.com
L: nl.linkedin.com/in/qfrichardfrancis
T: @EngelsmanAbroad
Jasper Kolwijck
Online Marketing
Exact Software
E: jasper.kolwijck@exact.com
L: linkedin.com/in/jasperkolwijck
T: @jkolwijck
3. Agenda
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA3
Lead generation
Lead nurturing and leadscoring
Lead nurturing and lead scoring in practice
Takeaways
6. Channels website conversion
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA6
Social
Adwords
Email
DM
Display
Whitepapers
E-book
Factsheet
Webinar
Call me back
7. A4 A3 A2 A1
B4 B3 B2 B1
C4 C3 C2 C1
D4 D3 D2 D1
But not every visitor is the same
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA7
Profilefit
Involvement
8. SQL’s
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA8
Social
Adwords
Email
DM
Display
Webinars
References
Events
RFI
Contact
9. MQL’s
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA9
Social
Adwords
Email
DM
Display
Whitepapers
E-book
Infographics
Video
Brochures
10. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA10
“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)
12. Lead generation and lead nurturing
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA12
CRM
Sales funnel
Copernica
Campaign
data
Website
Webforms
(ETM)
Online
Channels
Campaign
data
(UTM)
CRM
Marketing
project (code)
(Inbound) Marketing Lead generation Nurturing Sales
13. Automated lead nurturing flow
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA13
MQL SQL
LOST
Profile enrichment
If existing profile
present
New? Opt-in
Engagement / profile fit
14. Lead scoring
14 LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
Sent
+ 1
If
SQL
+ 12
else
MQL
Unique open
Unique click
article
Unique click
CTA 1 / 2
Unique click
Call back
-1
+ 3
+ 5
4Brochure
Reference 7
Enrich profile 2
Website
E-mail
Whitepaper 2
+ 13
15. LEAD NURTURING AND LEAD
SCORING
IN PRACTICE AT EXACT
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA15
16. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA16
PHASE 1: COLLECT AND ENRICH
DATA
30. Email stats
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA30
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
31. Campaign results
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA31
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
32. Take aways
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA32
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
33. Thank you for the attention and good luck with your lead nurturing!
MORE INFO ABOUT COPERNICA?
WWW.COPERNICA.COM
@COPERNICAUK
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA33
QUESTIONS?
Editor's Notes
He identifies a problem,
Has a look around for who might be able to fix it,
Selects the most interesting and relevant parties,
Delves deeper into what they have to offer,
And eventually makes a decision based on who has the most compelling story
With proof to back it up.
To hook and reel in a suspect, you need all these bases covered.
Where a prospect sits in this journey hugely influences how they want to receive your story.
Provide a content stream that will pick them up at the beginning, and carry them through to the end.