Lead nurturing and Smarketing: Key tactics to turn your leads into customers
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While companies are getting better at attracting traffic to their website and generating leads, being able to nurture them, work their database and close leads as customers is a challenge that a lot of companies are facing. Being able to see the ROI of any marketing activities and the impact on the bottom line of your business is crucial. Therefore, understanding who is your ideal buyer, what his buying process is and aligning the effort within the different team of the company is essential. This presentation will give you best practices on lead nurturing and help you understand better what Smarketing is and how the alignment between the Marketing and the Sales team can be set up efficiently.
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Lead nurturing and Smarketing: Key tactics to turn your leads into customers
- 1. Noémie Aguettant @noemieaguettant HOW TO TURN LEADS INTO CUSTOMERS Convert Leads Close Customers Attract Visitors #WTFEvent17 Senior Channel Consultant
- 5. Inbound Marketing Methodology @noemieague4ant #WTFEvent17
- 9. Site + Blog Call To Action Get guide now! Landing page Lead Visitor Home | Services | Blog | About us First name Last Name Email Get now! How to set up lead nurturing that will have an impact on the bottom line of your business Guide selling point: • # 1 • # 2 • # 3 @noemieague4ant #WTFEvent17
- 11. Lead Nurturing @noemieague4ant #WTFEvent17
- 12. What is Lead Nurturing? @noemieague4ant #WTFEvent17
- 14. Lead Client Client Upsell / Cross-sell @noemieague4ant #WTFEvent17 A B
- 18. Share the right content + the right time: CONTEXTUALISATION @noemieague4ant #WTFEvent17
- 19. Why Companies Need to do Lead Nurturing Today? @noemieague4ant #WTFEvent17
- 20. PULSE CHECK @noemieague4ant #WTFEvent17
- 21. Why people unsubscribe ? @noemieague4ant #WTFEvent17
- 23. Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost of acquisition. @noemieague4ant #WTFEvent17
- 24. How to Master Lead Nurturing ? @noemieague4ant #WTFEvent17
- 25. Data Collection Persona Stage Place Offer relevant and personalized content @noemieague4ant #WTFEvent17
- 26. in smaller segments based on their similarities Lists allow you to segment your database…
- 28. List 1 Owner 6-10 employees List 2 Marketing Manager 201-1000 employees List 3 Marketing Director 6-10 employees List 4 Marketing Student Forms Lists @noemieague4ant #WTFEvent17
- 31. Automated lead nurturing emails get 4 -10 times the response rate compared to standalone emails. @noemieague4ant #WTFEvent2017 @noemieague4ant #WTFEvent17
- 34. Email 1 Email 2 Email 3 Rules Actions Owner 6-10 employees Awareness Ebook Lists Awareness Guide Offers 1 Day 2 Days 5 Days @noemieague4ant #WTFEvent17
- 35. Webinar Consideration Owner 6-10 employees Webinar consideration Email 11 Day 2 Days Email 2 5 Days Email 3 Rules Actions Owner 6-10 employees Awareness Ebook Lists Awareness Guide Offers 1 Day 2 Days 5 Days Email 1 Email 2 Email 3 @noemieague4ant #WTFEvent17
- 36. Demo Decision Owner 6-10 employees Demo decision Email 1 Email 2 Email 3 Webinar Consideration Owner 6-10 employees Webinar consideration Email 11 Day 2 Days Email 2 5 Days Email 3 Rules Actions Owner 6-10 employees Awareness Ebook Lists Awareness Guide Offers 1 Day 2 Days 5 Days Email 1 Email 2 Email 3 1 Day 2 Days 5 Days @noemieague4ant #WTFEvent17
- 38. Hold on !!! @noemieague4ant #WTFEvent17
- 39. 40% of Salespeople say getting a response from a prospect is harder. @noemieague4ant #WTFEvent17
- 40. @BenCotton | #GrowWithHubSpot | @HubSpot 20% Annual Growth Rate Companies with strong sales and marketing alignment achieve @noemieague4ant #WTFEvent17
- 41. @BenCotton | #GrowWithHubSpot | @HubSpot Compared to: 4% Decline in annual revenue For companies with poor alignment @noemieague4ant #WTFEvent17
- 42. @BenCotton | #GrowWithHubSpot | @HubSpot COLLABORATE? So, How do we @noemieague4ant #WTFEvent17
- 44. MARKETINGS SALES MARKETING+ = @noemieague4ant #WTFEvent17
- 46. 2.1. 3. Common Language Setting up the process Using the right tools ALIGNMENT SALES & MARKETING @noemieague4ant #WTFEvent17
- 47. We don’t have enough leads… and the ones that we have aren’t even good! SALES DIR. @noemieague4ant #WTFEvent17
- 48. MARKETING DIR. We send plenty of leads to the Sales Team, but they don’t put in enough effort to close deals. @noemieague4ant #WTFEvent17
- 49. ¿Who are they? @noemieague4ant #WTFEvent17
- 53. Customer’s journey alignment improve win rate by 15%. Source: 2016- Sales enablement Optimization study @noemieague4ant #WTFEvent17
- 54. SLA SERVICE LEVEL AGREEMENT A contract between a service provider and the end user that defines the level of service expected from the service provider.
- 55. MARKETING TO SALES SALES TO MARKETING Number and quality of leads that marketing needs to provide to Sales to hit the company revenue goals Speed and depth of lead follow-up that makes economic sense.
- 56. Step #1 Step # 2 Step # 4 Step # 3 Step # 5 Calculate the Marketing effort Determine Business Growth Calculate The Sales effort Set up Marketing SLA Reporting Set up Sales SLA Reporting Build SMARKETING Alignment @noemieague4ant #WTFEvent17
- 57. Determine Business Growth1 NEW REVENUE GOAL AVERAGE SALES PRICE = NUMBER OF CUSTOMERS BUILDING SMARKETING ALIGNMENT @noemieague4ant #WTFEvent17
- 58. Determine Business Growth1 100,000,000 POUNDS 1,000,000 POUNDS = 100 CUSTOMERS BUILDING SMARKETING ALIGNMENT @noemieague4ant #WTFEvent17
- 59. NEW CUSTOMERS GOAL CONVERSION RATE MQLS TO CLIENTS Calculate the Marketing effort 2 = NUMBER OF MQLS BUILDING SMARKETING ALIGNMENT @noemieague4ant #WTFEvent17
- 60. 100 20% Calculate the Marketing effort 2 = 500 MQLS BUILDING SMARKETING ALIGNMENT @noemieague4ant #WTFEvent17
- 61. NEW MQLS GOAL CONVERSION RATE LEADS TO MQLS Calculate the Marketing effort 2 = NUMBER OF LEADS BUILDING SMARKETING ALIGNMENT @noemieague4ant #WTFEvent17
- 62. 500 40% Calculate the Marketing effort 2 = 1,250 LEADS BUILDING SMARKETING ALIGNMENT @noemieague4ant #WTFEvent2017
- 63. Lead MQL SQL Visitor Opportunity Client 100 100 500 1,250 12,500 300 200 Calculate the Marketing effort2 BUILDING SMARKETING ALIGNMENT @noemieague4ant #WTFEvent17
- 64. Calculate the Sales effort 3 35% 50% The number of deals which go to the vendor who responds first. BUILDING SMARKETING ALIGNMENT @noemieague4ant #WTFEvent17
- 65. 3 BUILDING SMARKETING ALIGNMENT Source: insidesales.com The odds of making a successful contact with a lead are 100 times greater when a contact attempt occurs within 5 minutes, compared to 30. Calculate the Sales effort @noemieague4ant #WTFEvent17
- 66. 4 Set up Marketing SLA Reporting Leads Generation Goals Leads Days Lea ds @noemieague4ant #WTFEvent17 BUILDING SMARKETING ALIGNMENT
- 67. 5 Set up Sales SLA Reporting Lea ds Leads SeptJuly Aug 1% 3% 3% 7% 1% 0.7% 2% 1% 5% Sales Commitment 0 and 5 days 6 and15 days 16 and 36 days @noemieague4ant #WTFEvent17 BUILDING SMARKETING ALIGNMENT
- 68. Our marketing team is sending us high quality leads that allow us make our number and even more! SALES DIR. @noemieague4ant #WTFEvent17
- 69. MARKETING DIR. We achieve our goals and Sales give us good feedback on the leads quality and the type of content they need. @noemieague4ant #WTFEvent17
- 70. Where do we start ? @noemieague4ant #WTFEvent17
- 71. 1. Aligning management 2. Defining Persona and lifecycle stage 3. Create SLAs 5. Gear up with efficient tools 4. Do close loop reporting @noemieague4ant #WTFEvent17
- 72. 1 Know your audience & its buying process 2 Segment & nurture your leads and database 3 Align your sales and Marketing Team 4 Inbound is about being human KEY TAKEAWAYS @noemieague4ant #WTFEvent17