According to the latest research from Google and the Marketing Leadership Council, the traditional marketing funnel is dead, and consumers today consult an average of 10.4 new media or traditional sources before purchasing.
Join Richard Evans, Director, Partner Marketing and Alliances, from marketing automation leader Silverpop, Peter Chase, founder and Executive Vice President of data integration solutions provider Scribe, and Mike Lewis, social marketing guru and the author of the new popular book " Stand Out Social Marketing: How to Rise Above the Noise, Differentiate Your Brand, and Build an Outstanding Social Presence", and hear the secrets to build lasting relationships with the social consumer.
Lead Generation Strategies for the New Social Consumer
1. VOIP Is Enabled, however if you cannot hear
please use web meeting dial in details
Lead Generation Strategies for the
New Social Consumer
How to build lasting relationship with
the social customer
integrate accelerate™
2. Housekeeping
• Phone lines are muted
• Presentation is approximately 50 Minutes
with Q&A
• Use the Question feature in GoToWebinar
panel to submit questions
• Questions will be addressed at the end of
presentation
integrate accelerate™
3. Agenda
• Introduction of presenters
• Top 2 lead problems
• How to drive sales through social
• Tying it together with integration
• Questions & Answers
integrate accelerate™
4. Presenters
Peter Chase
Executive Vice President and Founder
Scribe Software
pchase@scribesoft.com
@PeterRChase
Mike Lewis
Social Media Guru and Author of “Stand Out Social Media”
Lewis_mich@yahoo.com
@BostonMike
Richard Evans
Director, Partner Marketing and Alliances
Silverpop
revans@silverpop.com
@rlevans
integrate accelerate™
5. About Silverpop
• Digital Marketing Platform
for email marketing and
marketing automation
• 5,000 customer brands
• Across 38 countries
• 500 employees
6. We all have challenges
Changing
Funnel waste buyer
behavior
7. Only 5% of leads
you and I generated in the last month are ready to buy NOW.
12. Emerging buying cycle gap...
Reconsideration Satisfaction
problem
Selection Acknowledgment
2%
Investigation Decision
2-3%
Source: R. Jolles
Measurement Criteria
13. How we began curing ourselves
The buying cycle has changed
14. Prospects are narrowing the field...
“During the initial research phase, the survey
showed 42% of B-to-B buyers evaluate four or
more suppliers, but as they move closer to
procurement, only 26% get quotes from four or
more suppliers.”
Source: Chief Marketer, “Adjusting to the Web-
Influenced Buy Cycle,” 22 March 2010
15. …almost entirely on their own.
Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.
16. How we began curing ourselves
How we began curing ourselves
27. The results...
• Reduced non-contacted leads from 65% to < 4%.
• Increased lead conversion rates by over 2x in 12-months
• Increased marketing-generated revenue by more than 100% in 12-
months
– Marketing generated over 70% of total sales revenue
• Increased opportunity creation to support 50% increase in sales
team size
28. What tools are needed?
CRM System Marketing Automation
• Database of record Platform
• Lead and opportunity tracking • Lead management
• Pipeline opportunity reporting • Lead Scoring
• Sales process management • Lead Routing
• Lead Alerts to Sales
• CRM integration for sales-initiated
campaigns
• Publishing and outbound marketing
• Nurtures and email marketing
• Landing pages for lead generation
• Reporting
• Sales view into marketing activity
• Sales view into lead score, rank
and behaviour
29. THE 6 KEYS TO STAND OUT SOCIAL MARKETING
Mike Lewis
Author of ‘Stand Out Social Marketing’
Vice President of Marketing & Sales
Awareness, Inc.
@bostonmike
mike@standoutsocialmarketing.com
30. Connect Questions via Twitter:
ABOUT ME… #standout @bostonmike
• CMO, Peoplefluent
• Boston native, father of 2
• Active blogger, tweeter, and social media
enthusiast
• Author, Stand Out Social Marketing,
McGraw-Hill, Nov 9, 2012
Blog:
StandOutSocialMarketing.com
Facebook:
Facebook.com/standoutsocial
Twitter:
@bostonmike
31. Connect Questions via Twitter:
WHY SOCIAL? #standout @bostonmike
VS.
Differentiatio
Enterprise n SMB
Heavy Sales Process Little-to-No Sales Process
Optimization Management
32. Connect Questions via Twitter:
THE 'SALES PROCESS OPTIMIZATION' BLOG #standout @bostonmike
33. Connect Questions via Twitter:
#standout @bostonmike
PUBLISH PHASE 1
ENGAGE Differentiate
MONITOR
Publish to Multiple ABOVE the
Social Destinations
Prospect for conversations Engage with Prospects Funnel
ACQUIRE LEADS ABOVE THE FUNNEL
PHASE 2
Identify & Drive
Higher QUALITY
leads
SCORE AND
TARGET with
OFFERS
PHASE 3
CONVERT Increase
Conversions
34. Connect Questions via Twitter:
#standout @bostonmike
PHASE 1 RESULTS:
Differentiate
ABOVE the
MORE „AT-BATS‟:
Funnel
1 Went from competing in
1 of 5 deals to 3 of 5
deals vs SFDC
BETTER TARGETS:
PHASE 2
Identify & Drive
2 Engaged with the
RIGHT audience vs.
Higher QUALITY ANYONE interested
leads
HIGHER
3 CONVERSIONS:
Win rate rose from
PHASE 3 30% to 60% in deals
Increase vs SFDC
Conversions
35. Connect Questions via Twitter:
THE 6 KEYS & WHERE DELTA STOOD OUT #standout @bostonmike
Paying Interaction Content
Attention
Presence Management Measurement
36. Connect Questions via Twitter:
#standout @bostonmike
Paying Attention
The Heart of your social
strategy
Involves Paying Attention to
behaviors and individuals
Focus area: Paying attention to
behavior to drive sales
Key Concepts:
•Social Prospecting
•Social Scoring
37. Connect Questions via Twitter:
FOR EXAMPLE… LET'S SAY WE ARE SELLING… #standout @bostonmike
38. Connect Questions via Twitter:
Traditionally… #standout @bostonmike
• Broadcast messages
through multiple channels
• Collect Data and
Demographically target
• Open stores in areas of
audience concentration
• Drive people to online or
offline purchases
39. Connect Questions via Twitter:
Through Social We Would: @bill Need new shoes
#standout @bostonmike
for the office party.
What to buy?
• Listen for individuals who show Need shoes? We have the largest
selection & 20% discount so you look
a likelihood of buying great at the party http://bit.ly/45hdf
• Target: month 2 in marathon
training. Feeling better
Hyper-target individuals with everyday
contextual offers and
content Dude! If you need a new pair of kicks check these out
http://bit.ly/jhgk - We will power you on the big day!
Identify Contextual
Influencers HUGE ski trip with the guys
Market to a widget next month! Can’t wait!
enthusiast group on
Facebook Looking for new ski boots? 10% of for you today
http://bit.ly/jhgk
Contextual groups (or
create one) UGH! I hate back to school
shopping for the kids!
We hate it too... shop online and avoid the hassle... free
returns! http://bit.ly/jhgk
40. Connect Questions via Twitter:
#standout @bostonmike
social scoring = finding prospects & converting them to
High potential to
customers Customer &
buy Influencer Partner Candidate Advocate
41. Connect Questions via Twitter:
THE BIG THREE OF MONETIZING BY PAYING ATTENTION #standout @bostonmike
Social Prospecting
Automated Social Profile Collectio
Social Scoring
42. Connect Questions via Twitter:
SOCIAL PROSPECTING #standout @bostonmike
Pay attention to the conversations and actions
that demonstrate a liklihood of sale. Identifying
buying signals and listen for them.
Example: Pella Windows
43. Connect Questions via Twitter:
IMPLICIT VS EXPLICIT BUYING SIGNALS #standout @bostonmike
Example: Pella Windows
Explicit Implicit
“Looking to buy
new windows. “Ugh… I can‟t get
Anyone have this draft to stop!
experience with It‟s cold in here!”
Pella?”
“What is the Just starting work
cheapest place to on the new
buy new windows?” addition!
Just bought the
“Looking for a
new house and am
recommendation
getting ready to
on windows…”
move next week!!
44. Connect Questions via Twitter:
SOCIAL PROFILE COLLECTION #standout @bostonmike
Collected the publically available profile information on the individuals
engaging in your specific conversations.
Engagement on brand
owned social destination
Participation in
Public Posts and actions
Facebook
on Social Networks like:
contests, Downloads, et
Social Profile
45. Connect Questions via Twitter:
SOCIAL SCORING #standout @bostonmike
Develop a scoring criteria that is dynamic and identifies individuals based
on actions over time.
46. Connect Questions via Twitter:
DEFINE A PATH TO PURCHASE #standout @bostonmike
TRACKING BEFORE DIRECT ENGAGEMENT
48. Connect Questions via Twitter:
SOCIAL SCORING IN ACTION #standout @bostonmike
+10 points
Visited page
+10 points
“Any recommendations
for product?”
+5 points
Prospective Joined Facebook
buyer page
+5 points
“looking to buy
something…”
49. Connect Questions via Twitter:
HYPER-TARGETED MARKETING CAMPAIGNS #standout @bostonmike
50. Connect Questions via Twitter:
REAL LIFE EXAMPLES #standout @bostonmike
The Louisville Real Estate
Agent
IBM Generates Millions by
Listening for Leads
30% conversion rate on
leads sourced via Twitter
TriNet Listens for „events‟ and Roger Smith Hotel attracts
sells software guests
52. Connect Questions via Twitter:
#standout @bostonmike
Mike Lewis
Author of „Stand Out Social Marketing‟
Chief Marketing Officer, Peoplefluent
@bostonmike
mike@standoutsocialmarketing.com
53. 15 years experience
1,000 global partners
12,000 customers worldwide
integrate accelerate™
54. The Data Integration Gap
integrate accelerate™ Source: The State of Customer Data Integration 2012, Scribe Software
55. Closing the Gap
10010011101101001111001101
10011001111000111001010011
00100111010100011110001001
10011100011100110101000110
010101010101010101001010 big data| unstructured, chaotic
1101110101010101101100
01010001010010011011 anonymous| ubiquitous
011001111000111000
01010101010101001
1001110101000111
tiny actions| structured, repeatable
right person| right time
enormous results| new opportunities
growth| lifetime customer value
integrate accelerate™
56. Closing the Gap
identify| cross-channel
associate| expand contact view
profile| demographics, history
personalize| preferences, opinions
engage| event driven
listen| prioritize, work backwards, iterate
integrate accelerate™
57. Next Steps
Download the white paper:
www.scribesoft.com/State-of-CDI
Get the book:
www.amazon.com
10 attendees will be notified in the next
hour that they’ve won 1 of 10
autographed copies!
integrate accelerate™
Hinweis der Redaktion
Different from monitoring vendors; we are moitoring for customer acquisitionScorecards bubble up specific customer; kindsB2B and B2C examples – talk about customers we have (FOX, MLB, EMC, FSC, etc) and how they areUpdate the pictures in the back
Thank you Joel. Continuing on this theme that we have a lot of work to do to fully leverage data in our marketing efforts, the following comes from a Survey of about 275 organizations that Scribe commissioned earlier in the year on the state of Customer Data Integration. As you can see, 60% of respondents said that integrating their CRM system with their Marketing Automation efforts was important…a pretty high percentage. However, when asked whether they felt that they had fully integrated these two activities, only between 18 and 29% felt they had. Another interesting note is that those that used 3rd party system integrators had fully integrated their efforts at a 50% greater rate. Scribe delivers its products exclusively through a network of over 1,000 System Integrators across the globe. We understand the key role that these SIs play in delivering successful solutions for customers.So why does this gap between desire and achievement exist?