2. Web
Site
Visits
Traditional
Marketing:
Trade
Shows, Ads
Email:
Blasts &
Nurturing
Social
Media:
Blogs, FB,
LinkedIn
Twitter
Search
Engine
Visibility
PPC,
Banner Ads
Web 2.0 Marketing
www.ActiveConversion.com | 1-877-871-2ROI
ActiveConversion:
Lead Generation
Prospect Scoring
Competitive Intel
CRM:
Contact
Relationship
Management
Software
Auto filtered for
Sales Reps
prioritization; a
self populating
call list
Click throughs
are like form fills
Fact: Only 0.5-4% of
visitors to your website
identify themselves
4. • Lead Generation – reverse IP lookup
• Lead Scoring – prioritization, timing
• Lead Management – M&S alignment
• Lead Nurturing – the leaky funnel
• Marketing ROI – testing and measuring
What is ActiveConversion?
www.ActiveConversion.com | 1-877-871-2ROI
11. How MUCH Are Your Leads Worth?
1. Acquired Names vs. Inbound Leads
2. Length of the Buying Process
3. Recency
4. Activity Level
5. List Fatigue
6. Cross-sell Opportunity
7. Fit with the Ideal Customer Profile
13. Sales & Marketing
Alignment
6.
5.
7.
The Lead Nurturing Process
Choose The Right
Audience
Invest in
Personas
Provide Valuable
Content
Create the Right Offers
Have
Conversations
Track & Measure
1. 2.
3.
4.
15. # 1: EXAMPLE Lead FlowNew
Lead
MARKETING
SALES
Nurturing MQL
Evaluation
Recycled
Lead
Customer
Long-term
Lead
SAL
SellingSQL
Customer
Lost deal/
Cancelled
Closing
16. # 1: Sales ALIGNMENT Challenges
• Meltwater News: PR software company
• Sales-oriented culture
• Skepticism towards marketing
• No CRM integration: Too hard for sales to find
the leads
• We got lucky: First opportunity within 1 week
18. # 2: Focus on Reactivating Trial Leads
• PEPID: Medical software for smart phones
• 30-day trial: Most people don’t even try
• However, most are still interested
• Easier to convert existing trial leads than
getting new trial leads to sign up
• Often, your existing lead database is a
goldmine
20. # 3: Three Steps to a Buyer Persona
1. Desk Research
• Job websites
• Conference agendas
• Online magazines & blogs
2. Interviews
• Intros via LinkedIn
• Record quotes
3. Validation
21. # 3: Personas According to Job Role
• GoodData, SaaS business intelligence software
• Developed three personas
• Executive
• Power user
• BI developer
23. # 4: Content Mapping EXAMPLE
Awareness Evaluation Decision
Economic
Buyer
End User
Technical
User
Whitepaper about
industry trends
ROI Calculator Analyst Report
Demo Video
Technical Whitepaper Product Trial Proof-of-concept
Webinar Customized Demo
24. # 4: Develop Compelling Content
• Backbase, enterprise portal software
• Entering new vertical
• Webinar series
• Three highly-relevant topics:
• Analyze trade magazines and blogs
• Monitor social media
• Look at conference agendas
26. # 5: Know What Your Goal Is
• FuneralOne, marketing software for funeral homes
• Goal: Get prospects on the phone
• Offers:
• Website review
• Website preview
• Excellent pre-sales support
29. # 6: Smart Campaign Reuse
• Distinguish long-term campaigns and triggered
campaigns
• First couple of emails very targeted
• Then regular nurturing track (Duration: Twice
the sales cycle)
• Then long-term nurturing track
• Separate track: Event invitations
32. # 7: Know What You Want to Measure
• rPath, data center management software
• Dashboard project
• Improve visibility into marketing performance
• Approach:
• Define what you want to know
• Create a sample report
• Implement
33. Sales & Marketing
Alignment
6.
5.
7.
The Lead Nurturing Process
Choose The Right
Audience
Invest in
Personas
Provide Valuable
Content
Create the Right Offers
Have
Conversations
Track & Measure
1. 2.
3.
4.