The standard lead generation model only gets you so far. To take your marketing to the next level, you need to embrace the concept of Demand Activation, a framework for planning what happens after a potential customers’ lead information is captured. During this presentation, Nick and Chris will cover ways to do more with the email list you’ve built, as well as how you can utilize marketing automation and lead scoring to level up your game. Takeaways: Bridging the gap from lead to customer Ways in which marketing and sales can work together How to turn the heat up on cold leads Reasons and ways to utilize marketing automation and lead scoring Speakers: Nick Noble & Chris Peterson, Parqa

1. Chris Peterson
Executive Vice President
@ChrisPetey
1
Demand Activation – Going Beyond Lead Generation
Nick Noble
Director of SEO & Inbound
Marketing
@lookingfornoble

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Demand Activation
More than just Demand Generation…

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Demand Generation
Demand generation is the focus of targeted
marketing programs to drive awareness and
interest in a company's products and/or
services

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Demand Activation
Demand activation is the focus of targeted
marketing programs to drive awareness,
interest, and set in motion the request for a
company's products and/or services

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We Use These Strategies To Generate Leads

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But Not All Leads Are Qualified…

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• Email newsletter subscribers
• Whitepaper downloaders
• Bad or unqualified leads
• Repeat customers not being nurtured
What are you doing with these types of leads?
Please don’t say “nothing”
We All Have “Soft” or “Cold” Leads

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Closing the MOFU Gap Between Lead to Sale

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Motivate Action With:
• Remarketing (customer match lists)
• Social media (customer match lists)
• Email marketing
• Marketing automation
• Audiences lists
• Workflows
• Lead scoring
Close The Loop With:
• Customer relationship management software
• Sales team feedback
Activate Your “Soft” or “Cold” Leads

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1. Create lists based on audiences
2. Identity audiences wants, needs, and objections
3. Create content tailored to your audience
4. Use email marketing and marketing automation to engage
audiences
5. Set up lead scoring based on contacts interactions to identify when
a cold lead turns into a hot lead
How To Activate Your Leads

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How It Actually Works
Case Studies
• With Software Automation
• Low Budget Manual Automation

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Situation:
 School Furniture Manufacturer needs to:
• Build Brand Awareness
• Drive leads into the business to control sales
• Nurture leads to hot prospects
• Segment targets to provide different messages
Solution:
 Digital Marketing Strategy
• Search, Content, Automation, Analytics
Case Study: Marketing Software Example

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Where Do We Start?
Understand the buying cycle
• How are decisions made?
• When
• How
• Why
• Who are making these decisions?
• What are they deciding on
• Are there things influencing the decision
• Who are the Key decision makers
• Can they make the purchase
• Do they control the funds

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Filter Leads Into Target Persona Buckets
Previously attracted lead through search efforts is now segmented
through marketing automation platform

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Determine Content Needs For Each Persona
Curriculum, cost and performance based information for the largest
bang and use across target personas
End User
Segments
Cost Vendor
Support
Curriculum Aesthetics Performance
K-12 Teachers • • •
K-12 Librarians • • •
Grounds/facility
maintenance
• •
District & School
Administrators
• • •
Superintendents • •
Curriculum
Directors
•
Principals • • •
Facility Officials
Facility Planners • • • •
District Office
Buyers
• • •

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Create Content That Can Be Used In Promotion
Blogs, whitepapers, guides are all examples of content
that can be used in automation
Repurpose content
in automation
emails
Just like this slide

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Create Specified Automation For Each Persona

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Lead Scoring

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Ensure The Automation Emails Are Driving An Action
Entice the user to
click into the site
Provide additional
calls to action
Work to drive the
traffic to the site to
further convert

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What Are We Trying To Do With This Process?
School Administrators are key
decision makers in the approval
process.
The goal is to get them to
“Request a Quote”
The automation performed at a 22% conversion rate for School
Administrators to request a quote….341 in total

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Situation:
 Skykit Digital Signage:
• Large number of cold leads
• “bad timing” or “not a good fit”
• 156 out of 388 contact form submissions
• No budget for expensive marketing software
Solution:
 Lead Tracking, Email Marketing & Automation using Google Sheets
WordPress Contact Form Database & MailChimp
Case Study: Low Budget Manual Automation

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Lead Tracking In Google Sheets (For Free)

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Why Are These Bad Leads?
Break down the buyers objections:
• Unresponsive to sales team
• Questions diggers - not sure how/why to use it
• Bad timing - not ready to implement
• Cost objections - cheaper options
• Can’t justify the ROI

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Email Marketing: Lists & Automation With MailChimp

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Overcoming Buyers Objections With Content

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Overcoming Buyers Objections With (Industry & Use Case Specific) Content:

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What Are We Trying To Do With This Process?
The goal is to overcome the
objections of contacts listed as “bad”
or “cold” leads and get them to
purchase Skykit.
116 Current Customers –
Product launch in August of
2015

28. Thank You
Chris Peterson
cpeterson@parqamarketing.com
@chrispetey
a1
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Nick Noble
nnoble@parqamarketing.com
@lookingfornoble
a1