Are you using lead intelligence to close more sales? If not, think about this finding from the Aberdeen Group in their "State of Marketing Automation 2014" report: Best-in-Class companies saw a 36% conversion rate from marketing response (raw lead) to marketing-qualified lead (MQL) vs. 18% for All Others Or maybe you are using lead intelligence but not seeing significant benefits or increased sales? Learn in this slideshare how to mine your data to understand and nurture your leads with the right content and too

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Increase Sales with Lead Intelligence

2. Table of Contents
2
1.What is lead intelligence?...................................Page 5
2.How is lead intelligence gathered?........................ Page 9
3. What goals can I achieve?.................................Page 23
4. Qualifying leads............................................ Page 25
5. Lead scoring................................................ Page 33
6. Setting up funnels..........................................Page 38
7. Nurturing leads.............................................Page 44
8. Analytics & optimizing.................................... Page 48
9. Tools to use................................................. Page 51
10. Conclusion .................................................Page 53

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4. What is lead intelligence?
4
• Old technology that has evolved
dramatically over the years.
• Result of the demise of cold calling
and a need for more effective ways to
qualify leads.
• Sales development teams needed to
become more efficient in prospecting.

5. What is lead intelligence?
5
• First Lets talk cookies:
• Small piece of data saved on a
user’s browser that communicates
data back and forth with the server.
This is where it all started.

6. What is lead intelligence?
6
3. How can this data be collected
across different touch points?
Lets talk user lifecycle:
1. Users are never on one channel and
often involve multi- touch points.
2. This poses a challenge for marketers.

7. What is lead intelligence?
7
• Lead intelligence is a form of data mining.
• It uses an automated lead qualification tool
based on cookies and multi-channel tracking.
Purpose is to capture as much information
about your customer as possible to create a
profile for them.

8. What is lead intelligence?
8
• Can target better.
• Enables your sales team to
approach qualified leads.
• Decreases the sales cycle.
• Save time on unqualified,
unvested leads.
• Automates the lead screening
process.
Benefits:

9. How is lead intelligence gathered?
9
Think of all the touch
points where a user comes
into contact with your
brand.
Each one provides an
opportunity to gather data.

10. How is lead intelligence gathered?
10
These typically are:
• Email
• Web
• Social media
• SMS
• Apps
• Physical location
www
Lead Intelligence

11. Lead data from email
11
• Emails can be sent as a single mass email, or as part of a drip
campaign.
• Relevant data collected from email activity can be: emails opened,
clicks, engagement, unsubscribes, shares, bounces and
complaints.
• This information helps build the email journey for a profile.

12. Lead data from your website
12
• To collect this you must first access the user’s cookies for their
browsing history.
• This allows you to measure:
• Pages visited
• Links clicked
• Time spent pages
• Conversion
• Videos watched
• Mouse movements

13. Lead data from your website 13
• Funnel drop offs
• Bounce rates
• Forms filled out
• And more…
All of the user’s activities on your
site should be used for building
their user profile.

14. Lead data from social media 14
• Creating a direct connection between your active leads and their social
media engagement is a huge asset to marketers .
• Social ROI is still hard to measure but with lead intelligence you can
connect the dots between a user’s social media activity and their long
term conversion.

15. Lead data from social media
15
• Sales processes include social
media more and more as a source
of leads.
• This is why social lead intelligence
has been a new target for
marketers.

16. Lead Data from SMS 16
• SMS enables marketers to
engage with a user without a
lot of competition.
• With SMS you have 8x better
customer engagement and 98%
open rate in 3 minutes.
• 80% of consumers don’t get
SMS from brands.

17. Lead Data from SMS
17
• Mass SMS is different from
action triggered SMS where a
user gets a message after
completing a specific action.
• SMS engagement is harder to
measure than email, but you can
still track things like delivery
success, link clicks and do-not-
text requests.

18. Lead data from apps 18
• The same data collected from a
website can now be tracked
from app usage.
• Tracking software can collect
how many app screens the user
interacted with, buttons they
clicked, even mouse
movement.

19. Lead data from apps
19
• Marketers can personalize the in-
app experience, content, push
notification and suggestions
according to a user’s behavior.
• Data collected from apps can bridge
the gap between cookie tracking and
multi-device browsing.

20. Lead data from physical location
20
• Tracking the physical location of a
user is not new, but is getting more
sophisticated.
• Micro-location tracking with beacon
technology and geo-fencing, allows
marketers to collect data on the
exact location of a user.

21. Lead data form physical location
21
• This data can be used for highly
targeted ads based on a lead’s
location.
• For example: while passing next to
a restaurant, you get a push
notification on a deal there.
• Google has been doing this using
your smartphone’s geo-location.

22. What goals can I achieve?
22
Powerful insights about your
customer’s habits and interests to
tailor offerings and content to
meet their needs.
Extremely powerful for developing
long lasting relationships and
getting referrals.
Source: Inc

23. What goals can I achieve?
23
Provide sales reps with insights on leads
coming from inbound activity.
Predict future behavior, by understanding
past behavior. This is the reason for the
advance of predictive marketing and
market-to-one.
Invaluable to understanding the best ways
to get new customers.

24. What goals can I achieve? 24
Make faster, better decisions to attract and
retain customers.
Gain advantages over your competition.
Even if they are using lead intelligence, you
can use it to position your products and
offerings better.

25. Lead journey and qualification
25
• Every potential lead starts out as an
anonymous user: AKA an IP address.
• IP addresses are tracked until they
fill out an opt-in form on your site,
landing pages or pop-up forms.
• The anonymous IP data will then be
merged as a potential lead ‘top of
the funnel’.

26. Lead journey and qualification
26
• The anonymous visitor now has an email
contact where you can communicate with
them directly.
• Email will be the starting point to build out
the profile of this person through further
nurture sequences.

27. How to qualify a lead?
Traditional vs Lead Intelligence
27
Not qualifying correctly can be costly
and a waste of time.
You have to qualify and filter leads
effectively to scale your sales team
productivity.

28. How to qualify a lead?
Traditional
28
Lead Generation
Sources
Until sales is made
or not
Call or Email
Sales person
frustrated
If no answer, call
back or email again
If answer, go over
sales protocol

29. How to qualify a lead?
Lead intelligence
29
Lead Generation
Sources
Lead intelligence
engine qualifies
prospects
Sell more efficiently with a sales force or nurture
If lead meets criteria,
send to sales rep
If lead is poor, send
to nurture sequence
until he qualifies

30. 6 Signals to qualify good potential
30
• Here are the 6 main signals sales
reps should look for:
1. List-o-meter: How many lists a
prospect opted-in to.
2. Site visits and time spent: if they
visited key pages on the site.
6 Signals
Good potential

31. 6 Signals to qualify good potential
31
3. Mini-goals reached: such as
visiting x pages on your site or
downloading a demo.
4. Nurture processes completed:
prospect completed your
sequences so they are well
aware of your product or
service.

32. 6 Signals to qualify good potential
32
5. Stage in their online research process:
can be a combination of funnels
completed, prime blog posts read or
questions asked.
6. Email click-through rates: meaning the
prospect has a relationship with you.
These are not the only signals, but
certainly enough to qualify certain
prospects.

33. What is lead scoring?
33
• Lead Scoring: a methodology used to rank
prospects against a numeric scale that
represents the perceived value each lead
represents to the company.
• These values are pre-determined by your sales
team and based on your goals.

34. What is lead scoring?
34
• Lead scoring can be done with most
marketing automation platforms by
assigning numeric values to different
behaviors.
• The scores are based on how much
value the action / event is towards
a company goal.

35. What is lead scoring?
35
• Evaluate all the user’s actions
to determine which campaign,
subject matter or product
resonates best.
• Then determine the value
towards your overall goals.

36. What is lead scoring? 36
Record a user’s actions,
examples:
• How many pages visited.
• How many clicked links.
• How many times they
visited your site.
• How long they stayed.
• How many emails they
opened.

37. What is lead scoring?
37
• A score is assigned to every
action you want to track.
• You determine the level of
engagement needed for each.
• Scoring is based on the
importance you assign to each
action.
Graphics and Image Here

38. Working with funnels
38
• What is a funnel? The stage
through which a customer
passes from the moment of
awareness to the post customer
experience.
• There are 3 types of people in
the funnel at different stages of
the sales process: leads,
prospects and customers.

39. Big Picture Funnel 39
Identifying
need
Education/
Research
Considering
Options
Making
Decision
Post
Purchase/
Maintenance
There is a
problem that
needs to be
solved, or a
need to be
created.
Keyword
search,
recommend-
ations,
education.
Evaluating
options
through case
studies,
testimonials,
constant
outreach.
Making sure
your
checkout/
sign-up is
100%
buttoned up.
Onboarding
and ongoing
support.

40. 6 Tips for funnel success
40
1. Funnels can be broken down to
sub-funnels to track smaller user
milestones.
2. Use technology to create and
track each funnel.
3. Set-up at least one bounce funnel
which is where uninterested
leads complete their journey.

41. 6 Tips for funnel success 41
4. Set-up actions for the mid-funnel. For example, if someone exited on
checkout, follow-up with an email or on screen pop-up message.
5. Analyze the progress periodically to refine the processes.
6. Don’t let funnels overwhelm you. You are in control of the user
experience.

42. How to set up a funnel 42
• Focus on the ultimate goals and
the ideal way to get there from
a user’s perspective.
• List the steps to get there and
set them up as a funnel.
• Consult a Vbout rep or your
marketing consultant to help
you.

43. Sales funnel goal
43
• The goal of the sales funnel:
1. Find more leads.
2. Increase the percentage of
those leads who move
through the entire funnel
to the end, usually
resulting in a sale or
conversion.

44. How to nurture a lead? 44
• Lead nurturing is tactics
used to guide your leads
through the sales funnel.

45. 4 Effective lead nurturing tactics
45
1. Targeted content. Companies
that use targeted content saw
a 20% sales increase.
2. Multi-channel lead nurturing.
A mixture of marketing
automation, email, social
media, retargeting, dynamic
website content and sales
outreach.
20% increase
in sales

46. 4 Effective lead nurturing tactics
46
3. Timely follow ups. The odds of
a lead becoming qualified are
21x greater when contacted
within 5 minutes vs. 30
minutes.
According to HBR, the average
B2B response to a lead is 42
hours!

47. 4 Effective lead nurturing tactics
47
4. Lead scoring. According to research, 68% of successful
marketers cite lead scoring based on content and
engagement as the most effective tactic for improving
revenue contribution from lead nurturing.

48. Analytics and optimizing
48
To analyze your funnel, organize it into buckets like these:
• Unqualified prospects
• Awareness
• Interest
• Consideration
• Intent
• Purchase
• Loyalty

49. Analytics and optimizing
49
• Next determine how many leads fall into each bucket.
• Then calculate how many leads progressed to other levels.
• This gives you the conversion rate at each stage.

50. Analytics and optimizing
50
• As you calculate the percentage
throughout the sales funnel,
you will have an overall view on
the effectiveness of tactics you
are using at each stage.

51. Tools to use 51
There are many tools to help you with lead Intelligence.
You can use marketing automation platforms like Vbout,
Hubspot, Google Analytics (not actionable), Pardot, Vertical
Response, and Marketo to name a few.

52. Benefits of tools 52
• Each platform has features to help capture critical information.

53. Conclusion 53
Using the tips from this presentation and the tools we
suggest, you can nurture qualified leads through their
purchase journey.
You will also be able to efficiently identify opportunities
to engage with leads better.
All of these activities and this data help you target the
right audience with the right actions and content, to
convert more of your leads to customers.

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