SCI Solutions Case Study

Jeremy MasonDirector – Demand Gen and Marketing Ops@automatemkt

Building a Lead-Generation Machine at SCI Solutions

Background and bioChallenge: Empowering SalesSegmentation: Profiles/Personas (Who)Qualification: Lead Rating (Why)Nurturing (When)Enabling Sales Follow-up

Agenda

Background and Bio

• 14 years in B2B e-marketing• Former Web Designer/Developer• 6 months at SCI• 95% of desired functionality can be

achieved without coding

@automatemkt

Background and Bio

• Cloud Software for Healthcare• Patient Referrals/Scheduling• Analytics and Professional Services

@SCI4Healthcare

www.SCISolutions.com

Challenge: Empowering Sales

1. Large, inactive legacy database2. New data source and personas 3. Pre-set, aggressive KPIs4. Sales team in need of cleaner, actionable leads

Segmentation: Profiles/PersonasPrimary Personas and Nurture Lists

Quick Reminder: Ecosystem Objects

warm

hot

cold

1. Unknowns – Nurture into Profiles

• No Title or Industry• Not “Gradeable”

2. Influencers – Create Organizational Pull through Execs3. Target Execs – CIO/CTO, CEO, CFO

4. Suppressed – ‘Keep it clean” lists

• Emailed 2x in 14 days• Previous exposures to drip content• Irrelevant/Rejected titles

Primary and Secondary PersonasSegmentation

Firmographics

Role Specifics

Qualification: Lead RatingPreparing for Sales

5 Areas of QualificationLead Rating

1. ProfileDataCompleteness2. Score (number)3. Profile Grade (letter)4. Timing/Aging(>25daysinactive)5. Rating(influencedbyallothers)

50 + B= Hot

5 Points of QualificationLead Rating

1. ProfileDataCompleteness2. Score (number)3. Profile Grade (letter)4. Timing/Aging(>25daysinactive)5. Rating(influencedbyallothers)

50 + B= Hot

Dynamic List

Score Threshold

Grade Threshold

Time

Capitalize on Default CRM Field

Rating Grade ScoreCold >D >5

Warm >C >15

Hot (inferred) >B >50Hot (inquiry) NA =50

Lead Rating

Sales RepLead Views

Tasks

Capitalize on Default CRM Field

Rating Grade ScoreCold >D >5

Warm >C >15

Hot (inferred) >B >50Hot (inquiry) NA =50

Email Alert

Lead View

ROI Attribution

Lead Rating

Simple Drip NurturingCapitalizing on the Easy and Obvious

Drip Objectives: General

• Holistic approach to strategic accounts• Encourage self-identification (role and firmo)• Activate inactive prospects (“wake the

dead”)• 24-7 movement through the funnel

©2013 SCI Solutions | All Rights Reserved. 15

“Hot” (“Yes”) path firstDraft Asset Flows

Nurturing(unknown)

Nurturing(influencers)

Email: CFO Infographic

PNM VideoEmail: “Got Referral Probs?”

All

NGHS Vid

Baptist Vid (lite-TBd)

Click

Open

No

Webinars

Email: Case Study Archive

No

Email: Webinar Archive

No

Email: Get a Demo? No

Assign to Sales

Open

Email: Webinar Invites

Click

Click

+5

+15

+20

+5

+5

+20

+5

Yes

SubmitForm?

+50

+25

+5

No

Email

Email

+5

Score Role in Rating System:

Hot: Score >=50, Task Email to Sales

Warm: Score >=15 and active within 25 days, assign to sales

Cold: Score >5, eligible for reporting

Email: “Becker’s Webinar Archive”

Open

+5

Pause: 10 days

Pause: 6 days

Pause: 4 days

Pause: 2 days

Pause: 3 days

Pause: 3 days

Pause: 7 days

Pause: 16 days

Pause: 2 days

Email: Toolkit

No

Onslow PDF

+5

Email

Pause: 3 days

All

+5

+5

+5

+5+15 +5 50 + B

= Hot

Sample Drip: July CFO Push

140to Sales

Influencer and Unknown Role NurturePardot Example

Primary Desired

Outcome

Long pause for content in development

Behavioral Nurturing IntroBeyond Drips

Assets/Offers Automations

50:C

30:B+

50:A+

CapturedEngagements

Personas

Behavioral Nurturing Intro

Sales Behavior

Enabling Sales Follow-UpEmpowering Sales

Enabling Sales Follow-up• Pardot Training – Prospect Insights

• Priority Pages• Wistia Videos• AddThis shares

• Report Complementing Infographic• Basis for infographic (1st Drip)• Sales can email with tracking

• Demo Form Abandons• Teleprospecting opportunity• Qualify them for a demo

Thanks! See you around San Francisco

@SCI4Healthcare@automatemkt