Greg Staunton, Marketing Campaign Manager

Axios Systems

Digital Body Language:

Deciphering your prospects„ online behaviour

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Contents

• About Axios Systems

• Axios lead flow – Pre 2012

• What is Digital Body Language?

• What can we decipher, why?

• How can we decipher this data?

• How can we manipulate it?

• Lead Nurturing

• Defining Marketing Qualified Leads

• Sales / Marketing alignment through common metrics

• Results

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About Axios Systems

• IT Service Management Software Vendor

• SaaS & On-Premise

• 300 Employees

• 16 Offices

• Business in over 50 countries

• Ranked as leaders by Gartner & Forrester

• £50 Million+ Global Turnover

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Axios lead flow – Pre 2012

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Axios lead flow – Pre 2012

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Axios lead flow – Pre 2012

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Axios lead flow – Pre 2012

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Axios lead flow – Pre 2012

• Any form submission was a lead

• 38,742 “leads” passed to sales last year

• 5% Move to Opportunity – 1937 Converted

• 1 hour spent per lead -1114 working weeks to process

• 21 people to process this per year

• 201K active marketing database

• 20% active marketing database passed to sales annually

• Massive Sales Resource Loss

• Unknown Opportunity Loss

• SOMETHING HAD TO CHANGE

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What is Digital Body Language?

Digital Body Language is the aggregate of all the digital activity

you see from an individual. Each email that is opened or clicked,

each web visit, each form, each search on Google, each

referral from a social media property, and each webinar

attended are part of the prospect's digital body language.

Steve Woods, Eloqua Inc.

http://digitalbodylanguage.blogspot.com/2009/06/what-

exactly-is-digital-body-language.html

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What can we decipher, why?

What can we decipher:

Precisely which stage the prospect is at in the buying cycle

Why:

So we can pass over “Marketing Qualified Leads” to sales

resulting in:

• Increased sales win rate

• Increased company revenue

• Increased revenue per deal

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How can we decipher this data?

Consumer Decision Making Process

• Problem Recognition - Something has happened

• Information Search - What are your options

• Evaluation of Alternatives - Which solution is best

• Purchase - The final decision

• Post Purchase Behaviour - Was that a good decision

Problem

Recognition

Information

Search

Evaluation of

Alternatives

Purchase Post Purchase

Behaviour

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How did Axios Systems decipher this data?

Problem Recognition Information Search Evaluation of Alternatives

Whitepapers

Webcasts

Opens Email

Blog visitors

Social Media

Product Factsheets

Product webpage

Pricing webpage

Case Studies

Demo Request

Lead Scoring – Build an implicit model

• Define stages in your buying cycle

• Create a list of all existing and planned marketing collateral

• Place collateral in each stage of the buying cycle

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How did Axios Systems decipher this data?

Problem Recognition Information Search Evaluation of Alternatives

5 x Whitepapers

4 x Planned

Whitepapers

------------------------------

2 x Product

Factsheets

----------------------------

1 x Case Study

-----------------------------------

Lead Scoring – Practical

• 5 x existing whitepapers, 4 x Planned whitepapers

• 2 x product factsheet, None Planned

• 1 x case study, None Planned

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How Axios Systems decipher this data?

Problem Recognition Information Search Evaluation of Alternatives

5 x Whitepapers

4 x Planned

Whitepapers

------------------------------

Each: 1 point

Max: 9 point

2 x Product

Factsheets

----------------------------

Each: 18 points

Max: 36 points + HPS Problem Recognition

Max: 45 points

1 x Case Study

-----------------------------------

Each: 91 points

Max: 91 points

Lead Scoring – Practical

• Use bracketing for scoring – Otherwise it wont work

• Develop Lead Rating - <18 = 3, <91 = 2, >90 = 1

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The Axios Systems Implicit Lead Scoring Model

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How can we manipulate this data?

• Lead Nurturing Campaign

Push the right type of content, at the right time to the right

person depending on their stage in the buying cycle to

stimulate their progression from stage to stage

• Defining a Marketing Qualified Lead

Define with sales, exactly which contacts are sales ready by

their terms for hand over

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How did Axios Systems manipulate this data?

Problem Recognition Information Search Evaluation of Alternatives

LN-Whitepaper_1

LN-Whitepaper_2

LN-Whitepaper_3

LN-Whitepaper_4

LN-Whitepaper_5

LN-ProductF_1

LN-ProductF_2

LN-CaseStudy_1

Lead Nurturing Campaign

• Develop emails to push content during engagement

• Create rules to send the next level of emails

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Lead Nurturing Campaign

Problem Recognition Track – 19 Emails (Touchpoints)

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Lead Nurturing Campaign

Solution Search Track – 19 Emails (Touchpoints)

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Lead Nurturing Campaign

Shortlisting Track – 5 Emails (Product Bundles)

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Lead Nurturing Campaign

RFP Track – 10 Emails (Industry Sectors)

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Problem Recognition Track

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Information Track

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Rules to place contacts into Information Search

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Lead Nurture Results?

Email Results (Aggregate)

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Lead Nurture Results

Landing Page Performance (Individual)

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Lead Nurture Results

Email Performance (Individual)

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Defining Marketing Qualified Leads

A Marketing Qualified Lead is a prospect:

• That could do business with you

AND

• That is at the right stage of engagement for sales to talk to

You must create a sales feedback loop so sales can help you

update your criteria.

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Defining Marketing Qualified Leads

Consumer Decision Making Process

• Problem Recognition - Something has happened

• Information Search - What are your options

• Evaluation of Alternatives - Which solution is best

• Purchase - The final decision

• Post Purchase Behaviour - Was that a good decision

Problem

Recognition

Information

Search

Evaluation of

Alternatives

Purchase Post Purchase

Behaviour

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Defining Marketing Qualified Leads

• Implicit Lead Scoring Model

• Explicit Lead Scoring Model

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Sales / Marketing alignment through common metrics

Funnel Status

• Marketing Qualified Lead (MQL)

• Sales Accepted Lead (SAL)

• Sales Rejected Lead (SRL)

• Sales Qualified Lead (SQL)

• Sales Recycled Lead (SRC)

• Win/Loss

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Sales / Marketing alignment through common metrics

7.15 Million Dollars MQL – Marketing Target

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The results… So far…

• 1165 MQLs passed to sales in 3 months

• 88% less volume

• 60% currently move to opportunity

• 2760 (predicted) converted

• 70% more opportunities than last year

• Sales concentrate on selling, not filtering

• Marketing Prediction of £55 Million Turnover

• 10% increase in revenue directly attributed to DBL 2.0

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Thank You

Any questions?