eMetrics Sydney - Using behavioural data to qualify & nurture leads
How to Capture, Nurture & Ensure High Quality Leads
Transcript of How to Capture, Nurture & Ensure High Quality Leads
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HOW TO CAPTURE, NURTURE
AND ENSURE HIGH QUALITY LEADS
Sam Laber Director of Marketing, Datanyze
@SLaber89
Hana Abaza VP Marketing, Uberflip
@hanaabaza
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@Datanyze @Uberflip #uberwebinar
Join in on Twitter!
We will send the recording.
Questions? We’ve got answers!
(At the end of the webinar J)
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@Datanyze @Uberflip #uberwebinar
Stick around to see how we use Uberflip & Datanyze together!
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@Datanyze @Uberflip #uberwebinar
Leads or Subscribers?
1. Company Blog
2. Resource Center
3. Gating Premium Content
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@Datanyze @Uberflip #uberwebinar
It’s about commitment…
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@Datanyze @Uberflip #uberwebinar
It’s about commitment…
But don’t propose right away…
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@Datanyze @Uberflip #uberwebinar
It’s about commitment…
But don’t propose right away… it’s creepy.
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@Datanyze @Uberflip #uberwebinar
Company Blog Build Subscribers à Drive Traffic, Build Growth
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@Datanyze @Uberflip #uberwebinar
Source: anumhussain.com
Company Blog Build Subscribers à Drive Traffic, Build Growth
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@Datanyze @Uberflip #uberwebinar
Source: anumhussain.com
Company Blog Build Subscribers à Drive Traffic, Build Growth
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Design + Value + No Distractions = 8% Conversion Rate
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@Datanyze @Uberflip #uberwebinar
EmbedForm
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Personalized
Bounce Exchange, ConversionMonk, HubSpot, Uberflip
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@Datanyze @Uberflip #uberwebinar
We boosted blog subscribers by 9X
in one month with this guy.
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@Datanyze @Uberflip #uberwebinar
Source: anumhussain.com
Generating Leads With Your Company Blog
Text Link (first link has the most weight)
CTAs (bottom, side, slide-in)
Pop-Up / Overlay
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@Datanyze @Uberflip #uberwebinar
PREMIUM CONTENT GENERATING LEADS WITH
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@Datanyze @Uberflip #uberwebinar
PREMIUM CONTENT GENERATING LEADS WITH
ü Resource center
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@Datanyze @Uberflip #uberwebinar
PREMIUM CONTENT GENERATING LEADS WITH
ü Resource center
ü Content hub
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@Datanyze @Uberflip #uberwebinar
PREMIUM CONTENT GENERATING LEADS WITH
ü Resource center
ü Content hub
ü Content library etc.
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@Datanyze @Uberflip #uberwebinar
This tells me nothing!
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@Datanyze @Uberflip #uberwebinar
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@Datanyze @Uberflip #uberwebinar
Should I gate it, or leave it?
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@Datanyze @Uberflip #uberwebinar
What is your goal?
More leads
Increase awareness and reach
Is the content
high value? Yes!
Leave It No
No Is there a
big enough audience?
Yes! Gate It! Content
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@Datanyze @Uberflip #uberwebinar
2 APPROACHES TO GATE CONTENT
(1) LANDING PAGES (2) OVERLAY CTAs
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@Datanyze @Uberflip #uberwebinar
ü Simple, clear and concise
ü Call-to-action
ü Optimize forms for goals
ü Add a human being
Landing Pages
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@Datanyze @Uberflip #uberwebinar
ü Concise message
ü Context matters
ü Source traffic matters
CTA Overlays
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@Datanyze @Uberflip #uberwebinar
A few examples…
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@Datanyze @Uberflip #uberwebinar
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@Datanyze @Uberflip #uberwebinar
Limited fields (using progressive profiling)
Responsive
Compelling messaging
Eliminating steps
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@Datanyze @Uberflip #uberwebinar
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@Datanyze @Uberflip #uberwebinar
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@Datanyze @Uberflip #uberwebinar
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@Datanyze @Uberflip #uberwebinar
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@Datanyze @Uberflip #uberwebinar
Only one field (higher conversion)
Relevant Image
Credibility
Value prop is clear
Clear CTA
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@Datanyze @Uberflip #uberwebinar
Lots of fields (better qualifies leads)
Relevant Image
Responsive experience
Descriptive, value prop
Clear call-to-action
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@Datanyze @Uberflip #uberwebinar
Smart fields and Progressive Profiling
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@Datanyze @Uberflip #uberwebinar
Keep Your Eye On The Prize
Give just enough info to get the right person to click
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@Datanyze @Uberflip #uberwebinar
Life After
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@Datanyze @Uberflip #uberwebinar
Another webinar, another funnel…
100,000 Visits
2,000 Leads
800 MQLs
100 SQLs
85 Opps
25 Customers
1. Lead qualification/scoring
2. Predictive scoring 3. Lead nurturing
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@Datanyze @Uberflip #uberwebinar
A lead comes in, now what?
A4
B4
C4
D4
A3
B3
C3
D3
A3
B2
C2
D2
A1
B1
C1
D1
Engagement
Fit To score or not to score… • Does sales get enough
leads? • Do they call them? • Do we have enough data?
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@Datanyze @Uberflip #uberwebinar
A lead comes in, now what?
A4
B4
C4
D4
A3
B3
C3
D3
A3
B2
C2
D2
A1
B1
C1
D1
Engagement
Fit Fit (Demographic) • Revenue > $10M • Industry → B2B • Company email • Using analytics platform
Engagement (Behavioral) • Content download • Free trial • Booth visit • Blog subscribe
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@Datanyze @Uberflip #uberwebinar
How should we prioritize follow up?
Nurture
Qualify
Pass to AE
Engagement
Fit
???
Scrap
Scrap
Scrap
Scrap: Lead → unqualified • ‘[email protected]’ • Thesis writers • Unsupported locations
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@Datanyze @Uberflip #uberwebinar
Nurture
Qualify
Pass to AE
Engagement
Fit
???
Scrap
Scrap
Scrap
Scrap: Lead → unqualified • ‘[email protected]’ • Thesis writers • Unsupported locations Qualify: Lead → MQL • High engagement,
borderline fit • ‘Qual call’ with inbound
SDR
How should we prioritize follow up?
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@Datanyze @Uberflip #uberwebinar
Nurture
Qualify
Pass to AE
Engagement
Fit
???
Scrap
Scrap
Scrap
Scrap: Lead → unqualified • ‘[email protected]’ • Thesis writers • Unsupported locations Qualify: Lead → MQL • High engagement,
borderline fit • ‘Qual call’ with inbound SDR
Nurture: Lead → MQL • Great fit, low engagement • Nurture with mid-funnel
content (webinar, case study, analyst report)
How should we prioritize follow up?
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@Datanyze @Uberflip #uberwebinar
Nurture
Qualify
Pass to AE
Engagement
Fit
???
Scrap
Scrap
Scrap
Pass to AE: Lead → SQL • Great fit, high engagement
How should we prioritize follow up?
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@Datanyze @Uberflip #uberwebinar
Nurture
Qualify
Pass to AE
Engagement
Fit
???
Scrap
Scrap
Scrap
Pass to AE: Lead → SQL • Great fit, high engagement
???: Lead → MQL • Qualify if:
• Low volume, high ACV • Many products • Complex product
• Nurture if: • High volume, low ACV • Lots of content • Limited # of SDRs
How should we prioritize follow up?
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@Datanyze @Uberflip #uberwebinar
SQL follow up time should be a KPI
Qualify
Nurture
Engagement
Fit
???
Scrap
Scrap
Scrap
Pass to AE
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@Datanyze @Uberflip #uberwebinar
An idea for faster follow up
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@Datanyze @Uberflip #uberwebinar
Gathering data and collecting feedback Objective (CRM or MA reports)
• What forms of content bring in leads with the highest average fit score?
• What content assets have the highest lead → opportunity conversion rate?
Subjective (anecdotal)
• Bi-weekly deep dive with inbound SDR
• What good conversations have you had? How did they start?
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@Datanyze @Uberflip #uberwebinar
Predictive lead scoring: it’s new, it’s shiny
Source: 2014 SiriusDecisions predictive lead scoring report
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@Datanyze @Uberflip #uberwebinar
How predictive lead scoring works
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@Datanyze @Uberflip #uberwebinar
How predictive lead scoring works
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@Datanyze @Uberflip #uberwebinar
A
A
A A
A A
B
B B
B B
B C C
C
How predictive lead scoring works
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@Datanyze @Uberflip #uberwebinar
Predictive lead scoring and net-new?
Uncover the leads most likely to convert that are currently outside your CRM or MA database
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@Datanyze @Uberflip #uberwebinar
Awesome!
Now you have all of the (qualified) leads…
now what?
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@Datanyze @Uberflip #uberwebinar
Using Content to Nurture Leads
Engaged
Informed
Sales-Ready
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@Datanyze @Uberflip #uberwebinar
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@Datanyze @Uberflip #uberwebinar
Email #1 eBook Link
Email #2 Webinar
Email #3 Product Related
Request a Demo?
YES
NO
eBook Submit
An oversimplification…
Keep The Content Coming (more nurture)
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@Datanyze @Uberflip #uberwebinar
ENGAGED
Sending them the right content à segment, segment, segment!
Previous Content Consumed (topic)
Content type (video vs. eBook vs. blog post)
Who are they? Job title, vertical etc.
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@Datanyze @Uberflip #uberwebinar
Segmenting your audience can help you decide
what content to send, but it can also tell you what
content to create.
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@Datanyze @Uberflip #uberwebinar
INFORMED
What do they know? What can you teach?
Category-marketing
Identify their problem
Present the solution
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@Datanyze @Uberflip #uberwebinar
SALES-READY
#CONTENTISFORCLOSERS
Understand The Conversation Between Sales and Buyers
Manage Objections
Identify Pain Points
Customer Marketing
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@Datanyze @Uberflip #uberwebinar
Email #1 Webinar Link
Email #2 Webinar
Recording
Email #3 eBook: How To Gate Premium
Content
Email $3 How To Use Uberflip To
Gate Content
YES NO
Webinar: Content that Converts
It might look a little like this…
Keep The Content Coming (more nurture)
Request a Demo?
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It’s the content, stupid. “ experience����������� ������������������
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@Datanyze @Uberflip #uberwebinar
But are they really ready?
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@Datanyze @Uberflip #uberwebinar
FROM NURTURE TO SALES
Qualify
Nurture
Pass to AE
Engagement
Fit
???
Scrap
Scrap
Scrap
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@Datanyze @Uberflip #uberwebinar
BUBBLE UP LEADS THROUGH AUTOMATION
Higher scores
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@Datanyze @Uberflip #uberwebinar
ASSIGN A MINIMUM SQL VALUE
Higher scores
5 + 5 + 10 + 20 = 40
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@Datanyze @Uberflip #uberwebinar
REMEMBER
Defining a sales qualified lead involves the sales team
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@Datanyze @Uberflip #uberwebinar
QUESTION TIME!
Sam Laber Director of Marketing, Datanyze
@SLaber89
Hana Abaza VP Marketing, Uberflip
@hanaabaza
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THANK YOU!