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Lead Generation Strategies for the New Social Consumer
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Transcript of Lead Generation Strategies for the New Social Consumer
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accelerate™integrate
Lead Generation Strategies for the New Social Consumer
How to build lasting relationship with the social customer
VOIP Is Enabled, however if you cannot hear please use web meeting dial in details
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accelerate™integrate
Housekeeping
• Phone lines are muted
• Presentation is approximately 50 Minutes with Q&A
• Use the Question feature in GoToWebinar panel to submit questions
• Questions will be addressed at the end of presentation
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accelerate™integrate
Agenda
• Introduction of presenters• Top 2 lead problems • How to drive sales through social• Tying it together with integration• Questions & Answers
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accelerate™integrate
Peter ChaseExecutive Vice President and FounderScribe [email protected] @PeterRChase
Mike LewisSocial Media Guru and Author of “Stand Out Social Media”[email protected] @BostonMike
Richard EvansDirector, Partner Marketing and [email protected] @rlevans
Presenters
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About Silverpop
• Digital Marketing Platform for email marketing and marketing automation
• 5,000 customer brands
• Across 38 countries
• 500 employees
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We all have challenges
Funnel waste
Changing buyer
behavior
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Only 5% of leadsyou and I generated in the last month are ready to buy NOW.
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Our old funnel (and perhaps yours)
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65% of our leads went to waste.
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B2B buyer decision cycle
Satisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
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Emerging buying cycle gap...
Satisfaction5%
Acknowledgment79%
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
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Emerging buying cycle gap...
Satisfaction
Acknowledgment
Decision
Criteria
Selection2%
Investigation2-3%
Reconsideration
MeasurementSource: R. Jolles
problem
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The buying cycle has changed
How we began curing ourselves
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Prospects are narrowing the field...
“During the initial research phase, the
survey showed 42% of B-to-B buyers evaluate four or more suppliers, but as they move closer to procurement,
only 26% get quotes from four or more suppliers.”
Source: Chief Marketer, “Adjusting to the Web-Influenced Buy Cycle,” 22 March 2010
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…almost entirely on their own.
Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.
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How we began curing ourselves
How we began curing ourselves
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We realigned Sales/Marketing around a common language –
revenue.
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Scoring Leads: Enhance Sales and ROI
Source: Silverpop Research
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Integrated Lead Scoring
A; 600
B; 2000
C; 2500
D; 6500
Lead Breakdown
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A
B
C
D
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4
Right Fit
Not a Fit
HeavyInterest
LowInterest
DG Mktg
DeadSales
Introduced a New Lead Scoring Model
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Began routing leads based on scoring
Marketing became lead-traffic-controllers
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Began routing leads based on score
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Introduced nurture programmes
Media NurtureInbound Demand GenEvent Follow-upOpen and Re-EngageSilverpop on SilverpopDead/Lost
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Email Nurturing
• Level 1: Batch and Blast
• Level 2: Simple Drip programs
• Level 3: Multi-Track, Multi-Step programs
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Sales Visibility (Lead Activity)
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Sales Control over Nurturing
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The results...
• Reduced non-contacted leads from 65% to < 4%.• Increased lead conversion rates by over 2x in 12-
months• Increased marketing-generated revenue by more than
100% in 12-months– Marketing generated over 70% of total sales revenue
• Increased opportunity creation to support 50% increase in sales team size
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What tools are needed?
CRM System• Database of record• Lead and opportunity
tracking• Pipeline opportunity
reporting• Sales process management
Marketing Automation Platform• Lead management
• Lead Scoring• Lead Routing• Lead Alerts to Sales
• CRM integration for sales-initiated campaigns
• Publishing and outbound marketing• Nurtures and email
marketing• Landing pages for lead
generation• Reporting
• Sales view into marketing activity
• Sales view into lead score, rank and behaviour
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Mike LewisAuthor of ‘Stand Out Social Marketing’
Vice President of Marketing & SalesAwareness, Inc.
THE 6 KEYS TO STAND OUT SOCIAL MARKETING
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Connect Questions via Twitter:#standout @bostonmike
• CMO, Peoplefluent• Boston native, father of 2• Active blogger, tweeter, and social media
enthusiast• Author, Stand Out Social Marketing,
McGraw-Hill, Nov 9, 2012
ABOUT ME…
Blog:StandOutSocialMarketing.com
Facebook:Facebook.com/standoutsocial
Twitter:@bostonmike
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Connect Questions via Twitter:#standout @bostonmikeWHY SOCIAL?
VS.
DifferentiationEnterprise SMB
Heavy Sales Process Little-to-No Sales ProcessOptimization Management
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Connect Questions via Twitter:#standout @bostonmikeTHE 'SALES PROCESS OPTIMIZATION' BLOG
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Connect Questions via Twitter:#standout @bostonmike
Engage with Prospects
PUBLISH
ENGAGEMONITOR Publish to Multiple Social
DestinationsProspect for conversations
ACQUIRE LEADS ABOVE THE FUNNEL
SCORE AND TARGET with
OFFERS
CONVERT
AN
ALY
ZE
& O
PTIM
IZE
AN
ALY
ZE
& O
PTIM
IZE
PHASE 1Differentiate ABOVE the
Funnel
PHASE 2Identify & Drive Higher QUALITY
leads
PHASE 3Increase
Conversions
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Connect Questions via Twitter:#standout @bostonmike
PHASE 1Differentiate ABOVE the
Funnel
PHASE 2Identify & Drive Higher QUALITY
leads
PHASE 3Increase
Conversions
MORE ‘AT-BATS’:Went from
competing in 1 of 5 deals to 3 of 5 deals
vs SFDCBETTER TARGETS:Engaged with the
RIGHT audience vs. ANYONE interested
HIGHER CONVERSIONS:
Win rate rose from 30% to 60% in deals vs SFDC
RESULTS:
1
2
3
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Connect Questions via Twitter:#standout @bostonmikeTHE 6 KEYS & WHERE DELTA STOOD OUT
PayingAttention
Interaction Content
Presence Management Measurement
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Connect Questions via Twitter:#standout @bostonmike
Paying Attention
The Heart of your social strategy
Involves Paying Attention to behaviors and individuals
Focus area: Paying attention to behavior to drive sales
Key Concepts:•Social Prospecting•Social Scoring
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Connect Questions via Twitter:#standout @bostonmikeFOR EXAMPLE… LET'S SAY WE ARE SELLING…
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Connect Questions via Twitter:#standout @bostonmikeTraditionally…
• Broadcast messages through multiple channels
• Collect Data and Demographically target
• Open stores in areas of audience concentration
• Drive people to online or offline purchases
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Connect Questions via Twitter:#standout @bostonmike
• Listen for individuals who show a likelihood of buying
• Target:➡ Hyper-target individuals
with contextual offers and content
➡ Identify Contextual Influencers
➡ Market to a widget enthusiast group on Facebook
➡ Contextual groups (or create one)
Through Social We Would:
@bill Need new shoes for the office party. What to buy?
HUGE ski trip with the guys next month! Can’t wait!
month 2 in marathon training. Feeling better everyday
UGH! I hate back to school shopping for the kids!
Need shoes? We have the largest selection & 20% discount so you look great at the party http://bit.ly/45hdf
Dude! If you need a new pair of kicks check these out http://bit.ly/jhgk - We will power you on the big day!
Looking for new ski boots? 10% of for you today http://bit.ly/jhgk
We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgk
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Connect Questions via Twitter:#standout @bostonmike
social scoring = finding prospects & converting them to customers
High potential to buy Influencer Partner Candidate
Customer & Advocate
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Connect Questions via Twitter:#standout @bostonmikeTHE BIG THREE OF MONETIZING BY PAYING ATTENTION
Social Prospecting
Automated Social Profile Collection
Social Scoring
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Connect Questions via Twitter:#standout @bostonmike
Pay attention to the conversations and actions that demonstrate a liklihood of sale. Identifying buying signals and listen for them.Example: Pella Windows
SOCIAL PROSPECTING
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Connect Questions via Twitter:#standout @bostonmikeIMPLICIT VS EXPLICIT BUYING SIGNALS
Explicit Implicit
“Looking to buy new windows. Anyone have experience with Pella?”
“Ugh… I can’t get this draft to stop! It’s cold in here!”
“What is the cheapest place to buy new windows?”
Just starting work on the new addition!
“Looking for a recommendation on windows…”
Just bought the new house and am getting ready to move next week!!
Example: Pella Windows
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Connect Questions via Twitter:#standout @bostonmikeSOCIAL PROFILE COLLECTION
Collected the publically available profile information on the individuals engaging in your specific conversations.
Public Posts and actions on Social
Networks like:
Engagement on brand owned social destination
Participation in Facebook contests,
Downloads, et
Social Profile
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Connect Questions via Twitter:#standout @bostonmike
Develop a scoring criteria that is dynamic and identifies individuals based on actions over time.
SOCIAL SCORING
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Connect Questions via Twitter:#standout @bostonmikeDEFINE A PATH TO PURCHASE
TRACKING BEFORE DIRECT ENGAGEMENT
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Connect Questions via Twitter:#standout @bostonmikeBUILD A BEHAVIORAL SCORE MODEL
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Connect Questions via Twitter:#standout @bostonmikeSOCIAL SCORING IN ACTION
+5 points
“looking to buy something…”
+5 points
“looking to buy something…”
+5 points
Joined Facebook page
+5 points
Joined Facebook page
+10 points
“Any recommendations for product?”
+10 points
“Any recommendations for product?”
+10 points
Visited page
+10 points
Visited page
Prospective buyer
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Connect Questions via Twitter:#standout @bostonmikeHYPER-TARGETED MARKETING CAMPAIGNS
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Connect Questions via Twitter:#standout @bostonmikeREAL LIFE EXAMPLES
The Louisville Real Estate Agent
30% conversion rate on leads sourced via
TriNet Listens for ‘events’ and sells software
Roger Smith Hotel attracts guests
IBM Generates Millions by Listening for Leads
STRATEGIE
S
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Connect Questions via Twitter:#standout @bostonmikeFOILED CUPCAKES
FOILED CUPCAKES
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Connect Questions via Twitter:#standout @bostonmike
Mike LewisAuthor of ‘Stand Out Social Marketing’
Chief Marketing Officer, Peoplefluent@bostonmike
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accelerate™integrate
years experienceglobal partnerscustomers worldwide
151,000
12,000
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accelerate™integrate Source: The State of Customer Data Integration 2012, Scribe Software
The Data Integration Gap
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accelerate™integrate
Closing the Gap
big data| unstructured, chaotic
anonymous| ubiquitous
10010011101101001111001101100110011110001110010100110010011101010001111000100110011100011100110101000110 010101010101010101001010 1101110101010101101100 01010001010010011011 011001111000111000 01010101010101001 1001110101000111
tiny actions| structured, repeatable
right person| right time
enormous results| new opportunities
growth| lifetime customer value
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accelerate™integrate
Closing the Gap
identify| cross-channelassociate| expand contact view
profile| demographics, historypersonalize| preferences, opinions
engage| event drivenlisten| prioritize, work backwards, iterate
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accelerate™integrate
Download the white paper:
www.scribesoft.com/State-of-CDI
Get the book:
www.amazon.com
Next Steps
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