24 апреля Евгений Ковалик сделал доклад для слушателей Conformato Conference 2014 на тему, которая победила в предварительном голосовании с большим отрывом (70% всех голосов): Lead Nurturing как элемент многошаговых продаж. Евгений рассмотрел 3 практических кейса: Web-traffic, Конференции и Marketplace, к каждому из которых дал личные рекомендации по внедрению специальных "фишек" для "взращивания" лидов. =Чтобы посмотреть видеозапись доклада, зарегистрируйтесь здесь: http://goo.gl/87sTVK =

1. LEAD Nurturing as the Element of Multi-Step
Sales Process
Eugene Kovalik

2. • Более 10 лет в IT
продажах и
маркетинге
!
• Создавал и управлял
отделами продаж и
маркетинга

3. Why?
• Business Owners:
• “I need assets”
• “I need market capitalization”
• Sales Manager:
• “I’d like more ‘warm’ leads”
• “I’d like more inbound leads”
• Marketing Manager:
• “I’d like to see how my job adds
value to business”
• “I need more data to analyse and
make business decisions”

4. Case #1: Web Traffic
www
@

5. Case #2: Conferences
?

6. Case #3: Marketplaces
?

7. Who are in trash?
• occasional visitor
• not our audience
• in process of evolving needs

8. How can we influence?
Channel Occasional Visitor Not Our Audience Evolving Needs
SEO Can’t
On-page
optimisation
Permission to
“become friends”
PPC
Keywords+ads
optimization
Keywords+ads
optimization
Permission to
“become friends”
Marketplace Projects validation Lead validation
Catch contact and
permission to
“become friends”
Conference Business card tips Research
Permission to
“become friends”

9. What does it mean?
‘become friends’
manual follow up automation campaigns
Not just education, but adding value
Permission (personal email, CAN-SPAM, Single Opt-in, Double Opt-in)

10. Lead Nurturing
the process of building
relationships with qualified
prospects regardless of their
timing to buy, with the goal of
earning their business when
they are ready (Marketo)

11. Facts
• 35-50% of sales go to the vendors
responded first to request (Marketo)
• 79% of marketing leads never
convert into sales (MarketingSherpa)
• 47% larger purchases from nurtured
leads than non-nurtured ones (The
Annuitas Group)
• 61% of B2B leads go to sales
(MarketingSherpa)
• 27% of leads will be qualified
(MarketingSherpa)
• 451% increase in qualified leads
using marketing automation (The
Annuitas Group)

12. Start
• Validation
• Scoring
• Strategy
• Content
• Segmentation
• Agile

13. Nurturing Strategy Campaigns
Marketo Eloqua Gleanster Pardot
Incoming Lead
Processing
Welcome Qualification Welcome
Stay in Touch Education Awareness Top-of-Mind
Accelerator Why Us Accelerator Reengagement
Lead Lifecycle Accelerate Acquisition Product-Focused
New Customer Onboarding Call-to-Action Competitive Drips
Customer Loyalty &
Retention
Re-Engagement Industry Expertise Drips
Post-Purchase Promotional Drips
OnBoarding
Upsell Drip
Renewal

14. How to set up
• Buying Roles
• Sales Cycle Stages & Timing
• Content Creation
• Drips
• KPI
• Test
• Analytics

15. Sales Cycle Stages
Stage Variant 1 Variant 2 Variant 3 Variant 4 Variant 5
1 Awareness Awareness Awareness Problem recognition
Identification of
Needs
2 Evaluation Interest Interest Information Search
Establishment of
Specification
3 Purchase Desire Evaluation
Evaluation of
Alternatives
Identification of
Feasible Solutions
4 Action Commitment Purchase Decision
Identification of
Feasible Vendors
5 Referral
Postpurchase
Behaviour
Evaluation of
Vendors
6 Repeat Vendor Selection
7
Negotiation of
Purchase Terms
Source: Adapted from Dana-Nicoleta Lascu and Kenneth E. Clow, Essentials of Marketing
Source: Philip Kotler and Kevin Lane Keller, Marketing Management

16. Sales Cycle Stages

17. Sales Cycle Stages
Source: hubspot.com

18. Sales Cycle Stages
Source: zuzamam.com

19. Sales Cycle Stages
Source: zuzamam.com

20. Sales Cycle Stages

21. Buying Roles
Roles Variant
1 CEO, CMO, CFO
2 CTO
3 Product Manager
4 Tech Lead

22. Content Mapping
Roles
CXO CTO Product Manager Tech Lead
Visitor
Subscriber
Engaged
Prospects
1. White paper
2. Webinar
3. ………
MQL
1. ROI Examples Papers
2. Releveant Industry Samples
3. ……..
SQL
Opportunity
Recycling
Customer
Stages

23. What Can I do in my
SMB?
Money, money, money

24. Create Assets! Subscribers, Remarketing Audience, etc

25. Case #1: Web Traffic
www
@

26. Approach
Remarketing
“Magnets”
Subscriber
Nurturing

27. Google Adwords Remarketing #1

28. Facebook Retargeting Remarketing #2

29. Facebook Retargeting Remarketing #2

30. Twitter Retargeting Remarketing #3

31. Yandex.Direct
Retargeting
Remarketing #4

32. VKontakte Retargeting Remarketing #5

33. Entry Popup “Magnet” #1

34. Exit Popup “Magnet” #2

35. Content Blocker “Magnet” #3

36. “Passive”: guide, white
paper, how to
“Magnet” #4

37. Webinar “Magnet” #5

38. Subscribers Start sending content

39. Let’s Calculate!
• Average values
• 2000 contacts, lost
opportunities, clients
• 10% conversion rate of LP
• $15 cost per click
• $150 cost per lead
• $300,000 of asset

40. ASSET! You got it!

41. Case #2: Conferences
?

42. Rapportive

43. Social

44. Google Analytics

45. ClickTale

46. CrazyEgg

47. WebVisor

48. Yesware

49. Case #3: Marketplaces
?

50. “Smart” Demos Think about flow

51. Lead Nurturing. Free Video Lessons
http://www.conformato.org/500

52. Tenders. Marketplaces. Free Video Lessons
http://www.conformato.org/100

53. СПАСИБО ЗА ВНИМАНИЕ!
!
!
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