Demand & Lead Generation Marketing is no longer campaign driven; it is a holistic practice that starts with generating demand, nurturing leads and increasing the number of sales-ready leads. Learn how to effectively use marketing automation as well as lead scoring and nurturing to a drive more qualified leads to your sales pipeline. * Kim Albee, President, Genoo, LLC

1. Online Marketing Summit Minneapolis, MN | June 25, 2010 Leveraging Automation For Success Using Marketing Automation, Lead Scoring, Lead Nurturing to Drive More Qualified Leads To Sales Kim AlbeePresident & FounderGenoo 1

2. 6/28/10 2 Why Marketing Automation? Marketing is no longer campaign driven, It is a holistic practice that starts with generating demand, Nurturing leads, And increasing the number of sales-ready leads.

3. 6/28/10 3 A Few Questions… Do you know who your most responsive leads are? Can you segment your leads based on interest? Can you follow up with a lead based on the interest they’ve expressed? Can you do this for THOUSANDS of leads without increasing your marketing (or Sales) headcount?

4. 6/28/10 4 A Few Questions… Do you know when a lead is ready for a sales conversation? Can you share the intelligence you’ve captured about your lead with Sales when you pass the lead to them? Can you do all of the above without waiting in the IT or Web Dev queue to get your campaigns launched or retrieve your comprehensive lead metrics?

5. 6/28/10 5 In the next 35 minutes… If you answered, “No”, to any of those questions … we’re going to shine a light on how they are killing your marketing results, And then provide avenues and ideas for how you can fix them.

6. Mapping Sales Funnel to Internet Marketing 1.0 6 Lead Generation Opportunity Mgmt Conversion Traffic Website 1.0 SEO Telemarketing Search Engines According to research by Marketing Sherpa, 70-90% of leads are NEVER followed up on by Sales! The days of tossing leads directly over the wall to Sales are OVER! PPC Sales Banners Sponsorships Contacts Customers eNewsletters Revenue

7. 6/28/10 7 According to IDC Research… One-Half of the marketing budget is allocated to demand generation activities. One-third of that goes to sales support activities (MDF funds, channel development, sales support materials)

8. 6/28/10 8 The Cost of Poor Lead Qualification There is a poor return on investment on the $20 billion/yr spent on demand gen efforts (not to mention the $100/yr billion spent on sales resources) Approx. 25% of sales’ time is spent on unproductive prospecting (even as 60-70% of sales reps ignore marketing leads)

9. Regular Email “Touches”Status Quo 6/28/10 9 Lead Generation A Result: List Fatigue Email Marketing Law of diminishing returns “Batch & Blast” The same email goes to everyone B Customers $$

10. Lead “Nurturing”Mandate 6/28/10 10 Lead Generation Solution: A Segment Leads According to Marketing Sherpa: Open rates 20% higher Click Throughs DOUBLE! As they respond and show interest Delight MORE of them With different messages B Customers $$

11. 6/28/10 11 Tracking & Metrics are Key! Step 1: Tracking Bob + + + + No Real-time Metrics Email Event / Webinar Registration Website & Analytics Surveys Sales Pulling together the metrics on a lead can be daunting and time-consuming! How many different tools do you use?

12. Comprehensive Tracking! 6/28/10 12 Integrated Systems Make It Much Easier Bob’s Interest Profile Bob Comprehensive tracking allows automation, and metrics for improvement.

13. 6/28/10 13 Components of a Campaign Specific Target Audience Offer – value exchange Landing Page (headline, copy, call-to-action) Lead Capture Form Email (from, subject, copy, call-to-action) Ad copy (PPC, banner, etc) Follow-Up Plan/Sequence

14. 6/28/10 14 Lead Gen Campaign In-Action White Paper Offer Landing Page Lead Capture Form Lead gets white paper (or email to white paper) You get a new lead Could you implement easily? What’s next? Lead Database

15. 6/28/10 15 Lead Gen Campaign In-Action Re-do White Paper Offer Landing Page Lead Capture Form When they convert … Trigger them into a follow-up sequence – as part of your campaign planning! Now you’ve automatically segmented them – based on interest they’ve expressed. Lead Database

16. 6/28/10 16 Following Up / Nurturing Leads What is the goal of lead nurturing? Keep in touch with leads? The goal of lead nurturing is to separate your “hyper responsive” leads from the “tire kickers” When a lead downloads your free report or white paper, that doesn’t make them qualified. It indicates curiosity at a minimum.

17. 6/28/10 17 Always Be Segmenting What are the areas of interest for your target audience? Having and maintaining an intimate knowledge and curiosity about your target audience will pay dividends! Identify the interest areas and design campaigns to learn what interests your leads specifically. Provide valuable information and content – targeted right into those interests!

18. 6/28/10 18 Campaign In-Action (cont) Follow Up Sequences (aka Auto Responders): #1 #2 #3 #4 #5 … A Helpful Tips Free Consult #1 #2 #3 B … Re-frame WP Aspect

19. 6/28/10 19 Layering In Lead Scoring When dealing with a volume of leads, you want to be able to separate the “wheat from the chaff.” Applying lead scoring can help you understand who are your most active and responsive leads. Keep in mind that lead scoring is always a work in progress. It’s never “done”, and will be adjusted as you apply and learn.

20. 6/28/10 20 Applying Lead Scoring Landing Page Lead Capture Form Original Offer: White Paper A 4-5 1 1 3 Free Consult Follow Up Sequence: Blog Posts Articles White Paper B 4-14+ 2 5 3 Don’t overlook Participation: Comments Posted Social Sharing 2 1

21. 6/28/10 21 Lead Scoring Thresholds Length of Buying cycle? What amount of engagement indicates they may be sales-ready? Example: Might be easier to back into the timeframe If you determine that downloading 3 papers (report, eBook, white paper) And clicking through follow-up campaigns 40% of the time (i.e. 4 of 10 emails they click through). As a MINIMUM that would indicate a likelihood of being Sales-Ready. How long, given your timing of sends, will it take for that to occur? It can happen faster – but you want to allow ample opportunity if you’re pulling the leads through the buying cycle.

22. 6/28/10 22 Working with Sales is Critical Marketers will not be able to determine this in a vacuum. Sales must be involved in identifying the criteria for determining what defines “sales-ready” Use the expertise that Sales has from working on the front-lines converting leads into customers.

23. 6/28/10 23 Sales Effectiveness Improves Sales knows how to close deals. Giving them increasingly more qualified and sales-ready leads allows them to focus and be more effective. Companies who do this well, can more than DOUBLE their sales effectiveness!

24. 6/28/10 24 Do You Rely on ITTo Launch Your Campaigns? Are you keeping up with your market dynamics? Can you easily leverage news headlines to give you an entry point into the conversation in your lead’s head? How long do you sit in the IT Queue waiting for changes? Or a new campaign?

25. Marketing automation can maximize your campaign capacity and flexibility, and greatly improve your results. Comprehensive lead metrics are critical to effective “lead nurturing” campaigns. Design your campaigns so you are ALWAYS segmenting your list. KNOW YOUR TARGET AUDIENCE!!! 6/28/10 25 In Summary -

27. @kimalbee

28. www.linkedin.com/in/kimalbee26 Thank You!

29. 27 Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit