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.
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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”
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)
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