In this case study of Exact Software, you will see how Exact used marketing automation software (Copernica) to set up a detailed lead nurturing program in order to convert Marketing Qualified leads into Sales Qualified leads. In nearly four months time, Exact was able to convert over 40% of their Marketing Qualified leads to Sales Qualified leads. What exactly is lead nurturing and how can it help you? Exact sends their prospects relevant and personal emails based on their stored interests and preferences. These emails also play an important role in the entire lead nurturing program. https://www.copernica.com/en/blog/lead-nurturing-in-real-life-business-case-exact-software. This session will help you understand how to: - Convert more leads from your website by applying lead scoring - Apply lead scoring in B2b - Generate more leads and convert them to sales qualified leads - Improve results of your Inbound marketing benefit from marketing automation - Make your content marketing more relevant

1. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA1
Jasper Kolwijck and Richard Francis
LEAD NURTURING IN PRACTICE
CONVERTING VISITORS INTO CUSTOMERS

2. Introduction…
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA2
Richard Francis
Content Manager
Exact Software
E: richard.francis@exact.com
L: nl.linkedin.com/in/qfrichardfrancis
T: @EngelsmanAbroad
Jasper Kolwijck
Online Marketing
Exact Software
E: jasper.kolwijck@exact.com
L: linkedin.com/in/jasperkolwijck
T: @jkolwijck

3. Agenda
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA3
 Lead generation
 Lead nurturing and leadscoring
 Lead nurturing and lead scoring in practice
 Takeaways

4. Exact Software
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA4

5. LEAD GENERATION

6. Channels  website  conversion
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA6
Social
Adwords
Email
DM
Display
Whitepapers
E-book
Factsheet
Webinar
Call me back

7. A4 A3 A2 A1
B4 B3 B2 B1
C4 C3 C2 C1
D4 D3 D2 D1
But not every visitor is the same
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA7
Profilefit
Involvement

8. SQL’s
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA8
Social
Adwords
Email
DM
Display
Webinars
References
Events
RFI
Contact

9. MQL’s
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA9
Social
Adwords
Email
DM
Display
Whitepapers
E-book
Infographics
Video
Brochures

10. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA10
“Lead nurturing is a process by which leads
are tracked and developed into sales-qualified
leads. Meaning that they are ready and
worthy of a salesperson’s time.”
(Forrester, 2011)

11. LEAD NURTURING AND SCORING

12. Lead generation and lead nurturing
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA12
CRM
Sales funnel
Copernica
Campaign
data
Website
Webforms
(ETM)
Online
Channels
Campaign
data
(UTM)
CRM
Marketing
project (code)
(Inbound) Marketing Lead generation Nurturing Sales

13. Automated lead nurturing flow
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA13
MQL SQL
LOST
Profile enrichment
If existing profile
present
New? Opt-in
Engagement / profile fit

14. Lead scoring
14 LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
Sent
+ 1
If
SQL
+ 12
else
MQL
Unique open
Unique click
article
Unique click
CTA 1 / 2
Unique click
Call back
-1
+ 3
+ 5
4Brochure
Reference 7
Enrich profile 2
Website
E-mail
Whitepaper 2
+ 13

15. LEAD NURTURING AND LEAD
SCORING
IN PRACTICE AT EXACT
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA15

16. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA16
PHASE 1: COLLECT AND ENRICH
DATA

17. SEPA campaign
17
Banner
Landing page
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA

18. Download the whitepaper
18
Whitepaper +2 points
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA

19. 19
Enrich profile +2 points
Confirm and ask for interest field
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA

20. 20
Preference center
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA

21. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA21
PHASE 2: CONTENT

22. The Buyer Journey
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA22

23. 23
Sync
based
on
profile
data
Bi-weekly news
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA

24. 24
Segmented
content
Call to
action
Mix of other
content
Sent -1 points
Open + 1 points
Click CTA + >5 points
Click + 3 points
Click + 3 points
Bi-weekly news – Email scores
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA

25. 25
Bi-weekly news - Dynamic CTA’s
Click CTA + 5
points
Click CTA + 7
points
Click CTA + 13
points
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA

26. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA26
PHASE 3: FOLLOW UP BY SALES

27. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA27
Automated follow up by Sales Support

28. Big Data
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA28

29. LEAD NURTURING IN PRACTICE - EXACT & COPERNICA29
RESULTS

30. Email stats
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA30
Segment Open % Clicks % CTO % SQL’s %
General 39,95 7,82 19,58 9,1
Manufacturing 45,37 12,96 28,57 13,3
Professional
Services
62,68 12,85 20,49 10,2
Wholesale 53,47 14,9 27,88 14,6
Financials 54,74 7,66 14 10,3
Average 43,05 8,83 20,5 11,5

31. Campaign results
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA31
 12% conversion MQL to SQL, 40% qualified, 20% in the
pipeline and 5% won deals
 Pipeline is increasing, marketing costs are lowering
 More efficient follow up for our Sales Support
 Good collaboration between Marketing and Sales

32. Take aways
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA32
 Distinguish between your visitor types (Method MQL /
SQL)
 Develop content based on the Buying Cycle of your
target audience
 Evaluate the follow-up with Sales (Support)
 Actively monitor the process
 Flexible marketing software essential
 Full control over execution supports agile, dynamic
development

33. Thank you for the attention and good luck with your lead nurturing!
MORE INFO ABOUT COPERNICA?
WWW.COPERNICA.COM
@COPERNICAUK
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA33
QUESTIONS?