Increase sales ready leads
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It’s no secret that marketers go to bed every night, dreaming of endless warm leads to pass to sales. We’re all email geeks at heart, but how can you turn those dreams into a reality? CommuniGator are at it again, join us for this webinar to learn our own tried and tested tricks for increasing your sales-ready leads (how nice are we)!
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Increase sales ready leads
- 1. INCREASE YOUR SALES READY LEADS
- 3. • Our mission is simple. Enable businesses to expand their email marketing lead generation potential. • We specialise in providing technology to help you identify, nurture and qualify B2B leads, meaning you can rapidly increase sales. • We know how to do it and do it well, because we’ve been doing it for over 20 years. Marketing Automation / Lead Generation Specialists • Delivering over 20 million emails per week • Technology platform or managed service • Either buy it or we will host it for you • Consultants on hand to help with your lead generation marketing strategy Independent & Privately Owned • Based in Surrey, UK • Young and dynamic • Commercial terms for all budgets • Project and product delivery • Best practice as well as technology • Dedicated Account Manager for all • Unlimited technical support • The HTML doctor
- 4. GatorMail GatorLeads GatorSocial GatorDocs GatorEvents GatorExpress GatorInsights GatorCRM GatorData GatorSurveys Marketing Automation & Lead Generation Platform 14 DAY ALL ACCESS FREE TRIAL
- 8. What is a sales ready lead?
- 11. Understanding your Data DNA
- 12. Define your Killer Values
- 13. Define your Killer Values
- 14. • Blogs, hints & tips, videos, infographics Awareness – 0-10 points • Whitepapers, Guides, e-books Research – 11-30 points • Case Studies, Testimonials, Product Pages Interest – 30-49 points • Sales call, Sales messages – demo, meeting, call Purchase Intent – 50+ points
- 20. The Right People The Right Content The Right Time
- 21. COLD UNENGAGED DATA: 0.93% COLD ENGAGED DATA: 6.49% WARM DATA: 11% HOT DATA: 17.24%- BLOGS VIDEOS INFOGRAPHICSHINTS & TIPS WHITEPAPERS GUIDES CASE STUDIES BROCHURESE-BOOKS PRODUCTS SERVICES SALES MESSAGES
- 24. Is your landing page mobile friendly? Make sure your landing page & campaign message matches Use one single goal in each marketing campaign Stick to 5 key elements per landing page
- 25. 1 Focus on your USPs 2 Picture Perfect 3 Highlight the benefits 4 Focus your message 5 Convince with your credibility
- 26. 6 Split test your pages 7 Make them move! 8 Form fills 9 Signpost your page 10 Name drop
- 28. 96%Leave your website without converting 70% Abandon shopping carts without purchasing 49% Typically visit 2-4 sites before purchasing
- 29. Because you downloaded… Artificial Intelligence Product Information
- 30. 4.68% CTR
- 31. 5.17% Conv
- 33. Simple & Clear Make it an action Positivity is key Make it stand out Link text & images Relevant to your audience Does what it says on the tin Use CTA’s on every page Keep above the fold
- 34. Create content focused on your keywords Use keyword-based content for each stage of the funnel Promote your content Back-links
- 37. Align your sales & marketing efforts Use CRM to manage your lead process Page Scoring/Lead Scoring Setup Lead Nurturing for your not so sales ready leads Have a system in place for sales>marketing Track, Analyse & Report
- 38. Content, Content, Content! Provide the right data to sales Focus on hottest leads! Have relevant conversations Measure traffic, leads & conversions from all marketing activity
Notas del editor
- Before you can increase your sales ready leads you need to identify at what point a lead becomes sales ready. Sales and marketing both need to agree on this criteria. A sales ready lead isn’t just about what stage in the buying journey the lead is it – it has to be the right lead.
- Sales and marketing teams are famous for not getting along. Something we pride ourselves on at communigator is aligning both teams around their sales cycle. We do that using a number of different technologies, strategies. But also by agreeing on when a lead is a lead and what a lead is. Once this is decided
- For us a sales ready lead is when someone is actively showing buying intent on our website. As soon as they reach 50points in a month (through page/content scoring) they, to us, are ready for a sales call. Likewise our sales team will not call any leads that are not ‘sales-ready’ leaving them to focus solely on sales ready leads they know are easier to convert. We have done some backwards digging to find out when a lead is hot and what we deem a hot lead. Take a look at your previous leads journeys, your previous customers – what content did they interact with – where you approaching them too soon? Or not soon enough
- As marketers we need to be sure we are producing the right leads in order for us to make it easier for ourselves to provide sales ready leads. And qualified leads we know will convert. It starts with understanding your data. Who you are marketing to and who you need to be targeting. Who are your customers – what attributes make up your current customer base
- For us – we have identified what we call our ‘killer values’, this could be turnover, size, industry, location, job titles. Sales and marketing then both know exactly the companies they need to target to convert into a sales. Again we did our research on our current customers to identify the attributes that make up our existing client base and found the common denominator
- Our killer values are… Because we know these are the companies we can do business with. We only target accounts that meet all of these killer values – in both marketing and sales.
- How are you going to know who your sales ready leads are if you are not scoring them based on their interest *explain each tier* then rank your leads based on the journey they have been on through your site – they determine how hot they are and how ready to buy they are
- Organise your sales teams day based on hot leads – set up alerts to alert your teams when their leads turn hot or when a new hot lead visits your website so you never miss a lead again
- By using IP tracking software you can identify your leads interests and gain a better understanding of their needs. Identify what their challenges are, what their pain points might be and what content topic is of interest to them – your sales team can then really tailor their sales pitch before even having a conversation. Sales can paint a picture of each individuals leads behaviour before they make the call – from very first visit – which marketing campaign attracted them to you, right up until what turned them from cold to hot.
- Companies with lead nurturing in place produce 50% more sales ready leads at a 33% lower costs – By qualified we mean handed over from marketing to sales. Leads should only be handed over to sales once they are ready to buy. Its up to marketing to nurture leads until the point they are ready to pass over to sales – sales job is to swoop in at the right time to convert into an opportunity
- Use your content to warm up your leads ready for sales. As marketers it’s our job to pass over qualified leads that are already educated about us, our product and offerings, and best practice tips. Use your content to educate your leads. Take advantage of your leads entry point to your website – what content topic are they engaging with and interacting with – use this topic as your starting point for their nurture journey Set up separate nurture streams for separate activities on your website. Build up your leads score until they are ready to be passed over to sales
- From scoring your pages and leads you will have a better understanding of where they are in the buyers journey. Colder leads, who have just read a blog or two should not be passed over to sales. These guys need warming up with more content, educate them to understand who you are and what you can do for them before passing them over. The idea behind page scoring & lead nurturing is warming all your leads up until they are fit to pass to sales.
- Send the right people (you know you are targeting your personas – the decision makers at your top target accounts) with the right content (based on the content topic they are engaging with and from the relevant tier of engagement – discover, consider, decide) and at the right time - let your leads set the pace with when they receive content from you. Based on their engagement levels – times and days. Not too soon, not too late etc and when they are ready for it
- The results we have seen from splitting out our data using lead scoring – sending the right people the right content at the right time. You can really see the funnel here and how people will engage more when they are able to set the pace
- Your shop window – that’s where you direct your leads to right? Well it should be. Direct the right traffic to your website then watch their every move around. 88% of buyers will research products they intend to purchase online (source: Google)
- Successful landing pages will Drive lead generation with engaging content, Enriches prospect data with website analytics & form fills, Improves user experience by creating a seamless and consistent journey through your marketing channels
- 5 key elements – the less distractions the better
- 1 Your landing point needs to tell prospects what sets you apart. Make sure it’s the first thing they see. 2 Use a big, bold, focused image to draw their eye. Keep it on topic for maximum impact 3 Deliver value to your readers by focusing on what they can get out of your landing page. Remember, value not features! 4 Your dynamic landing page should be about the topic your audience engaged with, nothing else! 5 if you want to convert, you need to offer a little reassurance in the form of case studies and reviews
- 6 A/B test your landing pages to get the best reaction 6 results possible. 7 Create a sense of urgency if you want them to react to your landing page. Think of a ticking clock with only a few minutes left or a clever CTA. 8 Use just one field (like an email address box) to allow your audience to opt-in for more info. Permission based marketing is your new best friend. 9 If you want to keep your audience interested, they need to know what to do next. Have plenty of clear call to actions that they can interact with. 10 Remind them who gave them the content they’ve grabbed onto and continue to build your sales relationship!
- When it comes to form fills - Less is more – keep it to the mimimum fields. Only ask for the info you absolutely need
- Setup remarketing campaigns to stay in touch with your existing leads.
- Continue to nurture you asset downloads Send relevant content based on the whitepaper they download Same with page visits – if they don’t download send them a reminder Send relevant content based on the pages they visit on your site
- Use popups on your blog to a relevant whitepaper – get their score up Don’t be intrusive. Allow people to read your blog first – allow the popup to appear when leaving the page or a certain time or percentage has been reached Use UTMs so you can track the performance We have a popup on our blog directing visitors to a relevant whitepaper on the same topic – 4.68% CTR from the blog to the whitepaper using the popup
- Use live chat – or chat bots, AI powered live chat tools Ensure your sales teams man these. Again don’t be too intrusive – only use on key sales pages Make them clever and intelligent Use for customer service/support to
- Never miss a website lead again Automically notify your sales team when their leads visit your website or become a certain score Automatically assign leads as soon as they reach a certain score or assign the leads you really care about – they meet killer values – assign them automatically
- It’s all in the CTA Make it an action – click here. Download now. Sign up today Positivity is key – enjoy. Learn. Discover
- Use SEO for lead gen purposes
- Its marketings role to not only source the leads but also educate them before handing them to sales when they are ready for contact. We need to make sure we are bringin in the right leads and contacting them at the right time using the right method
- Stay connected with your sales teams to make sure everything you have previously agreed between sales and marketing is still relevant and working. Make sure you are both constantly working towards the same goals and leads. Keep track of conversion rates – are you converting enough, are you providing enough leads for your conversion, is your website the problem, do you need to mix up your markeitng
- Content is where it all starts – build strategic assets that you can reuse and that are relevant to your audience