Automated lead nurturing in UAE

How to create outlook signature

today we are going to talk about lead nurturing about how you can create automated flows that actually work and actually convert into qualified leads for sales so let's get going the agenda for this session is first of all a short introduction to increase don't worry I'll keep it very short only one slide and then we'll jump into to the topic of today lead nurturing we'll talk about the reason for doing lead nurturing at all and we'll look at how to structure your elite nurturing efforts and finally we will see some examples some practical examples of how the lead nurturing is done in practice a few words about myself my name is Baron I'm a senior marketing architect at the increase I paid my dues as night as a CMO for nine years in the 19 company and before lanta was salesman in the eight years and you're welcome to write me an email if you have any questions following this session or you can connect to me on LinkedIn or visit our blog of course a few words about increase we're specialized in doing marketing automation and consultancy on things like lead nurturing so of course if you after the session need help structuring your efforts then then we're able to help you we have the highest certification in the Nordics on on the Oracle platform and we recently won the Oracle specialized partner of the Year award and we're quite proud of that honestly with 21 people right now working only with this two times in a row we were selected as the second best partner in europe by oracle eloqua and of course it's not always good to be number two but saying it's entirely it's in the entire Europe we're actually proud of coming in second two times in a row enough about increase let's go jump into the topic let's begin with looking at the pressure on marketing that creates the need for nurturing so the question is can you feel the pressure because these are numbers from from a different reports and they show that a lot of a lot of time and effort a lot of cost is spent on sales and marketing a lot of leads and never followed up CEOs believe that sales and marketing could be much more effective but they also believe that sales and magazine is the key to growth in these days but there's a lot of energy lost because 63% of the time that sales spend on customers aren't customers that I'm not going to buy anything and many predictions show that in just a few years we'll have much less sales people so six hundred CEOs participated in the survey and more than two-thirds of them said that the CMO lacks the credibility of the organization to generate growth that of course puts a lot of pressure on marketing but what is actually the problem and by the way why do we need lead nurturing it's because there is a gap between marketing and sales traditionally marketing will say we deliver a lot of leads to sales but they never follow it up they're lazy people on the other hand says sales people will say that that's not a lead it's just an interaction website or they click the link in an email you're wasting my time there's this is not qualified leads at all so what you need is a clear definition of what is actually you need a lead sorry and you need procedures full structured feedback from sales to marketing you need KPIs for determining and showing the value of lead from marketing to sales and typically there is a huge funnel league between marketing and sales now these are numbers from recalls and they show that sometimes it's 10% sometimes it's 15% of all the leads that are generated in marketing that are actually followed up by sales the rest of them are just discarded never followed up that of course it is a problem in itself but from these 15% the salespeople disqualified 70% of those leads and they are only able to qualify 30% so again a big leak in the funnel 70% of all the leads that are actually followed up are disqualified but the real problem is that 80% of those is qualified they will end up buying with your competitor within the next 24 months so the problem actually was maybe there was no current potential but that was potential over time now these are the numbers that actually generate the need for lead nurturing because for marketing from a marketing perspective we should only have qualified the 30% that sales was able to qualify those were the only leads we should ever have sent to the sales organization the rest of the leads in the rest of the leads all day all the red boxes on this is life these leads should have stayed in marketing they should have been nurtured by marketing over time and then maybe at a later stage they could have been qualified for leads for the sales organization so what exactly must happen the way we look at the funnel and the responsibilities in the funnel internally in the marketing and sales organization has to change traditionally marketing will only own the first entry point of the funnel and then the sales organization on the the entire customer relation but marketing has to take a greater responsibility marketing has to own a much bigger part of the marketing and sales funnel they have to do a lot of nurturing at the top of the funnel and then sales can take over when there is some actual potential when the client is ready to to talk about about a purchase let's look at some numbers to see what the benefit of nurturing actually is serious decision made research brief if you don't know serious decision there the research company in the sales and marketing field very renowned and and I can recommend following the their work it's very interesting and they did one research brief that looked at automated automated lead nurturing and they concluded that if you do automated lead nurture then you will increase the effectiveness of your marketing efforts five times your marketing efforts will turn into five times more orders at the end of the funnel and they did numbers documenting this and let's try to to put their numbers into context this is a classic funnel you will see searches inquiries marketing qualified leads and so forth down this funnel and it's a and the numbers I on the side of this are the numbers from from serious decisions you can see that touches turns into inquiries by two percent and then we have inquiries turning into marketing qualified leads by eighty five percent so that means almost all the leads that marketing they registered then they they qualify that as marketing qualified leads but only five percent of those I actually qualified by sales in their numbers here so if we look at the same kind of funnel using not only lead nurturing but automated lead nurturing these numbers changed drastically you can see that the 85 percent turns into about four percent now which means lot fewer leads are qualified from marketing a lot of these leads are kept in marketing and nurtured until they're ready to be qualified for sales but on the other hand it shows that the following conversion numbers will increase drastically from five percent to fifty eight percent and so forth down the funnel this will end up in five times better performance of your marketing when we come to the end of the funnel maybe you don't you will not reach five five times better performance but I mean even two or three times will do the trick for you I guess so these are the numbers this these are the benefits of doing leading-edge Before we jump into to some practical lead nurturing you need to have a clear definition of what is elite you remember the previous slide about marketing and sales pointing their fingers at each other we need to have a clear definition of what what is a lead between marketing and sales before we can do anything because if we don't agree on when a lead should be qualified for sales then we will keep pointing finger fingers at each other so what you need to do is some scoring of your leads scoring you're usually done in in a matrix like this one dimension is fit and the other one is engagement the fifth dimension represents how well does the actual lead fit your ideal profile of a customer it could be about an industry or about their decision competence titles anything that could show us that the individual content fits your ideal profile of the client the other dimension is engagement meaning how much do they engage with our marketing collateral do they visit our website read our newsletters click on something on the on emails submit forms and all that kind of things so in this matrix if we move if you have a contact that is d4 at the bottom left of the matrix you'll have someone that doesn't really fit our ideal client and not engaged so we don't really we don't really have any reach for for that contact in the other end of the matrix a 1 we have a person that fits perfectly our ideal client and has a lot of engagement and of course the further we move up to the right the better qualified these contacts are to talk to sales so if we put this lead scoring matrix on all our potential leads from marketing it will show us who can we qualify for sales and who do we have to keep in marketing so what we will do is typically we will qualify the upper right corner for sales move them to sales rep and and create a lead for them to be followed up by sales because they fit our profile and they're engaged as for the rest we do not qualify them for sales yet we do something differently and because we know if they fit or if they have engaged we can do something differently ing to where they are in this matrix so if we have somebody that really fits a perfect profile but they have not engaged much we can do something to get them to engage if we have somebody at the bottom that we maybe really don't know much about maybe that's the reason why they're in the bottom of the fifth criteria we can do a specific nurture program to do some data harvesting to get to know more about them so this is a structure for qualifying leads for sales now a few of these leads has been passed on to sales and the rest of them will keep in marketing for nurturing and let's look at how we would structure the nurturing efforts on this slide we have at the top we have a very simple buying process with an interest phase a learning phase where maybe the client would try to search on the internet for some some options and evaluation phase looking at potential solutions for the need a justification phase to justify that they are making the right position and then finally a purchase very simple bias journey now basically we would produce five nurturing flows to begin with we would have a welcome program that is designed for the entrance and the interest face it's for people entering our database top of the funnel welcoming people and getting them into the flow then we have the lead nurture progressive it's about people's interest we talk about what they need what they would like to hear and what interests them it has to be relevant and interesting to the client because it it regards the learning phase and maybe a little into the evaluation and then if we pick up on some specific signals that could show some interest from the client then we put them into a lead nurture accelerated and that is much more about what we can offer to them it's designed to accelerate their need and to pull them further down the buying process into making a purchase decision and when they've made a purchase decision of course we need some customer programs some on boarding program or maybe retention program and the last the fifth of the lead nurturing programs is the re-engagement because of course if we have lost a customer or a customer has turned inactive we need some way to re-engage them this is the structure of how we would put together all these nurturing programs so it's not just simple programs that are not connected you need to put your lead nurturing into a structure to get most out of it and to stop the funnel leak now let's put some examples on it to go a little further into details we could have a welcome program welcoming new subscribers or contacts depending on what you do we introduce our brand and talk about what you can expect from from our business when you first interacted with the increase and maybe you went into our welcome program and got a few emails from from our CEO welcoming you to to our business and maybe from someone from support that they offered their help that could be a welcomed program and then when we move into the lead nurtured progressive in the learn and evaluation phase we would talk and more talk more about how we can help with their needs we talked about their interest these are flows that could typically run for a long period of time so you need a lot of content in those because maybe the clients are not ready to buy just today maybe they're ready to buy in a year or two and you don't want to run out of content in a flow like that because it have to keep nurturing these people and then at some point you pick up on an interest of course we track everything that people do in this so we can see what they're interested in we categorize everything and if they had reached a certain level of interest then we move them into an accelerator flow and remember we're still in marketing we we're not qualifying any leads for sales yet we're still marketing we've just picked up on an interest and an increased level of engagement engagement from from from this so we move them into an accelerated flow and it's designed to well add a little urgency to get them moving further in their buying process we could provide some decision tools that make them that makes it easier for them to make a decision on which products by of course we have to remove whatever rope box there may be for a decision and at that point we could think about getting a sales a sales rep on board because it could be it could be useful to get somebody to actually follow up on the interest in in the accelerator flow but that of course depends on what kind of business you have if you're running a webshop this structure will have to follow your client all the way to the purchase decision and then when they made a purchase decision we have a none boarding program welcoming new customers and I can define what are the next steps for them talking about customer loyalty and retention and I maybe we seek some feedback too to get some idea about how we could best sell more to them and they keep them as a customer so going one more step deeper into the details we will arrive at the content and you have to build a content map because we have to understand who are these people we're nurturing and what do we have what kind of content do we have to communicate to them so if your contacts are not just one big pool of contacts who are all the same or acting the same and that's usually not the case then you have to do some contact personas maybe you can define a few personas that typical contacts and I it could be different levels of decision power or interests or whatever makes their buyers journey different and for each persona you have to look at this bias journey through interest glow and evaluate justify and purchase and you have to think about what what's actually the most interesting and relevant things for this persona what are the questions that they would typically ask what are the the kind of marketing collateral that could be successful for us are we talking about articles or videos or seminars or would they like to talk to somebody on the phone or whatever it may be and then of course we have to look into our our our pool of content to see where are the gaps typically people have a lot of content for the other evaluation and justification phase because at that point they they're allowed to talk about their own products but usually where we're more thin on on the interest and learn phase where we have to address the people's interests without talking too much products so we have to do this kind of content mapping to see which kind of content should we use for each persona for each stage of the buyers journey and when that is set we're actually ready to build the nurturing flows and one more thing that's very relevant when building and nurturing model like this one of the most important things is recycling and we're not talking about some environmental issue we're talking about at every stage of the marketing and sales funnel there is a possibility that sales will disqualify or reject a lead and you have to have some some lead process in place that will pick up on these leads so they don't just disappear so they're not lost because even if they qualify lead in sales and they work a lot on it maybe they're close to winning the order but they don't then what happens of course this lead has to go back into marketing and be nurtured in the right way so you have to have this lead management process in place to make sure that once a contact has entered your lead nurturing structure they never lead no matter if they stay in marketing for nurturing if they go into sales as a qualified lead if they turn into a customer if they turn into an inactive or lost customer no matter what they must never leave urine lead nurturing structure all right so this this was all the groundwork so let's look at some practical examples of how could this turn out in practice and well you saw at in our league nurturing structure the first one was welcomed flow and this is how it could could look in practice the green box is segments that are monitoring the criteria for entering this a welcomed flow so when the system spots a new contact that qualifies to to enter the Welcome flow the contact has put into this flow an email is sent better the bloom boxes and then after a little while we the system will look at if they actually click on this email and sent one message if they didn't another if they didn't the yellow ones are decision rules so after a few emails we look at if there is subscribe to a newsletter if they're not then we send an email about encouraging them to subscribe to newsletter and so forth and of course they say it's different from company to company about what you would like to have what kind of content you would like to have in a welcome flow but this is the way that it would actually turn out in practice another example could be customer flow when you qualify as a customer maybe people are transferred directly from your web shop confirmation of page two to this so that data flow directly from your e-commerce system into into your lead nurturing system or maybe the system should monitor some data from your CRM to see when when people get get a status of being a new customer and then we send an email welcoming people to to our company and in this case we check if they're a member of our customer club and otherwise we're inviting them to to joining as a member and so forth again this is just an example of how this could turn out in practice and finally an example from from our own lead nurturing in an increase we have a reengagement flow the segment here is monitoring if people have not engaged with us at all during five months so if a you do not visit our website or click any emails or do anything else regarding increase for five months you will automatically enter this program I hope of course none of you attending this webinar will ever experience this but if you do you will receive some reengagement emails where we are talking about all the benefits of engaging with increase and subscribing to our newsletter and at the end if you don't react on on a few notification emails from us regarding this we will at the end unsubscribe you from our subscription lists so these were just a few examples from from practical scenarios to wrap this session up i spotted there were a few danish names on the list so here's one for you if you were able to read danish then this is a small guide we have written about lead nurturing it goes into much more detail about the topic that we've covered today and they encourage you to download it it's free and it's a very good reading if you don't read Danish I'm sorry I'm but maybe we will get it translated to English some someday or you can run it through a golden translate if that makes any sense well that was it finishing a bit early but that's it for today thank you everybody and again if you have any questions you're welcome to contact me on on email or connect with me on LinkedIn thank you