Generate Leads from Inbound MarketingRight Content, Right Person, Right Time

Andrew Freeman

CRM Technologies Ltd.

linkedin.com/in/andrewmfreeman

@crmtechnologies

facebook.com/crmtechnologies

marketingoperations.com

afreeman@crmte

chnologies.com

Why Inbound? Buyers now in control

“…customers’ buying processes have evolved.”Thomas StewartEditor, Harvard Business Review

Inbound vs Outbound

“Inbound marketing is 3-5 times better than progressive event-based marketing efforts”

“A skilfully executed inbound marketing strategy is 10 times more effective at conversion than traditional outbound methods.”

Source: Gartner

The Inbound Nurturing Mantra

Right People Right Content Right Time

The Buyers Journey

Suspect EnquiryMQL

SQL£££

InterestLearn

EvaluateJustify £££

Integrated Sales & Marketing Funnel

Customer Buying Experience

Corp Web Site

Social Sites

Outbound Email

3rd party Websites

Events

Buyers Journey based Nurture Campaigns

Education Campaign

PurposeGet them ready to talk to Sales

Sample Messages•Engage to

further profile prospect•Educate about

value prop

Why Us Campaign

PurposeJuxtapose your solution to their need

Sample Messages•Differentiate

your brand from competitors’•Reiterate value

prop• Include relevant

case studies, testimonials

Urgency Campaign

PurposeRemove roadblocks, speed purchase decision

Sample Messages•Provide decision

tools

New Customer Onboarding

PurposeWelcome new customers

Sample Messages•Thank them• Identify next

steps

Customer Loyalty/

Retention

PurposeRetain and develop

Sample Messages•Reiterate

purchase/ relationship benefit•Seek feedback•Tips/tricks to get

most of product

PurposeWelcome new subscribers/ contacts to DB

Sample Messages• Introduce

brand/reiterate benefits• Identify next

steps•Opt in to

something else•Re-park interest

Welcome or Re-Engage Campaign

Interest Learn Evaluate Justify Purchase

Four Key Steps

Right Time Track buyers behaviour Interpret where they are in their journey

Right People Categorise their role in the buying process Create buying “personas”

Right Content Categorise content Map content to buying stage, persona and other attributes (e.g. Industry)

that allows you to deliver more relevant/personalised content / messaging

Nurture

Engage in an ongoing learning dialog Deliver timed relevant content, monitor behaviour, look for opportunities to

acccelerate to next stage, allow prospects to move at own pace and gather further profile information as you go

McAfee 321 Campaign

Discover McAfee

Campaign Structure

Asset5Asset2Asset1 Asset4Asset3

Drip Campaign

Pillar Campaigns

Device

Early

Middle

Late

Information

Early

Middle

Late

Infrastructure

Early

Middle

Late

MicrositeHome

PillarHome

BuyerStage

Pillar Workflow

Early

Middle

Late

Early Stage Auto-Responder

Acknowledge

Next Stage Asset Next Assetsame Stage

Primary callTo action

Secondary assetsin carousel

Early stage form

Middle stage form

Late stage form

Andrew Freeman

CRM Technologies Ltd.

linkedin.com/in/andrewmfreeman

@crmtechnologies

facebook.com/crmtechnologies

marketingoperations.com

afreeman@crmte

chnologies.com

Any Questions?