how to revive your cold leads into opportunities using marketing automation
TRANSCRIPT
Sleeping Beauties: Generating Opportunities from Leads in a Deep Sleep
Ariel Navon, Marketing Automation Principal, Panaya Inc.
Making ERP Easy
Ariel NavonMarketing Automation Principal
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• 7 Years of B2B Marketing & Sales Experience in the Hi Tech Industry
• Deployed Several CRM and Marketing Automation systems
Making ERP Easy
PanayaMaking ERP Easy
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• Cut 50% of SAP ERP and Oracle EBS IT Lifecycle TCO
• EST 2006• +2,000 ERP Systems Analyzed• Investors:
Benchmark Capital Hasso Plattner Ventures Battery Ventures
Making ERP Easy
Today’s focus – Reviving your Deep Sleeping Leads into Actual Opportunities
• Why do this? Do you enjoy leaving money on the floor???
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• Why Marketo? Simplicity Strong SFDC integration Wide set of Features and business rules
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Putting it Together – How we did it?
Sent Targeted Messages to our sleeping leads
Scored them based on their behavior and tracked interesting moments such as title change
We identified our most responsive leads with high demographic score and drew our sales attention to them.
We analyzed our content performance
We recycled our best performing content and retired the rest
SAP Manager Director
ZZzzZZzz
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Putting it Together – Sending Targeted Messages
We sent targeted messages by• Product interest• Region• Engagement level
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Putting it Together – Scoring Behavior and Tracking Demographic Changes
We Scored based on Response• Web visits• Email opens• Form fill outs
We kept track of demographic changes• Title• Next project plans• Etc’
IT Director
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Putting it Together – Drawing Sales’ Attention
When a certain lead reached a scoring threshold we set as ‘Marketing Qualified’ we sent an alert
We also sent immediate call-for-actions for leads with specific profile
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Back from the dead! – Leads that worth another look9
Program Launch
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“Let’s talk Dugree!”* - Results10
Program Launch
dug-ree: adjective, in Hebrew slang: straightforward, honestlyexample: Benjamin Netanyahoo: “Let’s Talk Dugree” (UN Conference 2011)
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Learning thus far . . .• Make sure not to overflow sales with alerts
and reports. Adjust filters accordingly.• Allow sales opt-in /out from receiving alerts
for specific accounts and leads• Language customization has great
contribution for high response rates• Start simple, don’t ‘over segment’ at first• Some leads you want to educate and some
you just have to get a hold of on the phone. Plan your campaigns accordingly
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Challenges
• Collecting meaningful feedback from Sales regarding your alerts (was it on the spot, was it not?)
• Sync different campaigns to make sure your leads don’t receive emails too frequent
• Understand why leads unsubscribe
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Making ERP Easy
Our next steps…
1. Build a content library where our leads will educate themselves, at their own pace, while we keep track of their interest and follow up accordingly
2. Tie our alerts with closed loop feedback from our sales for each and every alert. That way we plan to better measure our alerts effectiveness and tweak as needed.
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Thank you for your time
To Show this presentation to your boss just email me!
Ariel Navon, Marketing Automation Principal [email protected]+972-9-761-8000