lead nurturing как элемент многошаговых продаж
DESCRIPTION
24 апреля Евгений Ковалик сделал доклад для слушателей Conformato Conference 2014 на тему, которая победила в предварительном голосовании с большим отрывом (70% всех голосов): Lead Nurturing как элемент многошаговых продаж. Евгений рассмотрел 3 практических кейса: Web-traffic, Конференции и Marketplace, к каждому из которых дал личные рекомендации по внедрению специальных "фишек" для "взращивания" лидов. =Чтобы посмотреть видеозапись доклада, зарегистрируйтесь здесь: http://goo.gl/87sTVK =TRANSCRIPT
![Page 1: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/1.jpg)
LEAD Nurturing as the Element of Multi-Step Sales Process
Eugene Kovalik
![Page 2: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/2.jpg)
• Более 10 лет в IT продажах и маркетинге !
• Создавал и управлял отделами продаж и маркетинга
![Page 3: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/3.jpg)
Why?• Business Owners:
• “I need assets”
• “I need market capitalization”
• Sales Manager:
• “I’d like more ‘warm’ leads”
• “I’d like more inbound leads”
• Marketing Manager:
• “I’d like to see how my job adds value to business”
• “I need more data to analyse and make business decisions”
![Page 4: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/4.jpg)
Case #1: Web Traffic
www
@
![Page 5: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/5.jpg)
Case #2: Conferences
?
![Page 6: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/6.jpg)
Case #3: Marketplaces
?
![Page 7: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/7.jpg)
Who are in trash?
• occasional visitor
• not our audience
• in process of evolving needs
![Page 8: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/8.jpg)
How can we influence?
Channel Occasional Visitor Not Our Audience Evolving Needs
SEO Can’t On-page optimisation
Permission to “become friends”
PPC Keywords+ads optimization
Keywords+ads optimization
Permission to “become friends”
Marketplace Projects validation Lead validationCatch contact and
permission to “become friends”
Conference Business card tips Research Permission to “become friends”
![Page 9: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/9.jpg)
What does it mean?
‘become friends’
manual follow up automation campaigns
Not just education, but adding value
Permission (personal email, CAN-SPAM, Single Opt-in, Double Opt-in)
![Page 10: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/10.jpg)
Lead Nurturingthe process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready (Marketo)
![Page 11: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/11.jpg)
Facts• 35-50% of sales go to the vendors
responded first to request (Marketo)
• 79% of marketing leads never convert into sales (MarketingSherpa)
• 47% larger purchases from nurtured leads than non-nurtured ones (The Annuitas Group)
• 61% of B2B leads go to sales (MarketingSherpa)
• 27% of leads will be qualified (MarketingSherpa)
• 451% increase in qualified leads using marketing automation (The Annuitas Group)
![Page 12: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/12.jpg)
Start
• Validation
• Scoring
• Strategy
• Content
• Segmentation
• Agile
![Page 13: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/13.jpg)
Nurturing Strategy Campaigns
Marketo Eloqua Gleanster PardotIncoming Lead
Processing Welcome Qualification Welcome
Stay in Touch Education Awareness Top-of-Mind
Accelerator Why Us Accelerator Reengagement
Lead Lifecycle Accelerate Acquisition Product-Focused
New Customer Onboarding Call-to-Action Competitive Drips
Customer Loyalty & Retention Re-Engagement Industry Expertise Drips
Post-Purchase Promotional Drips
OnBoarding
Upsell Drip
Renewal
![Page 14: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/14.jpg)
How to set up
• Buying Roles
• Sales Cycle Stages & Timing
• Content Creation
• Drips
• KPI
• Test
• Analytics
![Page 15: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/15.jpg)
Sales Cycle Stages
Stage Variant 1 Variant 2 Variant 3 Variant 4 Variant 5
1 Awareness Awareness Awareness Problem recognition Identification of Needs
2 Evaluation Interest Interest Information Search Establishment of Specification
3 Purchase Desire Evaluation Evaluation of Alternatives
Identification of Feasible Solutions
4 Action Commitment Purchase Decision Identification of Feasible Vendors
5 Referral Postpurchase Behaviour
Evaluation of Vendors
6 Repeat Vendor Selection
7 Negotiation of Purchase Terms
Source: Adapted from Dana-Nicoleta Lascu and Kenneth E. Clow, Essentials of Marketing
Source: Philip Kotler and Kevin Lane Keller, Marketing Management
![Page 16: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/16.jpg)
Sales Cycle Stages
![Page 20: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/20.jpg)
Sales Cycle Stages
![Page 21: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/21.jpg)
Buying Roles
Roles Variant
1 CEO, CMO, CFO
2 CTO
3 Product Manager
4 Tech Lead
![Page 22: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/22.jpg)
Content Mapping
Roles
CXO CTO Product Manager Tech Lead
Visitor
Subscriber
Engaged
Prospects1. White paper2. Webinar3. ………
MQL1. ROI Examples Papers2. Releveant Industry Samples3. ……..
SQL
Opportunity
Recycling
Customer
Stag
es
![Page 23: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/23.jpg)
What Can I do in my SMB? Money, money, money
![Page 24: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/24.jpg)
Create Assets! Subscribers, Remarketing Audience, etc
![Page 25: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/25.jpg)
Case #1: Web Traffic
www
@
![Page 26: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/26.jpg)
Approach
Remarketing
“Magnets”
Subscriber
Nurturing
![Page 27: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/27.jpg)
Google Adwords Remarketing #1
![Page 28: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/28.jpg)
Facebook Retargeting Remarketing #2
![Page 29: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/29.jpg)
Facebook Retargeting Remarketing #2
![Page 30: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/30.jpg)
Twitter Retargeting Remarketing #3
![Page 31: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/31.jpg)
Yandex.Direct Retargeting Remarketing #4
![Page 32: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/32.jpg)
VKontakte Retargeting Remarketing #5
![Page 33: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/33.jpg)
Entry Popup “Magnet” #1
![Page 34: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/34.jpg)
Exit Popup “Magnet” #2
![Page 35: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/35.jpg)
Content Blocker “Magnet” #3
![Page 36: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/36.jpg)
“Passive”: guide, white paper, how to “Magnet” #4
![Page 37: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/37.jpg)
Webinar “Magnet” #5
![Page 38: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/38.jpg)
Subscribers Start sending content
![Page 39: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/39.jpg)
Let’s Calculate!
• Average values
• 2000 contacts, lost opportunities, clients
• 10% conversion rate of LP
• $15 cost per click
• $150 cost per lead
• $300,000 of asset
![Page 40: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/40.jpg)
ASSET! You got it!
![Page 41: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/41.jpg)
Case #2: Conferences
?
![Page 42: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/42.jpg)
Rapportive
![Page 43: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/43.jpg)
Social
![Page 44: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/44.jpg)
Google Analytics
![Page 45: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/45.jpg)
ClickTale
![Page 46: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/46.jpg)
CrazyEgg
![Page 47: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/47.jpg)
WebVisor
![Page 48: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/48.jpg)
Yesware
![Page 49: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/49.jpg)
Case #3: Marketplaces
?
![Page 50: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/50.jpg)
“Smart” Demos Think about flow
![Page 51: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/51.jpg)
Lead Nurturing. Free Video Lessons
http://www.conformato.org/500
![Page 52: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/52.jpg)
Tenders. Marketplaces. Free Video Lessons
http://www.conformato.org/100
![Page 53: Lead Nurturing как элемент многошаговых продаж](https://reader034.vdocuments.net/reader034/viewer/2022051513/545ba8d2af7959795d8b6024/html5/thumbnails/53.jpg)
СПАСИБО ЗА ВНИМАНИЕ! !
!
facebook.com/eugenekov linkedin.com/in/eugenekovalik conformato.com/eugene