Nurturing leads: the secret is in CRM
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Today’s prospects don’t become customers overnight - you need to take them on a journey to build that all-important trust with your brand, but where do you start? Let us help you make the right steps to transform those cold engagements into sales-ready leads.
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Nurturing leads: the secret is in CRM
- 1. dotLive Nurturing Leads: The secret is in CRM @dotmailer
- 2. Slide 2 @skipfidura @dotmailer ‘63% of people requesting information about your product now will not purchase for at least 3 months – and 20% will take more than 12 months to buy’
- 3. Slide 3 @skipfidura @dotmailer
- 4. Slide 4 @skipfidura @dotmailer The channels you should be thinking about Email In store Social Networks Retargeting ads Events Website personalization
- 5. The 7 Dont’s and 7 Do’s Matthew McClelland & Skip Fidura @skipfidura
- 6. Slide 6Deliverability Mythbusting Don’t create one-size-fits-all marketing comms. Batch and blast’ mailouts are a thing of the past.
- 7. Slide 7 @skipfidura @dotmailer One-to-One Targeting
- 8. Slide 8Deliverability Mythbusting Don’t invade your prospects’ personal space Too many emails and calls are annoying and a turn-off.
- 9. Slide 9 @skipfidura @dotmailer Optimise Your Timing Optimise your timing
- 10. Slide 10Deliverability Mythbusting Don’t deliver irrelevant content. If you know what your prospects are interested in, avoid sending them something that makes you look like you don’t.
- 11. Slide 11 @skipfidura @dotmailer Supporting Content Supporting content
- 12. Slide 12Deliverability Mythbusting Don’t forget to inform sales about the programs you’re running. It’ll help them understand what information prospects have already been exposed to.
- 13. Slide 13 @skipfidura @dotmailer Automate Lead Hand-offs Automate lead hand offs
- 14. Slide 14Deliverability Mythbusting Don’t think that all leads are quality leads. Scoring removes time- wasting and will automatically generate sales-ready leads.
- 15. Slide 15 @skipfidura @dotmailer Progressive Profiling Progressive profiling
- 16. Slide 16Deliverability Mythbusting Don’t use bad data. It can lead to all kinds of problems, particularly when you want to become targeted with your marketing.
- 17. Slide 17 @skipfidura @dotmailer Keep Permission Keep permission
- 18. Slide 18Deliverability Mythbusting Don’t press send and then forget about your nurture program. Learn from the results and use the data to become smarter with your marketing.
- 19. Slide 19 @skipfidura @dotmailer Test, Test and Test Again Test, test and test again
- 20. Slide 20 @skipfidura @dotmailer 1. Invade your prospects’ personal space The 7 Dont’s 3. Deliver irrelevant content 4. Press send and then forget about your nurture program 5. Use bad data 6. Forget to inform sales about the programs you’re running 7. Think that all leads are quality leads 2. Create one-size-fits-all marketing comms
- 21. Slide 21 @skipfidura @dotmailer 1. One-to-One Targeting The 7 Do’s 3. Supporting Content 4. Progressive Profiling 5. Keep Permission 6. Automate Lead Hand-offs 7. Test, Test and Test Again 2. Optimise Your Timing
- 23. How marketing helps keep the subscriptions team at Econsultancy happy
- 24. users to the site via our blog/free content Attract those free/registered users to paid subscriptions Convert our subscribers to ensure they’re making the most of their subscriptions (and so renew!) Engage Three key objectives for Econsultancy subscriptions
- 25. 1. Attracting new users to register with us Using blog traffic to increase registrations and leads into the top of the sales funnel Via our Daily Pulse newsletter - digital insight delivered directly to your inbox, every Monday to Friday.
- 26. 2. Converting free users to paid subscribers Behaviours Downloads, site visits, event attendance, email opens/clicks Firmographics Job title/seniority, company type (eg. client, agency, supplier), company size/industry Fully automated email series Upsells paid products and services and outlines the benefits of our services Daily reminder of what’s new Automatically pulls through latest research, events, etc
- 27. 3. Engaging subscribers Automated ‘welcome to your subscription’ series Regular marketing emails & Daily Pulse Bi-monthly ‘personal’ account manager updates & opportunity for feedback to us Re-engagement email triggered when user has not logged in 60 days & subscription expiry email 30 days out.
- 28. We’re not overloading users with email (phew) How do you feel about the frequency of communication you receive from Econsultancy? 81.3% 17.4% 1.3% Just right Too much Too little
- 29. Conversion and engagement driven by marketing Re-engagement Of those who open our reminder to log in email, over 35% return to log in to the site within two weeks Leads Delivering sales team over £100k of qualified, warm leads each month (that we know of – doing more to track all sales!) Usage Traffic from email contributes to over 15% of report downloads from the website by our paying subscribers every month Educating Our subscriber welcome series is completed by over 75% of users, educating them on how to use their subscription
- 30. Not just revenue benefits though! Raising profile of marketing in the business Better collaboration between marketing and sales teams Happy sales people!
- 31. Slide 31 @skipfidura @dotmailer Program Builder Our drag & drop feature puts the power to create in your hands. Create simple, or even complex, marketing automation programs in minutes, based on customer behaviour, date, event, lead score or segmentation rule
- 32. Slide 32 @skipfidura @dotmailer And were here to help if needed Email design Campaign Management Consultancy & Strategic Services Deliverability
Notas do Editor
- Hi I am Skip Fidura from dotmailer and the Chair of the UK DMA Email Council. Today we will be talking about Multichannel Marketing for B2B marketers.
- Optimise Timing
- Automate Lead Hand-offs
- http://anabolictechnology.com/wp-content/uploads/2014/09/Infographic-Turn-Your-Website-Into-A-Lead-Generating-Machine1.jpg
- Progressive Profiling
- Keep permission
- Test, Test and Test Again
- Econsultancy helps business and individuals to succeed at digital via: Research and data – over 400 reports available to our subscribers - best practice guides, trend reports, supplier selection guides and market data Training – scheduled courses covering over 40 different digital topics, as well as tailored in-company training and consultancy projects Events – including the award-winning Festival of Marketing, taking place at Tobacco Dock next month – £400 discount on tickets available CSF761 – ask me if you need this again! Now plugging is out the way, I’ll be talking about how our email marketing activities keep our subs team happy.
- As mentioned, our core offering is an extensive library of digital research and data, all available to organisations who pay an annual subscription to access this. For subscriptions, there are 3 main objectives/processes involved in the lifecycle of a typical subscriber. ATTRACT new users to our site, mainly through free content on our popular blog CONVERT these visitors, initially to free, registered users then nurture them over time to convert to a paid subs ENGAGE paying subscribers to ensure they keep consuming content – the more they use/value their subs, the more likely they are to renew at the end of the year
- As I mentioned, the vast majority of new users are attracted through the free content available on the Econsultancy blog. Blog content makes up the largest amount of traffic to the Econ website - over 700,000 visits per month. Huge amount of that traffic driven via social and search – most users land directly on an article that they have found through these channels Means the blog can have high bounce rates, so we want to try and capture those people when they first land on an article. To capture data/new registrations, we clearly promote the benefits of signing up to our free newsletter all over the blog. The Daily Pulse delivers the latest content from our blog direct to a users’ inbox Monday to Friday - valuable resource for anyone who wants to keep up with the latest goings-on in the industry
- Once users have signed up with us, our next objective is to convert them to a paid subscription. 3 key ways we do this via email activity in the marketing team: DAILY PULSE – automatically promotes subscriber content - latest research, webinars/events, etc. WELCOME SERIES for free users – outlines what other services we provide which may not have been obvious from the newsletter Can also identify email addresses where a company already has a sub, so we encourage them to be added to that – more active users on a subscription, the more likely client is to renew MARKETING EMAILS - promoting key new research, tips and takeaways, more info available in full report, etc Reminds free users that these are part of the valuable benefits of a full sub. With over 250,000 contacts across our database our marketing emails are regularly targeted by user behaviours, topic preferences and other attributes like job title/industry. This allows us to deliver relevant content to the user and achieve key metrics for our team: Engagement with our audience Revenue Reinforcement of our brand values and Create goodwill Through these emails, we provide the sales team with warm, qualified leads. They can also see which types of content most interests the user, meaning easier initial calls (without being too creepy)
- After a user or company subscribes to Econsultancy, our main goal is to ensure they get the most value of that subscription 5 key ways we do this via email: An initial welcome series for subscribers Created in conjunction with our subscriptions team, outlines all the benefits available as part of their subscription – Continually optimized and tested using dotmailer’s automation tools e.g. now doing a random split to test friendly from name – Econsultancy vs account manager’s name. Our regular Daily Pulse and marketing emails, also encourages our subscribers to keep returning to the site to consume the latest content every week Bi-monthly, personal account updates from an account manager sent via dotmailer –allows us to monitor engagement of these emails, unlike email sent from personal email account. These emails are much more likely to be opened by users, so this led us to test a named account manager friendly from in our welcome series. An automated re-engagement email triggered when a subscriber hasn’t logged in for 60 days Finally, an automated subscription expiry - reminder of the benefits of the subscription 30 days out from sub ending Helps to ‘warm up’ subscription teams’ renewal conversations and create sense of urgency for renewal.
- Firstly, with many different kinds of emails being sent out, the marketing team are always concerned that we’re sending too many emails/annoying our customers. Recently conducted our annual user survey which feeds into product development at Econsultancy - part of this survey asked our users opinion on the volume of communications. As you can see, the vast majority of users feel that we send just the right amount of email! Even better, we also asked about the relevancy of our communications 81% of respondents also said they felt the communications they receive from us are very much or somewhat targeted based on their personal interests.
- LEADS Our email marketing activities drive over £100k of qualified, warm leads to subs team Also generate direct revenue ourselves from email - smaller subscription sales, training courses and events. Can be challenging to join up conversions from all marketing efforts as our high value subscription sales are invoiced rather than purchased through site Now doing more to track the full sales process from marketing including the use of technology like phone number tracking and lead scoring tools. Importantly, our marketing team manages Salesforce centrally which means we have been able to ensure campaigns are added and attributed by all teams that use the system in the business! USAGE Email alone contributes over 20% of our overall monthly website traffic. Big contributor to research/content downloads from our website, a key benefit of subscriptions – over 15% of downloads each month originated from emails. Almost all of our webinar and roundtable registrations are driven from email activity too. To drive further usage, we also offer tailored landing pages via Unbounce for larger clients Now looking into using dotmailer landing pages to possibly create much more personalised landing pages, using all the data we already have available on user interests in there! EDUCATING Our welcome series for subscribers is currently completed by over 75% of users, anyone who doesn’t complete the series has identified themselves as already being an “Econsultancy expert” so may have used the service before. Our personal account manager updates are opened by over 30% of users every month – higher response rates than regular, ‘marketing’ emails. RE-ENGAGEMENT Our “Was it something we said?” re-engagement email - over 35% of those who open the email return to log in to the site within two weeks For anyone who hasn’t opened the email, they are passed over to the sales team to check or call, if it’s a key client. This helps to make sure there aren’t any awkward conversations around engagement/usage when it comes to renewal time!
- Importantly, all this activity doesn’t just deliver revenue benefits to the business (although obviously that is nice too) RAISE PROFILE Our involvement in the subscription sales process helps to raise the profile of marketing within Centaur Media, our parent company - wider company now looking to us to help roll out a similar approach across other brands. Marketing not just a cost centre, we contribute directly! BETTER COLLABORATION The process we have set up involves regular collaboration between sales and marketing teams – we tailor our communications and processes based on their insight and expertise from dealing with prospects/customers They come to us much more often for support and advice In turn leads to a better overall customer experience and goodwill as our teams and approach are now much more ‘joined up’ – we know who has responsibility for what. HAPPY SALES PEOPLE WHO BUY PINTS And finally, a sales team that meets its targets for both new business and renewals each month is a very happy sales team (that are especially generous at the pub after work on a pay-day Friday)
- Hi I am Skip Fidura from dotmailer and the Chair of the UK DMA Email Council. Today we will be talking about Multichannel Marketing for B2B marketers.