how to capture, nurture & ensure high quality leads

HOW TO CAPTURE, NURTURE

AND ENSURE HIGH QUALITY LEADS

Sam Laber Director of Marketing, Datanyze

@SLaber89

Hana Abaza VP Marketing, Uberflip

@hanaabaza

@Datanyze @Uberflip #uberwebinar

Join in on Twitter!

We will send the recording.

Questions? We’ve got answers!

(At the end of the webinar J)

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Stick around to see how we use Uberflip & Datanyze together!

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Leads or Subscribers?

1.  Company Blog

2.  Resource Center

3.  Gating Premium Content

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It’s about commitment…

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It’s about commitment…

But don’t propose right away…

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It’s about commitment…

But don’t propose right away… it’s creepy.

@Datanyze @Uberflip #uberwebinar

Company Blog Build Subscribers à Drive Traffic, Build Growth

@Datanyze @Uberflip #uberwebinar

Source: anumhussain.com

Company Blog Build Subscribers à Drive Traffic, Build Growth

@Datanyze @Uberflip #uberwebinar

Source: anumhussain.com

Company Blog Build Subscribers à Drive Traffic, Build Growth

Design + Value + No Distractions = 8% Conversion Rate

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EmbedForm

Personalized

Bounce Exchange, ConversionMonk, HubSpot, Uberflip

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We boosted blog subscribers by 9X

in one month with this guy.

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Source: anumhussain.com

Generating Leads With Your Company Blog

Text Link (first link has the most weight)

CTAs (bottom, side, slide-in)

Pop-Up / Overlay

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PREMIUM CONTENT GENERATING LEADS WITH

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PREMIUM CONTENT GENERATING LEADS WITH

ü  Resource center

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PREMIUM CONTENT GENERATING LEADS WITH

ü  Resource center

ü  Content hub

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PREMIUM CONTENT GENERATING LEADS WITH

ü  Resource center

ü  Content hub

ü  Content library etc.

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This tells me nothing!

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@Datanyze @Uberflip #uberwebinar

Should I gate it, or leave it?

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What is your goal?

More leads

Increase awareness and reach

Is the content

high value? Yes!

Leave It No

No Is there a

big enough audience?

Yes! Gate It! Content

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2 APPROACHES TO GATE CONTENT

(1) LANDING PAGES (2) OVERLAY CTAs

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ü  Simple, clear and concise

ü  Call-to-action

ü  Optimize forms for goals

ü  Add a human being

Landing Pages

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ü  Concise message

ü  Context matters

ü  Source traffic matters

CTA Overlays

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A few examples…

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Limited fields (using progressive profiling)

Responsive

Compelling messaging

Eliminating steps

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@Datanyze @Uberflip #uberwebinar

Only one field (higher conversion)

Relevant Image

Credibility

Value prop is clear

Clear CTA

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Lots of fields (better qualifies leads)

Relevant Image

Responsive experience

Descriptive, value prop

Clear call-to-action

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Smart fields and Progressive Profiling

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Keep Your Eye On The Prize

Give just enough info to get the right person to click

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Life After

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Another webinar, another funnel…

100,000 Visits

2,000 Leads

800 MQLs

100 SQLs

85 Opps

25 Customers

1.  Lead qualification/scoring

2.  Predictive scoring 3.  Lead nurturing

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A lead comes in, now what?

A4  

B4  

C4  

D4  

A3  

B3  

C3  

D3  

A3  

B2  

C2  

D2  

A1  

B1  

C1  

D1  

Engagement

Fit To score or not to score… •  Does sales get enough

leads? •  Do they call them? •  Do we have enough data?

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A lead comes in, now what?

A4  

B4  

C4  

D4  

A3  

B3  

C3  

D3  

A3  

B2  

C2  

D2  

A1  

B1  

C1  

D1  

Engagement

Fit Fit (Demographic) •  Revenue > $10M •  Industry → B2B •  Company email •  Using analytics platform

Engagement (Behavioral) •  Content download •  Free trial •  Booth visit •  Blog subscribe

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How should we prioritize follow up?

Nurture  

Qualify  

Pass  to  AE  

Engagement

Fit

???  

Scrap  

Scrap  

Scrap  

Scrap: Lead → unqualified •  ‘asdfjkl@hotmail.com’ •  Thesis writers •  Unsupported locations

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Nurture  

Qualify  

Pass  to  AE  

Engagement

Fit

???  

Scrap  

Scrap  

Scrap  

Scrap: Lead → unqualified •  ‘asdfjkl@hotmail.com’ •  Thesis writers •  Unsupported locations Qualify: Lead → MQL •  High engagement,

borderline fit •  ‘Qual call’ with inbound

SDR

How should we prioritize follow up?

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Nurture  

Qualify  

Pass  to  AE  

Engagement

Fit

???  

Scrap  

Scrap  

Scrap  

Scrap: Lead → unqualified •  ‘asdfjkl@hotmail.com’ •  Thesis writers •  Unsupported locations Qualify: Lead → MQL •  High engagement,

borderline fit •  ‘Qual call’ with inbound SDR

Nurture: Lead → MQL •  Great fit, low engagement •  Nurture with mid-funnel

content (webinar, case study, analyst report)

How should we prioritize follow up?

@Datanyze @Uberflip #uberwebinar

Nurture  

Qualify  

Pass  to  AE  

Engagement

Fit

???  

Scrap  

Scrap  

Scrap  

Pass to AE: Lead → SQL •  Great fit, high engagement

How should we prioritize follow up?

@Datanyze @Uberflip #uberwebinar

Nurture  

Qualify  

Pass  to  AE  

Engagement

Fit

???  

Scrap  

Scrap  

Scrap  

Pass to AE: Lead → SQL •  Great fit, high engagement

???: Lead → MQL •  Qualify if:

•  Low volume, high ACV •  Many products •  Complex product

•  Nurture if: •  High volume, low ACV •  Lots of content •  Limited # of SDRs

How should we prioritize follow up?

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SQL follow up time should be a KPI

Qualify  

Nurture  

Engagement

Fit

???  

Scrap  

Scrap  

Scrap  

Pass  to  AE  

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An idea for faster follow up

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Gathering data and collecting feedback Objective (CRM or MA reports)

•  What forms of content bring in leads with the highest average fit score?

•  What content assets have the highest lead → opportunity conversion rate?

Subjective (anecdotal)

•  Bi-weekly deep dive with inbound SDR

•  What good conversations have you had? How did they start?

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Predictive lead scoring: it’s new, it’s shiny

Source: 2014 SiriusDecisions predictive lead scoring report

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How predictive lead scoring works

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How predictive lead scoring works

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A

A

A A

A A

B

B B

B B

B C C

C

How predictive lead scoring works

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Predictive lead scoring and net-new?

Uncover the leads most likely to convert that are currently outside your CRM or MA database  

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Awesome!

Now you have all of the (qualified) leads…

now what?

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Using Content to Nurture Leads

Engaged

Informed

Sales-Ready

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@Datanyze @Uberflip #uberwebinar

Email #1 eBook Link

Email #2 Webinar

Email #3 Product Related

Request a Demo?

YES

NO

eBook Submit

An oversimplification…

Keep The Content Coming (more nurture)

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ENGAGED

Sending them the right content à segment, segment, segment!

Previous Content Consumed (topic)

Content type (video vs. eBook vs. blog post)

Who are they? Job title, vertical etc.

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Segmenting your audience can help you decide

what content to send, but it can also tell you what

content to create.

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INFORMED

What do they know? What can you teach?

Category-marketing

Identify their problem

Present the solution

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SALES-READY

#CONTENTISFORCLOSERS

Understand The Conversation Between Sales and Buyers

Manage Objections

Identify Pain Points

Customer Marketing

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Email #1 Webinar Link

Email #2 Webinar

Recording

Email #3 eBook: How To Gate Premium

Content

Email $3 How To Use Uberflip To

Gate Content

YES NO

Webinar: Content that Converts

It might look a little like this…

Keep The Content Coming (more nurture)

Request a Demo?

It’s the content, stupid. “ experience����������� ������������������  

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But are they really ready?

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FROM NURTURE TO SALES

Qualify  

Nurture  

Pass  to  AE  

Engagement

Fit

???  

Scrap  

Scrap  

Scrap  

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BUBBLE UP LEADS THROUGH AUTOMATION

Higher scores

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ASSIGN A MINIMUM SQL VALUE

Higher scores

5 + 5 + 10 + 20 = 40

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REMEMBER

Defining a sales qualified lead involves the sales team

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QUESTION TIME!

Sam Laber Director of Marketing, Datanyze

@SLaber89

Hana Abaza VP Marketing, Uberflip

@hanaabaza

THANK YOU!