case study: how global it company exact converts b2b leads with marketing automation
TRANSCRIPT
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA 1
Jasper Kolwijck and Richard Francis
LEAD NURTURING IN PRACTICE CONVERTING VISITORS INTO CUSTOMERS
Introduction…
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Richard Francis Content Manager
Exact Software
L: nl.linkedin.com/in/qfrichardfrancis T: @EngelsmanAbroad
Jasper Kolwijck Marketing Specialist
Exact Software
L: linkedin.com/in/jasperkolwijck
T: @jkolwijck
Agenda
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Lead generation
Lead nurturing and leadscoring
Lead nurturing and lead scoring in practice
Takeaways
Channels website conversion
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Social
Adwords
DM
Display
Whitepapers
E-book
Factsheet
Webinar
Call me back
But not every visitor is the same
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A4 A3 A2 A1
B4 B3 B2 B1
C4 C3 C2 C1
D4 D3 D2 D1
Pro
file
fit
Involvement
SQL’s
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Social
Adwords
DM
Display
Webinars
References
Events
RFI
Contact
MQL’s
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Social
Adwords
DM
Display
Whitepapers
E-book
Infographics
Video
Brochures
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“Lead nurturing is a process by which leads are tracked and developed into
sales-qualified leads. Meaning that they are ready and worthy of a salesperson’s
time.”
(Forrester, 2011)
Lead generation and lead nurturing
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CRM Sales
funnel
Copernica Campaign
data
Website Webforms
(ETM)
Online Channels Campaign
data (UTM)
CRM Marketing
project (code)
(Inbound) Marketing Lead generation
Nurturing Sales
Automated lead nurturing flow
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MQL SQL
LOST
Profile enrichment If existing profile
present
New? Opt-in
Engagement / profile fit
Lead scoring
Sent
+ 1
If
SQL
+ 12
else
MQL
Unique open
Unique click article
Unique click CTA 1 / 2
Unique click Call back
-1
+ 3
+ 5
+ 13
Whitepaper
4 Brochure
Reference 7
2
Enrich profile 2
Website
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LEAD NURTURING AND LEAD SCORING IN PRACTICE AT EXACT
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SEPA campaign
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Banner
Landing page
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
Download the whitepaper
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Whitepaper +2 points
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19
Enrich profile +2 points
Confirm and ask for interest field
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23
Sync based on profile data
Bi-weekly news
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Segmented content
Call to action
Mix of content
Sent -1 points
Open + 1 points
Click CTA + >5 points
Click + 3 points
Click + 3 points
Bi-weekly news – Email scores
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Bi-weekly news - Dynamic CTA’s
Click CTA + 5 points
Click CTA + 7 points
Click CTA + 13 points
LEAD NURTURING IN PRACTICE - EXACT & COPERNICA
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Automated follow up by Sales Support
Email stats
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Segment Open % Clicks % CTO % SQL’s %
General 39,95 7,82 19,58 9,1
Manufacturing 45,37 12,96 28,57 13,3
Professional Services
62,68 12,85 20,49 10,2
Wholesale 53,47 14,9 27,88 14,6
Financials 54,74 7,66 14 10,3
Average 43,05 8,83 20,5 11,5
Campaign results
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12% conversion MQL to SQL, 40% qualified, 20% in the pipeline and 5% won deals
Pipeline is increasing, marketing costs are lowering
More efficient follow up for our Sales Support
Good collaboration between Marketing and Sales
Takeaways
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Distinguish between your visitor types (Method MQL / SQL)
Develop content based on the Buying Cycle of your target audience
Evaluate the follow-up with Sales (Support)
Actively monitor the process
Flexible marketing software essential
Full control over execution supports agile, dynamic development