generate leads from inbound marketing
Post on 13-Sep-2014
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Generate Leads from Inbound MarketingRight Content, Right Person, Right Time
Andrew Freeman
CRM Technologies Ltd.
linkedin.com/in/andrewmfreeman
@crmtechnologies
facebook.com/crmtechnologies
marketingoperations.com
afreeman@crmte
chnologies.com
Why Inbound? Buyers now in control
“…customers’ buying processes have evolved.”Thomas StewartEditor, Harvard Business Review
Inbound vs Outbound
“Inbound marketing is 3-5 times better than progressive event-based marketing efforts”
“A skilfully executed inbound marketing strategy is 10 times more effective at conversion than traditional outbound methods.”
Source: Gartner
The Inbound Nurturing Mantra
Right People Right Content Right Time
The Buyers Journey
Suspect EnquiryMQL
SQL£££
InterestLearn
EvaluateJustify £££
Integrated Sales & Marketing Funnel
Customer Buying Experience
Corp Web Site
Social Sites
Outbound Email
3rd party Websites
Events
Buyers Journey based Nurture Campaigns
Education Campaign
PurposeGet them ready to talk to Sales
Sample Messages•Engage to
further profile prospect•Educate about
value prop
Why Us Campaign
PurposeJuxtapose your solution to their need
Sample Messages•Differentiate
your brand from competitors’•Reiterate value
prop• Include relevant
case studies, testimonials
Urgency Campaign
PurposeRemove roadblocks, speed purchase decision
Sample Messages•Provide decision
tools
New Customer Onboarding
PurposeWelcome new customers
Sample Messages•Thank them• Identify next
steps
Customer Loyalty/
Retention
PurposeRetain and develop
Sample Messages•Reiterate
purchase/ relationship benefit•Seek feedback•Tips/tricks to get
most of product
PurposeWelcome new subscribers/ contacts to DB
Sample Messages• Introduce
brand/reiterate benefits• Identify next
steps•Opt in to
something else•Re-park interest
Welcome or Re-Engage Campaign
Interest Learn Evaluate Justify Purchase
Four Key Steps
Right Time Track buyers behaviour Interpret where they are in their journey
Right People Categorise their role in the buying process Create buying “personas”
Right Content Categorise content Map content to buying stage, persona and other attributes (e.g. Industry)
that allows you to deliver more relevant/personalised content / messaging
Nurture
Engage in an ongoing learning dialog Deliver timed relevant content, monitor behaviour, look for opportunities to
acccelerate to next stage, allow prospects to move at own pace and gather further profile information as you go
McAfee 321 Campaign
Discover McAfee
Campaign Structure
Asset5Asset2Asset1 Asset4Asset3
Drip Campaign
Pillar Campaigns
Device
Early
Middle
Late
Information
Early
Middle
Late
Infrastructure
Early
Middle
Late
MicrositeHome
PillarHome
BuyerStage
Pillar Workflow
Early
Middle
Late
Early Stage Auto-Responder
Acknowledge
Next Stage Asset Next Assetsame Stage
Primary callTo action
Secondary assetsin carousel
Early stage form
Middle stage form
Late stage form
Andrew Freeman
CRM Technologies Ltd.
linkedin.com/in/andrewmfreeman
@crmtechnologies
facebook.com/crmtechnologies
marketingoperations.com
afreeman@crmte
chnologies.com
Any Questions?