using lead intelligence to close more sales

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Increase Sales with Lead Intelligence

Table of Contents 2

1.What is lead intelligence?...................................Page 5 2.How is lead intelligence gathered?........................ Page 93. What goals can I achieve?.................................34. Qualifying leads............................................ Page 255. Lead scoring................................................ Page 336. Setting up funnels..........................................Page 387. Nurturing leads.............................................Page 448. Analytics & optimizing.................................... Page 489. Tools to use................................................. Page 5110. Conclusion .................................................Page 53

What is lead intelligence? 4

• Old technology that has evolved dramatically over the years.• Result of the demise of cold calling

and a need for more effective ways to qualify leads.• Sales development teams needed to

become more efficient in prospecting.


• First Lets talk cookies:• Small piece of data saved on a

user’s browser that communicates data back and forth with the server. This is where it all started.


3. How can this data be collected across different touch points?

Lets talk user lifecycle:

1. Users are never on one channel and often involve multi- touch points.

2. This poses a challenge for marketers.


• Lead intelligence is a form of data mining.• It uses an automated lead qualification tool

based on cookies and multi-channel tracking.

Purpose is to capture as much information about your customer as possible to create a profile for them.


• Can target better.• Enables your sales team to

approach qualified leads.• Decreases the sales cycle.• Save time on unqualified,

unvested leads.• Automates the lead screening

process.

Benefits:

How is lead intelligence gathered? 9

Think of all the touch points where a user comes into contact with your brand.Each one provides an opportunity to gather data.

How is lead intelligence gathered?10

These typically are:• Email• Web• Social media• SMS• Apps• Physical location

www

App

Lead Intelligence

Lead data from email 11

• Emails can be sent as a single mass email, or as part of a drip campaign. • Relevant data collected from email activity can be: emails opened,

clicks, engagement, unsubscribes, shares, bounces and complaints. • This information helps build the email journey for a profile.

Lead data from your website 12

• To collect this you must first access the user’s cookies for their browsing history. • This allows you to measure:• Pages visited• Links clicked• Time spent pages• Conversion• Videos watched•Mouse movements

Lead data from your website 13

• Funnel drop offs• Bounce rates• Forms filled out• And more…All of the user’s activities on your site should be used for building their user profile.

Lead data from social media 14

• Creating a direct connection between your active leads and their social media engagement is a huge asset to marketers .• Social ROI is still hard to measure but with lead intelligence you can

connect the dots between a user’s social media activity and their long term conversion.

Lead data from social media 15

• Sales processes include social media more and more as a source of leads.• This is why social lead intelligence

has been a new target for marketers.

Lead Data from SMS 16

• SMS enables marketers to engage with a user without a lot of competition.•With SMS you have 8x better

customer engagement and 98% open rate in 3 minutes. • 80% of consumers don’t get

SMS from brands.

Lead Data from SMS 17

•Mass SMS is different from action triggered SMS where a user gets a message after completing a specific action.• SMS engagement is harder to

measure than email, but you can still track things like delivery success, link clicks and do-not-text requests.

Lead data from apps 18

• The same data collected from a website can now be tracked from app usage.• Tracking software can collect

how many app screens the user interacted with, buttons they clicked, even mouse movement.

Lead data from apps 19

•Marketers can personalize the in-app experience, content, push notification and suggestions according to a user’s behavior.• Data collected from apps can bridge

the gap between cookie tracking and multi-device browsing.

Lead data from physical location 20

• Tracking the physical location of a user is not new, but is getting more sophisticated.•Micro-location tracking with beacon

technology and geo-fencing, allows marketers to collect data on the exact location of a user.

Lead data form physical location 21

• This data can be used for highly targeted ads based on a lead’s location.• For example: while passing next to

a restaurant, you get a push notification on a deal there.• Google has been doing this using

your smartphone’s geo-location.

What goals can I achieve? 22

Powerful insights about your customer’s habits and interests to tailor offerings and content to meet their needs. Extremely powerful for developing long lasting relationships and getting referrals.

Source: Inc


Provide sales reps with insights on leads coming from inbound activity.Predict future behavior, by understanding past behavior. This is the reason for the advance of predictive marketing and market-to-one.Invaluable to understanding the best ways to get new customers.


Make faster, better decisions to attract and retain customers. Gain advantages over your competition. Even if they are using lead intelligence, you can use it to position your products and offerings better.

Lead journey and qualification 25

• Every potential lead starts out as an anonymous user: AKA an IP address.• IP addresses are tracked until they

fill out an opt-in form on your site, landing pages or pop-up forms.• The anonymous IP data will then be

merged as a potential lead ‘top of the funnel’.

Lead journey and qualification 26

• The anonymous visitor now has an email contact where you can communicate with them directly.• Email will be the starting point to build out

the profile of this person through further nurture sequences.

How to qualify a lead?Traditional vs Lead Intelligence

27

Not qualifying correctly can be costly and a waste of time.

You have to qualify and filter leads effectively to scale your sales team productivity.

How to qualify a lead? Traditional

28

Lead Generation Sources

Until sales is made or not

Call or Email

Sales person frustrated

If no answer, call back or email again

If answer, go over sales protocol

How to qualify a lead? Lead intelligence

29

Lead Generation Sources

Lead intelligence engine qualifies

prospects

Sell more efficiently with a sales force or nurture

If lead meets criteria, send to sales rep

If lead is poor, send to nurture sequence

until he qualifies

6 Signals to qualify good potential 30

• Here are the 6 main signals sales reps should look for:

1. List-o-meter: How many lists a prospect opted-in to.

2. Site visits and time spent: if they visited key pages on the site.

6 Signals Good potential


3. Mini-goals reached: such as visiting x pages on your site or downloading a demo.

4. Nurture processes completed: prospect completed your sequences so they are well aware of your product or service.


5. Stage in their online research process: can be a combination of funnels completed, prime blog posts read or questions asked.

6. Email click-through rates: meaning the prospect has a relationship with you.

These are not the only signals, but certainly enough to qualify certain prospects.

What is lead scoring? 33

• Lead Scoring: a methodology used to rank prospects against a numeric scale that represents the perceived value each lead represents to the company.• These values are pre-determined by your sales

team and based on your goals.

What is lead scoring?34

• Lead scoring can be done with most marketing automation platforms by assigning numeric values to different behaviors.• The scores are based on how much

value the action / event is towards a company goal.


• Evaluate all the user’s actions to determine which campaign, subject matter or product resonates best.• Then determine the value

towards your overall goals.


Record a user’s actions, examples:• How many pages visited.• How many clicked links.• How many times they

visited your site.• How long they stayed.• How many emails they

opened.


• A score is assigned to every action you want to track.• You determine the level of

engagement needed for each. • Scoring is based on the

importance you assign to each action.

Graphics and Image Here

Working with funnels 38

•What is a funnel? The stage through which a customer passes from the moment of awareness to the post customer experience.• There are 3 types of people in

the funnel at different stages of the sales process: leads, prospects and customers.

Big Picture Funnel 39

Identifying need

Education/

Research

Considering Option

s

Making Decisio

n

Post Purcha

se/Maintenance

There is a

problem that needs to be

solved, or a need to be create

d.

Keyword

search, recommend-ations, educat

ion.

Evaluating

options

through case studies

, testimonials, consta

nt outrea

ch.

Making sure your

checkout/

sign-up is 100% buttoned up.

Onboarding and

ongoing

support.

6 Tips for funnel success40

1. Funnels can be broken down to sub-funnels to track smaller user milestones.

2. Use technology to create and track each funnel.

3. Set-up at least one bounce funnel which is where uninterested leads complete their journey.

6 Tips for funnel success 41

4. Set-up actions for the mid-funnel. For example, if someone exited on checkout, follow-up with an email or on screen pop-up message.

5. Analyze the progress periodically to refine the processes.6. Don’t let funnels overwhelm you. You are in control of the user

experience.

How to set up a funnel 42

• Focus on the ultimate goals and the ideal way to get there from a user’s perspective.• List the steps to get there and

set them up as a funnel.• Consult a Vbout rep or your

marketing consultant to help you.

Sales funnel goal 43

• The goal of the sales funnel:1. Find more leads.2. Increase the percentage of

those leads who move through the entire funnel to the end, usually resulting in a sale or conversion.

How to nurture a lead? 44

• Lead nurturing is tactics used to guide your leads through the sales funnel.

4 Effective lead nurturing tactics 45

1. Targeted content. Companies that use targeted content saw a 20% sales increase.

2. Multi-channel lead nurturing. A mixture of marketing automation, email, social media, retargeting, dynamic website content and sales outreach.

20% increase in sales


3. Timely follow ups. The odds of a lead becoming qualified are 21x greater when contacted within 5 minutes vs. 30 minutes.According to HBR, the average B2B response to a lead is 42 hours!


4. Lead scoring. According to research, 68% of successful marketers cite lead scoring based on content and engagement as the most effective tactic for improving revenue contribution from lead nurturing.

Analytics and optimizing 48

To analyze your funnel, organize it into buckets like these:• Unqualified prospects• Awareness• Interest• Consideration• Intent• Purchase • Loyalty


• Next determine how many leads fall into each bucket.• Then calculate how many leads progressed to other levels.• This gives you the conversion rate at each stage.


• As you calculate the percentage throughout the sales funnel, you will have an overall view on the effectiveness of tactics you are using at each stage.

Tools to use 51

There are many tools to help you with lead Intelligence.You can use marketing automation platforms like Vbout, Hubspot, Google Analytics (not actionable), Pardot, Vertical Response, and Marketo to name a few.

Benefits of tools 52

• Each platform has features to help capture critical information.

Conclusion 53

Using the tips from this presentation and the tools we suggest, you can nurture qualified leads through their purchase journey.

You will also be able to efficiently identify opportunities to engage with leads better.

All of these activities and this data help you target the right audience with the right actions and content, to convert more of your leads to customers.

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