demand activation – going beyond lead generation
TRANSCRIPT
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Chris PetersonExecutive Vice President
@ChrisPetey
Demand Activation – Going Beyond Lead Generation
Nick NobleDirector of SEO & Inbound Marketing@lookingfornoble
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Demand Activation
More than just Demand Generation…
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Demand Generation
Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company's
products and/or services
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Demand Activation
Demand activation is the focus of targeted marketing programs to drive awareness,
interest, and set in motion the request for a company's products and/or services
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We Use These Strategies To Generate Leads
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But Not All Leads Are Qualified…
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• Email newsletter subscribers• Whitepaper downloaders• Bad or unqualified leads• Repeat customers not being nurtured
What are you doing with these types of leads?
Please don’t say “nothing”
We All Have “Soft” or “Cold” Leads
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Closing the MOFU Gap Between Lead to Sale
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Motivate Action With:• Remarketing (customer match lists)• Social media (customer match lists)• Email marketing• Marketing automation
• Audiences lists • Workflows• Lead scoring
Close The Loop With:• Customer relationship management software• Sales team feedback
Activate Your “Soft” or “Cold” Leads
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1. Create lists based on audiences2. Identity audiences wants, needs, and objections3. Create content tailored to your audience4. Use email marketing and marketing automation to engage
audiences 5. Set up lead scoring based on contacts interactions to
identify when a cold lead turns into a hot lead
How To Activate Your Leads
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How It Actually WorksCase Studies
• With Software Automation
• Low Budget Manual Automation
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Situation: School Furniture Manufacturer needs to:
• Build Brand Awareness• Drive leads into the business to control sales• Nurture leads to hot prospects• Segment targets to provide different messages
Solution: Digital Marketing Strategy
• Search, Content, Automation, Analytics
Case Study: Marketing Software Example
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Where Do We Start?Understand the buying cycle• How are decisions made?
• When• How• Why
• Who are making these decisions?• What are they deciding on• Are there things influencing the decision• Who are the Key decision makers
• Can they make the purchase• Do they control the funds
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Filter Leads Into Target Persona Buckets
Previously attracted lead through search efforts is now segmented through marketing automation platform
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Determine Content Needs For Each Persona
Curriculum, cost and performance based information for the largest bang and use across target personas
End User Segments
Cost Vendor Support
Curriculum Aesthetics Performance
K-12 Teachers • • •K-12 Librarians • • •Grounds/facility maintenance
• •
District & School Administrators
• • •
Superintendents • •Curriculum Directors
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Principals • • •Facility Officials
Facility Planners • • • •District Office Buyers
• • •
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Create Content That Can Be Used In Promotion
Blogs, whitepapers, guides are all examples of content that can be used in automation
Repurpose content in
automation emails
Just like this slide
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Create Specified Automation For Each Persona
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Lead Scoring
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Ensure The Automation Emails Are Driving An Action
Entice the user to click into the site
Provide additional calls to action
Work to drive the traffic to the site to further convert
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What Are We Trying To Do With This Process?
School Administrators are key decision makers in the
approval process.The goal is to get them to
“Request a Quote”
The automation performed at a 22% conversion rate for School Administrators to request a quote….341 in total
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Situation: Skykit Digital Signage:
• Large number of cold leads • “bad timing” or “not a good fit”• 156 out of 388 contact form submissions
• No budget for expensive marketing software Solution: Lead Tracking, Email Marketing & Automation using Google
Sheets WordPress Contact Form Database & MailChimp
Case Study: Low Budget Manual Automation
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Lead Tracking In Google Sheets (For Free)
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Why Are These Bad Leads?
Break down the buyers objections:• Unresponsive to sales team• Questions diggers - not sure how/why to use it• Bad timing - not ready to implement• Cost objections - cheaper options• Can’t justify the ROI
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Email Marketing: Lists & Automation With MailChimp
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Overcoming Buyers Objections With Content
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Overcoming Buyers Objections With (Industry & Use Case Specific) Content:
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What Are We Trying To Do With This Process?
The goal is to overcome the objections of contacts listed as “bad” or “cold” leads and get
them to purchase Skykit.
116 Current Customers – Product launch in August of
2015
