3 essential steps for turning social inbound prospects into sales-ready leads
DESCRIPTION
While companies are generating traffic from social media channels, 63% are not converting that traffic into leads for their businesses. The main culprit? Not prioritizing social prospects, tracking their digital behaviors and providing them with a clear path to deeper engagement. An integral part of the sales process is getting to know your prospects and establishing relationships. Prioritizing social prospects allows you to segment those leads by specific categories of interest. When coupled with marketing automation and a lead nurturing strategy, campaigns become more tailored to the lead’s interest which allows your sales team to respond and communicate more intelligently and effectively. Social123’s Scott Miller and LeadLife’s Lisa Cramer discuss best practices and the 3 steps for converting social leads into sales opportunity: 1) Profiling social prospects using Social Scoring 2) Tracking digital behavior for creating relevant content 3) Engaging in a regular digital conversation with a lead nurturing strategy Watch the Recording here - http://bit.ly/WpJoRjTRANSCRIPT
We do the Heavy Lifting for You
3 Essential Steps for Turning
Inbound Social Prospects into
Sales-Ready Leads
Today’s Speakers
Scott Miller
• President, Social123
• Prior Principle for the world-renowned sales
consultancy, “The Complex Sale”
• Sales Enablement Expert
Lisa Cramer
• President & Co-founder, LeadLife Solutions
• Recognized in the top ten of SLMA’s 50 Most
Influential Sales Lead Management Professionals
& Top 20 Women in Sales & Lead Management
(2009 and 2010, 2011, 2012)
@social123
@leadlife #leadlife
Agenda
1
2
3
Profiling social prospects using Social
Scoring
Tracking digital behavior for creating
relevant content
Engaging in a regular digital
conversation with a lead nurturing
strategy
How Did We Get Here?
?
• Sales Representatives believe contact data in LinkedIn is better than the data inside of their CRM
85%
• Marketers plan to use Social Media Data to drive marketing campaigns in 2013
78%
Social. Sales. Enablement.
“65% of the most
successful
salespeople believe
social media is integral
to their sales success.”
-
Social. Sales. Enablement.
Profiling Social Prospects Using
Social Scoring
1
Social. Sales. Enablement.
Social123 provides
sales intelligence on
every social contact in
the form of current
company, current title,
current location, and
current industry.
We allow our
customers to allocate
a point value for each
matching field – thus
providing a higher
score to the ideal
buyer in the ideal
location.
Social. Sales. Enablement.
Social. Sales. Enablement.
Social123 allocates a point
value based on the actions
your contacts make with
your social media outlets.
The example to the left
allocates 1 point for liking,
commenting, or retweeting a
post we made. We also
account for following on
twitter. This expression of
interest to our brand is
expressed by a point value.
Social. Sales. Enablement.
Social123 allocates a point
value based on the attributes
our contacts have with social
media. This provides a
customized social influence
value instead of relying on
standards that may not be as
relevant to every organization.
The example to the left
allocates points based on the
number of friends on Facebook
and connections on LinkedIn.
Twitter activity is scored based
on followers, following, and
number of tweets.
Social. Sales. Enablement.
Social123 allocates a point
value to keywords that our
contacts state on social
media outlets. These
keywords should consist of:
1. My Company
2. My Products
3. My Competitors
4. My Competitors’
Products
5. My Customers
6. My Prospects
7. Industry Keywords
8. Industry Events
9. Google AdWords
10.Hashtags
Segmenting & Targeting • Demographics :
o Information about the prospect
Ex: Company size, job title, geography, etc.
• Behavior :
o Monitoring the prospects behavior
Ex: Website visits, whitepaper and/or case study downloads, etc.
• Demographics + Behavior =
o The complete picture of your lead.
Scoring Strategy
• Understand signs of engagement
– Educational vs. Buying Signs
– Clicks, Page views, page time, downloads, frequency
• Integrate demographics and firmographics
• Track engagement
– Lead score movement
• Move leads to sales
– Analyze scoring threshold(s)
An example of what you can score…
What Do I Score?
Scoring from an Email Campaign:
VISITOR
CLICKED LANDING
PAGE (Score 5)
TIME ON LANDING
PAGE (Score 5 if >= 10 sec)
VIEWED PRODUCT PAGES OR
CASE STUDIES (5 each)
VIEWED CASE
STUDIES (5 each)
WHITEPAPER
DOWNLOAD
(Score 10)
TIME ON SITE
(Score 10 if >= 2 min)
SCORE
1 5 5 15 10 10 10 55
2
5 5 0 0 10 0 20
Tracking digital behavior for
creating relevant content
2
Social. Sales. Enablement.
Tracking Digital Behavior
Understanding Content Marketing
Segment
Problem
Recognition
Information
Search
Brand
Evaluation
Objections/
Obstacles
Purchase
Decision
Segment 1 Industry
stats/reports
Webinars
Whitepapers
Blog
Case Studies
Datasheets
Testimonials
Free demos
Pricing
How to get
started
Segment 2 Industry
stats/reports
Webinars
Whitepapers
Blog
Case Studies
Datasheets
Testimonials
Free demos
Pricing
How to get
started
Move Your Prospects through the Buy Cycle with Relevant Content
Behavior Drives Content:
Effective Nurturing
Engaging in a regular digital
conversation with a
lead nurturing strategy
3
Campaigns vs. Lead Nurturing
One End-to-End Lead Nurturing Process
Awareness Consideration Purchase
Traditional
Campaigns
Theme #1
Theme #2
Theme #3 ©2011 Marketing Interactions, Inc.
Develop A Plan Outline an effective lead nurturing process per target /campaign Example: •Day 1: Thank you email for downloading a whitepaper •Day 10: Email recommending article/whitepaper of related interest •Day 20: Send another email about area of interest – linking to landing page •Day 30: Send an email invite to webinar
• Next series of touches - Dependent on registration and attendance of webinar
•Day 40: If attended webinar, phone call follow up •Day 50: Email a recent customer win case study Rule based on “sales ready” definition sends lead to sales
Lead Nurturing Example Lead Nurturing Example
Nurturing Tips
• Online and offline
• Continual nurturing
• Specific interest
• Lead Scoring Gives Visibility
• Continuously Engage Prospects
• Evaluate All Responses
• Deliver Real Value
• Thought leadership
• Personalization
• Develop a plan
45%
Benefits of Lead Nurturing
The average lift in ROI for organizations
with a lead nurturing strategy
20% The average increase in sales opportunities
for organizations with a lead nurturing
strategy
163% The average lift in ROI for organizations
with marketing automation
MarketingSherpa’s 2011 B2B Marketing Benchmark Survey, Demand Gen
©2013 ©Solution Selling, Inc.
Accuracy and Confidence in Contact Data
Enriched Understanding
Additional Communication Channels
Social. Sales. Enablement.
5 Take-Away’s:
Turning Inbound Prospects Into Sales-
Ready Leads
1. Score / Segment Leads with Social Data
2. Use Social Data and Digital Behaviors to
create content
3. Develop content maps based on targets
4. Engage, nurture, convert
Lisa Cramer
Wanna Learn More?
Get the LeadLife White Paper:
The Cost of Not Nurturing Leads
www.leadlife.com/nurturing
How to Get Started
Scott Miller
https://www.social123.com/salesleads/signup.php