convert leads like a boss with telerik sitefinity

Convert Leads

Like a BossNovember 25th, 2014

Svetla Yankova

Product Marketing Manager

@svetla_yankova

Introducing Lead Scoring

How to get your hands on it

• Part of Online Marketing and

Enterprise Edition

• Trial or License can be activated

via sales@sitefinity.com – no

installation required.

Marketing

It’s marketing’s problem

75% of

marketing Begins

Research

57%

Contacts

Sales

0%

Sales

Conflict

Peaks

37%

B2B Sales Process

Marketing $$$

Visit

The Opportunity

PurchaseLead MQL SQL/Opportunity

10+%Lead management automation

increases revenue by 10% or more

in the first 6-9 months (Gartner

Research)

50+%Effective Lead Nurturing generates

50% more sales leads at 33% lower

cost (Forrester Research)

Profiling Lead Nurturing Lead TransferPersonalization Learning

The Sitefinity Solution

Profile Personalize Nurture Transfer Learn

Persona Profiling Lead Scoring Customer Analytics

What is Persona Profiling

• The core of “Content Targeting”

• You Develop Personas

– Profile

– Demographics

– Messaging

• You use personas in content

marketing

• Score your audience for

resemblance

• Use that information. How?

Personalization impact

-40%Drop of purchase likelihood

whenever the size of the buying

team is more then 1

40+%With personalization individual

intent to purchase increases by

40%

BUT-70%

Drop of purchase likelihood

whenever the size of the buying

team is more then 5

Personalization Works. YAY!Consider Group Dynamics

A persona might be researching for someone else

Tips for building a good profile

• Keep it oriented towards the role

in the purchasing process, not

towards job function

• Don’t let it dust in a PowerPoint –

keep it updated in Sitefinity.

• Keep refining the process. 10-

20% or more of your unique

visitors should be passing a

threshold

What is Lead Scoring

• The core of “Lead Automation”

• You Develop Definitions of

Qualified leads

• You separate them in stages

according to engagement and fit

• You nurture until engagement

level reaches a well defined

border to be passed to sales

Real Life Example

• No crazy ex. No mother

issues(50 points)

• Appreciates beauty of a

well crafted

spreadsheet(30 points)

• Loves to really travel. Not

cruise-ship travel(50

points)

Demo(personalization and scoring)

How to build a good scoring model

Assess your window of opportunity.

In 3-6 steps we should aim to pass a persona or lead scoring threshold. Very often this will not be the same visit.

How to build a good scoring model

Demo(setting up & refining)

Powered By Digital

Experience CloudCross-Channel

Data

Automatic

Updates

Works with other

systems

No Maintenance

Cost

No Performance

Hit

Instant access to

Advanced Customer

Analytics

Integrating Data from Anywhere

Connector requires Sitefinity 7.2+, but you can start integrating data

right away, even if you are not running Sitefinity or using a different

edition.

The Next Level

Mar

keti

ng

Mat

uri

ty

Best Next Action

Accurate Predictions

Business Goals

Customer Journey Understanding

Customer Profiling

Cross Channel Data

Automation

Proven Attribution

Customer Journey Database

Persona Profiling & Lead Scoring

Goal Tracking

Dynamic Segmentation

Predictive Analytics

Recommendations

Campaigns

Predictive Personalization

Thank You!

sales@sitefinity.com Questions

Trial of Lead Scoring and Persona Profiling

Activating your license

Upgrades