convert leads like a boss with telerik sitefinity
TRANSCRIPT
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 [email protected] – 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!
[email protected] Questions
Trial of Lead Scoring and Persona Profiling
Activating your license
Upgrades