how to capture, nurture & ensure high quality leads

HOW TO CAPTURE, NURTURE

AND ENSURE HIGH QUALITY LEADS

Sam Laber Director of Marketing, Datanyze

@SLaber89

Hana Abaza VP Marketing, Uberflip

@hanaabaza

@Datanyze @Uberflip #uberwebinar

Join in on Twitter!

We will send the recording.

Questions? We’ve got answers!

(At the end of the webinar J)


Stick around to see how we use Uberflip & Datanyze together!


Leads or Subscribers?

1.  Company Blog

2.  Resource Center

3.  Gating Premium Content


It’s about commitment…



But don’t propose right away…



But don’t propose right away… it’s creepy.


Company Blog Build Subscribers à Drive Traffic, Build Growth


Source: anumhussain.com

Company Blog Build Subscribers à Drive Traffic, Build Growth

Design + Value + No Distractions = 8% Conversion Rate


EmbedForm

Personalized

Bounce Exchange, ConversionMonk, HubSpot, Uberflip


We boosted blog subscribers by 9X

in one month with this guy.


Source: anumhussain.com

Generating Leads With Your Company Blog

Text Link (first link has the most weight)

CTAs (bottom, side, slide-in)

Pop-Up / Overlay


PREMIUM CONTENT GENERATING LEADS WITH



ü  Resource center




ü  Content hub




ü  Content hub

ü  Content library etc.


This tells me nothing!


Should I gate it, or leave it?


What is your goal?

More leads

Increase awareness and reach

Is the content

high value? Yes!

Leave It No

No Is there a

big enough audience?

Yes! Gate It! Content


2 APPROACHES TO GATE CONTENT

(1) LANDING PAGES (2) OVERLAY CTAs


ü  Simple, clear and concise

ü  Call-to-action

ü  Optimize forms for goals

ü  Add a human being

Landing Pages


ü  Concise message

ü  Context matters

ü  Source traffic matters

CTA Overlays


A few examples…


Limited fields (using progressive profiling)

Responsive

Compelling messaging

Eliminating steps


Only one field (higher conversion)

Relevant Image

Credibility

Value prop is clear

Clear CTA


Lots of fields (better qualifies leads)

Relevant Image

Responsive experience

Descriptive, value prop

Clear call-to-action


Smart fields and Progressive Profiling


Keep Your Eye On The Prize

Give just enough info to get the right person to click


Life After


Another webinar, another funnel…

100,000 Visits

2,000 Leads

800 MQLs

100 SQLs

85 Opps

25 Customers

1.  Lead qualification/scoring

2.  Predictive scoring 3.  Lead nurturing


A lead comes in, now what?

A4

B4

C4

D4

A3

B3

C3

D3

A3

B2

C2

D2

A1

B1

C1

D1

Engagement

Fit To score or not to score… •  Does sales get enough

leads? •  Do they call them? •  Do we have enough data?


A lead comes in, now what?

A4

B4

C4

D4

A3

B3

C3

D3

A3

B2

C2

D2

A1

B1

C1

D1

Engagement

Fit Fit (Demographic) •  Revenue > $10M •  Industry → B2B •  Company email •  Using analytics platform

Engagement (Behavioral) •  Content download •  Free trial •  Booth visit •  Blog subscribe


How should we prioritize follow up?

Nurture

Qualify

Pass to AE

Engagement

Fit

???

Scrap

Scrap

Scrap

Scrap: Lead → unqualified •  ‘[email protected]’ •  Thesis writers •  Unsupported locations


Nurture

Qualify

Pass to AE

Engagement

Fit

???

Scrap

Scrap

Scrap

Scrap: Lead → unqualified •  ‘[email protected]’ •  Thesis writers •  Unsupported locations Qualify: Lead → MQL •  High engagement,

borderline fit •  ‘Qual call’ with inbound

SDR



Nurture

Qualify

Pass to AE

Engagement

Fit

???

Scrap

Scrap

Scrap

Scrap: Lead → unqualified •  ‘[email protected]’ •  Thesis writers •  Unsupported locations Qualify: Lead → MQL •  High engagement,

borderline fit •  ‘Qual call’ with inbound SDR

Nurture: Lead → MQL •  Great fit, low engagement •  Nurture with mid-funnel

content (webinar, case study, analyst report)



Nurture

Qualify

Pass to AE

Engagement

Fit

???

Scrap

Scrap

Scrap

Pass to AE: Lead → SQL •  Great fit, high engagement



Nurture

Qualify

Pass to AE

Engagement

Fit

???

Scrap

Scrap

Scrap

Pass to AE: Lead → SQL •  Great fit, high engagement

???: Lead → MQL •  Qualify if:

•  Low volume, high ACV •  Many products •  Complex product

•  Nurture if: •  High volume, low ACV •  Lots of content •  Limited # of SDRs



SQL follow up time should be a KPI

Qualify

Nurture

Engagement

Fit

???

Scrap

Scrap

Scrap

Pass to AE


An idea for faster follow up


Gathering data and collecting feedback Objective (CRM or MA reports)

•  What forms of content bring in leads with the highest average fit score?

•  What content assets have the highest lead → opportunity conversion rate?

Subjective (anecdotal)

•  Bi-weekly deep dive with inbound SDR

•  What good conversations have you had? How did they start?


Predictive lead scoring: it’s new, it’s shiny

Source: 2014 SiriusDecisions predictive lead scoring report


How predictive lead scoring works


A

A

A A

A A

B

B B

B B

B C C

C

How predictive lead scoring works


Predictive lead scoring and net-new?

Uncover the leads most likely to convert that are currently outside your CRM or MA database


Awesome!

Now you have all of the (qualified) leads…

now what?


Using Content to Nurture Leads

Engaged

Informed

Sales-Ready


Email #1 eBook Link

Email #2 Webinar

Email #3 Product Related

Request a Demo?

YES

NO

eBook Submit

An oversimplification…

Keep The Content Coming (more nurture)


ENGAGED

Sending them the right content à segment, segment, segment!

Previous Content Consumed (topic)

Content type (video vs. eBook vs. blog post)

Who are they? Job title, vertical etc.


Segmenting your audience can help you decide

what content to send, but it can also tell you what

content to create.


INFORMED

What do they know? What can you teach?

Category-marketing

Identify their problem

Present the solution


SALES-READY

#CONTENTISFORCLOSERS

Understand The Conversation Between Sales and Buyers

Manage Objections

Identify Pain Points

Customer Marketing


Email #1 Webinar Link

Email #2 Webinar

Recording

Email #3 eBook: How To Gate Premium

Content

Email $3 How To Use Uberflip To

Gate Content

YES NO

Webinar: Content that Converts

It might look a little like this…

Keep The Content Coming (more nurture)

Request a Demo?

It’s the content, stupid. “ experience��


But are they really ready?


FROM NURTURE TO SALES

Qualify

Nurture

Pass to AE

Engagement

Fit

???

Scrap

Scrap

Scrap


BUBBLE UP LEADS THROUGH AUTOMATION

Higher scores


ASSIGN A MINIMUM SQL VALUE

Higher scores

5 + 5 + 10 + 20 = 40


REMEMBER

Defining a sales qualified lead involves the sales team


QUESTION TIME!

Sam Laber Director of Marketing, Datanyze

@SLaber89

Hana Abaza VP Marketing, Uberflip

@hanaabaza

THANK YOU!

how to capture, nurture & ensure high quality leads

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