1 B2B Marketing Automation, Lead Nurturing & Lead Scoring Kieran Franklin Principal Solutions Consultant ASEAN Oracle Marketing Cloud Copyright 2015, Oracle and/or its affiliates. All rights reserved.
2 M a r k e t i n g S a l e s Copyright 2015, Oracle and/or its affiliates. All rights reserved.
3 Budget Do they have the ability to spend? Authority Authority Do we know who the decision maker is? Need Does the prospect have a business pain? Timing Do know when they need a solution? Copyright 2015, Oracle and/or its affiliates. All rights reserved. Oracle - Commercial-in-Confidence 3
4 Today, Customers Control Your Destiny They re Empowered Companies were in control up until But now the customer is in the driver s seat. If you embrace that, you will thrive. If not, then by 2020, you will not survive. Jamie Nordstrom Copyright 2015, Oracle and/or its affiliates. All rights reserved. 4
5 Buyers are 60% through their decision process BEFORE engaging with a sales person. - Google and Corporate Executive Board study Copyright 2015, Oracle and/or its affiliates. All rights reserved.
6 Buying process shifting to marketing-driven THEN NOW MARKETING SALES MARKETING SALES Education Active Buying Closing Education Active Buying Closing Sales Dominated One-way, single channel, relationship-driven Marketing plays critical role Internet-driven, analytics-driven Copyright 2015, Oracle and/or its affiliates. All rights reserved.
7 But, how does that impact you? Sales and Marketing Must Align 87% 92% of sales and marketing departments had negative opinions about each other 1 of B2B companies say they don t have good enough alignment 2 Sources: (1) McKinsey: The basics of business-to-business sales success, (2) Bain : Mastering the new reality of Sales, (3) Joshua Steimle / Forbes: Mobile is the future of everything, (4) McKinsey Freeing up the sales force for selling Copyright 2016 Oracle and/or its affiliates. All rights reserved. 7
8 B2B Marketing Success Lead Nurturing Lead Scoring Automation What does is mean, What does it do, Why do I keep hearing about it? Copyright 2015, Oracle and/or its affiliates. All rights reserved. Oracle Confidential Internal/Restricted/Highly Restricted 8
9 vs Copyright 2015, Oracle and/or its affiliates. All rights reserved. 9
10 Modern Customers : Dictate Their Own Path NEXT STOP Any Preference Copyright 2015, Oracle and/or its affiliates. All rights reserved.
11 The ability to coordinate or orchestrate messages across digital channels including , SMS, push and display. Copyright 2015, Oracle and/or its affiliates. All rights reserved. 11
12 Lead Nurturing what is it? Lead nurturing is a process by which leads are progressively engaged, tracked and developed into sales-qualified opportunities Forrester Copyright 2014, Oracle and/or its affiliates. All rights reserved.
13 What can lead nurture look like? Copyright 2014, Oracle and/or its affiliates. All rights reserved.
14 Existing & New Prospects This is a drip feed campaign 1 You could probably do this with an Service Provider Wait 2 Wait Copyright 2014, Oracle and/or its affiliates. All rights reserved.
15 Our approach needs to change: Batch-and-Blast Endures Creating transactional, broken customer experience 96% of consumers say they receive mistargeted messages or promotions Sources: Harvard Business Review and Blue Consumer Research Survey. Copyright 2015, Oracle and/or its affiliates. All rights reserved. Oracle Confidential - Restricted 15
16 The Promise of Personalization Everyone wants more 1:1 customer relationships Copyright 2015, Oracle and/or its affiliates. All rights reserved. 16
17 Need for RELEVANT messages Personalized promotional s were shown to lift transaction rates and revenue per six times higher than non-personalized - Experian s. 70% of brands failed to personalize their messages - Experian Copyright 2015, Oracle and/or its affiliates. All rights reserved.
18 Existing & New Prospects 1 Wait & Listen This is a nurture journey Engaging? Y/N Actively listening for signs of engagement Reacting & engaging WHEN prospect engages Guiding prospect with relevant content 2 Targeted Follow-up Wait & Listen Engaging? Y/N SMS Display Ad Social Events Targeted Follow-up Copyright 2014, Oracle and/or its affiliates. All rights reserved.
19 What can success look like? Copyright 2014, Oracle and/or its affiliates. All rights reserved.
20 Copyright 2014, Oracle and/or its affiliates. All rights reserved.
21 Skullcandy Video detailing how OMC customer learns about customer expectations
22 A Sample Network 10 Journey TENPlay Site Visit Added To Campaign 10% Control Group TENPlay Visit last 3 days? Website Content Dynamically inserted into s Remove From Campaign Copyright 2014, Oracle and/or its affiliates. All rights reserved. Oracle Confidential Internal/Restricted/Highly Restricted 22
23 What did success look like for Network 10? 3-5% of unique visitors entered campaign 57.5% Open rate [3 x standard open rate metrics] 17% Click Thru Rate 0.74% Unsubscribe Rate Copyright 2014, Oracle and/or its affiliates. All rights reserved.
24 When connecting with the buyer through the multiple steps of the buyer's journey, the goal should be to align your content in order to engage, nurture, and convert the buyer, not just connect via a one and done campaign. Carlos Hidalgo CEO of Annuitas Copyright 2014, Oracle and/or its affiliates. All rights reserved.
25 Lead Scoring what is it? An objective ranking of one sales lead against another 192% Knowing when it s ready! Companies that get lead scoring right have a 192% higher average lead qualification rate than those that do not. (Source: Aberdeen Group Research) Copyright 2014, Oracle and/or its affiliates. All rights reserved.
26 A means for ranking leads Lead scoring is a collaborative contract between sales and marketing which enables: More efficient handling of leads. Easier evaluation of sales team performance. Greater control over pipeline. Greater predictability of revenue forecasts. Easier projection of shortfalls. Copyright 2014, Oracle and/or its affiliates. All rights reserved.
27 Why lead scoring? Lead scoring is an analytical, scientific approach, managed easily and cost-effectively. Copyright 2014, Oracle and/or its affiliates. All rights reserved.
28 What can lead scoring achieve for my business? Lead scoring plays a crucial role in earning companies best-in-class status Performance Metrics Average Performance Lead qualification rate 22% 35% Forecast accuracy Marketing effectiveness 21% 21% 32% 31% Sales effectiveness 15% 30% Lead conversion rate Response rate 19% 20% 28% 27% Pipeline thickness 12% 27% Best-in-class All others Copyright 2014, Oracle and/or its affiliates. All rights reserved.
29 So how do you start lead scoring? Step 01: Begin by focusing on these aspects. People Process Technology Copyright 2014, Oracle and/or its affiliates. All rights reserved.
30 Step 02: By defining lead scores, you can determine a prospect s status Profile identified by a letter A=great fit, D=poor fit Best Fit Active Interest Engagement identified by a number 1=high interest 4=low interest Who They Are VP, Marketing Software Industry $100m Rev Hot Lead What They ve Done Web Visits Form Activity Click-Through Not a Fit No Interest Copyright 2014, Oracle and/or its affiliates. All rights reserved.
31 Step 03: Document the engagement scale 1. Determine the implicit data categories. 2. Define the importance of these categories. 3. Assign values by weighting actions based on recency. 4. Determine overall ratings. Copyright 2014, Oracle and/or its affiliates. All rights reserved.
32 Engagement Step 04: Scoring profile fit and engagement level Whoa! These are super hot! Pass to Sales Most qualified Send to Outbound Qualification Team Keep nurturing, is there a product interest to customise on Match to external data to improve scoring ability Least qualified A B C D Profile fit Copyright 2014, Oracle and/or its affiliates. All rights reserved.
33 Step 05: Once a rating is assigned, map to an action. A Explicit = Profile 1 Fit of Customer Implicit = Level of Engagement or Interest Score Description Follow-Up Action Split the score into two dimensions for more insight. A4 B1 The right prospect but no interest Good fit and very interested Priority but may need specific why now messaging Send to sales queue for immediate follow-up C1 Not the ideal prospect but very interested Will they ever be a good fit? Continue to nurture and profile D4 Wrong fit. No interest Fulfill request and segment out Copyright 2014, Oracle and/or its affiliates. All rights reserved.
34 Interaction Event Profile Score Engagement Score Anonymous Visitor Downloads Lead Nurture Guide - Name Country PROFILE Name: Mariana Best Job Title: Lead Gen Mngr Reviews Industry: Downloads Technology Reviews Provides Lead Location: 1 x case ANZ Pricing Industry management studies + Pages Information Best BEHAVIOUR progressive in Event Practices Downloded profiling Lead Scoring Guide Registration Downloaded adds Job Case Study Form Viewed Implementation pages Title Lead Signed up for Marketing Event Gen Mng She s a marketing qualified LEAD D C C She s ready to hand to SALES B B A Copyright 2014, Oracle and/or its affiliates. All rights reserved.
35 One View: Your Program Canvas AUTOMATION Build dynamic lead generation campaigns Leverage technology to design marketing programs that automate the nurturing & scoring process. Copyright 2015, Oracle and/or its affiliates. All rights reserved.
36 Skullcandy Video detailing how OMC customer learns about customer expectations
37 The path to B2B Modern Marketing Success Lead Nurturing Lead Scoring Automation Copyright 2014, Oracle and/or its affiliates. All rights reserved.
38 Existing & New Prospects 1 Nurture with Sales Follow-up Right Level of Engagement for Sales to Call Wait & Listen Engaging? Y/N 2 Targeted Follow-up Wait & Listen Engaging? Y/N Qualified Lead Copyright 2014, Oracle and/or its affiliates. All rights reserved.
39 And what s in it for me? In a study of 10 B2B organizations using lead scoring systems, Oracle Marketing Cloud found, on average: 30% 18% 17% 30% increase in deal close rates. 18% increase in company revenue. 17% increase in revenue per deal. Copyright 2014, Oracle and/or its affiliates. All rights reserved.
40 M a r k e t i n g S a l e s Copyright 2014, Oracle and/or its affiliates. All rights reserved.
41 Copyright 2015, Oracle and/or its affiliates. All rights reserved. Oracle Confidential Internal/Restricted/Highly Restricted 41
42 Thank you. Q&A Copyright 2015, Oracle and/or its affiliates. All rights reserved. 42
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