Creating a Lead Gen Machine at SCI
Download as PPTX, PDF6 likes985 views
The case study outlines the strategies employed by SCI Solutions to enhance its lead generation processes, focusing on the segmentation of potential customers into various personas and implementing a robust lead qualification system. Key challenges included addressing a large, inactive database and creating actionable leads for the sales team. Utilizing dynamic lead scoring and drip nurturing techniques, the approach aimed to activate inactive prospects and efficiently guide them through the sales funnel.
Creating a Lead Gen Machine at SCI
- 1. SCI Solutions Case Study Jeremy Mason Director – Demand Gen and Marketing Ops @automatemkt Building a Lead-Generation Machine at SCI Solutions
- 2. Background and bio Challenge: Empowering Sales Segmentation: Profiles/Personas (Who) Qualification: Lead Rating (Why) Nurturing (When) Enabling Sales Follow-up Agenda
- 3. Background and Bio • 14 years in B2B e-marketing • Former Web Designer/Developer • 6 months at SCI • 95% of desired functionality can be achieved without coding @automatemkt
- 4. Background and Bio • Cloud Software for Healthcare • Patient Referrals/Scheduling • Analytics and Professional Services @SCI4Healthcare www.SCISolutions.com
- 5. Challenge: Empowering Sales 1. Large, inactive legacy database 2. New data source and personas 3. Pre-set, aggressive KPIs 4. Sales team in need of cleaner, actionable leads
- 6. Segmentation: Profiles/Personas Primary Personas and Nurture Lists
- 7. Quick Reminder: Ecosystem Objects warm hot cold
- 8. 1. Unknowns – Nurture into Profiles • No Title or Industry • Not “Gradeable” 2. Influencers – Create Organizational Pull through Execs 3. Target Execs – CIO/CTO, CEO, CFO 4. Suppressed – ‘Keep it clean” lists • Emailed 2x in 14 days • Previous exposures to drip content • Irrelevant/Rejected titles Primary and Secondary Personas Segmentation Firmographics Role Specifics
- 9. Qualification: Lead Rating Preparing for Sales
- 10. 5 Areas of Qualification Lead Rating 1. Profile Data Completeness 2. Score (number) 3. Profile Grade (letter) 4. Timing/Aging (>25 days inactive) 5. Rating (influenced by all others)
- 11. 5 Points of Qualification Lead Rating 1. Profile Data Completeness 2. Score (number) 3. Profile Grade (letter) 4. Timing/Aging (>25 days inactive) 5. Rating (influenced by all others) Dynamic List Score Threshold Grade Threshold Time
- 12. Capitalize on Default CRM Field Rating Grade Score Cold >D >5 Warm >C >15 Hot (inferred) >B >50 Hot (inquiry) NA =50 Lead Rating Sales Rep Lead Views Tasks
- 13. Capitalize on Default CRM Field Rating Grade Score Cold >D >5 Warm >C >15 Hot (inferred) >B >50 Hot (inquiry) NA =50 Email Alert Lead View ROI Attribution Lead Rating
- 14. Simple Drip Nurturing Capitalizing on the Easy and Obvious
- 15. Drip Objectives: General • Holistic approach to strategic accounts • Encourage self-identification (role and firmo) • Activate inactive prospects (“wake the dead”) • 24-7 movement through the funnel ©2013 SCI Solutions | All Rights Reserved. 15
- 16. “Hot” (“Yes”) path first Draft Asset Flows Nurturing (unknown) Nurturing (influencers) Email: CFO Infographic PNM VideoEmail: “Got Referral Probs?” All NGHS Vid Baptist Vid (lite-TBd) Click Open No Webinars Email: Case Study Archive No Email: Webinar Archive No Email: Get a Demo? No Assign to Sales Open Email: Webinar Invites Click Click +5 +15 +20 +5 +5 +20 +5 Yes Submit Form? +50 +25 +5 No Email Email +5 Score Role in Rating System: Hot: Score >=50, Task Email to Sales Warm: Score >=15 and active within 25 days, assign to sales Cold: Score >5, eligible for reporting Email: “Becker’s Webinar Archive” Open +5 Pause: 10 days Pause: 6 days Pause: 4 days Pause: 2 days Pause: 3 days Pause: 3 days Pause: 7 days Pause: 16 days Pause: 2 days Email: Toolkit No Onslow PDF +5 Email Pause: 3 days All
- 17. +5 +5 +5 +5 +15 +5 Sample Drip: July CFO Push 140 to Sales
- 18. Influencer and Unknown Role Nurture Pardot Example Primary Desired Outcome Long pause for content in development
- 19. Behavioral Nurturing Intro Beyond Drips
- 20. Assets/Offers Automations 50 : C 30 : B+ 50 : A+ Captured Engagements Personas Behavioral Nurturing Intro Sales Behavior
- 21. Enabling Sales Follow-Up Empowering Sales
- 22. Enabling Sales Follow-up • Pardot Training – Prospect Insights • Priority Pages • Wistia Videos • AddThis shares • Report Complementing Infographic • Basis for infographic (1st Drip) • Sales can email with tracking • Demo Form Abandons • Teleprospecting opportunity • Qualify them for a demo
- 23. Thanks! See you around San Francisco @SCI4Healthcare @automatemkt
Editor's Notes
- #4: …
- #5: Please follow us so we can do more presentations and Tweet about this session.
- #7: Who
- #8: Catalyzing conversion and self-identification at Prospect, Lead and SAL
- #10: When and Why
- #13: Qualification Criteria and Rating Segmentation Foundations Sample Drip Nurturing
- #14: Qualification Criteria and Rating Segmentation Foundations Sample Drip Nurturing
- #15: Qualification Criteria and Rating Segmentation Foundations Sample Drip Nurturing
- #16: In essence, we are surrounding and pounding an organization by leveraging various roles with content specific to his/her needs.