Lead Qualification How demographics, content, and behavior helped - PowerPoint PPT Presentation

Lead Qualification How demographics, content, and behavior helped Adobe boost conversions 500% Shelby Britton Daniel Burstein Senior Product Marketing Manager Director of Editorial Content Adobe Systems MECLABS

Session Speaker Shelby Britton Senior Product Marketing Manager Adobe Shelby has been in high tech marketing for nine years, having led the marketing departments for channel partners of IBM and Adobe, and implementing programs in field marketing, demand generation and product marketing directly for Adobe. Previously, she ran a small business in professional sports entertainment in @ShelbyAdobe California. She has a BA in Literature and Writing from the UCSD, Revelle and an MBA with a dual-focus in Marketing and Management from SDSU. Currently, Shelby lives in Denver, CO where she enjoys equestrian show jumping and skiing. 2

Results: Evolution of lead qualification 75% increase in Open Rate 120% increase in Clickthrough Rate Average Open Rate Average CTR 2008 17% 5% 2013 30% 11%

• Transformation 1: Content approach • Transformation 2: Change what is sent to Sales • Transformation 3: Incorporating channel partners

• Transformation 1: Content approach • Transformation 2: Change what is sent to Sales • Transformation 3: Incorporating channel partners

Transformation # 1: Before and after funnel or 1 Before After eLearning Play Marketing Play “Best Practices” or “Solution” webinar “One - off strategy” “Product” webinar Competitive comparison Trial/ training webinars

Transformation # 1: After funnel or 1 eLearning Play Marketing Play “Best Practices” or “Solution” webinar “Product” webinar Competitive comparison Trial/ training webinars

or Transformation # 1: Old and new titles 1 Old Titles 2013 Titles How to be a Great Webinar Moderator Next Generation Web Conferencing From Blah to Aha: Introduction to Acrobat Engaging Learners in the Connect Pro Virtual Classroom Web Conferencing Tips for Training and Education Creating Engaging and Fun Virtual Learning

Promoting Webinars: Old emails or 1 Email Landing Page

Promoting Webinars: New emails or 1 Email Follow Up Landing Page

Promoting Webinars: New emails or 1 Email Follow Up Landing Page 75% in Open Rate 120% Clickthrough Rate

or 1 • Transformation 1: Content approach • Transformation 2: Change what is sent to Sales • Transformation 3: Incorporating channel partners

or 2 Identifying Your Lead Best Practices Webinar

Transformation #2: What’s sent to Sales? or 2 Registers via email for “Best Practices” webinar

Transformation #2: What’s sent to Sales? or 2 Initially, all inquiries were sent to Sales Registers via email for “Best Practices” webinar

Transformation #2: What’s sent to Sales? or 2 2% - 3% Conversion Initially, all inquiries were sent to Sales Registers via email for “Best Practices” webinar

Transformation #2: What’s sent to Sales? or 2 2% - 3% Conversion Stopped sending to Sales Initially, all inquiries were sent to Sales Registers via email for “Best Practices” webinar

or 2 Qualifying Your Lead

Transformation # 2: What is sent to Sales or 2 • Initially, all inquiries were sent to Sales • Now leads must pass through two filters to be Sales-ready: • Filter 1: A specific campaign

Lead Strategy: Campaign or 2 Registers via email for “Best Practices” webinar “Product” webinar Competitive comparison Trials

Transformation # 2: What is sent to Sales or 2 • Initially, all inquiries were sent to Sales • Now leads must pass through two filters to be Sales-ready: • Filter 1: A specific campaign • Filter 2: Lead scoring based on three factors to be MQL • Factor 1: Demographics

Meet Buster. or 2 Title: Director of Marketing Company: Medium-sized Tech Company http://www.flickr.com/photos/anythreewords

Lead Scoring: Demographics or 2 100 Organization size: 500-900 employees

Lead Scoring: Demographics or 2 100 Organization size: 500-900 employees +100 Industry: Technology/High-Tech 200

Lead Scoring: Demographics or 2 100 Organization size: 500-900 employees 100 Industry: Technology/High-Tech +20 Department: Marketing 220

Lead Scoring: Demographics or 2 100 Organization size: 500-900 employees 100 Industry: Technology/High-Tech 20 Department: Marketing +20 Title: Director 240

Lead Scoring: Demographics or 2 100 100 Lead Score A 273 + B 229 to 272 20 C 185 to 228 D 141 to 184 +20 440 Max 120 Min – with noted exceptions 240 Organization size: 500-900 employees Industry: Technology/High-Tech Department: Marketing Title: Director

Lead Scoring: Demographics or 2 100 100 Lead Score A 273 + B 229 to 272 20 C 185 to 228 D 141 to 184 +20 440 Max 120 Min – with noted exceptions 240 Organization size: 500-900 employees Industry: Technology/High-Tech Department: Marketing Title: Director

Transformation # 2: What is sent to Sales or 2 • Initially, all inquiries were sent to Sales • Now leads must pass through two filters to be Sales-ready: • Filter 1: A specific campaign • Filter 2: Lead scoring based on three factors to be MQL • Factor 1: Demographics • Factor 2: Content

or 2 Nurturing Your Lead

Our Lead, Buster. or 2 Title: Director of Marketing Company: Medium-sized Tech Company Content: Downloads a free trial http://www.flickr.com/photos/anythreewords

Lead Scoring: Content engagement or 2 Priority Tier Activity

Lead Scoring: Content engagement or 2 1 Tier Activity

Lead Scoring or 2 Factor 1: Demographics 100 100 20 Factor 2: Content +20 240 B Automatic MQL Lead Score A 273 + 1 B 229 to 272 C 185 to 228 D 141 to 184 440 Max 120 Min – with noted exceptions http://www.flickr.com/photos/anythreewords

Transformation # 2: What is sent to Sales or 2 • Initially, all inquiries were sent to Sales • Now leads must pass through two filters to be Sales-ready: • Filter 1: A specific campaign • Filter 2: Lead scoring based on three factors to be MQL • Factor 1: Demographics • Factor 2: Content • Factor 3: Behavior as qualitative indicator • Sent to Sales as a separate category

or 2 Nurturing Your Lead

Factor 3: Behavior, engagement score or 2 Poll Activity

Factor 3: Behavior, engagement score or 2 File Download Activity

Factor 3: Behavior, engagement score or 2 Attendance Criteria

Factor 3: Behavior, lead description or 2

Factor 3: Behavior, lead description or 2 File downloads Web links clicked Questions asked

Buster’s Profile or 2 Rank Tier B 1 Comments: Attended live comparison webinar. Participated in polls throughout the webinar. Asked several questions. http://www.flickr.com/photos/anythreewords

or 2 Converting Your Lead

Lead Scoring Process or 2 Marketing Automation Query leads every Store lead ID Update Contact Lead scoring in temporary contact with 30 min program table file lead rating CRM Clear lead ID Update connect leads in CRM by lead ID w/ new lead rating

or 2 How transforming lead qualification transformed conversions

Lead Strategy: Conversion rates or 2 2% - 3% Registers via email for “Best Conversion Practices” webinar 20% Compare to “Product” webinar Conversion 5% conversion Competitive rate from the 30% comparison Conversion previous one- off strategy 30% Trials (Supported by daily training)

Lead Strategy: Conversion rates or 2 2% - 3% Registers via email for “Best Conversion Practices” webinar 20% “Product” webinar Conversion Competitive 30% comparison Conversion 30% Trials (Supported by daily training)

Lead Strategy: Conversion rates or 2 Conversion rate improved Competitive 30% comparison Conversion as much as 500% 30% Conversion Trials (Supported by daily training)

or 3 • Transformation 1: Content approach • Transformation 2: Change what is sent to sales • Transformation 3: Incorporating channel partners

or 3 Adobe sends 30,000 leads to channel ! partners worldwide every quarter

Apply knowledge gained to the channel or 3 • Messaging and lead follow-up process • Preliminary feedback indicates improvements in lead response

Apply knowledge gained to the channel or 3 • Messaging and lead follow-up process • Preliminary feedback indicates improvements in lead response • Reporting and analytics • Line of sight into marketing-sourced revenue shows 197% increase year over year • Next step: marketing contribution reporting

Process Gap: Training or 3 • Setting objectives amongst channel partners

Process Gap: Training or 3 Online training for channel partners