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

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

Feb 11, 2023 168 likes •755 views

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

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How demographics, content, and behavior helped Adobe boost conversions 500%

Lead Qualification

Shelby Britton Daniel Burstein Senior Product Marketing Manager Director of Editorial Content Adobe Systems MECLABS

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Session Speaker

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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

  • 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.

@ShelbyAdobe

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75% increase in Open Rate 120% increase in Clickthrough Rate

Average Open Rate Average CTR 2008 17% 5% 2013 30% 11%

Results: Evolution of lead qualification

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

partners

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

partners

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“Best Practices” or “Solution” webinar “Product” webinar Competitive comparison

Marketing Play eLearning Play

Trial/ training webinars

Transformation # 1: Before and after funnel

“One-off strategy”

Before After

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“Best Practices” or “Solution” webinar “Product” webinar Competitive comparison

Marketing Play eLearning Play

Trial/ training webinars

Transformation # 1: After funnel

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Transformation # 1: Old and new titles

Old Titles 2013 Titles

Introduction to Acrobat Connect Pro From Blah to Aha: Engaging Learners in the Virtual Classroom

How to be a Great Webinar Moderator Next Generation Web Conferencing

Web Conferencing Tips for Training and Education Creating Engaging and Fun Virtual Learning

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Email Landing Page

Promoting Webinars: Old emails

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Email Landing Page Follow Up

Promoting Webinars: New emails

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Email Landing Page Follow Up

Promoting Webinars: New emails

75% in Open Rate 120% Clickthrough Rate

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

partners

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Identifying Your Lead

Best Practices Webinar

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Transformation #2: What’s sent to Sales?

Registers via email for “Best Practices” webinar

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Transformation #2: What’s sent to Sales?

Registers via email for “Best Practices” webinar

Initially, all inquiries were sent to Sales

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Transformation #2: What’s sent to Sales?

Registers via email for “Best Practices” webinar

Initially, all inquiries were sent to Sales

2% - 3%

Conversion

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Transformation #2: What’s sent to Sales?

Registers via email for “Best Practices” webinar

Initially, all inquiries were sent to Sales

2% - 3%

Conversion

Stopped sending to Sales

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Qualifying Your Lead

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Transformation # 2: What is sent to Sales

  • Initially, all inquiries were sent to Sales
  • Now leads must pass through two filters to be Sales-ready:
  • Filter 1: A specific campaign
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Lead Strategy: Campaign

“Product” webinar Competitive comparison Registers via email for “Best Practices” webinar Trials

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Transformation # 2: What is sent to Sales

  • 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
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Meet Buster.

Title: Director of Marketing Company: Medium-sized Tech Company

http://www.flickr.com/photos/anythreewords

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Lead Scoring: Demographics

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Organization size: 500-900 employees

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Lead Scoring: Demographics

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Industry: Technology/High-Tech Organization size: 500-900 employees

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Lead Scoring: Demographics

100 100 +20 220

Industry: Technology/High-Tech Organization size: 500-900 employees Department: Marketing

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Lead Scoring: Demographics

100 100 20 +20 240

Industry: Technology/High-Tech Organization size: 500-900 employees Department: Marketing Title: Director

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Lead Scoring: Demographics

100 100 20 +20 240

Industry: Technology/High-Tech Organization size: 500-900 employees Department: Marketing Title: Director

Lead Score A 273 + B 229 to 272 C 185 to 228 D 141 to 184 440 Max 120 Min– with noted exceptions

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Lead Scoring: Demographics

100 100 20 +20 240

Industry: Technology/High-Tech Organization size: 500-900 employees Department: Marketing Title: Director

Lead Score A 273 + B 229 to 272 C 185 to 228 D 141 to 184 440 Max 120 Min– with noted exceptions

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Transformation # 2: What is sent to Sales

  • 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
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Nurturing Your Lead

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Our Lead, Buster.

Title: Director of Marketing Company: Medium-sized Tech Company Content: Downloads a free trial

http://www.flickr.com/photos/anythreewords

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Lead Scoring: Content engagement

Priority Tier Activity

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Lead Scoring: Content engagement

1 Tier Activity

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100 100 20 +20 240

Lead Scoring

B 1 Factor 1: Demographics Factor 2: Content Automatic MQL

Lead Score A 273 + 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

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Transformation # 2: What is sent to Sales

  • 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
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Nurturing Your Lead

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Factor 3: Behavior, engagement score

Poll Activity

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Factor 3: Behavior, engagement score

File Download Activity

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Factor 3: Behavior, engagement score

Attendance Criteria

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Factor 3: Behavior, lead description

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

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Buster’s Profile

Rank Tier B 1 Comments:

Attended live comparison webinar. Participated in polls throughout the webinar. Asked several questions.

http://www.flickr.com/photos/anythreewords

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Converting Your Lead

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Lead Scoring Process

Query leads every 30 min Contact table

Store lead ID in temporary file Lead scoring program Update contact with lead rating

Clear lead ID

Update connect leads in CRM by lead ID w/ new lead rating

CRM

Marketing Automation

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How transforming lead qualification transformed conversions

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Lead Strategy: Conversion rates

“Product” webinar Competitive comparison 20% 30% Trials 30%

Conversion Conversion

(Supported by daily training)

Registers via email for “Best Practices” webinar 2% - 3%

Conversion

Compare to 5% conversion rate from the previous one-

  • ff strategy
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Lead Strategy: Conversion rates

“Product” webinar Competitive comparison 20% 30% Trials 30%

Conversion Conversion

(Supported by daily training)

Registers via email for “Best Practices” webinar 2% - 3%

Conversion

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Lead Strategy: Conversion rates

Competitive comparison 30% Trials 30%

Conversion

(Supported by daily training)

Conversion

Conversion rate improved as much as 500%

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

partners

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

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Apply knowledge gained to the channel

  • Messaging and lead follow-up process
  • Preliminary feedback indicates improvements in lead

response

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Apply knowledge gained to the channel

  • 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
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Process Gap: Training

  • Setting objectives amongst channel partners
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Process Gap: Training

Online training for channel partners

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Reporting Gap: Setting standards

  • Number of leads from Adobe
  • Inquiry stage for all leads delivered
  • Number of high priority leads delivered

by Adobe

  • Number of touches per high priority

lead, type of touch and the timing of those touches

  • Retain and include all demographic and

lead info

Monthly Lead Progress Report

  • Lead Conversion Rates from Inquiry to

Opportunity to Sale campaign type

  • Tool Revenue closed in that quarter from

leads generated at any point in the past

  • All conversion data must be tracked in

CRM

  • Future: reporting will be replaced by

attribution revenue contribution method

End of Quarter Report

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How to replicate this case study in your org

  • Understand your buyers and their buying cycle so you know

which responses are and are not leads

  • Don’t forget to use Content and Behavior in your qualification
  • Make the sales team your partner

! ! !

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Thank You

Shelby Britton Senior Product Marketing Manager Adobe Systems Twitter ∙ @ShelbyAdobe Daniel Burstein Director of Editorial Content MECLABS Twitter ∙ @DanielBurstein