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How brands can use lead nurturing to lead their consumers down a path to purchase.
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Using strategic communication to lead the consumer down a path to purchase – lead nurturing
“I need to buy Product X”
BRAND A BRAND B
2. Consumer
receives a “did you know” email 24 hours after visiting Brand B website
3. Consumer
receives e-mail with a case study 2 days later
4. Consumer
receives SMS on promotion 1 week later, and goes to purchase Brand B
1. Consumer does
online research into product options
Brands use conventional marketing with a “call to action” to generate leads
TV COMERCIALS
ONLINE BANNERS
PUBLIC RELATIONS
WWW
PRINT ADS
EVENTS & TRADE SHOWS
PAY-PER-CLICK & SEARCH
Content Marketing is used very effectively to generate leads and nurture leads
It is important not to treat all leads as qualifiedCustomer facing teams should only receive qualified leads from their marketing department
LEAD GENERATION TACTICS
25%QUALIFIED LEADS
25%NOT BUYERS
50% UN-QUALIFIEDLEADS
LEAD NURTURING PHASE
CONVERSION BY SALES TEAM
CONVERSION BY SALES TEAM
END
General
B2B
Telecommunications
Financial
Appliances
Top 10 Small Business Tips, Latest Trends in Industry, Investment Return Calculators
How to save costs on calls, Increase Collaboration, Data Usage Infographic
Instant Discounts, Case Studies, Webinars, Guides, Infographics, White Papers, Research
Choose a Green appliance, Energy Consumption Guide, Technology around the corner
Home of the month, Top 10 Kitchen Ideas, Car Buyers Guide
B2B & B2C… lead nurturing using content works across verticals and markets
Four easy steps to setup lead nurturing using MPULLOr outsource to MPULL through our managed service offering
Define your consumers path
to purchase
Design your landing pages
Design your e-mails and text
messages
Set up the sequence and
timing of communications
The MPULL interfaces are highly intuitive
Lead Nurturing triggers that result in actions
Completion of form
After X number of days
Clicks on e-mail link
Visits a combination of pages
Visits a quantity of pages
Leaves a particular page
Watches a video
Download a particular file
Lead Score is X
Add to lead program: X
Send lead e-mail: X
Send lead SMS: X
Move lead to program: X
E-mail notification: X
Push to CRM system
End Program
Completion of form
After X number of days
Clicks on e-mail link
Visits a combination of pages
Visits a quantity of pages
Leaves a particular page
Watches a video
Download a particular file
Lead Score is X
* Red triggers and actions are live, other are in development
Turn your website into a lead generation tool…Consumers should register to get selected content and then nurture them!
The MPULL Solution
to Marketing Challenges
Challenges Marketer’s face today…
Only a portion of our tactics align to Marketing Objectives
Marketing is not agile enough
Leads generated are not qualified
We have so many un-integrated systems
We diligently track return in spreadsheets, but it is almost impossible to combine all the spreadsheets into meaningful reports
Challenges Marketer’s face today…
We often focus on the incorrect low performing campaigns
Our branded merchandise disappears from our storeroom!
We find more than one of our ads in a magazine
We must do more with less, and headcount is frozen
There is no team collaboration
There is too much internal e-mail!
Challenges Marketer’s face today…
Valuable knowledge is lost when employees leave
Everyone manages campaigns differently
Performance reviews are too subjective!
There is no proof of Marketing performance
Our business units buy the identical stock photography and market reports
I need Market Intelligence to make decisions
End-to-End Solution for Agile Marketing Teams
• Campaign Management (Advertising, PR, Direct Marketing etc)
• Event and RSVP Management
• Research Survey’s• Collateral• Branded
Merchandise• Business Intelligence
Marketing Operations Management
• Project Management• Workflow• Team Performance &
Appraisals• Marketing Calendar
Marketing Resource Management
• Landing Pages• Bulk Email• Bulk Text Messaging• Form Development
Multi-Channel Marketing
• Lead Scoring• Trigger Management• Automated
Messaging
Lead Nurturing
MPULL… where Marketer’s live!
THANK YOU!For more information:
visit www.mpull.com
e-mail [email protected]
Twitter: MPULLmarketing