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How to recycle leads and drive revenue growth.

How to recycle leads and drive revenue growth

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Page 1: How to recycle leads and drive revenue growth

How to recycle leads and drive revenue growth.

Page 2: How to recycle leads and drive revenue growth

HOW TO RECYCLE LEADS AND DRIVE REVENUE GROWTH.

Why Recycle? You are siFng on a large amount of untapped revenue and a lot of the hard work has already been done! Why not make the most of it?

Recycling is taking the leads you have captured that have not bought from you today and giving the chance to purchase later.

Let’s assume 10% of the leads you capture buy from you today. What are you doing with the other 90% you worked hard to capture? Many businesses do nothing!

If you could get just 2% of those leads (the 90%) to buy from you that could represent a 18% increase in revenue. Would you be happy with that?

For many organisaYons discarded leads represent a massive amount of untapped revenue yet many business fail to properly recycle their leads and achieve the growth they could.

The following pages provide some simple ideas around recycling leads.

We hope they help you increase the revenue of your business.

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10% Engage

90% Ignore

Page 3: How to recycle leads and drive revenue growth

HOW TO RECYCLE LEADS AND DRIVE REVENUE GROWTH.

Data SegmentaYon The more informaYon you have about the leads that are not ready to buy from you right now, the easier it will be to segment your data and the more personalised the journey you can give them.

The permutaYons and combinaYons are endless. However, in our experience there are a few common pathways that many organisaYons could start with.

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Further segmentaYon may occur around any one of these funnels. You may segment based on industry group, soluYon, or even the compeYtor they are using or prefer. Any one of these ‘fields’ may lead to many more recycling funnels.

If you are new to this whole area, then keep it simple. While you can no doubt think of many different ways to slice your data, if you make it too complex too early the chances are you will do nothing.

Meet ICP but have not been contacted

Happy with a compeYtor

No need for your soluYon

No Sale – No Decision.

Went with a compeYtor.

Five Recycling Funnel Ideas 1

1 2 3 4 5

Sales never made

any contact

Contacted but did not

want to meet.

Sales met but failed to close.

Page 4: How to recycle leads and drive revenue growth

Funnel Velocity

How quickly should you serve up content to those you are recycling.

The answer of course is ‘it depends’.

HOW TO RECYCLE LEADS AND DRIVE REVENUE GROWTH.

Length of your sales cycle

Where someone is at in your sales funnel

Quality of your content

Amount of pain being felt around the issues you are raising

When you last had contact with them

We ocen recommend an 8 – 15 day gap between communicaYons. Where people show interest we accelerate the flow of informaYon to 3 – 7 days and in some circumstances even shorter.

You can also be up front about your communicaYon with those you are recycling. You may be offering them a five-day e-learning program served one day acer another.

What about those who are not in a specific recycling funnel? We encourage you to keep contact with them. BUT make sure it is a quality and not just quanYty. If your content is awesome – share it every week. If your industry does not lend itself to this style of communicaYon, share an arYcle or useful tool every couple of months and then ramp up communicaYon closer to the opportunity Yme.

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Page 5: How to recycle leads and drive revenue growth

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Have some kind of call to ac>on in every email. The logic is simple – you do not know for sure where anyone is at in their sales journey – so DON’T wait un>l the end of a nurture to give them the chance to respond.

Being subtle early on ocen makes sense. It may just be a link to your contact page to request more informaYon. People don’t like to feel like they have been sold to. As the nurture goes on the call to acYon can be more compelling. The exact choice and style will be driven by the soluYon you provide, your brand and industry.

The acYons we have described above are in a deliberate order based on the level of commitment being called for from those you are communicaYng with. The more value you are providing the more compelling your call to acYon will be and the more you can ask of those you are communicaYng with.

HOW TO RECYCLE LEADS AND DRIVE REVENUE GROWTH.

Calls to AcYon

Page 6: How to recycle leads and drive revenue growth

The more value you are providing the more compelling your call to acYon will be and the more you can ask of those you are communicaYng with.

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Page 7: How to recycle leads and drive revenue growth

Based on the segmentaYon suggested above here are some funnels for you to consider. You will see below we have grouped a couple of the funnels. They overlap substanYally. The good news for you here is that you can ocen repurpose a lot of your content. Someone who already uses a compeYtor and someone who just purchased with a compeYtor both need to be convinced to change, the only difference will be in the Yming of your communicaYon.

HOW TO RECYCLE LEADS AND DRIVE REVENUE GROWTH. 6

Funnel Content Ideas

Page 8: How to recycle leads and drive revenue growth

HOW TO RECYCLE LEADS AND DRIVE REVENUE GROWTH.

Funnel 1 7

Descrip(on: This is a generic ‘catch all’ recycling funnel. It can be used for leads that sales never followed up. It may also be the first funnel you build, and you do it in such a way that it can be used for all lead recycling.

Sales Psychology: We don’t assume anything about what this person knows about us as a business. We assume they are coming in the top of the funnel with lille or no knowledge of us. We want them to understand they have a problem and that we can solve it.

Success: The prospect is progressively profiled. A meeYng is booked.

Velocity & Timing: Subject to the length of your sales cycle, an email every couple of weeks may be appropriate.

Problems You Are Solving: Your soluYon in acYon. Provide case studies that people can idenYfy with that may help them with what they are doing.

Follow up: Salesperson to call acer final email and seek to get a meeYng

1 2 3 4

Content Ideas: Thought Leadership: What area can you challenge the status quo? You must help prospects to see you know this space well. What simple asset can they download to signal further interest and perhaps progressively profile themselves further?

TesBmonial: I believe what others say about you. Clients are the best people to tesYfy on your behalf. Make sure they are telling a story and not just talking about how good you are. If this can be video based that that is great.

Provide a Tool: What tool can you provide them with that helps them do their job and demonstrates value?

Page 9: How to recycle leads and drive revenue growth

HOW TO RECYCLE LEADS AND DRIVE REVENUE GROWTH.

Funnel 2 & Funnel 5 8

Descrip(on: These two funnels both relate to prospects that are either happy with a compeYtor or just made a decision to go with a compeYtor.

Sales Psychology: “First be the same, then be different”. Too ocen we go on about our differences without making sure buyers understand we can do the core things they require.

They have purchased the compeYtor’s product for a reason. Don’t overlook this. Make sure your common features /funcYonality are really clear – then be different. You must uncover pain they have that the current soluYon does not soothe.

Success: The status quo is upset and they quesYon the soluYon they have in place. A meeYng is requested.

Velocity & Timing: This is where there two funnels would vary. Funnel 2. Two weeks acer the sale persons call send first email. Send follow up emails every 12 days. Funnel 5. Timing will vary based on contract renewal Yme with the compeYtor or average product lifespan. We would suggest contact every couple of months unYl the Yme to reengage approaches. Emails could then be sent as described for funnel 2.

Problems You Are Solving: Your soluYon in acYon. Provide case studies that people can idenYfy with that may help them with what they are doing.

Follow up: Salesperson to call acer final email and seek to get a meeYng

1 2 3 4 5

Content Ideas: Thought Leadership: Pick a common pain area where you know the compeYYon falls short. Challenge people to make sure they have a soluYon that covers the area you are highlighYng without menYoning the compeYYon.

Infographic: Compare and Contrast. – This will not be for everyone. However, an infographic comparing problem solving capabiliYes (features and benefits) may suit your

product.

TesBmonial: Client switch. Interview a client that switched. Why did they feel the need to change, how easy was it, what have been the problems they have now been able to solve?

Plain Text Email: Your Contract Is up – Plain text email requesYng a meeYng. This could come at the end to acer email three above. Either way it should be followed by a phone call.

Page 10: How to recycle leads and drive revenue growth

HOW TO RECYCLE LEADS AND DRIVE REVENUE GROWTH.

Funnel 3 & Funnel 4 9

Descrip(on: These funnels relate to those who either made no decision or do not think they have a need for your product.

Sales Psychology: Clearly there has not been enough work done to highlight the problem they have and the pain they are in (whether they are aware of it or not).

If the pain is sufficient I will recognise the need to do something. If not, I will make no decision or tell you I don’t need what you have.

Success: The pain becomes real and they realise they need to do something about it. They RSVP to your event.

Velocity & Timing: Subject to the length of your sales cycle, an email every couple of weeks may be appropriate.

Where you are running an event you need to make sure the Yming of your nurture coincides with the event (sounds obvious but can easily be mucked up).

Tool: Calculate how much you will save. Simple tool people can use that helps them do one aspect of their job.

Follow up: For all who alended the webinar and stayed for the enYre duraYon, sales should follow up with a phone call. For those who jumped off early – send a copy of the recording and the chance to request a meeYng For those who did not RSVP to the webinar or no shows, send them a copy of the webinar recording.

1 2 3 4

Content Ideas: Thought Leadership: Five costs you never expected. A thought leadership piece helping people understand the effects on the bolom line of not acYng / having your soluYon in place

Event: Webinar / Face to face event invitaYon. A client and an industry expert talking about their experiences when faced with the problem that your business solves. You may also have one or two addiYonal emails giving people the chance to register for your webinar.

Case Study: And then this happened….. A client case study talking about the challenges faced by a client and how they ulYmately overcame them.

Page 11: How to recycle leads and drive revenue growth

We use Salesforce Pardot MarkeYng AutomaYon to drive the journey for our clients. It provides real Yme insights into how prospects are interacYng with the material we are providing. It also allows us to score and grade our prospects so that sales are able to have conversaYons with the right people at the right Yme.

The funcYonality of Pardot’s Engagement Studio means we can listen for responses and trigger acYons based of what we are learning about a prospect and how thy are behaving. This can enable us to speed up or slow down the delivery of informaYon.

HOW TO RECYCLE LEADS AND DRIVE REVENUE GROWTH. 10

AutomaYng The Journey

Request A Demo

Page 12: How to recycle leads and drive revenue growth

We c a n h e l p :

HOW TO RECYCLE LEADS AND DRIVE REVENUE GROWTH.

Get the right technology in place

Fine tune your strategy

Write content

Build emails and landing pages

Build nurture pathways

And a lot more….

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Get Started Today

There is a good chance you had already thought about doing what we have suggested above but have just not got around to it yet. Marke>ng departments are stretched.

Need help?

Page 13: How to recycle leads and drive revenue growth

DesYned specialises in markeYng automaYon.

We help organisaYons get the technology in place and then support them to get the most out of it.

Why DesYned

Ph +612 8964 5833 [email protected] www.desYned.com.au

Request A Call

We were the first Salesforce Pardot implementaYon Partner in the Asia Pacific region and are based in North Sydney. We have helped over 100 businesses of all shapes and sizes implement Pardot and grow their revenue.

We would welcome the chance to talk to you today about how we can support your business to grow.