Transformation 2 - meclabs

meclabs.com

Transformation 2 - meclabs

Lead Qualification

How demographics, content, and behavior helped

Adobe boost conversions 500%

Shelby Britton

Senior Product Marketing Manager

Adobe Systems

Daniel Burstein

Director of Editorial Content

MECLABS


Session Speaker

Shelby Britton

Senior Product Marketing Manager

Adobe

@ShelbyAdobe

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.

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

“One-off strategy”

“Best Practices” or “Solution”

webinar

“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


Transformation # 1: Old and new titles

Old Titles

2013 Titles

or

1

Next Generation Web Conferencing

Introduction to Acrobat

Connect Pro

How to be a Great Webinar Moderator

From Blah to Aha:

Engaging Learners in the

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


Identifying

or

2

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

Initially, all inquiries

were sent to Sales

2% - 3%

Conversion

Registers via email for “Best Practices” webinar


Transformation #2: What’s sent to Sales?

or

2

Initially, all inquiries

were sent to Sales

2% - 3%

Conversion

Stopped sending to Sales

Registers via email for “Best Practices” webinar


Qualifying Your

or

2

Lead


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

or

2


Lead Strategy: Campaign

or

2

Registers via email for “Best

Practices” webinar

“Product” webinar

Competitive

comparison

Trials


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

or

2


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

+100

Organization size: 500-900 employees

Industry: Technology/High-Tech

200


Lead Scoring: Demographics

or

2

100

100

+20

Organization size: 500-900 employees

Industry: Technology/High-Tech

Department: Marketing

220


Lead Scoring: Demographics

or

2

100

100

20

+20

Organization size: 500-900 employees

Industry: Technology/High-Tech

Department: Marketing

Title: Director

240


Lead Scoring: Demographics

or

2

100

100

20

+20

240

Lead

Score

A 273 +

B 229 to 272

C 185 to 228

D 141 to 184

440 Max

120 Min– with noted

exceptions

Organization size: 500-900 employees

Industry: Technology/High-Tech

Department: Marketing

Title: Director


Lead Scoring: Demographics

or

2

100

100

20

+20

240

Lead

Score

A 273 +

B 229 to 272

C 185 to 228

D 141 to 184

440 Max

120 Min– with noted

exceptions

Organization size: 500-900 employees

Industry: Technology/High-Tech

Department: Marketing

Title: Director


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

or

2


Nurturing Your

or

2

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

Factor 1: Demographics

or

2

Factor 2: Content

100

100

20

+20

240

Lead

Score

A 273 +

B 229 to 272

C 185 to 228

D 141 to 184

440 Max

120 Min– with noted

exceptions

B

1

Automatic MQL

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


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

or

2


Nurturing Your

or

2

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


Converting

or

2

Your Lead


Lead Scoring Process

Marketing Automation

or

2

Query leads every

30 min

Contact

table

Store lead ID

in temporary

file

Lead scoring

program

Update

contact with

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%

Conversion

Registers via email for “Best

Practices” webinar

20%

Conversion

30%

Conversion

“Product” webinar

30%

Competitive

comparison

Trials

(Supported by

daily training)

Compare to

5%

conversion

rate from the

previous oneoff

strategy


Lead Strategy: Conversion rates

or

2

2% - 3%

Conversion

Registers via email for “Best

Practices” webinar

20%

Conversion

“Product” webinar

30%

Conversion

Competitive

comparison

30%

Trials

(Supported by

daily training)


Lead Strategy: Conversion rates

or

2

Conversion rate improved

Competitive

30%

as much

Conversion comparison

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


! Adobe sends 30,000 leads to channel

partners worldwide every quarter

or

3


Apply knowledge gained to the channel

• Messaging and lead follow-up process

• Preliminary feedback indicates improvements in lead

response

or

3


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

or

3


Process Gap: Training

• Setting objectives amongst channel partners

or

3


Process Gap: Training

Online training for channel partners

or

3


Reporting Gap: Setting standards

or

3

Monthly Lead Progress Report

End of Quarter Report

• 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

• 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


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


Thank You

Shelby Britton

Senior Product Marketing Manager

Adobe Systems

Twitter ∙ @ShelbyAdobe

Daniel Burstein

Director of Editorial Content

MECLABS

Twitter ∙ @DanielBurstein

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