Leads World
Lead Nurturing and
Marketing Automation
Wrap up warm.
Leads World is barren and dry...
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www.eloqua.com
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HIST RY
Leads World has suffered as a result of
the digital age. Where once there was a
radiant, healthy and abundant ecosystem,
there now exists a barren dust bowl
where nothing can grow.
A reliance on the traditional forms of marketing,
such as cold-calling, mailshots and advertising,
coupled with a lack of content strategy and cogent
lead management, has seen a seemingly endless
succession of cold leads mishandled, rendering the
devastation you see today.
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www.eloqua.com
CULT RE
The major factor behind the drought
that has left Leads World virtually
uninhabitable can be attributed to the
following statistic:
85% of B2B marketers who
responded to an online
survey have no lead nurturing
programme in place. The same
online survey reveals 75% of
those marketers also have no
criteria for scoring leads.
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As such, sales teams are being starved of the ‘hot’ leads that
convert to customers. Marketing teams are spending a lot
of money on new data - yet if they were able to nurture the
prospects they already had effectively, sales could close
more deals.
“Marketers need to build digital relationships and
reputation before closing a sale.”
Chris Brogan, President, New Marketing Labs
80% of the leads
discarded by sales will
eventually buy within
the next 24 months whether that’s from
you or your competitors
(Source: SiriusDecisions).
EVOLUTI N
Nurtured leads make
47% larger purchases
than non-nurtured
(Source: Annuitas Group)
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www.eloqua.com
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But things are changing in Leads World. Now, the leads are
always hot; thoroughly warmed beneath the glorious rays of
effective lead management.
Companies that excel at lead
nurturing generate 50% more
sales-ready leads at 33% lower
cost (Source: Forrester Research).
Some brave marketers in this world learned that the digital age
was something to embrace and leverage to their advantage.
Hence, through effective content strategy that promotes
awareness and responds to a prospect’s interaction and
automated email marketing, they began to nurture the leads
that came their way.
50% of qualified leads are not
ready to purchase immediately
– Gleanster Research.
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www.eloqua.com
The now thriving Leads World uses Marketing
Automation to maintain efficiency; employing it to:
Segment leads
Building trust by personalising
communications based upon industry,
job title, stage of the buying cycle and
other profiling intelligence that exists
within the database.
Automate Lead Scoring
Every time a lead performs an action,
whether it is downloading an eBook,
viewing a Webinar or engaging with
any other type of content, they are
scored to assess their coldness,
toastiness, or red-hot-ready-to-bepassed-to-salesness.
Automate the nurturing process
Delivering relevant content to
prospects dependent upon actions
they have taken upon the website or
via email communications.
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Companies that automate lead management see a 10% or
greater increase in revenue within 6 – 9 months
(Source: Gartner Research).
With 66% of buyers indicating ‘consistent and relevant
communication’ as a key influence in choosing a provider
and 80% of B2B sales closing after at least five follow ups,
nurturing empowers both Marketing and Sales teams to
deliver quotas and increase revenues.
“It no longer makes economic sense to send an
advertising message to the many in the hopes of
persuading the few.”
M. Lawrence Light, Former CMO, McDonalds
Thank you for reading!
Return to the map
to continue exploring this
world or tweet your opinions
at #modernmarketer.