Many organizations are looking for a way to get their website visitors to journey further into their sales and marketing funnels, but are unsure of how to do it or where to start. Enfusen founder Roger Bryan explains 3 concepts that marketers often forget to include in their efforts, but are key to creating high-converting campaigns.
0:21 Key #1: Lead Stages 1:04 Key #2: Lead Scoring 1:59 Key #3: Targeted Email Marketing
Hi this is Roger from Enfusen, and today we’re going to be talking about the 3 keys to creating high-converting campaigns. There’s 3 elements that most marketers overlook when it comes to creating successful B2B marketing campaigns. I want to talk a little bit about those today and see if we can help you to sell more of your products and solutions through marketing automation.
The first one is lead stages. Consider these buckets inside of your CRM that are classifying individual contacts based on where they are in the marketing and the sales side of your funnels. Typically, we like to see about 10 buckets. We can define each of those for you a little bit more in detail if you’re interested. What I want to talk about today is the generality of lead stages. Understanding that someone who you never talk to, versus someone that you’ve talked to about your products and services, and someone that you’ve actually made a full-blown proposal to at sometime in the past… They’re all at different stages of their engagement with your organization. That means that you need different marketing messages and different tactics implemented in order to move them through your funnel. Now when you define your lead stages and you have tens of thousands of contacts, you can go into an individual lead stage and get a little lost. That’s why the second key to successful converting campaigns is lead scoring.
Lead scoring is a methodology of scoring the engagement that individuals have had inside your sales and marketing funnel, and it uses a probability of close. We say that lead score can be between 0-100 when properly set up. If you were to log into your opportunity bucket and look at all the contacts that are in there, we would sort that by lead score and then work from the top down when trying to generate revenue. Someone that has had a lot of recent engagement with your website, different elements of your sales team, is probably more engaged and has a higher probability to close than someone that hasn’t opened an email in 6 months. This is where lead scoring lets you get a macro view of all of these individual elements.
The last stage is targeted email strategies. What this comes down to is, when I talked before about setting up your lead stages, is that not every contact in your CRM needs to be treated the same. Most of the organizations that we talk to prior to working together have one marketing strategy for everyone in their CRM – not understanding that there is a minimum of 5 different go-to-market strategies that are needed based on where a contact sits inside your marketing and sales funnels. When you define those and you properly engage individuals, it is easy to get exponentially better results than what you’re doing.
The goal on any activity that we implement for our students or for our clients is to try to help them go from a 3% conversion rate of “prospect” to “paying customer”, to 7%. It’s not a big change in numbers, but it’s a doubling of the business. We do that through proper optimization of: (1) lead stages, (2) lead scoring, and then (3) helping to create strategic marketing campaigns based on where someone sits inside the sales funnel. This video is about the 3 keys to successful high-converting campaigns. I hope you got something out of it. If you have any questions feel free to leave a comment below, or if you have a comment leave it in the feed below and we’ll be happy to respond back to you. Thank you.
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