Building a Blueprint for Sales and Marketing Success, Step 6: The Blueprint
Part 6. Putting it all together: The Marketing Automation Lead Generation Blueprint
The Blueprint contains all the steps you need to put into place, and shows how they relate to each other.
Determine your target market. Know who they are and what they want. Think like a sculptor, and pare away anything that doesn’t belong. Get this right, or everything downstream will suffer.
Once you have the market put together and your lists are built –
Your content and social media teams should be pushing content into the market, aimed at your lists.
As people start interacting with content, they generate lead scores – demographic lead scores and digital footprint lead scores.
Once a score is high enough, your lead qualification team can reach out to make the human-to-human qualification. As they do this they’re mending lists and taking care of inbound leads as well.
Now your lead qualification team has to make a decision about each lead.
The lead that says “I get it, we’ve been looking for something like this, I want to learn more” is usually considered “sales-qualified” and handed to the sales team. If the sales team likes what they see, they accept the lead, and it’s labeled “sales-accepted.”
If the lead says “I like this but it’s not high priority, maybe six months down the road,” and the lead qualification team determines that there genuinely is a good potential fit, the lead should be “marketing qualified,” and put into a nurturing program.
Don’t nurture everyone the same way. Invigra recommends beginning with an easy three-bucket strategy: weak, normal and aggressive. Most people are going to be “normal,” unless there’s a reason to put them in another bucket. Your “aggressive” should be your VIP leads.
If the lead generation team determines that a lead is permanently unqualified, it should go into the “disqualified bucket.” It’s important not to delete this lead. You want to ensure that if it comes in again, it will be flagged as disqualified so no one wastes any time on it.
In the meantime, your social and content marketing teams are going to be pushing content into the nurture buckets.
There’s a set of statistics that tell us that at any given time:
3% of your potential market is actively buying
7% aren’t actively looking but could be convinced
60% are indifferent (happy, or at least not in pain)
30% dislike you
What’s important is that these categories are fluid. The person who’s happy today could discover a painful problem tomorrow, and suddenly be actively looking for a solution. That’s when they start reading your content and engaging, which enlarges their digital footprint, which registers a bigger lead score, which signals your led gen team: “Someone in a nurture bucket who was cold yesterday has become hot today.”
Based on that changing score, your lead gen team touches the lead, and makes another decision about qualification. Perhaps this time the lead is sales-ready.
Once the sales team accepts the lead it goes into the sales funnel. Now is the time to begin pushing content more appropriate for the consideration and purchase stages, such as ROI calculators.
If someone bounces out of the sales funnel, goes MIA or buys from a competitor, put them back into a nurture bucket and wait for things to change again.
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