Lead Nurturing - A Process to Build your Campaign

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C o l l e g e

Lead Nurturing 101Marketing Automation Meetup

6th February, 2014

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Why are we here tonight?

@MarketingCube

Opportunity Lost

Opportunity Stalls

Sales Rejects Lead

Sales & Marketing Process

Sales Rejects Lead:

Sales send to Nurture

Marketing validates quality

of interest

Marketing Nurtures to Sales

Ready

Opp Stalls: Sales send to

Nurture

Opp Lost: Sales send to

Nurture

The Buyer’s Journey

Interest Learn Evaluate Justify Purchase

Name InquiryMarketing Qualified

Lead

Sales Accepted

Lead

Sales Qualified

LeadClosed/Won

C o l l e g e

@MarketingCube

A Nurturing Checklist1. Understand your buyer: Relevance &

Shared Values.

2. Pinpoint what motivates your buyers.

3. Whiteboard the ideal customer profile.

4. Define your nurture program.

5. Automate communications.

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C o l l e g eRelevance

Shared Values+

Source:

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“Higher-order emotional attributes connect the brand to

consumer values that extend beyond the category.”

Source:

@MarketingCube

C o l l e g e

Source:

Oxy-Clean

Tide

Pedigree

Lower Order

Higher Order

!Level of

Connection

Shared Value

Emotional Benefit

Product Benefit

Hierarchy of Emotional Attributes

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“The simplest and least effective means of creating emotional connection is to convey excitement around specific product features.”

Oxy-Clean

Product Benefit

Source:

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“A common method of elevating beyond products benefits is to connect a functional attribute to an emotional benefit.”

Source:

Tide

Emotional Benefit

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“Higher-loyalty brands, however, build emotional connections to values that are important in the consumer’s broader life, beyond the product or even the category.”

Source:

Pedigree

Shared Value

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Source:

Pedigree runs a campaign to support dog adoption.

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Source:

Pedigree provides free food to dog adopters.

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Source:

Pedigree uses its sponsorship of the Westminster Dog Show to promote dog adoption.

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Source:

Pedigree donates money from each purchase to the Pedigree Foundation which, combined with direct consumer donations, is then distributed to hundreds of animal shelters each year.

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Source:

Shared Value Pedigree believes all dogs deserve to be fed well and that every dog deserves a

loving home.

C o l l e g e

@MarketingCube

What is “Lead” Nurturing?

• A generic term implying a constant level of automated engagement with contacts which may have fallen out of the sales funnel.

• “Nurturing” can also be used as a business process to engage with customers, partners and employees. For example:

• OnBoarding Campaigns can be built in conjunction with HR, IT and Physical Facilities for new staff.

• Customers can be nurtured through a range of products and services.

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A Process for Nurturing

Who? ProspectsCustomers

Employees Business Partners

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Tonight, we’ll focus on…

Prospects

• Who are your prospects?

• What’s their profile? Gender? Age? Income Level? Geographical details?

• Do you understand their Buyer’s Journey?

• What are you offering this buyer?

• Who are your competitors?

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C o l l e g e

Implement

Closed/Won

Negotiate

Present

Educate

Leads

!15

Implement

Purchase

Negotiate

Evaluate

Learn

Need

Advocate

The Buyer’s JourneyThe Sales Process

Grow

Mar

ketin

gSa

les

@MarketingCube

C o l l e g e

Implement

Closed/Won

Negotiate

Present

Educate

Leads

!15

Implement

Evaluate

Need

Advocate

The Buyer’s JourneyThe Sales Process

Grow

Mar

ketin

g &

Sal

es

@MarketingCube

C o l l e g e

A common mistake marketers make is to think of lead nurturing as email communication. Instead, think of it as a workflow or series of communications in which every step has a clear and concise objective, whether moving someone to the next stage, or driving another desirable action.

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C o l l e g e

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Step 1: The Problems You Solve

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An Ideal Customer Profile

• Understanding your current Ideal Customer helps you build relevant offers and messages for Prospects.

• Understanding personas, buyer behaviour and why people buy from you today helps you find and engage with better quality Prospects.

• Which product or service delivers the highest amount of profit to your business?

Customers

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The Business Problems you solve better than your competitors

A Business Problem can be many things…

Shipping Charges

Complex Application

Process

Prospects

Faulty Equipment

High Service Costs

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C o l l e g e

The Business Problems you solve better than your competitors

A Business Problem can be many things…

Prospects

A buyer won’t buy until the pain they’re experiencing is such that they

need to find a solution.

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What are you offering?

What you offer needs to be relevant to the buyer…

Prospects

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C o l l e g eBusiness Problems your Prospect has. Offering 1 Offering 2 Offering 3

A

B

C

D

Step 1: Which Business Problems Do You Solve? Understanding pain points helps you create the right offer.

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Step 2: Who?

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@MarketingCube

Choose 4 Prospect Types

The Professional

The Executive The Consultant

The Graduate

Prospects

C o l l e g e

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Matching Offers to Prospective Buyers

Prospects

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C o l l e g eOffering

Your Target Buyer by Job Category/Role

1

2

3

Step 2: Who are you nurturing? Understand your audience and engage appropriately

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Step 3: Your Buyer’s Journey?

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Your Buyer’s Journey

ImplementPurchaseNegotiateEvaluateLearnNeed Advocate

ImplementClosed/WonNegotiatePresentEducateLeads Grow

Your Selling or Opportunity Management Process

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C o l l e g eOpportunity Stage Name Correlating Buyer’s Journey Stage

1

2

3

5

6

7

8

Step 3: Your Buyer’s Journey Map your Buyer’s Journey to your Selling Process

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Who did their homework?http://contentgrid.eloqua.com

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What is the Content Grid? !

By sharing with Eloqua your current Content Marketing assets and by answering a few questions, you receive your own personalised copy of the Grid.

@MarketingCube

What is the Content Grid? !

By sharing with Eloqua your current Content Marketing assets and by answering a few questions, you receive your own personalised copy of the Grid.

@MarketingCube

What is the Content Grid? !

By sharing with Eloqua your current Content Marketing assets and by answering a few questions, you receive your own personalised copy of the Grid.

@MarketingCube

What is the Content Grid? !

By sharing with Eloqua your current Content Marketing assets and by answering a few questions, you receive your own personalised copy of the Grid.

@MarketingCube

C o l l e g e

C o l l e g e

@MarketingCube

The Content Grid

Distribution Channels

Social Networks

Visual Outposts

Demand Marketing

Paid Media

Blog

Customer Community

C o l l e g e

@MarketingCube

The Content Grid

Distribution Channels

Social Networks

Visual Outposts

Demand Marketing

Paid Media

Blog

Customer Community

C o l l e g e

@MarketingCube

When to Engage

C o l l e g e

@MarketingCube

Your Buyer’s Journey

ImplementPurchaseNegotiateEvaluateLearnNeed Advocate

ImplementClosed/WonNegotiatePresentEducateLeads Grow

Awareness Consideration Close Community

@MarketingCube

Why are we here tonight?

@MarketingCube

Opportunity Lost

Opportunity Stalls

Sales Rejects Lead

Sales & Marketing Process

Marketing validates quality

of interest

Marketing Nurtures to Sales

Ready

The Buyer’s Journey

Interest Learn Evaluate Justify Purchase

Name InquiryMarketing Qualified

Lead

Sales Accepted

Lead

Sales Qualified

LeadClosed/Won

Sales Rejects Lead:

Sales send to Nurture

Opp Stalls: Sales send to

Nurture

Opp Lost: Sales send to

Nurture

C o l l e g e

@MarketingCube

Join the dots

Sales Rejects Lead: Sales send to

Nurture

Opp Stalls: Sales send to

Nurture

Opp Lost: Sales send to

Nurture

@MarketingCube

C o l l e g e

Opportunity Stage Name Email #1 Email #2 Email #3

1

2

3

4

5

6

7

Step 4: Build Your Nurturing Campaign Connect the dots & engage at the right time

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Building Your Nurturing Campaign

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In Summary

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C o l l e g e

A Nurturing Checklist1. Understand your buyer: Relevance &

Shared Values.

2. Pinpoint what motivates your buyers.

3. Whiteboard the ideal customer profile.

4. Define your nurture program.

5. Automate communications.

@MarketingCube

C o l l e g eThe Basics of Nurturing • Segmenting

• Customer Nurturing

• Being Customer Focussed

• Progressive Profiling

Marketing Cube Pty Ltd Level 3, 85 William Street, Darlinghurst, NSW, 2010 Australia !Ph: 02 8244 0007 www.marketingcube.com.au

@MarketingCube/MarketingCube

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