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There is a lot of information on why marketers should do lead nurturing but there isn't a lot of information on how to do it and especially how to do it well. If you believe everything you read, lead nurturing looks easy. In reality, there are a number of critical considerations to have a truly effective lead nurturing machine. If you are just trying to figure out lead nurturing or you are ready to pump your lead nurturing programs with steroids, this webinar is perfect for you. Justin Gray, CEO of LeadMD, and Mary Firme, Chief Lead Accelerator from Reachforce, will present real lead nurturing success stories with specific instructions on how to make it happen.
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7 Steps: To Put Your Lead Nurturing on Steroids
04/11/20237 Steps: To Put Your Lead Nurturing on Steroids2
Welcome to the Jungle
Justin GrayCEO, LeadMD@myleadmd
LeadMDMarketing Automation Expertshttp://leadmd.com
• Marketo & Salesforce Consultancy
• 1000+ Engagements• Retainer & One Time• Service & Training offerings• Content & Data Offerings• Preferred Service Provider
04/11/20237 Steps: To Put Your Lead Nurturing on Steroids3
Welcome to the Jungle
Mary FirmeChief Lead Accelerator, ReachForce@MaryFirme
ReachForceMarketing Technology http://reachforce.com
• Mastering lead data quality for B2B Marketers for nearly a decade
• Driving innovation in digital marketing to build quality leads and shorten the buying cycle
• Providing a comprehensive view across inbound, events, marketing automation and sales automation
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STEP 1:Groundwork: Marketing and Sales Data
25% of the average B2B database is inaccurate 60% of companies surveyed had an overall data health scale of “unreliable” 80% of companies have “risky” phone contact records “The Impact of Bad Data on Demand Creation” - Sirius Decisions
1. Poor Data Quality is Costing You $$$
Brian Hansford, Marketing Automation Practice Lead, Heinz Marketing
“Using a database of 100,000 contacts, a strong organization will realize nearly 70%more revenue than an average organization based purely on data quality!” “The Impact of Bad Data on Demand Creation” - Sirius Decisions
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1. Marketing Automation Destroyed by Bad Data
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B2B data degrades 25% per year. – Deal with it. You have to.
Emails Invalid? Check deliverability.– You may find some bad ones are good and
vice versa. Postal Addresses? Validate. Phone numbers? Check and correct. Junk? Zap it. Duplicates? Merge them.
1. Clean your data before you start anything.
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STEP 2:Complete the infrastructure
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2. Data is King. Complete It. Speed Results.
Get a 4% increase in sales for every 1% improvement in Data Quality
Fill any gaps in your data (without wasting nurture activities to fill in blanks)
Industry Global scope Revenues Transform raw SIC codes, revenue into your custom segment
bands Mailing address for events or direct mail Phone number
Append missing or bad emails
04/11/20237 Steps: To Put Your Lead Nurturing on Steroids10
STEP 3:Step on the Gas. Optimize your landing pages.
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3. CAPTURE MORE LEADS. CAPTURE MORE INFO. CAPTURE MORE $$$
Forrester Infographic 2012
“Today’s buyers are
two-thirds to 90% of the way
through their purchase
journeybefore they reach
out to the vendor.”
- Lori Wizdo, Forrester
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3. Respond to leads a lot faster – Sell a lot more.
Online Inbound Lead Conversion
0
10
20
30
40%
Day 0 Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
% Leads Converted to Opportunity
04/11/202313
3. Respond to leads a lot faster – Sell a lot more.
Webinar Leads Conversion
7 Steps: To Put Your Lead Nurturing on Steroids
0
10
20
30
40%
Day 0 Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
% Leads Converted to Opportunity
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3. Optimize Landing Pages
20 Questions? No, you get 10. Longer Forms, Fewer Leads.
– Cut any question you can get answered without asking the prospect
Add information through Data Append (like SmartForms) Product, Technology, or Buyer Pain? Align content page to
these data points and capture in the background. Hidden fields can grab from multiple sources – use them.
Don’t let Hot leads Go Cold. – Buyers aren’t tire kicking when they hit your site –
they’re buying– Faster response converts to opportunity at a
massively higher rate
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STEP 4:Dust off those Buyer Personas
04/11/2023Presentation Title16
4. Nurture Marketing IS Conversational Marketing
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4. Personas Matter in the Middle
Revisit persona strategy– Who Did you Create it for?
Trash what sucks
– Align to your content plan– Operationalize in accordance with nurture
General Tracks Persona Tracks Customer Tracks
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4. Divide & Conquer
Create Persona Entry Plans– Align Actions Around Personas
Map Content to Personas Identifiable Actions Debunking Actions
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4. Operationalize It!
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STEP 5:Create the Gate
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5. Forget what you’ve been taught
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5. Divide & Conquer
Create Unique Action Steps– Align Actions Around Personas
Engagement Successes Abandons Nurture Entry
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STEP 6:The Rubber Meets the Road
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6. If You _____ it, They will ______.
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6. So, Build It!
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6. Oh, and Analyze It!
How does Content Influence Behavior
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STEP 7Keep on Doing it
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7. It’s not rocket science
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7. Use 6 Month Iteration Cycles
6 Month Lifecycle– Recycle
One Topic should yield at least 3 others
– Reduce Cut out noise & Outdated Content
– Reuse Change Channels & Keep it Fresh
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7. #KeepItFresh
Refresh Your Library CONSTANTLY– Assemble Your Crew
PR to drive placements– High Value Placements (HVP)
SEO ensures staying power
– Organic First The buyer determines your actions
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STEP 8Really Should Have Been Step 0
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8. Reporting Doesn’t Come Last!
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8. Think about Reporting First.
Marketing Program Metrics– Activity and response– Content Conversions– Email delivery. Unsubscribes.
Funnel Reporting based on:– Net New Names– MQL’s– Influenced Opportunities
Socialize your results.
34
MQL = Marketing Qualified Lead SAL = Sales Accepted Lead SQL = Sales Qualified Lead (i.e. sales opportunity identified)
8. Known Benchmarks
Example: Moving from Benchmark to Best Practice For each 1,000 leads, best-in-class companies create 46 more MQLs than
benchmark companies (97 instead of 51). They create almost 10 additional deals (14.3 instead of 4.6 deals, a 300% increase).
Estimate: $150,000 additional revenue per month (based on 3 additional deals per month at an average deal size of $50,000)
SiriusDecisions Inquiries MQLs SALs SQLs SQL-to-close
Benchmark N/A 5.1% 61% 56% 26.5%
Best Practice N/A 9.7% 82% 62% 29%
7 Steps: To Put Your Lead Nurturing on Steroids
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8. Results @ LeadMD
Persona based nurture in 15 weeks– Down from 40– Lead flow increased by 37%– Nurture program ROI up by 41%– Form conversions boosted by 26%
3X ROI on Persona Implementation
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8. Results @ ReachForce
Program Results – Lead Engagement up by 453% – Email delivery up by 12%– Email Open rate increased 112%– Email Click% up 178%
41% Increase in Marketing Sourced Opportunities
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THANK YOU
LeadMD.com/pigsfly– @myleadmd– @jgraymatter
Reachforce.com– @reachforce– @maryfirme
7 Steps: To Put Your Lead Nurturing on Steroids