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Copyright MarketOne 2011 1
LEAD NURTURINGELO[Q]UTION
LESSON
Or really make a splashlike this
NURTURING ELO[Q]UTION LESSONFebruary, 2012
Copyright MarketOne 2011 2
LEAD NURTURINGELO[Q]UTION
LESSON
WHAT WE’RE GOING TO TRY TO COVER TODAY
� What lead nurturing is
� When and when not to automate
� Where to start
� How to build a business case
� What kind of content works
� How to personalize and profile
� Which pages to drive people to
� What to score and where to route
STEVEN ELLIOTTManaging Director
MarketOne Digital
Copyright MarketOne 2011 3
LEAD NURTURINGELO[Q]UTION
LESSON
“Building a relationship with prospects, regardless of their timing to buy.”
LEAD NURTURINGELO[Q]UTION
LESSON
(Prospect Relationship Management)
A systematic process for guiding and accelerating
prospects from initial inquiry to sales accepted lead.
PRM
Copyright MarketOne 2011 5
LEAD NURTURINGELO[Q]UTION
LESSON
(Experience Based Differentiation)
Make the process of researching and buying your
product or service a competitive differentiator in itself.
EBD
LEAD NURTURINGELO[Q]UTION
LESSON
By integrating its entire stack, Apple is able to
consistently delight its customers.
STORES
APPLICATIONS
MAC O/S
HARDWARE
LEAD NURTURINGELO[Q]UTION
LESSON
Providing a great prospect experience requires tight
integration of the demand generation stack.
TELEMARKETING
/ INSIDE SALES
DIGITAL
COMMUNICATION
MARKETING
TECHNOLOGY
PROSPECT
DATA
[your brand]
LEAD NURTURINGELO[Q]UTION
LESSON
Choose from many flavours!
Copyright MarketOne 2011 9
LEAD NURTURINGELO[Q]UTION
LESSON
1. Welcome & Education
2. Acceleration (Inquiry to MQL)
3. Keep Warm (Sales Rejected Leads)
4. Claw Back (Sales Neglected Leads)
5. Win Back (lost opportunities)
6. Re-engagement (with stale leads)
7. Process Automation (Trial Conversion, Freemium
Upgrade, Licence Renewals)
LEAD NURTURINGELO[Q]UTION
LESSON
BUILDING THE BUSINESS CASE
LEAD NURTURINGELO[Q]UTION
LESSON
WIDE & SHALLOW or
NARROW & DEEP
Copyright MarketOne 2011 12
LEAD NURTURINGELO[Q]UTION
LESSON
VOIP
LANDING
PAGE 4
EMAIL Ac5EMAIL Ac4
EMAIL Ac6
VOIP
LANDING
PAGE 5
VOIP
LANDING
PAGE 6
ACCELERATION
PROGRAM
OPPORTUNITIES
TO SALES via CRM
TELE-QUAL
CALL 2
VOIP
LANDING
PAGE 7
EMAIL Ac8EMAIL Ac7
EMAIL Ac9
VOIP
LANDING
PAGE 8
VOIP
LANDING
PAGE 9
ACCELERATION
EMAIL Ac10
ACCELERATION
EMAIL Ac11
RE-ENGAGE
PROGRAM
LEAD
SCORING
HOW LONG IS A PIECE OF STRING?
LEAD NURTURINGELO[Q]UTION
LESSON
DON’T AUTOMATICALLY
AUTOMATE
� It’s not always possible
� Scheduled campaigning
� Don’t rely on content that dates
� But fresh content pulls well
� Don’t “set-and-forget”
Copyright MarketOne 2011 14
LEAD NURTURINGELO[Q]UTION
LESSON
� Newsletters?
� Outbound campaigns?
� Major announcements?
� Event invitations?
� Multiple nurture streams?
� Customer service emails?
HOW MUCH IS TOO MUCH?
LEAD NURTURINGELO[Q]UTION
LESSON
MAKE A PLAN TO FEED THE MACHINE
NEW WEB LEADS
KNOWN CONTACTS
EVENT ATTENDEES
SALES NOMINATED
COLLEAGUES
Copyright MarketOne 2011 16
LEAD NURTURINGELO[Q]UTION
LESSON
“Every time you send a prospect an irrelevant email, you’re telling them you
don’t understand them.”
LEAD NURTURINGELO[Q]UTION
LESSON
WHAT KIND OF CONTENT WORKS?
� It varies by client and campaign
� Case studies typically out-perform other assets
� Third party analyst papers & peer perspectives perform well
� Podcasts worst performing, brochures actually OK
� It doesn’t have to be a download or even your content
THOUGHT
LEADERSHIP INFLUENCING
BROCHURES
&
DATASHEETS
The Content Chasm
LEAD NURTURINGELO[Q]UTION
LESSON
SIGNATURE EMAILS
� Provides variety and change of pace
� No significant improvement in open-rate or click-throughs
� Subject Line, Content Offer & CTA more important than format
The perils of personalisation� Don’t over-use – the novelty wears off
� Ensure reply-to addresses are monitored
� Informal subject lines and questions – Can I help?
� Use of Fwd: and Re: in subject lines
� The need to whitelist multiple addresses
� Think about timing
LEAD NURTURINGELO[Q]UTION
LESSON
DON’T BE TOO CLEVER
Email 1: sent to 1,000 contacts 5% CTR
Email 2: sent to 50 contacts with 10% CTR
Email 3: sent to just 5 contacts
1
2
3Y
N
Y
N
� Have you got the content to support role-based tracks?
� Don’t use opens to drive program rules (or scoring)
� Limitations on measurement of dynamic content
Copyright MarketOne 2011 20
LEAD NURTURINGELO[Q]UTION
LESSON
CONVERSION
vs.
CONVERSATION
LEAD NURTURINGELO[Q]UTION
LESSON
� Do it with the inside sales team
� Broad product portfolio? Multiple nurture programmes?
� Keep Implicit scoring consistent and vary Express scoring
� Do a first pass and review regularly
SCORING PROGRAMMES
Copyright MarketOne 2011 22
LEAD NURTURINGELO[Q]UTION
LESSON
GETTING PEOPLE OUT
� Educate telemarketing agency or inside sales team
� Keep prospects in program until manually removed
� Let all leads through to inside sales (with scoring)
� Close loop on lead quality and adjust scoring
LEAD NURTURINGELO[Q]UTION
LESSON
SOME FINAL WORDS OF ADVICE
� Nurturing is a long-term commitment
� Set expectations: no return likely within the first quarter
� Build a cross-functional team
� Consider dedicating resource
� Fina a partner that can manage complexity on your behalf
Thank you.
STEVEN ELLIOTTManaging Director, MarketOne Digital
Office +44 20 3580 4031
Mobile +44 7831 446 321