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PRESENTED BY!
#C2C14!
Building a Better Nurturing Program" "!
Cari Baldwin, BlueBird Strategies!
#C2C14!
§ BlueBird Strategies!§ Dog lover from Bend Oregon!§ Mother and wife "!§ 22 year veteran of tech marketing!
About Your Speaker!
#C2C14!
Topics for Today "!
§ Nurture 1.0 and 2.0 – Where Are We?!§ Ingredients for Success!§ Thought Leadership and Your Content Strategy!§ Moving Beyond Drip!§ Takeaways for Success!§ Q & A!
#C2C14!
Benchmarks "!
A whopping 69% of B2B organizations have not identified their funnel. (MarketingSherpa)!
82% of Marketers say generating more warm, sales-ready leads is the biggest benefit from lead nurturing campaigns. (DemandGen Report)!
76% of buyers prefer different content at each stage of the buying process (Salesforce.com)!
79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance (MarketingSherpa)!
65% of B2B Marketers have not established lead nurturing. 79% have not established lead scoring. (MarketingSherpa)!
Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report)!
#C2C14!
1.0 or 2.0 – Where Are We? "!
44% of respondents have been nurturing 2+ years Demand Gen Report Nurture Poll
#C2C14!
Lead Nurture 1.0
#C2C14!
Lead Nurture 2.0!
7
#C2C14!
Ingredients for Success
§ Feed the Beast – Inbound and outbound"!§ Data – Keep it clean!§ Personas!§ Content!
#C2C14!
Feed the Beast"!
#C2C14!
Obtain, Improve, Track!
§ Build Don’t Buy!§ Improve deliverability, avoid blacklist!§ (hint: inbound)!
§ Enrich and Progressively Profile!§ Segment!
§ Relevant communications drive higher engagement (we see 30-40% higher)!
#C2C14!
Cold Calling Cold Emails (SPAM)
Interruptive Ads Marketer - Centric!
SEO!Blogging!Attraction !Customer - Centric!
TRADITIONAL INBOUND!
vs.
Ramp Up Your Inbound!
Source – Hubspot
#C2C14!
In order to attract customers, companies have to provide them
with something they will love.!
#C2C14!
Methodology!Using inbound, marketing can turn strangers into customers and promoters of your business.!
Source – Hubspot
#C2C14!
And Context… By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your
customers, not interruptive.!
#C2C14!
OUTBOUND MARKETING:!AVG COST: $346!
Source: State of Inbound Marketing, HubSpot, 2012!
INBOUND MARKETING:!AVG COST: $135!
And It’s Cheaper!
#C2C14!
Tips for Inbound Success!
§ Lead-ready website!§ Forms, content, clear messaging!§ Behavior tracking!
§ Consistent blogging and !use of keywords!
§ Great content!§ Multi-channel – interact with prospects
where they are!§ LinkedIn groups, other social channels!
#C2C14!
Engage Cold Lists!
§ Add a pre-Early stage “Embryonic” for 3rd party leads and “Wake the Dead” for stale leads!§ Ungated assets, low barrier to engage:!
§ Read our blog!§ Check out our resources library!§ View our upcoming webinar schedule!
§ How to get them to select product interest?!§ What are triggers to get to next level?!§ Create a survey offer to increase engagement and
collect info for sales? !
#C2C14!
§ What Do You Have? Snapshot!
§ Enrich!
§ Standardize!§ Clean "!
Data " "!
#C2C14!
Buyer Personas !
#C2C14!
Thought Leadership Comes from !Solid Content Strategy!
§ Inspire the buyer to act (but does not have to mean you created the thought)!
§ Executives, customers, product managers, sales people!
§ Become a social business !§ Benefits - !
– Become part of the conversation early in the buyers journey!
– Real people talking to real buyers (people buy from people)!
#C2C14!
Help Your Buyers Solve Problems!
§ Arrow!
Source – Nolin LeChasseur, Brainrider
(Top of Funnel) (Middle Funnel -‐ Nurture) (Later Stage – Sales)
#C2C14!
But It’s Not Easy….!
#C2C14!
Tips for Content Success!
§ Customer-focused – it’s not about you!§ Demonstrate subject matter expertise !§ Align with programs !§ Easy to publish, share and amplify!§ Get started!
§ Content audit!§ Gap analysis!§ Road map aligned to buyers journey!
! Keep it Short! 71% want content that is 5 pages or less
#C2C14!
Moving Beyond the Drip!
#C2C14!
Using Lead Levels!Proposed Model
Marketing Lead Levels -‐ Qualification Proposed Model
Level Definition Lead Score Lead Rating Interest Level Qual LevelLevel 1 BBS -‐ Low 0-‐20 A High, Medium High, MediumLevel 2 BBS -‐ Med 31-‐59 B Low, Medium, High Low, Medium, HighLevel 3 -‐ MQL BBS -‐ High 50+ C Low, Medium Low, Medium
D Low Low, DisqualifiedNOTE:
Marketing Lead Levels -‐ Interest/Behavior
Level Definition Lead Score Level 1 BBS -‐ Low 0-‐30Level 2 BBS -‐ Med 31 -‐ 79Level 3 -‐ MQL BBS -‐ High 80+
NOTE:
#C2C14!
Nurture Lifecycle!
Warm-up Campaign to Engage Suspects
Thought Leadership New Content
Offers
Early Stage Nurture
Net New Lead, Completed Form,
Awareness & Education
Content
Completed Early Stage; ConsideraDon Content,
Goal is MQL
Trial Nurture
Free Trial Requested
Sales Owner Reached SQL
Touch Campaign Sales Rep
Lost Opportunity
Nurture
Reason-specific branches
New Client
On Boarding
Nurture
Current Client Nurture
(cross sell/ upsell)
Company/Product Announcements
Loyalty & Retention, Refer a Friend
Advanced Stage Nurture (Role, Title, Industry,
Company Specific)
#C2C14!
Remember This?!
§ Arrow!
Source – Nolin LeChasseur, Brainrider
(Top of Funnel)! (Middle Funnel - Nurture)! (Sales Conversation)!
#C2C14!
Where to Start?!
New Prospects
Long Sales Cycles
Score AcceleraDon
Land and Expand
Event Follow-‐up
Customer RetenDon Role/Title Industry
Company Specific
Wake the Dead Remarket Sales
AcceleraDon
12 Unique Nurture Programs!
#C2C14!
Personalize, Amplify!!
§ Involve Community!§ Align with Social – LinkedIn, FB, Google, Twitter!§ Offers at each stage of ‘research’ based !
on behavioral triggers!§ Use channel campaigns to personalize nurturing !
to new leads, enthusiasts, customers!§ Scoring !
§ Behaviorial !§ Firmographic!§ Recency!
§ Data standardization (db cleanup) !
#C2C14!
Triggered Sophistication"!
§ Referring asset strategy/pages!§ Inverted buying stage nurtures with nurture
tracks based on which stage offer Clicked!§ Think B2C!
!
Source – Mathew Sweezey, Dreamforce PresentaAon
#C2C14!
It Works!!
§ Wake the Dead Nurture with Gamification Company Generated 57% Re-engagement!
!§ Wake the Dead Nurture with ERP
Provider Targeting Government Generated $200k Immediate Business and $5 Million in Pipeline!
!§ Core Nurture with Social Business
Company Increased MQLs by 36%!
#C2C14!
Takeaways for Success!
1.0 – Start With:!§ Core, Wake the Dead, Embryonic!
2.0 – Focus On:!§ Stage based nurturing – start small and grow!§ Triggered sophistication!§ Test inverted strategy!§ Multiple channel (not just email)!§ Separate nurture for new and existing
customers!!
#C2C14!
Best Practices!
§ Have a goal!§ Mobile friendly!§ HTML or not?!§ Have good content and map content
to stages!§ Get product interest early!!§ Be the lead! (again, it’s not about you)!§ Test … Monitor … Revise … Monitor
… Revise!!
#C2C14!
Thank you! Q&A!