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On the 6th of February, 2014 we hosted a Marketing Automation Meetup in Sydney, Australia. The attached is the deck used for this session. We specifically focused on a Lead Nurturing Campaign for those Contacts who fall out of the bottom of your funnel before the Closed/Won stage. The key being to ensure the investment made by marketing to get them this far through the funnel is not lost simply because they chose not to buy today.
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@MarketingCube
C o l l e g e
Lead Nurturing 101Marketing Automation Meetup
6th February, 2014
@MarketingCube
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.
@MarketingCube
C o l l e g eRelevance
Shared Values+
Source:
@MarketingCube
C o l l e g e
“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
@MarketingCube
“The simplest and least effective means of creating emotional connection is to convey excitement around specific product features.”
Oxy-Clean
Product Benefit
Source:
@MarketingCube
“A common method of elevating beyond products benefits is to connect a functional attribute to an emotional benefit.”
Source:
Tide
Emotional Benefit
@MarketingCube
“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
@MarketingCube
Source:
Pedigree runs a campaign to support dog adoption.
@MarketingCube
Source:
Pedigree provides free food to dog adopters.
@MarketingCube
Source:
Pedigree uses its sponsorship of the Westminster Dog Show to promote dog adoption.
@MarketingCube
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.
@MarketingCube
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.
C o l l e g e
@MarketingCube
A Process for Nurturing
Who? ProspectsCustomers
Employees Business Partners
C o l l e g e
@MarketingCube
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?
@MarketingCube
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.
@MarketingCube
C o l l e g e
@MarketingCube
C o l l e g e
Step 1: The Problems You Solve
C o l l e g e
@MarketingCube
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
@MarketingCube
C o l l e g e
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
@MarketingCube
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.
@MarketingCube
C o l l e g e
What are you offering?
What you offer needs to be relevant to the buyer…
Prospects
@MarketingCube
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.
@MarketingCube
C o l l e g e
Step 2: Who?
C o l l e g e
@MarketingCube
Choose 4 Prospect Types
The Professional
The Executive The Consultant
The Graduate
Prospects
C o l l e g e
@MarketingCube
Matching Offers to Prospective Buyers
Prospects
@MarketingCube
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
@MarketingCube
C o l l e g e
Step 3: Your Buyer’s Journey?
C o l l e g e
@MarketingCube
Your Buyer’s Journey
ImplementPurchaseNegotiateEvaluateLearnNeed Advocate
ImplementClosed/WonNegotiatePresentEducateLeads Grow
Your Selling or Opportunity Management Process
@MarketingCube
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
@MarketingCube
Who did their homework?http://contentgrid.eloqua.com
@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
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
@MarketingCube
C o l l e g e
Building Your Nurturing Campaign
@MarketingCube
C o l l e g e
In Summary
@MarketingCube
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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