Pete Jakob, IBM

© 2009 IBM Corporation

Great Campaign!Now What?

Pete JakobMarketing Transformation LeaderIBM UK

30 September 2009

© 2009 IBM Corporation2 [email protected]

Leaky Sales Funnel Increases Customer Acquisition Costs

October 2006, Best Practices “Improving B2B Lead Management”

Nurture [Verb]: foster, help develop, or help grow; the act of nourishing or nursing; tender care; education; training; that which nourishes; food; diet; sustenance; the environmental influences that contribute to the development of an individual.



“As long as the roots are not severed, all is well.

And all will be well in the garden.”Chauncey Gardiner – Being There


An Organic Gardener’s Guide to B2B Lead Nurturing

Pete JakobMarketing Transformation Leader

IBM United Kingdom September 2009

[email protected]

10 tips for a bumper harvest

Updated

for 2009


1. Are you growing the right stuff?Unless Sales are hungry for your leads, your marketing programme is DOOMED!

Management Questions:1. Who is the key sales sponsor?2. What is their capacity for leads, and what shape?3. What did they agree to do with the leads you

generate?4. How will you review progress with them?5. What will you do with leads they don’t progress?

Impact– Fewer, longer-running campaigns– Greater accountability– Increase focus on Sales Enablement and Nurturing

Symptom: Great campaign -> lots of “leads” -> can’t get sales to engage


2. Build Your Plot

The Glue between Sales and Marketing– Accountable to Sales and Marketing– Internal and External Resources?– Unified Management System

Response Management is NOT “Are You Ready to Buy Yet?” Measurements to Drive Intended Behaviours

– Identify Sales Opportunities– Nurture responses until Sales-Ready

Narrow & Deep vs Broad and Shallow


3. What’s growing well, and what’s not?

Website Contact Form

Event Attendance

Outbound Tele Demand

Generation

Inbound Contacts

Responses Database

Client-centric view

of Responses

Define your policy– What constitutes a response?– How will responses be loaded?– How quickly will responses be loaded and become

actionable? Points to consider

– Client at the centre or your response system– Include Third Party data from Events, Hosted web

content etc?– Business partner?

Develop picture of clients across multiple campaigns

– What is the optimum touch cadence?– What governance rules should apply across different

campaigns in market?


4. Follow the Instructions on the PacketRules-based Dialogue

A systematic approach to campaign contact structure for each response type

Events

Web Contact Form

Outbound Tele

Inbound Response

Blueprints are a startpoint for customisation for

specific campaign needs

Consider non-responders and responders

Consider “transactional” offers and “dialogue” offers

Benefits:

Plug leaks in the marketing funnel (eg non-responders)

Clarify Roles and Responsibilities within the team

Clarify when/how to pass to sales

Underpin alignment to tools


EVENT

No show registrations

Event Registrations

Email follow up

Thank you for attending:Offer 1: Event materialsOffer 2: Newsletter Offer

Attendees

Email follow up

Sorry you missed it:Offer 1: Event

materialsOffer 2: Newsletter

Offer

Accept Newsletter Offer?

Yes

Non-registered, but

interested

New

sle

tterRegistration

Click?Yes Sales Ready?

Pass to Sales

Marketing to follow up with

Sales to review

outcomes

Open? Yes Yes

EVENT

No show registrations

Event Registrations

Email follow up

Thank you for attending:Offer 1: Event materialsOffer 2: Newsletter Offer

Attendees

Email follow up

Sorry you missed it:Offer 1: Event

materialsOffer 2: Newsletter

Offer

Accept Newsletter Offer?

Yes

Telenurture “What Next” call

Nurture call (prioritised by email reports)

Learn More?

Sales Ready?

YesYes

Offer content options

Group content by

Learn/Scope/Select

No No

Thank You

Here are some additional resources

Yes

Non-registered, but

interested

Ne

wsl

ett

erRegistration

Sales Engagement

More content available?

No

Click?Yes Sales Ready?

Pass to Sales

Marketing to follow up with

Sales to review

outcomes

Open? Yes

Nurture

Yes

No No

4. (contd.) Plan Your Planting“Dialogue” offers

that permit ongoing contact

Plug leaks in the funnel by re-engaging with

non-responders

Leverage content aligned to buying cycle to advance customer journey

Leverage tools to provide

engagement insight

Nurture via Tele or Tool


5. Right Feed at the Right Time

JOURNEY STAGES

ISSUE RECOGNITION SCOPE REQUIREMENTS

SUPPLIER SELECTION

WHAT THEY WANT

Objective, up-to-date informationInformation at the right levelTools to help them understand what the right level is (eg vs maturity or vertical)Guide/pointers to other information

Proof of capabilityObjective support, no sales pitchCase studiesExplanation of different solutionsAbility to ask questions

Clear “why me” from suppliersEndorsement from 3rd partiesAccesibility to the right people who can take issue to technical solution

CONTENT/ CHANNEL SOLUTIONS

White papers – Yours & credible third partiesNewslettersInteractive toolsSupplementsPRWebinarsIndustry EventsIT Press/OnlinePodcasts

Case studiesQ&AsFAQsSolutionsSelf Assessment

Why Your Company/SolutionDemoProduct specificationsCall me/Inbound call

Learn Scope Select


6. Are the Nutrients being Absorbed?Scoring Responses

Responses Can be Scored based on– Job Role– Content Consumed– Activity

Can be Manual or Automated– Automation allows for automatic routing of

contact details once a new threshold reached Proceed with Caution!


7. Make it easier with a little machinery…

Events registration

Web Forms

Outbound Tele

Inbound Enquiries

AttractorTriggers

Standardised digital nurturing engine

Added-value Response

•Customer’s pain

•Engagement measure

LDR

Pass to Sales

Nurture Further

Comms 1 Comms 2

Comms 3

Objective: Know more about the client at then end of the journey than at the beginning


Marketing Operations

Campaign Planning

Campaign Execution

Response Management

Relationship Management

7. (Contd.)…Or with a lot of machinery

Nine Rules for Value-Driven Marketing Automation


8. Share your knowledge

Significant Customer Insight may have been developed via

– Automated Marketing System– Other Marketing Processes (eg

external Telemarketing)

Publish to Marketing AND Sales


9. Monitor Progress Regularly

1. Responses– How many named named, valid responses did marketing generate?

2. Marketing Validated Leads (MVL)– How many responses are nurtured to a level that has been mutually

agreed with sales • Separate marketing “influenced” from marketing “sourced”• Segment via Customer type (eg Core Clients, Investment Clients, New

Clients etc)

3. Sales Acceptance– Sales agreement (via SLA) to perform specific tasks with MVL

• Lead follow-up timeframe• Feedback required

– SLA defines specific reasons for rejection• Incorrect routing• Incomplete record• Doesn’t meet agreed threshold

– MVL-to-sales acceptance days – Review on regular basis via Sales/Marketing “huddle”

4. Sales Qualified Lead– Conversion rate of Sales Accepted lead to SQL– (Plus conversion rate of Sales Accepted to Lost)– Cumulative size of the opportunities now in pipeline

5. Closed Business– Conversion rate of SQL to closed business

Source: Sirius Inc


10. Apply Plenty of Mulch and Compost

www.mpdailyfix.com

www.raintoday.comsethgodin.typepad.com/seths_blog

www.mikemoran.com/biznology

blogs.forrester.com/marketingblog.startwithalead.com


Some Lessons Learned

People, Process, Tools– Cultural aspects are the most challenging

– Sell the vision

– Tools alone won’t fix itTiming

– Be selective, but relate to the bigger visionStay Focussed and PassionateStay Fresh – there’s a wealth of free insight

– Blogs

– Google Alerts

– Network


55

44

33

22

11

66

77

88

99

1010Align activity

with Sales

Capture all Responses

Plan structured nurturing dialogue

Align nurturing offers to

buying cycle

Score Responses

Automate where

appropriate

Integrate with CRM

Measure key Indicators

Refine and keep learning

Organise Resources

10 Tips for More Successful Campaigns


Thank You !

B2B Marketing – Open for Business

http://b2bnurture.blogspot.com/


Photo Acknowledgements

http://www.flickr.com/photos/tico_bassie/120810354/

http://www.flickr.com/photos/freefoto/2515337245/

http://www.flickr.com/photos/freeparking/2432369855/

http://www.flickr.com/photos/ellievanhoutte/2817039164/

http://www.flickr.com/photos/dweekly/2311463183/in/photostream/

http://www.flickr.com/photos/wheatfields/2606966401/

http://loveapplefarm.typepad.com/growbetterveggies/

http://www.flickr.com/photos/23126594@N00/369121290/

http://www.flickr.com/photos/markhillary/538883459/

http://www.flickr.com/photos/sylvar/112595227/

http://www.flickr.com/photos/nationalrural/1091785673/

http://www.gardenorganic.org.uk/

http://www.flickr.com/photos/chichacha/2473930145/

http://www.flickr.com/photos/jeremymates/2688974917/

http://www.flickr.com/photos/drstarbuck/194160521/

http://www.flickr.com/photos/angela7/87957760/

http://www.flickr.com/photos/pancakejess/1429256455/

http://www.flickr.com/photos/29278394@N00/2457055952/

Technology

Pete Jakob, IBM