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Using Content To Accelerate & Keep Leads Warm Inside Real World Nurturing Campaigns Mac McConnell [email protected] @macmcconnell @bbstrategies

Using Content To Accelerate & Keep Leads Warm

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Page 1: Using Content To Accelerate & Keep Leads Warm

Using Content To Accelerate & Keep Leads Warm

Inside Real World Nurturing Campaigns

Mac  McConnell  [email protected]  

@macmcconnell  @bbstrategies  

Page 2: Using Content To Accelerate & Keep Leads Warm

The Traditional Funnel

2 2  

Sales  Ready    MQL  

Pipeline  SQL  

Corp  Website  

Events  Custom  Website   Email  Offers    

ConsideraBon  

Sales  

Marke*ng  

EducaBon  

Awareness  

Social  Media  

3rd  Websites  /  RegistraBons  

Marke*ng?  Sales?  

Page 3: Using Content To Accelerate & Keep Leads Warm

The New Funnel

3

Lead  Nurture  

Lead  Level  1  

Closed  Won/Lost  

Lead  Level  2  

SQL  

MQL  

Opp

ty  

Lost  Leads  

Page 4: Using Content To Accelerate & Keep Leads Warm

The BAD Funnel

4

Lead  Nurture  

Lead  Level  1  

Closed  Won/Lost  

Lead  Level  2  

SQL  

MQL  

Opp

ty  

Lost  Leads  

Page 5: Using Content To Accelerate & Keep Leads Warm

Be Creative – Make an Impact

New  Prospects  

Long  Sales  Cycles  

Score  AcceleraBon  

Cross-­‐sell/Up-­‐sell  

Event  Follow-­‐up  

Customer  RetenBon   Role/Title   Industry  

Company  Specific  

Wake  the  Dead   Remarket   Sales  

AcceleraBon  

12  Unique  Nurture  Programs  

Page 6: Using Content To Accelerate & Keep Leads Warm

Lead Nurture Program

6

Send Offer 1: Network Performance Toolkit

(A 4 for 1 offer of content)

*Avoiding the Frailties of the Internet with Intelligent Route Control*Colocation versus Managed Hosting White Paper*An Executive's guide to High-Performance Web Delivery*Alcatraz Media Case Study

InternapNurture  Calendar:

*Offer  1  A/B  Test:    3/31/2011.*Offer  1:  4/4/2011*Offer  1  (Resend):    4/7/2011*Offer  2:    4/11/2011*Offer  3:    4/17/2011*Offer  4:    4/22/2011

Web landing  page  with  registration  questions

HTML Email  with  content  

offer

HTML Email  with  content  

offer

Manticore List

HTML Email  with  content  

offer

Send Offer 3: Cloud Storage

Latency:  The  Achilles  Heel  of  Cloud  Computing  (PDF)

Send Offer 2: Managed Hosting

Nine  Considerations  When  Choosing  a  Managed  Hosting  Provider  (PDF)

Send Offer 4: Internet Connectivity

Bus iness  in  the  Cloud:  Will  Your  Internet  Connectivity  Provide  a  

Pos i tive  ROI?  (PDF)

Shift  to  Newsletter  List

HTML Email  with  content  

offer

Notes  for  program:

*All  contacts  get  each  content  offer

Cl icked  on  Offer  1

RE-Send Offer 1: Network Performance

Toolkit(A 4 for 1 offer of

content)

Different Subject Line

A/B    SubjectLine  Test  to  lists  of  1000/1000

Key  Message:  End  to  end  service  and  support

Key  Message:  Performance  for  your  webbased  

busienss

Key  Message:100%  network

uptime  availability

Key  Message:  Internap  is  there  for  you

Awareness   EducaBon   ConsideraBon    

More  product  messaging  

Page 7: Using Content To Accelerate & Keep Leads Warm

Lead Nurture Program - Complex

7

Send Offer 1REIMB (2x)

Completes  registration form  or  is  imported  from  

CRM

Send Offer 2 EHR(2x)

Send Offer 4a EHR

Send Offer 5a EHR (2x)

Send Offer 3a EHR(2x)

Reimbursement  Branch

Notes  for  program:

*All  contacts  get  each  content  offer*Undeclared  branch  is  a  mix  of  fers  from  Reimbursement  and  EHR.  *  Send  demo  offer  is  triggered  by  interest  in  that  offer.  Recommended  wait  time  is  1  hour.*  Wait  time  for  offers  1,2,3  is  7  days*  Wait  time  for  offers  4,5,6  is  14  days*  Offers  marked  with  a  (2x)  are  sent  twice  to  non-­‐responders  with  a  different  subject  

Send Offer 6a EHR

EHR  Stimulus  Branch

Clicked Clicked

Clicked  on  Offer  

2

Send Offer 4a EHR

Send Offer 3b REIMB(2x)

ClickedSend Offer 5b

REIMB

Send Offer 6a EHR(2x) Clicked

UndeclaredBranch

Send Offer 4b REIMB

Send Offer 3b REIMB(2x)

Clicked Send Offer 5b REIMB

Send Offer 6b REIMB(2x)

Clicked

Send  Demo  Offer

Send  Demo  Offer

Send  Demo  Offer

Send  Demo  Offer

Send  Demo  Offer

Send  Demo  Offer

Shift  to  Newsletter

Clicked  on  Both /Neither

Clicked  on  Offer  

1

Page 8: Using Content To Accelerate & Keep Leads Warm

Nurturing by the Numbers – ROI

! Without lead nurturing, 8% of untouched responses convert to sales-ready leads over 6 month period.

! With lead nurturing, 25% or 3x the amount of responses convert to sales-ready leads of 6 month period.

! With lead nurturing, the cost per sales ready lead decreases by 33%.

 Immediate  

 Over  Time  

 Total  

Cost  per    Sales  Lead  

 Without  Nurturing  

 25%  

 8%  

 33%  

 $195  

 With  Nurturing  

 25%  

 25%  

 50%  

 $130  

Page 9: Using Content To Accelerate & Keep Leads Warm

CASE STUDY: WAKE THE DEAD

Page 10: Using Content To Accelerate & Keep Leads Warm

Creating an Effective Nurture

! De"ne Goal(s) ! Build content map ! “Be the lead” ! Attach content to each step ! Write emails à Sell the content ! Build the nurture in your system ! Test . . . Revise ! Launch! – Monitor … Revise … Monitor … Revise

Page 11: Using Content To Accelerate & Keep Leads Warm

Goal – Wake the Dead Nurture

! Primary: To identify and reconstitute stalled opportunities that are still viable.

! Secondary: To identify new contacts at stalled opportunities.

! Tertiary: To close stalled opportunities that are no longer “paying attention.”

Page 12: Using Content To Accelerate & Keep Leads Warm

GovCon Nurture Flow

12

Page 13: Using Content To Accelerate & Keep Leads Warm

The Nurture Content

Page 14: Using Content To Accelerate & Keep Leads Warm

Results - Cumulative

13%  Response  rate  

10%  Open  Rate    2.8%  Click  Thru    

30%  Click  to  Open    (Over  50%  on  some  

messages)  

72  Email  Forwards  

24  OpportuniBes  Influenced  

3    OpportuniBes  

Created  

 $200k  Immediate  Win  

>  $5million  Added  to  Pipeline  

Page 15: Using Content To Accelerate & Keep Leads Warm

Thank you!

Mac McConnell 415.902.6611

[email protected]