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Using Content To Accelerate & Keep Leads Warm
Inside Real World Nurturing Campaigns
Mac McConnell [email protected]
@macmcconnell @bbstrategies
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?
The New Funnel
3
Lead Nurture
Lead Level 1
Closed Won/Lost
Lead Level 2
SQL
MQL
Opp
ty
Lost Leads
The BAD Funnel
4
Lead Nurture
Lead Level 1
Closed Won/Lost
Lead Level 2
SQL
MQL
Opp
ty
Lost Leads
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
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
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
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
CASE STUDY: WAKE THE DEAD
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
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.”
GovCon Nurture Flow
12
The Nurture Content
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