- 1. Lead Nurturing Success Factors
2. We are a little needy, and its a turn-off SiriusPerspective:
The number of touches received per week has increased 32%
since2006; the market is tuning out outbound messages.2 3.
Customers are in control Gartner Research: By 2020 customers will
manage 85% oftheir relationship without talking to a human. The one
thing that has redefined marketing strategy todaymore than anything
else has been the shift of control to thecustomer. The
proliferation of social media tools and onlinetools help leads
decide on their own schedule and usingtheir own combination
resources.3 4. Engagement drives acquisition 60% of marketers
believe that technology can help them develop more high-quality
leads.(Forrester Research) Sales reps dedicate 14% of their time to
lead development, but only 6.3% of leads areutilized (Sirius
Decisions)4Within 24 months from targetcompany or competitorSource:
Sirius Decisions 5. Importance of Engagement Moving people from
consideration to commitment is the most important path of the
salesprocess also the most necessary517.50%12.50%70%Average B2B
Initial Lead Break-downDiscard / disqualifiedSales-ready
nowLonger-term opportunity /worth nurturingMarketing Sherpa B2B
Benchmarking Report 6. Plugging the leakSource: Forresters October
2006, Best Practices: Improving B2B Lead Management 7. Campaigns
influencing closed revenueManual36%AutomatedSequence64%Eloqua
Enterprise Customers 12 Month Analysis 8. TIPS FOR LEAD
NURTURINGLead Nurturing Success Factors8 9. Its about building
trust Lead Nurturing provides the opportunity to establish a
relationship that can lead toengagement and conversions Educate
your leads Who are you? What does your organization do? How does
thisbenefit me? Establish credibility as experts Be relevant to the
issues of your different segments Differentiate yourselves as an
organization they want to communicate with, buyfrom, donate to9 10.
Seven Rules of Engagement* Do not initiate contact without a clear
objective. Start with the customer, not the product. Pick up where
the last interaction left off. Dont ask a customer for the same
thing more than once. Make the interaction personal and
personalized. Deliver information that reflects what youve learned
about them. Learn about customers in bits.not all at once.*Adapted
from: Peppers, D., Rogers, M. (1999). One to OneFieldbook, p.
98-9910 11. Understand the customer journey11 12. Its about the
Customers JourneyEvaluate PurchaseLearn JustifyInterestActive
Search Begins Solutions IdentifiedSolutions EvaluatedAgainst
NeedsValidateDecision MadeActionsWeb SearchReview or get admin
tolook at product on websiteand collateral.Ask
Personal/SocialNetwork.Compare against
otherproductsPeer/AssociationendorsementsApplication
ProcessQuestionsWIFM?Do I really need this?Does it fit my
businessneeds?Which of my suppliers areaccepting the card?Can this
replace mycurrent Business orConsumer Card?What is the cost
(fees)?How much can I spend onthis card?Who else like me is
usingthis product? What type ofrewards is he/shecollecting?How long
before I get the card?Activation Process?MotivationsService, Perks,
Cachet,FeesAmex Perks Rewards,Business Savings, TravelInsurance,
Security,Service (Added Value)Relevance of Perks,
RewardsetcConfirmation of Perks e.g..Travel Rewards - taxesand fees
coveredRisk-free TrialPainPointsNo TimeGrow businessNo
financingCash FlowBarriersMerchant AcceptanceTied to an existing
cardMigrating from ExistingcardMerchant AcceptanceMigrating from
Existingcard, Linking BankaccountsT&CsPersonal LiabilityCredit
HistorySupplier CoverageIs it worth switchingcards?Amex approval
Process 13. Its about the Customers JourneyEvaluate PurchaseLearn
JustifyInterest(1) New Welcome Program 1st touch Welcome 2nd touch
tell us about yourpreferences 3rd touch relevant case study andlet
us know if we can help you.(3) Referral Auto-respondersObjection
CampaignsThree-touch drip email campaignsby topic: Dont get it
Costs too much Happy with point tools(2) Customer Follow-Up1st
touch Can I answer anyquestions for you? From rep.Buyers Kit
Dynamic hypersite by role and byproduct interest ROI Determination
Case Studies Evaluation ToolsCompetitive LossReengagement After 6
months of close Benchmark study Relevant case studiesInactive
Reengagement Last Qtr. timeframe Budget Planning MessageEvaluator
Education CampaignSEMContent SyndicationInside Sales Prospecting
14. Build a model with tracks14LeadCreationThank
YouFollow-upPre-QualScoreTele-Sales(Qual)Sales(Qual)Nurture I
Nurture II Nurture III Nurture IVLOSSNDYESYESNO NO
NOCONTACTMECONTACTMECONTACTMECONTACTME$CONTACTMENAMCONTACTMEROWCONTACTMEWhitepapersBanners
to siteGeneral websiteOutbound ProgramsOnline Events etcIntro
ICONTACTMEOther sourcesNAM onlySFDC Marketo 15. Examples of
Tracks15 16. Use Lead Scoring Use a scoring system to gauge
engagement and create thresholds to move prospects fromone track to
another16Low level of engagement(Low level of how much the lead
wantsto talk to us)High level of engagement(High level of
differentiation drivingpurchase intent)High level ofProfile
Match(High level of howmuch we want totalk to the lead)The Buying
ZoneThe only leads we should befeeding to the sales fieldLow level
ofProfile Match(Low level of howmuch we want totalk to lead) 17.
Have a Content Strategy17Objective Attract Engage Qualify
-ExplicitlyQualify -ImplicitlyAudience Broad/Unfamiliar
Narrow/Unfamiliar Narrow/Familiar Narrow/FamiliarMeasurement
Impressions ClicksVisitsDownloadsClicksForm
SubmitsClicksVisitsDownloads 18. Be interesting Look beyond email
and embrace Multi-channel with rich interactive experiences18 19.
Effective Lead Nurturing #10Establish Success metrics Lead
ScoreEngagement, Conversions 20. CASE STUDYLead Nurturing Success
Factors20 21. Case Study: Nurture Program for VFM LeonardoVFM
Leonardo is a B2B media company focused on the travel
industryChallenge: Converting an influx of Unqualified Inquiries
from Search, Advertising, SyndicatedContent Portals to highly
engaged leads Move Implicit Lead rating from B > A Soften ground
for Inside SalesSolution: Build an automated program that combines
multiple tracks of email with an interactivemicro site Add
Progressive Profiling Track activity Score leads at every stage21
22. The Program 23. Simple Survey-style Micro Site 24. Multiple
paths based on scoreLow scorers go to a bootcampHigh scorers 25.
ResultsBig change in campaign performance and engagement score 35%
email effectiveness rate 50% conversion rate Good shift from B2s to
A2s and some to A1s25 26. Results: Revamp of Lead Score12738446 219
1118830449299880002000400060008000100001200014000B2 A2 B1
A1BeforeAfter1s = 1,150%
