THE 2011 B2B LEAD NURTURE ROADMAP

Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSIONIan Michiels – Principle Analyst - GleansterSession Audio Starts at 2PM EST

Today’s Agenda

• About the speakers & companies• Introduction to b2b lead nurturing• The State of Lead Nurturing• Justifying Investments with Tangible Metrics• 7 Types of Lead Nurturing Campaigns• Lead Nurturing Roadmap• The Role of Technology

•SaaS Marketing Automation Solution•Support B2B and retail customers•Platform for driving all lead/demand generation•HQ – Atlanta GA – Offices in PA/CA•Focus on integrating marketing/sales•Embedded demand generation for CRM •Customers/partners operating in 11 countries

About SalesFUSION

Defining Lead Nurturing Lead Nurturing is…• The act of automating a process that good salespeople have engaged in

for many years….• Segmenting prospects into near-term and long-term buying potential

groups and communicating with them appropriately• Delivering relevant content to leads over a period of time to entice

continued interaction and evaluation• Using a combination of web visitor tracking, lead scoring, trigger-based

email marketing and CRM to build an automated and continuous marketing loop

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The research referenced in this webinar comes from the Q4 2010 Gleanster “Lead Nurturing Gleansight”೦ 324 Survey Respondents೦ 279 Qualified Survey Respondents

Top Performers = Respondents that achieved Top Quartile performance in key KPI’s

Everyone Else = Everyone Else

About the Research Findings

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Use of Lead Nurturing

61% 39

%

Top Performers Everyone Else

22%

78%

Using Lead NurturingNot Using Lead Nurturing

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Lead nurturing helps companies maintain a continuous dialogue with potential customers during the buying cycle resulting in:

೦ Increase revenue೦ Increase sales rep productivity೦ Educated prospects೦ Trust and credibility

What is nurture marketing?

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How does Lead Nurturing Work?

Buying Cycle

Leads

Sales Cycle

Prospects

Service

Customers

Leads that inquire about solutions or services during the buying cycle can be classified as Marketing Qualified Leads (MQL). Buying Intent is unknown at this point.

Leads become prospects when moved to Sales Accepted Lead (SAL). When they are valid opportunity the prospect becomes a Sales Qualified Lead (SQL) and enters the sales pipeline.

When the prospect purchases, they become a customer, requiring ongoing service and support. Customers can also be nurtured to encouraged upselling and cross-selling

Customer Lifecycle

9

How does Lead Nurturing Work?

Buying Cycle

Leads

Sales Cycle

Prospects

Service

Customers

Leads that inquire about solutions or services during the buying cycle can be classified as Marketing Qualified Leads (MQL). Buying Intent is unknown at this point.

Leads become prospects when moved to Sales Accepted Lead (SAL). When they are valid opportunity the prospect becomes a Sales Qualified Lead (SQL) and enters the sales pipeline.

When the prospect purchases, they become a customer, requiring ongoing service and support. Customers can also be nurtured to encouraged upselling and cross-selling

Customer Lifecycle

•Attention•Interest•Desire•Action

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How does Lead Nurturing Work?

Buying Cycle

Leads

Sales Cycle

Prospects

Service

Customers

Leads that inquire about solutions or services during the buying cycle can be classified as Marketing Qualified Leads (MQL). Buying Intent is unknown at this point.

Leads become prospects when moved to Sales Accepted Lead (SAL). When they are valid opportunity the prospect becomes a Sales Qualified Lead (SQL) and enters the sales pipeline.

When the prospect purchases, they become a customer, requiring ongoing service and support. Customers can also be nurtured to encouraged upselling and cross-selling

Customer Lifecycle

80% of Lead Nurturing Campaigns

20% of Lead Nurturing Campaigns

•Attention•Interest•Desire•Action

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How do Top Performers Justify Investments?

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How do Top Performers Justify Investments?

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Justifying Investments with Tangible Metris

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Justifying Investments with Tangible Metris

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Justifying Investments with Tangible Metris

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Lead Nurturing Tactics

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೦ Drip Marketing Campaigns– Send campaigns based on pre-determined time intervals

೦ Trigger Marketing Campaigns– Campaign delivery is “triggered by specific events or

behaviors.

Lead Nurturing Tactics

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Use of Lead Nurturing Tactics

Everyone Else

Top Performer

0%

20%

40%

60%

80%

100%

Drip Campaigns

Trigger Campaigns

Lead Scoring

Everyone Else 89% 19% 5%Top Performer 78% 43% 23%

Per

cen

tage

usi

ng T

acti

c

Tactics: Using Lead Nurturing

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7 Types of Lead Nurturing Campaigns

7 DIFFERENT LEAD NURTURING CAMPAIGNS

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Qualification Nurturing CampaignQualification campaigns are designed to identify whether or not a prospect should talk to sales immediately or be routed to another

nurturing campaign.

Awareness Nurturing CampaignAwareness campaigns are typically generic ongoing

communications with prospects (or customers).

Accelerator Nurturing CampaignAccelerators are behavior driven events that pull the prospect

through the buying cycle, thereby accelerating the time a prospect may want to engage with sales.

7 Types of Lead Nurturing Campaigns

1.

2.

3.

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Acquisition Nurturing CampaignAcquisition campaigns engage marketing qualified leads

by encouraging them to talk to sales in a soft sell.

Call-to-Action Nurturing CampaignCall-to-action campaigns drive prospects towards sales

engagement.

Re-Engagement Nurturing CampaignRe-engage or stay in communication with companies

that did not buy but already engaged in the sales cycle

Post-Purchase Nurturing CampaignPost-purchase nurturing is essentially automated

communications and customer support.

7 Types of Lead Nurturing Campaigns Cont’d

4.

5.

6.

7.

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Pick and Choose Based on Need

Phase in Customer Lifecycle Campaign Type

Leads

Qualification Nurturing Campaign

Awareness Nurturing Campaign

Accelerator Nurturing Campaign

Acquisition Nurturing Campaign

Call-to-Action Nurturing Campaign

Ad-Hoc Nurturing Campaigns

Prospects Re-Engagement Nurturing Campaign

Customers Post-Purchase Nurturing Campaign

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2011 Lead Nurturing Roadmap

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೦ Lead Nurturing Requires Content– Exercise: Map Content to Buying Cycle

೦ Lead Nurturing is a Journey– The journey of a thousand miles begins with one step– A single conversation across the table with a wise man is

worth a month's study of books

೦ Lead Nurturing is a necessity for future success

Things to Consider

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What's holding you back?

You don’t have a marketing and sales problem… you have a revenue problem

It’s going to take Marketing AND Sales to fix it!

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Roadmap

Traits• No lead nurturing• No understanding

of buying cycle• Lack of content• Tossing “Leads”

Roadmap• Education• Commitment from

Sales and Marketing• Content Alignment• Drip Campaign• Measurement

Traits• Drip Campaigns

Only• Content not mapped

to buying cycle• Some cadence

between sales and marketing

Roadmap• Incorporate

multiple nurture campaigns• Use Triggers• Create New Content

for the Buying Cycle

Traits• Invested in

technology, not using full capabilities• One or two

nurturing campaigns• No measurement

and accountability

Roadmap• Increase use of

multi-channel• Lead Scoring and

Prioritization• Nurture customers

BeginnersExplorers

EarlyAdopters

Experts

Traits• Automated nurture

campaigns• Automated alerts to

sales• Quality over

quantity

Roadmap• Optimization and

learning• Increased

personalization• Incent marketing

for pipeline growth

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Enabling Technology

Supporting technology for Lead Nurturing Lead Scoring• Uses four types of data gathered from Campaign Response

• Implicit – Web visitor tracking• Explicit – Demographic• Explicit – Forms data• Explicit – Email Response Data

• Grouping and ranking of leads • Automated notification process • Drives enrollment in nurture campaigns

Supporting Technology Trigger-based email• Auto-responders – simple 1-shot emails – fulfillment of marketing assets• Nurture campaigns – Trigger the beginning of a series of emails• Personalized communications• Focus is delivering high-value marketing content to the right people…at

the right timeExamples• Auto-responder – fulfill a white paper • Auto-enroll – trigger a series of emails based on a form question

response• Enroll in high-value series of emails based on lead score• Field value changes in CRM

Supporting technology Web visitor tracking• Listens to lead activity on the corporate website• Auto-enrolls in campaigns based on implicit behavior• Alerts inside sales/outside sales when high-value activity occurs• Continuously feeds the lead scoring model – which drives nurture

activity

Demographics & behavioral data

• Demographic data alone is not enough to build a lead scoring model•Behavioral data, combined with demographic is most powerful•2 Types of behavioral data

• Implicit online behavior – pages viewed, time on site in 1 session, total sessions over period of time….etc

• Explicit behavior – register for webinar, download document, fill out form

•Implicit behavioral data – similar to RF Models used in retail•Recency/Frequency•Data cannot be “fudged”•Most larger online retailers use this type of data

Lead Analyzer – Web behavior profiler

Industrializing the process

Inbound /Outbound Campaigns enabled by SalesFUSION 360

Landing Pages

PR

Email

Events

Online Ads

SEO/PPC

Social Media

Blog/RSS

Campaign Management

Lead ScoringLead

Management

Decision Analytics Engine

Lead Nurturing

Marketing to Sales

Integration Engine

Web Activity

Lead to sales process is an industrialization of Marketing To Sales

FUSION 360 CRMSales Automation

Continuous Marketing To Leads

inbound

outbound

Sold Deals = Trackable ROI

Sold

Thank You!

Question & Answer

Copy of today’s materialsPDF of today’s PPTQuestions - Email to kevin.miller@salesfusion.com

Thank you and good marketing!The SalesFUSION Team

Learn about SalesFUSION Enterprise b2b marketing platform that you can afford!http://www.salesfusion.com