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Giving Your Prospects the Content They Need When They Need It

Speaker: Mike McKinnonDirector of Marketing Operations

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Agenda

1. Shortcomings of lead nurturing & scoring2. Our Solution3. Implementation4. Metrics

Agenda

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Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Source: Gartner Research)

Why Lead Nurturing

Nurtured leads make 47% larger purchases than non-nurtured leads. (Source: The Annuitas Group)

Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research)

Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (Source: DemandGen Report)

Lead Nurturing

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Lead Nurturing 101

1. Deliver content at regular intervals no matter what the prospect does

2. Keep in front of the prospect – top of mind3. Too generic to be effective4. Not linked to scoring5. Content is not optimized to move prospect down the

funnel or for business problems

58% of B2B marketers reported that their content doesnot create opportunities for engagement1

1Customer & The Buyer’s Journey Benchmark Report, Demand Metric, June 2014,

2001 called

They want their nurture track back

Lead Nurturing 101

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Lead Scoring 101

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Opened stuff Clicked on stuff Clicked on more stuffClicked on stuff & filled

out formClicked on stuff & filled out

form & visited website

1. Generic Scoring Campaigns2. Counts things that are not necessarily important3. Associating a lead score with each prospect in your CRM 4. Often detached from the nurturing component

17% of study participants have no contenteffectiveness measurements in place, and 49%are using only basic metrics such as clicks ordownloads1.

1Customer & The Buyer’s Journey Benchmark Report, Demand Metric, June 2014,

Lead Scoring 101

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A Better Way

78% of buyers reveal themselves before they are ready to buy

86% of B2B marketers think content is most effective in early to mid stage

Customer & The Buyer’s Journey Benchmark Report, Demand Metric, June 2014

Content is most important when prospects want to stay hidden!

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ReadyTalk’s Solution

1. Content centric – persona & stage2. Linked scoring and nurturing3. Scalable4. Dynamic5. Reduced friction6. Measurable velocity

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ReadyTalk’s Solution

Persona Filter

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Mapping

Problem #1

Problem #2

Problem #3

Awareness

EvaluationProblem #4

Research

(N)Mapping

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Linked Scoring & Nurturing

Persona based nurturing tied to lead score&

Lead score is tied to buyer stage A1

B2

A2

Score Stage

4 Awareness

3 Research

2 Evaluation

1 MQL

Linked Scoring & Nurturing

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Scalable

meet.readytalk.com/lp=456&?DocID=19

Tags by Buyer Stage

Scalable

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Velocity

Between stages

Between problems

Velocity

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Dynamic

Program BuilderFiltering

Email Program

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Progressive Profiling

Awareness

Research

Evaluation

Max 4

Max 5

Max 7

Progressive Profiling

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Metrics

Open Rate

Click to Open

Form Submission

Average* 30% 15% 5%

Best^ 50% 35% 12%

* n>20000 ^n>2000

By Problem

By Stage

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Questions?

Mike McKinnonDirector of Marketing OperationsReadyTalkTwitter: RTMikeLinkedIn: www.linkedin.com/pub/michael-mckinnon/4/219/4b4/