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Crash Course in Lead Nurturing

Today’s Speakers

Sean CallahanSenior Manager, Content MarketingLinkedIn@sean_f_callahan

Justin GrayCEOLeadMD@Jgraymatter

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#LinkedInNurturing

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Lead Nurturing Is the Process of Building Relationships with Prospects

Until They’re Ready to Buy

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The 3-Martini Lunch: What Lead Nurturing Used to Be

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The Buyer’s Journey Has Changed… And So Has Lead Nurturing

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Marketing Takes Control of Lead Nurturing… And Has Built an

Automated and Always-On Process

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Under the Marketing Department, Lead Nurturing Has Been Email Centric

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Email’s Two Main Drawbacks:• 95% of Website Visitors Don’t Share an

Email Address• 80% of Prospects Who Have Shared an

Email Address Don’t Open Their Emails

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That’s Why Marketers Are Embracing Multi-Channel Nurturing

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The Building Blocks of Lead Nurturing Program

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1. Develop Your Strategy. (Word to the Wise: Include the Sales Team).

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2. Develop Personas.

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3. Segment Your Audience.

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4. Create Content Based on Your Audience Segments.

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5. Optimize, Test, Measure.

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6. Maintain a Clean, Updated Database.

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7. Move Your Lead Nurturing Beyond Email.

Today’s Promise

DefinethefundamentalsofNurture

Makeitnotsoundsoincrediblynebulous

Provideaframeworktosucceed

About LeadMDDigitalMarketingconsultancyspecializinginmakingstrategyactionable

FocusedontheMarketoplatform

7Yearsand2600+ engagements

At the end of the day, we know one thing:Trust andEducation windeals.

28% Year over year increase in revenueAmongmarketerswhousedBest in Class LeadNurturing.*

*AberdeenGroup

125% Overall MarketingROIvs.86% inorgsthatdid not effectively nurture leads.**AberdeenGroup

The traditional funnel is just garbage

Forevery400inquiries,only1

becomesaclosed

opportunity.

That is a conversion rate of .25

percent

LeadNurturingFramework

TotalMarket IdealCustomerProfile

IdealBuyer Persona

3.Message2.Channel1.BuyerDatabase 4.Timing

Email Social Online SalesEnable Paid/SEO

Inline Asset Alignment Referral

General Persona BuyingStage JourneyMapping

1.Focus on your DatabaseOver half of B2B marketers (59%) notedthattheirdatabaseswereincomplete.*

*AberdeenGroup

CRM

Persona

Title

Contact

Persona

Account

}Setyourselfupforsuccess

Let’stalkaboutdatastructureunderthismodel

IBP

What is an Total Addressable Market?

Total addressable market (TAM) isatermthatistypicallyusedtoreferencetherevenueopportunityavailableforaproductorservice.

What is an ideal customer profile?

Adescriptionofacustomerorsetofcustomersthatincludes:- Demographic- Geographic- Psychographiccharacteristics- Aswellasbuyingpatterns,- Creditworthiness- Purchasehistory

What is an ideal buyer persona?

Abuyerpersonaisadetailedprofileofyouridealbuyersbasedonmarketresearchandrealdataaboutyouractualclientèle.

Themoredetailedyourpersonasare,themoreresultsthey’llyield.

2.Take a multi-Channel Approach45% ofmarketerssay<4% of email contacts converttoqualifiedleads.*

*Hubspot

MarketingAutomation Social

Online&PaidRetargeting

SalesEnablement

NurtureMix

OFFERS

EDUCATION AND THOUGHT LEADERSHIP

SOLUTIONS AND PRODUCT SUITABILITY

DECISION SUPPORT AND CREDENTIALS

Online Best Practices• Quarterly Playbooks

Third-party Programs• Analyst Report

Ad-hoc Programs• Category-based programs

based on market insights or timely events

• Demos• Discounts• Proof of Concept

• Sales Presentation• Pricing• Trial Implementation plan

ChannelAlignment

3.Map Content to the BuyerMarketerswhousepersonas andmapcontenttothebuyer’s journey enjoy 73% higher conversions overthosewhodidnot.*

*AberdeenGroup

Three Core

Data Sets

ContentMappingKeys Buyer/AccountPersona TailoredContentthatConvertsMarketing&SalesMessagingismorethan’AirCover’

- ItiscentraltoABMStrategy&Execution

A=GoestoSales

B=BDR

C=OfftoMarketing

Align the relevant resource

D=OfftoMarketing

Meet Our Primary Buyers (IBP)

Extremelyknowledgeablewho’spersonalitydiffersbasedonherorganization 60% of buyers Guardsher“island”andis

mostcautious. Doesn'twantalongterm

engagement. Mostpurchasingauthority Alwayslookingfor“gotchas”

sobeonyourgame

Rising RitaEntrenched Edward Startup Sue

Youngupandcomerinarisinginstitution 15% of buyers Leasttimeat

position Replacingtheold

guard'scontractualrelationships.

Aspiringtobethebestofthebest

Abitarrogant,butsmart,ultimatelyaninfluenceryouwantonyourside

TenuredExecwiththesameleadmanagerdoingthesamethingandisboredtodeath 20% of buyers Mosttimeatposition Theywantaflingand

theywantitnow Highbudgetcontrol,

canbeathirdpartyconsultant

Young,aggressive&lookingforlove 5% of buyers Mosttechliterate Lowestrevenue,

smallestfirm,influencerlevel

Amarketingunicornwhodoesalittlebitofeverything

Agreatpartnerforalonglastingbusinessrelationship

Poly Pam

4.Align to the Buying StageTheuseofJourney Maps ledtoa40%increaseinlead velocity.*

*NewBusinessStrategies

The Role of Content Showhowpersona’sdrive:- Ideation- Alignment- Creation- Execution- Analytics

TheEvolutionofMarketingIQ

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Cheat Codes

Qualitative Quantitative Qualitative

GettheLeadMDGuidetoBuyer Centric Revenue

leadmd.com/resource/topo-casestudy

Thank you!

Questions?

Sean CallahanSenior Manager, Content MarketingLinkedIn@sean_f_callahan

Justin GrayCEOLeadMD@Jgraymatter