The  Lead  Nurturing  Blueprint  

Using Content To Fuel Multi-Touch Campaigns

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#LeadNurturing

Welcome  Webinar  A8endees  

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#LeadNurturing  

About  Demand  Gen  Report  

•  Launched  in  2007  to  track  best  prac:ces  in  lead  genera:on  

•  Newsle?er  has  grown  to  more  than  26,000  readers  

•  We  also  offer  a  menu  of  research  and  best  prac:ces  reports    

•  New  audio/video  podcasts  at  DemandGenReport.com      

@DG_Report http://linkd.in/DG_Specialists

Panelists  

Cari  Baldwin  Co-­‐founder  &  Partner  Bluebird  Strategies  

Andrew  Gaffney  Content  Director  Content4Demand  

Early  Stage  Buyer  Behavior  

developed  a  short  list  of  poten:al  providers  

collected  info  to  build  the  business  case  

cited  breadth  of  informa:on  as  cri:cal  vendor  asset  at  this  stage  

APer  ini:al  research:  

The  Budget  Reali<es  of  the  Agile  Buyer  

said  project  was  ini:ally  unbudgeted;  funds  allocated  AFTER  impact  was  determined;  

said  budget  was  pre-­‐approved  and  allocated  at  the  beginning  of  the  year;  

set  budget  aPer  solici:ng  mul:ple  bids  

only  

ShiIs  in  the  Sphere  of  Influence  

said  more  internal  team  members  provided  input;  

said  4  or  more  people  were  involved  in  the  purchase  process;  

said  C-­‐Level/Exec  Commi?ee  were  involved;  

said  marke:ng  was  involved  

Buy  Side  or  Sell  Side?  

of  buyers  don’t  interact  with  a  solu:on  provider  un:l  AFTER  establishing  a  preferred  list  of  venders  

aPer  the  conduc:on  of  ini:al  research  on  op:ons  

AFTER  puZng  out  RFPs  or  preparing  to  nego:ate  terms  

ShiPing    course  of  engagement:  

The Blueprint for Lead Nurturing Success

Inside Real World Campaigns

Cari  Baldwin  cari@bluebirdstrat.com  

@caribaldwin  @bbstrategies  

The Foundation for Nurturing

Content &

Process

Right Content, Right Time

CONTENT and

PROCESS

Top of Funnel Content

" Industry Whitepapers " Thought Leadership Webinars " Ebooks " How to Guides " Executive Briefs

Scoring or key behaviors will let you know when they are ready to move on

Middle Funnel Content

" Case Studies " Interest Targeted Content " Instructional Videos " Trials and Demos " Decision Making Tools

De!ne & Document Your Process

The New Funnel

16

Lead  Nurture  

Lead  Level  1  

Closed  Won/Lost  

Lead  Level  2  

SQL  

MQL  

Opp

ty  

Lost  Leads  

The BAD Funnel

17

Lead  Nurture  

Lead  Level  1  

Closed  Won/Lost  

Lead  Level  2  

SQL  

MQL  

Opp

ty  

Lost  Leads  

Goal: Glengarry Leads & Bluebirds

“These are the new leads. These are the Glengarry leads. And to you they're gold, and you don't get them. Why? Because to give them to you would be throwing them away. They're for closers.”

Warm-up Campaign to Engage Suspects

Thought Leadership New Content

Offers

Early Stage Nurture

Net New Lead, Completed Form,

Awareness & Education

Content

Completed Early Stage; Consideration Content,

Goal is MQL

Trial Nurture

Free Trial Requested

Sales Owner Reached SQL

Touch Campaign Sales Rep

Lost Opportunity

Nurture

Reason-specific branches

New Client

On Boarding

Nurture

Current Client Nurture

(cross sell/ upsell)

Company/Product Announcements

Loyalty & Retention, Refer a Friend

Advanced Stage Nurture (Role, Title, Industry,

Company Specific)

Nurture Lifecycle

Where to Start?

New  Prospects  

Long  Sales  Cycles  

Score  Accelera:on  

Cross-­‐sell/Up-­‐sell  

Event  Follow-­‐up  

Customer  Reten:on   Role/Title   Industry  

Company  Specific  

Wake  the  Dead   Remarket   Sales  

Accelera:on  

12  Unique  Nurture  Programs  

Where to Start?

" Wake the Dead " New Prospects – Early Stage " Late Stage

– By role, title, industry

Where to Start?

" STEP 1: NURTURE SCHEMATIC – The blueprint, in Excel or Gliffy – Get approval

" STEP 2: WRITE COPY – Get approval

" STEP 3: BUILD IN MA – Test – Report

Lead Nurture Program Design

23

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

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

Tips " Vision of Success " Cadence " Multiple Formats " Length of Nurture " When to Engage Sales

CASE STUDY: WAKE THE DEAD

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

28

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  Opportuni:es  Influenced  

3    Opportuni:es  

Created  

 $200k  Immediate  Win  

>  $5million  Added  to  Pipeline  

Thank you!

Cari Baldwin 650.464.4028

cari@bluebirdstrat.com

About  Content4Demand  •  Working  with  over  100  clients  on  

Demand  Genera:on,  Lead  Genera:on  and  Content  Marke:ng  Crea:on.  

•  Created  over  1,000  content  assets  in  over  15  forms  of  media.    

•  Ver:cals  include  Healthcare,  Technology,  Financial  and  Energy.  

•  From  the  publishers  of  DemandGenReport.com  

 www.Content4Demand.com  

Crea<ng  Content  to  Fuel  Nurturing  Campaigns  

Ø  Right  Content—Headlines,  Treatments  

Ø  Right  Contact—Target  Content  Towards  Specific  Markets  

Ø  Right  Time—Cadence,  Progression,  Series  of  Offers  

Ø  Right  Format—Appeal  to  Variety  of  Preferences  

Case  Study  Example  

In February of 2011, launched Avectra Social CRM for Associations, the industry's first and only Member Engagement Platform…incorporates the social interactions of the relationship into membership database and ongoing initiatives.

Case  Study  Example  

Serves  two  dis:nct  audiences—associa:ons  and  non-­‐profits,  which  have  unique  needs/pain  points.    

Interac<ve  Content  

Video White Paper

Interac<ve  Content  

Webinar Infographic

Q&A    //    Submit  Your  Ques<ons  

Type  ques<on  here  

Q&A    //    Panelists  

Cari  Baldwin  Co-­‐founder  &  Partner  Bluebird  Strategies  

Andrew  Gaffney  Content  Director  Content4Demand  

Thank  You  For  A8ending  This  Webinar  

You can download this presentation at:

http://dg-r.co/lead-nurturing-webinar