Lead Nurturing At Light Speed Presented By MarketingProfs and Bislr
•
1 like•746 views
Launch your first lead nurturing campaign in record time with tips and insight that don’t require deploying an expensive marketing technology solution. From list segmentation to different types of lead nurturing campaigns, attendees of this free seminar will walk away understanding the best practice for nurturing their company’s most profitable leads. Presenter: Marcia Kadanoff, CMO of Bislr Moderator: DJ Waldow Special Partner: MarketingProfs Original Air Date: August 13, 2013
Recommended
Recommended
More Related Content
Recently uploaded
Recently uploaded (20)
Featured
Featured (20)
Lead Nurturing At Light Speed Presented By MarketingProfs and Bislr
- 1. Lead Nurturing at the Speed of Light Best practices to accelerate the planning and launch of your nurture programs Marcia Kadanoff CMO
- 2. What We’re Here to Talk About •What lead nurturing is •How it works •5 Quick Tips •3 Types •Segmentation •Context & Content •Frequency & Timing •Metrics
- 3. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week A systematic way of building a relationship with prospects and customers to accelerate conversion to sale Leverages the channels of communications preferred by the customer Lead Nurturing Defined More email is read Mobile than on a desktop email client or via webmail. Stats say 44% of email is now opened on a mobile device Litmus –”Email Analytics” (June 2013)
- 4. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week Yes, a periodic newsletter is a form of lead nurturing But Top Performers Do More • Content Marketing • Trigger Campaigns • Lead Scoring • Multi Channel • Multiple Campaigns Technically Speaking Source: Industry sources + Gleanster Research
- 5. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week • More than 25% of leads take seven months or more to close (Source: Harvard University and Gallup) • 73% of leads are lost because they are sent to sales before they are ready to buy (Source: Sirius Decisions) • Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost (Source: Forrester Research) • Nurtured leads spend 47% more on purchases than non- nurtured leads - (Source: The Annuitas Group) Why Lead Nurturing For Gorilla Sales - step up the number of lead nurturing campaigns you field
- 6. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week The Science Behind Lead Nurturing • Prospects buy when they are ready to buy - not when you want to sell to them • The buyer’s journey is complicated and it’s easy for the buyer to get lost • Lead nurturing keeps you top- of-mind as the buyer goes through their process
- 7. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week 5 Quick Tips *keep it short & sweet TO ACCELERATE YOUR SUCCESS • Plan your campaign as a series of communications, not a one off • Understand your target and where they are in the buyer’s journey • Develop a branded look and feel that works cross channel esp. mobile • Make the next step you want the prospect to take graphical • Keep what you write short & sweet
- 8. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week Lead Nurturing & Marketing Automation Go Hand in Hand • “Auto Responder” won’t cut it for most companies • Personalization • Lead Intelligence • Triggers • Integrated analytics • Lead scoring • Real-time feed • Lead distribution • At the same time, most marketing automation platforms focus on email almost exclusively
- 9. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week 7 Types of Lead Nurturing Campaigns according to Gleanster Research
- 10. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week Crawl, Walk, Run Model
- 11. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week 3 Main Types of Campaigns • Welcome prospect to have a conversation • Re-spark / confirm interest • Passive opt in • Educate leads in a more targeted way about the product or service which they may be interested in • Accelerate deals already in play with sales • Remove obstacles so they close, close, close
- 12. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week Welcome Nurture
- 13. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week Welcome Nurture TO ACCELERATE YOUR SUCCESS • Plan your campaign as a series of communications, not a one off • Understand your target and where they are in the buyer’s journey • Develop a branded look and feel that works cross channel esp. mobile • Make the next step you want the prospect to take graphical • Keep what you write short & sweet
- 14. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week Buyer’s Journey Simplified
- 15. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week Welcome Nurture (Revisited)
- 16. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week Segmentation
- 17. Segmentation
- 18. Context & Content •Level of Activity •Influencer Pages •Opening & Click Through Rates
- 19. Timing Depends on Two Things • Length of Sales Cycle • Type of Nurture Program • 6 days | Shortest Period • 45 days | Longest Period • Vary by day of the week • “Natural” Cadence Day 1 Day 6 Day 13 Day 27 Day 35 Day 45 Frequency & Timing
- 20. Educational Nurture •Start out simple but typically grow more complex over time 1x per vertical, segment, or use case
- 21. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week Educational Nurture
- 24. Success Metrics •Questions Growing controversy in marketing circles about whether ROI is the right metric •If it is right - am I calculating it correctly? •What other metrics should I be using? ROI Operational Metrics Engagement • How to calculate these metrics • Do I need to invest in a MAP to measure results?
- 25. How to Measure Success •Questions Growing controversy in marketing circles about whether ROI is the right metric •If it is right - am I calculating it correctly? •What other metrics should I be using?
- 26. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week ROI Calculation ROI = [Revenue ($) * Contribution Margin (%) - Marketing Spending ($)] Marketing Spending ($) • Favorite tool is a spreadsheet • Calculation is quite simple • Decisions are really more around attribution • Automating calculation can really help - but is not required
- 27. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week Attribution 1. Last Touch. 100% credit to the last interactions. 2. First Touch. 100% credit to the first interactions. 3. Linear. Equal credit to each interaction in a conversion path. 4. Time Decay. Assigns more credit to the interactions which are closest in time to the conversion. 5. Position based. Assigns 40% credit to the first interaction, 20% credit to the middle interaction and 40% credit to the last interaction. 6. Statistical. This model assigns different weight to the different interactions - based on statistical analysis. According to a recent study by Gleanster Research, top performers rely on multi-touch attribution modeling
- 28. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week Engagement • Click-Through Rate = No of Clicks Total Impressions • Pages Visited • Length of Visit • Click Through • Asset Download Lead Scoring Algorithm
- 29. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week Operational Metrics How top performers measure the results of their lead nurturing campaigns Source: Gleanster Research: The Definitive Guide to Measuring Lead Nurturing 2013
- 30. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week The Goldilocks Principal How do you know your lead nurturing campaigns are working? Like Goldilocks - there’s no substitute for getting hands on experience • Just Do It. Lead nurturing drives more qualified leads to sales, leads that close faster. • Keep it Simple. Simpler campaigns really do work better. • Keep it Short & Sweet. Shorter more on- point communications. • Content Matters. The more relevant and personalized the content the better. • It’s not all about Email. Mobile, Social are incredibly important.
- 31. Twitter Lead Card Example
- 32. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week Wrapping Up • Shown you examples of the 3 main types of lead nurturing campaigns • Provided 5 tips to accelerate results • Talked about the importance of branding & graphical calls to action • Came to grips with the fact that lead nurturing is more than just email • Touched on the importance of mobile and social channels • Gave you food for thought about how to measure results • Follow up with a PDF document with all the links you could ever want to learn more about lead nurturing
- 33. • Michael Sharkey (CEO) • Chris Sharkey (CEO) • Peter Sharkey (CEO) Located in San Francisco, CA Founders: • Strong diverse team • 9 in SF, 3 in AU • Renowned in Node.js community Employees: (Total: 12) • Southern Cross Ventures • Terry & Katrina Garnett • Tim Draper Investors: • Raised $3.5MM • Raising Series B of $5MM • Support from existing investors Funding: • Marcia Kadanoff (Apple, OM) • Paul Albright (Marketo) Advisors: • Node.js, BigCouch, MongoDB • Sproutcore Technology: • Invoiced (since mid March):$106k approx. • Paid Licenses: 14 • Avg. deal size: $7,571.42 Stats: • Active trials: 284 • Lead database size:7,600 • April avg. logins: 3.4/week
- 34. Q & A