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Building A Better Lead Nurturing Program

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  • 1. PRESENTED BY! #C2C14! Building a Better Nurturing Program" "! Cari Baldwin, BlueBird Strategies!
  • 2. #C2C14! §  BlueBird Strategies! §  Dog lover from Bend Oregon! §  Mother and wife "! §  22 year veteran of tech marketing! About Your Speaker!
  • 3. #C2C14! Topics for Today "! §  Nurture 1.0 and 2.0 – Where Are We?! §  Ingredients for Success! §  Thought Leadership and Your Content Strategy! §  Moving Beyond Drip! §  Takeaways for Success! §  Q & A!
  • 4. #C2C14! Benchmarks"! A whopping 69% of B2B organizations have not identified their funnel. (MarketingSherpa)! 82% of Marketers say generating more warm, sales-ready leads is the biggest benefit from lead nurturing campaigns. (DemandGen Report)! 76% of buyers prefer different content at each stage of the buying process (Salesforce.com)! 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance (MarketingSherpa)! 65% of B2B Marketers have not established lead nurturing. 79% have not established lead scoring. (MarketingSherpa)! Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report)!
  • 5. #C2C14! 1.0 or 2.0 – Where Are We? "! 44%  of  respondents  have  been   nurturing  2+  years   Demand  Gen  Report  Nurture  Poll  
  • 6. #C2C14! Lead  Nurture  1.0  
  • 7. #C2C14! Lead Nurture 2.0! 7  
  • 8. #C2C14! Ingredients  for  Success   §  Feed the Beast – Inbound and outbound"! §  Data – Keep it clean! §  Personas! §  Content!
  • 9. #C2C14! Feed the Beast"!
  • 10. #C2C14! Obtain, Improve, Track! §  Build Don’t Buy! §  Improve deliverability, avoid blacklist! §  (hint: inbound)! §  Enrich and Progressively Profile! §  Segment! §  Relevant communications drive higher engagement (we see 30-40% higher)!
  • 11. #C2C14! Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric! SEO! Blogging! Attraction ! Customer - Centric! TRADITIONAL INBOUND! vs. Ramp Up Your Inbound! Source  –  Hubspot  
  • 12. #C2C14! In order to attract customers, companies have to provide them with something they will love.!
  • 13. #C2C14! Methodology! Using inbound, marketing can turn strangers into customers and promoters of your business.! Source  –    Hubspot  
  • 14. #C2C14! And  Context…   By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive.!
  • 15. #C2C14! OUTBOUND MARKETING:! AVG COST: $346! Source: State of Inbound Marketing, HubSpot, 2012! INBOUND MARKETING:! AVG COST: $135! And It’s Cheaper!
  • 16. #C2C14! Tips for Inbound Success! §  Lead-ready website! §  Forms, content, clear messaging! §  Behavior tracking! §  Consistent blogging and ! use of keywords! §  Great content! §  Multi-channel – interact with prospects where they are! §  LinkedIn groups, other social channels!
  • 17. #C2C14! Engage Cold Lists! §  Add a pre-Early stage “Embryonic” for 3rd party leads and “Wake the Dead” for stale leads! §  Ungated assets, low barrier to engage:! §  Read our blog! §  Check out our resources library! §  View our upcoming webinar schedule! §  How to get them to select product interest?! §  What are triggers to get to next level?! §  Create a survey offer to increase engagement and collect info for sales? !
  • 18. #C2C14! §  What Do You Have? Snapshot! §  Enrich! §  Standardize! §  Clean "! Data " "!
  • 19. #C2C14! Buyer Personas !
  • 20. #C2C14! Thought Leadership Comes from ! Solid Content Strategy! §  Inspire the buyer to act (but does not have to mean you created the thought)! §  Executives, customers, product managers, sales people! §  Become a social business ! §  Benefits - ! –  Become part of the conversation early in the buyers journey! –  Real people talking to real buyers (people buy from people)!
  • 21. #C2C14! Help Your Buyers Solve Problems! §  Arrow! Source  –  Nolin  LeChasseur,  Brainrider     (Top  of  Funnel)   (Middle  Funnel  -­‐  Nurture)   (Later  Stage  –  Sales)  
  • 22. #C2C14! But It’s Not Easy….!
  • 23. #C2C14! Tips for Content Success! §  Customer-focused – it’s not about you! §  Demonstrate subject matter expertise ! §  Align with programs ! §  Easy to publish, share and amplify! §  Get started! §  Content audit! §  Gap analysis! §  Road map aligned to buyers journey! ! Keep  it  Short!    71%  want   content  that  is  5  pages  or  less  
  • 24. #C2C14! Moving Beyond the Drip!
  • 25. #C2C14! Using Lead Levels! Proposed  Model Marketing  Lead  Levels  -­‐  Qualification Proposed  Model   Level Definition  Lead  Score   Lead  Rating Interest  Level Qual  Level Level  1 BBS  -­‐  Low 0-­‐20 A High,  Medium High,  Medium Level  2 BBS  -­‐  Med 31-­‐59 B Low,  Medium,  High Low,  Medium,  High Level  3  -­‐  MQL BBS  -­‐  High 50+ C Low,  Medium Low,  Medium D Low   Low,  Disqualified NOTE:   Marketing  Lead  Levels  -­‐  Interest/Behavior Level Definition  Lead  Score   Level  1 BBS  -­‐  Low 0-­‐30 Level  2 BBS  -­‐  Med 31  -­‐  79 Level  3  -­‐  MQL BBS  -­‐  High 80+ NOTE:  
  • 26. #C2C14! Nurture Lifecycle! 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; ConsideraDon  Content,     Goal is MQL Trial Nurture Free Trial Requested Sales Owner Reached SQL Touch Campaign Sales RepLost 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)
  • 27. #C2C14! Remember This?! §  Arrow! Source  –  Nolin  LeChasseur,  Brainrider     (Top of Funnel)! (Middle Funnel - Nurture)! (Sales Conversation)!
  • 28. #C2C14! Where to Start?! New   Prospects   Long  Sales   Cycles   Score   AcceleraDon   Land  and   Expand   Event   Follow-­‐up   Customer   RetenDon   Role/Title   Industry   Company   Specific   Wake  the   Dead   Remarket   Sales   AcceleraDon   12 Unique Nurture Programs!
  • 29. #C2C14! Personalize, Amplify! ! §  Involve Community! §  Align with Social – LinkedIn, FB, Google, Twitter! §  Offers at each stage of ‘research’ based ! on behavioral triggers! §  Use channel campaigns to personalize nurturing ! to new leads, enthusiasts, customers! §  Scoring ! §  Behaviorial ! §  Firmographic! §  Recency! §  Data standardization (db cleanup) !
  • 30. #C2C14! Triggered Sophistication"! §  Referring asset strategy/pages! §  Inverted buying stage nurtures with nurture tracks based on which stage offer Clicked! §  Think B2C! ! Source  –  Mathew  Sweezey,  Dreamforce  PresentaAon  
  • 31. #C2C14! It Works!! §  Wake the Dead Nurture with Gamification Company Generated 57% Re-engagement! ! §  Wake the Dead Nurture with ERP Provider Targeting Government Generated $200k Immediate Business and $5 Million in Pipeline! ! §  Core Nurture with Social Business Company Increased MQLs by 36%!
  • 32. #C2C14! Takeaways for Success! 1.0 – Start With:! §  Core, Wake the Dead, Embryonic! 2.0 – Focus On:! §  Stage based nurturing – start small and grow! §  Triggered sophistication! §  Test inverted strategy! §  Multiple channel (not just email)! §  Separate nurture for new and existing customers! !
  • 33. #C2C14! Best Practices! §  Have a goal! §  Mobile friendly! §  HTML or not?! §  Have good content and map content to stages! §  Get product interest early!! §  Be the lead! (again, it’s not about you)! §  Test … Monitor … Revise … Monitor … Revise! !
  • 34. #C2C14! Thank you! Q&A!