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Building a Better Nurturing
Cari Baldwin, BlueBird Strategies!
§ BlueBird Strategies!
§ Dog lover from Bend Oregon!
§ Mother and wife "!
§ 22 year veteran of tech marketing!
About Your Speaker!
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!
A whopping 69% of B2B organizations have not identiﬁed their funnel.
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
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)!
1.0 or 2.0 – Where Are We? "!
Cold Emails (SPAM)
Marketer - Centric!
Customer - Centric!
Ramp Up Your Inbound!
In order to attract customers,
companies have to provide them
with something they will love.!
Using inbound, marketing can turn strangers
into customers and promoters of your business.!
By publishing the right content in the right place at the right
time, your marketing becomes relevant and helpful to your
customers, not interruptive.!
AVG COST: $346!
Source: State of Inbound Marketing, HubSpot, 2012!
AVG COST: $135!
And It’s Cheaper!
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!
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? !
§ What Do You Have?
§ Clean "!
Data " "!
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,
§ Become a social business !
§ Beneﬁts - !
– Become part of the conversation early in the
– Real people talking to real buyers (people
buy from people)!
Help Your Buyers Solve Problems!
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!
Using Lead Levels!
Low 0-‐20 A High,
Med 31-‐59 B Low,
High 50+ C Low,
Early Stage Nurture
Net New Lead,
Completed Early Stage;
Goal is MQL
Sales RepLost Opportunity
Loyalty & Retention,
Refer a Friend
Where to Start?!
12 Unique Nurture Programs!
§ 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 !
§ Data standardization (db cleanup) !
§ Referring asset strategy/pages!
§ Inverted buying stage nurtures with nurture
tracks based on which stage offer Clicked!
§ Think B2C!
§ Wake the Dead Nurture with
Gamiﬁcation Company Generated
§ 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%!
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
§ Have a goal!
§ Mobile friendly!
§ HTML or not?!
§ Have good content and map content
§ Get product interest early!!
§ Be the lead! (again, it’s not about you)!
§ Test … Monitor … Revise … Monitor