#LeadNurture

New Benchmarks & Insights
Into Lead Nurturing
Panelists

MODERATOR:

Andrew Gaffney
Editor, Demand Gen Report

Jon Miller

Corinne Sklar

VP, Marketing Content
And Stra...
How many “touches” do you include in
your lead nurture programs?

#LeadNurture
What is the typical cadence of your
nurture campaigns?

#LeadNurture
Biggest benefits from lead nurture
campaigns? (check all that apply)

#LeadNurture
How have your nurture campaigns
performed compared to non-nurtures?

#LeadNurture
How have nurtured leads performed within your
funnel versus non-nurtured leads?

#LeadNurture
Greatest challenges in creating lead
nurture programs?

#LeadNurture
Top 5 Challenges In Lead Nurturing
1.

Managing data quality

2.

Getting better engagement

3.

Creating enough content

...
Managing Data Quality
Corinne Sklar
› Bluewolf Global CMO
› Extreme sports lover – including heli-skiing

› Studied Journalism & Visual Arts

›
...
Customer Engagement in the New Bottom Line

bluewolf.com/sosf
The Wide, Messy World of Data
Did You Know….
4 hours

Every…

a business
ownership changes

a judgment is filed
against a business

60 seconds

8 minute...
Read the Full Report: bluewolf.com/sosf
You’re Not Alone
What Tools are you Investing in?

bluewolf.com/sosf
3 Things To DO
› DO NOT Forget About “Non-Form Data”
› Create “Search Before Create”

› DO Implement Data Cleanse, DeDup a...
CREATING AN EMOTIONAL CONNECTION SECTION?
› IS THIS WHERE THIS SECTION STARTS?
› THIS SLIDE WILL BE DELTED.
Top 5 Challenges In Lead Nurturing

1. Managing data quality
2. Getting better engagement

3. Creating enough content
4. C...
Getting Better Engagement

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Hi, I’m Jon Miller

VP Marketing and Co-Founder
1.
2.
3.
4.

My first child was born the
same month that we incorporated M...
TRUST
Page 26
© 2013 Marketo, Inc.

@jonmiller
If you haven’t earned your
subscribers’ trust, they won’t
open or click your email
@jonmiller

Page 27
© 2013 Marketo, Inc...
Pros
Implicit
Opt-In

Cons

• Low effort

• Consumer has not asked to receive
email communications

• No place for a subsc...
Page 29
© 2013 Marketo, Inc.
Source: Adbusters,

2011

@jonmiller
Engagement Score

More Targeted Sends are More Engaging
400
350
300
250
200
150
100
50
0
100

1000

10000

100000

Email S...
When it comes to lead
nurturing, nobody wants to get
blasted @jonmiller

Page 31
© 2013 Marketo, Inc.

@jonmiller
Ways to Segment
Early Stage
Thought leadership and
enjoyable content to build
brand, awareness, and desire

Middle Stage
T...
Page 33
© 2013 Marketo, Inc.

@jonmiller
Create more
relevance by
customizing by
segments:
• Industry,
• Geography,
• Company Size,
• etc.

Page 35
© 2013 Marketo,...
The Key to Relevance is Behavioral Targeting
Top Tactics to Increase Email Engagement

Page 36
© 2013 Marketo, Inc.

@jonm...
Segment by Topic of Interest Triggers
Email
Social
•
•
•
•
•

Content

Attends event
Downloads content
Click email
Fills o...
Standard Nurture

Triggered Interests

Lift

Open %

21.7%

Open %

34.0%

57%

Click to Open %

23.4%

Click to Open %

3...
Maintain
Your List
Page 39
© 2013 Marketo, Inc.

@jonmiller
Page 40
© 2013 Marketo, Inc.

@jonmiller
Page 41
© 2013 Marketo, Inc.

@jonmiller
Page 42
© 2013 Marketo, Inc.

@jonmiller
Creating Enough Content

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
1. BUYING STAGES
• Early: Be a 3
Better Marketer
2
• Mid: Why Marketing Automation
• Late: Why Marketo
• Customer: Success...
The 3 R’s of Content Marketing

REPURPOSE, REWRITE, REUSE

Page 45
© 2013 Marketo, Inc.

@jonmiller
Repurpose Content

Page 46
© 2013 Marketo, Inc.

@jonmiller

Source: Rebecca Lieb
Rewrite and Redesign
Before

After

Page 47
© 2013 Marketo, Inc.

@jonmiller
Reuse (Curate)
• Relevant topic
• Links to a
valuable
resource
• Add useful
commentary
• Subtly suggests
next steps

Page ...
Creating An Emotional
Connection
Major Commercial Buying Decisions
Business Value vs. Personal Value
Marketing Business Value Is NOT Enough
Move Lead Nurturing to Focus on Elephant – Not Rider
Home Siding Campaign
• 4 segmentations & email programs
–
–
–
–

Promo
Request for Info
Request for Sample
Request for Quo...
Geo-Targeting Drip Campaigns
3 Ways to Get Started
1. Invest in Your Brand
2. Use Your Customers Language through Social Mining

3. Teach Your Customer...
Invest In Your Brand: “Connection” leads to
Conversion
Social Mining: Mine the Trends. Mine the Sentiment.
Don’t Add to the Noise
Teach Something NEW or Unexpected
Take Action: Become A Modern Marketer
› The 3 Pillars of Modern Digital Marketing
› Complete the Customer Profile
› Conver...
Measure and Prove Lead Nurturing ROI

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Importance of various
factors in measuring
the value of email
marketing programs

Page 63
© 2013 Marketo, Inc.

@jonmiller
•
•
•
•
•

Open
Click
Unsubscribe
Bounce
Etc.

Page 64
© 2013 Marketo, Inc.

@jonmiller
Italian Workspace 

Lead Nurturing

Streams

Joe Smith: Acme Inc. 

Setup

My Tokens

Community

+

Members

2013

View:...
A subject line is only as good
as the revenue it generates.
You don’t just want Opens; you
want Leads! @jonmiller

Page 66...
Testing
Program
No Nurture
Early
Champion
Refine

Early
Challenger

Test 1: Day of
Week

Mid
Champion

Mid
Challenger

Ref...
What Testing Can Measure
•

•
•
•
•

Improved
engagement
Higher conversion
rates
Shorter sales cycles
Better win rates
Hig...
Thanks for attending this webinar!
Download and View this
presentation on-demand at:

http://dg-r.co/LNwebinar
NOTE: URL i...
New Benchmarks & Insights Into Lead Nurturing
New Benchmarks & Insights Into Lead Nurturing
New Benchmarks & Insights Into Lead Nurturing
New Benchmarks & Insights Into Lead Nurturing
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New Benchmarks & Insights Into Lead Nurturing

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Lead nurturing is not a new concept for marketers, but the tactics and benchmarks associated with lead nurturing are quickly evolving.

View this webinar to hear Jon Miller, VP and Co-Founder of Marketo, and Corinne Sklar, CMO and Digital Marketing Practice Lead of Bluewolf, discuss best practices for executing and measuring lead nurturing programs. Based upon recent research conducted by Demand Gen Report , attendees will gain insights into the benchmarks their nurturing efforts should be tracking against.

View the ondemand webcast to learn:

Effective database segmentation
The importance of clean data
Tactics to balance content vs. sales efforts
Best practices for personalizing email content
When to move someone from one nurture program to another
How much email is too much

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New Benchmarks & Insights Into Lead Nurturing

  1. 1. #LeadNurture New Benchmarks & Insights Into Lead Nurturing
  2. 2. Panelists MODERATOR: Andrew Gaffney Editor, Demand Gen Report Jon Miller Corinne Sklar VP, Marketing Content And Strategy Marketo @jonmiller Global CMO Bluewolf @csklar #LeadNurture
  3. 3. How many “touches” do you include in your lead nurture programs? #LeadNurture
  4. 4. What is the typical cadence of your nurture campaigns? #LeadNurture
  5. 5. Biggest benefits from lead nurture campaigns? (check all that apply) #LeadNurture
  6. 6. How have your nurture campaigns performed compared to non-nurtures? #LeadNurture
  7. 7. How have nurtured leads performed within your funnel versus non-nurtured leads? #LeadNurture
  8. 8. Greatest challenges in creating lead nurture programs? #LeadNurture
  9. 9. Top 5 Challenges In Lead Nurturing 1. Managing data quality 2. Getting better engagement 3. Creating enough content 4. Creating an emotional connection 5. Measuring & proving lead nurturing ROI #LeadNurture
  10. 10. Managing Data Quality
  11. 11. Corinne Sklar › Bluewolf Global CMO › Extreme sports lover – including heli-skiing › Studied Journalism & Visual Arts › @csklar
  12. 12. Customer Engagement in the New Bottom Line bluewolf.com/sosf
  13. 13. The Wide, Messy World of Data
  14. 14. Did You Know…. 4 hours Every… a business ownership changes a judgment is filed against a business 60 seconds 8 minutes a business risk profile changes a business files bankruptcy 2 minutes 3 minutes a business ceases operations 14 seconds 2 minutes a directorship (CEO, CFO, etc.) change occurs a new business opens 1 6
  15. 15. Read the Full Report: bluewolf.com/sosf
  16. 16. You’re Not Alone
  17. 17. What Tools are you Investing in? bluewolf.com/sosf
  18. 18. 3 Things To DO › DO NOT Forget About “Non-Form Data” › Create “Search Before Create” › DO Implement Data Cleanse, DeDup and Enrichment Processes › Cleanse – Identify – Enrich › DO Put Data Standards in Place › i.e Bluewolf vs. Bluewolf Group, Inc
  19. 19. CREATING AN EMOTIONAL CONNECTION SECTION? › IS THIS WHERE THIS SECTION STARTS? › THIS SLIDE WILL BE DELTED.
  20. 20. Top 5 Challenges In Lead Nurturing 1. Managing data quality 2. Getting better engagement 3. Creating enough content 4. Creating an emotional connection 5. Measuring & proving lead nurturing ROI Page 23 © 2013 Marketo, Inc. @jonmiller
  21. 21. Getting Better Engagement © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  22. 22. Hi, I’m Jon Miller VP Marketing and Co-Founder 1. 2. 3. 4. My first child was born the same month that we incorporated Marketo Born in Ethiopia Studied Physics at Harvard, captain of high-school debate team and newspaper staff I have a Top-Secret “Q” Clearance @jonmiller Page 25 © 2013 Marketo, Inc. @jonmiller
  23. 23. TRUST Page 26 © 2013 Marketo, Inc. @jonmiller
  24. 24. If you haven’t earned your subscribers’ trust, they won’t open or click your email @jonmiller Page 27 © 2013 Marketo, Inc. @jonmiller
  25. 25. Pros Implicit Opt-In Cons • Low effort • Consumer has not asked to receive email communications • No place for a subscriber to drop the ball • Lowest trust and engagement Explicit Opt-In With Welcome • May be illegal • Time delay between subscribing and first message • No dropped balls Explicit Opt-In • Quickly leads to a big list • Consumer explicitly requests communications • Risk of spambots • Provides opportunity to engage and set expectations • Less effort from subscriber may equal less engagement • If email bounces, you know to filter out that address Page 28 © 2013 Marketo, Inc. • High engagement – they really want your email • Subscriber may miss confirmation email = lost subscribers • Filters out spambots Double Opt-In • They want your email, asking again might annoy them @jonmiller
  26. 26. Page 29 © 2013 Marketo, Inc. Source: Adbusters, 2011 @jonmiller
  27. 27. Engagement Score More Targeted Sends are More Engaging 400 350 300 250 200 150 100 50 0 100 1000 10000 100000 Email Send Size Source: 100s of Marketo campaigns Page 30 © 2013 Marketo, Inc. @jonmiller
  28. 28. When it comes to lead nurturing, nobody wants to get blasted @jonmiller Page 31 © 2013 Marketo, Inc. @jonmiller
  29. 29. Ways to Segment Early Stage Thought leadership and enjoyable content to build brand, awareness, and desire Middle Stage Tools that help buyers find you when they are looking for solutions Late Stage Company-specific information to help evaluate and reaffirm selection Page 32 © 2013 Marketo, Inc. % Saying Content Customized By Category is More Valuable • By Industry: 82% • By Role: 67% • Doers vs. Buyers • Job Function • • • By Company Size: 49% By Geography: 29% By Product Source: MarketingSherpa @jonmiller
  30. 30. Page 33 © 2013 Marketo, Inc. @jonmiller
  31. 31. Create more relevance by customizing by segments: • Industry, • Geography, • Company Size, • etc. Page 35 © 2013 Marketo, Inc. @jonmiller
  32. 32. The Key to Relevance is Behavioral Targeting Top Tactics to Increase Email Engagement Page 36 © 2013 Marketo, Inc. @jonmiller
  33. 33. Segment by Topic of Interest Triggers Email Social • • • • • Content Attends event Downloads content Click email Fills out form Score is changed Page 37 © 2013 Marketo, Inc. Technology @jonmiller
  34. 34. Standard Nurture Triggered Interests Lift Open % 21.7% Open % 34.0% 57% Click to Open % 23.4% Click to Open % 37.1% 59% Click % 5.1% Click % 12.6% 147% Page 38 © 2013 Marketo, Inc. @jonmiller
  35. 35. Maintain Your List Page 39 © 2013 Marketo, Inc. @jonmiller
  36. 36. Page 40 © 2013 Marketo, Inc. @jonmiller
  37. 37. Page 41 © 2013 Marketo, Inc. @jonmiller
  38. 38. Page 42 © 2013 Marketo, Inc. @jonmiller
  39. 39. Creating Enough Content © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  40. 40. 1. BUYING STAGES • Early: Be a 3 Better Marketer 2 • Mid: Why Marketing Automation • Late: Why Marketo • Customer: Success 2. SEGMENTS • Marketing, Sales, Exec Get The “Definitive Guide to Lead Nurturing” http://marketo.com/DG2LN Page 44 © 2013 Marketo, Inc. @jonmiller
  41. 41. The 3 R’s of Content Marketing REPURPOSE, REWRITE, REUSE Page 45 © 2013 Marketo, Inc. @jonmiller
  42. 42. Repurpose Content Page 46 © 2013 Marketo, Inc. @jonmiller Source: Rebecca Lieb
  43. 43. Rewrite and Redesign Before After Page 47 © 2013 Marketo, Inc. @jonmiller
  44. 44. Reuse (Curate) • Relevant topic • Links to a valuable resource • Add useful commentary • Subtly suggests next steps Page 48 © 2013 Marketo, Inc. @jonmiller
  45. 45. Creating An Emotional Connection
  46. 46. Major Commercial Buying Decisions
  47. 47. Business Value vs. Personal Value
  48. 48. Marketing Business Value Is NOT Enough
  49. 49. Move Lead Nurturing to Focus on Elephant – Not Rider
  50. 50. Home Siding Campaign • 4 segmentations & email programs – – – – Promo Request for Info Request for Sample Request for Quote • No action. Pulled into drip campaign – 5 emails to tells customer journey • Consistent CTA of Request a Quote • A/B testing • Custom opt-outs to each email • Geo-targeting for email content
  51. 51. Geo-Targeting Drip Campaigns
  52. 52. 3 Ways to Get Started 1. Invest in Your Brand 2. Use Your Customers Language through Social Mining 3. Teach Your Customers Something NEW & Unexpected
  53. 53. Invest In Your Brand: “Connection” leads to Conversion
  54. 54. Social Mining: Mine the Trends. Mine the Sentiment.
  55. 55. Don’t Add to the Noise
  56. 56. Teach Something NEW or Unexpected
  57. 57. Take Action: Become A Modern Marketer › The 3 Pillars of Modern Digital Marketing › Complete the Customer Profile › Convert from Broadcast to Personal › Create Customer Intimacy › Read the Full Report: bluewolf.com/marketo
  58. 58. Measure and Prove Lead Nurturing ROI © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  59. 59. Importance of various factors in measuring the value of email marketing programs Page 63 © 2013 Marketo, Inc. @jonmiller
  60. 60. • • • • • Open Click Unsubscribe Bounce Etc. Page 64 © 2013 Marketo, Inc. @jonmiller
  61. 61. Italian Workspace  Lead Nurturing Streams Joe Smith: Acme Inc.  Setup My Tokens Community + Members 2013 View: Dashboard ▼ Marketo’s Secret Sauce Streams: All Streams ▼ Summary Definitive Guide to Events Help Members Lead Nurturing 3,450 65 1.5% 55d Search… + Engagement Unsubscribe 50 35 Exhausted Paused Next Cast In Track Lead Scoring Best Practices Lead Management Best Practic Practical B2B Lead Generation Engagement Over Time Recently Updated Practical B2B Lead Generation 100 Added Mar 30, 2013 Sent 12,105 82 Sent 12,105 70 Thought Leadership Email Performance Report Thought Leadership 80 Edited Mar 25, 2013 Mar 18, 2013 Engagement: 60 Program Performance Lead Scoring Best Practices 60 Edited Mar 22, 2013 Sent 12,105 Lead Management Best Practice D… 40 Page 65 Search… © 2013 Marketo, Inc. Added Mar 18, 2013 Sent 12,105 Lead Scoring Best Practices Dec Jan @jonmiller Feb Mar Apr May Edited Mar 10, 2013 Sent 12,105 55 35 9
  62. 62. A subject line is only as good as the revenue it generates. You don’t just want Opens; you want Leads! @jonmiller Page 66 © 2013 Marketo, Inc. @jonmiller
  63. 63. Testing Program No Nurture Early Champion Refine Early Challenger Test 1: Day of Week Mid Champion Mid Challenger Refine Test 1: Day of Week Late Champion Refine Late Challenger Test 1: Day of Week Test 2: Cadence Test 2: Cadence Test 3: Time Test 3: Time Test 3: Time Test 4: Content Priority Test 4: Content Priority Test 4: Content Priority Test 5: Content Mix Page 67 © 2013 Marketo, Inc. Test 2: Cadence Test 5: Content Mix Test 5: Content Mix @jonmiller
  64. 64. What Testing Can Measure • • • • • Improved engagement Higher conversion rates Shorter sales cycles Better win rates Higher average selling price (ASP) Page 68 © 2013 Marketo, Inc. @jonmiller
  65. 65. Thanks for attending this webinar! Download and View this presentation on-demand at: http://dg-r.co/LNwebinar NOTE: URL is case sensitive. #LeadNurture

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