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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. ...

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 New Benchmarks & Insights Into Lead Nurturing Presentation Transcript

  • #LeadNurture New Benchmarks & Insights Into Lead Nurturing
  • Panelists MODERATOR: Andrew Gaffney Editor, Demand Gen Report Jon Miller Corinne Sklar VP, Marketing Content And Strategy Marketo @jonmiller Global CMO Bluewolf @csklar #LeadNurture
  • 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 4. Creating an emotional connection 5. Measuring & proving lead nurturing ROI #LeadNurture
  • Managing Data Quality
  • Corinne Sklar › Bluewolf Global CMO › Extreme sports lover – including heli-skiing › Studied Journalism & Visual Arts › @csklar
  • 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 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
  • 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 and Enrichment Processes › Cleanse – Identify – Enrich › DO Put Data Standards in Place › i.e Bluewolf vs. Bluewolf Group, Inc
  • 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. Creating an emotional connection 5. Measuring & proving lead nurturing ROI Page 23 © 2013 Marketo, Inc. @jonmiller
  • 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 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
  • 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. @jonmiller
  • 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
  • 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 Send Size Source: 100s of Marketo campaigns Page 30 © 2013 Marketo, Inc. @jonmiller
  • 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 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
  • Page 33 © 2013 Marketo, Inc. @jonmiller
  • Create more relevance by customizing by segments: • Industry, • Geography, • Company Size, • etc. Page 35 © 2013 Marketo, Inc. @jonmiller
  • The Key to Relevance is Behavioral Targeting Top Tactics to Increase Email Engagement Page 36 © 2013 Marketo, Inc. @jonmiller
  • 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
  • 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
  • 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 2. SEGMENTS • Marketing, Sales, Exec Get The “Definitive Guide to Lead Nurturing” http://marketo.com/DG2LN Page 44 © 2013 Marketo, Inc. @jonmiller
  • 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 48 © 2013 Marketo, Inc. @jonmiller
  • 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 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
  • 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 Customers Something NEW & Unexpected
  • 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 › Convert from Broadcast to Personal › Create Customer Intimacy › Read the Full Report: bluewolf.com/marketo
  • 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: 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
  • 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
  • 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
  • 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
  • Thanks for attending this webinar! Download and View this presentation on-demand at: http://dg-r.co/LNwebinar NOTE: URL is case sensitive. #LeadNurture