Using Content To Accelerate       & Keep Leads Warm Inside Real World Nurturing Campaigns                        Mac	  McC...
The Traditional Funnel                                     Social	            Events	     Email	  Offers	           Custom	...
The New Funnel            Lead	             Nurture	           Lead	  Level	  1	                                    Lead	 ...
The BAD Funnel                    Lead	                     Nurture	            Lead	  Level	  1	                         ...
Be Creative – Make an Impact12	  Unique	  Nurture	  Programs	      New	            Long	  Sales	         Score	         Cr...
Lead Nurture Program                 Awareness	                                                                           ...
Lead Nurture Program - Complex                                                                                            ...
Nurturing by the Numbers – ROI                           	              	                 	             Cost	  per	  	    ...
CASE STUDY:WAKE THE DEAD
Creating an Effective Nurture!   Define Goal(s)!   Build content map!   “Be the lead”!   Attach content to each step!   Wri...
Goal – Wake the Dead Nurture!   Primary: To identify and reconstitute    stalled opportunities that are still viable.!   S...
GovCon Nurture Flow                      12
The Nurture Content
Results - Cumulative13%	  Response	       10%	  Open	  Rate	  	       30%	  Click	  to	  Open	  	                         ...
Thank you!        Mac McConnell          415.902.6611  mac@bluebirdstrat.com
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Using Content To Accelerate & Keep Leads Warm

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Using Content To Accelerate & Keep Leads Warm

  1. 1. Using Content To Accelerate & Keep Leads Warm Inside Real World Nurturing Campaigns Mac  McConnell   mac@bluebirdstrat.com   @macmcconnell   @bbstrategies  
  2. 2. The Traditional Funnel Social   Events   Email  Offers   Custom  Website   Media    Corp  Website   3rd  Websites  /  RegistraBons   Marke*ng   Awareness   EducaBon   Marke*ng?   Sales?   ConsideraBon   Sales  Ready     MQL   Sales   Pipeline   2 2   SQL  
  3. 3. The New Funnel Lead   Nurture   Lead  Level  1   Lead  Level  2   Oppty   MQL   Closed   SQL   Won/Lost   Lost  Leads   3
  4. 4. The BAD Funnel Lead   Nurture   Lead  Level  1   Lead  Level  2   Oppty   MQL   Closed   SQL   Won/Lost   Lost  Leads   4
  5. 5. Be Creative – Make an Impact12  Unique  Nurture  Programs   New   Long  Sales   Score   Cross-­‐sell/ Prospects   Cycles   AcceleraBon   Up-­‐sell   Event   Customer   Role/Title   Industry   Follow-­‐up   RetenBon   Company   Wake  the   Sales   Remarket   Specific   Dead   AcceleraBon  
  6. 6. Lead Nurture Program Awareness   EducaBon   ConsideraBon     RE-Send Offer 1: Network Performance Toolkit (A 4 for 1 offer of content) Different Subject Line Send Offer 1: Network Performance Toolkit (A 4 for 1 offer of content) Send Offer 4: Internet Send Offer 2: Managed Hosting Send Offer 3: Cloud Storage Connectivity *Avoiding the Frailties of the Internet with Shift  to  Newsletter   Cl i cked  o n  Manticore List Intelligent Route Control Ni ne  Considerations  When  Choosing   La tency:  The  Achilles  H eel  o f  Cl oud   Bus iness  in  the  Cl oud:  Will  Your   *Colocation versus Managed Hosting Offer  1 List a  Ma na ged  H osting  Provi der  (PDF) Computi ng  (PDF) Internet  Connectivity  Provi de  a   White Paper Pos i tive  R OI?  (PDF) *An Executives guide to High- Performance Web Delivery *Alcatraz Media Case Study HTML Email   HTML Email   HTML Email   HTML Email   with  content   with  content   with  content   with  content   offer offer offer offer Key  Message:   Key  Message: Key  Message:   Web landing   End  to  e nd   100%   network Performance  for   page  with   service  and   uptime   your  web based   registration   support availability busienss questions A/B     Subject Line  Test  to  l ists   Internap Nurture  Calendar: Notes  for  program: of  1000/1000 *Offer  1  A/B  Test:    3/31/2011. *All   contacts  get   each  content  offer Key  Message:   *Offer  1:  4/4/2011 Internap  i s   *Offer  1  (Resend):    4/7/2011 there  for  you *Offer  2:    4/11/2011 *Offer  3:    4/17/2011 *Offer  4:    4/22/2011 More  product  messaging   6
  7. 7. Lead Nurture Program - Complex Send   Send   Demo   Demo   Offer Offer Send Offer 3a Send Offer 5a EHR Send Offer 4a EHR Send Offer 6a Clicked Clicked EHR EHR (2x) (2x) EHR  Stimulus  Branch Send   Send   Completes   Demo   Demo  registration form  or   Send Offer 1 Send Offer 2 Clicked   Clicked   Clicked   Offer Offer REIMB EHR on  Offer   on  Offer   on  Both / is  imported  from   (2x) (2x) 1 2 Neither CRM Send Offer 3b Send Offer 6a REIMB Clicked Send Offer 4a Send Offer 5b EHR Shift  to  Newsletter Clicked (2x) EHR REIMB (2x) Notes  for  program: Undeclared Branch *All   contacts  get   each  content  offer *Undeclared  branch  is  a  mix   of  fers  from   Send   Send   Reimbursement  and  EHR.   Demo   Demo   Offer Offer *   Send  demo  offer  is  triggered  by  interest   in  that   offer.  Recommended  wait  time   is  1   hour. *   Wait  time   for  offers  1,2,3  is  7  days *   Wait  time   for  offers  4,5,6  is  14  days Send Offer 3b Send Offer 4b Send Offer 5b Send Offer 6b REIMB Clicked Clicked REIMB *   Offers  marked  with  a  (2x)  are  sent  twice   (2x) REIMB REIMB (2x) to  non-­‐responders  with  a  different  subject   Reimbursement  Branch 7
  8. 8. Nurturing by the Numbers – ROI       Cost  per     Immediate   Over  Time   Total   Sales  Lead            Without  Nurturing   25%   8%   33%   $195            With  Nurturing   25%   25%   50%   $130  ! Without lead nurturing, 8% of untouched responses convert to sales- ready leads over 6 month period.! With lead nurturing, 25% or 3x the amount of responses convert to sales-ready leads of 6 month period.! With lead nurturing, the cost per sales ready lead decreases by 33%.
  9. 9. CASE STUDY:WAKE THE DEAD
  10. 10. Creating an Effective Nurture! Define Goal(s)! Build content map! “Be the lead”! Attach content to each step! Write emails à Sell the content! Build the nurture in your system! Test . . . Revise! Launch! –  Monitor … Revise … Monitor … Revise
  11. 11. Goal – Wake the Dead Nurture! Primary: To identify and reconstitute stalled opportunities that are still viable.! Secondary: To identify new contacts at stalled opportunities.! Tertiary: To close stalled opportunities that are no longer “paying attention.”
  12. 12. GovCon Nurture Flow 12
  13. 13. The Nurture Content
  14. 14. Results - Cumulative13%  Response   10%  Open  Rate     30%  Click  to  Open     (Over  50%  on  some   rate   2.8%  Click  Thru     messages)   24   3     72  Email   OpportuniBes   OpportuniBes   Forwards   Influenced   Created    $200k   >  $5million   Added  to   Immediate  Win   Pipeline  
  15. 15. Thank you! Mac McConnell 415.902.6611 mac@bluebirdstrat.com
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