Driving Demand Generation Results via Digital Nurturing

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Understand the modern digital nurturing impetus in the era of Buyer 2.0 and the strategic role of content + email/ Web nurturing in the new content- based buyer dialogue.

Understand the modern digital nurturing impetus in the era of Buyer 2.0 and the strategic role of content + email/ Web nurturing in the new content- based buyer dialogue.

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  • 1. Driving Demand Generation Results Via Digital Nurturing Prepared for Straumann© Leftbrain Marketing Inc. All Rights Reserved 15 February 2011
  • 2. We Are a Demand Gen Agency§  Left Brain helps enterprise companies design and execute successful, modern demand generation programs.§  Left Brain combines: –  Process: Leverage TLBM proprietary approach –  Content: Centered around Buyer 2.0 –  Technology: Powered by marketing automation§  Left Brain delivers strategy, production, analytics and optimization. © Leftbrain Marketing Inc. All Rights Reserved
  • 3. Agenda§  The art of digital nurturing§  Buyer 2.0 and the buying process§  Content marketing: The new ‘secret sauce’§  Digital nurturing basics§  Straumann nurturing pilot program
  • 4. Presentation goal: Understand themodern digital nurturing impetus inthe era of Buyer 2.0 and thestrategic role of content + email/Web nurturing in the new content-based buyer dialogue.
  • 5. THE ART OFDIGITAL NURTURING 5 © Leftbrain Marketing Inc. All Rights Reserved
  • 6. State of modern demand generation?
  • 7. Failing B2B demand generationSource: Bulldog Solutions/Frost & Sullivan, "The Executive Benchmark Assessment"
  • 8. People + processes + content ...Source: Bulldog Solutions/Frost & Sullivan, "The Executive Benchmark Assessment"
  • 9. Nurturing = Key to demand generation
  • 10. B2B demand-gen is a numbers game §  Only 2-5% of raw inquiries coming into the top of the B2B marketing and sales ‘funnel’ convert to sales. §  25-30% of B2B marketing databases have bad or incomplete records.Source: SiriusDecisions Summit 2010
  • 11. Nurturing = It’s about efficiency
  • 12. Nurturing = It’s about timing definitely not ready sort-of-readySource: MarketingSherpa, "2010 E-mail Marketing: Benchmark Report"
  • 13. Nurturing = It’s about the relationship
  • 14. Dialogue = Key to nurturing
  • 15. Dialogue = architecture of nurturing PLAN + LISTEN TO OFFER GET TUNE NEXT PROSPECT CONTENT FEEDBACK OFFER
  • 16. Dialogue = non-linear nurturing Marketing Sales Initial Human Sales Automation to Nurturing CRM Sync Contact Follow-up + CRM Email Sent Collect Buyer Initial Buyer Follow-up / Insights + Interest Content Offer Route Marketing Nurturing Web Form Scoring + Data Collection Segmentation + + Routing Marketing Automation Add. Explicit + Behavioral Data Collection More Buyer Interest + Action Inbound Marketing Outbound Marketing
  • 17. Nurturing = Improved sales results
  • 18. Lead quality is key to sales. “[S]ales reps that focused on fewer, more winnable deals tend to do better. Flooding the rep with low quality/high quantity leads only increases their inefficiencies … .”Source: SiriusDecisions, “The Perfect Pipeline: When Less Is More”
  • 19. Digital nurturing improves sales. Best-in-class: §  Double the bid-win-ratio on nurtured leads §  Nurtured leads delivered 47% higher average order valuesSource: Aberdeen Group, "Lead Nurturing: The Secret to Successful Lead Generation"
  • 20. BUYER 2.0 AND THE BUYINGPROCESS TODAY 20 © Leftbrain Marketing Inc. All Rights Reserved
  • 21. Information consumption patternsof B2B buyers are rapidly changing.
  • 22. #1 - B2B buyers are increasinglyturning to online sources, on theirown, earlier in their process, toresearch purchases before evercalling a live sales rep.
  • 23. Turning to online sources ...Source: Enquiro, “Integrated Persuasion: Online and Offline”
  • 24. As they need things ... 72% of the time ‘ t for a speci c need at a speci c time’ is the number one reason for a B2B purchase today. Source: Forrester Marketing Forum 2010 presentation
  • 25. #2 - B2B buyers are increasinglyleveraging social media -- such asTwitter, blogs, etc. – for peercommunication in the informationcollection and validation phases ofthe buying process.
  • 26. Peer in uence is king ...Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.
  • 27. Leveraging the Groundswell ... “The groundswell is: A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.” Source: Charlene Li and Josh Bernoff, Groundswell.
  • 28. Leveraging social media ...Source: B2B Marketing/Base One, "BUYERSPHERE, Surveyof B2B Buyers Use of Social Media"
  • 29. #3 – B2B marketers are shifting theirattention away from traditional, ad-driven demand generation channelsas B2B buyers shift to new channels.
  • 30. Education ^ ... Interruption v education interruptionSource: MarketingSherpa, “2009-2010 B2B Marketing: Benchmark Report.”
  • 31. Uptick in content marketing ...$6,000,000 $3,853,764$5,000,000 $3,577,222 $4,167,452 $3,192,982$4,000,000 $2,467,216 $2,424,666 $2,508,006 $2,196,409 $2,211,488$3,000,000 32%$2,000,000 27%$1,000,000 $1,813,536 $912,532 $1,129,649 $953,748 $693,603 $808,222 $715,652 $671,808 $633,760 $0 2009 2008 2007 2006 2005 2004 2003 2002 2001 Source: Custom Publishing Council, “2009 Spending Study.” US data.
  • 32. What hasn’t changed?
  • 33. B2B buyer decision cycle Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Measurement CriteriaSource: R. Jolles
  • 34. What has changed?
  • 35. Emerging buying cycle gap ... Reconsideration Satisfaction 5% Selection Acknowledgment 79% Investigation Decision Measurement CriteriaSource: R. Jolles
  • 36. Emerging buying cycle gap ... Reconsideration Satisfaction Selection Acknowledgment 2% Investigation Decision 2-3% Measurement CriteriaSource: R. Jolles
  • 37. Emerging buying cycle gap ... Reconsideration Satisfaction problem Selection Acknowledgment 2% Investigation Decision 2-3% Measurement CriteriaSource: R. Jolles
  • 38. Emerging buying cycle gap ... Reconsideration Satisfaction problem Selection Acknowledgment 2% problem Investigation Decision 2-3% Measurement CriteriaSource: R. Jolles
  • 39. CONTENT MARKETING:THE NEW ‘SECRET SAUCE’ 39 © Leftbrain Marketing Inc. All Rights Reserved
  • 40. From tactical to strategic content
  • 41. Content was ...
  • 42. Relevant messaging? “86% of the unique bene ts touted by vendors were not perceived as unique or having enough impact to create preference.”Source: Tim Riesterer, "Three B2B Value-Proposition Rules That Create Preference, Not Just Parity"
  • 43. One-to-one engagement? “Buyers have higher expectations for intimacy. … We have built intimacy into the later stages of the buying process. … But at the front end, our traditional tactics are starting to come off with all the warmth and sincerity of an English royal.”Source: Chris Koch, “Why you need to turn your customers into stalkers”
  • 44. Content is now ...§  Critical information§  Conveyed on speci c topics§  Carries the buying process forward§  Delivered via right channel / timing / voice ... aligned to speci c phases of the buying cycle.
  • 45. Aligning content by buying stage Acknowledgment Social media Thought leadership (w/ E-mail nurturing) Traditional media Investigation Decision Detailed product literature E-mail nurturing Sales proposals Field events Search Criteria Measurement Analyst reports Analyst reports Blog + Web reviews Search SearchSource: R. Jolles Product Web sitesw/ A. Needles contributions
  • 46. Designing content marketingSource: Left Brain DGA
  • 47. DIGITAL NURTURING BASICS 47 © Leftbrain Marketing Inc. All Rights Reserved
  • 48. Nurturing approach
  • 49. Nurturing process Marketing Sales Initial Human Sales Automation to Nurturing CRM Sync Contact Follow-up + CRM Email Sent Collect Buyer Initial Buyer Follow-up / Insights + Interest Content Offer Route Marketing Nurturing Web Form Scoring + Data Collection Segmentation + + Routing Marketing Automation Add. Explicit + Behavioral Data Collection More Buyer Interest + Action Inbound Marketing Outbound Marketing
  • 50. Demand generation integrationEngagement Acquisition Nurturing Content marketing programs Lead management processes Technology infrastructure 50 © Leftbrain Marketing Inc. All Rights Reserved
  • 51. Lead management stagesThe Left Brain Model for CLOSED-WONDemand Generation SALES NON-SOs OPPORTUNITIES SALES READY NON-SRLs LEADS QUALIFIED NON-QRs RESPONDENTS RESPONDENTS NON-RESPs PROSPECTS 51 © Leftbrain Marketing Inc. All Rights Reserved
  • 52. Nurturing path = the dynamic campaign§  Buyer triggered; pull not push§  Match content to stage of process§  Persona targeting§  One-to-one relevance§  Progressive pro ling§  Scoring/routing drive next touch point
  • 53. Nurturing path = the dynamic campaignSource: Left Brain DGA
  • 54. Our nurturing levers
  • 55. Our nurturing levers1.  Email2.  Progressive pro ling + scoring3.  Web content4.  Inbound to outbound integration5.  Marketing automation infrastructure
  • 56. #1 - Email
  • 57. Email = Top B2B tactic •  89% of B2B marketers use email. •  Email is the number-one outbound B2B marketing tactic used today. Source: Forrester Marketing Forum 2010 presentation
  • 58. B2B Sales Resources Are Costly 30x
  • 59. Email strengths and weaknesses§  Great for –  Sustaining engagement ... nurturing thread –  Delivering targeted offers to buyers you know§  Not so good for –  Front-end lead generation –  Repeated mass offers to buyers you don’t know
  • 60. #2 - Progressive pro ling
  • 61. Progressive pro ling - collection 2. Returning Leads – 3. Returning Leads –1. Basic Lead Form Pre-Populate – Gather More Pre Populate 4. Returning leads – Personalize – Pre-Populate – Progressively Gather More
  • 62. Progressive pro ling - logic 1st contact 2nd/3rd contact later contact + behavioralSource: MarketingSherpa and KnowledgeStorm, “Connecting Through Content”
  • 63. Lead scoring Scoring Model +160 pts (210 total) Category   Type   Response   Pts   Response   Pts   Response   Pts   Response   Pts  Qualified  Respondents?                                               BCC3   Industry   Demographic   Target  industry   20   Non-­‐target  industry   10   Size  of  company   Demographic   SMB  range  1   40   SMB  range  2   30   Enterprise   20   Viewed  demo   Behavioral   Yes   15   Length  of  Jme  viewed  demo   Behavioral   Threshold   15   Below   10   BCC4   Key  pain  points   Demographic   Tight  fit   40   Loose  fit   30   No  fit   0   Went  to  decision  tool   Behavioral   Yes   15   Number  of  quesJons  on  decision  tool   Behavioral   Threshold   15   Below   5   PC3  (wait  1  day)   Opportunity  to  complete  core  BCC3/4  data   Download  analyst  tool   Behavioral   Yes   30   PC4  (wait  7  days)   Opportunity  to  complete  core  BCC3/4  data   Click  on  other  resources   Behavioral   Each   20   Note:    Need  score  of  200  to  be  a  Qualified  Respondent.    If  not,  will  get  sent  to  promoFonal  tracks  and/or  drip  track  unFl  you  meet  the  threshold.  Source: Left Brain DGA
  • 64. #3 - Web content
  • 65. B2B Buyers Hearing More eNoise
  • 66. Inbound is more critical than ever “Currently, more than half of all new inquiries are generated through the Web; we believe that by 2015, this number will rise to nearly 75%. Inbound marketing [is not] new in theory, but ... marketers must plan for it ... .” Source: SiriusDecisions, “Inbound Marketing, the Sirius Way”
  • 67. Strong inbound Web content§  Blog content§  Downloads§  Social updates, thread participation§  Webinars§  White papers§  Video
  • 68. #4 – Inbound to outbound integration
  • 69. Nurturing integrationTwitter to Live Field White FieldTwitter Webinar Nurture Sales Paper Event Pick-upSearch to Inside Call Inside Blog OtherGoogle Nurture ‘Qual’ Sales Post Download Team Pick-up
  • 70. #5 – Marketing automation infrastructure
  • 71. Marketing technology adoption§  CRM adoption has grown from 53% in 2003 to 75% in 2010. (CSO Insights)§  Marketing automation adoption is 7-10%, projected to rise to 30% by 2015. (SiriusDecisions)Sources: SiriusDecisions Summit 2010; CRM Magazine, "CRM: Then and Now"
  • 72. Capabilities of marketing automation CRM Marketing Batch / Blast Automation Email Single Emails Nurturing Campaigns Demographic Scoring Behavioral Scoring Form Builder Landing Page Builder Dynamic List Segmentation Dynamic Email Content High Volume Emails Web Visitor Tracking ROI Reporting 72 © Leftbrain Marketing Inc. All Rights Reserved
  • 73. System integration Marketing Analytics Ad/Site Tracking Social Media Activity Tracking Link Source Tracking CRM Platform Inbound Website + Blog Marketing Marketing CMS Automation Optimization Source: Left Brain DGA
  • 74. Closing points
  • 75. Closing points§  Demand gen = nurturing = buyer dialogue§  Engage with Buyer 2.0 substantively§  Develop serious content§  Scoring + lead management = key to quality§  Need BOTH process + marketing automation§  Goal = greater + more-efficient revenue