LEAD NURTURING ELO[Q]UTION LESSONNURTURING ELO[Q]UTION LESSON Or really make February, 2012 a splash like thisCopyright MarketOne 2011 1
LEAD NURTURING ELO[Q]UTION LESSONWHAT WE’RE GOING TO TRY TO COVER TODAY What lead nurturing is When and when not to automate Where to start How to build a business case What kind of content works How to personalize and profile Which pages to drive people to STEVEN ELLIOTT Managing Director What to score and where to route MarketOne DigitalCopyright MarketOne 2011 2
LEAD NURTURING ELO[Q]UTION LESSON“Building a relationship with prospects, regardless of their timing to buy.”Copyright MarketOne 2011 3
LEAD NURTURING ELO[Q]UTION LESSON PRM (Prospect Relationship Management) A systematic process for guiding and acceleratingprospects from initial inquiry to sales accepted lead.
LEAD NURTURING ELO[Q]UTION LESSON EBD (Experience Based Differentiation) Make the process of researching and buying your product or service a competitive differentiator in itself.Copyright MarketOne 2011 5
LEAD NURTURING ELO[Q]UTION LESSON STORES APPLICATIONS MAC O/S HARDWAREBy integrating its entire stack, Apple is able to consistently delight its customers.
LEAD NURTURING ELO[Q]UTION LESSON [your brand] TELEMARKETING / INSIDE SALES DIGITAL COMMUNICATION MARKETING TECHNOLOGY PROSPECT DATAProviding a great prospect experience requires tight integration of the demand generation stack.
LEAD NURTURING ELO[Q]UTION LESSONChoose from many flavours!
LEAD NURTURING ELO[Q]UTION LESSON1. Welcome & Education2. Acceleration (Inquiry to MQL)3. Keep Warm (Sales Rejected Leads)4. Claw Back (Sales Neglected Leads)5. Win Back (lost opportunities)6. Re-engagement (with stale leads)7. Process Automation (Trial Conversion, Freemium Upgrade, Licence Renewals)Copyright MarketOne 2011 9
LEAD NURTURING ELO[Q]UTION LESSONBUILDING THE BUSINESS CASE
LEAD NURTURING ELO[Q]UTION LESSONWIDE & SHALLOW orNARROW & DEEP
LEAD NURTURING ELO[Q]UTION LESSON HOW LONG IS A PIECE OF STRING? EMAIL Ac9 EMAIL Ac8 EMAIL Ac7 EMAIL Ac6 EMAIL Ac5EMAIL Ac4 RE-ENGAGE PROGRAM VOIP VOIP VOIP VOIP VOIP VOIP LANDING LANDING LANDING LANDING LANDING LANDING PAGE 4 PAGE 5 PAGE 6 PAGE 7 PAGE 8 PAGE 9 ACCELERATION EMAIL Ac10 ACCELERATION PROGRAM TELE-QUAL ACCELERATION CALL 2 EMAIL Ac11 LEAD SCORING OPPORTUNITIES TO SALES via CRM Copyright MarketOne 2011 12
LEAD NURTURING ELO[Q]UTION LESSONDON’T AUTOMATICALLYAUTOMATE It’s not always possible Scheduled campaigning Don’t rely on content that dates But fresh content pulls well Don’t “set-and-forget”
LEAD NURTURING ELO[Q]UTION LESSONHOW MUCH IS TOO MUCH? Newsletters? Outbound campaigns? Major announcements? Event invitations? Multiple nurture streams? Customer service emails?Copyright MarketOne 2011 14
KN LEAD NURTURING EV SA ELO[Q]UTION LESSON OW NE EN LES WW TA NC CO NO TTE ON LLE EB MIN TA ND AG LEA AT CT EES UE ED DS S SMAKE A PLAN TO FEED THE MACHINE
LEAD NURTURING ELO[Q]UTION LESSON “Every time you send a prospect anirrelevant email, you’re telling them you don’t understand them.”Copyright MarketOne 2011 16
LEAD NURTURING ELO[Q]UTION LESSONWHAT KIND OF CONTENT WORKS? The Content Chasm BROCHURES THOUGHT & LEADERSHIP INFLUENCING DATASHEETS It varies by client and campaign Case studies typically out-perform other assets Third party analyst papers & peer perspectives perform well Podcasts worst performing, brochures actually OK It doesn’t have to be a download or even your content
LEAD NURTURING ELO[Q]UTION LESSONSIGNATURE EMAILS Provides variety and change of pace No significant improvement in open-rate or click-throughs Subject Line, Content Offer & CTA more important than formatThe perils of personalisation Don’t over-use – the novelty wears off Ensure reply-to addresses are monitored Informal subject lines and questions – Can I help? Use of Fwd: and Re: in subject lines The need to whitelist multiple addresses Think about timing
LEAD NURTURING ELO[Q]UTION LESSON DON’T BE TOO CLEVER N1 Email 1: sent to 1,000 contacts 5% CTR N Email 2: sent to 50 contacts with 10% CTR 2 Email 3: sent to just 5 contacts Y 3 Y Have you got the content to support role-based tracks? Don’t use opens to drive program rules (or scoring) Limitations on measurement of dynamic content
LEAD NURTURING ELO[Q]UTION LESSON CONVERSION vs. CONVERSATIONCopyright MarketOne 2011 20
LEAD NURTURING ELO[Q]UTION LESSON SCORING PROGRAMMESDo it with the inside sales teamBroad product portfolio? Multiple nurture programmes?Keep Implicit scoring consistent and vary Express scoringDo a first pass and review regularly
LEAD NURTURING ELO[Q]UTION LESSONGETTING PEOPLE OUT Educate telemarketing agency or inside sales team Keep prospects in program until manually removed Let all leads through to inside sales (with scoring) Close loop on lead quality and adjust scoringCopyright MarketOne 2011 22
LEAD NURTURING ELO[Q]UTION LESSONSOME FINAL WORDS OF ADVICE Nurturing is a long-term commitment Set expectations: no return likely within the first quarter Build a cross-functional team Consider dedicating resource Fina a partner that can manage complexity on your behalf Thank you.