Organic Gardener's Guide to Lead Nurturing

Great Campaign! Now What? Pete Jakob Marketing Transformation Leader IBM UK 30 September 2009

Leaky Sales Funnel Increases Customer Acquisition Costs October 2006, Best Practices “Improving B2B Lead Management” Nurture [Verb] : foster, help develop, or help grow; the act of nourishing or nursing; tender care; education; training; that which nourishes; food; diet; sustenance; the environmental influences that contribute to the development of an individual.

“ As long as the roots are not severed, all is well. And all will be well in the garden.” Chauncey Gardiner – Being There

An Organic Gardener’s Guide to B2B Lead Nurturing Pete Jakob Marketing Transformation Leader IBM United Kingdom September 2009 [email_address] 10 tips for a bumper harvest Updated for 2009

Are you growing the right stuff? Unless Sales are hungry for your leads, your marketing programme is DOOMED!
Management Questions:
Who is the key sales sponsor?
What is their capacity for leads, and what shape?
What did they agree to do with the leads you generate?
How will you review progress with them?
What will you do with leads they don’t progress?
Impact
Fewer, longer-running campaigns
Greater accountability
Increase focus on Sales Enablement and Nurturing
Symptom: Great campaign -> lots of “leads” -> can’t get sales to engage

2. Build Your Plot
The Glue between Sales and Marketing
Accountable to Sales and Marketing
Internal and External Resources?
Unified Management System
Response Management is NOT “Are You Ready to Buy Yet?”
Measurements to Drive Intended Behaviours
Identify Sales Opportunities
Nurture responses until Sales-Ready
Narrow & Deep vs Broad and Shallow

3. What’s growing well, and what’s not? Responses Database Client-centric view of Responses
Define your policy
What constitutes a response?
How will responses be loaded?
How quickly will responses be loaded and become actionable?
Points to consider
Client at the centre or your response system
Include Third Party data from Events, Hosted web content etc?
Business partner?
Develop picture of clients across multiple campaigns
What is the optimum touch cadence?
What governance rules should apply across different campaigns in market?

4. Follow the Instructions on the Packet Rules-based Dialogue
A systematic approach to campaign contact structure for each response type
Events
Web Contact Form
Outbound Tele
Inbound Response
Blueprints are a startpoint for customisation for
specific campaign needs
Consider non-responders and responders
Consider “transactional” offers and “dialogue” offers
Benefits:
Plug leaks in the marketing funnel (eg non-responders)
Clarify Roles and Responsibilities within the team
Clarify when/how to pass to sales
Underpin alignment to tools

4. (contd.) Plan Your Planting “ Dialogue” offers that permit ongoing contact Plug leaks in the funnel by re-engaging with non-responders Leverage content aligned to buying cycle to advance customer journey Leverage tools to provide engagement insight Nurture via Tele or Tool

5. Right Feed at the Right Time Learn Scope Select
Why Your Company/Solution
Demo
Product specifications
Call me/Inbound call
Case studies
Q&As
FAQs
Solutions
Self Assessment
White papers – Yours & credible third parties
Newsletters
Interactive tools
Supplements
PR
Webinars
Industry Events
IT Press/Online
Podcasts
CONTENT/ CHANNEL SOLUTIONS
Clear “why me” from suppliers
Endorsement from 3 rd parties
Accesibility to the right people who can take issue to technical solution
Proof of capability
Objective support, no sales pitch
Case studies
Explanation of different solutions
Ability to ask questions
Objective, up-to-date information
Information at the right level
Tools to help them understand what the right level is (eg vs maturity or vertical)
Guide/pointers to other information
WHAT THEY WANT SUPPLIER SELECTION SCOPE REQUIREMENTS ISSUE RECOGNITION JOURNEY STAGES

6. Are the Nutrients being Absorbed? Scoring Responses
Responses Can be Scored based on
Job Role
Content Consumed
Activity
Can be Manual or Automated
Automation allows for automatic routing of contact details once a new threshold reached
Proceed with Caution!

7. Make it easier with a little machinery… Events registration Web Forms Outbound Tele Inbound Enquiries Attractor Triggers Standardised digital nurturing engine
Added-value Response
Customer’s pain
Engagement measure
LDR Pass to Sales Nurture Further Comms 1 Comms 2 Comms 3 Objective: Know more about the client at then end of the journey than at the beginning

7. (Contd.) …Or with a lot of machinery Nine Rules for Value-Driven Marketing Automation Marketing Operations Campaign Planning Campaign Execution Response Management Relationship Management

8. Share your knowledge
Significant Customer Insight may have been developed via
Automated Marketing System
Other Marketing Processes (eg external Telemarketing)
Publish to Marketing AND Sales

9. Monitor Progress Regularly
Responses
How many named named , valid responses did marketing generate?
Marketing Validated Leads (MVL)
How many responses are nurtured to a level that has been mutually agreed with sales
Separate marketing “influenced” from marketing “sourced”
Segment via Customer type (eg Core Clients, Investment Clients, New Clients etc)
Sales Acceptance
Sales agreement (via SLA) to perform specific tasks with MVL
Lead follow-up timeframe
Feedback required
SLA defines specific reasons for rejection
Incorrect routing
Incomplete record
Doesn’t meet agreed threshold
MVL-to-sales acceptance days
Review on regular basis via Sales/Marketing “huddle”
Sales Qualified Lead
Conversion rate of Sales Accepted lead to SQL
(Plus conversion rate of Sales Accepted to Lost)
Cumulative size of the opportunities now in pipeline
Closed Business
Conversion rate of SQL to closed business
Source: Sirius Inc

10. Apply Plenty of Mulch and Compost www.mpdailyfix.com www.raintoday.com sethgodin.typepad.com/seths_blog www.mikemoran.com/biznology blogs.forrester.com/marketing blog.startwithalead.com

Some Lessons Learned
People, Process, Tools
Cultural aspects are the most challenging
Sell the vision
Tools alone won’t fix it
Timing
Be selective, but relate to the bigger vision
Stay Focussed and Passionate
Stay Fresh – there’s a wealth of free insight
Blogs
Google Alerts
Network

10 Tips for More Successful Campaigns 5 4 3 2 1 6 7 8 9 10 Align activity with Sales Capture all Responses Plan structured nurturing dialogue Align nurturing offers to buying cycle Score Responses Automate where appropriate Integrate with CRM Measure key Indicators Refine and keep learning Organise Resources

Thank You ! B2B Marketing – Open for Business http://b2bnurture.blogspot.com/

Photo Acknowledgements http://www.flickr.com/photos/wheatfields/2606966401/ http://www.flickr.com/photos/dweekly/2311463183/in/photostream/ http://www.flickr.com/photos/ellievanhoutte/2817039164/ http://www.flickr.com/photos/freeparking/2432369855/ http://www.flickr.com/photos/freefoto/2515337245/ http://www.flickr.com/photos/tico_bassie/120810354/ http://www.gardenorganic.org.uk/ http://www.flickr.com/photos/nationalrural/1091785673/ http://www.flickr.com/photos/sylvar/112595227/ http://www.flickr.com/photos/markhillary/538883459/ http://www.flickr.com/photos/23126594@N00/369121290/ http://loveapplefarm.typepad.com/growbetterveggies/ http://www.flickr.com/photos/29278394@N00/2457055952/ http://www.flickr.com/photos/pancakejess/1429256455/ http://www.flickr.com/photos/angela7/87957760/ http://www.flickr.com/photos/drstarbuck/194160521/ http://www.flickr.com/photos/jeremymates/2688974917/ http://www.flickr.com/photos/chichacha/2473930145/

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Organic Gardener's Guide to Lead Nurturing

by PeteJakob on Sep 24, 2008

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Organic Gardener’s Guide to Lead Nurturing — Presentation Transcript