Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & Customers
NURTURE v. NATURENurturing ProgramsDrive Engagement & Build Relationships
TODAY’S PRESENTER.MOIRA VETTER, CEOMODO MODO AGENCY- Experience: 24 Years B2B Marketing (Client-side & Agency)- Specialties: Branding, Sales/marketing effectiveness & Growth acceleration for complex businesses- Leadership: Executive Advisory Board AMA Atlanta Adjunct Faculty, Kennesaw State University, Entrepreneurship Board of Entrepreneur Advisors Leadership Atlanta, Class of 2013- Community commitment: Quarterly DoGooder company day of service Board of Sugga’s International (Non-profit)
WHAT WE’LL COVER IN TODAY’S WEBINARBuilding Long-term Relationships with Nurturing Programs 1. Strategic Considerations when Creating a Nurturing Program 2. Structuring A Nurturing Program 3. Early-stage Nurturing Programs – a Foundation for Success 4. Using Engagement Insights to Build Relationships 5. Bridging the Gap between Marketing/Sales to Drive Conversion & Customer Growth
Polling Ques,ons For those that have Nurturing programs, which of the following are your greatest challenges or key areas of interest (all that apply)? • 1. Developing the team in the organization (where they fit on the org chart) to own the nurturing campaign. • 2. Building Scoring programs that accurately identify qualified prospects/customers with engagement urgency. • 3. Developing content (destination – perhaps Microsites) to feed a nurturing program • 4. Spending equal attention on prospects as customers • 5. Integrating your customers into your Nurturing program
1.STRATEGIC CONSIDERATIONS WHEN STRUCTURING A NURTURING PROGRAM.
THE FUNNEL REPRESENTS WHATPEOPLE LEARN IN THE PROGRAM Match Your Value to Your Buyers Info Needs Co./Product Awareness Credibility Nurture Nature Value of Oﬀering Push Pull Fundamentals Fundamentals Ac;on/Buy Re-‐up Refer This program is continuous and should be started with a 1-year calendar in mind. Which doesn’t mean 1 or 2 touches…it means 6 to 52 touches. This is a commitment.
CONSIDERATIONS OF A NURTURING PROGRAMSGENERAL: PUSH FUNDAMENTALS: PULL FUNDAMENTALS:• Tools – Eblast, • What do they need to know • SEO OptimizationMarketing Automation, designed with theSales Force Automation • Who is reading/viewing “searchers language” not(SFA), CRMs yours • What you convey about• Scoring what you already know • Be credible, visible about those in consideration experts, thought leaders• Consider when suspects accelerates sales inand unqualified leads nurturing • Serve all role types withshould Move to info (strategic, economic,Salespeople. • Ask them to ACT (Next technical, operational) step: Buy, Renew, Refer)• Develop EngagementSuccess Metrics forengagement specifically.
THE FUNDAMENTALS OF A NURTURING PROGRAMDESTINATION: PUSH CAMPAIGNS: PULL ASSETS:• A clear Brand Promise • E-blast Lists • SEO Optimization• A Micro-site/Destination • Direct Mail designed with the• Content to satisfy • Outbound calling campaigns “searchers language” multiple audiences • Advertising campaigns not yours• Relevant news & events • Contests • White Papers• A sense of who you want • Social Media (general) • Case Studies to draw in, why & what • Targeted Social Networking • Interactive demos you want them to do among thought leaders, • On-demand pre-recorded closed networks and FOTF Webinars, podcasts, etc. SCORING DATA & ONLINE PROMOTION SEO BEHAVIORAL AND/OR SOCIAL OPTIMIZATION
3. EARLY-STAGENURTURING PROGRAM.THE FOUNDATION FOR SUCCESS.
THE CHALLENGES OFNURTURING FUNDAMENTALSThe PLAN The CHALLENGES• SCORING • What industries, titles, activities are worth more? How much are they worth? What does your system record/communicate (Marketing Automation/SFA joy)?• CREATING ASSETS • What already exists? What needs to be created? Do different audiences need different materials? What can your organization consistently do?• CREATING OUTBOUND • CAN-SPAM Compliance (opt-in)? Don’t feign intimacy CAMPAIGNS with suspects? What is TRULY of interest to audience? Test, test, test?• MEASURING ENGAGEMENT • Before, week/day of, real-time, week following, monthly.• WHO OWNS WHAT (IN YOUR • Be assured that whoever owns the program, scoring, ORGANIZATION)…IN THE assets, lists and measurement when you start will likely BEGINNING. not be who keeps the program running.
4. USING ENGAGEMENTINSIGHTS TO BUILD FUTURE RELATIONSHIPS.
USING INSIGHTS TOBUILD FUTURE ENGAGEMENTINSIGHTS ACTIONSMultiple hits on one topic area Create more assets around this topic, or determine whether you are failing to target those interested in another topic.Registrations based on a Ensure the buyer/influencers are also being engaged.particular indicator If you miss them, develop other content.Return viewership Who comes back? Why do they come back?Downloads of key documents Find out how these documents are being used (research, selling to other decision-makers, etc.)Participation (e.g. Webinars) They are vested. Communicate more specifically or frequently. Get sales involved (they gave time, their most precious commodity).Commenting Engage those that are “chatty”. Guest blogger? Research participant? BETA tester?
5. BETWEENBRIDGING THE GAP MARKETING & SALES. DRIVING CONVERSION & GROWTH.
CLOSING INTERNAL GAPS & SIEZING EXTERNAL OPPS BRIDGE Marketing & Sales Gap INTEGRATE Customers & Prospects • Share engagement data & reports • Survey customers for content or context they • Find tools with SIMPLE alerts for behavior need in terms of thought leadership and use • Readjust scoring assumptions based on it to enrich your Nurturing Program. input from the sales team • Feature customers in your marketing, give them opportunities to elevate themselves Initial (e.g. Southwire/2011 Fall Webinar) Content & Audience • Host events that bring Customers & Prospects into the same room (e.g. BusinessWise Dallas/2012 Seminar) • As described earlier, bring your mostRelease Lost engaged parties into the dialogue. Use yourLeads that don’t engaged champions as spokespeople, Capture &connect Out of to blog, in case studies, to test your Cultivatethe Funnel These product, etc. Audiences