The One-Two Punch of Effective Lead Nurturing
 

The One-Two Punch of Effective Lead Nurturing

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Only 5 to 10 percent of your marketplace is ready to buy right now. To ensure that the remaining 90 to 95 percent eventually end up in your pipeline, you need to engage in value-driven lead generation ...

Only 5 to 10 percent of your marketplace is ready to buy right now. To ensure that the remaining 90 to 95 percent eventually end up in your pipeline, you need to engage in value-driven lead generation and nurturing. In this presentation, Brian Carroll, Executive Director of Revenue Optimization at MECLABS, will describe the key components of a successful content-driven lead engagement approach.

An accurate, on-target database: Find out how you can reach the right people in the right companies. Get easily actionable tips to grow your lists with

Content they’ll eagerly consume and share: Learn how to engage and nurture prospects throughout the sales cycle. Discover how to strategically stretch resources by repurposing engaging content and learn it all from real-world examples.

Gain strategies to:

-Build a powerful database and keep it that way
-Keep prospects engaged by providing the content they really want
-Make the most of your content resources

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    The One-Two Punch of Effective Lead Nurturing The One-Two Punch of Effective Lead Nurturing Presentation Transcript

    • The One-Two Punch ofEffective Lead Engagement Accurate Lists and Powerful ContentBrian CarrollExecutive Director of RevenueOptimization, MECLABS
    • MECLABS: A science lab with a consultancy • More than 10 years of research • 1,300+ major experiments • Over 1 billion emails • 10,000 sales-paths tested • Hundreds of publications and conferences2 #sherpawebinar
    • Session Speaker Brian Carroll Executive Director of Revenue Optimization MECLABS Brian Carroll is Executive Director of Applied Research at MECLABS and CEO of InTouch, part of the MECLABS Group. Author of the bestseller, Lead Generation for the Complex Sale, Carroll is a leading expert in lead generation and hes profiled and regularly quoted in numerous publications. @brianjcarroll Carroll also speaks to 20,000 people a year on improving sales effectiveness and lead generation strategies. He has been profiled and regularly quoted in numerous publications such as BtoB magazine, Selling Power, The Wall Street Journal, Entrepreneur, Target Marketing, Inc., Marketing News, DM News, MarketingProfs, MarketingSherpa, Software CEO and CMO Magazine.3 #sherpawebinar
    • The case for effective lead nurturing • 80% of marketing leads wind up lost, ignored or discarded • 80% of B2B marketers pass raw leads to sales • Long-term leads (future opportunities), often ignored by salespeople, represent 77% of potential sales • 73% of companies have no process for re-engaging and nurturing leads after sales MarketingSherpa 2010-2011 B2B Benchmark Report CMO Council and Business Performance Management Forum, Sirius Decisions4 #sherpawebinar
    • Case Study Experiment ID: Protected Account Location: MarketingSherpa Case Study Library Test Protocol: CS31985 Research Notes: Background: A B2B company with a short sales cycle launched an email series to nurture older leads Objective: To reinvigorate leads that have passed the initial 30 day window in which most clients are most likely to convert. Primary research question: Which tactics can be implemented to re-engage existing leads in the database? Test Design: Intensive initial 30-day lead nurture campaign followed by regular newsletters, webinars and long term added-value email series.5 #sherpawebinar
    • Results: How did they do it? Customers are from leads generated 37% over three months ago Customers are from leads generated 20% over one year ago Key takeaways: Focus on your fresh, relevant leads but don’t ! neglect those you met three or more months ago. Ensure your brand stays top of mind but communicate to them in a way that is relevant and respectful. What can you do to reach out to your existing list in a helpful way?6 #sherpawebinar
    • Step 1: Nurture the fresh leads first Leads generated through content downloads Topic A Topic B Topic C Topic D7 #sherpawebinar
    • Step 1: Nurture the fresh leads first Leads generated through content downloads Topic A Topic B Topic C Topic DWeek 1 8 #sherpawebinar
    • Step 1: Nurture the fresh leads first Leads generated through content downloads Topic A Topic B Topic C Topic DWeek 1Week 2 9 #sherpawebinar
    • Step 1: Nurture the fresh leads first Leads generated through content downloads Topic A Topic B Topic C Topic DWeek 1Week 2 CTA: sign up for online software demo 10 #sherpawebinar
    • Step 1: Nurture the fresh leads first Leads generated through content downloads Topic A Topic B Topic C Topic DWeek 1Week 2 CTA: sign up for online software demo Online Software Sales-ready leads Re-engagement Demo 11 #sherpawebinar
    • Step 2: Maintain an ongoing email program If leads finish the initial nurturing series without converting, the team sends two other types of emails to the audience: Email Newsletter This monthly email includes short columns from the company CEO, as well as information on industry events, book reviews, marketing advice and other content related to the company.12 #sherpawebinar
    • Step 2: Maintain an ongoing email program Once leads finish the initial nurturing series without converting, the team sends two other types of emails to the audience: Monthly webinar invitations • The term "webinar" in its subject line • Personal salutation • Description of the event • One link and one button to register • Header image linked to registration page Manage your email subscriptions13 #sherpawebinar
    • Step 3: Design long-term "tips" email series In addition to the newsletters and webinar invitations, a biweekly email series that features marketing tips and other practical information for 12 months. Leads enter this series immediately after finishing the short-term series. Primary Goal: Maintain contact with the leads and showcase the companys expertise De-emphasized call to action: Register for online demo14 #sherpawebinar
    • Step 3: Design long-term "tips" email series Pro-active option to opt-out Above and beyond CANSPAM, an email is sent three months into this series which gives them an opportunity to opt-out. Shows respect for the prospect and gives them a chance to reaffirm their interest.15 #sherpawebinar
    • Step 4: Avoid overwhelming your audience The schedules and scenarios surrounding the email marketing were thoroughly outlined and conditions were set, including: • Stop emailing sales-ready leads Leads that scheduled an online product demo stop receiving the nurturing emails and are handed to the companys sales team. • Start over for new downloads Any leads in the long-term series that fill out a form to download more content are taken out of the long-term series and placed into one of the four short-term series.16 #sherpawebinar
    • What is lead nurturing? A relevant, consistent conversation with viable potential customers, regardless of their timing to buy. Understand Messaging Organize Execute Track Results & Audience Strategy Content Tracks Engagement Progressive Lead Movement Across Buying Stages • Touch • Touch • Touch • Touch 1 • Track • Follow- 2 • Track • Follow- 3 • Track • Follow- 4 • Track • Follow- Up Up Up Up17 #sherpawebinar
    • Sales has a funnel – marketing should too Events, Events, Summits, Guides, Subscribers, Website, Teleprospecting Inquiries (Level 1) Not a Fit Marketing Nurturing (Level 2) Pipeline Level 3,4,5 Leads Returned Prospects CRM Closed Loop Feedback HANDOFF Sales Sales Ready Generated Leads Leads Sales Existing Clients Pipeline Measure ROI Customers18 #sherpawebinar
    • Four Key Steps 1 Develop a foundational database 2 Design your content library 3 Measure and tweak 4 Cycle back to improve your DB
    • Four Key Steps 1 Develop a foundational database 2 Design your content library 3 Measure and tweak 4 Cycle back to improve your DB
    • 1 Develop DB Develop a foundational database Build your nurturing database – start with who you know Key accounts Sales team Business cards Past customers Past sales pipeline Leads not touched 90+ days Past event attendees Inbound inquiries Nurturing Web Newsletter list sources Phone subscriptions Email Direct mail lists Teleprospecting lists21 #sherpawebinar
    • 1 Develop DB Develop a foundational database Marketing and Sales Alignment: What is a lead? • Inquiries are not leads: As little as 5 to 15 percent of all inquiries are truly sales-ready. • Marketing doesn’t need sales to “accept” the leads. Marketing needs sales to confirm whether the lead met the Universal Lead Definition that was agreed to between sales and marketing • Create your very own version of the universal lead definition, apply it to every lead, and leave room for the definition to go through rapid iterations as you close the loop with your sales team.22 #sherpawebinar
    • 1 Develop DB Develop a foundational database F Action Item: ULD checklist What makes a good sales lead? • How can we raise the bar and give your better more actionable leads? • What initiative or need makes this a good fit? • What info is necessary to determine if a lead is worth the follow-up? • What are the titles/job functions of economic buyers and influencers? • What does this company values? What’s its culture like? • " What are the common business issues?23 #sherpawebinar
    • 1 Develop DB Develop a foundational database F Action Item: ULD checklist What information is required to qualify leads as being sales ready? What information is required to qualify leads as being sales ready? •• What are the characteristics of the ideal sales opportunity? What are the characteristics of the ideal sales opportunity? •• What are the questions sales want answered before getting a lead? What are the questions sales want answered before getting a lead? •• What info is must-have vs. nice-to-have? What info is must-have vs. nice-to-have? •• Which questions tend to gather the most-needed information? Which questions tend to gather the most-needed information? •• What should we start doing to make leads more actionable? What should we start doing to make leads more actionable? •• What things should we stop doing with leads that don’t value? " What things should we stop doing with leads that don’t value?24 #sherpawebinar
    • 1 Develop DB Develop a foundational database F Action Item: ULD checklist Use the ULD to delineate “sales ready” vs. “nurture” lead statuses • Will there be a time frame to evaluate and implement a solution? • Will there be a formal or informal budget in place? " • Are there specific behaviors or traits you are looking for?25 #sherpawebinar
    • 1 Develop DB Develop a foundational database F Action Item: ULD checklist Identify key info a sales rep would value in speaking with a prospect Identify key info a sales rep would value in speaking with a prospect •• What fuels interest and how must we focus on it with the solution? What fuels interest and how must we focus on it with the solution? •• Where is the best entry point? Where is the best entry point? •• Who is involved in the buying process as it evolves? Who is involved in the buying process as it evolves? " •• Should anyone else be contacted? Should anyone else be contacted? " •• Where’s the funding coming from and who has authority over it? Where’s the funding coming from and who has authority over it? Then, only send as many sales ready leads that the sales person can effectively handle Then, only send as many sales ready leads that the sales person can effectively handle26 #sherpawebinar
    • 1 Develop DB Develop a foundational databaseTarget company Nestle  Company lead classification  IndustryIdentify  Employees  Salesfirmographics,  Assigned repcompile notes  Company notes  Company web URL Paris Sao Paulo Frankfurt MilanIdentify  Site type  Site type  Site type  Site typeheadquarters,   Site address   Site address   Site address   Site address  Site  Site  Site  Sitesites Qualification Qualification Qualification Qualification  Site web URL  Site web URL  Site web URL  Site web URL Brian Carroll Michelle Passe Pat Lorch CIO Dir. eBusiness VP, Supply ChainIdentify, qualify  Lead classification  Lead classification  Lead Classification  Contact info  Contact info  Contact infocontacts   Conversation notes  Conversation notes  Conversation notes    Qualification responses  Qualification responses  Qualification responses  Qualification comments  Qualification comments  Qualification comments  Contact history  Contact history  Contact history27 #sherpawebinar
    • Four Key Steps 1 Develop a foundational database 2 Design your content library 3 Measure and tweak 4 Cycle back to improve your DB
    • 2 Design Library Design your content library Non-Nurtured Nurtured Leads Leads • Organizations deemed “best-in-class” see double the bid-win ratio on nurtured leads compared to peers • Nurtured leads delivered 47% higher average order values than non nurtured leads29 #sherpawebinar
    • 2 Design Library Design your content library Connect with your personas: • Project Leader • CIO • Contact Center • Field Service Center • Executive Sponsor • Stakeholders30 #sherpawebinar
    • 2 Design Library Design your content library Connect with your personas: Multi-track lead nurturing timeline • Project Leader CIO Q1 • CIO Month 1 Free executive report via direct mail with follow-up call • Contact Center Month 2 Invitation to executive roundtable via e-mail with follow-up call • Field Service Center Month 3 Link to relevant Podcast via e-mail with follow-up voicemail • Executive Sponsor IT Director Q1 • Stakeholders Month 1 3rd party article via e-mail and voice mail Month 2 3rd party article via e-mail with follow-up Month 3 Link to relevant webinar via e-mail with follow-up call IT Manager Q1 Month 1 Relevant white paper via e-mail with voice mail Month 2 Direct mail piece Month 3 Invitation to webcast via e-mail with follow-up call Client Plan for Q1 Audience: 3 Contacts Deep31 #sherpawebinar
    • 2 Design Library Design your content library Map channels and content Online RSS Website Email Landing pages Phone By-lined articles Microsites Develop relationships Links to 3rd party Confirm correct articles contacts Case studies Gain internal referrals Press releases Get opt-in email Whitepapers Event invitations Nurturing addresses Personal invitations Research reports Re-engage aged Collateral/brochures opportunities Events Identify qualified leads Live seminars Webinars Executive briefings Conferences Road shows Trade shows32 #sherpawebinar
    • 2 Design Library Design your content library - Repurpose Maximize your energy Leverage your internal experts • Harness the knowledge that exists in your functional business groups • Create a process and function to capture the expertise and share it • Develop your own thought leaders – make it easy for them to share Gather, filter relevant content based on message mapping • Third-party articles, relevant topics, research reports • Vendor-agnostic podcasts, webinars, blogs and case studies position sales team as trusted advisors • Filter third-party content for a nurturing library of free sources http://www.google.com/alerts33 #sherpawebinar
    • 2 Design Library Quality content can be repurposed Turn one piece of content into multiple pieces of content Research Chart34 #sherpawebinar
    • 2 Design Library Quality content can be repurposed Turn one piece of content into multiple pieces of content Research Chart Webinar Video Clip Blog post Email Tactical tool download35 #sherpawebinar
    • 2 Design Library The value of content beyond acquisition Use a macro lens on your organization to make the case for content development support. Who else can benefit from your content? Sales/Account Management • Nurture your existing customers • Upsell, loyalty and retention Human resources • Recruiting • Internal training and communication Customer Service • Training and education36 #sherpawebinar
    • Four Key Steps 1 Develop a foundational database 2 Design your content library 3 Measure and tweak 4 Cycle back to improve your DB
    • 3 Measure Tie content to a specific conversion Track for patterns to see what works (and what doesn’t) Research Chart Webinar Video Clip Registrants Views Attendees Likes/Dislikes Replays Social Shares Blog post Email Tactical tool download Pageviews Opens Downloads Comments Clickthroughs Social Shares Social Shares Shares Lead Capture38 #sherpawebinar
    • 3 Measure Measure and tweak Quantitative Qualitative • Use analytics to help clarify • Comments and social media how topics and types of engagement on which topics content drive engagement and resonate and may be a good conversions – and which ones direction for future content: don’t • Blog posts • Lead generation forms tie into • Videos database: • Articles • Compare with how the • Encourage your sales team to prospect engages with you share content with prospects to • Look for patterns and score help explain complicated topics – accordingly get their feedback on what connects for the prospect39 #sherpawebinar
    • 3 Measure Measure and tweak • Supported by tools that make it easy to: • Continue conversation • Suggest offers based on behavior and engagement • Lead nurturing automation tools must also support: • Lower volume • Ad hoc delivery • All touch points (phone, email, online, in person) • Measure nurturing results such as: • Depth of contact in sphere of influence • Percentage of contacts who opt-in for nurturing • Percentage of contacts who become sales-ready leads40 #sherpawebinar
    • Four Key Steps 1 Develop a foundational database 2 Design your content library 3 Measure and tweak 4 Cycle back to improve your DB
    • 4 Cycle Back Cycle back to improve your DB Webinar Registrants / Inquiries Web Inquiries John Smith Touchpoints: 02/08/2012 - Attended Workshop “B2B Advanced Practices” Social Media 10/18/2011 - Email Opened “TODAY: How marketers are transforming change” Inquiries 10/18/2011 - Downloaded Tradeshow checklist tool Database 10/18/2011 - Attended Webinar - B2B Mkg BMR: Marketers 10/12/2011 - Email Link Clicked “Three ways to increase leads Event Registrants Touchpoints generation at tradeshows and events” & Attendees 10/12/2011 - Email Opened “Three ways to increase leads generation at tradeshows and events” 09/20/2011 - Downloaded Q3 Event Summary whitepaper 09/19/2011 - Attended Webinar – “Event budget planning” Downloadable Tool 09/05/2011 - Called – Spoke with Inbound Inquiry team 09/02/2011 - Message: Your question about services 09/01/2011 - Web Lead – Web – Contact Page Sales Generated42 #sherpawebinar
    • 4 Cycle Back Progressive Profiling Capture a little more information each time you provide value First time download lead gen form Subsequent download progressive profiling43 #sherpawebinar
    • 4 Cycle Back Progressive Lead Scoring • Phone – inquiries, conversations, sales leads • Email interactions – opens, clicks, replies • Website visits – product or service pages • Collateral downloads – registrations or clicks • Event attendance – webinars, tradeshows • Information requests – contact-us form, email responses ! Lead engagement doesn’t equal sales readiness! Use lead engagement to prioritize human-touch follow up.44 #sherpawebinar
    • Four Key Steps 1 Develop a foundational database 2 Design your content library 3 Measure and tweak 4 Cycle back to improve your DB
    • Takeaway: Action items 1 Determine your Universal Lead Definition: Build and refine your DB approach46 #sherpawebinar
    • Takeaway: Action items 1 Determine your Universal Lead Definition: Build and refine your DB approach 2 Build a three-month track for your top three personas47 #sherpawebinar
    • Takeaway: Action items 1 Determine your Universal Lead Definition: Build and refine your DB approach 2 Build a three-month track for your top three personas 3 Create one piece of content, and then turn it into four48 #sherpawebinar
    • Takeaway: Action items 4 Track each content item’s conversion objectives and set goals to increase them49 #sherpawebinar
    • Takeaway: Action items 4 Track each content item’s conversion objectives and set goals to increase them 5 Connect your content touchpoints to your DB and start a progressive profiling process50 #sherpawebinar
    • Thank you Brian Carroll Executive Director of Revenue Optimization MECLABS 651-255-7700 x 640 brian.carroll@meclabs.com @brianjcarroll Additional lead management resources: MECLABS.com B2BLeadBlog.com B2BLeadBlog.com/LinkedIn51 #sherpawebinar
    • The One-Two Punch ofEffective Lead Engagement Accurate Lists and Powerful ContentBrian CarrollExecutive Director of RevenueOptimization, MECLABS