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The Art of Nurturing: Essential Elements of Successful B2B Demand Generation<br />Will Schnabel<br />VP Alliances, Silverp...
Agenda<br />The art of nurturing<br />Buyer 2.0 and the buying process<br />Nurturing basics<br />Q&A<br />
Silverpop<br />1300+ customers, 2000+ brands<br />Email Marketing and Marketing Automation<br />Appexchange Partner with C...
Key Objectives<br />Explain why B2B Marketing is now about engagement <br />Understand the building blocks of a solid nurt...
The Art of Nurturing<br />
Failing B2B demand generation<br />Source:  Bulldog Solutions/Frost & Sullivan, <br />"The Executive Benchmark Assessment"...
B2B marketing legacy<br />Source:MarketingSherpa<br />
B2B demand-gen is a numbers game<br />Only 2-5% of raw inquiries coming into the top of the B2B marketing and sales ‘funne...
Nurturing = It’s about efficiency<br />
Why lead nurturing?<br />Source:MarketingSherpa<br />
Nurturing = It’s about timing<br />sort-of-ready<br />definitely not ready<br />Source:  MarketingSherpa, "2010 E-mail <br...
Dialogue = Key to Nurturing<br />Outbound Marketing<br />Inbound Marketing<br />Initial Human Contact<br />Sales Follow-up...
And it really pays off ...<br />Nurture campaigns produce 2X the Open Rates and 3X the Click-Through-Rates at of one-off e...
Buyer 2.0 and the Buying Process Today<br />
The Power Is Shifting<br />But where are buyers hiding?<br />
Power Shift…Buyer 2.0<br />“[T]he hunter has become the hunted.  Buyers are more informed and seek information independent...
Information consumption patterns of B2B buyers are rapidly changing.<br />
#1 - B2B buyers are increasingly turning to online sources, on their own, earlier in their process, to research purchases ...
Turning to online sources…<br />Source:Enquiro, “Integrated Persuasion: Online and Offline”<br />
As they need things ...<br />72% of the time ‘fit for a specific need at a specific time’ is the number one reason for a B...
#2 - B2B buyers are increasingly leveraging social media -- such as Twitter, blogs, etc. – for peer communication in the i...
Leveraging social media ...<br />Source:  B2B Marketing/Base One, "BUYERSPHERE, Survey of <br />B2B Buyers' Use of Social ...
Leveraging the Groundswell ...<br />“The groundswell is:  A social trend in which people use technologies to get the thing...
Source:  ITSMA, “How Customers Choose Solution Providers, 2009.”  Global data.<br />Peer influence is king ...<br />
#3 – B2B marketers are shifting their attention away from traditional, ad-driven demand generation channels as B2B buyers ...
Education ^ ... Interruption v <br />education<br />interruption<br />Source:  MarketingSherpa, "2009-10 B2B Marketing: <b...
What hasn’t changed?<br />
B2B buyer decision cycle<br />Reconsideration<br />Satisfaction<br />Selection<br />Acknowledgment<br />Investigation<br /...
What has changed?<br />
There is no longer a traditional buying cycle<br />“Transforming the BtoB Buying Process,” DemandGen Report Study – Februa...
Emerging buying cycle gap ...<br />Reconsideration<br />Satisfaction<br />Selection<br />Acknowledgment<br />the opportuni...
Enter Nurture Marketing<br />Middle-of-the-funnel dynamics<br />Educating vs. selling<br />
Content:  The Secret sauce<br />
Content was ...<br />
Content is now ...<br />Critical information<br />Conveyed on specific topics<br />Carries the buying process forward<br /...
Aligning channel by buying stage<br />Buying Process Phase<br />Industry + Analyst Sites<br />E-mail / Outbound<br />Vendo...
Aligning content by buying stage<br />Acknowledgment<br />Social media<br />Thought leadership<br />(w/ E-mail nurturing)<...
Nurturing Basics<br />
Keys to Successful Nurture Marketing<br />Emailing Infrastructure<br />Lead Nurture process and framework<br />Strong Inbo...
#1 – Email Infrastructure<br />
Email = Top B2B tactic<br /><ul><li>89% of B2B marketers use email.
Email is the number-one outbound B2B marketing tactic used today.</li></ul>Source:  Forrester Marketing Forum 2010 present...
Email strengths and weaknesses<br />Great for<br />Sustaining engagement ... nurturing thread<br />Delivering targeted off...
2.  Lead Nurturing Process<br />
Source: SiriusDecisions<br />
Responses <br />Valid<br />Responses <br />Lead Nurture Campaigns<br />Mktg Nurture Campaign<br />Mktg Qualified <br />(MQ...
3.  Inbound Web Content<br />
Inbound is more critical than ever<br />“[C]urrently, more than half of all new inquiries are generated through the Web; w...
Strong inbound Web content<br />Blog content<br />Downloads<br />Social updates, thread participation<br />Webinars<br />W...
Inbound to outbound integration<br />Twitter to Live<br />Twitter<br />Webinar<br />White Paper<br />Nurture<br />Field Ev...
4.  Dynamic Campaigns<br />
Dynamic campaigning<br />Buyer triggered; pull not push<br />Match content to buyer stage<br />Persona targeting and 1-to-...
Dynamic campaigning<br />Source:The Annuitas Group<br />
When should sales pounce?<br />
Progressive profiling<br />
Progressive profiling - logic<br />1st<br />contact<br />2nd/3rd<br />contact<br />later <br />contact + behavioral<br />S...
Progressive profiling - collection<br />3. Returning Leads – <br />Pre-Populate – Gather More<br />2. Returning Leads – <b...
5.  Lead Scoring<br />
Criteria Used for Scoring<br />Demographic<br />Behavioural<br />Firmagraphic<br />Source:  Silverpop Research<br />
Integrated Lead Scoring<br />
6.  Sales Collaboration<br />
Before calling a prospect ...<br />“The sales rep must come to a meeting prepared to discuss the buyer's specific business...
Sales Visibility (Lead Activity)<br />
Sales Visibility (Lead Activity)<br />
Sales Control over Nurturing<br />
Salesperson Email Sending<br />1<br />2<br />3<br />
Sales Collaboration and Alerting<br />
Closing Points<br />
Is it worth it?<br />400%<br /><ul><li>No. of New Leads Generated through existing demand generation activities
No. of qualified leads sent to sales
Sales Close Rates
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The Art of Nurturing: Essential Elements of Successful B2B Demand Generation

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Hey all you B2B marketers: It's time to get back to basics! In this session, Will Schnabel of Silverpop will help you do just that by identifying and exploring the key elements of successful, end-to-end, behavioral-based buyer nurturing. B2B marketers will get a powerful jump-start on developing world-class demand-gen programs that are rooted in scalable Web/email nurturing and powered by marketing automation and real-time collaboration tools like Salesforce Chatter!

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  • Hey all you B2B marketers: It’s time to get back to basics! In this session, Will Schnabel of Silverpop will help you do just that by identifying and exploring the key elements of successful, end-to-end, behavioral-based buyer nurturing. B2B marketers will get a powerful jump-start on developing world-class demand-gen programs that are rooted in scalable Web/email nurturing and powered by marketing automation and real-time collaboration tools like Salesforce Chatter!Speakers: Will Schnabel, Silverpop Systems Inc.
  • Poll Audience:Sales vs MarketingDoing Nurture Marketing?Using marketing tools from app exchange? Email?
  • 70% of leads aren’t waiting on you; you’re waiting on them.
  • So how does issue of dialogue connect with our marketing and sales organization?This is how I think about this issue and how I think about where field marketing fits in …As you know, marketing automation plays one key role – driving nurturing activities on a scale basis and with leads at a variety of stages.But automation can only take us so far, and – in fact – I believe it frees us to be able to focus on the big prize:Authentic dialogue with buyers that is substantive; that is an outstanding experience; and that signals our honest and legitimate participation in marketers’ communities.That’s where field marketing comes in as a critical component of nurturing leads and staying ‘IN’ the dialogue so that as a sales team you have the greatest opportunity to engage with and close new customer opportunities.Here’s one way I conceptualize field marketing in terms of this idea of dialogue … EXPLAIN CHART
  • Add Money Graphic
  • What is B2B is not even clearHow to reach B2B customers is constantly evolvingMarketing paradigm is forever re-aligned
  • Key talking points:. Chart shows rapid change, not overall adoption. Not focus on tradeshows/virtual. Note that in the UK face-to-face remains very important. Riaz: Tradeshows are being used as a way to pull lists together; then moving to online.
  • The traditional buying process has changed dramatically so it it vital that organizations take the time to map out the buying process and ensure they understand the paths their buyers are taking when looking to purchase.
  • What is B2B is not even clearHow to reach B2B customers is constantly evolvingMarketing paradigm is forever re-aligned
  • Lead nurturing is a must along every phase of the funnel (response, MQL,SAL, SQL and Customer). Each phase as shown here will map to your buy cycle and deliver specific content that aligns to the buyers within each phase.Again notice that the nurturing does not stop once you have a customer. This would be akin to ceasing communication once you married your spouse. Delivering key content and information to your customers increases the loyalty, increases their life-cycle spend and increases retention rates.
  • So how does issue of dialogue connect with our marketing and sales organization?This is how I think about this issue and how I think about where field marketing fits in …As you know, marketing automation plays one key role – driving nurturing activities on a scale basis and with leads at a variety of stages.But automation can only take us so far, and – in fact – I believe it frees us to be able to focus on the big prize:Authentic dialogue with buyers that is substantive; that is an outstanding experience; and that signals our honest and legitimate participation in marketers’ communities.That’s where field marketing comes in as a critical component of nurturing leads and staying ‘IN’ the dialogue so that as a sales team you have the greatest opportunity to engage with and close new customer opportunities.Here’s one way I conceptualize field marketing in terms of this idea of dialogue … EXPLAIN CHART
  • What are your goals
  • Hey all you B2B marketers: It’s time to get back to basics! In this session, Will Schnabel of Silverpop will help you do just that by identifying and exploring the key elements of successful, end-to-end, behavioral-based buyer nurturing. B2B marketers will get a powerful jump-start on developing world-class demand-gen programs that are rooted in scalable Web/email nurturing and powered by marketing automation and real-time collaboration tools like Salesforce Chatter!Speakers: Will Schnabel, Silverpop Systems Inc.
  • Transcript of "The Art of Nurturing: Essential Elements of Successful B2B Demand Generation"

    1. 1. The Art of Nurturing: Essential Elements of Successful B2B Demand Generation<br />Will Schnabel<br />VP Alliances, Silverpop<br />wschnabel@silverpop.com<br />Twitter: @wschnabel<br />
    2. 2. Agenda<br />The art of nurturing<br />Buyer 2.0 and the buying process<br />Nurturing basics<br />Q&A<br />
    3. 3. Silverpop<br />1300+ customers, 2000+ brands<br />Email Marketing and Marketing Automation<br />Appexchange Partner with CRM Integration<br />>2B msgs/mo sent across our customer base<br />
    4. 4. Key Objectives<br />Explain why B2B Marketing is now about engagement <br />Understand the building blocks of a solid nurture program <br />Explain how lead nurturing can increase number of leads and provide accelerated sales opportunities<br />Understand why powering the nurture dialog requires both process and technology capabilities<br />
    5. 5. The Art of Nurturing<br />
    6. 6. Failing B2B demand generation<br />Source: Bulldog Solutions/Frost & Sullivan, <br />"The Executive Benchmark Assessment"<br />
    7. 7. B2B marketing legacy<br />Source:MarketingSherpa<br />
    8. 8. B2B demand-gen is a numbers game<br />Only 2-5% of raw inquiries coming into the top of the B2B marketing and sales ‘funnel’ convert to sales.<br />25-30% of B2B marketing databases have bad or incomplete records.<br />Source: SiriusDecisions, SiriusDecisions 2010 <br />Summit, Scottsdale, Arizona<br />
    9. 9. Nurturing = It’s about efficiency<br />
    10. 10. Why lead nurturing?<br />Source:MarketingSherpa<br />
    11. 11. Nurturing = It’s about timing<br />sort-of-ready<br />definitely not ready<br />Source: MarketingSherpa, "2010 E-mail <br />Marketing: Benchmark Report"<br />
    12. 12. Dialogue = Key to Nurturing<br />Outbound Marketing<br />Inbound Marketing<br />Initial Human Contact<br />Sales Follow-up<br />Marketing Automation to CRM Sync<br />Sales <br />Nurturing<br />Email Sent<br />Initial Buyer Interest<br />Collect Buyer Insights + Route<br />Follow-up / Content Offer<br />Marketing Nurturing<br />Scoring + Segmentation + Routing<br />Web Form <br />Data Collection<br />Add. Explicit + Behavioral Data Collection<br />More Buyer Interest + Action<br />Source:Silverpop<br />
    13. 13. And it really pays off ...<br />Nurture campaigns produce 2X the Open Rates and 3X the Click-Through-Rates at of one-off emails<br />23% shorter deal times for nurtured than non-nurtured leads<br />Higher win ratios for prospects touched 3-4 times per month by marketing nurture campaigns.<br />47% higher order value from closed sales that were nurtured versus sales that were not<br />Source:Aberdeen, Sirius Decisions, and Silverpop Research<br />
    14. 14. Buyer 2.0 and the Buying Process Today<br />
    15. 15. The Power Is Shifting<br />But where are buyers hiding?<br />
    16. 16. Power Shift…Buyer 2.0<br />“[T]he hunter has become the hunted. Buyers are more informed and seek information independent of sales. ... How sales people want to sell has little impact on how buyers are choosing to buy.”<br />Source: SiriusDecisions, “Marketing Needed for Sales 2.1”<br />
    17. 17. Information consumption patterns of B2B buyers are rapidly changing.<br />
    18. 18. #1 - B2B buyers are increasingly turning to online sources, on their own, earlier in their process, to research purchases before ever calling a 'live' sales rep.<br />
    19. 19. Turning to online sources…<br />Source:Enquiro, “Integrated Persuasion: Online and Offline”<br />
    20. 20. As they need things ...<br />72% of the time ‘fit for a specific need at a specific time’ is the number one reason for a B2B purchase today.<br />Source: Forrester Marketing Forum 2010 presentation<br />
    21. 21. #2 - B2B buyers are increasingly leveraging social media -- such as Twitter, blogs, etc. – for peer communication in the information collection and validation phases of the buying process.<br />
    22. 22. Leveraging social media ...<br />Source: B2B Marketing/Base One, "BUYERSPHERE, Survey of <br />B2B Buyers' Use of Social Media" UK data.<br />
    23. 23. Leveraging the Groundswell ...<br />“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.”<br />Source: Charlene Li and Josh Bernoff, Groundswell.<br />
    24. 24. Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.<br />Peer influence is king ...<br />
    25. 25. #3 – B2B marketers are shifting their attention away from traditional, ad-driven demand generation channels as B2B buyers shift to new channels.<br />
    26. 26. Education ^ ... Interruption v <br />education<br />interruption<br />Source: MarketingSherpa, "2009-10 B2B Marketing: <br />Benchmark Report.“ Global data.<br />
    27. 27. What hasn’t changed?<br />
    28. 28. B2B buyer decision cycle<br />Reconsideration<br />Satisfaction<br />Selection<br />Acknowledgment<br />Investigation<br />Decision<br />Source: R. Jolles<br />Criteria<br />Measurement<br />
    29. 29. What has changed?<br />
    30. 30. There is no longer a traditional buying cycle<br />“Transforming the BtoB Buying Process,” DemandGen Report Study – February 2010<br />Defining the Buying Cycle<br />
    31. 31. Emerging buying cycle gap ...<br />Reconsideration<br />Satisfaction<br />Selection<br />Acknowledgment<br />the opportunity<br />Investigation<br />Decision<br />Source:R. Jolles<br />Criteria<br />Measurement<br />
    32. 32. Enter Nurture Marketing<br />Middle-of-the-funnel dynamics<br />Educating vs. selling<br />
    33. 33. Content: The Secret sauce<br />
    34. 34. Content was ...<br />
    35. 35. Content is now ...<br />Critical information<br />Conveyed on specific topics<br />Carries the buying process forward<br />Delivered via right channel / timing / voice<br />... aligned to specific phases of the buying cycle.<br />
    36. 36. Aligning channel by buying stage<br />Buying Process Phase<br />Industry + Analyst Sites<br />E-mail / Outbound<br />Vendor Sites / Materials<br />Social / Inbound / Thought Capital<br />SATISFACTION<br />ACKNOWLEDGEMENT<br />DECISION<br />CRITERIA<br />Marketing Automation<br />MEASUREMENT<br />INVESTIGATION<br />SELECTION<br />Sources:Enquiro, R. Jolles, Silverpop.<br />
    37. 37. Aligning content by buying stage<br />Acknowledgment<br />Social media<br />Thought leadership<br />(w/ E-mail nurturing)<br />Traditional media<br />Investigation<br />Detailed product literature<br />Sales proposals<br />Decision<br />E-mail nurturing<br />Field events<br />Search<br />Criteria<br />Analyst reports<br />Blog + Web reviews<br />Search<br />Measurement<br />Analyst reports<br />Search<br />Product Web sites<br />Source: R. Jolles<br />w/ A. Needles contributions<br />
    38. 38. Nurturing Basics<br />
    39. 39. Keys to Successful Nurture Marketing<br />Emailing Infrastructure<br />Lead Nurture process and framework<br />Strong Inbound Web Content<br />Lead Scoring<br />Dynamic Campaigning<br />Sales Collaboration <br />
    40. 40. #1 – Email Infrastructure<br />
    41. 41. Email = Top B2B tactic<br /><ul><li>89% of B2B marketers use email.
    42. 42. Email is the number-one outbound B2B marketing tactic used today.</li></ul>Source: Forrester Marketing Forum 2010 presentation<br />
    43. 43. Email strengths and weaknesses<br />Great for<br />Sustaining engagement ... nurturing thread<br />Delivering targeted offers to buyers you know<br />Not so good for<br />Front-end lead generation<br />Repeated mass offers to buyers you don’t know<br />
    44. 44. 2. Lead Nurturing Process<br />
    45. 45. Source: SiriusDecisions<br />
    46. 46. Responses <br />Valid<br />Responses <br />Lead Nurture Campaigns<br />Mktg Nurture Campaign<br />Mktg Qualified <br />(MQL)<br />Mktg Nurture Campaign<br />Sales Accepted Leads<br />Sales Acceleration Nurture Campaign<br />Post-Sales Nurture Campaign<br />Sales Qualified Leads(SQL)<br />Sales Acceleration Nurture Campaign<br />Closed deals/<br />Customer Nurturing<br />Source: The Annuitas Group<br />Nurture at Every Phase...<br />
    47. 47. 3. Inbound Web Content<br />
    48. 48. Inbound is more critical than ever<br />“[C]urrently, 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 ... .”<br />Source: SiriusDecisions, “Inbound Marketing, the Sirius Way”<br />
    49. 49. Strong inbound Web content<br />Blog content<br />Downloads<br />Social updates, thread participation<br />Webinars<br />White papers<br />Video<br />
    50. 50. Inbound to outbound integration<br />Twitter to Live<br />Twitter<br />Webinar<br />White Paper<br />Nurture<br />Field Event<br />Field Sales Pick-up<br />Search to Inside<br />Google<br />Blog Post<br />Other Download<br />Nurture<br />Call ‘Qual’ Team<br />Inside Sales Pick-up<br />Source:Silverpop<br />
    51. 51. 4. Dynamic Campaigns<br />
    52. 52. Dynamic campaigning<br />Buyer triggered; pull not push<br />Match content to buyer stage<br />Persona targeting and 1-to-1 relevance <br />Inbound-to-Outbound integration<br />Progressive profiling<br />Scoring/routing drive next touch point<br />
    53. 53. Dynamic campaigning<br />Source:The Annuitas Group<br />
    54. 54. When should sales pounce?<br />
    55. 55. Progressive profiling<br />
    56. 56. Progressive profiling - logic<br />1st<br />contact<br />2nd/3rd<br />contact<br />later <br />contact + behavioral<br />Source: MarketingSherpa and KnowledgeStorm, <br />“Connecting Through Content"<br />
    57. 57. Progressive profiling - collection<br />3. Returning Leads – <br />Pre-Populate – Gather More<br />2. Returning Leads – <br />Pre Populate <br />1. Basic Lead Form <br />4. Returning leads – Personalize – Pre-Populate – Progressively Gather More <br />
    58. 58. 5. Lead Scoring<br />
    59. 59. Criteria Used for Scoring<br />Demographic<br />Behavioural<br />Firmagraphic<br />Source: Silverpop Research<br />
    60. 60. Integrated Lead Scoring<br />
    61. 61. 6. Sales Collaboration<br />
    62. 62. Before calling a prospect ...<br />“The sales rep must come to a meeting prepared to discuss the buyer's specific business — yet 31% of sales reps are not prepared with even a basic level of Web availableinformation before taking a buyer's valuable time. Only 16% are extremely prepared.”<br />Source: Technology Marketing Blog (IDC), “Sales <br />Enablement and the Year of the Sales Rep”<br />
    63. 63. Sales Visibility (Lead Activity)<br />
    64. 64. Sales Visibility (Lead Activity)<br />
    65. 65. Sales Control over Nurturing<br />
    66. 66. Salesperson Email Sending<br />1<br />2<br />3<br />
    67. 67. Sales Collaboration and Alerting<br />
    68. 68. Closing Points<br />
    69. 69. Is it worth it?<br />400%<br /><ul><li>No. of New Leads Generated through existing demand generation activities
    70. 70. No. of qualified leads sent to sales
    71. 71. Sales Close Rates
    72. 72. Cost per Sale</li></ul>5x<br />2x<br />25%<br />
    73. 73. Summary<br />Buyer 2.0 requires dialog-marketing tactics<br />Automated Nurturing provides substantial returns on investment<br />Start simply, then adapt<br />Nurturing requires both process and technology<br />
    74. 74. Thank you!<br />E-mail: wschnabel@silverpop.com<br />Twitter: @wschnabel<br />Resources: www.silverpop.com/salesforce<br />Booth #813<br />
    75. 75. Email.Marketing.Automation<br />
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