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The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
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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, …

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

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

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