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Developing an Integrated B2B Nurture Programme

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  • 1. Developing Integrated Nurturing Programmes
    Twitter: #B2BUniversity
  • 2. Challenge #1:
    Understand the Shift in Power that has occurred
  • 3. Marketing has changed
  • 4. The old way of speaking to customers has shifted...
  • 5. From Push...
    Direct Mail, Bulk Email, Radio, TV,...
  • 6. ...to Pull...
    Search, PPC, Blogs
  • 7. ...to Engagement and Sharing
    Social, Conversations, Participation, User Feedback
  • 8. Your brand used to be defined here...
  • 9. ...Now it’s defined here.
    As much by your market... As your marketing!
  • 10. Challenge #2:
    Relevance in the Inbox
  • 11. B2B Buyers Hearing More Noise
  • 12. By 2014…
    9,000 email marketing messages a year.
    …750 a month
    …25 each day
  • 13. How do we as Marketers react to this new environment?
  • 14. How do we remain relevant and engagement with prospects and customers?
  • 15. The Components of Marketing Automation
    Web Integration
    & Lead Capture
    Outbound/Email
    Execution
    ROI Reporting
    & Analytics
    Centralized
    Marketing
    Database
    Lead Scoring
    & Management
    Sales Tools
    /CRM Integration
    program (Nurture)
    Automation
  • 16. Lead management framework
    Information capture (initial dialogue)
    Scoring
    Dialogue routing
    Email-based Nurturing
    Sales
    Monitoring
  • 17. 1. Consolidated Data
  • 18. Centralize Data
    Consolidate contacts from marketing efforts and CRM
    Initial data cleansing
    Marketing
    Database
  • Not just contact data…
    Contacts (contacts/leads/accounts)
    Content (i.e. emails, templates, graphics)
    Behaviours (e.g. activities)
    Contacts, Content,
    & Behaviour
    Database
  • 21.
  • 22. 2. Web Integration and Lead Capture
  • 23. Web Integration
  • Integrated Landing Page/Lead Capture Form
  • 30. 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
  • 31. 3. Email Infrastructure
  • 32. Direct Marketing Channels
    Email
    Marketing Database
    Mobile/SMS
    Dynamic Landing Pages
    Share-to-Social
    DM with PURLs
    TeleQualification
  • 33. Email = Top B2B tactic
    • 89% of B2B marketers use email.
    • 34. Email is the number-one outbound B2B marketing tactic used today.
    Source: Forrester Marketing Forum 2010 presentation
  • 35. How do we ensure our messages delivered to the recipient – every time?
  • 36. Opt-in/Legislative Compliance
    Content
    Deliverability
    Identity and Reputation
    Volume
  • 37. Because it isn’t a technical issue…
  • 38. It’s a business issue…
  • 39. How can we encourage our prospects and customers to share our messages with others?
  • 40. The efficacy of a normal email program
  • 41. Social networks expand virally
  • 42. Social email is the new viral
  • 43.
  • 44. Results
    800 recipients shared the email offer
    80,000 additional impressions
    8% list growth
    33% people who viewed a shared item clicked through to the offer
    3x CTR of their standard emails
  • 45. How can we increase the likelihood that our messages are being read by prospects?
  • 46. Popular search question
    Best time to send?
  • 47. Right Message, Right Time
  • 48. Send Time Optimization
  • 49. 4. Automated Lead Scoring
  • 50. Scoring Leads: Enhance Sales and ROI
    Source: Silverpop Research
  • 51. The Lead Puzzle
    Demographic
    VP Sales
    Evaluating
    Solutions
    Download a
    Whitepaper
    BANT
    Visited Website Last Week
    $100M
    Company
    5000
    Employees
    Has
    2009
    Budget
    Activity
    Needs
    Fit
    Solution
    44
    44
  • 52. Integrated Lead Scoring
  • 53. 5. Nurture programmes
  • 54. Email Nurturing
    • Level 1: Batch and Blast
    • 55. Level 2: Simple Drip programmes
    • 56. Level 3: Multi-Track, Multi-Step programmes
  • Email Nurturing
    • Level 1: Batch and Blast
    • 57. Segment, Create List, Hit Send!
  • Email Nurturing
    • Level 2: Simple Drip programmes
    Sales
    Intro
    On-Demand
    Webinar
    eBook
    Delivered
    Link to
    Demo
    Registration
    Immediate
    Day 2
    Day 7
    Day 14
    Day 0
  • 58. Email Nurturing
    • Level 3: Multi-Track, Multi-Step programmes
    • 59. Triggered Communications
    • 60. Match Content to Buyer Stage
    • 61. Utilize Buyer Personas and 1-to-1 targeting
    • 62. Scoring/Routing drives next touch point
  • The Nurture program Challenge
  • 63. When should sales pounce?
  • 64. Other Considerations
    • Begin with One-size-fits all
    • 65. Use program as Template then adapt
    • 66. Plan to have prospects move back an forth between programmes
    • 67. Once basic programmes are in place, consider testing other channels
    • 68. Tele-qualification as part of nurture program
    • 69. Digital print and Direct Mail with PURLs
  • 6. Sales Collaboration
  • 70. 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”
  • 71. programmes
    Leads/Contacts
    Accounts
    Marketing Activities
    Opportunities/€€s
    CRM Synchronization
    Marketing Automation
    CRM
  • 72. Sales Visibility (Lead Activity)
  • 73. Sales Visibility (Lead Activity)
  • 74. Sales Control over Nurturing
  • 75. Sales Collaboration and Alerting
  • 76. 7. Track and Measure
  • 77. Monitor the Nurturing Process
    • Define Marketing ROI
    • 78. Gain agreement from CEO/CFO
    • 79. Create a closed-loop Process
    • 80. Draft a Marketing ROI Plan
    • 81. Include sales in the process
    • 82. Monitor Implementation
    • 83. Incorporate findings into planning
  • 7. Measure the Process
    Impressions
    Marketing
    Inquiries
    Marketing Qualified
    Sales Accepted
    Sales Qualified
    Sales
    New Business
    Nurture Marketing = Revenue Acceleration
  • 84. Monitor the Nurturing Process
  • Closing Points
  • 91. Summary
    • Dialogue Marketing = Nurturing
    • 92. Lead nurturing accelerates sales opportunities
    • 93. Mapping content to buyer needs is key
    • 94. There is a proven, substantial return on investment
    • 95. You can start simple, then adapt
  • Thank you!
    E-mail: revans@silverpop.com
    Twitter: @silverpop and @rlevans
    Resources: www.silverpop.com/suomi
  • 96. Twitter:#B2BUniversity