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Developing an Integrated B2B Nurture Programme
 

Developing an Integrated B2B Nurture Programme

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    Developing an Integrated B2B Nurture Programme Developing an Integrated B2B Nurture Programme Presentation Transcript

    • Developing Integrated Nurturing Programmes
      Twitter: #B2BUniversity
    • Challenge #1:
      Understand the Shift in Power that has occurred
    • Marketing has changed
    • The old way of speaking to customers has shifted...
    • From Push...
      Direct Mail, Bulk Email, Radio, TV,...
    • ...to Pull...
      Search, PPC, Blogs
    • ...to Engagement and Sharing
      Social, Conversations, Participation, User Feedback
    • Your brand used to be defined here...
    • ...Now it’s defined here.
      As much by your market... As your marketing!
    • Challenge #2:
      Relevance in the Inbox
    • B2B Buyers Hearing More Noise
    • By 2014…
      9,000 email marketing messages a year.
      …750 a month
      …25 each day
    • How do we as Marketers react to this new environment?
    • How do we remain relevant and engagement with prospects and customers?
    • 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
    • Lead management framework
      Information capture (initial dialogue)
      Scoring
      Dialogue routing
      Email-based Nurturing
      Sales
      Monitoring
    • 1. Consolidated Data
    • Centralize Data
      Consolidate contacts from marketing efforts and CRM
      Initial data cleansing
      Marketing
      Database
      • Age of records?
      • Duplicates?
      • Ownership?
    • Not just contact data…
      Contacts (contacts/leads/accounts)
      Content (i.e. emails, templates, graphics)
      Behaviours (e.g. activities)
      Contacts, Content,
      & Behaviour
      Database
    • 2. Web Integration and Lead Capture
    • Web Integration
      • Website Tracking
      • Anonymous
      • Identified
      • Landing Pages
      • Microsites
      • Dynamic Content
      • Registration Forms
    • Integrated Landing Page/Lead Capture Form
    • 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
    • 3. Email Infrastructure
    • Direct Marketing Channels
      Email
      Marketing Database
      Mobile/SMS
      Dynamic Landing Pages
      Share-to-Social
      DM with PURLs
      TeleQualification
    • Email = Top B2B tactic
      • 89% of B2B marketers use email.
      • Email is the number-one outbound B2B marketing tactic used today.
      Source: Forrester Marketing Forum 2010 presentation
    • How do we ensure our messages delivered to the recipient – every time?
    • Opt-in/Legislative Compliance
      Content
      Deliverability
      Identity and Reputation
      Volume
    • Because it isn’t a technical issue…
    • It’s a business issue…
    • How can we encourage our prospects and customers to share our messages with others?
    • The efficacy of a normal email program
    • Social networks expand virally
    • Social email is the new viral
    • 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
    • How can we increase the likelihood that our messages are being read by prospects?
    • Popular search question
      Best time to send?
    • Right Message, Right Time
    • Send Time Optimization
    • 4. Automated Lead Scoring
    • Scoring Leads: Enhance Sales and ROI
      Source: Silverpop Research
    • 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
    • Integrated Lead Scoring
    • 5. Nurture programmes
    • Email Nurturing
      • Level 1: Batch and Blast
      • Level 2: Simple Drip programmes
      • Level 3: Multi-Track, Multi-Step programmes
    • Email Nurturing
      • Level 1: Batch and Blast
      • 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
    • Email Nurturing
      • Level 3: Multi-Track, Multi-Step programmes
      • Triggered Communications
      • Match Content to Buyer Stage
      • Utilize Buyer Personas and 1-to-1 targeting
      • Scoring/Routing drives next touch point
    • The Nurture program Challenge
    • When should sales pounce?
    • Other Considerations
      • Begin with One-size-fits all
      • Use program as Template then adapt
      • Plan to have prospects move back an forth between programmes
      • Once basic programmes are in place, consider testing other channels
      • Tele-qualification as part of nurture program
      • Digital print and Direct Mail with PURLs
    • 6. Sales Collaboration
    • 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”
    • programmes
      Leads/Contacts
      Accounts
      Marketing Activities
      Opportunities/€€s
      CRM Synchronization
      Marketing Automation
      CRM
    • Sales Visibility (Lead Activity)
    • Sales Visibility (Lead Activity)
    • Sales Control over Nurturing
    • Sales Collaboration and Alerting
    • 7. Track and Measure
    • Monitor the Nurturing Process
      • Define Marketing ROI
      • Gain agreement from CEO/CFO
      • Create a closed-loop Process
      • Draft a Marketing ROI Plan
      • Include sales in the process
      • Monitor Implementation
      • Incorporate findings into planning
    • 7. Measure the Process
      Impressions
      Marketing
      Inquiries
      Marketing Qualified
      Sales Accepted
      Sales Qualified
      Sales
      New Business
      Nurture Marketing = Revenue Acceleration
    • Monitor the Nurturing Process
      • Process Reports
      • Program reports
      • Email reports
      • Custom reports
      • ROI Reports
      • Revenue Pipeline
      • Waterfall Reports
    • Closing Points
    • Summary
      • Dialogue Marketing = Nurturing
      • Lead nurturing accelerates sales opportunities
      • Mapping content to buyer needs is key
      • There is a proven, substantial return on investment
      • You can start simple, then adapt
    • Thank you!
      E-mail: revans@silverpop.com
      Twitter: @silverpop and @rlevans
      Resources: www.silverpop.com/suomi
    • Twitter:#B2BUniversity