Developing Integrated Nurturing Programmes<br />Twitter: #B2BUniversity<br />
Challenge #1:<br />Understand the Shift in Power that has occurred<br />
Marketing has changed<br />
The old way of speaking to customers has shifted...<br />
From Push...<br />Direct Mail, Bulk Email, Radio, TV,...<br />
...to Pull...<br />Search, PPC, Blogs<br />
...to Engagement and Sharing<br />Social, Conversations, Participation, User Feedback<br />
Your brand used to be defined here...<br />
...Now it’s defined here.<br />As much by your market... As your marketing!<br />
Challenge #2:<br />Relevance in the Inbox<br />
B2B Buyers Hearing More Noise<br />
By 2014…<br />9,000 email marketing messages a year.<br />…750 a month<br />…25 each day<br />
How do we as Marketers react to this new environment?<br />
How do we remain relevant and engagement with prospects and customers?<br />
The Components of Marketing Automation<br />Web Integration<br />& Lead Capture<br />Outbound/Email <br />Execution<br />R...
Lead management framework<br />Information capture (initial dialogue)<br />Scoring<br />Dialogue routing<br />Email-based ...
1.  Consolidated  Data<br />
Centralize Data<br />Consolidate contacts from marketing efforts and CRM<br />Initial data cleansing<br />Marketing <br />...
Duplicates?
Ownership?</li></li></ul><li> Not just contact data…<br />Contacts (contacts/leads/accounts)<br />Content (i.e. emails, te...
2.  Web Integration and Lead Capture<br />
Web Integration<br /><ul><li>Website Tracking
Anonymous
Identified
Landing Pages
Microsites
Dynamic Content
Registration Forms</li></li></ul><li>Integrated Landing Page/Lead Capture Form<br />
Progressive profiling - collection<br />3. Returning Leads – <br />Pre-Populate – Gather More<br />2. Returning Leads – <b...
3.  Email Infrastructure<br />
Direct Marketing Channels<br />Email<br />Marketing Database<br />Mobile/SMS<br />Dynamic Landing Pages<br />Share-to-Soci...
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...
How do we ensure our messages delivered to the recipient – every time?<br />
Opt-in/Legislative Compliance<br />     Content<br />Deliverability<br />Identity and                     Reputation<br />...
Because it isn’t a technical issue…<br />
It’s a business issue…<br />
How can we encourage our prospects and customers to share our messages with others?<br />
The efficacy of a normal email program<br />
Social networks expand virally<br />
Social email is the new viral<br />
Results<br />800 recipients shared the email offer <br />80,000 additional impressions <br />8% list growth<br />33% peopl...
How can we increase the likelihood that our messages are being read by prospects?<br />
Popular search question<br />Best time to send?<br />
Right Message, Right Time<br />
Send Time Optimization<br />
4.  Automated Lead Scoring<br />
Scoring Leads: Enhance Sales and ROI<br />Source:  Silverpop Research<br />
The Lead Puzzle<br />Demographic<br />VP Sales<br />Evaluating<br />Solutions<br />Download a <br />Whitepaper<br />BANT<b...
Integrated Lead Scoring<br />
5.  Nurture programmes<br />
Email Nurturing<br /><ul><li>Level 1:  Batch and Blast
Level 2: Simple Drip programmes
Level 3: Multi-Track, Multi-Step programmes</li></li></ul><li>Email Nurturing<br /><ul><li>Level 1:  Batch and Blast
Segment, Create List, Hit Send!</li></li></ul><li>Email Nurturing<br /><ul><li>Level 2: Simple Drip programmes</li></ul>Sa...
Email Nurturing<br /><ul><li>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</li></li></ul><li>The Nurture program Challenge<br />
When should sales pounce?<br />
Other Considerations<br /><ul><li>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
Upcoming SlideShare
Loading in...5
×

Developing an Integrated B2B Nurture Programme

1,030

Published on

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,030
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
27
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Developing an Integrated B2B Nurture Programme

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

    Clipping is a handy way to collect important slides you want to go back to later.

×