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How to NURTURE New Buyers (from #IHeartMktg)


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  • 1. Western Region User Conference October 8, 2013
  • 2. PRESENTED BY: Jay Hidalgo | President of Demand Gen Coach Aaron Bolshaw | Sr. Manager, Database Marketing RAPID FIRE SESSION NURTURE
  • 3. Agenda • Nurture • Core components – Segmentation – Qualification – Automation • Using Act-On • Wrap it up • Questions
  • 4. What is Nurture? Engaging with and building a relationship with prospects and customers by providing relevant and timely information based on their needs, not yours
  • 6. Start with Knowing the Buyer – Buyer Persona and Buying Process What is a Buyer Persona? – A short bio of the typical customer – Includes Information on: • Buyer’s Background • Daily Activities/Behavior • Current Solutions to Problem • What’s important to this Buyer The Buying Process – The Steps the Buyer goes through from need identification to post purchase – Should be customized, not “vanilla”
  • 7. • Content is information that is of value to visitor/prospect/customer. Often, they are willing to exchange their contact details to access it • Different content will be more/less effective depending on the buyers relationship with the company, and their place in the buying journey • Providing relevant and timely information based on their needs, not yours • Content can/should be repurposed for different campaigns and channels (Rule of 4) Content Defined
  • 8. Buyer Persona Matrix - Example Manager Director/Sr. Director Vice - President CxO Buyer Background Daily Activity Challenges Solutions to Challenges Compelling Event
  • 9. Based on business impact assessment, the next step is to help the buyer get to a sense of organization’s true needs • Acquisition • Financial Constraints • New Competitor Sample Buying Process Having engaged with buyer on specific catalyst issue that is driving consideration for changing, the follow up is to highlight the larger impact – at a business level What is the right solution for the buyer’s needs? This next step validates those needs Finally, these needs are mapped to product offering in this area, vendor contact begins Catalyst Change Whiteboard the hypothetical buying process Test initial hypotheses with internal and external marketing research Validate with stakeholders (prospects, customers, sales, marketing) Business Impact True Needs Assessment Recommended Solution Engagement
  • 10. Putting it All Together Source: Keith Holloway, One Degree Content Buying Process Stages Personas
  • 11. Put it in play Create segments in Act-On that reflect your personas & where they are in their buying cycle, then send relevant content using dynamic content Pricing page visit PERSONA segment BUYING CYCLE segment
  • 12. Qualification IT’S A PROCESS… NOT AN EVENT
  • 13. Unique Visitor A net new visitor who visits the company website or any pages within that domain Impression The number of views by customers/prospects/suspects from any campaign tactic - print advertising, direct mail, online, email, etc Inquiry An inbound action from a customer/prospect/suspect driven from a marketing campaign or general researching on our website Valid Inquiry Inquiries that have been validated as actual customer/prospect data - removing the bad data from the total responses (ie - the 'Mickey Mouse', etc) Lead A valid Inquiry that is not sales ready, based on lead score and is interested in company product or service Marketing Qualified Lead Valid or nurtured responses that have been qualified for a product/solution interest and provided to appropriate sales representative based on a lead score of X or higher , or by defined rule. Sales Accepted Lead Markeing Qualfied leads that have been received by sales for sales follow up Nurtured Leads Sales Accepted leads that have been sent back to marketing by sales nurturing Sales Qualified Lead Sales Accepted leads that have been qualified to have true potential by sales and converted from a lead to an opportunity in Closed Opportunities Any lead that have been closed from further engagement by sales - either as a sale or no sale with specific reasons Sample Definitions Component #1 - Definitions
  • 14. Component #2 - Criteria What information are we using to determine the definition? Examples: – Has demographic that aligns with your ideal buyer (vertical, job function, company size) – Behavioral: Has x number of visits to the web, x number of downloads, webinar attendance, etc. – BANT: Has budget, 0-3 month timeframe, etc.
  • 15. Component #3 – Scoring Determine the scoring for each event, action or demographic Persona: C-Level Job Function = 10pts; Director Level = 5 pts Behavior: 2 email opens per month = 5 pts; 1 webinar attendance = 7 pts BANT: Has authority = 10 pts; has an acceptable timeframe = 7 pts
  • 16. Put it in play Create scoring rules in Act-On that reflect your qualification definitions and criteria. Score higher for BANT profiles and behavior AUTHORITY scores Timeline scores
  • 18. Funnel Focus Introduce Act-On with lighter content – videos and white papers Offer persona-specific content to help aid buying process for prospect Decision-supportive content, post-sale programs, and ongoing customer communications Act-On uses automated programs to create leads and move them through our sales funnel, focusing on where a prospect is at in their buying cycle
  • 19. Sketch a Plan HOT LEADS COLD LEADS CUSTOMER C-LEVEL Copy to List Email 1 Email Cold Email CXO Invite Opened Previous Yes No Conditional Messages Testimonial wait wait wait wait Conditional Branching Copy to List Change Field Value Email 1 Email 2 Email 3 Email 4 wait 5 days wait 5 days wait 5 days wait 1 day Program 1 Program 2 30 points SALES
  • 20. Tips & Tricks • Know what you want to do after the program, build that in • Link programs together • Gather all ingredients first • Shift from calendar mentality • Know the short and long path • Consider one-offs instead of editing program AP 1 AP 2 AP 3
  • 21. Three Things… Define Buyer Personas and Buying Process before creating programs Develop Content, match up with Personas and Buying Process Plan the work then work the plan, especially when it comes to building the automate program
  • 22. Questions