0
7 Steps:

To Put Your Lead Nurturing on Steroids
Welcome to the Jungle

Justin Gray
CEO, LeadMD
@myleadmd

LeadMD
Marketing Automation Experts
http://leadmd.com

2

7 Step...
Welcome to the Jungle

Mary Firme
Chief Lead Accelerator, ReachForce
@MaryFirme

ReachForce
Marketing Technology
http://re...
STEP 1:
Groundwork: Marketing and Sales Data

4

7 Steps: To Put Your Lead Nurturing on Steroids

12/5/2013
1. Poor Data Quality is Costing You $$$

Brian Hansford, Marketing Automation Practice Lead, Heinz Marketing

25% of the a...
1. Marketing Automation Destroyed by Bad Data

6

7 Steps: To Put Your Lead Nurturing on Steroids

12/5/2013
1. Clean your data before you start anything.

 B2B data degrades 25% per year.
– Deal with it. You have to.

 Emails In...
STEP 2:
Complete the infrastructure

8

7 Steps: To Put Your Lead Nurturing on Steroids

12/5/2013
2. Data is King. Complete It. Speed Results.

 Get a 4% increase in sales for every 1%
improvement in Data Quality
 Fill...
STEP 3:
Step on the Gas. Optimize your landing pages.

10

7 Steps: To Put Your Lead Nurturing on Steroids

12/5/2013
3. CAPTURE MORE LEADS. CAPTURE MORE
INFO. CAPTURE MORE $$$
“Today’s buyers
are
two-thirds to
90%
of the way
through
their ...
3. Respond to leads a lot faster – Sell a lot more.

 Online Inbound Lead Conversion
40%

% Leads Converted to Opportunit...
3. Respond to leads a lot faster – Sell a lot more.
 Webinar Leads Conversion
40%

% Leads Converted to Opportunity

30

...
3. Optimize Landing Pages
 20 Questions? No, you get 10.
 Longer Forms, Fewer Leads.
– Cut any question you can get answ...
STEP 4:
Dust off those Buyer Personas

15

7 Steps: To Put Your Lead Nurturing on Steroids

12/5/2013
4. Nurture Marketing IS Conversational Marketing

16

Presentation Title

12/5/2013
4. Personas Matter in the Middle
 Revisit persona strategy
– Who Did you Create it for?
 Trash what sucks

– Align to yo...
4. Divide & Conquer

 Create Persona Entry Plans
– Align Actions Around Personas
 Map Content to Personas
 Identifiable...
4. Operationalize It!

19

7 Steps: To Put Your Lead Nurturing on Steroids

12/5/2013
STEP 5:
Create the Gate

20

7 Steps: To Put Your Lead Nurturing on Steroids

12/5/2013
5. Forget what you’ve been taught

21

7 Steps: To Put Your Lead Nurturing on Steroids

12/5/2013
5. Divide & Conquer

 Create Unique Action Steps
– Align Actions Around Personas





22

Engagement
Successes
Abando...
STEP 6:
The Rubber Meets the Road

23

7 Steps: To Put Your Lead Nurturing on Steroids

12/5/2013
6. If You _____ it, They will ______.

24

7 Steps: To Put Your Lead Nurturing on Steroids

12/5/2013
6. So, Build It!

25

7 Steps: To Put Your Lead Nurturing on Steroids

12/5/2013
6. Oh, and Analyze It!
 How does Content Influence Behavior

26

7 Steps: To Put Your Lead Nurturing on Steroids

12/5/20...
STEP 7
Keep on Doing it

27

7 Steps: To Put Your Lead Nurturing on Steroids

12/5/2013
7. It’s not rocket science

28

7 Steps: To Put Your Lead Nurturing on Steroids

12/5/2013
7. Use 6 Month Iteration Cycles

 6 Month Lifecycle
– Recycle
 One Topic should yield at least 3 others

– Reduce
 Cut ...
7. #KeepItFresh

 Refresh Your Library CONSTANTLY
– Assemble Your Crew
 PR to drive placements
– High Value Placements (...
STEP 8
Really Should Have Been Step 0

31

7 Steps: To Put Your Lead Nurturing on Steroids

12/5/2013
8. Reporting Doesn’t Come Last!

32

7 Steps: To Put Your Lead Nurturing on Steroids

12/5/2013
8. Think about Reporting First.
 Marketing Program Metrics
– Activity and response
– Content Conversions
– Email delivery...
8. Known Benchmarks

SiriusDecisions

Inquiries

MQLs

SALs

SQLs

SQL-to-close

Benchmark

N/A

5.1%

61%

56%

26.5%

Be...
8. Results @ LeadMD

 Persona based nurture in 15 weeks
–
–
–
–

Down from 40
Lead flow increased by 37%
Nurture program ...
8. Results @ ReachForce

 Program Results
–
–
–
–

Lead Engagement up by 453%
Email delivery up by 12%
Email Open rate in...
THANK YOU

 LeadMD.com/pigsfly
– @myleadmd
– @jgraymatter

 Reachforce.com
– @reachforce
– @maryfirme

37

7 Steps: To P...
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7 Steps to Put Your Lead Nurturing on Steroids

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There is a lot of information on why marketers should do lead nurturing but there isn't a lot of information on how to do it and especially how to do it well. If you believe everything you read, lead nurturing looks easy. In reality, there are a number of critical considerations to have a truly effective lead nurturing machine. If you are just trying to figure out lead nurturing or you are ready to pump your lead nurturing programs with steroids, this webinar is perfect for you. Justin Gray, CEO of LeadMD, and Mary Firme, Chief Lead Accelerator from Reachforce, will present real lead nurturing success stories with specific instructions on how to make it happen.

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Transcript of "7 Steps to Put Your Lead Nurturing on Steroids"

  1. 1. 7 Steps: To Put Your Lead Nurturing on Steroids
  2. 2. Welcome to the Jungle Justin Gray CEO, LeadMD @myleadmd LeadMD Marketing Automation Experts http://leadmd.com 2 7 Steps: To Put Your Lead Nurturing on Steroids • • • • • • Marketo & Salesforce Consultancy 1000+ Engagements Retainer & One Time Service & Training offerings Content & Data Offerings Preferred Service Provider 12/5/2013
  3. 3. Welcome to the Jungle Mary Firme Chief Lead Accelerator, ReachForce @MaryFirme ReachForce Marketing Technology http://reachforce.com 3 7 Steps: To Put Your Lead Nurturing on Steroids • Mastering lead data quality for B2B Marketers for nearly a decade • Driving innovation in digital marketing to build quality leads and shorten the buying cycle • Providing a comprehensive view across inbound, events, marketing automation and sales automation 12/5/2013
  4. 4. STEP 1: Groundwork: Marketing and Sales Data 4 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  5. 5. 1. Poor Data Quality is Costing You $$$ Brian Hansford, Marketing Automation Practice Lead, Heinz Marketing 25% of the average B2B database is inaccurate 60% of companies surveyed had an overall data health scale of “unreliable” 80% of companies have “risky” phone contact records “The Impact of Bad Data on Demand Creation” - Sirius Decisions “Using a database of 100,000 contacts, a strong organization will realize nearly 70% more revenue than an average organization based purely on data quality!” “The Impact of Bad Data on Demand Creation” - Sirius Decisions
  6. 6. 1. Marketing Automation Destroyed by Bad Data 6 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  7. 7. 1. Clean your data before you start anything.  B2B data degrades 25% per year. – Deal with it. You have to.  Emails Invalid? Check deliverability. – You may find some bad ones are good and vice versa.     7 Postal Addresses? Validate. Phone numbers? Check and correct. Junk? Zap it. Duplicates? Merge them. 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  8. 8. STEP 2: Complete the infrastructure 8 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  9. 9. 2. Data is King. Complete It. Speed Results.  Get a 4% increase in sales for every 1% improvement in Data Quality  Fill any gaps in your data (without wasting nurture activities to fill in blanks)     Industry Global scope Revenues Transform raw SIC codes, revenue into your custom segment bands  Mailing address for events or direct mail  Phone number  Append missing or bad emails 9 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  10. 10. STEP 3: Step on the Gas. Optimize your landing pages. 10 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  11. 11. 3. CAPTURE MORE LEADS. CAPTURE MORE INFO. CAPTURE MORE $$$ “Today’s buyers are two-thirds to 90% of the way through their purchase journey before they reach out to the vendor.” - Lori Wizdo, Forrester Forrester Infographic 2012 11 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  12. 12. 3. Respond to leads a lot faster – Sell a lot more.  Online Inbound Lead Conversion 40% % Leads Converted to Opportunity 30 20 10 0 12 Day 0 Day 1 Day 2 Day 3 7 Steps: To Put Your Lead Nurturing on Steroids Day 4 Day 5 Day 6 Day 7 12/5/2013
  13. 13. 3. Respond to leads a lot faster – Sell a lot more.  Webinar Leads Conversion 40% % Leads Converted to Opportunity 30 20 10 0 13 Day 0 Day 1 Day 2 Day 3 Day 4 7 Steps: To Put Your Lead Nurturing on Steroids Day 5 Day 6 Day 7 12/5/2013
  14. 14. 3. Optimize Landing Pages  20 Questions? No, you get 10.  Longer Forms, Fewer Leads. – Cut any question you can get answered without asking the prospect  Add information through Data Append (like SmartForms)  Product, Technology, or Buyer Pain? Align content page to these data points and capture in the background.  Hidden fields can grab from multiple sources – use them.  Don’t let Hot leads Go Cold. – Buyers aren’t tire kicking when they hit your site – they’re buying – Faster response converts to opportunity at a massively higher rate 14 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  15. 15. STEP 4: Dust off those Buyer Personas 15 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  16. 16. 4. Nurture Marketing IS Conversational Marketing 16 Presentation Title 12/5/2013
  17. 17. 4. Personas Matter in the Middle  Revisit persona strategy – Who Did you Create it for?  Trash what sucks – Align to your content plan – Operationalize in accordance with nurture  General Tracks  Persona Tracks  Customer Tracks 17 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  18. 18. 4. Divide & Conquer  Create Persona Entry Plans – Align Actions Around Personas  Map Content to Personas  Identifiable Actions  Debunking Actions 18 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  19. 19. 4. Operationalize It! 19 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  20. 20. STEP 5: Create the Gate 20 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  21. 21. 5. Forget what you’ve been taught 21 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  22. 22. 5. Divide & Conquer  Create Unique Action Steps – Align Actions Around Personas     22 Engagement Successes Abandons Nurture Entry 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  23. 23. STEP 6: The Rubber Meets the Road 23 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  24. 24. 6. If You _____ it, They will ______. 24 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  25. 25. 6. So, Build It! 25 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  26. 26. 6. Oh, and Analyze It!  How does Content Influence Behavior 26 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  27. 27. STEP 7 Keep on Doing it 27 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  28. 28. 7. It’s not rocket science 28 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  29. 29. 7. Use 6 Month Iteration Cycles  6 Month Lifecycle – Recycle  One Topic should yield at least 3 others – Reduce  Cut out noise & Outdated Content – Reuse  Change Channels & Keep it Fresh 29 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  30. 30. 7. #KeepItFresh  Refresh Your Library CONSTANTLY – Assemble Your Crew  PR to drive placements – High Value Placements (HVP)  SEO ensures staying power – Organic First  The buyer determines your actions 30 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  31. 31. STEP 8 Really Should Have Been Step 0 31 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  32. 32. 8. Reporting Doesn’t Come Last! 32 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  33. 33. 8. Think about Reporting First.  Marketing Program Metrics – Activity and response – Content Conversions – Email delivery. Unsubscribes.  Funnel Reporting based on: – Net New Names – MQL’s – Influenced Opportunities  Socialize your results. 33 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  34. 34. 8. Known Benchmarks SiriusDecisions Inquiries MQLs SALs SQLs SQL-to-close Benchmark N/A 5.1% 61% 56% 26.5% Best Practice N/A 9.7% 82% 62% 29% MQL = Marketing Qualified Lead SAL = Sales Accepted Lead SQL = Sales Qualified Lead (i.e. sales opportunity identified) Example: Moving from Benchmark to Best Practice  For each 1,000 leads, best-in-class companies create 46 more MQLs than benchmark companies (97 instead of 51). They create almost 10 additional deals (14.3 instead of 4.6 deals, a 300% increase).  Estimate: $150,000 additional revenue per month (based on 3 additional deals per month at an average deal size of $50,000) 34 7 Steps: To Put Your Lead Nurturing on Steroids
  35. 35. 8. Results @ LeadMD  Persona based nurture in 15 weeks – – – – Down from 40 Lead flow increased by 37% Nurture program ROI up by 41% Form conversions boosted by 26%  3X ROI on Persona Implementation 35 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  36. 36. 8. Results @ ReachForce  Program Results – – – – Lead Engagement up by 453% Email delivery up by 12% Email Open rate increased 112% Email Click% up 178%  41% Increase in Marketing Sourced Opportunities 36 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
  37. 37. THANK YOU  LeadMD.com/pigsfly – @myleadmd – @jgraymatter  Reachforce.com – @reachforce – @maryfirme 37 7 Steps: To Put Your Lead Nurturing on Steroids 12/5/2013
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