Lead Nurturing - A Process to Build your Campaign
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Lead Nurturing - A Process to Build your Campaign

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On the 6th of February, 2014 we hosted a Marketing Automation Meetup in Sydney, Australia. The attached is the deck used for this session. ...

On the 6th of February, 2014 we hosted a Marketing Automation Meetup in Sydney, Australia. The attached is the deck used for this session.

We specifically focused on a Lead Nurturing Campaign for those Contacts who fall out of the bottom of your funnel before the Closed/Won stage. The key being to ensure the investment made by marketing to get them this far through the funnel is not lost simply because they chose not to buy today.

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Lead Nurturing - A Process to Build your Campaign Lead Nurturing - A Process to Build your Campaign Presentation Transcript

  • C o l l e g e Lead Nurturing 101 Marketing Automation Meetup
 6th February, 2014 @MarketingCube
  • Why are we here tonight? @MarketingCube
  • The Buyer’s Journey Name Sales & Marketing Process Interest Inquiry Marketing validates quality of interest Learn Marketing Qualified 
 Lead Marketing Nurtures to Sales Ready Evaluate Sales Accepted 
 Lead Sales Rejects Lead: Sales 
 Sales send to Rejects Lead Nurture Justify Sales Qualified 
 Lead Purchase Closed/Won Opp Stalls: Opportunity Sales send to Stalls Nurture Opp Lost: Opportunity Sales send to Lost Nurture @MarketingCube
  • A Nurturing Checklist 1. Understand your buyer: Relevance & 
 C o l l e g e Shared Values. 2. Pinpoint what motivates your buyers. 3. Whiteboard the ideal customer profile. 4. Define your nurture program. 5. Automate communications. @MarketingCube
  • Source: Relevance + Shared Values C o l l e g e @MarketingCube
  • Source: “Higher-order emotional attributes connect the brand to consumer values that extend beyond the category.” C o l l e g e @MarketingCube
  • Source: Pedigree Higher Order Hierarchy of Emotional Attributes C o l l e g e Tide ! Level of Connection Oxy-Clean Shared Value Emotional Benefit Product Benefit Lower Order @MarketingCube
  • Source: Oxy-Clean Product Benefit “The simplest and least effective means of creating emotional connection is to convey excitement around specific product features.” @MarketingCube
  • Source: Tide Emotional Benefit “A common method of elevating beyond products benefits is to connect a functional attribute to an emotional benefit.” @MarketingCube
  • Source: Pedigree “Higher-loyalty brands, however, build emotional connections to values that are important in the consumer’s broader life, beyond the product or even the category.” Shared Value @MarketingCube
  • Source: Pedigree runs a campaign to support dog adoption. @MarketingCube
  • Source: Pedigree provides free food to dog adopters. @MarketingCube
  • Source: Pedigree uses its sponsorship of the Westminster Dog Show to promote dog adoption. @MarketingCube
  • Source: Pedigree donates money from each purchase to the Pedigree Foundation which, combined with direct consumer donations, is then distributed to hundreds of animal shelters each year. @MarketingCube
  • Source: Shared Value Pedigree believes all dogs deserve to be fed well and that every dog deserves a loving home. @MarketingCube
  • What is “Lead” Nurturing? C o l l e g e • A generic term implying a constant level of automated engagement with contacts which may have fallen out of the sales funnel. • “Nurturing” can also be used as a business process to engage 
 with customers, partners and employees. For example: • OnBoarding Campaigns can be built in conjunction with HR, IT and Physical Facilities for new staff. • Customers can be nurtured through a range of products and services. @MarketingCube
  • A Process for Nurturing C o l l e g e Who? Customers Prospects Employees Business Partners @MarketingCube
  • Tonight, we’ll focus on… C o l l e g e • • What’s their profile? Gender? Age? Income Level? Geographical details? • Do you understand their 
 Buyer’s Journey? • Prospects Who are your prospects? What are you offering this buyer? • Who are your competitors? @MarketingCube
  • Marketing The Sales Process The Buyer’s Journey Leads Need Educate Learn Present Evaluate Negotiate Negotiate Sales C o l l e g e Purchase Closed/Won Implement Implement Advocate Grow !15 @MarketingCube
  • The Sales Process The Buyer’s Journey Need Leads Marketing & Sales Educate C o l l e g e Evaluate Present Negotiate Closed/Won Implement Implement Advocate Grow !15 @MarketingCube
  • A common mistake marketers make is to think of lead nurturing as email communication. Instead, think of it as a workflow or series of communications in which every step has a clear and concise objective, whether moving someone to the next stage, or driving another desirable action. C o l l e g e @MarketingCube
  • C o l l e g e @MarketingCube
  • C o l l e g e Step 1: The Problems You Solve @MarketingCube
  • An Ideal 
 Customer Profile Customers • Understanding your current Ideal Customer helps you build relevant offers and messages for Prospects. • Understanding personas, buyer behaviour and why people buy from you today helps you find and engage with better quality Prospects. • C o l l e g e Which product or service delivers the highest amount of profit to your business? @MarketingCube
  • The Business Problems you solve better than your competitors C o l l e g e Prospects A Business Problem can be many things… Shipping 
 Charges Faulty 
 Equipment High Service 
 Costs Complex 
 Application Process @MarketingCube
  • The Business Problems you solve better than your competitors Prospects C o l l e g e A Business Problem can be many things… A buyer won’t buy until the pain they’re experiencing is such that they need to find a solution. @MarketingCube
  • What are you offering? Prospects C o l l e g e What you offer needs to be relevant to the buyer… @MarketingCube
  • Step 1: Which Business Problems Do You Solve? Understanding pain points helps you create the right offer. Business Problems 
 your Prospect has. Offering 1 Offering 2 Offering 3 C o l l e g e A B C D @MarketingCube
  • C o l l e g e Step 2: Who? @MarketingCube
  • Choose 4 
 Prospect Types C o l l e g e Prospects The Graduate The Professional The Executive The Consultant @MarketingCube
  • Matching Offers 
 to Prospective Buyers Prospects C o l l e g e @MarketingCube
  • Step 2: Who are you nurturing? Understand your audience and engage appropriately Offering Your Target Buyer by Job Category/Role C o l l e g e 1 2 3 @MarketingCube
  • C o l l e g e Step 3: Your Buyer’s Journey? @MarketingCube
  • Your Buyer’s Journey C o l l e g e Need Learn Leads Educate Evaluate Present Negotiate Negotiate Purchase Closed/Won Implement Implement Advocate Grow Your Selling or Opportunity Management Process @MarketingCube
  • Step 3: Your Buyer’s Journey Map your Buyer’s Journey to your Selling Process Opportunity Stage Name Correlating Buyer’s Journey Stage C o l l e g e 1 2 3 5 6 7 8 @MarketingCube
  • Who did their homework? http://contentgrid.eloqua.com @MarketingCube
  • What is the 
 Content Grid? ! By sharing with Eloqua your current Content Marketing assets and by answering a few questions, you receive your own personalised copy of the Grid. @MarketingCube
  • What is the 
 Content Grid? ! By sharing with Eloqua your current Content Marketing assets and by answering a few questions, you receive your own personalised copy of the Grid. @MarketingCube
  • What is the 
 Content Grid? ! By sharing with Eloqua your current Content Marketing assets and by answering a few questions, you receive your own personalised copy of the Grid. @MarketingCube
  • What is the 
 Content Grid? ! By sharing with Eloqua your current Content Marketing assets and by answering a few questions, you receive your own personalised copy of the Grid. @MarketingCube
  • C o l l e g e @MarketingCube
  • The Content Grid C o l l e g e Distribution Channels Social Networks Paid Media Visual Outposts Blog Demand Marketing Customer Community @MarketingCube
  • The Content Grid C o l l e g e Distribution Channels Social Networks Paid Media Visual Outposts Blog Demand Marketing Customer Community @MarketingCube
  • When to Engage C o l l e g e @MarketingCube
  • Your Buyer’s Journey C o l l e g e Awareness Need Learn Leads Educate Consideration Evaluate Present Negotiate Negotiate Close Purchase Closed/Won Community Implement Implement Advocate Grow @MarketingCube
  • Why are we here tonight? @MarketingCube
  • The Buyer’s Journey Name Sales & Marketing Process Interest Inquiry Marketing validates quality of interest Learn Marketing Qualified 
 Lead Marketing Nurtures to Sales Ready Evaluate Sales Accepted 
 Lead Sales Rejects Lead: Sales 
 Sales send to Rejects Lead Nurture Justify Sales Qualified 
 Lead Purchase Closed/Won Opp Stalls: Opportunity Sales send to Stalls Nurture Opp Lost: Opportunity Sales send to Lost Nurture @MarketingCube
  • Join the dots C o l l e g e Sales Rejects Lead: Sales send to Nurture Opp Stalls: Sales send to Nurture Opp Lost: Sales send to Nurture @MarketingCube
  • Step 4: Build Your Nurturing Campaign Connect the dots & engage at the right time Opportunity 
 Stage Name 1 Email #1 Email #2 Email #3 C o l l e g e 2 3 4 5 6 7 @MarketingCube
  • C o l l e g e Building Your Nurturing Campaign @MarketingCube
  • C o l l e g e In Summary @MarketingCube
  • A Nurturing Checklist 1. Understand your buyer: Relevance & 
 C o l l e g e Shared Values. 2. Pinpoint what motivates your buyers. 3. Whiteboard the ideal customer profile. 4. Define your nurture program. 5. Automate communications. @MarketingCube
  • The Basics of Nurturing • Segmenting • Customer Nurturing • Being Customer Focussed • C o l l e g e Progressive Profiling @MarketingCube
  • College Marketing Cube Pty Ltd Level 3, 85 William Street, 
 Darlinghurst, NSW, 2010 Australia ! Ph: 02 8244 0007 www.marketingcube.com.au @MarketingCube /MarketingCube