0
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

M...
A Nurturing Checklist
1. Understand your buyer: Relevance & 


C o l l e g e

Shared Values.
2. Pinpoint what motivates yo...
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 ...
Source:

Pedigree

Higher
Order

Hierarchy of
Emotional Attributes

C o l l e g e

Tide

!
Level of
Connection

Oxy-Clean
...
Source:

Oxy-Clean

Product Benefit

“The simplest and least effective
means of creating emotional
connection is to convey ...
Source:

Tide

Emotional Benefit

“A common method of elevating
beyond products benefits is to
connect a functional attribu...
Source:

Pedigree

“Higher-loyalty brands, however,
build emotional connections to
values that are important in the
consum...
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 donatio...
Source:

Shared Value
Pedigree believes all dogs
deserve to be fed well and
that every dog deserves a
loving home.

@Marke...
What is “Lead” Nurturing?
C o l l e g e

•

A generic term implying a constant level of automated engagement with
contacts...
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 ...
Marketing

The Sales Process

The Buyer’s Journey

Leads

Need

Educate

Learn

Present

Evaluate
Negotiate

Negotiate
Sal...
The Sales Process

The Buyer’s Journey
Need

Leads

Marketing & Sales

Educate

C o l l e g e
Evaluate

Present
Negotiate
...
A common mistake marketers make is
to think of lead nurturing as email
communication.
Instead, think of it as a workflow or...
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
mes...
The Business Problems you solve
better than your competitors
C o l l e g e

Prospects

A Business Problem can be many thin...
The Business Problems you solve
better than your competitors
Prospects

C o l l e g e

A Business Problem can be many thin...
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 Proble...
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
@Marketi...
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 Cate...
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...
Step 3: Your Buyer’s Journey

Map your Buyer’s Journey to your Selling Process
Opportunity Stage Name

Correlating Buyer’s...
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 questio...
What is the 

Content Grid?
!

By sharing with Eloqua your
current Content Marketing
assets and by answering a
few questio...
What is the 

Content Grid?
!

By sharing with Eloqua your
current Content Marketing
assets and by answering a
few questio...
What is the 

Content Grid?
!

By sharing with Eloqua your
current Content Marketing
assets and by answering a
few questio...
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...
The Content Grid
C o l l e g e

Distribution Channels
Social Networks

Paid Media

Visual Outposts

Blog

Demand Marketing...
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

Neg...
Why are we
here tonight?
@MarketingCube
The Buyer’s
Journey

Name

Sales & Marketing
Process

Interest

Inquiry

Marketing
validates quality
of interest

Learn

M...
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 ...
Step 4: Build Your Nurturing Campaign
Connect the dots & engage at the right time
Opportunity 

Stage Name
1

Email #1

Em...
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 yo...
The Basics of Nurturing
•

Segmenting

•

Customer Nurturing

•

Being Customer Focussed

•

C o l l e g e

Progressive Pr...
College
Marketing Cube Pty Ltd
Level 3, 85 William Street, 

Darlinghurst, NSW, 2010
Australia
!

Ph: 02 8244 0007
www.mar...
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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.

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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Transcript of "Lead Nurturing - A Process to Build your Campaign"

  1. 1. C o l l e g e Lead Nurturing 101 Marketing Automation Meetup
 6th February, 2014 @MarketingCube
  2. 2. Why are we here tonight? @MarketingCube
  3. 3. 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
  4. 4. 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
  5. 5. Source: Relevance + Shared Values C o l l e g e @MarketingCube
  6. 6. Source: “Higher-order emotional attributes connect the brand to consumer values that extend beyond the category.” C o l l e g e @MarketingCube
  7. 7. 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
  8. 8. Source: Oxy-Clean Product Benefit “The simplest and least effective means of creating emotional connection is to convey excitement around specific product features.” @MarketingCube
  9. 9. Source: Tide Emotional Benefit “A common method of elevating beyond products benefits is to connect a functional attribute to an emotional benefit.” @MarketingCube
  10. 10. 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
  11. 11. Source: Pedigree runs a campaign to support dog adoption. @MarketingCube
  12. 12. Source: Pedigree provides free food to dog adopters. @MarketingCube
  13. 13. Source: Pedigree uses its sponsorship of the Westminster Dog Show to promote dog adoption. @MarketingCube
  14. 14. 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
  15. 15. Source: Shared Value Pedigree believes all dogs deserve to be fed well and that every dog deserves a loving home. @MarketingCube
  16. 16. 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
  17. 17. A Process for Nurturing C o l l e g e Who? Customers Prospects Employees Business Partners @MarketingCube
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. C o l l e g e @MarketingCube
  23. 23. C o l l e g e Step 1: The Problems You Solve @MarketingCube
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. What are you offering? Prospects C o l l e g e What you offer needs to be relevant to the buyer… @MarketingCube
  28. 28. 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
  29. 29. C o l l e g e Step 2: Who? @MarketingCube
  30. 30. Choose 4 
 Prospect Types C o l l e g e Prospects The Graduate The Professional The Executive The Consultant @MarketingCube
  31. 31. Matching Offers 
 to Prospective Buyers Prospects C o l l e g e @MarketingCube
  32. 32. 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
  33. 33. C o l l e g e Step 3: Your Buyer’s Journey? @MarketingCube
  34. 34. 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
  35. 35. 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
  36. 36. Who did their homework? http://contentgrid.eloqua.com @MarketingCube
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. C o l l e g e @MarketingCube
  42. 42. The Content Grid C o l l e g e Distribution Channels Social Networks Paid Media Visual Outposts Blog Demand Marketing Customer Community @MarketingCube
  43. 43. The Content Grid C o l l e g e Distribution Channels Social Networks Paid Media Visual Outposts Blog Demand Marketing Customer Community @MarketingCube
  44. 44. When to Engage C o l l e g e @MarketingCube
  45. 45. 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
  46. 46. Why are we here tonight? @MarketingCube
  47. 47. 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
  48. 48. 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
  49. 49. 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
  50. 50. C o l l e g e Building Your Nurturing Campaign @MarketingCube
  51. 51. C o l l e g e In Summary @MarketingCube
  52. 52. 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
  53. 53. The Basics of Nurturing • Segmenting • Customer Nurturing • Being Customer Focussed • C o l l e g e Progressive Profiling @MarketingCube
  54. 54. College Marketing Cube Pty Ltd Level 3, 85 William Street, 
 Darlinghurst, NSW, 2010 Australia ! Ph: 02 8244 0007 www.marketingcube.com.au @MarketingCube /MarketingCube
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