The Definitive Guide To Lead Nurturing


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The Definitive Guide To Lead Nurturing

  1. 1. The Definitive Guide to Lead NurturingA Marketo
  2. 2. ContentsWhy Should I Read The Definitive Guide to Lead Nurturing? iPart One Part ThreeWhat is Lead Nurturing? 01 Advanced Lead Nurturing 21Why Does My Business Need Lead Nurturing? 02 Accelerator Campaigns 23The Importance of Lead Nurturing and Thought Leadership in Branding 04 Lead Lifecycle Campaigns 25Marketing and Sales Collaboration: A Business Imperative 04Lead Nurturing for Existing Prospects 05The Return on Investment of Lead Nurturing 05 Part Four Calculating the ROI of Lead Nurturing 29 Worksheet – The Impact of Lead Nurturing on Prospect-to-Lead Conversion 31Part Two and Cost Per Sales-Ready LeadLead Nurturing Basics 07 Worksheet – Lead Nurturing Impact on Opportunities Won 34Basic Lead Nurturing Campaigns 08Incoming Lead Processing Campaigns 09Stay in Touch Campaigns 13 Conclusion 36Worksheet – Developing Your Stay in Touch Campaign Matrix 17 Contact Us 37 © 2009 Marketo, Inc. All rights reserved.
  3. 3. Why Should I Read The Definitive Guide to Lead Nurturing?There’s no shortage of information on the topic of lead nurturing. Revenue is the destination, but which lead nurturing strategiesJust plug the term into Google, and you’ll find pages of tips, tricks, and best practices are right for your business?designed to help B2B marketers better understand the concept and how to best This definitive guide offers a mix of basic and advanced leadimplement it. While it’s exciting to see the plethora of lead nurturing best practices nurturing campaigns and practical advice to help you reach youravailable today, it can also be somewhat overwhelming to process and difficult revenue identify which strategies are right for your business.The goal of this guide is to arm B2B marketerswith the ultimate resource for lead nurturing,whether you’re just starting to think aboutlead nurturing in your business or are lookingfor ways to enhance and optimize yourexisting programs.The Definitive Guide is designed to beinformative and practical. It offers useful,qualitative insight from today’s marketingthought leaders, basic and advanced bestpractices on must-have lead nurturingcampaigns, and worksheets for calculating ROIand measuring the impact of lead nurturingdone well. Use this guide as a workbook –take notes, highlight what you findinspirational, share what you learn withyour colleagues, and start driving explosiverevenue growth with lead nurturing.i
  4. 4. Part OneWhat Is Lead Nurturing? © 2009 Marketo, Inc. All rights reserved. 01
  5. 5. Part OneWhat Is Lead Nurturing?Why Does My Business Need Lead Nurturing?If you’ve ever spent a single dollar on To prevent this from happening, According to Brian Carroll, CEO of InTouch What Lead Nurturing isn’t –demand generation, you know first hand marketers should invest in lead nurturing — and author of Lead Generation for the Pitfalls to Avoidhow expensive, time-intensive and challenging the process of building relationships with Complex Sale, up to 95 percent of qualifiedit is to make the most out of every lead you qualified prospects regardless of their timing prospects on your Web site are there to Lead nurturing is about building relationships and trust with youracquire. Many companies do a good job at to buy, with the goal of earning their business research and are not yet ready to talk with prospects in a way that is bothgenerating leads — attracting prospects to when they are ready. Building a relationship a sales rep, but as many as 70 percent of them consistent and relevant.a Web site or tradeshow booth, buying lists, with a prospect is the same as with any long- will eventually buy a product from you —etc. The problem is that most new leads are term relationship — you can’t force someone or your competitors. Lead nurturing is not:not yet ready to engage, so if a sales rep to commit (to a purchase, in this case) — • Sending out an e-newsletterdoes try to contact a lead before he or she but you also cannot afford to lose individuals According to DemandGen Report, on a semi-regular basisis ready, it reinforces the general impression because their willingness to buy doesn’t on average, nurtured leads produce • Randomly calling leads every six weeks to see if they arethat marketing-generated leads are no good. match your readiness to sell. a 20 percent increase in sales opportunities ready to buyAs a result, leads risk getting lost, ignored, versus nonnurtured leads. • Blasting your entire databaseor snatched up by competitors. Most non-sales-ready leads will eventually with a new case study be ready — and it is up to you to both • Offering content that promotes provide them with relevant information your company’s products and to be there when they are ready to and services and does not take into account your prospects’ make a buying decision. interests or needs at their stage of buying How can you tell? Ask yourself if the information you’re providing will be useful to them even if they never buy from you.02
  6. 6. Part OneWhat Is Lead Nurturing? continuedBuying Has Changed ForeverTo make things even more challenging,the B2B buying process has fundamentallychanged. Prospects are spending more timeon the Web doing independent research,obtaining information from their peers andother third parties. That’s why companies aremeeting prospective buyers earlier than ever,and is a key reason why having sales attemptto engage with every early-stage leadis premature.Scott Albro, CEO of Tippit, an online businessmedia company, suggests that only in thelast third of the today’s purchasing processdo buyers want to engage with sales reps.This changes the role of marketing; insteadof generating the lead and moving on, today’smarketers must synchronize their marketingthroughout the buying process, providingpotential buyers with high quality content thatis contextually relevant. In sum: B2B buyersare now in control, and marketing mustunderstand their needs and react ina relevant and timely manner. © 2009 Marketo, Inc. All rights reserved. 03
  7. 7. Part OneWhat Is Lead Nurturing?The Importance of Lead Nurturing Marketing and Sales Collaboration:and Thought Leadership in Branding A Business ImperativeWhen done well, lead nurturing plays As a result, fear and risk play large roles Marketing and sales alignment is a populara critical role in building your brand. in B2B buying decisions. Organizational risk topic that is frequently discussed but notB2B buyers are people too, and people can be dealt with rationally, but personal universally practiced in today’s B2Bare subject to emotional influence in their risk is usually unstated and hidden from businesses. The basic principles of gooddecision-making. Specifically, the more the rational process. Yet personal risk remains lead nurturing are predicated on marketingcomplex a decision, the more likely people a huge factor in B2B buying. For example, and sales teamwork at every stage of whatare to use heuristics — experience-based if a board member mentions something Marketo President and CEO Phil Fernandeztechniques that help in problem solving, negative about a potential vendor, calls a single Revenue Cycle. He refers tolearning and discovery. Heuristics guide the personal risk of choosing that vendor this fundamental change as ‘the last frontierwhich options and information get considered, goes way up, and alternately, if he or she in productivity.’and they help us simplify complex decisions mentions something positive about a vendorto their relevant core. That can be a good not under consideration, that vendor may In today’s Web-centric world where buyersthing when the complexity of a B2B be “pre-wired” for success. are reluctant to engage with sales until muchpurchase is otherwise overwhelming. later in the decision making process, there are The most important brand attributes for at least three areas where marketing and salesEmotions are heavily involved in the creation a B2B vendor are often credibility and trust collaboration becomes a business imperative:of heuristics. In B2B marketing, there is an – and unless you are a well known company • The definition of a sales-ready lead derivedasymmetry between the upside and downside like IBM, the best way to build credibility and from co-defined lead scoring valuesof B2B purchases: the buyer may or may not trust is by sharing useful information. If you • The appropriate type of customerbe rewarded for making a good purchase, can help frame the discussion, your company communication, associated cuesbut a bad purchase can damage the buyer’s will be seen as a trusted advisor and thought and optimal timingreputation and job security. leader. If buyers believe that your company • The lead profile and history that is most understands their problems and knows how interesting and valuable to sales, especially to solve them, this helps reduce the feelings for recycled leads of fear and can make a big difference in being selected for consideration and purchase. Similar to the trusted advisor relationship your company is building with prospective customers, marketing and sales must share a common revenue goal, an interdependence that relies on earned trust and respect, and joint credit for revenue achievement.04
  8. 8. Part OneWhat Is Lead Nurturing? continuedLead Nurturing The Return on Investmentfor Existing Prospects of Lead NurturingOne of the best places to focus your lead A discussion on the value of lead nurturingnurturing efforts is your existing database, would not be complete without exploringespecially when marketing budgets are tight. ROI. Let’s first take a look at these compellingThe house database gets undervalued at statistics taken from research done bymost companies: if the average cost per new Marketo, Forrester, CSO Insights, and is $20 (a low assumption) and youhave a modest database of 250,000 contacts, Companies that excel at lead nurturing:then your house database is a $5 million • Generate 50% more sales-ready leadsasset. Despite the time and money invested, at 33% lower cost per leadmarketers often lack concrete processes for • Reduce the percent of marketing-extracting value from their existing database, generated leads that are ignored by salesat best sending the occasional newsletter (from as high as 80% to as low as 25%).or ‘random act of marketing’. At these • Raise win rates on marketing-generatedcompanies, most sales leads come from new leads (7% points higher) and reducespending, there is no long-term benefit from “no decisions” (6% points lower)marketing investments, and marketing is seen • Have more sales representatives makeas a cost center. quota (9% higher) and a shorter ramp up time for new reps (10% decrease) Additionally, anecdotal evidence suggests that nurtured prospects buy more, require less discounting, and have shorter sales cycles than prospects that were not nurtured. To calculate the ROI of lead nurturing at your company, please go to: Part Four: Calculating the ROI of Lead Nurturing (page 29). © 2009 Marketo, Inc. All rights reserved. 05
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  10. 10. Part TwoLead Nurturing Basics © 2009 Marketo, Inc. All rights reserved. 07
  11. 11. Part TwoLead Nurturing BasicsBasic Lead Nurturing CampaignsLet’s explore how to develop a lead nurturing program at your company.Even if you have already implemented lead nurturing, these best practicescan help augment your current initiatives. There are two types of lead nurturingcampaigns and processes that can help you get started with the goal of generatingmore and better-qualified leads.• Incoming Lead Processing Campaigns• Stay in Touch CampaignsTogether, these campaigns put in place all the necessaryprocesses to help ensure a stream of more and better-qualified leads for the sales team.08
  12. 12. Part TwoLead Nurturing Basics continuedIncoming Lead Processing CampaignsLead nurturing is no different than building a long-term relationship —you need to foster respect and trust, be a good listener, and keep thingsinteresting. Incoming Lead Processing campaigns are your chance to makea positive first impression – what you do and how you act when you firstmeet someone will affect how they perceive you from there on out.What should you be doing to lay the right foundation?Determine if Prospects are Ready Based on the above criteria, leads can be • Does the prospect visit your Web site? How Marketo Does Itto Engage with Sales sorted in a variety of ways: bucketed into If so, how often and which pages did he/sheFor most marketers, the decision about which A, B, C, or D leads; “cold,” “warm,” or “hot” visit both before and after registering on At Marketo, all incoming leads are scored using a combinationleads to nurture begins here. The process of leads; ranked on a numerical scale; placed your site? of demographics and lead sourcedefining what constitutes a “sales-ready” lead into lead stages, and so on. Depending on the • What search terms did the prospect use information, plus behavioralrequires marketing and sales to agree upon sorting method you use, some new leads will to find more information about you? scores including all activitythe profile of an ideal customer and a lead be deemed “sales ready” and the others will • Has the prospect visited “high-value” before registration.scoring methodology. While the topic of lead need to remain in (or return to) marketing for pages such as the pricing or contactscoring is not the focus of this guide, scoring further nurturing. information pages? Demographic attributes can resultmethodologies should use a combination of: in a score somewhere between • Have other prospects from the same 0 points to 35 points. From there,• Demographic attributes (company size, Thanks to the rich functionality available company visited your Web site? each behavior is assigned a point role, industry, etc.) in today’s marketing automation solutions, • How has the prospect responded to your value, anywhere from one point• Lead source and offer marketers can use technology to automate email campaigns or offers? for each web page visited and• Budget, authority, need, and timeline lead scoring and segmentation. Automation • What interactions has your sales team email opened to 15 points for (BANT) helps expedite the process and allows for had with the prospect and when? searching for “Marketo” on• Completeness of data profile (do you have more granular scoring rules – especially Google. Qualified leads with fewer than 65 points are called enough of the above information) behavioral rules to measure engagement. Regardless of how you choose to score “Prospects” and receive further• Behavioral attributes (number of responses, Here are a few ideas to help you define what and categorize your leads, implementing nurturing; people with more than overall engagement, etc.) it means to be “sales ready”: lead nurturing must begin by collaborating 65 points are called “Leads” and with all stakeholders to define a process for are sent to telesales for further determining which leads get sent to sales qualification. This helps ensure and which leads get nurtured. that leads are prioritized and that telesales focuses on calling the most qualified, engaged, and educated leads. © 2009 Marketo, Inc. All rights reserved. 09
  13. 13. Part TwoLead Nurturing BasicsHow to Establish Permission for Nurturing Taking the “single opt-in” approach a step Seth Godin’s ApproachIncoming Lead Processing campaigns are further, many experts recommend adding to Permissionalso the time to ask prospects to opt in or opt a checkbox to your registration forms Seth Godin, creator of theout of your nurturing programs. The topic (pre-checked of course) that establishes concept of Permission Marketing,of permission marketing continues to garner explicit permission to send additional believes permission is creatingmuch debate among marketers. At the most information via email. Be sure to highlight a perceptible need or evenbasic level, all marketers in the United States the value of your nurturing content, so the hunger for your communications:must comply with the CAN-SPAM Act, which prospective customer knows you won’trequires that commercial email marketers just be sending promotional material. “Real permission is differentavoid headers and subject lines that are from presumed or legalistic permission. Just because“misleading” or “deceptive” and that they The double opt-in approach is ideal: you somehow get my emailprovide recipients with a clear way to opt out You send an email to a prospect that has address doesn’t mean youof receiving communications. The CAN-SPAM already registered asking explicit permission have permission. Just becauseAct, however, does not require recipients to send additional emails. This is considered I don’t complain doesn’t meanto actually opt in to your communications. a best practice, since at the end of the day you have permission. establishing permission is about beginning Just because it’s in the fine print of your privacy policy doesn’tFollowing the CAN-SPAM Act is the bare a relationship. The explicit double-opt in can mean it’s permission either.minimum, and since lead nurturing thrives be especially useful for leads you generate Real permission works like this:on relevancy, respect, and relationship where the lead may not recognize you or if you stop showing up, peoplebuilding, many marketers will want to go your company. Examples of this include complain, they ask wherefurther in establishing permission. The goal leads from content syndication sites and you went.”is to balance explicit permission with the tradeshows that share the names of allneed to rise above the noise of establishing attendees with sponsors.permission in the first place. Many B2Bcompanies have a privacy policy that simply This is where automated campaigns canadds everyone who registers on their Web help: whenever you import a list, you cansite to their mailing list. While hard-core automatically launch a campaign to confirmpermission marketers may disagree, permission. When recipients respond, youthis policy is completely legal and is effective can then automatically add them to theat many companies. appropriate nurturing program; if they don’t, you can either send them a “second chance”, or mark them as marketing suspended.10
  14. 14. Part TwoLead Nurturing Basics continuedHow to Establish Permission for Nurturing Pros Cons How Marketo Does ItIn other words, permission comes firstand foremost from the quality of your content. At Marketo, we use single CAN-SPAM • Minimal effort • Risks poor deliverability opt-in for any lead that comesFor your company and B2B marketing Only • Lead source and offer score and bad reputation in by filling out a form on ourorganization, what is at stake here is your Web site, since these leads haveemail reputation and deliverability rates. • “Legal” in the eyes of • Despite database growth, already shown some interestDeliverability is arguably one of the most government regulations relationship quality will in our content.important aspects of email marketing. not improve • Grows your databaseGeorge Bilbrey, CEO of ReturnPath, the world’s We use a double opt-in quickly approach for leads that comeleading email services company, believes that from any other source, since wepermission is important, but “a confirmed think it’s important to explicitlyopt-in does not automatically confer a good Single Opt-in • Demonstrates a pro-active • Still assumes that just establish a relationship withreputation.” However, he does believe that Approach concern for permission because prospects our brand. The single opt-in leads“permission influences complaints. Email requested information automatically receive a welcomerecipients complain about email they don’t • Prospects might remember email a few days after registering, that they opted in one time, they want to while the double opt-in leadsrecognize. So, a confirmed opt-in process hear from you again • Increases deliverability receive a multi-step programcan be helpful, since recipients are less and sender reputation that makes two attempts tolikely to mis-remember opting to receive establish permission.your messages.” scores Leads that do not respond areHere are the pros and cons for the marked as suspended and are notmethods we discussed here; you may Double Opt-in • Demonstrates the most • Adds another layer counted as part of the database.end up using different approaches Approach concern for privacy of complexity andfor different lead sources. and relevancy communication with • Subscribers truly want potential subscribers to hear from you • Risks losing subscribers • Increases deliverability in the confirmation process rates and send reputation scores © 2009 Marketo, Inc. All rights reserved. 11
  15. 15. Part TwoLead Nurturing BasicsDetermine Preferences How Marketo Does ItFine-tuning your nurturing approachescan often be as easy as directly asking As part of the welcome / opt-in emails that Marketo sends,prospects what they’d like to receive we give prospects the optionfrom you. Offering prospects the ability to “accelerate” the frequencyto customize their communications with of their communications, so theyyou is a huge part of making your marketing have control over how often theymore relevant — and marketing automation receive nurturing content frommakes it easy to accomplish this. You might us. They also can mark whichbe pleasantly surprised at how receptive topics they are most interested in, which helps us tune theirand willing people are to play an active role nurturing helping you establish the basis for yourpermission marketing.Here are some questions that might be helpfulin developing preferences for increasingrelevancy:• How often would you like to receive communications from us?• Which types of communication would you like to receive? (e.g. email, direct mail, text messages, etc.)• What are your primary interests? (Offer multiple checkboxes that apply to your product or service offerings)12
  16. 16. Part TwoLead Nurturing Basics continuedStay in Touch Campaigns‘Stay in Touch’ campaigns are useful for all prospects that are not immediately To develop effective Stay in Touchready to engage with sales. They form the backbone of your lead nurturing program campaigns, marketers should focusby “dripping” out relevant content to prospects over time, helping to educate them on four aspects:and build trust and credibility for your company. By touching prospects regularly, • Buyer Rolesthey help keep your brand top of mind so that the prospect will contact you when • Buying Stagesthey are ready to move to the next step. • Content • TimingBuyer Roles According to MarketingSherpa, even at small “ People want to do business with people. We’re human,A good place to start is with the “Buying companies (100-500 employees), the average and we crave interaction with people who know us.Committee” — the group of individuals number of people involved in a decisionthat will be involved in the purchasing is 6.8 — and that number goes as high as 21 When you build content especially for your buyer personas,decision. In the Marketing News article individuals on a buying committee at larger you build a relationship with people before you’ve even met them.”It Takes a Committee to Buy into B-to-B, companies. Your nurturing content will needTony Jaros, vice president of research to speak to each of them and address their David Meerman Scott, Marketing Strategist and Authorat marketing and sales research firm unique needs. The New Rules of Marketing & PRSiriusDecisions, suggests that: Your roles will also vary based on the A buyer persona for an online bookstore“Most of the people that you speak to at different audiences you serve, perhaps might be the following: Jane, age thirty-eight, a company will fall under categories related broken down by product line, company size, is a mother of three, a vice president of to your marketing efforts, whether they industry, or geography. Some companies marketing, an avid fiction reader, and buys have final say in the contract or not. will serve different size companies (e.g. at least one book per month online. Buyer The category designations may include small business, mid-market, and enterprise) profiles are particularly relevant to lead the Champion, a user with purchasing with different information needs; yet other nurturing — they help your campaigns target authority; the Influencer, a person without marketers will need to speak to different your most qualified segments and also add the buying authority but with significant geographies, usually in different languages a “human” element to the relationship- input, such as a consultant or middle and with different cultural norms. The key building process. manager or user; and the CXO, a member is to understand your different audiences of the executive staff.” and ensure you have content for them. © 2009 Marketo, Inc. All rights reserved. 13
  17. 17. Part TwoLead Nurturing BasicsBuyer Roles Buyer StagesAs you’re developing your personas, keep You will also want to define the stagesin mind that they must work for the specific a prospect goes through in buying yourpurpose of lead nurturing. Think about the products or solutions, since the best leadcharacteristics of your audience that would nurturing is synchronized with the buyer’shelp provide you with greater insight into process. Classically, there are four mainhow to best build a relationship with them. stages; Awareness: Identify a business need;For instance, how do they prefer to receive Consideration: Determine possible solutions;communications from you (email, mobile Research: Evaluate different solutions;phone, Twitter, etc.)? and Purchase: Select a solution and negotiate purchase.Finally, you need to identify which profileor role should apply to each new lead. Analyst firm SiriusDecisions presents a slightlyYou can use online forms and Incoming different framework:Lead Processing campaigns to find out this • Stage 1 - Loosening of the Status Quoinformation, especially if you use techniques • Stage 2 - Committing to Changesuch as Progressive Profiling (e.g. the practice • Stage 3 - Exploring Possible Solutionsof modifying the fields on your forms to • Stage 4 - Committing to a Solutionaugment the information you already have). • Stage 5 - Justifying the DecisionYou can also observe where your prospects • Stage 6 - Making the Selectionspend the majority of their time on yourWeb site. Together, these techniques will helpyou match the right role-based content with Finally, B2B research firm Enquiro suggestseach prospect. that the buying process is not a simple logical, rational, and linear process where a prospect moves neatly from one stage to the next; rather, prospects move chaotically forward and backwards through the process as they balance rational decision making with the emotional impacts of fear and risk. Regardless, the better you understand the process your prospect goes through as they purchase your product or solution, the better you will be able to design your lead nurturing to facilitate — and perhaps accelerate — their purchase.14
  18. 18. Part TwoLead Nurturing Basics continuedContent Buyer role: Prospects find content targeted Here are some additional best practices Doug Kessler’s DefinitionBuyer roles and buying stages come together to their role or industry much more valuable for developing content optimized for of Content Marketingwith your content. Lead nurturing is about than generic content. lead nurturing: Doug Kessler, creativemaintaining an ongoing conversation director at Velocity Partnerswith your prospects, and in this case, the According to research firm MarketingSherpa: Be sensitive to your prospect’s schedule and author of The B2B Contentconversation occurs in the marketing assets • 82% of prospects say content targeted and attention span — make your content Marketing Workbook, providesyou use as well as the way in which your to their specific industry is more valuable easy to digest succinct advice on how tocompany communicates with prospects. • 67% say content targeted to their job Just as the B2B buying process has changed, turn organizational thinkingContent plays a tremendous role in lead function is more valuable so have the ways that prospects interact into effective content basednurturing, as it often acts as a sales rep’s marketing campaigns. • 49% say the same for content targeted with the content you provide. If you’re luckystand-in when a person is not yet sales ready. to their company size enough to have them look at your content, “ Thought Leadership is • 29% prefer content targeted you better make it engaging—which in most exploiting your unique positionTo ensure relevance, it is critical to focus to their geography cases means it has to be short, sweet, in your markets to generateyour content on both the buyer role and to the point. valuable insight and adviceand the buying stage. on issues your customers and prospects care most about. Buying stage: The content someone would Make content valuable, not self-promotional. Content Marketing is turning find relevant changes as they move through Before creating any piece of content, your insight and advice into the process. make sure you put your audience’s interests campaigns that change people’s ahead of your own. People understand minds and incite action.” For example: that if they’re reading a vendor-sponsored • Educational pieces work well during or vendor-written resource, the material the early awareness stages. With these probably alludes to what the vendor’s product pieces, you are simply educating people or service can do. and sharing best practices. • Industry-oriented pieces work well just Use sales and marketing emails as a chance as prospects start looking for a solution. to get personal — not pushy Examples can be industry overviews, The content or dialogue in your actual analyst reports, buyer’s guides, etc. communications with prospects is an • Solution-oriented and company-focused important consideration with lead nurturing. materials are appropriate for prospects Use HTML emails to nurture leads, then follow engaged in an active buying cycle. up corporate emails with more personal, text-only emails from sales. © 2009 Marketo, Inc. All rights reserved. 15
  19. 19. Part TwoLead Nurturing BasicsTiming If the buying cycle for your product is three- Test the effects of frequency How Marketo Does ItSuccessful lead nurturing depends on months, your lead nurturing path might with multiple campaignsgetting the frequency of communication right. Marketo’s nurturing program look like this: Testing is often confined to email subject lines has four main roles — marketingThe timing of lead nurturing campaigns will be • Day 1 - Follow-up with introductory email and content, but B2B marketers can also use manager, marketing executive,different for every company. As a very general • Day 10 - Email offering new content testing to optimize frequency and timing. sales rep, and agency —guideline, contacting prospects more than related to first download and subsequent When developing your automated nurturing and three main buying stages:once a week is too much and less than once Web site activity campaigns, use the waiting period between early stage awareness; middle-a month is not enough. • Day 15 - Personal email from sales rep triggers and actions as a test element to see stage consideration; and late- • Day 30 - Email best practices whitepaper if and how conversion rates are impacted stage evaluation. • Day 45 - Call from sales rep to ‘check in’ by time period changes. There are over 50 pieces ofHere are some tips for determining the • Day 60 - Email promoting webinar series nurturing content spread acrossoptimal frequency for your company: • Day 75 - Personal email from sales rep those roles and stages, so the offering a product demo Ask your prospects directly typical prospect will receiveConsider the length of the buying process • Day 85 - Call from sales rep to schedule An underrated technique to improve between 10 and 30 total touchesand the communication approaches used in-person meeting lead nurturing is to just ask prospects across the nurturing programs.The timing of your lead nurturing programs • Day 90 - Send sales proposal via email how often they’d like to be contacted, By default, prospects willare impacted by both the length of your and with what information. receive a nurturing campaignaverage buying process as well as the There are two things to keep in mind here. every two to three weeks,approaches you use for lead nurturing First, notice that the communications become and slightly more frequently(email, direct mail, phone, etc.). Direct mail more frequent as the buying cycle progresses. later in the buying cycle —and email could be considered less intrusive Second, this is just one path a nurtured lead though prospects have thethan a phone call, especially if the content could take. option to “accelerate” and receive information more often.’of your communication is more educationalthan sales-oriented. In the following example,let’s assume a prospect downloadsa whitepaper from your Web site,and your lead scoring methodology deemsthis individual a lead nurturing candidate.16
  20. 20. Part TwoLead Nurturing Basics continuedDeveloping Your Stay in Touch Campaign MatrixThe goal of this matrix is to provide you with profiles, buying stages, content and timing — should map out the content to drip out,an at-a-glance resource for determining the are effectively aligned with each other so that according to buyer profile and stage —structure of your Stay in Touch campaigns. you can communicate in the most relevant ideally you want to fill out each grid boxBy completing this matrix, you’ll ensure that way with your prospects according to their with multiple pieces of content over time.all of your campaign components — buyer buying stage. Each intersection of the matrixBuying StagesIn this example, we’ll use the buying cycle stages outlined by SiriusDecisions. Stages 1 Loosening 2 Committing 3 Exploring 4 Committing 5 Justifying 6 Making the Status Quo to Change Possible Solutions to a Solution the Decision the Selection A B CYour TurnInsert the stages of your company’s buying cycle here, adding or deleting columns as needed. Stages 1 2 3 4 5 6 A B C © 2009 Marketo, Inc. All rights reserved. 17
  21. 21. Part TwoLead Nurturing BasicsBuying RolesInsert Buyer Roles. Let’s use the roles suggested by SiriusDecisions. Stages 1 Loosening 2 Committing 3 Exploring 4 Committing 5 Justifying 6 Making the Status Quo to Change Possible Solutions to a Solution the Decision the Selection Champion User CXO ITYour TurnInsert the buyer roles of your company here, adding or deleting rows as needed. Stages 1 2 3 4 5 6 A B C D18
  22. 22. Part TwoLead Nurturing Basics continuedContentFinally, let’s map your content into the cells of the matrix. For each grid box, be as specificas you can about your content and list as many resources as you can that would be relevantfor each person and buying stage. Stages 1 2 3 4 5 6 A B C DMost companies will have at best two or three Over time, you will want multiple pieces Be sure to provide enough detail about topic,pieces of content for each cell, and will have of content for each cell, so use the blank format, and length to help ensure that themany blank cells at the beginning. That’s fine spaces to build out your content roadmap. information makes sense within the context– you can get started with lead nurturing using of your overall nurturing plan.the content you already have. © 2009 Marketo, Inc. All rights reserved. 19
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  24. 24. Part ThreeAdvanced Lead Nurturing © 2009 Marketo, Inc. All rights reserved. 21
  25. 25. Part ThreeAdvanced Lead NurturingIn Part One, we defined lead nurturing — “the process of building relationshipswith qualified prospects regardless of their timing to buy, with the goal of earningtheir business when they are ready.” We discussed its vital role in enhancing brand,thought leadership and ROI results and we reviewed the importance of marketingand sales collaboration in today’s buyer-is-in-control world.In Part Two, we learned best practices in lead nurturing basics, practical advicefrom industry experts, and proven strategies for Incoming Lead ProcessingCampaigns and Stay in Touch Campaigns.With this foundation in place, we are now ready to examine the nuancesand winning strategies for advanced lead nurturing:• Accelerator Campaigns• Lead Lifecycle Campaigns22
  26. 26. Part ThreeAdvanced Lead Nurturing continuedAccelerator CampaignsAccelerator campaigns are campaigns that attempt to move prospects along thebuying cycle faster by providing relevant “nudges” at the right time, usually triggeredby specific buyer behaviors or sales updates. By observing the type of contentprospects request, where they go and how often they visit your Web site, marketerscan adapt their nurturing approaches accordingly, placing prospects with strongerinterest on a more accelerated path toward a sales conversation and scaling backcommunications with less interested individuals.Unlike Stay in Touch campaigns in which Trigger-based Accelerator campaigns are Determine the key indicators Make the Most Out ofnurturing “drips” are planned at pre-defined one of the most exciting aspects of lead that show interest level Trigger-based Marketingtime intervals, Accelerator campaigns nurturing, and they are a great sandbox What are the ways in which peoplereact to a variety of triggers — changes or for learning what works and what doesn’t demonstrate interest during a buying Sample triggers that suggest it may be time for an acceleratorupdates in prospect profiles and behaviors — when it comes to building relationships with process? In a face-to-face interaction between campaign:which then set off a specific type of action your prospects. Whether you’re just getting a prospective customer and a salesperson • Web pages: visiting the pageor set of actions. The triggers can be based started with trigger-based marketing or involving a consumer purchase (let’s say on your Web site that explainson implicit behavioral data (e.g. opened looking to enhance your current approach, a DVD player), the interested individual may how to buyemail and visited “pricing” Web page) here are some considerations that can help begin by browsing the DVD player aisle, • Content: downloading contentin combination with demographics. accelerate the buying cycle: pressing the buttons on certain machines, you’ve marked as being relevantIt’s easiest to think of triggers and their to later stage buyers taking notes about the different brands, • Email: opening every emailcorresponding actions as programs that live or asking detailed questions about price you sendoutside your basic Stay In Touch campaigns and quality. For online B2B marketers, • Scoring: If a prospect is “stuck”and touch prospects orthogonally, or that these interest indicators can be translated at the same score with noaffect the Stay In Touch campaigns by moving into data such as Web site visits, downloads, recent activity, it may be timeprospects between different tracks. multiple visits to the pricing page, or filling out to try a different approach a “contact us” form. Once you determine the or offer indicators you’d like to use, you can accelerate a prospect based on behavior alone or assign each attribute or behavior a specific value to be added to a prospect’s lead score once the profile update or behavior occurs. © 2009 Marketo, Inc. All rights reserved. 23
  27. 27. Part ThreeAdvanced Lead NurturingDevelop multiple accelerator paths based Start simple — don’t go overboard Give your campaigns room to evolve How Marketo Does Iton prospect interest level and buying stage with multiple workflows or segments Remember that a lead nurturing campaignMake sure that your prospects have is more of an evolving conversation than At Marketo, we use Accelerator just because you can campaigns in two ways.a place to go if they show greater When it comes to structuring workflows a rigid, mapped-out process. When you’re First, when Prospects reachinterest—but also if they begin to indicate for trigger campaigns, it may seem like the creating campaigns, don’t get discouraged a specific threshold lead scoredisinterest through prolonged inactivity. sky’s the limit, especially if there are a number if prospects don’t respond as you expected — that indicates interest but thenLet’s say you have three main nurture of options for both triggers and actions. instead, use this data to create new segments stall out before making it all thepaths, for early-stage buyers (A), mid- In the beginning, it’s best to resist this or discover new ways to correlate buying way to becoming “sales ready”,stage buyers (B), and late-stage buyers (C). temptation. Start out by creating fairly stages with certain online behaviors. we trigger a series of highOnce early-stage prospects are deemed Your marketing automation solution value offers intended to spark straightforward workflows (e.g. if a prospect re-engagement. Secondly, wecandidates for nurturing, they are placed opens an email and visits a landing page but should give you the flexibility to react watch for specific behaviorson path A. If they begin to exhibit stronger does not fill out the form, wait a few days quickly to new opportunities and revise that indicate when we shouldinterest, you can jump them to path B and then send another email with a related your campaigns accordingly. move a prospect from Earlywithout finishing A, and when they are ready offer). Once you’ve got a handle on basic Stage nurturing to Mid-Stage,to engage with sales, they are accelerated workflows, consider varying the follow-up Use campaigns as testing grounds for or Mid-Stage nurturing toto path C. On the other hand, if they fail different nurturing components Late Stage. actions according to different behaviorsto respond to multiple campaigns and (email open versus click-through) or different When we think of testing, we often focusdemonstrate other signs of inactivity, segments (the prospect had previous on emails and landing pages. But you canyou can send them back to path A or create downloads or is part of an active opportunity). also use campaigns to test other areas ofa different path explicitly for those prospects. lead nurturing, such as the impact of certain marketing assets on a specific segment, the ways that communication frequency can affect a prospect’s buying process, and more. Dedicate your early trigger campaigns to validate specific elements of your lead nurturing strategies, and apply what you learn to future efforts.24
  28. 28. Part ThreeAdvanced Lead Nurturing continuedLead Lifecycle CampaignsLead Lifecycle campaigns maximize marketing’s investment in lead generation by There are three important categoriesensuring that leads will never grow stagnant or lost. As a general lead nurturing of Lead Lifecycle campaigns:rule, there should be no place in the buying process where leads just “sit,” and you • Lead Handoffshould have only one lead stage value for leads being nurtured. All other lead status • Lead Recyclingvalues should have a time limit, and leads that sit idle past the deadline should be • New Customersautomatically recycled for further nurturing. In sum, Lead Lifecycle campaigns ensuremovement and interaction with prospects, even if they are not ready to buy or salesdoes not engage.Lead Handoff You should also identify the date a leadWhen a lead becomes sales ready, an is handed to sales. This lets you easilyautomated campaign to pass the lead calculate how long a lead was nurturedto sales can make the difference between and how quickly sales engages with thetimely follow-up and no response. There are lead. It’s a good idea to establish a “servicemany ways to let sales know when a lead level agreement” in which sales commitsis ready for sales engagement: by loading to handling the lead in a timely fashion;it into the CRM system; changing the lead’s any leads that are not moved forwardStatus field; changing the owner or creating in the process, or sent backward, withina task in the CRM system; or by sending an that timeframe should be automaticallyalert over email or SMS. Depending on your reassigned or recycled back to’s organization and the “hotness” This ensures that leads continue to flowof the lead, you may choose a combination and nothing gets “stuck” or lost in the salesof these functions. lead stage. © 2009 Marketo, Inc. All rights reserved. 25
  29. 29. Part ThreeAdvanced Lead NurturingLead Recycling In general, there are two types of lead There will also be situations when leadsAs you’ll recall, Incoming Lead Processing recycling scenarios—one in which leads should be manually recycled by sales.campaigns are used to determine if a lead are automatically recycled according to a set If, after contacting a group of leads,is “sales ready” according to agreed-upon of business rules and the other in which leads a rep determines that they are still notcriteria from your marketing and sales teams. are manually recycled by sales. sales-ready, these prospects should be sentBut what happens if, ‘sales-ready’ leads are back to marketing. What makes this situationnot contacted or a rep decides that some The goal of the recycling campaign is to unique, however, is the fact that sales hasof these leads were still not ready to engage? reassign — and track — leads that for any already had a conversation with these leads reason cannot be pursued by sales in a timely and knows more about their buying intentThe importance of lead recycling becomes manner. Perhaps you received a flood of hot than for leads without any sales interaction.even more apparent when we consider that sales-ready leads from a specific campaign, Because of this added insight, sales should beof all leads that enter the sales pipeline, making it impossible for reps to follow up able to manually recycle these leads back toalmost 80% of them are lost or ignored by with all qualified leads in a timely fashion. marketing, provide added details about theirsales. What sort of real-world impact can In this situation, marketing and sales must interaction, and indicate how and when thethis have on revenue? Brian Carroll, CEO jointly set up ground rules regarding which leads should be moved back into sales.of InTouch, offers a compelling case: leads will be automatically reassigned if they are not pursued within a certain time frame. One option is to base sales re-engagement“ We had a client that had passed about After marketing and sales agree on an on a business rule such as a lead score change. 12,000 leads to its sales force in the year. approach, marketing can set up automated For example, if a lead is determined to be not But of those, about 2,500 were simply campaigns to manage the lead recycling sales-ready, its score will be reset to 15 and it lost — nobody knew what happened whenever the specific business rules will not be passed back to sales until it reaches to them… we found that a number had or conditions are met. a score of 70. Alternatively, sales can use its bought from a competitor or weren’t knowledge of the leads’ buying interests to actively interested anymore. But we also indicate a specific timeframe in which the lead found that 15%—about 375 contacts — should be re-engaged. were actually hot leads that indicated they were ready to talk to a salesperson. Of those, 7% actually bought, resulting in $1.2 million in added revenue.”26
  30. 30. Part ThreeAdvanced Lead Nurturing continuedLead Recycling For example, if you know a prospect’s As we noted in our introduction to lead How Marketo Does ItWhen leads are recycled, you can either timeframe to buy, you could increase nurturing basics, marketing and salesput them back into one of your basic the frequency of communications, provide collaboration is a best practice. In the case Sales reps can recycle leads back to marketing simply byStay in Touch campaigns, or even better, high-value offers or promotions, or message of Lead Lifecycle campaigns, it is a business clickinga button. When leadsyou can create a specialized version of more aggressively as his or her timing imperative. When both marketing and sales are recycled, they can markthe Stay in Touch campaign that is optimized milestone approaches. On the other hand, have begun to build relationships with one of two reasons: “Targetfor the specific information the rep collected if you don’t know the timeframe, you might recycled leads, each team should be involved Company But Did Not Connect”during their interactions (e.g. interests be more conversational and educational in and aware of the other’s activities, paying or “Target Company But Noand timing). Here are some tips for in tone with your emails. special attention to the campaigns and sales Active Evaluation”. If the latteroptimizing these strategies: interactions that occurred before and after is chosen, the rep can also select a timeframe: two weeks, one However, even if the timeframe is unknown, the lead was recycled. month, three months, six months,Be extra sensitive to relevancy and timing you could still differentiate a recycled lead or Unknown.Have reps add detailed notes about their from a Stay in Touch campaign candidate by For example, if marketing wants to run a newinteractions so far and why the lead is being creating new lead formulas based on whether email campaign to recycled leads more than When a specific timeframe isrecycled — and make sure that your nurturing a prospect is recycled or not. For example, three months old, it should collaborate with chosen, the rep can be confidentapproach accounts for this information. a Web page visit for a “normal” nurtured lead sales on special messaging that re-introduces that the prospect will receive a customized nurturing pathYou may even want to work with sales would garner two points, but a recycled lead the company and/or product appropriately. optimized for that time period —to develop custom fields in your CRM might earn five points, since earlier the person In the case of Lead Lifecycle campaigns, including personalized contactsand marketing automation solutions that demonstrated a higher level of interest. providing email templates for your sales team from the rep — and that after thewill help you increase relevancy with these can promote messaging specifically tailored specified time, the lead will berecycled leads. Don’t be afraid to incorporate phone outreach to re-engaging prospects. sent back to the rep automatically more than you normally would. In many cases, for follow-up.Consider different approaches when sales reps have already communicated withyou know a prospect’s timeframe recycled leads by phone. Since a phoneIn many cases, leads will be recycled because conversation is a coveted interaction whenthey are still researching or their timeframe building a relationship, be sure to incorporateto buy falls outside of what your company phone outreach with recycled leads moreconsiders sales ready. In other cases, the than you might with leads on other nurturingtimeframe may be unknown. These variables paths. But remember, a phone conversationmay warrant the development of specific does not necessarily mean greaternurturing paths. commitment to a sale on the part of the prospect. Use these conversations as ways to increase trust and find out more about your prospects’ needs — rather than simply trying to “close a deal.” © 2009 Marketo, Inc. All rights reserved. 27
  31. 31. Part ThreeAdvanced Lead NurturingNew CustomersWhen an opportunity is closed and won,it is a great opportunity to put all theassociated contacts into a new drip marketingcampaign that’s optimized for customers.This can include marking them as customersin your database; sending a welcome note;and launching a series of Stay In Touchand Accelerator campaigns. These campaignsare designed to first introduce customersto your products and services, and thenover time to help cross-sell / up-sell additionalproducts and retain them for life (all importanttopics which are beyond the scope of thislead nurturing guide).28
  32. 32. Part FourCalculating the ROI of Lead Nurturing © 2009 Marketo, Inc. All rights reserved. 29
  33. 33. Part FourCalculating the ROI of Lead NurturingIn Part One of the Definitive Guide to Lead Nurturing, we learned the valueof lead nurturing done well, and in Parts Two and Three, we explored bestpractices for a range of lead nurturing strategies:• Incoming Lead Processing Campaigns• Stay in Touch Campaigns• Accelerator Campaigns• Lead Lifecycle CampaignsBut how do you prove the ROI of lead nurturing in your own organization?• Show the ROI of lead nurturing by comparing “before” and “after” scenarios based on industry metrics.• Use this framework to calculate the potential ROI at your organization.For every step, you’ll see an “Example” followed by “Your Turn” in which youcan try out the method using your own data. After completing the worksheet,you should have the information you need to bolster the case for lead nurturingat your organization. Or if you have already established lead nurturing programs,use this worksheet to compare your results to industry standards.30
  34. 34. Part FourCalculating the ROI of Lead Nurturing continuedROI Calculation OneThe Impact of Lead Nurturing on Prospect-to-Lead Conversion and Cost Per Sales-Ready LeadFirst, define the lead stages that matter to your organization Your TurnUse as many stage definitions as necessary; the most important thing is consensus Document your stage definitions here.amongst marketing, sales, and the executive team about the each stage’s definition.In this example, marketing success metrics will be determined by the conversionrates from the stages of prospect to lead to opportunity. Stages Stage Definition Stages Stage Definition 1 All Names All individuals begin at this stage before being 1 qualified in any way. 2 Prospect An individual who meets the demographic 2 requirements of the “qualified” customer profile. 3 Sales Lead An individual who has a “qualified” customer 3 profile AND has shown sufficient interest and engagement to be worthy of a sales contact, perhaps indicated by a high lead score.* 4 Opportunity A contact/account that a sales rep has 4 confirmed as a potential sale and will now be accounted for in the sales forecast or pipeline.*If you don’t have the ability to measure interest and engagement, let the sales team tell you which leadswere “sales ready,” and count those. Since most leads take time to become sales ready, this will typicallybe just a subject of all the qualified prospects. © 2009 Marketo, Inc. All rights reserved. 31
  35. 35. Part FourCalculating the ROI of Lead NurturingNext, let’s calculate how lead nurturing Example Before Nurturingimpacts the conversion between stages; 1 Number of new prospects per month –in this case, we’ll look into the conversion of For this example, we’ll use 800. Prospects Prospect-to-Lead LeadsProspects to Sales-Ready Leads. As mentioned 2 Number of existing prospects in the Conversion Rateearlier, lead nurturing should be done for both database at beginning on month –new and existing prospects, so let’s set up We’ll use 10,000. New 800 10% 80a table to gather data for these stages for 3 Number of sales-ready leads from newboth new and existing leads. Pick a date range, prospects that month – Let’s use 80.i.e. over one month, and look at how a typical 4 Number of sales-ready leads fromprospect to lead to opportunity conversion the existing database (i.e. prospectsmight evolve WITHOUT lead nurturing. more than one month old) – Let’s say 40. Existing 10,000 0.4% 40 DatabaseKey ROI point: Looking across Marketo Your CRM or marketing automationcustomers, lead nurturing can improve systems should make it easy to calculatethe conversion of prospects from your existing these metrics. To calculate three and four,database to sales-ready leads by 2.0 – 3.0 at the end of the month, export a list of all After Nurturingtimes, potentially even more. In this case, the truly “sales-ready” leads sent to salesa 2.5x improvement in that conversion metric that month. Separate all the leads that were Prospects Prospect-to-Lead Leadsmeans each month 1.0% of the prospect first created this month vs. earlier. Even better, Conversion Ratedatabase becomes sales ready, not 0.4%. add a date field that automatically tracks the date a lead is marked as “sales ready”,Note: at companies that excel at lead and calculate the number of days between New 800 10% 80nurturing, this conversion metric can the “sales ready” date and the “create date”.be as high as 4.0% to 5.0%. This will show you which leads are new (created < 30 days).Result: Before nurturing, there were 120 sales Existing 10,000 1.0% 100ready leads per month; but with nurturing, Databasethere are 180 sales ready leads a month –meaning lead nurturing helped to generate50% more qualified sales-ready leads withoutany additional spending on lead generation.Assuming a monthly lead generation budgetof $90,000, the cost per sales-ready lead goesdown by 33%, from $750 each to $500 each.32
  36. 36. Part FourCalculating the ROI of Lead Nurturing continuedYour Turn Before NurturingNow it’s time to plug in your own numbers. Prospects Prospect-to-Lead LeadsBefore Nurturing: Choose a specific Conversion Ratedata range, and in the first column,enter the number of prospects (or your Newterm for individuals before they becomesales-ready leads) for both new individualsand those existing in your house database.In the third column, enter the number Existingof sales-ready leads you generated Databasefrom both new and existing prospects,for your chosen date range.In the second column, calculate the current After Nurturingconversion rate between the two stages. Prospects Prospect-to-Lead LeadsAfter Nurturing: Now calculate the potential Conversion Rateimpact of lead nurturing on your current data.Keep the first row the same. In the secondcolumn, increase the conversion rate by New2X-3X, and then calculate the new numberof sales-ready leads in the third column.What is your new total? What is the resultingreduction in cost per sales-ready lead? Existing Database © 2009 Marketo, Inc. All rights reserved. 33
  37. 37. Part FourCalculating the ROI of Lead NurturingROI Calculation TwoLead Nurturing Impact on Opportunities WonMost companies are pretty good at Example Before Nurturingidentifying leads that want to engage Before nurturing: For a given date rangewith sales right away (i.e. fast-moving leads), (say one year), we’ve collected the following Won Opportunities from Leads 200but are less proficient at staying in touch with information. At this company, 1/3 (33%) of Under 30 days oldthe remaining leads that need more time. the marketing-generated ‘won opportunities’As a result, many potential opportunities came from older leads. Not too bad.never get created because a prospect wasn’t Won Opportunities from Leads 100ready to engage when they first met the After nurturing: If this company could Over 30 days oldcompany, and the company didn’t stay in implement lead nurturing and get closertouch so they did not remain top-of-mind to the benchmark that half the ‘won’when the lead was ready to move forward. opportunities should come from nurtured Won Opportunities 300 leads, we can expect the same number of Total Marketing-GeneratedFor another ROI calculation, let’s look ‘won’ opportunities from the “fast movingat all the ‘opportunities won’ generated leads” (200) but in this case, there wouldby marketing over a given time period, be an additional 100 ‘won’ opportunities. After Nurturingsay a year, and calculate how many camefrom fast-moving leads that were less than With lead nurturing, we see at least30 days old before being sent to sales vs. how a 33% increase in total marketing-generated Won Opportunities from Leads 200many came from older leads in the database. won opportunities. Under 30 days oldAt companies without lead nurturing,sometimes things are so bad that NO ‘won’opportunities are derived from older leads, Won Opportunities from Leads 200whereas at companies that excel at lead Over 30 days oldnurturing, as many as 1/2 (50%) of the ‘won’opportunities and associated revenue comefrom older, nurtured leads. Won Opportunities 400 Total Marketing-GeneratedLet’s calculate the ratio at yourcompany and see the potential ROIfrom improved nurturing.34
  38. 38. Part FourCalculating the ROI of Lead Nurturing continuedYour Turn Before Nurturing “ Successful organizationsNow let’s see how your company cannot afford to spendis doing and how it might improve. money generating qualified Won Opportunities from Leads A leads that slip through Under 30 days old the pipeline when theyChoose a date range and collect do not result in immediatethe following information: opportunities.” Won Opportunities from Leads BIf B > A, you are nurturing well (or possibly Over 30 days old Ian Michiels, Senior Analyst,not generating enough new leads). If not, Aberdeen Groupsubtract A – B to get the number of extramarketing-generated won opportunities Won Opportunities Cyou might expect from better lead nurturing. Total Marketing-GeneratedCalculate (A – B) / C to measure the % increasein total marketing-generated revenue frombetter lead nurturing at your company. © 2009 Marketo, Inc. All rights reserved. 35
  39. 39. ConclusionLead nurturing is the process of building relationships with qualified prospectsregardless of their timing to buy, with the goal of earning their business whenthey are ready. Why? Because 95% of the prospects visiting your Web site todayare there to research, but as many as 70% of them will eventually buy a productfrom you or from your competitor. Because today’s buyers prefer not to engagewith sales until the last third (1/3) of the purchasing process, marketing and salesmust collaborate throughout every stage in the revenue cycle to provideprospective customers with high quality information and content that is timely,relevant and responsive to their situation.The Definitive Guide to Lead Nurturing For both novice and experienced practitioners, When you invest in lead nurturing, you makeoutlined the importance of lead nurturing the Definitive Guide to Lead Nurturing offered the most out of every dollar your organizationand thought leadership in establishing advice, best practices and a summary of How spends on demand generation, and you canyour company’s brand and your customer’s Marketo Does It covering: rekindle once-stagnant opportunities fromtrust. It provided exercises and worksheets • Incoming Lead Processing Campaigns, your existing database. By using lead nurturingon how to calculate return on investment including lead scoring and permission campaigns to interact with your prospects(ROI) from lead nurturing on prospect-to- for nurturing and understand their interest and behavior,lead conversion, cost per sales-ready lead, • Stay in Touch Campaigns, including buyer you gain deeper insight into their buyingand impact on opportunities won through roles, buying stages and content based intent, increase the relevancy of future leadlead nurturing. Need more evidence? on timing and stage nurturing campaigns, and ultimately benefitCompanies that excel at lead nurturing • Accelerator Campaigns, facilitated from more and higher quality sales leads,generate 50% more sales-ready leads by triggered-based marketing increased conversion rates and explosiveat 33% lower cost per lead and boost sales’ • Lead Lifecycle Campaigns to increase revenue growth.acceptance of marketing-generated leads the efficiency and effectiveness of leadby at least 25%. handoff, lead recycling and continuing the dialog with new customers36
  40. 40. Contact UsCall: 650-655-4830Email: info@marketo.comVisit our Web site: www.marketo.comTo get The Definitive Guide to Lead Nurturing online,visit: our blog: blog.marketo.comAbout Marketo Insight helps Sales understand, AcknowledgementsMarketo is the fastest growing provider prioritize and interact with the hottest Marketo would like to thank the followingof marketing automation and revenue- leads and opportunities to close more thought leaders for contributing to thebuilding best practices. business faster. Known for providing Definitive Guide to Lead Nurturing. the most innovative customer experienceMarketo’s uncompromising on-demand and the fastest time to value, Marketo Ian Michiels, Aberdeen Groupsolutions enable marketing and sales was voted ‘Best Marketing Automation CSO Insightsteams to collaborate throughout the revenue Application’ by Salesforce customers DemandGen Reportcycle, from the earliest stages of demand on the AppExchange.generation and lead management to the Enquiropursuit of revenue and customer loyalty. As of July 2009, more than 220 mid-market Forrester ResearchMarketo Lead Management gives Marketing and enterprise companies in nine countries Brian Carroll, In Touchthe power and flexibility to automate have selected Marketo. Marketing Sherpademand generation campaigns and delivermore high-quality leads with less effort, George Bilbrey, Return Pathand Marketo Sales. Tony Jaros, Sirius Decisions Scott Albro, Tippit Designed & illustrated by Velocity, the B2B marketing agency. © 2009 Marketo, Inc. All rights reserved. 37
  41. 41.