Gleanster lead nurturing webinar- draft- 012411 final

The 2011 b2b lead nurture roadmap
Presented by:
Kevin Miller – EVP Marketing/Sales – SalesFUSION
Ian Michiels – Principle Analyst - Gleanster
Session Audio Starts at 2PM EST

Today’s Agenda
About the speakers & companies
Introduction to b2b lead nurturing
The State of Lead Nurturing
Justifying Investments with Tangible Metrics
7 Types of Lead Nurturing Campaigns
Lead Nurturing Roadmap
The Role of Technology

About SalesFUSION
SaaS Marketing Automation Solution
Support B2B and retail customers
Platform for driving all lead/demand generation
HQ – Atlanta GA – Offices in PA/CA
Focus on integrating marketing/sales
Embedded demand generation for CRM
Customers/partners operating in 11 countries

Defining Lead Nurturing
Lead Nurturing is…
The act of automating a process that good salespeople have engaged in for many years….
Segmenting prospects into near-term and long-term buying potential groups and communicating with them appropriately
Delivering relevant content to leads over a period of time to entice continued interaction and evaluation
Using a combination of web visitor tracking, lead scoring, trigger-based email marketing and CRM to build an automated and continuous marketing loop

The research referenced in this webinar comes from the Q4 2010 Gleanster “Lead Nurturing Gleansight”
324 Survey Respondents
279 Qualified Survey Respondents
Top Performers = Respondents that achieved Top Quartile performance in key KPI’s
Everyone Else = Everyone Else
About the Research Findings
5

6
Use of Lead Nurturing

Lead nurturing helps companies maintain a continuous dialogue with potential customers during the buying cycle resulting in:
Increase revenue
Increase sales rep productivity
Educated prospects
Trust and credibility
7
What is nurture marketing?

8
How does Lead Nurturing Work?
Customer Lifecycle
Buying Cycle
Sales Cycle
Service
When the prospect purchases, they become a customer, requiring ongoing service and support. Customers can also be nurtured to encouraged upselling and cross-selling
Leads become prospects when moved to Sales Accepted Lead (SAL). When they are valid opportunity the prospect becomes a Sales Qualified Lead (SQL) and enters the sales pipeline.
Leads that inquire about solutions or services during the buying cycle can be classified as Marketing Qualified Leads (MQL). Buying Intent is unknown at this point.
Leads
Prospects
Customers

9
Attention
Interest
Desire
Action
Customer Lifecycle
Buying Cycle
Sales Cycle
Service
Leads
Prospects
Customers

10
Attention
Interest
Desire
Action
Customer Lifecycle
Buying Cycle
Sales Cycle
Service
Leads
Prospects
Customers
80% of Lead Nurturing Campaigns
20% of Lead Nurturing Campaigns

11
How do Top Performers Justify Investments?

12
How do Top Performers Justify Investments?

13
Justifying Investments with Tangible Metris

14

15

Lead Nurturing Tactics
16

Drip Marketing Campaigns
Send campaigns based on pre-determined time intervals
Trigger Marketing Campaigns
Campaign delivery is “triggered by specific events or behaviors.
17
Lead Nurturing Tactics

18
Use of Lead Nurturing Tactics

19
7 Different Lead Nurturing Campaigns

20
1.
2.
3.

21
7 Types of Lead Nurturing Campaigns Cont’d
4.
5.
6.
7.

22
Pick and Choose Based on Need

23
2011 Lead Nurturing Roadmap

Lead Nurturing Requires Content
Exercise: Map Content to Buying Cycle
Lead Nurturing is a Journey
The journey of a thousand miles begins with one step
A single conversation across the table with a wise man is worth a month's study of books
Lead Nurturing is a necessity for future success
24
Things to Consider

25
What's holding you back?
You don’t have a marketing and sales problem… you have a revenue problem
It’s going to take Marketing AND Sales to fix it!

26
Roadmap
Experts
Early
Adopters
Explorers
Beginners
Traits
Automated nurture campaigns
Automated alerts to sales
Quality over quantity
Roadmap
Optimization and learning
Increased personalization
Incent marketing for pipeline growth
Traits
Invested in technology, not using full capabilities
One or two nurturing campaigns
No measurement and accountability
Roadmap
Increase use of multi-channel
Lead Scoring and Prioritization
Nurture customers
Traits
Drip Campaigns Only
Content not mapped to buying cycle
Some cadence between sales and marketing
Roadmap
Incorporate multiple nurture campaigns
Use Triggers
Create New Content for the Buying Cycle
Traits
No lead nurturing
No understanding of buying cycle
Lack of content
Tossing “Leads”
Roadmap
Education
Commitment from Sales and Marketing
Content Alignment
Drip Campaign
Measurement

Enabling Technology
27

Supporting technology for Lead Nurturing
Lead Scoring
Uses four types of data gathered from Campaign Response
Implicit – Web visitor tracking
Explicit – Demographic
Explicit – Forms data
Explicit – Email Response Data
Grouping and ranking of leads
Automated notification process
Drives enrollment in nurture campaigns

Supporting Technology
Trigger-based email
Auto-responders – simple 1-shot emails – fulfillment of marketing assets
Nurture campaigns – Trigger the beginning of a series of emails
Personalized communications
Focus is delivering high-value marketing content to the right people…at the right time
Examples
Auto-responder – fulfill a white paper
Auto-enroll – trigger a series of emails based on a form question response
Enroll in high-value series of emails based on lead score
Field value changes in CRM

Supporting technology
Web visitor tracking
Listens to lead activity on the corporate website
Auto-enrolls in campaigns based on implicit behavior
Alerts inside sales/outside sales when high-value activity occurs
Continuously feeds the lead scoring model – which drives nurture activity

Demographics & behavioral data
Demographic data alone is not enough to build a lead scoring model
Behavioral data, combined with demographic is most powerful
2 Types of behavioral data
Implicit online behavior – pages viewed, time on site in 1 session, total sessions over period of time….etc
Explicit behavior – register for webinar, download document, fill out form
Implicit behavioral data – similar to RF Models used in retail
Recency/Frequency
Data cannot be “fudged”
Most larger online retailers use this type of data
Lead Analyzer – Web behavior profiler

Industrializing the process
Inbound /Outbound Campaigns enabled by SalesFUSION 360
Web Activity
Lead to sales process is an industrialization of Marketing To Sales
Blog/RSS
SEO/PPC
Lead Scoring
Lead Management
Marketing to Sales Integration Engine
Sold Deals =
Trackable ROI
Campaign Management
Online Ads
inbound
Sold
Landing Pages
outbound
PR
Continuous Marketing To Leads
Decision Analytics Engine
Email
FUSION 360 CRM
Sales Automation
Events
Lead Nurturing
Social Media

Thank You!
Question & Answer
Copy of today’s materials
PDF of today’s PPT
Questions - Email to kevin.miller@salesfusion.com
Thank you and good marketing!
The SalesFUSION Team
Learn about SalesFUSION
Enterprise b2b marketing platform that you can afford!
http://www.salesfusion.com

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