How to Make Lead Nurturing Pay Off Part 1: How to Re-Awaken Dormant Leads A Harte-Hanks Webinar Series with SiriusDecisions

Before We Get Started Please use the Chat feature to ask questions at any time. Everyone attending today will receive an e-mail with a link to the recording of this Webinar. Part 2 of our series, “How to Pre-Qualify and Recycle Leads,” will be presented at 2:00 p.m. ET on Wednesday, September 2. If you haven’t registered, visit http://www.harte-hanks.com/LeadNurturing today. You will receive a complimentary copy of, “Lead Nurturing 2.0: Are You Ready?” from Harte-Hanks via e-mail.

Please use the Chat feature to ask questions at any time.

Everyone attending today will receive an e-mail with a link to the recording of this Webinar.

Part 2 of our series, “How to Pre-Qualify and Recycle Leads,” will be presented at 2:00 p.m. ET on Wednesday, September 2. If you haven’t registered, visit http://www.harte-hanks.com/LeadNurturing today.

You will receive a complimentary copy of, “Lead Nurturing 2.0: Are You Ready?” from Harte-Hanks via e-mail.

Your Presenters Tony Jaros, Vice President of Research, SiriusDecisions Tony is a sales and marketing thought leader with nearly 20 years of experience; he has led the overall research function at SiriusDecisions since the company’s founding in 2001. His b-to-b expertise spans disciplines including field marketing/demand creation strategies, tactics, metrics and organizational structures; general marketing strategy; marketing communications; and inside sales/teleprospecting. As a consulting principal, Tony has advised organizations including Cognos, Symantec, CSC, Gartner, MasterCard and Factiva. Kevin Kerner, Managing Director, Harte-Hanks/Mason Zimbler US Kevin is the Managing Director of the US operations at Mason Zimbler, the Harte-Hanks digital agency focusing on the technology industry. He has been involved in technology and B2B marketing for the last 20 years and has created online and offline programs for leading companies including Apple, Microsoft, Texas Instruments, Intel, Cisco and many others. Kevin and his team of digital marketing professionals at Mason Zimbler are focused on delivering diverse, memorable and inspiring integrated campaigns that drive results for their clients. Rusty Langford, Vice President – CRM Solutions, Harte-Hanks In his 18+ years at Harte-Hanks, Rusty has been involved in all aspects of direct marketing and customer management. He has a broad array of customer experiences including demand generation and lead management, direct sales, event management, customer support and digital marketing strategies. Currently, Rusty is responsible for the strategic guidance of Harte-Hanks lead generation, marketing automation and lead management offerings.

Tony Jaros, Vice President of Research, SiriusDecisions

Tony is a sales and marketing thought leader with nearly 20 years of experience; he has led the overall research function at SiriusDecisions since the company’s founding in 2001. His b-to-b expertise spans disciplines including field marketing/demand creation strategies, tactics, metrics and organizational structures; general marketing strategy; marketing communications; and inside sales/teleprospecting. As a consulting principal, Tony has advised organizations including Cognos, Symantec, CSC, Gartner, MasterCard and Factiva.

Kevin Kerner, Managing Director, Harte-Hanks/Mason Zimbler US

Kevin is the Managing Director of the US operations at Mason Zimbler, the Harte-Hanks digital agency focusing on the technology industry. He has been involved in technology and B2B marketing for the last 20 years and has created online and offline programs for leading companies including Apple, Microsoft, Texas Instruments, Intel, Cisco and many others. Kevin and his team of digital marketing professionals at Mason Zimbler are focused on delivering diverse, memorable and inspiring integrated campaigns that drive results for their clients.

Rusty Langford, Vice President – CRM Solutions, Harte-Hanks

In his 18+ years at Harte-Hanks, Rusty has been involved in all aspects of direct marketing and customer management. He has a broad array of customer experiences including demand generation and lead management, direct sales, event management, customer support and digital marketing strategies. Currently, Rusty is responsible for the strategic guidance of Harte-Hanks lead generation, marketing automation and lead management offerings.

Harte-Hanks / Mason Zimbler One of the largest direct, database and digital marketing agencies worldwide Harte-Hanks / Mason Zimbler Extensive B2B online and offline relationship marketing expertise across all aspects of strategy and delivery 30+ years of B2B Marketing Experience B2B facilities and experience in all regions of the globe Specific B2B practice in lead management, nurturing and lead qualification/routing Business Data, Insight and Analytics Campaign Strategy, Planning and Management Digital and offline Creative Campaign, Analytical and Lead Management Technologies

One of the largest direct, database and digital marketing agencies worldwide

Harte-Hanks / Mason Zimbler

Extensive B2B online and offline relationship marketing expertise across all aspects of strategy and delivery

30+ years of B2B Marketing Experience

B2B facilities and experience in all regions of the globe

Specific B2B practice in lead management, nurturing and lead qualification/routing

Business Data, Insight and Analytics

Campaign Strategy, Planning and Management

Digital and offline Creative

Campaign, Analytical and Lead Management Technologies

Opening remarks Lead Nurturing Defined Nurturing “Reconstituted” Leads – Resources and Process Flows Nurturing “Reconstituted” Leads – Best Practices for Program Design Today’s Agenda Our promise to you: In our time with you today, we will: Explain the Lead Nurturing concept Describe the benefits of nurturing “reconstituted,” or dormant, leads Share best practices and important considerations for planning a “Reconstituted” lead nurturing program. ®

Opening remarks

Lead Nurturing Defined

Nurturing “Reconstituted” Leads – Resources and Process Flows

Nurturing “Reconstituted” Leads – Best Practices for Program Design

Our promise to you:

In our time with you today, we will:

Explain the Lead Nurturing concept

Describe the benefits of nurturing “reconstituted,” or dormant, leads

Share best practices and important considerations for planning a “Reconstituted” lead nurturing program.

Nurturing: It’s Everyone’s Issue Source: SiriusDecisions SiriusPerspective: Just like the best baseball hitters, even the best demand creators fail much more than they succeed.

Nurturing: It’s Everyone’s Issue Source: SiriusDecisions SiriusPerspective: Just like the best baseball hitters, even the best demand creators fail much more than they succeed. 94 The percentage of an average organization’s MARKETING qualified leads that will NOT make it to closure. 77 The percentage of an average organization’s SALES qualified leads that will NOT make it to closure.

Nurturing: It’s Everyone’s Issue Source: SiriusDecisions SiriusPerspective: Just like the best baseball hitters, even the best demand creators fail much more than they succeed. 86 The percentage of a best-in-class organization’s MARKETING qualified leads that will NOT make it to closure. 69 The percentage of a best-in-class organization’s SALES qualified leads that will NOT make it to closure. 94 The percentage of an average organization’s MARKETING qualified leads that will NOT make it to closure. 77 The percentage of an average organization’s SALES qualified leads that will NOT make it to closure.

One Concept, Three Types Inquiries Marketing Qualified Leads (MQLs) Sales Accepted Leads Sales Qualified Leads (SQLs) Closed/Won Business Source: SiriusDecisions SiriusPerspective: Leads fall out of the demand waterfall at a variety of places; therefore, a variety of approaches is required.

One Concept, Three Types Inquiries Marketing Qualified Leads (MQLs) Sales Accepted Leads Sales Qualified Leads (SQLs) Closed/Won Business Source: SiriusDecisions SiriusPerspective: Leads fall out of the demand waterfall at a variety of places; therefore, a variety of approaches is required. PRE-MQL Efforts to “pre-qualify” a prospect by marketing prior to its handoff to teleprospecting/field/channel.

PRE-MQL

Efforts to “pre-qualify” a prospect by marketing prior to its handoff to teleprospecting/field/channel.

One Concept, Three Types Inquiries Marketing Qualified Leads (MQLs) Sales Accepted Leads Sales Qualified Leads (SQLs) Closed/Won Business Source: SiriusDecisions SiriusPerspective: Leads fall out of the demand waterfall at a variety of places; therefore, a variety of approaches is required. PRE-MQL Efforts to “pre-qualify” a prospect by marketing prior to its handoff to teleprospecting/field/channel. RECYCLED Non time-bounded efforts to nurture prospects either actively or passively disqualified by a receiving audience.

PRE-MQL

Efforts to “pre-qualify” a prospect by marketing prior to its handoff to teleprospecting/field/channel.

RECYCLED

Non time-bounded efforts to nurture prospects either actively or passively disqualified by a receiving audience.

One Concept, Three Types Inquiries Marketing Qualified Leads (MQLs) Sales Accepted Leads Sales Qualified Leads (SQLs) Closed/Won Business Source: SiriusDecisions SiriusPerspective: Leads fall out of the demand waterfall at a variety of places; therefore, a variety of approaches is required. PRE-MQL Efforts to “pre-qualify” a prospect by marketing prior to its handoff to teleprospecting/field/channel. RECYCLED Non time-bounded efforts to nurture prospects either actively or passively disqualified by a receiving audience. RECONSTITUTED Time-bounded effort to “re-water” leads considered dead by field/channel sales.

PRE-MQL

Efforts to “pre-qualify” a prospect by marketing prior to its handoff to teleprospecting/field/channel.

RECYCLED

Non time-bounded efforts to nurture prospects either actively or passively disqualified by a receiving audience.

RECONSTITUTED

Time-bounded effort to “re-water” leads considered dead by field/channel sales.

The Key Questions You Should Be Asking Source: SiriusDecisions SiriusPerspective: Organizations don’t “decide” to become lead nurturers; they evolve into them.

The Key Questions You Should Be Asking Given our organization’s unique situation and attributes, what type(s) of nurturing apply to us? Source: SiriusDecisions SiriusPerspective: Organizations don’t “decide” to become lead nurturers; they evolve into them.

Given our organization’s unique situation and attributes, what type(s) of nurturing apply to us?

The Key Questions You Should Be Asking Given our organization’s unique situation and attributes, what type(s) of nurturing apply to us? Which nurturing type(s) should we consider deploying first? Source: SiriusDecisions SiriusPerspective: Organizations don’t “decide” to become lead nurturers; they evolve into them.

Given our organization’s unique situation and attributes, what type(s) of nurturing apply to us?

Which nurturing type(s) should we consider deploying first?

The Key Questions You Should Be Asking Given our organization’s unique situation and attributes, what type(s) of nurturing apply to us? Which nurturing type(s) should we consider deploying first? What resources do we currently have – and what will need to be obtained – to make our choices work? Source: SiriusDecisions SiriusPerspective: Organizations don’t “decide” to become lead nurturers; they evolve into them.

Given our organization’s unique situation and attributes, what type(s) of nurturing apply to us?

Which nurturing type(s) should we consider deploying first?

What resources do we currently have – and what will need to be obtained – to make our choices work?

The Key Questions You Should Be Asking Given our organization’s unique situation and attributes, what type(s) of nurturing apply to us? Which nurturing type(s) should we consider deploying first? What resources do we currently have – and what will need to be obtained – to make our choices work? What will marketing and sales need to accomplish jointly in order to enable our choices? Source: SiriusDecisions SiriusPerspective: Organizations don’t “decide” to become lead nurturers; they evolve into them.

Given our organization’s unique situation and attributes, what type(s) of nurturing apply to us?

Which nurturing type(s) should we consider deploying first?

What resources do we currently have – and what will need to be obtained – to make our choices work?

What will marketing and sales need to accomplish jointly in order to enable our choices?

The SiriusDecisions Lead Nurturing Model TYPE ELEMENT PRE-MQL RECYCLED RECONSTITUTED Source: SiriusDecisions SiriusPerspective: By looking at nurturing in a disciplined fashion, organizations can answer the key questions we have put forth.

The SiriusDecisions Lead Nurturing Model TYPE ELEMENT PRE-MQL RECYCLED RECONSTITUTED Source: SiriusDecisions SiriusPerspective: By looking at nurturing in a disciplined fashion, organizations can answer the key questions we have put forth. Specific needs and factors that would cause an organization to consider the nurturing type SITUATION/ MOTIVATION

The SiriusDecisions Lead Nurturing Model TYPE ELEMENT PRE-MQL RECYCLED RECONSTITUTED Source: SiriusDecisions SiriusPerspective: By looking at nurturing in a disciplined fashion, organizations can answer the key questions we have put forth. Specific needs and factors that would cause an organization to consider the nurturing type SITUATION/ MOTIVATION Components of a foundation that must be built in order to make nurturing systematic and repeatable PROCESSES

The SiriusDecisions Lead Nurturing Model TYPE ELEMENT PRE-MQL RECYCLED RECONSTITUTED Source: SiriusDecisions SiriusPerspective: By looking at nurturing in a disciplined fashion, organizations can answer the key questions we have put forth. Specific needs and factors that would cause an organization to consider the nurturing type SITUATION/ MOTIVATION Components of a foundation that must be built in order to make nurturing systematic and repeatable PROCESSES The technologies and human resources required in order to optimize the nurturing type RESOURCES

The SiriusDecisions Lead Nurturing Model TYPE ELEMENT PRE-MQL RECYCLED RECONSTITUTED Source: SiriusDecisions SiriusPerspective: By looking at nurturing in a disciplined fashion, organizations can answer the key questions we have put forth. Specific needs and factors that would cause an organization to consider the nurturing type SITUATION/ MOTIVATION Components of a foundation that must be built in order to make nurturing systematic and repeatable PROCESSES The technologies and human resources required in order to optimize the nurturing type RESOURCES The level and manner in which sales and marketing must cooperate to drive nurturing success COLLABORATION

Inquiries Marketing Qualified Leads (MQLs) Sales Accepted Leads Sales Qualified Leads (SQLs) Closed/Won Business Deep Dive Three: Reconstituted SITUATION/MOTIVATION RECONSTITUTED Time-bounded effort to “re-water” leads considered dead by field/channel sales. Source: SiriusDecisions SiriusPerspective: In CRM systems around the world, poor, tired, huddled masses of leads are yearning to be free.

RECONSTITUTED

Time-bounded effort to “re-water” leads considered dead by field/channel sales.

Inquiries Marketing Qualified Leads (MQLs) Sales Accepted Leads Sales Qualified Leads (SQLs) Closed/Won Business Deep Dive Three: Reconstituted SITUATION/MOTIVATION Lack of a recycled nurturing effort RECONSTITUTED Time-bounded effort to “re-water” leads considered dead by field/channel sales. Source: SiriusDecisions SiriusPerspective: In CRM systems around the world, poor, tired, huddled masses of leads are yearning to be free.

Lack of a recycled nurturing effort

RECONSTITUTED

Time-bounded effort to “re-water” leads considered dead by field/channel sales.

Inquiries Marketing Qualified Leads (MQLs) Sales Accepted Leads Sales Qualified Leads (SQLs) Closed/Won Business Deep Dive Three: Reconstituted SITUATION/MOTIVATION Lack of a recycled nurturing effort High numbers of aging “dead” leads RECONSTITUTED Time-bounded effort to “re-water” leads considered dead by field/channel sales. Source: SiriusDecisions SiriusPerspective: In CRM systems around the world, poor, tired, huddled masses of leads are yearning to be free.

Lack of a recycled nurturing effort

High numbers of aging “dead” leads

RECONSTITUTED

Time-bounded effort to “re-water” leads considered dead by field/channel sales.

Inquiries Marketing Qualified Leads (MQLs) Sales Accepted Leads Sales Qualified Leads (SQLs) Closed/Won Business Deep Dive Three: Reconstituted SITUATION/MOTIVATION Lack of a recycled nurturing effort High numbers of aging “dead” leads Skeptical sales leadership about any type of marketing-led nurturing RECONSTITUTED Time-bounded effort to “re-water” leads considered dead by field/channel sales. Source: SiriusDecisions SiriusPerspective: In CRM systems around the world, poor, tired, huddled masses of leads are yearning to be free.

Lack of a recycled nurturing effort

High numbers of aging “dead” leads

Skeptical sales leadership about any type of marketing-led nurturing

RECONSTITUTED

Time-bounded effort to “re-water” leads considered dead by field/channel sales.

Inquiries Marketing Qualified Leads (MQLs) Sales Accepted Leads Sales Qualified Leads (SQLs) Closed/Won Business Deep Dive Three: Reconstituted SITUATION/MOTIVATION Lack of a recycled nurturing effort High numbers of aging “dead” leads Skeptical sales leadership about any type of marketing-led nurturing Observable peak flow and downtimes for teleprospectors, leaving gaps to fill RECONSTITUTED Time-bounded effort to “re-water” leads considered dead by field/channel sales. Source: SiriusDecisions SiriusPerspective: In CRM systems around the world, poor, tired, huddled masses of leads are yearning to be free.

Lack of a recycled nurturing effort

High numbers of aging “dead” leads

Skeptical sales leadership about any type of marketing-led nurturing

Observable peak flow and downtimes for teleprospectors, leaving gaps to fill

RECONSTITUTED

Time-bounded effort to “re-water” leads considered dead by field/channel sales.

Process/Resource Kit: Reconstituted Processes Resources Source: SiriusDecisions SiriusPerspective: Of the three types of nurturing, reconstituted will likely be the easiest.

Process/Resource Kit: Reconstituted Processes Dead lead capture (automated, manual batching) Touch strategy/flow Scoring/ejection rules Flagging/tagging Handoff Recycling Resources Source: SiriusDecisions SiriusPerspective: Of the three types of nurturing, reconstituted will likely be the easiest.

Dead lead capture (automated, manual batching)

Touch strategy/flow

Scoring/ejection rules

Flagging/tagging

Handoff

Recycling

Process/Resource Kit: Reconstituted Processes Dead lead capture (automated, manual batching) Touch strategy/flow Scoring/ejection rules Flagging/tagging Handoff Recycling Resources Field marketing Email platform Marketing automation platform Internal/external telequalification resources Source: SiriusDecisions SiriusPerspective: Of the three types of nurturing, reconstituted will likely be the easiest.

Dead lead capture (automated, manual batching)

Touch strategy/flow

Scoring/ejection rules

Flagging/tagging

Handoff

Recycling

Field marketing

Email platform

Marketing automation platform

Internal/external telequalification resources

Process/Resource Kit: Reconstituted COLLABORATION Initial: Low/Moderate Ongoing: Low Processes Dead lead capture (automated, manual batching) Touch strategy/flow Scoring/ejection rules Flagging/tagging Handoff Recycling Resources Field marketing Email platform Marketing automation platform Internal/external telequalification resources Source: SiriusDecisions SiriusPerspective: Of the three types of nurturing, reconstituted will likely be the easiest.

Dead lead capture (automated, manual batching)

Touch strategy/flow

Scoring/ejection rules

Flagging/tagging

Handoff

Recycling

Field marketing

Email platform

Marketing automation platform

Internal/external telequalification resources

Nurture Flows: Considerations Source: SiriusDecisions SiriusPerspective: When building nurture flows, take four key considerations into mind.

Nurture Flows: Considerations Source: SiriusDecisions Theme The overall messaging strategy for the nurture effort SiriusPerspective: When building nurture flows, take four key considerations into mind.

Theme

The overall messaging strategy for the nurture effort

Nurture Flows: Considerations Source: SiriusDecisions Theme The overall messaging strategy for the nurture effort Function role/significance A mix of marketing, teleprospecting, field/channel sales SiriusPerspective: When building nurture flows, take four key considerations into mind.

Theme

The overall messaging strategy for the nurture effort

Function role/significance

A mix of marketing, teleprospecting, field/channel sales

Nurture Flows: Considerations Source: SiriusDecisions Theme The overall messaging strategy for the nurture effort Function role/significance A mix of marketing, teleprospecting, field/channel sales Touch flow The types of specific touches that will be applied SiriusPerspective: When building nurture flows, take four key considerations into mind.

Theme

The overall messaging strategy for the nurture effort

Function role/significance

A mix of marketing, teleprospecting, field/channel sales

Touch flow

The types of specific touches that will be applied

Nurture Flows: Considerations Source: SiriusDecisions Theme The overall messaging strategy for the nurture effort Function role/significance A mix of marketing, teleprospecting, field/channel sales Touch flow The types of specific touches that will be applied Time frame The elapsed time of the overall effort, as well as the time between touches SiriusPerspective: When building nurture flows, take four key considerations into mind.

Theme

The overall messaging strategy for the nurture effort

Function role/significance

A mix of marketing, teleprospecting, field/channel sales

Touch flow

The types of specific touches that will be applied

Time frame

The elapsed time of the overall effort, as well as the time between touches

Sample Flow: Reconstituted Source: SiriusDecisions MARKETING TELE FIELD Touch One TIME 0 D1 D4 Leads Gathered Even split between marketing and tele D7 Touch Two Touch Three Requal Re-qual SiriusPerspective: Our final flow depicts what a time-bounded reconstituted effort might look like.

Sample Flow: Reconstituted Source: SiriusDecisions MARKETING TELE FIELD Touch One TIME 0 D1 D4 Leads Gathered D7 Touch Two Touch Three Theme dependent on age of dead opportunities (same v. complementary) Requal Re-qual SiriusPerspective: Our final flow depicts what a time-bounded reconstituted effort might look like.

Sample Flow: Reconstituted Source: SiriusDecisions MARKETING TELE FIELD Touch One TIME 0 D1 D4 Leads Gathered D7 Touch Two Touch Three Requal Touches scored and aggregated, or any touch can be moved on Re-qual SiriusPerspective: Our final flow depicts what a time-bounded reconstituted effort might look like.

Sample Flow: Reconstituted Source: SiriusDecisions MARKETING TELE FIELD Touch One TIME 0 D1 D4 Leads Gathered D7 Touch Two Touch Three Requal Time measured in days Re-qual SiriusPerspective: Our final flow depicts what a time-bounded reconstituted effort might look like.

The Stigma of Recycled/Reconstituted Leads Source: SiriusDecisions SiriusPerspective: Without proper preparation, coding recycled leads – which is desirable – may lead to undesirable sales behavior.

The Stigma of Recycled/Reconstituted Leads Source: SiriusDecisions The issue Reps naturally want to work the leads that have the highest probability of conversion When reps see “retreads” in their boxes, they delay or ignore processing Leads go stale, and the effort is judged to be a failure SiriusPerspective: Without proper preparation, coding recycled leads – which is desirable – may lead to undesirable sales behavior.

The issue

Reps naturally want to work the leads that have the highest probability of conversion

When reps see “retreads” in their boxes, they delay or ignore processing

Leads go stale, and the effort is judged to be a failure

The Stigma of Recycled/Reconstituted Leads Source: SiriusDecisions The issue Reps naturally want to work the leads that have the highest probability of conversion When reps see “retreads” in their boxes, they delay or ignore processing Leads go stale, and the effort is judged to be a failure The remedies Mandate compliance Consider lead pooling Conduct programs in natural down times Go external SiriusPerspective: Without proper preparation, coding recycled leads – which is desirable – may lead to undesirable sales behavior.

The issue

Reps naturally want to work the leads that have the highest probability of conversion

When reps see “retreads” in their boxes, they delay or ignore processing

Leads go stale, and the effort is judged to be a failure

The remedies

Mandate compliance

Consider lead pooling

Conduct programs in natural down times

Go external

Kevin Kerner, Managing Director, MZ US

Kevin Kerner, Managing Director, MZ US

If we could have sold them something at the time, would we have?

Of Course We Would! Something’s gone wrong in the process… Sales doesn’t believe in leads (lead rules) Sales has too many leads (cherry picking) Sales has too much control (cherry picking) Leads not reaching right channel (referral logic) Operational breakdown (leads getting dropped somewhere) Targeting issue – “these guys aren’t leads” Sales cycle outlives salesperson (ouch!)

Something’s gone wrong in the process…

Sales doesn’t believe in leads (lead rules)

Sales has too many leads (cherry picking)

Sales has too much control (cherry picking)

Leads not reaching right channel (referral logic)

Operational breakdown (leads getting dropped somewhere)

Targeting issue – “these guys aren’t leads”

Sales cycle outlives salesperson (ouch!)

Advantages of Dormant Lead Focus We know SOMETHING about them They had an interest at some point, so likely will influence or buy directly in the future No one has claimed the leads to date… process to re-claim not complicated. Re-constituted lead programs are a great place to start… but care needs to be taken in initial planning stage

We know SOMETHING about them

They had an interest at some point, so likely will influence or buy directly in the future

No one has claimed the leads to date… process to re-claim not complicated.

Re-constituted lead programs are a great place to start… but care needs to be taken in initial planning stage

“ Do you really want to start this over again?”

Not All Dormant Leads are Equal The truth: Some are worth it… others, not so much Don’t make same mistake twice… Leverage what you know: Prioritize Message Educate Sales

The truth: Some are worth it… others, not so much

Don’t make same mistake twice…

Leverage what you know:

Prioritize

Message

Educate Sales

Collaborate and Prioritize Design a weighted lead selection process (with sales buy-in) that segments dormant leads using known data elements Pay close attention to sales feedback data, if any Test lead scoring with sales organization to build consensus and educate on dormant lead process Use historical close data to predict likelihood for conversion and buyer value Dormant Lead Scoring Matrix Decision Timeframe Budget (above or below) Specific Product Need Other Responders leads Recent Behavior Positive Sales Feedback Propensity Score (0—100) Value Score (0-100) Follow-Up Tier Lead #1 Less than 60 days Below No No No None 30 20 3 Lead #2 90 days Above No No No Yes 10 20 2 Lead #3 6 months Above Yes Yes Yes None 50 75 1

Design a weighted lead selection process (with sales buy-in) that segments dormant leads using known data elements

Pay close attention to sales feedback data, if any

Test lead scoring with sales organization to build consensus and educate on dormant lead process

Use historical close data to predict likelihood for conversion and buyer value

“ Remind me why I should pay attention to you.”

(Re) Warming Up the Crowd Remember… these leads really aren’t “dead” Align with the customer’s buying journey (not yours). Messaging should acknowledge your entry back into their lives, not vice versa. Align message to what you know (previous offers, response data, etc.)… not the first date… Design content marketing with a strong offer to “jump start” activity (peer and case studies, access to tools, free trials, demonstrations) Design content to assess buying stage (competitive analysis, pricing options, implementation advice, vendor advice)

Remember… these leads really aren’t “dead”

Align with the customer’s buying journey (not yours).

Messaging should acknowledge your entry back into their lives, not vice versa.

Align message to what you know (previous offers, response data, etc.)… not the first date…

Design content marketing with a strong offer to “jump start” activity (peer and case studies, access to tools, free trials, demonstrations)

Design content to assess buying stage (competitive analysis, pricing options, implementation advice, vendor advice)

(Re) Warming Up the Crowd Tactics: Digital tactics help assess level of engagement in a low-risk, non-intrusive way Telemarketing also obvious, assuming value equation is right

Tactics:

Digital tactics help assess level of engagement in a low-risk, non-intrusive way

Telemarketing also obvious, assuming value equation is right

Typical Re-Warming Campaign 2.0 treatment triggers include: How customer is engaging and when/what they are engaging with Value and propensity Last channel referral “ Targeted content and links designed to assist in the evaluation of interest / buying stage” “ Historical modeling suggests likely value of customer and intent to buy” “ Dormant lead channel ready to accept re-constituted lead”

2.0 treatment triggers include:

How customer is engaging and when/what they are engaging with

Value and propensity

Last channel referral

Do you really care?

What Happens Now? Important referral and distribution considerations: Channel has seen these leads once… (gulp) Implicit expectation by the customer that follow up will be stellar (at least for the ones that may have been dropped) Therefore, you can’t just treat these leads as is…

Important referral and distribution considerations:

Channel has seen these leads once… (gulp)

Implicit expectation by the customer that follow up will be stellar (at least for the ones that may have been dropped)

Therefore, you can’t just treat these leads as is…

Some Pointers The two things (minimum) you need from Sales… Agreement on dormant lead channels (reduce #s if possible) Agreement on qualification process / criteria Refine / define qualification criteria Test/refine qualification process to ensure that leads are not “dead” Define reconstituted leads differently (avoid the word “dead”) Educate the channel on the new lead process and definition Create a “velvet glove” process for high-value dormant leads Follow-up with end user Follow-up with channel Speed and service are critical

The two things (minimum) you need from Sales…

Agreement on dormant lead channels (reduce #s if possible)

Agreement on qualification process / criteria

Refine / define qualification criteria

Test/refine qualification process to ensure that leads are not “dead”

Define reconstituted leads differently (avoid the word “dead”)

Educate the channel on the new lead process and definition

Create a “velvet glove” process for high-value dormant leads

Follow-up with end user

Follow-up with channel

Speed and service are critical

“ Say… these people are slick.”

Looking Backwards Acknowledge you have an issue and address with the sales and marketing organization: Where and why are leads dropping Use real examples to refine lead quality Referral logic right? (training, vertical, product) Learn from the reconstituted process What leads are most likely to become dormant? What trends can you leverage that will better indicate lead quality? Establish KPIs around lead process that will point out holes in the process and essentially stop dormant leads from occurring Create a new lead category of “really dead” leads

Acknowledge you have an issue and address with the sales and marketing organization:

Where and why are leads dropping

Use real examples to refine lead quality

Referral logic right? (training, vertical, product)

Learn from the reconstituted process

What leads are most likely to become dormant?

What trends can you leverage that will better indicate lead quality?

Establish KPIs around lead process that will point out holes in the process and essentially stop dormant leads from occurring

Create a new lead category of “really dead” leads

Questions? For further questions or additional information: E-mail: [email_address] Phone: (800) 470-3623

Questions?

For further questions or additional information:

E-mail: [email_address]

Phone: (800) 470-3623

Continue the Discussion… Be sure to attend, “How to Pre-Qualify and Recycle Leads” on Wednesday, September 2 at 2:00 p.m. ET. To register, visit http://www.harte-hanks.com/LeadNurturing . Watch your inbox for your complimentary copy of “Lead Nurturing 2.0: Are You Ready?” and instructions to access the recording of this Webinar. To request a PDF of this deck, e-mail [email_address] . Socialize! Harte-Hanks is on Facebook and LinkedIn SiriusDecisions is on Facebook, LinkedIn and Twitter (@siriusdecisions) Kevin Kerner is on Twitter (@kjkaustin) Tony Jaros is on Twitter (@tjaros)

Be sure to attend, “How to Pre-Qualify and Recycle Leads” on Wednesday, September 2 at 2:00 p.m. ET. To register, visit http://www.harte-hanks.com/LeadNurturing .

Watch your inbox for your complimentary copy of “Lead Nurturing 2.0: Are You Ready?” and instructions to access the recording of this Webinar.

To request a PDF of this deck, e-mail [email_address] .

Socialize!

Harte-Hanks is on Facebook and LinkedIn

SiriusDecisions is on Facebook, LinkedIn and Twitter (@siriusdecisions)

Kevin Kerner is on Twitter (@kjkaustin)

Tony Jaros is on Twitter (@tjaros)

Thank You

Thank You