Nurture Marketing:Turning old contacts into new opportunities<br />Bob London<br />May 17, 2010<br />
Conference Name<br />4 sips per person = <br />35 minutes of alertness each!<br />
Preview<br />What is Nurture Marketing?<br />What does it require?<br />What are some examples?<br />What is the role of s...
Bob London’s Background<br />www.londonink.com<br />Emerging & Established Organizations<br /><ul><li>London, Ink: Virtual...
Full service marketing execution: program development & management of awareness & lead generation; creative services
Alternative to full-time executive hire, traditional agencies, consulting firms.</li></ul>www.londonink.com<br />4<br />
Practitioner & Noted Expert<br />
www.londonink.com<br />The Mount Rushmore of Promotion<br />1980<br />Advertising          Direct Mail                    ...
www.londonink.com<br />The Mount Rushmore of Promotion<br />2010<br />SEO<br />PPC<br />Social*<br />Nurture<br />
What is Nurture Marketing?<br />A process over time that moves your suspects/ prospects/customers along the cycle of:<br /...
Using both direct and indirect pitches
Push vs. “community”</li></ul>9<br />Benefits:<br />Showcase<br />Force Multiplier<br />Lead Machine<br />
Why doesn’t everyone do this?<br />“I don’t know what Nurture Marketing is.”<br />“I don’t know what it can do.”<br />“Sou...
Key Success Factors<br />We don’t just need a lead gen campaign, we need a continuous process<br />Studies show that 40 - ...
This is a learning process; continuous improvement will be achieved based on past results.
Tests musts be structured to be “readable” and actionable.
Develop a franchise/theme and keep it simple
A focused message repeated over time will build more equity than a stream of different messages.
Get into the suspect’s shoes; What is their “elevator rant”--the issues they talk about when vendors aren’t around?
Whenever possible segment target by key attributes such as industry or size of organization.</li></li></ul><li>Sample Nurt...
What does Nurture Marketing require?<br />A Strategy and Plan<br />A Target (medium)<br />Some Tools (easy)<br />Decent Co...
Goals + Strategy + Plan<br />Plan on no fewer than 6 months of activity to measure net revenue gain<br />Generate inquirie...
Sample Forecast<br />15<br />
Where do suspects come from?<br />16<br />Hi…what’s your value prop?<br />
Sample Prospect Management Flow<br />Activity<br />Target<br /><ul><li>Purchased lists
SEO/Site registrations
Event sponsorships
Direct marketing (mail, online)
Referrals
Cold calls</li></ul>Suspects<br />Lead Gen (filling the prospect database)<br />Leads<br />(0.5% – 1% of Suspects)<br />Qu...
White paper offers
Webinar/seminar invitations
Calls</li></ul>Nurture<br />Qualified Leads<br />(2 - 5% of Leads)<br /><ul><li>Sales presentation
Collateral
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London, Ink Nurture Marketing Preso for YES!Circle Event on 17 May10

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Marketing expert Bob London, president of London, Ink (www.londonink.com), presents a practical and engaging overview of Nurture Marketing, one of the fastest-growing and most profitable segments of the marketing mix.

Nurture Marketing is a process over time that moves suspects/prospects/customers along the cycle of Awareness > Education > Differentiation > Purchase, using both direct and indirect pitches and emphasizing push vs. “community”

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London, Ink Nurture Marketing Preso for YES!Circle Event on 17 May10

  1. 1. Nurture Marketing:Turning old contacts into new opportunities<br />Bob London<br />May 17, 2010<br />
  2. 2. Conference Name<br />4 sips per person = <br />35 minutes of alertness each!<br />
  3. 3. Preview<br />What is Nurture Marketing?<br />What does it require?<br />What are some examples?<br />What is the role of social media?<br />3<br />
  4. 4. Bob London’s Background<br />www.londonink.com<br />Emerging & Established Organizations<br /><ul><li>London, Ink: Virtual VP of Marketing for growth, innovative companies: strategy, positioning, messaging, planning
  5. 5. Full service marketing execution: program development & management of awareness & lead generation; creative services
  6. 6. Alternative to full-time executive hire, traditional agencies, consulting firms.</li></ul>www.londonink.com<br />4<br />
  7. 7.
  8. 8. Practitioner & Noted Expert<br />
  9. 9. www.londonink.com<br />The Mount Rushmore of Promotion<br />1980<br />Advertising Direct Mail <br /> Door-to-Door Coupons<br />
  10. 10. www.londonink.com<br />The Mount Rushmore of Promotion<br />2010<br />SEO<br />PPC<br />Social*<br />Nurture<br />
  11. 11. What is Nurture Marketing?<br />A process over time that moves your suspects/ prospects/customers along the cycle of:<br /><ul><li>Awareness > Education > Differentiation > Purchase
  12. 12. Using both direct and indirect pitches
  13. 13. Push vs. “community”</li></ul>9<br />Benefits:<br />Showcase<br />Force Multiplier<br />Lead Machine<br />
  14. 14. Why doesn’t everyone do this?<br />“I don’t know what Nurture Marketing is.”<br />“I don’t know what it can do.”<br />“Sounds complicated.”<br />“We don’t have enough content.”<br />“We don’t have a marketing database.”<br />“We don’t have any resources for this.”<br />“We already tried Constant Contact and it didn’t work.<br />10<br />
  15. 15. Key Success Factors<br />We don’t just need a lead gen campaign, we need a continuous process<br />Studies show that 40 - 80% of leads expire in the first 6 months due to a lack of proper nurturing and development.  <br />11<br /><ul><li>To drive ROI: invest, test, repeat
  16. 16. This is a learning process; continuous improvement will be achieved based on past results.
  17. 17. Tests musts be structured to be “readable” and actionable.
  18. 18. Develop a franchise/theme and keep it simple
  19. 19. A focused message repeated over time will build more equity than a stream of different messages.
  20. 20. Get into the suspect’s shoes; What is their “elevator rant”--the issues they talk about when vendors aren’t around?
  21. 21. Whenever possible segment target by key attributes such as industry or size of organization.</li></li></ul><li>Sample Nurture Process<br />Approx. 8 - 12 Weeks<br />12<br />1. *<br />Email: Social Media’s Impact on Your Code of Conduct <br />(Offer: Social Media Checklist)<br />2.<br />Webinar: Social Media’s Impact on Your Code of Conduct<br />(Offer: Drawing)<br />3.<br />Voicemail Message: Touching Base<br />5. *<br />Email: GCC<br />(Offer: 1 Year of Compliance Communicator)<br />6.<br /> Follow-Up Call (2x)<br />4. <br />Email: Live Chat with CCO <br />(Offer: Drawing)<br />
  22. 22. What does Nurture Marketing require?<br />A Strategy and Plan<br />A Target (medium)<br />Some Tools (easy)<br />Decent Content (hard)<br />13<br />
  23. 23. Goals + Strategy + Plan<br />Plan on no fewer than 6 months of activity to measure net revenue gain<br />Generate inquiries that lead to “discovery” meetings that lead to proposals<br />Measure acquisition and retention/upsell revenue<br />Inventory your marketing assets<br />Content<br />Tools<br />Resources*<br />Develop a forecast<br />14<br />* Yes, this is do-able in your spare time or with the help of an intern.<br />
  24. 24. Sample Forecast<br />15<br />
  25. 25. Where do suspects come from?<br />16<br />Hi…what’s your value prop?<br />
  26. 26. Sample Prospect Management Flow<br />Activity<br />Target<br /><ul><li>Purchased lists
  27. 27. SEO/Site registrations
  28. 28. Event sponsorships
  29. 29. Direct marketing (mail, online)
  30. 30. Referrals
  31. 31. Cold calls</li></ul>Suspects<br />Lead Gen (filling the prospect database)<br />Leads<br />(0.5% – 1% of Suspects)<br />Qualification call and/or email<br />Unqualified, not a prospect<br /><ul><li>E-newsletter
  32. 32. White paper offers
  33. 33. Webinar/seminar invitations
  34. 34. Calls</li></ul>Nurture<br />Qualified Leads<br />(2 - 5% of Leads)<br /><ul><li>Sales presentation
  35. 35. Collateral
  36. 36. Proposal</li></ul>Prospects<br />(5 - 10% of Qualified Leads)<br />Sales Process<br />Clients <br />(5 – 15% of Pipeline Accounts)<br />17<br />
  37. 37. We got a $uspect! Now what?<br />We spend between $50 and $400 to generate one new contact. <br />Then we promptly do nothing.<br />We spend between $500 - $2,500 to acquire one new customer.<br />Then we assume they’ll stay forever.<br />18<br />It adds up to more than you think.<br />
  38. 38. But too often we end up with…<br />19<br />
  39. 39. Targeting<br /><ul><li>Business cards
  40. 40. Web site opt-ins
  41. 41. LinkedIn contacts
  42. 42. DIGITIZE, SCRUB & DE-DUPE*
  43. 43. Augment/amplify with social networks
  44. 44. Facebook friends
  45. 45. Twitter followers</li></ul>20<br />* Why God invented interns.<br />
  46. 46. Example: “Drum Beat” campaign<br />21<br />
  47. 47. Content<br />Inform and Engage (or Entertain!). Don’t Pitch<br /><ul><li>Develop and leverage smart, compelling content that:
  48. 48. Is useful and/or engaging (even entertaining!) to your audience
  49. 49. Showcases your depth of knowledge related to your value proposition
  50. 50. Builds a relationship/conversation over time
  51. 51. Does not focus on a hard-sell approach
  52. 52. Focus on one main message at a time
  53. 53. Utilize a combination of hooks to engage audience and generate response, including:
  54. 54. Value-Added Content (white paper, tips)
  55. 55. Industry Insight (trends, useful news)
  56. 56. Problem-Solving (case studies)</li></ul>22<br />
  57. 57. Do you know your customers’ “Elevator Rant?”<br />How can you formulate an effective message if you don’t know your customers’ real pain points?<br />
  58. 58. www.londonink.com<br />Create ubiquity through timing<br />Timing is everything…make it work for you.<br />Time nurture mailings with events you are attending (or sponsoring)<br />Targeted company email blasts<br />Campaigns to target potential partner companies (before meetings)<br />
  59. 59. Essential tools<br />25<br />
  60. 60. Measurement & Improvement<br />26<br />
  61. 61. Example: London, Ink<br />Sales piece disguised as newsletter<br />27<br />
  62. 62. 28<br />Ooops…“TMI”<br />
  63. 63. Example: Bobservations<br />An experiment. Will keep you posted <br />29<br />
  64. 64. Example: Staffing Firm<br />30<br />
  65. 65. Example: Mix & Match<br />31<br />
  66. 66. Example: Big Ticket<br />32<br />
  67. 67. Content should be…<br />33<br />Useful<br />Engaging<br />Generic<br />Targeted<br />Promotional<br />
  68. 68. Create ubiquity through syndication<br />Use social media to:<br />Publish once<br />Syndicate through all channels: LinkedIn FB, Twitter, Scribd, Slideshare, Flickr<br />Update your status<br />Gather/Nurture/Track… Repeat!<br />
  69. 69. Wrap-up<br />What is Nurture Marketing?<br />What does it require?<br />What are some examples?<br />What is the role of social media?<br />35<br />Thank you!<br />

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