5 key components for establishing and optimizing lead nurturing campaigns

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  • Could use this slide, or slide 5
  • Could use this slide, or slide 5
  • Concern on 13 & 14 back to back. How will it be segwayed?
  • The team recognized positive increases in Q2 2010 and started serving customized landing pages to iPhone users in every email campaign.
  • Use this slide and / or slide 22
  • Use this slide and / or slide 21Organizations in the trial phase had no processes for funnel op at all, those in the transition phase had informal processes that were sporadically performed for funnel optimization, and those in the strategic phase have formal processes that are routinely performed for funnel optimization
  • Organizations that use marketing automation software typically tie multiple funnel optimization strategies in together

Transcript

  • 1. 5 Key Components for Establishing andOptimizing Lead Nurturing Campaigns April 12, 2012 1:00 PM ET Sponsored by:
  • 2. Jen Doyle Senior Research Manager, MECLABS Jen.Doyle@MECLABS.com @JenLDoyle Kaci Bower Senior Research Analyst, MECLABS Kaci.Bower@MECLABS.com @KaciBower#sherpawebinar
  • 3. Join the conversation on Twitter #sherpawebinar
  • 4. Research Background1,745 B2B organizations were surveyed on: • Top challenges • Barriers to success • Best practices 4 #sherpawebinar
  • 5. Today, we’re going to discuss1. Key findings from research from more than 1,745 B2B marketers2. A case study in which a B2B company increased sales conversions by 190%3. Five key components you can use to increase the ROI of your lead gen efforts through nurturing #sherpawebinar
  • 6. Key Finding: Challenges are still growing 45% 45% B2B organizations rated the 44% pertinence of several 44% challenges including:Average Indication of Challenges 43% 1. Lead quality 42% 2. Lead volume 3. Conveying value 41% 4. Competing in multichannel lead 40% generation 5. Generating PR buzz 39% 39% Year of Response 38% 2009 2010 2011 Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745 6 #sherpawebinar
  • 7. Key Finding: Challenges are still growing 45% 45% B2B organizations rated the 44% pertinence of several 44% challenges including:Average Indication of Challenges 43% 42% YEAR Average indications of 1. Lead quality 2. Lead volume 3. Conveying value 41% YEAR challenges continue to grow 4. Competing in multichannel lead 40% generation 5. Generating PR buzz 39% 39% Year of Response 38% 2009 2010 2011 Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745 7 #sherpawebinar
  • 8. Key Finding: Tactics Losing EffectivenessWebsite design, management 50% and optimization 31% Search engine optimization 36% (SEO) 29% • External and internal 40% Email marketing 26% factors influence Trade shows 25% challenges and perceptions 20% • Evolved marketplace 43% Virtual events / webinars 19% due to the economic 2010 Paid search (PPC) 16% 23% 2011 crisis 35% • Adoption of latest best Telemarketing 13% practices 31% Public relations 13% 22% Direct mail 6% 16% Social media 6% 10% Print advertising 6% Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745 8 #sherpawebinar
  • 9. Key Finding: Tactics Losing EffectivenessWebsite design, management 50% and optimization 31% Search engine optimization 36% (SEO) 29% • External and internal 40% Email marketing 26% factors influence challenges and perceptions Dramatic declines on 25% YEAR Trade shows • Evolved marketplace 20% 43% Virtual events / webinars due to the economic perceptions on 19% 2010 23% 2011 crisis YEAR Paid search (PPC) 16% • Adoption of latest best Telemarketing 13% effectiveness of all tactics 35% practices 31% Public relations 13% 22% Direct mail 6% 16% Social media 6% 10% Print advertising Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey 6% Methodology: Fielded June 2011, N=1,745 9 #sherpawebinar
  • 10. CMOs speak out on toughest challenges “Generating valuable content. Finding the right system, right capabilities, at the right cost to automate lead generation and nurture programs.” “We lose many of our leads throughout the sales funnel.” 10 #sherpawebinar
  • 11. So what’s really at the rootof all these challenges? #sherpawebinar
  • 12. Adoption of latest best practices is sluggish68% Have not identified their Sales and Marketing funnel 61% send all leads directly to Sales Only 27% will be qualified at time of conversion 79% have not established lead scoring 65% have not established lead nurturing 12 #sherpawebinar
  • 13. How can I generate more high-quality leads, and improve leadgeneration ROI? #sherpawebinar
  • 14. Case Study: Background Experiment ID: Jaspersoft Location: MarketingSherpa Case Study Library Test Protocol Number: #CS31447Research Notes: Background: A B2B software developer generated a large database of open-source clients, and needed to convert them to paying customers. Goal: To segment and nurture open source database to move leads through the funnel. Primary research question: Which nurturing approach will convert the most leads? Approach: Implement a lead nurturing effort with segmentation, scoring and automation to progress open-source clients through the funnel to paying customers. 14 #sherpawebinar
  • 15. Case Study: Revamping Lead Gen“My challenge is not to increase the numberof leads, but to get improved conversionrates throughout the funnel.” – Nick Halsey VP Marketing Jaspersoft 15 #sherpawebinar
  • 16. Case Study: Revamping Lead GenThe goal was to create a powerful combinationof: • Customer profiling • Database segmentation • Automated campaigns • Outbound promotions • Lead scoring 16 #sherpawebinar
  • 17. Case Study: A seven step approach Segment databases Create automatic according to profile drip campaigns for and activity specific actions Implement lead scoring 1 2 3 4 5 6 7Merge databases Customize outbound Use dynamic Route leads toand systems into a communications for registration forms the appropriateunified platform contacts’ preferences to develop sales person prospect profiles 17 #sherpawebinar
  • 18. Customer-centric messaging CMS Marketing AutomationOpen Source Four Centralized & Nurturing TracksWeb Analytics Segmented Database 1. Customer 2. Community MemberEmail System 3. Corporate North America 4. Corporate Europe Ecommerce 18 #sherpawebinar
  • 19. Qualification and scoring • Applied demographic and behavioral scoring • Collected information through dynamic registration forms • Handed leads off to Sales once the qualified lead threshold was met 19 #sherpawebinar
  • 20. Triggered nurturing and hand-off Download of 30-daytrial version of software Series of five automated emails Automated sub campaigns Actions indicating readiness to buy Hand-off to Sales 20 #sherpawebinar
  • 21. Case Study: Results 190% Increase in Sales Conversions Since implementing the new strategy, the team has achieved a 190% increase in conversion rate from qualified lead to close.1 Highest Close Rate: Prospects who asked to be contacted by sales Second-Highest Close Rate: Prospects who enter the automated2 drip campaign for the professional evaluation 30-day trial Third-Highest Close Rate: Prospects who have purchased something3 from the ecommerce store 21 #sherpawebinar
  • 22. How can we approachthe funnel in a new way? #sherpawebinar
  • 23. B2B Funnel 1.0Leads enter the system Leads go directly to Sales Sales cherry-picks the best leads Sales spends significant time “checking in” with the rest to see if they are ready to buy 23 #sherpawebinar
  • 24. B2B Funnel 2.0 Qualified lead criteria establishedLeads enter system Leads Scored per Criteria Non-qualified Qualified leads leads stay in go to sales marketing for nurturing 24 #sherpawebinar
  • 25. What’s the key differentiator?Not all leads are immediatelysales-ready, and require furthernurturing #sherpawebinar
  • 26. Average Lead Gen ROI by use of NurturingCurrently using lead nurturing Not using lead nurturing • Organizations using lead 107% +35% nurturing experienced a 35% lift 79% • Nurturing provides the information leads need to progress through the funnel Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey Average lead generation ROI Methodology: Fielded June 2011, N=1,745 26 #sherpawebinar
  • 27. Funnel optimization demonstrates lifts in ROI Trial Transition Strategic 148% • Average lead generation ROI by funnel optimization +65% maturity 95% • From trial to strategic 80% phases, organizations received a 65% lift in lead generation ROI Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey Average lead generation ROI Methodology: Fielded June 2011, N=1,745 27 #sherpawebinar
  • 28. Overall funnel op leads to dramatic lift in ROI Currently using marketing automation software Not using marketing automation software • Average lead generation 155% ROI by use of marketing automation software +163% • Organizations using automation experienced 59% a 163% lift in lead generation ROI Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey Average lead generation ROI Methodology: Fielded June 2011, N=1,745 28 #sherpawebinar
  • 29. Audience Question:“We are just beginning a drip campaign for lead nurturing. How do we distinguish a prospectfrom a lead and what is the best way to develop content for both of these audiences?” -Sara Lambert SlimGenics 29 #sherpawebinar
  • 30. Five Key Components for Nurturing 1. Segmentation 2. Content 5. Optimization 3. Channels 4. Timing #sherpawebinar
  • 31. Five Key Components for Nurturing 1. Segmentation #sherpawebinar
  • 32. SegmentationDeliver highly relevant content by segmenting based onmulti-dimensional traits, and developing unique leadnurturing tracks for segments. • Buyer personas identify traits, interests and needs • Balance buyer personas with buying cycle stage 32 #sherpawebinar
  • 33. Audience QU:“There are multiple ways to segment B2B buyers -- by vertical market, by job title, by size of purchase, by location, and more. But which segmentation strategy consistently generates the best results?” -Michael Thimmesch Skyline Exhibits 33 #sherpawebinar
  • 34. Buyer Persona TraitsCreate research-based, detailed profiles that represent actual,real-life groups of your target audience. Include demographicsand behaviors. Demographics Behaviors Job title / responsibilities Key concerns for purchase Organization size Interests Primary market Motivations Industry Expectations Location Goals Budget Preferences 34 #sherpawebinar
  • 35. Exercise: Which types of content have you found to be the most successful for nurturing? Submit your answers via the chat tool or tweet us at #Sherpawebinar 35 #sherpawebinar
  • 36. Early Buying Cycle StagesNurturing Type Buying Cycle Stage Campaign Goal Campaign ExamplesEngagement Early Build stronger Thought leadershipNurturing relationships & content increase interestOutreach Nurturing Early to mid Captures new leads, Valuable download permissions, – whitepaper or additional data reportOngoing Nurturing All Consistent SEGMENTED communications to monthly newsletter stay top of mindConversion Late Support sales Buyers guides, ROINurturing conversion calculatorsNew Customer End of initial buying Repeat purchases, How to info, gettingNurturing cycle reputation, referrals started, support 36 #sherpawebinar
  • 37. Early to Mid Buying Cycle StagesNurturing Type Buying Cycle Stage Campaign Goal Campaign ExamplesEngagement Early Build stronger Thought leadershipNurturing relationships & content increase interestOutreach Nurturing Early to mid Captures new leads, Valuable download permissions, – whitepaper or additional data reportOngoing Nurturing All Consistent SEGMENTED communications to monthly newsletter stay top of mindConversion Late Support sales Buyers guides, ROINurturing conversion calculatorsNew Customer End of initial buying Repeat purchases, How to info, gettingNurturing cycle reputation, referrals started, support 37 #sherpawebinar
  • 38. Early to Mid Buying Cycle StagesNurturing Type Buying Cycle Stage Campaign Goal Campaign ExamplesEngagement Early Build stronger Thought leadershipNurturing relationships & content increase interestOutreach Nurturing Early to mid Captures new leads, Valuable download permissions, – whitepaper or additional data reportOngoing Nurturing All Stay top of mind SEGMENTED monthly newsletterConversion Late Support sales Buyers guides, ROINurturing conversion calculatorsNew Customer End of initial buying Repeat purchases, How to info, gettingNurturing cycle reputation, referrals started, support 38 #sherpawebinar
  • 39. Late Buying Cycle StagesNurturing Type Buying Cycle Stage Campaign Goal Campaign ExamplesEngagement Early Build stronger Thought leadershipNurturing relationships & content increase interestOutreach Nurturing Early to mid Captures new leads, Valuable download permissions, – whitepaper or additional data reportOngoing Nurturing All Stay top of mind SEGMENTED monthly newsletterConversion Late Support sales Buyers guides, ROINurturing conversion calculatorsNew Customer End of initial buying Repeat purchases, How to info, gettingNurturing cycle reputation, referrals started, support 39 #sherpawebinar
  • 40. Late Buying Cycle StagesNurturing Type Buying Cycle Stage Campaign Goal Campaign ExamplesEngagement Early Build stronger Thought leadershipNurturing relationships & content increase interestOutreach Nurturing Early to mid Captures new leads, Valuable download permissions, – whitepaper or additional data reportOngoing Nurturing All Stay top of mind SEGMENTED monthly newsletterConversion Late Support sales Buyers guides, ROINurturing conversion calculatorsNew Customer End of initial buying Repeat purchases, How to info, gettingNurturing cycle reputation, referrals started, support 40 #sherpawebinar
  • 41. Audience QU: “Interested in learning whether content gating(having users fill out a form before downloading assets like white papers) really works, and how/why” -Kerry Skemp SnapHop 41 #sherpawebinar
  • 42. Sample Segmentation Plan Buying Cycle New Engagement Outreach Ongoing Conversion Customer Nurturing Nurturing Nurturing Nurturing Nurturing Buyer persona 1Personas Buyer persona 2 Buyer persona 3 Buyer persona 4 42 #sherpawebinar
  • 43. Five Key Components for Nurturing 1. Segmentation 2. Content #sherpawebinar
  • 44. ContentCreate important, relevant and valuable content that will nurture your leads through the buying cycle. Challenge Solution • Many marketers have a library • Creating content is expensive of existing content that has and time consuming only reached a small portion • Marketers constantly have of their targets a need for more quality • Audit your library of content assets, then reformat and repurpose for lead nurturing campaigns 44 #sherpawebinar
  • 45. Top Tactics in Creating Engaging Content • Multichannel Using a multichannel messaging strategy 46% Improving thought leadership messaging, thought 45%Segmenting the delivery leadership and of content 37% segmentation rated as Incorporating social media 36% top engagement tactics Testing and optimizing value proposition 27% Testing the timing and • Research audience delivery of content 26% preferences for subject Establishing buyer personas 21% matter, format, style, Sponsoring third-party etc. content 20% Allowing audience to select communication 16% preferences Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745 45 #sherpawebinar
  • 46. Sample Segmentation & Content Plan Buying Cycle New Engagement Outreach Ongoing Conversion Customer Nurturing Nurturing Nurturing Nurturing Nurturing Buyer’s guide 1 Best practice article Whitepaper Newsletter 1 Getting started Buyer persona 1 series 1 download series 1 Updates Comparison 1 series 1 ROI Calculator 1Personas Buyer’s guide 2 Best practice article Whitepaper Newsletter 2 Getting started Buyer persona 2 series 2 download series 2 Updates Comparison 2 series 2 ROI Calculator 2 Buyer’s guide 3 Best practice article Whitepaper Newsletter 3 Getting started Buyer persona 3 series 3 download series 3 Updates Comparison 3 series 3 ROI Calculator 3 Buyer’s guide 4 Best practice article Whitepaper Newsletter 4 Getting started Buyer persona 4 series 4 download series 4 Updates Comparison 4 series 4 ROI Calculator 4 46 #sherpawebinar
  • 47. Five Key Components for Nurturing 1. Segmentation 2. Content 3. Channels #sherpawebinar
  • 48. ChannelsLead nurturing often begins with email, but channelscan be expanded for greater results.• Consider the original lead source - was it email, web form, or phone call?• Test new channels for nurturing, like direct mail, teleprospecting, social• Ask! Survey your audience on channel preferences 48 #sherpawebinar
  • 49. Five Key Components for Nurturing 1. Segmentation 2. Content 3. Channels 4. Timing #sherpawebinar
  • 50. TimingDeliver relevant content to your audience WHEN theywant and/or need to receive it.• Timing and frequency of delivery• Combine scheduled and triggered blasts• Make an educated guess for launch, then monitor and test over time 50 #sherpawebinar
  • 51. Frequency of Lead Nurturing Touches Multiple times a day 9% • Majority have a frequency of a few Once per day 5% times a week, once a A few times a week 20% week and once every other week Once a week 18%Once every other week 17% • Start with an educated Once every three 8% guess, then test weeks Once a month 12% More than once a 11% month Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935 51 #sherpawebinar
  • 52. Five Key Components for Nurturing 1. Segmentation 2. Content 5. Optimization 3. Channels 4. Timing #sherpawebinar
  • 53. OptimizationYour lead nurturing campaigns will be a moving targetwith continual optimization. All aspects of your lead nurturing campaign should be tested and optimized: • Segmentation • Content • Channels • Timing 53 #sherpawebinar
  • 54. Optimization – Questions to Ask •Are there additional segments that can be added?Segmentation •Do our existing segments need further detail? •Is the subject matter resonating and engaging? Content •Is the content format preferred? •Is the language / style resonating? •How are existing channels performing? Channels •What new channels can we add and test? • What time of day, week, month do our nurturing campaigns Timing perform the best? • What frequency generates the most engagement? 54 #sherpawebinar
  • 55. Five Key Components for Nurturing Summary 1. Segmentation 2. Content 5. Optimization 3. Channels 4. Timing #sherpawebinar
  • 56. More Leads. More Revenue. Less Work. • Deliver more high-quality leads to Sales • Align Sales and Marketing efforts • Accelerate predictable revenue Salesforce AppExchange #28 Most Promising #1 Fastest Growing Private Marketing Solution Forthcoming Book toBest Marketing Automation Company in America Silicon Valley Company Winner be Published by Wiley & Best Chatter Solution #sherpawebinar
  • 57. #sherpawebinar
  • 58. Thank youJen DoyleSenior Research Manager, MECLABSJen.Doyle@MECLABS.com@JenLDoyleKaci BowerSenior Research Analyst, MECLABSKaci.Bower@MECLABS.com@KaciBower 58 #sherpawebinar