B2B Email Marketing and Lead Nurturing
 

B2B Email Marketing and Lead Nurturing

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Slides taken from the Marketo webinar, B2B Email Marketing and Lead Nurturing.

Slides taken from the Marketo webinar, B2B Email Marketing and Lead Nurturing.

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    B2B Email Marketing and Lead Nurturing B2B Email Marketing and Lead Nurturing Presentation Transcript

    • B2B  Email  Marke-ng  +  Lead  Nurturing   Webinar:  April  14,  2010   Maria Pergolino, Marketo © 2010 Marketo, Inc. All Rights Reserved
    • Agenda !  B2B  Email  Marke7ng  Basics   !  B2B  versus  B2C  email     !  Lead  Nurturing   !  Email  Marke7ng  and  Social   Media   ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 2
    • Permission for Email Marketing Pros   Cons   CAN-­‐SPAM     •  Minimal  effort     •  Risks  poor  deliverability  score   Only     •  “Legal”  in  the  eyes  of   and  bad  reputa7on     government  regula7ons     •  Despite  database  growth,   •  Grows  your  database  quickly     rela7onship  quality  will  not   improve     Single  Opt-­‐in     •  Demonstrates  a  pro-­‐ac7ve   •  S7ll  assumes  that  just  because   Approach     concern  for  permission     prospects  requested   informa7on    one  7me,  they   •  Prospects  might  remember  that   want  to  hear  from  you  again     they  opted  in     •  Increases  deliverability  and   sender  reputa7on  scores     Double  Opt-­‐in     •  Demonstrates  the  most  concern   •  Adds  another  layer  of   Approach     for  privacy  and  relevancy     complexity  and  communica7on   with  poten7al  subscribers     •  Subscribers  truly  want  to  hear   from  you     •  Risks  losing  subscribers  in  the   confirma7on  process     •  Increases  deliverability  rates   and  send  reputa7on  scores     ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 3
    • Establish Preferences Let  prospects  customize  nurturing  communica7ons   !  Frequency   !  Format   !  Interests   ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 4
    • Segment and Personalize !  Segmenta7on  and  Personaliza7on  creates  relevancy   ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 5
    • Design for Deliverability !  Code  Carefully   !  Design  Simply   !  Test,  Retest  &  Test  Again   !  Plus,  don’t  be  afraid  to  get   help!   ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 6
    • Advanced Tips !  Relevancy  isn’t  just  with  text-­‐  ensure  images  help  you   connect  with  the  recipient   !  Incorporate  A/B  tes7ng  in  your  email  campaigns— start  simple  by  tes7ng  subject  lines,  headers  or   marke7ng  assets.   !  Consider  the  7me  of  the  day  as  well  as  the  day  of  the   week  when  execu7ng  your  email  campaigns.   ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 7
    • B2B versus B2C Email Marketing 1.  Distance   2.  Permission   3.  Messaging   4.  Recipients   ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 8
    • B2B Marketing Challenges !  Quality  of  exis7ng   Generating high-quality leads 69% leads  improved  for   hand-­‐off  to  sales   Marketing to a lengthening sales 39% cycle !   The  right  message   Creating perceived value in 'cutting 37% to  the  right  person   edge' product benefits at  the  right  7me  in   Generating a high volume of leads 35% the  sales  cycle   !   Perceived  value  a   Marketing to growing number of people in the buying process 33% result  of  trust  in   the  brand  /  sales   Generating public relations 'buzz' 33% person   Competing in lead generation 27% % challenged !   The  more  people   across multiple media in  buying  process,   0% 20% 40% 60% 80% the  beaer  the   nurturing  process   needs  to  be   Source: MarketingSherpa B2B Marketing Benchmark Survey 2010 Methodology: Fielded April 15-20, 2010, N=1,147 ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 9
    • The Value of Lead Nurturing Fewer  marke7ng-­‐generated  leads  ignored  by  sales   (from  80%  to  as  low  as  25%)   150%  increase  in  contact-­‐to-­‐lead  conversion  rate   2-­‐3x  lig  in  conversion  rates  on  raw  leads  to  qualified   opportuni7es   20%  more  sales  opportuni7es   225%  increase  in  volume  of  prospects  that  convert   to  sales  opportuni7es   7%  points  higher  win  rates  on  marke7ng-­‐generated   leads   6%  points  lower  rate  of  “no  decisions”   2X  increase  in  bid-­‐win  ra7o   47%  higher  average  order  values   ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 10
    • The Value of Lead Nurturing Marketo  ROI  Results   Prospect  to  Sales-­‐Ready  Lead  Conversion   Passed  to   Passed  to     Total  Passed   Cost  per     Sales  (<1  mo)   Sales  (>1  mo)   to  Sales   Sales  Lead   Without   Nurturing   25%   8%   33%   $195   With   Nurturing   25%   25%   50%   $130     Source:  Actual  Marketo  data;    assumes  $65  per  prospect   Results:  50%  more  sales-­‐ready  leads   from  lead  nurturing   ©  2010  Marketo,  Inc.       All  Rights  Reserved.   Page 11
    • The Value of Lead Nurturing Marketo  ROI  Results   Marketo  New  Customer  Deals,  through  June  2009   Average  Time  To   Number  of  Deals   Opportunity   Not  Nurtured   8  days   107   Nurtured   164  days   97   Total   65  days   204   48%  of  all  deals  come  from  lead  nurturing   ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 12
    • Are You Missing Out on this Opportunity? Yes, doing now No, but high priority Back burner / not planned Use CRM system to manage lead 51% 13% 36% process Collaborate with sales to define 45% 20% 35% sales-ready leads Measure lead generation 44% 25% 31% contribution to revenue Have system for rating 'qualified' and 44% 18% 38% 'warm' leads Have a process for nurturing leads 39% 23% 38% not sales-ready Closed-loop tracking from source to 30% 27% 43% conclusion Have a process for handing leads 28% 19% 53% back to marketing 0% 20% 40% 60% 80% 100% Source: MarketingSherpa B2B Marketing Benchmark Survey 2009 Methodology: Fielded April 15-20, 2009, N=1,147 ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 13
    • Four Kinds of Lead Nurturing ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 14
    • Incoming Lead Processing !   Establish   permission  for   nurturing   !   Establish   preferences   !   Determine  what   goes  to  sales   ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 15
    • Determine What Goes to Sales Common  Strategies   Common  Ways  to  Define   1.  Send  Everything  to   “Sales  Ready”   Sales   !   Demographic  Aaributes   2.  Send  Everything  to   !   BANT  (Budget,   Telemarke7ng   Authority,  Need,   3.  Let  Sales  Cherry-­‐Pick   Timeframe)   and  Nurture  Others   !   Completeness  of  Data   4.  Define  a  “Sales-­‐Ready”   Profile   Lead  and  Send  Only   !   Behavioral  Aaributes   Those   !   Lead  Score   © 2010 Marketo, Inc. All Rights Reserved Page 16
    • Determine Buying Stages Example:  SiriusDecisions  Buying  Cycle   Early  Stage   Thought  leadership  and   best  prac7ces  to  build   brand  and  awareness   Middle  Stage   Buyers  guides,  RFP   templates  and  industry   informa7on  to  help   structure  research   Late  Stage   Company-­‐specific   informa7on  to  help   evaluate  and  reaffirm   selec7on   ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 17
    • Buyer Profiles %  Saying  Content  Customized   By  Category  is  More  Valuable   !   By  Industry:  82%   !   By  Role:  67%     Doers  vs.  Buyers     Job  Func7on   !  By  Company  Size:  49%   !  By  Geography:  29%   !  By  Product   Source: MarketingSherpa ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 18
    • Content Mapping Buying  Stages   Content   1. Map  your  exis-ng  content   2. Blank  cells  determine  your  content  roadmap   3. Short  content  is  good!   4. Test  and  op-mize   5. Start  small,  think  big  and  adapt  quickly   Profiles   ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 19
    • Accelerator Campaigns !  Move  prospects  along  the  buying  cycle   faster  with  relevant  “nudges”  triggered   by  specific  behaviors   !  Move  prospects  between  Stay  in  Touch   tracks,  or  run  independently   !  Start  basic,  then  evolve   ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 20
    • Lead Recycling Actual  Marketo  Results   Outcome  of  Sales-­‐Ready  Leads   Opportunity   Recycled:   19%   Not  Ready   21%   Disqualified   7%   Recycled:  No   Contact   53%   Marke-ng  –  Sales  Alignment  is  an  impera-ve   ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 21
    • SOCIALIZING YOUR EMAIL © 2010 Marketo, Inc. All Rights Reserved Page 22
    • Social Sharing: Customized E-mails and Landing Pages !  Share  emails  and  landing  pages,  but  no  need   to  be  constrained  by  generic  content   ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 23
    • Social Sharing: A Closer Look !  ShareThis  or  AddThis   !  Custom  links  for  increased    personaliza-on   http://twitter.com/home?status=I Bet You Don’t Know Jack About Online Marketing: PLAY NOW to find out! http://bit.ly/df9MmN ©  2010  Marketo,  Inc.       All  Rights  Reserved   Page 24
    • Contact Me Maria  Pergolino   Marketo,  Inc.   901  Mariners  Island   Director  of  Marke-ng   Suite  200   maria@marketo.com   San  Mateo,  CA  94404   @inboundmarketer   @marketo   Direct:  +1.650.376-­‐2312   Mob:  +1.415.710.2008   blog.marketo.com   www.marketo.com   © 2010 Marketo, Inc. All Rights Reserved Page 25