B2B Email Marketing and Lead Nurturing

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

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 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

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

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

http://www.agencemd.com	200
http://www.slideshare.net	14
http://www.matthieu-tranvan.fr	4
http://www.espace-direct.com	1

B2B Email Marketing and Lead Nurturing

by Marketo on Apr 19, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 219

Statistics

B2B Email Marketing and Lead Nurturing — Presentation Transcript