Lead nurturing success factors
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Lead nurturing success factors

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  • How we engage with prospects and customers determines how quickly we move them through the buying cycle to conversion
  • Understand the Customer Journey – Profile, Stage, Pain Points and Motivations

Lead nurturing success factors Lead nurturing success factors Presentation Transcript

  • Lead Nurturing Success Factors
  • We are a little needy, and it’s a turn-off• SiriusPerspective: The number of touches received per week has increased 32% since2006; the market is tuning out outbound messages.2
  • Customers are in control Gartner Research: By 2020 customers will manage 85% oftheir relationship without talking to a human. The one thing that has redefined marketing strategy todaymore than anything else has been the shift of control to thecustomer. The proliferation of social media tools and onlinetools help leads decide on their own schedule and usingtheir own combination resources.3
  • Engagement drives acquisition• 60% of marketers believe that technology can help them develop more high-quality leads.(Forrester Research)• Sales reps dedicate 14% of their time to lead development, but only 6.3% of leads areutilized (Sirius Decisions)4Within 24 months from targetcompany or competitorSource: Sirius Decisions
  • Importance of Engagement• Moving people from consideration to commitment is the most important path of the salesprocess — also the most necessary517.50%12.50%70%Average B2B Initial Lead Break-downDiscard / disqualifiedSales-ready nowLonger-term opportunity /worth nurturingMarketing Sherpa B2B Benchmarking Report
  • Plugging the leakSource: Forrester’s October 2006, Best Practices: “Improving B2B Lead Management”
  • Campaigns influencing closed revenueManual36%AutomatedSequence64%Eloqua Enterprise Customers – 12 Month Analysis
  • TIPS FOR LEAD NURTURINGLead Nurturing Success Factors8
  • It’s about building trust• Lead Nurturing provides the opportunity to establish a relationship that can lead toengagement and conversions Educate your leads – Who are you? What does your organization do? How does thisbenefit me? Establish credibility as experts Be relevant to the issues of your different segments Differentiate yourselves as an organization they want to communicate with, buyfrom, donate to9
  • Seven Rules of Engagement*• Do not initiate contact without a clear objective.• Start with the customer, not the product.• Pick up where the last interaction left off.• Don’t ask a customer for the same thing more than once.• Make the interaction personal and personalized.• Deliver information that reflects what you’ve learned about them.• Learn about customers in bits….not all at once.*Adapted from: Peppers, D., Rogers, M. (1999). One to OneFieldbook, p. 98-9910
  • Understand the customer journey11
  • It’s about the Customer’s JourneyEvaluate PurchaseLearn JustifyInterestActive Search Begins Solutions IdentifiedSolutions EvaluatedAgainst NeedsValidateDecision MadeActionsWeb SearchReview or get admin tolook at product on websiteand collateral.Ask Personal/SocialNetwork.Compare against otherproductsPeer/AssociationendorsementsApplication ProcessQuestionsWIFM?Do I really need this?Does it fit my businessneeds?Which of my suppliers areaccepting the card?Can this replace mycurrent Business orConsumer Card?What is the cost (fees)?How much can I spend onthis card?Who else like me is usingthis product? What type ofrewards is he/shecollecting?How long before I get the card?Activation Process?MotivationsService, Perks, Cachet,FeesAmex Perks – Rewards,Business Savings, TravelInsurance, Security,Service (Added Value)Relevance of Perks, Rewardsetc…Confirmation of Perks e.g..Travel Rewards - taxesand fees coveredRisk-free TrialPainPointsNo TimeGrow businessNo financingCash FlowBarriersMerchant AcceptanceTied to an existing cardMigrating from ExistingcardMerchant AcceptanceMigrating from Existingcard, Linking BankaccountsT&CsPersonal LiabilityCredit HistorySupplier CoverageIs it worth switchingcards?Amex approval Process
  • It’s about the Customer’s JourneyEvaluate PurchaseLearn JustifyInterest(1) New Welcome Program• 1st touch – Welcome• 2nd touch – tell us about yourpreferences• 3rd touch – relevant case study andlet us know if we can help you.(3) Referral Auto-respondersObjection CampaignsThree-touch drip email campaignsby topic:• Don’t get it• Costs too much• Happy with point tools(2) Customer Follow-Up•1st touch – Can I answer anyquestions for you? From rep.Buyer’s Kit• Dynamic hypersite by role and byproduct interest• ROI Determination• Case Studies• Evaluation ToolsCompetitive LossReengagement• After 6 months of close• Benchmark study• Relevant case studiesInactive Reengagement• Last Qtr. timeframe• Budget Planning MessageEvaluator Education CampaignSEMContent SyndicationInside Sales Prospecting
  • Build a model with tracks14LeadCreationThank YouFollow-upPre-QualScoreTele-Sales(Qual)Sales(Qual)Nurture I Nurture II Nurture III Nurture IVLOSSNDYESYESNO NO NOCONTACTMECONTACTMECONTACTMECONTACTME£€$CONTACTMENAMCONTACTMEROWCONTACTMEWhitepapersBanners to siteGeneral websiteOutbound ProgramsOnline Events etc…Intro ICONTACTMEOther sourcesNAM onlySFDC Marketo
  • Examples of Tracks15
  • Use Lead Scoring• Use a scoring system to gauge engagement and create thresholds to move prospects fromone track to another16Low level of engagement(Low level of how much the lead wantsto talk to us)High level of engagement(High level of differentiation drivingpurchase intent)High level ofProfile Match(High level of howmuch we want totalk to the lead)The Buying ZoneThe only leads we should befeeding to the sales fieldLow level ofProfile Match(Low level of howmuch we want totalk to lead)
  • Have a Content Strategy17Objective Attract Engage Qualify -ExplicitlyQualify -ImplicitlyAudience Broad/Unfamiliar Narrow/Unfamiliar Narrow/Familiar Narrow/FamiliarMeasurement Impressions ClicksVisitsDownloadsClicksForm SubmitsClicksVisitsDownloads
  • Be interesting• Look beyond email and embrace Multi-channel with rich interactive experiences18
  • Effective Lead Nurturing – #10Establish Success metrics – Lead ScoreEngagement, Conversions…
  • CASE STUDYLead Nurturing Success Factors20
  • Case Study: Nurture Program for VFM LeonardoVFM Leonardo is a B2B media company focused on the travel industryChallenge: Converting an influx of “Unqualified Inquiries” from Search, Advertising, SyndicatedContent Portals to highly engaged leads Move Implicit Lead rating from B > A Soften ground for Inside SalesSolution: Build an automated program that combines multiple tracks of email with an interactivemicro site Add Progressive Profiling Track activity Score leads at every stage21
  • The Program
  • Simple Survey-style Micro Site
  • Multiple paths based on scoreLow scorers go to a bootcampHigh scorers
  • ResultsBig change in campaign performance and “engagement” score• 35% email effectiveness rate• 50% conversion rate• Good shift from B2s to A2s and some to A1s25
  • Results: Revamp of Lead Score12738446 219 1118830449299880002000400060008000100001200014000B2 A2 B1 A1BeforeAfter1’s = 1,150%↑