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Conversations with the pre-customer - Pete Jacob, Response and Lead Nurturing Manager, IBM


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Customers are in control – which means they can find everything they like about you while avoiding telling you anything about themselves. So how do you create a dialogue with the unknown and unreachable? How can you build a useful profile of your future customers? And how can you then score those customers so that they can be directed to sales when they’re getting ready to buy? Pete will explore how you can usefully combine behavioural data with traditional BANT qualification to close more sales from potentially fewer leads. How can you use your inside sales team or telemarketing resource to open conversations with a view to helping people to buy, rather than trying to sell?

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Conversations with the pre-customer - Pete Jacob, Response and Lead Nurturing Manager, IBM

  1. 1. Conversations with the pre-customer Pete Jakob Response and Lead Nurturing Manager IBM United Kingdom Ltd [email_address]
  2. 2. The role of marketing is changing… from monologue to dialogue from push-marketing to pull-marketing social networking user-generated content from shouting to listening from marketing as selling to marketing as education relevant content right time be where they are authentic honest open less is more from demand generation to satisfying customer needs prospects/targets to guests/citizens from demand generation to response nurturing data-centric marketing
  3. 3. October 2006, Best Practices “Improving B2B Lead Management” Leaky Sales Funnel Increases Customer Acquisition Costs
  4. 4. There are 9 key steps to increasing the yield from campaigns and enhancing the pre-customer experience
  5. 5. <ul><li>Symptom: Great campaign -> lots of “leads” -> can’t get sales to engage </li></ul><ul><li>4 Management Questions: </li></ul><ul><ul><li>Who is the key sales sponsor? </li></ul></ul><ul><ul><li>What is their capacity for leads, and what shape? </li></ul></ul><ul><ul><li>What did they agree to do with the leads you generate? </li></ul></ul><ul><ul><li>How will you review progress with them? </li></ul></ul><ul><li>Impact </li></ul><ul><ul><li>Fewer activities </li></ul></ul><ul><ul><li>Greater accountability </li></ul></ul><ul><ul><li>Increase focus on Enablement and Nurturing </li></ul></ul>1. Align activity with sales Unless Sales are hungry for your leads, your campaign is doomed
  6. 6. Client-centric view of Responses <ul><li>Define your policy </li></ul><ul><ul><li>What constitutes a response? </li></ul></ul><ul><ul><li>How quickly will responses be loaded? </li></ul></ul><ul><ul><li>How will responses be loaded? </li></ul></ul><ul><li>Points to consider </li></ul><ul><ul><li>All response types? </li></ul></ul><ul><ul><li>Third Party data from Events, Hosted web content etc? </li></ul></ul><ul><ul><li>Business partner? </li></ul></ul><ul><ul><li>Opt Out? </li></ul></ul><ul><ul><li>Should you record ALL responses? </li></ul></ul><ul><li>Develop picture of clients across multiple campaigns </li></ul><ul><ul><li>What is the optimum touch cadence? </li></ul></ul><ul><ul><li>What governance rules should apply across different campaigns in market? </li></ul></ul>2. Capture all responses Event Attendance Website Contact form Outbound Tele Demand Generation Inbound Contacts
  7. 7. 3. Plan structured nurturing dialogue <ul><li>A systematic approach to campaign contact structure for each response type </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Web Contact Form </li></ul></ul><ul><ul><li>Outbound Tele </li></ul></ul><ul><ul><li>Inbound Response </li></ul></ul><ul><li>Blueprints are a startpoint for customisation for specific campaign needs </li></ul><ul><ul><li>Consider non-responders and responders </li></ul></ul><ul><ul><li>Consider “transactional” offers and “dialogue” offers </li></ul></ul><ul><li>Benefits: </li></ul><ul><ul><li>Plug leaks in the marketing funnel (eg non-responders) </li></ul></ul><ul><ul><li>Clarify Roles and Responsibilities within the team </li></ul></ul><ul><ul><li>Clarify when/how to pass to sales </li></ul></ul><ul><ul><li>Underpin alignment to tools </li></ul></ul>
  8. 8. <ul><li>Plug leaks in the funnel by re-engaging with non-responders </li></ul><ul><li>Use “Dialogue” offers that permit ongoing contact </li></ul><ul><li>Monitor activity to provide prioritisation </li></ul><ul><li>Nurture via Telephone and Digital </li></ul><ul><li>Leverage content aligned to buying cycle to advance customer journey </li></ul>3. Plan structured nurturing dialogue (contd)
  9. 9. 4. Align nurturing offers to buying cycle Learn Scope Select JOURNEY STAGES ISSUE RECOGNITION SCOPE REQUIREMENTS SUPPLIER SELECTION WHAT THEY WANT Objective, up-to-date information Information at the right level Tools to help them understand what the right level is (eg vs maturity or vertical) Guide/pointers to other information Proof of capability Objective support, no sales pitch Case studies Explanation of different solutions Ability to ask questions Clear “why me” from suppliers Endorsement from 3 rd parties Accessibility to the right people who can take issue to technical solution ASSETS and OFFERS White papers – IBM & credible others Newsletters Interactive tools Supplements PR Webinars Industry Events IT Press/Online Podcasts Case studies Q&As FAQs Solutions Self Assessment Why IBM Demo Product specifications Call me/Inbound call
  10. 10. 5. Score based on activity <ul><li>Can be Manual or Automated </li></ul><ul><ul><li>Automation allows for automatic routing of contact details once a new threshold reached </li></ul></ul>
  11. 11. Events registration Web Forms Outbound Tele Inbound Enquiries Attractor Triggers Standardised digital nurturing engine Added-value Response Customer’s pain Engagement measure Telemktg Development Rep Pass to Sales Nurture Further Objective: Know more about the client at the end of the journey than at the beginning 6. Automate where appropriate Comms 1 What is the issue? Why Should you care? Comms 2 What’s YOUR Pain Comms 3 Let’s Dig Deeper
  12. 12. Comms 1 What is the issue? Why Should you care? Comms 2 What’s YOUR Pain Comms 3 Let’s Dig Deeper 6. Example: Standardised video-lead framework for digital nurturing
  13. 13. 7. Integrate with CRM <ul><li>Significant Customer Insight may have been developed via </li></ul><ul><ul><li>Automated Marketing System </li></ul></ul><ul><ul><li>Other Marketing Processes (eg external Telemarketing) </li></ul></ul><ul><li>Make this visible to the sales team </li></ul>
  14. 14. <ul><li>Responses </li></ul><ul><ul><li>How many named named , valid responses did marketing generate? </li></ul></ul><ul><li>Marketing Validated Leads (MVL) </li></ul><ul><ul><li>How many responses are nurtured to a level that has been mutually agreed with sales </li></ul></ul><ul><ul><ul><li>Separate marketing “influenced” from marketing “sourced” </li></ul></ul></ul><ul><ul><ul><li>Segment via Customer type (eg Core Clients, Investment Clients, New Clients etc) </li></ul></ul></ul><ul><li>Sales Acceptance </li></ul><ul><ul><li>Sales agreement (via SLA) to perform specific tasks with MVL </li></ul></ul><ul><ul><ul><li>Lead follow-up timeframe </li></ul></ul></ul><ul><ul><ul><li>Feedback required </li></ul></ul></ul><ul><ul><li>SLA defines specific reasons for rejection </li></ul></ul><ul><ul><ul><li>Incorrect routing </li></ul></ul></ul><ul><ul><ul><li>Incomplete record </li></ul></ul></ul><ul><ul><ul><li>Doesn’t meet agreed threshold </li></ul></ul></ul><ul><ul><li>MVL-to-sales acceptance days </li></ul></ul><ul><ul><li>Review on regular basis via Sales/Marketing “huddle” </li></ul></ul>Source: Sirius Decisions 8. Measure key indicators <ul><li>Sales Qualified Lead </li></ul><ul><ul><li>Conversion rate of Sales Accepted lead to SQL </li></ul></ul><ul><ul><li>(Plus conversion rate of Sales Accepted to Lost) </li></ul></ul><ul><ul><li>Cumulative size of the opportunities now in pipeline </li></ul></ul><ul><li>Closed Business </li></ul><ul><ul><li>Conversion rate of SQL to closed business </li></ul></ul>
  15. 15. 9. Refine and keep learning <ul><li>Integrate with the Buying process </li></ul><ul><ul><li>Not about the selling process </li></ul></ul><ul><li>People, Process, Tools </li></ul><ul><ul><li>Cultural aspects are the most challenging (Marketing and Sales) </li></ul></ul><ul><ul><li>Sell the vision </li></ul></ul><ul><ul><li>Tools alone won’t fix it </li></ul></ul><ul><li>Timing </li></ul><ul><ul><li>Be selective, but relate to the bigger vision </li></ul></ul><ul><li>Stay Fresh – there’s a wealth of free insight </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Google AlertRSS Feeds </li></ul></ul><ul><ul><li>Network </li></ul></ul>
  16. 16. Getting started <ul><li>Where does it hurt most? </li></ul><ul><li>What can you control? </li></ul><ul><li>Appoint a leader </li></ul>
  17. 17. Thank you! B2B Marketing – Open for Business