SlideShare a Scribd company logo
© DirectionGroup 2015 | directiongroup.com
Nurture prospects and customers
to maximise lifetime value
Share the love:
#DGedge @Direction_grp
© DirectionGroup 2015 | directiongroup.com
Nurturing
SALE
Nurture leads to build
relationships and create sales
ready opportunities to engage
Nurture customers to build
relationships and maximise
customer lifetime value
Nurturing done well can be the B2B marketer’s most effective weapon.
Let’s nurture for the sale, but also nurture for lasting, profitable customer relationships.
Part 1
Part 2
© DirectionGroup 2015 | directiongroup.com
Only 17% of
business to business
(B2B) leads are sales-
ready when first
generated.
Pardot
Our starting point: the issue
As marketers, we’re so keen to generate
engagement, often we’re not prepared to deal
with situations where the engagement doesn’t
equate to a sale. Right there and then.
Why wouldn’t they be ready to buy?
▪ Timing (budget availability, other vendors in play)
▪ Business not yet sold on the idea of change
▪ Not entirely sure what they’re look for
▪ Not sufficiently confident in our offering
or our ability to help.
What’s the answer? Nurture. That’s what.
© DirectionGroup 2015 | directiongroup.com
Lead nurturing is the process of
developing relationships with buyers
at every stage of the sales funnel,
and through every step of the
buyer's journey.
It focuses marketing and
communication efforts on listening
to the needs of prospects, and
providing the information and
answers they need.
(Marketo)
OK, nurture. What’s that?
Unfortunately, nurture has become
yet another marketing buzz term.
That means everyone wants it.
Regardless if they have the resources,
insight and content
to do it right.
© DirectionGroup 2015 | directiongroup.com
A drip marketing programme:
sends (drips) communications (email,
direct mail, etc.) following a timeline
set by the marketer. But, it does not
take into account their activity and
behaviour because it is static and
non-adaptive.
The difference between nurture and drip
A lead nurture programme:
takes into account that B2B buyers do
not want to be spoken to; instead,
they want to be listened to.
Nurturing leads is all about building
relationships with potential buyers,
helping to build trust and allowing
them to do their research when,
where and how they want to.
Are you dripping or nurturing?
© DirectionGroup 2015 | directiongroup.com
What does the buyer journey look like?
Changes over
time
Recognition of
needs
Committing to a
Solution
Problem
defined
Justifying the
Decision
On boarding
Changes over
time
Recognition of
needs
Problem
defined
Exploring
Solutions
Loosening of
the Status Quo
Committing to
Change
Defining the
problem
Early stage
awareness
Awareness and early
need identification
Ensure seamless
customer on-boarding –
minimise time to value
OUR
TASK
Influence how they
define their problem
and solution
Close the sale and
maximise the value
of the deal.
EDUCATION SOLUTION VENDOR SELECTION
Demonstrate we have the most
compelling proposition
Sees an
analyst blog
on trends
Downloads
vendor
solution guide
Attends
vendor
webinar
Visits a
supplier
website
Uses an ROI
calculator
Reviews some
competitive
analysis
Receives a
“welcome
pack”
Goes to
supplier
event
Downloads
analyst
whitepaper
© DirectionGroup 2015 | directiongroup.com
If we’re going to nurture through the buying journey, we need content.
If lead nurturing is the engine, content is the fuel that makes it run.
If we’re going to nurture, we need people.
We can’t nurture leads we don’t have. We still need to generate the initial
engagement and marketing leads.
Sending people a succession of marketing messages is not nurture.
That’s just spamming.
“83% of customers only want to hear from you if you are
able to be relevant and contextual.” (IDC and Salesforce, 2015)
Three home truths.
1
2
3
© DirectionGroup 2015 | directiongroup.com
8 | © DirectionGroup 2015 | directiongroup.com
What kind of content do we need?
1
Analyst research
(IDC, Gartner,
Forrester)2
Feature articles
about
technologies3
Technology news4
Product testing /
reviews / opinions1
Product
demo/product
literature2
Analyst research
(IDC, Gartner,
Forrester)3
How-to content /
information4
Product demo /
product literature1
Product testing /
reviews / opinions2
Case studies3
4
Analyst research
(IDC, Gartner,
Forrester)
1
Product testing /
reviews / opinions2
Product demo /
product literature3
4
Product testing /
reviews / opinions1
Case studies &
ROI tools &
Product demos2
Feature articles
about trends /
strategies3
4
ROI calculator or
other assessment
tools
1
Product demo /
product literature2
Vendor
directories3
4
Feature articles
about trends /
strategies
Loosening
status quo
Committing
to change
Exploring
solutions
Committing
to a solution
Justifying
the decision
Making the
selection
A well-thought out lead nurturing strategy is one way that you can connect more
effectively across all phases of the buyer journey.
© DirectionGroup 2015 | directiongroup.com
That seems like a lot of content.
When can we get off the content creation
hamster wheel?
We say no more content for content’s sake.
Once we know our personas and understand the buyer journey,
we can identify the content we need and the content we don’t.
Start with a content audit:
1. Create an inventory of existing content
2. Map it to the buyer journey
3. Fill the gaps
Content, content and more content
“Many companies find
themselves grossly
underprepared for
marketing automation
from a content
perspective.”
Pardot, 2016
© DirectionGroup 2015 | directiongroup.com
Content audit example: Business Centric Data Centre
Education Solution Vendor selection
Loosening the status
quo
Committing to
change
Defining the problem
exploring possible
solutions
Committing to a
solution
Justifying the
decision
On-boardingA great deal of “solution stage” content – focusing
primarily on product and technical specifications.
▪ This content is useful once the prospect has
understood their challenges and explored the
marketplace for potential solutions.
▪ Here they become aware of the Fujitsu offerings, and
investigate specific capability.
Very little content to support the early “education
phase of the buyer journey
▪ Here the prospect is self educating about new ways
of solving business problems, leveraging new
technology or creating competitive advantage by
being innovative.
Very little content to support the “on boarding”
phase of the buyer journey
▪ This content is about maximising the benefit the
customer derives from buying a Fujitsu solution.
A
B
C
AB C
© DirectionGroup 2015 | directiongroup.com
What stages of the buyer
journey are covered off
with your current content?
© DirectionGroup 2015 | directiongroup.com
You need marketing automation.
Why?
Because you’ll need to track the interactions you’re generating, and
monitor their behaviour, using that insight to drive the relevance
and personalisation buyers are looking for.
Automated actions
Personalising a comms journey for each individual would
be too time consuming.
Lead scoring
You’ll need to recognise when a lead engages to the right point
for them to be passed to sales.
Automated integration
Sales ready leads can be passed automatically into CRM systems.
How do I do it though, physically?
Businesses with one to
two early-stage nurturing
campaigns configured in
marketing automation
estimate the volume of
quarterly qualified leads
increased an average
of 120%
Gleanster, 2015
© DirectionGroup 2015 | directiongroup.com
Companies that excel at nurturing generate
50% more sales-ready leads
at 33% lower cost per lead
Nurtured leads make 47% larger purchases
than non-nurtured leads
[Forrester Research]
Sorry! You Can’t Automate Marketing You Don’t Have.
Data to
personalise
the
experience
Audience
specific
content
and info
Email
and
campaign
assets
Lead
definitions
and
processes
So many organisations are sold on
the conceptual ideals behind
marketing automation and think it
will be marketing’s panacea.
▪ The reality is, marketing automation
systems are just that – automation
systems.
▪ They can replace a great deal of manual
effort, but only if you’re currently
engaging in the type of marketing the
platforms handle.
© DirectionGroup 2015 | directiongroup.com
What are your experiences
with marketing automation?
© DirectionGroup 2015 | directiongroup.com
Designed as a content fuelled campaign to drive sales-ready leads in 5 countries.
We identified four messaging themes within the topic of mobility:
1. SECURITY: Securing your mobile data, devices and applications
2. BYOD: Enabling personal choice within the constraints of your corporate IT
3. PRODUCTIVITY: Driving productivity gain through mobility
4. NETWORKING: How the network and security are crucial to mobility
Using existing content, we created a short nurture cycle for each of these themes, promoting
content to our audience which moves them along the buyer journey:
Integrated campaign case study: Citrix
Education Solution Product
© DirectionGroup 2015 | directiongroup.com
Example content flow: Security
Education Solution Product
© DirectionGroup 2015 | directiongroup.com
Campaign schematic
Email
marketing
Paid and
organic social
Targeted
advertising
3rd party
content
promotion
Automation Qualified Lead
Inside sales qualification
Opportunity / revenue
pipeline
Marketing interactions
(Lead scoring)
1. Inbound and outbound marketing
tactics used to generate top-of-funnel
prospects
2. Marketing automation programmes
allow on-going nurture and self-
serving of content
3. Lead scoring used to identify
Automation qualified Lead
4. Inside sales resource follows up on
these warmer, nurtured leads
5. BANT criteria assessed and pipeline
figure attributed as appropriate.
© DirectionGroup 2015 | directiongroup.com
The power of self serving
B2B buyers are going through their buying
journey at their own speed.
They’re hungry for information, self educating and
actively looking for content.
Linear campaign journeys are simple to execute and
avoid distractions, but are out of kilter with the buying
process.
We need to support this by allowing prospects to self
serve content on our landing pages
– allowing them access to what they need.
Our experience has
showed that
prospects visiting
campaign landing
pages only once have
achieved a lead score
of over 100.
© DirectionGroup 2015 | directiongroup.com
3rd Party content syndication: 695 manager-level
content downloads, contacts entered the nurture
programme.
Data-driven advertising: 650,000 impressions
delivered with a click through of 0.18%
Twitter: 800,000 impressions with average 0.85%
engagement
LinkedIn: 250,000 impressions with average 0.21%
engagement rate
Email nurturing: healthy open rates across the UK,
resulted in 167 contacts reaching the 40 point MQL
threshold
Results – so far... (we’re only 50% into the campaign)
Headline Results
Budget: $140K
Results: 167 AQLs resulting in
$4.4million of opportunities
registered in SFDC (195% of
target for whole campaign)
ROI: 32:1 on opportunities
generated
© DirectionGroup 2015 | directiongroup.com
It’s an old adage, but it’s true.
As tech marketers, our focus is on ‘demand generation’
– it’s all about getting more customers. Why so?
49% say that, pound for pound, they achieve better ROI by investing
in relationship marketing over acquisition marketing.
Why aren’t we focusing on customers?
▪ Lack of resources
▪ Lack of customer data (single view of customer)
▪ No clear ownership of the customer
▪ No clearly defined customer strategy
Do we focus too much on acquisition?
70% of companies
say it’s cheaper to
retain a customer
than acquire one
eConsultancy 2015
© DirectionGroup 2015 | directiongroup.com
Especially relevant in a new sales model...
Traditional software
and hardware
Cloud model
Revenue
Revenue recognition
Typical up-front deal
Typical sales cycle
Billing approach
Sales approach
One time
Up-front
Larger than first-year cloud
Longer than cloud agreements
Get the deal, move on to next
One-time licence
Recurring
Over time
Smaller than traditional deals
Shorter than software agreements
Get the deal, keep the customer
Subscription, or usage based
IDC: Partner of the future, 2015
© DirectionGroup 2015 | directiongroup.com
Managing the customer – beyond getting the transaction
Think: TRAINING, ADOPTION and USAGE
Some organisations are splitting out the
functions of hunters and farmers.
Who owns “customers” in your organisation?
How well are customers looked after?
“Solution providers must
be set up in the future to
take care of their
customers not just at the
point of transaction, but
for the life of the
customer”
IDC, 2015
© DirectionGroup 2015 | directiongroup.com

More Related Content

What's hot

OpsStars Boston Workshop | Operationalize the Customer Experience
OpsStars Boston Workshop | Operationalize the Customer ExperienceOpsStars Boston Workshop | Operationalize the Customer Experience
OpsStars Boston Workshop | Operationalize the Customer Experience
LeanData
 
PRM: The Missing Link
PRM: The Missing LinkPRM: The Missing Link
The Five Elements of a Best-in-Class Integrated Campaign
The Five Elements of a Best-in-Class Integrated CampaignThe Five Elements of a Best-in-Class Integrated Campaign
The Five Elements of a Best-in-Class Integrated Campaign
G3 Communications
 
A Whirlygig Tour of Emerging Marketing Technology Categories
A Whirlygig Tour of Emerging Marketing Technology CategoriesA Whirlygig Tour of Emerging Marketing Technology Categories
A Whirlygig Tour of Emerging Marketing Technology Categories
MarTech Conference
 
How to Create Products That Don't Suck - ProductCamp Austin 13
How to Create Products That Don't Suck - ProductCamp Austin 13How to Create Products That Don't Suck - ProductCamp Austin 13
How to Create Products That Don't Suck - ProductCamp Austin 13
CompellingPM
 
Lead Generation and demand creation in europe - sirius-decisions
Lead Generation and demand creation in europe - sirius-decisionsLead Generation and demand creation in europe - sirius-decisions
Lead Generation and demand creation in europe - sirius-decisions
Hervé Gonay
 
The warm up : preparing for a digital sales program with Extra Mile
The warm up : preparing for a digital sales program with Extra MileThe warm up : preparing for a digital sales program with Extra Mile
The warm up : preparing for a digital sales program with Extra Mile
Guillaume Larronde-Larretche
 
Definitive Guide to Sales Content Performance
Definitive Guide to Sales Content PerformanceDefinitive Guide to Sales Content Performance
Definitive Guide to Sales Content Performance
Highspot
 
Partner / Channel Enablement
Partner / Channel EnablementPartner / Channel Enablement
Partner / Channel Enablement
Launch International
 
Talent Market Place Social Media, Digital & Lead Generation Strategy
Talent Market Place Social Media, Digital & Lead Generation StrategyTalent Market Place Social Media, Digital & Lead Generation Strategy
Talent Market Place Social Media, Digital & Lead Generation Strategy
Brand Sauce
 
SiriusDecisions Advanced Waterfall Use Cases - Circulate 2016
SiriusDecisions Advanced Waterfall Use Cases - Circulate 2016SiriusDecisions Advanced Waterfall Use Cases - Circulate 2016
SiriusDecisions Advanced Waterfall Use Cases - Circulate 2016
Full Circle Insights
 
Kapost 50 learning from world-class marketers
Kapost 50  learning from world-class marketersKapost 50  learning from world-class marketers
Kapost 50 learning from world-class marketers
Kapost
 
OpsStars NYC Workshop | Operationalizing the Customer Experience
OpsStars NYC Workshop | Operationalizing the Customer ExperienceOpsStars NYC Workshop | Operationalizing the Customer Experience
OpsStars NYC Workshop | Operationalizing the Customer Experience
LeanData
 
Reaching Customers with Email Marketing
Reaching Customers with Email Marketing Reaching Customers with Email Marketing
Reaching Customers with Email Marketing
Endorphin Advisors LLC
 
Playbook for Startup Demand Generation by Mark Donnigan
Playbook for Startup Demand Generation by Mark DonniganPlaybook for Startup Demand Generation by Mark Donnigan
Playbook for Startup Demand Generation by Mark Donnigan
GoToMarketLauncher
 
Lead gen and demand creation in europe full report - sirius decisions
Lead gen and demand creation in europe full report - sirius decisionsLead gen and demand creation in europe full report - sirius decisions
Lead gen and demand creation in europe full report - sirius decisions
Hervé Gonay
 
Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand...
Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand...Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand...
Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand...
Hervé Gonay
 
SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...
SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...
SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...
Alinean, Inc.
 
Turn your Website into a Client Engagement Tool
Turn your Website into a Client Engagement ToolTurn your Website into a Client Engagement Tool
Turn your Website into a Client Engagement Tool
edynamic
 
Digital Revenue Engine: Campaigns + Content = Revenue
Digital Revenue Engine: Campaigns + Content = RevenueDigital Revenue Engine: Campaigns + Content = Revenue
Digital Revenue Engine: Campaigns + Content = Revenue
edynamic
 

What's hot (20)

OpsStars Boston Workshop | Operationalize the Customer Experience
OpsStars Boston Workshop | Operationalize the Customer ExperienceOpsStars Boston Workshop | Operationalize the Customer Experience
OpsStars Boston Workshop | Operationalize the Customer Experience
 
PRM: The Missing Link
PRM: The Missing LinkPRM: The Missing Link
PRM: The Missing Link
 
The Five Elements of a Best-in-Class Integrated Campaign
The Five Elements of a Best-in-Class Integrated CampaignThe Five Elements of a Best-in-Class Integrated Campaign
The Five Elements of a Best-in-Class Integrated Campaign
 
A Whirlygig Tour of Emerging Marketing Technology Categories
A Whirlygig Tour of Emerging Marketing Technology CategoriesA Whirlygig Tour of Emerging Marketing Technology Categories
A Whirlygig Tour of Emerging Marketing Technology Categories
 
How to Create Products That Don't Suck - ProductCamp Austin 13
How to Create Products That Don't Suck - ProductCamp Austin 13How to Create Products That Don't Suck - ProductCamp Austin 13
How to Create Products That Don't Suck - ProductCamp Austin 13
 
Lead Generation and demand creation in europe - sirius-decisions
Lead Generation and demand creation in europe - sirius-decisionsLead Generation and demand creation in europe - sirius-decisions
Lead Generation and demand creation in europe - sirius-decisions
 
The warm up : preparing for a digital sales program with Extra Mile
The warm up : preparing for a digital sales program with Extra MileThe warm up : preparing for a digital sales program with Extra Mile
The warm up : preparing for a digital sales program with Extra Mile
 
Definitive Guide to Sales Content Performance
Definitive Guide to Sales Content PerformanceDefinitive Guide to Sales Content Performance
Definitive Guide to Sales Content Performance
 
Partner / Channel Enablement
Partner / Channel EnablementPartner / Channel Enablement
Partner / Channel Enablement
 
Talent Market Place Social Media, Digital & Lead Generation Strategy
Talent Market Place Social Media, Digital & Lead Generation StrategyTalent Market Place Social Media, Digital & Lead Generation Strategy
Talent Market Place Social Media, Digital & Lead Generation Strategy
 
SiriusDecisions Advanced Waterfall Use Cases - Circulate 2016
SiriusDecisions Advanced Waterfall Use Cases - Circulate 2016SiriusDecisions Advanced Waterfall Use Cases - Circulate 2016
SiriusDecisions Advanced Waterfall Use Cases - Circulate 2016
 
Kapost 50 learning from world-class marketers
Kapost 50  learning from world-class marketersKapost 50  learning from world-class marketers
Kapost 50 learning from world-class marketers
 
OpsStars NYC Workshop | Operationalizing the Customer Experience
OpsStars NYC Workshop | Operationalizing the Customer ExperienceOpsStars NYC Workshop | Operationalizing the Customer Experience
OpsStars NYC Workshop | Operationalizing the Customer Experience
 
Reaching Customers with Email Marketing
Reaching Customers with Email Marketing Reaching Customers with Email Marketing
Reaching Customers with Email Marketing
 
Playbook for Startup Demand Generation by Mark Donnigan
Playbook for Startup Demand Generation by Mark DonniganPlaybook for Startup Demand Generation by Mark Donnigan
Playbook for Startup Demand Generation by Mark Donnigan
 
Lead gen and demand creation in europe full report - sirius decisions
Lead gen and demand creation in europe full report - sirius decisionsLead gen and demand creation in europe full report - sirius decisions
Lead gen and demand creation in europe full report - sirius decisions
 
Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand...
Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand...Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand...
Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand...
 
SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...
SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...
SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...
 
Turn your Website into a Client Engagement Tool
Turn your Website into a Client Engagement ToolTurn your Website into a Client Engagement Tool
Turn your Website into a Client Engagement Tool
 
Digital Revenue Engine: Campaigns + Content = Revenue
Digital Revenue Engine: Campaigns + Content = RevenueDigital Revenue Engine: Campaigns + Content = Revenue
Digital Revenue Engine: Campaigns + Content = Revenue
 

Similar to DirectionGroup Nurturing Prospects & Customers - Edge presentation

DirectionGroup Digital Marketing - Edge Presentation
DirectionGroup Digital Marketing - Edge Presentation DirectionGroup Digital Marketing - Edge Presentation
DirectionGroup Digital Marketing - Edge Presentation
DirectionGroup Limited
 
DirectionGroup Content Marketing - Edge presentation
DirectionGroup Content Marketing - Edge presentationDirectionGroup Content Marketing - Edge presentation
DirectionGroup Content Marketing - Edge presentation
DirectionGroup Limited
 
Putting Account-Based Marketing to Work in 2015
Putting Account-Based Marketing to Work in 2015Putting Account-Based Marketing to Work in 2015
Putting Account-Based Marketing to Work in 2015
Demandbase
 
Putting Account-Based Marketing To Work In 2015
Putting Account-Based Marketing To Work In 2015Putting Account-Based Marketing To Work In 2015
Putting Account-Based Marketing To Work In 2015
G3 Communications
 
DirectionGroup The B2B Nirvana: The always-on campaign- Edge presentation
DirectionGroup The B2B Nirvana: The always-on campaign- Edge presentationDirectionGroup The B2B Nirvana: The always-on campaign- Edge presentation
DirectionGroup The B2B Nirvana: The always-on campaign- Edge presentation
DirectionGroup Limited
 
Marketo mgtg nation adam sharp v2
Marketo mgtg nation adam sharp v2Marketo mgtg nation adam sharp v2
Marketo mgtg nation adam sharp v2
CleverTouch
 
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client Journeys
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client JourneysAccount-Based Marketing: Lessons In Scalability & Impact from 2 Client Journeys
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client Journeys
Demandbase
 
Agile marketing
Agile marketingAgile marketing
Agile marketing
Michelle Petersen
 
Subject Matter Experts Blue Paper
Subject Matter Experts Blue PaperSubject Matter Experts Blue Paper
Subject Matter Experts Blue Paper
4imprint
 
Creating Impact: 7 Tips for Content That Builds Your Brand & Drives Business ...
Creating Impact: 7 Tips for Content That Builds Your Brand & Drives Business ...Creating Impact: 7 Tips for Content That Builds Your Brand & Drives Business ...
Creating Impact: 7 Tips for Content That Builds Your Brand & Drives Business ...
Catalyst
 
Intro to Target Advertising: How to Unify and Diversify Your Marketplace Mix
Intro to Target Advertising: How to Unify and Diversify Your Marketplace MixIntro to Target Advertising: How to Unify and Diversify Your Marketplace Mix
Intro to Target Advertising: How to Unify and Diversify Your Marketplace Mix
Tinuiti
 
5 Tips to Create Successful Content in the COVID-19 | GMA Webinars
5 Tips to Create Successful Content in the COVID-19 | GMA Webinars5 Tips to Create Successful Content in the COVID-19 | GMA Webinars
5 Tips to Create Successful Content in the COVID-19 | GMA Webinars
GraceChong37
 
The Best of ITSMA’s 20th Annual Conference
The Best of ITSMA’s 20th Annual ConferenceThe Best of ITSMA’s 20th Annual Conference
The Best of ITSMA’s 20th Annual Conference
ITSMA
 
Definitive guide-to-lead-nurturing
Definitive guide-to-lead-nurturingDefinitive guide-to-lead-nurturing
Definitive guide-to-lead-nurturing
Daniel Howard
 
The Difficult Questions Your Digital Strategist Wants You To Ask (And Some Th...
The Difficult Questions Your Digital Strategist Wants You To Ask (And Some Th...The Difficult Questions Your Digital Strategist Wants You To Ask (And Some Th...
The Difficult Questions Your Digital Strategist Wants You To Ask (And Some Th...
IIHEvents
 
Marketing Automation
Marketing AutomationMarketing Automation
Marketing Automation
Andrew Wilson
 
What is the meaning of Partner Sales Enablement?
What is the meaning of Partner Sales Enablement?What is the meaning of Partner Sales Enablement?
What is the meaning of Partner Sales Enablement?
ZINFI Technologies, Inc.
 
Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...
Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...
Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...
#FlipMyFunnel
 
Managing digital-marketing-smart-insights-2015
Managing digital-marketing-smart-insights-2015Managing digital-marketing-smart-insights-2015
Managing digital-marketing-smart-insights-2015
cjmarcode
 
Buyerlytics is the Science of Selling
Buyerlytics is the Science of SellingBuyerlytics is the Science of Selling
Buyerlytics is the Science of Selling
Infinity Contact
 

Similar to DirectionGroup Nurturing Prospects & Customers - Edge presentation (20)

DirectionGroup Digital Marketing - Edge Presentation
DirectionGroup Digital Marketing - Edge Presentation DirectionGroup Digital Marketing - Edge Presentation
DirectionGroup Digital Marketing - Edge Presentation
 
DirectionGroup Content Marketing - Edge presentation
DirectionGroup Content Marketing - Edge presentationDirectionGroup Content Marketing - Edge presentation
DirectionGroup Content Marketing - Edge presentation
 
Putting Account-Based Marketing to Work in 2015
Putting Account-Based Marketing to Work in 2015Putting Account-Based Marketing to Work in 2015
Putting Account-Based Marketing to Work in 2015
 
Putting Account-Based Marketing To Work In 2015
Putting Account-Based Marketing To Work In 2015Putting Account-Based Marketing To Work In 2015
Putting Account-Based Marketing To Work In 2015
 
DirectionGroup The B2B Nirvana: The always-on campaign- Edge presentation
DirectionGroup The B2B Nirvana: The always-on campaign- Edge presentationDirectionGroup The B2B Nirvana: The always-on campaign- Edge presentation
DirectionGroup The B2B Nirvana: The always-on campaign- Edge presentation
 
Marketo mgtg nation adam sharp v2
Marketo mgtg nation adam sharp v2Marketo mgtg nation adam sharp v2
Marketo mgtg nation adam sharp v2
 
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client Journeys
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client JourneysAccount-Based Marketing: Lessons In Scalability & Impact from 2 Client Journeys
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client Journeys
 
Agile marketing
Agile marketingAgile marketing
Agile marketing
 
Subject Matter Experts Blue Paper
Subject Matter Experts Blue PaperSubject Matter Experts Blue Paper
Subject Matter Experts Blue Paper
 
Creating Impact: 7 Tips for Content That Builds Your Brand & Drives Business ...
Creating Impact: 7 Tips for Content That Builds Your Brand & Drives Business ...Creating Impact: 7 Tips for Content That Builds Your Brand & Drives Business ...
Creating Impact: 7 Tips for Content That Builds Your Brand & Drives Business ...
 
Intro to Target Advertising: How to Unify and Diversify Your Marketplace Mix
Intro to Target Advertising: How to Unify and Diversify Your Marketplace MixIntro to Target Advertising: How to Unify and Diversify Your Marketplace Mix
Intro to Target Advertising: How to Unify and Diversify Your Marketplace Mix
 
5 Tips to Create Successful Content in the COVID-19 | GMA Webinars
5 Tips to Create Successful Content in the COVID-19 | GMA Webinars5 Tips to Create Successful Content in the COVID-19 | GMA Webinars
5 Tips to Create Successful Content in the COVID-19 | GMA Webinars
 
The Best of ITSMA’s 20th Annual Conference
The Best of ITSMA’s 20th Annual ConferenceThe Best of ITSMA’s 20th Annual Conference
The Best of ITSMA’s 20th Annual Conference
 
Definitive guide-to-lead-nurturing
Definitive guide-to-lead-nurturingDefinitive guide-to-lead-nurturing
Definitive guide-to-lead-nurturing
 
The Difficult Questions Your Digital Strategist Wants You To Ask (And Some Th...
The Difficult Questions Your Digital Strategist Wants You To Ask (And Some Th...The Difficult Questions Your Digital Strategist Wants You To Ask (And Some Th...
The Difficult Questions Your Digital Strategist Wants You To Ask (And Some Th...
 
Marketing Automation
Marketing AutomationMarketing Automation
Marketing Automation
 
What is the meaning of Partner Sales Enablement?
What is the meaning of Partner Sales Enablement?What is the meaning of Partner Sales Enablement?
What is the meaning of Partner Sales Enablement?
 
Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...
Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...
Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...
 
Managing digital-marketing-smart-insights-2015
Managing digital-marketing-smart-insights-2015Managing digital-marketing-smart-insights-2015
Managing digital-marketing-smart-insights-2015
 
Buyerlytics is the Science of Selling
Buyerlytics is the Science of SellingBuyerlytics is the Science of Selling
Buyerlytics is the Science of Selling
 

Recently uploaded

一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
omywaf
 
Viapulsa - Content Strategist Assignment
Viapulsa - Content Strategist AssignmentViapulsa - Content Strategist Assignment
Viapulsa - Content Strategist Assignment
Amal Agung Cahyadi
 
SEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce YesilbasSEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce Yesilbas
gokceyesilbas
 
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
5ys5mvlp
 
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
Jorge Calmett
 
3 Best “Add to Calendar” Link Generator Tools (2024)
3 Best  “Add to Calendar”  Link Generator Tools (2024)3 Best  “Add to Calendar”  Link Generator Tools (2024)
3 Best “Add to Calendar” Link Generator Tools (2024)
Y
 
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptxBoost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
InstBlast Marketing
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
Bertie Birchfield
 
Digital Marketing Company in India - DIGI Brooks
Digital Marketing Company in India -  DIGI BrooksDigital Marketing Company in India -  DIGI Brooks
Digital Marketing Company in India - DIGI Brooks
DIGI Brooks
 
DCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptxDCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptx
vishc81
 
一比一原版(TMU毕业证)多伦多都会大学毕业证如何办理
一比一原版(TMU毕业证)多伦多都会大学毕业证如何办理一比一原版(TMU毕业证)多伦多都会大学毕业证如何办理
一比一原版(TMU毕业证)多伦多都会大学毕业证如何办理
oeveu
 
Practical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven KingpdfPractical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven Kingpdf
william charnock
 
Lyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin AguirreLyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin Aguirre
rawlensproductionsco
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
HighViz PR
 
How to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social CommerceHow to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social Commerce
Vbout.com
 
AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024
Amanda Farrell
 
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
Giorgio Chiesa
 
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdfSocial Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa
 
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
DTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist AssignmentDTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist Assignment
Amal Agung Cahyadi
 

Recently uploaded (20)

一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
 
Viapulsa - Content Strategist Assignment
Viapulsa - Content Strategist AssignmentViapulsa - Content Strategist Assignment
Viapulsa - Content Strategist Assignment
 
SEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce YesilbasSEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce Yesilbas
 
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
 
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
 
3 Best “Add to Calendar” Link Generator Tools (2024)
3 Best  “Add to Calendar”  Link Generator Tools (2024)3 Best  “Add to Calendar”  Link Generator Tools (2024)
3 Best “Add to Calendar” Link Generator Tools (2024)
 
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptxBoost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
 
Digital Marketing Company in India - DIGI Brooks
Digital Marketing Company in India -  DIGI BrooksDigital Marketing Company in India -  DIGI Brooks
Digital Marketing Company in India - DIGI Brooks
 
DCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptxDCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptx
 
一比一原版(TMU毕业证)多伦多都会大学毕业证如何办理
一比一原版(TMU毕业证)多伦多都会大学毕业证如何办理一比一原版(TMU毕业证)多伦多都会大学毕业证如何办理
一比一原版(TMU毕业证)多伦多都会大学毕业证如何办理
 
Practical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven KingpdfPractical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven Kingpdf
 
Lyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin AguirreLyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin Aguirre
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
 
How to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social CommerceHow to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social Commerce
 
AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024
 
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
 
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdfSocial Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdf
 
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
 
DTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist AssignmentDTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist Assignment
 

DirectionGroup Nurturing Prospects & Customers - Edge presentation

  • 1. © DirectionGroup 2015 | directiongroup.com Nurture prospects and customers to maximise lifetime value Share the love: #DGedge @Direction_grp © DirectionGroup 2015 | directiongroup.com
  • 2. Nurturing SALE Nurture leads to build relationships and create sales ready opportunities to engage Nurture customers to build relationships and maximise customer lifetime value Nurturing done well can be the B2B marketer’s most effective weapon. Let’s nurture for the sale, but also nurture for lasting, profitable customer relationships. Part 1 Part 2 © DirectionGroup 2015 | directiongroup.com
  • 3. Only 17% of business to business (B2B) leads are sales- ready when first generated. Pardot Our starting point: the issue As marketers, we’re so keen to generate engagement, often we’re not prepared to deal with situations where the engagement doesn’t equate to a sale. Right there and then. Why wouldn’t they be ready to buy? ▪ Timing (budget availability, other vendors in play) ▪ Business not yet sold on the idea of change ▪ Not entirely sure what they’re look for ▪ Not sufficiently confident in our offering or our ability to help. What’s the answer? Nurture. That’s what. © DirectionGroup 2015 | directiongroup.com
  • 4. Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer's journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need. (Marketo) OK, nurture. What’s that? Unfortunately, nurture has become yet another marketing buzz term. That means everyone wants it. Regardless if they have the resources, insight and content to do it right. © DirectionGroup 2015 | directiongroup.com
  • 5. A drip marketing programme: sends (drips) communications (email, direct mail, etc.) following a timeline set by the marketer. But, it does not take into account their activity and behaviour because it is static and non-adaptive. The difference between nurture and drip A lead nurture programme: takes into account that B2B buyers do not want to be spoken to; instead, they want to be listened to. Nurturing leads is all about building relationships with potential buyers, helping to build trust and allowing them to do their research when, where and how they want to. Are you dripping or nurturing? © DirectionGroup 2015 | directiongroup.com
  • 6. What does the buyer journey look like? Changes over time Recognition of needs Committing to a Solution Problem defined Justifying the Decision On boarding Changes over time Recognition of needs Problem defined Exploring Solutions Loosening of the Status Quo Committing to Change Defining the problem Early stage awareness Awareness and early need identification Ensure seamless customer on-boarding – minimise time to value OUR TASK Influence how they define their problem and solution Close the sale and maximise the value of the deal. EDUCATION SOLUTION VENDOR SELECTION Demonstrate we have the most compelling proposition Sees an analyst blog on trends Downloads vendor solution guide Attends vendor webinar Visits a supplier website Uses an ROI calculator Reviews some competitive analysis Receives a “welcome pack” Goes to supplier event Downloads analyst whitepaper © DirectionGroup 2015 | directiongroup.com
  • 7. If we’re going to nurture through the buying journey, we need content. If lead nurturing is the engine, content is the fuel that makes it run. If we’re going to nurture, we need people. We can’t nurture leads we don’t have. We still need to generate the initial engagement and marketing leads. Sending people a succession of marketing messages is not nurture. That’s just spamming. “83% of customers only want to hear from you if you are able to be relevant and contextual.” (IDC and Salesforce, 2015) Three home truths. 1 2 3 © DirectionGroup 2015 | directiongroup.com
  • 8. 8 | © DirectionGroup 2015 | directiongroup.com What kind of content do we need? 1 Analyst research (IDC, Gartner, Forrester)2 Feature articles about technologies3 Technology news4 Product testing / reviews / opinions1 Product demo/product literature2 Analyst research (IDC, Gartner, Forrester)3 How-to content / information4 Product demo / product literature1 Product testing / reviews / opinions2 Case studies3 4 Analyst research (IDC, Gartner, Forrester) 1 Product testing / reviews / opinions2 Product demo / product literature3 4 Product testing / reviews / opinions1 Case studies & ROI tools & Product demos2 Feature articles about trends / strategies3 4 ROI calculator or other assessment tools 1 Product demo / product literature2 Vendor directories3 4 Feature articles about trends / strategies Loosening status quo Committing to change Exploring solutions Committing to a solution Justifying the decision Making the selection A well-thought out lead nurturing strategy is one way that you can connect more effectively across all phases of the buyer journey. © DirectionGroup 2015 | directiongroup.com
  • 9. That seems like a lot of content. When can we get off the content creation hamster wheel? We say no more content for content’s sake. Once we know our personas and understand the buyer journey, we can identify the content we need and the content we don’t. Start with a content audit: 1. Create an inventory of existing content 2. Map it to the buyer journey 3. Fill the gaps Content, content and more content “Many companies find themselves grossly underprepared for marketing automation from a content perspective.” Pardot, 2016 © DirectionGroup 2015 | directiongroup.com
  • 10. Content audit example: Business Centric Data Centre Education Solution Vendor selection Loosening the status quo Committing to change Defining the problem exploring possible solutions Committing to a solution Justifying the decision On-boardingA great deal of “solution stage” content – focusing primarily on product and technical specifications. ▪ This content is useful once the prospect has understood their challenges and explored the marketplace for potential solutions. ▪ Here they become aware of the Fujitsu offerings, and investigate specific capability. Very little content to support the early “education phase of the buyer journey ▪ Here the prospect is self educating about new ways of solving business problems, leveraging new technology or creating competitive advantage by being innovative. Very little content to support the “on boarding” phase of the buyer journey ▪ This content is about maximising the benefit the customer derives from buying a Fujitsu solution. A B C AB C © DirectionGroup 2015 | directiongroup.com
  • 11. What stages of the buyer journey are covered off with your current content? © DirectionGroup 2015 | directiongroup.com
  • 12. You need marketing automation. Why? Because you’ll need to track the interactions you’re generating, and monitor their behaviour, using that insight to drive the relevance and personalisation buyers are looking for. Automated actions Personalising a comms journey for each individual would be too time consuming. Lead scoring You’ll need to recognise when a lead engages to the right point for them to be passed to sales. Automated integration Sales ready leads can be passed automatically into CRM systems. How do I do it though, physically? Businesses with one to two early-stage nurturing campaigns configured in marketing automation estimate the volume of quarterly qualified leads increased an average of 120% Gleanster, 2015 © DirectionGroup 2015 | directiongroup.com
  • 13. Companies that excel at nurturing generate 50% more sales-ready leads at 33% lower cost per lead Nurtured leads make 47% larger purchases than non-nurtured leads [Forrester Research]
  • 14. Sorry! You Can’t Automate Marketing You Don’t Have. Data to personalise the experience Audience specific content and info Email and campaign assets Lead definitions and processes So many organisations are sold on the conceptual ideals behind marketing automation and think it will be marketing’s panacea. ▪ The reality is, marketing automation systems are just that – automation systems. ▪ They can replace a great deal of manual effort, but only if you’re currently engaging in the type of marketing the platforms handle. © DirectionGroup 2015 | directiongroup.com
  • 15. What are your experiences with marketing automation? © DirectionGroup 2015 | directiongroup.com
  • 16. Designed as a content fuelled campaign to drive sales-ready leads in 5 countries. We identified four messaging themes within the topic of mobility: 1. SECURITY: Securing your mobile data, devices and applications 2. BYOD: Enabling personal choice within the constraints of your corporate IT 3. PRODUCTIVITY: Driving productivity gain through mobility 4. NETWORKING: How the network and security are crucial to mobility Using existing content, we created a short nurture cycle for each of these themes, promoting content to our audience which moves them along the buyer journey: Integrated campaign case study: Citrix Education Solution Product © DirectionGroup 2015 | directiongroup.com
  • 17. Example content flow: Security Education Solution Product © DirectionGroup 2015 | directiongroup.com
  • 18. Campaign schematic Email marketing Paid and organic social Targeted advertising 3rd party content promotion Automation Qualified Lead Inside sales qualification Opportunity / revenue pipeline Marketing interactions (Lead scoring) 1. Inbound and outbound marketing tactics used to generate top-of-funnel prospects 2. Marketing automation programmes allow on-going nurture and self- serving of content 3. Lead scoring used to identify Automation qualified Lead 4. Inside sales resource follows up on these warmer, nurtured leads 5. BANT criteria assessed and pipeline figure attributed as appropriate. © DirectionGroup 2015 | directiongroup.com
  • 19. The power of self serving B2B buyers are going through their buying journey at their own speed. They’re hungry for information, self educating and actively looking for content. Linear campaign journeys are simple to execute and avoid distractions, but are out of kilter with the buying process. We need to support this by allowing prospects to self serve content on our landing pages – allowing them access to what they need. Our experience has showed that prospects visiting campaign landing pages only once have achieved a lead score of over 100. © DirectionGroup 2015 | directiongroup.com
  • 20. 3rd Party content syndication: 695 manager-level content downloads, contacts entered the nurture programme. Data-driven advertising: 650,000 impressions delivered with a click through of 0.18% Twitter: 800,000 impressions with average 0.85% engagement LinkedIn: 250,000 impressions with average 0.21% engagement rate Email nurturing: healthy open rates across the UK, resulted in 167 contacts reaching the 40 point MQL threshold Results – so far... (we’re only 50% into the campaign) Headline Results Budget: $140K Results: 167 AQLs resulting in $4.4million of opportunities registered in SFDC (195% of target for whole campaign) ROI: 32:1 on opportunities generated © DirectionGroup 2015 | directiongroup.com
  • 21. It’s an old adage, but it’s true. As tech marketers, our focus is on ‘demand generation’ – it’s all about getting more customers. Why so? 49% say that, pound for pound, they achieve better ROI by investing in relationship marketing over acquisition marketing. Why aren’t we focusing on customers? ▪ Lack of resources ▪ Lack of customer data (single view of customer) ▪ No clear ownership of the customer ▪ No clearly defined customer strategy Do we focus too much on acquisition? 70% of companies say it’s cheaper to retain a customer than acquire one eConsultancy 2015 © DirectionGroup 2015 | directiongroup.com
  • 22. Especially relevant in a new sales model... Traditional software and hardware Cloud model Revenue Revenue recognition Typical up-front deal Typical sales cycle Billing approach Sales approach One time Up-front Larger than first-year cloud Longer than cloud agreements Get the deal, move on to next One-time licence Recurring Over time Smaller than traditional deals Shorter than software agreements Get the deal, keep the customer Subscription, or usage based IDC: Partner of the future, 2015 © DirectionGroup 2015 | directiongroup.com
  • 23. Managing the customer – beyond getting the transaction Think: TRAINING, ADOPTION and USAGE Some organisations are splitting out the functions of hunters and farmers. Who owns “customers” in your organisation? How well are customers looked after? “Solution providers must be set up in the future to take care of their customers not just at the point of transaction, but for the life of the customer” IDC, 2015 © DirectionGroup 2015 | directiongroup.com
  • 24. What about the post-sale customer journey? On-boarding Ensure seamless customer on-boarding – minimise time to value OUR TASK POST PURCHASEVENDOR SELECTION Expand and enrich Leverage service, support and sales to deepen engagement and create opportunities SERVICE & RENEWAL ADVOCACY Renew and re-sell Embed and create ability to reference Ensure customer continues consumption and renews Create lasting embedded relationship and use to build future value Receives a “welcome pack” Receives call from account manager Is sent “getting the most from guide” Receives “driving user adoption” guide Attends meeting around solution roadmap Takes part in NPS assessment Asked to create customer case study © DirectionGroup 2015 | directiongroup.com
  • 25. How do we maximise customer lifetime value? The key to optimising customer lifetime value is to alter the slope of the revenue line. How good is your organisation at finding ways to deliver increasing value, and hence support increasing revenues? ServiceSource, 2015 © DirectionGroup 2015 | directiongroup.com
  • 26. The same nurturing approach can work for customers Let’s call it ‘customer relationship nurturing’ It starts just after the sale is closed and continues until a contact is no longer a customer (and sometimes after that if we try to win them back!) What we’re trying to do: ▪ Ensure the customer gets the value we promised them in our marketing and sales process ▪ Develop relationships with various contacts inside the organisation ▪ Ensure we remain top of mind and can respond to opportunities or issues We should ensure we don’t turn our nurture into a stream of selling messages. This approach just trains customers to ignore our messages. © DirectionGroup 2015 | directiongroup.com
  • 27. Three customer relationship nurtures to try... On boarding campaign Automate some of the more repetitive tasks involved in on boarding: • training resources • next steps after purchase • timelines for product kick-offs • frequently asked questions Upsell nurture Capitalise on your existing clients to drive more revenue: • Focus message on benefits • Adopt a friendly tone of voice • Steer clear of customer experiencing any issues Renewal Campaign Remind your existing customers that it is time to renew contracts: • Start early, warning the right people • Continue to drip until renewal date • Liaise with account team on non-responders © DirectionGroup 2015 | directiongroup.com
  • 28. OK, that’s all very well, but... What about the dreaded sales guys? By lead scoring throughout our nurture process we can hand more, better qualified and ‘sales ready’ leads to sales. By customer relationship nurturing we can build relationships and open up opportunities for sales and account management teams. Both require close collaboration with sales teams: ▪ We don’t want to tread on toes ▪ We need to set expectations ▪ We need to manage roles and responsibilities ▪ We’re trying to help... ... And let’s face it we do have a common goal. Companies with aligned sales and marketing generated 208% more revenue from marketing (MarketingProfs) © DirectionGroup 2015 | directiongroup.com
  • 29. Let’s be adults about this, have a conversation where we sort out a few key things that will guide our actions and behaviours: We need a marketing and sales SLA ▪ What does a ‘lead’ look like? ▪ How many leads marketing will create? ▪ What does marketing expect sales to do with a lead? ▪ What time frame they should do it in? ▪ What happens to a lead that doesn’t convert? ▪ How can we align marketing activity to sales outcomes? SALEDemand (lead) nurture Customer relationship nurture ▪ Who ‘owns’ a customer? ▪ What are the objectives for customers? ▪ How do we avoid communicating with the wrong people at the wrong time? ▪ What are the specific marketing actions for certain types of customers? ▪ How can marketing support on-boarding? ▪ How can marketing support sales in achieving their goals? © DirectionGroup 2015 | directiongroup.com
  • 30. About DirectionGroup © DirectionGroup 2015 | directiongroup.com
  • 31. © DirectionGroup 2015 | directiongroup.com DirectionGroup quick overview Dedicated to the IT & Technology marketing space for over 35 years We’re 55 people strong Working at Global, Regional and Local levels Top 50 UK B2B Marketing Agency #6 in The Drum’s Independent Agencies ELITE agency listing in the UK #8 in the Top 100 Digital Agencies League Table (2017, Wirehive) Client Satisfaction score of 81% in 2017 © DirectionGroup 2015 | directiongroup.com
  • 32. © DirectionGroup 2015 | directiongroup.com Inspired thinking: leads to revenue DirectionGroup The best marketing lives at the intersection of art and science – and it falls short without input from both. At DirectionGroup, we blend the art and science of modern marketing to drive connection, action and revenue for organisations. We bring together the distributed elements of B2B & B2C marketing into a single, integrated offering © DirectionGroup 2015 | directiongroup.com
  • 33. © DirectionGroup 2015 | directiongroup.com
  • 34. Integrated lead-to-revenue approach MAP CRM Web site Lead scoring Data + insight Audience + market insight GTM planning + value proposition Creative and content development optimisation Inside sales Nurture Sales enablement Plan and concept Activate and amplify Pipeline management Sales engagement © DirectionGroup 2015 | directiongroup.com
  • 35. What we do Digital AccountBased Marketing Sales Enablement 5 business capability areas: 1. Planning & strategy 2. Creative & design 3. Marketing Technology 4. Digital production 5. Print & Production Our Planning, MarTech and digital capability is underpinned by data services 6 services… © DirectionGroup 2015 | directiongroup.com
  • 36. DirectionGroup Services Content marketing Content that helps, not hypes. Inbound & Outbound Right message, right audience, right place, right time. Sales enablement Aligning marketing and sales to optimise experience. Channel marketing Engage, equip and incentivise channel partners ABM Meaningful communications to an audience of one (or few) Shopper marketing “Sofa-to-sale” programmes to reach, engage and convert. © DirectionGroup 2015 | directiongroup.com
  • 37. © DirectionGroup 2015 | directiongroup.com Thank You www.directiongroup.com info@directiongroup.com Share the love: #DGedge @Direction_grp © DirectionGroup 2015 | directiongroup.com