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Case Study: Building A Multi-Touch Lead Nurturing Program

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Case Study: Building A Multi-Touch Lead Nurturing Program

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This session will share a real-world example from Crowe Horwath, a leading consultancy in the financial services industry, on how their marketing team helped map out a progressive series of content offers that supported key topics relevant to different buyer personas.

This session will share a real-world example from Crowe Horwath, a leading consultancy in the financial services industry, on how their marketing team helped map out a progressive series of content offers that supported key topics relevant to different buyer personas.

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Case Study: Building A Multi-Touch Lead Nurturing Program

  1. 1. Content2Conversion Conference Case Study: Building a Multi-Touch Lead Nurture Program Christine Elliott, Crowe Horwath LLP April 23, 2013
  2. 2. © 2011 Crowe Horwath LLP 2Audit | Tax | Advisory | Risk | Performance The Unique Alternative to the Big Four® Why Lead Nurturing? §  Lead nurturing programs keep prospects interested and educated until they are ready for sales engagement §  According to Forrester Research, marketers who switch from focusing simply on demand generation to closed- loop nurturing are twice as productive §  Conversely, those firms that have not adopted any process for nurturing leads are likely suffering from a lead leakage problem
  3. 3. © 2011 Crowe Horwath LLP 3Audit | Tax | Advisory | Risk | Performance The Unique Alternative to the Big Four® Demand Creation – Sirius Decisions Model AAAA Closed loop recycling – if deal dies or is postponed or no opportunity identified, recycle back to MQL category Buyers and influencers at companies in “sweet spot” Lead Scoring / Market Intelligence Triggers or lead score indicates possible opportunity Trigger Event Campaigns
  4. 4. © 2011 Crowe Horwath LLP 4Audit | Tax | Advisory | Risk | Performance The Unique Alternative to the Big Four® Crowe’s Lead Nurture Journey Attended Marketing Profs B2B Lead Gen Conf. In Boston Engaged The Kern Organization and Michael Brown It started with a whisper… Zzzzz zzz.. A great idea that won’t work Oops Enter Eloqua and (limited) integration with Onyx We have no content strategy Develop and launch PERF FS nurture program Research says…. MLR research on buyers ‘ shifting behavior Phase 2 nurture
  5. 5. © 2011 Crowe Horwath LLP 5Audit | Tax | Advisory | Risk | Performance The Unique Alternative to the Big Four® Content Strategy Development Steps §  Determine target market segmentation §  Identify business drivers – proactive and reactive §  Evaluation of personas / buyer types §  Discussion of buy cycle -- critical stages / motivations §  Conduct competitive content review & audit your content §  Identify content strategies to employ for most impact THEN, if a lead nurture program is the best solution… §  Map your existing content to buyer types and stages of the buy cycle §  Develop lead nurture program structure §  Take a strategic approach to content ideation §  Put phased project management plan in place §  Execute
  6. 6. © 2011 Crowe Horwath LLP 6Audit | Tax | Advisory | Risk | Performance The Unique Alternative to the Big Four® Personas or Buyer Types? – Just Don’t Use Titles! Innovator §  Wants best practices §  Make organization more efficient – set up processes differently Service Seeker §  Worried that customers and/ or employees are complaining §  Need to know things will run smoothly with Crowe – no hassle Number Cruncher §  Efficiency ratio not where it should be – need to improve §  What is ROI? §  Operating under a constraint – do more with less §  Paid money for this in the past, did not see savings §  Taking big gamble, don’t want to stick my neck out – can I trust Crowe? §  What can go wrong? Buyer / Influencer Types Personas Source: “Influencing the Newly Empowered Customer”, July 2011 Corporate Executive Board Marketing Leadership Roundtable
  7. 7. © 2011 Crowe Horwath LLP 7Audit | Tax | Advisory | Risk | Performance The Unique Alternative to the Big Four® Map Buyer Types / Personas to Buy Cycle Determine Issues and Benefits of Solving issues (What’s the business problem we need to solve?) Define Requirements (What are the business, technical and other considerations?) Evaluate & Recommend (What are the available solutions and which best fit our requirements?) Select (Which solution will we choose and what are proof points?) Justify (Will it solve our business need? How will we measure ROI?) §  What are key motivations for each buyer at each stage? Where do they play most? §  What questions is buyer asking at each stage? §  Key messages / value propositions at each stage? §  Ideas for most compelling type of content – what has worked? EARLY STAGE MID STAGE MID STAGE LATE STAGE LATE STAGE
  8. 8. © 2011 Crowe Horwath LLP 8Audit | Tax | Advisory | Risk | Performance The Unique Alternative to the Big Four® Lead Nurture Program Tracks built from business drivers Dodd-Frank Mid Stages: Evaluate & Recommend, Select 7.1 DF IM Wait and see not option 7.2 DF IM Challenges p.1 7.3 A Question of Readiness p.2 8.1 Counterparty Relationships p.1 8.2 Transactional data p.1 8.3 Timing, Uncertainty and urgency Late Stages: Approve, Implement DF: Infographic DF: Q&A DF: Interactive Executive Brief DF: Executive Brief: DF: Executive Brief: DF Checklist AML Mid Stages: Evaluate & Recommend, Select 2.1 Trends in AML Compliance p.3-4 2.2 AML Models - The Regulators' View p. 5 2.4 Four Step Process p. 9 2 versions - pdf and podcast 2.6 3 Differientiators for Crowe p. 11 2.7 Case Study p. 11 2.3 5 Data Issues AML Compliance Must Address p.6 Late Stages: Approve, Implement AML: Q&A AML: Infographic AML: Case Study AML: Interactive Executive Brief AML: Executive Brief AML: Checklist New System Selection Mid Stages: Evaluate & Recommend, Select 1.1 IM Challenges p.4 1.2 Pain points (formerly 8 things that keep you up at night) p .5 1.3 Methodology & Approach p.7-9 2 versions - pdf and podcast/video 1.4 5 Things that differentiate Crowe p. 10 9.3 5 step methodology for system selection p. 4-5 TBD Late Stages: Approve, Implement 9.4 Crowe's streamlined RFP process delivers better results p 6-7 New System: Case Study 9.5 Why Crowe? P. 7 New Systems: Infographic New Systems: Checklist New Systems: Executive Brief: Process Improvement Mid Stages: Evaluate & Recommend, Select 1.1 IM Challenges p.4 4.3 Crowe's 4 step process for streamlining loan processes p.3 1.17 Process improvement timeline p.9 PI: Q&A Differentiate Crowe TBD Late Stages: Approve, Implement PI: Checklist PI: Case Study (1.16 Process improvement case study p.9???) PI: Executive Briefing PI: Infographic PI: Interactive Executive Briefing TBD Gray box content is pulled from existing Crowe content identified in content audit Orange box content is pulled from existing Crowe content but is modified based on track Yellow box content is new content based on (mostly) later stages of buy cycle
  9. 9. © 2011 Crowe Horwath LLP 9Audit | Tax | Advisory | Risk | Performance The Unique Alternative to the Big Four® Lead Nurture Invitation Strategy §  Offer different “topic/track” messages by target audience to generate engagement §  Incorporates A/B testing of subject lines §  Clicking on content puts them in a track – they will get new content every 3 weeks
  10. 10. © 2011 Crowe Horwath LLP 10Audit | Tax | Advisory | Risk | Performance The Unique Alternative to the Big Four® In-Track Program Structure §  Once “in track”, they will receive an ecomm every three weeks §  There are always options that allow them to change to another track
  11. 11. © 2011 Crowe Horwath LLP 11Audit | Tax | Advisory | Risk | Performance The Unique Alternative to the Big Four® Dodd-Frank E-comms & Landing Pages
  12. 12. © 2011 Crowe Horwath LLP 12Audit | Tax | Advisory | Risk | Performance The Unique Alternative to the Big Four® Dodd-Frank Content
  13. 13. © 2011 Crowe Horwath LLP 13Audit | Tax | Advisory | Risk | Performance The Unique Alternative to the Big Four® Sales Reporting §  Explicit criteria: contact information, sales rep, client/prospect, asset size, geo. §  Implicit criteria (digital body language): specific details on content assets downloaded, answers to progressive profiling and survey questions, website activity §  Initially set two triggers – download three pieces of content, or download one piece of late-stage content TRIGGE R LIST? NURTURE TRACK PERF Nurture LP History OUTSIDE ASSISTANCE BARRIERS TO L E V E R A G I N G DATA B A R R I E R S T O L E V E R A G I N G TECHNOLOGY UNREALIZED PERF. IMPROVEMENT BENEFITS CEO PRIORITIES Yes Process Imp. PI-L4 Process Improvement Challenges - 15 Questions That Worry Managers Most PI-L42 Mapping Risk Controls PI-L44 Taking a Three-Phase Approach to Improving the Lending Process PI-L44 Taking a Three-Phase Approach to Improving the Lending Process PI-L45 Case Study Portfolio - Process Improvement PI-L45 Case Study Portfolio - Process Improvement Systems / technology projects Customer analytics and/ or other data visualization initiatives Master data management Operational / performance benchmarking Difficult to determine current state of data effectiveness Competing business and project funding priorities between technology and business leaders Efficiency gains in business processes that lead to lower costs Asset quality :: Expense reduction :: Mobile technologies
  14. 14. © 2011 Crowe Horwath LLP 14Audit | Tax | Advisory | Risk | Performance The Unique Alternative to the Big Four® Program Results
  15. 15. © 2011 Crowe Horwath LLP 15Audit | Tax | Advisory | Risk | Performance The Unique Alternative to the Big Four® Top 10 Lead Nurture Considerations 1.  Start the discussion at the strategy level 2.  Target segmentation – focus versus reach 3.  Objectively assess your internal capabilities 4.  Research your competitors’ content – and audit your own 5.  Focus your “tracks” around issues, not your own services 6.  Take a phased approach to execution 7.  Don’t underestimate the power of e-comms and landing pages 8.  Guess and test, guess and test, guess and test 9.  Stand your ground when it comes to sales follow-up 10. Remember…it’s a journey. Christine Elliott Christine.elliott@crowehorwath.com @IM_Christine44

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