1.
The Process and Practicalities in Building a
Lead Nurture and Marketing Automation Program

2.
LNAP Processing
Today we are talking about …
Marketing Process Re-Engineering

3.
Reality #1
The ‘Invisible Buyer’ …
has gone online
The Balance of
Power has shifted

4.
tReality #2
Sales & Marketing are not singing from the same song book
Integrate lead management
Plan & execute
jointly
Align goals & KPIs

5.
Reality #3
The CEO is expecting
more from the
marketing spend
(and so by the way is Sales)

6.
Reality #4 And, of course, Big Data

7.
What new challenges does this present
for today’s Modern Marketer?
Find the prospect
Cultivate a virtual &
online relationship
Select right channels
Achieve new KPIs
(aligned with Sales)

8.
… and added to that,
we need compelling content
to keep the conversation going.

9.
Let’s have a look to a 6-Step
formula to help us through…
the 3C3P Methodology
Contacts
Communications
Content
Process
Performance
Platform

10.
Step 1
Contacts
Let’s start with the b2b buyer…

11.
Build a Persona of your typical buyers. Get feedback
from Sales and research the buyers themselves.
My KPIs
My Challenges
What I’m not interested in
Challenges in communicating with me
How I like to receive information
What I’m interested in
My buying process
Who am I?
40+ male, works long hours, ambitious, independent, looks for
opportunities to move forward and is comfortable leading the way

12.
Data gets lots of ‘air time’
but not enough ‘work time’
All Contacts 68,113
Contacts with email
57,825
Contact s with email &
Key Position Codes
40,918
Opt-in Key
Contacts
27,074
Opt-in Key
Responders

13.
Step 2
Communications
Channels & Streams

14.
Decide your ideal channels to use to nurture
your buyers. Our top 4 today in b2b are …
Contextual Email channel
Web channel
Tele channel
Social channel

15.
Create contextual email streams to deliver the right
content to the right person at the right time
Technology Stream
(CIO, ITM, ITP)
Profiling
Tracking
Scoring
Pain Point
#1
Thought
Leadership
Nurture Streams
Tactical Bursts
(solution
positioning)
Business Stream
(GM, LOB Exec)
Pain Point
#2
Pain Point
#3
Pain Point
#4
Opportunity
Streams
(tele initiated)
Pain Point
#1
Pain Point
#2
Pain Point
#3
Pain Point
#4
Finance Stream
(CFO, Finance)

16.
Differentiate your thought leadership
communications with program branding

17.
Step 3
Content

18.
Develop a Content Map & Strategy to deliver
timely content in the buying process
Buyer segments
Content media types
Examples of Thought
Leadership assets
Examples of
Solution Positioning assets

19.
Top 6 Tips for Content Management:
1. Recycle & re-purpose content
2. Use trusted third party content
3. Use video content
4. Gate content mid-pipeline, not at pipeline entry
5. ‘Mobilise’ your content (responsive design)
6. Appoint a Content Curator

20.
Step 4
Process & Integration
Integration #1 – Multi-Channel Campaigns
Integration #3 – Technology/Platforms
Integration #2 – Sales & Marketing

21.
Marketing
Qualified
Leads
Thought Leadership Streams
Tactical Burst Streams
Opportunity Streams
Social Media
& Forums
Tele
MarketingContent
Contact
Acquisition
Search
Marketing
Online
Adverts
Events
Lead Nurture &
Automation
Program (+CRM)
Website
Develop your LNAP to become your central
communications backbone interlocking all channels

22.
So what are the
process levers you
need to control in your
LNAP plan?
Host ‘Brand’
Cadence
Explicit & Implied Profiling
Content Gating
Lead Scoring
Lead Routing
Tele-Nurturing

23.
Step 5
Performance & Measurement
Attract
Qualify
Engage
Close
Database Quality | Opt-in | Source
Online Response | Profiling |
Lead Score, Velocity, Leakage
AQL | MQL | SQL |
xQL Cost & Conversion Rates
Orders & Revenue

24.
Some automation tools provide dashboards to
help track pipeline stages through to revenue

25.
… and reporting for campaign
effectiveness and (lead) attribution …

26.
Step 6
Platform

27.
Customisable reporting
Progression/Attribution reporting
Flexible lead scoring
Social Media integration
Event integration
CRM integration
Key considerations
when selecting a
Marketing Automation
Platform
Flexible response triggering

28.
Meet some of the new
players in the Modern
Marketing team
(internal & external)?
Chief Marketing Technologist
Content Curator/Coordinator
Content Editor
Marketing Automation Technologist
Data Analytics Specialist
Digital/Web Specialist

29.
The Wrap Up
1. Plan the process upfront
2. Develop a content strategy
3. Spend time on the data (garbage in, garbage out)
4. Align Marketing and Sales (goals, process, structures)
5. Think 3C3P to drive your Lead Nurture & Automation
Program

30.
Thanks!

31.
Want to know more?
Visit us www.green-hat.com.au
Tweet us @greenhatmktg
Call us +61 3 9290 9777