Conversations with the Pre-Customer

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This is the slideset I presented at the Demand Generation Summit in London on November 4th 2008 (sponsored by Banner, Eloqua, Google, MarketOne, BrightTALK)

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Conversations with the Pre-Customer

  1. 1. Conversations with the pre-customer Pete Jakob Response and Lead Nurturing Manager IBM United Kingdom Ltd pete_jakob@uk.ibm.com
  2. 2. The role of marketing is changing… from marketing as selling to marketing as education from push-marketing to prospects/targets pull-marketing social networking to guests/citizens open from monologue to from demand generation to right time response nurturing dialogue be where they are authentic user-generated content relevant content less is more from shouting to from demand generation to honest listening satisfying customer needs 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 9. Refine and 1. Align activity keep learning with Sales 9 1 8. Measure key 2. Capture all Indicators Responses 8 2 7. Integrate with 3. Plan 7 3 CRM structured nurturing dialogue 6 4 4. Align nurturing 6. Automate offers to buying 5 where cycle appropriate 5. Score based on Activity
  5. 5. 1. Align Activity with Sales Unless Sales are hungry for your leads, your campaign is doomed • Symptom: Great campaign -> lots of “leads” -> can’t get sales to engage • 4 Management Questions: 1. Who is the key sales sponsor? 2. What is their capacity for leads, and what shape? 3. What did they agree to do with the leads you generate? 4. How will you review progress with them? • Impact – Fewer activities – Greater accountability – Increase focus on Enablement and Nurturing
  6. 6. 2. Capture All Responses • Define your policy – What constitutes a response? – How quickly will responses be loaded? – How will responses be loaded? • Points to consider – All response types? – Third Party data from Events, Hosted web content etc? Client-centric view of – Business partner? Responses – Opt Out? – Should you record ALL responses? • Develop picture of clients across multiple campaigns – What is the optimum touch cadence? – What governance rules should apply across different campaigns in market?
  7. 7. 3. Plan structured nurturing dialogue • A systematic approach to campaign contact structure for each response type – Events – Web Contact Form – Outbound Tele – Inbound Response • Blueprints are a startpoint for customisation for specific campaign needs – Consider non-responders and responders – Consider “transactional” offers and “dialogue” offers • Benefits: – Plug leaks in the marketing funnel (eg non-responders) – Clarify Roles and Responsibilities within the team – Clarify when/how to pass to sales – Underpin alignment to tools
  8. 8. 3. Plan Structured Nurturing Dialogue (contd) Newsletter 1. Plug leaks in the funnel by re-engaging with non-responders 2. Use “Dialogue” offers that permit ongoing contact 3. Monitor activity to provide prioritisation 4. Nurture via Telephone and Digital 5. Leverage content aligned to buying cycle to advance customer journey
  9. 9. 4. Align Nurturing Offers to Buying Cycle Scope Select Learn JOURNEY ISSUE RECOGNITION SCOPE SUPPLIER STAGES REQUIREMENTS SELECTION •Objective, up-to-date •Proof of capability •Clear “why me” from suppliers WHAT THEY information WANT •Endorsement from 3rd parties •Objective support, no sales •Information at the right level pitch •Accesibility to the right people •Tools to help them understand •Case studies who can take issue to technical what the right level is (eg vs solution •Explanation of different maturity or vertical) solutions •Guide/pointers to other •Ability to ask questions information •White papers – IBM & credible •Case studies •Why IBM ASSETS and others OFFERS •Q&As •Demo •Newsletters •Product specifications •FAQs •Interactive tools •Call me/Inbound call •Solutions •Supplements •Self Assessment •PR •Webinars •Industry Events •IT Press/Online •Podcasts
  10. 10. 5. Score based on Activity • Can be Manual or Automated – Automation allows for automatic routing of contact details once a new threshold reached
  11. 11. 6. Automate where Appropriate Attractor Triggers Events registration Added-value Pass to Response Web Forms Sales Telemktg Comms 2 Comms 1 •Customer’s What’s YOUR Pain Developme What is the issue? Why Should you care? pain nt Rep Outbound Tele Nurture Comms 3 •Engagement Let’s Dig Deeper Further measure Inbound Enquiries Standardised digital nurturing engine Objective: Know more about the client at then end of the journey than at the beginning
  12. 12. 6. Example: Standardised video-lead framework for digital nurturing Comms 2 Comms 1 What’s YOUR Pain What is the issue? Why Should you care? Comms 3 Let’s Dig Deeper
  13. 13. 7. Integrate with CRM • Significant Customer Insight may have been developed via – Automated Marketing System – Other Marketing Processes (eg external Telemarketing) • Make this visible to the sales team
  14. 14. 8. Measure Key Indicators 1. Responses – How many named named, valid responses did marketing generate? 2. Marketing Validated Leads (MVL) – How many responses are nurtured to a level that has been mutually agreed with sales • Separate marketing “influenced” from marketing “sourced” • Segment via Customer type (eg Core Clients, Investment Clients, New Clients etc) 3. Sales Acceptance – Sales agreement (via SLA) to perform specific tasks with MVL • Lead follow-up timeframe • Feedback required – SLA defines specific reasons for rejection • Incorrect routing • Incomplete record • Doesn’t meet agreed threshold – MVL-to-sales acceptance days – Review on regular basis via Sales/Marketing “huddle” 4. Sales Qualified Lead – Conversion rate of Sales Accepted lead to SQL – (Plus conversion rate of Sales Accepted to Lost) – Cumulative size of the opportunities now in pipeline 5. Closed Business – Conversion rate of SQL to closed business Source: Sirius Decisions
  15. 15. 9. Refine and Keep Learning Integrate with the Buying process Not about the selling process People, Process, Tools Cultural aspects are the most challenging (Marketing and Sales) Sell the vision Tools alone won’t fix it Timing Be selective, but relate to the bigger vision Stay Fresh – there’s a wealth of free insight Blogs Google Alerts RSS Feeds Network
  16. 16. Getting Started 9. Refine and 1. Align activity keep learning with Sales 9 1 8. Measure key 2. Capture all Where does it hurt Indicators Responses 8 2 most? What can you 7 3 7. Integrate with 3. Plan CRM structured control? nurturing dialogue 6 4 Appoint a leader 4. Align nurturing 6. Automate 5 offers to buying where cycle appropriate 5. Score based on Activity
  17. 17. Thank You ! www.mpdailyfix.com blog.startwithalead.com B2B Marketing – Open for Business http://b2bnurture.blogspot.com/ blogs.forrester.com/marketing www.mikemoran.com/biznology

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