Lead nurturing best practices SolidWorks World


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This presentation discusses practical strategies to begin the process of lead nurturing. Additionally, learn 5 key areas where Marketing and Sales can implement Lead Nurturing.

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Lead nurturing best practices SolidWorks World

  1. 1. Lead Nurturing Best PracticesPractical Strategies to Automate Customer Engagement<br />Derek Grant, Vice President<br />Pardot Marketing Automation<br />
  2. 2. What is Prospect Nurturing?<br /><ul><li>Prospect Nurturing is the concept of delivering relevant content to prospects
  3. 3. Nurturing moves the recipient forward in the sales process
  4. 4. Concept – Push v. Pull content
  5. 5. Aberdeen Group – 80% of Best Class Companies will nurture.</li></li></ul><li>The Sales Paradigm Is Shifting<br />Would You Buy From This Person?<br />
  6. 6. The Sales Paradigm Is Shifting<br />The Buying Paradigm has shifted<br />Buyers perform research prior to engagement<br />Forrester Research – 80% of all leads passed to sales are mis-handled<br />70% of mis-handled leads buy from a competitor<br />
  7. 7. The Sales Paradigm Is Shifting<br />Don’t Just Throw Prospects Over the Fence<br />
  8. 8. The ROI is Staggering<br />Nurturing Delivers demonstrable ROI:<br />9% higher average deal size for nurtured leads vs. non-nurtured leads<br />23% shorter deal time for nurtured than non-nurtured leads.<br />Your Lead Database is Valuable<br />Each Lead in your DB has a Cost (e.g., $50)<br />Time erodes the value of the Lead DB <br />
  9. 9. Rule 1 – Know Your Audience<br />Segments, Personas & Stated Interest<br /><ul><li>There is no such thing as “One Size Fits All” content.
  10. 10. Prospect v. Customer-Focused Content
  11. 11. Granular segmentation is key</li></ul>Product Need – FEA v. PDM<br />Explicit Segmentation – Engineer v. Engineering Manager v. Chief<br />Personas - Technology buyer vs. Economic buyer<br />If the message “fits” everyone, it probably isn’t specific enough for any one prospect.<br />
  12. 12. Rule 1a – Specifically Address Your Audience<br />Personalization is Key<br /><ul><li>Personalized, relevant content results in higher response rates
  13. 13. Mail Merge Personalization
  14. 14. Relevant Subject Lines</li></ul>These techniques make it seem more like a conversation than a broadcast<br />
  15. 15. Rule 2 – Start With the End In Mind<br />What Are You Trying to Accomplish?<br /><ul><li>Covey Had it right…Begin at the end for successful campaigns
  16. 16. What’s Your Mission Statement (e.g., Define “Success”)</li></ul>Education<br />Green Leads to MQL<br />Brand Building / Top of Mind<br />Example:<br /><ul><li>Nurturing during a 30 day evaluation should convert prospect to customer</li></ul>Educational & Functional Content<br />
  17. 17. Rule 3 – Be Mindful of Timing<br />Make it Appear Authentic<br /><ul><li>Suppress content over weekends or after hours.
  18. 18. Business Hours only improve response rates</li></ul>Frequency<br /><ul><li>Often enough to be expected
  19. 19. Not so often it is a nuisance
  20. 20. Rule of Thumb – Every 7-10 days </li></li></ul><li>Rule 4 – Know When to Stop and Start<br />Start<br /><ul><li>Not Yet an MQL
  21. 21. Non Responsive to Sales</li></ul>Stop<br /><ul><li>How was “Success” defined?</li></ul>Once Achieved, terminate program…even if there is more content available<br />Transition<br /><ul><li>Stop one program and start another (more specific) one</li></li></ul><li>Rule 5 – Send Meaningful Content<br />Go Green with Content<br /><ul><li>Develop multi-use content
  22. 22. Dust off old content
  23. 23. Blog Posts</li></ul>General to Specific<br /><ul><li>Don’t get too specific too soon.</li></ul>Whitepapers = General, Broad<br />Webinars = Feature Specific<br />Case Studies = Specific, Pain points, ROI<br />Opportunities = Eliminate Risk<br />
  24. 24. Rule 6 – Mix It (Content) Up<br />Heavy HTML<br /><ul><li>Appears to be Marketing collateral
  25. 25. Appropriate for Whitepapers.</li></ul>Text Only / Light HTML<br /><ul><li>With “From Address” branding, it appears to have come from the Sales rep
  26. 26. Brian Carroll – Nurturing with the “Human Touch”
  27. 27. Appropriate for Case Studies and “Personal Notes”</li></li></ul><li>Examples of Nurturing<br />Educate non sales-ready leads<br />Retain early stage leads as marketing assets<br />Deliver relevant content that will “put the pebble in the shoe” or develop awareness of the need<br />This is the primary area where nurturing shortens sales cycles<br />Content:<br />Heavy HTML addressed from “Marketing@”<br />Whitepapers, Broad Webinars<br />Goal:<br />To CreateanMQL<br />
  28. 28. Examples of Nurturing<br />Re-Engage Stale / Un-contacted Leads<br />Sales can recycle / reject non-qualified leads<br />Marketing can automatically reclaim un-contacted leads<br />This is how nurturing keeps the CPQL low<br />Content:<br />Depends on how engaged the prospect was<br />Mix of Heavy HTML and Text Only<br />Whitepapers, Webinars, Personal Notes<br />Goal:<br />Re-qualify as an MQL<br />
  29. 29. Examples of Nurturing<br />Standardize Sales Communication<br />Perfect for a Product Trial<br />Also delivers Marketing content that you suspect sales doesn’t send.<br />Content:<br />HTML from “Marketing@” for trial how to’s<br />Text Only from the Sales Rep (for sales reconnects)<br />How To’s, Case Studies, Advanced Webinars, Analysts Reviews<br />Goal:<br />To turn them into a paying customer<br />
  30. 30. Examples of Nurturing<br />Stay Top of Mind <br />Stay in touch campaigns for responsive leads<br />Fire and Forget campaigns for non-responsive leads<br />Goal of Reacquainting the prospect with key features / differentiators<br />Content:<br />Text Only from the Sales Rep<br />Goal:<br />Faking Sincerity Until Reengagement<br />
  31. 31. Examples of Nurturing<br />Reconnect After a Loss<br />Sometimes this happens<br />If it was a close loss, the rep may still be considered an advisor to the prospect<br />Consider starting around 50-60% of the contract term with their vendor<br />Content:<br />Text Only from the Sales Rep<br />Goal:<br />Ask for another chance<br />Confirm that you should be their trusted vendor. <br />
  32. 32. Do’s and Don’ts<br />Do<br /><ul><li>Use Segmentation & Personas
  33. 33. Start with the End in Mind
  34. 34. Be Mindful of Timing
  35. 35. General to Specific
  36. 36. Know When to Stop
  37. 37. Send the Same Content Multiple Times</li></ul>Don’t<br /><ul><li>“Nurture” your entire database
  38. 38. Send “one size fits all” content
  39. 39. Assume that Newsletters nurture
  40. 40. Do it Manually</li></ul>DO<br />Do<br />
  41. 41. Questions?<br />
  42. 42. Thank You For Your Time Today<br />Pardot<br />950 East Paces Ferry Rd<br />Suite 3300<br />Atlanta, Georgia 30326<br />Derek Grant<br />VP of Sales<br />derek.grant@pardot.com<br />404.492.6848<br />877.3B2B.ROIwww.pardot.com<br />