Digital Nurture Programs, Lead Generation,
and Social Media
Bryan Ehrenfreund
Vice President of Digital Strategies
Februar...
Agenda
1. Changing State of Marketing (“ZMOT”)
2. Fundamental Concepts of Inbound Marketing
& B2B Lead Nurturing
3. Lead S...
Televerde
Televerde is the leading B2B
provider of sales pipeline
development solutions that
drive increased revenue for o...
The World Has Changed

Pew Research Center, May 2010

© 2012 Televerde, LLC
Traditional Marketing Is in Decline
Consumers are in the driver’s
seat

© 2012 Televerde, LLC
Inbound Marketing

© 2012 Televerde, LLC
The Zero Moment of Truth
Research
Learn About Options
Comparison Shop
Read Reviews
Get Advice

© 2012 Televerde, LLC
How Do People Search

Realize a Need

Investigate Options

© 2012 Televerde, LLC
Ask People We Trust

Ask Someone They Trust

© 2012 Televerde, LLC
What is Inbound Marketing?
Inbound Marketing is a marketing strategy that
focuses on getting found by customers or clients...
Mobile is Exploding
As many as 35% of searches are mobile
now
B2B clients have experienced 300%
growth in mobile traffic y...
Inbound is Preferred for B2B

Marketing Sherpa, October 2010

© 2012 Televerde, LLC
Why Inbound Leads Matter
Inbound leads: highest conversion rates
to qualified opportunities
Inbound leads:
educate
themsel...
Inbound Marketing: The Source of Most Inquires
SiriusPerspective: The reality is that prospects find you when they’re
read...
Buying has Changed Forever
OLD DAYS: INFO SCARCITY
1960’S - Recent

TODAY: INFO ABUNDANCE

BUYER

SALES REP

SALES REP

© ...
The Evolution of B2B Marketing
Before search engines:
Branding, mass
advertising, tradeshows
After search engines:
Lead ma...
© 2012 Televerde, LLC

Sales
Lead

Lead

Lead
Development
Gap

Prospect &
Recycled

Engaged

All Names

The Leaky Revenue ...
Lead Nurturing Plugs the Leak
Building relationships with qualified prospects
regardless of their timing to buy, with the ...
The Value of Lead Nurturing
Lead Nurturing helps turn more inquiries into qualified
leads and decreases cost per qualified...
Lead Nurturing Relevance
1. BUYING STAGES
Stages

1

2

3

A

DON’T PANIC!

B

C

1.
2.
3.

Early (Pre-MQL)
Mid (MQL)
Late...
When to Call?
•
•
•
•

Early stage content +3
Attend webinar: +5
Visit any webpage / blog : +1
Visit careers pages: -10

•...
When To Call?

9-20

Target

2-8

Fit

21+

SuperTarget

Other

Lead

Lead

Lead

Lead

Lead
Lead

Interest

<2

Engagemen...
Types of Lead Nurturing
1. Seed Nurturing: Developing relationships with early-stage
prospects before they enter your data...
Seed Nurturing & Social Media

Nurturing today

Nurturing tomorrow

Make valuable content freely available
Create a reputa...
Lead Nurturing & Social Media
Listen

Segment & Target

Notify & Score

Interact

© 2012 Televerde, LLC
Customer Nurturing & Social Media
Reaffirm purchases after
the decision is made

Deepen relationships,
create personal
con...
Insource or Outsource?
Considerations:
Competencies, Process, Investment & Control
Insource:
How important is control vs. ...
Agency Considerations
Selecting, Hiring, Managing
What competencies do you need them to complement?
Does the agency have t...
Key Takeaways
1. Buying has changed forever; marketing and
sales must change as well –
“The Zero Moment of Truth”
2. 80% o...
Contact Bryan…
Bryan Ehrenfreund
VP of Digital Strategies
bryan.ehrenfreund@televede.com
Direct: +1 480.303.7078
Twitter: ...
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Digital nurture programs lead gen & social media

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Digital nurture programs lead gen & social media

  1. 1. Digital Nurture Programs, Lead Generation, and Social Media Bryan Ehrenfreund Vice President of Digital Strategies February 15, 2012
  2. 2. Agenda 1. Changing State of Marketing (“ZMOT”) 2. Fundamental Concepts of Inbound Marketing & B2B Lead Nurturing 3. Lead Scoring: When & How to Incorporate the Human Touch 4. Social Media at Every Stage of the Revenue Cycle 5. Insource or Outsource Your Digital Nurture Program? (“Build vs. Buy”) © 2012 Televerde, LLC
  3. 3. Televerde Televerde is the leading B2B provider of sales pipeline development solutions that drive increased revenue for our clients by integrating contact data, marketing automation and world-class teleservices. © 2012 Televerde, LLC
  4. 4. The World Has Changed Pew Research Center, May 2010 © 2012 Televerde, LLC
  5. 5. Traditional Marketing Is in Decline Consumers are in the driver’s seat © 2012 Televerde, LLC
  6. 6. Inbound Marketing © 2012 Televerde, LLC
  7. 7. The Zero Moment of Truth Research Learn About Options Comparison Shop Read Reviews Get Advice © 2012 Televerde, LLC
  8. 8. How Do People Search Realize a Need Investigate Options © 2012 Televerde, LLC
  9. 9. Ask People We Trust Ask Someone They Trust © 2012 Televerde, LLC
  10. 10. What is Inbound Marketing? Inbound Marketing is a marketing strategy that focuses on getting found by customers or clients Inbound Marketing is the practice of bringing warm, qualified leads into your sales funnel rather than reaching outward to cold, questionable targets Inbound marketing turns the old marketing model on its head. It’s web-based, smart, cost-effective and results driven. Inbound marketing is always on and always working because of the prevalence of mobile devices © 2012 Televerde, LLC
  11. 11. Mobile is Exploding As many as 35% of searches are mobile now B2B clients have experienced 300% growth in mobile traffic year over year SEO Mobile Website optimization implement a browser detect and a mobile version of your content Mobile optimize your most important content – get there first Submit a mobile sitemap Implement and test mobile campaigns – competition is low but growing fast Tie with local content © 2012 Televerde, LLC Mobile Apps Surpass Daily Web Use June 2011: 81 minutes for mobile apps compared to 74 minutes for the web
  12. 12. Inbound is Preferred for B2B Marketing Sherpa, October 2010 © 2012 Televerde, LLC
  13. 13. Why Inbound Leads Matter Inbound leads: highest conversion rates to qualified opportunities Inbound leads: educate themselves beforehand Companies now “get found” © 2012 Televerde, LLC
  14. 14. Inbound Marketing: The Source of Most Inquires SiriusPerspective: The reality is that prospects find you when they’re ready; effective inbound marketing makes you easier to find. 100% 90% 80% 70% 55% 58% 71% 60% Web 50% Direct Mail 40% 19% 30% Email Events 21% 14% 20% 11% 10% 15% 12% 6% 9% 2009 2010 2015 9% 0% © 2012 Televerde, LLC Source: SiriusDecisions
  15. 15. Buying has Changed Forever OLD DAYS: INFO SCARCITY 1960’S - Recent TODAY: INFO ABUNDANCE BUYER SALES REP SALES REP © 2012 Televerde, LLC
  16. 16. The Evolution of B2B Marketing Before search engines: Branding, mass advertising, tradeshows After search engines: Lead management, scoring, and nurturing Arrival of social media: SEO, content marketing © 2012 Televerde, LLC
  17. 17. © 2012 Televerde, LLC Sales Lead Lead Lead Development Gap Prospect & Recycled Engaged All Names The Leaky Revenue Cycle MQL SAL Opportunity SQL
  18. 18. Lead Nurturing Plugs the Leak Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. Lead Nurturing Sales Lead SAL Lead Prospect & Recycled Engaged All Names MQL SQL Opportunity “The art of maintaining permission to stay in front of your buyers as they educate themselves” © 2012 Televerde, LLC
  19. 19. The Value of Lead Nurturing Lead Nurturing helps turn more inquiries into qualified leads and decreases cost per qualified lead Fast Leads (MQL <1 mo) Slow Leads (MQL >1 mo) Total Leads (MQL) Cost/Lead (MQL) Without Nurturing 20% 6.67% 26.67% $206.00 With Nurturing 20% 20.0% 40.0% 137.50 3X! Results: 50% more marketing qualified leads from lead nurturing Source: Marketo Nov. 2011; assumes $55/prospect © 2012 Televerde, LLC
  20. 20. Lead Nurturing Relevance 1. BUYING STAGES Stages 1 2 3 A DON’T PANIC! B C 1. 2. 3. Early (Pre-MQL) Mid (MQL) Late (Opportunity) Customer Short content is good! (YouTube Approach) Reuse and repurpose Stay ahead of the drip Start small, think big and adapt quickly D 2. BUYING PROFILES • • • • • • • • Industry: 82% Role: 67% Company Size: 49% Geography: 29% © 2012 Televerde, LLC
  21. 21. When to Call? • • • • Early stage content +3 Attend webinar: +5 Visit any webpage / blog : +1 Visit careers pages: -10 • Pricing pages: • +10 regular, +15 detailed • Watch demos: • +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Your Company Name” +8 © 2012 Televerde, LLC
  22. 22. When To Call? 9-20 Target 2-8 Fit 21+ SuperTarget Other Lead Lead Lead Lead Lead Lead Interest <2 Engagement <20 20-44 45-89 90+ Buying Intent <6 6-14 13-23 24+ © 2012 Televerde, LLC
  23. 23. Types of Lead Nurturing 1. Seed Nurturing: Developing relationships with early-stage prospects before they enter your database 2. Pre-MQL Nurturing: Building and maintaining relationships with known prospects as they educate themselves 3. Customer Nurturing: Deepening and expanding relationships with existing customers 4. Accelerator Nurturing: Move prospects along the buying cycle faster with relevant “nudges” triggered by specific behaviors 5. Recycled Nurturing: Discontinued or disqualified 6. Reconstituted Nurturing: AKA “Wake the Dead” © 2012 Televerde, LLC
  24. 24. Seed Nurturing & Social Media Nurturing today Nurturing tomorrow Make valuable content freely available Create a reputation that builds credibility and trust © 2012 Televerde, LLC
  25. 25. Lead Nurturing & Social Media Listen Segment & Target Notify & Score Interact © 2012 Televerde, LLC
  26. 26. Customer Nurturing & Social Media Reaffirm purchases after the decision is made Deepen relationships, create personal connections Discover new needs and requirements Manage customer satisfaction and retention © 2012 Televerde, LLC
  27. 27. Insource or Outsource? Considerations: Competencies, Process, Investment & Control Insource: How important is control vs. outcomes? Mind the budget – TCO of competencies is expensive Resources available? Be prepared to build and sustain training, process and management Outsource: Control is still possible with checks and balances Outsource to complement not replace Benefits = fast ramp, scale, established skills, economics Training and process is repeatable, sustainable, predictable Tele-nurture is a specialty Outcomes should outweigh control! © 2012 Televerde, LLC
  28. 28. Agency Considerations Selecting, Hiring, Managing What competencies do you need them to complement? Does the agency have these competencies? Inquire about other clients and peer referrals Inquire about best practices and see work samples (scoring models, emails, reports, metrics, etc.) Discuss process integration Compare costs and value (ROI is more than $$$) © 2012 Televerde, LLC
  29. 29. Key Takeaways 1. Buying has changed forever; marketing and sales must change as well – “The Zero Moment of Truth” 2. 80% of qualified prospects are not ready to buy when you first meet them 3. Nurturing plugs the lead development gap but needs to be relevant – otherwise prospects will opt-out or emotionally optout 4. Human touch validates, corrects & accelerates the digital nurture process 5. Outsourcing bridges the knowledge & skills gap accelerating your revenue cycle success © 2012 Televerde, LLC
  30. 30. Contact Bryan… Bryan Ehrenfreund VP of Digital Strategies bryan.ehrenfreund@televede.com Direct: +1 480.303.7078 Twitter: @ehrenfreund www.televerde.com blog.televerde.com © 2012 Televerde, LLC

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