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Lead Nurturing is More than Just Email

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- 61% of B2B marketers send all leads directly to Sales; only 27% of those leads will be qualified. [MarketingSherpa]
- Only 50% of leads are qualified but not ready to buy. [Gleanster Research]
- Lead nurturing gets 4-10 times the response rate compared to standalone email blasts. [DemandGen Report]
- Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. [DemandGen Report]

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Lead Nurturing is More than Just Email

  1. 1. PRESENTERS Bob Canaway Vice President Marketing Megan Menesale Product Marketing Manager Copyright 2014 Ektron, Inc.
  2. 2. LEAD NURTURING Lead nurturing is the process of building relationships and focusing on leads that are not yet ready to buy, with the goal of successfully earning their business over time Copyright 2014 Ektron, Inc.
  3. 3. NURTURED LEADS ARE BETTER • 61% of B2B marketers send all leads directly to Sales; only 27% of those leads will be qualified. [MarketingSherpa] • Only 50% of leads are qualified but not ready to buy. [Gleanster Research] • Lead nurturing gets 4-10 times the response rate compared to standalone email blasts. [DemandGen Report] • Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. [DemandGen Report] Copyright 2014 Ektron, Inc.
  4. 4. 65% of B2B marketers have not established lead nurturing. [MarketingSherpa] Copyright 2014 Ektron, Inc.
  5. 5. LEAD NURTURING IS LIKE DATING??? Copyright 2014 Ektron, Inc.
  6. 6. CHANNELS • Typically called “drip campaigns” • Using products like Pardot, ExactTarget, and Marketo • One-to-one communication channel • Easily controlled • Website and digital property based • Can help drive meaningful “conversations” between emails • One-to-one communication channel • Huge opportunity Copyright 2014 Ektron, Inc.
  7. 7. FOCUS ON THE BUYER’S JOURNEY Not your process Content Marketing Drives Engagement Copyright 2014 Ektron, Inc.
  8. 8. 67 percent of the buyer’s journey is digital Copyright 2014 Ektron, Inc.
  9. 9. LEAD NURTURE (DRIP) Late Stage Mid Stage Lost Early Stage • Thought Leader • Build Brand • Low Pressure • Industry Positioning • Guide Evaluation • Solution Focused ROI • Product Focused ROI • Case Study Copyright 2014 Ektron, Inc.
  10. 10. NURTURE EMAILS 1. 2. 3. 4. 5. 6. Introduction to the Inbound Website Content Roadmap Worksheet Mobile Maturity Model DXM Demystified Industry Specific Case Study Ultimate Guide to Choosing a WCM Copyright 2014 Ektron, Inc.
  11. 11. TARGET THAT CONTENT Desired business results Content targeting Copyright 2014 Ektron, Inc.
  12. 12. WAYS TO TARGET CONTENT Anonymous Visitors Known Visitors • • • • • • • • Geo-location Industry Company Device type • Role Title Customer status Social graph Nurture Track! Personas Copyright 2014 Ektron, Inc.
  13. 13. PERSONA MANAGEMENT Must Have Attributes • Is a prospect • In the Healthcare industry Target content “Great web experiences in your patient portal” webinar Must Have Attributes • Is a customer • With X products • In Canada Nice to have • Responded to upgrade campaign Target content “Getting the most out of your CMS” eBook Copyright 2014 Ektron, Inc.
  14. 14. NURTURE PIECE 1 CURRENT SITE NEXT EMAIL Copyright 2014 Ektron, Inc.
  15. 15. NURTURE PIECE 6 CURRENT SITE NEXT EMAIL Copyright 2014 Ektron, Inc.
  16. 16. DIGITAL EXPERIENCE MANAGEMENT PLATFORM E C O M MARKETING OPTIMIZATION BLOGS & COMMUNITIES PERSONA MGMT CONTENT TARGETING MARKETING AUTOMATION SOCIAL PUBLISHING SEO MV TESTING SOCIAL M CONTENT MANAGEMENT E R C E CRM ESYNC CLOUD MANAGER EDITING AND WORKFLO W MOBILE SITE CREATION AND MGMT VISUAL PAGE LAYOUT SITE SEARCH WEB ANALYTICS SHAREPOINT VIDEO Copyright 2014 Ektron, Inc.
  17. 17. BEST VISITOR EXPERIENCE Copyright 2014 Ektron, Inc.
  18. 18. HOW TO GET STARTED 1. Start with your strategy and prioritize 2. Know your visitors (personas) 3. Build out nurture tracks & connect to your website 4. Identify success factors and what/how to measure 5. Start small – NO OCEAN BOIL! 6. Analyze, iterate, optimize Copyright 2014 Ektron, Inc.
  19. 19. Bob Canaway Megan Menesale @bobcanaway bob.canaway@ektron.com @mmenesale megan.menesale@ektron.com Vice President Marketing at Ektron Product Marketing Manager at Ektron Copyright 2014 Ektron, Inc.

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