Pete Jakob Gardening


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Pete Jakob Gardening

  1. 1. An Organic Gardener’ Gardener’s Guide to B2B Lead Nurturing Pete Jakob 9 tips for a bumper harvest Response and Lead Nurturing Manager IBM United Kingdom Limited September 2008 1 © 2008 IBM Corporation
  2. 2. The marketing landscape is changing… from marketing as selling from push-marketing to to marketing as education pull-marketing prospects/targets social networking open to guests/citizens right time from monologue from demand generation to response nurturing be where they are to dialogue authentic relevant content user-generated content from shouting to less is more honest listening from demand generation to data-centric marketing satisfying customer needs 2 © 2008 IBM Corporation
  3. 3. October 2006, Best Practices “Improving B2B Lead Management” Leaky Sales Funnel Increases Customer Acquisition Costs 3 © 2008 IBM Corporation
  4. 4. 1. Are you growing the right stuff? Unless Sales are hungry for your leads, your programme is doomed Symptom: Great campaign -> lots of “leads” -> can’t get sales to engage 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? 5. What will you do with leads they don’t progress? Impact – Fewer activities – Greater accountability – Increase focus on Sales Enablement and Nurturing 4 © 2008 IBM Corporation
  5. 5. 2. What’s growing well, and what’s not? Define your policy – What constitutes a response? – How will responses be loaded? – How quickly will responses be loaded? Points to consider – All response types? – Third Party data from Events, Hosted web content etc? Client- Responses – Business partner? centric view Database – Opt Out? of – Should you record ALL responses? Responses Develop picture of clients across multiple campaigns – What is the optimum touch cadence? – What governance rules should apply across different campaigns in market? 5 © 2008 IBM Corporation
  6. 6. 3. Follow the Instructions on the Packet Rules-based 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 6 © 2008 IBM Corporation
  7. 7. 3. (contd.) Plan Your Planting “Dialogue” offers that permit ongoing contact Newsletter Leverage tools to provide engagement insight Plug leaks in the funnel by re-engaging with non- responders Nurture via Tele or Tool Leverage content aligned to buying cycle to advance customer journey 7 © 2008 IBM Corporation
  8. 8. 4. Right Feed at the Right Time Learn Scope Select JOURNEY ISSUE RECOGNITION SCOPE SUPPLIER SELECTION STAGES REQUIREMENTS WHAT THEY Objective, up-to-date information Proof of capability Clear “why me” from suppliers Information at the right level Objective support, no sales pitch Endorsement from 3rd parties WANT Tools to help them understand what Case studies Accesibility to the right people who the right level is (eg vs maturity or Explanation of different solutions can take issue to technical solution vertical) Ability to ask questions Guide/pointers to other information CONTENT/ White papers – IBM & credible Case studies Why IBM others Q&As Demo CHANNEL Newsletters FAQs Product specifications SOLUTIONS Interactive tools Solutions Call me/Inbound call Supplements Self Assessment PR Webinars Industry Events IT Press/Online Podcasts 8 © 2008 IBM Corporation
  9. 9. 5. Are the Nutrients being Absorbed? Activity Based Scoring Can be Manual or Automated – Automation allows for automatic routing of contact details once a new threshold reached 9 © 2008 IBM Corporation
  10. 10. 6. Make it easier with a little machinery Attractor Triggers Events registration Comms 1 Comms 2 Added-value Response Pass to Web Forms Sales •Customer’s LDR pain Outbound Tele •Engagement Nurture measure Further Inbound Enquiries Comms 3 Standardised digital nurturing engine Objective: Know more about the client at then end of the journey than at the beginning 10 © 2008 IBM Corporation
  11. 11. We are developing a standardised video-lead framework for digital nurturing leveraging the VRM enurture tools Comms 2 What’s YOUR Pain Comms 1 What is the issue? Why Should you care? Comms 3 Let’s Dig Deeper 11 © 2008 IBM Corporation
  12. 12. 7. Share your knowledge Significant Customer Insight may have been developed via – Automated Marketing System – Other Marketing Processes (eg external Telemarketing) Make this visible to the sales team 12 © 2008 IBM Corporation
  13. 13. 8. Monitor Progress Regularly 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 13 © 2008 IBM Corporation
  14. 14. 9. Apply Plenty of Mulch and Compost 14 © 2008 IBM Corporation
  15. 15. Some Lessons Learned People, Process, Tools •Cultural aspects are the most challenging •Sell the vision •Tools alone won’t fix it Timing •Be selective, but relate to the bigger vision Stay Focussed and Passionate Stay Fresh – there’s a wealth of free insight •Blogs Read Contribute Write •Google Alerts •RSS Feeds •Network 15 © 2008 IBM Corporation
  16. 16. 1. Align activity 9. Refine and with Sales keep learning 9 9 1 1 8. Measure key 2. Capture all Indicators 8 8 2 2 Responses 7. Integrate with 3. Plan CRM 7 7 3 3 structured nurturing dialogue 6 6 4 4 4. Align 6. Automate nurturing offers to buying cycle where appropriate 5 5 5. Score based on Activity 16 © 2008 IBM Corporation
  17. 17. Thank You ! B2B Marketing – Open for Business 17 © 2008 IBM Corporation
  18. 18. Photo Acknowledgements http://www.flic http://loveapplef com/photos/chic m/growbetterve hacha/2473930 tico_bassie/12 ggies/ 145/ 0810354/ http://www.flic com/photos/231 com/photos/jere freefoto/25153 26594@N00/36 mymates/26889 37245/ 9121290/ 74917/ http://www.flic com/photos/drst com/photos/mar arbuck/1941605 freeparking/24 khillary/5388834 21/ 32369855/ 59/ com/photos/ellie com/photos/ang http://www.flic ela7/87957760/ vanhoutte/2817 039164/ sylvar/112595 http://www.flic 227/ com/photos/pan http://www.flic cakejess/14292 dweekly/2311 56455/ 463183/in/phot nationalrural/1 ostream/ 091785673/ com/photos/292 http://www.flic 78394@N00/24 http://www.gard 57055952/ wheatfields/26 06966401/ k/ 18 © 2008 IBM Corporation