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The 2011 b2b lead nurture roadmap<br />Presented by: <br />Kevin Miller – EVP Marketing/Sales – SalesFUSION<br />Ian Michi...
Today’s Agenda<br /><ul><li>  About the speakers & companies
  Introduction to b2b lead nurturing
  The State of Lead Nurturing
 Justifying Investments with Tangible Metrics
 7 Types of Lead Nurturing Campaigns
 Lead Nurturing Roadmap
 The Role of Technology</li></li></ul><li>About SalesFUSION<br /><ul><li>SaaS Marketing Automation Solution
Support B2B and retail customers
Platform for driving all lead/demand generation
HQ – Atlanta GA – Offices in PA/CA
Focus on integrating marketing/sales
Embedded demand generation for CRM
Customers/partners operating in 11 countries</li></li></ul><li>Defining Lead Nurturing<br />Lead Nurturing is…<br /><ul><l...
Segmenting prospects into near-term and long-term buying potential groups and communicating with them appropriately
Delivering relevant content to leads over a period of time to entice continued interaction and evaluation
Using a combination of web visitor tracking, lead scoring, trigger-based email marketing and CRM to build an automated and...
6<br />Use of Lead Nurturing<br />
Lead nurturing helps companies maintain a continuous dialogue with potential customers during the buying cycle resulting i...
8<br />How does Lead Nurturing Work?<br />Customer Lifecycle<br />Buying Cycle<br />Sales Cycle<br />Service<br />When the...
9<br />How does Lead Nurturing Work?<br /><ul><li>Attention
Interest
Desire
Action</li></ul>Customer Lifecycle<br />Buying Cycle<br />Sales Cycle<br />Service<br />When the prospect purchases, they ...
10<br />How does Lead Nurturing Work?<br /><ul><li>Attention
Interest
Desire
Action</li></ul>Customer Lifecycle<br />Buying Cycle<br />Sales Cycle<br />Service<br />When the prospect purchases, they ...
11<br />How do Top Performers Justify Investments?<br />
12<br />How do Top Performers Justify Investments?<br />
13<br />Justifying Investments with Tangible Metris<br />
14<br />Justifying Investments with Tangible Metris<br />
15<br />Justifying Investments with Tangible Metris<br />
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Gleanster lead nurturing webinar- draft- 012411 final

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Join SalesFUSION for this in-depth review of the state of lead nurturing in a b2b environment. Includes research and best practices from leading b2b research firm, Gleanster and Principle Analyst, Ian Michiels.

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Gleanster lead nurturing webinar- draft- 012411 final

  1. 1. The 2011 b2b lead nurture roadmap<br />Presented by: <br />Kevin Miller – EVP Marketing/Sales – SalesFUSION<br />Ian Michiels – Principle Analyst - Gleanster<br />Session Audio Starts at 2PM EST<br />
  2. 2. Today’s Agenda<br /><ul><li> About the speakers & companies
  3. 3. Introduction to b2b lead nurturing
  4. 4. The State of Lead Nurturing
  5. 5. Justifying Investments with Tangible Metrics
  6. 6. 7 Types of Lead Nurturing Campaigns
  7. 7. Lead Nurturing Roadmap
  8. 8. The Role of Technology</li></li></ul><li>About SalesFUSION<br /><ul><li>SaaS Marketing Automation Solution
  9. 9. Support B2B and retail customers
  10. 10. Platform for driving all lead/demand generation
  11. 11. HQ – Atlanta GA – Offices in PA/CA
  12. 12. Focus on integrating marketing/sales
  13. 13. Embedded demand generation for CRM
  14. 14. Customers/partners operating in 11 countries</li></li></ul><li>Defining Lead Nurturing<br />Lead Nurturing is…<br /><ul><li>The act of automating a process that good salespeople have engaged in for many years….
  15. 15. Segmenting prospects into near-term and long-term buying potential groups and communicating with them appropriately
  16. 16. Delivering relevant content to leads over a period of time to entice continued interaction and evaluation
  17. 17. Using a combination of web visitor tracking, lead scoring, trigger-based email marketing and CRM to build an automated and continuous marketing loop</li></li></ul><li>The research referenced in this webinar comes from the Q4 2010 Gleanster “Lead Nurturing Gleansight”<br />324 Survey Respondents<br />279 Qualified Survey Respondents<br />Top Performers = Respondents that achieved Top Quartile performance in key KPI’s<br />Everyone Else = Everyone Else<br /> About the Research Findings<br />5<br />
  18. 18. 6<br />Use of Lead Nurturing<br />
  19. 19. Lead nurturing helps companies maintain a continuous dialogue with potential customers during the buying cycle resulting in:<br />Increase revenue<br />Increase sales rep productivity<br />Educated prospects<br />Trust and credibility<br />7<br />What is nurture marketing?<br />
  20. 20. 8<br />How does Lead Nurturing Work?<br />Customer Lifecycle<br />Buying Cycle<br />Sales Cycle<br />Service<br />When the prospect purchases, they become a customer, requiring ongoing service and support. Customers can also be nurtured to encouraged upselling and cross-selling<br />Leads become prospects when moved to Sales Accepted Lead (SAL). When they are valid opportunity the prospect becomes a Sales Qualified Lead (SQL) and enters the sales pipeline. <br />Leads that inquire about solutions or services during the buying cycle can be classified as Marketing Qualified Leads (MQL). Buying Intent is unknown at this point.<br />Leads<br />Prospects<br />Customers<br />
  21. 21. 9<br />How does Lead Nurturing Work?<br /><ul><li>Attention
  22. 22. Interest
  23. 23. Desire
  24. 24. Action</li></ul>Customer Lifecycle<br />Buying Cycle<br />Sales Cycle<br />Service<br />When the prospect purchases, they become a customer, requiring ongoing service and support. Customers can also be nurtured to encouraged upselling and cross-selling<br />Leads become prospects when moved to Sales Accepted Lead (SAL). When they are valid opportunity the prospect becomes a Sales Qualified Lead (SQL) and enters the sales pipeline. <br />Leads that inquire about solutions or services during the buying cycle can be classified as Marketing Qualified Leads (MQL). Buying Intent is unknown at this point.<br />Leads<br />Prospects<br />Customers<br />
  25. 25. 10<br />How does Lead Nurturing Work?<br /><ul><li>Attention
  26. 26. Interest
  27. 27. Desire
  28. 28. Action</li></ul>Customer Lifecycle<br />Buying Cycle<br />Sales Cycle<br />Service<br />When the prospect purchases, they become a customer, requiring ongoing service and support. Customers can also be nurtured to encouraged upselling and cross-selling<br />Leads become prospects when moved to Sales Accepted Lead (SAL). When they are valid opportunity the prospect becomes a Sales Qualified Lead (SQL) and enters the sales pipeline. <br />Leads that inquire about solutions or services during the buying cycle can be classified as Marketing Qualified Leads (MQL). Buying Intent is unknown at this point.<br />Leads<br />Prospects<br />Customers<br />80% of Lead Nurturing Campaigns<br />20% of Lead Nurturing Campaigns<br />
  29. 29. 11<br />How do Top Performers Justify Investments?<br />
  30. 30. 12<br />How do Top Performers Justify Investments?<br />
  31. 31. 13<br />Justifying Investments with Tangible Metris<br />
  32. 32. 14<br />Justifying Investments with Tangible Metris<br />
  33. 33. 15<br />Justifying Investments with Tangible Metris<br />
  34. 34. Lead Nurturing Tactics<br />16<br />
  35. 35. Drip Marketing Campaigns<br />Send campaigns based on pre-determined time intervals<br />Trigger Marketing Campaigns<br />Campaign delivery is “triggered by specific events or behaviors.<br />17<br />Lead Nurturing Tactics<br />
  36. 36. 18<br />Use of Lead Nurturing Tactics<br />
  37. 37. 19<br />7 Types of Lead Nurturing Campaigns<br />7 Different Lead Nurturing Campaigns<br />
  38. 38. 20<br />7 Types of Lead Nurturing Campaigns<br />1.<br />2.<br />3.<br />
  39. 39. 21<br />7 Types of Lead Nurturing Campaigns Cont’d<br />4.<br />5.<br />6. <br />7. <br />
  40. 40. 22<br />Pick and Choose Based on Need<br />
  41. 41. 23<br />2011 Lead Nurturing Roadmap<br />
  42. 42. Lead Nurturing Requires Content<br />Exercise: Map Content to Buying Cycle<br />Lead Nurturing is a Journey<br />The journey of a thousand miles begins with one step<br />A single conversation across the table with a wise man is worth a month's study of books<br />Lead Nurturing is a necessity for future success<br />24<br />Things to Consider<br />
  43. 43. 25<br />What's holding you back?<br />You don’t have a marketing and sales problem… you have a revenue problem<br />It’s going to take Marketing AND Sales to fix it!<br />
  44. 44. 26<br />Roadmap<br />Experts<br />Early<br />Adopters<br />Explorers<br />Beginners<br />Traits<br /><ul><li>Automated nurture campaigns
  45. 45. Automated alerts to sales
  46. 46. Quality over quantity</li></ul>Roadmap<br /><ul><li>Optimization and learning
  47. 47. Increased personalization
  48. 48. Incent marketing for pipeline growth</li></ul>Traits<br /><ul><li>Invested in technology, not using full capabilities
  49. 49. One or two nurturing campaigns
  50. 50. No measurement and accountability</li></ul>Roadmap<br /><ul><li>Increase use of multi-channel
  51. 51. Lead Scoring and Prioritization
  52. 52. Nurture customers</li></ul>Traits<br /><ul><li>Drip Campaigns Only
  53. 53. Content not mapped to buying cycle
  54. 54. Some cadence between sales and marketing</li></ul>Roadmap<br /><ul><li>Incorporate multiple nurture campaigns
  55. 55. Use Triggers
  56. 56. Create New Content for the Buying Cycle</li></ul>Traits<br /><ul><li>No lead nurturing
  57. 57. No understanding of buying cycle
  58. 58. Lack of content
  59. 59. Tossing “Leads”</li></ul>Roadmap<br /><ul><li>Education
  60. 60. Commitment from Sales and Marketing
  61. 61. Content Alignment
  62. 62. Drip Campaign
  63. 63. Measurement</li></li></ul><li>Enabling Technology<br />27<br />
  64. 64. Supporting technology for Lead Nurturing<br />Lead Scoring<br /><ul><li>Uses four types of data gathered from Campaign Response
  65. 65. Implicit – Web visitor tracking
  66. 66. Explicit – Demographic
  67. 67. Explicit – Forms data
  68. 68. Explicit – Email Response Data
  69. 69. Grouping and ranking of leads
  70. 70. Automated notification process
  71. 71. Drives enrollment in nurture campaigns</li></li></ul><li>Supporting Technology<br />Trigger-based email<br /><ul><li>Auto-responders – simple 1-shot emails – fulfillment of marketing assets
  72. 72. Nurture campaigns – Trigger the beginning of a series of emails
  73. 73. Personalized communications
  74. 74. Focus is delivering high-value marketing content to the right people…at the right time</li></ul>Examples<br /><ul><li>Auto-responder – fulfill a white paper
  75. 75. Auto-enroll – trigger a series of emails based on a form question response
  76. 76. Enroll in high-value series of emails based on lead score
  77. 77. Field value changes in CRM</li></li></ul><li>Supporting technology<br />Web visitor tracking<br /><ul><li>Listens to lead activity on the corporate website
  78. 78. Auto-enrolls in campaigns based on implicit behavior
  79. 79. Alerts inside sales/outside sales when high-value activity occurs
  80. 80. Continuously feeds the lead scoring model – which drives nurture activity</li></li></ul><li>Demographics & behavioral data<br /><ul><li> Demographic data alone is not enough to build a lead scoring model
  81. 81. Behavioral data, combined with demographic is most powerful
  82. 82. 2 Types of behavioral data
  83. 83. Implicit online behavior – pages viewed, time on site in 1 session, total sessions over period of time….etc
  84. 84. Explicit behavior – register for webinar, download document, fill out form
  85. 85. Implicit behavioral data – similar to RF Models used in retail
  86. 86. Recency/Frequency
  87. 87. Data cannot be “fudged”
  88. 88. Most larger online retailers use this type of data</li></ul>Lead Analyzer – Web behavior profiler <br />
  89. 89. Industrializing the process<br />Inbound /Outbound Campaigns enabled by SalesFUSION 360<br />Web Activity <br />Lead to sales process is an industrialization of Marketing To Sales <br />Blog/RSS <br />SEO/PPC <br />Lead Scoring<br />Lead Management<br />Marketing to Sales Integration Engine<br />Sold Deals = <br />Trackable ROI<br />Campaign Management<br />Online Ads <br />inbound<br />Sold<br />Landing Pages<br />outbound<br />PR <br />Continuous Marketing To Leads<br />Decision Analytics Engine<br />Email <br />FUSION 360 CRM<br />Sales Automation<br />Events <br />Lead Nurturing<br />Social Media <br />
  90. 90. Thank You!<br />Question & Answer<br />Copy of today’s materials<br />PDF of today’s PPT<br />Questions - Email to kevin.miller@salesfusion.com<br />Thank you and good marketing!<br />The SalesFUSION Team<br />Learn about SalesFUSION <br />Enterprise b2b marketing platform that you can afford!<br />http://www.salesfusion.com<br />

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