Successfully reported this slideshow.
Your SlideShare is downloading. ×

London, Ink Nurture Marketing Preso for YES!Circle Event on 17 May10

Ad

Nurture Marketing:Turning old contacts into new opportunities<br />Bob London<br />May 17, 2010<br />

Ad

Conference Name<br />4 sips per person = <br />35 minutes of alertness each!<br />

Ad

Preview<br />What is Nurture Marketing?<br />What does it require?<br />What are some examples?<br />What is the role of s...

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Loading in …3
×

Check these out next

1 of 35 Ad
1 of 35 Ad

London, Ink Nurture Marketing Preso for YES!Circle Event on 17 May10

Download to read offline

Marketing expert Bob London, president of London, Ink (www.londonink.com), presents a practical and engaging overview of Nurture Marketing, one of the fastest-growing and most profitable segments of the marketing mix.

Nurture Marketing is a process over time that moves suspects/prospects/customers along the cycle of Awareness > Education > Differentiation > Purchase, using both direct and indirect pitches and emphasizing push vs. “community”

Marketing expert Bob London, president of London, Ink (www.londonink.com), presents a practical and engaging overview of Nurture Marketing, one of the fastest-growing and most profitable segments of the marketing mix.

Nurture Marketing is a process over time that moves suspects/prospects/customers along the cycle of Awareness > Education > Differentiation > Purchase, using both direct and indirect pitches and emphasizing push vs. “community”

Advertisement
Advertisement

More Related Content

Similar to London, Ink Nurture Marketing Preso for YES!Circle Event on 17 May10 (20)

Advertisement
Advertisement

London, Ink Nurture Marketing Preso for YES!Circle Event on 17 May10

  1. 1. Nurture Marketing:Turning old contacts into new opportunities<br />Bob London<br />May 17, 2010<br />
  2. 2. Conference Name<br />4 sips per person = <br />35 minutes of alertness each!<br />
  3. 3. Preview<br />What is Nurture Marketing?<br />What does it require?<br />What are some examples?<br />What is the role of social media?<br />3<br />
  4. 4. Bob London’s Background<br />www.londonink.com<br />Emerging & Established Organizations<br /><ul><li>London, Ink: Virtual VP of Marketing for growth, innovative companies: strategy, positioning, messaging, planning
  5. 5. Full service marketing execution: program development & management of awareness & lead generation; creative services
  6. 6. Alternative to full-time executive hire, traditional agencies, consulting firms.</li></ul>www.londonink.com<br />4<br />
  7. 7.
  8. 8. Practitioner & Noted Expert<br />
  9. 9. www.londonink.com<br />The Mount Rushmore of Promotion<br />1980<br />Advertising Direct Mail <br /> Door-to-Door Coupons<br />
  10. 10. www.londonink.com<br />The Mount Rushmore of Promotion<br />2010<br />SEO<br />PPC<br />Social*<br />Nurture<br />
  11. 11. What is Nurture Marketing?<br />A process over time that moves your suspects/ prospects/customers along the cycle of:<br /><ul><li>Awareness > Education > Differentiation > Purchase
  12. 12. Using both direct and indirect pitches
  13. 13. Push vs. “community”</li></ul>9<br />Benefits:<br />Showcase<br />Force Multiplier<br />Lead Machine<br />
  14. 14. Why doesn’t everyone do this?<br />“I don’t know what Nurture Marketing is.”<br />“I don’t know what it can do.”<br />“Sounds complicated.”<br />“We don’t have enough content.”<br />“We don’t have a marketing database.”<br />“We don’t have any resources for this.”<br />“We already tried Constant Contact and it didn’t work.<br />10<br />
  15. 15. Key Success Factors<br />We don’t just need a lead gen campaign, we need a continuous process<br />Studies show that 40 - 80% of leads expire in the first 6 months due to a lack of proper nurturing and development.  <br />11<br /><ul><li>To drive ROI: invest, test, repeat
  16. 16. This is a learning process; continuous improvement will be achieved based on past results.
  17. 17. Tests musts be structured to be “readable” and actionable.
  18. 18. Develop a franchise/theme and keep it simple
  19. 19. A focused message repeated over time will build more equity than a stream of different messages.
  20. 20. Get into the suspect’s shoes; What is their “elevator rant”--the issues they talk about when vendors aren’t around?
  21. 21. Whenever possible segment target by key attributes such as industry or size of organization.</li></li></ul><li>Sample Nurture Process<br />Approx. 8 - 12 Weeks<br />12<br />1. *<br />Email: Social Media’s Impact on Your Code of Conduct <br />(Offer: Social Media Checklist)<br />2.<br />Webinar: Social Media’s Impact on Your Code of Conduct<br />(Offer: Drawing)<br />3.<br />Voicemail Message: Touching Base<br />5. *<br />Email: GCC<br />(Offer: 1 Year of Compliance Communicator)<br />6.<br /> Follow-Up Call (2x)<br />4. <br />Email: Live Chat with CCO <br />(Offer: Drawing)<br />
  22. 22. What does Nurture Marketing require?<br />A Strategy and Plan<br />A Target (medium)<br />Some Tools (easy)<br />Decent Content (hard)<br />13<br />
  23. 23. Goals + Strategy + Plan<br />Plan on no fewer than 6 months of activity to measure net revenue gain<br />Generate inquiries that lead to “discovery” meetings that lead to proposals<br />Measure acquisition and retention/upsell revenue<br />Inventory your marketing assets<br />Content<br />Tools<br />Resources*<br />Develop a forecast<br />14<br />* Yes, this is do-able in your spare time or with the help of an intern.<br />
  24. 24. Sample Forecast<br />15<br />
  25. 25. Where do suspects come from?<br />16<br />Hi…what’s your value prop?<br />
  26. 26. Sample Prospect Management Flow<br />Activity<br />Target<br /><ul><li>Purchased lists
  27. 27. SEO/Site registrations
  28. 28. Event sponsorships
  29. 29. Direct marketing (mail, online)
  30. 30. Referrals
  31. 31. Cold calls</li></ul>Suspects<br />Lead Gen (filling the prospect database)<br />Leads<br />(0.5% – 1% of Suspects)<br />Qualification call and/or email<br />Unqualified, not a prospect<br /><ul><li>E-newsletter
  32. 32. White paper offers
  33. 33. Webinar/seminar invitations
  34. 34. Calls</li></ul>Nurture<br />Qualified Leads<br />(2 - 5% of Leads)<br /><ul><li>Sales presentation
  35. 35. Collateral
  36. 36. Proposal</li></ul>Prospects<br />(5 - 10% of Qualified Leads)<br />Sales Process<br />Clients <br />(5 – 15% of Pipeline Accounts)<br />17<br />
  37. 37. We got a $uspect! Now what?<br />We spend between $50 and $400 to generate one new contact. <br />Then we promptly do nothing.<br />We spend between $500 - $2,500 to acquire one new customer.<br />Then we assume they’ll stay forever.<br />18<br />It adds up to more than you think.<br />
  38. 38. But too often we end up with…<br />19<br />
  39. 39. Targeting<br /><ul><li>Business cards
  40. 40. Web site opt-ins
  41. 41. LinkedIn contacts
  42. 42. DIGITIZE, SCRUB & DE-DUPE*
  43. 43. Augment/amplify with social networks
  44. 44. Facebook friends
  45. 45. Twitter followers</li></ul>20<br />* Why God invented interns.<br />
  46. 46. Example: “Drum Beat” campaign<br />21<br />
  47. 47. Content<br />Inform and Engage (or Entertain!). Don’t Pitch<br /><ul><li>Develop and leverage smart, compelling content that:
  48. 48. Is useful and/or engaging (even entertaining!) to your audience
  49. 49. Showcases your depth of knowledge related to your value proposition
  50. 50. Builds a relationship/conversation over time
  51. 51. Does not focus on a hard-sell approach
  52. 52. Focus on one main message at a time
  53. 53. Utilize a combination of hooks to engage audience and generate response, including:
  54. 54. Value-Added Content (white paper, tips)
  55. 55. Industry Insight (trends, useful news)
  56. 56. Problem-Solving (case studies)</li></ul>22<br />
  57. 57. Do you know your customers’ “Elevator Rant?”<br />How can you formulate an effective message if you don’t know your customers’ real pain points?<br />
  58. 58. www.londonink.com<br />Create ubiquity through timing<br />Timing is everything…make it work for you.<br />Time nurture mailings with events you are attending (or sponsoring)<br />Targeted company email blasts<br />Campaigns to target potential partner companies (before meetings)<br />
  59. 59. Essential tools<br />25<br />
  60. 60. Measurement & Improvement<br />26<br />
  61. 61. Example: London, Ink<br />Sales piece disguised as newsletter<br />27<br />
  62. 62. 28<br />Ooops…“TMI”<br />
  63. 63. Example: Bobservations<br />An experiment. Will keep you posted <br />29<br />
  64. 64. Example: Staffing Firm<br />30<br />
  65. 65. Example: Mix & Match<br />31<br />
  66. 66. Example: Big Ticket<br />32<br />
  67. 67. Content should be…<br />33<br />Useful<br />Engaging<br />Generic<br />Targeted<br />Promotional<br />
  68. 68. Create ubiquity through syndication<br />Use social media to:<br />Publish once<br />Syndicate through all channels: LinkedIn FB, Twitter, Scribd, Slideshare, Flickr<br />Update your status<br />Gather/Nurture/Track… Repeat!<br />
  69. 69. Wrap-up<br />What is Nurture Marketing?<br />What does it require?<br />What are some examples?<br />What is the role of social media?<br />35<br />Thank you!<br />

×