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eBook - Beyond Business Blogging - Getting Started with Automated Lead Nurturing - Right on Interactive


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Blogs are fantastic inbound marketing tools to acquire new leads and prospects. Email is a fantastic tool to nurture and sustain these relationships.

In this Automated Lead Nurturing Primer, learn how marketers are combining these two tactics to not only acquire new leads but nurture them into closed business.

Statistics show that marketers using corporate blogging as part of their social media mix improve search engine results and generate a higher volume of targeted leads. So, now that you’re capturing all that traffic, what can you do to cultivate them and turn them into closed business?

Download this free eBook now to learn how you can nurture the leads that come in from business blogging, with a step-by-step guide to turning those prospects into actual sales.

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eBook - Beyond Business Blogging - Getting Started with Automated Lead Nurturing - Right on Interactive

  1. 1. Beyond Business Blogging: Getting Started with Automated Lead Nurturing A marketing automation primer from Right On Interactive 136 E. Market Street, Suite 400 Indianapolis, IN 46204 Copyright 2010 Right On Interactive 1
  2. 2. Beyond Business Blogging: Getting Started with Automated Lead Nurturing Blogs are fantastic inbound marketing tools to acquire new leads and prospects. Email is a fantastic tool to nurture and sustain these relationships. In this Automated Lead Nurturing Primer, learn how marketers are combining these two tactics to not only acquire new leads but nurture them into closed business. Statistics show that marketers using corporate blogging as part of their social media mix improve search engine results and generate a higher volume of targeted leads. Now that we’re capturing these leads through our business blog, how do we best cultivate them to become closed business and ultimately to become brand ambassadors? Copyright 2010 Right On Interactive 2
  3. 3. Customer Lifecycle Marketing To answer that question, let’s step back a moment and look at a framework for customer lifecycle marketing. This is a strategy that looks to increase customer revenue and profitability over the lifetime of the relationship. In other words, we’re looking to maximize each customer’s lifetime value to our organization. Customer lifecycle marketing recognizes that buyers move through stages in their relationship with a company – from the first contact they make with us, to the point where they are enthusiastic advocates. At its most basic level, the customer lifecycle is divided into two distinct phases: Acquisition and Retention. From a relationship standpoint, you’re either engaging leads or engaging customers in a continuous dialogue throughout the life of the relationship. Within each phase, there are a number of stages people move through as their relationship develops. The framework shown here is typical for a business-to-business company; whereas, in a consumer business, the lifecycle framework might look very different. Let’s look at the six stages in this example. Copyright 2010 Right On Interactive 3
  4. 4. Initiate Stage A person in the Initiate Stage has interacted with the company – Initiate – A constituent is identified or maybe identifying themselves; maybe not. Our objective is to initially engages with the company. engage them further. Develop Stage If we’re successful, they move to the Develop Stage. Based on Develop – Based on their behavior, etc., their behavior, demographic data, their actions, timing, or lead out-bound communications continue score, our outbound communications are tailored with relevant messages. to engage the constituent. Convert Stage The Convert Stage represents the buying cycle. Marketing Convert – The constituent moves into an transitions these “sales ready” leads to the field. Communications center on the buying process to support the active buying cycle. lead’s evaluation and selection activities. Download the Whitepaper 7 Steps to Effective Customer Lifecycle Communications Copyright 2010 Right On Interactive 4
  5. 5. Adopt Stage In the Adopt Stage, we’re focused on helping new customers Adopt – The new customer begins to use report success early and often. or consume the product or service. Value Stage Communications in the Value Stage center on maximizing the value customers receive with our products, services, and Value – The customer gains tangible support. value through the product or service. Advocate Stage And then we reach the pinnacle when the customer becomes a brand ambassador for us. In the Advocate Stage, we’re engaging Advocate – The customer actively them further in the brand and in promoting the brand to others. promotes the company and products to friends and colleagues. Copyright 2010 Right On Interactive 5
  6. 6. Visually Manage the Lifecycle Customer lifecycle marketing is a journey through these stages. And what better way to stay on course than with a map? This is a Lifecycle Map, a screen shot from our ROI Customer Lifecycle Marketing product. Individuals are mapped on two dimensions: Their engagement and their target audience profile. The Lifecycle Map gives you a bird’s eye view on whether you’re engaging the right people and the degree to which each is engaged. Lifecycle marketing is all about engaging people and advancing them forward in the lifecycle. The Lifecycle Map is an important tool for campaign planning. More than a dashboard, the Lifecycle Map is a dynamic campaign manager, enabling marketers to quickly create target audience segments for use in multi-channel marketing campaigns. Copyright 2010 Right On Interactive 6
  7. 7. From Blog Conversion to Lead Nurturing In this primer, we’re focusing on converting blog leads to closed business. In context of the Lifecycle Map, we’re talking about the Develop Stage where we cultivate leads until the point there is an active sales opportunity. In this example, we’re looking at a demonstration company called Front Office Plus. They publish several blogs that correspond to groups of keywords. When this person searched a keyword phrase related to rental office furniture, they found this blog near the top of the organic search engine results. Once the person completes a registration form, they are automatically entered as a Lead in the Front Office Plus CRM system. This Lead’s Campaign History is also updated with the campaign tactic associated with the rental furniture blog. View the online demo of ROI Customer Lifecycle Marketing automation software Copyright 2010 Right On Interactive 7
  8. 8. In a lot of companies, what happens next is that a lead qualification team reaches out to the prospect. If the prospect meets the qualification criteria, they are converted to a Sales Opportunity. Often, these folks are removed from all marketing communications. Unfortunately, if the opportunity fizzles, a lot of companies don’t have a process for automatically reclaiming or recycling leads for further nurturing. If the lead qualification team is not able to qualify the prospect, they usually end up on a newsletter list, which is typically a monthly, quarterly, or even a sporadic “group” communication rather than individualized. Copyright 2010 Right On Interactive 8
  9. 9. What should happen is an automated drip campaign that cultivates each individual with dynamic content and cadence, and it should automatically recycle inactive sales leads. This type of nurture campaign can be time-based as you see here. Or, it can be response-driven, where, based on how the lead responds to each step, a new path or paths are taken, perhaps at a different cadence. Copyright 2010 Right On Interactive 9
  10. 10. The outcome of multi-step marketing campaigns is significant over the results of those with a single-step. Of the several thousand incoming web leads that completed six steps of one of our own nurture campaigns, the engagement with this group quadrupled over what it would have been in a single-step campaign. Overall, we’re seeing a 20 percent response rate. Copyright 2010 Right On Interactive 10
  11. 11. Returning to our friends at Front Office Plus, they track the conversion results for each blog in their CRM system. They can quickly see the response to each blog and ultimately the number of sales opportunities that result. Copyright 2010 Right On Interactive 11
  12. 12. Once Tom submits the registration form, he enters an automated nurture campaign. Using the lead scoring software capability, Marketing transfers to Sales the leads that exceed an agreed upon threshold. This alignment with sales ensures that the highest quality leads are converted. For those that aren’t ready for an active sales cycle, we continue to cultivate. Any sales opportunities that go inactive are automatically picked up again by the nurture campaign. The value of this is that without any additional resources or effort, leads move through the campaign at an individualized pace, and can exit and enter the communication flow as appropriate…No manual list management, no manual uploading of lists into the email system, no reliance on Sales to change statuses on Contact records when they go inactive. Let’s look at how the system can automatically recycle sales leads. Copyright 2010 Right On Interactive 12
  13. 13. Recycle Sales Leads: One When Tom responds to the “Nurture 2” communication, he triggers the lead scoring threshold, and Marketing passes the Lead to sales for follow up. In the nurture campaign, each Lead receives “Nurture 3” fourteen days after they receive “Nurture 2.” Recycle Sales Leads: Two We want to ensure that “Nurture 3” only goes out to each person if there are a reasonable number of days since the last touch. We configure the “Nurture 3” step to check for other communications within the previous 7 days, although this can be configured for as much time as you want. Recycle Sales Leads: Three The sales rep logs their phone call and follow-up email in the system… Both are outside the yellow zone, so “Nurture 3” is still on track to drop on day 14. Copyright 2010 Right On Interactive 13
  14. 14. Recycle Sales Leads: Four But, a few days later, the salesperson connects with the prospect. Recycle Sales Leads: Five The system automatically pushes out the delivery of “Nurture 3” another 7 days. Recycle Sales Leads: Six As long as there are no further touches logged within the new yellow zone, “Nurture 3” drops on day 21. Copyright 2010 Right On Interactive 14
  15. 15. Configuring each step in the nurture campaign is a matter of a few clicks. Step 1 Within ROI, we select a segmentation source, which can be from any combination of one or more databases, whether it be your CRM system, your email provider, a web analytics system, or any other, including the native marketing database in ROI. In this case, our segmentation source is Reports. Copyright 2010 Right On Interactive 15
  16. 16. Step 2 We create the segment, or bucket as we call it, by selecting Salesforce Reports to include people or exclude them. Here, we are including a report that contains all of today’s candidates eligible to receive Nurture 6. To avoid over-communication, we exclude people whose last activity or last campaign was within the past week. Copyright 2010 Right On Interactive 16
  17. 17. Step 3 Finally, we configure this segment’s schedule. At the top, we select the segment we just created… indicate the action, which in this case is sending an email from our email provider… and then schedule it to run daily at 10 a.m. Automatically each day, ROI updates the segment with the group of people who qualify to receive Nurture 6 on that day, and sends the Nurture 6 email to them. With ROI, this action could be configured to send a communication through channels other than email, such as sending a voice message, a text message, a fax, or sending the list to a print fulfillment center for direct mail. Copyright 2010 Right On Interactive 17
  18. 18. Improve Marketing Effectiveness By automating multi-step nurture campaigns, you are able to dramatically improve your business results. Programmed campaigns engage more people more often and enable you to convert leads to the sales team at the right time. They allow you to run automated “lights-out” campaigns that communicate with each lead individually at a cadence that matches their level of interest using highly relevant, personalized content. Sales and Marketing work as a coordinated team, ensuring the lead management process is consistent and effective while also ensuring that inactive sales leads continue their journey in the customer lifecycle. Copyright 2010 Right On Interactive 18
  19. 19. Lead Nurturing Example By way of summary, I’d like to illustrate two examples of how marketers can use ROI to automate multi-step campaigns throughout the customer lifecycle. The first is a healthcare provider that drives leads through their website. They nurture two types of leads – those that have had a personal consultation, but haven’t made a decision, and those who have not yet requested a consultation. The first campaign targets the segment of prospective clients who have not had a personal consultation. It includes a telephone touch and a newsletter series discussing nutrition, exercise, and success stories of past clients. The other campaign targets the segment of people who have had a consultation. It includes a series of informational articles that address common fears and objections. Those who commit to the service can then automatically receive the appropriate faxed forms and on the day prior to the service, receive an automated voice reminder message. Copyright 2010 Right On Interactive 19
  20. 20. Customer Nurturing Example The second illustration is Compendium. This is an example of a sophisticated customer communication program in the Adopt Stage. They call it, “Content Quest.” This 8-week campaign is designed to help new clients reach a critical mass of blog posts in the shortest time possible. Account administrators are on one track; the bloggers are on another where they receive tutorials and blogging tips 3-times a week. Since implementing Content Quest, new customers are reaching critical mass in record time. On average, clients are seeing an increase in posts per week of over 40 percent compared to all customers. Content Quest is an excellent model for on-boarding new clients. Compendium is systematically helping everyone get the most out of the product and helping them gain the momentum they need for a successful blogging program. Copyright 2010 Right On Interactive 20
  21. 21. Next Step If you would like to start a dialogue, feel free to contact me directly. And if you’d like to read our new whitepaper, visit our homepage, at Richard Cunningham Vice President, Marketing About Right On Interactive ROI Customer Lifecycle Marketing software helps you win more customers, retain them, and increase repeat sales. Unlike conventional marketing automation solutions which typically 317.225.5868 focus on lead acquisition, ROI focuses on the individual buyer and how you can effectively communicate with them regardless of where they are in their relationship with the organization – New whitepaper from initial contact to brand advocacy. Action Guide to Lead Management The patent-pending technology and methodology behind the ROI Lifecycle Map™ dynamically charts each buyer in the Success customer lifecycle based on their profile and engagement level in each distinct lifecycle stage. As a result, ROI uniquely enables you to visually identify and act on opportunities to cultivate deeper, more engaged relationships. Solutions in the ROI suite include campaign management, email marketing, lead scoring, lead nurturing, customer nurturing, multi-channel marketing, and sales and marketing systems integration. Copyright 2010 Right On Interactive 21