Explore how outbound marketing, webinars, events and subsequent engagement builds and fosters relationships that lead to purchasing decisions and future referrals. With Moira Vetter, CEO of Modo Modo Agency

1. NURTURE v. NATURE
Nurturing Programs
Drive Engagement &
Build Relationships

2. TODAY’S PRESENTER.
MOIRA VETTER, CEO
MODO MODO AGENCY
- Experience: 24 Years B2B Marketing (Client-side & Agency)
- Specialties: Branding, Sales/marketing effectiveness &
Growth acceleration for complex businesses
- Leadership:
Executive Advisory Board AMA Atlanta
Adjunct Faculty, Kennesaw State University, Entrepreneurship
Board of Entrepreneur Advisors
Leadership Atlanta, Class of 2013
- Community commitment:
Quarterly DoGooder company day of service
Board of Sugga’s International (Non-profit)

3. WHAT WE’LL COVER
IN TODAY’S WEBINAR
Building Long-term Relationships with Nurturing Programs
1. Strategic Considerations when Creating a
Nurturing Program
2. Structuring A Nurturing Program
3. Early-stage Nurturing Programs – a Foundation
for Success
4. Using Engagement Insights to Build Relationships
5. Bridging the Gap between Marketing/Sales to
Drive Conversion & Customer Growth

4. Polling
Ques,ons
For
those
that
have
Nurturing
programs,
which
of
the
following
are
your
greatest
challenges
or
key
areas
of
interest
(all
that
apply)?
• 1. Developing the team in the organization (where they fit on the org chart) to own the nurturing
campaign.
• 2. Building Scoring programs that accurately identify qualified prospects/customers with
engagement urgency.
• 3. Developing content (destination – perhaps Microsites) to feed a nurturing program
• 4. Spending equal attention on prospects as customers
• 5. Integrating your customers into your Nurturing program

5. 1.
STRATEGIC CONSIDERATIONS
WHEN STRUCTURING A
NURTURING PROGRAM.

6. THE FUNNEL REPRESENTS WHAT
PEOPLE LEARN IN THE PROGRAM
Match Your Value to Your Buyers Info Needs
Co./Product
Awareness
Credibility
Nurture Nature
Value
of
Offering
Push Pull
Fundamentals Fundamentals
Ac;on/Buy
Re-­‐up
Refer
This program is continuous and should be started with a 1-year calendar in mind. Which doesn’t
mean 1 or 2 touches…it means 6 to 52 touches. This is a commitment.

7. 2. A
STRUCTURING
NURTURING PROGRAM.

8. CONSIDERATIONS OF A
NURTURING PROGRAMS
GENERAL: PUSH FUNDAMENTALS: PULL FUNDAMENTALS:
• Tools – Eblast, • What do they need to know • SEO Optimization
Marketing Automation, designed with the
Sales Force Automation • Who is reading/viewing “searchers language” not
(SFA), CRMs yours
• What you convey about
• Scoring what you already know • Be credible, visible
about those in consideration experts, thought leaders
• Consider when suspects accelerates sales in
and unqualified leads nurturing • Serve all role types with
should Move to info (strategic, economic,
Salespeople. • Ask them to ACT (Next technical, operational)
step: Buy, Renew, Refer)
• Develop Engagement
Success Metrics for
engagement specifically.

9. THE FUNDAMENTALS OF
A NURTURING PROGRAM
DESTINATION: PUSH CAMPAIGNS: PULL ASSETS:
• A clear Brand Promise • E-blast Lists • SEO Optimization
• A Micro-site/Destination • Direct Mail designed with the
• Content to satisfy • Outbound calling campaigns “searchers language”
multiple audiences • Advertising campaigns not yours
• Relevant news & events • Contests • White Papers
• A sense of who you want • Social Media (general) • Case Studies
to draw in, why & what • Targeted Social Networking • Interactive demos
you want them to do among thought leaders, • On-demand pre-recorded
closed networks and FOTF Webinars, podcasts, etc.
SCORING DATA & ONLINE PROMOTION SEO
BEHAVIORAL AND/OR SOCIAL OPTIMIZATION

10. 3.
EARLY-STAGE
NURTURING PROGRAM.
THE FOUNDATION FOR
SUCCESS.

11. THE CHALLENGES OF
NURTURING FUNDAMENTALS
The PLAN The CHALLENGES
• SCORING • What industries, titles, activities are worth more?
How much are they worth? What does your system
record/communicate (Marketing Automation/SFA joy)?
• CREATING ASSETS • What already exists? What needs to be created?
Do different audiences need different materials?
What can your organization consistently do?
• CREATING OUTBOUND • CAN-SPAM Compliance (opt-in)? Don’t feign intimacy
CAMPAIGNS with suspects? What is TRULY of interest to audience?
Test, test, test?
• MEASURING ENGAGEMENT • Before, week/day of, real-time, week following, monthly.
• WHO OWNS WHAT (IN YOUR • Be assured that whoever owns the program, scoring,
ORGANIZATION)…IN THE assets, lists and measurement when you start will likely
BEGINNING. not be who keeps the program running.

12. EXPLICIT SCORING EXAMPLE

13. IMPLICIT SCORING EXAMPLE

14. 4.
USING ENGAGEMENT
INSIGHTS TO BUILD FUTURE
RELATIONSHIPS.

15. USING INSIGHTS TO
BUILD FUTURE ENGAGEMENT
INSIGHTS ACTIONS
Multiple hits on one topic area Create more assets around this topic, or determine
whether you are failing to target those interested in
another topic.
Registrations based on a Ensure the buyer/influencers are also being engaged.
particular indicator If you miss them, develop other content.
Return viewership Who comes back? Why do they come back?
Downloads of key documents Find out how these documents are being used
(research, selling to other decision-makers, etc.)
Participation (e.g. Webinars) They are vested. Communicate more specifically or
frequently. Get sales involved (they gave time, their
most precious commodity).
Commenting Engage those that are “chatty”. Guest blogger?
Research participant? BETA tester?

16. 5. BETWEEN
BRIDGING THE GAP
MARKETING & SALES.
DRIVING CONVERSION &
GROWTH.

17. CLOSING INTERNAL GAPS &
SIEZING EXTERNAL OPPS
BRIDGE Marketing & Sales Gap INTEGRATE Customers & Prospects
• Share engagement data & reports • Survey customers for content or context they
• Find tools with SIMPLE alerts for behavior need in terms of thought leadership and use
• Readjust scoring assumptions based on it to enrich your Nurturing Program.
input from the sales team
• Feature customers in your marketing, give
them opportunities to elevate themselves
Initial (e.g. Southwire/2011 Fall Webinar)
Content &
Audience
• Host events that bring Customers &
Prospects into the same room (e.g.
BusinessWise Dallas/2012 Seminar)
• As described earlier, bring your most
Release Lost engaged parties into the dialogue. Use your
Leads that don’t engaged champions as spokespeople,
Capture &
connect Out of to blog, in case studies, to test your
Cultivate
the Funnel
These product, etc.
Audiences

18. Q&A

19. CONCLUSION.
NURTURING IS NOT ABOUT
SETTING IT & FORGETTING IT.
NOT THE PROCESS.
NOT THE CONTENT.
NOT THE RELATIONSHIPS.
NURTURING IS PROGRESS.

20. THANK YOU.
TO CONTINUE LESS BLAH BLAH BLAH
AND MORE RESULTS.
THE DISCUSSION:
more
RESULTS
Contact:
Moira Vetter, Modo Modo
770.436.3100 x702
moira@modomodoagency.com
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