New Approaches To Lead Nurturing
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From the B2B Content2Conversion Conference, with: Panelists: -Justin Gray, CEO and Founder, LeadMD -Christine Elliott, Content Strategy & Operations Leader, Crowe Horwath -Michael Ballard, Senior Manager of Digital Marketing, Lenovo
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New Approaches To Lead Nurturing
- 2. #C2C16 Moderator: • Justin Gray, CEO and Founder, LeadMD Panelists: • Christine Elliott, Content Strategy & Operations Leader, Crowe Horwath • Michael Ballard, Senior Manager of Digital Marketing, Lenovo
- 3. About LeadMD § Digital Marketing consultancy specializing in making strategy actionable § Focused on the Marketo & Salesforce platforms § 7 Years and 2600+ engagements
- 6. #C2C16 Embrace Transformation • Regularly Evaluate Program Components – Structure • Find New Ways to Assess Progress - Content Audit
- 7. #C2C16 Lead Nurture #1 – Drip by Market Issue JANUARY FEBRUARY MARCH APRIL Performance Improvement EARLY EARLY MID LATE Dodd-Frank EARLY MID MID LATE AML EARLY EARLY MID LATE Vendor Selection & Management EARLY EARLY MID MID Big Data EARLY EARLY EARLY MID Credit Portfolio Management EARLY MID MID LATE
- 8. #C2C16 Lead Nurture #2 – Segment By Audience Chief Financial Officers Pretty Big Data Brief Third-Party Risk AML Data CPM Best Practices Chief Risk & Compliance Officers Third-Party Risk AML Data CPM Best Practices Chief Information Officers Pretty Big Data Brief AML Data CPM Best Practices Chief Operations Officers Pretty Big Data Brief Third-Party Risk Lending Officers CPM Best Practices
- 9. #C2C16 Lead Nurture #3 – Mini Campaigns Nurture Email #1 Infographic Nurture Email #2: Checklist Nurture Email #3: Q&A Nurture Email #4: Case Study Phone Call (VM) -- Refer to Q&A email just sent Phone Call: Offer call with thought leader to discuss examples of how we have helped others Day 1 Day 4 Day 16 Day 9
- 11. #C2C16 Enterprise Content Audit 18% 23% 59% E V E R G R E E N S C O R E B R E A K D O W N A - Good B - Average C - Attention 62%34% 2% 2% Q u a l i t y A s s e s s m e n t : A g e V u l n e r a b i l i t y OK for Use (175) Flag - Age (96) Flag - Quality (4)
- 12. #C2C16 Enterprise Content Audit 0% 5% 10% 15% 20% 25% 30% 35% A S S E T D I S T. B Y J O B R O L E
- 13. #C2C16 Elements of a Transformative Program • Commit to continuous improvement • Track and develop deep understanding of metrics • Incorporate testing as a primary strategy • Keep your audience at the forefront • Periodically review, audit and iterate @Im_Christine44
- 14. Leads and Bacon 2015 Lenovo Internal. All rights reserved. Lenovo B2B mballard@lenovo.com @mballard5574
- 16. 16
- 17. 17 No Awareness, No Opportunity Content Types • Entertaining Video • Pre-Roll Video • Educational • Illustrated Stories • Infographics Featured Tactics • Generic Display Ads • Generic Promoted Social • Lead Scoring • Video Platform Get Their Attention Keep Them Engaged Get Contact Info ID Opportunity Sales Support Cross-Sell Up-Sell Keep Engaged MQL @mballard557 4
- 18. 18 Awareness, But No Opportunity Content Types • Educational Pain Points • Case Study Videos • Interactive White Papers • Calculators and Assessments Featured Tactics • Segment Targeting • Retargeted Social Targeting • Retargeted Display Ads • Anonymous Tracking Cookie Get Their Attention Keep Them Engaged Get Contact Info ID Opportunity Sales Support Cross-Sell Up-Sell Keep Engaged MQL @mballard557 4
- 19. 19 Known, Possible Opportunity Content Types • 3rd Party White Papers • Product Tour Videos • Product Reviews • Discount Offers Featured Tactics • 1:1 nurturing – Display – Social – Email – Content • Predictive data modeling • Known tracking cookie • Telemarketing • Event invitations Get Their Attention Keep Them Engaged Get Contact Info ID Opportunity Sales Support Cross-Sell Up-Sell Keep Engaged MQL @mballard557 4
- 20. 20 Known, Customer Content Types • Product Brochures • Product Testing • Why Lenovo • Cross-Sell and Up-Sell • How To Guides • Case Studies Get Their Attention Keep Them Engaged Get Contact Info ID Opportunity Sales Support Cross-Sell Up-Sell Keep Engaged MQL Featured Tactics • Account Based Marketing • 1:1 vertical email • Product specific content • Sales enablement • Field events • Combat kits @mballard557 4
- 21. @mballard5574
- 22. #C2C16 Q&A
- 24. #C2C16