The secret to lead nurturing


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  • What I want to focus on here is two models that you can use to calculate the ROI yourself. In the first, the key is to estimate
  • BCG – 2X2 matrix
  • The secret to lead nurturing

    1. 1. The Secret to Lead Nurturing:The Intersection of the Human and Digital Touch<br />Televerde is a business to business lead generation agency that helps<br />high-tech sales and marketing execs identify new customers, accelerate <br />and convert sales opportunities, and discover fresh, actionable market <br />insight. We improve sales pipeline performance, generate net new <br />sales revenue growth, and help align sales & marketing. <br />Marketo is the revenue performance management company, transforming<br />how marketing and sales teams of all sizes work — and work together — to<br />accelerate predictable revenue. Marketo’s solutions are both powerful and <br />easy to use, providing explosive revenue growth throughout the revenue <br />cycle from the earliest stages of demand generation and lead management to <br />deal close and continued customer loyalty.<br />
    2. 2. The Case for Nurture<br />Generates 50% more sales-ready leads at 33% lower<br />cost per lead.<br />Reduces the percent of marketing-generated leads <br />that are ignored.<br />Increases win rates on marketing-generated leads <br />by 7%.<br />Reduces “no decisions by 6%.<br />Favorable impact to top-line revenue by 24%.<br />Source TBD<br />
    3. 3. The Value of Lead Nurturing<br />Marketo ROI Results<br />3x!<br /> Source: Actual Marketo data; assumes $55 per prospect<br />Results: 50% more marketing qualified leads from lead nurturing<br />© 2011 Marketo, Inc. <br />
    4. 4. What is Nurturing?<br />Art & Science: Relationship-Building Powered by Relevance<br />Digital + human touch drive relevance<br />Combine demographics, firmographics<br /> and behavior to focus the dialogue<br />They are indicators for the nature of the<br /> conversation <br />Nurture builds and strengthens the <br /> relationship to keep the conversation going<br />Calling is a continuous process – <br />not a one-time event!<br />
    5. 5. LeadNurturing <br />Prospect & Recycled<br />All Names<br />Engaged<br />Lead Nurturing Defined<br />Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.<br />MQL<br />SQL<br />SAL<br />SalesLead<br />Opportunity<br />Lead<br />“The art of maintaining permission to stay in front of your buyers as they educate themselves”<br />© 2011 Marketo, Inc. <br />
    6. 6. Lead Nurturing Relevance<br />1. BUYING STAGES<br /><ul><li>Early (Pre-MQL)
    7. 7. Mid (MQL)
    8. 8. Late (Opportunity)
    9. 9. Customer</li></ul>1<br />2<br />3<br />Stages<br />A<br />B<br />C<br />D<br />2. BUYING PROFILES<br /><ul><li>Industry: 82%
    10. 10. Role: 67%
    11. 11. Company Size: 49%
    12. 12. Geography: 29%</li></ul>© 2011 Marketo, Inc. <br />
    13. 13. Stage Matters!Buyer Stage Methodology enables relevancy and acceleration.<br />
    14. 14. Validate, Correct, Accelerate!<br />Digital intelligence assists and human touch completes <br />Interactive dialogue vs. scripted inquisition reveals nuance<br />Use the nuance to Validate, Correct, Accelerate (VCA)<br />Validate: Is it what it appears to be?<br />Correct: Is it where it needs to be?<br />Accelerate: Relevant nurture creates velocity!<br />Tele Reveals Ready or Not?<br />Marketo: <br />7% sales-ready<br />93% back into nurture<br />Televerde:<br />9% sales-ready<br />91% back into nurture<br />
    15. 15. A Framework for Lead Scoring<br />© 2011 Marketo, Inc. All Rights Reserved<br />
    16. 16. Scoring is the Great Equalizer<br />Scoring dictates when to call and what to talk about…<br />Low Threshold Calling: Err on the side of caution to<br />validate and correct early<br />Find the Picture in the Mosaic: Blend digital<br />and tele-revealed behavior with demographics and<br />firmographics<br />Human touch is a score-altering event<br />
    17. 17. Scoring is the Great Equalizer<br />
    18. 18. When To Call?<br />© 2011 Marketo, Inc. <br />Fit<br />Interest<br />
    19. 19. When to Call?<br />© 2011 Marketo, Inc. <br />Latent Behaviors (Engagement)<br /><ul><li>Early stage content +3
    20. 20. Attend webinar: +5
    21. 21. Visit any webpage / blog : +1
    22. 22. Visit careers pages: -10</li></ul>Active Behaviors(Buying Intent)<br /><ul><li>Pricing pages:
    23. 23. +10 regular, +15 detailed
    24. 24. Watch demos:
    25. 25. +5 overview, +10 detailed
    26. 26. Mid-stage content +8
    27. 27. Late-stage content +12
    28. 28. Searches for “Marketo” +8</li></li></ul><li>The Importance of Timely Response<br />© 2011 Marketo, Inc. <br />
    29. 29. Timing is Everything!<br />Lead Response Management Study/…<br />A lead can be qualified 21 times faster if followed-up on within 5 minutes vs. those pursued in 30 minutes.<br />Even from 5 minutes to just 10 minutes there’s a <br />4x increase.<br />Consider the impact of these conversion rates further down the pipeline on your closed-won business ratio.<br />Create a process that moves opportunities to the calling team efficiently.<br />
    30. 30. Dedicated Resources<br />Best place for dramatic improvements in business performance are handoffs between functions<br />Benefits of dedicated resources:<br />Faster, more consistent, & better quality follow-up<br />Better economics<br />Better data and more metrics<br />Source:<br />
    31. 31. Dedicated Resources<br />People can make or break a sales<br /> opportunity<br />Get it right and deals progress, get it<br /> wrong and deals regress or fall away<br />Dedicated, trained, skilled resources <br /> are a nurture requirement<br />Dedicated: Enables immediate follow-up (you snooze you lose)<br />Trained: New best practices still surfacing (stay on top of them)<br />Skilled: Tele-nurture is a unique skill set (not traditional “tele”)<br />
    32. 32. Insource or Outsource?<br />Considerations: Competencies, Process, Investment, Control <br />Insource: <br />How important is control vs. outcomes?<br />Caution: Don’t rob “Peter to pay Paul” – re-hiring and re-training reduces productivity<br />Mind the budget – TCO of competencies is expensive<br />Be prepared to build and sustain training, process and management<br />Outsource: <br />Control is still possible with checks and balances<br />Outsource to complement not replace<br />Benefits = fast ramp, scale, established skills, economics <br />Training and process is repeatable, sustainable, predictable <br />Tele-nurture is a specialty (use examples of medical specialists)<br />Outcomes should outweigh control!<br />
    33. 33. Agency Considerations<br />Selecting, Hiring, Managing<br />What competencies do you need them to complement?<br />Does the agency have these competencies?<br />Inquire about other clients and peer referrals<br />Inquire about best practices and see work samples<br /> (scoring models, emails, reports, metrics, etc.)<br />Discuss process integration<br />Compare costs and value (ROI is more than $$$)<br />
    34. 34. Contact Bryan or Jon…<br />Bryan Ehrenfreund<br />VP Digital Strategies Televerde<br /><br />Direct: +1 480.303.7078<br />Twitter: @ehrenfreund<br /><br /><br />Jon Miller<br />VP Marketing Marketo<br /><br />Direct: +1.650.376.2310<br />Twitter: @jonmiller2 <br /><br /><br />