Developing an Integrated B2B Nurture Programme

Developing Integrated Nurturing Programmes

Twitter: #B2BUniversity

Challenge #1:Understand the Shift in Power that has occurred

Marketing has changed

The old way of speaking to customers has shifted...

From Push...

Direct Mail, Bulk Email, Radio, TV,...

...to Pull...

Search, PPC, Blogs

...to Engagement and Sharing

Social, Conversations, Participation, User Feedback

Your brand used to be defined here...

...Now it’s defined here.

As much by your market... As your marketing!

Challenge #2:Relevance in the Inbox

B2B Buyers Hearing More Noise

By 2014…

9,000 email marketing messages a year.

…750 a month

…25 each day

How do we as Marketers react to this new

environment?

How do we remain relevant and

engagement with prospects and

customers?

The Components of Marketing Automation

Web Integration& Lead Capture

Outbound/Email Execution

program (Nurture)Automation

Lead Scoring& Management

Sales Tools/CRM Integration

ROI Reporting& Analytics

CentralizedMarketingDatabase

Lead management framework

• Information capture (initial dialogue)• Scoring• Dialogue routing

– Email-based Nurturing– Sales

• Monitoring

1. Consolidated Data

Centralize Data

• Consolidate contacts from marketing efforts and CRM

• Initial data cleansing

Marketing Database

• Age of records?

• Duplicates?• Ownership?

Not just contact data…

• Contacts (contacts/leads/accounts)• Content (i.e. emails, templates,

graphics)• Behaviours (e.g. activities)

Contacts, Content, & Behaviour

Database

2. Web Integration and Lead Capture

Website Tracking Anonymous Identified

Landing Pages Microsites

Dynamic Content Registration Forms

Web Integration

Integrated Landing Page/Lead Capture Form

Progressive profiling - collection

1. Basic Lead Form 2. Returning Leads – Pre Populate

3. Returning Leads – Pre-Populate – Gather More

4. Returning leads – Personalize – Pre-Populate – Progressively Gather More

3. Email Infrastructure

Direct Marketing Channels

Marketing Database

Email

Mobile/SMS

Dynamic Landing Pages

Share-to-Social

DM with PURLs

TeleQualification

Email = Top B2B tactic

• 89% of B2B marketers use email.

• Email is the number-one outbound B2B marketing tactic used today.

Source: Forrester Marketing Forum 2010 presentation

How do we ensure our messages delivered to the recipient – every

time?

Opt-in/Legislative Compliance

Content

Identity and Reputation

Deliverability

Volume

Because it isn’t a technical issue…

It’s a business issue…

How can we encourage our prospects and

customers to share our messages with others?

The efficacy of a normal email program

Social networks expand virally

Social email is the new viral

Results • 800 recipients shared the email offer

• 80,000 additional impressions

• 8% list growth• 33% people who viewed a

shared item clicked through to the offer – 3x CTR of their standard

emails

How can we increase the likelihood that our

messages are being read by prospects?

Popular search question

Best time to send?

Right Message, Right Time

Send Time Optimization

75% increase in revenue

2X conversion rate

30% increase in number of orders per program

50% increase in open rates

22% lift in conversion rates

4. Automated Lead Scoring

Scoring Leads: Enhance Sales and ROI

Source: Silverpop Research

44

The Lead Puzzle

Download a Whitepaper

5000Employees

VP Sales

$100MCompany

EvaluatingSolutions

Has2009

Budget

NeedsFit

Solution

Visited Website Last

Week

44

Demographic

BANT

Activity

Integrated Lead Scoring

A; 600

B; 2000

C; 2500

D; 6500

Lead Breakdown

5. Nurture programmes

Email Nurturing

• Level 1: Batch and Blast

• Level 2: Simple Drip programmes

• Level 3: Multi-Track, Multi-Step programmes

Email Nurturing

• Level 1: Batch and Blast

• Segment, Create List, Hit Send!

Email Nurturing

• Level 2: Simple Drip programmes

Registration

Day 0

eBookDelivered

Immediate

Link toDemo

Day 2

On-DemandWebinar

Day 7

SalesIntro

Day 14

Email Nurturing

• Level 3: Multi-Track, Multi-Step programmes

• Triggered Communications

• Match Content to Buyer Stage

• Utilize Buyer Personas and 1-to-1 targeting

• Scoring/Routing drives next touch point

The Nurture program Challenge

When should sales pounce?

Begin with One-size-fits all Use program as Template then adapt Plan to have prospects move back an

forth between programmes Once basic programmes are in place,

consider testing other channels Tele-qualification as part of nurture

program Digital print and Direct Mail with PURLs

Other Considerations

6. Sales Collaboration

Before calling a prospect ...

“The sales rep must come to a meeting prepared to discuss the buyer's specific business — yet 31% of sales reps are not prepared with even a basic level of Web available information before taking a buyer's valuable time. Only 16% are extremely prepared.”

Source: Technology Marketing Blog (IDC), “Sales Enablement and the Year of the Sales Rep”

Leads/Contacts

Marketing Activities

Opportunities/€€s

programmes

Accounts

CRM Synchronization

Marketing Automation CRM

Sales Visibility (Lead Activity)

Sales Visibility (Lead Activity)

Sales Control over Nurturing

Sales Collaboration and Alerting

7. Track and Measure

Define Marketing ROI Gain agreement from CEO/CFO

Create a closed-loop Process Draft a Marketing ROI Plan

Include sales in the process Monitor Implementation Incorporate findings into planning

Monitor the Nurturing Process

Marketing Qualified

Inquiries

Sales Qualified

Sales Accepted

Impressions

Marketing

Sales

New Business

Nurture Marketing = Revenue Acceleration

7. Measure the Process

Process Reports Program reports Email reports Custom reports

ROI Reports Revenue Pipeline

Waterfall Reports

Monitor the Nurturing Process

Closing Points

Summary

• Dialogue Marketing = Nurturing

• Lead nurturing accelerates sales opportunities

• Mapping content to buyer needs is key

• There is a proven, substantial return on investment

• You can start simple, then adapt

Thank you!

• E-mail: [email protected]• Twitter: @silverpop and @rlevans• Resources:

www.silverpop.com/suomi

Twitter: #B2BUniversity