Lead Nurturing

Copyright MarketOne 2012 1

LEAD NURTURING

ELO[Q]UTION

LESSON

NURTURING ELO[Q]UTION LESSONFebruary, 2012


LEAD NURTURING

ELO[Q]UTION

LESSON

WHAT WE’RE GOING TO TRY TO COVER TODAY

� What lead nurturing is

� When and when not to automate

� Where to start

� How to build a business case

� What kind of content works

� How to personalize and profile

� Which pages to drive people to

� What to score and where to routeSTEVEN ELLIOTTManaging DirectorMarketOne Digital


LEAD NURTURING

ELO[Q]UTION

LESSON

“Building a relationship with prospects, regardless of their timing to buy.”

LEAD NURTURING

ELO[Q]UTION

LESSON

(Prospect Relationship Management)

A systematic process for guiding and accelerating prospects from initial inquiry to sales accepted lead.

PRM


LEAD NURTURING

ELO[Q]UTION

LESSON

(Experience Based Differentiation)

Make the process of researching and buying your

product or service a competitive differentiator in itself.

EBD

LEAD NURTURING

ELO[Q]UTION

LESSON

By integrating its entire stack, Apple is able to consistently delight its customers.

STORES

APPLICATIONS

MAC O/S

HARDWARE

LEAD NURTURING

ELO[Q]UTION

LESSON

Providing a great prospect experience requires tight integration of the demand generation stack.

TELEMARKETING

/ INSIDE SALES

DIGITAL

COMMUNICATION

MARKETING

TECHNOLOGY

PROSPECT

DATA

[your brand]

LEAD NURTURING

ELO[Q]UTION

LESSON

Choose from many flavours!


LEAD NURTURING

ELO[Q]UTION

LESSON

1. Welcome & Education

2. Acceleration (Inquiry to MQL)

3. Keep Warm (Sales Rejected Leads)

4. Claw Back (Sales Neglected Leads)

5. Win Back (lost opportunities)

6. Re-engagement (with stale leads)

7. Process Automation (Trial Conversion, Freemium Upgrade,

Licence Renewals)

LEAD NURTURING

ELO[Q]UTION

LESSON

BUILDING THE BUSINESS CASE

LEAD NURTURING

ELO[Q]UTION

LESSON

WIDE & SHALLOW or

NARROW & DEEP


LEAD NURTURING

ELO[Q]UTION

LESSON

VOIP

LANDING

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ACCELERATION

PROGRAM

OPPORTUNITIES

TO SALES via CRM

TELE-QUAL

CALL 2

VOIP

LANDING

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ACCELERATION

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ACCELERATION

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RE-ENGAGE

PROGRAM

LEAD

SCORING

HOW LONG IS A PIECE OF STRING?

LEAD NURTURING

ELO[Q]UTION

LESSON

DON’T AUTOMATICALLY AUTOMATE

� It’s not always possible

� Scheduled campaigning

� Don’t rely on content that dates

� But fresh content pulls well

� Don’t “set-and-forget”


LEAD NURTURING

ELO[Q]UTION

LESSON

� Newsletters?

� Outbound campaigns?

� Major announcements?

� Event invitations?

� Multiple nurture streams?

� Customer service emails?

HOW MUCH IS TOO MUCH?

LEAD NURTURING

ELO[Q]UTION

LESSON

MAKE A PLAN TO FEED THE MACHINE

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LEAD NURTURING

ELO[Q]UTION

LESSON

“Every time you send a prospect an irrelevant email, you’re telling them you

don’t understand them.”

LEAD NURTURING

ELO[Q]UTION

LESSON

WHAT KIND OF CONTENT WORKS?

� It varies by client and campaign

� Case studies typically out-perform other assets

� Third party analyst papers & peer perspectives perform well

� Podcasts worst performing, brochures actually OK

� It doesn’t have to be a download or even your content

THOUGHT

LEADERSHIP INFLUENCING

BROCHURES

&

DATASHEETS

The Content Chasm

LEAD NURTURING

ELO[Q]UTION

LESSON

SIGNATURE EMAILS

� Provides variety and change of pace

� No significant improvement in open-rate or click-throughs

� Subject Line, Content Offer & CTA more important than format

The perils of personalisation� Don’t over-use – the novelty wears off

� Ensure reply-to addresses are monitored

� Informal subject lines and questions – Can I help?

� Use of Fwd: and Re: in subject lines

� The need to whitelist multiple addresses

� Think about timing

LEAD NURTURING

ELO[Q]UTION

LESSON

DON’T BE TOO CLEVER

Email 1: sent to 1,000 contacts 5% CTR

Email 2: sent to 50 contacts with 10% CTR

Email 3: sent to just 5 contacts

1

2

3Y

N

Y

N

� Have you got the content to support role-based tracks?

� Don’t use opens to drive program rules (or scoring)

� Limitations on measurement of dynamic content


LEAD NURTURING

ELO[Q]UTION

LESSON

CONVERSION

vs.

CONVERSATION

LEAD NURTURING

ELO[Q]UTION

LESSON

� Do it with the inside sales team

� Broad product portfolio? Multiple nurture programmes?

� Keep Implicit scoring consistent and vary Express scoring

� Do a first pass and review regularly

SCORING PROGRAMMES


LEAD NURTURING

ELO[Q]UTION

LESSON

GETTING PEOPLE OUT

� Educate telemarketing agency or inside sales team

� Keep prospects in program until manually removed

� Let all leads through to inside sales (with scoring)

� Close loop on lead quality and adjust scoring

LEAD NURTURING

ELO[Q]UTION

LESSON

SOME FINAL WORDS OF ADVICE

� Nurturing is a long-term commitment

� Set expectations: no return likely within the first quarter

� Build a cross-functional team

� Consider dedicating resource

� Find a partner that can manage complexity on your behalf

Thank you.

STEVEN ELLIOTTManaging Director, MarketOne Digital

[email protected]

Office +44 20 3580 4031

Mobile +44 7831 446 321

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