The Secret to Lead Nurturing:The Intersection of the Human and Digital Touch

Televerde is a business to business lead generation agency that helps

high-tech sales and marketing execs identify new customers, accelerate

and convert sales opportunities, and discover fresh, actionable market

insight. We improve sales pipeline performance, generate net new

sales revenue growth, and help align sales & marketing.

Marketo is the revenue performance management company, transforming

how marketing and sales teams of all sizes work — and work together — to

accelerate predictable revenue. Marketo’s solutions are both powerful and

easy to use, providing explosive revenue growth throughout the revenue

cycle from the earliest stages of demand generation and lead management to

deal close and continued customer loyalty.

The Case for Nurture

Generates 50% more sales-ready leads at 33% lower

cost per lead.

Reduces the percent of marketing-generated leads

that are ignored.

Increases win rates on marketing-generated leads

by 7%.

Reduces “no decisions by 6%.

Favorable impact to top-line revenue by 24%.

Source TBD

Page 3

The Value of Lead Nurturing

Fast Leads ( MQL <1 mo)

Slow Leads (MQL >1 mo)

Total Leads (MQL)

Cost / Lead (MQL)

Without Nurturing 20% 6.67% 26.67% $206.00

WithNurturing 20% 20.0% 40.0% $137.50

Source: Actual Marketo data; assumes $55 per prospect 3x!

Marketo ROI Results

Results: 50% more marketing qualified leads from lead nurturing

© 2011 Marketo, Inc.

What is Nurturing?

Art & Science: Relationship-Building Powered by Relevance

• Digital + human touch drive relevance

• Combine demographics, firmographics

and behavior to focus the dialogue

• They are indicators for the nature of the

conversation

• Nurture builds and strengthens the

relationship to keep the conversation goingCalling is a continuous process – not a one-time event!

Page 5

All N

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Pro

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LeadNurturing

Lead Nurturing Defined

“The art of maintaining permission to stay in front of your buyers as they educate themselves”

Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

Lead

OpportunityS

ale

sLead

MQLSQL

SAL

© 2011 Marketo, Inc.

Page 6

Lead Nurturing Relevance

A

B

C

D

1 2 3Stages

1. BUYING STAGES• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer

2. BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%

© 2011 Marketo, Inc.

Stage Matters!Buyer Stage Methodology enables relevancy and acceleration.

Validate, Correct, Accelerate!

Digital intelligence assists and human touch completes

Interactive dialogue vs. scripted inquisition reveals nuance

Use the nuance to Validate, Correct, Accelerate (VCA)

Validate: Is it what it appears to be?

Correct: Is it where it needs to be?

Accelerate: Relevant nurture creates velocity!

Tele Reveals Ready or Not?

Marketo:

7% sales-ready

93% back into nurture

Televerde:

9% sales-ready

91% back into nurture

Page 9

A Framework for Lead Scoring

Explicit InformationWhat the prospect tells you

Inferred InformationWhat you observe or infer

FitAre you interested in them?

• Demographics• Firmographics• BANT

• Data quality• Corporate vs. personal

email• Inferred from IP

(geography, ISP domain)

InterestAre they interested in you?

• BANT• Latent behaviors

(engagement)• Active behaviors (sales

readiness)

© 2011 Marketo, Inc. All Rights Reserved

Scoring is the Great Equalizer

Low Threshold Calling: Err on the side of caution to

validate and correct early

Find the Picture in the Mosaic: Blend digital

and tele-revealed behavior with demographics and

firmographics

Human touch is a score-altering event

Scoring dictates when to call and what to talk about…

Scoring is the Great Equalizer

Page 12

When To Call?

© 2011 Marketo, Inc.

21+ Super-Target Lead Lead Lead

9-20 Target Lead Lead

2-8 Other Lead

<2

Engagement <20 20-44 45-89 90+

Buying Intent <6 6-14 13-23 24+

Fit

Inte

rest

Page 13© 2011 Marketo, Inc.

When to Call?

• Early stage content +3• Attend webinar: +5• Visit any webpage / blog : +1• Visit careers pages: -10

Latent Behaviors (Engagement)

• Pricing pages: • +10 regular, +15 detailed

• Watch demos: • +5 overview, +10 detailed

• Mid-stage content +8• Late-stage content +12• Searches for “Marketo” +8

Active Behaviors(Buying Intent)

Page 14

The Importance of Timely Response

© 2011 Marketo, Inc.

Timing is Everything!

Lead Response Management Study/ insidesales.com…

A lead can be qualified 21 times faster if followed-up on within 5 minutes vs. those pursued in 30 minutes.

Even from 5 minutes to just 10 minutes there’s a 4x increase.

Consider the impact of these conversion rates further down the pipeline on your closed-won business ratio.

Create a process that moves opportunities to the calling team efficiently.

Page 16

Dedicated Resources

Best place for dramatic improvements in business performance are handoffs between functionsBenefits of dedicated resources: Faster, more consistent, & better quality follow-up Better economics Better data and more metrics

Source: Insidesales.com

Dedicated Resources

• People can make or break a sales

opportunity

• Get it right and deals progress, get it

wrong and deals regress or fall away

• Dedicated, trained, skilled resources

are a nurture requirement

Dedicated: Enables immediate follow-up (you snooze you lose)

Trained: New best practices still surfacing (stay on top of them)

Skilled: Tele-nurture is a unique skill set (not traditional “tele”)

Insource or Outsource?

Considerations: Competencies, Process, Investment, Control

Insource:

• How important is control vs. outcomes?• Caution: Don’t rob “Peter to pay Paul” – re-hiring and re-training reduces productivity• Mind the budget – TCO of competencies is expensive• Be prepared to build and sustain training, process and management

Outsource:

• Control is still possible with checks and balances• Outsource to complement not replace• Benefits = fast ramp, scale, established skills, economics • Training and process is repeatable, sustainable, predictable • Tele-nurture is a specialty (use examples of medical specialists)

Outcomes should outweigh control!

Agency Considerations

Selecting, Hiring, Managing

• What competencies do you need them to complement?

• Does the agency have these competencies?

• Inquire about other clients and peer referrals

• Inquire about best practices and see work samples

(scoring models, emails, reports, metrics, etc.)

• Discuss process integration

• Compare costs and value (ROI is more than $$$)

Contact Bryan or Jon…

Bryan EhrenfreundVP Digital Strategies Televerde

behrenfreund@gmail.com

Direct: +1 480.303.7078

Twitter: @ehrenfreund

www.televerde.com

blog.televerde.com

Jon MillerVP Marketing Marketo

jon@marketo.com

Direct: +1.650.376.2310

Twitter: @jonmiller2

www.marketo.com

blog.marketo.com