B2B Email Marketing and Lead Nurturing

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Maria Pergolino, Marketo B2B Email Marke-ng + Lead Nurturing Webinar: April 14, 2010 © 2010 Marketo, Inc. All Rights Reserved

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Slides taken from the Marketo webinar, B2B Email Marketing and Lead Nurturing.

Transcript of B2B Email Marketing and Lead Nurturing

Page 1: B2B Email Marketing and Lead Nurturing

Maria Pergolino, Marketo

B2B  Email  Marke-ng  +  Lead  Nurturing  Webinar:  April  14,  2010  

© 2010 Marketo, Inc. All Rights Reserved

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Agenda

!   B2B  Email  Marke7ng  Basics  

!   B2B  versus  B2C  email    

!   Lead  Nurturing  

!   Email  Marke7ng  and  Social  Media  

©  2010  Marketo,  Inc.       All  Rights  Reserved  

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Permission for Email Marketing

Pros   Cons  

CAN-­‐SPAM    Only    

• Minimal  effort    

•  “Legal”  in  the  eyes  of  government  regula7ons    

• Grows  your  database  quickly    

• Risks  poor  deliverability  score  and  bad  reputa7on    

• Despite  database  growth,  rela7onship  quality  will  not  improve    

Single  Opt-­‐in    Approach    

• Demonstrates  a  pro-­‐ac7ve  concern  for  permission    

• Prospects  might  remember  that  they  opted  in    

•  Increases  deliverability  and  sender  reputa7on  scores    

•  S7ll  assumes  that  just  because  prospects  requested  informa7on    one  7me,  they  want  to  hear  from  you  again    

Double  Opt-­‐in    Approach    

• Demonstrates  the  most  concern  for  privacy  and  relevancy    

•  Subscribers  truly  want  to  hear  from  you    

•  Increases  deliverability  rates  and  send  reputa7on  scores    

• Adds  another  layer  of  complexity  and  communica7on  with  poten7al  subscribers    

• Risks  losing  subscribers  in  the  confirma7on  process    

©  2010  Marketo,  Inc.       All  Rights  Reserved  

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Establish Preferences

Let  prospects  customize  nurturing  communica7ons  

!   Frequency  

!   Format  

!   Interests  

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Segment and Personalize

!   Segmenta7on  and  Personaliza7on  creates  relevancy  

©  2010  Marketo,  Inc.       All  Rights  Reserved  

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Design for Deliverability

!   Code  Carefully  !   Design  Simply  !   Test,  Retest  &  Test  Again  !   Plus,  don’t  be  afraid  to  get  help!  

©  2010  Marketo,  Inc.       All  Rights  Reserved  

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Advanced Tips

!   Relevancy  isn’t  just  with  text-­‐  ensure  images  help  you  connect  with  the  recipient  

!   Incorporate  A/B  tes7ng  in  your  email  campaigns—start  simple  by  tes7ng  subject  lines,  headers  or  marke7ng  assets.  

!   Consider  the  7me  of  the  day  as  well  as  the  day  of  the  week  when  execu7ng  your  email  campaigns.  

©  2010  Marketo,  Inc.       All  Rights  Reserved  

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B2B versus B2C Email Marketing

1.  Distance  2.  Permission  3.  Messaging  4.  Recipients  

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B2B Marketing Challenges

27%

33%

33%

35%

37%

39%

69%

0% 20% 40% 60% 80%

Competing in lead generation across multiple media

Generating public relations 'buzz'

Marketing to growing number of people in the buying process

Generating a high volume of leads

Creating perceived value in 'cutting edge' product benefits

Marketing to a lengthening sales cycle

Generating high-quality leads

% challenged

Source: MarketingSherpa B2B Marketing Benchmark Survey 2010 Methodology: Fielded April 15-20, 2010, N=1,147

!   Quality  of  exis7ng  leads  improved  for  hand-­‐off  to  sales  

!   The  right  message  to  the  right  person  at  the  right  7me  in  the  sales  cycle  

!   Perceived  value  a  result  of  trust  in  the  brand  /  sales  person  

!   The  more  people  in  buying  process,  the  beaer  the  nurturing  process  needs  to  be  

©  2010  Marketo,  Inc.       All  Rights  Reserved  

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The Value of Lead Nurturing

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Fewer  marke7ng-­‐generated  leads  ignored  by  sales  (from  80%  to  as  low  as  25%)  

150%  increase  in  contact-­‐to-­‐lead  conversion  rate  

2-­‐3x  lig  in  conversion  rates  on  raw  leads  to  qualified  opportuni7es  

20%  more  sales  opportuni7es  

225%  increase  in  volume  of  prospects  that  convert  to  sales  opportuni7es  

7%  points  higher  win  rates  on  marke7ng-­‐generated  leads  

6%  points  lower  rate  of  “no  decisions”  

2X  increase  in  bid-­‐win  ra7o  

47%  higher  average  order  values  

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The Value of Lead Nurturing

Passed  to  Sales  (<1  mo)  

Passed  to    Sales  (>1  mo)  

Total  Passed  to  Sales  

Cost  per    Sales  Lead  

Without  Nurturing   25%   8%   33%   $195  

With  Nurturing   25%   25%   50%   $130  

©  2010  Marketo,  Inc.       All  Rights  Reserved.  

  Source:  Actual  Marketo  data;    assumes  $65  per  prospect  

Marketo  ROI  Results  Prospect  to  Sales-­‐Ready  Lead  Conversion  

Results:  50%  more  sales-­‐ready  leads  from  lead  nurturing  

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The Value of Lead Nurturing

Average  Time  To  Opportunity  

Number  of  Deals  

Not  Nurtured   8  days   107  

Nurtured   164  days   97  

Total   65  days   204  

©  2010  Marketo,  Inc.       All  Rights  Reserved  

48%  of  all  deals  come  from  lead  nurturing  

Marketo  ROI  Results  Marketo  New  Customer  Deals,  through  June  2009  

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Are You Missing Out on this Opportunity?

28%

30%

39%

44%

44%

45%

51%

19%

27%

23%

18%

25%

20%

13%

53%

43%

38%

38%

31%

35%

36%

0% 20% 40% 60% 80% 100%

Have a process for handing leads back to marketing

Closed-loop tracking from source to conclusion

Have a process for nurturing leads not sales-ready

Have system for rating 'qualified' and 'warm' leads

Measure lead generation contribution to revenue

Collaborate with sales to define sales-ready leads

Use CRM system to manage lead process

Yes, doing now No, but high priority Back burner / not planned

Source: MarketingSherpa B2B Marketing Benchmark Survey 2009 Methodology: Fielded April 15-20, 2009, N=1,147

©  2010  Marketo,  Inc.       All  Rights  Reserved  

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Four Kinds of Lead Nurturing

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Incoming Lead Processing

!   Establish  permission  for  nurturing  

!   Establish  preferences  

!  Determine  what  goes  to  sales  

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Determine What Goes to Sales

Common  Strategies  1.  Send  Everything  to  

Sales  2.  Send  Everything  to  

Telemarke7ng  3.  Let  Sales  Cherry-­‐Pick  

and  Nurture  Others  4.  Define  a  “Sales-­‐Ready”  

Lead  and  Send  Only  Those  

Common  Ways  to  Define  “Sales  Ready”  !   Demographic  Aaributes  !   BANT  (Budget,  Authority,  Need,  Timeframe)  

!   Completeness  of  Data  Profile  

!   Behavioral  Aaributes  !   Lead  Score  

© 2010 Marketo, Inc. All Rights Reserved

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Determine Buying Stages

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Example:  SiriusDecisions  Buying  Cycle   Early  Stage  Thought  leadership  and  best  prac7ces  to  build  brand  and  awareness  

Middle  Stage  Buyers  guides,  RFP  templates  and  industry  informa7on  to  help  structure  research  

Late  Stage  Company-­‐specific  informa7on  to  help  evaluate  and  reaffirm  selec7on  

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Buyer Profiles

%  Saying  Content  Customized  By  Category  is  More  Valuable  !   By  Industry:  82%  !   By  Role:  67%  

  Doers  vs.  Buyers    Job  Func7on  

!   By  Company  Size:  49%  !   By  Geography:  29%  !   By  Product  

©  2010  Marketo,  Inc.       All  Rights  Reserved  

Source: MarketingSherpa

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Content Mapping

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Profiles  

Buying  Stages  

Content  1. Map  your  exis-ng  content  

2. Blank  cells  determine  your  content  roadmap  

3. Short  content  is  good!  4. Test  and  op-mize  

5. Start  small,  think  big  and  adapt  quickly  

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Accelerator Campaigns

!   Move  prospects  along  the  buying  cycle  faster  with  relevant  “nudges”  triggered  by  specific  behaviors  

!   Move  prospects  between  Stay  in  Touch  tracks,  or  run  independently  

!   Start  basic,  then  evolve  

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Opportunity  19%  

Disqualified  7%  

Recycled:  No  Contact  53%  

Recycled:  Not  Ready  

21%  

Lead Recycling

Actual  Marketo  Results  Outcome  of  Sales-­‐Ready  Leads  

Marke-ng  –  Sales  Alignment  is  an  impera-ve  

©  2010  Marketo,  Inc.       All  Rights  Reserved  

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SOCIALIZING YOUR EMAIL

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Social Sharing: Customized E-mails and Landing Pages

!   Share  emails  and  landing  pages,  but  no  need  to  be  constrained  by  generic  content  

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Social Sharing: A Closer Look

!   ShareThis  or  AddThis  

!   Custom  links  for  increased    personaliza-on  http://twitter.com/home?status=I Bet You Don’t Know Jack About Online Marketing: PLAY NOW to find out! http://bit.ly/df9MmN

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Marketo,  Inc.  901  Mariners  Island  Suite  200  San  Mateo,  CA  94404  

Direct:  +1.650.376-­‐2312  Mob:  +1.415.710.2008  

blog.marketo.com  www.marketo.com  

Maria  Pergolino  Director  of  Marke-ng  

[email protected]  @inboundmarketer  @marketo  

Contact Me

© 2010 Marketo, Inc. All Rights Reserved