B2B Email Marketing + Lead Nurturing

Maria

Pergolino,

Marketo

B2B Email Marketing + Lead NurturingWebinar: April 14, 2010

© 2010 Marketo, Inc. All Rights Reserved

Agenda

B2B Email Marketing Basics

B2B versus B2C email

Lead Nurturing

Email Marketing and Social Media


Permission for Email Marketing

Pros Cons

CAN-SPAM

Only

• Minimal effort

• “Legal” in the eyes of government regulations

• Grows your database quickly

• Risks poor deliverability score and bad reputation

• Despite database growth, relationship quality will not improve

Single Opt-in

Approach

• Demonstrates a pro-active concern for permission

• Prospects might remember that they opted in

• Increases deliverability and sender reputation scores

• Still assumes that just because prospects requested information one time, 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 reputation scores

• Adds another layer of complexity and communication with potential subscribers

• Risks losing subscribers in the confirmation process


Establish Preferences

Let prospects customize nurturing communications

Frequency

Format

Interests


Segment and Personalize

Segmentation and Personalization creates relevancy


Design for Deliverability

Code Carefully

Design Simply

Test, Retest & Test Again

Plus, don’t be afraid to get help!


Advanced Tips

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

Incorporate A/B testing in your email campaigns—start simple by testing subject lines, headers or marketing assets.

Consider the time of the day as well as the day of the week when executing your email campaigns.


B2B versus B2C Email Marketing

1. Distance

2. Permission

3. Messaging

4. Recipients


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 existing leads improved for hand-off to sales

The right message to the right person at the right time in the sales cycle

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

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


The Value of Lead Nurturing


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

150% increase in contact-to-lead conversion rate

2-3x lift in conversion rates on raw leads to qualified opportunities

20% more sales opportunities

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

7% points higher win rates on marketing-generated leads

6% points lower rate of “no decisions”

2X increase in bid-win ratio

47% higher average order values


Passed to Sales (<1 mo)

Passed to Sales (>1 mo)

Total Passed to Sales

Cost per Sales Lead

WithoutNurturing

25% 8% 33% $195

WithNurturing

25% 25% 50% $130

© 2010 Marketo, Inc. All Rights Reserved.

Source: Actual Marketo data; assumes $65 per prospect

Marketo ROI ResultsProspect to Sales-Ready Lead Conversion

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


Average Time To Opportunity

Number of Deals

Not Nurtured 8 days 107

Nurtured 164 days 97

Total 65 days 204


48% of all deals come from lead nurturing

Marketo ROI ResultsMarketo New Customer Deals, through June 2009

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


Four Kinds of Lead Nurturing


Incoming Lead Processing

Establish permission for nurturing

Establish preferences

Determine what goes to sales


Determine What Goes to Sales

Common Strategies

1. Send Everything to Sales

2. Send Everything to Telemarketing

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 Attributes

BANT (Budget, Authority, Need, Timeframe)

Completeness of Data Profile

Behavioral Attributes

Lead Score


Determine Buying Stages


Example: SiriusDecisions Buying CycleEarly StageThought leadership and best practices to build brand and awareness

Middle StageBuyers guides, RFP templates and industry information to help structure research

Late StageCompany-specific information to help evaluate and reaffirm selection

Buyer Profiles

% Saying Content Customized By Category is More Valuable

By Industry: 82%

By Role: 67% Doers vs. Buyers Job Function

By Company Size: 49%

By Geography: 29%

By Product


Source: MarketingSherpa

Content Mapping


Profiles

Buying Stages

Content

1.Map your existing content

2.Blank cells determine your content roadmap

3.Short content is good!

4.Test and optimize

5.Start small, think big and adapt quickly

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


Opportunity19%

Disqualified7%

Recycled: No Contact

53%

Recycled: Not Ready

21%

Lead Recycling

Actual Marketo ResultsOutcome of Sales-Ready Leads

Marketing – Sales Alignment is an imperative


SOCIALIZING YOUR EMAIL


Social Sharing:

Customized E-mails and Landing Pages

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


Social Sharing:

A Closer Look

ShareThis or AddThis

Custom links for increased personalizationhttp://twitter.com/home?status=I Bet You Don’t Know Jack About Online

Marketing: PLAY NOW to find out! http://bit.ly/df9MmN


http://twitter.com/home?status=I Bet You Don�t Know Jack About Online Marketing: PLAY NOW to find out! http://bit.ly/df9MmN

http://twitter.com/home?status=I Bet You Don�t Know Jack About Online Marketing: PLAY NOW to find out! http://bit.ly/df9MmN

Marketo, Inc.901 Mariners IslandSuite 200San Mateo, CA 94404

Direct: +1.650.376-2312Mob: +1.415.710.2008

blog.marketo.comwww.marketo.com

Maria PergolinoDirector of Marketing

[email protected]@inboundmarketer@marketo

Contact Me


B2B Email Marketing + Lead Nurturing

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