Definitive guide-to-lead-nurturing

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dŚĞ ĞĮŶŝƟǀĞ 'ƵŝĚĞ ƚŽ >ĞĂĚ EƵƌƚƵƌŝŶŐ A Marketo Workbook www.marketo.com

description

Defense contractors who excel at lead nurturing are thriving by generating more sales-ready leads at a lower cost per lead.

Transcript of Definitive guide-to-lead-nurturing

Page 1: Definitive guide-to-lead-nurturing

A  Marketo  Workbook

www.marketo.com

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?

Part  One    ?

Why  Does  My  Business  Need  Lead  Nurturing?

The  Importance  of  Lead  Nurturing  and  Thought  Leadership  in  Branding

Part  Two    

 

Part  Three      

Part  Four    

 

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©  2009  Marketo,  Inc.  

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are  right  for  your  business?  

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Part  One

What  Is  Lead  Nurturing?

©  2009  Marketo,  Inc.  

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Part  One  What  Is  Lead  Nurturing?

acquire.  Many  companies  do  a  good  job  at  

and  to  be  there  when  they  are  ready  to  make  a  buying  decision.  

What  Lead  Nurturing    –  

prospects  in  a  way  that  is  both  

Lead  nurturing  

  six  weeks  to  see  if  they  are         ready  to  buy

  with  a  new  case  study

  your  company’s  products  

  into  account  your  prospects’         interests  or  needs  at  their  stage     of  buying

from  you.

InTouch  

prospects  on  your  Web  site  are  there  to  

According  to    Report,  

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on  the  Web  doing  independent  research,  

is  premature.  

Tippit

understand  their  needs  and  react  in  

Part  One  What  Is  Lead  Nurturing?

©  2009  Marketo,  Inc.  

   

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Part  One  What  Is  Lead  Nurturing?

asymmetry  between  the  upside  and  downside  

be  rewarded  for  making  a  good  purchase,  but  a  bad  purchase  can  damage  the  buyer’s  

be  “pre-­‐wired”  for  success.

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Part  One  What  Is  Lead  Nurturing?

Marketo,  Forrester,    Insights,  and  others.

that  nurtured  prospects  buy  more,  require  

than  prospects  that  were  not  nurtured.

the  ROI  of  Lead  Nurturing  (page  29).

as  a  cost  center.

©  2009  Marketo,  Inc.  

   

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Part  Two

Lead  Nurturing  Basics

07©  2009  Marketo,  Inc.  

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Part  Two  Lead  Nurturing  Basics

 

 s

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09©  2009  Marketo,  Inc.  

Part  Two  Lead  Nurturing  Basics

For  most  marketers,  the  decision  about  which  

scoring  is  not  the  focus  of  this  guide,  scoring  

  (BANT)

further  nurturing.

  your  site?

  pages  such  as  the  pricing  or  contact      

  had  with  the  prospect  and  when?

How  Marketo  Does  It

in  a  score  somewhere  between  0  points  to  35  points.  From  there,  

searching  for  “Marketo”  on  

   

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Part  Two  Lead  Nurturing  Basics

Incoming  Lead  Processing  campaigns  are  

out  of  your  nurturing  programs.  The  topic  

much  debate  among  marketers.  At  the  most  

permission  marketers  may  disagree,  

at  many  companies.  

further,  many  experts  recommend  adding  

This  is  where  automated  campaigns  can  

permission.  When  recipients  respond,  you  

you  can  either  send  them  a  “second  chance”,  

to  Permission

  permission.  Just  because  

  address  doesn’t  mean  you      

  mean  it’s  permission  either.  

  you  went.”

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11©  2009  Marketo,  Inc.  

Part  Two  Lead  Nurturing  Basics

ReturnPath

your  messages.”

Here  are  the  pros  and  cons  for  the  

Pros

 

  concern  for  permission

  that  they  opted  in

  scores

  to  hear  from  you

  rates  and  send  

  because  prospects      

  hear  from  you  again

How  Marketo  Does  It

in  our  content.  

from  any  other  source,  since  we  

Leads  that  do  not  respond  are  marked  as  suspended  and  are  not  counted  as  part  of  the  database.

   

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Part  Two  Lead  Nurturing  Basics

How  Marketo  Does  It

topics  they  are  most  interested  

nurturing  content.

Fine-­‐tuning  your  nurturing  approaches  

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13©  2009  Marketo,  Inc.  

Part  Two  Lead  Nurturing  Basics

According  to  

to  speak  to  each  of  them  and  address  their  unique  needs.

   

st

Timing

   

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Part  Two  Lead  Nurturing  Basics

each  prospect.

a  prospect  goes  through  in  buying  your  

 

 

Enquiro  suggests  

and  backwards  through  the  process  as  they  

prospect  goes  through  as  they  purchase  your  

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15©  2009  Marketo,  Inc.  

Part  Two  Lead  Nurturing  Basics

with  your  content.  Lead  nurturing  is  about  

with  your  prospects,  and  in  this  case,  the  

company  communicates  with  prospects.  

 

and  the  buying  stage.

than  generic  content.  

  to  their  geography

the  process.  

easy  to  digestJust  as  the  B2B  buying  process  has  changed,  

cases  means  it  has  to  be  short,  sweet,  and  to  the  point.  

make  sure  you  put  your  audience’s  interests  

and  author  of  The  k

“  Thought  Leadership  is

  in  your  markets  to  generate  

  on  issues  your  customers     and  prospects  care  most  about.      

   

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Part  Two  Lead  Nurturing  Basics

a  month  is  not  enough.  

 

a  whitepaper  from  your  Web  site,  

There  are  two  things  to  keep  in  mind  here.  

How  Marketo  Does  It

Marketo’s  nurturing  program  

nurturing  content  spread  across  

across  the  nurturing  programs.  

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Part  Two  Lead  Nurturing  Basics

.  

1   Loosening     the  Decision

6  Making

A

B

way  with  your  prospects  according  to  their  

1   2   3   4 5   6  

A

B

   

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Part  Two  Lead  Nurturing  Basics

.  

1   Loosening     the  Decision

6  Making

IT

1   2   3   4   5   6  

A

B

D

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Part  Two  Lead  Nurturing  Basics

for  each  person  and  buying  stage.

1   2   3   4   5   6  

A

B

D

   

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Part  Three

©  2009  Marketo,  Inc.  

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Part  Three  

In  Part  One

In  Part  Two

ss

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Part  Three  

It’s  easiest  to  think  of  triggers  and  their  

nurturing,  and  they  are  a  great  sandbox  demonstrate  interest  during  a  buying  

a  “contact  us”  form.  Once  you  determine  the  

Make  the  Most  Out  of  

  how  to  buy

  you  send

  at  the  same  score  with  no    

©  2009  Marketo,  Inc.  

   

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Part  Three  

on  path  A.  If  they  begin  to  exhibit  stronger  interest,  you  can  jump  them  to  path  B  

you  can  send  them  back  to  path  A  or  create  

In  the  beginning,  it’s  best  to  resist  this  

a  rigid,  mapped-­‐out  process.  When  you’re  

instead,  use  this  data  to  create  new  segments  

How  Marketo  Does  It

campaigns  in  two  ways.  First,  when  Prospects  reach  

that  indicates  interest  but  then  

we  trigger  a  series  of  high  

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Part  Three  

does  not  engage.

There  are  three  important  categories  

gs

in  the  process,  or  sent  backward,  within  

©  2009  Marketo,  Inc.  

   

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Part  Three  

not  contacted  or  a  rep  decides  that  some  

of  InTouch

  to  them…  we  found  that  a  number  had  

and  knows  more  about  their  buying  intent  

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Part  Three  

How  Marketo  Does  It

month,  three  months,  six  months,  

put  them  back  into  one  of  your  basic  

 

 

nurturing  paths.  

Don’t  be  afraid  to  incorporate  phone  outreach   to  re-­‐engaging  prospects.  

©  2009  Marketo,  Inc.  

   

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Part  Three  

topics  which  are  beyond  the  scope  of  this  

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Part  Four

©  2009  Marketo,  Inc.  

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Part  Four  

In  Part  OneTwo  and  Three

ss

  s   s

    based  on  industry  metrics.

”  in  which  you  

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Part  Four  

2    Prospect

4    Opportunity    

*

©  2009  Marketo,  Inc.  

1    

2    

3    

4      

   

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Part  Four  

New

Database

Prospects

800

10,000

Prospect-­‐to-­‐Lead Leads

80

40

Before  Nurturing

New

Database

Prospects

800

10,000

Prospect-­‐to-­‐Lead Leads

80

100

1  Number  of  new  prospects  per  month  –  

  database  at  beginning  on  month  –  

  prospects  that  month  –  Let’s  use  80.

(created  <  30  days).

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Part  Four  

New

Database

Prospects Prospect-­‐to-­‐Lead Leads

Before  Nurturing

New

Database

Prospects Prospect-­‐to-­‐Lead Leads

enter  the  number  of  prospects  (or  your  

for  your  chosen  date  range.

©  2009  Marketo,  Inc.  

   

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Part  Four  

Before  Nurturing

company,  and  the  company  didn’t  stay  in  touch  so  they  did  not  remain  top-­‐of-­‐mind  

 

200

100

300

 

200

200

400

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Part  Four  

subtract  A  –  B  to  get  the  number  of  extra  

©  2009  Marketo,  Inc.  

Before  Nurturing

 

A

B

   

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your  company’s  brand  and  your  customer’s  s,      

  for  nurturing  s

s

s  to  increase  

campaigns  to  interact  with  your  prospects  

you  gain  deeper  insight  into  their  buying  

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37©  2009  Marketo,  Inc.  

[email protected]

www.marketo.com

g

m

Marketo’s  uncompromising  on-­‐demand  

on  the  Force.com  AppExchange.  

and  enterprise  companies  in  nine  countries  

 

 Insights  Report

EnquiroForrester  Research

In  Touch

Return  PathTony  Jaros,  

Tippit

y.

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[email protected]

www.marketo.com