How to NURTURE New Buyers (from #IHeartMktg)
-
Upload
act-on-software -
Category
Business
-
view
166 -
download
0
Transcript of How to NURTURE New Buyers (from #IHeartMktg)
Western Region User Conference
October 8, 2013
PRESENTED BY:
Jay Hidalgo | President of Demand Gen Coach
Aaron Bolshaw | Sr. Manager, Database Marketing
RAPID FIRE SESSION
NURTURE
Agenda
• Nurture
• Core components – Segmentation
– Qualification
– Automation
• Using Act-On
• Wrap it up
• Questions
What is Nurture?
Engaging with and
building a relationship
with prospects and
customers by providing
relevant and timely
information based on
their needs, not yours
UNDERSTANDING YOUR BUYER
Segmentation
Start with Knowing the Buyer –
Buyer Persona and Buying Process
What is a Buyer Persona? – A short bio of the typical customer
– Includes Information on:
• Buyer’s Background
• Daily Activities/Behavior
• Current Solutions to Problem
• What’s important to this Buyer
The Buying Process – The Steps the Buyer goes through from
need identification to post purchase
– Should be customized, not “vanilla”
• Content is information that is of value to visitor/prospect/customer. Often, they are willing to exchange their contact details to access it
• Different content will be more/less effective depending on the buyers relationship with the company, and their place in the buying journey
• Providing relevant and timely information based on their needs, not yours
• Content can/should be repurposed for different campaigns and channels (Rule of 4)
Content Defined
Buyer Persona Matrix - Example
Manager Director/Sr.
Director Vice - President CxO
Buyer
Background
Daily Activity
Challenges
Solutions to
Challenges
Compelling
Event
Based on business
impact assessment,
the next step is to help
the buyer get to a
sense of organization’s
true needs
• Acquisition
• Financial
Constraints
• New Competitor
Sample Buying Process
Having engaged with
buyer on specific
catalyst issue that is
driving consideration
for changing, the
follow up is to
highlight the larger
impact – at a
business level
What is the right
solution for the
buyer’s needs? This
next step validates
those needs
Finally, these needs are
mapped to product
offering in this area,
vendor contact begins
Catalyst Change
Whiteboard the
hypothetical buying
process
Test initial
hypotheses with
internal and
external marketing
research
Validate with
stakeholders
(prospects, customers,
sales, marketing)
Business Impact
True Needs Assessment
Recommended Solution
Engagement
Putting it All Together
Source: Keith Holloway, One Degree
Content
Buying Process Stages
Personas
Put it in play
Create segments in Act-On that reflect your personas & where they are
in their buying cycle, then send relevant content using dynamic
content
Pricing page visit
PERSONA segment
BUYING CYCLE segment
Qualification IT’S A PROCESS… NOT AN EVENT
Unique Visitor A net new visitor who visits the company website or any pages within that domain
Impression
The number of views by customers/prospects/suspects from any campaign tactic -
print advertising, direct mail, online, email, etc
Inquiry
An inbound action from a customer/prospect/suspect driven from a marketing
campaign or general researching on our website
Valid Inquiry
Inquiries that have been validated as actual customer/prospect data - removing the
bad data from the total responses (ie - the 'Mickey Mouse', etc)
Lead
A valid Inquiry that is not sales ready, based on lead score and is interested in
company product or service
Marketing Qualified Lead
Valid or nurtured responses that have been qualified for a product/solution interest
and provided to appropriate sales representative based on a lead score of X or
higher , or by defined rule.
Sales Accepted Lead Markeing Qualfied leads that have been received by sales for sales follow up
Nurtured Leads Sales Accepted leads that have been sent back to marketing by sales nurturing
Sales Qualified Lead
Sales Accepted leads that have been qualified to have true potential by sales and
converted from a lead to an opportunity in salesforce.com
Closed Opportunities
Any lead that have been closed from further engagement by sales - either as a sale
or no sale with specific reasons
Sample Definitions
Component #1 - Definitions
Component #2 - Criteria
What information are we using to determine the definition?
Examples:
– Has demographic that aligns with your ideal buyer (vertical, job function, company size)
– Behavioral: Has x number of visits to the web, x number of downloads, webinar attendance, etc.
– BANT: Has budget, 0-3 month timeframe, etc.
Component #3 – Scoring
Determine the scoring for each event, action or demographic
Persona: C-Level Job Function = 10pts; Director Level = 5 pts
Behavior: 2 email opens per month = 5 pts; 1 webinar attendance = 7 pts
BANT: Has authority = 10 pts; has an acceptable timeframe = 7 pts
Put it in play
Create scoring rules in Act-On that reflect your qualification definitions
and criteria. Score higher for BANT profiles and behavior
AUTHORITY scores
Timeline scores
POWERFULLY SIMPLE AND EFFECTIVE
Automated Programs
Funnel Focus
Introduce Act-On with lighter content – videos
and white papers
Offer persona-specific content to help aid buying
process for prospect
Decision-supportive content, post-sale programs, and ongoing
customer communications
Act-On uses
automated
programs to create
leads and move
them through our
sales funnel,
focusing on where a
prospect is at in
their buying cycle
Sketch a Plan
HOT LEADS
COLD LEADS
CUSTOMER
C-LEVEL
Copy to
List
Email 1
Email Cold Email CXO
Invite
Opened
Previous Yes No
Conditional
Messages
Testimonial
wait
wait
wait
wait
Conditional
Branching
Copy to
List
Change Field Value
Email 1
Email 2
Email 3
Email 4
wait 5 days
wait 5 days
wait 5 days
wait 1 day
Program 1 Program 2
30 points SALES
Tips & Tricks
• Know what you want to do after
the program, build that in
• Link programs together
• Gather all ingredients first
• Shift from calendar mentality
• Know the short and long path
• Consider one-offs instead of
editing program
AP 1 AP 2 AP 3
Three Things…
Define Buyer Personas and Buying Process
before creating programs
Develop Content, match up with Personas and
Buying Process
Plan the work then work the plan, especially
when it comes to building the automate
program
Questions