London, Ink Nurture Marketing Preso for YES!Circle Event on 17 May10
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Transcript of London, Ink Nurture Marketing Preso for YES!Circle Event on 17 May10
Nurture Marketing:Turning old contacts into new opportunities
Bob LondonMay 17, 2010
Conference Name
4 sips per person = 35 minutes of alertness each!
3
Preview
• What is Nurture Marketing?
• What does it require?
• What are some examples?
• What is the role of social
media?
Bob London’s Background
www.londonink.comwww.londonink.com 4
•London, Ink: Virtual VP of Marketing for growth, innovative companies: strategy, positioning, messaging, planning
•Full service marketing execution: program development & management of awareness & lead generation; creative services
•Alternative to full-time executive hire, traditional agencies, consulting firms.
•London, Ink: Virtual VP of Marketing for growth, innovative companies: strategy, positioning, messaging, planning
•Full service marketing execution: program development & management of awareness & lead generation; creative services
•Alternative to full-time executive hire, traditional agencies, consulting firms.
Emerging & Established
Organizations
Emerging & Established
Organizations
Practitioner & Noted Expert
www.londonink.com
The Mount Rushmore of Promotion
Advertising Direct Mail
Door-to-Door
Coupons
1980
www.londonink.com
The Mount Rushmore of Promotion
SEO
PPC
Nurture Social*
2010
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What is Nurture Marketing?
A process over time that moves your suspects/ prospects/customers along the cycle of:
Awareness > Education > Differentiation > Purchase
Using both direct and indirect pitches Push vs. “community”
Showcase Force Multiplier Lead Machine
Benefits:
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Why doesn’t everyone do this?
“I don’t know what Nurture Marketing is.”
“I don’t know what it can do.”
“Sounds complicated.”
“We don’t have enough content.”
“We don’t have a marketing database.”
“We don’t have any resources for this.”
“We already tried Constant Contact and it
didn’t work.
Key Success Factors• We don’t just need a lead gen campaign, we
need a continuous process– Studies show that 40 - 80% of leads expire in the first 6
months due to a lack of proper nurturing and development.
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• Develop a franchise/theme and keep it simple– A focused message repeated over time will build more
equity than a stream of different messages.– Get into the suspect’s shoes; What is their “elevator
rant”--the issues they talk about when vendors aren’t around?
– Whenever possible segment target by key attributes such as industry or size of organization.
• To drive ROI: invest, test, repeat– This is a learning process; continuous improvement will
be achieved based on past results.– Tests musts be structured to be “readable” and
actionable.
Sample Nurture ProcessA
pprox. 8 - 12 W
eeks
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1.* Email: Social Media’s Impact on Your Code
of Conduct ( Offer: Social Media
Checklist)
1.* Email: Social Media’s Impact on Your Code
of Conduct (Offer: Social Media
Checklist)
2. Webinar: Social
Media’s Impact on Your Code of
Conduct (Offer: Drawing)
2.Webinar: Social
Media’s Impact on Your Code of
Conduct (Offer: Drawing)
3. :Voicemail Message
Touching Base
3.Voicemail Message:
Touching Base
5 .* Email: GCC
( Offer: 1 Year of Compliance
Communicator)
5 .* Email: GCC
(Offer: 1 Year of Compliance
Communicator)
6. Follow-Up Call (2x)
6. Follow-Up Call (2x)
4 . Email: Live Chat with
CCO (Offer: Drawing)
4 .Email: Live Chat with
CCO (Offer: Drawing)
13
What does Nurture Marketing require?
1. A Strategy and Plan
2. A Target (medium)
3. Some Tools (easy)
4. Decent Content (hard)
14
Goals + Strategy + Plan
• Plan on no fewer than 6 months of activity to measure net revenue gain
• Generate inquiries that lead to “discovery” meetings that lead to proposals
• Measure acquisition and retention/upsell revenue
• Inventory your marketing assets– Content– Tools– Resources*
• Develop a forecast
* Yes, this is do-able in your spare time or with the help of an intern.
Sample Forecast
15
DATE >> 26-MayCAMPAIGN >> 2a **
PRIMARY CONTENT >> Total
OFFER >>
EPOrganizations 656 528 472 422 385 356 329 Minus clients, dupes -10% 590 0% 528 0% 472 422 385 356 329 Minus Opt-outs -10% 531 -10% 476 -10% 425 -8% 388 -7% 358 -7% 332 306 Responses 1% 6 3% 14 3% 13 1% 4 2% 7 1% 3 - 47 Non-responses 525 461 412 384 351 328 306 Warm leads 0.5% 3.0 0.75% 3.5 0.75% 3.1 0.75% 2.9 0.5% 1.8 0.75% 2.5 2.0% 6.1 23 Net carry over to next mailing 528 472 422 385 356 329 300
Jigsaw (CCOs, "Ethics," etc.)Organizations 1,800 1,450 1,298 1,161 1,060 980 904 Minus clients, dupes -10% 1,620 1,450 1,298 1,161 1,060 980 904 Minus Opt-outs -10% 1,458 -10% 1,305 -10% 1,168 -8% 1,068 -7% 986 -7% 912 904 Responses 1% 16 2% 29 2% 26 1% 12 2% 21 1% 10 1.5% 14 127 Non-responses 1,442 1,276 1,142 1,057 964 902 891 Warm leads 0.5% 8.1 0.5% 7.2 0.5% 6.5 0.75% 8.7 0.5% 5.3 0.75% 7.4 1.0% 9.0 52 Net carry over to next mailing 1,450 1,298 1,161 1,060 980 904 895
Sales Team Lists ***Organizations 180 161 144 129 118 109 100 Minus clients, dupes 180 161 144 129 118 109 100 Minus Opt-outs -10% 162 -10% 145 -10% 130 -8% 119 -7% 110 -7% 101 100 Responses 2% 4 2% 3 2% 3 2% 3 3% 4 2% 2 3.0% 3 21 Non-responses 158 142 127 116 106 99 97 Warm leads 0.5% 0.9 0.5% 0.8 0.5% 0.7 0.75% 1.0 0.5% 0.6 0.75% 0.8 1.0% 1.0 6 Net carry over to next mailing 161 144 129 118 109 100 99
18-May
Social Media Webinar
Social Media1
DATE >> 26-MayCAMPAIGN >> 2a **
PRIMARY CONTENT >> Voicemail: "Just
Touching Base"
Total
OFFER >> Reminder about Social Media
Webinar
EPOrganizations 656 528 472 422 385 356 329 Minus clients, dupes -10% 590 0% 528 0% 472 422 385 356 329 Minus Opt-outs -10% 531 -10% 476 -10% 425 -8% 388 -7% 358 -7% 332 306 Responses 1% 6 3% 14 3% 13 1% 4 2% 7 1% 3 - 47 Non-responses 525 461 412 384 351 328 306 Warm leads 0.5% 3.0 0.75% 3.5 0.75% 3.1 0.75% 2.9 0.5% 1.8 0.75% 2.5 2.0% 6.1 23 Net carry over to next mailing 528 472 422 385 356 329 300
Jigsaw (CCOs, "Ethics," etc.)Organizations 1,800 1,450 1,298 1,161 1,060 980 904 Minus clients, dupes -10% 1,620 1,450 1,298 1,161 1,060 980 904 Minus Opt-outs -10% 1,458 -10% 1,305 -10% 1,168 -8% 1,068 -7% 986 -7% 912 904 Responses 1% 16 2% 29 2% 26 1% 12 2% 21 1% 10 1.5% 14 127 Non-responses 1,442 1,276 1,142 1,057 964 902 891 Warm leads 0.5% 8.1 0.5% 7.2 0.5% 6.5 0.75% 8.7 0.5% 5.3 0.75% 7.4 1.0% 9.0 52 Net carry over to next mailing 1,450 1,298 1,161 1,060 980 904 895
Sales Team Lists ***Organizations 180 161 144 129 118 109 100 Minus clients, dupes 180 161 144 129 118 109 100 Minus Opt-outs -10% 162 -10% 145 -10% 130 -8% 119 -7% 110 -7% 101 100 Responses 2% 4 2% 3 2% 3 2% 3 3% 4 2% 2 3.0% 3 21 Non-responses 158 142 127 116 106 99 97 Warm leads 0.5% 0.9 0.5% 0.8 0.5% 0.7 0.75% 1.0 0.5% 0.6 0.75% 0.8 1.0% 1.0 6 Net carry over to next mailing 161 144 129 118 109 100 99
2Post-Webinar
Reminder to download Social Media Checklist
4-Jun
Downloadable Social Media
Checklist (Webinar reminder)
Free webinar on 6/24 with Ed Petry on SG amendments
Complimentary 90 Day Subscription to
Compliance Communicator
(Chat reminder)
GCC Limited time pricing offer
Social Media Invitation to Webinar on
USFSG Updates
Free Compliance Communicator
Subscription
GCC Promo2 3 ^ 4 ^ 5 5a
GCC Limited time pricing offer
GCC Promo Follow Up Call
25-May 8-Jun 15-Jun 13-Jul 14-Jul
16
Where do suspects come from?
Hi…what’s your value prop?
17
Sample Prospect Management Flow
Activity Target
Suspects
Leads(0.5% – 1% of Suspects)
Qualified Leads(2 - 5% of Leads)
Unq
ualifi
ed, n
ot a
pro
spec
t
Clients (5 – 15% of Pipeline
Accounts)
Prospects(5 - 10% of
Qualified Leads)
• Purchased lists• SEO/Site registrations• Event sponsorships• Direct marketing (mail, online)• Referrals• Cold calls
Qualification call and/or email
• E-newsletter• White paper offers• Webinar/seminar invitations• Calls
• Sales presentation• Collateral• Proposal
Lead
Gen
(filli
ng th
e pr
ospe
ct d
atab
ase)
Nur
ture
Sale
s Pr
oces
s
18
We got a $uspect! Now what?
We spend between $50 and $400 to generate one new contact. • Then we promptly
do nothing.
We spend between $500 - $2,500 to acquire one new customer.• Then we assume
they’ll stay forever.
Web inquiries
Events
Marketing campaigns
Meetings
Proposals
Follow up #1
Follow up # 53
It adds up to more than you think.
19
But too often we end up with…
20
Targeting
Business cards Web site opt-ins LinkedIn contacts DIGITIZE, SCRUB & DE-
DUPE* Augment/amplify with
social networks Facebook friends Twitter followers
* Why God invented interns.
21
Example: “Drum Beat” campaign
22
Content
• Develop and leverage smart, compelling content that:
o Is useful and/or engaging (even entertaining!) to your audience
o Showcases your depth of knowledge related to your value proposition
o Builds a relationship/conversation over time
o Does not focus on a hard-sell approach
• Focus on one main message at a time
• Utilize a combination of hooks to engage audience and generate response, including:
o Value-Added Content (white paper, tips)
o Industry Insight (trends, useful news)
o Problem-Solving (case studies)
Inform and Engage )or Entertain!(. Don’t Pitch
How can you formulate an effective message if you don’t know your customers’ real pain points?
Do you know your customers’ “Elevator Rant?”
www.londonink.com
Timing is everything…make it work for you.– Time nurture mailings with events you are
attending )or sponsoring(– Targeted company email blasts– Campaigns to target potential partner
companies )before meetings(
Create ubiquity through timing
25
Essential tools
Function Alternative Tools Includes
Email marketing
• Constant Contact• MailChimp• Emma
Email templates List management )opt-out( Development of landing
pages/ Integration with web forms
)opt-in( Reporting )open rate, click
through’s, etc.(
Customer relationship management )CRM(
• Salesforce.com• Highrise• Zoho
Account/contact records Integration with other tools
)Email, web forms( Reporting )pipeline metrics,
revenue(
26
Measurement & Improvement
Type Metrics Measures
Email metrics • Open rate• Click-through rate• Offer “take” rate• Unsubscribe rate• Opt-in rate• Complaints
• Strength of your relationship• Impact of your subject line• Value of content• Value of offer
Sales/business metrics
• Meetings• Proposals• Pipeline value• Gross revenue• Net revenue• ROI
• Sales effectiveness• Strength of leads• Campaign profitability
27
Example: London, Ink
• Sales piece disguised as newsletter
28
Ooops…“TMI”
29
Example: Bobservations
• An experiment. Will keep you posted
30
Example: Staffing Firm
31
Example: Mix & Match
32
Example: Big TicketCampaign 2: Free, Downloadable Social Media Checklist
1
Test Subject Lines: (a) Do you know the risks of
social media in your workplace?;
(b) (b) Free Checklist: Risks of Social Media in the Workplace
From: Global Compliance )[email protected]( Sent: May XX, 2010To: David TrachtenbergSubject: What You Need to Know About the Latest Sentencing Guideline Amendments: Chat with a Former Commission Advisor
Download the Free Social Media Policy Checklist
DOWNLOAD A FREE SOCIAL MEDIA POLICY CHECKLIST
Use of social media, such as Facebook, Twitter, myspace, LinkedIn, has exploded, with millions of employees logging on at home and during work. If you’re like most employers, you are understandably concerned about how the use of social media can affect productivity, confidentiality of intellectual property and your organization’s reputation. Global Compliance’s free Social Media Policy Checklist will provide you with a high-level understanding and assessment of the major challenges in this fast-changing and high-risk area.
Do you know your organization’s risk related to employees’ use of social media?
DID YOU KNOW: More than 75% of employees are already using social networking sites for business purposes.
Do you know the risks of social media in your workplace?
And don’t forget to register for our Social Media webinar on June 3rd. Click Here
Who is Global Compliance? The leading global provider of comprehensive, integrated ethics and compliance solutions, from employee hotline services to ethics and compliance and employment law training to risk assessments and benchmarking of your ethics and compliance program. We provide ethics and compliance solutions to more than 4,000 clients in over 200 countries and territories, including 50% of the Fortune 100 and 25% of the Global 500.
DRAFT ONLY
7
From: Global Compliance )[email protected]( Sent: May XX, 2010To: David TrachtenbergSubject: What You Need to Know About the Latest Sentencing Guideline Amendments: Chat with a Former Commission Advisor
Do you know the implications of the new Sentencing Guideline Amendments?
YOU ARE INVITED TO A FREE WEBINAR ON: THE NEW SENTENCING GUIDELINE AMENDMENTS
Chat with the Expert:Ed Petry, PhD., joined Global Compliance in 2004 after almost ten years as Executive Director of the Ethics and Compliance Officer Association. Ed also served on the Ethics Committee for the US Olympic Committee and on the Advisory Panel to the U.S. Sentencing Commission which was responsible for the 2004 revisions to the Sentencing Guidelines.
WHAT: This is an exclusive opportunity to attend a live webinar with Ed Petry of Global Compliance’s Ethical Leadership Group—and former Advisory Panel member for the USFSG amendments—to discuss details and global implications of the recent Sentencing Guideline Amendments –via a free live, interactive chat.
WHO: Board Members, Ethics and Compliance Officers, General Counsels, Ethics Directors, Compliance Managers and Corporate Secretaries should all attend.
WHY: All organizations must understand the Federal Sentencing Guidelines and how to comply with them. The latest amendments raise complex questions, including:
• What organizations must do to receive credit for their Ethics and Compliance Programs if a high level person is involved in wrongdoing;
• Clarification of the interaction the person with operational responsibilities for the Program should have with the Board;
• What organizations must do in response to misconduct; and• Implications of acceptance by the Organization of Economic Cooperation and
Development--representing 38 countries—of U.S. Sentencing Guidelines’ E&C management system model.
WHEN: Tuesday, May XX, 2010, 1 pm ET.
WHERE: Via audio conference. You will receive the dial-in information after you register.
COST: Complimentary
Register Now
What will the free live chat cover?(continued on next slide)
Who is Global Compliance? The leading global provider of comprehensive, integrated ethics and compliance solutions, from employee hotline services to
From: Global Compliance )[email protected]( Sent: May XX, 2010To: David TrachtenbergSubject: What You Need to Know About the Latest Sentencing Guideline Amendments: Chat with a Former Commission Advisor
How can you avoid the big ethics and compliance squeeze?
Get a Complimentary 90-Day Subscription to “Compliance Communicator”
“We’re a driven organization.”
“We’re an ethical organization.”
WHAT DOES COMPLIANCE COMMIUNCATOR INCLUDE? (continued on next slide)
EDUCATE YOUR ORGANIZATION WITH EXPERT, ENGAGING CONTENT:GET A FREE 90-DAY SUBSCRIPTION TO COMPLIANCE COMMUNICATOR, WITH INSIGHT
& EXAMPLES OF ETHICAL AND COMPLIANCE PRACTICES--EVERY WEEK
As the leading global provider of comprehensive, integrated ethics and compliance solutions, from employee hotline services to harassment training to risk assessments and benchmarking, Global Compliance has unmatched expertise and a unique understanding of the challenges faced by ethics and compliance executives--including educating senior and middle management.
That’ s why we developed the Compliance Communicator newsletter, one of the industry’s most valuable sources of practical insight and news.
We’re pleased to offer you a complimentary 90-day subscription to Compliance Communicator—that’s 13 issues with a retail value of over $345.
From: Global Compliance )[email protected]( Sent: May XX, 2010To: David TrachtenbergSubject: What You Need to Know About the Latest Sentencing Guideline Amendments: Chat with a Former Commission Advisor
An employee hotline is a great start—but it’s just the start of a complete ethics & compliance program.
Learn about special, limited time offer for Global Compliance Complete.
Special Offer for Global Compliance CompleteSM: The first integrated, end to end ethics and compliance solution.
Hotlines, codes of conduct and employee training programs are all excellent tactics, but they solve only a portion of the hundreds of possible ethics and compliance issues you face.
Take the Guesswork out of Building Your Risk Reduction Program Global Compliance Complete is the first solution that integrates four critical components of any effective, comprehensive compliance program into one complete ethics and compliance package, including:
Hotline SolutionsTraining & Education
Expert Advice Performance & Benchmarking
Click Hereto view a brief video on the benefits of Global Compliance Complete.
Who is Global Compliance? The leading global provider of comprehensive, integrated ethics and compliance solutions, from employee hotline services to ethics and compliance and employment law training to risk assessments and benchmarking of your ethics and compliance program. We provide ethics and compliance solutions to more than 4,000 clients in over 200 countries and territories, including 50% of the Fortune 100 and 25% of the Global 500.
33
Content should be…
Useful
Promotional
TargetedGeneric
Engaging
Use social media to:• Publish once• Syndicate through all channels: LinkedIn
FB, Twitter, Scribd, Slideshare, Flickr
• Update your status• Gather/Nurture/Track… Repeat!
Create ubiquity through syndication
35
Wrap-up
• What is Nurture Marketing?
• What does it require?
• What are some examples?
• What is the role of social
media?
Thank you!