Pete Jakob Gardening
Transcript of Pete Jakob Gardening
© 2008 IBM Corporation1 [email protected]
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B2B Lead B2B Lead B2B Lead B2B Lead NurturingNurturingNurturingNurturing
Pete JakobResponse and Lead Nurturing Manager
IBM United Kingdom LimitedSeptember 2008
9 tips for a bumper harvest9 tips for a bumper harvest9 tips for a bumper harvest9 tips for a bumper harvest
© 2008 IBM Corporation2 [email protected]
The marketing landscape is changing…
from monologue
to dialogue
from push-marketing to
pull-marketingsocial networking
user-generated content
from shouting to listening
from marketing as selling to marketing as education
relevant content
right time
be where they are authentic
honest
open
less is more
from demand generation to satisfying customer needs
prospects/targets
to guests/citizens
from demand generation
to response nurturing
data-centric marketing
© 2008 IBM Corporation3 [email protected]
Leaky Sales Funnel Increases Customer Acquisition Costs
October 2006, Best Practices “Improving B2B Lead Management”
© 2008 IBM Corporation4 [email protected]
1. Are you growing the right stuff?Unless Sales are hungry for your leads, your programme is doomed
� Management Questions:1. Who is the key sales sponsor?
2. What is their capacity for leads, and what shape?
3. What did they agree to do with the leads you generate?
4. How will you review progress with them?
5. What will you do with leads they don’t progress?
� Impact– Fewer activities
– Greater accountability
– Increase focus on Sales Enablement and Nurturing
Symptom: Great campaign -> lots of “leads” -> can’t get sales to engage
© 2008 IBM Corporation5 [email protected]
2. What’s growing well, and what’s not?
Responses Database
Client-centric view
of Responses
� Define your policy– What constitutes a response?
– How will responses be loaded?
– How quickly will responses be loaded?
� Points to consider– All response types?
– Third Party data from Events, Hosted web content etc?
– Business partner?
– Opt Out?
– Should you record ALL responses?
� Develop picture of clients across multiple campaigns
– What is the optimum touch cadence?
– What governance rules should apply across different campaigns in market?
© 2008 IBM Corporation6 [email protected]
3. Follow the Instructions on the PacketRules-based Dialogue
�A systematic approach to campaign contact structure for each response type
�Events
�Web Contact Form
�Outbound Tele
�Inbound Response
�Blueprints are a startpoint for customisation for
specific campaign needs
�Consider non-responders and responders
�Consider “transactional” offers and “dialogue” offers
�Benefits:
�Plug leaks in the marketing funnel (eg non-responders)
�Clarify Roles and Responsibilities within the team
�Clarify when/how to pass to sales
�Underpin alignment to tools
© 2008 IBM Corporation7 [email protected]
Newsletter
Newsletter
3. (contd.) Plan Your Planting“Dialogue” offers
that permit ongoing contact
Plug leaks in the funnel by re-engaging
with non-responders
Leverage content aligned to buying cycle to advance customer journey
Leverage tools to provide
engagement insight
Nurture via Tele or Tool
© 2008 IBM Corporation8 [email protected]
4. Right Feed at the Right Time
�Why IBM
�Demo
�Product specifications
�Call me/Inbound call
�Case studies
�Q&As
�FAQs
�Solutions
�Self Assessment
�White papers – IBM & credible
others
�Newsletters
�Interactive tools
�Supplements
�PR
�Webinars
�Industry Events
�IT Press/Online
�Podcasts
CONTENT/ CHANNEL SOLUTIONS
�Clear “why me” from suppliers
�Endorsement from 3rd parties
�Accesibility to the right people who
can take issue to technical solution
�Proof of capability
�Objective support, no sales pitch
�Case studies
�Explanation of different solutions
�Ability to ask questions
�Objective, up-to-date information
�Information at the right level
�Tools to help them understand what
the right level is (eg vs maturity or
vertical)
�Guide/pointers to other information
WHAT THEY WANT
SUPPLIER SELECTIONSCOPE
REQUIREMENTS
ISSUE RECOGNITIONJOURNEY STAGES
Learn Scope Select
© 2008 IBM Corporation9 [email protected]
5. Are the Nutrients being Absorbed?Activity Based Scoring
� Can be Manual or Automated
– Automation allows for automatic
routing of contact details once a new
threshold reached
© 2008 IBM Corporation10 [email protected]
6. Make it easier with a little machinery
Events registration
Web Forms
Outbound Tele
Inbound Enquiries
AttractorTriggers
Standardised digital
nurturing engine
Added-value Response
•Customer’s pain
•Engagement measure
LDR
Pass to Sales
Nurture Further
Comms 1 Comms 2
Comms 3
Objective: Know more about the client at then end of the journey than at the beginning
© 2008 IBM Corporation11 [email protected]
We are developing a standardised video-lead framework for digital nurturing leveraging the VRM enurture tools
Comms 1What is the issue?
Why Should you care?
Comms 2What’s YOUR Pain
Comms 3Let’s Dig Deeper
© 2008 IBM Corporation12 [email protected]
7. Share your knowledge
�Significant Customer Insight may have been developed via
– Automated Marketing System
– Other Marketing Processes (egexternal Telemarketing)
�Make this visible to the sales team
© 2008 IBM Corporation13 [email protected]
8. Monitor Progress Regularly
1. Responses– How many named named, valid responses did marketing generate?
2. Marketing Validated Leads (MVL)– How many responses are nurtured to a level that has been mutually
agreed with sales • Separate marketing “influenced” from marketing “sourced”• Segment via Customer type (eg Core Clients, Investment Clients, New
Clients etc)
3. Sales Acceptance– Sales agreement (via SLA) to perform specific tasks with MVL
• Lead follow-up timeframe
• Feedback required
– SLA defines specific reasons for rejection• Incorrect routing
• Incomplete record
• Doesn’t meet agreed threshold
– MVL-to-sales acceptance days – Review on regular basis via Sales/Marketing “huddle”
4. Sales Qualified Lead– Conversion rate of Sales Accepted lead to SQL– (Plus conversion rate of Sales Accepted to Lost)– Cumulative size of the opportunities now in pipeline
5. Closed Business– Conversion rate of SQL to closed business
Source: Sirius Decisions
© 2008 IBM Corporation14 [email protected]
9. Apply Plenty of Mulch and Compost
blog.startwithalead.com
www.mpdailyfix.com
www.raintoday.comsethgodin.typepad.com/seths_blog
www.mikemoran.com/biznology
blogs.forrester.com/marketing
© 2008 IBM Corporation15 [email protected]
Some Lessons Learned
�People, Process, Tools
•Cultural aspects are the most challenging
•Sell the vision
•Tools alone won’t fix it
�Timing
•Be selective, but relate to the bigger vision
�Stay Focussed and Passionate
�Stay Fresh – there’s a wealth of free insight
•Blogs
�Read
�Contribute
�Write
•Google Alerts
•RSS Feeds
•Network
© 2008 IBM Corporation16 [email protected]
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1. Align activity with Sales
2. Capture all Responses
3. Plan structured nurturing dialogue
4. Align nurturing offers to buying cycle
5. Score based on Activity
6. Automate where
appropriate
7. Integrate with CRM
8. Measure key Indicators
9. Refine and keep learning
© 2008 IBM Corporation17 [email protected]
Thank You !
B2B Marketing – Open for Business
http://b2bnurture.blogspot.com/
© 2008 IBM Corporation18 [email protected]
Photo Acknowledgements
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