Workshop B2B Marketing Forum 2017: How to excel in lead nurturing
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an initiative of: Workshop How to excel in lead nurturing? By: Yvette Gietelink & Mariëlle Meijwes
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Transcript of Workshop B2B Marketing Forum 2017: How to excel in lead nurturing
an initiative of:
WorkshopHow to excel in lead nurturing?
By: Yvette Gietelink & Mariëlle Meijwes
Yvette Gietelink
• How do I determine the target group?
• How do I map the buyer’s process, from awareness to consideration to decision?
• How do I develop relevant campaign flows?
• What type of nurturing would fit me best?
Excel in lead nurturing
Senior Marketing
Programme Managers
spotONvision
MariëlleMeijwes
• A qualified prospect
• As agreed between Sales & Marketing
• But….when does a lead become an opportunity?
What’s a lead?
• Describe the life of a lead currently.
• How are leads responded to, distributed and managed today?
• How often does a lead hear from you over time?
Hands-on
What is lead nurturing?
The process of building relationships with qualified prospectsregardless of their timing to buy, with the goal of earning theirbusiness when they are ready. - Source: Marketo
Why is lead nurturing important?
1. Accelerate sales process by moving prospects through a structured buying cycle
2. Keep your company on top-of your prospect’s mind
3. Reveal your company in serialized sound bites
4. Enrich profiles and data
5. Measure and increase prospect’s interests
5 Goals of lead nurturing
1 to 1 communication
Collect insights for each phase of the journey
Mapping the buyer’s journey
Hands-on
• Determine the target group for your campaign
• What is your buyer/customer’s main challenge?
• Define a main challenge / question for each phase of the journey – fill out template
Types of nurture
Source: SiriusDecisions
• Data
• Systems
• Clear goals
• Develop lead nurture campaigns
• Content creation
Challenges
Data without insights: product driven per quarter
No idea what the interest is
Cross and upsell
Excercise
Hands-on
• Create a campaign flow for your own company
• Nurture beyond the inbox (events, sales, social media, mobile)
• Set up nurture goals and goals per touch point
• Test
• Optimize your landing pages and content
• Recycle and reuse
Last tips & tricks
About us
Our customers
Yvette Gietelink
Questions?
Senior Marketing
Programme Managers
spotONvision
MariëlleMeijwes
@yvettegietelink
/yvettegietelink
06 55 23 83 50
/mariellespil
06 21 51 10 89
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