PRESENTED BY!

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Building a Better Nurturing Program" "!

Cari Baldwin, BlueBird Strategies!

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§  BlueBird Strategies!§  Dog lover from Bend Oregon!§  Mother and wife "!§  22 year veteran of tech marketing!

About Your Speaker!

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Topics for Today "!

§  Nurture 1.0 and 2.0 – Where Are We?!§  Ingredients for Success!§  Thought Leadership and Your Content Strategy!§  Moving Beyond Drip!§  Takeaways for Success!§  Q & A!

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Benchmarks "!

A whopping 69% of B2B organizations have not identified their funnel. (MarketingSherpa)!

82% of Marketers say generating more warm, sales-ready leads is the biggest benefit from lead nurturing campaigns. (DemandGen Report)!

76% of buyers prefer different content at each stage of the buying process (Salesforce.com)!

79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance (MarketingSherpa)!

65% of B2B Marketers have not established lead nurturing. 79% have not established lead scoring. (MarketingSherpa)!

Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report)!

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1.0 or 2.0 – Where Are We? "!

44%  of  respondents  have  been  nurturing  2+  years  Demand  Gen  Report  Nurture  Poll  

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Lead  Nurture  1.0  

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Lead Nurture 2.0!

7  

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Ingredients  for  Success  

§  Feed the Beast – Inbound and outbound"!§  Data – Keep it clean!§  Personas!§  Content!

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Feed the Beast"!

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Obtain, Improve, Track!

§  Build Don’t Buy!§  Improve deliverability, avoid blacklist!§  (hint: inbound)!

§  Enrich and Progressively Profile!§  Segment!

§  Relevant communications drive higher engagement (we see 30-40% higher)!

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Cold Calling Cold Emails (SPAM)

Interruptive Ads Marketer - Centric!

SEO!Blogging!Attraction !Customer - Centric!

TRADITIONAL INBOUND!

vs.

Ramp Up Your Inbound!

Source  –  Hubspot  

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In order to attract customers, companies have to provide them

with something they will love.!

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Methodology!Using inbound, marketing can turn strangers into customers and promoters of your business.!

Source  –    Hubspot  

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And  Context…  By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your

customers, not interruptive.!

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OUTBOUND MARKETING:!AVG COST: $346!

Source: State of Inbound Marketing, HubSpot, 2012!

INBOUND MARKETING:!AVG COST: $135!

And It’s Cheaper!

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Tips for Inbound Success!

§  Lead-ready website!§  Forms, content, clear messaging!§  Behavior tracking!

§  Consistent blogging and !use of keywords!

§  Great content!§  Multi-channel – interact with prospects

where they are!§  LinkedIn groups, other social channels!

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Engage Cold Lists!

§  Add a pre-Early stage “Embryonic” for 3rd party leads and “Wake the Dead” for stale leads!§  Ungated assets, low barrier to engage:!

§ Read our blog!§ Check out our resources library!§ View our upcoming webinar schedule!

§  How to get them to select product interest?!§  What are triggers to get to next level?!§  Create a survey offer to increase engagement and

collect info for sales? !

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§  What Do You Have? Snapshot!

§  Enrich!

§  Standardize!§  Clean "!

Data " "!

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Buyer Personas !

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Thought Leadership Comes from !Solid Content Strategy!

§  Inspire the buyer to act (but does not have to mean you created the thought)!

§  Executives, customers, product managers, sales people!

§  Become a social business !§  Benefits - !

–  Become part of the conversation early in the buyers journey!

–  Real people talking to real buyers (people buy from people)!

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Help Your Buyers Solve Problems!

§  Arrow!

Source  –  Nolin  LeChasseur,  Brainrider    

(Top  of  Funnel)   (Middle  Funnel  -­‐  Nurture)   (Later  Stage  –  Sales)  

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But It’s Not Easy….!

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Tips for Content Success!

§  Customer-focused – it’s not about you!§  Demonstrate subject matter expertise !§  Align with programs !§  Easy to publish, share and amplify!§  Get started!

§  Content audit!§  Gap analysis!§  Road map aligned to buyers journey!

! Keep  it  Short!    71%  want  content  that  is  5  pages  or  less  

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Moving Beyond the Drip!

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Using Lead Levels!Proposed  Model

Marketing  Lead  Levels  -­‐  Qualification Proposed  Model  

Level Definition  Lead  Score   Lead  Rating Interest  Level Qual  LevelLevel  1 BBS  -­‐  Low 0-­‐20 A High,  Medium High,  MediumLevel  2 BBS  -­‐  Med 31-­‐59 B Low,  Medium,  High Low,  Medium,  HighLevel  3  -­‐  MQL BBS  -­‐  High 50+ C Low,  Medium Low,  Medium

D Low   Low,  DisqualifiedNOTE:  

Marketing  Lead  Levels  -­‐  Interest/Behavior

Level Definition  Lead  Score  Level  1 BBS  -­‐  Low 0-­‐30Level  2 BBS  -­‐  Med 31  -­‐  79Level  3  -­‐  MQL BBS  -­‐  High 80+

NOTE:  

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Nurture Lifecycle!

Warm-up Campaign to Engage Suspects

Thought Leadership New Content

Offers

Early Stage Nurture

Net New Lead, Completed Form,

Awareness & Education

Content

Completed Early Stage; ConsideraDon  Content,    

Goal is MQL

Trial Nurture

Free Trial Requested

Sales Owner Reached SQL

Touch Campaign Sales Rep

Lost Opportunity

Nurture

Reason-specific branches

New Client

On Boarding

Nurture

Current Client Nurture

(cross sell/ upsell)

Company/Product Announcements

Loyalty & Retention, Refer a Friend

Advanced Stage Nurture (Role, Title, Industry,

Company Specific)

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Remember This?!

§  Arrow!

Source  –  Nolin  LeChasseur,  Brainrider    

(Top of Funnel)! (Middle Funnel - Nurture)! (Sales Conversation)!

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Where to Start?!

New  Prospects  

Long  Sales  Cycles  

Score  AcceleraDon  

Land  and  Expand  

Event  Follow-­‐up  

Customer  RetenDon   Role/Title   Industry  

Company  Specific  

Wake  the  Dead   Remarket   Sales  

AcceleraDon  

12 Unique Nurture Programs!

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Personalize, Amplify!!

§  Involve Community!§  Align with Social – LinkedIn, FB, Google, Twitter!§  Offers at each stage of ‘research’ based !

on behavioral triggers!§  Use channel campaigns to personalize nurturing !

to new leads, enthusiasts, customers!§  Scoring !

§  Behaviorial !§  Firmographic!§  Recency!

§  Data standardization (db cleanup) !

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Triggered Sophistication"!

§  Referring asset strategy/pages!§  Inverted buying stage nurtures with nurture

tracks based on which stage offer Clicked!§  Think B2C!

!

Source  –  Mathew  Sweezey,  Dreamforce  PresentaAon  

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It Works!!

§  Wake the Dead Nurture with Gamification Company Generated 57% Re-engagement!

!§  Wake the Dead Nurture with ERP

Provider Targeting Government Generated $200k Immediate Business and $5 Million in Pipeline!

!§  Core Nurture with Social Business

Company Increased MQLs by 36%!

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Takeaways for Success!

1.0 – Start With:!§  Core, Wake the Dead, Embryonic!

2.0 – Focus On:!§  Stage based nurturing – start small and grow!§  Triggered sophistication!§  Test inverted strategy!§  Multiple channel (not just email)!§  Separate nurture for new and existing

customers!!

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Best Practices!

§  Have a goal!§  Mobile friendly!§  HTML or not?!§  Have good content and map content

to stages!§  Get product interest early!!§  Be the lead! (again, it’s not about you)!§  Test … Monitor … Revise … Monitor

… Revise!!

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Thank you! Q&A!