PRESENTED BY! #C2C14! Building a Better Nurturing Program" "!
Cari Baldwin, BlueBird Strategies!
#C2C14! BlueBird Strategies! Dog lover from Bend Oregon! Mother
and wife "! 22 year veteran of tech marketing! About Your
#C2C14! 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 &
#C2C14! Benchmarks"! A whopping 69% of B2B organizations have
not identied their funnel. (MarketingSherpa)! 82% of Marketers say
generating more warm, sales-ready leads is the biggest benet 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.
#C2C14! 1.0 or 2.0 Where Are We? "! 44% of respondents have
been nurturing 2+ years Demand Gen Report Nurture Poll
#C2C14! Lead Nurture 1.0
#C2C14! Lead Nurture 2.0! 7
#C2C14! Ingredients for Success Feed the Beast Inbound and
outbound"! Data Keep it clean! Personas! Content!
#C2C14! Feed the Beast"!
#C2C14! Obtain, Improve, Track! Build Dont Buy! Improve
deliverability, avoid blacklist! (hint: inbound)! Enrich and
Progressively Prole! Segment! Relevant communications drive higher
engagement (we see 30-40% higher)!
#C2C14! Cold Calling Cold Emails (SPAM) Interruptive Ads
Marketer - Centric! SEO! Blogging! Attraction ! Customer - Centric!
TRADITIONAL INBOUND! vs. Ramp Up Your Inbound! Source Hubspot
#C2C14! In order to attract customers, companies have to
provide them with something they will love.!
#C2C14! Methodology! Using inbound, marketing can turn
strangers into customers and promoters of your business.! Source
#C2C14! 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.!
#C2C14! OUTBOUND MARKETING:! AVG COST: $346! Source: State of
Inbound Marketing, HubSpot, 2012! INBOUND MARKETING:! AVG COST:
$135! And Its Cheaper!
#C2C14! 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
#C2C14! 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
#C2C14! What Do You Have? Snapshot! Enrich! Standardize! Clean
"! Data " "!
#C2C14! Buyer Personas !
#C2C14! 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 ! Benets - ! Become part of the
conversation early in the buyers journey! Real people talking to
real buyers (people buy from people)!
#C2C14! Help Your Buyers Solve Problems! Arrow! Source Nolin
LeChasseur, Brainrider (Top of Funnel) (Middle Funnel - Nurture)
(Later Stage Sales)
#C2C14! But Its Not Easy.!
#C2C14! Tips for Content Success! Customer-focused its 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
#C2C14! Moving Beyond the Drip!
#C2C14! Using Lead Levels! Proposed Model Marketing Lead Levels
- Qualification Proposed Model Level Definition Lead Score Lead
Rating Interest Level Qual Level Level 1 BBS - Low 0-20 A High,
Medium High, Medium Level 2 BBS - Med 31-59 B Low, Medium, High
Low, Medium, High Level 3 - MQL BBS - High 50+ C Low, Medium Low,
Medium D Low Low, Disqualified NOTE: Marketing Lead Levels -
Interest/Behavior Level Definition Lead Score Level 1 BBS - Low
0-30 Level 2 BBS - Med 31 - 79 Level 3 - MQL BBS - High 80+
#C2C14! 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
RepLost 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
#C2C14! Where to Start?! New Prospects Long Sales Cycles Score
AcceleraDon Land and Expand Event Follow-up Customer RetenDon
Role/Title Industry Company Specic Wake the Dead Remarket Sales
AcceleraDon 12 Unique Nurture Programs!
#C2C14! 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) !
#C2C14! 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
#C2C14! It Works!! Wake the Dead Nurture with Gamication
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%!
#C2C14! 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! !
#C2C14! 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, its not about you)! Test
Monitor Revise Monitor Revise! !