Post on 22-Oct-2014
description
The Lead Nurturing Blueprint
Using Content To Fuel Multi-Touch Campaigns
Presented by Sponsored by
#LeadNurturing
Welcome Webinar A8endees
Type ques<on here
Follow this webinar on Twi8er
#LeadNurturing
About Demand Gen Report
• Launched in 2007 to track best prac:ces in lead genera:on
• Newsle?er has grown to more than 26,000 readers
• We also offer a menu of research and best prac:ces reports
• New audio/video podcasts at DemandGenReport.com
@DG_Report http://linkd.in/DG_Specialists
Panelists
Cari Baldwin Co-‐founder & Partner Bluebird Strategies
Andrew Gaffney Content Director Content4Demand
Early Stage Buyer Behavior
developed a short list of poten:al providers
collected info to build the business case
cited breadth of informa:on as cri:cal vendor asset at this stage
APer ini:al research:
The Budget Reali<es of the Agile Buyer
said project was ini:ally unbudgeted; funds allocated AFTER impact was determined;
said budget was pre-‐approved and allocated at the beginning of the year;
set budget aPer solici:ng mul:ple bids
only
ShiIs in the Sphere of Influence
said more internal team members provided input;
said 4 or more people were involved in the purchase process;
said C-‐Level/Exec Commi?ee were involved;
said marke:ng was involved
Buy Side or Sell Side?
of buyers don’t interact with a solu:on provider un:l AFTER establishing a preferred list of venders
aPer the conduc:on of ini:al research on op:ons
AFTER puZng out RFPs or preparing to nego:ate terms
ShiPing course of engagement:
The Blueprint for Lead Nurturing Success
Inside Real World Campaigns
Cari Baldwin cari@bluebirdstrat.com
@caribaldwin @bbstrategies
The Foundation for Nurturing
Content &
Process
Right Content, Right Time
CONTENT and
PROCESS
Top of Funnel Content
" Industry Whitepapers " Thought Leadership Webinars " Ebooks " How to Guides " Executive Briefs
Scoring or key behaviors will let you know when they are ready to move on
Middle Funnel Content
" Case Studies " Interest Targeted Content " Instructional Videos " Trials and Demos " Decision Making Tools
De!ne & Document Your Process
The New Funnel
16
Lead Nurture
Lead Level 1
Closed Won/Lost
Lead Level 2
SQL
MQL
Opp
ty
Lost Leads
The BAD Funnel
17
Lead Nurture
Lead Level 1
Closed Won/Lost
Lead Level 2
SQL
MQL
Opp
ty
Lost Leads
Goal: Glengarry Leads & Bluebirds
“These are the new leads. These are the Glengarry leads. And to you they're gold, and you don't get them. Why? Because to give them to you would be throwing them away. They're for closers.”
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; Consideration 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)
Nurture Lifecycle
Where to Start?
New Prospects
Long Sales Cycles
Score Accelera:on
Cross-‐sell/Up-‐sell
Event Follow-‐up
Customer Reten:on Role/Title Industry
Company Specific
Wake the Dead Remarket Sales
Accelera:on
12 Unique Nurture Programs
Where to Start?
" Wake the Dead " New Prospects – Early Stage " Late Stage
– By role, title, industry
Where to Start?
" STEP 1: NURTURE SCHEMATIC – The blueprint, in Excel or Gliffy – Get approval
" STEP 2: WRITE COPY – Get approval
" STEP 3: BUILD IN MA – Test – Report
Lead Nurture Program Design
23
Send Offer 1REIMB (2x)
Completes registration form or is imported from
CRM
Send Offer 2 EHR(2x)
Send Offer 4a EHR
Send Offer 5a EHR (2x)
Send Offer 3a EHR(2x)
Reimbursement Branch
Notes for program:
*All contacts get each content offer*Undeclared branch is a mix of fers from Reimbursement and EHR. * Send demo offer is triggered by interest in that offer. Recommended wait time is 1 hour.* Wait time for offers 1,2,3 is 7 days* Wait time for offers 4,5,6 is 14 days* Offers marked with a (2x) are sent twice to non-‐responders with a different subject
Send Offer 6a EHR
EHR Stimulus Branch
Clicked Clicked
Clicked on Offer
2
Send Offer 4a EHR
Send Offer 3b REIMB(2x)
ClickedSend Offer 5b
REIMB
Send Offer 6a EHR(2x) Clicked
UndeclaredBranch
Send Offer 4b REIMB
Send Offer 3b REIMB(2x)
Clicked Send Offer 5b REIMB
Send Offer 6b REIMB(2x)
Clicked
Send Demo Offer
Send Demo Offer
Send Demo Offer
Send Demo Offer
Send Demo Offer
Send Demo Offer
Shift to Newsletter
Clicked on Both /Neither
Clicked on Offer
1
Creating an Effective Nurture
" De!ne Goal(s) " Build content map " “Be the lead” " Attach content to each step " Write emails à Sell the content " Build the nurture in your system " Test . . . Revise " Launch!
– Monitor … Revise … Monitor … Revise
Tips " Vision of Success " Cadence " Multiple Formats " Length of Nurture " When to Engage Sales
CASE STUDY: WAKE THE DEAD
Goal – Wake the Dead Nurture
" Primary: To identify and reconstitute stalled opportunities that are still viable.
" Secondary: To identify new contacts at stalled opportunities.
" Tertiary: To close stalled opportunities that are no longer “paying attention.”
GovCon Nurture Flow
28
The Nurture Content
Results - Cumulative
13% Response rate
10% Open Rate 2.8% Click Thru
30% Click to Open (Over 50% on some messages)
72 Email Forwards
24 Opportuni:es Influenced
3 Opportuni:es
Created
$200k Immediate Win
> $5million Added to Pipeline
Thank you!
Cari Baldwin 650.464.4028
cari@bluebirdstrat.com
About Content4Demand • Working with over 100 clients on
Demand Genera:on, Lead Genera:on and Content Marke:ng Crea:on.
• Created over 1,000 content assets in over 15 forms of media.
• Ver:cals include Healthcare, Technology, Financial and Energy.
• From the publishers of DemandGenReport.com
www.Content4Demand.com
Crea<ng Content to Fuel Nurturing Campaigns
Ø Right Content—Headlines, Treatments
Ø Right Contact—Target Content Towards Specific Markets
Ø Right Time—Cadence, Progression, Series of Offers
Ø Right Format—Appeal to Variety of Preferences
Case Study Example
In February of 2011, launched Avectra Social CRM for Associations, the industry's first and only Member Engagement Platform…incorporates the social interactions of the relationship into membership database and ongoing initiatives.
Case Study Example
Serves two dis:nct audiences—associa:ons and non-‐profits, which have unique needs/pain points.
Interac<ve Content
Video White Paper
Interac<ve Content
Webinar Infographic
Q&A // Submit Your Ques<ons
Type ques<on here
Q&A // Panelists
Cari Baldwin Co-‐founder & Partner Bluebird Strategies
Andrew Gaffney Content Director Content4Demand
Thank You For A8ending This Webinar
You can download this presentation at:
http://dg-r.co/lead-nurturing-webinar