Case Study: Building A Multi-Touch Lead Nurturing Program
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Transcript of Case Study: Building A Multi-Touch Lead Nurturing Program
Content2Conversion Conference Case Study: Building a Multi-Touch Lead Nurture Program Christine Elliott, Crowe Horwath LLP April 23, 2013
© 2011 Crowe Horwath LLP 2 Audit | Tax | Advisory | Risk | Performance
The Unique Alternative to the Big Four®
Why Lead Nurturing? § Lead nurturing programs keep prospects
interested and educated until they are ready for sales engagement
§ According to Forrester Research, marketers who switch from focusing simply on demand generation to closed-loop nurturing are twice as productive
§ Conversely, those firms that have not adopted any process for nurturing leads are likely suffering from a lead leakage problem
© 2011 Crowe Horwath LLP 3 Audit | Tax | Advisory | Risk | Performance
The Unique Alternative to the Big Four®
Demand Creation – Sirius Decisions Model
AAAA
Closed loop recycling – if deal dies or is postponed or no opportunity identified, recycle back to MQL category
Buyers and influencers
at companies in “sweet
spot”
Lead Scoring / Market Intelligence
Triggers or lead score indicates possible opportunity
Trigger Event Campaigns
© 2011 Crowe Horwath LLP 4 Audit | Tax | Advisory | Risk | Performance
The Unique Alternative to the Big Four®
Crowe’s Lead Nurture Journey
Attended Marketing Profs B2B Lead Gen Conf. In Boston
Livingston Fort, FL
Engaged The Kern
Organization and Michael
Brown
It started with a
whisper…
Zzzzzzzz..
A great idea that
won’t work Oops
Enter Eloqua and
(limited) integration with Onyx
We have no
content strategy
Develop and
launch PERF FS nurture
program
Research says….
MLR research
on buyers ‘ shifting
behavior
Phase 2 nurture
© 2011 Crowe Horwath LLP 5 Audit | Tax | Advisory | Risk | Performance
The Unique Alternative to the Big Four®
Content Strategy Development Steps
§ Determine target market segmentation § Identify business drivers – proactive and reactive § Evaluation of personas / buyer types § Discussion of buy cycle -- critical stages / motivations § Conduct competitive content review & audit your content § Identify content strategies to employ for most impact
THEN, if a lead nurture program is the best solution… § Map your existing content to buyer types and stages of the buy cycle § Develop lead nurture program structure § Take a strategic approach to content ideation § Put phased project management plan in place § Execute
© 2011 Crowe Horwath LLP 6 Audit | Tax | Advisory | Risk | Performance
The Unique Alternative to the Big Four®
Personas or Buyer Types? – Just Don’t Use Titles!
Innovator § Wants best practices § Make organization more
efficient – set up processes differently
Service Seeker § Worried that customers and/
or employees are complaining
§ Need to know things will run smoothly with Crowe – no hassle
Number Cruncher § Efficiency ratio not where it
should be – need to improve § What is ROI? § Operating under a constraint
– do more with less
§ Paid money for this in the past, did not see savings
§ Taking big gamble, don’t want to stick my neck out – can I trust Crowe?
§ What can go wrong?
Buyer / Influencer Types
Personas
Source: “Influencing the Newly Empowered Customer”, July 2011 Corporate Executive Board Marketing Leadership Roundtable
© 2011 Crowe Horwath LLP 7 Audit | Tax | Advisory | Risk | Performance
The Unique Alternative to the Big Four®
Map Buyer Types / Personas to Buy Cycle Determine Issues and
Benefits of Solving issues
(What’s the business problem we need to
solve?)
Define Requirements
(What are the business, technical
and other considerations?)
Evaluate & Recommend (What are the
available solutions and which best fit
our requirements?)
Select
(Which solution will we choose and what are proof
points?)
Justify
(Will it solve our business need?
How will we measure ROI?)
§ What are key motivations for each buyer at each stage? Where do they play most?
§ What questions is buyer asking at each stage? § Key messages / value propositions at each stage? § Ideas for most compelling type of content – what has worked?
EARLY STAGE
MID STAGE
MID STAGE
LATE STAGE
LATE STAGE
© 2011 Crowe Horwath LLP 8 Audit | Tax | Advisory | Risk | Performance
The Unique Alternative to the Big Four®
Lead Nurture Program
Tracks built from business drivers
Dodd-Frank Mid Stages: Evaluate & Recommend, Select 7.1 DF IM Wait and see not option
7.2 DF IM Challenges p.1
7.3 A Question of Readiness p.2
8.1 Counterparty Relationships p.1
8.2 Transactional data p.1
8.3 Timing, Uncertainty and urgency
Late Stages: Approve, Implement DF: Infographic
DF: Q&A
DF: Interactive Executive Brief
DF: Executive Brief:
DF: Executive Brief:
DF Checklist
AML Mid Stages: Evaluate & Recommend, Select 2.1 Trends in AML Compliance
p.3-4
2.2 AML Models - The Regulators' View p. 5
2.4 Four Step Process p. 9 2 versions - pdf and podcast
2.6 3 Differientiators for Crowe p. 11
2.7 Case Study p. 11
2.3 5 Data Issues AML Compliance Must Address p.6
Late Stages: Approve, Implement AML: Q&A
AML: Infographic
AML: Case Study
AML: Interactive Executive Brief
AML: Executive Brief
AML: Checklist
New System Selection Mid Stages: Evaluate & Recommend, Select 1.1 IM Challenges p.4
1.2 Pain points (formerly 8 things that keep you up at night) p .5
1.3 Methodology & Approach p.7-9 2 versions - pdf and podcast/video
1.4 5 Things that differentiate Crowe p. 10
9.3 5 step methodology for system selection p. 4-5
TBD
Late Stages: Approve, Implement
9.4 Crowe's streamlined RFP process delivers better results p
6-7 New System: Case Study
9.5 Why Crowe? P. 7
New Systems: Infographic
New Systems: Checklist
New Systems: Executive Brief:
Process Improvement Mid Stages: Evaluate & Recommend, Select 1.1 IM Challenges p.4
4.3 Crowe's 4 step process for streamlining loan processes p.3 1.17 Process improvement
timeline p.9
PI: Q&A
Differentiate Crowe
TBD
Late Stages: Approve, Implement PI: Checklist PI: Case Study (1.16 Process
improvement case study p.9???) PI: Executive Briefing
PI: Infographic PI: Interactive Executive Briefing TBD
Gray box content is pulled from existing Crowe content identified in content audit
Orange box content is pulled from existing Crowe content but is modified based on track
Yellow box content is new content based on (mostly) later stages of buy cycle
© 2011 Crowe Horwath LLP 9 Audit | Tax | Advisory | Risk | Performance
The Unique Alternative to the Big Four®
Lead Nurture Invitation Strategy
§ Offer different “topic/track” messages by target audience to generate engagement
§ Incorporates A/B testing of subject lines § Clicking on content puts them in a track – they will get new content every 3
weeks
© 2011 Crowe Horwath LLP 10 Audit | Tax | Advisory | Risk | Performance
The Unique Alternative to the Big Four®
In-Track Program Structure
§ Once “in track”, they will receive an ecomm every three weeks § There are always options that allow them to change to another track
© 2011 Crowe Horwath LLP 11 Audit | Tax | Advisory | Risk | Performance
The Unique Alternative to the Big Four®
Dodd-Frank E-comms & Landing Pages
© 2011 Crowe Horwath LLP 12 Audit | Tax | Advisory | Risk | Performance
The Unique Alternative to the Big Four®
Dodd-Frank Content
© 2011 Crowe Horwath LLP 13 Audit | Tax | Advisory | Risk | Performance
The Unique Alternative to the Big Four®
Sales Reporting
§ Explicit criteria: contact information, sales rep, client/prospect, asset size, geo. § Implicit criteria (digital body language): specific details on content assets
downloaded, answers to progressive profiling and survey questions, website activity
§ Initially set two triggers – download three pieces of content, or download one piece of late-stage content
TRIGGER LIST?
NURTURE TRACK PERF Nurture LP History
OUTSIDE ASSISTANCE
B A R R I E R S TO L E V E R A G I N G DATA
B A R R I E R S T O L E V E R A G I N G TECHNOLOGY
UNREALIZED PERF. IMPROVEMENT BENEFITS
CEO PRIORITIES
Yes Process Imp.
PI-L4 Process Improvement Challenges - 15 Questions That Worry Managers Most PI-L42 Mapping Risk Controls PI-L44 Taking a Three-Phase Approach to Improving the Lending Process PI-L44 Taking a Three-Phase Approach to Improving the Lending Process PI-L45 Case Study Portfolio - Process Improvement PI-L45 Case Study Portfolio - Process Improvement
Systems / technology projects Customer analytics and/or other data visualization initiatives Master data management Operational /performance benchmarking
Difficult to determine current state of data effectiveness
Competing business and project funding priorities between technology and business leaders
Efficiency gains in business processes that lead to lower costs
Asset quality :: Expense reduction :: Mobile technologies
© 2011 Crowe Horwath LLP 14 Audit | Tax | Advisory | Risk | Performance
The Unique Alternative to the Big Four®
Program Results
© 2011 Crowe Horwath LLP 15 Audit | Tax | Advisory | Risk | Performance
The Unique Alternative to the Big Four®
Top 10 Lead Nurture Considerations
1. Start the discussion at the strategy level 2. Target segmentation – focus versus reach 3. Objectively assess your internal capabilities 4. Research your competitors’ content – and audit your own 5. Focus your “tracks” around issues, not your own services 6. Take a phased approach to execution 7. Don’t underestimate the power of e-comms and landing pages 8. Guess and test, guess and test, guess and test 9. Stand your ground when it comes to sales follow-up 10. Remember…it’s a journey. Christine Elliott [email protected] @IM_Christine44