Process & Practicalities in Building a Lead Nurture and Marketing Automation Program
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Transcript of Process & Practicalities in Building a Lead Nurture and Marketing Automation Program
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The Process and Practicalities in Building a Lead Nurture and Marketing Automation Program
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LNAP Processing
DatabaseContent
Today we are talking about …Marketing Process Re-Engineering
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Reality #1
The ‘Invisible Buyer’ … has gone online
The Balance of Power has shifted
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t Reality #2
Sales & Marketing are not singing from the same song book
Integrate lead management
Plan & execute jointly
Align goals & KPIs
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Reality #3
The CEO is expecting more from the marketing spend (and so by the way is Sales)
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Reality #4 And, of course, Big Data
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What new challenges does this present for today’s Modern Marketer?Find the prospect
Cultivate a virtual & online relationship
Select right channels
Achieve new KPIs (aligned with Sales)
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… and added to that,we need compelling content
to keep the conversation going.
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Let’s have a look to a 6-Step formula to help us through…
the 3C3P Methodology
Contacts
Communications
Content
Process
Performance
Platform
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Step 1ContactsLet’s start with the b2b buyer…
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Build a Persona of your typical buyers. Get feedback from Sales and research the buyers themselves.
My KPIs
My Challenges
What I’m not interested in
Challenges in communicating with me
How I like to receive information
What I’m interested in
My buying processWho am I?40+ male, works long hours, ambitious, independent, looks for opportunities to move forward and is comfortable leading the way
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Data gets lots of ‘air time’ but not enough ‘work time’
All Contacts 68,113
Contacts with email 57,825
Contact s with email & Key Position Codes
40,918
Opt-in Key Contacts
27,074
Opt-in Key Responders
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Step 2Communications Channels & Streams
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Decide your ideal channels to use to nurture your buyers. Our top 4 today in b2b are …
Contextual Email channel
Web channel
Tele channel
Social channel
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Create contextual email streams to deliver the right content to the right person at the right time
Technology Stream (CIO, ITM,
ITP)Profilin
g Trackin
g Scoring
Pain Point #1
Thought Leadership
Nurture Streams
Tactical Bursts(solution
positioning)
Business Stream (GM, LOB Exec)
Pain Point #2
Pain Point #3
Pain Point #4
Opportunity Streams
(tele initiated)
Pain Point #1
Pain Point #2
Pain Point #3
Pain Point #4
Finance Stream(CFO, Finance)
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Differentiate your thought leadership communications with program branding
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Step 3Content
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Develop a Content Map & Strategy to deliver timely content in the buying process
Buyer segments
Content media types
Examples of Thought Leadership assets
Examples of Solution Positioning assets
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Top 6 Tips for Content Management:1. Recycle & re-purpose content2. Use trusted third party content3. Use video content 4. Gate content mid-pipeline, not at pipeline entry5. ‘Mobilise’ your content (responsive design)6. Appoint a Content Curator
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Step 4Process & Integration
Integration #1 – Multi-Channel Campaigns
Integration #3 – Technology/Platforms
Integration #2 – Sales & Marketing
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MarketingQualified
Leads
Thought Leadership StreamsTactical Burst Streams
Opportunity Streams
Social Media & Forums
Tele Marketing Content
Contact Acquisition
Search Marketing
Online Adverts Events
Lead Nurture & Automation Program (+CRM)
Website
Develop your LNAP to become your central communications backbone interlocking all channels
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So what are the process levers you
need to control in your LNAP plan?
Host ‘Brand’
Cadence
Explicit & Implied Profiling
Content Gating
Lead Scoring
Lead Routing
Tele-Nurturing
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Step 5Performance & Measurement
Attract
Qualify
Engage
Close
Database Quality | Opt-in | Source
Online Response | Profiling | Lead Score, Velocity, Leakage
AQL | MQL | SQL | xQL Cost & Conversion Rates
Orders & Revenue
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Some automation tools provide dashboards to help track pipeline stages through to revenue
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… and reporting for campaign effectiveness and (lead) attribution …
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Step 6Platform
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Customisable reporting
Progression/Attribution reporting
Flexible lead scoring
Social Media integrationEvent integrationCRM integration
Key considerations when selecting a Marketing Automation Platform
Flexible response triggering
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Meet some of the new players in the Modern Marketing team (internal & external)?
Chief Marketing TechnologistContent Curator/CoordinatorContent EditorMarketing Automation TechnologistData Analytics SpecialistDigital/Web Specialist
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The Wrap Up
1. Plan the process upfront2. Develop a content strategy3. Spend time on the data (garbage in, garbage out)4. Align Marketing and Sales (goals, process, structures)5. Think 3C3P to drive your Lead Nurture & Automation
Program
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Thanks!
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Want to know more?
Visit us www.green-hat.com.auTweet us @greenhatmktg
Call us +61 3 9290 9777