Gleanster lead nurturing webinar- draft- 012411 final
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Transcript of Gleanster lead nurturing webinar- draft- 012411 final
THE 2011 B2B LEAD NURTURE ROADMAP
Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSIONIan Michiels – Principle Analyst - GleansterSession Audio Starts at 2PM EST
Today’s Agenda
• About the speakers & companies• Introduction to b2b lead nurturing• The State of Lead Nurturing• Justifying Investments with Tangible Metrics• 7 Types of Lead Nurturing Campaigns• Lead Nurturing Roadmap• The Role of Technology
•SaaS Marketing Automation Solution•Support B2B and retail customers•Platform for driving all lead/demand generation•HQ – Atlanta GA – Offices in PA/CA•Focus on integrating marketing/sales•Embedded demand generation for CRM •Customers/partners operating in 11 countries
About SalesFUSION
Defining Lead Nurturing Lead Nurturing is…• The act of automating a process that good salespeople have engaged in
for many years….• Segmenting prospects into near-term and long-term buying potential
groups and communicating with them appropriately• Delivering relevant content to leads over a period of time to entice
continued interaction and evaluation• Using a combination of web visitor tracking, lead scoring, trigger-based
email marketing and CRM to build an automated and continuous marketing loop
5
The research referenced in this webinar comes from the Q4 2010 Gleanster “Lead Nurturing Gleansight”೦ 324 Survey Respondents೦ 279 Qualified Survey Respondents
Top Performers = Respondents that achieved Top Quartile performance in key KPI’s
Everyone Else = Everyone Else
About the Research Findings
6
Use of Lead Nurturing
61% 39
%
Top Performers Everyone Else
22%
78%
Using Lead NurturingNot Using Lead Nurturing
7
Lead nurturing helps companies maintain a continuous dialogue with potential customers during the buying cycle resulting in:
೦ Increase revenue೦ Increase sales rep productivity೦ Educated prospects೦ Trust and credibility
What is nurture marketing?
8
How does Lead Nurturing Work?
Buying Cycle
Leads
Sales Cycle
Prospects
Service
Customers
Leads that inquire about solutions or services during the buying cycle can be classified as Marketing Qualified Leads (MQL). Buying Intent is unknown at this point.
Leads become prospects when moved to Sales Accepted Lead (SAL). When they are valid opportunity the prospect becomes a Sales Qualified Lead (SQL) and enters the sales pipeline.
When the prospect purchases, they become a customer, requiring ongoing service and support. Customers can also be nurtured to encouraged upselling and cross-selling
Customer Lifecycle
9
How does Lead Nurturing Work?
Buying Cycle
Leads
Sales Cycle
Prospects
Service
Customers
Leads that inquire about solutions or services during the buying cycle can be classified as Marketing Qualified Leads (MQL). Buying Intent is unknown at this point.
Leads become prospects when moved to Sales Accepted Lead (SAL). When they are valid opportunity the prospect becomes a Sales Qualified Lead (SQL) and enters the sales pipeline.
When the prospect purchases, they become a customer, requiring ongoing service and support. Customers can also be nurtured to encouraged upselling and cross-selling
Customer Lifecycle
•Attention•Interest•Desire•Action
10
How does Lead Nurturing Work?
Buying Cycle
Leads
Sales Cycle
Prospects
Service
Customers
Leads that inquire about solutions or services during the buying cycle can be classified as Marketing Qualified Leads (MQL). Buying Intent is unknown at this point.
Leads become prospects when moved to Sales Accepted Lead (SAL). When they are valid opportunity the prospect becomes a Sales Qualified Lead (SQL) and enters the sales pipeline.
When the prospect purchases, they become a customer, requiring ongoing service and support. Customers can also be nurtured to encouraged upselling and cross-selling
Customer Lifecycle
80% of Lead Nurturing Campaigns
20% of Lead Nurturing Campaigns
•Attention•Interest•Desire•Action
11
How do Top Performers Justify Investments?
12
How do Top Performers Justify Investments?
13
Justifying Investments with Tangible Metris
14
Justifying Investments with Tangible Metris
15
Justifying Investments with Tangible Metris
16
Lead Nurturing Tactics
17
೦ Drip Marketing Campaigns– Send campaigns based on pre-determined time intervals
೦ Trigger Marketing Campaigns– Campaign delivery is “triggered by specific events or
behaviors.
Lead Nurturing Tactics
18
Use of Lead Nurturing Tactics
Everyone Else
Top Performer
0%
20%
40%
60%
80%
100%
Drip Campaigns
Trigger Campaigns
Lead Scoring
Everyone Else 89% 19% 5%Top Performer 78% 43% 23%
Per
cen
tage
usi
ng T
acti
c
Tactics: Using Lead Nurturing
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7 Types of Lead Nurturing Campaigns
7 DIFFERENT LEAD NURTURING CAMPAIGNS
20
Qualification Nurturing CampaignQualification campaigns are designed to identify whether or not a prospect should talk to sales immediately or be routed to another
nurturing campaign.
Awareness Nurturing CampaignAwareness campaigns are typically generic ongoing
communications with prospects (or customers).
Accelerator Nurturing CampaignAccelerators are behavior driven events that pull the prospect
through the buying cycle, thereby accelerating the time a prospect may want to engage with sales.
7 Types of Lead Nurturing Campaigns
1.
2.
3.
21
Acquisition Nurturing CampaignAcquisition campaigns engage marketing qualified leads
by encouraging them to talk to sales in a soft sell.
Call-to-Action Nurturing CampaignCall-to-action campaigns drive prospects towards sales
engagement.
Re-Engagement Nurturing CampaignRe-engage or stay in communication with companies
that did not buy but already engaged in the sales cycle
Post-Purchase Nurturing CampaignPost-purchase nurturing is essentially automated
communications and customer support.
7 Types of Lead Nurturing Campaigns Cont’d
4.
5.
6.
7.
22
Pick and Choose Based on Need
Phase in Customer Lifecycle Campaign Type
Leads
Qualification Nurturing Campaign
Awareness Nurturing Campaign
Accelerator Nurturing Campaign
Acquisition Nurturing Campaign
Call-to-Action Nurturing Campaign
Ad-Hoc Nurturing Campaigns
Prospects Re-Engagement Nurturing Campaign
Customers Post-Purchase Nurturing Campaign
23
2011 Lead Nurturing Roadmap
24
೦ Lead Nurturing Requires Content– Exercise: Map Content to Buying Cycle
೦ Lead Nurturing is a Journey– The journey of a thousand miles begins with one step– A single conversation across the table with a wise man is
worth a month's study of books
೦ Lead Nurturing is a necessity for future success
Things to Consider
25
What's holding you back?
You don’t have a marketing and sales problem… you have a revenue problem
It’s going to take Marketing AND Sales to fix it!
26
Roadmap
Traits• No lead nurturing• No understanding
of buying cycle• Lack of content• Tossing “Leads”
Roadmap• Education• Commitment from
Sales and Marketing• Content Alignment• Drip Campaign• Measurement
Traits• Drip Campaigns
Only• Content not mapped
to buying cycle• Some cadence
between sales and marketing
Roadmap• Incorporate
multiple nurture campaigns• Use Triggers• Create New Content
for the Buying Cycle
Traits• Invested in
technology, not using full capabilities• One or two
nurturing campaigns• No measurement
and accountability
Roadmap• Increase use of
multi-channel• Lead Scoring and
Prioritization• Nurture customers
BeginnersExplorers
EarlyAdopters
Experts
Traits• Automated nurture
campaigns• Automated alerts to
sales• Quality over
quantity
Roadmap• Optimization and
learning• Increased
personalization• Incent marketing
for pipeline growth
27
Enabling Technology
Supporting technology for Lead Nurturing Lead Scoring• Uses four types of data gathered from Campaign Response
• Implicit – Web visitor tracking• Explicit – Demographic• Explicit – Forms data• Explicit – Email Response Data
• Grouping and ranking of leads • Automated notification process • Drives enrollment in nurture campaigns
Supporting Technology Trigger-based email• Auto-responders – simple 1-shot emails – fulfillment of marketing assets• Nurture campaigns – Trigger the beginning of a series of emails• Personalized communications• Focus is delivering high-value marketing content to the right people…at
the right timeExamples• Auto-responder – fulfill a white paper • Auto-enroll – trigger a series of emails based on a form question
response• Enroll in high-value series of emails based on lead score• Field value changes in CRM
Supporting technology Web visitor tracking• Listens to lead activity on the corporate website• Auto-enrolls in campaigns based on implicit behavior• Alerts inside sales/outside sales when high-value activity occurs• Continuously feeds the lead scoring model – which drives nurture
activity
Demographics & behavioral data
• Demographic data alone is not enough to build a lead scoring model•Behavioral data, combined with demographic is most powerful•2 Types of behavioral data
• Implicit online behavior – pages viewed, time on site in 1 session, total sessions over period of time….etc
• Explicit behavior – register for webinar, download document, fill out form
•Implicit behavioral data – similar to RF Models used in retail•Recency/Frequency•Data cannot be “fudged”•Most larger online retailers use this type of data
Lead Analyzer – Web behavior profiler
Industrializing the process
Inbound /Outbound Campaigns enabled by SalesFUSION 360
Landing Pages
PR
Events
Online Ads
SEO/PPC
Social Media
Blog/RSS
Campaign Management
Lead ScoringLead
Management
Decision Analytics Engine
Lead Nurturing
Marketing to Sales
Integration Engine
Web Activity
Lead to sales process is an industrialization of Marketing To Sales
FUSION 360 CRMSales Automation
Continuous Marketing To Leads
inbound
outbound
Sold Deals = Trackable ROI
Sold
Thank You!
Question & Answer
Copy of today’s materialsPDF of today’s PPTQuestions - Email to [email protected]
Thank you and good marketing!The SalesFUSION Team
Learn about SalesFUSION Enterprise b2b marketing platform that you can afford!http://www.salesfusion.com