Lead Nurture 2.0: Shifting The Focus To Optimization And Creating Leverage

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#C2C14!

Lead Nurture 2.0 - Shifting the Focus to Optimization and Creating Leverage!

Christine Elliott , Content Strategy Leader, !Crowe Horwath!

© 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



Crowe’s Lead Nurture Journey

Livingston Fort, FL

Oops

Eloqua implementation

and (limited) integration with Onyx

Marketing planning process

uncovers gap in

content strategy

Develop and launch PERF

FS nurture program

Research says….

MLR research

on buyers‘ shifting

behavior

Phase 2 PERF FS nurture

program

Expand to include all of FS

Launch M&A nurture program

Gimme what I want

More, more, more!!!

Adoption of formal content strategy

“Little n” nurture



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



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



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



E-comms & Landing Pages



Content Examples Nurture Program Recap Phase 1 Phase 2

Program Participants: 480 969

Tracks: AML AML Dodd-Frank Dodd-Frank Process Improvement Performance Improvement

System Selection Vendor Selection & Mgmt. Credit Portfolio Mgmt. Big Data

Content Assets: 48 95 Content Types: 8 13



Content Performance by Type – Sorted by Clickthrough Rate

Content Type Number of Pieces

Total Delivered

Total Opens

Open Rate

Unique Click Throughs

Click Through Rate

E-Book 1 8 8 100.00% 2 25.00% Checklist 9 1,752 1,418 80.94% 233 16.43% Infographic 5 844 593 70.26% 95 16.02% Article 17 2,933 2,150 73.28% 322 14.98% Whitepaper 2 274 207 75.55% 31 14.98% Case Study 7 1,182 864 73.10% 115 13.31% On-page 23 4,357 3,309 75.95% 411 12.42% Survey Report 2 322 231 71.74% 25 10.82% Insert 4 605 413 68.26% 44 10.65% Q&A 5 1,088 773 71.05% 79 10.22% Exec Brief 4 518 239 46.14% 24 10.04% Brainshark 9 2,038 1,745 85.62% 171 9.80% Webinar 7 466 509 109.23% 34 6.68% Total 95 16,387 12,459 76.03% 1,586 12.73%



Content Performance by Track– Sorted by Clickthrough Rate

Track Total Delivered

Total Opens

Open Rate

Unique Click Throughs

Click Through Rate

Dodd-Frank 3,571 2,181 61.08% 413 18.94% AML 3,073 2,905 94.53% 348 11.98% VSM 2,186 1,417 64.82% 168 11.86%

Performance Improvement 6,918 5,479 79.20% 628 11.46% CPM 415 392 94.46% 24 6.12% Big Data 224 85 37.95% 5 5.88% Total 16,387 12,459 76.03% 1,586 12.73%



Articulate Key Market Issues

Example: Performance Improvement (PERF FS) Key market issues identified by thought leader and then prioritized by nurture program participants: 1.  Mobile banking 2.  Loan processing 3.  Revenue generation 4.  Technology 5.  Credit cards / debit cards 6.  Branch performance



Create “Story” for Each Key Market Issue – Mobile Banking

Mobile banking offers customers the flexibility they demand – yet banks need to carefully examine the risks and rewards with leveraging technology, fulfilling customer expectations, managing risks and ensuring ROI for this emerging channel.



Create Messaging Map for Buyer Groups – Mobile Banking

Mobile banking offers customers the flexibility they demand – yet banks need to carefully examine the risks and rewards with leveraging technology, fulfilling customer expectations, managing risks and ensuring ROI for this emerging channel.

CFOs Customers are expecting more options in terms of their banking, and mobile seems to be a priority. But how do we balance meeting customer expectations with maximizing revenue? We need ROI on our investments…

CROs The pressure to expand into mobile banking is strong, but there are significant risks with quickly adopting these new technologies. I need to make sure that in our efforts to get to market quickly we don’t overlook key risks.

CIOs

Our business leaders are not taking the appropriate time to evaluate the technological implications of developing new channels. I’m having to react to decisions that have already been made.

COOs

It’s great that we are taking advantage of opportunities like mobile banking, but we need to think through the implications on our existing processes and address them proactively.



Develop Specific Content Ideas Based on Story – Mobile Banking Technology: (e-Book) Improving Your Mobile Banking ROI: A Guide to Aligning New Technology and Business Opportunities This e-Book will discuss key areas of rapid innovation in mobile banking; cover the business implications in terms of new revenue streams, customer retention and other factors; and offer tips for selecting and implementing. (Brainshark) Making Smart Mobile Banking Investments: 4 Tips for Prioritizing Your Mobile Technology Spending Where should banks focus their mobile banking investments in order to maximize ROI across revenue, customer retention and other key goals? This Brainshark offers guidance on this question by helping banks make appropriate mobile banking technology investment choices.

Managing Risk: (White Paper) Mobile Banking Security: A Guide to Assessing Threats and Selecting Secure Mobile Solutions This white paper will provide an overview of the current mobile banking security environment, discuss the potential impact of internal as well as external risks, and offer guidelines for evaluating mobile solutions that offer a suitable balance between security, functionality and convenience. (Checklist) Assessing Your Mobile Banking Security Strategy: Key Issues and Considerations for Risk Managers This checklist will walk decision-makers through key internal and external security issues, including the impact of security on customer perceptions, weighing the costs and benefits of various security offerings, and creating a roadmap for a forward-looking mobile security strategy.



Center Marketing Initiatives Around Key Stories

§  Identify 1-2 key stories to focus on for each priority service area §  Align marketing initiatives around stories for maximum impact

STORY: Mobile banking offers customers the flexibility they demand – yet banks need to carefully examine the risks and rewards with leveraging technology, fulfilling customer expectations, managing risks and ensuring ROI for this emerging channel.



Top 10 Lead Nurture 2.0 Considerations

1.  Review your Phase 1 results with a critical eye 2.  Make sure your program / project management is as efficient as possible 3.  Prioritize market issues and develop a story-based approach to create leverage 4.  Understand what content is working and repurpose / atomize shamelessy 5.  Guess and test, guess and test, guess and test 6.  Become an evangelist for content strategy in your organization 7.  Use the story-based approach to integrate across all marketing channels, making

each effort exponentially more powerful 8.  Constantly refine your lead score / measurement strategy 9.  Challenge your team to foster continuous improvement 10. Celebrate your successes AND your failures!

Email: [email protected] Twitter: Im_Christine44

Lead Nurture 2.0: Shifting The Focus To Optimization And Creating Leverage

Marketing

Transcript of Lead Nurture 2.0: Shifting The Focus To Optimization And Creating Leverage