Nurture Marketing -Back to the Basics
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February 2016 Nurture Marketing - Back to the Basics
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Transcript of Nurture Marketing -Back to the Basics
February 2016
Nurture Marketing - Back to the Basics
© 2015 Salesfusion, Inc. All Rights Reserved.
#InsightfulMarketerEvolution of Marketing
Back in the day, Marketing was about pushing information from the seller to the buyer.
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Then the internet came and people could “pull” their own information
Now we engage in ongoing dialog and integrate online and offline experience.
© 2015 Salesfusion, Inc. All Rights Reserved.
#InsightfulMarketerIt’s not your father’s funnel
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Yesterday’s Funnel
© 2016 Salesfusion, Inc. All Rights Reserved.
Marketing’s Approach
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ATTRACT & CAPTUREprospects in your
target market
SCOREleads based on who is most likely to buy
MEASUREand improve
marketing ROI
NURTUREleads who aren’t ready
to buy
RETAINand extend customer
relationships
ALIGN sales and marketing for
seamless experience
#InsightfulMarketer
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79% of leads never convert to sales. Lack of nurturing is #1 cause of poor performance.
-MarketingSherpa
© 2016 Salesfusion, Inc. All Rights Reserved. 7
Create personalized, multi-step activities
designed to deliver the right content to the right leads at the right time.
Nurture Marketing #InsightfulMarketer
© 2016 Salesfusion, Inc. All Rights Reserved.
Biggest Lead Nurture Challenges
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#InsightfulMarketer
© 2016 Salesfusion, Inc. All Rights Reserved.
Lead Nurturing Challenges
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#InsightfulMarketer
© 2015 Salesfusion, Inc. All Rights Reserved. 10
Lead Nurturing Basics
● Relevant
● Helpful
● Valuable
● Create brand awareness and build credibility
● Keep prospects engaged and be top of mind when they are ready to buy
● Shorten sales cycles
● Retain current customers
Your Nurture Campaign needs to be: Reasons to Nurture Leads:
#InsightfulMarketer
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Companies that excel at nurturing generate 50% more sales leads at 33% lower cost. -Forrester Research
© 2016 Salesfusion, Inc. All Rights Reserved. 12
Nurture Marketing allows you to...
● Build relationships with prospects over time to maintain top-of-mind awareness and guide them to a buying decision
● Create campaigns to work automatically on a time or trigger-basis● Trigger engagements based on lead behaviors, such as completing a
form; and on profile data, such as lead score or demographic data● Personalize content and the experience of each buyer with targeted
nurtures● Combine digital engagements with human engagements for a more
seamless buyer experience
#InsightfulMarketer
© 2016 Salesfusion, Inc. All Rights Reserved.
Types of Nurtures● Intro / Welcome● Stay in Touch● Re-Market / Re-cycled● Accelerator● Closed / Lost● Customer Lifecycle
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© 2016 Salesfusion, Inc. All Rights Reserved.
The Mechanics
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1. Choose the type of nurture
2. Build your list
3. Define the goals of the campaign
4. Determine frequency of tactics and duration of the campaign
5. Define the path and flow for the campaign
6. Determine sales touch points
#InsightfulMarketer
© 2016 Salesfusion, Inc. All Rights Reserved.
Nurture Example
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John Smith• Clicks Tweet• Lands on blog• Download eBooks
John entersWelcome Nurture
Opens e-mail
Receives direct mail Visits URL
Downloads infographic
Clicks e-mailVisits lots of web pages
Lead Score Reaches
75Score indicates readiness
for sales
Prospect not ready to buy. Lead is placed in
long-term nurture.
Prospect is ready to engage and enters opportunity stage.
$
#InsightfulMarketer
© 2016 Salesfusion, Inc. All Rights Reserved.
Nurtured leads make 47% larger purchases than non-nurtured leads.
-The Annuitas Group
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© 2016 Salesfusion, Inc. All Rights Reserved.
Metrics
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● Typical e-mail metrics● Response rates● Event registrations● Conversion rates● Opportunity creation● Cost per opportunity● Revenue generated
#InsightfulMarketer
© 2016 Salesfusion, Inc. All Rights Reserved. 18
