@demandgen Copyright © 2015 | DemandGen® International, Inc.
Account Based Nurturing
Dallas Marketo User Group
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Nurtured leads make larger purchases than non-nurtured leads. The Annuitas Group
47%
Lead nurturing emails get times the response rate compared to standalone email blasts. SilverPop/DemandGen Report
4–10
Nurtured leads produce, on average, a increase in sales opportunities versus non-nurtured leads. Demand Gen Report
20%
Sales converts nurtured leads into first calls than non-nurtured leads at a higher rate.CSO Insights
(~15% higher)
Relevant emails drivemore revenue than broadcast emails.Jupiter Group
18x
Companies that excel at lead nurturing generate
cost.Forrester Research
50% more
33% lower
sales ready leads at
Qualified lead conversions are increased by an average of
50%by lead nurturing efforts.
Marketo
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Account Based NurturingRecipe for Success
1. Identify Target Contacts
2. Align Content to Buyer Journey
3. Engage Everywhere
4. Pour Gas on the Fire
5. Prove You are a Revenue Rockstar
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Identify Target Contacts
1. Identify target accounts with sales
2. Talk to Adam @ LeanData about
implementing an Account Data Strategy
3. Work with a vendor to enrich Contact
Data
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Marketing Automation & CRM
Ideal Buyer Targeting
The Social WebOnline Contact
Databases
Our Social Lead Targeting Engine: Quality + Relevancy
@demandgen Copyright © 2015 | DemandGen® International, Inc.
@demandgen Copyright © 2015 | DemandGen® International, Inc.
We might have a
problem, or we
are conceiving a vision.
ArticlesSocial MediaNewsletters
White PapersBlogs
Thought
Leadership
We understand
the problem and
how it connects to our business.
Events/WebinarsWeb Site/SEO
Self-Guided DemosAnalyst Reports
Product Collateral
Solution
Knowledge
Your
solution
applies to our need.
Sales PresentationsIn-Person Demos
Case StudiesInternal Blogs
Value
Story
Your solution
will have the
greatest impact on our business.
TrialsProofs of Concept Competitive Tools
SME Access
Solution
Differentiation
The business
case is
justified internally.
ROI ToolsTCO Tools
Business CaseFinancial Presentation
Financial
Justification
We are
confident in
moving
forward.
Executive Briefings
Analyst ReportsCustomer
References
Decision
Validation
Solution Vendor SelectionEducation
Loosening
of the
Status Quo
1.
Exploring
Possible
Solutions
3.
Committing
to a Solution
4.
Justifying
the
Decision
5.
Making the
Selection
6.
Committing
to Change
2.
7
Align Content to Buyer Journey
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Key Steps for Building a Nurture
Step 1 Step 2 Step 3
Define Objective,Audience and Segmentation
Tools:Content and PersonaWorkbook
Output:Target Audience
Create Content Inventory and Map Content to Nurture
Tools:Content and Persona Workbook
Output:Content Brief and Completed Workbook
Solutions Architecture, Reporting Requirementsand Implementation
Tools:Content Brief
Output:Technical Specification
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Engage Everywhere
• Include phone, direct mail,
online advertising and other touches.
• Unified and personalized messaging
aligned to stage in the funnel.
• Target Accounts and Contacts across
multiple digital channels.
Omni-channel nurture
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Pour Gas on the Fire
• Accelerate cadence of touches as engagement increases.
• Slow down cadence for non-responsive leads after several weeks in nurture.
• Continually listen and adjust cadence based on engagement.
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Test, Analyze, Optimize, Repeat
Analytics Review
MarketoAnalysis
A/B & MultivariateTesting
Testing
@demandgen Copyright © 2015 | DemandGen® International, Inc.
• Control is statistically
equivalent to Nurture group
• Randomly select 10% of total
leads
• Control group put into
dedicated stream to not
receive nurture emails
Prove Nurture SuccessUse a Control Group to demonstrate
performance
@demandgen Copyright © 2015 | DemandGen® International, Inc.
16.96% increase in MQL’s
28.84% increase in
Won Opportunities
23.83% increase in Average
Won Amount
Real World Results
Enterprise Client – Recycle Nurture
@demandgen Copyright © 2015 | DemandGen® International, Inc.
The DemandGen Framework™A holistic model for maximizing growth.
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Thank you for your time
and participation!
Top Related