impacting the buying process via effective lead nurturing

Impacting the Buying Process Via Effective Lead Nurturing

Draw Prospects In Lead Nurturing Best Practices

Accelerate the Buying Process

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Agenda

• Why Do Nurturing?

• Nurture Basics

• Five Different Types of Nurturing

• Programs for Different Buyer Life-Cycle Stages

• Nurturing Best Practices

• Nurturing Examples in an Automation System

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Market Research

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• 84% of qualified leads are not ready to buy

- Aberdeen Group

• Companies that excel at lead nurturing – Generate 50% more sales-ready leads– At 33% lower CPL

- Forrester Research

• Nurturing reduces the percent of marketing-generated leads that are ignored by sales from as high as 80% to as low as 25%

- Demand Gen Report

More Research

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• Nurtured leads produce a 20% increase in sales opportunities over non-nurtured leads

• Marketing generated leads experienced an incremental of 7% of win rates and a decrease of 6% points of “no decisions” rates

- Demand Gen Report

• Nearly 80% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance

- Marketing Sherpa

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Lift in Business Pipeline

Baseline Measurement Difference vs. ControlPipeline Value +19%

Number of Opportunities +14%Average Opportunity Size +3%Opportunities Won +25%

Dun & Bradstreet achieved strides and quick wins with lead nurturing. Year over year opportunity experienced a 3-11% lift in new business pipeline after 6 months, comparing the company's nurtured customers to a control group.

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Goals of Lead Nurturing

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Driven by Systems, Schedules and Programmed Guidelines:• Accelerate the Sales Process by Moving Prospects

through a Structured Buying Cycle• Keep Your Company/Solution Top-of-Mind• Reveal Your Benefits in Serialized Sound-Bites• Capture Qualification Profiles• Measure and Increase the Prospect’s Interest

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Nurture Basics

• Common Mistakes• Key Elements:

‒ Segmenting‒ Customer Nurturing‒ Being Customer-Focused‒ Progressive Profiling

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Lead Nurturing Success

• Understanding Your Buyer• What Motivates Your Buyer?• The Ideal User Experience• Define Your Nurture Program• Automate Communications

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Lead Nurturing Basics

©2013 GrowthFusion ref: Waiting for Your Cat to Bark? Bryan & Jeffrey Eisenberg

Start Nurture Step 1

Nurture Step 2

Nurture Step 3

Conversion Goal

Start Conversion Goal

Macro Action

Micro Action

Nurture Best Practices

• Start Simply• Look for Opportunity to Automate• Build and Send a Progressive Message

– From Awareness to Close

• Carefully Manage Exclusions• Measure Effectiveness

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Types of Lead Nurturing

• Welcome Campaign• Educational Campaign• Accelerating Campaign• Loyalty/Retention Campaign

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Welcome Campaign

• Introduce Brand• Reiterate Subscription Benefits• Spell Out Next Step• Opt-in to Something Else

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Educational Campaign

• Engage to Further Profile Prospect• Educate About Value Proposition• Educate and Get Leads Ready to Talk to Sales

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Accelerating Campaign

• Remove Roadblocks• Speed Purchase Decisions• Provide Decision Tools

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Loyalty and Retention

• Reiterate Customer/Company Relationship Benefits• Seek Feedback• Tips/Tricks to Get Most Out of Product

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Demand Funnel

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Source: Marketo

Nurture Assets

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CTAs

Industry Reports

Podcasts and

Presentations

Whitepapers,

Datasheets

Wide Demand Funnel

18©2013 GrowthFusion ref: Siriusdecisions.com - Demand Waterfall

CLOSED/WON BUSINESS

Total number of handraisers Unique metrics for current customers

Definition through sales/marketing SLA Marketing deems ready for handoff

Basic qualification tenets met Sales agrees to work leads

Opportunity identified Now part of pipeline

Booked revenue IDs topline contribution

SALES QUALIFIED

LEADS(SQL)

SALES ACCEPTED

LEADS(SAL)

MARKETING QUALIFIED

LEADS(MQL)

INQUIRIESNurture to Educate

Nurture to Connect Sales

Nurture to Recycle

Nurture to Lost Business

Nurture to Onboard/Upsell

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Marketo Example

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Level One

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Marketo Nurture

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Level Two

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Marketo Nurture

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Level Three

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Nurture Advantage

… When Pushed All The Way Through the Channel

• Cost Per Lead Reduced by 30%• Lead volume Increased by 40%• Partner Participation Increased by 80%

* This was based on an analysis of two customers using channel marketing automation.

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Contact: Rajesh Kadam

rajesh@growthfusion.com

www.linkedin.com/in/kadamrajesh/

Learn More: growthfusion.com

Follow Us: @growthfusion

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