follow the leads: b2b nurturing strategies that work with siriusdecisions

Follow the Leads:

B2B Nurturing Strategies That

Work!

Laura Cross

Research Director, Demand Creation Strategies

SiriusDecisions

Laura Cross

Research Director,

Demand Creation Strategies

Follow the Leads: B2B Nurturing Strategies That Work!

© 2014 SiriusDecisions. All Rights Reserved 3

What Is SiriusDecisions?

• Leading global B2B research and advisory firm. Deliver actionable

intelligence, strategic and operational frameworks and personal

guidance from experience practitioners.

• Founded in 2001

• Over 1,000 member clients

• A variety of sizes, industries, shapes

• Unique differentiators

• Broad, ongoing decision support

• Focus on B2B companies

• SiriusDatabase: Fact-based intelligence

• Where sales and marketing meet


What We Provide


Executive Summary

• Key issues

• The role of lead nurturing in B2B marketing has evolved from

important to imperative

• Although integrated, multi-touch programs significantly outperform

one-and-done tactics, many marketers still do not apply a systematic,

repeatable and complete process to lead nurturing

• Demand creation programs leveraging a lead nurturing framework will

have greater revenue impact


Executive Summary

• What you will walk away with

• A framework for adding four types of lead nurturing to demand creation

programs

• How each type of lead nurturing affects the demand waterfall and

revenue impact

• An approach for building highly successful lead nurturing programs

Lead Nurturing: From Important to Imperative


SiriusPerspective:

The Evolution of B2B Demand Creation

8

Program Type

Single Channel,

Single Touch

Multi-Channel,

Multi-Touch

Number of Leads

Required to Close 1 Deal 15.3 7.2

Cost per Lead$400 - $650 $100 - $200

Marketing Touches25+ 15 - 20

Programs30+ < 30%

Sourced Pipeline18% 30%+

Integrated, multi-touch programs outperform one-and-done tactics.


SiriusPerspective:

Three Primary Waterfall ChallengesThe most effective B2B demand creators use a shared demand waterfall.

A raw response or hand-raiser to outbound or inbound marketing;

relatively little is known about the prospect at this point.

A lead – by way of definition and service-level agreement –

that is deemed ready for a receiving function to work.

A lead that has been formally accepted by the receiving function,

which is then compelled to work the lead in a given timeframe.

A lead that has evolved into an opportunity – complete with

estimated dollar value and timeframe to close.

An opportunity that has come to fruition.


The B2B Waterfall: Average vs. Best in Class

4.4%

66.6%

48.8%

20.3%

Average

9.3%

85.0%

61.7%

29.1%

B-I-C

2.89 per

1,000 inquiries

14.23 per

1,000 inquiries

Observations

• Best-in-class companies

outperform those that

are average by 5:1

• The gap has closed

between average and

best in class

• Better-quality leads and

tighter service-level

agreements are leading

to better SAL rates

• Close rates continue to

be choppy in both

categories due to the

difficult economy


SiriusPerspective:

Three Primary Waterfall Challenges

The Synonym Syndrome1

1

2

Leads Actively Fall Out

Leads Passively Fall Out

2

When Deals Die, Opportunities Remain3

3

Best-in-class marketers protect against and manage lead waste.


SiriusPerspective:

The Nurture Debate

1

2

Missed opportunities

Poor use of sales effort

Negative buyer experience

Elevated costs

Rep/partner

gets leads

Those not ready

are set aside

More leads

are deliveredMore leads

are delivered

More are

set asideMore are

set aside

Today’s reality is sub-optimal for sales, marketing and the prospect.

Nurturing: A Framework

Making the process systematic, repeatable and complete


SiriusPerspective:

Lead Nurturing Framework: Components

• Entry

• The pathway(s) for a prospect to move into a nurture flow

• Treatment

• The content, offers and messages used to drive incremental activity with

the prospect

• Transition

• Signals that a prospect is ready to be moved back into an “active

demand” state

• Disposition

• Location(s) where a nurtured prospect will be delivered

1

4

A complete nurture effort, regardless of type, is built on four pillars.


SiriusPerspective:

Nurture Type: Pre-MQL

1

5

Pre-MQL

Nurturing before a prospect is

handed off to a teleprospecting,

field or channel resource1

1

Prospects can “sit” in a variety of demand waterfall stages;

thus, B2B organizations must consider multiple nurture types.


SiriusPerspective:

Pre-MQL Case Study: The ProblemProspects can “sit” in a variety of demand waterfall stages;


• Volume of “leads” too great for sales to handle

• Poor quality “leads”

• No marketing automationThe Situation

• Inquiry to MQL near 100%

• Extremely poor middle and late stage conversion rates

The Metrics

• Wasted marketing resources

• Disengaged and inefficient field sales teamThe Result


SiriusPerspective:

1

7

Touch 1

Responders to Tele

Touch 2

Responders to Tele

Touch 3

Responders to Tele

Long-Term Nurture

Tele

Field

Pre-MQL Case Study: The Problem

Results

• Lower INQ to MQL conversions with strong mid and late stage conversions

• 27% more pipeline contribution

• Improved sales efficiency and pipeline dynamics




SiriusPerspective:

Nurture Type: Active and Passive Recycled

1

8

2

Active Recycled

Nurturing when a prospect

is rejected by a sales

resource for a pre-

determined reason

Nurturing when a prospect

has experienced no

movement for a pre-

determined period of time,

but has not been rejected

by sales

Passive Recycled

2




SiriusPerspective:

Sample Flow: Active Recycled

1

9

DQ:

Compete

MA

RK

ET

ING

TE

LE

FIE

LD

Education

Touch

Opt

out

Education

Touch

Education

Touch

Complement

Touch

Qualify

Yes

No

Education

Touch

Qualifying

TouchDisqualify

Re-Enter

Nurture

Our first sample process flow tracks what might happen if an

opportunity’s resolution was a competitor purchase.


SiriusPerspective:


2

0

DQ:

Compete

MA

RK

ET

ING

TE

LE

FIE

LD

Education

Touch

Opt

out

Education

Touch

Education

Touch

Complement

Touch

Qualify

Yes

No

Education

Touch

Qualifying

TouchDisqualify

Re-Enter

Nurture



Process

starts with

the reason


SiriusPerspective:


2

1

DQ:

Compete

MA

RK

ET

ING

TE

LE

FIE

LD

Education

Touch

Opt

out

Education

Touch

Education

Touch

Complement

Touch

Qualify

Yes

No

Education

Touch

Qualifying

TouchDisqualify

Re-Enter

Nurture



Marketing

takes the

lead


SiriusPerspective:


2

2

DQ:

Compete

MA

RK

ET

ING

TE

LE

FIE

LD

Education

Touch

Opt

out

Education

Touch

Education

Touch

Complement

Touch

Qualify

Yes

No

Education

Touch

Qualifying

TouchDisqualify

Re-Enter

Nurture



Theme takes

the DQ

reason into

account


SiriusPerspective:


2

3

DQ:

Compete

MA

RK

ET

ING

TE

LE

FIE

LD

Education

Touch

Opt

out

Education

Touch

Education

Touch

Complement

Touch

Qualify

Yes

No

Education

Touch

Qualifying

TouchDisqualify

Re-Enter

Nurture



Behavior

dictates whether

touches can be

“evolved”


SiriusPerspective:


2

4

DQ:

Compete

MA

RK

ET

ING

TE

LE

FIE

LD

Education

Touch

Opt

out

Education

Touch

Education

Touch

Complement

Touch

Qualify

Yes

No

Education

Touch

Qualifying

TouchDisqualify

Re-Enter

Nurture



Time measured

in quarters; can

extend

indefinitely


SiriusPerspective:


2

5

DQ:

Compete

MA

RK

ET

ING

TE

LE

FIE

LD

Education

Touch

Opt

out

Education

Touch

Education

Touch

Complement

Touch

Qualify

Yes

No

Education

Touch

Qualifying

TouchDisqualify

Re-Enter

Nurture




SiriusPerspective:

Sample Flow: Passive Recycled

2

6

DQ:

Passive

MA

RK

ET

ING

TE

LE

FIE

LD

Call One

Followup

Touch

0 W1 W2

Touch followup/content

No

Connect

Connect

Call Two

Re-qual

DQ

No

Connect

Connect

Followup

Touch

Our second sample process flow tracks what might happen if a lead is pulled from sales.


SiriusPerspective:


2

7

DQ:

Passive

MA

RK

ET

ING

TE

LE

FIE

LD

Call One

Followup

Touch

0 W1 W2


No

Connect

Connect

Call Two

Re-qual

DQ

No

Connect

Connect

Followup

Touch


Tele takes

the lead


SiriusPerspective:


2

8

DQ:

Passive

MA

RK

ET

ING

TE

LE

FIE

LD

Followup

Touch

0 W1 W2


No

Connect

Connect

Call Two

Re-qual

DQ

No

Connect

Connect

Followup

Touch


Marketing provides

backing support

Call One


SiriusPerspective:


2

9

DQ:

Passive

MA

RK

ET

ING

TE

LE

FIE

LD

Followup

Touch

0 W1 W2


No

Connect

Connect

Call Two

Re-qual

DQ

No

Connect

Connect

Followup

Touch


Telephone and email

are combined

Call One


SiriusPerspective:


3

0

DQ:

Passive

MA

RK

ET

ING

TE

LE

FIE

LD

Followup

Touch

0 W1 W2


No

Connect

Connect

Call Two

Re-qual

DQ

No

Connect

Connect

Followup

Touch


Leads DQ’ed go to

long-term nurturing

Call One


SiriusPerspective:


3

1

DQ:

Passive

MA

RK

ET

ING

TE

LE

FIE

LD

Followup

Touch

0 W1 W2


No

Connect

Connect

Call Two

Re-qual

DQ

No

Connect

Connect

Followup

Touch


Time measured

in weeks

Call One


SiriusPerspective:


3

2

DQ:

Passive

MA

RK

ET

ING

TE

LE

FIE

LD

Followup

Touch

0 W1 W2


No

Connect

Connect

Call Two

Re-qual

DQ

No

Connect

Connect

Followup

Touch


Call One


SiriusPerspective:

Nurture Type: Reconstituted

3

3

Nurturing when a once-engaged

opportunity has had no activity

for months or even quarters

Reconstituted3

3




SiriusPerspective:

Sample Flow: Reconstituted

3

4

MA

RK

ET

ING

TE

LE

FIE

LD

Touch

One

0 D1 D4

Leads

Gathered

D7

Touch

Two

Touch

Three

Requal

Requal

Time bounded, reconstituted nurture programs are the easiest type of

nurture to plan and execute.


SiriusPerspective:


3

5

MA

RK

ET

ING

TE

LE

FIE

LD

Touch

One

0 D1 D4

Leads

Gathered

D7

Touch

Two

Touch

Three

Requal

Requal



Even split

between

marketing and

tele


SiriusPerspective:


3

6

MA

RK

ET

ING

TE

LE

FIE

LD

Touch

One

0 D1 D4

Leads

Gathered

D7

Touch

Two

Touch

Three

Requal

Requal



Theme dependent on age of

dead opportunities (same v.

complementary)


SiriusPerspective:


3

7

MA

RK

ET

ING

TE

LE

FIE

LD

Touch

One

0 D1 D4

Leads

Gathered

D7

Touch

Two

Touch

Three

Requal

Requal



Touches scored and

aggregated, or any

touch can be

moved on


SiriusPerspective:


3

8

MA

RK

ET

ING

TE

LE

FIE

LD

Touch

One

0 D1 D4

Leads

Gathered

D7

Touch

Two

Touch

Three

Requal

Requal



Time measured

in days


SiriusPerspective:


3

9

MA

RK

ET

ING

TE

LE

FIE

LD

Touch

One

0 D1 D4

Leads

Gathered

D7

Touch

Two

Touch

Three

Requal

Requal




SiriusPerspective:

Nurturing Framework: A Checklist

4

0

Pre-MQL Recycled: Active Recycled: Passive Reconstituted

Entry

• Target market agreement (companies, entry points)

• Complete, clean list (owned or purchased)

• Inbound marketing strategy

• Disqualification reasons

• CRM-to-MAP prospect feed

• Visibility rules (e.g. can sales still see active nurture prospects)

• Service-level agreements (if any prospects will go to tele)

• Time thresholds for lead inactivity

• Warning system (first-line manager, sales rep)

• Service-level agreements (field to tele)

• Aging opportunity parameters

• Segmentation rules

• List pull process

Treatment

• Need-based campaign structure

• Decision-based demand program

• Conversion-optimized Web site

• Content

• Information collection strategy (categories, gating approach)

• Hierarchical touch strategy (reason, category of interest, vertical, role)

• Scripts/templates (if tele is involved)

• Information collection strategy

• Teleprospecting scripts

• Email templates

• Pre-call/post-call content

• Multi-touch reconstituted program

• Content to serve

• Information collection strategy

Transition

• Lead scoring schematic(s)

• Lead definition threshold(s)

• Lead scoring schematic(s)

• Tele-triggers/definitions

• Sales removal permissions

• Contact rules (number of timesdialed/emailed)

• Requalification rule set

• Lead scoring schematic

Disposition

• Marketing automation/CRM linkages

• Service-level agreements (marketing to tele, marketing to field)

• Lead bypass rule set

• Procedural rejection rules

• Service-level agreements (marketing to tele, tele to field)

• Lead bypass rule set

• Procedural rejection rules

• Non-qualifier/no contact pass (tele to marketing)

• Qualifier pass (tele to field)

• Non-qualifier/no contact pass (into long-term recycling)

• Qualifier pass (tele to field)

Use our checklist to determine your readiness.

Final Thoughts


Action Items

• Audit current nurturing initiatives against the SiriusDecision Lead

Nurturing Framework

• Implement appropriate nurture types in your demand creation

programs

• Create or audit service-level agreement (SLA) with sales to ensure

SiriusDecision Lead Nurturing Framework adherence

4

2

Question and Answer

Please enter your questions for the speaker in the

Q&A box of your audience console.

Alternatively you may tweet your questions using #VocusWebinar.

The Vocus Family

About VocusVocus (NASDAQ: VOCS) provides leading cloud-based marketing and

public relations software that enables companies to acquire and retain

customers. The company offers products and services to help clients

attract and engage prospects, nurture and convert customers, and

measure and improve marketing effectiveness. More than 16,000 annual

subscription customers across a wide variety of industries use Vocus

software. The company is headquartered in Beltsville, MD with offices in

North America, Europe and Asia. For more information, visit

http://www.vocus.com or call (800) 345-5572.

PR Suite | Marketing Suite Online News Releases Publicity Email Marketing

@Vocus @PRWeb @Helpareporter @iContact

http://www.vocus.com/?utm_source=newsrelease&utm_medium=pr&utm_campaign=manifesto

https://twitter.com/vocus

https://twitter.com/prweb

https://twitter.com/helpareporter

https://twitter.com/icontact

follow the leads: b2b nurturing strategies that work with siriusdecisions

Marketing

b2b marketing

lead nurturing framework

type of lead nurturing

types of lead nurturing

inbound marketing

marketing touches25

vocus marketing suite

b2b companiessiriusdatabase