Lead Nurturing: The Blueprint for Building Successful Campaigns
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This webinar will present case study examples and guidance around how marketers can successfully build successful lead nurturing campaigns, with specific insights into: The Right Content Offers for Nurturing Programs Customizing Email Offers/Landing Pages for Nurture Campaigns Developing the right cadence and sequence to increase relevancy and response
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Lead Nurturing: The Blueprint for Building Successful Campaigns
- 1. The Lead Nurturing Blueprint Using Content To Fuel Multi-Touch Campaigns #LeadNurturing Presented by Sponsored by
- 2. Welcome Webinar A8endees Type ques<on here
- 3. Follow this webinar on Twi8er #LeadNurturing
- 4. About Demand Gen Report • Launched in 2007 to track best prac:ces in lead genera:on • Newsle?er has grown to more than 26,000 readers • We also offer a menu of research and best prac:ces reports • New audio/video podcasts at DemandGenReport.com @DG_Report http://linkd.in/DG_Specialists
- 5. Panelists Cari Baldwin Andrew Gaffney Co-‐founder & Partner Content Director Bluebird Strategies Content4Demand
- 6. Early Stage Buyer Behavior APer ini:al research: developed a short list of poten:al providers collected info to build the business case cited breadth of informa:on as cri:cal vendor asset at this stage
- 7. The Budget Reali<es of the Agile Buyer said project was ini:ally unbudgeted; funds allocated AFTER impact was determined; only said budget was pre-‐approved and allocated at the beginning of the year; set budget aPer solici:ng mul:ple bids
- 8. ShiIs in the Sphere of Influence said more internal team members provided input; said 4 or more people were involved in the purchase process; said C-‐Level/Exec Commi?ee were involved; said marke:ng was involved
- 9. Buy Side or Sell Side? ShiPing course of engagement: of buyers don’t interact with a solu:on provider un:l AFTER establishing a preferred list of venders aPer the conduc:on of ini:al research on op:ons AFTER puZng out RFPs or preparing to nego:ate terms
- 10. The Blueprint for Lead Nurturing Success Inside Real World Campaigns Cari Baldwin cari@bluebirdstrat.com @caribaldwin @bbstrategies
- 11. The Foundation for Nurturing Content & Process
- 12. Right Content, Right Time CONTENT and PROCESS
- 13. Top of Funnel Content " Industry Whitepapers " Thought Leadership Webinars " Ebooks " How to Guides " Executive Briefs Scoring or key behaviors will let you know when they are ready to move on
- 14. Middle Funnel Content " Case Studies " Interest Targeted Content " Instructional Videos " Trials and Demos " Decision Making Tools
- 15. Define & Document Your Process
- 16. The New Funnel Lead Nurture Lead Level 1 Lead Level 2 Oppty MQL Closed SQL Won/Lost Lost Leads 16
- 17. The BAD Funnel Lead Nurture Lead Level 1 Lead Level 2 Oppty MQL Closed SQL Won/Lost Lost Leads 17
- 18. Goal: Glengarry Leads & Bluebirds “These are the new leads. These are the Glengarry leads. And to you they're gold, and you don't get them. Why? Because to give them to you would be throwing them away. They're for closers.”
- 19. Nurture Lifecycle Warm-up Campaign Early Stage Nurture to Engage Suspects Net New Lead, Completed Form, Thought Leadership Awareness New Content & Education Offers Content Advanced Stage Current Client Nurture (Role, Nurture Title, Industry, (cross sell/ Company/Product Company upsell) Announcements Completed Early Stage; Specific) Loyalty & Retention, Consideration Content, Refer a Friend Goal is MQL Free Trial New Client Requested Trial Nurture On Boarding Nurture Reason-specific Sales Owner branches Reached SQL Touch Campaign Lost Opportunity Sales Rep Nurture
- 20. Where to Start? 12 Unique Nurture Programs New Long Sales Score Cross-‐sell/ Prospects Cycles Accelera:on Up-‐sell Event Customer Role/Title Industry Follow-‐up Reten:on Company Wake the Sales Remarket Specific Dead Accelera:on
- 21. Where to Start? " Wake the Dead " New Prospects – Early Stage " Late Stage – By role, title, industry
- 22. Where to Start? " STEP 1: NURTURE SCHEMATIC – The blueprint, in Excel or Gliffy – Get approval " STEP 2: WRITE COPY – Get approval " STEP 3: BUILD IN MA – Test – Report
- 23. Lead Nurture Program Design Send Send Demo Demo Offer Offer Send Offer 3a Send Offer 5a EHR Send Offer 4a EHR Send Offer 6a Clicked Clicked EHR EHR (2x) (2x) EHR Stimulus Branch Send Send Completes Demo Demo registration form or Send Offer 1 Send Offer 2 Clicked Clicked Clicked Offer Offer REIMB EHR on Offer on Offer on Both / is imported from (2x) (2x) 1 2 Neither CRM Send Offer 3b Send Offer 6a REIMB Clicked Send Offer 4a Send Offer 5b EHR Shift to Newsletter Clicked (2x) EHR REIMB (2x) Notes for program: Undeclared Branch *All contacts get each content offer *Undeclared branch is a mix of fers from Send Send Reimbursement and EHR. Demo Demo Offer Offer * Send demo offer is triggered by interest in that offer. Recommended wait time is 1 hour. * Wait time for offers 1,2,3 is 7 days * Wait time for offers 4,5,6 is 14 days Send Offer 3b Send Offer 4b Send Offer 5b Send Offer 6b REIMB Clicked Clicked REIMB * Offers marked with a (2x) are sent twice (2x) REIMB REIMB (2x) to non-‐responders with a different subject Reimbursement Branch 23
- 24. Creating an Effective Nurture " Define Goal(s) " Build content map " “Be the lead” " Attach content to each step " Write emails à Sell the content " Build the nurture in your system " Test . . . Revise " Launch! – Monitor … Revise … Monitor … Revise
- 25. Tips " Vision of Success " Cadence " Multiple Formats " Length of Nurture " When to Engage Sales
- 26. CASE STUDY: WAKE THE DEAD
- 27. Goal – Wake the Dead Nurture " Primary: To identify and reconstitute stalled opportunities that are still viable. " Secondary: To identify new contacts at stalled opportunities. " Tertiary: To close stalled opportunities that are no longer “paying attention.”
- 28. GovCon Nurture Flow 28
- 30. Results - Cumulative 13% Response 10% Open Rate 30% Click to Open rate 2.8% Click Thru (Over 50% on some messages) 24 3 72 Email Opportuni:es Opportuni:es Forwards Influenced Created $200k > $5million Added to Immediate Win Pipeline
- 31. Thank you! Cari Baldwin 650.464.4028 cari@bluebirdstrat.com
- 32. About Content4Demand • Working with over 100 clients on Demand Genera:on, Lead Genera:on and Content Marke:ng Crea:on. • Created over 1,000 content assets in over 15 forms of media. • Ver:cals include Healthcare, Technology, Financial and Energy. • From the publishers of DemandGenReport.com www.Content4Demand.com
- 33. Crea<ng Content to Fuel Nurturing Campaigns Ø Right Content—Headlines, Treatments Ø Right Contact—Target Content Towards Specific Markets Ø Right Time—Cadence, Progression, Series of Offers Ø Right Format—Appeal to Variety of Preferences
- 34. Case Study Example In February of 2011, launched Avectra Social CRM for Associations, the industry's first and only Member Engagement Platform…incorporates the social interactions of the relationship into membership database and ongoing initiatives.
- 35. Case Study Example Serves two dis:nct audiences—associa:ons and non-‐profits, which have unique needs/pain points.
- 36. Interac<ve Content Video White Paper
- 37. Interac<ve Content Infographic Webinar
- 38. Q&A // Submit Your Ques<ons Type ques<on here
- 39. Q&A // Panelists Cari Baldwin Andrew Gaffney Co-‐founder & Partner Content Director Bluebird Strategies Content4Demand
- 40. Thank You For A8ending This Webinar You can download this presentation at: http://dg-r.co/lead-nurturing-webinar