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Slides taken from the Marketo webinar, B2B Email Marketing and Lead Nurturing.
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Maria Pergolino, Marketo
B2B Email Marke-ng + Lead Nurturing Webinar: April 14, 2010
© 2010 Marketo, Inc. All Rights Reserved
Page 2
Agenda
! B2B Email Marke7ng Basics
! B2B versus B2C email
! Lead Nurturing
! Email Marke7ng and Social Media
© 2010 Marketo, Inc. All Rights Reserved
Page 3
Permission for Email Marketing
Pros Cons
CAN-‐SPAM Only
• Minimal effort
• “Legal” in the eyes of government regula7ons
• Grows your database quickly
• Risks poor deliverability score and bad reputa7on
• Despite database growth, rela7onship quality will not improve
Single Opt-‐in Approach
• Demonstrates a pro-‐ac7ve concern for permission
• Prospects might remember that they opted in
• Increases deliverability and sender reputa7on scores
• S7ll assumes that just because prospects requested informa7on one 7me, they want to hear from you again
Double Opt-‐in Approach
• Demonstrates the most concern for privacy and relevancy
• Subscribers truly want to hear from you
• Increases deliverability rates and send reputa7on scores
• Adds another layer of complexity and communica7on with poten7al subscribers
• Risks losing subscribers in the confirma7on process
© 2010 Marketo, Inc. All Rights Reserved
Page 4
Establish Preferences
Let prospects customize nurturing communica7ons
! Frequency
! Format
! Interests
© 2010 Marketo, Inc. All Rights Reserved
Page 5
Segment and Personalize
! Segmenta7on and Personaliza7on creates relevancy
© 2010 Marketo, Inc. All Rights Reserved
Page 6
Design for Deliverability
! Code Carefully ! Design Simply ! Test, Retest & Test Again ! Plus, don’t be afraid to get help!
© 2010 Marketo, Inc. All Rights Reserved
Page 7
Advanced Tips
! Relevancy isn’t just with text-‐ ensure images help you connect with the recipient
! Incorporate A/B tes7ng in your email campaigns—start simple by tes7ng subject lines, headers or marke7ng assets.
! Consider the 7me of the day as well as the day of the week when execu7ng your email campaigns.
© 2010 Marketo, Inc. All Rights Reserved
Page 8
B2B versus B2C Email Marketing
1. Distance 2. Permission 3. Messaging 4. Recipients
© 2010 Marketo, Inc. All Rights Reserved
Page 9
B2B Marketing Challenges
27%
33%
33%
35%
37%
39%
69%
0% 20% 40% 60% 80%
Competing in lead generation across multiple media
Generating public relations 'buzz'
Marketing to growing number of people in the buying process
Generating a high volume of leads
Creating perceived value in 'cutting edge' product benefits
Marketing to a lengthening sales cycle
Generating high-quality leads
% challenged
Source: MarketingSherpa B2B Marketing Benchmark Survey 2010 Methodology: Fielded April 15-20, 2010, N=1,147
! Quality of exis7ng leads improved for hand-‐off to sales
! The right message to the right person at the right 7me in the sales cycle
! Perceived value a result of trust in the brand / sales person
! The more people in buying process, the beaer the nurturing process needs to be
© 2010 Marketo, Inc. All Rights Reserved
Page 10
The Value of Lead Nurturing
© 2010 Marketo, Inc. All Rights Reserved
Fewer marke7ng-‐generated leads ignored by sales (from 80% to as low as 25%)
150% increase in contact-‐to-‐lead conversion rate
2-‐3x lig in conversion rates on raw leads to qualified opportuni7es
20% more sales opportuni7es
225% increase in volume of prospects that convert to sales opportuni7es
7% points higher win rates on marke7ng-‐generated leads
6% points lower rate of “no decisions”
2X increase in bid-‐win ra7o
47% higher average order values
Page 11
The Value of Lead Nurturing
Passed to Sales (<1 mo)
Passed to Sales (>1 mo)
Total Passed to Sales
Cost per Sales Lead
Without Nurturing 25% 8% 33% $195
With Nurturing 25% 25% 50% $130
© 2010 Marketo, Inc. All Rights Reserved.
Source: Actual Marketo data; assumes $65 per prospect
Marketo ROI Results Prospect to Sales-‐Ready Lead Conversion
Results: 50% more sales-‐ready leads from lead nurturing
Page 12
The Value of Lead Nurturing
Average Time To Opportunity
Number of Deals
Not Nurtured 8 days 107
Nurtured 164 days 97
Total 65 days 204
© 2010 Marketo, Inc. All Rights Reserved
48% of all deals come from lead nurturing
Marketo ROI Results Marketo New Customer Deals, through June 2009
Page 13
Are You Missing Out on this Opportunity?
28%
30%
39%
44%
44%
45%
51%
19%
27%
23%
18%
25%
20%
13%
53%
43%
38%
38%
31%
35%
36%
0% 20% 40% 60% 80% 100%
Have a process for handing leads back to marketing
Closed-loop tracking from source to conclusion
Have a process for nurturing leads not sales-ready
Have system for rating 'qualified' and 'warm' leads
Measure lead generation contribution to revenue
Collaborate with sales to define sales-ready leads
Use CRM system to manage lead process
Yes, doing now No, but high priority Back burner / not planned
Source: MarketingSherpa B2B Marketing Benchmark Survey 2009 Methodology: Fielded April 15-20, 2009, N=1,147
© 2010 Marketo, Inc. All Rights Reserved
Page 14
Four Kinds of Lead Nurturing
© 2010 Marketo, Inc. All Rights Reserved
Page 15
Incoming Lead Processing
! Establish permission for nurturing
! Establish preferences
! Determine what goes to sales
© 2010 Marketo, Inc. All Rights Reserved
Page 16
Determine What Goes to Sales
Common Strategies 1. Send Everything to
Sales 2. Send Everything to
Telemarke7ng 3. Let Sales Cherry-‐Pick
and Nurture Others 4. Define a “Sales-‐Ready”
Lead and Send Only Those
Common Ways to Define “Sales Ready” ! Demographic Aaributes ! BANT (Budget, Authority, Need, Timeframe)
! Completeness of Data Profile
! Behavioral Aaributes ! Lead Score
© 2010 Marketo, Inc. All Rights Reserved
Page 17
Determine Buying Stages
© 2010 Marketo, Inc. All Rights Reserved
Example: SiriusDecisions Buying Cycle Early Stage Thought leadership and best prac7ces to build brand and awareness
Middle Stage Buyers guides, RFP templates and industry informa7on to help structure research
Late Stage Company-‐specific informa7on to help evaluate and reaffirm selec7on
Page 18
Buyer Profiles
% Saying Content Customized By Category is More Valuable ! By Industry: 82% ! By Role: 67%
Doers vs. Buyers Job Func7on
! By Company Size: 49% ! By Geography: 29% ! By Product
© 2010 Marketo, Inc. All Rights Reserved
Source: MarketingSherpa
Page 19
Content Mapping
© 2010 Marketo, Inc. All Rights Reserved
Profiles
Buying Stages
Content 1. Map your exis-ng content
2. Blank cells determine your content roadmap
3. Short content is good! 4. Test and op-mize
5. Start small, think big and adapt quickly
Page 20
Accelerator Campaigns
! Move prospects along the buying cycle faster with relevant “nudges” triggered by specific behaviors
! Move prospects between Stay in Touch tracks, or run independently
! Start basic, then evolve
© 2010 Marketo, Inc. All Rights Reserved
Page 21
Opportunity 19%
Disqualified 7%
Recycled: No Contact 53%
Recycled: Not Ready
21%
Lead Recycling
Actual Marketo Results Outcome of Sales-‐Ready Leads
Marke-ng – Sales Alignment is an impera-ve
© 2010 Marketo, Inc. All Rights Reserved
Page 22
SOCIALIZING YOUR EMAIL
© 2010 Marketo, Inc. All Rights Reserved
Page 23
Social Sharing: Customized E-mails and Landing Pages
! Share emails and landing pages, but no need to be constrained by generic content
© 2010 Marketo, Inc. All Rights Reserved
Page 24
Social Sharing: A Closer Look
! ShareThis or AddThis
! Custom links for increased personaliza-on http://twitter.com/home?status=I Bet You Don’t Know Jack About Online Marketing: PLAY NOW to find out! http://bit.ly/df9MmN
© 2010 Marketo, Inc. All Rights Reserved
Page 25
Marketo, Inc. 901 Mariners Island Suite 200 San Mateo, CA 94404
Direct: +1.650.376-‐2312 Mob: +1.415.710.2008
blog.marketo.com www.marketo.com
Maria Pergolino Director of Marke-ng
[email protected] @inboundmarketer @marketo
Contact Me
© 2010 Marketo, Inc. All Rights Reserved