The Process and Practicalities in Building a Lead Nurture and Marketing Automation Program

LNAP Processing

DatabaseContent

Today we are talking about …Marketing Process Re-Engineering

Reality #1

The ‘Invisible Buyer’ … has gone online

The Balance of Power has shifted

t Reality #2

Sales & Marketing are not singing from the same song book

Integrate lead management

Plan & execute jointly

Align goals & KPIs

Reality #3

The CEO is expecting more from the marketing spend (and so by the way is Sales)

Reality #4 And, of course, Big Data

What new challenges does this present for today’s Modern Marketer?Find the prospect

Cultivate a virtual & online relationship

Select right channels

Achieve new KPIs (aligned with Sales)

… and added to that,we need compelling content

to keep the conversation going.

Let’s have a look to a 6-Step formula to help us through…

the 3C3P Methodology

Contacts

Communications

Content

Process

Performance

Platform

Step 1ContactsLet’s start with the b2b buyer…

Build a Persona of your typical buyers. Get feedback from Sales and research the buyers themselves.

My KPIs

My Challenges

What I’m not interested in

Challenges in communicating with me

How I like to receive information

What I’m interested in

My buying processWho am I?40+ male, works long hours, ambitious, independent, looks for opportunities to move forward and is comfortable leading the way

Data gets lots of ‘air time’ but not enough ‘work time’

All Contacts 68,113

Contacts with email 57,825

Contact s with email & Key Position Codes

40,918

Opt-in Key Contacts

27,074

Opt-in Key Responders

Step 2Communications Channels & Streams

Decide your ideal channels to use to nurture your buyers. Our top 4 today in b2b are …

Contextual Email channel

Web channel

Tele channel

Social channel

Create contextual email streams to deliver the right content to the right person at the right time

Technology Stream (CIO, ITM,

ITP)Profilin

g Trackin

g Scoring

Pain Point #1

Thought Leadership

Nurture Streams

Tactical Bursts(solution

positioning)

Business Stream (GM, LOB Exec)

Pain Point #2

Pain Point #3

Pain Point #4

Opportunity Streams

(tele initiated)

Pain Point #1

Pain Point #2

Pain Point #3

Pain Point #4

Finance Stream(CFO, Finance)

Differentiate your thought leadership communications with program branding

Step 3Content

Develop a Content Map & Strategy to deliver timely content in the buying process

Buyer segments

Content media types

Examples of Thought Leadership assets

Examples of Solution Positioning assets

Top 6 Tips for Content Management:1. Recycle & re-purpose content2. Use trusted third party content3. Use video content 4. Gate content mid-pipeline, not at pipeline entry5. ‘Mobilise’ your content (responsive design)6. Appoint a Content Curator

Step 4Process & Integration

Integration #1 – Multi-Channel Campaigns

Integration #3 – Technology/Platforms

Integration #2 – Sales & Marketing

MarketingQualified

Leads

Thought Leadership StreamsTactical Burst Streams

Opportunity Streams

Social Media & Forums

Tele Marketing Content

Contact Acquisition

Search Marketing

Online Adverts Events

Lead Nurture & Automation Program (+CRM)

Website

Develop your LNAP to become your central communications backbone interlocking all channels

So what are the process levers you

need to control in your LNAP plan?

Host ‘Brand’

Cadence

Explicit & Implied Profiling

Content Gating

Lead Scoring

Lead Routing

Tele-Nurturing

Step 5Performance & Measurement

Attract

Qualify

Engage

Close

Database Quality | Opt-in | Source

Online Response | Profiling | Lead Score, Velocity, Leakage

AQL | MQL | SQL | xQL Cost & Conversion Rates

Orders & Revenue

Some automation tools provide dashboards to help track pipeline stages through to revenue

… and reporting for campaign effectiveness and (lead) attribution …

Step 6Platform

Customisable reporting

Progression/Attribution reporting

Flexible lead scoring

Social Media integrationEvent integrationCRM integration

Key considerations when selecting a Marketing Automation Platform

Flexible response triggering

Meet some of the new players in the Modern Marketing team (internal & external)?

Chief Marketing TechnologistContent Curator/CoordinatorContent EditorMarketing Automation TechnologistData Analytics SpecialistDigital/Web Specialist

The Wrap Up

1. Plan the process upfront2. Develop a content strategy3. Spend time on the data (garbage in, garbage out)4. Align Marketing and Sales (goals, process, structures)5. Think 3C3P to drive your Lead Nurture & Automation

Program

Thanks!

Want to know more?

Visit us www.green-hat.com.auTweet us @greenhatmktg

Call us +61 3 9290 9777