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Account Based Nurturing

Dallas Marketo User Group


Nurtured leads make larger purchases than non-nurtured leads. The Annuitas Group

47%

Lead nurturing emails get times the response rate compared to standalone email blasts. SilverPop/DemandGen Report

4–10

Nurtured leads produce, on average, a increase in sales opportunities versus non-nurtured leads. Demand Gen Report

20%

Sales converts nurtured leads into first calls than non-nurtured leads at a higher rate.CSO Insights

(~15% higher)

Relevant emails drivemore revenue than broadcast emails.Jupiter Group

18x

Companies that excel at lead nurturing generate

cost.Forrester Research

50% more

33% lower

sales ready leads at

Qualified lead conversions are increased by an average of

50%by lead nurturing efforts.

Marketo


Account Based NurturingRecipe for Success

1. Identify Target Contacts

2. Align Content to Buyer Journey

3. Engage Everywhere

4. Pour Gas on the Fire

5. Prove You are a Revenue Rockstar


Identify Target Contacts

1. Identify target accounts with sales

2. Talk to Adam @ LeanData about

implementing an Account Data Strategy

3. Work with a vendor to enrich Contact

Data


Marketing Automation & CRM

Ideal Buyer Targeting

The Social WebOnline Contact

Databases

Our Social Lead Targeting Engine: Quality + Relevancy



We might have a

problem, or we

are conceiving a vision.

ArticlesSocial MediaNewsletters

White PapersBlogs

Thought

Leadership

We understand

the problem and

how it connects to our business.

Events/WebinarsWeb Site/SEO

Self-Guided DemosAnalyst Reports

Product Collateral

Solution

Knowledge

Your

solution

applies to our need.

Sales PresentationsIn-Person Demos

Case StudiesInternal Blogs

Value

Story

Your solution

will have the

greatest impact on our business.

TrialsProofs of Concept Competitive Tools

SME Access

Solution

Differentiation

The business

case is

justified internally.

ROI ToolsTCO Tools

Business CaseFinancial Presentation

Financial

Justification

We are

confident in

moving

forward.

Executive Briefings

Analyst ReportsCustomer

References

Decision

Validation

Solution Vendor SelectionEducation

Loosening

of the

Status Quo

1.

Exploring

Possible

Solutions

3.

Committing

to a Solution

4.

Justifying

the

Decision

5.

Making the

Selection

6.

Committing

to Change

2.

7

Align Content to Buyer Journey


Key Steps for Building a Nurture

Step 1 Step 2 Step 3

Define Objective,Audience and Segmentation

Tools:Content and PersonaWorkbook

Output:Target Audience

Create Content Inventory and Map Content to Nurture

Tools:Content and Persona Workbook

Output:Content Brief and Completed Workbook

Solutions Architecture, Reporting Requirementsand Implementation

Tools:Content Brief

Output:Technical Specification


Engage Everywhere

• Include phone, direct mail,

online advertising and other touches.

• Unified and personalized messaging

aligned to stage in the funnel.

• Target Accounts and Contacts across

multiple digital channels.

Omni-channel nurture


Pour Gas on the Fire

• Accelerate cadence of touches as engagement increases.

• Slow down cadence for non-responsive leads after several weeks in nurture.

• Continually listen and adjust cadence based on engagement.


Test, Analyze, Optimize, Repeat

Analytics Review

MarketoAnalysis

A/B & MultivariateTesting

Testing


• Control is statistically

equivalent to Nurture group

• Randomly select 10% of total

leads

• Control group put into

dedicated stream to not

receive nurture emails

Prove Nurture SuccessUse a Control Group to demonstrate

performance


16.96% increase in MQL’s

28.84% increase in

Won Opportunities

23.83% increase in Average

Won Amount

Real World Results

Enterprise Client – Recycle Nurture


The DemandGen Framework™A holistic model for maximizing growth.


Thank you for your time

and participation!

Documents

Account Based Nurturing - mapdfw.files.wordpress.com€¦ · Account Based Nurturing Recipe for Success 1. Identify Target Contacts 2. ... Marketing Automation & CRM Ideal Buyer Targeting