Digital nurture programs lead gen & social media

Digital Nurture Programs, Lead Generation,and Social Media

Bryan EhrenfreundVice President of Digital Strategies

February 15, 2012

© 2012 Televerde, LLC

Agenda1. Changing State of Marketing (“ZMOT”)2. Fundamental Concepts of Inbound Marketing

& B2B Lead Nurturing3. Lead Scoring: When & How to Incorporate the

Human Touch4. Social Media at Every Stage of the Revenue

Cycle5. Insource or Outsource Your Digital Nurture

Program? (“Build vs. Buy”)


Televerde

Televerde is the leading B2B provider of sales pipeline development solutions that drive increased revenue for our clients by integrating contact data, marketing automation and world-class teleservices.


The World Has Changed

Pew Research Center, May 2010


Consumers are in the driver’s seat

Traditional Marketing Is in Decline


Inbound Marketing


The Zero Moment of Truth

Research

Learn About Options

Comparison Shop

Read Reviews

Get Advice


How Do People Search

Realize a Need Investigate Options


Ask People We Trust

Ask Someone They Trust


What is Inbound Marketing?

Inbound Marketing is a marketing strategy that focuses on getting found by customers or clientsInbound Marketing is the practice of bringing warm, qualified leads into your sales funnel rather than reaching outward to cold, questionable targetsInbound marketing turns the old marketing model on its head. It’s web-based, smart, cost-effective and results driven. Inbound marketing is always on and always working because of the prevalence of mobile devices


Mobile is ExplodingAs many as 35% of searches are mobile nowB2B clients have experienced 300% growth in mobile traffic year over yearSEO Mobile Website optimization - implement a browser detect and a mobile version of your contentMobile optimize your most important content – get there firstSubmit a mobile sitemapImplement and test mobile campaigns – competition is low but growing fastTie with local content

Mobile Apps Surpass

Daily Web Use

June 2011:81 minutes for mobile apps compared to 74 minutes for the web


Inbound is Preferred for B2B

Marketing Sherpa, October 2010


Why Inbound Leads MatterInbound leads: highest conversion ratesto qualified opportunities

Inbound leads: educate themselves beforehand

Companies now “get found”

Inbound Marketing: The Source of Most InquiresSiriusPerspective: The reality is that prospects find you when they’re

ready; effective inbound marketing makes you easier to find.

Source: SiriusDecisions

15% 12% 9%

11%9%

6%

19%21%

14%

55% 58%71%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2009 2010 2015

Web

Direct Mail

Email

Events



Buying has Changed Forever

BUYER

OLD DAYS: INFO SCARCITY1960’S - Recent

TODAY: INFO ABUNDANCE

SALES REP SALES REP


The Evolution of B2B MarketingBefore search engines: Branding, mass advertising, tradeshows

After search engines: Lead management, scoring, and nurturing

Arrival of social media: SEO, content marketing


All N

am

es

Pro

sp

ect

&

Recycle

d

En

gag

ed

The Leaky Revenue Cycle

Lead

OpportunityS

ale

sLead

MQLSAL

SQL

Lead

Dev

elop

men

tG

ap


All N

am

es

Pro

sp

ect

&

Recycle

d

En

gag

ed

LeadNurturing

Lead Nurturing Plugs the Leak

“The art of maintaining permission to stay in front of your buyers as they

educate themselves”

Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

Lead

OpportunityS

ale

sLead

MQLSAL

SQL


The Value of Lead Nurturing

Lead Nurturing helps turn more inquiries into qualified leads and decreases cost per qualified lead

Fast Leads(MQL <1 mo)

Slow Leads(MQL >1 mo)

Total Leads(MQL)

Cost/Lead(MQL)

Without Nurturing 20% 6.67% 26.67% $206.00

WithNurturing 20% 20.0% 40.0% 137.50

Source: Marketo Nov. 2011; assumes $55/prospect

3X!

Results: 50% more marketing qualified leads from lead nurturing


Lead Nurturing Relevance

A

B

C

D

1 2 3Stages

2. BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%

DON’T PANIC!1. Short content is good! (YouTube Approach)2. Reuse and repurpose3. Stay ahead of the drip

Start small, think big and adapt quickly

1. BUYING STAGES• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer


When to Call?

• Early stage content +3• Attend webinar: +5• Visit any webpage / blog : +1• Visit careers pages: -10

Latent Behaviors (Engagement)

• Pricing pages: • +10 regular, +15 detailed

• Watch demos: • +5 overview, +10 detailed

• Mid-stage content +8• Late-stage content +12• Searches for “Your Company Name” +8

Active Behaviors(Buying Intent)


When To Call?

21+ Super-Target Lead Lead Lead

9-20 Target Lead Lead

2-8 Other Lead

<2

Engagement <20 20-44 45-89 90+

Buying Intent <6 6-14 13-23 24+

Fit

Inte

rest


Types of Lead Nurturing1. Seed Nurturing: Developing relationships with early-stage

prospects before they enter your database

2. Pre-MQL Nurturing: Building and maintaining relationships with known prospects as they educate themselves

3. Customer Nurturing: Deepening and expanding relationships with existing customers

4. Accelerator Nurturing: Move prospects along the buying cycle faster with relevant “nudges” triggered by specific behaviors

5. Recycled Nurturing: Discontinued or disqualified

6. Reconstituted Nurturing: AKA “Wake the Dead”


Seed Nurturing & Social Media

Make valuable content freely available

Create a reputation that builds credibility and trust

Nurturing today Nurturing tomorrow


Lead Nurturing & Social MediaListen Segment & Target

Notify & Score Interact


Customer Nurturing & Social MediaReaffirm purchases after the decision is made

Deepen relationships, create personal connections

Discover new needs and requirements

Manage customer satisfaction and retention


Insource or Outsource?Considerations: Competencies, Process, Investment & Control Insource:

How important is control vs. outcomes?Mind the budget – TCO of competencies is expensiveResources available?Be prepared to build and sustain training, process and management

Outsource:

Control is still possible with checks and balancesOutsource to complement not replaceBenefits = fast ramp, scale, established skills, economics Training and process is repeatable, sustainable, predictable Tele-nurture is a specialty

Outcomes should outweigh control!


Agency ConsiderationsSelecting, Hiring, Managing

What competencies do you need them to complement?

Does the agency have these competencies?

Inquire about other clients and peer referrals

Inquire about best practices and see work samples(scoring models, emails, reports, metrics, etc.)

Discuss process integration

Compare costs and value (ROI is more than $$$)


Key Takeaways1. Buying has changed forever; marketing and

sales must change as well – “The Zero Moment of Truth”

2. 80% of qualified prospects are not ready to buy when you first meet them

3. Nurturing plugs the lead development gap but needs to be relevant – otherwise prospects will opt-out or emotionally opt-out

4. Human touch validates, corrects & accelerates the digital nurture process

5. Outsourcing bridges the knowledge & skills gap accelerating your revenue cycle success


Contact Bryan…

Bryan EhrenfreundVP of Digital Strategies

[email protected]

Direct: +1 480.303.7078

Twitter: @ehrenfreund

www.televerde.comblog.televerde.com

mailto:[email protected]

http://www.televerde.com/