A presentation on B2B Lead Nurturing given at an Eloqua Breakfast event by Steven Elliott, Managing Director of MarketOne Digital.

1. LEAD NURTURING
ELO[Q]UTION
LESSON
NURTURING ELO[Q]UTION LESSON
February, 2012
Copyright MarketOne 2012 1

2. LEAD NURTURING
ELO[Q]UTION
LESSON
WHAT WE’RE GOING TO TRY TO COVER TODAY
What lead nurturing is
When and when not to automate
Where to start
How to build a business case
What kind of content works
How to personalize and profile
Which pages to drive people to
STEVEN ELLIOTT
What to score and where to route Managing Director
MarketOne Digital
Copyright MarketOne 2012 2

3. LEAD NURTURING
ELO[Q]UTION
LESSON
“Building a relationship with prospects,
regardless of their timing to buy.”
Copyright MarketOne 2012 3

4. LEAD NURTURING
ELO[Q]UTION
LESSON
PRM
(Prospect Relationship Management)
A systematic process for guiding and accelerating
prospects from initial inquiry to sales accepted lead.

5. LEAD NURTURING
ELO[Q]UTION
LESSON
EBD
(Experience Based Differentiation)
Make the process of researching and buying your
product or service a competitive differentiator in itself.
Copyright MarketOne 2012 5

6. LEAD NURTURING
ELO[Q]UTION
LESSON
STORES
APPLICATIONS
MAC O/S
HARDWARE
By integrating its entire stack, Apple is able to
consistently delight its customers.

7. LEAD NURTURING
ELO[Q]UTION
LESSON
[your brand]
TELEMARKETING
/ INSIDE SALES
DIGITAL
COMMUNICATION
MARKETING
TECHNOLOGY
PROSPECT
DATA
Providing a great prospect experience requires tight
integration of the demand generation stack.

8. LEAD NURTURING
ELO[Q]UTION
LESSON
Choose from many flavours!

9. LEAD NURTURING
ELO[Q]UTION
LESSON
1. Welcome & Education
2. Acceleration (Inquiry to MQL)
3. Keep Warm (Sales Rejected Leads)
4. Claw Back (Sales Neglected Leads)
5. Win Back (lost opportunities)
6. Re-engagement (with stale leads)
7. Process Automation (Trial Conversion, Freemium Upgrade,
Licence Renewals)
Copyright MarketOne 2012 9

10. LEAD NURTURING
ELO[Q]UTION
LESSON
BUILDING THE BUSINESS CASE

11. LEAD NURTURING
ELO[Q]UTION
LESSON
WIDE & SHALLOW
or
NARROW & DEEP

12. LEAD NURTURING
ELO[Q]UTION
LESSON
HOW LONG IS A PIECE OF STRING?
EMAIL Ac9
EMAIL Ac8
EMAIL Ac7
EMAIL Ac6
EMAIL Ac5
EMAIL Ac4 RE-ENGAGE
PROGRAM
VOIP VOIP VOIP VOIP VOIP VOIP
LANDING LANDING LANDING LANDING LANDING LANDING
PAGE 4 PAGE 5 PAGE 6 PAGE 7 PAGE 8 PAGE 9
ACCELERATION
EMAIL Ac10
ACCELERATION
PROGRAM
TELE-QUAL
ACCELERATION CALL 2
EMAIL Ac11
LEAD
SCORING OPPORTUNITIES
TO SALES via CRM
Copyright MarketOne 2012 12

13. LEAD NURTURING
ELO[Q]UTION
LESSON
DON’T AUTOMATICALLY
AUTOMATE
It’s not always possible
Scheduled campaigning
Don’t rely on content that dates
But fresh content pulls well
Don’t “set-and-forget”

14. LEAD NURTURING
ELO[Q]UTION
LESSON
HOW MUCH IS TOO MUCH?
Newsletters?
Outbound campaigns?
Major announcements?
Event invitations?
Multiple nurture streams?
Customer service emails?
Copyright MarketOne 2012 14

15. MAKE A PLAN TO FEED THE MACHINE
LEAD NURTURING
ELO[Q]UTION
LESSON
ES
GU
EA
LL D
CO TE
IN A
OM
SN ES
LE DE
SA EN
TT
TA CT
S
EN TA
EV ON
NC DS
EA
OW BL
KN WE
W
NE

16. LEAD NURTURING
ELO[Q]UTION
LESSON
“Every time you send a prospect an
irrelevant email, you’re telling them you
don’t understand them.”
Copyright MarketOne 2012 16

17. LEAD NURTURING
ELO[Q]UTION
LESSON
WHAT KIND OF CONTENT WORKS?
The
Content
Chasm
BROCHURES
THOUGHT &
LEADERSHIP INFLUENCING DATASHEETS
It varies by client and campaign
Case studies typically out-perform other assets
Third party analyst papers & peer perspectives perform well
Podcasts worst performing, brochures actually OK
It doesn’t have to be a download or even your content

18. LEAD NURTURING
ELO[Q]UTION
LESSON
SIGNATURE EMAILS
Provides variety and change of pace
No significant improvement in open-rate or click-throughs
Subject Line, Content Offer & CTA more important than format
The perils of personalisation
Don’t over-use – the novelty wears off
Ensure reply-to addresses are monitored
Informal subject lines and questions – Can I help?
Use of Fwd: and Re: in subject lines
The need to whitelist multiple addresses
Think about timing

19. LEAD NURTURING
ELO[Q]UTION
LESSON
DON’T BE TOO CLEVER
N
1 Email 1: sent to 1,000 contacts 5% CTR
N Email 2: sent to 50 contacts with 10% CTR
2
Email 3: sent to just 5 contacts
Y 3
Y
Have you got the content to support role-based tracks?
Don’t use opens to drive program rules (or scoring)
Limitations on measurement of dynamic content

20. LEAD NURTURING
ELO[Q]UTION
LESSON
CONVERSION
vs.
CONVERSATION
Copyright MarketOne 2012 20

21. LEAD NURTURING
ELO[Q]UTION
LESSON
SCORING PROGRAMMES
Do it with the inside sales team
Broad product portfolio? Multiple nurture programmes?
Keep Implicit scoring consistent and vary Express scoring
Do a first pass and review regularly

22. LEAD NURTURING
ELO[Q]UTION
LESSON
GETTING PEOPLE OUT
Educate telemarketing agency or inside sales team
Keep prospects in program until manually removed
Let all leads through to inside sales (with scoring)
Close loop on lead quality and adjust scoring
Copyright MarketOne 2012 22

23. LEAD NURTURING
ELO[Q]UTION
LESSON
SOME FINAL WORDS OF ADVICE
Nurturing is a long-term commitment
Set expectations: no return likely within the first quarter
Build a cross-functional team
Consider dedicating resource
Find a partner that can manage complexity on your behalf
Thank you.

24. STEVEN ELLIOTT
Managing Director, MarketOne Digital
selliott@marketone.com
Office +44 20 3580 4031
Mobile +44 7831 446 321