1. Developing Integrated Nurturing Programmes Twitter: #B2BUniversity

2. Challenge #1: Understand the Shift in Power that has occurred

3. Marketing has changed

4. The old way of speaking to customers has shifted...

5. From Push... Direct Mail, Bulk Email, Radio, TV,...

6. ...to Pull... Search, PPC, Blogs

7. ...to Engagement and Sharing Social, Conversations, Participation, User Feedback

8. Your brand used to be defined here...

9. ...Now it’s defined here. As much by your market... As your marketing!

10. Challenge #2: Relevance in the Inbox

11. B2B Buyers Hearing More Noise

12. By 2014… 9,000 email marketing messages a year. …750 a month …25 each day

13. How do we as Marketers react to this new environment?

14. How do we remain relevant and engagement with prospects and customers?

15. The Components of Marketing Automation Web Integration & Lead Capture Outbound/Email Execution ROI Reporting & Analytics Centralized Marketing Database Lead Scoring & Management Sales Tools /CRM Integration program (Nurture) Automation

16. Lead management framework Information capture (initial dialogue) Scoring Dialogue routing Email-based Nurturing Sales Monitoring

17. 1. Consolidated Data

19. Duplicates?

22. 2. Web Integration and Lead Capture

24. Anonymous

25. Identified

26. Landing Pages

27. Microsites

28. Dynamic Content

30. Progressive profiling - collection 3. Returning Leads – Pre-Populate – Gather More 2. Returning Leads – Pre Populate 1. Basic Lead Form 4. Returning leads – Personalize – Pre-Populate – Progressively Gather More

31. 3. Email Infrastructure

32. Direct Marketing Channels Email Marketing Database Mobile/SMS Dynamic Landing Pages Share-to-Social DM with PURLs TeleQualification

34. Email is the number-one outbound B2B marketing tactic used today.Source: Forrester Marketing Forum 2010 presentation

35. How do we ensure our messages delivered to the recipient – every time?

36. Opt-in/Legislative Compliance Content Deliverability Identity and Reputation Volume

37. Because it isn’t a technical issue…

38. It’s a business issue…

39. How can we encourage our prospects and customers to share our messages with others?

40. The efficacy of a normal email program

41. Social networks expand virally

42. Social email is the new viral

44. Results 800 recipients shared the email offer 80,000 additional impressions 8% list growth 33% people who viewed a shared item clicked through to the offer 3x CTR of their standard emails

45. How can we increase the likelihood that our messages are being read by prospects?

46. Popular search question Best time to send?

47. Right Message, Right Time

48. Send Time Optimization

49. 4. Automated Lead Scoring

50. Scoring Leads: Enhance Sales and ROI Source: Silverpop Research

51. The Lead Puzzle Demographic VP Sales Evaluating Solutions Download a Whitepaper BANT Visited Website Last Week $100M Company 5000 Employees Has 2009 Budget Activity Needs Fit Solution 44 44

52. Integrated Lead Scoring

53. 5. Nurture programmes

55. Level 2: Simple Drip programmes

59. Triggered Communications

60. Match Content to Buyer Stage

61. Utilize Buyer Personas and 1-to-1 targeting

63. When should sales pounce?

65. Use program as Template then adapt

66. Plan to have prospects move back an forth between programmes

67. Once basic programmes are in place, consider testing other channels

68. Tele-qualification as part of nurture program

70. Before calling a prospect ... “The sales rep must come to a meeting prepared to discuss the buyer's specific business — yet 31% of sales reps are not prepared with even a basic level of Web availableinformation before taking a buyer's valuable time. Only 16% are extremely prepared.” Source: Technology Marketing Blog (IDC), “Sales Enablement and the Year of the Sales Rep”

71. programmes Leads/Contacts Accounts Marketing Activities Opportunities/€€s CRM Synchronization Marketing Automation CRM

72. Sales Visibility (Lead Activity)

73. Sales Visibility (Lead Activity)

74. Sales Control over Nurturing

75. Sales Collaboration and Alerting

76. 7. Track and Measure

78. Gain agreement from CEO/CFO

79. Create a closed-loop Process

80. Draft a Marketing ROI Plan

81. Include sales in the process

82. Monitor Implementation

85. Program reports

86. Email reports

87. Custom reports

88. ROI Reports

89. Revenue Pipeline

92. Lead nurturing accelerates sales opportunities

93. Mapping content to buyer needs is key

94. There is a proven, substantial return on investment

96. Twitter:#B2BUniversity