Digital nurture programs lead gen & social media

Digital Nurture Programs, Lead Generation,
and Social Media
Bryan Ehrenfreund
Vice President of Digital Strategies
February 15, 2012

Agenda
1. Changing State of Marketing (“ZMOT”)
2. Fundamental Concepts of Inbound Marketing
& B2B Lead Nurturing
3. Lead Scoring: When & How to Incorporate the
Human Touch
4. Social Media at Every Stage of the Revenue
Cycle
5. Insource or Outsource Your Digital Nurture
Program? (“Build vs. Buy”)
© 2012 Televerde, LLC

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


Traditional Marketing Is in Decline
Consumers are in the driver’s
seat


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 clients
Inbound Marketing is the practice of bringing warm,
qualified leads into your sales funnel rather than
reaching outward to cold, questionable targets
Inbound 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 Exploding
As many as 35% of searches are mobile
now
B2B clients have experienced 300%
growth in mobile traffic year over year
SEO Mobile Website optimization implement a browser detect and a
mobile version of your content
Mobile optimize your most important
content – get there first
Submit a mobile sitemap
Implement and test mobile campaigns
– competition is low but growing fast
Tie 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 Matter
Inbound leads: highest conversion rates
to qualified opportunities
Inbound leads:
educate
themselves
beforehand
Companies now
“get found”


Inbound Marketing: The Source of Most Inquires
SiriusPerspective: The reality is that prospects find you when they’re
ready; effective inbound marketing makes you easier to find.
100%
90%
80%
70%

55%

58%

71%

60%

Web

50%

Direct Mail
40%

19%

30%

Email
Events

21%
14%

20%

11%

10%

15%

12%

6%
9%

2009

2010

2015

9%

0%


Source: SiriusDecisions

Buying has Changed Forever
OLD DAYS: INFO SCARCITY
1960’S - Recent

TODAY: INFO ABUNDANCE

BUYER

SALES REP

SALES REP


The Evolution of B2B Marketing
Before search engines:
Branding, mass
advertising, tradeshows
After search engines:
Lead management,
scoring, and nurturing
Arrival of social media:
SEO, content marketing



Sales
Lead

Lead

Lead
Development
Gap

Prospect &
Recycled

Engaged

All Names

The Leaky Revenue Cycle

MQL
SAL

Opportunity

SQL

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

Lead
Nurturing

Sales
Lead

SAL

Lead

Prospect &
Recycled

Engaged

All Names

MQL
SQL

Opportunity

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

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

With
Nurturing

20%

20.0%

40.0%

137.50

3X!
Results: 50% more marketing qualified leads from lead nurturing
Source: Marketo Nov. 2011; assumes $55/prospect

Lead Nurturing Relevance
1. BUYING STAGES
Stages

1

2

3

A

DON’T PANIC!

B

C

1.
2.
3.

Early (Pre-MQL)
Mid (MQL)
Late (Opportunity)
Customer

Short content is good! (YouTube Approach)
Reuse and repurpose
Stay ahead of the drip
Start small, think big and adapt quickly

D

2. BUYING PROFILES
•
•
•
•

•
•
•
•

Industry: 82%
Role: 67%
Company Size: 49%
Geography: 29%

When to Call?
•
•
•
•

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

• 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

When To Call?

9-20

Target

2-8

Fit

21+

SuperTarget

Other

Lead

Lead

Lead

Lead

Lead
Lead

Interest

<2

Engagement

<20

20-44

45-89

90+

Buying Intent

<6

6-14

13-23

24+


Types of Lead Nurturing
1. 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

Nurturing today

Nurturing tomorrow

Make valuable content freely available
Create a reputation that builds credibility
and trust

Lead Nurturing & Social Media
Listen

Segment & Target

Notify & Score

Interact


Customer Nurturing & Social Media
Reaffirm 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 expensive
Resources available?
Be prepared to build and sustain training, process and management

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

Outcomes should outweigh control!

Agency Considerations
Selecting, 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 Takeaways
1. 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 optout
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 Ehrenfreund
VP of Digital Strategies
bryan.ehrenfreund@televede.com
Direct: +1 480.303.7078
Twitter: @ehrenfreund

www.televerde.com
blog.televerde.com


Digital nurture programs lead gen & social media

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