This document discusses lead nurturing and how it can improve marketing results. It provides statistics showing that nurtured leads are more likely to convert than those that are not nurtured. The presentation recommends implementing a drip campaign using marketing automation platforms to nurture leads over time with targeted content. Proper lead scoring and persona management are also advised to personalize content for prospects at different stages in their buyer's journey. Metrics should be tracked to optimize lead nurturing efforts.

1. PRESENTERS
Bob Canaway
Vice President Marketing
Megan Menesale
Product Marketing Manager
Copyright
2014 Ektron, Inc.

2. LEAD NURTURING
Lead nurturing is the
process of building
relationships and
focusing on leads
that are not yet
ready to buy, with
the goal of
successfully
earning their
business over time
Copyright
2014 Ektron, Inc.

3. NURTURED LEADS ARE BETTER
• 61% of B2B marketers send all leads directly to Sales;
only 27% of those leads will be qualified.
[MarketingSherpa]
• Only 50% of leads are qualified but not ready to
buy. [Gleanster Research]
• Lead nurturing gets 4-10 times the response rate
compared to standalone email blasts.
[DemandGen Report]
• Nurtured leads produce, on average, a 20%
increase in sales opportunities versus non-nurtured
leads. [DemandGen Report]
Copyright
2014 Ektron, Inc.

4. 65% of B2B marketers have not established
lead nurturing. [MarketingSherpa]
Copyright
2014 Ektron, Inc.

5. LEAD NURTURING IS LIKE DATING???
Copyright
2014 Ektron, Inc.

6. CHANNELS
• Typically called “drip campaigns”
• Using products like Pardot, ExactTarget,
and Marketo
• One-to-one communication channel
• Easily controlled
• Website and digital property based
• Can help drive meaningful
“conversations” between emails
• One-to-one communication channel
• Huge opportunity
Copyright
2014 Ektron, Inc.

7. FOCUS ON THE BUYER’S JOURNEY
Not your process
Content
Marketing
Drives
Engagement
Copyright
2014 Ektron, Inc.

8. 67 percent
of the
buyer’s
journey is
digital
Copyright
2014 Ektron, Inc.

9. LEAD NURTURE (DRIP)
Late Stage
Mid Stage
Lost
Early Stage
• Thought Leader
• Build Brand
• Low Pressure
• Industry Positioning
• Guide Evaluation
• Solution Focused ROI
• Product Focused
ROI
• Case Study
Copyright
2014 Ektron, Inc.

10. NURTURE EMAILS
1.
2.
3.
4.
5.
6.
Introduction to the Inbound Website
Content Roadmap Worksheet
Mobile Maturity Model
DXM Demystified
Industry Specific Case Study
Ultimate Guide to Choosing a WCM
Copyright
2014 Ektron, Inc.

11. TARGET THAT CONTENT
Desired
business
results
Content targeting
Copyright
2014 Ektron, Inc.

12. WAYS TO TARGET CONTENT
Anonymous Visitors
Known Visitors
•
•
•
•
•
•
•
•
Geo-location
Industry
Company
Device type
•
Role
Title
Customer status
Social graph
Nurture Track!
Personas
Copyright
2014 Ektron, Inc.

13. PERSONA MANAGEMENT
Must Have Attributes
•
Is a prospect
•
In the Healthcare
industry
Target content
“Great web experiences
in your patient portal”
webinar
Must Have Attributes
•
Is a customer
•
With X products
•
In Canada
Nice to have
•
Responded to upgrade
campaign
Target content
“Getting the most out of your
CMS” eBook
Copyright
2014 Ektron, Inc.

14. NURTURE PIECE 1
CURRENT SITE
NEXT EMAIL
Copyright
2014 Ektron, Inc.

15. NURTURE PIECE 6
CURRENT SITE
NEXT EMAIL
Copyright
2014 Ektron, Inc.

16. DIGITAL EXPERIENCE
MANAGEMENT
PLATFORM
E
C
O
M
MARKETING OPTIMIZATION
BLOGS &
COMMUNITIES
PERSONA
MGMT
CONTENT
TARGETING
MARKETING
AUTOMATION
SOCIAL
PUBLISHING
SEO
MV TESTING
SOCIAL
M
CONTENT MANAGEMENT
E
R
C
E
CRM
ESYNC
CLOUD
MANAGER
EDITING AND
WORKFLO W
MOBILE
SITE CREATION
AND MGMT
VISUAL
PAGE
LAYOUT
SITE SEARCH
WEB ANALYTICS
SHAREPOINT
VIDEO
Copyright
2014 Ektron, Inc.

17. BEST VISITOR EXPERIENCE
Copyright
2014 Ektron, Inc.

18. HOW TO GET STARTED
1. Start with your strategy and prioritize
2. Know your visitors (personas)
3. Build out nurture tracks & connect to
your website
4. Identify success factors and
what/how to measure
5. Start small – NO OCEAN BOIL!
6. Analyze, iterate, optimize
Copyright
2014 Ektron, Inc.

19. Bob Canaway
Megan Menesale
@bobcanaway
bob.canaway@ektron.com
@mmenesale
megan.menesale@ektron.com
Vice President Marketing at Ektron
Product Marketing Manager at Ektron
Copyright
2014 Ektron, Inc.