Definitive guide-to-lead-nurturing
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Defense contractors who excel at lead nurturing are thriving by generating more sales-ready leads at a lower cost per lead.
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Definitive guide-to-lead-nurturing
- 3. ? Part One Part Three ? 01 21 Why Does My Business Need Lead Nurturing? 02 23 The Importance of Lead Nurturing and Thought Leadership in Branding 04 25 04 05 05 Part Four 29 31 Part Two 07 34 08 09 13 36 17 37 © 2009 Marketo, Inc.
- 5. Part One What Is Lead Nurturing? © 2009 Marketo, Inc. 01
- 6. Part One What Is Lead Nurturing? InTouch What Lead Nurturing – prospects on your Web site are there to acquire. Many companies do a good job at prospects in a way that is both Lead nurturing According to Report, six weeks to see if they are ready to buy with a new case study your company’s products and to be there when they are ready to into account your prospects’ make a buying decision. interests or needs at their stage of buying from you. 02
- 7. Part One What Is Lead Nurturing? on the Web doing independent research, is premature. Tippit understand their needs and react in © 2009 Marketo, Inc. 03
- 8. Part One What Is Lead Nurturing? be “pre-‐wired” for success. asymmetry between the upside and downside be rewarded for making a good purchase, but a bad purchase can damage the buyer’s 04
- 9. Part One What Is Lead Nurturing? Marketo, Forrester, Insights, and others. as a cost center. that nurtured prospects buy more, require than prospects that were not nurtured. the ROI of Lead Nurturing (page 29). © 2009 Marketo, Inc. 05
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- 11. Part Two Lead Nurturing Basics © 2009 Marketo, Inc. 07
- 12. Part Two Lead Nurturing Basics s s 08
- 13. Part Two Lead Nurturing Basics How Marketo Does It For most marketers, the decision about which your site? pages such as the pricing or contact scoring is not the focus of this guide, scoring further nurturing. in a score somewhere between 0 points to 35 points. From there, (BANT) had with the prospect and when? searching for “Marketo” on © 2009 Marketo, Inc. 09
- 14. Part Two Lead Nurturing Basics Incoming Lead Processing campaigns are further, many experts recommend adding to Permission out of your nurturing programs. The topic much debate among marketers. At the most permission. Just because address doesn’t mean you mean it’s permission either. you went.” This is where automated campaigns can permission marketers may disagree, permission. When recipients respond, you at many companies. you can either send them a “second chance”, 10
- 15. Part Two Lead Nurturing Basics How Marketo Does It Pros in our content. ReturnPath from any other source, since we concern for permission because prospects that they opted in hear from you again your messages.” scores Leads that do not respond are Here are the pros and cons for the marked as suspended and are not counted as part of the database. to hear from you rates and send © 2009 Marketo, Inc. 11
- 16. Part Two Lead Nurturing Basics How Marketo Does It Fine-‐tuning your nurturing approaches topics they are most interested nurturing content. 12
- 17. Part Two Lead Nurturing Basics s t Timing According to to speak to each of them and address their unique needs. © 2009 Marketo, Inc. 13
- 18. Part Two Lead Nurturing Basics a prospect goes through in buying your Enquiro suggests each prospect. and backwards through the process as they prospect goes through as they purchase your 14
- 19. Part Two Lead Nurturing Basics with your content. Lead nurturing is about than generic content. with your prospects, and in this case, the and author of The k easy to digest company communicates with prospects. Just as the B2B buying process has changed, “ Thought Leadership is to their geography cases means it has to be short, sweet, in your markets to generate and to the point. and the buying stage. on issues your customers and prospects care most about. the process. make sure you put your audience’s interests © 2009 Marketo, Inc. 15
- 20. Part Two Lead Nurturing Basics How Marketo Does It Marketo’s nurturing program a month is not enough. nurturing content spread across across the nurturing programs. There are two things to keep in mind here. a whitepaper from your Web site, 16
- 21. Part Two Lead Nurturing Basics way with your prospects according to their . 1 Loosening 6 Making the Decision A B 1 2 3 4 5 6 A B © 2009 Marketo, Inc. 17
- 22. Part Two Lead Nurturing Basics . 1 Loosening 6 Making the Decision IT 1 2 3 4 5 6 A B D 18
- 23. Part Two Lead Nurturing Basics for each person and buying stage. 1 2 3 4 5 6 A B D © 2009 Marketo, Inc. 19
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- 25. Part Three © 2009 Marketo, Inc. 21
- 26. Part Three In Part One In Part Two s s 22
- 27. Part Three Make the Most Out of nurturing, and they are a great sandbox demonstrate interest during a buying how to buy It’s easiest to think of triggers and their you send at the same score with no a “contact us” form. Once you determine the © 2009 Marketo, Inc. 23
- 28. Part Three How Marketo Does It campaigns in two ways. a rigid, mapped-‐out process. When you’re First, when Prospects reach that indicates interest but then instead, use this data to create new segments In the beginning, it’s best to resist this we trigger a series of high on path A. If they begin to exhibit stronger interest, you can jump them to path B you can send them back to path A or create 24
- 29. Part Three There are three important categories g s does not engage. in the process, or sent backward, within © 2009 Marketo, Inc. 25
- 30. Part Three not contacted or a rep decides that some and knows more about their buying intent of InTouch to them… we found that a number had 26
- 31. Part Three How Marketo Does It put them back into one of your basic month, three months, six months, Don’t be afraid to incorporate phone outreach to re-‐engaging prospects. nurturing paths. © 2009 Marketo, Inc. 27
- 32. Part Three topics which are beyond the scope of this 28
- 33. Part Four © 2009 Marketo, Inc. 29
- 34. Part Four In Part One Two and Three s s s s based on industry metrics. ” in which you 30
- 35. Part Four 1 2 Prospect 2 3 * 4 Opportunity 4 © 2009 Marketo, Inc. 31
- 36. Part Four Before Nurturing 1 Number of new prospects per month – Prospects Prospect-‐to-‐Lead Leads database at beginning on month – New 800 80 prospects that month – Let’s use 80. 10,000 40 Database Prospects Prospect-‐to-‐Lead Leads New 800 80 (created < 30 days). 10,000 100 Database 32
- 37. Part Four Before Nurturing Prospects Prospect-‐to-‐Lead Leads enter the number of prospects (or your New Database for your chosen date range. Prospects Prospect-‐to-‐Lead Leads New Database © 2009 Marketo, Inc. 33
- 38. Part Four Before Nurturing 200 100 company, and the company didn’t stay in touch so they did not remain top-‐of-‐mind 300 200 200 400 34
- 39. Part Four Before Nurturing A B subtract A – B to get the number of extra © 2009 Marketo, Inc. 35
- 40. your company’s brand and your customer’s s, campaigns to interact with your prospects for nurturing s you gain deeper insight into their buying s s to increase 36