1.
7 Steps:
To Put Your Lead Nurturing on Steroids

2.
Welcome to the Jungle
Justin Gray
CEO, LeadMD
@myleadmd
LeadMD
Marketing Automation Experts
http://leadmd.com
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7 Steps: To Put Your Lead Nurturing on Steroids
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Marketo & Salesforce Consultancy
1000+ Engagements
Retainer & One Time
Service & Training offerings
Content & Data Offerings
Preferred Service Provider
12/5/2013

3.
Welcome to the Jungle
Mary Firme
Chief Lead Accelerator, ReachForce
@MaryFirme
ReachForce
Marketing Technology
http://reachforce.com
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7 Steps: To Put Your Lead Nurturing on Steroids
• Mastering lead data quality for B2B
Marketers for nearly a decade
• Driving innovation in digital
marketing to build quality leads and
shorten the buying cycle
• Providing a comprehensive view
across inbound, events, marketing
automation and sales automation
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4.
STEP 1:
Groundwork: Marketing and Sales Data
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7 Steps: To Put Your Lead Nurturing on Steroids
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5.
1. Poor Data Quality is Costing You $$$
Brian Hansford, Marketing Automation Practice Lead, Heinz Marketing
25% of the average B2B database is inaccurate
60% of companies surveyed had an overall data health scale of “unreliable”
80% of companies have “risky” phone contact records
“The Impact of Bad Data on Demand Creation” - Sirius Decisions
“Using a database of 100,000 contacts, a strong organization will realize
nearly 70%
more revenue than an average organization based purely on data quality!”
“The Impact of Bad Data on Demand Creation” - Sirius Decisions

6.
1. Marketing Automation Destroyed by Bad Data
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7 Steps: To Put Your Lead Nurturing on Steroids
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7.
1. Clean your data before you start anything.
 B2B data degrades 25% per year.
– Deal with it. You have to.
 Emails Invalid? Check deliverability.
– You may find some bad ones are good and
vice versa.
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
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Postal Addresses? Validate.
Phone numbers? Check and correct.
Junk? Zap it.
Duplicates? Merge them.
7 Steps: To Put Your Lead Nurturing on Steroids
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8.
STEP 2:
Complete the infrastructure
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7 Steps: To Put Your Lead Nurturing on Steroids
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9.
2. Data is King. Complete It. Speed Results.
 Get a 4% increase in sales for every 1%
improvement in Data Quality
 Fill any gaps in your data (without wasting
nurture activities to fill in blanks)
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Industry
Global scope
Revenues
Transform raw SIC codes, revenue into your custom
segment bands
 Mailing address for events or direct mail
 Phone number
 Append missing or bad emails
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7 Steps: To Put Your Lead Nurturing on Steroids
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10.
STEP 3:
Step on the Gas. Optimize your landing pages.
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7 Steps: To Put Your Lead Nurturing on Steroids
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3. CAPTURE MORE LEADS. CAPTURE MORE
INFO. CAPTURE MORE $$$
“Today’s buyers
are
two-thirds to
90%
of the way
through
their purchase
journey
before they
reach out to the
vendor.”
- Lori Wizdo,
Forrester
Forrester Infographic 2012
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7 Steps: To Put Your Lead Nurturing on Steroids
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12.
3. Respond to leads a lot faster – Sell a lot more.
 Online Inbound Lead Conversion
40%
% Leads Converted to Opportunity
30
20
10
0
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Day 0
Day 1
Day 2
Day 3
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Day 5
Day 6
Day 7
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3. Respond to leads a lot faster – Sell a lot more.
 Webinar Leads Conversion
40%
% Leads Converted to Opportunity
30
20
10
0
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Day 0
Day 1
Day 2
Day 3
Day 4
7 Steps: To Put Your Lead Nurturing on Steroids
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Day 6
Day 7
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3. Optimize Landing Pages
 20 Questions? No, you get 10.
 Longer Forms, Fewer Leads.
– Cut any question you can get answered without
asking the prospect
 Add information through Data Append (like SmartForms)
 Product, Technology, or Buyer Pain? Align content page to
these data points and capture in the background.
 Hidden fields can grab from multiple sources – use them.
 Don’t let Hot leads Go Cold.
– Buyers aren’t tire kicking when they hit your site –
they’re buying
– Faster response converts to opportunity at a
massively higher rate
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7 Steps: To Put Your Lead Nurturing on Steroids
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15.
STEP 4:
Dust off those Buyer Personas
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7 Steps: To Put Your Lead Nurturing on Steroids
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16.
4. Nurture Marketing IS Conversational Marketing
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Presentation Title
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4. Personas Matter in the Middle
 Revisit persona strategy
– Who Did you Create it for?
 Trash what sucks
– Align to your content plan
– Operationalize in accordance with nurture
 General Tracks
 Persona Tracks
 Customer Tracks
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7 Steps: To Put Your Lead Nurturing on Steroids
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18.
4. Divide & Conquer
 Create Persona Entry Plans
– Align Actions Around Personas
 Map Content to Personas
 Identifiable Actions
 Debunking Actions
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7 Steps: To Put Your Lead Nurturing on Steroids
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19.
4. Operationalize It!
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7 Steps: To Put Your Lead Nurturing on Steroids
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20.
STEP 5:
Create the Gate
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7 Steps: To Put Your Lead Nurturing on Steroids
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21.
5. Forget what you’ve been taught
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7 Steps: To Put Your Lead Nurturing on Steroids
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22.
5. Divide & Conquer
 Create Unique Action Steps
– Align Actions Around Personas
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Engagement
Successes
Abandons
Nurture Entry
7 Steps: To Put Your Lead Nurturing on Steroids
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23.
STEP 6:
The Rubber Meets the Road
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7 Steps: To Put Your Lead Nurturing on Steroids
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24.
6. If You _____ it, They will ______.
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7 Steps: To Put Your Lead Nurturing on Steroids
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25.
6. So, Build It!
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7 Steps: To Put Your Lead Nurturing on Steroids
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26.
6. Oh, and Analyze It!
 How does Content Influence Behavior
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7 Steps: To Put Your Lead Nurturing on Steroids
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27.
STEP 7
Keep on Doing it
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7 Steps: To Put Your Lead Nurturing on Steroids
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28.
7. It’s not rocket science
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7 Steps: To Put Your Lead Nurturing on Steroids
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29.
7. Use 6 Month Iteration Cycles
 6 Month Lifecycle
– Recycle
 One Topic should yield at least 3 others
– Reduce
 Cut out noise & Outdated Content
– Reuse
 Change Channels & Keep it Fresh
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7 Steps: To Put Your Lead Nurturing on Steroids
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30.
7. #KeepItFresh
 Refresh Your Library CONSTANTLY
– Assemble Your Crew
 PR to drive placements
– High Value Placements (HVP)
 SEO ensures staying power
– Organic First
 The buyer determines your actions
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7 Steps: To Put Your Lead Nurturing on Steroids
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31.
STEP 8
Really Should Have Been Step 0
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7 Steps: To Put Your Lead Nurturing on Steroids
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32.
8. Reporting Doesn’t Come Last!
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8. Think about Reporting First.
 Marketing Program Metrics
– Activity and response
– Content Conversions
– Email delivery. Unsubscribes.
 Funnel Reporting based on:
– Net New Names
– MQL’s
– Influenced Opportunities
 Socialize your results.
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7 Steps: To Put Your Lead Nurturing on Steroids
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8. Known Benchmarks
SiriusDecisions
Inquiries
MQLs
SALs
SQLs
SQL-to-close
Benchmark
N/A
5.1%
61%
56%
26.5%
Best Practice
N/A
9.7%
82%
62%
29%
MQL = Marketing Qualified Lead
SAL = Sales Accepted Lead
SQL = Sales Qualified Lead (i.e. sales opportunity identified)
Example: Moving from Benchmark to Best Practice
 For each 1,000 leads, best-in-class companies create 46 more MQLs than benchmark
companies (97 instead of 51). They create almost 10 additional deals (14.3 instead of
4.6 deals, a 300% increase).
 Estimate: $150,000 additional revenue per month (based on 3 additional deals per
month at an average deal size of $50,000)
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7 Steps: To Put Your Lead Nurturing on Steroids

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8. Results @ LeadMD
 Persona based nurture in 15 weeks
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–
–
–
Down from 40
Lead flow increased by 37%
Nurture program ROI up by 41%
Form conversions boosted by 26%
 3X ROI on Persona Implementation
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7 Steps: To Put Your Lead Nurturing on Steroids
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8. Results @ ReachForce
 Program Results
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–
–
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Lead Engagement up by 453%
Email delivery up by 12%
Email Open rate increased 112%
Email Click% up 178%
 41% Increase in Marketing Sourced
Opportunities
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7 Steps: To Put Your Lead Nurturing on Steroids
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37.
THANK YOU
 LeadMD.com/pigsfly
– @myleadmd
– @jgraymatter
 Reachforce.com
– @reachforce
– @maryfirme
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7 Steps: To Put Your Lead Nurturing on Steroids
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