Lead Nurturing on the Web

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Join Marketo’s lead nurturing experts, Mike Telem and David Myers, to discover how you can leverage lead nurturing concepts online to nurture your top funnel website visitors and turn them into qualified leads!

Business

Page 1Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Buying
decision
MARKETING
Need car
Gather
information
Evaluate
options
Purchase
Buying
decision
SALES
Nurturing
Nurturing Leads on Your Website

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Real-Time Personalization
Nurturing Leads & Boosting Conversions on Your Website!
David Myers
Product Manager, Marketo
Mike Telem
VP Product Marketing, Marketo

Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Overview
• What is Lead Nurturing?
• The Changing Buying Journey
• Multi-Channel Nurturing
• An Intro to Web Nurturing
• Real Examples
• Allocating your Resources

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What is Lead Nurturing?

Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Lead Nurturing
• Lead nurturing is the process of building effective
relationships with potential customers throughout
the buying cycle.

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
79%
of marketing leads never
convert to sales. Lack of
lead nurturing common
cause.
Source: Marketing Sherpa, Marketo Research, Annuitas Group
Lead Nurturing
50%
more sales ready leads for
companies doing
nurturing, at 33% lower
cost.
47%
of nurtured leads make
larger purchasers than
non-nurtured.

Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Changing Buying Journey
Need car
Gather
information
Evaluate
options
Buying
decision
Purchase
MARKETING SALES

Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Changing Buying Journey
Need car
Gather
information
Evaluate
options
Buying
decision
Purchase
MARKETING SALES

Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Changing Buying Journey
MARKETING
Need car
Gather
information
Evaluate
options
Purchase
Buying
decision
SALES

Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Buying
decision
MARKETING
Need car
Gather
information
Evaluate
options
Purchase
Buying
decision
SALES
Nurturing
Changing Buying Journey

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What is Multi-Channel Nurturing?

Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Multi-Channel Nurturing
Ads
Web
Email
Mobile
Offline

Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Sample Buyer Journey
PAID &
EMAIL
WEB &
MOBILE

Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Multi-Channel Nurturing
Ads (5 - 10 impressions)
Web (5 - 10 visits)
Email (10 – 15 emails)
Mobile
Offline

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Why Web Nurturing?

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
83%
of B2B buyers say
company websites are the
most popular channel for
their online research.
Web Visitors
30,000
avg. monthly web visitors for SMB
70%
of the buyer journey is completed before
making any contact

Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Your Web Visitors
Picture this… Every month

Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Your Web Visitors… Are not all the same

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Web Nurturing
2X
conversion rate for 2nd
- 5th time visitors
compared to 1st visit
67%
find content targeted to
their job function valuable
82%
of prospects value content
targeted to their industry

Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Real-Time Personalization
Web Nurturing

Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Personalization Attributes
Organization
Industry
Revenue
Buyer Journey
Size
Persona
Territory
B2B

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
How to do Web Nurturing?

Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
• Buyer’s Journey
Target Segments
Anonymous
1st-2nd visit
Anonymous
3rd-5th Visit
Known Lead Score > 75
Finance
State of the Economy
Infographic
Bank of America OR
Wells Fargo
Case Study
How Video Conf. can
Help You
Live Demo
Advanced Solutions
User Group
HealthCare
Company Intro for
Healthcare Specialists
Intro Video
Top Hospital
Customer
Testimonial
How Video Boosts
Health Services by 45%
White Paper
Annual Executive
Healthcare Summit
Conference
How to do Web Nurturing?

Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
How to do Web Nurturing?
Content Based on
Vertical
Number of visits
Known vs. unknown visitors

Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Behavioral + Vertical > Finance + Early Stage

Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Finance + Early Stage

Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Finance + Mid Stage

Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Finance + Mid Stage

Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Finance + Late Stage

Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Behavioral + Unknown - Number of Visits + Clicks

Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Early Stage

Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Late Stage + Specific Interest

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
How to allocate your resources
to Web Nurturing?

Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Web Nurturing Resource Allocation
WEB
240K Visits
PAID / SOCIAL
500K Impressions
EMAIL
30K Leads
TRADE SHOW
5K Attendees
MARKETING
ACTIVITIES

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Takeaways

Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Key Takeaways
Nurture your prospects & leads on your web site
• The Web is your main interaction channel and key to
your nurturing programs
• Allocate resources based on potential reach
• Increase engagement rates and nurture leads
throughout the buying journey

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
http://www.marketo.com/definitive-guides/lead-nurturing/

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you
Nurturing Leads & Boosting Conversions on Your Website!
mtelem@marketo.com / dmyers@marketo.com
marketo.com/personalization
@marketo

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5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015 Lead Nurturing • Lead nurturing is the process of building effective relationships with potential customers throughout the buying cycle.

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Notes de l'éditeur

Yankel
Update with new cover from visual brand deck.
Different value per customer
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Show Segmentations Campaigns
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THIS IS YOUR WEB CHANNEL
People are different You cant just show them all the same thing… 1st or 10th visit, finance or health, US or UK
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Lead Nurturing on the Web

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