digital nurture programs lead gen & social media
TRANSCRIPT
Digital Nurture Programs, Lead Generation,and Social Media
Bryan EhrenfreundVice President of Digital Strategies
February 15, 2012
© 2012 Televerde, LLC
Agenda1. Changing State of Marketing (“ZMOT”)2. Fundamental Concepts of Inbound Marketing
& B2B Lead Nurturing3. Lead Scoring: When & How to Incorporate the
Human Touch4. Social Media at Every Stage of the Revenue
Cycle5. 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.
© 2012 Televerde, LLC
The World Has Changed
Pew Research Center, May 2010
© 2012 Televerde, LLC
Consumers are in the driver’s seat
Traditional Marketing Is in Decline
© 2012 Televerde, LLC
Inbound Marketing
© 2012 Televerde, LLC
The Zero Moment of Truth
Research
Learn About Options
Comparison Shop
Read Reviews
Get Advice
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How Do People Search
Realize a Need Investigate Options
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Ask People We Trust
Ask Someone They Trust
© 2012 Televerde, LLC
What is Inbound Marketing?
Inbound Marketing is a marketing strategy that focuses on getting found by customers or clientsInbound Marketing is the practice of bringing warm, qualified leads into your sales funnel rather than reaching outward to cold, questionable targetsInbound 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
© 2012 Televerde, LLC
Mobile is ExplodingAs many as 35% of searches are mobile nowB2B clients have experienced 300% growth in mobile traffic year over yearSEO Mobile Website optimization - implement a browser detect and a mobile version of your contentMobile optimize your most important content – get there firstSubmit a mobile sitemapImplement and test mobile campaigns – competition is low but growing fastTie with local content
Mobile Apps Surpass
Daily Web Use
June 2011:81 minutes for mobile apps compared to 74 minutes for the web
© 2012 Televerde, LLC
Inbound is Preferred for B2B
Marketing Sherpa, October 2010
© 2012 Televerde, LLC
Why Inbound Leads MatterInbound leads: highest conversion ratesto qualified opportunities
Inbound leads: educate themselves beforehand
Companies now “get found”
Inbound Marketing: The Source of Most InquiresSiriusPerspective: The reality is that prospects find you when they’re
ready; effective inbound marketing makes you easier to find.
Source: SiriusDecisions
15% 12% 9%
11%9%
6%
19%21%
14%
55% 58%71%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009 2010 2015
Web
Direct Mail
Events
© 2012 Televerde, LLC
© 2012 Televerde, LLC
Buying has Changed Forever
BUYER
OLD DAYS: INFO SCARCITY1960’S - Recent
TODAY: INFO ABUNDANCE
SALES REP SALES REP
© 2012 Televerde, LLC
The Evolution of B2B MarketingBefore search engines: Branding, mass advertising, tradeshows
After search engines: Lead management, scoring, and nurturing
Arrival of social media: SEO, content marketing
© 2012 Televerde, LLC
All N
am
es
Pro
sp
ect
&
Recycle
d
En
gag
ed
The Leaky Revenue Cycle
Lead
OpportunityS
ale
sLead
MQLSAL
SQL
Lead
Dev
elop
men
tG
ap
© 2012 Televerde, LLC
All N
am
es
Pro
sp
ect
&
Recycle
d
En
gag
ed
LeadNurturing
Lead Nurturing Plugs the Leak
“The art of maintaining permission to stay in front of your buyers as they
educate themselves”
Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.
Lead
OpportunityS
ale
sLead
MQLSAL
SQL
© 2012 Televerde, LLC
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
WithNurturing 20% 20.0% 40.0% 137.50
Source: Marketo Nov. 2011; assumes $55/prospect
3X!
Results: 50% more marketing qualified leads from lead nurturing
© 2012 Televerde, LLC
Lead Nurturing Relevance
A
B
C
D
1 2 3Stages
2. BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%
DON’T PANIC!1. Short content is good! (YouTube Approach)2. Reuse and repurpose3. Stay ahead of the drip
Start small, think big and adapt quickly
1. BUYING STAGES• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer
© 2012 Televerde, LLC
When to Call?
• Early stage content +3• Attend webinar: +5• Visit any webpage / blog : +1• Visit careers pages: -10
Latent Behaviors (Engagement)
• 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
Active Behaviors(Buying Intent)
© 2012 Televerde, LLC
When To Call?
21+ Super-Target Lead Lead Lead
9-20 Target Lead Lead
2-8 Other Lead
<2
Engagement <20 20-44 45-89 90+
Buying Intent <6 6-14 13-23 24+
Fit
Inte
rest
© 2012 Televerde, LLC
Types of Lead Nurturing1. 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”
© 2012 Televerde, LLC
Seed Nurturing & Social Media
Make valuable content freely available
Create a reputation that builds credibility and trust
Nurturing today Nurturing tomorrow
© 2012 Televerde, LLC
Lead Nurturing & Social MediaListen Segment & Target
Notify & Score Interact
© 2012 Televerde, LLC
Customer Nurturing & Social MediaReaffirm purchases after the decision is made
Deepen relationships, create personal connections
Discover new needs and requirements
Manage customer satisfaction and retention
© 2012 Televerde, LLC
Insource or Outsource?Considerations: Competencies, Process, Investment & Control Insource:
How important is control vs. outcomes?Mind the budget – TCO of competencies is expensiveResources available?Be prepared to build and sustain training, process and management
Outsource:
Control is still possible with checks and balancesOutsource to complement not replaceBenefits = fast ramp, scale, established skills, economics Training and process is repeatable, sustainable, predictable Tele-nurture is a specialty
Outcomes should outweigh control!
© 2012 Televerde, LLC
Agency ConsiderationsSelecting, 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 $$$)
© 2012 Televerde, LLC
Key Takeaways1. 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 opt-out
4. Human touch validates, corrects & accelerates the digital nurture process
5. Outsourcing bridges the knowledge & skills gap accelerating your revenue cycle success
© 2012 Televerde, LLC
Contact Bryan…
Bryan EhrenfreundVP of Digital Strategies
Direct: +1 480.303.7078
Twitter: @ehrenfreund
www.televerde.comblog.televerde.com