new approaches to lead nurturing
TRANSCRIPT
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NewApproachesToLeadNurturing
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Moderator:• JustinGray,CEOandFounder, LeadMD
Panelists:• ChristineElliott,ContentStrategy&
OperationsLeader,CroweHorwath
• MichaelBallard,SeniorManagerofDigitalMarketing, Lenovo
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About LeadMD§ Digital Marketing
consultancy specializing in making strategy actionable
§ Focused on the Marketo& Salesforce platforms
§ 7 Years and 2600+ engagements
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CreateaCultureofTransformation
ChristineElliott,ContentStrategy&OperationsExecutiveCroweHorwath LLP
@Im_Christine44
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EmbraceTransformation• RegularlyEvaluateProgramComponents– Structure• FindNewWaystoAssessProgress- ContentAudit
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LeadNurture#1– DripbyMarketIssueJANUARY FEBRUARY MARCH APRIL
Performance Improvement EARLY EARLY MID LATE
Dodd-Frank EARLY MID MID LATE
AML EARLY EARLY MID LATE
Vendor Selection & Management EARLY EARLY MID MID
Big Data EARLY EARLY EARLY MID
Credit Portfolio Management EARLY MID MID LATE
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LeadNurture#2– SegmentByAudienceChief Financial
OfficersPretty Big Data Brief
Third-Party Risk AML Data CPM Best
Practices
Chief Risk & Compliance
Officers
Third-Party Risk AML Data CPM Best
Practices
Chief Information Officers
Pretty Big Data Brief AML Data CPM Best
Practices
Chief Operations Officers
Pretty Big Data Brief
Third-Party Risk
Lending Officers CPM Best Practices
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LeadNurture#3– MiniCampaigns
Nurture Email #1 Infographic
Nurture Email #2: Checklist
Nurture Email #3: Q&A
Nurture Email #4: Case Study
Phone Call (VM) -- Refer to Q&A email
just sent
Phone Call: Offer call with
thought leader to discuss
examples of how we have helped
others
Day1
Day4
Day16
Day9
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LeadNurture#4
CreateStorylinethatBuilds
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Enterprise ContentAudit
18%
23%
59%
E V E R G R E E N S C O R E B R E A K D O W N
A - Good
B - Average
C - Attention
62%34%
2%2%
Qu a l i t y A s s e s sm e n t : A g e V u l n e r a b i l i t y
OKforUse(175)Flag- Age(96)Flag- Quality(4)
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Enterprise ContentAudit
0%5%
10%15%20%25%30%35%
A S S E T D I S T. B Y J O B R O L E
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ElementsofaTransformativeProgram• Committocontinuousimprovement• Trackanddevelopdeepunderstandingofmetrics• Incorporatetestingasaprimarystrategy• Keepyouraudienceattheforefront• Periodicallyreview,auditanditerate
@Im_Christine44
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152015LenovoInternal.Allrightsreserved.
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No Awareness, No Opportunity
Content Types• Entertaining Video• Pre-Roll Video• Educational• Illustrated Stories• Infographics
Featured Tactics• Generic Display Ads• Generic Promoted Social• Lead Scoring• Video Platform
GetTheirAttention
KeepThemEngaged GetContactInfo IDOpportunity SalesSupport
Cross-SellUp-Sell
KeepEngaged
MQL
@mballard5574
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Awareness, But No Opportunity
Content Types• Educational Pain Points• Case Study Videos• Interactive White Papers• Calculators and Assessments
Featured Tactics• Segment Targeting• Retargeted Social Targeting• Retargeted Display Ads• Anonymous Tracking Cookie
GetTheirAttention
KeepThemEngaged GetContactInfo IDOpportunity SalesSupport
Cross-SellUp-Sell
KeepEngaged
MQL
@mballard5574
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Known, Possible Opportunity
Content Types• 3rd Party White Papers• Product Tour Videos• Product Reviews• Discount Offers
Featured Tactics• 1:1 nurturing
– Display– Social– Email– Content
• Predictive data modeling• Known tracking cookie• Telemarketing• Event invitations
GetTheirAttention
KeepThemEngaged GetContactInfo IDOpportunity SalesSupport
Cross-SellUp-Sell
KeepEngaged
MQL
@mballard5574
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Known, Customer
Content Types• Product Brochures• Product Testing• Why Lenovo• Cross-Sell and Up-Sell• How To Guides• Case Studies
GetTheirAttention
KeepThemEngaged GetContactInfo IDOpportunity SalesSupport
Cross-SellUp-Sell
KeepEngaged
MQL
Featured Tactics• Account Based Marketing• 1:1 vertical email • Product specific content• Sales enablement• Field events• Combat kits
@mballard5574
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@mballard5574
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Q&A
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ThankYou!
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