Lead nurturing is not a new concept for marketers, but the tactics and benchmarks associated with lead nurturing are quickly evolving. View this webinar to hear Jon Miller, VP and Co-Founder of Marketo, and Corinne Sklar, CMO and Digital Marketing Practice Lead of Bluewolf, discuss best practices for executing and measuring lead nurturing programs. Based upon recent research conducted by Demand Gen Report , attendees will gain insights into the benchmarks their nurturing efforts should be tracking against. View the ondemand webcast to learn: Effective database segmentation The importance of clean data Tactics to balance content vs. sales efforts Best practices for personalizing email content When to move someone from one nurture program to another How much email is too much

1. #LeadNurture
New Benchmarks & Insights
Into Lead Nurturing

2. Panelists
MODERATOR:
Andrew Gaffney
Editor, Demand Gen Report
Jon Miller
Corinne Sklar
VP, Marketing Content
And Strategy
Marketo
@jonmiller
Global CMO
Bluewolf
@csklar
#LeadNurture

3. How many “touches” do you include in
your lead nurture programs?
#LeadNurture

4. What is the typical cadence of your
nurture campaigns?
#LeadNurture

5. Biggest benefits from lead nurture
campaigns? (check all that apply)
#LeadNurture

6. How have your nurture campaigns
performed compared to non-nurtures?
#LeadNurture

7. How have nurtured leads performed within your
funnel versus non-nurtured leads?
#LeadNurture

8. Greatest challenges in creating lead
nurture programs?
#LeadNurture

9. Top 5 Challenges In Lead Nurturing
1.
Managing data quality
2.
Getting better engagement
3.
Creating enough content
4.
Creating an emotional connection
5.
Measuring & proving lead nurturing ROI
#LeadNurture

10. Managing Data Quality

11. Corinne Sklar
› Bluewolf Global CMO
› Extreme sports lover – including heli-skiing
› Studied Journalism & Visual Arts
›
@csklar

13. Customer Engagement in the New Bottom Line
bluewolf.com/sosf

15. The Wide, Messy World of Data

16. Did You Know….
4 hours
Every…
a business
ownership changes
a judgment is filed
against a business
60 seconds
8 minutes
a business risk profile
changes
a business files
bankruptcy
2 minutes
3 minutes
a business ceases
operations
14 seconds
2 minutes
a directorship (CEO, CFO,
etc.) change occurs
a new business opens
1
6

17. Read the Full Report: bluewolf.com/sosf

19. You’re Not Alone

20. What Tools are you Investing in?
bluewolf.com/sosf

21. 3 Things To DO
› DO NOT Forget About “Non-Form Data”
› Create “Search Before Create”
› DO Implement Data Cleanse, DeDup and Enrichment Processes
› Cleanse – Identify – Enrich
› DO Put Data Standards in Place
› i.e Bluewolf vs. Bluewolf Group, Inc

22. CREATING AN EMOTIONAL CONNECTION SECTION?
› IS THIS WHERE THIS SECTION STARTS?
› THIS SLIDE WILL BE DELTED.

23. Top 5 Challenges In Lead Nurturing
1. Managing data quality
2. Getting better engagement
3. Creating enough content
4. Creating an emotional connection
5. Measuring & proving lead nurturing ROI
Page 23
© 2013 Marketo, Inc.
@jonmiller

24. Getting Better Engagement
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

25. Hi, I’m Jon Miller
VP Marketing and Co-Founder
1.
2.
3.
4.
My first child was born the
same month that we incorporated Marketo
Born in Ethiopia
Studied Physics at Harvard, captain of high-school
debate team and newspaper staff
I have a Top-Secret “Q” Clearance
@jonmiller
Page 25
© 2013 Marketo, Inc.
@jonmiller

26. TRUST
Page 26
© 2013 Marketo, Inc.
@jonmiller

27. If you haven’t earned your
subscribers’ trust, they won’t
open or click your email
@jonmiller
Page 27
© 2013 Marketo, Inc.
@jonmiller

28. Pros
Implicit
Opt-In
Cons
• Low effort
• Consumer has not asked to receive
email communications
• No place for a subscriber to drop the
ball
• Lowest trust and engagement
Explicit Opt-In
With Welcome
• May be illegal
• Time delay between subscribing and
first message
• No dropped balls
Explicit Opt-In
• Quickly leads to a big list
• Consumer explicitly requests
communications
• Risk of spambots
• Provides opportunity to engage and
set expectations
• Less effort from subscriber may equal
less engagement
• If email bounces, you know to filter
out that address
Page 28
© 2013 Marketo, Inc.
• High engagement – they really want
your email
• Subscriber may miss confirmation
email = lost subscribers
• Filters out spambots
Double Opt-In
• They want your email, asking again
might annoy them
@jonmiller

29. Page 29
© 2013 Marketo, Inc.
Source: Adbusters,
2011
@jonmiller

30. Engagement Score
More Targeted Sends are More Engaging
400
350
300
250
200
150
100
50
0
100
1000
10000
100000
Email Send Size
Source: 100s of Marketo campaigns
Page 30
© 2013 Marketo, Inc.
@jonmiller

31. When it comes to lead
nurturing, nobody wants to get
blasted @jonmiller
Page 31
© 2013 Marketo, Inc.
@jonmiller

32. Ways to Segment
Early Stage
Thought leadership and
enjoyable content to build
brand, awareness, and desire
Middle Stage
Tools that help buyers find
you when they are looking
for solutions
Late Stage
Company-specific
information to help evaluate
and reaffirm selection
Page 32
© 2013 Marketo, Inc.
% Saying Content Customized By
Category is More Valuable
• By Industry: 82%
• By Role: 67%
• Doers vs. Buyers
• Job Function
•
•
•
By Company Size: 49%
By Geography: 29%
By Product
Source: MarketingSherpa
@jonmiller

33. Page 33
© 2013 Marketo, Inc.
@jonmiller

35. Create more
relevance by
customizing by
segments:
• Industry,
• Geography,
• Company Size,
• etc.
Page 35
© 2013 Marketo, Inc.
@jonmiller

36. The Key to Relevance is Behavioral Targeting
Top Tactics to Increase Email Engagement
Page 36
© 2013 Marketo, Inc.
@jonmiller

37. Segment by Topic of Interest Triggers
Email
Social
•
•
•
•
•
Content
Attends event
Downloads content
Click email
Fills out form
Score is changed
Page 37
© 2013 Marketo, Inc.
Technology
@jonmiller

38. Standard Nurture
Triggered Interests
Lift
Open %
21.7%
Open %
34.0%
57%
Click to Open %
23.4%
Click to Open %
37.1%
59%
Click %
5.1%
Click %
12.6%
147%
Page 38
© 2013 Marketo, Inc.
@jonmiller

39. Maintain
Your List
Page 39
© 2013 Marketo, Inc.
@jonmiller

40. Page 40
© 2013 Marketo, Inc.
@jonmiller

41. Page 41
© 2013 Marketo, Inc.
@jonmiller

42. Page 42
© 2013 Marketo, Inc.
@jonmiller

43. Creating Enough Content
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

44. 1. BUYING STAGES
• Early: Be a 3
Better Marketer
2
• Mid: Why Marketing Automation
• Late: Why Marketo
• Customer: Success
2. SEGMENTS
• Marketing, Sales, Exec
Get The “Definitive Guide to Lead Nurturing”
http://marketo.com/DG2LN
Page 44
© 2013 Marketo, Inc.
@jonmiller

45. The 3 R’s of Content Marketing
REPURPOSE, REWRITE, REUSE
Page 45
© 2013 Marketo, Inc.
@jonmiller

46. Repurpose Content
Page 46
© 2013 Marketo, Inc.
@jonmiller
Source: Rebecca Lieb

47. Rewrite and Redesign
Before
After
Page 47
© 2013 Marketo, Inc.
@jonmiller

48. Reuse (Curate)
• Relevant topic
• Links to a
valuable
resource
• Add useful
commentary
• Subtly suggests
next steps
Page 48
© 2013 Marketo, Inc.
@jonmiller

49. Creating An Emotional
Connection

50. Major Commercial Buying Decisions

51. Business Value vs. Personal Value

52. Marketing Business Value Is NOT Enough

53. Move Lead Nurturing to Focus on Elephant – Not Rider

54. Home Siding Campaign
• 4 segmentations & email programs
–
–
–
–
Promo
Request for Info
Request for Sample
Request for Quote
• No action. Pulled into drip campaign
– 5 emails to tells customer journey
• Consistent CTA of Request a Quote
• A/B testing
• Custom opt-outs to each email
• Geo-targeting for email content

55. Geo-Targeting Drip Campaigns

56. 3 Ways to Get Started
1. Invest in Your Brand
2. Use Your Customers Language through Social Mining
3. Teach Your Customers Something NEW & Unexpected

57. Invest In Your Brand: “Connection” leads to
Conversion

58. Social Mining: Mine the Trends. Mine the Sentiment.

59. Don’t Add to the Noise

60. Teach Something NEW or Unexpected

61. Take Action: Become A Modern Marketer
› The 3 Pillars of Modern Digital Marketing
› Complete the Customer Profile
› Convert from Broadcast to Personal
› Create Customer Intimacy
› Read the Full Report: bluewolf.com/marketo

62. Measure and Prove Lead Nurturing ROI
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

63. Importance of various
factors in measuring
the value of email
marketing programs
Page 63
© 2013 Marketo, Inc.
@jonmiller

64. •
•
•
•
•
Open
Click
Unsubscribe
Bounce
Etc.
Page 64
© 2013 Marketo, Inc.
@jonmiller

65. Italian Workspace 
Lead Nurturing
Streams
Joe Smith: Acme Inc. 
Setup
My Tokens
Community
+
Members
2013
View: Dashboard ▼
Marketo’s Secret Sauce
Streams: All Streams ▼
Summary
Definitive Guide to Events
Help
Members
Lead Nurturing
3,450
65 1.5% 55d
Search…
+
Engagement
Unsubscribe
50
35
Exhausted
Paused
Next Cast
In Track
Lead Scoring Best Practices
Lead Management Best Practic
Practical B2B Lead Generation
Engagement Over Time
Recently Updated
Practical B2B Lead Generation
100
Added Mar 30, 2013
Sent 12,105
82
Sent 12,105
70
Thought Leadership
Email Performance Report
Thought Leadership
80
Edited Mar 25, 2013
Mar 18, 2013
Engagement: 60
Program Performance
Lead Scoring Best Practices
60
Edited Mar 22, 2013
Sent 12,105
Lead Management Best Practice D…
40
Page 65
Search…
© 2013 Marketo, Inc.
Added Mar 18, 2013
Sent 12,105
Lead Scoring Best Practices
Dec
Jan
@jonmiller
Feb
Mar
Apr
May
Edited Mar 10, 2013
Sent 12,105
55
35
9

66. A subject line is only as good
as the revenue it generates.
You don’t just want Opens; you
want Leads! @jonmiller
Page 66
© 2013 Marketo, Inc.
@jonmiller

67. Testing
Program
No Nurture
Early
Champion
Refine
Early
Challenger
Test 1: Day of
Week
Mid
Champion
Mid
Challenger
Refine
Test 1: Day of
Week
Late
Champion
Refine
Late
Challenger
Test 1: Day of
Week
Test 2:
Cadence
Test 2: Cadence
Test 3: Time
Test 3: Time
Test 3: Time
Test 4: Content
Priority
Test 4: Content
Priority
Test 4: Content
Priority
Test 5: Content
Mix
Page 67
© 2013 Marketo, Inc.
Test 2: Cadence
Test 5: Content
Mix
Test 5: Content
Mix
@jonmiller

68. What Testing Can Measure
•
•
•
•
•
Improved
engagement
Higher conversion
rates
Shorter sales cycles
Better win rates
Higher average
selling price (ASP)
Page 68
© 2013 Marketo, Inc.
@jonmiller

69. Thanks for attending this webinar!
Download and View this
presentation on-demand at:
http://dg-r.co/LNwebinar
NOTE: URL is case sensitive.
#LeadNurture