The document outlines 7 steps to improve lead nurturing programs: 1) Clean marketing and sales data, 2) Complete infrastructure like filling data gaps, 3) Optimize landing pages to capture more leads, 4) Refine buyer personas, 5) Create a lead scoring system, 6) Implement a nurturing program based on personas, and 7) Continuously iterate and refresh content. It emphasizes the importance of data quality, personalizing content for different buyer types, and measuring results to further improve performance.

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
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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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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. 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.
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8. STEP 2:
Complete the infrastructure
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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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
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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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10. STEP 3:
Step on the Gas. Optimize your landing pages.
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11. 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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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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13. 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
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Day 6
Day 7
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14. 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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15. STEP 4:
Dust off those Buyer Personas
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16. 4. Nurture Marketing IS Conversational Marketing
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Presentation Title
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17. 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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18. 4. Divide & Conquer
 Create Persona Entry Plans
– Align Actions Around Personas
 Map Content to Personas
 Identifiable Actions
 Debunking Actions
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19. 4. Operationalize It!
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20. STEP 5:
Create the Gate
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21. 5. Forget what you’ve been taught
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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
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23. STEP 6:
The Rubber Meets the Road
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24. 6. If You _____ it, They will ______.
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25. 6. So, Build It!
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26. 6. Oh, and Analyze It!
 How does Content Influence Behavior
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27. STEP 7
Keep on Doing it
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28. 7. It’s not rocket science
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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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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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31. STEP 8
Really Should Have Been Step 0
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32. 8. Reporting Doesn’t Come Last!
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33. 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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34. 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

35. 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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36. 8. Results @ ReachForce
 Program Results
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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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37. THANK YOU
 LeadMD.com/pigsfly
– @myleadmd
– @jgraymatter
 Reachforce.com
– @reachforce
– @maryfirme
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