1. Lead Nurturing Success Factors

2. We are a little needy, and it’s a turn-off
• SiriusPerspective: The number of touches received per week has increased 32% since
2006; the market is tuning out outbound messages.
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3. Customers are in control
 Gartner Research: By 2020 customers will manage 85% of
their relationship without talking to a human.
 The one thing that has redefined marketing strategy today
more than anything else has been the shift of control to the
customer. The proliferation of social media tools and online
tools help leads decide on their own schedule and using
their own combination resources.
3

4. Engagement drives acquisition
• 60% of marketers believe that technology can help them develop more high-quality leads.
(Forrester Research)
• Sales reps dedicate 14% of their time to lead development, but only 6.3% of leads are
utilized (Sirius Decisions)
4
Within 24 months from target
company or competitor
Source: Sirius Decisions

5. Importance of Engagement
• Moving people from consideration to commitment is the most important path of the sales
process — also the most necessary
5
17.50%
12.50%
70%
Average B2B Initial Lead Break-down
Discard / disqualified
Sales-ready now
Longer-term opportunity /
worth nurturing
Marketing Sherpa B2B Benchmarking Report

6. Plugging the leak
Source: Forrester’s October 2006, Best Practices: “Improving B2B Lead Management”

7. Campaigns influencing closed revenue
Manual
36%
Automated
Sequence
64%
Eloqua Enterprise Customers – 12 Month Analysis

8. TIPS FOR LEAD NURTURING
Lead Nurturing Success Factors
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9. It’s about building trust
• Lead Nurturing provides the opportunity to establish a relationship that can lead to
engagement and conversions
 Educate your leads – Who are you? What does your organization do? How does this
benefit me?
 Establish credibility as experts
 Be relevant to the issues of your different segments
 Differentiate yourselves as an organization they want to communicate with, buy
from, donate to
9

10. Seven Rules of Engagement*
• Do not initiate contact without a clear objective.
• Start with the customer, not the product.
• Pick up where the last interaction left off.
• Don’t ask a customer for the same thing more than once.
• Make the interaction personal and personalized.
• Deliver information that reflects what you’ve learned about them.
• Learn about customers in bits….not all at once.
*Adapted from: Peppers, D., Rogers, M. (1999). One to One
Fieldbook, p. 98-99
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11. Understand the customer journey
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12. It’s about the Customer’s Journey
Evaluate PurchaseLearn JustifyInterest
Active Search Begins Solutions Identified
Solutions Evaluated
Against Needs
Validate
Decision Made
Actions
Web Search
Review or get admin to
look at product on website
and collateral.
Ask Personal/Social
Network.
Compare against other
products
Peer/Association
endorsements
Application Process
Questions
WIFM?
Do I really need this?
Does it fit my business
needs?
Which of my suppliers are
accepting the card?
Can this replace my
current Business or
Consumer Card?
What is the cost (fees)?
How much can I spend on
this card?
Who else like me is using
this product? What type of
rewards is he/she
collecting?
How long before I get the card?
Activation Process?
Motivation
s
Service, Perks, Cachet,
Fees
Amex Perks – Rewards,
Business Savings, Travel
Insurance, Security,
Service (Added Value)
Relevance of Perks, Rewards
etc…
Confirmation of Perks e.g..
Travel Rewards - taxes
and fees covered
Risk-free Trial
Pain
Points
No Time
Grow business
No financing
Cash Flow
Barriers
Merchant Acceptance
Tied to an existing card
Migrating from Existing
card
Merchant Acceptance
Migrating from Existing
card, Linking Bank
accounts
T&Cs
Personal Liability
Credit History
Supplier Coverage
Is it worth switching
cards?
Amex approval Process

13. It’s about the Customer’s Journey
Evaluate PurchaseLearn JustifyInterest
(1) New Welcome Program
• 1st touch – Welcome
• 2nd touch – tell us about your
preferences
• 3rd touch – relevant case study and
let us know if we can help you.
(3) Referral Auto-responders
Objection Campaigns
Three-touch drip email campaigns
by topic:
• Don’t get it
• Costs too much
• Happy with point tools
(2) Customer Follow-Up
•1st touch – Can I answer any
questions for you? From rep.
Buyer’s Kit
• Dynamic hypersite by role and by
product interest
• ROI Determination
• Case Studies
• Evaluation Tools
Competitive Loss
Reengagement
• After 6 months of close
• Benchmark study
• Relevant case studies
Inactive Reengagement
• Last Qtr. timeframe
• Budget Planning Message
Evaluator Education Campaign
SEM
Content Syndication
Inside Sales Prospecting

14. Build a model with tracks
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Lead
Creation
Thank You
Follow-up
Pre-Qual
Score
Tele-Sales
(Qual)
Sales
(Qual)
Nurture I Nurture II Nurture III Nurture IV
LOSS
ND
YESYES
NO NO NO
CONTACT
ME
CONTACT
ME
CONTACT
ME
CONTACT
ME
£€$
CONTACT
ME
NAM
CONTACT
ME
ROW
CONTACT
ME
Whitepapers
Banners to site
General website
Outbound Programs
Online Events etc…
Intro I
CONTACT
ME
Other sources
NAM only
SFDC Marketo

15. Examples of Tracks
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16. Use Lead Scoring
• Use a scoring system to gauge engagement and create thresholds to move prospects from
one track to another
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Low level of engagement
(Low level of how much the lead wants
to talk to us)
High level of engagement
(High level of differentiation driving
purchase intent)
High level of
Profile Match
(High level of how
much we want to
talk to the lead)
The Buying Zone
The only leads we should be
feeding to the sales field
Low level of
Profile Match
(Low level of how
much we want to
talk to lead)

17. Have a Content Strategy
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Objective Attract Engage Qualify -
Explicitly
Qualify -
Implicitly
Audience Broad/Unfamiliar Narrow/Unfamiliar Narrow/Familiar Narrow/Familiar
Measurement Impressions Clicks
Visits
Downloads
Clicks
Form Submits
Clicks
Visits
Downloads

18. Be interesting
• Look beyond email and embrace Multi-channel with rich interactive experiences
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19. Effective Lead Nurturing – #10
Establish Success metrics – Lead Score
Engagement, Conversions…

20. CASE STUDY
Lead Nurturing Success Factors
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21. Case Study: Nurture Program for VFM Leonardo
VFM Leonardo is a B2B media company focused on the travel industry
Challenge:
 Converting an influx of “Unqualified Inquiries” from Search, Advertising, Syndicated
Content Portals to highly engaged leads
 Move Implicit Lead rating from B > A
 Soften ground for Inside Sales
Solution:
 Build an automated program that combines multiple tracks of email with an interactive
micro site
 Add Progressive Profiling
 Track activity
 Score leads at every stage
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22. The Program

23. Simple Survey-style Micro Site

24. Multiple paths based on score
Low scorers go to a bootcamp
High scorers

25. Results
Big change in campaign performance and “engagement” score
• 35% email effectiveness rate
• 50% conversion rate
• Good shift from B2s to A2s and some to A1s
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26. Results: Revamp of Lead Score
12738
446 219 111
8830
449
2998
800
0
2000
4000
6000
8000
10000
12000
14000
B2 A2 B1 A1
Before
After
1’s = 1,150%↑