This webinar will present case study examples and guidance around how marketers can successfully build successful lead nurturing campaigns, with specific insights into: The Right Content Offers for Nurturing Programs Customizing Email Offers/Landing Pages for Nurture Campaigns Developing the right cadence and sequence to increase relevancy and response

1. The
Lead
Nurturing
Blueprint
Using Content To Fuel
Multi-Touch Campaigns
#LeadNurturing
Presented
by
Sponsored
by

2. Welcome
Webinar
A8endees
Type
ques<on
here

3. Follow
this
webinar
on
Twi8er
#LeadNurturing

4. About
Demand
Gen
Report
• Launched
in
2007
to
track
best
prac:ces
in
lead
genera:on
• Newsle?er
has
grown
to
more
than
26,000
readers
• We
also
offer
a
menu
of
research
and
best
prac:ces
reports
• New
audio/video
podcasts
at
DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists

5. Panelists
Cari
Baldwin
Andrew
Gaffney
Co-­‐founder
&
Partner
Content
Director
Bluebird
Strategies
Content4Demand

6. Early
Stage
Buyer
Behavior
APer
ini:al
research:
developed
a
short
list
of
poten:al
providers
collected
info
to
build
the
business
case
cited
breadth
of
informa:on
as
cri:cal
vendor
asset
at
this
stage

7. The
Budget
Reali<es
of
the
Agile
Buyer
said
project
was
ini:ally
unbudgeted;
funds
allocated
AFTER
impact
was
determined;
only
said
budget
was
pre-­‐approved
and
allocated
at
the
beginning
of
the
year;
set
budget
aPer
solici:ng
mul:ple
bids

8. ShiIs
in
the
Sphere
of
Influence
said
more
internal
team
members
provided
input;
said
4
or
more
people
were
involved
in
the
purchase
process;
said
C-­‐Level/Exec
Commi?ee
were
involved;
said
marke:ng
was
involved

9. Buy
Side
or
Sell
Side?
ShiPing
course
of
engagement:
of
buyers
don’t
interact
with
a
solu:on
provider
un:l
AFTER
establishing
a
preferred
list
of
venders
aPer
the
conduc:on
of
ini:al
research
on
op:ons
AFTER
puZng
out
RFPs
or
preparing
to
nego:ate
terms

10. The Blueprint for
Lead Nurturing Success
Inside Real World Campaigns
Cari
Baldwin
cari@bluebirdstrat.com
@caribaldwin
@bbstrategies

11. The Foundation for Nurturing
Content
&
Process

12. Right Content, Right Time
CONTENT
and
PROCESS

13. Top of Funnel Content
" Industry Whitepapers
" Thought Leadership Webinars
" Ebooks
" How to Guides
" Executive Briefs
Scoring or key behaviors will let you
know when they are ready to move on

14. Middle Funnel Content
" Case Studies
" Interest Targeted Content
" Instructional Videos
" Trials and Demos
" Decision Making Tools

15. Define & Document Your Process

16. The New Funnel
Lead
Nurture
Lead
Level
1
Lead
Level
2
Oppty
MQL
Closed
SQL
Won/Lost
Lost
Leads
16

17. The BAD Funnel
Lead
Nurture
Lead
Level
1
Lead
Level
2
Oppty
MQL
Closed
SQL
Won/Lost
Lost
Leads
17

18. Goal: Glengarry Leads & Bluebirds
“These are the new leads. These are the Glengarry leads. And to
you they're gold, and you don't get them. Why? Because to give
them to you would be throwing them away. They're for closers.”

19. Nurture Lifecycle
Warm-up Campaign
Early Stage Nurture
to Engage Suspects
Net New Lead,
Completed Form,
Thought Leadership Awareness
New Content & Education
Offers Content Advanced Stage
Current Client
Nurture (Role,
Nurture
Title, Industry,
(cross sell/ Company/Product
Company
upsell) Announcements Completed Early Stage; Specific)
Loyalty & Retention, Consideration Content,
Refer a Friend Goal is MQL
Free Trial
New Client Requested
Trial Nurture
On Boarding
Nurture
Reason-specific Sales Owner
branches Reached SQL
Touch Campaign
Lost Opportunity Sales Rep
Nurture

20. Where to Start?
12
Unique
Nurture
Programs
New
Long
Sales
Score
Cross-­‐sell/
Prospects
Cycles
Accelera:on
Up-­‐sell
Event
Customer
Role/Title
Industry
Follow-­‐up
Reten:on
Company
Wake
the
Sales
Remarket
Specific
Dead
Accelera:on

21. Where to Start?
" Wake the Dead
" New Prospects – Early Stage
" Late Stage
– By role, title, industry

22. Where to Start?
" STEP 1: NURTURE SCHEMATIC
– The blueprint, in Excel or Gliffy
– Get approval
" STEP 2: WRITE COPY
– Get approval
" STEP 3: BUILD IN MA
– Test
– Report

23. Lead Nurture Program Design
Send
Send
Demo
Demo
Offer Offer
Send Offer 3a Send Offer 5a
EHR Send Offer 4a EHR Send Offer 6a
Clicked Clicked
EHR EHR
(2x) (2x)
EHR
Stimulus
Branch
Send
Send
Completes
Demo
Demo
registration form
or
Send Offer 1 Send Offer 2 Clicked
Clicked
Clicked
Offer Offer
REIMB EHR on
Offer
on
Offer
on
Both /
is
imported
from
(2x) (2x) 1 2 Neither
CRM
Send Offer 3b Send Offer 6a
REIMB
Clicked
Send Offer 4a Send Offer 5b EHR Shift
to
Newsletter
Clicked
(2x) EHR REIMB (2x)
Notes
for
program: Undeclared Branch
*All
contacts
get
each
content
offer
*Undeclared
branch
is
a
mix
of
fers
from
Send
Send
Reimbursement
and
EHR.
Demo
Demo
Offer Offer
*
Send
demo
offer
is
triggered
by
interest
in
that
offer.
Recommended
wait
time
is
1
hour.
*
Wait
time
for
offers
1,2,3
is
7
days
*
Wait
time
for
offers
4,5,6
is
14
days Send Offer 3b
Send Offer 4b Send Offer 5b
Send Offer 6b
REIMB Clicked Clicked REIMB
*
Offers
marked
with
a
(2x)
are
sent
twice
(2x)
REIMB REIMB
(2x)
to
non-­‐responders
with
a
different
subject
Reimbursement
Branch
23

24. Creating an Effective Nurture
" Define Goal(s)
" Build content map
" “Be the lead”
" Attach content to each step
" Write emails à Sell the content
" Build the nurture in your system
" Test . . . Revise
" Launch!
– Monitor … Revise … Monitor … Revise

25. Tips
" Vision of Success
" Cadence
" Multiple Formats
" Length of Nurture
" When to Engage Sales

26. CASE STUDY:
WAKE THE DEAD

27. Goal – Wake the Dead Nurture
" Primary: To identify and reconstitute
stalled opportunities that are still
viable.
" Secondary: To identify new contacts at
stalled opportunities.
" Tertiary: To close stalled opportunities
that are no longer “paying attention.”

28. GovCon Nurture Flow
28

29. The Nurture Content

30. Results - Cumulative
13%
Response
10%
Open
Rate
30%
Click
to
Open
rate
2.8%
Click
Thru
(Over
50%
on
some
messages)
24
3
72
Email
Opportuni:es
Opportuni:es
Forwards
Influenced
Created
$200k
>
$5million
Added
to
Immediate
Win
Pipeline

31. Thank you!
Cari Baldwin
650.464.4028
cari@bluebirdstrat.com

32. About
Content4Demand
• Working
with
over
100
clients
on
Demand
Genera:on,
Lead
Genera:on
and
Content
Marke:ng
Crea:on.
• Created
over
1,000
content
assets
in
over
15
forms
of
media.
• Ver:cals
include
Healthcare,
Technology,
Financial
and
Energy.
• From
the
publishers
of
DemandGenReport.com
www.Content4Demand.com

33. Crea<ng
Content
to
Fuel
Nurturing
Campaigns
Ø Right
Content—Headlines,
Treatments
Ø Right
Contact—Target
Content
Towards
Specific
Markets
Ø Right
Time—Cadence,
Progression,
Series
of
Offers
Ø Right
Format—Appeal
to
Variety
of
Preferences

34. Case
Study
Example
In February of 2011, launched Avectra Social CRM
for Associations, the industry's first and only
Member Engagement Platform…incorporates the
social interactions of the relationship into
membership database and ongoing initiatives.

35. Case
Study
Example
Serves
two
dis:nct
audiences—associa:ons
and
non-­‐profits,
which
have
unique
needs/pain
points.

36. Interac<ve
Content
Video White Paper

37. Interac<ve
Content
Infographic
Webinar

38. Q&A
//
Submit
Your
Ques<ons
Type
ques<on
here

39. Q&A
//
Panelists
Cari
Baldwin
Andrew
Gaffney
Co-­‐founder
&
Partner
Content
Director
Bluebird
Strategies
Content4Demand

40. Thank
You
For
A8ending
This
Webinar
You can download this presentation at:
http://dg-r.co/lead-nurturing-webinar