1.
Crash Course in Lead Nurturing
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2.
Today’s Speakers
Sean Callahan
Senior Manager, Content Marketing
LinkedIn
@sean_f_callahan
Justin Gray
CEO
LeadMD
@Jgraymatter

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#LinkedInNurturing
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Lead Nurturing Is the Process of
Building Relationships with Prospects
Until They’re Ready to Buy

5.
The 3-Martini Lunch: What Lead
Nurturing Used to Be
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The Buyer’s Journey Has Changed…
And So Has Lead Nurturing

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Marketing Takes Control of Lead
Nurturing… And Has Built an
Automated and Always-On Process

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Under the Marketing Department,
Lead Nurturing Has Been Email Centric

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Email’s Two Main Drawbacks:
• 95% of Website Visitors Don’t Share an
Email Address
• 80% of Prospects Who Have Shared an
Email Address Don’t Open Their Emails

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That’s Why Marketers Are Embracing
Multi-Channel Nurturing

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The Building Blocks
of Lead Nurturing Program

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1. Develop Your Strategy. (Word to the
Wise: Include the Sales Team).

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2. Develop Personas.

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3. Segment Your Audience.

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4. Create Content Based on Your
Audience Segments.

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5. Optimize, Test, Measure.

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6. Maintain a Clean, Updated
Database.

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7. Move Your Lead Nurturing
Beyond Email.

19.
Today’s
Promise
 Define the fundamentals of Nurture
 Make it not sound so incredibly nebulous
 Provide a framework to succeed

20.
About LeadMD
 Digital Marketing
consultancy specializing
in making strategy
actionable
 Focused on the Marketo
platform
 7 Years and 2600+
engagements

21.
At the end of the day,
we know one thing:
Trust and Education win deals.

22.
28% Year over year
increase in revenue
Among marketers who used Best in Class Lead
Nurturing.*
*Aberdeen Group

23.
125% Overall Marketing
ROI
vs. 86% in orgs that did not effectively
nurture leads.*
*Aberdeen Group

24.
The
traditional
funnel is just
garbage

25.
For every 400
inquiries, only 1
becomes a closed
opportunity.
That is a
conversion rate
of .25 percent

26.
Lead Nurturing Framework
 Total Market
 Ideal
Customer
Profile
 Ideal Buyer
 Persona
3. Message2. Channel1. Buyer Database 4. Timing
 Email
 Social
 Online
 Sales Enable
 Paid/SEO
 Inline
 Asset
 Alignment
 Referral
 General
 Persona
 Buying Stage
 Journey
Mapping

27.
1.
Focus on your Database
Over half of B2B marketers (59%) noted that their
databases were incomplete.*
*Aberdeen Group

28.
CRM
Persona
Title
Contact
Persona
Account
}
Set yourself up for success

29.
Let’s talk about data structure under this model
IBP

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What is an Total
Addressable Market?
 Total addressable
market (TAM) is a term that is
typically used to reference the
revenue opportunity available
for a product or service.

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What is an ideal
customer profile?
 A description of a customer or
set of customers that includes:
- Demographic
- Geographic
- Psychographic characteristics
- As well as buying patterns,
- Creditworthiness
- Purchase history

32.
What is an ideal
buyer persona?
A buyer persona is a detailed profile
of your ideal buyers based on
market research and real data about
your actual clientèle.
The more detailed your personas
are, the more results they’ll yield.

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2.
Take a multi-Channel
Approach
45% of marketers say <4% of email contacts
convert to qualified leads.*
*Hubspot

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Marketing
Automation
Social
Online & Paid
Retargeting
Sales
Enablement
Nurture Mix

35.
OFFERS
EDUCATION AND THOUGHT
LEADERSHIP
SOLUTIONS AND PRODUCT
SUITABILITY
DECISION SUPPORT AND
CREDENTIALS
Online Best Practices
• Quarterly Playbooks
Third-party Programs
• Analyst Report
Ad-hoc Programs
• Category-based programs
based on market insights or
timely events
• Demos
• Discounts
• Proof of Concept
• Sales Presentation
• Pricing
• Trial Implementation plan
Channel Alignment

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3.
Map Content to the Buyer
Marketers who use personas and map content to the
buyer’s journey enjoy 73% higher conversions over
those who did not.*
*Aberdeen Group

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Three Core
Data Sets

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Content Mapping Keys
 Buyer/Account Persona
 Tailored Content that Converts
 Marketing & Sales Messaging is more than ’Air Cover’
- It is central to ABM Strategy & Execution

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A = Goes to Sales
B = BDR
C = Off to Marketing
Align the relevant resource
D = Off to Marketing

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Meet Our Primary Buyers (IBP)
Extremely
knowledgeable who’s
personality differs based
on her organization
 60% of buyers
 Guards her “island” and is
most cautious.
 Doesn't want a long term
engagement.
 Most purchasing authority
 Always looking for “gotchas”
so be on your game
Rising RitaEntrenched Edward Startup Sue
Young up and comer
in a rising institution
 15% of buyers
 Least time at position
 Replacing the old
guard's contractual
relationships.
 Aspiring to be the best
of the best
 A bit arrogant, but
smart, ultimately an
influencer you want on
your side
Tenured Exec with the
same lead manager
doing the same thing
and is bored to death
 20% of buyers
 Most time at position
 They want a fling and
they want it now
 High budget control, can
be a third party
consultant
Young, aggressive &
looking for love
 5% of buyers
 Most tech literate
 Lowest revenue,
smallest firm, influencer
level
 A marketing unicorn
who does a little bit of
everything
 A great partner for a
long lasting business
relationship
Poly Pam

41.
4.
Align to the Buying Stage
The use of Journey Maps led to a 40% increase in
lead velocity.*
*New Business Strategies

42.
The Role
of Content
 Show how persona’s drive:
- Ideation
- Alignment
- Creation
- Execution
- Analytics

43.
The
Evolution of
Marketing
IQ

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Page 46
Cheat Codes
Qualitative  Quantitative  Qualitative

45.
Get the LeadMD Guide to Buyer Centric
Revenue
leadmd.com/resource/topo-casestudy

46.
Thank you!

47.
Questions?
Sean Callahan
Senior Manager, Content Marketing
LinkedIn
@sean_f_callahan
Justin Gray
CEO
LeadMD
@Jgraymatter