Understand the modern digital nurturing impetus in the era of Buyer 2.0 and the strategic role of content + email/ Web nurturing in the new content- based buyer dialogue.

1. Driving Demand Generation
Results Via Digital Nurturing
Prepared for Straumann
© Leftbrain Marketing Inc. All Rights Reserved 15 February 2011

2. We Are a Demand Gen Agency
§ Left Brain helps enterprise companies design and
execute successful, modern demand generation
programs.
§ Left Brain combines:
– Process: Leverage TLBM proprietary approach
– Content: Centered around Buyer 2.0
– Technology: Powered by marketing automation
§ Left Brain delivers strategy, production, analytics and
optimization.
© Leftbrain Marketing Inc. All Rights Reserved

3. Agenda
§ The art of digital nurturing
§ Buyer 2.0 and the buying process
§ Content marketing: The new ‘secret sauce’
§ Digital nurturing basics
§ Straumann nurturing pilot program

4. Presentation goal: Understand the
modern digital nurturing impetus in
the era of Buyer 2.0 and the
strategic role of content + email/
Web nurturing in the new content-
based buyer dialogue.

5. THE ART OF
DIGITAL NURTURING
5
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6. State of modern demand generation?

7. Failing B2B demand generation
Source: Bulldog Solutions/Frost & Sullivan, "The Executive Benchmark Assessment"

8. People + processes + content ...
Source: Bulldog Solutions/Frost & Sullivan, "The Executive Benchmark Assessment"

9. Nurturing = Key to demand generation

10. B2B demand-gen is a numbers game
§ Only 2-5% of raw inquiries
coming into the top of the
B2B marketing and sales
‘funnel’ convert to sales.
§ 25-30% of B2B marketing
databases have bad or
incomplete records.
Source: SiriusDecisions Summit 2010

11. Nurturing = It’s about efficiency

12. Nurturing = It’s about timing
definitely not ready sort-of-ready
Source: MarketingSherpa, "2010 E-mail Marketing: Benchmark Report"

13. Nurturing = It’s about the relationship

14. Dialogue = Key to nurturing

15. Dialogue = architecture of nurturing
PLAN +
LISTEN TO OFFER GET
TUNE NEXT
PROSPECT CONTENT FEEDBACK
OFFER

16. Dialogue = non-linear nurturing
Marketing Sales
Initial Human Sales
Automation to Nurturing
CRM Sync Contact Follow-up +
CRM
Email Sent
Collect Buyer
Initial Buyer Follow-up /
Insights +
Interest Content Offer
Route Marketing
Nurturing
Web Form Scoring +
Data Collection Segmentation + +
Routing Marketing
Automation
Add. Explicit +
Behavioral Data
Collection
More Buyer Interest + Action
Inbound Marketing Outbound Marketing

17. Nurturing = Improved sales results

18. Lead quality is key to sales.
“[S]ales reps that focused on fewer,
more winnable deals tend to do
better. Flooding the rep with low
quality/high quantity leads only
increases their inefficiencies … .”
Source: SiriusDecisions, “The Perfect Pipeline: When Less Is More”

19. Digital nurturing improves sales.
Best-in-class:
§ Double the bid-win-ratio on
nurtured leads
§ Nurtured leads delivered 47%
higher average order values
Source: Aberdeen Group, "Lead Nurturing: The Secret to Successful Lead Generation"

20. BUYER 2.0 AND THE BUYING
PROCESS TODAY
20
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21. Information consumption patterns
of B2B buyers are rapidly changing.

22. #1 - B2B buyers are increasingly
turning to online sources, on their
own, earlier in their process, to
research purchases before ever
calling a 'live' sales rep.

23. Turning to online sources ...
Source: Enquiro, “Integrated Persuasion: Online and Offline”

24. As they need things ...
72% of the time ‘ t for a speci c
need at a speci c time’ is the
number one reason for a B2B
purchase today.
Source: Forrester Marketing Forum 2010 presentation

25. #2 - B2B buyers are increasingly
leveraging social media -- such as
Twitter, blogs, etc. – for peer
communication in the information
collection and validation phases of
the buying process.

26. Peer in uence is king ...
Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.

27. Leveraging the Groundswell ...
“The groundswell is: A social
trend in which people use
technologies to get the
things they need from each
other, rather than from
traditional institutions like
corporations.”
Source: Charlene Li and Josh Bernoff, Groundswell.

28. Leveraging social media ...
Source: B2B Marketing/Base One, "BUYERSPHERE, Survey
of B2B Buyers' Use of Social Media"

29. #3 – B2B marketers are shifting their
attention away from traditional, ad-
driven demand generation channels
as B2B buyers shift to new channels.

30. Education ^ ... Interruption v
education
interruption
Source: MarketingSherpa, “2009-2010 B2B Marketing: Benchmark Report.”

31. Uptick in content marketing ...
$6,000,000 $3,853,764
$5,000,000 $3,577,222 $4,167,452
$3,192,982
$4,000,000
$2,467,216 $2,424,666 $2,508,006
$2,196,409 $2,211,488
$3,000,000
32%
$2,000,000
27%
$1,000,000 $1,813,536
$912,532 $1,129,649 $953,748
$693,603 $808,222
$715,652 $671,808 $633,760
$0
2009 2008 2007 2006 2005 2004 2003 2002 2001
Source: Custom Publishing Council, “2009 Spending Study.” US data.

32. What hasn’t changed?

33. B2B buyer decision cycle
Reconsideration Satisfaction
Selection Acknowledgment
Investigation Decision
Measurement Criteria
Source: R. Jolles

34. What has changed?

35. Emerging buying cycle gap ...
Reconsideration Satisfaction
5%
Selection Acknowledgment
79%
Investigation Decision
Measurement Criteria
Source: R. Jolles

36. Emerging buying cycle gap ...
Reconsideration Satisfaction
Selection Acknowledgment
2%
Investigation Decision
2-3%
Measurement Criteria
Source: R. Jolles

37. Emerging buying cycle gap ...
Reconsideration Satisfaction
problem
Selection Acknowledgment
2%
Investigation Decision
2-3%
Measurement Criteria
Source: R. Jolles

38. Emerging buying cycle gap ...
Reconsideration Satisfaction
problem
Selection Acknowledgment
2%
problem
Investigation Decision
2-3%
Measurement Criteria
Source: R. Jolles

39. CONTENT MARKETING:
THE NEW ‘SECRET SAUCE’
39
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40. From tactical to strategic content

41. Content was ...

42. Relevant messaging?
“86% of the 'unique bene ts'
touted by vendors were not
perceived as unique or
having enough impact to
create preference.”
Source: Tim Riesterer, "Three B2B Value-Proposition Rules That Create Preference, Not Just Parity"

43. One-to-one engagement?
“Buyers have higher expectations
for intimacy. … We have built
intimacy into the later stages of the
buying process. … But at the front
end, our traditional tactics are starting
to come off with all the warmth and
sincerity of an English royal.”
Source: Chris Koch, “Why you need to turn your customers into stalkers”

44. Content is now ...
§ Critical information
§ Conveyed on speci c topics
§ Carries the buying process forward
§ Delivered via right channel / timing / voice
... aligned to speci c phases of the buying cycle.

45. Aligning content by buying stage
Acknowledgment
Social media
Thought leadership
(w/ E-mail nurturing)
Traditional media
Investigation Decision
Detailed product literature
E-mail nurturing
Sales proposals
Field events
Search
Criteria
Measurement Analyst reports
Analyst reports Blog + Web reviews
Search Search
Source: R. Jolles Product Web sites
w/ A. Needles contributions

46. Designing content marketing
Source: Left Brain DGA

47. DIGITAL NURTURING BASICS
47
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48. Nurturing approach

49. Nurturing process
Marketing Sales
Initial Human Sales
Automation to Nurturing
CRM Sync Contact Follow-up +
CRM
Email Sent
Collect Buyer
Initial Buyer Follow-up /
Insights +
Interest Content Offer
Route Marketing
Nurturing
Web Form Scoring +
Data Collection Segmentation + +
Routing Marketing
Automation
Add. Explicit +
Behavioral Data
Collection
More Buyer Interest + Action
Inbound Marketing Outbound Marketing

50. Demand generation integration
Engagement Acquisition Nurturing
Content marketing programs
Lead management processes
Technology infrastructure
50
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51. Lead management stages
The Left Brain Model for CLOSED-WON
Demand Generation
SALES
NON-SOs
OPPORTUNITIES
SALES READY
NON-SRLs
LEADS
QUALIFIED
NON-QRs
RESPONDENTS
RESPONDENTS NON-RESPs
PROSPECTS
51
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52. Nurturing path = the dynamic campaign
§ Buyer triggered; pull not push
§ Match content to stage of process
§ Persona targeting
§ One-to-one relevance
§ Progressive pro ling
§ Scoring/routing drive next touch point

53. Nurturing path = the dynamic campaign
Source: Left Brain DGA

54. Our nurturing levers

55. Our nurturing levers
1. Email
2. Progressive pro ling + scoring
3. Web content
4. Inbound to outbound integration
5. Marketing automation infrastructure

56. #1 - Email

57. Email = Top B2B tactic
• 89% of B2B marketers use email.
• Email is the number-one
outbound B2B marketing tactic
used today.
Source: Forrester Marketing Forum 2010 presentation

58. B2B Sales Resources Are Costly
30x

59. Email strengths and weaknesses
§ Great for
– Sustaining engagement ... nurturing thread
– Delivering targeted offers to buyers you know
§ Not so good for
– Front-end lead generation
– Repeated mass offers to buyers you don’t know

60. #2 - Progressive pro ling

61. Progressive pro ling - collection
2. Returning Leads – 3. Returning Leads –
1. Basic Lead Form Pre-Populate – Gather More
Pre Populate
4. Returning leads – Personalize –
Pre-Populate – Progressively
Gather More

62. Progressive pro ling - logic
1st
contact
2nd/3rd
contact
later
contact +
behavioral
Source: MarketingSherpa and KnowledgeStorm, “Connecting Through Content”

63. Lead scoring
Scoring Model +160 pts (210 total)
Category
Type
Response
Pts
Response
Pts
Response
Pts
Response
Pts
Qualified
Respondents?
BCC3
Industry
Demographic
Target
industry
20
Non-­‐target
industry
10
Size
of
company
Demographic
SMB
range
1
40
SMB
range
2
30
Enterprise
20
Viewed
demo
Behavioral
Yes
15
Length
of
Jme
viewed
demo
Behavioral
Threshold
15
Below
10
BCC4
Key
pain
points
Demographic
Tight
fit
40
Loose
fit
30
No
fit
0
Went
to
decision
tool
Behavioral
Yes
15
Number
of
quesJons
on
decision
tool
Behavioral
Threshold
15
Below
5
PC3
(wait
1
day)
Opportunity
to
complete
core
BCC3/4
data
Download
analyst
tool
Behavioral
Yes
30
PC4
(wait
7
days)
Opportunity
to
complete
core
BCC3/4
data
Click
on
other
resources
Behavioral
Each
20
Note:
Need
score
of
200
to
be
a
'Qualified
Respondent.'
If
not,
will
get
sent
to
promoFonal
tracks
and/or
drip
track
unFl
you
meet
the
threshold.
Source: Left Brain DGA

64. #3 - Web content

65. B2B Buyers Hearing More eNoise

66. Inbound is more critical than ever
“Currently, more than half of all
new inquiries are generated
through the Web; we believe
that by 2015, this number will
rise to nearly 75%. Inbound
marketing [is not] new in theory,
but ... marketers must plan for
it ... .”
Source: SiriusDecisions, “Inbound Marketing, the Sirius Way”

67. Strong inbound Web content
§ Blog content
§ Downloads
§ Social updates, thread participation
§ Webinars
§ White papers
§ Video

68. #4 – Inbound to outbound integration

69. Nurturing integration
Twitter to Live
Field
White Field
Twitter Webinar Nurture Sales
Paper Event
Pick-up
Search to Inside
Call Inside
Blog Other
Google Nurture ‘Qual’ Sales
Post Download
Team Pick-up

70. #5 – Marketing automation infrastructure

71. Marketing technology adoption
§ CRM adoption has grown from 53% in 2003 to
75% in 2010. (CSO Insights)
§ Marketing automation adoption is 7-10%,
projected to rise to 30% by 2015. (SiriusDecisions)
Sources: SiriusDecisions Summit 2010; CRM Magazine, "CRM: Then and Now"

72. Capabilities of marketing automation
CRM Marketing Batch / Blast
Automation Email
Single Emails
Nurturing Campaigns
Demographic Scoring
Behavioral Scoring
Form Builder
Landing Page Builder
Dynamic List Segmentation
Dynamic Email Content
High Volume Emails
Web Visitor Tracking
ROI Reporting
72
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73. System integration
Marketing Analytics
Ad/Site Tracking
Social Media
Activity Tracking
Link Source Tracking
CRM Platform
Inbound
Website + Blog Marketing
Marketing
CMS Automation
Optimization
Source: Left Brain DGA

74. Closing points

75. Closing points
§ Demand gen = nurturing = buyer dialogue
§ Engage with Buyer 2.0 substantively
§ Develop serious content
§ Scoring + lead management = key to quality
§ Need BOTH process + marketing automation
§ Goal = greater + more-efficient revenue