More Related Content
Similar to Digital nurture programs lead gen & social media (20)
Digital nurture programs lead gen & social media
- 1. Digital Nurture Programs, Lead Generation,
and Social Media
Bryan Ehrenfreund
Vice President of Digital Strategies
February 15, 2012
- 2. Agenda
1. Changing State of Marketing (“ZMOT”)
2. Fundamental Concepts of Inbound Marketing
& B2B Lead Nurturing
3. Lead Scoring: When & How to Incorporate the
Human Touch
4. Social Media at Every Stage of the Revenue
Cycle
5. Insource or Outsource Your Digital Nurture
Program? (“Build vs. Buy”)
© 2012 Televerde, LLC
- 3. Televerde
Televerde is the leading B2B
provider of sales pipeline
development solutions that
drive increased revenue for our
clients by integrating contact
data, marketing automation and
world-class teleservices.
© 2012 Televerde, LLC
- 4. The World Has Changed
Pew Research Center, May 2010
© 2012 Televerde, LLC
- 7. The Zero Moment of Truth
Research
Learn About Options
Comparison Shop
Read Reviews
Get Advice
© 2012 Televerde, LLC
- 8. How Do People Search
Realize a Need
Investigate Options
© 2012 Televerde, LLC
- 9. Ask People We Trust
Ask Someone They Trust
© 2012 Televerde, LLC
- 10. What is Inbound Marketing?
Inbound Marketing is a marketing strategy that
focuses on getting found by customers or clients
Inbound Marketing is the practice of bringing warm,
qualified leads into your sales funnel rather than
reaching outward to cold, questionable targets
Inbound marketing turns the old marketing model on
its head. It’s web-based, smart, cost-effective and
results driven.
Inbound marketing is always on and always working
because of the prevalence of mobile devices
© 2012 Televerde, LLC
- 11. Mobile is Exploding
As many as 35% of searches are mobile
now
B2B clients have experienced 300%
growth in mobile traffic year over year
SEO Mobile Website optimization implement a browser detect and a
mobile version of your content
Mobile optimize your most important
content – get there first
Submit a mobile sitemap
Implement and test mobile campaigns
– competition is low but growing fast
Tie with local content
© 2012 Televerde, LLC
Mobile Apps
Surpass
Daily Web Use
June 2011:
81 minutes for mobile
apps compared to 74
minutes for the web
- 13. Why Inbound Leads Matter
Inbound leads: highest conversion rates
to qualified opportunities
Inbound leads:
educate
themselves
beforehand
Companies now
“get found”
© 2012 Televerde, LLC
- 14. Inbound Marketing: The Source of Most Inquires
SiriusPerspective: The reality is that prospects find you when they’re
ready; effective inbound marketing makes you easier to find.
100%
90%
80%
70%
55%
58%
71%
60%
Web
50%
Direct Mail
40%
19%
30%
Email
Events
21%
14%
20%
11%
10%
15%
12%
6%
9%
2009
2010
2015
9%
0%
© 2012 Televerde, LLC
Source: SiriusDecisions
- 15. Buying has Changed Forever
OLD DAYS: INFO SCARCITY
1960’S - Recent
TODAY: INFO ABUNDANCE
BUYER
SALES REP
SALES REP
© 2012 Televerde, LLC
- 16. The Evolution of B2B Marketing
Before search engines:
Branding, mass
advertising, tradeshows
After search engines:
Lead management,
scoring, and nurturing
Arrival of social media:
SEO, content marketing
© 2012 Televerde, LLC
- 17. © 2012 Televerde, LLC
Sales
Lead
Lead
Lead
Development
Gap
Prospect &
Recycled
Engaged
All Names
The Leaky Revenue Cycle
MQL
SAL
Opportunity
SQL
- 18. Lead Nurturing Plugs the Leak
Building relationships with qualified prospects
regardless of their timing to buy, with the goal
of earning their business when they are ready.
Lead
Nurturing
Sales
Lead
SAL
Lead
Prospect &
Recycled
Engaged
All Names
MQL
SQL
Opportunity
“The art of maintaining permission to
stay in front of your buyers as they
educate themselves”
© 2012 Televerde, LLC
- 19. The Value of Lead Nurturing
Lead Nurturing helps turn more inquiries into qualified
leads and decreases cost per qualified lead
Fast Leads
(MQL <1 mo)
Slow Leads
(MQL >1 mo)
Total Leads
(MQL)
Cost/Lead
(MQL)
Without
Nurturing
20%
6.67%
26.67%
$206.00
With
Nurturing
20%
20.0%
40.0%
137.50
3X!
Results: 50% more marketing qualified leads from lead nurturing
Source: Marketo Nov. 2011; assumes $55/prospect
© 2012 Televerde, LLC
- 20. Lead Nurturing Relevance
1. BUYING STAGES
Stages
1
2
3
A
DON’T PANIC!
B
C
1.
2.
3.
Early (Pre-MQL)
Mid (MQL)
Late (Opportunity)
Customer
Short content is good! (YouTube Approach)
Reuse and repurpose
Stay ahead of the drip
Start small, think big and adapt quickly
D
2. BUYING PROFILES
•
•
•
•
•
•
•
•
Industry: 82%
Role: 67%
Company Size: 49%
Geography: 29%
© 2012 Televerde, LLC
- 21. When to Call?
•
•
•
•
Early stage content +3
Attend webinar: +5
Visit any webpage / blog : +1
Visit careers pages: -10
• Pricing pages:
• +10 regular, +15 detailed
• Watch demos:
• +5 overview, +10 detailed
• Mid-stage content +8
• Late-stage content +12
• Searches for “Your Company Name” +8
© 2012 Televerde, LLC
- 23. Types of Lead Nurturing
1. Seed Nurturing: Developing relationships with early-stage
prospects before they enter your database
2. Pre-MQL Nurturing: Building and maintaining relationships
with known prospects as they educate themselves
3. Customer Nurturing: Deepening and expanding relationships
with existing customers
4. Accelerator Nurturing: Move prospects along the buying
cycle faster with relevant “nudges” triggered by specific
behaviors
5. Recycled Nurturing: Discontinued or disqualified
6. Reconstituted Nurturing: AKA “Wake the Dead”
© 2012 Televerde, LLC
- 24. Seed Nurturing & Social Media
Nurturing today
Nurturing tomorrow
Make valuable content freely available
Create a reputation that builds credibility
and trust
© 2012 Televerde, LLC
- 25. Lead Nurturing & Social Media
Listen
Segment & Target
Notify & Score
Interact
© 2012 Televerde, LLC
- 26. Customer Nurturing & Social Media
Reaffirm purchases after
the decision is made
Deepen relationships,
create personal
connections
Discover new needs and
requirements
Manage customer
satisfaction and retention
© 2012 Televerde, LLC
- 27. Insource or Outsource?
Considerations:
Competencies, Process, Investment & Control
Insource:
How important is control vs. outcomes?
Mind the budget – TCO of competencies is expensive
Resources available?
Be prepared to build and sustain training, process and management
Outsource:
Control is still possible with checks and balances
Outsource to complement not replace
Benefits = fast ramp, scale, established skills, economics
Training and process is repeatable, sustainable, predictable
Tele-nurture is a specialty
Outcomes should outweigh control!
© 2012 Televerde, LLC
- 28. Agency Considerations
Selecting, Hiring, Managing
What competencies do you need them to complement?
Does the agency have these competencies?
Inquire about other clients and peer referrals
Inquire about best practices and see work samples
(scoring models, emails, reports, metrics, etc.)
Discuss process integration
Compare costs and value (ROI is more than $$$)
© 2012 Televerde, LLC
- 29. Key Takeaways
1. Buying has changed forever; marketing and
sales must change as well –
“The Zero Moment of Truth”
2. 80% of qualified prospects are not ready to
buy when you first meet them
3. Nurturing plugs the lead development gap
but needs to be relevant – otherwise
prospects will opt-out or emotionally optout
4. Human touch validates, corrects &
accelerates the digital nurture process
5. Outsourcing bridges the knowledge & skills
gap accelerating your revenue cycle
success
© 2012 Televerde, LLC
- 30. Contact Bryan…
Bryan Ehrenfreund
VP of Digital Strategies
bryan.ehrenfreund@televede.com
Direct: +1 480.303.7078
Twitter: @ehrenfreund
www.televerde.com
blog.televerde.com
© 2012 Televerde, LLC
Editor's Notes
- http://www.youtube.com/watch?v=UmM9qfzfzhw