Learn from savvy marketers how to accelerate the buying cycle with lead nurturing and lead scoring. Presented at ExactTarget Connections 10 customer conference on Sep 15, 2010 by Dave Morse of Delta Faucet, Bo Lowery of Wild Birds Unlimited, Jeremy Williams of Indiana Tourism, and Troy Burk of Right On Interactive.

1. Lead Nurturing and Lead Scoring:
Accelerating the Buying Process

2. Presenters: Troy Burk
Founder, President
Right On Interactive
@troyburk
Dave Morse Bo Lowery Jeremy Williams
E-Marketing Manager Communications Manager Interactive Production Manager
Delta Faucet Wild Birds Unlimited Indiana Office of Tourism Development
@davemorse @loweryb @JeremyAWilliams

3. Right On Interactive
ROI Customer Lifecycle Marketing™ solutions transform the
way marketers nurture business relationships
• Win and Retain More Customers
• Maximize the Lifetime Value of your Customers
• Optimize Your Marketing Effectiveness

4. Lead Nurturing and Lead Scoring
Over the next twelve months, how will Over the next twelve months, how will
you cultivate leads that have interest, you score leads to decide which ones
but are not sales-ready? are passed to sales?
A. Sales is responsible for nurturing leads A. Leads go directly to sales
B. Marketing communicates with leads periodically B. A subjective process for scoring leads
C. Marketing communicates with leads systematically C. A formal process for scoring leads

5. 2010 Marketing Survey
Lead Nurturing Lead Scoring
Count of Sales is Count of Leads go
responsible for directly to sales
nurturing leads 25%
38%
32% Count of Marketing Count of A
communicates with 46% subjective process
leads periodically 29% for scoring leads
30%
Count of Marketing Count of A formal
communicates with process for scoring
leads systematically leads
Over the next twelve months, how will you cultivate Over the next twelve months, how will you score leads to
leads that have interest, but are not sales-ready? decide which ones are passed to sales?
Source: Right On Interactive Survey

6. Lead Nurturing
Lead Nurturing is a process by which leads are tracked and developed into sales
opportunities by sending automated, timely, and targeted communications.
Companies that Excel at Lead Nurturing:
• Decrease the percentage of marketing generated leads that are ignored by sales
• Raise the win rates on marketing generated leads and reduce “no decisions”
• Have more sales representatives who make quota
• Decrease the ramp-up time for new sales representatives

7. Lead Scoring
A method to quantify and prioritize the potential value of each prospect or lead
Explicit Scores (Profile) are based on information provided by or about the
prospect—for example, company size, industry segment, job title or geographic
location.
Implicit Scores (Engagement) are derived from monitoring prospect behavior;
examples of these include Web-site visits, whitepaper downloads or e-mail opens and
clicks.

8. Quadruple Response with Lead Nurturing
4 20%
3 15%
2 10%
1 5%
0 0%
1 2 3 4 5 6

9. Predictable & Repeatable
Source: Sirius Decisions
One percent improvement in Marketing Qualified Leads can lead to a 50% increase in revenue
According to industry research firm Aberdeen Group, companies with best-in-class lead
prioritization and scoring systems have a 192 percent higher average lead qualification rate
than those that do not.

10. Delta Faucet
Right Person, Right Message, Right Time

11. Delta Faucet Company
• Dave Morse, E-Marketing Manager
• HQ in Indianapolis
• B2B – Large wholesalers & “big box” retail
• 3 product lines
• Many targets: builder, plumber, architects, etc.

12. The Situation

13. “Right person, right message, right time”
• Nurture campaigns
– Build relationships / earn business
• Challenge: Data
– No “single source of truth”
– Poor data quality
– No centralized campaigns
– Unsophisticated segmentation

14. Impact
• Impersonal messaging (“batch „n blast”)
• Limited intelligence & visibility
• Highly inefficient to manage & utilize contact data
• Stumbling block in achieving nurturing program

15. The Solution

16. Step 1: Consolidate Data
• Consolidate multiple “silos”
• Salesforce.com & Right On Interactive

17. Step 2: Map Lifecycles
• Six stages (generic)
– Pre-sale: Initiate | Develop | Convert
– Post-sale: Adopt | Value | Advocate

18. Scored by profile “fit” and engagement

19. Step 3: Define Programs
• “Stay In Touch”
– Information & education
– Good for: Showrooms Need to be adaptive!
Adjust message & cadence
• “Accelerator” based on behavior
– Nudge, nudge
– Good for: Architects, Designers
• “Lead Lifecycle”
– No stagnation
– Good for: Builders

20. Accelerator Example: Trade
• Campaign: “Saved Items” registration
– Promote professional acct.
– Earn +20 points
– Day 1 – “Welcome” / Pro Resources

21. Accelerator Example: Trade (cont.)
• Campaign: “My Projects”
– Architects using “Saved Items” > 2x
– On 3rd use – “Introducing My Projects”

22. Accelerator Example: Consumer
• Campaign: Drive Purchase
– Promote where to buy
– Earn +10 points for “Saved Items” reg.
– Day 1 – “Welcome” / Quick website tour

23. Accelerator Example: Consumer (cont.)
• Campaign: Drive Purchase
– Day 5 – “Where To Buy” email
E-mail Showroom Locator

24. Accelerator Example: Consumer (cont.)
• Campaign: Drive Purchase
– If they do click-thru
• Wait 5 days – Send “Did you buy?” survey
– If they do open but do not click-thru within 1 month
• Wait 2 weeks – Send “Find Your Perfect Faucet” e-mail
– If they do not open within 1 month
• Week 4 – Send reminder e-mail

25. Wild Birds Unlimited
Nurturing Customers to Increase Loyalty

26. Summary
• Results
• Unexpected
• Planned enhancements

27. • Franchise System
• Nearly 300 Retail Stores
• Owner/Operators
• Diverse habitats, birds,
diverse marketing needs

28. • 2001: 1st ExactTarget Enterprise Client
• 225+ Franchisees use ExactTarget Lock & Publish Account
• 2007: Partnership with Right On Interactive
• “Email is the most used marketing tool we offer.”

29. “Get the customers back in the store.”
• Integrated POS Data Drives Email Automation
• Nurture Campaigns for:
– Retention
– Recency
– Customer Win-Back
– Loyalty Program

30. Retention Campaign
• Goal: Nurture
customer relationships
• Franchisees
customize and send
from L&P accounts

31. Recency Campaign
• Goal: Decrease
time between first
and second visit
• Triggered offer via
email 7 days after
initial customer
visit/purchase

32. Win-Back Campaign
• Goal: Recover
“newly lost” customers
• Triggered incentive via
email if no purchase
within last 4 months

33. Loyalty Campaign
• Membership-based loyalty program
• 25% of customers are members
– These customers account for:
60% of Total Sales

34. Loyalty Campaign
• Goal: Increase
Participation and
Renewal Rate
• Triggered
– Reward Reminders
– Membership Renewal
Offers

35. • Next Steps for Automated Email Program
– Refine based on campaign results
– System-wide launch by early 2011
– Additional triggered emails based on customer behavior

36. Visit Indiana
Nurturing and Scoring Leads with Foursquare & ROI

37. What is IOTD (Visit Indiana)?
• Tourism marketing arm for the State of Indiana
• Tourism brings > $10B and 62M visitors annually
• Budgets shrinking
• Doing more with less

38. Conversion Challenges
• No on-site sales = no solid ROI
• Tracking Soft Metrics
– Website Stats
– Brochure Orders 70k
5k 70k
– Fans 1k 3.3k
– Retweets
– Shares
• Siloed Customer Info
• How to reconcile?

39. What is ? Why use it?
• Location-based mobile application
• Users check-in, share location with friends
• Add Tips to locations
• Most check-ins = Mayor
• Discounts for checking-in, becoming Mayor
• Foursquare.com/VisitIndiana shares tips with our
followers
• Perfect fit for tourism-related organizations

41. Nurturing Leads w/ & ROI
• Fall Leaf Cam
• Intro email to followers – explain promotion
• Followers check-in at Leaf Cam
• Send email via ROI when user checks-in
• Exclusive discounts & traffic-driving message
• Emails contain links to social media and email
• Ability to re-send emails to users
• Sensitive to over-communication

43. Scoring Leads w/ & ROI
• Followers check-in data via ROI
• Follow up with followers via Twitter and Email
• Request photos, videos, tips & blog posts from most engaged followers
• Track redemption rates for exclusive coupons
Engagement Scores
Foursquare Check In: 15 pts.
ET Email Click Through: 7 pts.
Twitter Follower: 5 pts.

44. Conclusions
• Integrate Siloed Databases
• Track actual consumer locations
• Go beyond soft metrics
• Track actual $ return
• Social Media isn‟t scary

45. Jeremy Williams
@JeremyAWilliams
@VisitIndiana

46. Action Items
• Define the stages and gate criteria for your customer lifecycle
• Consolidate multiple “silos” into a professional marketing database
• Develop a process for marketing to systematically nurture leads and customers
• Provide weights and values for profile and engagement scores
• Align marketing programs, campaigns, and tactics based on “where they are in the relationship”
• Go beyond soft metrics and measure ROI, stage duration, and stage churn rate
• Incorporate social media to close the loop

47. Q&A Troy Burk
Founder, President
Right On Interactive
@troyburk
Dave Morse Bo Lowery Jeremy Williams
E-Marketing Manager Communications Manager Interactive Production Manager
Delta Faucet Wild Birds Unlimited Indiana Office of Tourism Development
@davemorse @loweryb @JeremyAWilliams