create a winning lead nurturing campaign in 90 days
DESCRIPTION
by Henry Bruce, The Rock Annand GroupTRANSCRIPT
Create a Winning Lead NurturingStrategy in 90 Days
Henry Bruce, PresidentThe Rock Annand GroupSeptember 29, 2012
c2012 Rock Annand Group Confidential
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c2012 Rock Annand Group Confidential 2
Some interesting stats to consider …
■ 70% of buy cycle complete before sales is engaged
■ Only 10 - 25% of new lead inquiries are “sales-ready”
■ 3 out of 4 sales opportunities come from leads that are NOT sales-ready
■ 65% of B2B marketers have not established lead nurturing
c2012 Rock Annand Group Confidential 3
Sources: Forrester, Gartner, Gleanster, Forrester, Marketing Sherpa, Sirius Decisions
Lead Nurturing Driven Results
■ Lead management practices drive 10+% increase in revenues in 6-9 months
■ Good lead nurturers generate 50% more sales ready leads at 33% less costs
■ Mature lead management teams have 9+% higher sales quota achievement rate
■ Lead nurturing emails have 4-10x response rate vs. “batch and blast” emails.
■ Nurtured leads drive 20% increase in sales opps
c2012 Rock Annand Group Confidential 4
Sources: CSO Insights, DemandGen Report, Forrester, Gartner
#1 Sales & Marketing ChallengeGenerating Qualified Opportunities
c2012 Rock Annand Group Confidential
#1 Sales & Marketing ChallengeGenerating Qualified Opportunities
c2012 Rock Annand Group Confidential
75% to 90% of the time, cost & effort
10% to 25% qualified leads
0.3% to 1.3% Closed Sales
#2 Sales & Marketing ChallengeProducing & Delivering Compelling Content
Building Buyer Centric Sales Engine for NY Tech 7
The Buyer Cycle
#2 Sales & Marketing ChallengeProducing & Delivering Compelling Content
How Buyers Spend Time:
■ 23% in discussion with colleagues
■ 19% searching the web
■ 19% with educational content
■ 18% reviewing promot’l content
■ 21% with sales team interaction
IDC Webinar: 2012 Sales Enablement Strategy: Content is King so Why Does Sales Feel Like a Jester?
c2012 Rock Annand Group Confidential 8
#2 Sales & Marketing ChallengeProducing & Delivering Compelling Content
How Buyers Spend Time:
■ 23% in discussion with colleagues
■ 19% searching the web
■ 19% with educational content
■ 18% reviewing promot’l content
■ 21% with sales team interaction
Buyers Top Complaints:
■ 33% - too much content that’s useless
■ 29% - content not relevant
■ 24% - content does not meet needs of all stakeholders
■ 23% - not enough educational content
■ Other complaints: Content too long
Not enough video/audio
Content hard to share with others
c2012 Rock Annand Group Confidential 9
IDC Webinar: 2012 Sales Enablement Strategy: Content is King so Why Does Sales Feel Like a Jester?
Demonstrate Thought LeadershipWhere Do You Start?
■ Focus on your buyer’s problems … NOT products Start with the primary problem you solve
■ Break the problem down into 3-4 main themes Why multiple themes? Buyers each have their “hot-buttons”.
■ For example: eSignature Process Automation Audience: Financial Services (banks, lenders, debt services) Problem: Customer service expectations and regulatory
compliance strain operational efficiency and increase costs Themes: Focus on business process areas
• Automated account opening• Loan origination and consolidation• Debt consolidation• Customer account management
c2012 Rock Annand Group Confidential 10
Program Fundamentals: Focus on 1 Theme for First 90 Days
■ Develop one good content piece Usually involves re-purposing existing content
Focus on problem as it relates to the buyer
Present solution as it relates to you … BUT don’t mention your product
Relate a client case study … Highlight results they achieved
No more than 1500 words, ideally 800-1000 words
■ Develop 90 day campaign focused on that theme: 1st Cycle: Promote the content (email, BLOG post, tweet)
2nd Cycle: Webinar on the topic/theme (ideally with client)
3rd Cycle: Recap with content, webinar and client case study
Create a separate landing page for all program components
c2012 Rock Annand Group Confidential 11
Program Fundamentals:Focus for Next Two Quarters
■ Repeat the campaign cycle for theme #2 in Q2, theme #3 in Q3, etc.
■ Other TIPS:
Optimize for search for each campaign
If permission-based contacts is a problem, consider using reputable 3rd party publishers, analysts
Drive themes to other media channels• LinkedIn, Twitter, Syndicated sites, guest blog posts
Re-purpose into other format … Blog posts, Voice-over slides, Video
Establish “Welcome Campaign” for Inbound leads: • Qualify interest. Where are they in Buy Cycle?
c2012 Rock Annand Group Confidential 12
Program Fundamentals:Create Content for Each Stage of Buy Cycle
Buyer wants to: Define Problem Evaluate Solutions
Decide & Commit
Content should focus on:
Education & Thought
Leadership
Solutions & Product
Suitability
Credentials & Decision Criteria
Some content examples:
Problem definition/themes
Whitepapers/ webinars
3rd Party coverage Case studies Solution
approaches
Differentiators Solution
comparisons 3rd party product
reviews Implementation
plans Product roadmap
How to buy business case
Testimonials In depth case/use
studies ROI/TCO analysis
c2012 Rock Annand Group Confidential 13
Summary and Take Aways
■ Focus on lead quality NOT quantity
■ Demonstrate thought leadership to gain credibility
■ Focus beyond the immediate quarter
■ Establish a platform that builds your “followers”
■ Test and measure everything ,,,
c2012 Rock Annand Group Confidential 14
Thank you … Questions??
[email protected]: @hebruceLinkedIn: www.linkedin.com/in/henrybruce Blog: www.rockannandgroup.com/blog
c2012 Rock Annand Group Confidential