Download - Lead Nurturing 101 Webinar
04/12/2023 www.marqui.com
Webinar: Lead Nurturing 101
March 30, 2010
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Agenda
• Lead nurturing defined
• Trends for buyer communication
• Is lead nurturing right for your
audience?
• Anatomy of a lead-nurturing
campaign
• The business case for lead nurturing
• Q + A
What is lead nurturing?
“A relationship-building approach utilizing multiple media to provide relevant information tailored to prospects while engaging in an ongoing dialog until qualified prospects are sales-ready.”
-Marketingprofs
(Often used interchangeably with Drip Marketing / Drip Email)
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Evolution of buyer engagement with vendor
Need Recognition and
Awareness
Information Search
Evaluation of Alternatives Purchase
Post-PurchaseEvaluation
1990 2000 2010
Why should you care?
95%
…of your website visitors don’t want to talk to sales, but…
70%of them will eventually buy from you (or your competitors)
Source: @brianjcarroll
How much nurturing is enough?On average, how many touches (from both sales & marketing) does it take to convert a “suspect” to a “prospect”?
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13+
9-12
5-8
1-4
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
12%
12%
44%
33%
Source: Survey of 125 North American technology companies by The Bridge Group
Importance of timing & relevanceWhat do you perceive are the biggest weaknesses in emails about product and service offerings?
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Source: IDG Connect and MarketingSherpa 2010
No linkage to relevant content
Poor Timing
Unclear content or topics
Info not specific to my focus or role
Content not relevant
Offers not compelling
0% 10% 20% 30% 40% 50% 60% 70%
22%
24%
33%
45%
55%
60%
Is lead nurturing right for your audience?• Educational sales process• Complex sale – many factors to weigh• Long sales cycle - not transactional• High value problem solved• They want to hear from experts• The information they seek varies by role, buying stage,
industry
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Elements of Lead Nurturing Campaigns• Lead nurturing campaigns are built out of two key building
blocks – triggers and actions• Trigger – defines when and for whom a particular action
should take place.– E.g. If the lead downloads a case study on the benefits of content
based marketing and has a lead score less than 50
• Action – defines what should happen to the lead– E.g. Email the lead a link to the “Using Content Based Marketing to
Drive SEO” whitepaper
Example Lead Nurturing Campaign
Trigger:Downloads SEO
Whitepaper
Action: Send case study on ROI of SEO
Downloads ROI case study
Action: Send to sales
Skips ROI case study
Send invite to SEO webinar
• SEO consultancy knows from historical sales analysis that prospects that are investigating SEO ROI are ready to buy
• The following simple lead nurturing flow encourages prospects to investigate SEO ROI
• Prospects that review ROI info are sent to sales• Those that don’t are further nurtured
Automated Lead Nurturing Campaigns• Simple multi-step lead nurturing campaign in Marqui
7 Lead Nurturing Tips1. Start simple – before getting into complicated branching
scenarios just implement a few basic multi-step campaigns that send 3 or 4 emails on a time delay
2. Don’t wear out your welcome. Be careful about sending too many messages
3. Just like with regular email campaigns the offer is critical4. Just like with regular segmentation is your friend. Build
tailored lead nurturing campaigns for each of your key sub-segments
5. Test thoroughly and carefully before deploying. Especially critical if you’re using automated tools
Lead Nurturing Tips6. Work out the hand off between sales and marketing
– How does sales add leads to nurturing programs?– How does sales ensure a prospect doesn’t get nurtured?
7. Measure and tweak overtime to improve results
Attract & Engage
Capture
Nurture
Qualified
Won
1000 1000 -
50 50 -
- 25 50% nurtured
5 12 10% - 50%
1 3 20%-25%
The business case for Lead Nurturing
Before After Change
Conclusion• Lead Nurturing is the process of building relationships with
prospects overtime by sending relevant messages and creating meaningful conversations
• Lead nurturing can help you stay in contact with customers who don’t want to talk to sales right away but who will buy eventually
• It takes on average 5 to 8 touches to convert a suspect to a prospect
• Lead nurturing may not be right for your audience, but if it is, a good strategy can help you increase your wins significantly without increasing your lead generation budget
Q + A
Richard Sharp, VP [email protected]@richardmsharp604.484.8543
Ryan Stocker, VP Product [email protected]
Feedback or questions? Connect directly or @Marqui_CMS