@MarketingCube
C o l l e g e
Lead Nurturing 101Marketing Automation Meetup
6th February, 2014
@MarketingCube
Why are we here tonight?
@MarketingCube
Opportunity Lost
Opportunity Stalls
Sales Rejects Lead
Sales & Marketing Process
Sales Rejects Lead:
Sales send to Nurture
Marketing validates quality
of interest
Marketing Nurtures to Sales
Ready
Opp Stalls: Sales send to
Nurture
Opp Lost: Sales send to
Nurture
The Buyer’s Journey
Interest Learn Evaluate Justify Purchase
Name InquiryMarketing Qualified
Lead
Sales Accepted
Lead
Sales Qualified
LeadClosed/Won
C o l l e g e
@MarketingCube
A Nurturing Checklist1. Understand your buyer: Relevance &
Shared Values.
2. Pinpoint what motivates your buyers.
3. Whiteboard the ideal customer profile.
4. Define your nurture program.
5. Automate communications.
@MarketingCube
C o l l e g eRelevance
Shared Values+
Source:
@MarketingCube
C o l l e g e
“Higher-order emotional attributes connect the brand to
consumer values that extend beyond the category.”
Source:
@MarketingCube
C o l l e g e
Source:
Oxy-Clean
Tide
Pedigree
Lower Order
Higher Order
!Level of
Connection
Shared Value
Emotional Benefit
Product Benefit
Hierarchy of Emotional Attributes
@MarketingCube
“The simplest and least effective means of creating emotional connection is to convey excitement around specific product features.”
Oxy-Clean
Product Benefit
Source:
@MarketingCube
“A common method of elevating beyond products benefits is to connect a functional attribute to an emotional benefit.”
Source:
Tide
Emotional Benefit
@MarketingCube
“Higher-loyalty brands, however, build emotional connections to values that are important in the consumer’s broader life, beyond the product or even the category.”
Source:
Pedigree
Shared Value
@MarketingCube
Source:
Pedigree runs a campaign to support dog adoption.
@MarketingCube
Source:
Pedigree provides free food to dog adopters.
@MarketingCube
Source:
Pedigree uses its sponsorship of the Westminster Dog Show to promote dog adoption.
@MarketingCube
Source:
Pedigree donates money from each purchase to the Pedigree Foundation which, combined with direct consumer donations, is then distributed to hundreds of animal shelters each year.
@MarketingCube
Source:
Shared Value Pedigree believes all dogs deserve to be fed well and that every dog deserves a
loving home.
C o l l e g e
@MarketingCube
What is “Lead” Nurturing?
• A generic term implying a constant level of automated engagement with contacts which may have fallen out of the sales funnel.
• “Nurturing” can also be used as a business process to engage with customers, partners and employees. For example:
• OnBoarding Campaigns can be built in conjunction with HR, IT and Physical Facilities for new staff.
• Customers can be nurtured through a range of products and services.
C o l l e g e
@MarketingCube
A Process for Nurturing
Who? ProspectsCustomers
Employees Business Partners
C o l l e g e
@MarketingCube
Tonight, we’ll focus on…
Prospects
• Who are your prospects?
• What’s their profile? Gender? Age? Income Level? Geographical details?
• Do you understand their Buyer’s Journey?
• What are you offering this buyer?
• Who are your competitors?
@MarketingCube
C o l l e g e
Implement
Closed/Won
Negotiate
Present
Educate
Leads
!15
Implement
Purchase
Negotiate
Evaluate
Learn
Need
Advocate
The Buyer’s JourneyThe Sales Process
Grow
Mar
ketin
gSa
les
@MarketingCube
C o l l e g e
Implement
Closed/Won
Negotiate
Present
Educate
Leads
!15
Implement
Evaluate
Need
Advocate
The Buyer’s JourneyThe Sales Process
Grow
Mar
ketin
g &
Sal
es
@MarketingCube
C o l l e g e
A common mistake marketers make is to think of lead nurturing as email communication. Instead, think of it as a workflow or series of communications in which every step has a clear and concise objective, whether moving someone to the next stage, or driving another desirable action.
@MarketingCube
C o l l e g e
@MarketingCube
C o l l e g e
Step 1: The Problems You Solve
C o l l e g e
@MarketingCube
An Ideal Customer Profile
• Understanding your current Ideal Customer helps you build relevant offers and messages for Prospects.
• Understanding personas, buyer behaviour and why people buy from you today helps you find and engage with better quality Prospects.
• Which product or service delivers the highest amount of profit to your business?
Customers
@MarketingCube
C o l l e g e
The Business Problems you solve better than your competitors
A Business Problem can be many things…
Shipping Charges
Complex Application
Process
Prospects
Faulty Equipment
High Service Costs
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C o l l e g e
The Business Problems you solve better than your competitors
A Business Problem can be many things…
Prospects
A buyer won’t buy until the pain they’re experiencing is such that they
need to find a solution.
@MarketingCube
C o l l e g e
What are you offering?
What you offer needs to be relevant to the buyer…
Prospects
@MarketingCube
C o l l e g eBusiness Problems your Prospect has. Offering 1 Offering 2 Offering 3
A
B
C
D
Step 1: Which Business Problems Do You Solve? Understanding pain points helps you create the right offer.
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C o l l e g e
Step 2: Who?
C o l l e g e
@MarketingCube
Choose 4 Prospect Types
The Professional
The Executive The Consultant
The Graduate
Prospects
C o l l e g e
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Matching Offers to Prospective Buyers
Prospects
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C o l l e g eOffering
Your Target Buyer by Job Category/Role
1
2
3
Step 2: Who are you nurturing? Understand your audience and engage appropriately
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C o l l e g e
Step 3: Your Buyer’s Journey?
C o l l e g e
@MarketingCube
Your Buyer’s Journey
ImplementPurchaseNegotiateEvaluateLearnNeed Advocate
ImplementClosed/WonNegotiatePresentEducateLeads Grow
Your Selling or Opportunity Management Process
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C o l l e g eOpportunity Stage Name Correlating Buyer’s Journey Stage
1
2
3
5
6
7
8
Step 3: Your Buyer’s Journey Map your Buyer’s Journey to your Selling Process
@MarketingCube
Who did their homework?http://contentgrid.eloqua.com
@MarketingCube
What is the Content Grid? !
By sharing with Eloqua your current Content Marketing assets and by answering a few questions, you receive your own personalised copy of the Grid.
@MarketingCube
What is the Content Grid? !
By sharing with Eloqua your current Content Marketing assets and by answering a few questions, you receive your own personalised copy of the Grid.
@MarketingCube
What is the Content Grid? !
By sharing with Eloqua your current Content Marketing assets and by answering a few questions, you receive your own personalised copy of the Grid.
@MarketingCube
What is the Content Grid? !
By sharing with Eloqua your current Content Marketing assets and by answering a few questions, you receive your own personalised copy of the Grid.
@MarketingCube
C o l l e g e
C o l l e g e
@MarketingCube
The Content Grid
Distribution Channels
Social Networks
Visual Outposts
Demand Marketing
Paid Media
Blog
Customer Community
C o l l e g e
@MarketingCube
The Content Grid
Distribution Channels
Social Networks
Visual Outposts
Demand Marketing
Paid Media
Blog
Customer Community
C o l l e g e
@MarketingCube
When to Engage
C o l l e g e
@MarketingCube
Your Buyer’s Journey
ImplementPurchaseNegotiateEvaluateLearnNeed Advocate
ImplementClosed/WonNegotiatePresentEducateLeads Grow
Awareness Consideration Close Community
@MarketingCube
Why are we here tonight?
@MarketingCube
Opportunity Lost
Opportunity Stalls
Sales Rejects Lead
Sales & Marketing Process
Marketing validates quality
of interest
Marketing Nurtures to Sales
Ready
The Buyer’s Journey
Interest Learn Evaluate Justify Purchase
Name InquiryMarketing Qualified
Lead
Sales Accepted
Lead
Sales Qualified
LeadClosed/Won
Sales Rejects Lead:
Sales send to Nurture
Opp Stalls: Sales send to
Nurture
Opp Lost: Sales send to
Nurture
C o l l e g e
@MarketingCube
Join the dots
Sales Rejects Lead: Sales send to
Nurture
Opp Stalls: Sales send to
Nurture
Opp Lost: Sales send to
Nurture
@MarketingCube
C o l l e g e
Opportunity Stage Name Email #1 Email #2 Email #3
1
2
3
4
5
6
7
Step 4: Build Your Nurturing Campaign Connect the dots & engage at the right time
@MarketingCube
C o l l e g e
Building Your Nurturing Campaign
@MarketingCube
C o l l e g e
In Summary
@MarketingCube
C o l l e g e
A Nurturing Checklist1. Understand your buyer: Relevance &
Shared Values.
2. Pinpoint what motivates your buyers.
3. Whiteboard the ideal customer profile.
4. Define your nurture program.
5. Automate communications.
@MarketingCube
C o l l e g eThe Basics of Nurturing • Segmenting
• Customer Nurturing
• Being Customer Focussed
• Progressive Profiling
Marketing Cube Pty Ltd Level 3, 85 William Street, Darlinghurst, NSW, 2010 Australia !Ph: 02 8244 0007 www.marketingcube.com.au
@MarketingCube/MarketingCube
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