Download - Marketing Lead Nurturing Illustrated
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Lead Nurturing IllustratedLead nurturing is about keeping conversations going over time, building relationships and allowing the creation of interest in products and/or services while bringing the leads to sales-ready status. It is about cultivating and maintaining mind share, building and sustaining interest in what you have to offer, and developing trusted relationships with those who could possibly be your next customer. Lead nurturing is exceptionally effective in articulating your value proposition to maintain, in a subtle and consistent manner, a stream of relevant information that is important for the audience to know.
Lead Sources:Leads are accumulated through various lead gener-ation channels (trade shows, webinars, mailers, etc.)
Outcome:Without lead nurturing: Marketing funnel misses valuable opportunitiesWith lead nurturing: Stop leads from leaking out. Widen reach and recapture opportunities.
• Three kinds of Lead Characteristics: Demographics, BANT (Budget, Authority, Need, Timing), Behavioural Indicators.• Lead Characteristics are critical signifiers that determine the sales-readiness of a lead.
Treshold
Total Points
Sales Funnel
Website
Survey Form Web Meeting Tweet
DownloadEmailNewsletter
After six months:
80 percent of leads: typically lost, ignored, discarded
20%bought
(from promoteror competitor)
15%would
buy soon
65%interested in buying
Demographics BANT(Budget,
Authority, Need, Timing)
Behavioral Indicators
are qualified marketing leads but not yet sales-ready
Qualified marketing leads vary in terms of sales acceleration and hence need their journey through the sales funnel customised to fit different needs
25% are unqualified and irrelevant and may be safely discarded
25% of the leads are sales-ready and can go directly to the I sales team for prospecting
Web MeetingOpened
Not OpenedFilled Up a Web form Whitepaper
DirectMail
TradeShow Web
GoogleAdWords
Downloaded
NotDownloaded
Web Meeting
Tele-call Meeting
Content mapping for lead nurturing is the process of preparing and organizing your content so that it can be distributed to your prospects at the right time based on their needs and stages in the buying cycle. A content map based on buyer person ae:• Helps organize content that can address questions at various stages of the buying cycle.• Creates a blueprint for content distribution through multiple channels.• Serves as the primary content inventory for the purpose of ref erence and re-purposing.
Nurturing involves maintaining a relationship with leads through regularly-scheduled, customized communications, such as "Drip Campaigns".• Lead nurturing is scheduled at regular intervals to deliver the benefits of a multi-touch campaign.• With lead nurturing systems, subsequent action points in the campaign can be based on the precise activity of the lead ("branched-logic" campaign).• These campaigns guide prospects individually through the funnel according to their lead characteristics.
50%
Early stages - Low acceleration:Stay-in-Touch Campaigns -Campaigns that'drip'relevant content to prospects over time, gradually educating and building trust for your company
End-of-funnel - High acceleration:Campaigns that try to accelerate prospects towards the sale by providing relevant'nudges' based on specific lead characteristics or sales updates
Lead Handoff:Leads are pushed from marketing to sales.
End User
Content Mapping with Buyer's Persona
What is lead nurturing worth?
Lead Characteristics
Lead Scoring
Branched Logic - Automated Lead Nurturing Systems
TehnicalDecision Maker
EconomicalDecision Maker
Influencer
Lead Recycling:Leads are cycled back to the top of the funnel for further nurturing because the lead was not yet ready to buy after proposal.
Lead scoring ranks a lead's level of interest and sales readiness according to a pre-determined scoring methodology. Marketing communications are customized to match the prospect's lead characteristics and degree of "sales-readiness". Every activity the prospect does is given a score. When the scores reach a pre-determined threshold, the lead is deemed sales-ready and transferred to the sales team.
S A L E S
M A R K E T I N G
P R O S P E C T I N G Q U A L I F Y I N G
S A L E SP R O P O S A L
Q U O T E
Mid-funnel - Medium acceleration:Lead Lifecycle Campaigns -Campaigns that ensure movement and interaction with prospects, even if they are not yet sales-ready
1010
5 15
20 20 5
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