conversations with the pre-customer - pete jacob, response and lead nurturing manager, ibm
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Conversations with the pre-customer
Pete JakobResponse and Lead Nurturing Manager
IBM United Kingdom Ltd
pete_jakob@uk.ibm.com
The role of marketing is changing…
from monologue to dialogue
from push-marketing to pull-marketing social networking
user-generated content
from shouting to listening
from marketing as selling to marketing as education
relevant content
right time
be where they are authentic
honest
open
less is morefrom demand generation to satisfying customer needs
prospects/targets to guests/citizens
from demand generation to response nurturing
data-centric marketing
Leaky Sales Funnel Increases Customer Acquisition Costs
There are 9 key steps to increasing the yield from campaigns and enhancing the pre-customer experience
• Symptom: Great campaign -> lots of “leads” -> can’t get sales to engage
• 4 Management Questions:
1. Who is the key sales sponsor?
2. What is their capacity for leads, and what shape?
3. What did they agree to do with the leads you generate?
4. How will you review progress with them?
• Impact
– Fewer activities
– Greater accountability
– Increase focus on Enablement and Nurturing
Unless Sales are hungry for your leads, your campaign is doomed
1. Align activity with sales
Client-centric view of
Responses
• Define your policy
– What constitutes a response?
– How quickly will responses be loaded?
– How will responses be loaded?
• Points to consider
– All response types?
– Third Party data from Events, Hosted web content etc?
– Business partner?
– Opt Out?
– Should you record ALL responses?
• Develop picture of clients across multiple campaigns
– What is the optimum touch cadence?
– What governance rules should apply across different campaigns in market?
2. Capture all responsesEvent
Attendance
Website Contact form
Outbound Tele Demand
Generation
Inbound Contacts
3. Plan structured nurturing dialogue
• A systematic approach to campaign contact structure for each response type– Events
– Web Contact Form
– Outbound Tele
– Inbound Response
• Blueprints are a startpoint for customisation for specific campaign needs– Consider non-responders and responders
– Consider “transactional” offers and “dialogue” offers
• Benefits:– Plug leaks in the marketing funnel (eg non-responders)
– Clarify Roles and Responsibilities within the team
– Clarify when/how to pass to sales
– Underpin alignment to tools
EVENT
Email follow up
Transactional Offer: Event materialsDialog Offer: Newsletter
Accept Newsletter Offer?
Yes
Nurture (digital and telephone)
Leverage content aligned to customer journey
Ne
wsle
tte
r
Sales Ready?
Pass to Sales
Marketing to follow up with Sales to review outcomes
No
Yes
Non-Attendees
AttendeesPrioritise
Monitor Open rates and click
thru’s
1. Plug leaks in the funnel by re-engaging with non-responders
2. Use “Dialogue” offers that permit ongoing contact3. Monitor activity to provide prioritisation4. Nurture via Telephone and Digital5. Leverage content aligned to buying cycle to
advance customer journey
3. Plan structured nurturing dialogue (contd)
4. Align nurturing offers to buying cycle
JOURNEY STAGES
ISSUE RECOGNITION
SCOPE REQUIREMENTS
SUPPLIER SELECTION
WHAT THEY WANT
Objective, up-to-date information
Information at the right level
Tools to help them understand what the right level is (eg vs maturity or vertical)
Guide/pointers to other information
Proof of capability
Objective support, no sales pitch
Case studies
Explanation of different solutions
Ability to ask questions
Clear “why me” from suppliers
Endorsement from 3rd parties
Accessibility to the right people who can take issue to technical solution
ASSETS and OFFERS
White papers – IBM & credible others
Newsletters
Interactive tools
Supplements
PR
Webinars
Industry Events
IT Press/Online
Podcasts
Case studies
Q&As
FAQs
Solutions
Self Assessment
Why IBM
Demo
Product specifications
Call me/Inbound call
Learn Scope Select
5. Score based on activity
• Can be Manual or Automated– Automation allows for automatic
routing of contact details once a new threshold reached
Events registration
Web Forms
Outbound Tele
Inbound Enquiries
AttractorTriggers
Standardised digital nurturing engine
Added-value Response
Customer’s pain
Engagement measure
Telemktg Development
Rep
Pass to Sales
Nurture Further
Objective: Know more about the client at the end of the journey than at the beginning
Comms 1What is the issue?
Why Should you care?
Comms 2What’s YOUR Pain
Comms 3Let’s Dig Deeper
6. Automate where appropriate
Comms 1What is the issue?
Why Should you care?
Comms 2What’s YOUR Pain
Comms 3Let’s Dig Deeper
6. Example: Standardised video-lead framework for digital nurturing
7. Integrate with CRM
• Significant Customer Insight may have been developed via
– Automated Marketing System
– Other Marketing Processes (eg external Telemarketing)
• Make this visible to the sales team
1. Responses– How many named named, valid responses did marketing generate?
2. Marketing Validated Leads (MVL)– How many responses are nurtured to a level that has been mutually
agreed with sales • Separate marketing “influenced” from marketing “sourced”• Segment via Customer type (eg Core Clients, Investment Clients,
New Clients etc)
3. Sales Acceptance– Sales agreement (via SLA) to perform specific tasks with MVL
• Lead follow-up timeframe• Feedback required
– SLA defines specific reasons for rejection• Incorrect routing• Incomplete record• Doesn’t meet agreed threshold
– MVL-to-sales acceptance days – Review on regular basis via Sales/Marketing “huddle”
Source: Sirius Decisions
8. Measure key indicators
4. Sales Qualified Lead– Conversion rate of Sales Accepted lead to SQL– (Plus conversion rate of Sales Accepted to Lost)– Cumulative size of the opportunities now in pipeline
5. Closed Business– Conversion rate of SQL to closed business
9. Refine and keep learning
• Integrate with the Buying process
– Not about the selling process
• People, Process, Tools
– Cultural aspects are the most challenging (Marketing and Sales)
– Sell the vision
– Tools alone won’t fix it
• Timing
– Be selective, but relate to the bigger vision
• Stay Fresh – there’s a wealth of free insight
– Blogs
– Google AlertRSS Feeds
– Network
Getting started
• Where does it hurt most?
• What can you control?
• Appoint a leader
Thank you!
www.mikemoran.com/biznology
www.mpdailyfix.com
B2B Marketing – Open for Business
http://b2bnurture.blogspot.com/
blog.startwithalead.com
blogs.forrester.com/marketing
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