digital marketing lead nurturing illustrated [infographic]

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NAME 1 B B A A 2 3 1 2 2 3 1 1 Lead Nurturing Illustrated Lead 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 opportunities With 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 Download Email Newsletter After six months: 80 percent of leads: typically lost, ignored, discarded 20% bought (from promoter or 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 Meeting Opened Not Opened Filled Up a Web form Whitepaper Email Direct Mail Trade Show Web Google AdWords Downloaded Not Downloaded 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 Tehnical Decision Maker Economical Decision 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. SALES MARKETING PROSPECTING QUALIFYING SALES PROPOSAL QUOTE Mid-funnel - Medium acceleration: Lead Lifecycle Campaigns -Campaigns that ensure movement and interaction with prospects, even if they are not yet sales-ready 10 10 5 15 20 20 5 aericon.com

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Page 1: Digital marketing lead nurturing illustrated [infographic]

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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

Email

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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