live webinar: crash course to lead nurturing
TRANSCRIPT
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Crash Course in Lead Nurturing
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Today’s Speakers
Sean CallahanSenior Manager, Content MarketingLinkedIn@sean_f_callahan
Justin GrayCEOLeadMD@Jgraymatter
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#LinkedInNurturing
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Lead Nurturing Is the Process of Building Relationships with Prospects
Until They’re Ready to Buy
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The 3-Martini Lunch: What Lead Nurturing Used to Be
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The Buyer’s Journey Has Changed… And So Has Lead Nurturing
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Marketing Takes Control of Lead Nurturing… And Has Built an
Automated and Always-On Process
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Under the Marketing Department, Lead Nurturing Has Been Email Centric
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Email’s Two Main Drawbacks:• 95% of Website Visitors Don’t Share an
Email Address• 80% of Prospects Who Have Shared an
Email Address Don’t Open Their Emails
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That’s Why Marketers Are Embracing Multi-Channel Nurturing
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The Building Blocks of Lead Nurturing Program
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1. Develop Your Strategy. (Word to the Wise: Include the Sales Team).
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2. Develop Personas.
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3. Segment Your Audience.
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4. Create Content Based on Your Audience Segments.
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5. Optimize, Test, Measure.
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6. Maintain a Clean, Updated Database.
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7. Move Your Lead Nurturing Beyond Email.
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Today’s Promise
DefinethefundamentalsofNurture
Makeitnotsoundsoincrediblynebulous
Provideaframeworktosucceed
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About LeadMDDigitalMarketingconsultancyspecializinginmakingstrategyactionable
FocusedontheMarketoplatform
7Yearsand2600+ engagements
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At the end of the day, we know one thing:Trust andEducation windeals.
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28% Year over year increase in revenueAmongmarketerswhousedBest in Class LeadNurturing.*
*AberdeenGroup
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125% Overall MarketingROIvs.86% inorgsthatdid not effectively nurture leads.**AberdeenGroup
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The traditional funnel is just garbage
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Forevery400inquiries,only1
becomesaclosed
opportunity.
That is a conversion rate of .25
percent
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LeadNurturingFramework
TotalMarket IdealCustomerProfile
IdealBuyer Persona
3.Message2.Channel1.BuyerDatabase 4.Timing
Email Social Online SalesEnable Paid/SEO
Inline Asset Alignment Referral
General Persona BuyingStage JourneyMapping
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1.Focus on your DatabaseOver half of B2B marketers (59%) notedthattheirdatabaseswereincomplete.*
*AberdeenGroup
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CRM
Persona
Title
Contact
Persona
Account
}Setyourselfupforsuccess
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Let’stalkaboutdatastructureunderthismodel
IBP
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What is an Total Addressable Market?
Total addressable market (TAM) isatermthatistypicallyusedtoreferencetherevenueopportunityavailableforaproductorservice.
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What is an ideal customer profile?
Adescriptionofacustomerorsetofcustomersthatincludes:- Demographic- Geographic- Psychographiccharacteristics- Aswellasbuyingpatterns,- Creditworthiness- Purchasehistory
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What is an ideal buyer persona?
Abuyerpersonaisadetailedprofileofyouridealbuyersbasedonmarketresearchandrealdataaboutyouractualclientèle.
Themoredetailedyourpersonasare,themoreresultsthey’llyield.
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2.Take a multi-Channel Approach45% ofmarketerssay<4% of email contacts converttoqualifiedleads.*
*Hubspot
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MarketingAutomation Social
Online&PaidRetargeting
SalesEnablement
NurtureMix
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OFFERS
EDUCATION AND THOUGHT LEADERSHIP
SOLUTIONS AND PRODUCT SUITABILITY
DECISION SUPPORT AND CREDENTIALS
Online Best Practices• Quarterly Playbooks
Third-party Programs• Analyst Report
Ad-hoc Programs• Category-based programs
based on market insights or timely events
• Demos• Discounts• Proof of Concept
• Sales Presentation• Pricing• Trial Implementation plan
ChannelAlignment
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3.Map Content to the BuyerMarketerswhousepersonas andmapcontenttothebuyer’s journey enjoy 73% higher conversions overthosewhodidnot.*
*AberdeenGroup
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Three Core
Data Sets
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ContentMappingKeys Buyer/AccountPersona TailoredContentthatConvertsMarketing&SalesMessagingismorethan’AirCover’
- ItiscentraltoABMStrategy&Execution
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A=GoestoSales
B=BDR
C=OfftoMarketing
Align the relevant resource
D=OfftoMarketing
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Meet Our Primary Buyers (IBP)
Extremelyknowledgeablewho’spersonalitydiffersbasedonherorganization 60% of buyers Guardsher“island”andis
mostcautious. Doesn'twantalongterm
engagement. Mostpurchasingauthority Alwayslookingfor“gotchas”
sobeonyourgame
Rising RitaEntrenched Edward Startup Sue
Youngupandcomerinarisinginstitution 15% of buyers Leasttimeat
position Replacingtheold
guard'scontractualrelationships.
Aspiringtobethebestofthebest
Abitarrogant,butsmart,ultimatelyaninfluenceryouwantonyourside
TenuredExecwiththesameleadmanagerdoingthesamethingandisboredtodeath 20% of buyers Mosttimeatposition Theywantaflingand
theywantitnow Highbudgetcontrol,
canbeathirdpartyconsultant
Young,aggressive&lookingforlove 5% of buyers Mosttechliterate Lowestrevenue,
smallestfirm,influencerlevel
Amarketingunicornwhodoesalittlebitofeverything
Agreatpartnerforalonglastingbusinessrelationship
Poly Pam
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4.Align to the Buying StageTheuseofJourney Maps ledtoa40%increaseinlead velocity.*
*NewBusinessStrategies
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The Role of Content Showhowpersona’sdrive:- Ideation- Alignment- Creation- Execution- Analytics
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TheEvolutionofMarketingIQ
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Cheat Codes
Qualitative Quantitative Qualitative
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GettheLeadMDGuidetoBuyer Centric Revenue
leadmd.com/resource/topo-casestudy
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Thank you!
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Questions?
Sean CallahanSenior Manager, Content MarketingLinkedIn@sean_f_callahan
Justin GrayCEOLeadMD@Jgraymatter
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