NURTURE v. NATURE

Nurturing Programs Drive Engagement & Build Relationships

MOIRA VETTER, CEO MODO MODO AGENCY

- Experience: 24 Years B2B Marketing (Client-side & Agency)

- Specialties: Branding, Sales/marketing effectiveness & Growth acceleration for complex businesses

-  Leadership: Executive Advisory Board AMA Atlanta Adjunct Faculty, Kennesaw State University, Entrepreneurship Board of Entrepreneur Advisors Leadership Atlanta, Class of 2013

-  Community commitment: Quarterly DoGooder company day of service Board of Sugga’s International (Non-profit)

TODAY’S PRESENTER.

1.  Strategic Considerations when Creating a Nurturing Program

2.  Structuring A Nurturing Program

3.  Early-stage Nurturing Programs – a Foundation for Success

4.  Using Engagement Insights to Build Relationships

5.  Bridging the Gap between Marketing/Sales to Drive Conversion & Customer Growth

Building Long-term Relationships with Nurturing Programs

WHAT WE’LL COVER IN TODAY’S WEBINAR

Polling  Ques,ons  

 For  those  that  have  Nurturing  programs,  which  of  the  following  are  your  greatest  challenges  or  key  areas  of  interest  (all  that  apply)?  

•  1. Developing the team in the organization (where they fit on the org chart) to own the nurturing campaign.

•  2. Building Scoring programs that accurately identify qualified prospects/customers with engagement urgency.

•  3. Developing content (destination – perhaps Microsites) to feed a nurturing program

•  4. Spending equal attention on prospects as customers

•  5. Integrating your customers into your Nurturing program

1. STRATEGIC CONSIDERATIONS

WHEN STRUCTURING A NURTURING PROGRAM.

THE FUNNEL REPRESENTS WHAT PEOPLE LEARN IN THE PROGRAM

Co./Product  Awareness  

Credibility  

Value  of  Offering  

Ac;on/Buy  

Re-­‐up  

Refer  

Match Your Value to Your Buyers Info Needs

Nurture Nature

Push Fundamentals

Pull Fundamentals

This program is continuous and should be started with a 1-year calendar in mind. Which doesn’t mean 1 or 2 touches…it means 6 to 52 touches. This is a commitment.

2. STRUCTURING A

NURTURING PROGRAM.

CONSIDERATIONS OF A NURTURING PROGRAMS

GENERAL:

• Tools – Eblast, Marketing Automation, Sales Force Automation (SFA), CRMs

• Scoring

• Consider when suspects and unqualified leads should Move to Salespeople.

• Develop Engagement Success Metrics for engagement specifically.

PUSH FUNDAMENTALS:

• What do they need to know

• Who is reading/viewing

• What you convey about what you already know about those in consideration accelerates sales in nurturing

• Ask them to ACT (Next step: Buy, Renew, Refer)

PULL FUNDAMENTALS:

• SEO Optimization designed with the “searchers language” not yours

• Be credible, visible experts, thought leaders

• Serve all role types with info (strategic, economic, technical, operational)

THE FUNDAMENTALS OF A NURTURING PROGRAM

SCORING DATA & BEHAVIORAL

DESTINATION:

• A clear Brand Promise • A Micro-site/Destination • Content to satisfy multiple audiences • Relevant news & events • A sense of who you want to draw in, why & what you want them to do

PUSH CAMPAIGNS:

• E-blast Lists • Direct Mail • Outbound calling campaigns • Advertising campaigns • Contests • Social Media (general) • Targeted Social Networking among thought leaders, closed networks and FOTF

PULL ASSETS:

• SEO Optimization designed with the “searchers language” not yours • White Papers • Case Studies • Interactive demos • On-demand pre-recorded Webinars, podcasts, etc.

SEO OPTIMIZATION

ONLINE PROMOTION AND/OR SOCIAL

3. EARLY-STAGE

NURTURING PROGRAM. THE FOUNDATION FOR

SUCCESS.

THE CHALLENGES OF NURTURING FUNDAMENTALS The PLAN

• SCORING

• CREATING ASSETS

• CREATING OUTBOUND CAMPAIGNS

• MEASURING ENGAGEMENT

• WHO OWNS WHAT (IN YOUR ORGANIZATION)…IN THE BEGINNING.

The CHALLENGES

• What industries, titles, activities are worth more? How much are they worth? What does your system record/communicate (Marketing Automation/SFA joy)?

• What already exists? What needs to be created? Do different audiences need different materials? What can your organization consistently do?

• CAN-SPAM Compliance (opt-in)? Don’t feign intimacy with suspects? What is TRULY of interest to audience? Test, test, test?

• Before, week/day of, real-time, week following, monthly.

• Be assured that whoever owns the program, scoring, assets, lists and measurement when you start will likely not be who keeps the program running.

EXPLICIT SCORING EXAMPLE

IMPLICIT SCORING EXAMPLE

4. USING ENGAGEMENT

INSIGHTS TO BUILD FUTURE RELATIONSHIPS.

USING INSIGHTS TO BUILD FUTURE ENGAGEMENT INSIGHTS

Multiple hits on one topic area

Registrations based on a particular indicator

Return viewership

Downloads of key documents

Participation (e.g. Webinars)

Commenting

ACTIONS

Create more assets around this topic, or determine whether you are failing to target those interested in another topic.

Ensure the buyer/influencers are also being engaged. If you miss them, develop other content.

Who comes back? Why do they come back?

Find out how these documents are being used (research, selling to other decision-makers, etc.)

They are vested. Communicate more specifically or frequently. Get sales involved (they gave time, their most precious commodity).

Engage those that are “chatty”. Guest blogger? Research participant? BETA tester?

5. BRIDGING THE GAP BETWEEN

MARKETING & SALES. DRIVING CONVERSION &

GROWTH.

CLOSING INTERNAL GAPS & SIEZING EXTERNAL OPPS

BRIDGE Marketing & Sales Gap

• Share engagement data & reports • Find tools with SIMPLE alerts for behavior • Readjust scoring assumptions based on input from the sales team

INTEGRATE Customers & Prospects

• Survey customers for content or context they need in terms of thought leadership and use it to enrich your Nurturing Program.

• Feature customers in your marketing, give them opportunities to elevate themselves (e.g. Southwire/2011 Fall Webinar)

• Host events that bring Customers & Prospects into the same room (e.g. BusinessWise Dallas/2012 Seminar)

• As described earlier, bring your most engaged parties into the dialogue. Use your engaged champions as spokespeople, to blog, in case studies, to test your product, etc.

Initial Content & Audience

Release Lost Leads that don’t connect Out of the Funnel

Capture & Cultivate These Audiences

Q&A

CONCLUSION. NURTURING IS NOT ABOUT

SETTING IT & FORGETTING IT. NOT THE PROCESS. NOT THE CONTENT.

NOT THE RELATIONSHIPS.

NURTURING IS PROGRESS.

THANK YOU.

LESS BLAH BLAH BLAH AND MORE RESULTS.

BLAH BLAH BLAH

more

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RESULTS

TO CONTINUE THE DISCUSSION:

Contact: Moira Vetter, Modo Modo 770.436.3100 x702 moira@modomodoagency.com