1.SECRETS OF SUCCESSFUL LEADNURTURINGB2B Marketing Summit, 14 June 2012

2. Over the next 40 minutesExperiences based on programmes with companies includingCanon, Oracle (Best Lead Nurturing Campaign 2010) and O2(Best Lead Nurturing Campaign 2011) Whats involvedWhat does itSome of the in setting up alooks like from biggest potential lead nurturing the audiencespitfalls/myths of programme? point of view?lead nurturing 3. Sales & marketing infrastructure challengesPoor client and prospect information Lack of marketing intelligence systems Lack of data management expertiseNo planned and consistent client and prospect communications strategy One-off campaigns that deliver an oversupply of high volume and lowquality leads (or none at all) Too many tactical demands on too little time Not enough advantage made of potential inbound contacts (e.g.website visitors, referrals, social media respondents)Sales prospecting resource is variable Driven by bid priorities No time to keep marketing leads warm Potential opportunities not converted 4. SETTING UP LEAD NURTURINGPROGRAMMES 5. The ROI case Marketing Investment Marketing Investment Marketing Investment580k250k600kGenerated: Generated:March 2011 to dateWeighted pipe - 5.37mWeighted pipe - Unweighted pipe68 face-to-face 12m55m meetingsUnweighted pipe -40mUnweighted ROMI Weighted ROMIWeighted ROMI 94 times investment20 times investment19 times investment 6. Building the ROI model Tracking conversion ratesthrough the funnel Factoring in profitability tosee true ROI (and set a targetcost per lead) Sense-checking that marketsize will support the targetresults 7. Individual contacts converting to leads over timeOf the sales qualified leads generated from lead nurturing programmes, how long had thecontacts been in the programme? 8. ROI illustration of lead nurturing vs One-off campaigns Sales Average size of deal Number of Cost over the Average cost Number ofconversion (1 Cost per sale (20% uplift with Value of salesROI leads yearper lead salesin x leads)nurturing)One-off55 126,0002,29169 13,745.45400,0003,666,6672910%campaigningLead nurturing 100 208,0002,0804 258,320 480,000 12,000,0005769% Plus, large elements of a nurturing programme can be set up once to work forongoing inbound contacts (marketing as an investment not a cost!) 9. Content-led approach & nurturing Chordiant customer experience management: signed Vodafone as a client and attributed32m pipeline in EMEA to a 12 month programme Research and benchmarking tool promoted via LinkedIn, Google, Wikipedia, blog sharing,employee social media advocates and direct outbound communications 90 enquiries per month converting to 180 sales leads over 12 months 10. Canon Prospect Engagement 11. Planning methodologyDiscovery: Sales alignmentStrategy: Data auditSales objectives and business targets Review current data strategy and coverageMarketing objectives and responsibilities Gap analysis against full potential prospect universeHandover points and process (in both directions)Define strategy for augmenting/optimising dataDiscovery: Proposition insights Implementation: Process designMarket and proposition maturity Inbound contact captureBuying process stages Outbound nurturing delivery and website integrationBuying knowledge/content requirements at each stage Lead qualification and handover to sales (and back)Discovery: Audience definitionImplementation: Campaign designSegmentation (by sector/size/customer/prospect...)Select inbound channelsFunctions comprising decision-making unit Design first nurture flows and website useTypical attitudes/expections from supplierDefine how personalisation/segmentation will be usedDiscovery: Audience access research Implementation: Team & GovernanceChannel preferences Internal team requirementsSocial Media usageIntegration with other activities3rd party and influencer knowledge sourcesReporting requirements specifiedStrategy: Content planImplementation: System designExisting content audit - what is suitable?Is there a gap between existing and required systems?Plan headline content hooksand message hierarchyReview potential solutions to support the planAlign to buying process and promote next stepsImplement selected solutionDesign creative execution concepts 12. MYTHS & LEGENDS OF LEADNURTURING 13. Marketing AutomationIve yet to see a situation where a marketing automation budgetwouldnt have been better spent (or matched) on data, coreCRM system or sales integration processes Nirvana: Nurturing andAutomation Reality: Targets, Data, Content, Propositions, Systems... 14. Some misconceptions... That its anything different from good prospect marketing Same content, same calls to action, same plan It is a useful way to encourage thinking about long-term journeys That the telephone is a channel to save until the end Teleservice not telemarketing the mentality is critical Focused on the right prospects (by demographics or behaviour) Makes scoring a lot less relevant That scoring or BANT criteria are everything Not necessarily what sales really need Content aligned to the buying cycle Cant assume we know everything theyre doing 15. Varying types of content... 16. The best marketing doesnt always look like marketingAnd the best content can come from Sales 17. Or it could look a lot like marketing UK (19% conversionrate), Spain (24%conversion rate) andPortugal (33%conversion rate) A success rate ofmeetings with almost1 in 2 organisationstargeted 18. The power of compelling content: O2 Business readinessIts ratherrefreshing to seea big techcompanyactually do thiskind of thingrather than justtalk about it. 19. Taking into account the rise of digital interaction, doyou value the following forms of traditionalcommunication more, less or the same as in the past?Less Than You Have DoneThe Same As You Have DoneMore Than You Have Done6049 5050454443 4340 3835 3333 31 303022 2223 19 20202010 0 Networking at eventsto face meetings with suppliers business activity (E.g. Dinners, hospitality, team building) speakers at conferences and seminFaceSocialTelephone conversations Innovatively presented physical material from suppliersHearing from 20. Tactical tip: lead generation in the summer Its working in the UK can report back on the Nordics next year! 21. Closing thoughts Tom UpfoldTM Natural calls to action Selling the benefits of the next step rather than the end proposition Why should I give up my time to meet you? Capture their interest first, then qualify them (not vice-versa) Aligned with Sales, not necessarily just to Sales Not a black and white handover: 90:10 => 10:90 Find out what theyre bonused on If you cant find out, maybe dont try nurturing! Most important alignment is day-to-day (and lead follow-up) Plan Year 2 from Day 1 How we will prove success? (dont start without it) What else will we want technology to do? What will we do when datas a year out of date? Holistic, real-time Holistic: look at company level, not just contact level (who else do we know that we should be targeting?) Real-time: monitoring starters/leavers or rapid response (aligned with PR) Holistic & real-time: all channels need to work together the audience doesnt see channels, they see journeys 22. THANK YOU