Understand the modern digital nurturing impetus in the era of Buyer 2.0 and the strategic role of content + email/ Web nurturing in the new content- based buyer dialogue.
3. Agenda
§ The art of digital nurturing
§ Buyer 2.0 and the buying process
§ Content marketing: The new ‘secret sauce’
§ Digital nurturing basics
§ Straumann nurturing pilot program
4. Presentation goal: Understand the
modern digital nurturing impetus in
the era of Buyer 2.0 and the
strategic role of content + email/
Web nurturing in the new content-
based buyer dialogue.
10. B2B demand-gen is a numbers game
§ Only 2-5% of raw inquiries
coming into the top of the
B2B marketing and sales
‘funnel’ convert to sales.
§ 25-30% of B2B marketing
databases have bad or
incomplete records.
Source: SiriusDecisions Summit 2010
18. Lead quality is key to sales.
“[S]ales reps that focused on fewer,
more winnable deals tend to do
better. Flooding the rep with low
quality/high quantity leads only
increases their inefficiencies … .”
Source: SiriusDecisions, “The Perfect Pipeline: When Less Is More”
19. Digital nurturing improves sales.
Best-in-class:
§ Double the bid-win-ratio on
nurtured leads
§ Nurtured leads delivered 47%
higher average order values
Source: Aberdeen Group, "Lead Nurturing: The Secret to Successful Lead Generation"
22. #1 - B2B buyers are increasingly
turning to online sources, on their
own, earlier in their process, to
research purchases before ever
calling a 'live' sales rep.
23. Turning to online sources ...
Source: Enquiro, “Integrated Persuasion: Online and Offline”
24. As they need things ...
72% of the time ‘ t for a speci c
need at a speci c time’ is the
number one reason for a B2B
purchase today.
Source: Forrester Marketing Forum 2010 presentation
25. #2 - B2B buyers are increasingly
leveraging social media -- such as
Twitter, blogs, etc. – for peer
communication in the information
collection and validation phases of
the buying process.
26. Peer in uence is king ...
Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.
27. Leveraging the Groundswell ...
“The groundswell is: A social
trend in which people use
technologies to get the
things they need from each
other, rather than from
traditional institutions like
corporations.”
Source: Charlene Li and Josh Bernoff, Groundswell.
28. Leveraging social media ...
Source: B2B Marketing/Base One, "BUYERSPHERE, Survey
of B2B Buyers' Use of Social Media"
29. #3 – B2B marketers are shifting their
attention away from traditional, ad-
driven demand generation channels
as B2B buyers shift to new channels.
42. Relevant messaging?
“86% of the 'unique bene ts'
touted by vendors were not
perceived as unique or
having enough impact to
create preference.”
Source: Tim Riesterer, "Three B2B Value-Proposition Rules That Create Preference, Not Just Parity"
43. One-to-one engagement?
“Buyers have higher expectations
for intimacy. … We have built
intimacy into the later stages of the
buying process. … But at the front
end, our traditional tactics are starting
to come off with all the warmth and
sincerity of an English royal.”
Source: Chris Koch, “Why you need to turn your customers into stalkers”
44. Content is now ...
§ Critical information
§ Conveyed on speci c topics
§ Carries the buying process forward
§ Delivered via right channel / timing / voice
... aligned to speci c phases of the buying cycle.
45. Aligning content by buying stage
Acknowledgment
Social media
Thought leadership
(w/ E-mail nurturing)
Traditional media
Investigation Decision
Detailed product literature
E-mail nurturing
Sales proposals
Field events
Search
Criteria
Measurement Analyst reports
Analyst reports Blog + Web reviews
Search Search
Source: R. Jolles Product Web sites
w/ A. Needles contributions
52. Nurturing path = the dynamic campaign
§ Buyer triggered; pull not push
§ Match content to stage of process
§ Persona targeting
§ One-to-one relevance
§ Progressive pro ling
§ Scoring/routing drive next touch point
57. Email = Top B2B tactic
• 89% of B2B marketers use email.
• Email is the number-one
outbound B2B marketing tactic
used today.
Source: Forrester Marketing Forum 2010 presentation
59. Email strengths and weaknesses
§ Great for
– Sustaining engagement ... nurturing thread
– Delivering targeted offers to buyers you know
§ Not so good for
– Front-end lead generation
– Repeated mass offers to buyers you don’t know
61. Progressive pro ling - collection
2. Returning Leads – 3. Returning Leads –
1. Basic Lead Form Pre-Populate – Gather More
Pre Populate
4. Returning leads – Personalize –
Pre-Populate – Progressively
Gather More
62. Progressive pro ling - logic
1st
contact
2nd/3rd
contact
later
contact +
behavioral
Source: MarketingSherpa and KnowledgeStorm, “Connecting Through Content”
63. Lead scoring
Scoring Model +160 pts (210 total)
Category
Type
Response
Pts
Response
Pts
Response
Pts
Response
Pts
Qualified
Respondents?
BCC3
Industry
Demographic
Target
industry
20
Non-‐target
industry
10
Size
of
company
Demographic
SMB
range
1
40
SMB
range
2
30
Enterprise
20
Viewed
demo
Behavioral
Yes
15
Length
of
Jme
viewed
demo
Behavioral
Threshold
15
Below
10
BCC4
Key
pain
points
Demographic
Tight
fit
40
Loose
fit
30
No
fit
0
Went
to
decision
tool
Behavioral
Yes
15
Number
of
quesJons
on
decision
tool
Behavioral
Threshold
15
Below
5
PC3
(wait
1
day)
Opportunity
to
complete
core
BCC3/4
data
Download
analyst
tool
Behavioral
Yes
30
PC4
(wait
7
days)
Opportunity
to
complete
core
BCC3/4
data
Click
on
other
resources
Behavioral
Each
20
Note:
Need
score
of
200
to
be
a
'Qualified
Respondent.'
If
not,
will
get
sent
to
promoFonal
tracks
and/or
drip
track
unFl
you
meet
the
threshold.
Source: Left Brain DGA
66. Inbound is more critical than ever
“Currently, more than half of all
new inquiries are generated
through the Web; we believe
that by 2015, this number will
rise to nearly 75%. Inbound
marketing [is not] new in theory,
but ... marketers must plan for
it ... .”
Source: SiriusDecisions, “Inbound Marketing, the Sirius Way”
67. Strong inbound Web content
§ Blog content
§ Downloads
§ Social updates, thread participation
§ Webinars
§ White papers
§ Video
69. Nurturing integration
Twitter to Live
Field
White Field
Twitter Webinar Nurture Sales
Paper Event
Pick-up
Search to Inside
Call Inside
Blog Other
Google Nurture ‘Qual’ Sales
Post Download
Team Pick-up
71. Marketing technology adoption
§ CRM adoption has grown from 53% in 2003 to
75% in 2010. (CSO Insights)
§ Marketing automation adoption is 7-10%,
projected to rise to 30% by 2015. (SiriusDecisions)
Sources: SiriusDecisions Summit 2010; CRM Magazine, "CRM: Then and Now"
73. System integration
Marketing Analytics
Ad/Site Tracking
Social Media
Activity Tracking
Link Source Tracking
CRM Platform
Inbound
Website + Blog Marketing
Marketing
CMS Automation
Optimization
Source: Left Brain DGA