Does your sales team need more leads, but your marketing resources are already stretched to the limit? Marqui's Lead Nurturing 101 presentation covers: * Defining lead nurturing * Understanding if lead nurturing will work for your audience * Tips for designing and executing nurturing campaigns * Calculating the ROI for lead nurturing

1. 3/30/2010 www.marqui.com Webinar: Lead Nurturing 101 March 30, 2010

3. What is lead nurturing? “A relationship-building approach utilizing multiple media to provide relevant information tailored to prospects while engaging in an ongoing dialog until qualified prospects are sales-ready.” -Marketingprofs (Often used interchangeably with Drip Marketing / Drip Email) 3/30/2010 www.marqui.com 4

4. Evolution of buyer engagement with vendor 1990 2000 2010

5. Why should you care? 95% …of your website visitors don’t want to talk to sales, but… 70% of them will eventually buy from you (or your competitors) Source: @brianjcarroll

6. How much nurturing is enough? On average, how many touches (from both sales & marketing) does it take to convert a “suspect” to a “prospect”? 3/30/2010 www.marqui.com 7 Source: Survey of 125 North American technology companies by The Bridge Group

7. Importance of timing & relevance What do you perceive are the biggest weaknesses in emails about product and service offerings? 3/30/2010 www.marqui.com 8 Source: IDG Connect and MarketingSherpa 2010

8. Is lead nurturing right for your audience? Educational sales process Complex sale – many factors to weigh Long sales cycle - not transactional High value problem solved They want to hear from experts The information they seek varies by role, buying stage, industry 3/30/2010 www.marqui.com 9

9. Elements of Lead Nurturing Campaigns Lead nurturing campaigns are built out of two key building blocks – triggers and actions Trigger – defines when and for whom a particular action should take place. E.g. If the lead downloads a case study on the benefits of content based marketing and has a lead score less than 50 Action – defines what should happen to the lead E.g. Email the lead a link to the “Using Content Based Marketing to Drive SEO” whitepaper

11. The following simple lead nurturing flow encourages prospects to investigate SEO ROI

12. Prospects that review ROI info are sent to sales

14. 7 Lead Nurturing Tips Start simple – before getting into complicated branching scenarios just implement a few basic multi-step campaigns that send 3 or 4 emails on a time delay Don’t wear out your welcome. Be careful about sending too many messages Just like with regular email campaigns the offer is critical Just like with regular segmentation is your friend. Build tailored lead nurturing campaigns for each of your key sub-segments Test thoroughly and carefully before deploying. Especially critical if you’re using automated tools

15. Lead Nurturing Tips Work out the hand off between sales and marketing How does sales add leads to nurturing programs? How does sales ensure a prospect doesn’t get nurtured? Measure and tweak overtime to improve results

16. The business case for Lead Nurturing Before After Change

17. Conclusion Lead Nurturing is the process of building relationships with prospects overtime by sending relevant messages and creating meaningful conversations Lead nurturing can help you stay in contact with customers who don’t want to talk to sales right away but who will buy eventually It takes on average 5 to 8 touches to convert a suspect to a prospect Lead nurturing may not be right for your audience, but if it is, a good strategy can help you increase your wins significantly without increasing your lead generation budget

18. Q + A Richard Sharp, VP Marketing richard.sharp@marqui.com @richardmsharp 604.484.8543 Ryan Stocker, VP Product Management ryan.stocker@marqui.com 604.484.8538 Feedback or questions? Connect directly or @Marqui_CMS