B2B Marketing Summit Lead Nurturing

Steve Kemish, Managing Director, Cyance.
Chair, IDM Digital Marketing Council.
@skemmo

How to get value from your
multi-channel lead gen
programme
Benefits
• How to harness data to give true value to your programme
• Top tips for integrating social media into your multi-channel
programme, and see results
• A blueprint to building your own programme straight away
• Evidence from brands such as Motorola on how to deliver a
programme that delivers leads and sales for both your team and the
channel

© Cyance Limited 2012

Or “How the longest standing TV
game show has the answer”


3rd January 1983

Plinko is born


“nine bits of content, six phone
calls to four different contacts”
To get to a lead


7 step to Plinko


1. Define and refine

Suspect to prospect


Analysis – Company Employee Size
The table below provides the Company Employee Size analysis for all customers

Client Universe Universe
Company Employees Band Volume Client % Volume % Index Z-Score Tier Ranking
1 - 10 Employees 3,770 21.30% 1,190,844 81.89% 26 -760 N/A
11 - 25 Employees 1,895 10.70% 140,843 9.69% 111 13 3
26 - 50 Employees 2,389 13.49% 59,888 4.12% 328 118 1
51 - 100 Employees 1,537 8.68% 29,017 2.00% 435 84 2
101 - 200 Employees 1,128 6.37% 15,535 1.07% 596 66 2
201 - 500 Employees 951 5.37% 10,093 0.69% 774 59 2
501 - 1000 Employees 429 2.42% 3,763 0.26% 936 27 3
1001 - 5000 Employees 607 3.43% 3,428 0.24% 1455 40 3
5000 - 10000 Employees 0 0.00% 452 0.03% 0 0 3
10001 + Employees 0 0.00% 340 0.02% 0 0 3
Unknown Employees 4,997 28.23% 0 0.00% 0 354 1
GRAND TOTAL 17,703 100.00% 1,454,203 100.00%


2. Create remarkable content


Content Map – Lead Nurturing
• Map content for every stage of
the customer buying process. Emails &
Whitepapers

• Create content for every job
Blog
function involved in the buying
process (CEO, CFO & CTO etc)
Events
• Use content to help drive
prospects through the lead
nurturing pipeline

• Localise content for each “geo”
Lead Pipeline


Buying cycle Persona Content Nurturing channel
Not considering, not aware 1. CEO/Owner, CFO & CTO 1. Thought leadership – Email
or do not see any /sufficient 2. CMO/Head of Events Whitepapers & EBooks Social
risk relating to business topic 3. Professional User Blog
Web platform nurturing
workflow

Aware of business topic, not 1. CEO/Owner, CFO & CTO 1. Thought Leadership –
sure if it is an issue 2. CMO/Head of Events Whitepapers, Ebooks & As above +
3. Professional user video Telemarketing

Investigating risk and impact 1. CEO/Owner, CFO & CTO 1. Blog As above +
upon their business 2. CMO/Head of Events 2. Video channel
3. Professional User 3. Ebooks
4. Case studies
Benchmarking 1. Head of IT/Security 1. Blog
solutions/vendors/VAR’s in 2. Head of Purchasing / 2. Kensington solution suite Pass to 360 Telemarketing or
market Office Manager 3. Security solutions member sales
3. Professional User 4. Field Mobility solutions

Sourcing solution type and 1. Head of Purchasing 1. Case studies nurturing or member sales
suppliers 2. Head of IT 2. Product/solution matrix

Purchasing 1. Head of Purchasing / 1. Special Telemarketing qualify and
Owner / Office offers/Promos/Bundles generate lead
Professional user 2. Case studies

Looking to switch solution or 1. Head of IT/ Owner / 1. Upgrade promos Email + telemarketing
upgrade Office Manager campaign

3.Personalise your marketing


What do you know about your
customers?
Get a great understanding of customers by collecting data,
gaining insight on behaviours and tracking leads and sales


Do you know who your best
customers are?
Segment leads and customer based on their behaviour on and off your
site, enabling you to tailor communications and understand activity
patterns over time.


4. Get found


What do their finger tips tell you
about their knowledge?

‘Explorer’ ‘Hunter’ ‘Tracker’
Browsing Researching Completing
“Surprise Me” “That’s Interesting” “I want one”

Undirected, exploratory Directed goal-oriented


Content for all searchers


Content for Education
• For initial researchers
• Category ownership
• Broad information seekers

Category / industry keywords


Content for Brand Product Names

• For serious leads
• For current users (upgrade, cross-sell)
• For new groups in current customer
• For people who know what they want

Product related keywords with brand


Video Content
on YouTube
about Virtual
Machines.
Found through
search and on
the VMware
YouTube
channel.


5. Build your social profile


Use your gut, use your brain


The mix of top ten
3 Intranets
1 Affiliate
2 Forums


6. Integrate everything


Nurturing in line with buying
stage
Not aware of risk/impact

Assessing
Not aware of Benchmarking
Kensington
value
or Purchasing
vs.solutions


Retro slides time…

Looking back to 2007


Three visitors, three scores

Mr A Mr B Mr T

7 5 4

Page impressions


Who do we contact first?


Are we sure?

Types URL Homepage “About Us” Product page 14
7
x4 x1 x2

Tweet Homepage Product page Add to basket 18
5
x2 x2 x1

Checkout: Checkout:
Email link Product page Add to basket
1 of 3 2 of 3 36
4
x1 x1 x1 x1


7. Real-time analytics and ROI


For attribution and fine-tuning
Analyse traffic from 1st visit to win to
prove marketing ROI, so that you can
spend your marketing £’s wisely

Monitor where leads are generated,
where they came from and what they
viewed


1. Happy customers

3. Adoration from peers
2. Success for you

Where we practice what we
preach


This presentation was brought to
you by…

Free report – download now

“7 steps to transform your business
With a multi-channel approach”

www.cyance.com/7steps


B2B Marketing Summit Lead Nurturing

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