On the 6th of February, 2014 we hosted a Marketing Automation Meetup in Sydney, Australia. The attached is the deck used for this session. We specifically focused on a Lead Nurturing Campaign for those Contacts who fall out of the bottom of your funnel before the Closed/Won stage. The key being to ensure the investment made by marketing to get them this far through the funnel is not lost simply because they chose not to buy today.

1. C o l l e g e
Lead Nurturing 101
Marketing Automation Meetup
6th February, 2014
@MarketingCube

2. Why are we
here tonight?
@MarketingCube

3. The Buyer’s
Journey
Name
Sales & Marketing
Process
Interest
Inquiry
Marketing
validates quality
of interest
Learn
Marketing
Qualified
Lead
Marketing
Nurtures to Sales
Ready
Evaluate
Sales
Accepted
Lead
Sales Rejects
Lead:
Sales
Sales send to
Rejects Lead
Nurture
Justify
Sales
Qualified
Lead
Purchase
Closed/Won
Opp Stalls:
Opportunity
Sales send to
Stalls
Nurture
Opp Lost:
Opportunity
Sales send to
Lost
Nurture
@MarketingCube

4. A Nurturing Checklist
1. Understand your buyer: Relevance &
C o l l e g e
Shared Values.
2. Pinpoint what motivates your buyers.
3. Whiteboard the ideal customer profile.
4. Define your nurture program.
5. Automate communications.
@MarketingCube

5. Source:
Relevance
+
Shared Values
C o l l e g e
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6. Source:
“Higher-order emotional
attributes connect the brand to
consumer values that extend
beyond the category.”
C o l l e g e
@MarketingCube

7. Source:
Pedigree
Higher
Order
Hierarchy of
Emotional Attributes
C o l l e g e
Tide
!
Level of
Connection
Oxy-Clean
Shared Value
Emotional Benefit
Product Benefit
Lower
Order
@MarketingCube

8. Source:
Oxy-Clean
Product Benefit
“The simplest and least effective
means of creating emotional
connection is to convey excitement
around specific product features.”
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9. Source:
Tide
Emotional Benefit
“A common method of elevating
beyond products benefits is to
connect a functional attribute to
an emotional benefit.”
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10. Source:
Pedigree
“Higher-loyalty brands, however,
build emotional connections to
values that are important in the
consumer’s broader life, beyond
the product or even the category.”
Shared Value
@MarketingCube

11. Source:
Pedigree runs a campaign
to support dog adoption.
@MarketingCube

12. Source:
Pedigree provides free food
to dog adopters.
@MarketingCube

13. Source:
Pedigree uses its sponsorship
of the Westminster Dog Show
to promote dog adoption.
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14. Source:
Pedigree donates money from
each purchase to the Pedigree
Foundation which, combined
with direct consumer donations,
is then distributed to hundreds
of animal shelters each year.
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15. Source:
Shared Value
Pedigree believes all dogs
deserve to be fed well and
that every dog deserves a
loving home.
@MarketingCube

16. What is “Lead” Nurturing?
C o l l e g e
•
A generic term implying a constant level of automated engagement with
contacts which may have fallen out of the sales funnel.
•
“Nurturing” can also be used as a business process to engage
with customers, partners and employees. For example:
•
OnBoarding Campaigns can be built in conjunction with HR, IT and
Physical Facilities for new staff.
• Customers can be nurtured through a range of products and services.
@MarketingCube

17. A Process for Nurturing
C o l l e g e
Who?
Customers
Prospects
Employees
Business Partners
@MarketingCube

18. Tonight, we’ll focus on…
C o l l e g e
•
•
What’s their profile? Gender? Age?
Income Level? Geographical details?
•
Do you understand their
Buyer’s Journey?
•
Prospects
Who are your prospects?
What are you offering this buyer?
•
Who are your competitors?
@MarketingCube

19. Marketing
The Sales Process
The Buyer’s Journey
Leads
Need
Educate
Learn
Present
Evaluate
Negotiate
Negotiate
Sales
C o l l e g e
Purchase
Closed/Won
Implement
Implement
Advocate
Grow
!15
@MarketingCube

20. The Sales Process
The Buyer’s Journey
Need
Leads
Marketing & Sales
Educate
C o l l e g e
Evaluate
Present
Negotiate
Closed/Won
Implement
Implement
Advocate
Grow
!15
@MarketingCube

21. A common mistake marketers make is
to think of lead nurturing as email
communication.
Instead, think of it as a workflow or
series of communications in which
every step has a clear and concise
objective, whether moving someone to
the next stage, or driving another
desirable action.
C o l l e g e
@MarketingCube

22. C o l l e g e
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23. C o l l e g e
Step 1: The Problems You Solve
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24. An Ideal
Customer Profile
Customers
•
Understanding your current Ideal Customer
helps you build relevant offers and
messages for Prospects.
•
Understanding personas, buyer behaviour
and why people buy from you today helps
you find and engage with better quality
Prospects.
•
C o l l e g e
Which product or service delivers the
highest amount of profit to your business?
@MarketingCube

25. The Business Problems you solve
better than your competitors
C o l l e g e
Prospects
A Business Problem can be many things…
Shipping
Charges
Faulty
Equipment
High Service
Costs
Complex
Application
Process
@MarketingCube

26. The Business Problems you solve
better than your competitors
Prospects
C o l l e g e
A Business Problem can be many things…
A buyer won’t buy until the pain
they’re experiencing is such that they
need to find a solution.
@MarketingCube

27. What are you offering?
Prospects
C o l l e g e
What you offer needs to be relevant to the buyer…
@MarketingCube

28. Step 1: Which Business Problems Do You Solve?
Understanding pain points helps you create the right offer.
Business Problems
your Prospect has.
Offering 1
Offering 2
Offering 3
C o l l e g e
A
B
C
D
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29. C o l l e g e
Step 2: Who?
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30. Choose 4
Prospect Types
C o l l e g e
Prospects
The Graduate
The Professional
The Executive
The Consultant
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31. Matching Offers
to Prospective Buyers
Prospects
C o l l e g e
@MarketingCube

32. Step 2: Who are you nurturing?
Understand your audience and engage appropriately
Offering
Your Target Buyer by Job Category/Role
C o l l e g e
1
2
3
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33. C o l l e g e
Step 3: Your Buyer’s Journey?
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34. Your Buyer’s Journey
C o l l e g e
Need
Learn
Leads
Educate
Evaluate
Present
Negotiate
Negotiate
Purchase
Closed/Won
Implement
Implement
Advocate
Grow
Your Selling or Opportunity Management Process
@MarketingCube

35. Step 3: Your Buyer’s Journey
Map your Buyer’s Journey to your Selling Process
Opportunity Stage Name
Correlating Buyer’s Journey Stage
C o l l e g e
1
2
3
5
6
7
8
@MarketingCube

36. Who did their homework?
http://contentgrid.eloqua.com
@MarketingCube

37. What is the
Content Grid?
!
By sharing with Eloqua your
current Content Marketing
assets and by answering a
few questions, you receive
your own personalised copy
of the Grid.
@MarketingCube

38. What is the
Content Grid?
!
By sharing with Eloqua your
current Content Marketing
assets and by answering a
few questions, you receive
your own personalised copy
of the Grid.
@MarketingCube

39. What is the
Content Grid?
!
By sharing with Eloqua your
current Content Marketing
assets and by answering a
few questions, you receive
your own personalised copy
of the Grid.
@MarketingCube

40. What is the
Content Grid?
!
By sharing with Eloqua your
current Content Marketing
assets and by answering a
few questions, you receive
your own personalised copy
of the Grid.
@MarketingCube

41. C o l l e g e
@MarketingCube

42. The Content Grid
C o l l e g e
Distribution Channels
Social Networks
Paid Media
Visual Outposts
Blog
Demand Marketing
Customer Community
@MarketingCube

43. The Content Grid
C o l l e g e
Distribution Channels
Social Networks
Paid Media
Visual Outposts
Blog
Demand Marketing
Customer Community
@MarketingCube

44. When to Engage
C o l l e g e
@MarketingCube

45. Your Buyer’s Journey
C o l l e g e
Awareness
Need
Learn
Leads
Educate
Consideration
Evaluate
Present
Negotiate
Negotiate
Close
Purchase
Closed/Won
Community
Implement
Implement
Advocate
Grow
@MarketingCube

46. Why are we
here tonight?
@MarketingCube

47. The Buyer’s
Journey
Name
Sales & Marketing
Process
Interest
Inquiry
Marketing
validates quality
of interest
Learn
Marketing
Qualified
Lead
Marketing
Nurtures to Sales
Ready
Evaluate
Sales
Accepted
Lead
Sales Rejects
Lead:
Sales
Sales send to
Rejects Lead
Nurture
Justify
Sales
Qualified
Lead
Purchase
Closed/Won
Opp Stalls:
Opportunity
Sales send to
Stalls
Nurture
Opp Lost:
Opportunity
Sales send to
Lost
Nurture
@MarketingCube

48. Join the dots
C o l l e g e
Sales Rejects Lead:
Sales send to
Nurture
Opp Stalls:
Sales send to
Nurture
Opp Lost:
Sales send to
Nurture
@MarketingCube

49. Step 4: Build Your Nurturing Campaign
Connect the dots & engage at the right time
Opportunity
Stage Name
1
Email #1
Email #2
Email #3
C o l l e g e
2
3
4
5
6
7
@MarketingCube

50. C o l l e g e
Building Your Nurturing Campaign
@MarketingCube

51. C o l l e g e
In Summary
@MarketingCube

52. A Nurturing Checklist
1. Understand your buyer: Relevance &
C o l l e g e
Shared Values.
2. Pinpoint what motivates your buyers.
3. Whiteboard the ideal customer profile.
4. Define your nurture program.
5. Automate communications.
@MarketingCube

53. The Basics of Nurturing
•
Segmenting
•
Customer Nurturing
•
Being Customer Focussed
•
C o l l e g e
Progressive Profiling
@MarketingCube

54. College
Marketing Cube Pty Ltd
Level 3, 85 William Street,
Darlinghurst, NSW, 2010
Australia
!
Ph: 02 8244 0007
www.marketingcube.com.au
@MarketingCube
/MarketingCube