Featuring:
Sean Callahan, Senior Manager, Content Marketing, LinkedIn
Justin Gray, CEO, LeadMD
We epically conclude our series with the Crash Course to Lead Nurturing. The landscape of lead nurturing has changed and responsibility now falls primarily on the marketing team. We'll review examples of how today's most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing - including display and social media advertising.
10. 1010
Email’s Two Main Drawbacks:
• 95% of Website Visitors Don’t Share an
Email Address
• 80% of Prospects Who Have Shared an
Email Address Don’t Open Their Emails
20. Today’s
Promise
Define the fundamentals of Nurture
Make it not sound so incredibly nebulous
Provide a framework to succeed
21. About LeadMD
Digital Marketing
consultancy specializing
in making strategy
actionable
Focused on the Marketo
platform
7 Years and 2600+
engagements
22. At the end of the day,
we know one thing:
Trust and Education win deals.
23. 28% Year over year
increase in revenue
Among marketers who used Best in Class Lead
Nurturing.*
*Aberdeen Group
32. What is an Total
Addressable Market?
Total addressable
market (TAM) is a term that is
typically used to reference the
revenue opportunity available
for a product or service.
33. What is an ideal
customer profile?
A description of a customer or
set of customers that includes:
- Demographic
- Geographic
- Psychographic characteristics
- As well as buying patterns,
- Creditworthiness
- Purchase history
34. What is an ideal
buyer persona?
A buyer persona is a detailed profile
of your ideal buyers based on
market research and real data about
your actual clientèle.
The more detailed your personas
are, the more results they’ll yield.
37. OFFERS
EDUCATION AND THOUGHT
LEADERSHIP
SOLUTIONS AND PRODUCT
SUITABILITY
DECISION SUPPORT AND
CREDENTIALS
Online Best Practices
• Quarterly Playbooks
Third-party Programs
• Analyst Report
Ad-hoc Programs
• Category-based programs
based on market insights or
timely events
• Demos
• Discounts
• Proof of Concept
• Sales Presentation
• Pricing
• Trial Implementation plan
Channel Alignment
38. 3.
Map Content to the Buyer
Marketers who use personas and map content to the
buyer’s journey enjoy 73% higher conversions over
those who did not.*
*Aberdeen Group
40. Content Mapping Keys
Buyer/Account Persona
Tailored Content that Converts
Marketing & Sales Messaging is more than ’Air Cover’
- It is central to ABM Strategy & Execution
41. A = Goes to Sales
B = BDR
C = Off to Marketing
Align the relevant resource
D = Off to Marketing
42. Meet Our Primary Buyers (IBP)
Extremely
knowledgeable who’s
personality differs based
on her organization
60% of buyers
Guards her “island” and is
most cautious.
Doesn't want a long term
engagement.
Most purchasing authority
Always looking for “gotchas”
so be on your game
Rising RitaEntrenched Edward Startup Sue
Young up and comer
in a rising institution
15% of buyers
Least time at position
Replacing the old
guard's contractual
relationships.
Aspiring to be the best
of the best
A bit arrogant, but
smart, ultimately an
influencer you want on
your side
Tenured Exec with the
same lead manager
doing the same thing
and is bored to death
20% of buyers
Most time at position
They want a fling and
they want it now
High budget control, can
be a third party
consultant
Young, aggressive &
looking for love
5% of buyers
Most tech literate
Lowest revenue,
smallest firm, influencer
level
A marketing unicorn
who does a little bit of
everything
A great partner for a
long lasting business
relationship
Poly Pam
43. 4.
Align to the Buying Stage
The use of Journey Maps led to a 40% increase in
lead velocity.*
*New Business Strategies
44. The Role
of Content
Show how persona’s drive:
- Ideation
- Alignment
- Creation
- Execution
- Analytics
LeadMD Overview –
Top tiered Marketo Preferred Partner
Why we specialize in Marketo
2500 + engagements
Early adopters – started out as a marketing automation agency NOT as a digital marketing agency.
30 + Certified experts
LeadMD Overview –
Top tiered Marketo Preferred Partner
Why we specialize in Marketo
2500 + engagements
Early adopters – started out as a marketing automation agency NOT as a digital marketing agency.
30 + Certified experts
LeadMD Overview –
Top tiered Marketo Preferred Partner
Why we specialize in Marketo
2500 + engagements
Early adopters – started out as a marketing automation agency NOT as a digital marketing agency.
30 + Certified experts
LeadMD Overview –
Top tiered Marketo Preferred Partner
Why we specialize in Marketo
2500 + engagements
Early adopters – started out as a marketing automation agency NOT as a digital marketing agency.
30 + Certified experts
Primary reasons why many lead nurturing efforts underperform
Lack of focus
Too much complexity
Too little complexity
Teach it to our reps
You have to start lumping them into buckets,
(use shot’s from our Sales Playbook?)
We were TOPO’s first playbook
Surrounded by a buying committee
Do you have the entire icp in your database? 55% coverage 100 %
Two dimensions, the individual, who they are, what level they are at, what their role is, the distance from purchasing power
How much autonomy to make that decision, if they have to bring in that many people.
Doesn’t align to industry
The person and their distance to purchasing power
[VINCENT}
Demographic: Company Fit Score
Behavioral : Engagement
Psych: Intent
All three ovelap this is where our best customer is
Based on what you’ve learned today
Super engaged, is blue, send over t sales.
A – level lead
We will do a run down here on the results. It will remain high level.
If the buyer works like this, what do you do?
Gallery, in sales insight, new piece of content, everyone
Machine learning, how those data points relate to each other, here is the model/commonality/ here’s what we’re seeing what does that mean, and then conduct actions to improve it/implement
C leads and route to bdf, and only high value to A- sales,
Understanding … we took in all these inputs are we seeing more ps win.
What’s the time frame, 6 months
AQL to BDR, they can weed through it more easily, we can make decisions on the marketing side to lesson the garbage
D goes to marketing – put it into a cadence. Sales cadance, tell me what you wanted, reply with 1, 2,3. low touch unqualified and carves out of everything.
Develop Closed-Loop Feedback Between Departments
Prioritize and Track Key Metrics
Feedback loop starting with the quality data often known only by a few – moving to a trusted system of analysis and comparison – evaluated by comparing the source of truth against the model’s outcome
Let your model learn by capturing more and more data
This is not a luxury – it is a requirement
Traditional lead scoring is based on what we had – we are now expanding our data subset
Capture more of the unstructured data
It a knowledge sharing exercise
Its easy not to see the big picture