1. Using Content To Accelerate
& Keep Leads Warm
Inside Real World Nurturing Campaigns
Mac
McConnell
mac@bluebirdstrat.com
@macmcconnell
@bbstrategies
2. The Traditional Funnel
Social
Events
Email
Offers
Custom
Website
Media
Corp
Website
3rd
Websites
/
RegistraBons
Marke*ng
Awareness
EducaBon
Marke*ng?
Sales?
ConsideraBon
Sales
Ready
MQL
Sales
Pipeline
2
2
SQL
3. The New Funnel
Lead
Nurture
Lead
Level
1
Lead
Level
2
Oppty
MQL
Closed
SQL
Won/Lost
Lost
Leads
3
4. The BAD Funnel
Lead
Nurture
Lead
Level
1
Lead
Level
2
Oppty
MQL
Closed
SQL
Won/Lost
Lost
Leads
4
5. Be Creative – Make an Impact
12
Unique
Nurture
Programs
New
Long
Sales
Score
Cross-‐sell/
Prospects
Cycles
AcceleraBon
Up-‐sell
Event
Customer
Role/Title
Industry
Follow-‐up
RetenBon
Company
Wake
the
Sales
Remarket
Specific
Dead
AcceleraBon
6. Lead Nurture Program
Awareness
EducaBon
ConsideraBon
RE-Send Offer 1:
Network Performance
Toolkit
(A 4 for 1 offer of
content)
Different Subject Line
Send Offer 1: Network Performance
Toolkit
(A 4 for 1 offer of content)
Send Offer 4: Internet
Send Offer 2: Managed Hosting Send Offer 3: Cloud Storage Connectivity
*Avoiding the Frailties of the Internet with Shift
to
Newsletter
Cl i cked
o n
Manticore List Intelligent Route Control
Ni ne
Considerations
When
Choosing
La tency:
The
Achilles
H eel
o f
Cl oud
Bus iness
in
the
Cl oud:
Will
Your
*Colocation versus Managed Hosting
Offer
1 List
a
Ma na ged
H osting
Provi der
(PDF) Computi ng
(PDF) Internet
Connectivity
Provi de
a
White Paper
Pos i tive
R OI?
(PDF)
*An Executive's guide to High-
Performance Web Delivery
*Alcatraz Media Case Study
HTML Email
HTML Email
HTML Email
HTML Email
with
content
with
content
with
content
with
content
offer offer offer
offer Key
Message:
Key
Message: Key
Message:
Web landing
End
to
e nd
100%
network Performance
for
page
with
service
and
uptime
your
web based
registration
support availability busienss
questions
A/B
Subject
Line
Test
to
l ists
Internap Nurture
Calendar: Notes
for
program:
of
1000/1000
*Offer
1
A/B
Test:
3/31/2011. *All
contacts
get
each
content
offer
Key
Message:
*Offer
1:
4/4/2011
Internap
i s
*Offer
1
(Resend):
4/7/2011
there
for
you
*Offer
2:
4/11/2011
*Offer
3:
4/17/2011
*Offer
4:
4/22/2011
More
product
messaging
6
7. Lead Nurture Program - Complex
Send
Send
Demo
Demo
Offer Offer
Send Offer 3a Send Offer 5a
EHR Send Offer 4a EHR Send Offer 6a
Clicked Clicked
EHR EHR
(2x) (2x)
EHR
Stimulus
Branch
Send
Send
Completes
Demo
Demo
registration form
or
Send Offer 1 Send Offer 2 Clicked
Clicked
Clicked
Offer Offer
REIMB EHR on
Offer
on
Offer
on
Both /
is
imported
from
(2x) (2x) 1 2 Neither
CRM
Send Offer 3b Send Offer 6a
REIMB
Clicked
Send Offer 4a Send Offer 5b EHR Shift
to
Newsletter
Clicked
(2x) EHR REIMB (2x)
Notes
for
program: Undeclared Branch
*All
contacts
get
each
content
offer
*Undeclared
branch
is
a
mix
of
fers
from
Send
Send
Reimbursement
and
EHR.
Demo
Demo
Offer Offer
*
Send
demo
offer
is
triggered
by
interest
in
that
offer.
Recommended
wait
time
is
1
hour.
*
Wait
time
for
offers
1,2,3
is
7
days
*
Wait
time
for
offers
4,5,6
is
14
days Send Offer 3b
Send Offer 4b Send Offer 5b
Send Offer 6b
REIMB Clicked Clicked REIMB
*
Offers
marked
with
a
(2x)
are
sent
twice
(2x)
REIMB REIMB
(2x)
to
non-‐responders
with
a
different
subject
Reimbursement
Branch
7
8. Nurturing by the Numbers – ROI
Cost
per
Immediate
Over
Time
Total
Sales
Lead
Without
Nurturing
25%
8%
33%
$195
With
Nurturing
25%
25%
50%
$130
! Without lead nurturing, 8% of untouched responses convert to sales-
ready leads over 6 month period.
! With lead nurturing, 25% or 3x the amount of responses convert to
sales-ready leads of 6 month period.
! With lead nurturing, the cost per sales ready lead decreases by 33%.
10. Creating an Effective Nurture
! Define Goal(s)
! Build content map
! “Be the lead”
! Attach content to each step
! Write emails à Sell the content
! Build the nurture in your system
! Test . . . Revise
! Launch!
– Monitor … Revise … Monitor … Revise
11. Goal – Wake the Dead Nurture
! Primary: To identify and reconstitute
stalled opportunities that are still viable.
! Secondary: To identify new contacts at
stalled opportunities.
! Tertiary: To close stalled opportunities
that are no longer “paying attention.”
