Marketing expert Bob London, president of London, Ink (www.londonink.com), presents a practical and engaging overview of Nurture Marketing, one of the fastest-growing and most profitable segments of the marketing mix. Nurture Marketing is a process over time that moves suspects/prospects/customers along the cycle of Awareness > Education > Differentiation > Purchase, using both direct and indirect pitches and emphasizing push vs. “community”

1. Nurture Marketing:Turning old contacts into new opportunities Bob London May 17, 2010

2. Conference Name 4 sips per person = 35 minutes of alertness each!

3. Preview What is Nurture Marketing? What does it require? What are some examples? What is the role of social media? 3

5. Full service marketing execution: program development & management of awareness & lead generation; creative services

6. Alternative to full-time executive hire, traditional agencies, consulting firms.www.londonink.com 4

8. Practitioner & Noted Expert

9. www.londonink.com The Mount Rushmore of Promotion 1980 Advertising Direct Mail Door-to-Door Coupons

10. www.londonink.com The Mount Rushmore of Promotion 2010 SEO PPC Social* Nurture

12. Using both direct and indirect pitches

13. Push vs. “community”9 Benefits: Showcase Force Multiplier Lead Machine

14. Why doesn’t everyone do this? “I don’t know what Nurture Marketing is.” “I don’t know what it can do.” “Sounds complicated.” “We don’t have enough content.” “We don’t have a marketing database.” “We don’t have any resources for this.” “We already tried Constant Contact and it didn’t work. 10

16. This is a learning process; continuous improvement will be achieved based on past results.

17. Tests musts be structured to be “readable” and actionable.

18. Develop a franchise/theme and keep it simple

19. A focused message repeated over time will build more equity than a stream of different messages.

20. Get into the suspect’s shoes; What is their “elevator rant”--the issues they talk about when vendors aren’t around?

22. What does Nurture Marketing require? A Strategy and Plan A Target (medium) Some Tools (easy) Decent Content (hard) 13

23. Goals + Strategy + Plan Plan on no fewer than 6 months of activity to measure net revenue gain Generate inquiries that lead to “discovery” meetings that lead to proposals Measure acquisition and retention/upsell revenue Inventory your marketing assets Content Tools Resources* Develop a forecast 14 * Yes, this is do-able in your spare time or with the help of an intern.

24. Sample Forecast 15

25. Where do suspects come from? 16 Hi…what’s your value prop?

27. SEO/Site registrations

28. Event sponsorships

29. Direct marketing (mail, online)

30. Referrals

32. White paper offers

33. Webinar/seminar invitations

35. Collateral

36. ProposalProspects (5 - 10% of Qualified Leads) Sales Process Clients (5 – 15% of Pipeline Accounts) 17

37. We got a $uspect! Now what? We spend between $50 and $400 to generate one new contact. Then we promptly do nothing. We spend between $500 - $2,500 to acquire one new customer. Then we assume they’ll stay forever. 18 It adds up to more than you think.

38. But too often we end up with… 19

40. Web site opt-ins

41. LinkedIn contacts

42. DIGITIZE, SCRUB & DE-DUPE*

43. Augment/amplify with social networks

44. Facebook friends

45. Twitter followers20 * Why God invented interns.

46. Example: “Drum Beat” campaign 21

48. Is useful and/or engaging (even entertaining!) to your audience

49. Showcases your depth of knowledge related to your value proposition

50. Builds a relationship/conversation over time

51. Does not focus on a hard-sell approach

52. Focus on one main message at a time

53. Utilize a combination of hooks to engage audience and generate response, including:

54. Value-Added Content (white paper, tips)

55. Industry Insight (trends, useful news)

56. Problem-Solving (case studies)22

57. Do you know your customers’ “Elevator Rant?” How can you formulate an effective message if you don’t know your customers’ real pain points?

58. www.londonink.com Create ubiquity through timing Timing is everything…make it work for you. Time nurture mailings with events you are attending (or sponsoring) Targeted company email blasts Campaigns to target potential partner companies (before meetings)

59. Essential tools 25

60. Measurement & Improvement 26

61. Example: London, Ink Sales piece disguised as newsletter 27

62. 28 Ooops…“TMI”

63. Example: Bobservations An experiment. Will keep you posted  29

64. Example: Staffing Firm 30

65. Example: Mix & Match 31

66. Example: Big Ticket 32

67. Content should be… 33 Useful Engaging Generic Targeted Promotional

68. Create ubiquity through syndication Use social media to: Publish once Syndicate through all channels: LinkedIn FB, Twitter, Scribd, Slideshare, Flickr Update your status Gather/Nurture/Track… Repeat!

69. Wrap-up What is Nurture Marketing? What does it require? What are some examples? What is the role of social media? 35 Thank you!