Organic Gardener's Guide to Lead Nurturing

Great Campaign! Now What? Pete Jakob Marketing Transformation Leader IBM UK 30 September 2009

Leaky Sales Funnel Increases Customer Acquisition Costs October 2006, Best Practices “Improving B2B Lead Management” Nurture [Verb] : foster, help develop, or help grow; the act of nourishing or nursing; tender care; education; training; that which nourishes; food; diet; sustenance; the environmental influences that contribute to the development of an individual.

“ As long as the roots are not severed, all is well. And all will be well in the garden.” Chauncey Gardiner – Being There

An Organic Gardener’s Guide to B2B Lead Nurturing Pete Jakob Marketing Transformation Leader IBM United Kingdom September 2009 [email_address] 10 tips for a bumper harvest Updated for 2009

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Symptom: Great campaign -> lots of “leads” -> can’t get sales to engage

2. Build Your Plot ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3. What’s growing well, and what’s not? Responses Database Client-centric view of Responses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

4. Follow the Instructions on the Packet Rules-based Dialogue ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

4. (contd.) Plan Your Planting “ Dialogue” offers that permit ongoing contact Plug leaks in the funnel by re-engaging with non-responders Leverage content aligned to buying cycle to advance customer journey Leverage tools to provide engagement insight Nurture via Tele or Tool

5. Right Feed at the Right Time Learn Scope Select ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CONTENT/ CHANNEL SOLUTIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],WHAT THEY WANT SUPPLIER SELECTION SCOPE REQUIREMENTS ISSUE RECOGNITION JOURNEY STAGES

6. Are the Nutrients being Absorbed? Scoring Responses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

7. Make it easier with a little machinery… Events registration Web Forms Outbound Tele Inbound Enquiries Attractor Triggers Standardised digital nurturing engine ,[object Object],[object Object],[object Object],LDR Pass to Sales Nurture Further Comms 1 Comms 2 Comms 3 Objective: Know more about the client at then end of the journey than at the beginning

7. (Contd.) …Or with a lot of machinery Nine Rules for Value-Driven Marketing Automation Marketing Operations Campaign Planning Campaign Execution Response Management Relationship Management

8. Share your knowledge ,[object Object],[object Object],[object Object],[object Object]

9. Monitor Progress Regularly ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Sirius Inc

10. Apply Plenty of Mulch and Compost www.mpdailyfix.com www.raintoday.com sethgodin.typepad.com/seths_blog www.mikemoran.com/biznology blogs.forrester.com/marketing blog.startwithalead.com

Some Lessons Learned ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

10 Tips for More Successful Campaigns 5 4 3 2 1 6 7 8 9 10 Align activity with Sales Capture all Responses Plan structured nurturing dialogue Align nurturing offers to buying cycle Score Responses Automate where appropriate Integrate with CRM Measure key Indicators Refine and keep learning Organise Resources

Thank You ! B2B Marketing – Open for Business http://b2bnurture.blogspot.com/

Photo Acknowledgements http://www.flickr.com/photos/wheatfields/2606966401/ http://www.flickr.com/photos/dweekly/2311463183/in/photostream/ http://www.flickr.com/photos/ellievanhoutte/2817039164/ http://www.flickr.com/photos/freeparking/2432369855/ http://www.flickr.com/photos/freefoto/2515337245/ http://www.flickr.com/photos/tico_bassie/120810354/ http://www.gardenorganic.org.uk/ http://www.flickr.com/photos/nationalrural/1091785673/ http://www.flickr.com/photos/sylvar/112595227/ http://www.flickr.com/photos/markhillary/538883459/ http://www.flickr.com/photos/23126594@N00/369121290/ http://loveapplefarm.typepad.com/growbetterveggies/ http://www.flickr.com/photos/29278394@N00/2457055952/ http://www.flickr.com/photos/pancakejess/1429256455/ http://www.flickr.com/photos/angela7/87957760/ http://www.flickr.com/photos/drstarbuck/194160521/ http://www.flickr.com/photos/jeremymates/2688974917/ http://www.flickr.com/photos/chichacha/2473930145/

Organic Gardener's Guide to Lead Nurturing

Organic Gardener's Guide to Lead Nurturing

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente(20)

Destacado

Destacado(20)

Similar a Organic Gardener's Guide to Lead Nurturing

Similar a Organic Gardener's Guide to Lead Nurturing(20)

Más de Pete Jakob

Más de Pete Jakob(9)

Último

Último(20)

Organic Gardener's Guide to Lead Nurturing

Notas del editor