Pete Jakob Gardening

An Organic
Gardener’
Gardener’s
Guide
to
B2B Lead
Nurturing

Pete Jakob
9 tips for a bumper harvest Response and Lead Nurturing Manager
IBM United Kingdom Limited
September 2008

1 pete_jakob@uk.ibm.com © 2008 IBM Corporation

The marketing landscape is changing…

from marketing as selling
from push-marketing to to marketing as education
pull-marketing prospects/targets social networking
open to guests/citizens

right time from monologue from demand generation
to response nurturing

be where they are to dialogue authentic
relevant content user-generated content

from shouting to less is more
honest
listening from demand generation to
data-centric marketing satisfying customer needs


October 2006, Best Practices “Improving B2B Lead Management”

Leaky Sales Funnel Increases Customer Acquisition Costs


1. Are you growing the right stuff?
Unless Sales are hungry for your leads, your programme is
doomed

Symptom: Great campaign -> lots of “leads” -> can’t get sales to engage

Management Questions:
1. Who is the key sales sponsor?
2. What is their capacity for leads, and what shape?
3. What did they agree to do with the leads you
generate?
4. How will you review progress with them?
5. What will you do with leads they don’t progress?

Impact
– Fewer activities
– Greater accountability
– Increase focus on Sales Enablement and Nurturing


2. What’s growing well, and what’s not?

Define your policy
– What constitutes a response?
– How will responses be loaded?
– How quickly will responses be loaded?

Points to consider
– All response types?
– Third Party data from Events, Hosted web content etc?
Client-
Responses
– Business partner? centric view
Database
– Opt Out? of
– Should you record ALL responses? Responses
Develop picture of clients across multiple
campaigns
– What is the optimum touch cadence?
– What governance rules should apply across different
campaigns in market?


3. Follow the Instructions on the Packet
Rules-based Dialogue
A systematic approach to campaign contact structure for each response type
Events
Web Contact Form
Outbound Tele
Inbound Response
Blueprints are a startpoint for customisation for
specific campaign needs
Consider non-responders and responders
Consider “transactional” offers and “dialogue” offers
Benefits:
Plug leaks in the marketing funnel (eg non-responders)
Clarify Roles and Responsibilities within the team
Clarify when/how to pass to sales
Underpin alignment to tools

3. (contd.) Plan Your Planting “Dialogue” offers
that permit ongoing
contact

Newsletter
Leverage tools to
provide
engagement insight

Plug leaks in
the funnel by
re-engaging
with non-
responders

Nurture via Tele or
Tool

Leverage content
aligned to buying
cycle to advance
customer journey


4. Right Feed at the Right Time

Learn Scope Select
JOURNEY ISSUE RECOGNITION SCOPE SUPPLIER SELECTION
STAGES REQUIREMENTS

WHAT THEY Objective, up-to-date information Proof of capability Clear “why me” from suppliers
Information at the right level Objective support, no sales pitch Endorsement from 3rd parties
WANT
Tools to help them understand what Case studies Accesibility to the right people who
the right level is (eg vs maturity or Explanation of different solutions can take issue to technical solution
vertical) Ability to ask questions
Guide/pointers to other information

CONTENT/ White papers – IBM & credible Case studies Why IBM
others Q&As Demo
CHANNEL Newsletters FAQs Product specifications
SOLUTIONS Interactive tools Solutions Call me/Inbound call
Supplements Self Assessment
PR
Webinars
Industry Events
IT Press/Online
Podcasts


5. Are the Nutrients being Absorbed?
Activity Based Scoring

Can be Manual or Automated
– Automation allows for automatic
routing of contact details once a new
threshold reached


6. Make it easier with a little machinery

Attractor
Triggers

Events registration Comms 1 Comms 2

Added-value
Response Pass to
Web Forms Sales
•Customer’s
LDR
pain
Outbound Tele
•Engagement Nurture
measure Further
Inbound Enquiries Comms 3

Standardised digital
nurturing engine

Objective: Know more about the client at then end of the
journey than at the beginning

We are developing a standardised video-lead framework for digital
nurturing leveraging the VRM enurture tools

Comms 2
What’s YOUR Pain

Comms 1
What is the issue?
Why Should you care?

Comms 3
Let’s Dig Deeper


7. Share your knowledge

Significant Customer Insight may
have been developed via
– Automated Marketing System
– Other Marketing Processes (eg
external Telemarketing)

Make this visible to the sales team


8. Monitor Progress Regularly

1. Responses
– How many named named, valid responses did marketing generate?
2. Marketing Validated Leads (MVL)
– How many responses are nurtured to a level that has been mutually
agreed with sales
• Separate marketing “influenced” from marketing “sourced”
• Segment via Customer type (eg Core Clients, Investment Clients, New
Clients etc)
3. Sales Acceptance
– Sales agreement (via SLA) to perform specific tasks with MVL
• Lead follow-up timeframe
• Feedback required
– SLA defines specific reasons for rejection
• Incorrect routing
• Incomplete record
• Doesn’t meet agreed threshold
– MVL-to-sales acceptance days
– Review on regular basis via Sales/Marketing “huddle”

4. Sales Qualified Lead
– Conversion rate of Sales Accepted lead to SQL
– (Plus conversion rate of Sales Accepted to Lost)
– Cumulative size of the opportunities now in pipeline
5. Closed Business
– Conversion rate of SQL to closed business

Source: Sirius Decisions


9. Apply Plenty of Mulch and Compost

blog.startwithalead.com
blogs.forrester.com/marketing

sethgodin.typepad.com/seths_blog
www.raintoday.com

www.mikemoran.com/biznology
www.mpdailyfix.com


Some Lessons Learned
People, Process, Tools
•Cultural aspects are the most challenging
•Sell the vision
•Tools alone won’t fix it

Timing
•Be selective, but relate to the bigger vision

Stay Focussed and Passionate
Stay Fresh – there’s a wealth of free insight
•Blogs
Read
Contribute
Write

•Google Alerts
•RSS Feeds
•Network


1. Align activity
9. Refine and with Sales
keep learning 9
9 1
1
8. Measure key 2. Capture all
Indicators
8
8 2
2 Responses

7. Integrate with 3. Plan
CRM 7
7 3
3 structured
nurturing
dialogue

6
6 4
4 4. Align
6. Automate nurturing offers
to buying cycle
where
appropriate
5
5
5. Score based
on Activity

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


Photo Acknowledgements

http://www.flic http://loveapplef http://www.flickr.
kr.com/photos/ arm.typepad.co com/photos/chic
m/growbetterve hacha/2473930
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0810354/
http://www.flic http://www.flickr. http://www.flickr.
kr.com/photos/ com/photos/231 com/photos/jere
freefoto/25153 26594@N00/36 mymates/26889
37245/ 9121290/ 74917/

http://www.flic http://www.flickr.
kr.com/photos/ http://www.flickr. com/photos/drst
com/photos/mar arbuck/1941605
freeparking/24
khillary/5388834 21/
32369855/ 59/
http://www.flickr. http://www.flickr.
com/photos/ellie com/photos/ang
http://www.flic ela7/87957760/
vanhoutte/2817
kr.com/photos/
039164/
sylvar/112595
http://www.flic 227/ http://www.flickr.
com/photos/pan
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dweekly/2311 kr.com/photos/ 56455/
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ostream/ 091785673/ http://www.flickr.
com/photos/292
http://www.flic 78394@N00/24
kr.com/photos/ http://www.gard 57055952/
wheatfields/26 enorganic.org.u
06966401/ k/


Pete Jakob Gardening

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