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A  Marketo  Workbook




www.marketo.com
Definitive guide-to-lead-nurturing
 




                                                                               ?



Part  One                                                                                  Part  Three                  
                                 ?                                                   01                           21  

Why  Does  My  Business  Need  Lead  Nurturing?                                     02                            23
The  Importance  of  Lead  Nurturing  and  Thought  Leadership  in  Branding        04                              25  
                                                                                    04
                                                                                    05
                                                                                    05     Part  Four                
                                                                                                                  29

                                                                                                                  31
Part  Two    
                                                                                   07                             34
                                                                                             
                                                                                    08
                                                                                    09
                                                                                    13                            36
                                                                                    17
                                                                                        
                                                                                                                  37




     ©  2009  Marketo,  Inc.  
   




       are  right  for  your  business?  




i
Part  One

What  Is  Lead  Nurturing?




  ©  2009  Marketo,  Inc.     01
Part  One  
What  Is  Lead  Nurturing?



                                                                                                                                               InTouch     What  Lead  Nurturing                     –  


                                                                                                       prospects  on  your  Web  site  are  there  to  
acquire.  Many  companies  do  a  good  job  at  
                                                                                                                                                           prospects  in  a  way  that  is  both  


                                                                                                                                                           Lead  nurturing  

                                                                                                       According  to                   Report,  
                                                                                                                                                              six  weeks  to  see  if  they  are             
                                                                                                                                                              ready  to  buy

                                                                                                                                                              with  a  new  case  study

                                                                                                                                                              your  company’s  products  
                                                    and  to  be  there  when  they  are  ready  to  
                                                                                                                                                              into  account  your  prospects’       
                                                    make  a  buying  decision.  
                                                                                                                                                              interests  or  needs  at  their  stage  
                                                                                                                                                              of  buying




                                                                                                                                                           from  you.




02
Part  One                                           
What  Is  Lead  Nurturing?




on  the  Web  doing  independent  research,  




is  premature.  

                             Tippit




understand  their  needs  and  react  in  




      ©  2009  Marketo,  Inc.                   03
Part  One  
What  Is  Lead  Nurturing?




                                                     be  “pre-­‐wired”  for  success.




asymmetry  between  the  upside  and  downside  

be  rewarded  for  making  a  good  purchase,  
but  a  bad  purchase  can  damage  the  buyer’s  




04
Part  One                                                                                    
What  Is  Lead  Nurturing?




                                  Marketo,  Forrester,         Insights,  and  others.




as  a  cost  center.




                                  that  nurtured  prospects  buy  more,  require  

                                  than  prospects  that  were  not  nurtured.



                                  the  ROI  of  Lead  Nurturing  (page  29).




      ©  2009  Marketo,  Inc.                                                            05
06
Part  Two

Lead  Nurturing  Basics




  ©  2009  Marketo,  Inc.     07
Part  Two  
Lead  Nurturing  Basics


                            




  
                               s
                   s




08
Part  Two                                                                                                                                                                            
Lead  Nurturing  Basics




                                                                                                                                           How  Marketo  Does  It

For  most  marketers,  the  decision  about  which  
                                                                                     your  site?



                                                                                     pages  such  as  the  pricing  or  contact         
scoring  is  not  the  focus  of  this  guide,  scoring     further  nurturing.
                                                                                                                                           in  a  score  somewhere  between  
                                                                                                                                           0  points  to  35  points.  From  there,  




   (BANT)                                                                            had  with  the  prospect  and  when?                  searching  for  “Marketo”  on  




      ©  2009  Marketo,  Inc.                                                                                                                                                    09
Part  Two  
Lead  Nurturing  Basics


Incoming  Lead  Processing  campaigns  are          further,  many  experts  recommend  adding             to  Permission

out  of  your  nurturing  programs.  The  topic  

much  debate  among  marketers.  At  the  most  




                                                                                                              permission.  Just  because  

                                                                                                              address  doesn’t  mean  you           




                                                                                                              mean  it’s  permission  either.  



                                                                                                              you  went.”




                                                    This  is  where  automated  campaigns  can  


permission  marketers  may  disagree,               permission.  When  recipients  respond,  you  

at  many  companies.  
                                                    you  can  either  send  them  a  “second  chance”,  




10
Part  Two                                                                                                                                                  
Lead  Nurturing  Basics


                                                                                                                   How  Marketo  Does  It
                                               Pros




                                                                               
                                                                                                                   in  our  content.  

                                  ReturnPath
                                                                                                                   from  any  other  source,  since  we  


                                                  concern  for  permission           because  prospects         

                                                  that  they  opted  in
                                                                                     hear  from  you  again


your  messages.”                                  scores
                                                                                                                   Leads  that  do  not  respond  are  
Here  are  the  pros  and  cons  for  the                                                                          marked  as  suspended  and  are  not  
                                                                                                                   counted  as  part  of  the  database.




                                                  to  hear  from  you

                                                  rates  and  send  




      ©  2009  Marketo,  Inc.                                                                                                                          11
Part  Two  
Lead  Nurturing  Basics


                                               How  Marketo  Does  It
Fine-­‐tuning  your  nurturing  approaches  




                                               topics  they  are  most  interested  

                                               nurturing  content.




12
Part  Two                                                                                                   
Lead  Nurturing  Basics




                                                                                                    s
                                                                                                t
                                                                                       Timing

                                According  to  




                                to  speak  to  each  of  them  and  address  their  
                                unique  needs.




                                     




    ©  2009  Marketo,  Inc.                                                                             13
Part  Two  
Lead  Nurturing  Basics



                          a  prospect  goes  through  in  buying  your  




                                                                        


                                                                 


                                                       Enquiro  suggests  
each  prospect.



                          and  backwards  through  the  process  as  they  



                          prospect  goes  through  as  they  purchase  your  




14
Part  Two                                                                                                                                                                           
Lead  Nurturing  Basics



with  your  content.  Lead  nurturing  is  about      than  generic  content.  

with  your  prospects,  and  in  this  case,  the                                                                                        and  author  of  The  
                                                                                                                                                                  k
                                                                                  easy  to  digest
company  communicates  with  prospects.                                           Just  as  the  B2B  buying  process  has  changed,  


                                                                                                                                         “  Thought  Leadership  is
  
                                                         to  their  geography     cases  means  it  has  to  be  short,  sweet,             in  your  markets  to  generate  
                                                                                  and  to  the  point.  
and  the  buying  stage.                                                                                                                    on  issues  your  customers  
                                                                                                                                            and  prospects  care  most  about.      


                                                      the  process.               make  sure  you  put  your  audience’s  interests  




      ©  2009  Marketo,  Inc.                                                                                                                                                   15
Part  Two  
Lead  Nurturing  Basics


                                                                                                      How  Marketo  Does  It

                                                                                                      Marketo’s  nurturing  program  




a  month  is  not  enough.  


                                                                                                      nurturing  content  spread  across  



                                                                                                      across  the  nurturing  programs.  



                                               There  are  two  things  to  keep  in  mind  here.  




a  whitepaper  from  your  Web  site,  




16
Part  Two                                                                                                                                     
Lead  Nurturing  Basics




                                                 way  with  your  prospects  according  to  their  




                                                                                  .  

                         1   Loosening                                                                                       6   Making
                                                                                                             the  Decision

  A


  B




                         1                 2                                3                         4   5                  6  


  A


  B




      ©  2009  Marketo,  Inc.                                                                                                             17
Part  Two  
Lead  Nurturing  Basics


                                      .  

              1   Loosening                                                6   Making
                                                           the  Decision




     IT




              1                 2           3     4     5                  6  


     A


     B




     D




18
Part  Two                                                                  
Lead  Nurturing  Basics




for  each  person  and  buying  stage.

                               1         2     3     4     5     6  


   A




   B




   D




       ©  2009  Marketo,  Inc.                                         19
20
Part  Three




  ©  2009  Marketo,  Inc.     21
Part  Three  




In  Part  One




In  Part  Two




                s
                    s




22
Part  Three                                                                                                                                                                                                 




                                                                                                                                                                Make  the  Most  Out  of  

                                                       nurturing,  and  they  are  a  great  sandbox  
                                                                                                         demonstrate  interest  during  a  buying  



                                                                                                                                                                   how  to  buy


It’s  easiest  to  think  of  triggers  and  their  
                                                                                                                                                                   you  send

                                                                                                                                                                   at  the  same  score  with  no    


                                                                                                         a  “contact  us”  form.  Once  you  determine  the  




       ©  2009  Marketo,  Inc.                                                                                                                                                                          23
Part  Three  




                                                                                                                                                                        How  Marketo  Does  It


                                                                                                                                                                        campaigns  in  two  ways.  
                                                                                                               a  rigid,  mapped-­‐out  process.  When  you’re          First,  when  Prospects  reach  

                                                                                                                                                                        that  indicates  interest  but  then  
                                                                                                               instead,  use  this  data  to  create  new  segments  
                                                         In  the  beginning,  it’s  best  to  resist  this  
                                                                                                                                                                        we  trigger  a  series  of  high  



on  path  A.  If  they  begin  to  exhibit  stronger  
interest,  you  can  jump  them  to  path  B  




you  can  send  them  back  to  path  A  or  create  




24
Part  Three                                                                                                                         




                                                                                   There  are  three  important  categories  


                                                                                                    g
                                                                                                        s


does  not  engage.




                                in  the  process,  or  sent  backward,  within  




    ©  2009  Marketo,  Inc.                                                                                                     25
Part  Three  




not  contacted  or  a  rep  decides  that  some  

                                                    and  knows  more  about  their  buying  intent  




of  InTouch




   to  them…  we  found  that  a  number  had  




26
Part  Three                                                                                                                                                                         




                                                                                                                                               How  Marketo  Does  It

put  them  back  into  one  of  your  basic  




                                                                                                                                               month,  three  months,  six  months,  
                                                  




                                                     Don’t  be  afraid  to  incorporate  phone  outreach     to  re-­‐engaging  prospects.  


                                          




nurturing  paths.  




      ©  2009  Marketo,  Inc.                                                                                                                                                   27
Part  Three  




topics  which  are  beyond  the  scope  of  this  




28
Part  Four




  ©  2009  Marketo,  Inc.     29
Part  Four  




In  Part  One
                                          Two  and  Three

                                      s
                                 s
                             s
                                 s



      based  on  industry  metrics.


                                                            ”  in  which  you  




30
Part  Four                                         




                                     1    




  2    Prospect                      2    




                                     3    


                                 *


  4    Opportunity                   4      




     ©  2009  Marketo,  Inc.                   31
Part  Four  




                                                                Before  Nurturing
               1  Number  of  new  prospects  per  month  –  
                                                                                    Prospects   Prospect-­‐to-­‐Lead   Leads

                  database  at  beginning  on  month  –  
                                                                  New               800                                80
                  prospects  that  month  –  Let’s  use  80.


                                                                                    10,000                             40
                                                                  Database




                                                                                    Prospects   Prospect-­‐to-­‐Lead   Leads



                                                                  New               800                                80


               (created  <  30  days).
                                                                                    10,000                             100
                                                                  Database




32
Part  Four                                                                                                          




                                                 Before  Nurturing

                                                                     Prospects   Prospect-­‐to-­‐Lead   Leads


enter  the  number  of  prospects  (or  your  
                                                   New




                                                   Database

for  your  chosen  date  range.



                                                                     Prospects   Prospect-­‐to-­‐Lead   Leads



                                                   New




                                                   Database




      ©  2009  Marketo,  Inc.                                                                                   33
Part  Four  




                                                       Before  Nurturing

                                                                                200



                                                                                100
company,  and  the  company  didn’t  stay  in  
touch  so  they  did  not  remain  top-­‐of-­‐mind  
                                                                                300




                                                                                200



                                                                                200



                                                                                400




34
Part  Four                                                                              




                                                       Before  Nurturing

                                                                                A



                                                                                B

subtract  A  –  B  to  get  the  number  of  extra  




      ©  2009  Marketo,  Inc.                                                       35
 




your  company’s  brand  and  your  customer’s  
                                                                                           s,         
                                                                                                         campaigns  to  interact  with  your  prospects  
                                                     for  nurturing  
                                                                            s                            you  gain  deeper  insight  into  their  buying  


                                                                        s

                                                                            s  to  increase  




36
 




           info@marketo.com
                     www.marketo.com

                                                           g
                                           m




Marketo’s  uncompromising  on-­‐demand  
                                                                                                          Insights
                                                                                                                  Report
                                               on  the  Force.com  AppExchange.  
                                                                                                   Enquiro
                                                                                                   Forrester  Research
                                               and  enterprise  companies  in  nine  countries                    In  Touch

                                                                                                                       Return  Path
                                                                                                   Tony  Jaros,  
                                                                                                                    Tippit




                                                                                                                                y.




     ©  2009  Marketo,  Inc.                                                                                                          37
info@marketo.com
www.marketo.com

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Definitive guide-to-lead-nurturing

  • 3.   ? Part  One     Part  Three           ?  01   21   Why  Does  My  Business  Need  Lead  Nurturing? 02 23 The  Importance  of  Lead  Nurturing  and  Thought  Leadership  in  Branding 04  25   04 05 05 Part  Four       29 31 Part  Two     07 34   08 09 13 36 17     37 ©  2009  Marketo,  Inc.  
  • 4.     are  right  for  your  business?   i
  • 5. Part  One What  Is  Lead  Nurturing? ©  2009  Marketo,  Inc.   01
  • 6. Part  One   What  Is  Lead  Nurturing? InTouch   What  Lead  Nurturing    –   prospects  on  your  Web  site  are  there  to   acquire.  Many  companies  do  a  good  job  at   prospects  in  a  way  that  is  both   Lead  nurturing   According  to    Report,     six  weeks  to  see  if  they  are         ready  to  buy   with  a  new  case  study   your  company’s  products   and  to  be  there  when  they  are  ready  to     into  account  your  prospects’       make  a  buying  decision.     interests  or  needs  at  their  stage     of  buying from  you. 02
  • 7. Part  One       What  Is  Lead  Nurturing? on  the  Web  doing  independent  research,   is  premature.   Tippit understand  their  needs  and  react  in   ©  2009  Marketo,  Inc.   03
  • 8. Part  One   What  Is  Lead  Nurturing? be  “pre-­‐wired”  for  success. asymmetry  between  the  upside  and  downside   be  rewarded  for  making  a  good  purchase,   but  a  bad  purchase  can  damage  the  buyer’s   04
  • 9. Part  One       What  Is  Lead  Nurturing? Marketo,  Forrester,    Insights,  and  others. as  a  cost  center. that  nurtured  prospects  buy  more,  require   than  prospects  that  were  not  nurtured. the  ROI  of  Lead  Nurturing  (page  29). ©  2009  Marketo,  Inc.   05
  • 10. 06
  • 11. Part  Two Lead  Nurturing  Basics ©  2009  Marketo,  Inc.   07
  • 12. Part  Two   Lead  Nurturing  Basics     s s 08
  • 13. Part  Two       Lead  Nurturing  Basics How  Marketo  Does  It For  most  marketers,  the  decision  about  which     your  site?   pages  such  as  the  pricing  or  contact       scoring  is  not  the  focus  of  this  guide,  scoring   further  nurturing. in  a  score  somewhere  between   0  points  to  35  points.  From  there,     (BANT)   had  with  the  prospect  and  when? searching  for  “Marketo”  on   ©  2009  Marketo,  Inc.   09
  • 14. Part  Two   Lead  Nurturing  Basics Incoming  Lead  Processing  campaigns  are   further,  many  experts  recommend  adding   to  Permission out  of  your  nurturing  programs.  The  topic   much  debate  among  marketers.  At  the  most     permission.  Just  because     address  doesn’t  mean  you         mean  it’s  permission  either.     you  went.” This  is  where  automated  campaigns  can   permission  marketers  may  disagree,   permission.  When  recipients  respond,  you   at  many  companies.   you  can  either  send  them  a  “second  chance”,   10
  • 15. Part  Two       Lead  Nurturing  Basics How  Marketo  Does  It Pros   in  our  content.   ReturnPath from  any  other  source,  since  we     concern  for  permission   because  prospects         that  they  opted  in   hear  from  you  again your  messages.”   scores Leads  that  do  not  respond  are   Here  are  the  pros  and  cons  for  the   marked  as  suspended  and  are  not   counted  as  part  of  the  database.   to  hear  from  you   rates  and  send   ©  2009  Marketo,  Inc.   11
  • 16. Part  Two   Lead  Nurturing  Basics How  Marketo  Does  It Fine-­‐tuning  your  nurturing  approaches   topics  they  are  most  interested   nurturing  content. 12
  • 17. Part  Two       Lead  Nurturing  Basics s t Timing According  to   to  speak  to  each  of  them  and  address  their   unique  needs.     ©  2009  Marketo,  Inc.   13
  • 18. Part  Two   Lead  Nurturing  Basics a  prospect  goes  through  in  buying  your       Enquiro  suggests   each  prospect. and  backwards  through  the  process  as  they   prospect  goes  through  as  they  purchase  your   14
  • 19. Part  Two       Lead  Nurturing  Basics with  your  content.  Lead  nurturing  is  about   than  generic  content.   with  your  prospects,  and  in  this  case,  the   and  author  of  The   k easy  to  digest company  communicates  with  prospects.   Just  as  the  B2B  buying  process  has  changed,   “  Thought  Leadership  is     to  their  geography cases  means  it  has  to  be  short,  sweet,     in  your  markets  to  generate   and  to  the  point.   and  the  buying  stage.   on  issues  your  customers     and  prospects  care  most  about.       the  process.   make  sure  you  put  your  audience’s  interests   ©  2009  Marketo,  Inc.   15
  • 20. Part  Two   Lead  Nurturing  Basics How  Marketo  Does  It Marketo’s  nurturing  program   a  month  is  not  enough.   nurturing  content  spread  across     across  the  nurturing  programs.   There  are  two  things  to  keep  in  mind  here.   a  whitepaper  from  your  Web  site,   16
  • 21. Part  Two       Lead  Nurturing  Basics way  with  your  prospects  according  to  their   .   1   Loosening   6   Making   the  Decision A B 1   2   3   4 5   6   A B ©  2009  Marketo,  Inc.   17
  • 22. Part  Two   Lead  Nurturing  Basics .   1   Loosening   6   Making   the  Decision IT 1   2   3   4   5   6   A B D 18
  • 23. Part  Two       Lead  Nurturing  Basics for  each  person  and  buying  stage. 1   2   3   4   5   6   A B D ©  2009  Marketo,  Inc.   19
  • 24. 20
  • 25. Part  Three ©  2009  Marketo,  Inc.   21
  • 26. Part  Three   In  Part  One In  Part  Two s s 22
  • 27. Part  Three       Make  the  Most  Out  of   nurturing,  and  they  are  a  great  sandbox   demonstrate  interest  during  a  buying     how  to  buy It’s  easiest  to  think  of  triggers  and  their     you  send   at  the  same  score  with  no     a  “contact  us”  form.  Once  you  determine  the   ©  2009  Marketo,  Inc.   23
  • 28. Part  Three   How  Marketo  Does  It campaigns  in  two  ways.   a  rigid,  mapped-­‐out  process.  When  you’re   First,  when  Prospects  reach   that  indicates  interest  but  then   instead,  use  this  data  to  create  new  segments   In  the  beginning,  it’s  best  to  resist  this   we  trigger  a  series  of  high   on  path  A.  If  they  begin  to  exhibit  stronger   interest,  you  can  jump  them  to  path  B   you  can  send  them  back  to  path  A  or  create   24
  • 29. Part  Three       There  are  three  important  categories   g s does  not  engage. in  the  process,  or  sent  backward,  within   ©  2009  Marketo,  Inc.   25
  • 30. Part  Three   not  contacted  or  a  rep  decides  that  some   and  knows  more  about  their  buying  intent   of  InTouch   to  them…  we  found  that  a  number  had   26
  • 31. Part  Three       How  Marketo  Does  It put  them  back  into  one  of  your  basic   month,  three  months,  six  months,     Don’t  be  afraid  to  incorporate  phone  outreach   to  re-­‐engaging  prospects.     nurturing  paths.   ©  2009  Marketo,  Inc.   27
  • 32. Part  Three   topics  which  are  beyond  the  scope  of  this   28
  • 33. Part  Four ©  2009  Marketo,  Inc.   29
  • 34. Part  Four   In  Part  One Two  and  Three s s   s   s     based  on  industry  metrics. ”  in  which  you   30
  • 35. Part  Four       1     2    Prospect 2     3     * 4    Opportunity     4       ©  2009  Marketo,  Inc.   31
  • 36. Part  Four   Before  Nurturing 1  Number  of  new  prospects  per  month  –   Prospects Prospect-­‐to-­‐Lead Leads   database  at  beginning  on  month  –   New 800 80   prospects  that  month  –  Let’s  use  80. 10,000 40 Database Prospects Prospect-­‐to-­‐Lead Leads New 800 80 (created  <  30  days). 10,000 100 Database 32
  • 37. Part  Four       Before  Nurturing Prospects Prospect-­‐to-­‐Lead Leads enter  the  number  of  prospects  (or  your   New Database for  your  chosen  date  range. Prospects Prospect-­‐to-­‐Lead Leads New Database ©  2009  Marketo,  Inc.   33
  • 38. Part  Four   Before  Nurturing 200   100 company,  and  the  company  didn’t  stay  in   touch  so  they  did  not  remain  top-­‐of-­‐mind   300 200   200 400 34
  • 39. Part  Four       Before  Nurturing A   B subtract  A  –  B  to  get  the  number  of  extra   ©  2009  Marketo,  Inc.   35
  • 40.   your  company’s  brand  and  your  customer’s   s,       campaigns  to  interact  with  your  prospects     for  nurturing   s you  gain  deeper  insight  into  their  buying   s s  to  increase   36
  • 41.   info@marketo.com www.marketo.com g m Marketo’s  uncompromising  on-­‐demand    Insights  Report on  the  Force.com  AppExchange.   Enquiro Forrester  Research and  enterprise  companies  in  nine  countries   In  Touch Return  Path Tony  Jaros,   Tippit y. ©  2009  Marketo,  Inc.   37