1. 5 Key Components for Establishing and
Optimizing Lead Nurturing Campaigns
April 12, 2012
1:00 PM ET
Sponsored by:

2. Jen Doyle
Senior Research Manager, MECLABS
Jen.Doyle@MECLABS.com
@JenLDoyle
Kaci Bower
Senior Research Analyst, MECLABS
Kaci.Bower@MECLABS.com
@KaciBower
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3. Join the conversation on Twitter
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4. Research Background
1,745 B2B organizations were surveyed on:
• Top challenges
• Barriers to success
• Best practices
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5. Today, we’re going to discuss
1. Key findings from research from more than
1,745 B2B marketers
2. A case study in which a B2B company increased
sales conversions by 190%
3. Five key components you can use to increase
the ROI of your lead gen efforts through
nurturing
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6. Key Finding: Challenges are still growing
45%
45%
B2B organizations rated the
44%
pertinence of several
44%
challenges including:
Average Indication of Challenges
43%
1. Lead quality
42%
2. Lead volume
3. Conveying value
41%
4. Competing in
multichannel lead
40%
generation
5. Generating PR buzz
39%
39%
Year of Response
38%
2009 2010 2011 Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded June 2011, N=1,745
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7. Key Finding: Challenges are still growing
45%
45%
B2B organizations rated the
44%
pertinence of several
44%
challenges including:
Average Indication of Challenges
43%
42%
YEAR Average indications of
1. Lead quality
2. Lead volume
3. Conveying value
41%
YEAR challenges continue to grow 4. Competing in
multichannel lead
40%
generation
5. Generating PR buzz
39%
39%
Year of Response
38%
2009 2010 2011 Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded June 2011, N=1,745
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8. Key Finding: Tactics Losing Effectiveness
Website design, management 50%
and optimization 31%
Search engine optimization 36%
(SEO) 29%
• External and internal
40%
Email marketing
26% factors influence
Trade shows
25% challenges and perceptions
20%
• Evolved marketplace
43%
Virtual events / webinars
19% due to the economic
2010
Paid search (PPC)
16%
23%
2011 crisis
35%
• Adoption of latest best
Telemarketing
13% practices
31%
Public relations
13%
22%
Direct mail
6%
16%
Social media
6%
10%
Print advertising
6% Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded June 2011, N=1,745
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9. Key Finding: Tactics Losing Effectiveness
Website design, management 50%
and optimization 31%
Search engine optimization 36%
(SEO) 29%
• External and internal
40%
Email marketing
26% factors influence
challenges and perceptions
Dramatic declines on
25%
YEAR
Trade shows
• Evolved marketplace
20%
43%
Virtual events / webinars
due to the economic
perceptions on
19%
2010
23% 2011 crisis
YEAR
Paid search (PPC)
16%
• Adoption of latest best
Telemarketing
13% effectiveness of all tactics
35%
practices
31%
Public relations
13%
22%
Direct mail
6%
16%
Social media
6%
10%
Print advertising Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey
6%
Methodology: Fielded June 2011, N=1,745
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10. CMOs speak out on toughest challenges
“Generating valuable content.
Finding the right system, right
capabilities, at the right cost to
automate lead generation and
nurture programs.”
“We lose many of our leads
throughout the sales funnel.”
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11. So what’s really at the root
of all these challenges?
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12. Adoption of latest best practices is sluggish
68% Have not identified their Sales and Marketing funnel
61% send all leads directly to Sales
Only 27% will be qualified at time of conversion
79% have not established lead scoring
65% have not established lead nurturing
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13. How can I generate more high-
quality leads, and improve lead
generation ROI?
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14. Case Study: Background
 Experiment ID: Jaspersoft
Location: MarketingSherpa Case Study Library
Test Protocol Number: #CS31447
Research Notes:
Background: A B2B software developer generated a large database of
open-source clients, and needed to convert them to paying customers.
Goal: To segment and nurture open source database to move leads
through the funnel.
Primary research question: Which nurturing approach will convert the
most leads?
Approach: Implement a lead nurturing effort with
segmentation, scoring and automation to progress open-source clients
through the funnel to paying customers.
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15. Case Study: Revamping Lead Gen
“My challenge is not to increase the number
of leads, but to get improved conversion
rates throughout the funnel.”
– Nick Halsey
VP Marketing
Jaspersoft
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16. Case Study: Revamping Lead Gen
The goal was to create a powerful combination
of:
• Customer profiling
• Database segmentation
• Automated campaigns
• Outbound promotions
• Lead scoring
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17. Case Study: A seven step approach
Segment databases Create automatic
according to profile drip campaigns for
and activity specific actions Implement lead scoring
1 2 3 4 5 6 7
Merge databases Customize outbound Use dynamic Route leads to
and systems into a communications for registration forms the appropriate
unified platform contacts’ preferences to develop sales person
prospect profiles
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18. Customer-centric messaging
CMS
Marketing Automation
Open Source Four
Centralized & Nurturing Tracks
Web Analytics Segmented
Database 1. Customer
2. Community Member
Email System 3. Corporate North America
4. Corporate Europe
Ecommerce
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19. Qualification and scoring
• Applied demographic
and behavioral scoring
• Collected information
through dynamic
registration forms
• Handed leads off to
Sales once the qualified
lead threshold was met
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20. Triggered nurturing and hand-off
Download of 30-day
trial version of software
Series of five automated emails
Automated sub campaigns
Actions indicating readiness to buy
Hand-off to Sales
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21. Case Study: Results
190% Increase in Sales Conversions
Since implementing the new strategy, the team has achieved
a 190% increase in conversion rate from qualified lead to close.
1 Highest Close Rate: Prospects who asked to be contacted by sales
Second-Highest Close Rate: Prospects who enter the automated
2 drip campaign for the professional evaluation 30-day trial
Third-Highest Close Rate: Prospects who have purchased something
3 from the ecommerce store
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22. How can we approach
the funnel in a new way?
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23. B2B Funnel 1.0
Leads enter the system
Leads go directly to Sales
Sales cherry-picks the best leads
Sales spends significant time “checking in”
with the rest to see if they are ready to buy
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24. B2B Funnel 2.0
Qualified lead criteria established
Leads enter system
Leads Scored
per Criteria
Non-qualified
Qualified leads leads stay in
go to sales marketing
for nurturing
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25. What’s the key differentiator?
Not all leads are immediately
sales-ready, and require further
nurturing
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26. Average Lead Gen ROI by use of Nurturing
Currently using lead nurturing Not using lead nurturing
• Organizations using lead
107%
+35% nurturing experienced a
35% lift
79%
• Nurturing provides the
information leads need
to progress through the
funnel
Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey
Average lead generation ROI Methodology: Fielded June 2011, N=1,745
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27. Funnel optimization demonstrates lifts in ROI
Trial Transition Strategic
148% • Average lead generation
ROI by funnel optimization
+65% maturity
95%
• From trial to strategic
80%
phases, organizations
received a 65% lift in lead
generation ROI
Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey
Average lead generation ROI Methodology: Fielded June 2011, N=1,745
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28. Overall funnel op leads to dramatic lift in ROI
Currently using marketing automation software
Not using marketing automation software
• Average lead generation
155% ROI by use of marketing
automation software
+163%
• Organizations using
automation experienced
59% a 163% lift in lead
generation ROI
Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey
Average lead generation ROI Methodology: Fielded June 2011, N=1,745
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29. Audience Question:
“We are just beginning a drip campaign for lead
nurturing. How do we distinguish a prospect
from a lead and what is the best way to develop
content for both of these audiences?”
-Sara Lambert
SlimGenics
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30. Five Key Components for Nurturing
1. Segmentation
2. Content
5. Optimization
3. Channels
4. Timing
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31. Five Key Components for Nurturing
1. Segmentation
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32. Segmentation
Deliver highly relevant content by segmenting based on
multi-dimensional traits, and developing unique lead
nurturing tracks for segments.
• Buyer personas identify
traits, interests and needs
• Balance buyer personas with
buying cycle stage
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33. Audience QU:
“There are multiple ways to segment B2B buyers
-- by vertical market, by job title, by size of
purchase, by location, and more.
But which segmentation strategy consistently
generates the best results?”
-Michael Thimmesch
Skyline Exhibits
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34. Buyer Persona Traits
Create research-based, detailed profiles that represent actual,
real-life groups of your target audience. Include demographics
and behaviors.
Demographics Behaviors
Job title / responsibilities Key concerns for purchase
Organization size Interests
Primary market Motivations
Industry Expectations
Location Goals
Budget Preferences
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35. Exercise: Which types of content
have you found to be the most
successful for nurturing?
Submit your answers via the chat tool or
tweet us at
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36. Early Buying Cycle Stages
Nurturing Type Buying Cycle Stage Campaign Goal Campaign Examples
Engagement Early Build stronger Thought leadership
Nurturing relationships & content
increase interest
Outreach Nurturing Early to mid Captures new leads, Valuable download
permissions, – whitepaper or
additional data report
Ongoing Nurturing All Consistent SEGMENTED
communications to monthly newsletter
stay top of mind
Conversion Late Support sales Buyers guides, ROI
Nurturing conversion calculators
New Customer End of initial buying Repeat purchases, How to info, getting
Nurturing cycle reputation, referrals started, support
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37. Early to Mid Buying Cycle Stages
Nurturing Type Buying Cycle Stage Campaign Goal Campaign Examples
Engagement Early Build stronger Thought leadership
Nurturing relationships & content
increase interest
Outreach Nurturing Early to mid Captures new leads, Valuable download
permissions, – whitepaper or
additional data report
Ongoing Nurturing All Consistent SEGMENTED
communications to monthly newsletter
stay top of mind
Conversion Late Support sales Buyers guides, ROI
Nurturing conversion calculators
New Customer End of initial buying Repeat purchases, How to info, getting
Nurturing cycle reputation, referrals started, support
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38. Early to Mid Buying Cycle Stages
Nurturing Type Buying Cycle Stage Campaign Goal Campaign Examples
Engagement Early Build stronger Thought leadership
Nurturing relationships & content
increase interest
Outreach Nurturing Early to mid Captures new leads, Valuable download
permissions, – whitepaper or
additional data report
Ongoing Nurturing All Stay top of mind SEGMENTED
monthly newsletter
Conversion Late Support sales Buyers guides, ROI
Nurturing conversion calculators
New Customer End of initial buying Repeat purchases, How to info, getting
Nurturing cycle reputation, referrals started, support
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39. Late Buying Cycle Stages
Nurturing Type Buying Cycle Stage Campaign Goal Campaign Examples
Engagement Early Build stronger Thought leadership
Nurturing relationships & content
increase interest
Outreach Nurturing Early to mid Captures new leads, Valuable download
permissions, – whitepaper or
additional data report
Ongoing Nurturing All Stay top of mind SEGMENTED
monthly newsletter
Conversion Late Support sales Buyers guides, ROI
Nurturing conversion calculators
New Customer End of initial buying Repeat purchases, How to info, getting
Nurturing cycle reputation, referrals started, support
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40. Late Buying Cycle Stages
Nurturing Type Buying Cycle Stage Campaign Goal Campaign Examples
Engagement Early Build stronger Thought leadership
Nurturing relationships & content
increase interest
Outreach Nurturing Early to mid Captures new leads, Valuable download
permissions, – whitepaper or
additional data report
Ongoing Nurturing All Stay top of mind SEGMENTED
monthly newsletter
Conversion Late Support sales Buyers guides, ROI
Nurturing conversion calculators
New Customer End of initial buying Repeat purchases, How to info, getting
Nurturing cycle reputation, referrals started, support
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41. Audience QU:
“Interested in learning whether content gating
(having users fill out a form before downloading
assets like white papers) really works, and
how/why”
-Kerry Skemp
SnapHop
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42. Sample Segmentation Plan
Buying Cycle
New
Engagement Outreach Ongoing Conversion
Customer
Nurturing Nurturing Nurturing Nurturing
Nurturing
Buyer persona 1
Personas
Buyer persona 2
Buyer persona 3
Buyer persona 4
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43. Five Key Components for Nurturing
1. Segmentation
2. Content
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44. Content
Create important, relevant and valuable content that will
nurture your leads through the buying cycle.
Challenge Solution
• Many marketers have a library
• Creating content is expensive
of existing content that has
and time consuming
only reached a small portion
• Marketers constantly have of their targets
a need for more quality
• Audit your library of content
assets, then reformat and
repurpose for lead nurturing
campaigns
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45. Top Tactics in Creating Engaging Content
• Multichannel
Using a multichannel
messaging strategy 46%
Improving thought
leadership
messaging, thought
45%
Segmenting the delivery
leadership and
of content 37% segmentation rated as
Incorporating social
media 36%
top engagement tactics
Testing and optimizing
value proposition 27%
Testing the timing and
• Research audience
delivery of content 26%
preferences for subject
Establishing buyer
personas 21%
matter, format, style,
Sponsoring third-party etc.
content 20%
Allowing audience to
select communication 16%
preferences
Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded June 2011, N=1,745
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46. Sample Segmentation & Content Plan
Buying Cycle
New
Engagement Outreach Ongoing Conversion
Customer
Nurturing Nurturing Nurturing Nurturing
Nurturing
Buyer’s guide 1
Best practice article Whitepaper Newsletter 1 Getting started
Buyer persona 1 series 1 download series 1 Updates
Comparison 1
series 1
ROI Calculator 1
Personas
Buyer’s guide 2
Best practice article Whitepaper Newsletter 2 Getting started
Buyer persona 2 series 2 download series 2 Updates
Comparison 2
series 2
ROI Calculator 2
Buyer’s guide 3
Best practice article Whitepaper Newsletter 3 Getting started
Buyer persona 3 series 3 download series 3 Updates
Comparison 3
series 3
ROI Calculator 3
Buyer’s guide 4
Best practice article Whitepaper Newsletter 4 Getting started
Buyer persona 4 series 4 download series 4 Updates
Comparison 4
series 4
ROI Calculator 4
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47. Five Key Components for Nurturing
1. Segmentation
2. Content
3. Channels
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48. Channels
Lead nurturing often begins with email, but channels
can be expanded for greater results.
• Consider the original lead source - was it email, web form, or
phone call?
• Test new channels for nurturing,
like direct mail, teleprospecting, social
• Ask! Survey your audience on
channel preferences
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49. Five Key Components for Nurturing
1. Segmentation
2. Content
3. Channels
4. Timing
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50. Timing
Deliver relevant content to your audience WHEN they
want and/or need to receive it.
• Timing and frequency of delivery
• Combine scheduled and triggered blasts
• Make an educated guess for launch,
then monitor and test over time
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51. Frequency of Lead Nurturing Touches
Multiple times a day 9% • Majority have a
frequency of a few
Once per day 5%
times a week, once a
A few times a week 20% week and once every
other week
Once a week 18%
Once every other week 17%
• Start with an educated
Once every three
8%
guess, then test
weeks
Once a month 12%
More than once a
11%
month
Source: MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded Aug 2010, N=935
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52. Five Key Components for Nurturing
1. Segmentation
2. Content
5. Optimization
3. Channels
4. Timing
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53. Optimization
Your lead nurturing campaigns will be a moving target
with continual optimization.
All aspects of your lead nurturing
campaign should be tested and
optimized:
• Segmentation
• Content
• Channels
• Timing
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54. Optimization – Questions to Ask
•Are there additional segments that can be added?
Segmentation •Do our existing segments need further detail?
•Is the subject matter resonating and engaging?
Content •Is the content format preferred?
•Is the language / style resonating?
•How are existing channels performing?
Channels •What new channels can we add and test?
• What time of day, week, month do our nurturing campaigns
Timing perform the best?
• What frequency generates the most engagement?
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55. Five Key Components for Nurturing
Summary
1. Segmentation
2. Content
5. Optimization
3. Channels
4. Timing
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56. More Leads. More Revenue. Less Work.
• Deliver more high-quality leads to Sales
• Align Sales and Marketing efforts
• Accelerate predictable revenue
Salesforce AppExchange #28 Most Promising #1 Fastest Growing Private Marketing Solution Forthcoming Book to
Best Marketing Automation Company in America Silicon Valley Company Winner be Published by Wiley
& Best Chatter Solution
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58. Thank you
Jen Doyle
Senior Research Manager, MECLABS
Jen.Doyle@MECLABS.com
@JenLDoyle
Kaci Bower
Senior Research Analyst, MECLABS
Kaci.Bower@MECLABS.com
@KaciBower
58
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