04/12/2023 www.marqui.com

Webinar: Lead Nurturing 101

March 30, 2010

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Agenda

• Lead nurturing defined

• Trends for buyer communication

• Is lead nurturing right for your

audience?

• Anatomy of a lead-nurturing

campaign

• The business case for lead nurturing

• Q + A

What is lead nurturing?

“A relationship-building approach utilizing multiple media to provide relevant information tailored to prospects while engaging in an ongoing dialog until qualified prospects are sales-ready.”

-Marketingprofs

(Often used interchangeably with Drip Marketing / Drip Email)

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Evolution of buyer engagement with vendor

Need Recognition and

Awareness

Information Search

Evaluation of Alternatives Purchase

Post-PurchaseEvaluation

1990 2000 2010

Why should you care?

95%

…of your website visitors don’t want to talk to sales, but…

70%of them will eventually buy from you (or your competitors)

Source: @brianjcarroll

How much nurturing is enough?On average, how many touches (from both sales & marketing) does it take to convert a “suspect” to a “prospect”?

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13+

9-12

5-8

1-4

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

12%

12%

44%

33%

Source: Survey of 125 North American technology companies by The Bridge Group

Importance of timing & relevanceWhat do you perceive are the biggest weaknesses in emails about product and service offerings?

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Source: IDG Connect and MarketingSherpa 2010

No linkage to relevant content

Poor Timing

Unclear content or topics

Info not specific to my focus or role

Content not relevant

Offers not compelling

0% 10% 20% 30% 40% 50% 60% 70%

22%

24%

33%

45%

55%

60%

Is lead nurturing right for your audience?• Educational sales process• Complex sale – many factors to weigh• Long sales cycle - not transactional• High value problem solved• They want to hear from experts• The information they seek varies by role, buying stage,

industry

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Elements of Lead Nurturing Campaigns• Lead nurturing campaigns are built out of two key building

blocks – triggers and actions• Trigger – defines when and for whom a particular action

should take place.– E.g. If the lead downloads a case study on the benefits of content

based marketing and has a lead score less than 50

• Action – defines what should happen to the lead– E.g. Email the lead a link to the “Using Content Based Marketing to

Drive SEO” whitepaper

Example Lead Nurturing Campaign

Trigger:Downloads SEO

Whitepaper

Action: Send case study on ROI of SEO

Downloads ROI case study

Action: Send to sales

Skips ROI case study

Send invite to SEO webinar

• SEO consultancy knows from historical sales analysis that prospects that are investigating SEO ROI are ready to buy

• The following simple lead nurturing flow encourages prospects to investigate SEO ROI

• Prospects that review ROI info are sent to sales• Those that don’t are further nurtured

Automated Lead Nurturing Campaigns• Simple multi-step lead nurturing campaign in Marqui

7 Lead Nurturing Tips1. Start simple – before getting into complicated branching

scenarios just implement a few basic multi-step campaigns that send 3 or 4 emails on a time delay

2. Don’t wear out your welcome. Be careful about sending too many messages

3. Just like with regular email campaigns the offer is critical4. Just like with regular segmentation is your friend. Build

tailored lead nurturing campaigns for each of your key sub-segments

5. Test thoroughly and carefully before deploying. Especially critical if you’re using automated tools

Lead Nurturing Tips6. Work out the hand off between sales and marketing

– How does sales add leads to nurturing programs?– How does sales ensure a prospect doesn’t get nurtured?

7. Measure and tweak overtime to improve results

Attract & Engage

Capture

Nurture

Qualified

Won

1000 1000 -

50 50 -

- 25 50% nurtured

5 12 10% - 50%

1 3 20%-25%

The business case for Lead Nurturing

Before After Change

Conclusion• Lead Nurturing is the process of building relationships with

prospects overtime by sending relevant messages and creating meaningful conversations

• Lead nurturing can help you stay in contact with customers who don’t want to talk to sales right away but who will buy eventually

• It takes on average 5 to 8 touches to convert a suspect to a prospect

• Lead nurturing may not be right for your audience, but if it is, a good strategy can help you increase your wins significantly without increasing your lead generation budget

Q + A

Richard Sharp, VP Marketingrichard.sharp@marqui.com@richardmsharp604.484.8543

Ryan Stocker, VP Product Managementryan.stocker@marqui.com604.484.8538

Feedback or questions? Connect directly or @Marqui_CMS