#C2C16

NewApproachesToLeadNurturing

#C2C16

Moderator:• JustinGray,CEOandFounder, LeadMD

Panelists:• ChristineElliott,ContentStrategy&

OperationsLeader,CroweHorwath

• MichaelBallard,SeniorManagerofDigitalMarketing, Lenovo

About LeadMD§ Digital Marketing

consultancy specializing in making strategy actionable

§ Focused on the Marketo& Salesforce platforms

§ 7 Years and 2600+ engagements

#C2C16

CreateaCultureofTransformation

ChristineElliott,ContentStrategy&OperationsExecutiveCroweHorwath LLP

@Im_Christine44

#C2C16

EmbraceTransformation• RegularlyEvaluateProgramComponents– Structure• FindNewWaystoAssessProgress- ContentAudit

#C2C16

LeadNurture#1– DripbyMarketIssueJANUARY FEBRUARY MARCH APRIL

Performance Improvement EARLY EARLY MID LATE

Dodd-Frank EARLY MID MID LATE

AML EARLY EARLY MID LATE

Vendor Selection & Management EARLY EARLY MID MID

Big Data EARLY EARLY EARLY MID

Credit Portfolio Management EARLY MID MID LATE

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LeadNurture#2– SegmentByAudienceChief Financial

OfficersPretty Big Data Brief

Third-Party Risk AML Data CPM Best

Practices

Chief Risk & Compliance

Officers

Third-Party Risk AML Data CPM Best

Practices

Chief Information Officers

Pretty Big Data Brief AML Data CPM Best

Practices

Chief Operations Officers

Pretty Big Data Brief

Third-Party Risk

Lending Officers CPM Best Practices

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LeadNurture#3– MiniCampaigns

Nurture Email #1 Infographic

Nurture Email #2: Checklist

Nurture Email #3: Q&A

Nurture Email #4: Case Study

Phone Call (VM) -- Refer to Q&A email

just sent

Phone Call: Offer call with

thought leader to discuss

examples of how we have helped

others

Day1

Day4

Day16

Day9

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LeadNurture#4

CreateStorylinethatBuilds

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Enterprise ContentAudit

18%

23%

59%

E V E R G R E E N S C O R E B R E A K D O W N

A - Good

B - Average

C - Attention

62%34%

2%2%

Qu a l i t y A s s e s sm e n t : A g e V u l n e r a b i l i t y

OKforUse(175)Flag- Age(96)Flag- Quality(4)

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Enterprise ContentAudit

0%5%

10%15%20%25%30%35%

A S S E T D I S T. B Y J O B R O L E

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ElementsofaTransformativeProgram• Committocontinuousimprovement• Trackanddevelopdeepunderstandingofmetrics• Incorporatetestingasaprimarystrategy• Keepyouraudienceattheforefront• Periodicallyreview,auditanditerate

@Im_Christine44

Leads and Bacon

2015LenovoInternal.Allrightsreserved.

Lenovo B2B

mballard@lenovo.com @mballard5574

152015LenovoInternal.Allrightsreserved.

16

17

No Awareness, No Opportunity

Content Types• Entertaining Video• Pre-Roll Video• Educational• Illustrated Stories• Infographics

Featured Tactics• Generic Display Ads• Generic Promoted Social• Lead Scoring• Video Platform

GetTheirAttention

KeepThemEngaged GetContactInfo IDOpportunity SalesSupport

Cross-SellUp-Sell

KeepEngaged

MQL

@mballard5574

18

Awareness, But No Opportunity

Content Types• Educational Pain Points• Case Study Videos• Interactive White Papers• Calculators and Assessments

Featured Tactics• Segment Targeting• Retargeted Social Targeting• Retargeted Display Ads• Anonymous Tracking Cookie

GetTheirAttention

KeepThemEngaged GetContactInfo IDOpportunity SalesSupport

Cross-SellUp-Sell

KeepEngaged

MQL

@mballard5574

19

Known, Possible Opportunity

Content Types• 3rd Party White Papers• Product Tour Videos• Product Reviews• Discount Offers

Featured Tactics• 1:1 nurturing

– Display– Social– Email– Content

• Predictive data modeling• Known tracking cookie• Telemarketing• Event invitations

GetTheirAttention

KeepThemEngaged GetContactInfo IDOpportunity SalesSupport

Cross-SellUp-Sell

KeepEngaged

MQL

@mballard5574

20

Known, Customer

Content Types• Product Brochures• Product Testing• Why Lenovo• Cross-Sell and Up-Sell• How To Guides• Case Studies

GetTheirAttention

KeepThemEngaged GetContactInfo IDOpportunity SalesSupport

Cross-SellUp-Sell

KeepEngaged

MQL

Featured Tactics• Account Based Marketing• 1:1 vertical email • Product specific content• Sales enablement• Field events• Combat kits

@mballard5574

@mballard5574

#C2C16

Q&A

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ThankYou!

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