Page 1Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Buying decision
MARKETING
Need carGather
informationEvaluate options
PurchaseBuying
decision
SALES
Nurturing
Nurturing Leads on Your Website
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Real-Time Personalization
Nurturing Leads & Boosting Conversions on Your Website!
David MyersProduct Manager, Marketo
Mike Telem VP Product Marketing, Marketo
Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Overview
• What is Lead Nurturing?
• The Changing Buying Journey
• Multi-Channel Nurturing
• An Intro to Web Nurturing
• Real Examples
• Allocating your Resources
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What is Lead Nurturing?
Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Lead Nurturing
• Lead nurturing is the process of building effective
relationships with potential customers throughout
the buying cycle.
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
79%of marketing leads never convert to sales. Lack of lead nurturing common cause.
Source: Marketing Sherpa, Marketo Research, Annuitas Group
Lead Nurturing
50%more sales ready leads for companies doing nurturing, at 33% lower cost.
47%of nurtured leads make larger purchasers than non-nurtured.
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Changing Buying Journey
Need carGather
informationEvaluate options
Buying decision
Purchase
MARKETING SALES
Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Changing Buying Journey
Need carGather
informationEvaluate options
Buying decision
Purchase
MARKETING SALES
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Changing Buying Journey
MARKETING
Need carGather
informationEvaluate options
PurchaseBuying
decision
SALES
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Buying decision
MARKETING
Need carGather
informationEvaluate options
PurchaseBuying
decision
SALES
Nurturing
Changing Buying Journey
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What is Multi-Channel Nurturing?
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Multi-Channel Nurturing
Ads
Web
Mobile
Offline
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Sample Buyer Journey
PAID &
WEB &
MOBILE
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Multi-Channel Nurturing
Ads (5 - 10 impressions)
Web (5 - 10 visits)
Email (10 – 15 emails)
Mobile
Offline
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Why Web Nurturing?
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
83%of B2B buyers say company websites are the most popular channel for their online research.
Web Visitors
30,000avg. monthly web visitors for SMB
70%of the buyer journey is completed before making any contact
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Your Web Visitors
Picture this… Every month
Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Your Web Visitors… Are not all the same
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Web Nurturing
2Xconversion rate for 2nd
- 5th time visitors compared to 1st visit
67%find content targeted to their job function valuable
82%of prospects value content targeted to their industry
Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Real-Time Personalization
Web Nurturing
Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Personalization Attributes
Organization
Industry
Revenue
Buyer Journey
Size
Persona
Territory
B2B
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
B2C
Buyer Journey
Geo-Location
Price Sensitivity
Profile
Buying History
Product Intent
Personalization Attributes
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
How to do Web Nurturing?
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
• Buyer’s Journey
Target SegmentsAnonymous1st-2nd visit
Anonymous3rd-5th Visit
Known Lead Score > 75
Finance
State of the Economy
Infographic
Bank of America OR Wells Fargo
Case Study
How Video Conf. can Help You
Live Demo
Advanced Solutions
User Group
HealthCare
Company Intro for Healthcare Specialists
Intro Video
Top HospitalCustomer
Testimonial
How Video Boosts Health Services by 45%
White Paper
Annual ExecutiveHealthcare Summit
Conference
How to do Web Nurturing?
Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
How to do Web Nurturing?
Content Based on
Vertical
Number of visits
Known vs. unknown visitors
Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Behavioral + Vertical > Finance + Early Stage
Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Finance + Early Stage
Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Finance + Mid Stage
Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Finance + Mid Stage
Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Finance + Late Stage
Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Behavioral + Unknown - Number of Visits + Clicks
Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Early Stage
Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Late Stage + Specific Interest
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
How to allocate your resources
to Web Nurturing?
Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Web Nurturing Resource Allocation
WEB
240K Visits
PAID / SOCIAL
500K Impressions
30K Leads
TRADE SHOW
5K Attendees
MARKETING ACTIVITIES
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Takeaways
Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 3/5/2015
Key Takeaways
Nurture your prospects & leads on your web site
• The Web is your main interaction channel and key to
your nurturing programs
• Allocate resources based on potential reach
• Increase engagement rates and nurture leads
throughout the buying journey
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
http://www.marketo.com/definitive-guides/lead-nurturing/
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you
Nurturing Leads & Boosting Conversions on Your Website!
[email protected] / [email protected]
marketo.com/personalization
@marketo
![Lead Nurturing Basics [Infographic]](https://static.documents.pub/doc/80x56/53f9e45c8d7f729c2e8b4e22/lead-nurturing-basics-infographic.jpg)