WHAT IS

NURTURING?LEAD

2

• Most leads are wasted if they’re not a short term opportunity – 75% are lost, ignored or discarded.

• But most leads you generate are not short term opportunities.

• This means you are wasting money generating leads that you don’t follow-up.

• Lead Nurturing is the automation of lead follow-up.

• Doing it right means you can convert an extra 20% or more of the leads you generate.

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1. Automate the capture of leads.

Key Points

4. Define a follow-up workflow for each lead type.

5. Automate these ‘nurture workflows’.

3. Identify the kind of content each type is interested in.

2. Categorize your sales leads into different types.

6. When leads respond trigger appropriate steps.

Marketing Automation includes Lead Nurturing

Generate Web

Traffic

Capture Leads

“Nurture” those Leads

Handover Sales-Ready leads

“Closed Loop”

Reporting

Marketing Automation includes Lead Nurturing

“Nurture” those Leads

“Nurture” those Leads

6

DAY 1 DAY 2 DAY 14 DAY 28 DAY 42 DAY 49 DAY 56

Thank youemail

Case study email

First phonecall

White paper email

2nd case study

Webinar invite

Second call

• Companies spend a lot of time trying to generate new and better sales leads.• But they often discard, lose or ignore leads that are not short term

opportunities.• Lead nurturing aims to address that problem.• It is the automated process of communicating with new and existing leads.• It involves regular communications – usually via email – to keep your

company ‘front of mind’ with leads and identify qualified prospects who are ready to engage with sales.

What Is Lead Nurturing?

7

Marketing Automation

There’s a clear business case

• There’s a clear return on investment for Lead Nurturing.

• A CMO Council Survey estimated that 80% of leads are either lost, ignored or discarded.

• Calculate the proportion of your marketing budget you spend on lead generation – typical costs per lead are $100 or more.

• How much are 80% of your leads worth?

• MarketingSherpa also estimated that around 75% of leads generated by most companies are not followed up if they’re not a short-term opportunity (i.e. going to close in this quarter). With the average B2B lead costing $100+ to generate, that can quickly add up to a lot of money.

• Gartner has estimated that automating marketing processes can increase revenue by 20% and reduce marketing costs by 25%.

• So, if you want to increase lead conversion you have to manage your leads more efficiently.

• That means you should implement lead nurturing.

Why Should You Implement Lead Nurturing?

8

Marketing Automation

1. Ensure we respond to all leads (i.e. that none of them go un-contacted).

2. Make sure this response happens faster than at present (e.g. minutes or hours rather than days).

3. Ensure we respond to all leads consistently.

4. Ensure this response is based on information we have about the lead, rather than based on a given sales person's current location, their workload or their access to the CRM system or other circumstantial drivers.

5. Ensure that our longer-term response (lead nurturing) is effective at driving engagement with leads – that our actions increase engagement, not decrease it.

6. Record sufficient information about how we manage leads so that we can analyze our activities and draw accurate conclusions about how to improve our approach.

The Goals of Lead Nurturing

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How Do You Get Started?

10

• Ensure you are capturing leads from your website and blog.• For example, when a web visitor registers on a ‘landing page’ to download a

white paper.• Their details should be automatically stored on a database.• Marketing Automation systems (such as Motarme) take care of this for you.

How Do You Get Started?

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• Some leads are more likely to become qualified than others.• For example, you may find that leads from particular industries or countries

are more likely to convert to customers.• A lead score is a numerical value you use to represent how ‘hot’ you think

the lead is, based on information you can gather about that lead (explicit) and based on the lead’s behavior during nurturing (implicit).

• Set some simple rules to score leads when you first capture them (explicit scoring), and then as you learn more about them (implicit scoring).

10 Low quality lead

20 Not in profile

30 In Profile

50 Sales Ready

Score Definition

How Do You Get Started?

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SalesRole: Sales managerOrganization: SMEGeography: N.AmericaGoals: have easy access to prospect information 24/7; get better quality leads; better pipeline.

MarketingRole: Marketing manager

Organization: multi-nationalGeography: East AsiaGoals: manage multiple channels; drive awareness of the company; produce more and better quality leads.

ITRole: IT managerOrganization: SMEGeography: EuropeGoals: reliability and availability; simplified architecture; security; cloud-based infrastructure.

• Categorize the leads you are targeting as different “Personas”.• For example, categorize by role - IT Managers, Sales Directors, CFOs.• And / or by industry e.g. Financial, Medical…• Or other characteristics such as their location, company etc.• The output is a set of Personas – summary descriptions of a category of leads.

How Do You Get Started?

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Awareness Interest Evaluation Decision

• Your leads will be interested in different kinds of content depending on their role, industry and their stage in investigating a product or service.

• Typically prospective customers move from “awareness” through to “decision”.

• As they learn more they require different types of content.• Use a ‘Content Table’ to map out the kinds of content you think will appeal to

the Personas you are trying to target as they move through the process.• Content can include white papers, webinars, case studies and short emails.

How Do You Get Started?

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How Do You Get Started?

• A Nurture Track is simply a sequence of emails sent out on a pre-defined schedule.

• Map out which emails you want to send to each of your personas, and specify the delay between mails.

Email – “Thank you for registering”

White paper

Blog post

Case Study

‘How To’ Guide

Report

End

Day 1

Day 1

Start

Day 8

Day 22

Day 38

Day 45

1

2

3

4

5

6

15

How Do You Get Started?

• Setup this automated Nurture track on your Marketing Automation system.• This is how it looks in Motarme’s system:

• Now as people register on your website the system automatically scores them and allocates them to a nurture track, and they receive a predefined sequence of emails.

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How Do You Get Started?

• You should monitor how your leads respond to your nurture emails and react appropriately.

• The monitoring can be automated.• For example, if they open emails, attend webinars and download more

content you can automatically increase their lead score.• The goal is to move them to a threshold score where you consider them to be

“sales ready” i.e. they fit your profile and have shown serious engagement.

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How Do You Get Started?

• As you monitor your nurture tracks you will see patterns where particular emails or sequences are more effective than others in moving leads along the purchase path.

• Define metrics that you want to measure and compare across tracks – e.g. number of leads entering track, average lead score increase, number of unsubscribes, number of leads passed to sales, value of opportunity.

• Identify individual emails or content items that draw high responses.• Eliminate emails or sequences that generate higher unsubscribe rates.

DAY 1 DAY 2 DAY 14 DAY 21 DAY 28 DAY 35 DAY 42

Thank youemail

Case study email

First call

White paper email

2nd case study

Webinar invite

Second call

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Worksheets

Example Lead Score Definition

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Initial inquiry

Marketing qualified lead

Sales qualified lead

Sales prospect

Sales outcome

Lead details are valid but insufficient information

Lead details are valid but insufficient information

10

30

40

Handover to Sales

Verified contact details, company and/or LinkedIn,

Google+, Twitter or Facebook

Verified contact details, company and/or LinkedIn,

Google+, Twitter or Facebook

Marketing Qualified plus positive response with

nurture track

Marketing Qualified plus positive response with

nurture track

05

Invalid leadsInvalid leads

50

Sales ReadySales Ready

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Nurture Track Track NamePersona 1 Track 1 Awareness

Persona 1 Track 2 Evaluation

Persona 1 Track 3 Selection

Persona 2 Track 1 Technical Assessment

Persona 2Track 2 Technical Evaluation

Persona 2 Track 3 Implementation

Example Nurture Track Definition

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Initial “Thank You” email

White paper – “Title”

Blog – “Blog post”

Report – “Report name”

<Call>

Blog – “Blog post”.

Report “Report name”

Blog – “Blog post”

End

Start

Day__

<Call>

Blog – “Blog post”

1

10

2

3

4

5

6

7

8

9

Nurture Track 1 Email 1 – White paper name ________

Email Names

Nurture Track 1 Email 2 – Blog post _______________

Nurture Track 1 Email 3 – Report__________________

Nurture Track 1 Email 4 – Blog post ______________

Nurture Track 1 Email 5 – Report _________________

Nurture Track 1 Email 6 – Blog post ________________

Nurture Track 1 Email 7 – Blog post ________________

Day__

Day__

Day__

Day__

Day__

Day__

Day__

Day__

Day__

Example Nurture Track Definition

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About Motarme

Motarme is an easy-to-use Marketing Automation system. Motarme is specifically designed to help business-to-business (B2B) companies in the technology, engineering and industrial sectors generate sales leads online. The system automates lead capture, lead scoring, landing page creation, email lead nurturing and reporting.

In addition to our web-based Marketing Automation product we provide consulting, web marketing and lead generation services. Our customers include Siemens, Mergon Group, SF Engineering and mid-size and early stage technology companies.

Web: www.Motarme.com.

Clients

“ We have seen for ourselves how a solid strategy has helped to drive traffic to our

site and generate sales leads.”

“ We have seen for ourselves how a solid strategy has helped to drive traffic to our

site and generate sales leads.”Caolan BushellBusiness Development ManagerMergon Group

Caolan BushellBusiness Development ManagerMergon Group

Barry RooneyChief Operations OfficerSiemens ITSS

Barry RooneyChief Operations OfficerSiemens ITSS

“The system delivered real, measurable results in a short

timeframe – sales and contacts from our target audience at Tier 1

companies.”

“The system delivered real, measurable results in a short

timeframe – sales and contacts from our target audience at Tier 1

companies.”

Joe LynchGeneral ManagerIMEC Technologies

Joe LynchGeneral ManagerIMEC Technologies

“Generating leads online is now a central part of our sales strategy.”

“Generating leads online is now a central part of our sales strategy.”

About Motarme

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Motarme Marketing Automation

T: +353 1 969 5029M: +353 86 383 8981W: www.motarme.com

Twitter: @motarme