b2b email marketing + lead nurturing
TRANSCRIPT
Maria
Pergolino,
Marketo
B2B Email Marketing + Lead NurturingWebinar: April 14, 2010
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Agenda
B2B Email Marketing Basics
B2B versus B2C email
Lead Nurturing
Email Marketing and Social Media
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Permission for Email Marketing
Pros Cons
CAN-SPAM
Only
• Minimal effort
• “Legal” in the eyes of government regulations
• Grows your database quickly
• Risks poor deliverability score and bad reputation
• Despite database growth, relationship quality will not improve
Single Opt-in
Approach
• Demonstrates a pro-active concern for permission
• Prospects might remember that they opted in
• Increases deliverability and sender reputation scores
• Still assumes that just because prospects requested information one time, they want to hear from you again
Double Opt-in
Approach
• Demonstrates the most concern for privacy and relevancy
• Subscribers truly want to hear from you
• Increases deliverability rates and send reputation scores
• Adds another layer of complexity and communication with potential subscribers
• Risks losing subscribers in the confirmation process
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Establish Preferences
Let prospects customize nurturing communications
Frequency
Format
Interests
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Segment and Personalize
Segmentation and Personalization creates relevancy
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Design for Deliverability
Code Carefully
Design Simply
Test, Retest & Test Again
Plus, don’t be afraid to get help!
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Advanced Tips
Relevancy isn’t just with text- ensure images help you connect with the recipient
Incorporate A/B testing in your email campaigns—start simple by testing subject lines, headers or marketing assets.
Consider the time of the day as well as the day of the week when executing your email campaigns.
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B2B versus B2C Email Marketing
1. Distance
2. Permission
3. Messaging
4. Recipients
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B2B Marketing Challenges
27%
33%
33%
35%
37%
39%
69%
0% 20% 40% 60% 80%
Competing in lead generation across multiple media
Generating public relations 'buzz'
Marketing to growing number of people in the buying process
Generating a high volume of leads
Creating perceived value in 'cutting edge' product benefits
Marketing to a lengthening sales cycle
Generating high-quality leads
% challenged
Source: MarketingSherpa B2B Marketing Benchmark Survey 2010
Methodology: Fielded April 15-20, 2010, N=1,147
Quality of existing leads improved for hand-off to sales
The right message to the right person at the right time in the sales cycle
Perceived value a result of trust in the brand / sales person
The more people in buying process, the better the nurturing process needs to be
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The Value of Lead Nurturing
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Fewer marketing-generated leads ignored by sales (from 80% to as low as 25%)
150% increase in contact-to-lead conversion rate
2-3x lift in conversion rates on raw leads to qualified opportunities
20% more sales opportunities
225% increase in volume of prospects that convert to sales opportunities
7% points higher win rates on marketing-generated leads
6% points lower rate of “no decisions”
2X increase in bid-win ratio
47% higher average order values
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The Value of Lead Nurturing
Passed to Sales (<1 mo)
Passed to Sales (>1 mo)
Total Passed to Sales
Cost per Sales Lead
WithoutNurturing
25% 8% 33% $195
WithNurturing
25% 25% 50% $130
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Source: Actual Marketo data; assumes $65 per prospect
Marketo ROI ResultsProspect to Sales-Ready Lead Conversion
Results: 50% more sales-ready leads from lead nurturing
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The Value of Lead Nurturing
Average Time To Opportunity
Number of Deals
Not Nurtured 8 days 107
Nurtured 164 days 97
Total 65 days 204
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48% of all deals come from lead nurturing
Marketo ROI ResultsMarketo New Customer Deals, through June 2009
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Are You Missing Out on this
Opportunity?
28%
30%
39%
44%
44%
45%
51%
19%
27%
23%
18%
25%
20%
13%
53%
43%
38%
38%
31%
35%
36%
0% 20% 40% 60% 80% 100%
Have a process for handing leads back to marketing
Closed-loop tracking from source to conclusion
Have a process for nurturing leads not sales-ready
Have system for rating 'qualified' and 'warm' leads
Measure lead generation contribution to revenue
Collaborate with sales to define sales-ready leads
Use CRM system to manage lead process
Yes, doing now No, but high priority Back burner / not planned
Source: MarketingSherpa B2B Marketing Benchmark Survey 2009
Methodology: Fielded April 15-20, 2009, N=1,147
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Incoming Lead Processing
Establish permission for nurturing
Establish preferences
Determine what goes to sales
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Determine What Goes to Sales
Common Strategies
1. Send Everything to Sales
2. Send Everything to Telemarketing
3. Let Sales Cherry-Pick and Nurture Others
4. Define a “Sales-Ready” Lead and Send Only Those
Common Ways to Define “Sales Ready”
Demographic Attributes
BANT (Budget, Authority, Need, Timeframe)
Completeness of Data Profile
Behavioral Attributes
Lead Score
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Determine Buying Stages
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Example: SiriusDecisions Buying CycleEarly StageThought leadership and best practices to build brand and awareness
Middle StageBuyers guides, RFP templates and industry information to help structure research
Late StageCompany-specific information to help evaluate and reaffirm selection
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Buyer Profiles
% Saying Content Customized By Category is More Valuable
By Industry: 82%
By Role: 67% Doers vs. Buyers Job Function
By Company Size: 49%
By Geography: 29%
By Product
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Source: MarketingSherpa
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Content Mapping
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Profiles
Buying Stages
Content
1.Map your existing content
2.Blank cells determine your content roadmap
3.Short content is good!
4.Test and optimize
5.Start small, think big and adapt quickly
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Accelerator Campaigns
Move prospects along the buying cycle faster with relevant “nudges” triggered by specific behaviors
Move prospects between Stay in Touch tracks, or run independently
Start basic, then evolve
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Opportunity19%
Disqualified7%
Recycled: No Contact
53%
Recycled: Not Ready
21%
Lead Recycling
Actual Marketo ResultsOutcome of Sales-Ready Leads
Marketing – Sales Alignment is an imperative
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Social Sharing:
Customized E-mails and Landing Pages
Share emails and landing pages, but no need to be constrained by generic content
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Social Sharing:
A Closer Look
ShareThis or AddThis
Custom links for increased personalizationhttp://twitter.com/home?status=I Bet You Don’t Know Jack About Online
Marketing: PLAY NOW to find out! http://bit.ly/df9MmN
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Direct: +1.650.376-2312Mob: +1.415.710.2008
blog.marketo.comwww.marketo.com
Maria PergolinoDirector of Marketing
[email protected]@inboundmarketer@marketo
Contact Me
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