Content2Conversion Conference Case Study: Building a Multi-Touch Lead Nurture Program Christine Elliott, Crowe Horwath LLP April 23, 2013

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Why Lead Nurturing? §  Lead nurturing programs keep prospects

interested and educated until they are ready for sales engagement

§  According to Forrester Research, marketers who switch from focusing simply on demand generation to closed-loop nurturing are twice as productive

§  Conversely, those firms that have not adopted any process for nurturing leads are likely suffering from a lead leakage problem

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Demand Creation – Sirius Decisions Model

AAAA

Closed loop recycling – if deal dies or is postponed or no opportunity identified, recycle back to MQL category

Buyers and influencers

at companies in “sweet

spot”

Lead Scoring / Market Intelligence

Triggers or lead score indicates possible opportunity

Trigger Event Campaigns

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Crowe’s Lead Nurture Journey

Attended Marketing Profs B2B Lead Gen Conf. In Boston

Livingston Fort, FL

Engaged The Kern

Organization and Michael

Brown

It started with a

whisper…

Zzzzzzzz..

A great idea that

won’t work Oops

Enter Eloqua and

(limited) integration with Onyx

We have no

content strategy

Develop and

launch PERF FS nurture

program

Research says….

MLR research

on buyers ‘ shifting

behavior

Phase 2 nurture

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Content Strategy Development Steps

§  Determine target market segmentation §  Identify business drivers – proactive and reactive §  Evaluation of personas / buyer types §  Discussion of buy cycle -- critical stages / motivations §  Conduct competitive content review & audit your content §  Identify content strategies to employ for most impact

THEN, if a lead nurture program is the best solution… §  Map your existing content to buyer types and stages of the buy cycle §  Develop lead nurture program structure §  Take a strategic approach to content ideation §  Put phased project management plan in place §  Execute

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Personas or Buyer Types? – Just Don’t Use Titles!

Innovator §  Wants best practices §  Make organization more

efficient – set up processes differently

Service Seeker §  Worried that customers and/

or employees are complaining

§  Need to know things will run smoothly with Crowe – no hassle

Number Cruncher §  Efficiency ratio not where it

should be – need to improve §  What is ROI? §  Operating under a constraint

– do more with less

§  Paid money for this in the past, did not see savings

§  Taking big gamble, don’t want to stick my neck out – can I trust Crowe?

§  What can go wrong?

Buyer / Influencer Types

Personas

Source: “Influencing the Newly Empowered Customer”, July 2011 Corporate Executive Board Marketing Leadership Roundtable

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Map Buyer Types / Personas to Buy Cycle Determine Issues and

Benefits of Solving issues

(What’s the business problem we need to

solve?)

Define Requirements

(What are the business, technical

and other considerations?)

Evaluate & Recommend (What are the

available solutions and which best fit

our requirements?)

Select

(Which solution will we choose and what are proof

points?)

Justify

(Will it solve our business need?

How will we measure ROI?)

§  What are key motivations for each buyer at each stage? Where do they play most?

§  What questions is buyer asking at each stage? §  Key messages / value propositions at each stage? §  Ideas for most compelling type of content – what has worked?

EARLY STAGE

MID STAGE

MID STAGE

LATE STAGE

LATE STAGE

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Lead Nurture Program

Tracks built from business drivers

Dodd-Frank Mid Stages: Evaluate & Recommend, Select 7.1 DF IM Wait and see not option

7.2 DF IM Challenges p.1

7.3 A Question of Readiness p.2

8.1 Counterparty Relationships p.1

8.2 Transactional data p.1

8.3 Timing, Uncertainty and urgency

Late Stages: Approve, Implement DF: Infographic

DF: Q&A

DF: Interactive Executive Brief

DF: Executive Brief:

DF: Executive Brief:

DF Checklist

AML Mid Stages: Evaluate & Recommend, Select 2.1 Trends in AML Compliance

p.3-4

2.2 AML Models - The Regulators' View p. 5

2.4 Four Step Process p. 9 2 versions - pdf and podcast

2.6 3 Differientiators for Crowe p. 11

2.7 Case Study p. 11

2.3 5 Data Issues AML Compliance Must Address p.6

Late Stages: Approve, Implement AML: Q&A

AML: Infographic

AML: Case Study

AML: Interactive Executive Brief

AML: Executive Brief

AML: Checklist

New System Selection Mid Stages: Evaluate & Recommend, Select 1.1 IM Challenges p.4

1.2 Pain points (formerly 8 things that keep you up at night) p .5

1.3 Methodology & Approach p.7-9 2 versions - pdf and podcast/video

1.4 5 Things that differentiate Crowe p. 10

9.3 5 step methodology for system selection p. 4-5

TBD

Late Stages: Approve, Implement

9.4 Crowe's streamlined RFP process delivers better results p

6-7 New System: Case Study

9.5 Why Crowe? P. 7

New Systems: Infographic

New Systems: Checklist

New Systems: Executive Brief:

Process Improvement Mid Stages: Evaluate & Recommend, Select 1.1 IM Challenges p.4

4.3 Crowe's 4 step process for streamlining loan processes p.3 1.17 Process improvement

timeline p.9

PI: Q&A

Differentiate Crowe

TBD

Late Stages: Approve, Implement PI: Checklist PI: Case Study (1.16 Process

improvement case study p.9???) PI: Executive Briefing

PI: Infographic PI: Interactive Executive Briefing TBD

Gray box content is pulled from existing Crowe content identified in content audit

Orange box content is pulled from existing Crowe content but is modified based on track

Yellow box content is new content based on (mostly) later stages of buy cycle

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Lead Nurture Invitation Strategy

§  Offer different “topic/track” messages by target audience to generate engagement

§  Incorporates A/B testing of subject lines §  Clicking on content puts them in a track – they will get new content every 3

weeks

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In-Track Program Structure

§  Once “in track”, they will receive an ecomm every three weeks §  There are always options that allow them to change to another track

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Dodd-Frank E-comms & Landing Pages

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Dodd-Frank Content

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Sales Reporting

§  Explicit criteria: contact information, sales rep, client/prospect, asset size, geo. §  Implicit criteria (digital body language): specific details on content assets

downloaded, answers to progressive profiling and survey questions, website activity

§  Initially set two triggers – download three pieces of content, or download one piece of late-stage content

TRIGGER LIST?

NURTURE TRACK PERF Nurture LP History

OUTSIDE ASSISTANCE

B A R R I E R S TO L E V E R A G I N G DATA

B A R R I E R S T O L E V E R A G I N G TECHNOLOGY

UNREALIZED PERF. IMPROVEMENT BENEFITS

CEO PRIORITIES

Yes Process Imp.

PI-L4 Process Improvement Challenges - 15 Questions That Worry Managers Most PI-L42 Mapping Risk Controls PI-L44 Taking a Three-Phase Approach to Improving the Lending Process PI-L44 Taking a Three-Phase Approach to Improving the Lending Process PI-L45 Case Study Portfolio - Process Improvement PI-L45 Case Study Portfolio - Process Improvement

Systems / technology projects Customer analytics and/or other data visualization initiatives Master data management Operational /performance benchmarking

Difficult to determine current state of data effectiveness

Competing business and project funding priorities between technology and business leaders

Efficiency gains in business processes that lead to lower costs

Asset quality :: Expense reduction :: Mobile technologies

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Program Results

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Top 10 Lead Nurture Considerations

1.  Start the discussion at the strategy level 2.  Target segmentation – focus versus reach 3.  Objectively assess your internal capabilities 4.  Research your competitors’ content – and audit your own 5.  Focus your “tracks” around issues, not your own services 6.  Take a phased approach to execution 7.  Don’t underestimate the power of e-comms and landing pages 8.  Guess and test, guess and test, guess and test 9.  Stand your ground when it comes to sales follow-up 10. Remember…it’s a journey. Christine Elliott Christine.elliott@crowehorwath.com @IM_Christine44