getting liftoff with lead nurturing
TRANSCRIPT
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Getting Liftoff with Lead Nurturing: How to Create Successful Content-Based Nurturing ProgramsJon Miller, VP Marketing and Co-FounderExecutive Editor of Modern B2B Marketing blog@jonmiller
Page 2© 2013 Marketo, Inc. @jonmiller
INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
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ABUNDANCEINFORMATION
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<25% of All Leads Are Sales-Ready
Source: Marketo actual data
50%
25%
25%
Marketo Data:•% new Targets not Opp ready: 98%•Target to Opp time: 123 days avg.•% Slow Leads: 80%
Source: RainToday
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All N
am
es
Targ
et
&
Recycle
d
En
gag
ed LeadNurturi
ng
Lead Nurturing Plugs the LeakBuilding relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.
Lead
OpportunityS
ale
sLead
MQLSAL
SQL
Relevance!
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The ROI of Lead Nurturing
Fast Leads ( MQL <1 mo)
Slow Leads (MQL >1 mo)
Total Leads (MQL)
Cost / Lead (MQL)
Without Nurturing 20% 6.67% 26.67% $206.00
WithNurturing 20% 20.0% 40.0% $137.50
Source: Actual Marketo data; assumes $55 per prospect 3x!
Marketo ROI Results
Results: 50% more marketing qualified leads from lead nurturing
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Research, funny videos, curated lists, infographics, thought leadership, definitive guides
Map Content to Buying Stage
NO
YES
MOSTLYNO
Thought leadership and entertainment to build brand and awareness
Tools that help buyers find you when they are looking for solutions
Company-specific information to help evaluate and reaffirm selection
Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars
Pricing, demos, services information, 3rd party reviews, customer case studies
Gated?Early Stage
Middle Stage
Late Stage
Content must always be relevant and helpful
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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
Source: MarketingSherpa
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How Marketo Does It
A
B
C
D
1 23
Stages 1. BUYING STAGES• Early (4.1.1 candence)• Mid and Late• Customer
2. BUYING PROFILES• Persona• Personalize by:• Industry• Geographic• Company Size
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Content - Don’t Panic!
A
B
C
D
1 2 3Stages
1. Short content is good! (YouTube)2. Don’t always require a click3. Stay ahead of the drip
Start small, think big and adapt quickly
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Lead Scoring Defined
“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”
Nurture Nurture DisqualifyPass to Sales
Pass to Sales
Fit Interest Buying Stage
@jonmiller
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Behavioral Scoring: Examples
• Early stage content +3• Attend webinar: +5• Visit any webpage / blog : +1• Visit careers pages: -10
Latent Behaviors (Engagement)
• Pricing pages: • +10 regular, +15 detailed
• Watch demos: • +5 overview, +10 detailed
• Mid-stage content +8• Late-stage content +12• Searches for “Marketo” +8
Active Behaviors(Buying Intent)
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Automate processes at scale
@JonMiller
Page 14© 2013 Marketo, Inc. @jonmiller
Additional Resourceswww.marketo.com/resources
The Definitive Guide to Lead Nurturinghttp://marketo.com/DG2LN
The Definitive Guide to Lead Scoringhttp://marketo.com/DG2LS
The Definitive Guide to Marketing Automationhttp://marketo.com/DG2MA
Page 15© 2013 Marketo, Inc. @jonmiller
Marketo, Inc.901 Mariners IslandSuite 200San Mateo, CA 94404
Direct: +1.650.376-2310
blog.marketo.comwww.marketo.com
JON MILLERVP Marketing
[email protected]@jonmiller
Contact Me
© 2013 Marketo, Inc. Marketo Proprietary and Confidential