Nurture Marketing:Turning old contacts into new opportunities

Bob LondonMay 17, 2010

Conference Name

4 sips per person = 35 minutes of alertness each!

3

Preview

• What is Nurture Marketing?

• What does it require?

• What are some examples?

• What is the role of social

media?

Bob London’s Background

www.londonink.comwww.londonink.com 4

•London, Ink: Virtual VP of Marketing for growth, innovative companies: strategy, positioning, messaging, planning

•Full service marketing execution: program development & management of awareness & lead generation; creative services

•Alternative to full-time executive hire, traditional agencies, consulting firms.

•London, Ink: Virtual VP of Marketing for growth, innovative companies: strategy, positioning, messaging, planning

•Full service marketing execution: program development & management of awareness & lead generation; creative services

•Alternative to full-time executive hire, traditional agencies, consulting firms.

Emerging & Established

Organizations

Emerging & Established

Organizations

Practitioner & Noted Expert

www.londonink.com

The Mount Rushmore of Promotion

Advertising Direct Mail

Door-to-Door

Coupons

1980

www.londonink.com

The Mount Rushmore of Promotion

SEO

PPC

Nurture Social*

2010

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What is Nurture Marketing?

A process over time that moves your suspects/ prospects/customers along the cycle of:

Awareness > Education > Differentiation > Purchase

Using both direct and indirect pitches Push vs. “community”

Showcase Force Multiplier Lead Machine

Benefits:

10

Why doesn’t everyone do this?

“I don’t know what Nurture Marketing is.”

“I don’t know what it can do.”

“Sounds complicated.”

“We don’t have enough content.”

“We don’t have a marketing database.”

“We don’t have any resources for this.”

“We already tried Constant Contact and it

didn’t work.

Key Success Factors• We don’t just need a lead gen campaign, we

need a continuous process– Studies show that 40 - 80% of leads expire in the first 6

months due to a lack of proper nurturing and development. 

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• Develop a franchise/theme and keep it simple– A focused message repeated over time will build more

equity than a stream of different messages.– Get into the suspect’s shoes; What is their “elevator

rant”--the issues they talk about when vendors aren’t around?

– Whenever possible segment target by key attributes such as industry or size of organization.

• To drive ROI: invest, test, repeat– This is a learning process; continuous improvement will

be achieved based on past results.– Tests musts be structured to be “readable” and

actionable.

Sample Nurture ProcessA

pprox. 8 - 12 W

eeks

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1.* Email: Social Media’s Impact on Your Code

of Conduct ( Offer: Social Media

Checklist)

1.* Email: Social Media’s Impact on Your Code

of Conduct (Offer: Social Media

Checklist)

2. Webinar: Social

Media’s Impact on Your Code of

Conduct (Offer: Drawing)

2.Webinar: Social

Media’s Impact on Your Code of

Conduct (Offer: Drawing)

3. :Voicemail Message

Touching Base

3.Voicemail Message:

Touching Base

5 .* Email: GCC

( Offer: 1 Year of Compliance

Communicator)

5 .* Email: GCC

(Offer: 1 Year of Compliance

Communicator)

6. Follow-Up Call (2x)

6. Follow-Up Call (2x)

4 . Email: Live Chat with

CCO (Offer: Drawing)

4 .Email: Live Chat with

CCO (Offer: Drawing)

13

What does Nurture Marketing require?

1. A Strategy and Plan

2. A Target (medium)

3. Some Tools (easy)

4. Decent Content (hard)

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Goals + Strategy + Plan

• Plan on no fewer than 6 months of activity to measure net revenue gain

• Generate inquiries that lead to “discovery” meetings that lead to proposals

• Measure acquisition and retention/upsell revenue

• Inventory your marketing assets– Content– Tools– Resources*

• Develop a forecast

* Yes, this is do-able in your spare time or with the help of an intern.

Sample Forecast

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DATE >> 26-MayCAMPAIGN >> 2a **

PRIMARY CONTENT >> Total

OFFER >>

EPOrganizations 656 528 472 422 385 356 329 Minus clients, dupes -10% 590 0% 528 0% 472 422 385 356 329 Minus Opt-outs -10% 531 -10% 476 -10% 425 -8% 388 -7% 358 -7% 332 306 Responses 1% 6 3% 14 3% 13 1% 4 2% 7 1% 3 - 47 Non-responses 525 461 412 384 351 328 306 Warm leads 0.5% 3.0 0.75% 3.5 0.75% 3.1 0.75% 2.9 0.5% 1.8 0.75% 2.5 2.0% 6.1 23 Net carry over to next mailing 528 472 422 385 356 329 300

Jigsaw (CCOs, "Ethics," etc.)Organizations 1,800 1,450 1,298 1,161 1,060 980 904 Minus clients, dupes -10% 1,620 1,450 1,298 1,161 1,060 980 904 Minus Opt-outs -10% 1,458 -10% 1,305 -10% 1,168 -8% 1,068 -7% 986 -7% 912 904 Responses 1% 16 2% 29 2% 26 1% 12 2% 21 1% 10 1.5% 14 127 Non-responses 1,442 1,276 1,142 1,057 964 902 891 Warm leads 0.5% 8.1 0.5% 7.2 0.5% 6.5 0.75% 8.7 0.5% 5.3 0.75% 7.4 1.0% 9.0 52 Net carry over to next mailing 1,450 1,298 1,161 1,060 980 904 895

Sales Team Lists ***Organizations 180 161 144 129 118 109 100 Minus clients, dupes 180 161 144 129 118 109 100 Minus Opt-outs -10% 162 -10% 145 -10% 130 -8% 119 -7% 110 -7% 101 100 Responses 2% 4 2% 3 2% 3 2% 3 3% 4 2% 2 3.0% 3 21 Non-responses 158 142 127 116 106 99 97 Warm leads 0.5% 0.9 0.5% 0.8 0.5% 0.7 0.75% 1.0 0.5% 0.6 0.75% 0.8 1.0% 1.0 6 Net carry over to next mailing 161 144 129 118 109 100 99

18-May

Social Media Webinar

Social Media1

DATE >> 26-MayCAMPAIGN >> 2a **

PRIMARY CONTENT >> Voicemail: "Just

Touching Base"

Total

OFFER >> Reminder about Social Media

Webinar

EPOrganizations 656 528 472 422 385 356 329 Minus clients, dupes -10% 590 0% 528 0% 472 422 385 356 329 Minus Opt-outs -10% 531 -10% 476 -10% 425 -8% 388 -7% 358 -7% 332 306 Responses 1% 6 3% 14 3% 13 1% 4 2% 7 1% 3 - 47 Non-responses 525 461 412 384 351 328 306 Warm leads 0.5% 3.0 0.75% 3.5 0.75% 3.1 0.75% 2.9 0.5% 1.8 0.75% 2.5 2.0% 6.1 23 Net carry over to next mailing 528 472 422 385 356 329 300

Jigsaw (CCOs, "Ethics," etc.)Organizations 1,800 1,450 1,298 1,161 1,060 980 904 Minus clients, dupes -10% 1,620 1,450 1,298 1,161 1,060 980 904 Minus Opt-outs -10% 1,458 -10% 1,305 -10% 1,168 -8% 1,068 -7% 986 -7% 912 904 Responses 1% 16 2% 29 2% 26 1% 12 2% 21 1% 10 1.5% 14 127 Non-responses 1,442 1,276 1,142 1,057 964 902 891 Warm leads 0.5% 8.1 0.5% 7.2 0.5% 6.5 0.75% 8.7 0.5% 5.3 0.75% 7.4 1.0% 9.0 52 Net carry over to next mailing 1,450 1,298 1,161 1,060 980 904 895

Sales Team Lists ***Organizations 180 161 144 129 118 109 100 Minus clients, dupes 180 161 144 129 118 109 100 Minus Opt-outs -10% 162 -10% 145 -10% 130 -8% 119 -7% 110 -7% 101 100 Responses 2% 4 2% 3 2% 3 2% 3 3% 4 2% 2 3.0% 3 21 Non-responses 158 142 127 116 106 99 97 Warm leads 0.5% 0.9 0.5% 0.8 0.5% 0.7 0.75% 1.0 0.5% 0.6 0.75% 0.8 1.0% 1.0 6 Net carry over to next mailing 161 144 129 118 109 100 99

2Post-Webinar

Email

Reminder to download Social Media Checklist

4-Jun

Downloadable Social Media

Checklist (Webinar reminder)

Free webinar on 6/24 with Ed Petry on SG amendments

Complimentary 90 Day Subscription to

Compliance Communicator

(Chat reminder)

GCC Limited time pricing offer

Social Media Invitation to Webinar on

USFSG Updates

Free Compliance Communicator

Subscription

GCC Promo2 3 ^ 4 ^ 5 5a

GCC Limited time pricing offer

GCC Promo Follow Up Call

25-May 8-Jun 15-Jun 13-Jul 14-Jul

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Where do suspects come from?

Hi…what’s your value prop?

17

Sample Prospect Management Flow

Activity Target

Suspects

Leads(0.5% – 1% of Suspects)

Qualified Leads(2 - 5% of Leads)

Unq

ualifi

ed, n

ot a

pro

spec

t

Clients (5 – 15% of Pipeline

Accounts)

Prospects(5 - 10% of

Qualified Leads)

• Purchased lists• SEO/Site registrations• Event sponsorships• Direct marketing (mail, online)• Referrals• Cold calls

Qualification call and/or email

• E-newsletter• White paper offers• Webinar/seminar invitations• Calls

• Sales presentation• Collateral• Proposal

Lead

Gen

(filli

ng th

e pr

ospe

ct d

atab

ase)

Nur

ture

Sale

s Pr

oces

s

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We got a $uspect! Now what?

We spend between $50 and $400 to generate one new contact. • Then we promptly

do nothing.

We spend between $500 - $2,500 to acquire one new customer.• Then we assume

they’ll stay forever.

Web inquiries

Events

Marketing campaigns

Meetings

Proposals

Follow up #1

Follow up # 53

It adds up to more than you think.

19

But too often we end up with…

20

Targeting

Business cards Web site opt-ins LinkedIn contacts DIGITIZE, SCRUB & DE-

DUPE* Augment/amplify with

social networks Facebook friends Twitter followers

* Why God invented interns.

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Example: “Drum Beat” campaign

22

Content

• Develop and leverage smart, compelling content that:

o Is useful and/or engaging (even entertaining!) to your audience

o Showcases your depth of knowledge related to your value proposition

o Builds a relationship/conversation over time

o Does not focus on a hard-sell approach

• Focus on one main message at a time

• Utilize a combination of hooks to engage audience and generate response, including:

o Value-Added Content (white paper, tips)

o Industry Insight (trends, useful news)

o Problem-Solving (case studies)

Inform and Engage )or Entertain!(. Don’t Pitch

How can you formulate an effective message if you don’t know your customers’ real pain points?

Do you know your customers’ “Elevator Rant?”

www.londonink.com

Timing is everything…make it work for you.– Time nurture mailings with events you are

attending )or sponsoring(– Targeted company email blasts– Campaigns to target potential partner

companies )before meetings(

Create ubiquity through timing

25

Essential tools

Function Alternative Tools Includes

Email marketing

• Constant Contact• MailChimp• Emma

Email templates List management )opt-out( Development of landing

pages/ Integration with web forms

)opt-in( Reporting )open rate, click

through’s, etc.(

Customer relationship management )CRM(

• Salesforce.com• Highrise• Zoho

Account/contact records Integration with other tools

)Email, web forms( Reporting )pipeline metrics,

revenue(

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Measurement & Improvement

Type Metrics Measures

Email metrics • Open rate• Click-through rate• Offer “take” rate• Unsubscribe rate• Opt-in rate• Complaints

• Strength of your relationship• Impact of your subject line• Value of content• Value of offer

Sales/business metrics

• Meetings• Proposals• Pipeline value• Gross revenue• Net revenue• ROI

• Sales effectiveness• Strength of leads• Campaign profitability

27

Example: London, Ink

• Sales piece disguised as newsletter

28

Ooops…“TMI”

29

Example: Bobservations

• An experiment. Will keep you posted

30

Example: Staffing Firm

31

Example: Mix & Match

32

Example: Big TicketCampaign 2: Free, Downloadable Social Media Checklist

1

Test Subject Lines: (a) Do you know the risks of

social media in your workplace?;

(b) (b) Free Checklist: Risks of Social Media in the Workplace

From: Global Compliance )info@globalcompliance.com( Sent: May XX, 2010To: David TrachtenbergSubject: What You Need to Know About the Latest Sentencing Guideline Amendments: Chat with a Former Commission Advisor

Download the Free Social Media Policy Checklist

DOWNLOAD A FREE SOCIAL MEDIA POLICY CHECKLIST

Use of social media, such as Facebook, Twitter, myspace, LinkedIn, has exploded, with millions of employees logging on at home and during work. If you’re like most employers, you are understandably concerned about how the use of social media can affect productivity, confidentiality of intellectual property and your organization’s reputation. Global Compliance’s free Social Media Policy Checklist will provide you with a high-level understanding and assessment of the major challenges in this fast-changing and high-risk area.

Do you know your organization’s risk related to employees’ use of social media?

DID YOU KNOW: More than 75% of employees are already using social networking sites for business purposes.

Do you know the risks of social media in your workplace?

And don’t forget to register for our Social Media webinar on June 3rd. Click Here

Who is Global Compliance? The leading global provider of comprehensive, integrated ethics and compliance solutions, from employee hotline services to ethics and compliance and employment law training to risk assessments and benchmarking of your ethics and compliance program. We provide ethics and compliance solutions to more than 4,000 clients in over 200 countries and territories, including 50% of the Fortune 100 and 25% of the Global 500.

DRAFT ONLY

7

From: Global Compliance )info@globalcompliance.com( Sent: May XX, 2010To: David TrachtenbergSubject: What You Need to Know About the Latest Sentencing Guideline Amendments: Chat with a Former Commission Advisor

Do you know the implications of the new Sentencing Guideline Amendments?

YOU ARE INVITED TO A FREE WEBINAR ON: THE NEW SENTENCING GUIDELINE AMENDMENTS

Chat with the Expert:Ed Petry, PhD., joined Global Compliance in 2004 after almost ten years as Executive Director of the Ethics and Compliance Officer Association. Ed also served on the Ethics Committee for the US Olympic Committee and on the Advisory Panel to the U.S. Sentencing Commission which was responsible for the 2004 revisions to the Sentencing Guidelines.

WHAT: This is an exclusive opportunity to attend a live webinar with Ed Petry of Global Compliance’s Ethical Leadership Group—and former Advisory Panel member for the USFSG amendments—to discuss details and global implications of the recent Sentencing Guideline Amendments –via a free live, interactive chat.

WHO: Board Members, Ethics and Compliance Officers, General Counsels, Ethics Directors, Compliance Managers and Corporate Secretaries should all attend.

WHY: All organizations must understand the Federal Sentencing Guidelines and how to comply with them. The latest amendments raise complex questions, including:

• What organizations must do to receive credit for their Ethics and Compliance Programs if a high level person is involved in wrongdoing;

• Clarification of the interaction the person with operational responsibilities for the Program should have with the Board;

• What organizations must do in response to misconduct; and• Implications of acceptance by the Organization of Economic Cooperation and

Development--representing 38 countries—of U.S. Sentencing Guidelines’ E&C management system model.

WHEN: Tuesday, May XX, 2010, 1 pm ET.

WHERE: Via audio conference. You will receive the dial-in information after you register.

COST: Complimentary

Register Now

What will the free live chat cover?(continued on next slide)

Who is Global Compliance? The leading global provider of comprehensive, integrated ethics and compliance solutions, from employee hotline services to

From: Global Compliance )info@globalcompliance.com( Sent: May XX, 2010To: David TrachtenbergSubject: What You Need to Know About the Latest Sentencing Guideline Amendments: Chat with a Former Commission Advisor

How can you avoid the big ethics and compliance squeeze?

Get a Complimentary 90-Day Subscription to “Compliance Communicator”

“We’re a driven organization.”

“We’re an ethical organization.”

WHAT DOES COMPLIANCE COMMIUNCATOR INCLUDE? (continued on next slide)

EDUCATE YOUR ORGANIZATION WITH EXPERT, ENGAGING CONTENT:GET A FREE 90-DAY SUBSCRIPTION TO COMPLIANCE COMMUNICATOR, WITH INSIGHT

& EXAMPLES OF ETHICAL AND COMPLIANCE PRACTICES--EVERY WEEK

As the leading global provider of comprehensive, integrated ethics and compliance solutions, from employee hotline services to harassment training to risk assessments and benchmarking, Global Compliance has unmatched expertise and a unique understanding of the challenges faced by ethics and compliance executives--including educating senior and middle management.

That’ s why we developed the Compliance Communicator newsletter, one of the industry’s most valuable sources of practical insight and news.

We’re pleased to offer you a complimentary 90-day subscription to Compliance Communicator—that’s 13 issues with a retail value of over $345.

From: Global Compliance )info@globalcompliance.com( Sent: May XX, 2010To: David TrachtenbergSubject: What You Need to Know About the Latest Sentencing Guideline Amendments: Chat with a Former Commission Advisor

An employee hotline is a great start—but it’s just the start of a complete ethics & compliance program.

Learn about special, limited time offer for Global Compliance Complete.

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Who is Global Compliance? The leading global provider of comprehensive, integrated ethics and compliance solutions, from employee hotline services to ethics and compliance and employment law training to risk assessments and benchmarking of your ethics and compliance program. We provide ethics and compliance solutions to more than 4,000 clients in over 200 countries and territories, including 50% of the Fortune 100 and 25% of the Global 500.

33

Content should be…

Useful

Promotional

TargetedGeneric

Engaging

Use social media to:• Publish once• Syndicate through all channels: LinkedIn

FB, Twitter, Scribd, Slideshare, Flickr

• Update your status• Gather/Nurture/Track… Repeat!

Create ubiquity through syndication

35

Wrap-up

• What is Nurture Marketing?

• What does it require?

• What are some examples?

• What is the role of social

media?

Thank you!