pete jakob gardening

© 2008 IBM Corporation1 [email protected]

An Organic An Organic An Organic An Organic GardenerGardenerGardenerGardener’’’’s s s s Guide Guide Guide Guide totototo

B2B Lead B2B Lead B2B Lead B2B Lead NurturingNurturingNurturingNurturing

Pete JakobResponse and Lead Nurturing Manager

IBM United Kingdom LimitedSeptember 2008

[email protected]

9 tips for a bumper harvest9 tips for a bumper harvest9 tips for a bumper harvest9 tips for a bumper harvest


The marketing landscape is changing…

from monologue

to dialogue

from push-marketing to

pull-marketingsocial networking

user-generated content

from shouting to listening

from marketing as selling to marketing as education

relevant content

right time

be where they are authentic

honest

open

less is more

from demand generation to satisfying customer needs

prospects/targets

to guests/citizens

from demand generation

to response nurturing

data-centric marketing


Leaky Sales Funnel Increases Customer Acquisition Costs

October 2006, Best Practices “Improving B2B Lead Management”


1. Are you growing the right stuff?Unless Sales are hungry for your leads, your programme is doomed

� Management Questions:1. Who is the key sales sponsor?

2. What is their capacity for leads, and what shape?

3. What did they agree to do with the leads you generate?

4. How will you review progress with them?

5. What will you do with leads they don’t progress?

� Impact– Fewer activities

– Greater accountability

– Increase focus on Sales Enablement and Nurturing

Symptom: Great campaign -> lots of “leads” -> can’t get sales to engage


2. What’s growing well, and what’s not?

Responses Database

Client-centric view

of Responses

� Define your policy– What constitutes a response?

– How will responses be loaded?

– How quickly will responses be loaded?

� Points to consider– All response types?

– Third Party data from Events, Hosted web content etc?

– Business partner?

– Opt Out?

– Should you record ALL responses?

� Develop picture of clients across multiple campaigns

– What is the optimum touch cadence?

– What governance rules should apply across different campaigns in market?


3. Follow the Instructions on the PacketRules-based Dialogue

�A systematic approach to campaign contact structure for each response type

�Events

�Web Contact Form

�Outbound Tele

�Inbound Response

�Blueprints are a startpoint for customisation for

specific campaign needs

�Consider non-responders and responders

�Consider “transactional” offers and “dialogue” offers

�Benefits:

�Plug leaks in the marketing funnel (eg non-responders)

�Clarify Roles and Responsibilities within the team

�Clarify when/how to pass to sales

�Underpin alignment to tools


Newsletter

Newsletter

3. (contd.) Plan Your Planting“Dialogue” offers

that permit ongoing contact

Plug leaks in the funnel by re-engaging

with non-responders

Leverage content aligned to buying cycle to advance customer journey

Leverage tools to provide

engagement insight

Nurture via Tele or Tool


4. Right Feed at the Right Time

�Why IBM

�Demo

�Product specifications

�Call me/Inbound call

�Case studies

�Q&As

�FAQs

�Solutions

�Self Assessment

�White papers – IBM & credible

others

�Newsletters

�Interactive tools

�Supplements

�PR

�Webinars

�Industry Events

�IT Press/Online

�Podcasts

CONTENT/ CHANNEL SOLUTIONS

�Clear “why me” from suppliers

�Endorsement from 3rd parties

�Accesibility to the right people who

can take issue to technical solution

�Proof of capability

�Objective support, no sales pitch

�Case studies

�Explanation of different solutions

�Ability to ask questions

�Objective, up-to-date information

�Information at the right level

�Tools to help them understand what

the right level is (eg vs maturity or

vertical)

�Guide/pointers to other information

WHAT THEY WANT

SUPPLIER SELECTIONSCOPE

REQUIREMENTS

ISSUE RECOGNITIONJOURNEY STAGES

Learn Scope Select


5. Are the Nutrients being Absorbed?Activity Based Scoring

� Can be Manual or Automated

– Automation allows for automatic

routing of contact details once a new

threshold reached


6. Make it easier with a little machinery

Events registration

Web Forms

Outbound Tele

Inbound Enquiries

AttractorTriggers

Standardised digital

nurturing engine

Added-value Response

•Customer’s pain

•Engagement measure

LDR

Pass to Sales

Nurture Further

Comms 1 Comms 2

Comms 3

Objective: Know more about the client at then end of the journey than at the beginning


We are developing a standardised video-lead framework for digital nurturing leveraging the VRM enurture tools

Comms 1What is the issue?

Why Should you care?

Comms 2What’s YOUR Pain

Comms 3Let’s Dig Deeper


7. Share your knowledge

�Significant Customer Insight may have been developed via

– Automated Marketing System

– Other Marketing Processes (egexternal Telemarketing)

�Make this visible to the sales team


8. Monitor Progress Regularly

1. Responses– How many named named, valid responses did marketing generate?

2. Marketing Validated Leads (MVL)– How many responses are nurtured to a level that has been mutually

agreed with sales • Separate marketing “influenced” from marketing “sourced”• Segment via Customer type (eg Core Clients, Investment Clients, New

Clients etc)

3. Sales Acceptance– Sales agreement (via SLA) to perform specific tasks with MVL

• Lead follow-up timeframe

• Feedback required

– SLA defines specific reasons for rejection• Incorrect routing

• Incomplete record

• Doesn’t meet agreed threshold

– MVL-to-sales acceptance days – Review on regular basis via Sales/Marketing “huddle”

4. Sales Qualified Lead– Conversion rate of Sales Accepted lead to SQL– (Plus conversion rate of Sales Accepted to Lost)– Cumulative size of the opportunities now in pipeline

5. Closed Business– Conversion rate of SQL to closed business

Source: Sirius Decisions


9. Apply Plenty of Mulch and Compost

blog.startwithalead.com

www.mpdailyfix.com

www.raintoday.comsethgodin.typepad.com/seths_blog

www.mikemoran.com/biznology

blogs.forrester.com/marketing


Some Lessons Learned

�People, Process, Tools

•Cultural aspects are the most challenging

•Sell the vision

•Tools alone won’t fix it

�Timing

•Be selective, but relate to the bigger vision

�Stay Focussed and Passionate

�Stay Fresh – there’s a wealth of free insight

•Blogs

�Read

�Contribute

�Write

•Google Alerts

•RSS Feeds

•Network


55

44

33

22

11

66

77

88

99

1. Align activity with Sales

2. Capture all Responses

3. Plan structured nurturing dialogue

4. Align nurturing offers to buying cycle

5. Score based on Activity

6. Automate where

appropriate

7. Integrate with CRM

8. Measure key Indicators

9. Refine and keep learning


Thank You !

B2B Marketing – Open for Business

http://b2bnurture.blogspot.com/


Photo Acknowledgements

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ostream/

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http://www.gardenorganic.org.uk/

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227/

http://www.flickr.com/photos/markhillary/538883459/

http://www.flickr.com/photos/23126594@N00/369121290/

http://loveapplefarm.typepad.com/growbetterveggies/

http://www.flickr.com/photos/29278394@N00/2457055952/

http://www.flickr.com/photos/pancakejess/1429256455/

http://www.flickr.com/photos/angela7/87957760/

http://www.flickr.com/photos/drstarbuck/194160521/

http://www.flickr.com/photos/jeremymates/2688974917/

http://www.flickr.com/photos/chichacha/2473930145/

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