Using Content To Accelerate & Keep Leads Warm
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The document discusses using content to nurture leads over time through customized email programs. It provides examples of complex multi-step nurture campaigns used by companies to gradually engage leads from awareness to consideration to sales-ready. One case study describes a "Wake the Dead" nurture program aimed at re-engaging stalled opportunities through targeted content offers. The results showed high open and click-through rates leading to renewed pipeline opportunities and immediate wins.
Using Content To Accelerate & Keep Leads Warm
- 1. Using Content To Accelerate & Keep Leads Warm Inside Real World Nurturing Campaigns Mac McConnell mac@bluebirdstrat.com @macmcconnell @bbstrategies
- 2. The Traditional Funnel Social Events Email Offers Custom Website Media Corp Website 3rd Websites / RegistraBons Marke*ng Awareness EducaBon Marke*ng? Sales? ConsideraBon Sales Ready MQL Sales Pipeline 2 2 SQL
- 3. The New Funnel Lead Nurture Lead Level 1 Lead Level 2 Oppty MQL Closed SQL Won/Lost Lost Leads 3
- 4. The BAD Funnel Lead Nurture Lead Level 1 Lead Level 2 Oppty MQL Closed SQL Won/Lost Lost Leads 4
- 5. Be Creative – Make an Impact 12 Unique Nurture Programs New Long Sales Score Cross-‐sell/ Prospects Cycles AcceleraBon Up-‐sell Event Customer Role/Title Industry Follow-‐up RetenBon Company Wake the Sales Remarket Specific Dead AcceleraBon
- 6. Lead Nurture Program Awareness EducaBon ConsideraBon RE-Send Offer 1: Network Performance Toolkit (A 4 for 1 offer of content) Different Subject Line Send Offer 1: Network Performance Toolkit (A 4 for 1 offer of content) Send Offer 4: Internet Send Offer 2: Managed Hosting Send Offer 3: Cloud Storage Connectivity *Avoiding the Frailties of the Internet with Shift to Newsletter Cl i cked o n Manticore List Intelligent Route Control Ni ne Considerations When Choosing La tency: The Achilles H eel o f Cl oud Bus iness in the Cl oud: Will Your *Colocation versus Managed Hosting Offer 1 List a Ma na ged H osting Provi der (PDF) Computi ng (PDF) Internet Connectivity Provi de a White Paper Pos i tive R OI? (PDF) *An Executive's guide to High- Performance Web Delivery *Alcatraz Media Case Study HTML Email HTML Email HTML Email HTML Email with content with content with content with content offer offer offer offer Key Message: Key Message: Key Message: Web landing End to e nd 100% network Performance for page with service and uptime your web based registration support availability busienss questions A/B Subject Line Test to l ists Internap Nurture Calendar: Notes for program: of 1000/1000 *Offer 1 A/B Test: 3/31/2011. *All contacts get each content offer Key Message: *Offer 1: 4/4/2011 Internap i s *Offer 1 (Resend): 4/7/2011 there for you *Offer 2: 4/11/2011 *Offer 3: 4/17/2011 *Offer 4: 4/22/2011 More product messaging 6
- 7. Lead Nurture Program - Complex Send Send Demo Demo Offer Offer Send Offer 3a Send Offer 5a EHR Send Offer 4a EHR Send Offer 6a Clicked Clicked EHR EHR (2x) (2x) EHR Stimulus Branch Send Send Completes Demo Demo registration form or Send Offer 1 Send Offer 2 Clicked Clicked Clicked Offer Offer REIMB EHR on Offer on Offer on Both / is imported from (2x) (2x) 1 2 Neither CRM Send Offer 3b Send Offer 6a REIMB Clicked Send Offer 4a Send Offer 5b EHR Shift to Newsletter Clicked (2x) EHR REIMB (2x) Notes for program: Undeclared Branch *All contacts get each content offer *Undeclared branch is a mix of fers from Send Send Reimbursement and EHR. Demo Demo Offer Offer * Send demo offer is triggered by interest in that offer. Recommended wait time is 1 hour. * Wait time for offers 1,2,3 is 7 days * Wait time for offers 4,5,6 is 14 days Send Offer 3b Send Offer 4b Send Offer 5b Send Offer 6b REIMB Clicked Clicked REIMB * Offers marked with a (2x) are sent twice (2x) REIMB REIMB (2x) to non-‐responders with a different subject Reimbursement Branch 7
- 8. Nurturing by the Numbers – ROI Cost per Immediate Over Time Total Sales Lead Without Nurturing 25% 8% 33% $195 With Nurturing 25% 25% 50% $130 ! Without lead nurturing, 8% of untouched responses convert to sales- ready leads over 6 month period. ! With lead nurturing, 25% or 3x the amount of responses convert to sales-ready leads of 6 month period. ! With lead nurturing, the cost per sales ready lead decreases by 33%.
- 9. CASE STUDY: WAKE THE DEAD
- 10. Creating an Effective Nurture ! Define Goal(s) ! Build content map ! “Be the lead” ! Attach content to each step ! Write emails à Sell the content ! Build the nurture in your system ! Test . . . Revise ! Launch! – Monitor … Revise … Monitor … Revise
- 11. Goal – Wake the Dead Nurture ! Primary: To identify and reconstitute stalled opportunities that are still viable. ! Secondary: To identify new contacts at stalled opportunities. ! Tertiary: To close stalled opportunities that are no longer “paying attention.”
- 12. GovCon Nurture Flow 12
- 14. Results - Cumulative 13% Response 10% Open Rate 30% Click to Open (Over 50% on some rate 2.8% Click Thru messages) 24 3 72 Email OpportuniBes OpportuniBes Forwards Influenced Created $200k > $5million Added to Immediate Win Pipeline
- 15. Thank you! Mac McConnell 415.902.6611 mac@bluebirdstrat.com