Workshop B2B Marketing Forum 2017: How to excel in lead nurturing

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This document discusses lead nurturing and provides tips on how to excel at it. It defines lead nurturing as building relationships with qualified prospects regardless of timing to buy, with the goal of earning their business when ready. The document outlines 5 goals of lead nurturing: 1) accelerate sales, 2) keep company top of mind, 3) reveal company in snippets, 4) enrich profiles and data, 5) measure and increase interest. It then provides exercises and tips for determining target groups, mapping buyer journeys, developing nurture campaigns, setting goals, testing, and optimizing.

Marketing

an initiative of:
Workshop
How to excel in lead nurturing?
By: Yvette Gietelink & Mariëlle Meijwes

Yvette
Gietelink
• How do I determine the target group?
• How do I map the buyer’s process, from
awareness to consideration to decision?
• How do I develop relevant campaign flows?
• What type of nurturing would fit me best?
Excel in lead nurturing
Senior Marketing
Programme Managers
spotONvision
Mariëlle
Meijwes

• A qualified prospect
• As agreed between Sales & Marketing
• But….when does a lead become an
opportunity?
What’s a lead?

• Describe the life of a lead currently.
• How are leads responded to, distributed and managed today?
• How often does a lead hear from you over time?
Hands-on

What is lead nurturing?
The process of building relationships with qualified prospects
regardless of their timing to buy, with the goal of earning their
business when they are ready. - Source: Marketo

1. Accelerate sales process by moving prospects through a
structured buying cycle
2. Keep your company on top-of your prospect’s mind
3. Reveal your company in serialized sound bites
4. Enrich profiles and data
5. Measure and increase prospect’s interests
5 Goals of lead nurturing

Collect insights for each phase of the journey
Mapping the buyer’s journey

Hands-on
• Determine the target group for your campaign
• What is your buyer/customer’s main challenge?
• Define a main challenge / question for each phase of the
journey – fill out template

Types of nurture
Source: SiriusDecisions

• Data
• Systems
• Clear goals
• Develop lead nurture campaigns
• Content creation
Challenges

Data without insights: product driven per
quarter

Hands-on
• Create a campaign flow for your own company

• Nurture beyond the inbox (events, sales, social media, mobile)
• Set up nurture goals and goals per touch point
• Test
• Optimize your landing pages and content
• Recycle and reuse
Last tips & tricks

Yvette
Gietelink
Questions?
Senior Marketing
Programme Managers
spotONvision
Mariëlle
Meijwes
yvette@spotonvision.com
@yvettegietelink
/yvettegietelink
06 55 23 83 50
marielle@spotonvision.com
/mariellespil
06 21 51 10 89

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Workshop B2B Marketing Forum 2017: How to excel in lead nurturing

1. an initiative of: Workshop How to excel in lead nurturing? By: Yvette Gietelink & Mariëlle Meijwes

2. Yvette Gietelink • How do I determine the target group? • How do I map the buyer’s process, from awareness to consideration to decision? • How do I develop relevant campaign flows? • What type of nurturing would fit me best? Excel in lead nurturing Senior Marketing Programme Managers spotONvision Mariëlle Meijwes

3. • A qualified prospect • As agreed between Sales & Marketing • But….when does a lead become an opportunity? What’s a lead?

4. • Describe the life of a lead currently. • How are leads responded to, distributed and managed today? • How often does a lead hear from you over time? Hands-on

5. What is lead nurturing? The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. - Source: Marketo

6. Why is lead nurturing important?

8. 1. Accelerate sales process by moving prospects through a structured buying cycle 2. Keep your company on top-of your prospect’s mind 3. Reveal your company in serialized sound bites 4. Enrich profiles and data 5. Measure and increase prospect’s interests 5 Goals of lead nurturing

9. 1 to 1 communication

10. Collect insights for each phase of the journey Mapping the buyer’s journey

11.

12.

13.

14. Hands-on • Determine the target group for your campaign • What is your buyer/customer’s main challenge? • Define a main challenge / question for each phase of the journey – fill out template

15. Types of nurture Source: SiriusDecisions

16. • Data • Systems • Clear goals • Develop lead nurture campaigns • Content creation Challenges

17.

18. Data without insights: product driven per quarter

19. No idea what the interest is

20. Cross and upsell

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22. Excercise

23. Hands-on • Create a campaign flow for your own company

24. • Nurture beyond the inbox (events, sales, social media, mobile) • Set up nurture goals and goals per touch point • Test • Optimize your landing pages and content • Recycle and reuse Last tips & tricks

25. About us

26. Our customers

27. Yvette Gietelink Questions? Senior Marketing Programme Managers spotONvision Mariëlle Meijwes yvette@spotonvision.com @yvettegietelink /yvettegietelink 06 55 23 83 50 marielle@spotonvision.com /mariellespil 06 21 51 10 89

28. an initiative of: