1. PRESENTED BY!
#C2C14!
Building a Better Nurturing
Program" "!
Cari Baldwin, BlueBird Strategies!

2. #C2C14!
§ BlueBird Strategies!
§ Dog lover from Bend Oregon!
§ Mother and wife "!
§ 22 year veteran of tech marketing!
About Your Speaker!

3. #C2C14!
Topics for Today "!
§ Nurture 1.0 and 2.0 – Where Are We?!
§ Ingredients for Success!
§ Thought Leadership and Your Content Strategy!
§ Moving Beyond Drip!
§ Takeaways for Success!
§ Q & A!

4. #C2C14!
Benchmarks"!
A whopping 69% of B2B organizations have not identified their funnel.
(MarketingSherpa)!
82% of Marketers say generating more warm, sales-ready leads is the biggest
benefit from lead nurturing campaigns. (DemandGen Report)!
76% of buyers prefer different content at each stage of the buying process
(Salesforce.com)!
79% of marketing leads never convert into sales. Lack of lead nurturing is the
common cause of this poor performance (MarketingSherpa)!
65% of B2B Marketers have not established lead nurturing. 79% have not
established lead scoring. (MarketingSherpa)!
Nurtured leads produce, on average, a 20% increase in sales opportunities versus
non-nurtured leads. (DemandGen Report)!

5. #C2C14!
1.0 or 2.0 – Where Are We? "!
44%
of
respondents
have
been
nurturing
2+
years
Demand
Gen
Report
Nurture
Poll

6. #C2C14!
Lead
Nurture
1.0

7. #C2C14!
Lead Nurture 2.0!
7

8. #C2C14!
Ingredients
for
Success
§ Feed the Beast – Inbound and outbound"!
§ Data – Keep it clean!
§ Personas!
§ Content!

9. #C2C14!
Feed the Beast"!

10. #C2C14!
Obtain, Improve, Track!
§ Build Don’t Buy!
§ Improve deliverability, avoid blacklist!
§ (hint: inbound)!
§ Enrich and Progressively Profile!
§ Segment!
§ Relevant communications drive higher
engagement (we see 30-40% higher)!

11. #C2C14!
Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric!
SEO!
Blogging!
Attraction !
Customer - Centric!
TRADITIONAL INBOUND!
vs.
Ramp Up Your Inbound!
Source
–
Hubspot

12. #C2C14!
In order to attract customers,
companies have to provide them
with something they will love.!

13. #C2C14!
Methodology!
Using inbound, marketing can turn strangers
into customers and promoters of your business.!
Source
–
Hubspot

14. #C2C14!
And
Context…
By publishing the right content in the right place at the right
time, your marketing becomes relevant and helpful to your
customers, not interruptive.!

15. #C2C14!
OUTBOUND MARKETING:!
AVG COST: $346!
Source: State of Inbound Marketing, HubSpot, 2012!
INBOUND MARKETING:!
AVG COST: $135!
And It’s Cheaper!

16. #C2C14!
Tips for Inbound Success!
§ Lead-ready website!
§ Forms, content, clear messaging!
§ Behavior tracking!
§ Consistent blogging and !
use of keywords!
§ Great content!
§ Multi-channel – interact with prospects
where they are!
§ LinkedIn groups, other social channels!

17. #C2C14!
Engage Cold Lists!
§ Add a pre-Early stage “Embryonic” for 3rd party leads
and “Wake the Dead” for stale leads!
§ Ungated assets, low barrier to engage:!
§ Read our blog!
§ Check out our resources library!
§ View our upcoming webinar schedule!
§ How to get them to select product interest?!
§ What are triggers to get to next level?!
§ Create a survey offer to increase engagement and
collect info for sales? !

18. #C2C14!
§ What Do You Have?
Snapshot!
§ Enrich!
§ Standardize!
§ Clean "!
Data " "!

19. #C2C14!
Buyer Personas !

20. #C2C14!
Thought Leadership Comes from !
Solid Content Strategy!
§ Inspire the buyer to act (but does not have to
mean you created the thought)!
§ Executives, customers, product managers,
sales people!
§ Become a social business !
§ Benefits - !
– Become part of the conversation early in the
buyers journey!
– Real people talking to real buyers (people
buy from people)!

21. #C2C14!
Help Your Buyers Solve Problems!
§ Arrow!
Source
–
Nolin
LeChasseur,
Brainrider
(Top
of
Funnel)
(Middle
Funnel
-­‐
Nurture)
(Later
Stage
–
Sales)

22. #C2C14!
But It’s Not Easy….!

23. #C2C14!
Tips for Content Success!
§ Customer-focused – it’s not about you!
§ Demonstrate subject matter expertise !
§ Align with programs !
§ Easy to publish, share and amplify!
§ Get started!
§ Content audit!
§ Gap analysis!
§ Road map aligned to buyers journey!
!
Keep
it
Short!
71%
want
content
that
is
5
pages
or
less

24. #C2C14!
Moving Beyond the Drip!

25. #C2C14!
Using Lead Levels!
Proposed
Model
Marketing
Lead
Levels
-­‐
Qualification Proposed
Model
Level Definition
Lead
Score
Lead
Rating Interest
Level Qual
Level
Level
1 BBS
-­‐
Low 0-­‐20 A High,
Medium High,
Medium
Level
2 BBS
-­‐
Med 31-­‐59 B Low,
Medium,
High Low,
Medium,
High
Level
3
-­‐
MQL BBS
-­‐
High 50+ C Low,
Medium Low,
Medium
D Low
Low,
Disqualified
NOTE:
Marketing
Lead
Levels
-­‐
Interest/Behavior
Level Definition
Lead
Score
Level
1 BBS
-­‐
Low 0-­‐30
Level
2 BBS
-­‐
Med 31
-­‐
79
Level
3
-­‐
MQL BBS
-­‐
High 80+
NOTE:

26. #C2C14!
Nurture Lifecycle!
Warm-up Campaign
to Engage
Suspects
Thought Leadership
New Content
Offers
Early Stage Nurture
Net New Lead,
Completed Form,
Awareness
& Education
Content
Completed Early Stage;
ConsideraDon
Content,
Goal is MQL
Trial Nurture
Free Trial
Requested
Sales Owner
Reached SQL
Touch Campaign
Sales RepLost Opportunity
Nurture
Reason-specific
branches
New Client
On Boarding
Nurture
Current Client
Nurture
(cross sell/
upsell)
Company/Product
Announcements
Loyalty & Retention,
Refer a Friend
Advanced Stage
Nurture (Role,
Title, Industry,
Company
Specific)

27. #C2C14!
Remember This?!
§ Arrow!
Source
–
Nolin
LeChasseur,
Brainrider
(Top of Funnel)! (Middle Funnel - Nurture)! (Sales Conversation)!

28. #C2C14!
Where to Start?!
New
Prospects
Long
Sales
Cycles
Score
AcceleraDon
Land
and
Expand
Event
Follow-­‐up
Customer
RetenDon
Role/Title
Industry
Company
Specific
Wake
the
Dead
Remarket
Sales
AcceleraDon
12 Unique Nurture Programs!

29. #C2C14!
Personalize, Amplify!
!
§ Involve Community!
§ Align with Social – LinkedIn, FB, Google, Twitter!
§ Offers at each stage of ‘research’ based !
on behavioral triggers!
§ Use channel campaigns to personalize nurturing !
to new leads, enthusiasts, customers!
§ Scoring !
§ Behaviorial !
§ Firmographic!
§ Recency!
§ Data standardization (db cleanup) !

30. #C2C14!
Triggered Sophistication"!
§ Referring asset strategy/pages!
§ Inverted buying stage nurtures with nurture
tracks based on which stage offer Clicked!
§ Think B2C!
!
Source
–
Mathew
Sweezey,
Dreamforce
PresentaAon

31. #C2C14!
It Works!!
§ Wake the Dead Nurture with
Gamification Company Generated
57% Re-engagement!
!
§ Wake the Dead Nurture with ERP
Provider Targeting Government
Generated $200k Immediate
Business and $5 Million in Pipeline!
!
§ Core Nurture with Social Business
Company Increased MQLs by 36%!

32. #C2C14!
Takeaways for Success!
1.0 – Start With:!
§ Core, Wake the Dead, Embryonic!
2.0 – Focus On:!
§ Stage based nurturing – start small and grow!
§ Triggered sophistication!
§ Test inverted strategy!
§ Multiple channel (not just email)!
§ Separate nurture for new and existing
customers!
!

33. #C2C14!
Best Practices!
§ Have a goal!
§ Mobile friendly!
§ HTML or not?!
§ Have good content and map content
to stages!
§ Get product interest early!!
§ Be the lead! (again, it’s not about you)!
§ Test … Monitor … Revise … Monitor
… Revise!
!

34. #C2C14!
Thank you! Q&A!