The document discusses lead nurturing programs and Crowe Horwath LLP's development of a multi-touch lead nurture program. It describes how Crowe researched lead nurturing best practices, developed buyer personas and content tracks mapped to the buyer journey. Crowe created a lead nurture program in Eloqua with targeted emails and landing pages. The program segments leads into content tracks on topics like Dodd-Frank, AML, and process improvement. Sales triggers were set to pass qualified leads to the sales team. The document concludes with considerations for developing a successful lead nurture program.

1. Content2Conversion Conference
Case Study: Building a Multi-Touch
Lead Nurture Program
Christine Elliott, Crowe Horwath LLP April 23, 2013

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Why Lead Nurturing?
§ Lead nurturing programs keep prospects
interested and educated until they are
ready for sales engagement
§ According to Forrester Research,
marketers who switch from focusing
simply on demand generation to closed-
loop nurturing are twice as productive
§ Conversely, those firms that have not
adopted any process for nurturing leads
are likely suffering from a lead leakage
problem

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Demand Creation – Sirius Decisions Model
AAAA
Closed loop recycling – if
deal dies or is postponed or
no opportunity identified,
recycle back to MQL
category
Buyers and
influencers
at companies
in “sweet
spot”
Lead Scoring / Market Intelligence
Triggers or
lead score
indicates
possible
opportunity
Trigger Event Campaigns

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Crowe’s Lead Nurture Journey
Attended
Marketing
Profs B2B
Lead Gen
Conf. In
Boston
Engaged
The Kern
Organization
and Michael
Brown
It started
with a
whisper…
Zzzzz
zzz..
A great
idea that
won’t work
Oops
Enter
Eloqua and
(limited)
integration
with Onyx
We have
no
content
strategy
Develop
and
launch
PERF FS
nurture
program
Research
says….
MLR
research
on
buyers ‘
shifting
behavior
Phase 2
nurture

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Content Strategy Development Steps
§ Determine target market segmentation
§ Identify business drivers – proactive and reactive
§ Evaluation of personas / buyer types
§ Discussion of buy cycle -- critical stages / motivations
§ Conduct competitive content review & audit your content
§ Identify content strategies to employ for most impact
THEN, if a lead nurture program is the best solution…
§ Map your existing content to buyer types and stages of the buy cycle
§ Develop lead nurture program structure
§ Take a strategic approach to content ideation
§ Put phased project management plan in place
§ Execute

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Personas or Buyer Types? – Just Don’t Use Titles!
Innovator
§ Wants best practices
§ Make organization more
efficient – set up processes
differently
Service Seeker
§ Worried that customers and/
or employees are
complaining
§ Need to know things will run
smoothly with Crowe – no
hassle
Number Cruncher
§ Efficiency ratio not where it
should be – need to improve
§ What is ROI?
§ Operating under a constraint
– do more with less
§ Paid money for this in the
past, did not see savings
§ Taking big gamble, don’t
want to stick my neck out –
can I trust Crowe?
§ What can go wrong?
Buyer / Influencer
Types
Personas
Source: “Influencing the Newly Empowered Customer”, July 2011 Corporate
Executive Board Marketing Leadership Roundtable

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The Unique Alternative to the Big Four®
Map Buyer Types / Personas to Buy Cycle
Determine Issues and
Benefits of Solving
issues
(What’s the business
problem we need to
solve?)
Define
Requirements
(What are the
business, technical
and other
considerations?)
Evaluate &
Recommend
(What are the
available solutions
and which best fit
our requirements?)
Select
(Which solution will
we choose and
what are proof
points?)
Justify
(Will it solve our
business need?
How will we
measure ROI?)
§ What are key motivations for each buyer at each stage? Where do they play
most?
§ What questions is buyer asking at each stage?
§ Key messages / value propositions at each stage?
§ Ideas for most compelling type of content – what has worked?
EARLY
STAGE
MID
STAGE
MID
STAGE
LATE
STAGE
LATE
STAGE

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Lead Nurture Program
Tracks built from
business drivers
Dodd-Frank
Mid Stages: Evaluate &
Recommend, Select
7.1 DF IM Wait and see not option 7.2 DF IM Challenges p.1 7.3 A Question of Readiness p.2 8.1 Counterparty Relationships p.1 8.2 Transactional data p.1
8.3 Timing, Uncertainty and
urgency
Late Stages: Approve,
Implement
DF: Infographic DF: Q&A DF: Interactive Executive Brief DF: Executive Brief: DF: Executive Brief: DF Checklist
AML
Mid Stages: Evaluate &
Recommend, Select
2.1 Trends in AML Compliance
p.3-4
2.2 AML Models - The Regulators'
View p. 5
2.4 Four Step Process p. 9
2 versions - pdf and podcast
2.6 3 Differientiators for Crowe p.
11
2.7 Case Study p. 11
2.3 5 Data Issues AML Compliance
Must Address p.6
Late Stages: Approve,
Implement
AML: Q&A AML: Infographic AML: Case Study AML: Interactive Executive Brief AML: Executive Brief AML: Checklist
New System Selection
Mid Stages: Evaluate &
Recommend, Select
1.1 IM Challenges p.4
1.2 Pain points (formerly 8 things
that keep you up at night) p .5
1.3 Methodology & Approach p.7-9
2 versions - pdf and podcast/video
1.4 5 Things that differentiate
Crowe p. 10
9.3 5 step methodology for system
selection p. 4-5
TBD
Late Stages: Approve,
Implement
9.4 Crowe's streamlined RFP
process delivers better results p
6-7
New System: Case Study 9.5 Why Crowe? P. 7 New Systems: Infographic New Systems: Checklist New Systems: Executive Brief:
Process Improvement
Mid Stages: Evaluate &
Recommend, Select
1.1 IM Challenges p.4
4.3 Crowe's 4 step process for
streamlining loan processes p.3
1.17 Process improvement
timeline p.9
PI: Q&A Differentiate Crowe TBD
Late Stages: Approve,
Implement
PI: Checklist
PI: Case Study (1.16 Process
improvement case study p.9???)
PI: Executive Briefing PI: Infographic PI: Interactive Executive Briefing TBD
Gray box content
is pulled from
existing Crowe
content identified
in content audit
Orange box content is pulled from
existing Crowe content but is
modified based on track
Yellow box content is new
content based on (mostly) later
stages of buy cycle

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Lead Nurture Invitation Strategy
§ Offer different “topic/track” messages by target audience to generate
engagement
§ Incorporates A/B testing of subject lines
§ Clicking on content puts them in a track – they will get new content every 3
weeks

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In-Track Program Structure
§ Once “in track”, they will receive an ecomm every three weeks
§ There are always options that allow them to change to another track

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Dodd-Frank E-comms & Landing Pages

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Dodd-Frank Content

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Sales Reporting
§ Explicit criteria: contact information, sales rep, client/prospect, asset size, geo.
§ Implicit criteria (digital body language): specific details on content assets
downloaded, answers to progressive profiling and survey questions, website
activity
§ Initially set two triggers – download three pieces of content, or download one
piece of late-stage content
TRIGGE
R LIST?
NURTURE
TRACK
PERF Nurture LP History
OUTSIDE
ASSISTANCE
BARRIERS TO
L E V E R A G I N G
DATA
B A R R I E R S T O
L E V E R A G I N G
TECHNOLOGY
UNREALIZED PERF.
IMPROVEMENT
BENEFITS
CEO PRIORITIES
Yes Process
Imp.
PI-L4 Process Improvement
Challenges - 15 Questions That Worry
Managers Most
PI-L42 Mapping Risk Controls
PI-L44 Taking a Three-Phase Approach
to Improving the Lending Process
PI-L44 Taking a Three-Phase Approach
to Improving the Lending Process
PI-L45 Case Study Portfolio - Process
Improvement
PI-L45 Case Study Portfolio - Process
Improvement
Systems /
technology
projects
Customer
analytics and/
or other data
visualization
initiatives
Master data
management
Operational /
performance
benchmarking
Difficult to
determine
current state
of data
effectiveness
Competing
business and
project funding
priorities
between
technology
and business
leaders
Efficiency gains
in business
processes that
lead to lower
costs
Asset quality ::
Expense
reduction ::
Mobile
technologies

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Program Results

15. © 2011 Crowe Horwath LLP 15Audit | Tax | Advisory | Risk | Performance
The Unique Alternative to the Big Four®
Top 10 Lead Nurture Considerations
1. Start the discussion at the strategy level
2. Target segmentation – focus versus reach
3. Objectively assess your internal capabilities
4. Research your competitors’ content – and audit your own
5. Focus your “tracks” around issues, not your own services
6. Take a phased approach to execution
7. Don’t underestimate the power of e-comms and landing pages
8. Guess and test, guess and test, guess and test
9. Stand your ground when it comes to sales follow-up
10. Remember…it’s a journey.
Christine Elliott
Christine.elliott@crowehorwath.com
@IM_Christine44