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					Sowing the Seeds to Success -
Nurture Marketing for
Existing and New Customers      Jennifer Culbertson
                                The Partner Marketing Group
                                September 21, 2009
Agenda
•   Nurture Marketing Defined
•   Importance of Nurture Marketing
•   Getting Started
•   Putting Plan in Place
•   Open Discussion
Nurture Marketing Defined
• Terminology:
   – Drip marketing
   – Relationship marketing
• Defined:
   – Initiating a conversation with
     prospects and customers over
     period of time
   – Growing relationships by sending
     unique and valued messages to
     prospects and customers on a regular
     basis
   – Leave a positive imprint in their
     mind until they're ready to buy!
Feedback
• Do you have a nurture marketing program?
• What types of activities?
• What successes?
Nurture Marketing Is NOT
• Sending out an e-newsletter periodically
• Randomly calling leads every six weeks to see
  if they are ready to buy
• Blasting your entire database with a new case
  study
• Offering content that promotes your
  company’s products and services and does not
  take into account your prospects’ interests
Why is Nurturing Important?
• Longer sales cycles, increased competition, ever-changing
  business climate – need to be there when they are ready to
  buy
• Forget about the one-off effort! According to the Direct
  Marketing Association, a prospect will need to see/hear your
  message 3 times to recognize you and a minimum of 9 times
  to make a sale
• Nurture marketing process leads to:
   – Better qualified leads
   – Higher close ratios
   – Stronger sales pipeline
   – Shorter-than-average sales cycles
Did you know?
• Up to 95 percent of prospects on your Web site are there to
  research and are not ready to talk
• As many as 70 percent of them will eventually buy a product
  from you — or your competitors
• Longer term leads represent 77% of potential sales
• 30-45% of leads not considered “viable opportunities” by
  sales become sales-ready within 12 months
• Nurtured leads produce a 20 percent increase in sales
  opportunities versus non-nurtured leads

 Source: Lead Generation for Complex Sale and The Definitive Guide to Lead Nurturing, Marketo
Invest in Relationships
• Building a relationship with a
  prospect is the same as with
  any long-term relationship —
  you can’t force someone to
  commit (to a purchase)
• But you cannot afford to lose
  individuals because their
  willingness to buy doesn’t
  match your readiness to sell
• Spend more time marketing to
  and building relationships with
  the people
Buying Has Changed
• B2B buying process has fundamentally changed
• Prospects are spending more time on the Web doing
  independent research, obtaining information from
  their peers and other third parties
• B2B buyers are now in control
• Changes the role of marketing
   – Old Way - Lead generation and moving on
   – New Way - Marketers must synchronize their marketing
     efforts and provide prospects quality content throughout
     the sales cycle and do it in consistent and timely manner
Example
        Distinction in Marketing 2008 Winner
                    RMI Corporation
 A firm believer in the benefits of nurture marketing

    “People aren’t just going to go out and purchase software
    on a whim. They need to spend time looking at different
    solution providers and evaluating the choices they have.
    Nurture marketing keeps our name in front of them, so
    when the time comes for them to switch systems, they’ll
    think of us and come back to us.”


    ~ Greg Bradley, Marketing Specialist, RMI Corporation
Response Rates
Metrics and Typical Response Rates
• The results, in order of response rate percentages:
   –   Telemarketing: 5.78%
   –   Dimensional mail: 2.3%
   –   Direct mail: 1.88%
   –   Email: 1.12%
   –   Inserts: 0.45%
   –   Magazine: 0.13%
   –   Radio: 0.1%
   –   Newspaper: 0.09%
   Direct Marketing Association (DMA) , www.the-dma.org (B-to-B and B-to-C)
Multiple Touch Response Rates
• Once you start incorporating multiple touches,
  your response rates increase:
  – Telemarketing typically produces a 1% to 5%
    response rate
  – Direct mail produces 1% to 2% response, with
    dimensional mail yielding the strongest results
  – Email typically lands another 1%



  From the Partner Business Network 2008
Multiple Ways to Respond
• Multiple response options increase your response
  rate:
   – Fill out a Web form
   – Return a business-reply card
   – Respond by email
   – Call a toll-free number
Planning
Planning
•   Creating consistency
•   Messaging based on who targeting
•   Value-based offers
•   Setting the rhythm:
    – Plan should include:
       •   Target List
       •   Messaging and Content
       •   Frequency and Execution
       •   Measurement
Target List
 Target List
• Understand and profile who you want to nurture:
      • What makes up a good customer for your company?
      • What are the characteristics?
         – Industry focus, company size, geography, revenue, etc.
      • What problems does my prospect need to overcome each day?
      • What is the prospect’s top priority right now?
• Build a list of Prospects, Leads, Customers
      • Prospect = no formal communication or has not responded to your
        company in the past
      • Lead = Prospective customer who has responded to your
        communication in past and/or is someone in pipeline
      • Customer = existing or former customers who have done business
        with your company
Target List

• Don’t have a list? Or need to supplement list?
  – www.hoovers.com – (General B-to-B lists)
  – www.zapdata.com – (General B-to-B lists)
  – www.jigsaw.com – (General business)
     • Promo pricing -
       http://www.mspartnerdirect.com/action/microsoft/site/librar
       y/CampaignView?campaignID=1277&txtSource=JigSaw
  – www.leadintelligence.com – (Competitive product lists
    – small to mid-market)
  – www.hartehanks.com - (Competitive product lists –
    Enterprise)
Segmenting the List
• Segment your list into A, B and C prospects and customers
• Deliver communication and offers applicable to each
  Prospects    E-Newsletter   Direct Mail   Email   Dimensional   Telemarketing   Sales Contact
                                                    Mail
  Prospect A   Yes                          Yes     Yes           Yes             Yes

  Prospect B   Yes            Yes           Yes                   Yes

  Prospect C   Yes            Yes           Yes

  Customers

  Customer A   Yes                          Yes     Yes           Yes             Yes

  Customer B   Yes            Yes           Yes                   Yes

  Customer C   Yes            Yes           Yes
Messaging & Content
Message Creation
• Know your audience and ask yourself
    –   How can we build credibility?
    –   How can we show that our products/services will help them achieve goals?
    –   How can we differentiate ourselves?
    –   How can we become a trusted advisor/expert to prospects and customers?

• Integrate “pain” messaging:
    – Getting More Organized to Save Time and Money: Do more with reduced time,
      people, and finances; improve teamwork and collaboration; and stay connected
      to the business while away from the office.
    – Managing Cash Flow: Make your finance, operations, and other business
      processes more efficient. Gain better insight into what drives revenues and
      expenses, so you can improve your financial position and make more informed
      decisions about where to best invest resources.
    – Finding and Retaining Customers: Find customers more cost-effectively, close
      deals faster, and improve customer satisfaction.
    – Reducing IT Costs and Risks: Stay focused on running the business—not wasting
      time and money dealing with network disruptions or fighting fires.
Delivering the Message
• We all consume media differently
   – Email, telemarketing, direct mail
   – Need to stand-out
• Use a common theme to break through the clutter
  and get your message across
   – Choose a theme that’s:
     •   Fun
     •   Topical
     •   Engaging
     •   Memorable!
Example: Memorable Series




               • Message - Focus on how CRM can help you be more
                 productive and get ahead in your organization
               • Consistency – monthly communication
               • Offer – case study, white paper, webcast, book
               • Types of communication – direct mail, email,
                  newsletter, phone
Example: Direct Mail/Lumpy Mailer




                   • Message - Focus on how we can help you
                     improve customer satisfaction
                   • Offer – white paper, case study, gift
                   • Consistency – multi-touch over 4 months
                   • Types of communication – direct mail, email,
                     newsletter, phone
 Distinction in Marketing Winner
 Referral Program
CAL Business Solutions – Anya Ciecierski, Marketing Manager

• Had good referrals but didn’t encourage or market to referrals
• Identified Top 10 referral sources (Vendors, Centers of Influence – CPAs, other
  Microsoft partners)
• 12-month multi-touch campaign included:
        • Personalized letters, emails, dimensional direct mail
        • Thank you letter and gift for referrals
        • $250 gift card for any closed business
        • Educational offers
        • Tips & Tricks
        • Face-to-face meetings
        • Integrated social networking through LinkedIn
Example: Dimensional Mailer
   Lumpy Mailer
                    Business letter
Content is King - Offers
• Need to make sure you offer something of value or
  educational
• Establishes you as an expert and is non-threatening
  including:
   –   Articles
   –   Case Studies
   –   Press Releases
   –   Whitepapers
   –   Webinars/Events
   –   E-Books/How-To’s
   –   Research Findings /Analyst Reports
   –   Polls/Surveys/Quiz
   –   Podcasts
   –   Microsoft Incentives
Frequency & Execution of Plan
Frequency of Communication
• How often is enough or too much?
  – Weekly? Monthly? Bi-monthly?
  – When it’s relevant
  – Resources, budget, capacity
    and ability to deliver
Prospect Nurturing Schedule
• Setting the rhythm…move prospects along
  Timing (every 30 days)   Action
  Contact #1               Introductory call with follow-up email
                           (Get permission/verify contact information)
  Contact #2               Email with offer educational report/article

  Contact #3               Direct mail with white paper offer– ROI of ERP

  Contact #4               Email newsletter

  Contact #5               Email and link to relevant case study or podcast

  Contact #6               Direct mail invite to webcast with follow-up phone call

  Contact #7               Follow-up touch base phone call - reminder

  Contact #8               Email newsletter

  Contact #9               Phone call to touch base and prospect interested in
                           meeting with you!
Customer Nurturing Schedule
 Timing (every 30 days)   Action
 Contact #1               Thank you letter/gift and phone call

 Contact #2               Email with offer to sign up for newsletter and training
                          opportunity
 Contact #3               Direct mail with white paper offer/report

 Contact #4               Email newsletter

 Contact #5               Email and link to relevant podcast or article

 Contact #6               Direct mail invite to customer briefing event and follow-
                          up phone call
 Contact #7               Follow-up touch base phone call - reminder

 Contact #8               Email newsletter

 Contact #9               Phone call to set-up lunch meeting to discuss possible
                          project need
Executing the Plan
• Execution includes:
  – Following a plan
  – Resources and funding to keep momentum
  – Multiple tactics (direct mail, email, phone)
  – Multiple offers to move your audience along
    in the sales cycle
Social Networking
•   How do you integrate into nurture
    plan?
     – Communicate that you are active
       on various sites such as LinkedIn,
       Face Book, Twitter, etc. and invite
       them to join your social
       networking sites
     – Start-up a group and ask them
       to join, see who else is
       connected in their network and
       get an introduction
     – Participate in online discussions
       (answer questions/provide
       opinions)
     – Post company events and
       happenings on sites
Monitor and Measure
Monitor and Analyze
• Monitor and analyze
  – Track each phase of plan and response – can’t improve what
    you don’t measure!
     •   # of responses and qualified leads
     •   # of closes
     •   Number of downloads by offer
     •   Number of appointments made
     •   Track your web traffic
     •   Measure ROI

  – Be flexible and make changes as necessary
  – Ensure continued support and funding to continue
    nurturing
Nurture Marketing Checklist
Think long-term – anything worthwhile takes
 hard work and persistence
Know who you want to target and what they
 are interested in
Build relationships that are personal and
 respectful
Offer information that is educational
Consistency and follow-up is key
Measure and track
Action Items
•   Review target lists, begin segmenting
•   3 offers they might be interested in receiving
•   Start thinking of theme/messages
•   Outline a plan and budget
•   Begin executing, building relationships and
    planting those seeds to success!
Other Resources
• Distinction in Marketing case studies
  https://mbs.microsoft.com/partnersource/communities/marketing/resour
  ces/marketingcreativeresources/BestPractices.htm
• Microsoft Dynamics Principles of Marketing - Best Practices of
  Relationship Marketing
  https://mbs.microsoft.com/partnersource/communities/marketing/marke
  tingreadiness/MsDyPrincipleMktgWebSem.htm
• Partner Marketing Center – Microsoft Partner Network site
  https://partner.microsoft.com/global/salesmarketingsection/smmarketing
  center
• Microsoft Small Business Center
  http://www.microsoft.com/smallbusiness/resources/marketing/small-
  business-marketing.aspx#Marketing,advertisingbranding
 The Partner Marketing Group
• Marketing consulting group with expertise working with
  Microsoft Dynamics partner organizations to drive new
  marketing opportunities and results
• Sign up for our e-newsletter and we’ll donate $1 to worthy
  cause!
• Go to www.thepartnermarketinggroup.com to get copy of
  presentation


 Jennifer Culbertson:
 jennifer@thepartnermarketinggroup.com
 Website: www.thepartnermarketinggroup.com



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