How do I put together a B2B lead nurturing program that is not over-complicated but is effective?

This is a great question from a recent visitor (thanks Jessie! And thanks to clients Stefanie and Ryan for similar insightful questions)  Since Marketing Automation and other nurturing tools offer so many options it is often tempting to overcomplicate.  While nurturing can get very sophisticated, we recommend building a best practice foundation and then evolving it with a test and learn approach.

Read more »

CSO Insights has published their 2010 Lead Generation Optimization Survey Results.
And it includes some useful stats including:

• 49.3% do not have a process in place to track the ROI of their lead generation programs
• 81.5% see some/significant increase in lead conversion when leads are nurtured/incubated
• 48.5% think their website needs improvement in order to effectively engage/inform prospects (click here for our post B2B website features: must-haves and nice-to-haves)

And finally the top three program tactics as judged by quantity/quality of leads were:

• e-mail marketing
• tradeshows
• web site registration/opt-in

But they share lots of other useful benchmarks in this free Marketo sponsored presentation:

We just finished a new presentation and wanted to share it with our blog readers.  It covers “How To Use Knowledge Marketing To Attract and Nurture More Customers” by looking at:

• Decision Stages
• Sharing What Customers Want To Know As They Decide To Buy
• Better Visibility Into What Works
• 5 Questions Worth Asking About Your Pipeline

This best practice guide is designed as a quick overview to help B2B marketers who have a complex product or solution and buying process.  For example  technology, software, B2B services, and professional firms.

What is really fun about this presentation is that anyone can sketch it on a napkin or a white board when you are trying to share ideas about knowledge marketing, how to get the most out of marketing automation tools, or best practices.  And if you have worked with BrainRider you know we like to sketch up ideas!

Feel free to use any of the ideas in this deck as you develop your own marketing programs.  But please share your experience with us!  And we would love your thoughts, input and comments so either post or click on the “Get In Touch” button at the top of your screen.

This is some very top secret, confidential stuff. The diagram clearly illustrates how to leverage what you know to acquire, nurture, and create customers. Any questions?

[shout-out to Peter Girard and John Lynch, my muses for this drawing]

The X's and O's of Pipeline Marketing

Understanding What Customers Want To Know At Each Stage of Their Decision Process

Understanding what your customers want to know at each stage of their decision-making process