1. Dynamic lead nurturing is required to engage for success
The existing process may be effective for qualifying and routing active demand, but a dynamic nurture flow to stimulate and advance early stage latent demand
Drive to 1st Contact
Step 1 –
Perform calls/ s until 1st contact
Phone &
Phone &
Phone &
Phone &
Live Contact
Phone &
Phone &
Lead
1st Contact
2nd
3rd
4th
5th
6th
SAL
Qualify
30+ Points
Nurture Path
Step 2 –
Assess area and level of interest to determine nurture plan
Interest: High
Time: Now
Live Conversation
1:1 Nurture: Weekly
(8 weeks)
<12 mo’s
Interest: Med
Unknown or
+12 mo’s
1:1 Nurture: Monthly
(12 Months)
1:1 Nurturing
Interest: No
Time: Long or Unknown
Permission to message
Recycle
Opt-in List

2. Example nurture path: High Interest
New prospect Lead
Lead Dev Rep
(LDR)
Call Attempt results in live conversation
Prospect
Confirm Interest is High
LDR updates SFDC with Lead Record
LDR Sends to provide introduction
Qualify based on Criteria
Fast Track
Field/AM
Key:
Best Practice
11/15/2018

3. Example nurture path: MED Interest
New prospect Lead
Lead Dev Rep
(LDR)
Call Attempt results in live conversation
Prospect
Confirm Interest is Med
Qualify based on Criteria
LDR updates SFDC with Lead Record
LDR Sends Meeting Invitation and Provides Introduction
Fast Track
1:1 Nurturing
Field/AM
1wk/mo
2 wk/mo
3 wk/mo
4 wk/mo
5 wk/mo
6 wk/mo
11/15/2018

4. LEAD NURTURING: THE METRICS THAT MATTER
QUALITATIVE
QUANTITATIVE
Progressively profile database with enriched data
Engage in ongoing conversations with target buyers
RAW INQUIRY TO LEAD CONVERSION RATE
PERCENT OF DATABASE THAT IS ACTIVATED AND ENGAGED
Continuously qualify engaged contacts
Turn inactive/dormant contacts into activated contacts
OPPORTUNITY TO SALE CONVERSION RATE
QTY OF QUALIFIED LEADS PER PERIOD (M/Q/Y)
Cross-sell or upsell existing customer contacts
Maintain awareness with the target buyers
RATE OF SALES-ACCEPTED VS. SALES-REJECTED LEADS
SALES CYCLE DURATION OF MARKETING QUALIFIED LEADS
Accelerate the buying process
Improve the accuracy and quality of the leads that are sent to sales
UPSELL/CROSS-SELL SUCCESS RATE
PIPELINE CONTRIBUTION

5. Universal nurture campaign types
PROSPECT: HIGH INTEREST
Product-specific campaign designed to engage a high interest prospect with 5-7 touches every 3-5 business days using specific points of differentiation and CTA’s to drive deeper engagement
PROSPECT: 120+ TIMEFRAME
Ongoing product specific nurture campaign leverages the content of the High Interest prospect, but with a cadence of every 7-10 business days
PROSPECT: NON-RESPONSIVE
Ongoing nurture campaign designed to offer compelling content that helps the prospect self-declare their area of interest and approximate buying stage
PROSPECT: REACTIVATE
Net new nurture headlines and CTA’s targeted to generate interest in prospect who have gone dark
CLIENT: PRODUCT CROSS-SELL (DECLARED INTEREST)
A nurture campaign that is triggered to communicate the top points of value for a specific product with a cadence of every 5-7 business days. Used when a prospect self-declares their interest for the product
CLIENT: PRODUCT CROSS-SELL
(UNDECLARED INTEREST)
A nurture campaign that is triggered to communicate the top points of value for a specific product with a cadence of every 5-7 business days
CLIENT: PRODUCT CROSS-SELL (PORTFOLIO)
Follow up nurture campaign designed to engage a customer with the portfolio of products and solutions that are available to them
CLIENT: PRODUCT RENEWAL
Ongoing nurture campaign designed to remind existing customers of the value and any net new benefits in the latest release

6. Advanced nurture campaign types
COMPETITIVE
Designed to engage the clients of your competitors by differentiating your products and/or services
AWARENESS
Ongoing nurture campaign that operates as a low cadence to keep your products and/or services “top of mind” with older, less active leads
UPSELL
Ongoing nurture campaign designed to increase purchase value of a current offering to existing customers in order to gain share
CROSS SELL
Ongoing nurture campaign targeting specific customers to promote complimentary products in the portfolio
REACTIVATION
A nurture campaign that is triggered after a predetermined amount of inactive time has elapsed. Usually centered around exclusive offers, premium content, or promotions
MIGRATION
Ongoing nurture campaign designed to incentivize existing customers to move to an updated version of their current product
EVENTS
Follow up nurture campaign designed to engage attendees and leads sourced from trade shows during the month following the event
RENEWAL
Ongoing nurture campaign designed to remind existing customers to repurchase the same offering at the end of the existing period

7. USE CONTENT TO NURTURE CONTACTS EFFECTIVELY
Suspects
Audience goal: Education
Marketing goal: Awareness
Consumption score: Low
Prospects
Audience goal: Research
Marketing goal: Engagement
Consumption score: Medium
Opportunities
Audience goal: Selection
Marketing Goal: Conversion
Consumption score: High H
PRICING
SOLUTION DEMO
REFERENCES
TCO
CALCULATOR
3RD PARTY
RESEARCH
TESTIMONIALS
WEBINARS
ROI
CALCULATOR
WHITEBOARD VIDEO
CASE STUDIES
E-BOOKS
Purchase Intent
WHITE PAPERS
RICH MEDIA
ANALYST
REPORTS
SEO/SEM
LUNCH & LEARNS
PRESS RELEASES
E-BOOKS
COLLATERAL
INFOGRAPHICS
TRADESHOWS
SOCIAL POSTS
ARTICLES
NEWSLETTERS
ADVERTISING L
Customer Buying Stage
Not in Market
Stimulated
Problem Definition
Evaluate Options
Recommendation
Final Approval
Implementation