Make Nurturing Part of Your Nature

Transcription

1 Direct Mail Digital Marketing Sales Tools Funding Data Creative Services Make Nurturing Part of Your Nature How to Effectively Leverage to Increase Response and Revenue September 25, 2014

2 Today s Speaker Paul Kühne 15 Years in Ed Tech and Educational Nonprofit Marketing, Sales and Services Setting Up, Fixing and Managing Marketing Automation Sales 2.0 Best Practices Digital Marketing Events Management Dad of 14 month old and likes fuzzy dogs.

3 What We ll Touch On Enhance existing event programming, website inquiries and asset downloads. Create thoughtful campaigns that can evolve over time and are not offputting or too salesy. Better foster marketing and sales alignment to focus sales on prospects and customers most ready to engage. Marketing automation systems can help. Valuable at all points in the sales funnel and customer lifecycle. Questions welcome at any point.

4 It s not 1900 (or even 1950) anymore.

5 So Why are we still selling like it is? Why are we surprised we re not meeting revenue goals created in vacuums? Why do we think educators are insulated from consumer and enterprise purchasing trends like the increasingly social customer?

6 From Our Friends at Gartner Let s do a crappy job at umpteen things! Said no CMO ever (but did many a CMO).

7 Nurturing Can Be the Glue A way to build relationships. A way for prospects and customers to engage with your brand/content. Thought leadership but with a definite eye toward demand and revenue. Whisper over their shoulder. More sales ready leads through self qualification when they re ready. Improve ROI of concentrated activities.

8 More Than A Buzzword

9 Sales 2.0 Mindset Rigidly following a sales process. Controlling what the buyer knows. Marketing vs. sales. Selling solutions. High-efficiency vs. high-touch. Volume vs. relationships. Travel, meeting and schedule hassles. Technology is a burden. Count every activity. Forecast probability. Pipeline volume. Mass marketing and prospecting. Sales 1.0 Sales 2.0 Helping prospects buy. Buyers educate themselves before they come to you. Integrated and interdependent marketing and sales. Helping customers succeed. High-efficiency AND high-touch. Relationship-driven volume. Engaging anytime, anywhere. Technology makes sales & marketing more effective. Measure all activities that count. Forecast predictability. Pipeline shape and velocity. Personalized and targeted communications. Source: Connected Marketer:

10 Aligning Content to Buying Process

11 Call to Action/Structure Seemingly altruistic value. Give them actionable info. Get them to website but not solely. Be mobile friendly. Vary for learning styles and testing. Ownership of series. Uber design vs. scalable templates. No need for forms but more info OK.

12 Way More Than Whitepapers Information/ Instructional Tech C&I Sups/Assts Subject- Specific (Lots) Principals Teachers Families

13 Nurturing Prospects Social as the New Opt- In Round 1 Before/After Live and Virtual Events After Asset Downloads/Fills Out Form After Calls/Entering Database for First Time Recycling/ Ticklers

14 Nurturing Customers Signing a Contract Doesn t End Things! Thanks/Welcome New Clients Activate Users/Adoption Newsletter OK but Not for Upsell Usage/At-Risk Client Upsell

15 Types of Opt In Don t Fret Too Much Watch opt out. (Regional variations). & Let sales opt out folks not opt in.

16 Cultivate Relationships Personalize (names et al). Façade but PLEASE send from a person. info@

17 Timing No, it s not too much. Not same time every week/period. Start with days vs. months between. Fri or sat night in local time only bad times? Manual hard but not impossible. Every stage of funnel. Migrating into more spaced out track. Acceleration through self qualification. Engaging with sales doesn t end it.

18 More Robust Events Engagement Onsite/During

19 Webinar/Virtual Event Sample Premarketing Registrant Nurturing Event Postmarketing (Begin 3-6 Weeks Out) Invite 1 Invite 2 Invite 3 Strategic Calls Title/Size/Engaged Last Chance Confirmation Making the Most of Your Upcoming Webinar/Top X List Related Resources 1 Day Reminder 1 Hour Reminder Text Re: Questions Thank You/Sorry We Missed You Slides/Recording Strategic Check-In Calls Select Sales Calls Related Resources Follow Us on Social Media Move to Another Track Hosted Seminar/Conference Sample Premarketing (Begin Few Months Out) Invite 1 Mailer 1 Strategic Calls Title/Size/Engaged Invite 2 Mailer 2 Invite 3 Strategic Calls Title/Size/Engaged Last Chance Registrant Nurturing Confirmation What to Do in City Related Resources for Topic Preparing for the Conference/Questions to Consider Check-In Calls Safe Travels Welcome Text Event Daily Texts w/ Key Features, Engage in Backchannel Daily s w/ Same Postmarketing Goodbye Text Thank You/Sorry We Missed You Check-In Calls Next Steps for You/Team Next Steps Mailing Follow Us on Social Media Related Resources Move to Another Track

20 Gist of An x-month Nurturing Track File/Thanks/Welcome +5 Days Top 10 List +5 Days Printable/Online Tools to Use w/ Staff or Classroom +5 Days Recent Blog Post + 5 Days Video/Recorded Webinar +10 Days Whitepaper +10 Days Related Industry News Roundup +10 Days Follow Us on Social Media Move to Another Track

21 Beyond Redefining Integrated

22 Ready to Engage Fills out contact/demo form. Calls for demo/info/meeting. Certain types of activities/characteristics (lead score). Doesn t end nurture changes it.

23 And Then Human Beings Ruin It! Wanna buy now? Are you important? WTF?! Um, no, goodbye. AH!!!!

24 What to Do Next Is Only Logical Hello. My name is the marketing dept. You killed my lead. Prepare to die.

25 Transparency with Sales Talk, educate, collaborate. Database enrichment vs. sales ready. Cherrypicking OK. Less is more. Templates for consistency. Feedback on quality. Record activities centrally. Insight is smart it s not big brothery!

26 Marketing Automation Marketo, Act-On, Hubspot, Eloqua, et al. Least of what it can do is send s. Getting cheaper but not as cheap as unintegrated clients. CRM mass function often bad. Not second nature but can scale have dedicated internal/external resources. Phased rollout/adoption/usage.

27 Capabilities Galore Behavioral and demographic scoring/tracking. Progressive profiling. Power in hands of marketer vs. IT. Integration w/ webinars/events systems. Increased personalization/dynamic content. SEO and social integration. Revenue cycle management/forecasting better. More functionality added monthly. Even foreigner for sales than nurturing...

28 Measurement What s it with apples in education marketing?! Reflect monthly/quarterly. Acquisition and funnel momentum. Program effectiveness, volume, velocity, value. Proactive, not autoposy only don t meet, beat or fall short of goals by accident. Nurturing can help guarantee programming results and plans and company goals meet (too often disconnected).

29 Places I Go for Info Regularly

30 Getting Started Audit content repurpose, tweak or create a bit more. One size doesn t fit all BUT design 1-3 initial track(s) which may be used in multiple different ways try it and improve and triage over time. Agree on sales handoff/human engagement. Learn more marketing automation if not familiar. Check out resources including recent webinars on content marketing and development and best practices great stuff.

31 Questions for Paul? Send Them Using the Chat Panel Paul Kühne call coming soon!