Introducing our Lead nurturing solution for hospitality

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yeah thank you catherine thank everybody uh jumping to this session hopefully it would be a good one hi sam uh yeah starting from me uh following your funny artifact and story about climbing actually i'm 56 i'm not really climbing that much anymore as i was used to so it's more more than bringing me to the height i'm trying to bring our clients and partners to get the best level as much high as they can uh in terms of their marketing activity my climbing actually is more indoor climbing in indoor facility in the town and few cliff trip over the weekend much not much more um to be relevant to this discussion actually um i've been a salesperson almost all my life uh my last 15 years i actually ran three this is the fourth major startup of martech from canada or united states within the marketing ecosystem now working with nip running the email business for them and actually taking care of delivering loyalty engagement and promotion platform all over india and so lee nurturing something that actually we leave and briefing every conversation with our prospect and clients and so hopefully my my experience will be of any level of interest here and delivering some good thought and things for food for thinking for for you all sam over to you thank you mario i mean you're saying the rock climbing to help your customers that made me look really bad i'm not gonna lie but no lovely to meet everyone i'm marketing director for new states for media group and um yeah so i've been there for a couple of years and before that i was looking after their marketing solutions before i went into the marketing director role so quite hands-on in martech itself and nsmg's the new state familiar group is a global media company our main title is the new statesman magazine which hopefully some of you know if not i'm not doing the best job um but then there's also a number of other magazines and data products that we have and a couple of years ago we launched a marketing solution called lead monitor so it was um yeah it's quite interesting as a publisher with lots of content and data to launch a lead kind of creation tool and what it does is kind of little lead generation lead nurturing and we work with our clients to help them solve those issues so yeah it's quite an interesting take using kind of a massive amount of content and data coming from kind of more of the buy side but then actually working with our clients and going through each of these individual issues so yeah love getting my hands dirty with martech and really excited to be talking today and hopefully we can kind of give some good advice and tips from our experience so yeah indeed right so yeah let me let me start asking so the easy job for me and then and the more complicated one for you to to break the house um we are talking about lead nurturing so i believe it makes a lot of sense just sharing your thought as well as my thought on what does lead nurturing mean to use lash i would say to your prospect and client son yeah no i it's quite an interesting question because lead nurturing everyone you know just kind of thinks of emails being sent out to a prospect kind of get them towards a sales opportunity but simply put for me lead nurturing is just kind of a nice way of saying well maybe a nasty way of saying relationship building and relationship maintaining so rather than looking at it is this kind of just an automated process exactly yeah it's all about how you can build that kind of brand connection with your user how you can get them from being someone who is anonymous who's just visited your website or maybe walked into your store all the way through the sales funnel to making them into a returning customer but more importantly an advocate and that really is the main goal it's not just kind of making that first sale and i know we're going to talk a bit more about this later but it's really you know how can you get more out of them how can you increase their kind of lifetime value and how can you really make that lasting relationship rather than just trying to be kind of cold and faceless it really is to me a lot about the relationship building and on that so working with lots of clients and this is why i found the question quite interesting is because lead nurturing could mean hundreds of things to hundreds of clients and that normally comes down to how each client defines that or has the definition of what a lead is so most companies will have leads you'll have mqls you'll have sqls prospects into a client or you know however you're kind of actually defining them but each one say as an mql could be different to every company so depending on what your business outcome is an mql could be you know a white paper download whereas to other companies it could be someone who's attended an event or another company it could be someone who's you know left their details in store so how users and how businesses actually define lead nurturing completely changes per company and again for an sql we've had some clients we've worked with where if they have sent an enquiry okay fair enough that's directly an sql whereas others have actually looked at more qualification steps and said well we want them to define you know certain engagement we want to make sure they're the budget holder and we also want them to click this button that says i want to purchase all your products so i think really what does it mean to me it means it means a lot of things i guess is a bit of a cop-out answer um but for for every different um company that i've been working with and every company that i've worked in it really comes down to how you define it kind of what audience you're working with and how you really get them from step a to step z or zed um so yeah mario back at yourself it's interesting also coming from more of a sales angle because then i'm talking from marketing experience what what does lead monitor oh sorry i just said what does lead nurturing mean to you and slip yeah so i i totally agree with you for the most you say um in terms of what the nurturing might be representing for for us our partnering clients one of the statement i like the most when we talk about the nurturing is defining this as the process for of developing and maintaining relationship with customers at every stage of their journey as you say is not just one single action one single tactics or techniques uh one single channel is a combination and can be different climb by client vertical by vertical the way that marketeers are elaborating and executing their nurturing strategy and this is driving me three major highlights one is re-nurturing is related to every stage of the client journey one of the main mistake i see a few brands executing is i believe is a kind of uh of ambiguity coming from the lead from the wording standpoint they are just generating content activities to transform the lead in a client and then they forget about him or her and actually we all know is much expensive to create a new client than to nurture and keep the client on and so one of the main mistake is really not following this leak processing when the lead become to be a client because it's a different way related to the whole fashion marketing funnel you know moving a leader to a suspect with prospect to a client etc now the floor the user journey is much more fluid and dynamic and this is triggering me to the second highlight that is user journey actually is easy like every conversation i have with marketeers it lends to talk about user journey because i totally believe the user journey is actually what resonate to our client what the clients are interested in following and executing to get in touch with the brand and the last consideration is the latest consideration is the communication has to be relevant for a truly effective journey to lead nurture somebody the content you deliver whenever when we transact when we talk when we read when we visit etc the content is a king and so the combination of the appropriate content as part of a user journey long-lasting relationship that does not stop when a lead become a client i believe is a kind of a better description of my user journey experience and talking about content i believe i know if you want to add something you are much expert than i using content or content management because of your your role in your media company yeah i was going to say on the on the first point um it's yeah we found us around three times more expensive to acquire a new customer than to retain a customer so it's you know it's easier to keep them so lead nurturing shouldn't just be about starting off a fresh acquiring but also you know where do you have those cross-selling opportunities where can you generate more value from your clients and is there different departments who are contacting these leads or current clients that you can then cross-sell within your company too i know i know on the point of content i think yeah content's king and i think for publishers we're quite lucky because it's like having the whole castle at some points and i think the best part of content is it really shows you what the user is interested in so i think if you have a lot of content and you have it tagged right and you have say kind of the right topics the industries you can then start to understand each user's affinity their interests and after a while you can start to predict and this is a bit further down the line but start to look at their intent to purchase so if they're constantly reading about one topic or trend how can you then push them towards a product that you're selling that is around that topic or trend so i think yeah content's very important on kind of the front end and user level but also when you are emailing them or contacting them or nurturing them it's kind of the key driver in terms of how you can nurture and i think i know we're going to talk about this in a little bit in terms of what people do wrong with content in particular but i think it's it's very easy to kind of set up certain lead nurturing campaigns and programs but the hardest thing is keeping it fresh keeping fresh but keeping yeah new content personalized yeah and constantly tuning in and innovating because that's where it really comes in becomes really tricky right i'm going to switch slides and what we've got is a bit of a pole to make sure everyone's still awake but we've got a question on the screen i think all the audience can click on one of the answers and the question is you know who here has a comprehensive lead nurturing strategy in place so whether it's flawless yes but need some work i'm not too sure or no and i believe there was a stat by invest pro last year that we were talking about previously and 35 of b2b marketers have a lead nurturing strategy set up but that means you know a big 65 percent don't currently have at least nothing set up yeah exactly and i think you know it's not the end of the world but it's it's a very useful technique to make them go from a to b so you know it's absolutely fine if you don't but i think i see if it kind of starts to match the results that we've got yeah i also got some kind of stuff um that is still very related to nurturing lead nurturing and from the b2b and the b2c approach um i got the same i mean based on what i was saying before about when to stop elite nurturing process only the 29 of brands nurture existing customer behind they need some purchase and actually again it's like the 80 percent of them they forget about you they forget about all the the personas or the marios or the psalms that have been nurturing just with the scope of making a transaction and back about content the 59 percent of marketeers agree that creating country is one of the top challenges of the lean nurturing strategies i'm not sure here it means we have to do it it's a hot topic or challenges like i need to pick up the phone and call some to help me out to define the appropriate content but actually they all say they all agree content is key yeah it's one thing you constantly have to change and personalize so it is a tricky one right i think that's in a minute we move over to the results big big drum roll here we go right so 18.8 percent yes it's flawless that i love to see that that's fantastic you should be up here talking with us on this and hopefully on the q a afterwards for sure um 37.5 yes but need some work 18.8 well i'm not too sure and 25 no so i think when we were saying the stat was 35 and just b2b it's pretty aligned yeah yes not too far off and obviously yeah yeah and i think what we're going to talk about today what we already have then is you know it's never too late to start and um you know we can definitely give some tips afterwards if you do want to talk to us on that but no that's very interesting i'm going to jump on to the next slide and this one is back at you mario why and how do you nurture lead so it's a bit of a double part question yeah so let's start from the why and for supporting the y um i'm using something that i've been keeping using the last year in similar event like this one but even in one to one conversation with prospect and client and actually this is more like feedback coming from them to me that more what they believe from the marketeer standpoint that is something that i named the virtual circle so basically is an easygoing discussion to me the more a brand is nurturing a relationship with the marios with the psalms and the more a brand is creating appropriate content contextualized that resonate that is interesting for the different personas the more these different personas actually myself personally i feel okay to share my experience you know to deliver my fantastic zero first party data explicitly so that my brand the brand i like to deal with is going to be creating a better understanding of myself to serve me the best so to give me the word next best action offer promotion interest i might be interested to pick up highest chance so the point i'm making here why doing the nurturing because through the nurturing we are making the marios in the comfortable zone to deliver data thanks to which the brand is get to know more marios and is more effective and is creating easily as an automation as a next step point a a higher increase and higher frequency and higher expenditure from my side that's something i feel pretty direct is logically a long circle it's not something that is coming after one day one minute one month when you start your nurturing process but the more the communication the nurturing is interesting to me the more i'm back to talk to visit to invest to spend money with a given brand that's my why taken i don't think i was gonna say do you think there's ever a state when there's too much nurturing can you nurture someone too much off the back of that you know that's a very good point and actually uh you know also when we talk about and you made a good entry at the beginning we are not just talking about marketing automation but when we talk about market automation it comes sooner or later what about the frequency now yes it could be but to me somebody is opting out a specific environment a newsletter a campaign whatsoever is not really for the latest communication that wrongly eventually has been sent over but he is more about the full process doesn't work that well or the content that has been created and delivered was not really so relevant to that person so logically we have to have respect to the people we have to have respect not to bombard uh all this community with social and communication email sms or push whatsoever but again the more the content is interesting and is stimulating a conversation the least the opt-out situation should come that's my my thinking actually no i think that's that's a really fair point off the back of that i was going to say so obviously our content's really key when we talk about a lot of this and one of the main ways you know i'd agree on is kind of you know we look to automate a lot of our processes we want to kind of have chain emails going out we want them to be tagged correctly we want them to be getting you know the right notification being sent to the right event kind of take out a lot of that manual intervention but it really becomes almost two ends of a sword when it comes to content and automation because you're really fighting and it's almost an information overload stage when it comes to the internet we've got more content than ever there's more publishers than ever every company is creating content so you have to really fight to get your message across to the right people so i think completely agree with you you have to make sure content really resonates you have to make sure it's personal and i think a lot of that you can do from successful persona work understanding your audience kind of doing a lot of iterative testing getting a lot of feedback i think it is really key to make sure yeah that that message resonates because i can definitely say when automation and content has been done badly you get the opposite you get really adverse effects and i mean we've all definitely had an email when it says hi insert first name here and you can see where they're going with it they're trying to make it personalized on a mass scale but it's having the complete opposite effect on me it makes them look like they're building a relationship instead to you mean nothing to me you're an automated piece so it really is yeah that balance of how much do you build the relationship how much do you automate and how do you have that fine line in between i think that's just yeah a really good point on i fully agree and all on the our aspect i mean just for sake of time i'm watching the timing here so let's say five minutes for closing this conversation on on the ow uh i'm back to say the three major topics i typically discuss when we open up strategic top-down lead discussion lead nurturing discussion with prospecting clients we pray them to do long-term value activities as well as not to just rely on transactional information or not to push communication out only when we are making transactions with them and again and again just using content and eventually also contest based promotion or kind of activity and touch point because it's proof that contest-based activities as a tactics as an engagement or loyalty that takes if you will is something that is bringing one of the highest level of redemption in any kind of communication but i would say the most important point to me is avoiding to make tactical communication but create a strategy that again follow the full life cycle of a given prospect lead client advocate of given brand and creating the appropriate long-lasting relationship that is proved to bring result sooner than later okay that's and i have some nice story if you have time to talk about i think there's a use case for that but uh i'd like to hear from you also how what you're thinking are yeah i mean one and yeah interest of time i think one one big how in terms of you know how should you or potentially like best practice is looking at the omni channel approach i know this is something we've spoken about before mario and um lead nurturing isn't just sending email campaigns out and you know we're all guilty of it we've all done it and most people i believe it was 75 of marketers for a recent survey said lead nurturing is email campaigns because the first thing if you use something like pardot you can use it your engagement studios but your smart campaigns and all of a sudden you're putting it in there and you're making this campaign and sometimes it stops there and my key thing on the how would be to make sure that all of your channels are speaking to each other and working with clients in the past i've seen them when they've had their events team sending out one kind of email comes and inviting them to x event or next topic and we've had their other product marketing team sending out around trying to convert to another product and as the end user and i think you'll agree on this they don't care who it's coming from because to them you're one brand and whatever department's sending whether it's even sales or marketing whether it's events product tech whoever's sending a campaign to the end user or just one brand so i think it's really key to make sure all of your channels are talking and feeding to each other and whether that's you know we're getting a bit more techie and thinking about kind of like cdp and we've got your single user id to stitch that data or whether you have any other kind of integration tools for that data flow i think really mapping it out and working all these different interaction multi-touch points makes sense to the end user because if not you're gonna alienate them and it'll have that adverse effect that isn't nurturing or building that relationship i totally trust that and actually again for a sake of time if you go to our takeaway and then we leave a bit of room for for the q a actually let's say we've got one more one more question jumping ahead oh okay you right there okay so let's say as it comes in relation to create a long-lasting experience um i remember a scenario where actually i was not yet in his knee but sleep opened up a relationship with the big big top fmcgs worldwide president from north america running some dedicated independent promotion campaign for activate and validate a new client and starting nurturing them along the path and then after a few years they jointly decided to create something more again long-lasting like instead of running a specific promotion for a specific brand for a specific set of products just creating a path so that there is a diagonal there is a bi-directional discussion among brands and clients so that brands again is starting collecting and gathering data very relevant to the cons the consumer behavior so that it can react in a better way in a more personal way in more contextual ways and so they move from running independent campaign let's say to a more holistic january 1st 31st of december program where and adding also assigned the transactional relationship many many ways for creating interaction onto the only channel party as we're saying some to give the voice to the client and listen in them and that was a huge success in term of lead generation indeed yeah so now do you have any other kind of similar example yeah that's one of them is yeah i think i kind of briefly touched upon it and there's the channel alignment but also i think quite interesting having a sales and marketing person on is functional alignment um so i think when defining and a lot of lead nurturing kind of working with clients it always goes back down to the definition stage of the user journey the sales funnel and how you're defining and collecting these data points for your leads so when it goes down to that you really have to align between sales and marketing to understand what is an mql and what is an sql and it shouldn't just be kind of two closed off functions but they should almost be joints at the hip i know there's a term what's it that's marketing i think it's one of the latest kind of terms to use that and i i quite like the term actually but i think no it's it's really important to make sure kind of they're they're singing from the same book they're talking to the client in the same way because if not as i said earlier the client only sees one interaction with one business and yeah i've i've worked with a with a couple of companies in the past there was one actual global global tech fan and they had they had a really good lead nurturing kind of system set up in terms of kind of email channels and what they were pushing out but they did kind of there was a lapse in how they were pushing the content out so they had one channel which was pushing content out around one subject and then they weren't looking at their thresholds that came in they weren't looking at the content that was going towards the same users because they weren't excluded from other paths and it became a bit like we're saying earlier a bit more kind of a spam type approach and it it didn't work and they were wondering why kind of their conversion rates late and on both campaigns they dropped because they were overlapping in terms of audiences so really yeah another point is yeah to make sure you know you have those thresholds in place you're not spamming them and one thing that i'd always recommend if you ever have time is go through the whole journey as the lead and see how it is you know see what you get on the website see what pop-ups you have see kind of what events you're invited to see more email campaigns you get and i guess you know doing that is one of the best ways you can actually see all of these different attribution touch points and how they fit together from a leads perspective because most of the time that's yeah that's that's the one thing is people forget they activate it or they activate and wait and they don't go back refine and test and before you know it they can get kind of outdated or they need to be optimized quite quickly which i would say yeah and test i mean just to underline that concept testing is is a must i mean even the last two years i mean not so much before we saw how much the client the consumer behavior has been changing right and so if you're not doing appropriate test and buy test and learn practice in every nurturing uh strategy you deploy you might be believing that what was working a few years back is still working now that might not be the case because of the new technological waves and because of what happened because of the pandemic situation but eventually therefore positive uh a situation again clients are changing their behavior to and also they're changing what they are looking for brands from here to here that's another kind of mess i like to share here yeah i agree i'm going to switch over now we've got a couple of minutes left to two of our key takeaways and i believe these slides are gonna be sent out afterwards and we can we can definitely feel free to get in touch with me and marriage talk through these points uh but i think for me it's you know every it feels kind of like philosophical at this point but every business is solutions and customers are unique and it's not a one size fits all with lead nurturing so i would definitely you know if you haven't got one set up do some persona work do some audience work do some kind of feedback work and really understand how you can start to build that whole journey out from from step one and if you do have a piece in place you know make sure you're constantly optimizing it and testing it and also you know testing it yourself to see how it fits from kind of a leads perspective um mario do you want to talk to yours quickly yeah my one is very very easy uh but honestly speaking i face in working and designing strategically speaking top down some engagement or lead nurturing or loyalty progress sometimes we tend to to forget about the basics so my mantra is treat your client so i'm talking to the brain treat your client as you as a person would like to be treated by your brand actually i'm part of some 50s plus a newsletter loyalty program etc just to feel how this works to understand my reaction my feedback and learn by all of them best practices and avoiding mistakes and the best comment i would ever do is really if i feel okay to be part of that program let's just do it let's just design something me as a member i would like to be in i would like to be live and brief and to to attend that's my high level comment that actually resonates not only with lead and nurturing but with many many of the marketing processes i would say but i believe it was a good one thank you so much mario and sam it's time for q a session um thanks for that insightful session and we have lauren here commenting it was a brilliant helpful session thank you both as well from the audience members thank you all right so kind um and yes a question um about obviously the king's public league nurturing um so would you say it's more of a process or technological matter and how to cope with both um obviously it depends on different industry or um you know client sets and it's differently but what's your take on that um sam would you like to go for it first yeah i'll give it a go um so i think it's it's definitely a bit of both i think the process is the journey and how you kind of piece that together with all your different channels and all your different tools but the technological side of things the process won't work without the tech and without the data in place so if you don't have you know the proper tagging in place you don't have the right data being fed in and provisioned you don't have the right privacy notices in place then you can't use that data you can't stitch that data and all of a sudden the whole process disappears so i'd say it's definitely uh a two-parter i think you you do need you do need the data from the tech in place but then also the process is really important in terms of how that user goes through so a bit of this bit of that is my answer mario yeah i can to kind of agree um i would say that um from the process standpoint i mean all the time we start with the kind of readiness assessment to really understand it from the organizational standpoint from the people's standpoint and from the knowledge standpoint what we would like to envision and design actually is something that can can be matched to the internal organization but similarly as some say with the complexity of today the speed of reaction of today in the time to market that is becoming something unbelievable in terms of speed um you also need a good technology for supporting all the automatism for learning understanding and taking decisions not really for people but supporting the decision of the human beings and making their life much easier so easy to say that both of the two i would say if we start from the process standpoint even if i'm a technological vendor but we like to discuss about a return on investment starting from there i would say that's pretty and i'm i'm gonna actually change to another question to ask you that that's often being asked um at our summit what keeps you awake at night in terms of this particular question so that probably and i mean your answers were perfect but what really in your either your own organization or the clients that you're helping is it more the process or it's more of the technology you know the platform or what platform to go for those kind of positions trouble you more i i have one if you if you don't mind some i mean what actually we look for and if this is missing we are not making our night is the executive leadership commitment because you know i've been selling i've been selling technology for 23 years now the perfect technology that does everything with no issues does not exist that easy okay similarly processes based on people people are different one-to-one so if you have a solid executive commitment everything can be solved so i'm not sleeping well overnight if i see that giving brand that given company is not coming with the appropriate executive commitment if this is coming all the rice is something you can face and you can fix more or less but i wouldn't avoid to have a good sleep because of technology issues otherwise i mean i would have been having a very bad life to know [Laughter] now i would say i can i completely agree on that point i think your tax is only as good as the buying you get in the company and i mean we've all done we've seen a million tech vendor pictures all these different martech tools scott brinker's 11 000. or however many more there are now we've all probably been on loads of these pictures and so i've gone through these kind of um processes and yeah i've seen tools really successful and i've seen tools fail and the ones that fail are the ones that don't have buy-in they're not included in the objectives they're not kind of they don't have weekly or monthly or kind of practical business user cases and they normally get sold on the nice ui and some pretty analytics that come with it so i definitely agree with with tech um but in terms of the original question keeping me up at night probably just too many espresso martinis could be one um but but no if not that um i guess data privacy has always always been a piece that everyone needs to kind of stay on top of it it's constantly evolving every day um and it can open you up to kind of big legal cases so i think that will always maybe not keep me up but always have me on my toes and i think everyone should be constantly looking at the next steps and making sure we're transparent and open with our data privacy that's going to be my point you