What are good examples of a B2B nurture program (involving more than one stream) if you don't have a defined lead flow process yet? I know nurture programs should have goals, an entry and exits, however we are planning on creating our next nurture before we complete lead flow definitions with Sales.
Any recommendations are welcome.
You don't need a lead lifecycle to do nurturing. Have you thought of some already?
I can't find the link now, but there are many good posts on this at Marketo and LeadLizard:
I like to structure nurture (pre-opportunity nurture, at least), based on buying stage. Starting with a Discovery Track engagement program to accrue some more information about your prospects via watching their activity, page visits, email clicks, etc. This is a very demand generation and content marketing approach, less product marketing to start.
Each engagement program being run through buyer stages (more detail on buyer stage scoring here😞
So when a prospect is in Awareness, your goal is to slowly logic the person into the point of being researching possible solutions and more deeply understand the problem. Then when someone is in Research, you start to finally layer in more of the product marketing content (Consideration content), and prove out your solution as the best solution to their problems. That'll naturally guide people along the process and is useful for prototypical B2B companies with few prospects, long sales cycles, and large opportunity dollar size. You can watch my recording on this via my recorded talk at Marketo Summit 2014: How to Take Intelligent Lead Nurturing to the Next Level.
Nurture I usually start with, depending on your business context, products, sales/marketing team structure, etc.:
When you're launching nurture for the first time and you have leads in the database who haven't received marketing emails for a while, start with a reactivation email campaign. It's nice to have this contextual based on a big launch, so it doesn't just seem like you've internally just decided on a whim to do more marketing. Useful to launch a nice valuable new asset in this email. Depending on your database size and approach to marketing, you can either: (1) have the reactivation email campaign introduce the new marketing and opt all the appropriate leads into the new nurture program or (2) have a big button on your reactivation email with a CTA to have people choose to be in your new email nurture. If you're greedy for email recipients, you can opt everyone in. If you're more high-touch, you can just assume that your conversion rate of existing database prospects opting in will be something like 5-15% (depending on how healthy your DB is in the first place).
Even if you don't have perfectly established revenue model as a success metric (aka, Lifecycle Status changing to MQL, SAL, SQL, etc.), you should still put in a metric for success regardless. An easy way to do this for pre-opportunity nurture is a proxy like: activity logged, converted to contact, changed lead owner to x, attached to opportunity, opportunity stage changed to closed/won.