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www.act-on.com | @ActOnSoftware | #ActOnSW
Anatomy of an Integrated Lead
Nurture Program
Aaron Bolshaw
Database Marketing ...
www.act-on.com | @ActOnSoftware | #ActOnSW
#ActOnSW
Social
www.act-on.com | @ActOnSoftware | #ActOnSW
Today’s Presenter
Aaron Bolshaw
Senior Manager, Database Marketing
@aaron_bolsh...
www.act-on.com | @ActOnSoftware | #ActOnSW
Today’s Agenda
• Multiple CTAs
• Automated Programs
• Anatomy Lesson
• Third Pa...
www.act-on.com | @ActOnSoftware | #ActOnSW
Multiple CTAs
• Email marketing 101:
Use only 1 call to action
• Focus prospect...
www.act-on.com | @ActOnSoftware | #ActOnSW
Head to Head Test
Single CTA Multiple CTA
www.act-on.com | @ActOnSoftware | #ActOnSW
Head to Head Test
Single CTA Multiple CTA
The winner?
Multiple links beat out e...
www.act-on.com | @ActOnSoftware | #ActOnSW
Quick Takeaways – Multi CTAs
Good For
• Increasing lead
engagement and
generati...
www.act-on.com | @ActOnSoftware | #ActOnSW
Automated Programs 101
• Alternative to the batch-n-
blast method
• Different n...
www.act-on.com | @ActOnSoftware | #ActOnSW
Under the Act-On hood
Introduce Act-On
with lighter content – videos
and white ...
www.act-on.com | @ActOnSoftware | #ActOnSW
Quick Takeaways – Auto Programs
Good For
• Funnel or sales-
stage-specific
camp...
www.act-on.com | @ActOnSoftware | #ActOnSW
Anatomy of Lead Nurture Program
HOT LEADS
COLD LEADS
CUSTOMER
C-LEVEL
Copy to
L...
www.act-on.com | @ActOnSoftware | #ActOnSW
Putting the Pieces Together
• Case studies, white
papers
• PR and News
• Blogs
...
www.act-on.com | @ActOnSoftware | #ActOnSW
• Email single CTA to
Landing Page (LP)
• LP has main content –
explainer video...
www.act-on.com | @ActOnSoftware | #ActOnSW
Mid Funnel Forrester Research
• Segmentation – 3 versions of
email for small, m...
www.act-on.com | @ActOnSoftware | #ActOnSW
Forrester Research
Landing Page
• Full site links
• CEO Blog post
• Press Relea...
www.act-on.com | @ActOnSoftware | #ActOnSW
• Email bland by design
• First 3 stages of
opportunity
• Gives a toggle switch...
www.act-on.com | @ActOnSoftware | #ActOnSW
• No Landing Page –
checklist PDF opens
directly in browser
• More focused on
c...
www.act-on.com | @ActOnSoftware | #ActOnSW
Third Party Efforts
• Press, reviews, media
mentions… they’re out there
• How d...
www.act-on.com | @ActOnSoftware | #ActOnSW
VentureBeat Article
ORIGINAL URL
http://venturebeat.com/5-davids-beating-goliat...
www.act-on.com | @ActOnSoftware | #ActOnSW
Prospects don’t just live online…
• Important to integrate online
and offline b...
www.act-on.com | @ActOnSoftware | #ActOnSW
Integrating Live & 3rd
Party Events
• We start to see patterns
in what events p...
www.act-on.com | @ActOnSoftware | #ActOnSW
2 Most Valuable Integrations…
PROSPECTS
• Behavior profiling
• Attribute profil...
www.act-on.com | @ActOnSoftware | #ActOnSW
2 Most Valuable Integrations…
SALES
• Put all this great integration
and insigh...
www.act-on.com | @ActOnSoftware | #ActOnSW
Learn More About Act-On Software
Got Demo?
+1 (877) 530-1555
sales@act-on.com
w...
www.act-on.com | @ActOnSoftware | #ActOnSW
Q&A
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Transcript of "Anatomy of an Integrated Lead Nurture Program"

  1. 1. www.act-on.com | @ActOnSoftware | #ActOnSW Anatomy of an Integrated Lead Nurture Program Aaron Bolshaw Database Marketing | Act-On Software @aaron_bolshaw
  2. 2. www.act-on.com | @ActOnSoftware | #ActOnSW #ActOnSW Social
  3. 3. www.act-on.com | @ActOnSoftware | #ActOnSW Today’s Presenter Aaron Bolshaw Senior Manager, Database Marketing @aaron_bolshaw
  4. 4. www.act-on.com | @ActOnSoftware | #ActOnSW Today’s Agenda • Multiple CTAs • Automated Programs • Anatomy Lesson • Third Party Efforts • 2 Most Valuable Integrations • Q&A Image Courtesy of Tagxedo.com
  5. 5. www.act-on.com | @ActOnSoftware | #ActOnSW Multiple CTAs • Email marketing 101: Use only 1 call to action • Focus prospect on one activity or you’ll lose out on clicks & conversions • Short attention spans But… is that really true?
  6. 6. www.act-on.com | @ActOnSoftware | #ActOnSW Head to Head Test Single CTA Multiple CTA
  7. 7. www.act-on.com | @ActOnSoftware | #ActOnSW Head to Head Test Single CTA Multiple CTA The winner? Multiple links beat out every version of single CTA consistently by 20% or more
  8. 8. www.act-on.com | @ActOnSoftware | #ActOnSW Quick Takeaways – Multi CTAs Good For • Increasing lead engagement and generation • Increasing baseline lead scores • Better click-through rates • Identifying prospect points of interest When to Use • Don’t know much (if anything) about a prospect • Little or no prior behavior taken • Top of funnel, introductory content • Unknown interest level from suspects or prospects Remember • Keep a primary call to action as core focus • Use text, button and image links for primary action • Offer secondary links on side column • Use ancillaries in header and footer • Rotate links to hot spot (top column)
  9. 9. www.act-on.com | @ActOnSoftware | #ActOnSW Automated Programs 101 • Alternative to the batch-n- blast method • Different names: Trigger, Drip, Auto-responder, cart abandons • Uses dynamic content and conditional rules to send emails at intervals • Creates a better ‘voyage’ for prospects and programs nurturing
  10. 10. www.act-on.com | @ActOnSoftware | #ActOnSW Under the Act-On hood Introduce Act-On with lighter content – videos and white papers Offer persona-specific content to help aid buying process for prospect Decision-supportive content, post-sale programs, and ongoing customer communications Act-On uses automated programs to create leads and nurture them through our revenue funnel, focusing on where a prospect is at in their buying journey
  11. 11. www.act-on.com | @ActOnSoftware | #ActOnSW Quick Takeaways – Auto Programs Good For • Funnel or sales- stage-specific campaigns • Integrating with sales operations and activities • Customer campaigns • Introductory campaigns (acquisition-based) • Lead qualification When to Use • Need more time in your day to focus on strategy – not execute tactics • You have a good base of content • You can navigate lead/prospect data • Promote/manager webinars • Nurture campaigns Remember • Technology is key • Start small – but start soon • Sketch plan, collect assets, build • TEST! Copy program, change wait steps to 5 minutes, and drop yourself in • Know when 1-offs are better choice
  12. 12. www.act-on.com | @ActOnSoftware | #ActOnSW Anatomy of Lead Nurture Program HOT LEADS COLD LEADS CUSTOMER C-LEVEL Copy to List Email 1 Email Cold Email CXO Invite Opened Previous Yes No Conditional Messages Testimonial wait wait wait wait Conditional Branching Copy to List Change Field Value Email 1 Email 2 Email 3 Email 4 wait 5 days wait 5 days wait 5 days wait 1 day Program 1 Program 2 30 points SALES
  13. 13. www.act-on.com | @ActOnSoftware | #ActOnSW Putting the Pieces Together • Case studies, white papers • PR and News • Blogs • Webinars • Lead scoring • Metrics • SEO • List Segmentation • Custom email messages • Landing pages + web forms • Videos • Chat • Social Media • Live events
  14. 14. www.act-on.com | @ActOnSoftware | #ActOnSW • Email single CTA to Landing Page (LP) • LP has main content – explainer video of what marketing automation is • Three secondary links • Website • Blog with pre-populated category of ‘marketing automation’ • Link to demo page • SEO Audit/Optimizer Top of Funnel Explainer Video
  15. 15. www.act-on.com | @ActOnSoftware | #ActOnSW Mid Funnel Forrester Research • Segmentation – 3 versions of email for small, mid, and enterprise businesses • Size-specific `wave charts • Custom leader copy • Custom body copy • Custom highlights • BONUS TEST – looking at engagement across pipeline (top vs mid vs bottom)
  16. 16. www.act-on.com | @ActOnSoftware | #ActOnSW Forrester Research Landing Page • Full site links • CEO Blog post • Press Release • Exec Summary not gated • Social share • Chat (not shown) • Demo Link • Web Form link for Download
  17. 17. www.act-on.com | @ActOnSoftware | #ActOnSW • Email bland by design • First 3 stages of opportunity • Gives a toggle switch for sales • Marketing Automation Checklist • Blog posts • Sales rep personalization • Main CTA is “talk with rep” Bottom Funnel – Decision Support
  18. 18. www.act-on.com | @ActOnSoftware | #ActOnSW • No Landing Page – checklist PDF opens directly in browser • More focused on content, not options • Checklist links to social media outlets • Links to step-by-step implementation video Bottom Funnel Decision Support
  19. 19. www.act-on.com | @ActOnSoftware | #ActOnSW Third Party Efforts • Press, reviews, media mentions… they’re out there • How do you harness them? • Integrate them? • Track your prospects engagement with it? • What about your offline events? The best content doesn’t always come from within, and it often comes unannounced
  20. 20. www.act-on.com | @ActOnSoftware | #ActOnSW VentureBeat Article ORIGINAL URL http://venturebeat.com/5-davids-beating-goliath-in- the-cloud-arena/#fPV2P5EXwdDrfaSX.02 CUSTOM URL http://mktg.actonsoftware.com/acton/attachment/24 8/u-0157/0/-/-/-/-/ Sharing the direct, original link can hide the behavior. Coupling this article with a custom link allows us to score the page visit for much better visibility.
  21. 21. www.act-on.com | @ActOnSoftware | #ActOnSW Prospects don’t just live online… • Important to integrate online and offline behavior – for your efforts AND 3rd Party • Take live, offline event attendance like the Integrated Marketing Summit or DF13 – and include them in an otherwise digital profile? • Fuller profile aids targeting/messaging • Helps sales understand the prospect’s interest
  22. 22. www.act-on.com | @ActOnSoftware | #ActOnSW Integrating Live & 3rd Party Events • We start to see patterns in what events people attend (and don’t) • Useful for targeting messages (SEO, Social, Lead Gen, etc.) • Also extremely useful for sales to hold meaningful first conversations • Great for content syndication
  23. 23. www.act-on.com | @ActOnSoftware | #ActOnSW 2 Most Valuable Integrations… PROSPECTS • Behavior profiling • Attribute profiling – title, industry, etc. • Lead Scoring • Campaigns targeting specific actions – product page visits, pricing pages, quote pages • This is the link to creating a buyer journey
  24. 24. www.act-on.com | @ActOnSoftware | #ActOnSW 2 Most Valuable Integrations… SALES • Put all this great integration and insight to work on your REVENUE • Visibility = better conversations focused on what prospect needs • Scoring = better prioritization on hot leads • Invite them to the scoring discussion Know their technology Using the InsideSales.com platform allows Act-On to effectively follow up with leads from automated programs. Data flowing from automated programs takes this technology into consideration.
  25. 25. www.act-on.com | @ActOnSoftware | #ActOnSW Learn More About Act-On Software Got Demo? +1 (877) 530-1555 sales@act-on.com www.act-on.com/wave THE FORRESTER WAVE™ LEADER QUADRANT
  26. 26. www.act-on.com | @ActOnSoftware | #ActOnSW Q&A
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