Lead Nurturing: Automating the Buyer’s Journey

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DemandGen client Erin Rampey revisits her Eloqua Experience presentation:

Lead Nurturing: Automating the Buyer's Journey.

This webcast is available on BrightTALK

www.brighttalk.com/webcast/43/31309

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  • Intelligence – removing contact, checking, structural considerations
  • What’s possibleWhat is nurturing
  • -talk about data – standardization; targeting, etc.
  • Funnel examples – ex. Reengagement, stuck opps, etc.PP-explainBuyers Journey – what is holding us back – poised for next step
  • Funnel – choose where in the funnel-never done it; start simple-choose a country; 2-email follow up-segments in database – don’t need fancy foundation; -simple conversation; engage
  • Lead Nurturing: Automating the Buyer’s Journey

    1. 1. DemandGen EMEA: Marketing Automaton Webcast#3<br />Case Study: Lead Nurturing: Automating the Buyer’s Journey<br />Erin Rampey, NetApp, User Experience Architect<br />July 28th 5PM GMT/6 PM CET <br />
    2. 2. 2<br />Who is DemandGen?<br />“DemandGen is a global consulting firm helping companies deploy and utilize marketing automation and CRM systems. We are the trusted advisor to the world's leading sales and marketing teams combining superior service, business process, and technology expertise.”<br />John Sweeney<br />Customer Success Director<br />DemandGen UK <br /><ul><li>John.sweeney@demandgen.com
    3. 3. +44 207 096 1835
    4. 4. L Group B2B Marketing Automation UK</li></ul>Locations <br />EMEA<br />North America<br />Asia<br />
    5. 5. Who Am I?<br />Erin Rampey<br />User Experience Architect<br />NetApp<br />Eloqua customer for 4 years<br />
    6. 6. What Are You Going to Learn?<br />Planning<br />Implementation<br />Measurement<br />Optimisation<br />
    7. 7. About NetApp<br />$5.1B<br />
    8. 8. About NetApp<br />11,000<br />
    9. 9. About NetApp<br />#2<br />
    10. 10. About NetApp<br />1 Billion<br />
    11. 11. About NetApp<br />
    12. 12. NetApp Journey<br />10<br />NetApp Confidential - Internal Use Only<br />
    13. 13. Our Challenges<br />Batch and blast <br />Education<br />Process <br />Scalable and repeatable<br />
    14. 14. Putting the Pieces Together<br />Planning<br />Implementation<br />Measurement<br />Optimisation<br />
    15. 15. Phase 1: Planning<br />Level Set<br />Key decisions<br />Team/roles<br />Structure<br />Education<br />Content<br />
    16. 16. Level Set<br />Why Lead Nurturing?<br />Segmentation<br />Educate<br />Engage<br />Relevant<br />Targeted<br />
    17. 17. Key Decisions<br /><ul><li>Countries
    18. 18. Targeting
    19. 19. Frequency
    20. 20. Communications Strategy
    21. 21. Global vs. Local</li></li></ul><li>Team/Roles<br />Agency<br />Field Marketing<br />Headquarter Marketing<br />Pan-EMEA Marketing Programs<br />Strategy<br />
    22. 22. Structure<br />Nurture<br />Hierarchy<br />Routing Programs<br />Scalable<br />
    23. 23. Education<br />
    24. 24. Content<br />
    25. 25. Phase 2: Implementation<br />Build the Foundation<br />Nurturing<br />
    26. 26. Build the Foundation: 3 Tips<br />Triggers<br />Hierarchy<br />Mini-router<br />
    27. 27. Nurturing<br />3-touch<br />Frequency management<br />Engagement > cadence<br />“Plug n Play” model<br />
    28. 28. Nurture Journey Example<br />Event<br />Form<br />Web<br />
    29. 29. Nurture Journey Example<br />Email1<br />
    30. 30. Nurture Journey Example<br />Engagement<br />&<br />Frequency<br />
    31. 31. Nurture Journey Example<br />Email2<br />
    32. 32. Nurture Journey Example<br />Frequency<br />
    33. 33. Nurture Journey Example<br />Email2<br />
    34. 34. Nurture Journey Example<br />Engagement<br />&<br />Frequency<br />
    35. 35. Nurture Journey Example<br />Email3<br />
    36. 36. Nurture Journey Example<br />Frequency<br />
    37. 37. Nurture Journey Example<br />Email3<br />
    38. 38. Nurture Journey Example<br />Engagement<br />&<br />Frequency<br />
    39. 39. Nurture Journey Example<br />Frequency<br />
    40. 40. Nurture Journey Example<br />Email3<br />
    41. 41. Nurture Journey Example<br />6 Weeks<br />5 Weeks<br />Event<br />Form<br />Web<br />4 Weeks<br />
    42. 42. Phase 3: Measurement<br />EMEA:<br />+47% open rate<br />+464% click-thru rate<br />AMER:<br />12% campaign attribution<br />47% all MQLs<br />
    43. 43. Phase 4: Expansion and Optimisation<br />A/B testing<br />Progressive Profiling<br />Buyer’s Journey<br />
    44. 44. Cheers to Nurturing<br />“Lead nurturing with Eloqua allows us to communicate with our target audiences across Europe, Middle East and Africa in local language, promoting local content assets, whilst remaining in full control of creative design, brand messaging, audience response, and lead delivery to sales. It’s a massive step forward.” <br />- Senior Manager, Integrated Marketing EMEA<br />“It’s been a year for global nurtures, our centralized framework has enabled us to scale to the local level and dramatically accelerate NetApp’s growth.”<br /> -Director, Marketing Automation and Web Development<br />
    45. 45. One Thing You Should Do Tomorrow<br />Start!<br />Plan > Implement > Measure > Optimise<br />
    46. 46. Erin Rampey<br />User Experience Architect<br />NetApp<br />rampey@netapp.com<br />+1 408 419 5086<br />John Sweeney<br />Customer Success Director<br />DemandGen UK <br />John.sweeney@demandgen.com<br />+44 207 096 1835<br />Group “B2B Marketing Automation UK”<br />

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