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Channeling Nirvana: Lead Nurturing Best Practices for Channel Marketing

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Webinar given on November 14th, 2017.

Published in: Marketing
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Channeling Nirvana: Lead Nurturing Best Practices for Channel Marketing

  1. 1. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Channeling Nirvana: Lead Nurturing Best Practices for Channel Marketing November 14, 2017
  2. 2. 2 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Our Presenters Julie Brown Product Marketing Director Sunny Okamoto Creative Director Pam Quicker VP, Product Management
  3. 3. 3 Aprimo is a well-established and highly-respected industry leader Bringing innovative marketing solutions and success to our customers That is quick to activate and easy to optimizeCustomer success 250+ customers Innovative platform Leaders for 15+ years A combined team with the same goal – raising the value of marketers In 15 countries with 450+ team members committed to our customers Scalable solution built for global enterprises: >$50 billion in marketing funds managed >3MM marketing activities, Petabytes of content, 200,000+ end users +100,000’s of channel partners, million’s of contacts in the database
  4. 4. 4 Aprimo Marketing Operations Hub Perform marketing segmentation from the cloud against your on premise and cloud based data Enable your distributed partners to execute locally relevant campaigns at scale Distributed Marketing Accelerate activities into market, delivering them on time and on budget, resulting in higher ROI Marketing Productivity Plan & Spend Align activities & budgets with strategic objectives in a centralized view Digital Asset Management Manage any type of asset with smart omni-channel distribution Campaign Plan & Spend Digital Asset Management Marketing Productivity Distributed Marketing Campaign
  5. 5. 5 Data Budget Content People Ideation Concept Content Customer Distribution Corp Web Corp Email Corp Social Corp eCommerce Corp Print Corp Search / Ads Local Print Local Email Local Search / Ads Local Syndication Local Social Local Microsites
  6. 6. 6 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. For Today • Overview of Lead Nurturing • Lead Nurturing Best Practices • Use Case Examples • What is Aprimo Distributed Marketing? • Demo • Q&A
  7. 7. 7 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. What is Lead Nurturing? Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer's journey. Awareness Consideration Decision nurture noun nur·ture ˈnər-chər To support and encourage, as during the period of training or development; To encourage or help develop; cultivate *Source: Forrester Research of the buyer’s journey may be complete before a prospect even reaches out to a salesperson*90%
  8. 8. 8 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. The Buyer’s Journey of the Past Awareness Consideration Decision ✖ Buyer used to reach out here SalesMarketing
  9. 9. 9 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. The New Buyer’s Journey Awareness Consideration Decision ✖ Buyer now reaches out here Sales Marketing
  10. 10. 10 Awareness Consideration Conversion Loyalty Awareness Consideration Analysis Purchase Loyalty Goal Broad Reach: Find broad audiences who are likely to be receptive to brand messaging Advertising Tactics Google Display Gmail Sponsored Promotions Facebook Sponsored Content LinkedIn Sponsored Content CTA Download eGuide Watch a Video Goal Targeted Reach: Find specific prospects who are highly engaged Advertising Tactics Google Search Facebook Sponsored Content LinkedIn Sponsored Content Google Display Retargeting Gmail Sponsored Promotions CTA Register for Webinar Request a Demo Goal Registered Leads Marketing Tactics Follow-up: Email Marketing / Phone call CTA Buy Now Get Started Today Goal Retain customers Marketing Tactics Email Marketing Social Media Marketing Webinars CTA Renew Buy More
  11. 11. 11 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Why Lead Nurturing for Your Channel? • Increase Brand Awareness • Maintain Brand Control • Automate and Scale • Educate without Directly Pushing Products • Remain Top-of-Mind • Accelerate Lead Conversions • Reduce Stale Leads • Improve Marketing and Sales Alignment • Improve Reporting • Gain More Visibility No response Registration 1 2
  12. 12. 12 Best Practices
  13. 13. 13 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Creating the Right Content Three different perspectives must be considered in order to create content that drives results. Brand Goals Customer Benefits Partner Value Define measurable goals Identify the target audience and how they consume content Understand the value partners add to the sales process
  14. 14. 14 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Brand Goals • Brand-consistent messaging • Drive brand awareness • Increase partner engagement • Visibility into campaign activities • Insight into sales and pipeline Brand Goals Make sure all goals are measurable. It’s difficult to measure success without data or visibility into metrics.
  15. 15. 15 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Customer Benefits • Who is the target audience? • Does the content identify with their pain points? • How does it benefit the customer? • What problem does it solve for them? • Does it create interest or a sense of urgency? • Does it provide useful information to help them make an informed decision? • Is the partner value prop clear? Put the customers first. Find out who the customers are and what motivates them. Brand Goals Customer Benefits
  16. 16. 16 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Brand Goals Customer Benefits Content Messaging Partner Value • How do they add value when selling your product? • Does the content reflect their line of business? • Is the content written in the partner’s voice? • Is the campaign easy to execute? Know your partners and how they go to market. Put yourself in your partner's shoes and speak from their voice. Partner Value
  17. 17. 17 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Example: Product-Focused Email Subject Line: 4 products to make your POS system more productive. Content is too product feature focused.
  18. 18. 18 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Take product features and turn them into customer benefits by identifying with their pain points and providing a solution. You’ve worked hard to be your own boss, but that doesn't mean you have to be the boss 24/7. Get remote access to you’re POS System from anywhere! Contact us to learn how easy it is, then plan your next vacation. Contact Us POS System Customer Benefits Target audience – Restaurant owners Pain point: Business owners work over 60+ hours per week. Product Benefit: With Cloud Reporting they can check how their business is doing remotely – from anywhere! Subject Line: When’s the last time you were on a vacation? Main message above the fold
  19. 19. 19 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Partner Value Editable partner value
  20. 20. 20 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Easily Localizing Your Content • Marketing elements can be automatically co-branded with partner name, logo, and contact info by placing tokens • Adding customizable sections enable partners to include their solutions and value prop • Personalize the content by using tokens to auto populate customer’s name Automatically co-branding with partner’s logo and contact information Content designed for many, but unique to each partner
  21. 21. 21 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Simplify Marketing with Campaign-in-a-Box At the center of the campaign is the microsite with a lead generation form and content such as videos, infographics, and case studies to provide valuable information throughout the buyer’s journey. Different marketing tactics can be grouped together for easy ordering with preset, launch schedules to accommodate partners of all marketing levels.
  22. 22. 22 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Best Practices: Emails • Use enticing subject line and pre-header text to improve open rate – pre-headers are usually 1-2 lines in the email. • Image to text ratio - 60% image to 40% text to avoid spam filters. • Optimize image sizes for mobile devices because it will not load images as fast as a desktop. • Add alt tags for all images – especially CTA buttons. Alt tags are text describing the image in case the image does not load or is blocked. • Keep call to action button above the fold (top 200 to 250 pixels). • Avoid spam trigger words that might trip filters such as “Free” and “Offer expires.” https://emailmarketing.comm100.com/email-marketing-ebook/spam-words.aspx
  23. 23. 23 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Best Practices: Microsites and Landing Pages • Design for the mobile users – reduce images and copy to accommodate for the smaller screen size. • Remove unnecessary words. If the same message can be delivered in less words than it’s best to reduce the copy. • Use bullet points to make scanning easier. • Use videos to increase conversion rates. • Ensure the primary headline of your landing page matches the ad visitors clicked to get there. • Provide relevant content such as eBooks and infographics to increase lead registrations. • Reduce required form fields to improve conversion rates.
  24. 24. 24 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Use Case: Webinar Invite Campaign Flow NO RESPONSENO RESPONSE 4/3 ▸ First touch 4/1 – 5/5 ▸ Digital advertising REGISTER Initial Contacts 4/15 ▸ Second touch 4/27 ▸ Third touch 5/3 ▸ Event reminder 5/6 ▸ Did not attend 5/6 ▸ Attended Start Non-respondent Contacts Non-respondent Contacts Registered Contacts Non-attended Contacts Attended Contacts Live webinar You’re Invited Don’t forget to sign up It’s not too late to sign up Webinar Reminder Sorry we missed you Thank you for Attending Preset deployment dates for easy partner ordering – All emails are ordered at once and deployed based on a customer’s actions
  25. 25. 25 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Use Case: Awareness Campaign Flow NO RESPONSENO RESPONSE 4/3 ▸ First touch 4/1 – 5/5 ▸ Digital advertising REGISTER Initial Contacts 4/15 ▸ Second touch 4/27 ▸ Third touch Start Non-respondent Contacts Download the Infographic Download the eBook Sign up for a demo Downloaded Infographics Lead Score 35 Downloaded White Paper Lead Score 45 Signed up for a demo Lead Score 75 Non-respondent Contacts Download the Use Case Download Download the White Paper Download Download the White Paper Download Awareness Campaign Consideration Campaign Direct Out Reach
  26. 26. 26 Aprimo Distributed Marketing
  27. 27. 27 Share Content & Run Campaigns c Engage Your Entire Channel Community Distribute & Control Funds Easily Generate, Manage, & Share Leads Monitor Performance with Detailed Insights Distributed Marketing
  28. 28. 28 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Distributed Marketing Modules Community User Configurations Precision Connect To-partner communications Partner Manager Integrations Content BrandBoxTM (Static Assets) Campaigns (Co-branded) Content Administration Co-Local Advertising Engine Funds Budget Management Multiple Currency Wallets Fund Distribution Fund Reimbursement Partner Wallet Management Leads/Data Lead Hub Lead Scoring Lead Nurture Distributed Data Mart Campaign Follow-Up Insights Business Intelligence Dashboards Reports
  29. 29. 29 Demo
  30. 30. 30 Questions?
  31. 31. 31 Save the Date • Tuesday, November 28 at 1pm EST • www.aprimo.com/events • Check back for future webinars!
  32. 32. aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Thank You!

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