Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Session sponsored by! 
#SPS2014 
Upgrading Your ! 
Lead Nurture Program 
In 2015 !
#SPS2014 
Questions / ON24 Logistics ! 
• 
Download 
this 
white 
paper. 
• 
View 
our 
podcast. 
• 
Take 
our 
assessment...
#SPS2014 
Follow 
this 
webinar 
on 
TwiBer 
#SPS2014 
Demand 
Gen 
Report: 
@DG_Report 
LinkedIn: 
@LinkedInMktg 
Amanda ...
#SPS2014 
About Demand Gen Report! 
• Launched 
in 
2007 
to 
track 
best 
pracKces 
in 
lead 
generaKon 
• NewsleBer 
has...
Andrew 
Gaffney, 
Editor, 
Demand 
Gen 
Report 
#SPS2014 
Panelists! 
MODERATOR: 
Lucy 
Orloski 
MarkeKng 
Director, 
Loca...
#SPS2014 
Agenda 
• Why do we Nurture Leads? 
• Incorporating other channels into traditional Nurture programs 
• Nurturin...
Why Do Marketers Love 
LEAD NURTURING? 
#SPS2014
#SPS2014 
Why Nurture Leads? 
• 57% of B2B organizations identify 'converting qualified leads into 
paying customers' as a...
B2B Marketers Have a Seat at the Revenue Table 
More than half of the marketers surveyed report that 20-60% of their 
#SPS...
Why Nurture Leads? 
• Generating net new leads is expensive 
• These leads have already expressed an interest in your 
#SP...
How important is lead nurturing to your marketing efforts? 
• Very important – we couldn’t live without it 
• Somewhat imp...
Lead Nurturing is a Key Strategy 
#SPS2014 
94% of marketers use lead nurturing. 
Question: How important is lead nurturin...
#SPS2014 
Nurture Programs Today
Marketers Need to Optimize Email 
#SPS2014 
Nurturing Performance 
79% of marketers say their email open rates don’t excee...
#SPS2014 
Nurture Programs with Display
It’s Tough to Get Email Addresses in the First Place 
44% of marketers say only 1-5% of website visitors provide an email ...
#SPS2014 
Multi-Channel Nurturing: 
Anonymous Program 
Homepage 
Bouncers 
“Engaged” 
& 
Blog 
Bizo 
MulK-­‐ 
Channel 
Nur...
#SPS2014 
Step 1: Define Your High Value Segments 
Multi-­‐Channel 
Nurturing 
Strategy 
• Which business demographic 
seg...
• Target relevant messaging and offers by audience 
• Sequence relevant ad creative and content 
• Transfer prospects to m...
“Social 
Guide 
for 
B2B 
Marketers” 
#SPS2014 
Multi-Channel Nurturing: 
Anonymous Program 
“Winning 
Plays 
of 
Social 
...
#SPS2014 
Case Study: Mastering the B2B Funnelmentals 
Webinar 
Promotion 
• Email Promotion sent to Internal Database 
Di...
#SPS2014 
Case Study: Mastering the B2B Funnelmentals 
Webinar 
Promotion
#SPS2014 
Key Takeaways 
• Nurture through whatever channels are available to you such as Email, 
Display, Social Advertis...
#SPS2014 
Localytics 
App Marketing & Analytics to Grow Your App. 
• Get deep user insights to enable rich 
targeting 
• I...
#SPS2014 
Lead Nurturing Today 
What words come to mind? 
• Automation 
• Segmentation 
• Nurturing 
• Drip Campaigns
#SPS2014 
Email Nurturing at Localytics 
Organic Traffic 
Events/Conferences 
Paid Search 
Dedicated Email 
Newsletter Spo...
#SPS2014 
Localytics Nurturing Examples
#SPS2014 
Localytics Nurturing Examples
#SPS2014 
Moving Beyond Email 
Challenges: 
• Limited email open rates (~20% in B2B) 
• Only ~10% website visitors convert...
#SPS2014 
Nurturing Beyond Email 
Nurture your website visitors with highly 
relevant display and social ads 
WEEK 1 MESSA...
#SPS2014 
Anonymous & Known Prospect Nurturing Beyond Email 
Segmentation: Website navigation & engagement level
#SPS2014 
Anonymous & Known Prospect Nurturing Beyond Email 
Segmentation: Website navigation & engagement level
#SPS2014 
Anonymous & Known Prospect Nurturing Beyond Email 
Create sequenced waves of display and social 
ads for differe...
#SPS2014 
Anonymous & Known Prospect Nurturing Beyond Email 
Home Page Bouncers Features (Product Page) Pricing Page 
Week...
#SPS2014 
Anonymous & Known Prospect Nurturing Beyond Email 
A closer look a messaging by segment: 
Home Page Bouncers 
- ...
#SPS2014 
Measure 
§ Track and trend KPIs 
§ Drill down to performance 
by creative 
§ Compare engagement from 
nurture...
#SPS2014 
Upgrading Your Lead Nurturing Strategy 
Key Takeaways: 
• “Nurturing” is not limited to email 
• How can you del...
#SPS2014 
Submit Your Questions! 
• 
Download 
this 
white 
paper. 
• 
View 
our 
podcast. 
• 
Take 
our 
assessment 
• 
…
Andrew 
Gaffney, 
Editor, 
Demand 
Gen 
Report 
#SPS2014 
Q&A // Panelists! 
MODERATOR: 
Lucy 
Orloski 
MarkeKng 
Director...
#SPS2014 
Thanks for attending!! 
Make 
sure 
to 
aBend 
the 
next 
session 
in 
the 
Strategy 
& 
Planning 
Series: 
hBp:...
Upcoming SlideShare
Loading in …5
×

Upgrading Your Lead Nurture Program In 2015

1,219 views

Published on

Demand Gen Report's Strategy & Planning Series session brought to you by LinkedIn

#SPS2014

Published in: Marketing
  • Be the first to comment

Upgrading Your Lead Nurture Program In 2015

  1. 1. Session sponsored by! #SPS2014 Upgrading Your ! Lead Nurture Program In 2015 !
  2. 2. #SPS2014 Questions / ON24 Logistics ! • Download this white paper. • View our podcast. • Take our assessment • …
  3. 3. #SPS2014 Follow this webinar on TwiBer #SPS2014 Demand Gen Report: @DG_Report LinkedIn: @LinkedInMktg Amanda Halle: @ahalle LocalyKcs: @Localy@cs
  4. 4. #SPS2014 About Demand Gen Report! • Launched in 2007 to track best pracKces in lead generaKon • NewsleBer has grown to more than 28,000 readers • We also offer a menu of research and best pracKces reports • New audio/video podcasts at DemandGenReport.com @DG_Report http://linkd.in/DG_Specialists
  5. 5. Andrew Gaffney, Editor, Demand Gen Report #SPS2014 Panelists! MODERATOR: Lucy Orloski MarkeKng Director, Localy@cs Amanda Halle, Senior Manager, MarkeKng LinkedIn Marke@ng Solu@ons
  6. 6. #SPS2014 Agenda • Why do we Nurture Leads? • Incorporating other channels into traditional Nurture programs • Nurturing at Bizo • Moving Beyond Email Nurturing with Localytics
  7. 7. Why Do Marketers Love LEAD NURTURING? #SPS2014
  8. 8. #SPS2014 Why Nurture Leads? • 57% of B2B organizations identify 'converting qualified leads into paying customers' as a top funnel priority. (Source: MarketingSherpa)
  9. 9. B2B Marketers Have a Seat at the Revenue Table More than half of the marketers surveyed report that 20-60% of their #SPS2014 companies’ revenues are marketing sourced. Question: What percentage of your company’s overall revenue goal is marketing-sourced revenue?
  10. 10. Why Nurture Leads? • Generating net new leads is expensive • These leads have already expressed an interest in your #SPS2014 product or service • Nurturing and relationship building is key in the B2B world of longer sales cycles
  11. 11. How important is lead nurturing to your marketing efforts? • Very important – we couldn’t live without it • Somewhat important – we have a few campaigns running • Not important at all – we focus 100% on new lead generation #SPS2014 Poll
  12. 12. Lead Nurturing is a Key Strategy #SPS2014 94% of marketers use lead nurturing. Question: How important is lead nurturing to your marketing efforts?
  13. 13. #SPS2014 Nurture Programs Today
  14. 14. Marketers Need to Optimize Email #SPS2014 Nurturing Performance 79% of marketers say their email open rates don’t exceed 20% on average. Question: On average, what is your email open rate?
  15. 15. #SPS2014 Nurture Programs with Display
  16. 16. It’s Tough to Get Email Addresses in the First Place 44% of marketers say only 1-5% of website visitors provide an email #SPS2014 address. Question: On average, what percentage of anonymous visitors to your website do you estimate ultimately convert by supplying an email address?
  17. 17. #SPS2014 Multi-Channel Nurturing: Anonymous Program Homepage Bouncers “Engaged” & Blog Bizo MulK-­‐ Channel Nurturing Social AdverKsing Week 1 Week 2 Week 3 “5-­‐Minute MulK-­‐Channel Nurture Primer” “Display AdverKsing 101” “Display AdverKsing 101” “Beyond the Inbox Whitepaper” “5-­‐Minute AdverKsing Primer” “Beyond the Inbox Whitepaper” “Winning Plays of Social Adv” “5 B2B Lead Nurturing Mistakes” “Social Guide for B2B Marketers” “5-­‐Minute AdverKsing Primer” “Display AdverKsing 101”
  18. 18. #SPS2014 Step 1: Define Your High Value Segments Multi-­‐Channel Nurturing Strategy • Which business demographic segments are most desirable? • Which onsite behaviors indicate high engagement or provide insight specific interests? • Which audiences have already taken specific actions on your site? Which have converted? PRODUCT “A” PRODUCT “B” PRODUCT “C”
  19. 19. • Target relevant messaging and offers by audience • Sequence relevant ad creative and content • Transfer prospects to most relevant nurture paths as they engage or convert • Bid aggressively for most engaged, valuable anonymous segments #SPS2014 Steps 2: Create Multiple Nurture Paths Multi-­‐Channel Nurturing Strategy WEEK 1 MESSAGE WEEK 2 MESSAGE WEEK 3 MESSAGE Home Page Only Visitors Higher Level Message Engaged Visitors – Product Page A Use Case / Bene9its Message WEEK 1 MESSAGE WEEK 2 MESSAGE WEEK 3 MESSAGE
  20. 20. “Social Guide for B2B Marketers” #SPS2014 Multi-Channel Nurturing: Anonymous Program “Winning Plays of Social Adv”
  21. 21. #SPS2014 Case Study: Mastering the B2B Funnelmentals Webinar Promotion • Email Promotion sent to Internal Database Display Ads deployed same day to email recipients • Display Ads drove an additional 83 registrations – 15% increase in conversions • Targeted website visitors with display ads and through Facebook • Drove 61 additional registrations through Multi-Channel Nurturing to Anonymous visitors
  22. 22. #SPS2014 Case Study: Mastering the B2B Funnelmentals Webinar Promotion
  23. 23. #SPS2014 Key Takeaways • Nurture through whatever channels are available to you such as Email, Display, Social Advertising • Target your audience but make sure you still have scale • Optimize the sequence of your creative • Use creative that is relevant and targeted to actions prospects have taken • Start simple - Launch a few creatives and segments and build and expand from there
  24. 24. #SPS2014 Localytics App Marketing & Analytics to Grow Your App. • Get deep user insights to enable rich targeting • Intelligently engage with customers through personalized app marketing • Improve app retention & user ROI
  25. 25. #SPS2014 Lead Nurturing Today What words come to mind? • Automation • Segmentation • Nurturing • Drip Campaigns
  26. 26. #SPS2014 Email Nurturing at Localytics Organic Traffic Events/Conferences Paid Search Dedicated Email Newsletter Sponsorships Retargeting Social Email Nurturing Generally, when we say “lead nurturing,” we mean sending relevant emails to known contacts, trying to help them move down the funnel.
  27. 27. #SPS2014 Localytics Nurturing Examples
  28. 28. #SPS2014 Localytics Nurturing Examples
  29. 29. #SPS2014 Moving Beyond Email Challenges: • Limited email open rates (~20% in B2B) • Only ~10% website visitors convert • Long sales cycles So… What if we applied the email nurturing concept to the world of display and social advertising?
  30. 30. #SPS2014 Nurturing Beyond Email Nurture your website visitors with highly relevant display and social ads WEEK 1 MESSAGE WEEK 2 MESSAGE WEEK 3 MESSAGE How?
  31. 31. #SPS2014 Anonymous & Known Prospect Nurturing Beyond Email Segmentation: Website navigation & engagement level
  32. 32. #SPS2014 Anonymous & Known Prospect Nurturing Beyond Email Segmentation: Website navigation & engagement level
  33. 33. #SPS2014 Anonymous & Known Prospect Nurturing Beyond Email Create sequenced waves of display and social ads for different audiences segments Breakdown of segmentation of website visitors: • Home page bouncers • Features (product) à Analytics à Marketing • Showcase • Pricing • Blog • eBook conversions (known contacts)
  34. 34. #SPS2014 Anonymous & Known Prospect Nurturing Beyond Email Home Page Bouncers Features (Product Page) Pricing Page Week 1 Week 2 Week 3 Display ads Facebook ads
  35. 35. #SPS2014 Anonymous & Known Prospect Nurturing Beyond Email A closer look a messaging by segment: Home Page Bouncers - High level message Pricing Page - Hard sell on demo Features (Product Page) - “Buyer” consideration
  36. 36. #SPS2014 Measure § Track and trend KPIs § Drill down to performance by creative § Compare engagement from nurtured vs. non-nurtured website visitors
  37. 37. #SPS2014 Upgrading Your Lead Nurturing Strategy Key Takeaways: • “Nurturing” is not limited to email • How can you deliver the most content to prospects that aligns with their specific interests and levels of engagement? • Apply concepts like automation, segmentation, and nurturing to display and social • Generate more leads and speed up the sales cycle!
  38. 38. #SPS2014 Submit Your Questions! • Download this white paper. • View our podcast. • Take our assessment • …
  39. 39. Andrew Gaffney, Editor, Demand Gen Report #SPS2014 Q&A // Panelists! MODERATOR: Lucy Orloski MarkeKng Director, Localy@cs Amanda Halle, Senior Manager, MarkeKng LinkedIn Marke@ng Solu@ons
  40. 40. #SPS2014 Thanks for attending!! Make sure to aBend the next session in the Strategy & Planning Series: hBp://dg-­‐r.co/sps_14

×