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Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing

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Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
Inbar Yagur
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Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
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Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing

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On Wednesday, January 20th 2016, Senior Content Strategist of Taboola, Inbar Yagur, and Senior Content Marketing Manager of Movable Ink, Laura Chau, presented a webinar session on email acquisition and lead nurturing with steps on how to engage your audience throughout the communications funnel.

On Wednesday, January 20th 2016, Senior Content Strategist of Taboola, Inbar Yagur, and Senior Content Marketing Manager of Movable Ink, Laura Chau, presented a webinar session on email acquisition and lead nurturing with steps on how to engage your audience throughout the communications funnel.

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Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing

  1. 1. Audio: If you are streaming through your computer speakers, please make sure speakers are on and volume is up. Questions: Please submit any questions throughout the session by using the Questions panel on the top navigation bar of your BrightTALK window. Recording: The recording will be shared with registrants within 48 hours. Join the Conversation: Tweet us @movableink #leadnurturingGuiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
  2. 2. Speakers Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing Inbar Yagur Senior ContentStrategist Taboola Laura Chau Senior Marketing Manager Movable Ink
  3. 3. AGENDA Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing 21 3 Join the Conversation: #leadnurturing @movableinkor @taboola Acquiring Leads: Best Practices Nurturing Leads into Customers Q&A
  4. 4. Acquiring Leads: Best Practices InbarYagur Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
  5. 5. FIND YOUR AUDIENCE • Your title is your first and best targeting tool • Pre-qualify your click: Quality over quantity • Be enticing, but also specific
  6. 6. THE AVERAGE INTERNET USER Skimmers: Scan the page quickly, skim a few paragraphs, then decide if they want to fully engage Readers: Arrive on your site and immediately engage 30% and Shrinking 70% and Growing
  7. 7. DID YOU KNOW? • Keep it short • Avoid dense text • Don’t overcrowd the page
  8. 8. MEET USER EXPECTATION
  9. 9. The user won’t give you their email just because you asked. If you want them to take action, tell them why! Answer the question: What’s in it for them? GIVE THE USER CONTEXT
  10. 10. • Quiz result • Price quote • Free trial • Exclusive discount WHAT’S IN IT FOR ME? [B2C] **Pro Tip: Gamification makes your call to action enticing. “I’m already invested, I may as well leave my email”
  11. 11. • Software demo • eBook or whitepaper • Quiz result • Free trial WHAT’S IN IT FOR ME? [B2B] **Pro Tip: 100% of B2B clients are people. Don’t be afraid to be creative.
  12. 12. DO: INTEGRATED FORM FIELDS
  13. 13. DO: TEXT AND A BUTTON
  14. 14. DON’T: KEEP IT IN THE RIGHT RAIL
  15. 15. DON’T: MAKE IT LOOK LIKE A BANNER
  16. 16. A/B TEST EVERYTHING! 57%
  17. 17. inbar.y@taboola.com THANK YOU!
  18. 18. Nurturing Leads into Customers LauraChau Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
  19. 19. Nurturing turns leads to customers 79% of marketing leads never convert into sales.1 Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing Source: 1. Marketing Sherpa 2. Hubspot Nurtured leads produce a 20% increase in sales opportunities.2
  20. 20. Email is the ideal nurturing channel Lead nurturing emails get 4-10 times the response rate of other emails. Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing Nurturing leads with emails generates 50% more sales-ready leads at 33% lower cost. Source: Silverpop
  21. 21. Nurturing Best Practices Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
  22. 22. Meet them where they are • Offercontentthat’smostvaluableto theconsumerbased onthebuyer stage, demographicsandbehavior profiles. • Determine wheretheleadisin the buyer journeybythecontent theyengage with. • DidtheyenteraContest?Completeaquiz? Awareness • Didtheyclick throughfromyournewslettertoa blog post Consideration • Didtheyleave something in anonlineshoppingcart? Desire Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
  23. 23. Personalize Personalized emails improve click-through ratesby 14%, andconversion rates by 10%. Make your nurture emails personal and contextual. Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing Source:AberdeenGroup
  24. 24. Automation Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing Marketing automation forlead nurturingcan result in a 451% increase in qualified leads.1 Source: MailGen Automating lead nurture emails saves production time and resources, and increases qualified leads.
  25. 25. Keep mobile in mind Optimize emails for mobile by incorporating device detection and responsive design. 67% ofemail opens happen on amobile device.* Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing Source:Internaldata,Q3 2015
  26. 26. Content to Support the Buyer Journey Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
  27. 27. Buyer Journey Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
  28. 28. Awareness Thelead is becoming aware of your product or a needthey want to address. Nurturethem down the funnelby sending: • Thought leadership articles • Educational content that covers the topic broadly and helps them further identify their need;blog posts, eBooks, how-to videos Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
  29. 29. Awareness Email Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
  30. 30. Consideration Thelead is aware that your product or servicecould fill their need, and is considering you along with other companies. Nurture themdownthefunnelfurther bysending: • Inspirationforhowyourproductsand/orservices can addresstheirneeds,like lookbooksandcasestudies • Educational,buthigh-commitmentcontentabout howyourproductwouldsolvevertical specific problems,and/orworkin their existingenvironment: Productwebinars,integrationguides Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
  31. 31. Consideration Email Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
  32. 32. Desire Thelead is ready to make a purchase. Seal the deal by sending: • Additional case studies; Vertical specific solutions • Discounts, coupons, trial offers • Freeproduct training webinars Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
  33. 33. Desire Email Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing REQUEST A DEMO
  34. 34. Upsell Oncethe leadhasbeen convertedintoa customer, thereisanopportunityto identifyadditionalneeds andoffersolutions. Sell thebenefits of anupsell without thesales pitchby sending: • Contentthatfurtheridentifies goalsand/orneeds withadditionalproduct/featurespecific solutions Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturingSource: Gartner Group
  35. 35. Upsell Email Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
  36. 36. Takeaways • Meet your customer where they are. Offer content based on the buyer stage, demographics and behavior profiles. • Optimize for mobile by incorporating device detection and responsive design • Use automation to save production time and resources, and increase qualified leads. Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
  37. 37. Q&A Please submit questions by using the Questions panel on the top navigation bar of your BrightTALK window. Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
  38. 38. Thank you for joining us! Ready to get started? To learn more or schedule a consultation visit movableink.com or taboola.com or follow us @movableink and @taboola Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

Editor's Notes

  • Your speakers today will be Inbar Yagur Senior Content Strategist at Taboola, and Laura Chau Senior Marketing Manager at Movable Ink

  • This problem we talked about – we have a solution for it!

    When in doubt – give it to your cranky uncle
  • This problem we talked about – we have a solution for it!

    When in doubt – give it to your cranky uncle
  • This problem we talked about – we have a solution for it!

    When in doubt – give it to your cranky uncle
  • 1. Set up the issue: non nurtured leads often fail to convert. 2. Set up case for nurturing
  • 1. Email is the nurturing solution 2. nurture emails get high response/engagement rates
  • Personalized emails improve click-through rates by 14%, and conversion rates by 10%.

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