Try to Buy Nurture Strategy

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  • Nurture strategy for Try to Buy follow-upParticipants that convert to customersParticipants that don’t purchase, did engageParticipants that don’t purchase and did NOT engage
  • Nurture strategy for Try to Buy follow-upParticipants that convert to customersParticipants that don’t purchase, did engageParticipants that don’t purchase and did NOT engage
  • Summary: Docusigns’ nurturing ‘system’ comprises of more than 30 programs targeting the entire buyer’s journey from top of the funnel through pipeline acceleration to customer creation and beyond for our advocates. We have programs for suspects/inquiries by industry, for late stage prospects, for trials, for customers, light and heavy users, for marketplace leads, from consumers (B2C), to prosumers, to freemium, to corporate and to enterprise (B2B). And for those we want to reengage with.Challenge: DocuSign was not optimizing communications to leads, trials or customers. We wanted to do a better job of welcoming people to the platform and showing them how to use the product. We had plenty of room to reduce churn and delight customers. And the biggest challenge was the diverse audience. We needed to solve for B2C, Prosumers, Freemium and B2B – not to mention all the different verticals and departments (HR, sales, procurement, etc.) with very specific use cases. We needed a solution to be able to market to one.Solution: This lead nurturing “system” as they call it contains more than 30 nurture programs covering every single stage of the buyer journey via sophisticated segmentation, which was extremely well-though out.  They started small and built up to the 30 programs so they could learn and progress as they grew the system. They gained significant buy in and involvement from so many groups at the company which is critical. Every single decision was made with the overall buyers journey in mind, even within a very complex structure of markets they serveResults:A unique results stat – they increased MRR by 117%, new deal yield has grown, and they’ve seen a reduction in support calls (not something you usually see as a success measure on nurturing programs.) They helped the company hit revenue goals in Q1 and exceed them in Q2!Extra things to note:And they did this all in-house within 6 months. They also did a content mapping exercise, found gaps and created new content as needed.Great story to tell:DocuSign started with a “default” nurture program to address the Need and Learn stage driving buyers to evaluate, which in our business translates to entering a trial. Next, we created website-triggered nurture programs based on high value web pages, such as our trial form landing page.  If the prospect does not fill out the trial form, we send them a follow up email 24 hours later inviting them to enter the trial.  We expanded our nurture mix to include trial nurture programs at the Evaluate stage across the various solution offerings to train on usage, highlight key areas of differentiation and address any questions that may arise. Then we welcomed them at Purchase as they converted to customers, making sure they had access to the necessary resources for a successful implementation and were getting the most value possible. We also created nurture programs for various regions, such as Europe, so that we were localizing the communications. Another important part of the buying cycle is to successfully Implement and Advocate, so we wanted to reward and nurture those that had high usage as well as help improve usage if low. DocuSign addresses multiple use cases across every vertical with specific solutions for industries such as Credit Unions, Insurance, Finance and Banking, Healthcare, Hi-Tech, etc. to professions within Real Estate, Law and Accounting Firms to end users signing parent permission slips. So we implemented programs targeted to these specific industries and professions.
  • Summary: Docusigns’ nurturing ‘system’ comprises of more than 30 programs targeting the entire buyer’s journey from top of the funnel through pipeline acceleration to customer creation and beyond for our advocates. We have programs for suspects/inquiries by industry, for late stage prospects, for trials, for customers, light and heavy users, for marketplace leads, from consumers (B2C), to prosumers, to freemium, to corporate and to enterprise (B2B). And for those we want to reengage with.Challenge: DocuSign was not optimizing communications to leads, trials or customers. We wanted to do a better job of welcoming people to the platform and showing them how to use the product. We had plenty of room to reduce churn and delight customers. And the biggest challenge was the diverse audience. We needed to solve for B2C, Prosumers, Freemium and B2B – not to mention all the different verticals and departments (HR, sales, procurement, etc.) with very specific use cases. We needed a solution to be able to market to one.Solution: This lead nurturing “system” as they call it contains more than 30 nurture programs covering every single stage of the buyer journey via sophisticated segmentation, which was extremely well-though out.  They started small and built up to the 30 programs so they could learn and progress as they grew the system. They gained significant buy in and involvement from so many groups at the company which is critical. Every single decision was made with the overall buyers journey in mind, even within a very complex structure of markets they serveResults:A unique results stat – they increased MRR by 117%, new deal yield has grown, and they’ve seen a reduction in support calls (not something you usually see as a success measure on nurturing programs.) They helped the company hit revenue goals in Q1 and exceed them in Q2!Extra things to note:And they did this all in-house within 6 months. They also did a content mapping exercise, found gaps and created new content as needed.Great story to tell:DocuSign started with a “default” nurture program to address the Need and Learn stage driving buyers to evaluate, which in our business translates to entering a trial. Next, we created website-triggered nurture programs based on high value web pages, such as our trial form landing page.  If the prospect does not fill out the trial form, we send them a follow up email 24 hours later inviting them to enter the trial.  We expanded our nurture mix to include trial nurture programs at the Evaluate stage across the various solution offerings to train on usage, highlight key areas of differentiation and address any questions that may arise. Then we welcomed them at Purchase as they converted to customers, making sure they had access to the necessary resources for a successful implementation and were getting the most value possible. We also created nurture programs for various regions, such as Europe, so that we were localizing the communications. Another important part of the buying cycle is to successfully Implement and Advocate, so we wanted to reward and nurture those that had high usage as well as help improve usage if low. DocuSign addresses multiple use cases across every vertical with specific solutions for industries such as Credit Unions, Insurance, Finance and Banking, Healthcare, Hi-Tech, etc. to professions within Real Estate, Law and Accounting Firms to end users signing parent permission slips. So we implemented programs targeted to these specific industries and professions.
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  • Try to Buy Nurture Strategy

    1. 1. Your Play of The Week! Customer Acquisition: Your Try to Buy Nurture Strategy Beth Lambert | @bethlambert | beth.lambert@icloud.com Rock Paper Digital
    2. 2. Can’t live without good music?
    3. 3. Customer Acquisition: Try to Buy Nurture Strategy
    4. 4. Customer Acquistion  Define Your Personas  Define Each Stage of the Customer Journey  How does a Try to Buy model align to the customer journey?  Map Your Content  Do you have the right content to support your Try to Buy Model? Consider the stages of each Customer Journey Complete the Content Inventory  Nurture Strategy for your Try to Buy model  How does a Try to Buy model fit within your overall nurture strategy?  Free Trail Evaluation Campaign  Negotiation Campaign  Expired Member Free Trail Re-Engagement Campaign  Success Tactics  Client Examples: Docusign, Parature, Topsy & Concur
    5. 5. Define Your Personas
    6. 6. Define Your Customer Type: Persona & Buyer Journey Development Complete the Persona & Buyer’s Journey Template
    7. 7. Define Each Stage of Your Customer Journey
    8. 8. Interest Evaluate Negotiate PurchaseLearn It’s About the Customer’s Journey Sales & Marketing Effectiveness Determine Volume and Velocity
    9. 9. Questions (Asked by Individuals) • Who are the suppliers for my need? • What’s the scope of potential achievement? • Where do I stand? • How can I easily find out more? • What do they offer? • Are their customers achieving success? • Do they fit my need? • How can I easily evaluate/demo? • Do they meet my expectations? • What do analysts say, are they a leader? • Is company viable? • How do they compare? • Why should I choose? • What’s the cost? • Leading, solid product/company? • Recommended by customers and analysts? • Meets or exceeds my need? • Can I afford to buy & implement? • How can I easily purchase? • Can I purchase via Web site? • Who can I call? • Do they have a partner in my area? • Why buy now? Experience (Delivered to Individuals) • Blog articles • Social media • Webinars/ podcasts • Email/Website • Social media • Telequal calls • Email/Website • Inside Sales calls • Seminars • Email/Website • Customer, analyst references • Field Sales calls • Email/Website • Field Sales calls • Partners Content (Delivered to Individuals) • Ebooks, playbooks, and guides • Product/service fact sheets • Customer stories • Assessment tests • Press releases • Company white paper • Product spec sheets • Customer stories • Self-guided demo • Ind/analyst reports • Educational tips • Features/benefits • Gartner Quadrant • Fin. Press Releases • Competitive & cost comparisons • Product awards • Seminar pres • ROI calculator • Live demo • Customer references • Product awards • Press releases • Seminar pres • 1800# provided • Company.com product • E-Shop product • Partner locator? • Promotions or deals? Evaluate Justify PurchaseLearn ? Interest The Customer’s Journey: Stage Definitions
    10. 10. Map Your Content
    11. 11. Interest Evaluate Negotiate PurchaseLearn It’s About the Customer’s Journey Sales & Marketing Effectiveness Determine Volume and Velocity
    12. 12. Complete Your Content Inventory Complete your Content Inventory Template
    13. 13. Nurture Strategy for Your Try to Buy Model
    14. 14. Lead Scoring Where to Start? Lead Nurture Progressive 3-4 Touches Lead Nurture Accelerator 3-4 Touches New Customer Program 2-3 Touches Re-Engagement Welcome Program 3-4 Touches Interest Evaluate Justify PurchaseLearn
    15. 15. Interest EvaluateLearn New Welcome Program • 1st touch – Welcome • 2nd touch – Tell us about your preferences and needs • 3rd touch – Sign up for trail Referral Auto-responders Free Trial- Evaluation Campaigns Three-touch drip Email campaigns by topic: • Tips & Tricks • Support & Service • Promotional Pricing / Bundling Customer Follow-Up • 1st touch – Relevant case study and let us know if we can help you • 2nd touch - Can I answer any questions for you? From rep Newsletter Competitive Loss Re-engagement • After 6 months of close • Benchmark study • Relevant case studies Expired Trial Members Re- Engagement • New Features & Benefits • New Pricing Evaluator Word of Mouth and Advocacy Network SEM Content Syndication Inside Sales Prospecting Social Media Trade Shows/ Webinars Campaign Map: Try to Buy Model
    16. 16. Lead Scoring What’s the Difference? New Customer Campaign 2-3 Touches Welcome Campaign 3-4 Touches Interest Evaluate Justify PurchaseLearn Free Trail Evaluation Campaign 3-4 Touches Negotiation Campaign 3-4 Touches Expired Trial Members Re-Engagement Campaign (* consider FT Participation)
    17. 17. Success Tactics
    18. 18. 20© 2013 Eloqua, Inc. All Rights Reserved E10 BP Templates & User Configuration Guides Create a campaign in 3 clicks. Download the guide book. Start building! Pick your template.
    19. 19. 21© 2013 Eloqua, Inc. All Rights Reserved Decision with your stakeholders: Plan your Try to Buy Campaigns • Plan your Campaign • Predict your possible outcome • Discuss your Key Performance Indicators • Define std. metrics within Campaign Management Action: • Use the Campaign Planning Brief for high level objective, target audience etc. • Use the Demand Generation Planning Tool to align assets, Eloqua segments etc. to predict the possible outcome • Use Query Strings to help track your integrated marketing channel effectiveness Do It: How to Use Capture referring Sources using Query Strings
    20. 20. 22© 2013 Eloqua, Inc. All Rights Reserved Decision with your stakeholders: Audit and Align Your Content & Campaigns • List and categorizethe contentyou have and categorize by persona journey(buying cycle) stage focus on the Learn, Evaluate and Negotiate stages • Createa Content Inventory (using template) to identify gaps and categorize content Action: •Create nurture campaigns based on content strategy for Free Trial- Evaluation; Expired Trial Members Re- Engagement and On- Boarding New Customers campaigns
    21. 21. 23© 2013 Eloqua, Inc. All Rights Reserved Mid Stage - Free Trail Evaluation Campaign (E10 BP Simple Nurture Template & User Configuration Guide) E10 BP Simple Nurture Template & User Configuration Guide: Simple Nurture Free Trail Participants Tips & Tricks Ratings & Reviews Sign Up! Next Steps Contact Us Content Flow
    22. 22. 24© 2013 Eloqua, Inc. All Rights Reserved Late Stage -Negotiation Campaign (E10 BP Simple Nurture Template & User Configuration Guide) E10 BP Simple Nurture Template & User Configuration Guide: Simple Nurture Free Trail Participants Notification & Alerts Pricing / Bundling Extended Value Personalized Communications Content Flow
    23. 23. 25© 2013 Eloqua, Inc. All Rights Reserved Eloqua10 Best Practices User Configuration Guide: Re-Engagement Campaign Expired Trial Members Re-Engagement Campaign (E10 BP Simple Re-Engagement Template & User Configuration Guide) Engaged Tips & Tricks Sign Up! Next Steps Sales Follow-up Not Engaged New Features New Pricing Survey Content Flow
    24. 24. 26© 2013 Eloqua, Inc. All Rights Reserved Decision with your stakeholders: Enablement Sales & Support Teams • Collect signature information from reps from whom automated emails will be sent • Review/enhance your email preferences options Action: • Update Sales Rep. and Support Rep. User profiles within Eloqua • Create Signature Layouts, Rules and use to send personalized emails
    25. 25. Client Examples
    26. 26. 28© 2013 Eloqua, Inc. All Rights Reserved
    27. 27. 29© 2013 Eloqua, Inc. All Rights Reserved
    28. 28. 30© 2013 Eloqua, Inc. All Rights Reserved DocuSign: “Advanced Nurturing System” Challenge Solution Results • Not optimizing communications to leads, trials or customers; Audience very diversed and wanted to market to the individual. • Built out the buyers journey. • Defined lead stage funnel definitions and SLA with sales team. • Content mapping to find gaps; built new content • Used Eloqua to build out an advanced nurturing system – not a program, with over 30 nurturing programs. Program uses filter and shared lists to determine what campaign the contact is in and transfer to another program if needed. • DocuSign increased MRR by 117% and helped the company hit Q1 goals and exceed them in Q2! • Reduced corporate churn by 25%. By making sure they reach out to those not using the product and providing them with videos and guides, they reduced churn and upped usage of the product.
    29. 29. 31© 2013 Eloqua, Inc. All Rights Reserved DocuSign: “Advanced Nurturing System”
    30. 30. 32© 2013 Eloqua, Inc. All Rights Reserved
    31. 31. 33© 2013 Eloqua, Inc. All Rights Reserved
    32. 32. 34© 2013 Eloqua, Inc. All Rights Reserved
    33. 33. 35© 2013 Eloqua, Inc. All Rights Reserved
    34. 34. 36© 2013 Eloqua, Inc. All Rights Reserved
    35. 35. 37© 2013 Eloqua, Inc. All Rights Reserved
    36. 36. 38© 2013 Eloqua, Inc. All Rights Reserved
    37. 37. Next Steps
    38. 38. 40© 2013 Eloqua, Inc. All Rights Reserved 1. Persona & Buyer’s Journey  View the Power Hour: Creating Buyer Personas  Complete the Persona & Buyer’s Journey Template 2. Communication Strategy based on Buyer’s Journey  View Power Hour: Nurturing Using Buyer Personas  Complete Content Inventory Template 3. E10 BP Templates & User Configuration Guides Welcome campaign Simple Nurture campaign Re-Engagement campaign
    39. 39. Don’t worry. Sing ON! Can’t live without good music?
    40. 40. 42© 2013 Eloqua, Inc. All Rights Reserved Questions? Beth Lambert, Consultant beth.lambert@icloud.com 512.762.2187 Thank You!

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