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#WistiaFest / @ellieeille
How to Nurture Leads
with Video
Ellie Mirman, VP Marketing, Toast
#WistiaFest / @ellieeille
First, what do we mean
by “lead nurturing”?
#WistiaFest / @ellieeille
“Lead Nurturing” is all about identifying
lost opportunities in the funnel.
#WistiaFest / @ellieeille
“Lead Nurturing” is the process of building relationships
with your audience over time –
instead...
#WistiaFest / @ellieeille
What percentage of your contacts are moving
from one step of the funnel to the next?
#WistiaFest / @ellieeille
If lead nurturing is effective, you’ll see more customers and
revenue from the same top of the f...
#WistiaFest / @ellieeille
Therefore, measure the effectiveness of your
lead nurturing by the lead-to-customer percentage.
#WistiaFest / @ellieeille
Nurturing Requires:
Content & Distribution
• Email text
• Images
• Ebook offers
• Case study vid...
#WistiaFest / @ellieeille
Nurturing Requires:
Content & Distribution
That’s a whole separate
presentation.
#WistiaFest / @ellieeille
Nurturing How-to
Playbook
1. Start with your goal
2. Identify message and desired action
3. Crea...
#WistiaFest / @ellieeille
How to use video to
nurture leads
#WistiaFest / @ellieeille
Start with your goal
TARGET MARKET
PROSPECT
LEAD
OPPORTUNITY
CUSTOMER
EVANGELIST
#WistiaFest / @ellieeille
Start with your goal
• Where are you losing people?
• Why?
• What message will get them to the n...
#WistiaFest / @ellieeille
Industry Expert Interviews
• Example: Toast
• Goal: Attract prospects
• Message: Thought
Leaders...
#WistiaFest / @ellieeille
Educational Series
• Example: Shopify
• Goal: Attract leads
• Message: We are a
resource for you...
#WistiaFest / @ellieeille
Campaign Promotion
• Example: JetBlue
• Goal: Attract prospects
• Message: Buzz and PR
coverage
...
#WistiaFest / @ellieeille
Product Features
• Example: Toast
• Goal: Convert Leads
• Message: Superior
product ease-of-use
...
#WistiaFest / @ellieeille
Demo Confirmation
• Example: Toast
• Goal: Demo show rate
• Message: Build
personal connection
w...
#WistiaFest / @ellieeille
Customer Case Studies
• Example: Toast
• Goal: Convert Leads
• Message: Customers
like you are s...
#WistiaFest / @ellieeille
Brand Values
• Example: Yoh
• Goal: Attract prospects
or win customers
• Message: This is how
ou...
#WistiaFest / @ellieeille
Recruiting Inside Peek
• Example: Acquia
• Goal: Attract and close
new employees
• Message: Why ...
#WistiaFest / @ellieeille
A Brief Detour to Talk
About Distribution…
#WistiaFest / @ellieeille
Distribution Channels
Email Marketing
Paid Media/Retargeting
Social Media
Website (Smart) Conten...
#WistiaFest / @ellieeille
How targeted can you go?
• What actions have they taken?
• What actions have they NOT taken?
• W...
#WistiaFest / @ellieeille
When you measure a lead
nurturing campaign,
you’re measuring the
effectiveness of the
Content & ...
#WistiaFest / @ellieeille
Ultimately, you want to measure
email open rates
ad click through rates
social media impressions...
#WistiaFest / @ellieeille
Distribution Quick Tips
• Use trigger-based email campaigns to automatically send
relevant nurtu...
#WistiaFest / @ellieeille
How to measure your
lead nurturing videos
#WistiaFest / @ellieeille
Two Simple Questions:
1. Did this increase my goal success rate?
2. Why or why not?
#WistiaFest / @ellieeille
Example 1:
Industry Expert Interviews
Did this increase my goal success rate?
Goal: Attract pros...
#WistiaFest / @ellieeille
Example 1:
Industry Expert Interviews
#WistiaFest / @ellieeille
Example 1:
Industry Expert Interviews
Why or why not?
• Small sample size (3 video posts out of ...
#WistiaFest / @ellieeille
Example 2:
Customer Case Studies
Did this increase my goal success rate?
Goal: Convert more lead...
#WistiaFest / @ellieeille
Example 2:
Customer Case Studies
#WistiaFest / @ellieeille
Example 2:
Customer Case Studies
Why or why not?
• Viewing a case study video shows you’re more ...
#WistiaFest / @ellieeille
Where can video help
YOUR lead funnel?
#WistiaFest / @ellieeille
Step 1: Identify
Opportunities
• Start with your goal: customers, partners, candidates
• Outline...
#WistiaFest / @ellieeille
It doesn’t have to be pretty…
It just needs to
keep a pulse
on and
identify areas
to improve
#WistiaFest / @ellieeille
Step 2: Brainstorm
Solutions
Challenge Solutions
Low website conversion rate • A/B test landing ...
#WistiaFest / @ellieeille
Step 2: Brainstorm
Solutions
Identify what’s lacking & brainstorm ways to fill the gaps
Talk to ...
#WistiaFest / @ellieeille
Step 3: Create and Launch
#WistiaFest / @ellieeille
Step 4: Measure & Analyze
• Bring it back to the GOAL, METRIC, and ACTION
• Two simple questions...
#WistiaFest / @ellieeille
Takeaways
1. Start with the goal. See where the leaks are in your
funnel and develop a plan to i...
#WistiaFest / @ellieeille
Thank You
elliemirman.com/wistiafest
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How to Use Video to Nurture Leads through the Marketing Funnel Slide 1 How to Use Video to Nurture Leads through the Marketing Funnel Slide 2 How to Use Video to Nurture Leads through the Marketing Funnel Slide 3 How to Use Video to Nurture Leads through the Marketing Funnel Slide 4 How to Use Video to Nurture Leads through the Marketing Funnel Slide 5 How to Use Video to Nurture Leads through the Marketing Funnel Slide 6 How to Use Video to Nurture Leads through the Marketing Funnel Slide 7 How to Use Video to Nurture Leads through the Marketing Funnel Slide 8 How to Use Video to Nurture Leads through the Marketing Funnel Slide 9 How to Use Video to Nurture Leads through the Marketing Funnel Slide 10 How to Use Video to Nurture Leads through the Marketing Funnel Slide 11 How to Use Video to Nurture Leads through the Marketing Funnel Slide 12 How to Use Video to Nurture Leads through the Marketing Funnel Slide 13 How to Use Video to Nurture Leads through the Marketing Funnel Slide 14 How to Use Video to Nurture Leads through the Marketing Funnel Slide 15 How to Use Video to Nurture Leads through the Marketing Funnel Slide 16 How to Use Video to Nurture Leads through the Marketing Funnel Slide 17 How to Use Video to Nurture Leads through the Marketing Funnel Slide 18 How to Use Video to Nurture Leads through the Marketing Funnel Slide 19 How to Use Video to Nurture Leads through the Marketing Funnel Slide 20 How to Use Video to Nurture Leads through the Marketing Funnel Slide 21 How to Use Video to Nurture Leads through the Marketing Funnel Slide 22 How to Use Video to Nurture Leads through the Marketing Funnel Slide 23 How to Use Video to Nurture Leads through the Marketing Funnel Slide 24 How to Use Video to Nurture Leads through the Marketing Funnel Slide 25 How to Use Video to Nurture Leads through the Marketing Funnel Slide 26 How to Use Video to Nurture Leads through the Marketing Funnel Slide 27 How to Use Video to Nurture Leads through the Marketing Funnel Slide 28 How to Use Video to Nurture Leads through the Marketing Funnel Slide 29 How to Use Video to Nurture Leads through the Marketing Funnel Slide 30 How to Use Video to Nurture Leads through the Marketing Funnel Slide 31 How to Use Video to Nurture Leads through the Marketing Funnel Slide 32 How to Use Video to Nurture Leads through the Marketing Funnel Slide 33 How to Use Video to Nurture Leads through the Marketing Funnel Slide 34 How to Use Video to Nurture Leads through the Marketing Funnel Slide 35 How to Use Video to Nurture Leads through the Marketing Funnel Slide 36 How to Use Video to Nurture Leads through the Marketing Funnel Slide 37 How to Use Video to Nurture Leads through the Marketing Funnel Slide 38 How to Use Video to Nurture Leads through the Marketing Funnel Slide 39 How to Use Video to Nurture Leads through the Marketing Funnel Slide 40 How to Use Video to Nurture Leads through the Marketing Funnel Slide 41 How to Use Video to Nurture Leads through the Marketing Funnel Slide 42 How to Use Video to Nurture Leads through the Marketing Funnel Slide 43 How to Use Video to Nurture Leads through the Marketing Funnel Slide 44
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WistiaFest 2016 presentation with tips on how to put together lead gen and lead nurturing video campaigns and how to measure them.

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How to Use Video to Nurture Leads through the Marketing Funnel

  1. 1. #WistiaFest / @ellieeille How to Nurture Leads with Video Ellie Mirman, VP Marketing, Toast
  2. 2. #WistiaFest / @ellieeille First, what do we mean by “lead nurturing”?
  3. 3. #WistiaFest / @ellieeille “Lead Nurturing” is all about identifying lost opportunities in the funnel.
  4. 4. #WistiaFest / @ellieeille “Lead Nurturing” is the process of building relationships with your audience over time – instead of losing them right out of the gate.
  5. 5. #WistiaFest / @ellieeille What percentage of your contacts are moving from one step of the funnel to the next?
  6. 6. #WistiaFest / @ellieeille If lead nurturing is effective, you’ll see more customers and revenue from the same top of the funnel marketing efforts.
  7. 7. #WistiaFest / @ellieeille Therefore, measure the effectiveness of your lead nurturing by the lead-to-customer percentage.
  8. 8. #WistiaFest / @ellieeille Nurturing Requires: Content & Distribution • Email text • Images • Ebook offers • Case study videos • Presentations • Email • Retargeting display or cpc ads • Phone calls • Events
  9. 9. #WistiaFest / @ellieeille Nurturing Requires: Content & Distribution That’s a whole separate presentation.
  10. 10. #WistiaFest / @ellieeille Nurturing How-to Playbook 1. Start with your goal 2. Identify message and desired action 3. Create and launch 4. Measure and analyze
  11. 11. #WistiaFest / @ellieeille How to use video to nurture leads
  12. 12. #WistiaFest / @ellieeille Start with your goal TARGET MARKET PROSPECT LEAD OPPORTUNITY CUSTOMER EVANGELIST
  13. 13. #WistiaFest / @ellieeille Start with your goal • Where are you losing people? • Why? • What message will get them to the next stage? • How will you communicate that message? Goal Message Desired Action
  14. 14. #WistiaFest / @ellieeille Industry Expert Interviews • Example: Toast • Goal: Attract prospects • Message: Thought Leadership • Desired Action: Visit/View, Subscribe
  15. 15. #WistiaFest / @ellieeille Educational Series • Example: Shopify • Goal: Attract leads • Message: We are a resource for you • Desired Action: View, request more info
  16. 16. #WistiaFest / @ellieeille Campaign Promotion • Example: JetBlue • Goal: Attract prospects • Message: Buzz and PR coverage • Desired Action: Book a flight, customer loyalty
  17. 17. #WistiaFest / @ellieeille Product Features • Example: Toast • Goal: Convert Leads • Message: Superior product ease-of-use • Desired Action: Get a demo, be a customer
  18. 18. #WistiaFest / @ellieeille Demo Confirmation • Example: Toast • Goal: Demo show rate • Message: Build personal connection with sales rep • Desired Action: Follow through on demo
  19. 19. #WistiaFest / @ellieeille Customer Case Studies • Example: Toast • Goal: Convert Leads • Message: Customers like you are successful • Desired Action: Get a demo, be a customer
  20. 20. #WistiaFest / @ellieeille Brand Values • Example: Yoh • Goal: Attract prospects or win customers • Message: This is how our brand is different • Desired Action: View, choose this firm
  21. 21. #WistiaFest / @ellieeille Recruiting Inside Peek • Example: Acquia • Goal: Attract and close new employees • Message: Why it’s great to work here • Desired Action: Apply, refer, accept offer
  22. 22. #WistiaFest / @ellieeille A Brief Detour to Talk About Distribution…
  23. 23. #WistiaFest / @ellieeille Distribution Channels Email Marketing Paid Media/Retargeting Social Media Website (Smart) Content Offline Activities
  24. 24. #WistiaFest / @ellieeille How targeted can you go? • What actions have they taken? • What actions have they NOT taken? • What demographics better qualify them? • What do you not know about them that you wish you did? NOTE: Targeting increases relevancy but does not make sense if you don’t have a significantly sized target segment.
  25. 25. #WistiaFest / @ellieeille When you measure a lead nurturing campaign, you’re measuring the effectiveness of the Content & Distribution combination
  26. 26. #WistiaFest / @ellieeille Ultimately, you want to measure email open rates ad click through rates social media impressions number of video views lead-to-customer conversion rate
  27. 27. #WistiaFest / @ellieeille Distribution Quick Tips • Use trigger-based email campaigns to automatically send relevant nurture videos to segments of leads • Test everything about your video ad creative – headlines, copy, video length, video subjects, video CTA • Embed videos straight into social media to cut down out the extra step of the click to view • Adapt website CTAs to segments of visitors to send them to relevant content • Don’t underestimate the nurturing you can do 1:1 through your customer-facing teams
  28. 28. #WistiaFest / @ellieeille How to measure your lead nurturing videos
  29. 29. #WistiaFest / @ellieeille Two Simple Questions: 1. Did this increase my goal success rate? 2. Why or why not?
  30. 30. #WistiaFest / @ellieeille Example 1: Industry Expert Interviews Did this increase my goal success rate? Goal: Attract prospects through thought leadership content, resulting in more views and prospects Results: Choose a quantitative metric (pageviews, CTA clicks, etc.) and compare against other or non-video content
  31. 31. #WistiaFest / @ellieeille Example 1: Industry Expert Interviews
  32. 32. #WistiaFest / @ellieeille Example 1: Industry Expert Interviews Why or why not? • Small sample size (3 video posts out of 30 total) – will need to keep producing to see more consistent trend • Top posts had a lot of social media traffic - sometimes LinkedIn, sometimes Facebook • Could be tied to recognizable name, extra promotion by the expert, and/or tailored content
  33. 33. #WistiaFest / @ellieeille Example 2: Customer Case Studies Did this increase my goal success rate? Goal: Convert more leads and opportunities into customers by showcasing successful customers like them Results: Choose a quantitative metric (conversion rate to customer) and compare to similar groups of leads
  34. 34. #WistiaFest / @ellieeille Example 2: Customer Case Studies
  35. 35. #WistiaFest / @ellieeille Example 2: Customer Case Studies Why or why not? • Viewing a case study video shows you’re more engaged – could be selection bias, try comparing to other active leads who didn’t view case studies • Viewing a case study validates customer success – try comparing to leads who read written case studies but didn’t view videos to determine if video is a more effective medium
  36. 36. #WistiaFest / @ellieeille Where can video help YOUR lead funnel?
  37. 37. #WistiaFest / @ellieeille Step 1: Identify Opportunities • Start with your goal: customers, partners, candidates • Outline the steps, e.g.: • Visit – Lead – Opportunity – Customer • Inquiry – Evaluation – Negotiation – Partnership • Visit – Application – Interview – Hire • Measure each stat over time and analyze
  38. 38. #WistiaFest / @ellieeille It doesn’t have to be pretty… It just needs to keep a pulse on and identify areas to improve
  39. 39. #WistiaFest / @ellieeille Step 2: Brainstorm Solutions Challenge Solutions Low website conversion rate • A/B test landing pages – content, form, layout/design • New offers • A/B test CTAs or change location or replace CTAs with embedded forms Website traffic not growing • Create unique, PR-worthy content • Newsjacking content • Test new referral sources Opportunities not closing • Identify sales training gaps • Create content around top objections • Create nurture streams for old opps Etc. • …
  40. 40. #WistiaFest / @ellieeille Step 2: Brainstorm Solutions Identify what’s lacking & brainstorm ways to fill the gaps Talk to Sales Talk to Customers Analyze Success
  41. 41. #WistiaFest / @ellieeille Step 3: Create and Launch
  42. 42. #WistiaFest / @ellieeille Step 4: Measure & Analyze • Bring it back to the GOAL, METRIC, and ACTION • Two simple questions: 1. Did this increase my goal success rate? 2. Why or why not?
  43. 43. #WistiaFest / @ellieeille Takeaways 1. Start with the goal. See where the leaks are in your funnel and develop a plan to improve those areas. 2. Consider the content and the distribution method. Determine the messaging and desired action, and remember that there are many channels to nurture leads: email, paid, social, website, offline. 3. Measure the lead-to-customer conversion rate. That’s ultimately what you’re aiming to affect.
  44. 44. #WistiaFest / @ellieeille Thank You elliemirman.com/wistiafest
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WistiaFest 2016 presentation with tips on how to put together lead gen and lead nurturing video campaigns and how to measure them.

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