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Nurturing Your Audience the Way they Want to be Nurtured

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Nurturing Your Audience the Way they Want to be Nurtured

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Do you nurture your audience the same way you would like to be nurtured by your vendors? Probably not. We’ll explore the nurturing framework to ensure your team always considers the audience, not just this month’s MQL target. Learn about:

The Audience Centered Framework for Nurturing How to use the Framework in Marketo Engagements

Do you nurture your audience the same way you would like to be nurtured by your vendors? Probably not. We’ll explore the nurturing framework to ensure your team always considers the audience, not just this month’s MQL target. Learn about:

The Audience Centered Framework for Nurturing How to use the Framework in Marketo Engagements

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Nurturing Your Audience the Way they Want to be Nurtured

  1. 1. Nurture Your Audience the Way They Want to be Nurtured A short guide Josh Hill Sr. Manager, Marketing Automation, Ring Central MarketingRockstarGuides.com
  2. 2. “You are a low life spammer.” - guy on internet
  3. 3. Page 3 #MKTGNATION The one with the short bio • Marketo User since 2010. • Marketo Champ since 2012. • Marketing technologist. • Marketo Admin and campaign production manager at RingCentral. • Over 35 projects and implementations. • Author of marketingrockstarguides.com
  4. 4. How many of you think you are in a vendor’s nurturing track right now?
  5. 5. Are those emails going to a junk Yahoo! address?
  6. 6. Do you regularly hit “unsubscribe”? Spam?
  7. 7. And when you send email to your prospects or customers…
  8. 8. Page 8 #MKTGNATION
  9. 9. Page 9 #MKTGNATION
  10. 10. Ever consider how your audience would like to be treated? How would you like to be treated?
  11. 11. Let’s have a talk about Permission Nurturing is not an excuse to avoid permission (opt-in)
  12. 12. Page 12 #MKTGNATION Permission is the foundation of marketing… Manage permission – so that communications are Anticipated. Use permission: ensure the content is Relevant and Personal. Collect permission – need a form and content offer on your site.
  13. 13. Page 13 #MKTGNATION …because permission is how you want to be treated... • Opt In or better! • Communication limits help. • Watch the Calendar to avoid oversharing. • Project manage content creation with a tool like Kapost or Marketing.ai • Honor lead preferences!
  14. 14. The Audience Centered Framework
  15. 15. Always ask “is this how I would want to be treated if I were in the same situation?” No? Start over.
  16. 16. Page 16 #MKTGNATION Treat people well by listening first
  17. 17. Page 17 #MKTGNATION What are the words they use = Messaging
  18. 18. Page 18 #MKTGNATION Get permission! ✔
  19. 19. Page 19 #MKTGNATION Understand their timing
  20. 20. Page 20 #MKTGNATION Take them on a journey, but let them control the ride
  21. 21. Page 21 #MKTGNATION Attention Interest Decision Action Use storytelling, not one off content AIDA Model – 4 stage What You Want (Firm Centric) Heroic Model Audience Centric Credit: Chris Vogler/Wikipedia S1 S2 S3 S4
  22. 22. Page 22 #MKTGNATION Pre-gaming: audience view I have a problem, or Why am I doing this? Where do I want to be? How do I get there? Irritated or overwhelmed. SPAM Looks like they could help, where’s the demo?
  23. 23. Page 23 #MKTGNATION Pre-gaming: your view Who enters and when? What do we want them to do? How often will they hear from us? Why did they stop engaging? Engaged – let’s call them!
  24. 24. Using the Framework in Engagements
  25. 25. Page 25 #MKTGNATION Goals and the nurturing waterfall Goal: obtain enough data to select more specific track. When X values exist, send to Y track Goal: get to Account Track or MQL Goal: get to Account Track or MQL Goal: get to SQL or Opp.
  26. 26. Page 26 #MKTGNATION Use Engagements to solve the nurture problem • Drag and drop. • No double sends. (same asset id) • Will send asset at next cast if Communication Limits reached. • Asset attribution+story attribution.
  27. 27. Page 27 #MKTGNATION Entry
  28. 28. Page 28 #MKTGNATION Use streams like railroad tracks Use Empty Streams to Pause Leads at Goal or Exit. Empty Streams send no content and lose no data. Consider using Smart Campaigns to manage complex transitions better. What is the best cadence? It’s what your audience thinks it is. Don’t over send. Transition in Stream 2 pulls people into Stream 2 from Stream 1
  29. 29. Page 29 #MKTGNATION Exits – the good, the bad, and the ugly
  30. 30. Page 30 #MKTGNATION Exits – Bad
  31. 31. Don’t be a low life spammer.
  32. 32. Page 32 #MKTGNATION The golden rule.
  33. 33. Thank You! Josh Hill Marketing Technologist Marketing Rockstar Guides josh@marketingrockstarguides.com
  34. 34. Page 34 #MKTGNATION Resource center • Email Sub Center • Communication Limits • Testing • Official Docs
  35. 35. Page 35 #MKTGNATION Content creation questions • What does your audience want to learn about? • What expertise do you offer? • Are you allowing them to choose? • Do your tracks make sense to THEM? • They don’t care about the data profile, they care about solving their problem and not getting calls yet.
  36. 36. Page 36 #MKTGNATION Treat people well by listening first What to decide How this works Example Do the research Talk to customers, non buyers, prospective – what do they say? How do they talk about this? What is the story they tell themselves? Understand them so you are write like THEY talk. They will think you are reading their minds. Opt In Always ask permission to place people into nurturing, invitations, your blog, etc. Opt In to Topic X or Webinar Invitations. Honor that. Strictly. Do we know enough about the lead to send them the right message? Use progressive profiling after the first form fill. Offers tailored to encourage sharing. Use data appending tools to reduce friction. What is the point of this nurture? Cadence It’s hard to know how often to send w/o data analytics. Make a guess based on frequency of Visits, Clicks, Score Ask how often they want to hear from you. Not just for unsubscribe forms – ask elsewhere too. Digesto RSS and workflows can help you manage cadence as well. Throttle Back Send less often if they stop responding. Did the lead unsubscribe, become invalid, or otherwise stop communicating because of this? Let them control the throttle Offer leads the ability to throttle back or up.
  37. 37. Page 37 #MKTGNATION Use a storytelling structure to make content compelling What to decide on How this works Example Narrative Structure Are you using the AIDA model? The three buying stage model? How does your audience want to hear your story? We will have content for Attention, Interest, Decision, Action We will use heroic storytelling.
  38. 38. Page 38 #MKTGNATION Pre-gaming: their view What to decide on What is this? Entry Why do I want to receive content from this vendor? Goal What’s my goal? (hint: it’s not MQL) – buy? Solve problem? Get information to manager? Cadence/Timing Today I want to binge to learn all about it…. They seem cool, I’ll subscribe until they become irritating. Exits - Bad They are irritating. I didn’t buy. Exit – Good Ok, I need a sales demo… Ok, I need to understand if this is what I was envisioning
  39. 39. Page 39 #MKTGNATION Pre-gaming: your view What to decide on What is this? Entry Which current and future leads will enter, and when? Goal What is the point of this nurture? Cadence/Timing How often will you send? Will you accelerate or decelerate depending on behaviors? Exits - Bad Did the lead unsubscribe, become invalid, or otherwise stop communicating because of this? Exit – Good What happens when the Goal is reached? Metrics We will count # of leads by Goal and Exited. Pipeline attributed back to this Program
  40. 40. Page 40 #MKTGNATION How the framework translates to Marketo-speak What to decide What is this? Example Entry Trigger and batch campaigns to get this working Job Title = CMO or Chief Marketing Officer Goal Status as well as a campaign (MQL? Next Nurture?) When Industry IS NOT EMPTY and Score >=20 Cadence/Ti ming How often? Every Wed at 2pm EST accelerate to Every T/R at 8am if Lead Score >25 in Stream 2 Exits - Bad Did the lead unsubscribe, become invalid, or otherwise stop communicating because of this? Campaigns and Statuses to manage this. Never make a lead a Non Member or you lose the data. Exit – Good What happens when the Goal is reached? Goal count; campaign to move forward
  41. 41. Page 41 #MKTGNATION How to structure the system Entry point campaigns – Batch for first Load Trigger for new leads. Exit points – Goal and other ways to leave. Assets Complex Transition Rules must be managed in Smart Campaigns.
  42. 42. Page 42 #MKTGNATION Enable multi-touch asset attribution Track each Asset success with the Child Program method. Both the Engagement and the sub-Program get credit to ensure multi-touch attribution.
  43. 43. Page 43 #MKTGNATION Exits – the plan Goal Point What to do Triggered Exit Batch Exit Get the lead to ask for a trial Good: Pause Better: Move to Empty Stream Bad: Remove from Program Examples: -Reaches Score -Lifecycle=MQL, SQL -Fills out Form x 2 -Fills out trial form Lifecycle=MQL • Non Customers Only • Member of Program • Change Engagement Stream to Empty • Add to Trial Engagement Stream
  44. 44. Page 44 #MKTGNATION Program Statuses for Engagement Statuses Trigger Member joins Engaged Clicked at least once Goal Reached depends Bad Exit – Unsubscribed Unsubscribed elsewhere Bad Exit – Inactive Inactive or Invalid Bad Exit – Unsubscribed This Unsubscribed from one of these emails This is recommended, but up to you. Helps count how well this nurture does and ensures Success attribution.

Editor's Notes

  • Update with new cover from visual brand deck.
  • Actual response I received in 2009, well before I had heard of Marketo.
  • Show of hands.
  • https://sites.google.com/site/ucf2020/sources/student-pages/the-johnson-treatment

    Is this how your marketing feels to others? Is this how you act online? Is this how other firms make you feel? Is this your version of ABM?

    Or maybe you have a nurture track with some of your generic content?
  • http://marketingland.com/marketing-funnels-buyer-journeys-arguing-161879?utm_campaign=socialflow&utm_source=twitter&utm_medium=social
  • …and opt-in is the only way to treat everyone.
    All from our friend Seth Godin.
    http://blog.hubspot.com/marketing/permission-marketing-automation
    Collect – form and page icons
    Manage – workflow image, sub mgmt image
    Use – email send/email/
  • Add calendar image, opt in image, project tool images.
  • That’s it.
  • http://www.marketingrockstarguides.com/building-subscription-center-marketo-2127/

    Put in resources as table. Put key What to Decide on Screen with images.
    https://www.flickr.com/photos/mujitra/6245918909
    https://www.flickr.com/photos/sergiodjt/3928105188
    https://www.flickr.com/photos/decade_null/2096967187
  • http://www.marketingrockstarguides.com/building-subscription-center-marketo-2127/

    Put in resources as table. Put key What to Decide on Screen with images.
    https://www.flickr.com/photos/mujitra/6245918909
    https://www.flickr.com/photos/sergiodjt/3928105188
    https://www.flickr.com/photos/decade_null/2096967187
  • http://www.marketingrockstarguides.com/building-subscription-center-marketo-2127/

    Put in resources as table. Put key What to Decide on Screen with images.
    https://www.flickr.com/photos/mujitra/6245918909
    https://www.flickr.com/photos/sergiodjt/3928105188
    https://www.flickr.com/photos/decade_null/2096967187
  • http://www.marketingrockstarguides.com/building-subscription-center-marketo-2127/

    Put in resources as table. Put key What to Decide on Screen with images.
    https://www.flickr.com/photos/mujitra/6245918909
    https://www.flickr.com/photos/sergiodjt/3928105188
    https://www.flickr.com/photos/decade_null/2096967187
  • http://www.marketingrockstarguides.com/building-subscription-center-marketo-2127/

    Put in resources as table. Put key What to Decide on Screen with images.
    https://www.flickr.com/photos/mujitra/6245918909
    https://www.flickr.com/photos/sergiodjt/3928105188
    https://www.flickr.com/photos/decade_null/2096967187
  • Are you structuring your nurturing with your interests in mind, or theirs? What’s compelling to them? Do buyers think AIDA even if they are marketers? It’s a process model, but not really how things work in your mind.
    https://en.wikipedia.org/wiki/Monomyth
    http://contentmarketinginstitute.com/2013/03/brand-storytelling-content-marketing-heros-journey/

    Can you turn your streams into the Hero’s Journey instead?
  • My goal isn’t to become an MQL for your 23 year old SDR to call with a script. They have a problem or were given a task. They just want to get the money or enjoy. They do research, maybe decide to subscribe or binge on your content, but do you irritate them or encourage them to get a demo?

    Pre-gaming party mix

    Do this on a whiteboard or table.

    Need to make this graphical, put in resources. What are the takeaways? What is the checklist?
  • Yes, sirius decisions has a similar framework that I happened to have created at the same time. Srsly!
    Do this on a whiteboard or table.
    https://www.flickr.com/photos/sling_flickr/241253671
    https://www.flickr.com/photos/vitofun/23049768442
    https://www.flickr.com/photos/p_x_g/6806878361
    https://www.flickr.com/photos/miggslives/8124052619
  • Traffic cop to manage the routing and entry – if immediately ready for ABM Matrix, then do that.
    Always build Generic first so you get the hang of it and then build more and more specific tracks, using campaigns, scoring, and behaviors to move between. Demographics are important because the goal of Generic is to segment better, NOT SELL. Sure, use data appending as much as possible, but behaviors will determine how fast you send and streams as the lead goes forward with their interest.
  • If you have multiple tracks, you will need a set of campaigns to manage the overall entry and exits between tracks. Keep this in mind as you design it.
  • Communication Limits apply, but the Lead will get the missed Cast.
  • Member of Program and Stream is very important, esp if this is a Transition campaign
  • Exit – Unsubscribes from this story
    Exit – unsubscribed=T
    Exit – Invalid
    Exit – Unengaged
    Exit - Excluded
  • Update with new cover from visual brand deck.
  • http://www.marketingrockstarguides.com/building-subscription-center-marketo-2127/

    Put in resources as table. Put key What to Decide on Screen with images.
  • http://www.marketingrockstarguides.com/building-subscription-center-marketo-2127/
    Is this how your buyer thinks? This is all centered on YOU.
  • Yes, sirius decisions has a similar framework that I happened to have created at the same time. Srsly!

    Pre-gaming party mix

    Do this on a whiteboard or table.

    Need to make this graphical, put in resources. What are the takeaways? What is the checklist?
  • Yes, sirius decisions has a similar framework that I happened to have created at the same time. Srsly!
    Do this on a whiteboard or table.
  • Yes, sirius decisions has a similar framework that I happened to have created at the same time. Srsly!
  • Put in resource.
    Need images for these?
  • ×