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Nurture Your Audience the Way
They Want to be Nurtured
A short guide
Josh Hill
Sr. Manager, Marketing Automation, Ring Central
MarketingRockstarGuides.com
“You are a low life spammer.”
- guy on internet
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
How many of you think you are in a
vendor’s nurturing track right now?
Are those emails going to a junk Yahoo!
address?
Do you regularly hit “unsubscribe”?
Spam?
And when you send email to your
prospects or customers…
Page 8 #MKTGNATION
Page 9 #MKTGNATION
Ever consider how your audience would
like to be treated?
How would you like to be treated?
Let’s have a talk about Permission
Nurturing is not an excuse to avoid permission (opt-in)
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.
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!
The Audience Centered
Framework
Always ask “is this how I would want to be
treated if I were in the same situation?”
No? Start over.
Page 16 #MKTGNATION
Treat people well by listening first
Page 17 #MKTGNATION
What are the words they use =
Messaging
Page 18 #MKTGNATION
Get permission!
✔
Page 19 #MKTGNATION
Understand their timing
Page 20 #MKTGNATION
Take them on a
journey, but let
them control the
ride
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
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?
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!
Using the Framework in
Engagements
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.
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.
Page 27 #MKTGNATION
Entry
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
Page 29 #MKTGNATION
Exits – the good, the bad, and the ugly
Page 30 #MKTGNATION
Exits – Bad
Don’t be a low life spammer.
Page 32 #MKTGNATION
The golden rule.
Thank You!
Josh Hill
Marketing Technologist
Marketing Rockstar Guides
josh@marketingrockstarguides.com
Page 34 #MKTGNATION
Resource center
• Email Sub Center
• Communication Limits
• Testing
• Official Docs
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.
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.
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.
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
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
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
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.
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.
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
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.

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Nurturing Your Audience the Way they Want to be Nurtured

  • 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. “You are a low life spammer.” - guy on internet
  • 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. How many of you think you are in a vendor’s nurturing track right now?
  • 5. Are those emails going to a junk Yahoo! address?
  • 6. Do you regularly hit “unsubscribe”? Spam?
  • 7. And when you send email to your prospects or customers…
  • 10. Ever consider how your audience would like to be treated? How would you like to be treated?
  • 11. Let’s have a talk about Permission Nurturing is not an excuse to avoid permission (opt-in)
  • 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. 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!
  • 15. Always ask “is this how I would want to be treated if I were in the same situation?” No? Start over.
  • 16. Page 16 #MKTGNATION Treat people well by listening first
  • 17. Page 17 #MKTGNATION What are the words they use = Messaging
  • 18. Page 18 #MKTGNATION Get permission! ✔
  • 20. Page 20 #MKTGNATION Take them on a journey, but let them control the ride
  • 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. 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. 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. Using the Framework in Engagements
  • 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. 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.
  • 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. Page 29 #MKTGNATION Exits – the good, the bad, and the ugly
  • 31. Don’t be a low life spammer.
  • 32. Page 32 #MKTGNATION The golden rule.
  • 33. Thank You! Josh Hill Marketing Technologist Marketing Rockstar Guides josh@marketingrockstarguides.com
  • 34. Page 34 #MKTGNATION Resource center • Email Sub Center • Communication Limits • Testing • Official Docs
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

  1. Update with new cover from visual brand deck.
  2. Actual response I received in 2009, well before I had heard of Marketo.
  3. Show of hands.
  4. 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?
  5. http://marketingland.com/marketing-funnels-buyer-journeys-arguing-161879?utm_campaign=socialflow&utm_source=twitter&utm_medium=social
  6. …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/
  7. Add calendar image, opt in image, project tool images.
  8. That’s it.
  9. 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
  10. 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
  11. 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
  12. 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
  13. 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
  14. 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?
  15. 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?
  16. 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
  17. 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.
  18. 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.
  19. Communication Limits apply, but the Lead will get the missed Cast.
  20. Member of Program and Stream is very important, esp if this is a Transition campaign
  21. Exit – Unsubscribes from this story Exit – unsubscribed=T Exit – Invalid Exit – Unengaged Exit - Excluded
  22. Update with new cover from visual brand deck.
  23. http://www.marketingrockstarguides.com/building-subscription-center-marketo-2127/ Put in resources as table. Put key What to Decide on Screen with images.
  24. http://www.marketingrockstarguides.com/building-subscription-center-marketo-2127/ Is this how your buyer thinks? This is all centered on YOU.
  25. 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?
  26. 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.
  27. Yes, sirius decisions has a similar framework that I happened to have created at the same time. Srsly!
  28. Put in resource. Need images for these?