Going beyond pretty emails insights into lead nurturing
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This document discusses strategies for effective lead nurturing programs. It emphasizes that lead nurturing is not just batch email campaigns, but a systematic process of moving leads through different stages. Key points include mapping content to the buyer's journey, building nurture streams in Marketo tied to sales stages, and measuring engagement and conversions over time through nurture dashboards. The goal is to qualify and progress more leads through education to trial downloads and eventual conversion.
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Going beyond pretty emails insights into lead nurturing
- 1. Going Beyond Pretty Emails Insights Into Lead Nurturing April 15, 2015 Edward Masson Director of Marketing Operations Acronis @edwardmasson
- 2. Page 2 Edward Masson Director of Marketing Operations, Acronis Experienced marketer with in-depth knowledge, for the past two decades Edward has focused on helping companies accelerate growth and profitability by building and executing practices that align sales and marketing. Driving strategic direction for lead generation and profitability, Edward has implemented and administered demand gen systems incorporating a host of marketing tactics combined with CRM and marketing automation platforms. A frequent contributor to relevant technology and business conferences, as a speaker and panelist. A Marketo Certified Consultant, Certified Expert, third time Marketo Champion plus a Marketo 2014 Revvie finalist.
- 3. Page 3 Today’s Goal • Taking a Big Step towards executing better lead nurturing • Insights to our journey • What we learned
- 4. Page 4 The New B2B Buyers Journey 43% • Of marketers agree that their B2B sales cycle has increased in length. • Of todays buyers might be up to 90% through their research before ever reaching out to a sales rep. *BrightFunnel 90%
- 5. Page 5 Frustrated with Drip Marketing? Frustrated with batch n’ Blast?
- 6. Page 6 How many email touches do you use? I have a very important question to ask…
- 7. Page 7 How Many Touches? 29% 24% 33% 12% 0% 5% 10% 15% 20% 25% 30% 35% Five or more Four to Five Three to Four Two to Three *Demand Gen Report
- 8. Page 8 Lead Nurturing is the way!
- 9. Page 9 Nurture Assets on a Theme
- 10. Page 10 Building Blocks Of Content Strategy
- 11. Page 11 Goal Method Format Message Building Blocks Of Content Strategy
- 12. Page 12 I need more content…
- 13. Page 13 The Buyers Journey Optimize your content1 High-velocity marketing 2 Automate, Analyze, Test3
- 14. Page 14 Set-it & Forget-it… Almost…
- 15. Page 15 Mapping Your Content Awareness Evaluation Decision Goal Method Format Message Goal Method Format Message Goal Method Format Message
- 16. Page 16 Mapping Your Content Awareness Evaluation Decision Drive Traffic to a Landing Page SEO Blog Posts Get ready for new Government regulations Sign up Newsletter Email Case Study Key steps to Company X took Download Trial Email eBook Government Compliance Method Format Message Goal Method Format Message Goal Method Format Message
- 17. Page 17 Mapping Your Content Awareness Evaluation Decision Drive Traffic to a Landing Page SEO Blog Posts Get ready for new Government regulations Sign up Newsletter Email Case Study Key steps to Company X took Download Trial Email eBook Government Compliance Format Message Goal Method Format Message Goal Method Format Message
- 18. Page 18 Mapping Your Content Awareness Evaluation Decision Drive Traffic to a Landing Page SEO Blog Posts Get ready for new Government regulations Sign up Newsletter Email Case Study Key steps to Company X took Download Trial Email eBook Government Compliance Message Goal Method Format Message Goal Method Format Message
- 19. Page 19 Mapping Your Content Awareness Evaluation Decision Drive Traffic to a Landing Page SEO Blog Posts Get ready for new Government regulations Sign up Newsletter Email Case Study Key steps to Company X took Download Trial Email eBook Government Compliance Goal Method Format Message Goal Method Format Message
- 20. Page 20 Mapping Your Content Awareness Evaluation Decision Drive Traffic to a Landing Page SEO Blog Posts Get ready for new Government regulations Sign up Newsletter Email Case Study Key steps to Company X Y Z took Download Trial Email eBook Government Compliance
- 21. Page 21 Now build it in Marketo!
- 22. Page 22 Building Your Nurture Plan in Marketo
- 23. Page 23 Nurture Program Progressions
- 24. Page 24 What is your threshold? • How do leads progress to the next stage/stream? • Is it a score, revenue stage or asset offer?
- 25. Page 25 Tie Back to Marketo Revenue Waterfall
- 26. Page 26 Sync Revenue Waterfall in SFDC Custom Fields Revenue Conversions Stages Revenue Date Stamping Revenue Stages
- 27. Page 27 Measuring Your Nurture Dashboard
- 28. Page 28 Engaged Content Over Time
- 29. Page 29 Engaged Content Over Time
- 30. Page 30 Engagement by Nurture Streams Engagement Scores Engaged and progress to trial downloads Trial downloads results are higher
- 31. Page 31 Education Nurture Results Average Opportunity Size = $1,273 (34% increased over non- nurture programs) Sales Pipeline Generated =$3.2 million (16% increased over non-nurture programs 3,014 More Qualified Trial leads passed to Sales Prospects Generated Converted to Contacts Increased Trial Conversions12% 841 TOFU MOFU BOFU
- 32. Page 32 Final thoughts • Don’t try to boil the ocean – think KISS • Start with your existing content • Document your stages of your business buying cycle • Map your content against your funnel • Build a simple nurture stream • Use simple transitions
- 34. Appendix Detailed step by step CEE
- 35. Page 35 Lead Nurturing is Not? • Lead nurturing is not: • A campaign • Campaigns is not one email blast • Sending Touch one, then T2 and finally T3 separately in individual smart campaigns is not Lead Nurturing • The email your sending next Wednesday, that’s not a campaign!
- 36. Page 36 Types of Nurturing Campaigns Stage in Lead Nurture Nurture Types Leads Qualification Nurturing Campaign Awareness Nurturing Campaign Accelerator Nurturing Campaign Acquisition Nurturing Campaign Call-to-Action Nurturing Campaign Ad-Hoc Nurturing Campaigns Prospects Re-Engagement Nurturing Campaign Customers Post-Purchase Nurturing Campaign
- 37. Page 37 Good House Keeping
- 38. Page 38 Nurture Emails – Early Mid & Late Stage
- 40. Page 40 Nurture Program Progressions
- 41. Page 41 Starting Your Stream Need Triggers to start
- 42. Page 42 Nurture Stream - Early
- 43. Page 43 Nurture Stream - Mid
- 44. Page 44 Nurture Stream - Late