Ali Head, Eloqua Master at Tegrita, demonstrates advanced lead and engagement scoring strategies and how to nurture prospects during all stages of the event lifecycle. You'll learn how capturing data in your event automation system enables marketers to highly target their customers and prospects and move them along the buyer’s journey. You’ll also learn email marketing best practices and how to create omni-channel campaigns that convert attendees into customers.

2. How to Nurture Leads
Before, During and
After an Event
San Francisco Eloqua User Group
August 4th, 2016
Ali Head
Account Director

3. NURTURING IS LIKE DATING
• Throughout this presenta/on, we’ll be ge5ng to know each other, sharing
knowledge, and discovering preferences
• Keep this in mind because the best rela/onships are not one sided
(but don’t worry, I’ll be in charge of filling the awkward silences)
• At the end, we’ll be discussing where you want to take your love of
nurturing…

4. WHAT IS LEAD NURTURING / EVENT NURTURING?
• It’s the process of building trusted rela/onships with poten/al customers
throughout their buying journey
• Modern lead nurturing is personalized, adap/ve, and reacts in response to
buyer behavior in real /me

5. WHAT IS LEAD NURTURING / EVENT NURTURING?
• It is about speaking to your customer AND listening to what they have to
say
• The key is crea/ng a strong emo.onal connec.on
It’s not what you sell, it’s HOW you sell it

6. ALL ABOUT THE CONNECTION
CREATE A
1:1RELATIONSHIP

7. WHY DO YOU NEED EFFECTIVE NURTURING?
• Lead nurturing emails get 4-10 .mes the response rate compared to
standalone email blasts (SilverPop/DemandGen Report)
• Nurtured leads make 47% larger purchases than non-nurtured leads (The
Annuitas Group)
• Marke/ng automa/on is a tool through which to implement nurture, not
an end in and of itself
It’s akin to the courtship of a rela.onship, so let’s avoid the awkward first
dates and missteps with poten.al customers!

8. Educa/on
Need
Evaluate
Purchase
Receive
Use
Maintain
Advocate
BUY OWN
Market & Sell Support & Serve
1
2
3
8
5
6
7
9
Select 4
Renew
10
THE BUYER’S JOURNEY

9. WHY IT IS IMPORTANT TO UTILIZE A NURTURE STRATEGY
• Nurturing should fit into your overall marke/ng strategy, contribu/ng to
business wide goals.. Including event nurturing
• Successful nurturing is the result of adding website, social, retarge/ng,
sales enablement, and dynamic content into the nurturing mix
• An effec/ve strategy includes communica/ng with the right lead at the
right .me using the right content
• Consider a phased approach to mul/-channel nurturing – launching
quickly and itera/ng based on what is working
DIGITAL SOCIAL MOBILE

10. 3 PILLARS OF EFFECTIVE NURTURING
1. PERSONALIZATION
2. SEGMENTATION
3. BEHAVIORAL TRIGGERS

11. PILLAR ONE: PERSONALIZATION
• Personaliza/on establishes trust
• Targeted call-to-ac/ons, relevant offers, and content keep a dialogue open
through the buyer’s journey loop
• Personalized lead nurturing increases engagement, and has a higher sales
conversion rate (DemandGen Report)
• How do we achieve this?
• Create dynamically personalized, relevant nurturing based on behavior,
loca/on, interest profile and other known agributes
• Adding a personal touch to communica/ons adds value beyond outdated
lead nurturing – today it’s an expecta/on, not an excep/on

12. PILLAR TWO: SEGMENTATION
• Content must align with
Buyer stages
• Adding a second variable for
segmenta/on—geographical
loca/on, language, company
size, role— allows a higher
degree of relevance in the
nurturing process
• Buyer personas are incredibly
useful when coupled with the
Buyer’s Journey
Buyer Stages Need Educa.on, Evaluate Select
Content
eBooks, blogs,
research data
Buying guides,
RFP templates,
analyst reports
Pricing, demos, 3rd
party reviews,
customer case
studies

13. PILLAR THREE: BEHAVIORAL TRIGGERS
• This is where nurturing evolves into a real-/me conversa/on with a
poten/al buyer
• Based on prospect/customer online “digital body language”, you can place
a lead into a different nurture track, or know when to accelerate or
decelerate them in their current track
• Two prime metrics for determining behavioral segmenta/on:
1) What kind of content they engage with
2) How onen they engage with it

14. HOW DO YOU TIE THIS BACK INTO EVENTS?
• So if you take anything away from this presenta/on, it’s to not stop now.
Keep going…
• Start crea/ng an end-to-end integrated marke/ng plan for events and
tying events back to your sales funnel.

15. • Nurture campaigns are used to drive a=endance for events
• Contac/ng the right leads at the right /me to secure agendance,
incen/ves for agendance (email, social connec/ons), not all leads are the
same
STEP ONE: BEFORE THE EVENT

16. • What can you do during an event?
– Are there customized 1:1 mee/ngs for leads to agend?
– Do they receive real-/me messages?
• Aler/ng them to a session relevant to their interests
• Alert about loca/on of a person they are interested in mee/ng
STEP TWO: DURING THE EVENT

17. • Do you value the difference between those who agend versus those who
registered, but did not agend?
– Should you send these leads the same emails?
– How are you now targe/ng those who did not agend?
– What incen/ves are you providing for leads aner the event to turn
them into customers?
– Do you have advocates?
• How are you reinvigora/ng the post-event rela/onship with leads that
fizzle?
STEP THREE: AFTER THE EVENT

18. CREATING YOUR CAMPAIGN IN ELOQUA
• In Campaign Canvas,
you create a workflow
for campaigns that can
involve mul/ple steps
• Talk to your Certain
Rep today to learn
more about the
integra/on with
Eloqua!
• Campaigns are comprised of various elements including segments, emails,
landing pages, etc.

19. WHAT TO CONSIDER NEXT…?
• How long should we keep people in our nurture streams before and aner an
event?
– Are streams too long that people abandon?
• When should leads exit the nurture stream and be passed over to sales before
an event?
• How do we iden/fy which of the event nurture streams are performing the
best?
• Can we derive “best prac/ces” for crea/ng general vs. specialized nurture
streams?
• How can we determine the op/mal number of touches before and aner an
event?

20. WRAPPING UP OUR DATE
Thank you for your /me, pa/ence, and willingness to par/cipate!
Contact me for more informa/on
Ali Head
ali.h@tegrita.com
Account Director, Tegrita