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Prospect Nurturing Workshop
This document summarizes a presentation about prospect nurturing. It discusses defining audience segments, mapping relevant content to those segments, and setting business goals and objectives. It then provides an example of a bank (XBank) that segments audiences into those who bounce from the homepage, visit GTRF pages, and known prospects. XBank's goals are to improve lead quality and increase new GTRF leads. The document outlines best practices for segmenting audiences and types of content for the top and bottom of the funnel. It shows XBank's content and how it would map to each audience segment. Next steps discussed are creative development and setting up nurture streams.
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Prospect Nurturing Workshop
- 2. Jeffrey Mack Subscription ProductConsultant LinkedIn Prospect Nurturing Workshop Pearce Delisle Marketing Automation Consultant LinkedIn
- 3. • More deeplyengage the prospects you’ve invested so much in identifying • Build trust • Turns prospects into more valuable customers Why Prospect Nurturing?
- 4. • Drive moreweb conversions • Engage prospects beyond the inbox • Track program success Lead Accelerator Empowers Marketers
- 5. We can reachprospects anywhere online and make every interaction with them more personal and relevant throughout the buyer’s journey. — Eric Hansen, Cetera Financial
- 6. Elevating Your NurturingEfforts Define and create audience segments Map content to appropriate segments Identify business goals and objectives
- 7. • US-based commercialbank • Offers cash management, global trade & receivable finance (GTRF), and financing & capital markets services • Target Directors+ at companies with >5K employees • Utilize a marketing automation platform for email marketing Introducing XBank
- 8. XBank Business Goals Improvequality of leads to better align to target prospect demographics Increase net new GTRF leads Stay top of mind during entire buying process
- 9. Audience Segment BestPractices Method 1: Audience Type/Vertical Method 2: Product/Solution Method 3: Buyer’s Stage • Evaluate your business goals, site structure, and supporting content • Determine best method(s) to segment your target audiences
- 11. XBank Audience Segments HomepageBouncers (Director+ Senior Level, Co. Size >5K) – qualified website traffic that is not engaging in deeper content GTRF Visitors – website visitors who self-identify as interested in GTRF product, but do not convert Known Prospects – prospects who are already segmented in MA, and being nurtured via email campaigns Exclusions: Job seekers, Existing Customers
- 12.
- 13. Be helpful andinformative without being too promotional Upper Funnel Content 1 • Brand Logo prominent, yet CTA is still large & clear • Low Friction Content: thought leadership content that provides value to visitor in early research stages • Other Content That Works: ‘How-to’ eBooks, Short White Papers, Infographics, Checklists, Blog Posts, Videos Why it works… LESS ENGAGED ACQUIRE ENGAGED
- 14. Give prospects toolsto determine fit & need Lower Funnel Creative 1 • Brand logo not as prominent; CTA is more aggressive & visually dominant: “Download Now” • Relevant, valuable content that will help visitor evaluate your solution over others • Other Content That Works: White Papers, Case Studies, Reports, Data Sheets, ROI Calculators, Demos/Free Trials Why it works… ACQUIRE ENGAGED LESS ENGAGED
- 15. XBank Content Business Landscape inChina (infographic) Definitive Guide to the RMB (eBook) Cash Management (eBook) Definitive Guide to RF (eBook) XBank Capabilities (webpage) A Primer on FX (eBook) Global Trade Challenges (webinar) Doing Business in China (webinar) Doing Business Abroad (eBook)
- 16. Mapping Content toAudiences Homepage Bouncers (Director+, Xo. Size 5K+) GTRF Visitors Known (interest in China) Capabilities Doing Business Abroad Cash Mgmt A Primer on FX Global Trade Challenges Definitive Guide to RF Business Landscape in China Definitive Guide to the RMB Doing Business in China Content A Content B Content C
- 17. Next Steps • CreativeDevelopment • Nurture Stream Setup
- 18.
Editor's Notes
- #2 SPEAKER: JEFF
- #3 SPEAKER: JEFF
- #5 SPEAKER: JEFF
- #6 SPEAKER: JEFF
- #7 SPEAKER: JEFF What we want to discuss with you now is how to put this into practice, and specifically how we approach nurture strategy I’ll talk through some of our best practices and we’ll actually walk through a mock example of how to elevate your nurturing efforts Our overall methodology involves three upfront steps: First, we need to identify what are the specific business goals and objectives- are there specific product sets that we are looking to generate leads for? Are there particular audiences we want to target? Secondly, we assess and define our audience segmentation – who are we actually going to be trying to nurture to convert Lastly, once we have those audiences defined, what content are we going to nurture them with As we’re going through this, I’d encourage you to think of your own situation and how this process could apply to you.
- #8 SPEAKER: JEFF For the purposes of today’s workshop, we created this fictitious example Let’s imagine there’s a company called Xbank: They are a US-based commercial bank who specialize in cash management, global trade & receivable finance (GTRF), and financing & capital markets services Their target audience are Director level and above execs within companies that generate $50M+ Currently, they are nurturing their existing leads via email campaigns within a marketing automation system
- #9 Within the LinkedIn Lead Accelerator Program, we’d actually conduct this sort of discussion in what we call a Launchpad session. This would be a 3-4 hour, in person workshop. During this time we would have dug deeper into Xbank’s marketing objectives and current marketing mix to better outline what their nurture strategy goals should be But for today, let’s assume that we aligned on the following goals for Xbank: Improve the quality of their leads to better align to their target prospect (Director+, Co Size 5K+) Increase net new GTRF leads (their priority service) Stay top of mind during the entire buying process
- #10 SPEAKER: PEARCE With Xbank’s goal’s now set, the next step would be to define the audience segmentation strategy, meaning who are we going to look to nurture In order to do so, we need to look at the overall objectives we’ve discussed in combination with their website and content that is available to nurture the audiences with Now In terms of the audience segmentation strategy, we typically utilize three different methods: Audience type/vertical – this method is best served if you have a particular target audience that you are trying to convert. For instance, in Xbank’s scenario, we know that they are interested in Director+ level, in enterprise companies. Let’s say that Xbank has a certain part of their website dedicated towards content that speaks directly to that Director level prospect- we could nurture off of that specific page(s) of the site Leveraging LinkedIn data, we could also setup a nurture strategy to say that anyone who gets to Xbank’s site AND has a LI demographic profile of Director+ and/or Co. Size 5K+, let’s place them into a specific nurture stream and utilize messaging that speaks to their profile Product/solution – In this method we again could look to identify key areas of Xbank’s site to see if there are sections that help self-identify what the visitor is interested in. For instance, we know that GTRF is a priority service for Xbank, if they have a section of their site dedicate toward GTRF, we could place those people who visited that page(s) into a stream and nurture them with GTRF specific messaging Last option is via stage in the buyers journey – in this scenario we could organize your audiences based on where we think they are within their buyer’s journey. For instance, those visitors who only visit the homepage and leave without converting are less engaged prospects, versus those who get to deeper product/service level content. Or in Xbank’s case, they have prospects who have already indicated a high level of interest and which Xbank is already nurturing via email. We could nurture this “known” audience with content based on what they’ve already indicated an interest in.
- #11 SPEAKER: PEARCE So now let’s take a look at Xbank’s site…
- #12 SPEAKER: PEARCE To level set, let’s keep in mind their stated objectives: increase quality of leads and focus on Director+, Co Size 5K+, increase GTRF leads, and maintain in front of their prospects throughout the buyer’s journey Based on their goals/and just an initial look at their site, does anyone have a suggested approach? Well let’s start with the first objective- again, utilizing LI data, we can tell not only how many people are visiting the site, but more importantly, who these people are. So using that “audience” method, we could create a segment that pulls in only those visitors who are Director+, and from a company size of 5K+ employees In addition, let’s say that the majority of Xbanks traffic is going to the homepage- we can apply that demographic filter specifically to these “homepage bounces” or those who arrive at the homepage and leave without converting. This will help to improve the quality of Xbank’s leads by weeding out those visitors that they no are not good prospects Looking at the Xbank site deeper, we see that there is a section dedicated to Global Trade & Receivables Finance. This was another key goal Using the “Product/Solution” method we can create a segment that nurtures those visitors who get to the GTRF section of the site and leave without converting Lastly, we know that Xbank is running email campaigns for their existing prospects We could create a third segment that syncs up display messaging with their email campaigns to ensure that Xbank stays present to those existing prospects across the web Thus far we’ve been discussing who we want to include within our nurture strategy, but another important question to ask is who we DON’T want to include. For instance, what if a site visitor is coming to Xbank searching for a job, or what if he/she is already an existing Xbank customer? Do we want to nurture them with general Xbank messaging? Maybe, but we could also exclude those people from nurture by excluding those visitors who reached the careers or customer login page
- #13 SPEAKER: PEARCE Now that we have the audiences defined, the next step towards crafting a successful prospecting strategy would be to align the creative and content to nurture them with Before we look at Xbank’s content, let’s just quickly discuss some best practices We know that on average B2B buyers are consuming 2-7 pieces of content before making a purchase, so it’s critical to understand what content works This graphic shows the type/format of content that works best across the purchase funnel: Awareness – lighter content such as infographics, blogs, tips Consideration – meatier content such as case studies, white papers, proprietary research Purchase – demo/trials Retention – product news, tutorials, customer success stories Ask crowd: how are you organizing your content today?
- #14 SPEAKER: PEARCE In addition to the content itself, the actual display creative that we’re using to drive people to the content is also paramount. Here’s a few things to keep in mind when thinking of your less engaged users/upper funnel: So again referring back to the homepage bouncer audience example, given that they are less engaged, best practices would tell us to make sure that the brand logo is very prominent, but not at the cost of the CTA We’d want to provide “low friction content” or content that is not getting too in the weeds of what you guys offer/case studies/etc, to encourage the user to engage
- #15 SPEAKER: PEARCE Conversely, for engaged visitors, so those who have gotten to deeper pages within your site, they are not only looking for content/offers that further expand upon the value prop of your product/service In this case the branding does not need to be as prominent, and the CTA should be more aggressive such as a “Download Now”
- #16 SPEAKER: JEFF With those best practices in mind, let’s take a look at Xbanks content inventory to determine what we want to nurture our audience segments with
- #18 SPEAKER: JEFF