going beyond pretty emails insights into lead nurturing
TRANSCRIPT
Going Beyond Pretty Emails Insights Into Lead Nurturing
April 15, 2015
Edward Masson
Director of Marketing Operations
Acronis
@edwardmasson
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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.
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Today’s Goal
• Taking a Big Step towards executing better lead nurturing
• Insights to our journey
• What we learned
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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%
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Frustrated with Drip Marketing?
Frustrated with batch n’ Blast?
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How many email touches do you
use?
I have a very important
question to ask…
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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
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Lead Nurturing is the way!
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Nurture Assets on a Theme
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Building Blocks Of Content Strategy
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Goal Method
Format Message
Building Blocks Of Content Strategy
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I need more content…
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The Buyers Journey
Optimize your content 1
High-velocity marketing 2
Automate, Analyze, Test 3
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Set-it & Forget-it… Almost…
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Mapping Your Content
Awareness Evaluation Decision
Goal
Method
Format
Message
Goal
Method
Format
Message
Goal
Method
Format
Message
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Mapping Your Content
Awareness Evaluation Decision
Drive Traffic to a Landing Page
SEO
Blog Posts
Get ready for new Government regulations
Sign up Newsletter
Case Study
Key steps to Company X took
Download Trial
eBook
Government Compliance
Method
Format
Message
Goal
Method
Format
Message
Goal
Method
Format
Message
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Mapping Your Content
Awareness Evaluation Decision
Drive Traffic to a Landing Page
SEO
Blog Posts
Get ready for new Government regulations
Sign up Newsletter
Case Study
Key steps to Company X took
Download Trial
eBook
Government Compliance
Format
Message
Goal
Method
Format
Message
Goal
Method
Format
Message
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Mapping Your Content
Awareness Evaluation Decision
Drive Traffic to a Landing Page
SEO
Blog Posts
Get ready for new Government regulations
Sign up Newsletter
Case Study
Key steps to Company X took
Download Trial
eBook
Government Compliance
Message
Goal
Method
Format
Message
Goal
Method
Format
Message
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Mapping Your Content
Awareness Evaluation Decision
Drive Traffic to a Landing Page
SEO
Blog Posts
Get ready for new Government regulations
Sign up Newsletter
Case Study
Key steps to Company X took
Download Trial
eBook
Government Compliance
Goal
Method
Format
Message
Goal
Method
Format
Message
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Mapping Your Content
Awareness Evaluation Decision
Drive Traffic to a Landing Page
SEO
Blog Posts
Get ready for new Government regulations
Sign up Newsletter
Case Study
Key steps to Company X Y Z took
Download Trial
eBook
Government Compliance
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Now build it in Marketo!
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Building Your Nurture Plan in Marketo
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Nurture Program Progressions
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What is your threshold?
• How do leads progress to the next stage/stream?
• Is it a score, revenue stage or asset offer?
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Tie Back to Marketo Revenue Waterfall
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Sync Revenue Waterfall in SFDC
Custom
Fields
Revenue
Conversions
Stages
Revenue
Date
Stamping
Revenue
Stages
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Measuring Your Nurture Dashboard
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Engaged Content Over Time
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Engaged Content Over Time
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Engagement by Nurture Streams
Engagement
Scores
Engaged
and
progress
to trial
downloads
Trial
downloads
results are
higher
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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 Conversions 12%
841
TOFU
MOFU
BOFU
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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
Thank You!
www.edwardmasson.com @edwardmasson LinkedIn.com/in/edwardmasson
Appendix Detailed step by step CEE
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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!
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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
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Good House Keeping
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Nurture Emails – Early Mid & Late Stage
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Transitions Rules
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Nurture Program Progressions
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Starting Your Stream
Need Triggers
to start
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Nurture Stream - Early
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Nurture Stream - Mid
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Nurture Stream - Late