Western Region User Conference

October 8, 2013

PRESENTED BY:

Jay Hidalgo | President of Demand Gen Coach

Aaron Bolshaw | Sr. Manager, Database Marketing

RAPID FIRE SESSION

NURTURE

Agenda

• Nurture

• Core components – Segmentation

– Qualification

– Automation

• Using Act-On

• Wrap it up

• Questions

What is Nurture?

Engaging with and

building a relationship

with prospects and

customers by providing

relevant and timely

information based on

their needs, not yours

UNDERSTANDING YOUR BUYER

Segmentation

Start with Knowing the Buyer –

Buyer Persona and Buying Process

What is a Buyer Persona? – A short bio of the typical customer

– Includes Information on:

• Buyer’s Background

• Daily Activities/Behavior

• Current Solutions to Problem

• What’s important to this Buyer

The Buying Process – The Steps the Buyer goes through from

need identification to post purchase

– Should be customized, not “vanilla”

• Content is information that is of value to visitor/prospect/customer. Often, they are willing to exchange their contact details to access it

• Different content will be more/less effective depending on the buyers relationship with the company, and their place in the buying journey

• Providing relevant and timely information based on their needs, not yours

• Content can/should be repurposed for different campaigns and channels (Rule of 4)

Content Defined

Buyer Persona Matrix - Example

Manager Director/Sr.

Director Vice - President CxO

Buyer

Background

Daily Activity

Challenges

Solutions to

Challenges

Compelling

Event

Based on business

impact assessment,

the next step is to help

the buyer get to a

sense of organization’s

true needs

• Acquisition

• Financial

Constraints

• New Competitor

Sample Buying Process

Having engaged with

buyer on specific

catalyst issue that is

driving consideration

for changing, the

follow up is to

highlight the larger

impact – at a

business level

What is the right

solution for the

buyer’s needs? This

next step validates

those needs

Finally, these needs are

mapped to product

offering in this area,

vendor contact begins

Catalyst Change

Whiteboard the

hypothetical buying

process

Test initial

hypotheses with

internal and

external marketing

research

Validate with

stakeholders

(prospects, customers,

sales, marketing)

Business Impact

True Needs Assessment

Recommended Solution

Engagement

Putting it All Together

Source: Keith Holloway, One Degree

Content

Buying Process Stages

Personas

Put it in play

Create segments in Act-On that reflect your personas & where they are

in their buying cycle, then send relevant content using dynamic

content

Pricing page visit

PERSONA segment

BUYING CYCLE segment

Qualification IT’S A PROCESS… NOT AN EVENT

Unique Visitor A net new visitor who visits the company website or any pages within that domain

Impression

The number of views by customers/prospects/suspects from any campaign tactic -

print advertising, direct mail, online, email, etc

Inquiry

An inbound action from a customer/prospect/suspect driven from a marketing

campaign or general researching on our website

Valid Inquiry

Inquiries that have been validated as actual customer/prospect data - removing the

bad data from the total responses (ie - the 'Mickey Mouse', etc)

Lead

A valid Inquiry that is not sales ready, based on lead score and is interested in

company product or service

Marketing Qualified Lead

Valid or nurtured responses that have been qualified for a product/solution interest

and provided to appropriate sales representative based on a lead score of X or

higher , or by defined rule.

Sales Accepted Lead Markeing Qualfied leads that have been received by sales for sales follow up

Nurtured Leads Sales Accepted leads that have been sent back to marketing by sales nurturing

Sales Qualified Lead

Sales Accepted leads that have been qualified to have true potential by sales and

converted from a lead to an opportunity in salesforce.com

Closed Opportunities

Any lead that have been closed from further engagement by sales - either as a sale

or no sale with specific reasons

Sample Definitions

Component #1 - Definitions

Component #2 - Criteria

What information are we using to determine the definition?

Examples:

– Has demographic that aligns with your ideal buyer (vertical, job function, company size)

– Behavioral: Has x number of visits to the web, x number of downloads, webinar attendance, etc.

– BANT: Has budget, 0-3 month timeframe, etc.

Component #3 – Scoring

Determine the scoring for each event, action or demographic

Persona: C-Level Job Function = 10pts; Director Level = 5 pts

Behavior: 2 email opens per month = 5 pts; 1 webinar attendance = 7 pts

BANT: Has authority = 10 pts; has an acceptable timeframe = 7 pts

Put it in play

Create scoring rules in Act-On that reflect your qualification definitions

and criteria. Score higher for BANT profiles and behavior

AUTHORITY scores

Timeline scores

POWERFULLY SIMPLE AND EFFECTIVE

Automated Programs

Funnel Focus

Introduce Act-On with lighter content – videos

and white papers

Offer persona-specific content to help aid buying

process for prospect

Decision-supportive content, post-sale programs, and ongoing

customer communications

Act-On uses

automated

programs to create

leads and move

them through our

sales funnel,

focusing on where a

prospect is at in

their buying cycle

Sketch a Plan

HOT LEADS

COLD LEADS

CUSTOMER

C-LEVEL

Copy to

List

Email 1

Email Cold Email CXO

Invite

Opened

Previous Yes No

Conditional

Messages

Testimonial

wait

wait

wait

wait

Conditional

Branching

Copy to

List

Change Field Value

Email 1

Email 2

Email 3

Email 4

wait 5 days

wait 5 days

wait 5 days

wait 1 day

Program 1 Program 2

30 points SALES

Tips & Tricks

• Know what you want to do after

the program, build that in

• Link programs together

• Gather all ingredients first

• Shift from calendar mentality

• Know the short and long path

• Consider one-offs instead of

editing program

AP 1 AP 2 AP 3

Three Things…

Define Buyer Personas and Buying Process

before creating programs

Develop Content, match up with Personas and

Buying Process

Plan the work then work the plan, especially

when it comes to building the automate

program

Questions