lead nurturing: automating the buyer’s journey
DESCRIPTION
DemandGen client Erin Rampey revisits her Eloqua Experience presentation:Lead Nurturing: Automating the Buyer's Journey.This webcast is available on BrightTALKwww.brighttalk.com/webcast/43/31309TRANSCRIPT
DemandGen EMEA: Marketing Automaton Webcast#3
Case Study: Lead Nurturing: Automating the Buyer’s Journey
Erin Rampey, NetApp, User Experience Architect
July 28th 5PM GMT/6 PM CET
2
John SweeneyCustomer Success DirectorDemandGen UK
• +44 207 096 1835
• L Group B2B Marketing Automation UK
Who is DemandGen?
“DemandGen is a global consulting firm helping companies deploy and utilize marketing automation and CRM systems. We are the trusted advisor to the world's leading sales and marketing teams combining superior service, business process, and technology expertise.”
Locations EMEANorth AmericaAsia
Who Am I?
Erin RampeyUser Experience ArchitectNetAppEloqua customer for 4 years
What Are You Going to Learn?
PlanningImplementationMeasurementOptimisation
About NetApp
$5.1B
About NetApp
11,000
About NetApp
#2
About NetApp
1 Billion
About NetApp
NetApp Journey
10NetApp Confidential - Internal Use Only
Our Challenges
Batch and blast EducationProcess Scalable and repeatable
Putting the Pieces Together
1. Planning
2. Implementation
3. Measurement
4. Optimisation
Phase 1: Planning
Level SetKey decisionsTeam/rolesStructureEducationContent
Level Set
Segmentation Educate Engage Relevant Targeted
Why Lead Nurturing?
Key Decisions
CountriesTargetingFrequencyCommunications StrategyGlobal vs. Local
Team/Roles
Strategy
Headquarter MarketingPan-EMEA
Marketing Programs
AgencyField
Marketing
Structure
Routing Programs
NurtureHierarchy
Scalable
Education
Content
Phase 2: Implementation
Build the FoundationNurturing
Build the Foundation: 3 Tips
Triggers
Mini-router H
iera
rch
y
Nurturing
3-touchFrequency managementEngagement > cadence“Plug n Play” model
Nurture Journey Example
Form Event Web
Nurture Journey Example
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Email1
Nurture Journey Example
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Engagement&
Frequency
Nurture Journey Example
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Email2
Nurture Journey Example
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Frequency
Nurture Journey Example
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Email2
Nurture Journey Example
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Engagement&
Frequency
Nurture Journey Example
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Email3
Nurture Journey Example
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Frequency
Nurture Journey Example
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Email3
Nurture Journey Example
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Engagement&
Frequency
Nurture Journey Example
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Frequency
Nurture Journey Example
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Email3
Nurture Journey Example
Form Event Web
6 Weeks
5 Weeks
4 Weeks
Phase 3: Measurement
EMEA:+47% open rate+464% click-thru rate
AMER:12% campaign attribution47% all MQLs
Phase 4: Expansion and Optimisation
A/B testingProgressive ProfilingBuyer’s Journey
Cheers to Nurturing
“Lead nurturing with Eloqua allows us to communicate with our target audiences across Europe, Middle East and Africa in local language, promoting local content assets, whilst remaining in full control of creative design, brand messaging, audience response, and lead delivery to sales. It’s a massive step forward.”
- Senior Manager, Integrated Marketing EMEA
“It’s been a year for global nurtures, our centralized framework has enabled us to scale to the local level and dramatically accelerate NetApp’s growth.”
-Director, Marketing Automation and Web Development
One Thing You Should Do Tomorrow
Start! Plan > Implement > Measure > Optimise
Erin Rampey
User Experience Architect
NetApp
+1 408 419 5086
John Sweeney
Customer Success Director
DemandGen UK
+44 207 096 1835
Group “B2B Marketing Automation UK”