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Source: http://www.cmswire.com/cms/customer-experience/getting-from-good-to-great-digital-marketing-mktgnation-018411.php
Source: http://blog.apelletier.com/2009/09/lead-nurturing-step-1-review-your-current-lead-to-opportunity-to-customer-process/
WPEngine
Free Site Speed Test + 1 month Site Optimization Course Landing Page
Performance Tips
Scalability Tips
Security Tips
Sales Pitch
Relationship & Trust
Source: https://training.kalzumeus.com/lifecycle-emails
Citrix ($1.5 Million in 4 months)
Lead Sources (Webinars, Organic Search, Paid Search, Partnerships etc)
Source: http://www.marketingsherpa.com/article/case-study/antinewsletter-strategy-nurtures-15-million
Marketing Leads
Segmentation based on 11 personas & 6 products
1 auto email each week for 3 weeks about product benefits
Manual Segment Based Email
Harvest Sales Ready Leads Throughout the Cycle
Average CTR of ads is 0.01%. Content specific to prospect’s needs
with good CTA can generate 20+% CTR.
Source: http://sherpablog.marketingsherpa.com/b2b-marketing/channel-marketing/lead-nurturing-with-relevant-content/
Appeal of Content in B2B
• 82% prefer content related to same industry
• 67% prefer content targeted to their job function
• 49% prefer content targeted to their company size
• 29% prefer content targeted to their geography
Source: http://docs.cdn.marketo.com/definitive-guide-to-lead-nurturing.pdf
Performance of Event-Triggered Emails
• SmartPak Equine has 40 event triggered, lifecycle emails
– Open Rate: 28% for automated, 17% manual
– CTR: 5-6% for automated, 2-3% manual
– Conversion Rate: 11% for automated, 6% for manual
– Revenue per email: $0.44 for automated, $0.16 for manual
Source: http://www.marketingsherpa.com/article/case-study/triggered-email-ecommerce
Objectives for Lifecycle Emails
0
10
20
30
40
50
60
70
80
90
% Marketers
(66%) Prospecting & Qualifying Leads
(78%) Nurturing & Developing Relations
(44%) Activation & Increasing Sales
(34%) Completing Post Sales Transactions
(42%) Retaining & Asking for Referrals
Source: http://sherpablog.marketingsherpa.com/email-marketing/presidential-campaign-email-tips/
Qualifying Leads for LMS Company
Source: http://www.marketingsherpa.com/article/case-study/auto-qualify-new-leads-without-lead-scoring
Qualifying Leads in Real Estate
Source: http://www.marketingsherpa.com/article/case-study/great-email-followups-to-qualify
Shopping Cart Recovery Emails
19% in 2012 (14.3% in 2011)
Source: http://www.listrak.com/Whitepaper/sca2012study/3/
Trend is to send more emails
207% increase in 2012 among retailers sending 3 automated messages
Source: http://www.listrak.com/Whitepaper/sca2012study/3/
Sending the right email …
(with lifecycle emails, you are sending content that the recipient really cares about)
Send people emails based on what they do or don’t do.
(And get them to do what you want them to do.)
Source: http://www.cmswire.com/cms/customer-experience/getting-from-good-to-great-digital-marketing-mktgnation-018411.php
Lead Nurturing
What is Drip Email Marketing
• A series of automated emails
– Spread over a period of time
– That
• Build Trust
• Sell Opportunity
• Familiarize with your product or service
• … any other important thing to make lead sales ready
WPEngine
Free Site Speed Test + 1 month Site Optimization Course Landing Page
Performance Tips
Scalability Tips
Security Tips
Sales Pitch
Relationship & Trust
Source: https://training.kalzumeus.com/lifecycle-emails
Citrix ($1.5 Million in 4 months)
Lead Sources (Webinars, Organic Search, Paid Search, Partnerships etc)
Source: http://www.marketingsherpa.com/article/case-study/antinewsletter-strategy-nurtures-15-million
Marketing Leads
Segmentation based on 11 personas & 6 products
1 auto email each week for 3 weeks about product benefits
Manual Segment Based Email
Harvest Sales Ready Leads Throughout the Cycle
TAB: Helps organizations manage print and digital documents
(How they got started with email drip
marketing)
Source: http://www.marketingsherpa.com/article/case-study/pilot-campaign-increases-conversion-326
Step #1: Segment the Audience
• Prospects interested in paper management solutions
• Prospects interested in hybrid management solutions
Historical data to the rescue
• Looked at the behavioral data to segment the audience. Qualifying Actions:
– Downloading a whitepaper, case study or toolkit
– Attending a related webinar
– Spending 15 seconds or more on a related TAB page
– Other related actions
Step #2: Outline a basic buying cycle
• Problem Recognition
• Education
• Brand Evaluation
• Objections
• Decision
Step #3: Match content to buying cycle
• Pulled up content from existing pool to aid potential buyers for each stage of buying cycle
• Articles, case studies, toolkits, whitepapers
• 5 landing pages and content groups targeted to each stage in buying cycle
Step #4: Create emails for each stage
• 1 email against each stage of buying cycle
• Used a consistent design for emails
• Each email sent in a gap of 10 days
• Each email brought potential buyers to corresponding landing page
Entering into the campaign
• Email campaigns were started for all potential buyers in the existing list
• First email started after 3 days for new potential buyers entering the list
– New potential buyers were the ones who expressed interest in their solution on their website
Step #5: Lead Scoring & Sales Handoff
• Track 3 parameters across 5 emails
– Clicking a link in the email
– Downloading a piece of content from landing page
– Spending more than 15 seconds on the landing page
• Sales takes up leads based on lead score
TAB Results
• 133% increase in open rate for emails
• 650% increase in click through rate for emails
• 32.6% increase in conversion rate (download content from landing page)
• Happier sales team with better qualified leads
Lumension offers IT security resources
(How they went about improving their
drip email marketing campaign)
Source: http://www.marketingsherpa.com/article/case-study/fewer-emails-yield-225-more
Step #1: Find & Analyze the Best Leads
• Figure out common traits of best leads
• Relied on the data from previous nurturing programs
• Factors considered: – Company vertical
– Lead source
– Offers taken
– Orders of the offers taken
– Time spent on the website
Step #2: Drawing upon previous success
• Team took forward assets from existing campaigns (12 drip marketing series based on lead’s industry & product of interest)
– Content
– Targeting & Segmenting
– Lead Management
Step #3: Tuned the campaigns
• Messaging & Approach – From field set to account manager instead of
marketing
– Less HTML focus
• Timing & Volume – Tested 4 approaches for faster sales-readiness
• 2 emails in 1 week, 3 emails in 3 weeks, 6 emails in 3 weeks, 4 emails in 8 weeks
• Content – Initial emails offered guides, later emails
offered sales oriented material (like trial, demo)
Lumension Results
• 225% increase in sales ready leads
• 376% more engagement per lead
• 489% increase in leads with multiple engagements
• 12.1% increase in leads with at least one engagement
• 27% opportunities generated like this became customers
Step #3: Identify motivation factors
• What knowledge will motivate a marketing lead to become a sales lead? – Opportunity pitch
– Success stories
– Compliances
– Auditing
– …
• Example: By using Facebook Ads, company X increased their revenue by 238%
Step #4: Identify Concerns/Objections
• Refund Policy
• Social Proof
• Familiarity
• TCO
• Internal Selling
• …
• Example: 100% money back guarantee
Step #5: Create 1st campaign
• Pick one segment from step #1.
• Create outline of 3-5 emails that
– Offer them valuable content
– Motivate them to engage with you
– Address their concerns
• Keep initial emails should focus only on valuable content
• Later emails should shift towards sales talk
Step #6: Lead Scoring Formula
• Decide a basic formula to score your leads
– Email open / click through
– Downloads
– Time spent
– …
Step #7: Setup automatic campaigns
Possible tools: customer.io, pardot, eloqua, marketo
– customer.io is generally good enough to get your hands dirty
Step #8: Setup Analytics
• KISSmetrics / Mixpanel for funnel visualization
• intercom.io / Mixpanel for person specific data aggregation
Step #9: Integrate with CRM
• Gather all the customer activities into your CRM
• Have it handy for sales to know the history of interactions