360° Lead Nurturing

360 Lead Nurturing

360 Lead NurturingUsing Eloqua to create a truly personalized experience

The Importance of Nurturing2Leads who are nurtured with targeted individualized/content produce a 20% increase in sales opportunities(source: Aberdeen)

The top reasons for U.S. email users to unsubscribe from a business email subscription are too many emails (69%) and content that is nolonger relevant (56%) (source: ChadwickMartinBailey)

69%56%20%

How many people in the room have a nurture program of some sort now?

Some other things to think about.Are you sending too many emails?Are they not relevant?

Remember this, because we are going to come back to it.2

How to be Relevant to Your Prospects3Identify & target your buyer personas

Segment your existing data set

Use data to send targeted messages

Define your content and messaging strategy

Generate personalized experiences for each segment

We are not going to talk about all of these steps, but every good campaign should have them.

I am sure that in these user conferences these will become 3

The 7 types of Nurture ProgramsLong TermBackground NurtureLost OpportunitiesShort TermWelcome TrackEvent Follow UpActive ProspectsSales TriggeredWarm Up4The Wand Chooses the Wizard

Long Term:Background Nurture: Non Qualified Marketing Leads (Badge Scanners, Downloaded Content, Watched a Video) (Slow Drip)Lost Opportunities: SalesForce Lingo, these are contacts that went with a competitor or decided against moving forward (Become a Thought Leader, and not a salesperson)Short Term:Welcome Track: These are extremely short nurture streams. These are emails that you want to go out while your Sales Guys havent spoken with the client (Non-Engagers would go to your Background Nurture)Event Follow Up: If you have similar events you can create this type of nurture streamActive Prospects: This is a supplementary email stream that can help educate actively engaged peopleSales Triggered: These are like templates that you give to your sales people but dripped out, so that it hits over a series of timeWarm Up: What happens when a lead passed from marketing isnt accepted or qualified by sales? To often these contacts fall into a communication black hole! You need to bring these contacts back into a nurture program that keeps you in front of them and provides the information they need until they are ready to connect with sales. Similar to the welcome track, this nurture program will need to offer an array of content in order to reassess where someone is in their buying process.

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Content Consumption By Deal Stage

53rd Party SourcesCustomer EndorsementsShort Videos3rd Party SourcesMarket TrendsIT SpecsWhite PapersRole SpecificLess 3rd Party Sources

Cross Reference Time!Long TermBackground NurtureLost OpportunitiesShort TermWelcome TrackEvent Follow UpActive ProspectsSales TriggeredWarm Up6Awareness (1-2 Minutes)3rd Party SourcesShort VideosCustomer EndorsementsInterest (4-5 Minutes)Longer 3rd Party SourcesMarket TrendsVideosConsideration (1520 Minutes)White PapersThought LeadershipRole Specific Content

Lets Play Match the content with the nurture Stream!

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Make Sure Your Emails Go Out at an Optimal Time7

This is a pro Tip7

Feed your streams based on Time Zone8

Another Pro Tip8

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What is the top reason U.S. email users to unsubscribe from a business email subscription?

Pro Tip9

Amazon, Netflix, and PandoraUse your Powerful Data to Deliver a Personalized ExperienceForm Processing to Deliver different Landing PagesDynamic Content within the email Also can be used for Query Strings retURLAfter a Successful Call To Action Give them More!

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For Web Based Forms Use Form Field Processing11

This is great for web based forms when your system hasnt done any data enrichment or validation. At this point your basically trusting that they are who they say they are.11

Blind Transfer Forms (or just forms) with Dynamic Content.12http://response.website.com/form?retURL=http://www.go.com/here

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The Url Is Changing

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Form Processing: retURLhttp://response.website.com/form?retURL=http://www.go.com/here15

The Landing PageLanding Pages are RevolutionaryOne Call to ActionKeep the viewer focusedCant browse aroundIt is kind of a jerk!, but an effective jerk.16

We Learn in SpurtsI just fell down a Wikipedia hole and now I am an expert on the nuances of medieval Alchemy

Sorry I havent seen you in a few days I accidentally watched all 7 Season of Madmen

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Nurture Streams Can Be 360 Curated ExperiencesUnless you are enriching Data there is no need for a form (Unless its blind)If you are enriching data try Landing Pages that are Assessments/or quizzesMake the Asset Easily Accessible! Then tease immediately with another AssetThink of Nurture Streams like a Museum (Curated)18

Eloquas Key to this is Dynamic Content on your Landing Pages19

Keep it Manageable7 Nurture Streams5 Emails Each7*5 = 35 (35 Assets)5 Landing Pages7*5 = 35 (70 Assets)Customized Content7*5*6(Personas + Default) = 210 (Total 280 Assets)5 Forms7*5 = 35 (315 Pieces)5 PersonasCan Multiply Even More20

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When Strategizing Utilize Shared Content & Dynamic Content21

Now you are managing components in emails instead of rewriting the entire email

Pro Tip21

Plan Ahead22What is your Refresh Plan?QuarterlyBi-AnnuallyAnnuallyPlan Strategy MeetingsBe Agile

Looking Towards the Future (Expanding Your Paradigm)MultichannelSMS (SureShot)Social (Oktopost)Printed Goods (PFL)Location Based MarketingUnknownAugmented RealityUnknown

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Questions?

24Brad [email protected]

Marketing Automation Manager inContact