How to Nurture Leads Before, During and After an Event
Transcript of How to Nurture Leads Before, During and After an Event
How to Nurture Leads Before, During and
After an Event
SanFranciscoEloquaUserGroupAugust4th,2016
AliHead
AccountDirector
NURTURING IS LIKE DATING
• Throughoutthispresenta/on,we’llbege5ngtoknoweachother,sharingknowledge,anddiscoveringpreferences
• Keepthisinmindbecausethebestrela/onshipsarenotonesided(butdon’tworry,I’llbeinchargeoffillingtheawkwardsilences)
• Attheend,we’llbediscussingwhereyouwanttotakeyourloveofnurturing…
WHAT IS LEAD NURTURING / EVENT NURTURING?
• It’stheprocessofbuildingtrustedrela/onshipswithpoten/alcustomersthroughouttheirbuyingjourney
• Modernleadnurturingispersonalized,adap/ve,andreactsinresponsetobuyerbehaviorinreal/me
WHAT IS LEAD NURTURING / EVENT NURTURING?
• ItisaboutspeakingtoyourcustomerANDlisteningtowhattheyhavetosay
• Thekeyiscrea/ngastrongemo.onalconnec.on
It’snotwhatyousell,it’sHOWyousellit
ALL ABOUT THE CONNECTION
CREATE A
1:1 RELATIONSHIP
WHY DO YOU NEED EFFECTIVE NURTURING?
• Leadnurturingemailsget4-10.mestheresponseratecomparedtostandaloneemailblasts(SilverPop/DemandGenReport)
• Nurturedleadsmake47%largerpurchasesthannon-nurturedleads(TheAnnuitasGroup)
• Marke/ngautoma/onisatoolthroughwhichtoimplementnurture,notanendinandofitself
It’sakintothecourtshipofarela.onship,solet’savoidtheawkwardfirst
datesandmisstepswithpoten.alcustomers!
Educa/on
Need
Evaluate
Purchase
Receive
Use
Maintain
Advocate
BUY OWN Market & Sell Support & Serve
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3
8
5
6
7
9
Select 4
Renew
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THE BUYER’S JOURNEY
WHY IT IS IMPORTANT TO UTILIZE A NURTURE STRATEGY
• Nurturingshouldfitintoyouroverallmarke/ngstrategy,contribu/ngtobusinesswidegoals..Includingeventnurturing
• Successfulnurturingistheresultofaddingwebsite,social,retarge/ng,salesenablement,anddynamiccontentintothenurturingmix
• Aneffec/vestrategyincludescommunica/ngwiththerightleadattheright.meusingtherightcontent
• Consideraphasedapproachtomul/-channelnurturing–launchingquicklyanditera/ngbasedonwhatisworking
DIGITAL SOCIAL MOBILE
3 PILLARS OF EFFECTIVE NURTURING
1. PERSONALIZATION2. SEGMENTATION3. BEHAVIORALTRIGGERS
PILLAR ONE: PERSONALIZATION
• Personaliza/onestablishestrust• Targetedcall-to-ac/ons,relevantoffers,andcontentkeepadialogueopen
throughthebuyer’sjourneyloop• Personalizedleadnurturingincreasesengagement,andhasahighersales
conversionrate(DemandGenReport)
• Howdoweachievethis?• Createdynamicallypersonalized,relevantnurturingbasedonbehavior,
loca/on,interestprofileandotherknownagributes• Addingapersonaltouchtocommunica/onsaddsvaluebeyondoutdated
leadnurturing–todayit’sanexpecta/on,notanexcep/on
PILLAR TWO: SEGMENTATION
• ContentmustalignwithBuyerstages
• Addingasecondvariableforsegmenta/on—geographicalloca/on,language,companysize,role—allowsahigherdegreeofrelevanceinthenurturingprocess
• BuyerpersonasareincrediblyusefulwhencoupledwiththeBuyer’sJourney
Buyer Stages Need Educa.on,Evaluate Select
Content eBooks,blogs,researchdata
Buyingguides,RFPtemplates,analystreports
Pricing,demos,3rdpartyreviews,customercase
studies
PILLAR THREE: BEHAVIORAL TRIGGERS
• Thisiswherenurturingevolvesintoareal-/meconversa/onwithapoten/albuyer
• Basedonprospect/customeronline“digitalbodylanguage”,youcanplacealeadintoadifferentnurturetrack,orknowwhentoaccelerateordeceleratethemintheircurrenttrack
• Twoprimemetricsfordeterminingbehavioralsegmenta/on:1) Whatkindofcontenttheyengagewith2) Howonentheyengagewithit
HOW DO YOU TIE THIS BACK INTO EVENTS?
• Soifyoutakeanythingawayfromthispresenta/on,it’stonotstopnow.Keepgoing…
• Startcrea/nganend-to-endintegratedmarke/ngplanforeventsandtyingeventsbacktoyoursalesfunnel.
• Nurturecampaignsareusedtodrivea=endanceforevents• Contac/ngtherightleadsattheright/metosecureagendance,
incen/vesforagendance(email,socialconnec/ons),notallleadsarethesame
STEP ONE: BEFORE THE EVENT
• Whatcanyoudoduringanevent?– Aretherecustomized1:1mee/ngsforleadstoagend?– Dotheyreceivereal-/memessages?
• Aler/ngthemtoasessionrelevanttotheirinterests• Alertaboutloca/onofapersontheyareinterestedinmee/ng
STEP TWO: DURING THE EVENT
• Doyouvaluethedifferencebetweenthosewhoagendversusthosewhoregistered,butdidnotagend?– Shouldyousendtheseleadsthesameemails?– Howareyounowtarge/ngthosewhodidnotagend?– Whatincen/vesareyouprovidingforleadsanertheeventtoturn
themintocustomers?– Doyouhaveadvocates?
• Howareyoureinvigora/ngthepost-eventrela/onshipwithleadsthatfizzle?
STEP THREE: AFTER THE EVENT
CREATING YOUR CAMPAIGN IN ELOQUA
• InCampaignCanvas,youcreateaworkflowforcampaignsthatcaninvolvemul/plesteps
• TalktoyourCertainReptodaytolearnmoreabouttheintegra/onwithEloqua!
• Campaignsarecomprisedofvariouselementsincludingsegments,emails,landingpages,etc.
WHAT TO CONSIDER NEXT…?
• Howlongshouldwekeeppeopleinournurturestreamsbeforeandaneranevent?– Arestreamstoolongthatpeopleabandon?
• Whenshouldleadsexitthenurturestreamandbepassedovertosalesbeforeanevent?
• Howdoweiden/fywhichoftheeventnurturestreamsareperformingthebest?
• Canwederive“bestprac/ces”forcrea/nggeneralvs.specializednurturestreams?
• Howcanwedeterminetheop/malnumberoftouchesbeforeandaneranevent?
WRAPPING UP OUR DATE
Thankyouforyour/me,pa/ence,andwillingnesstopar/cipate!
Contactmeformoreinforma/on
AccountDirector,Tegrita