Upgrading Your Lead Nurture Program In 2015
Post on 29-Jun-2015
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Session sponsored by!
#SPS2014
Upgrading Your !Lead Nurture Program
In 2015 !
#SPS2014
Questions / ON24 Logistics !
• Download this white paper. • View our podcast. • Take our assessment • …
#SPS2014
Follow this webinar on TwiBer
#SPS2014 Demand Gen Report: @DG_Report
LinkedIn: @LinkedInMktg
Amanda Halle: @ahalle
LocalyKcs: @Localy@cs
#SPS2014
About Demand Gen Report!
@DG_Report http://linkd.in/DG_Specialists
• Launched in 2007 to track best pracKces in lead generaKon
• NewsleBer has grown to more than 28,000 readers
• We also offer a menu of research and best pracKces reports
• New audio/video podcasts at DemandGenReport.com
#SPS2014
Panelists!MODERATOR:
Lucy Orloski MarkeKng Director,
Localy@cs
Andrew Gaffney, Editor, Demand Gen Report
Amanda Halle, Senior Manager, MarkeKng
LinkedIn Marke@ng Solu@ons
#SPS2014
Agenda
• Why do we Nurture Leads?
• Incorporating other channels into traditional Nurture programs
• Nurturing at Bizo
• Moving Beyond Email Nurturing with Localytics
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Why Do Marketers Love LEAD NURTURING?
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Why Nurture Leads?
• 57% of B2B organizations identify 'converting qualified leads into paying customers' as a top funnel priority. (Source: MarketingSherpa)
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B2B Marketers Have a Seat at the Revenue Table More than half of the marketers surveyed report that 20-60% of their
companies’ revenues are marketing sourced.
Question: What percentage of your company’s overall revenue goal is marketing-sourced revenue?
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• Generating net new leads is expensive
• These leads have already expressed an interest in your product or service
• Nurturing and relationship building is key in the B2B world of longer sales cycles
Why Nurture Leads?
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How important is lead nurturing to your marketing efforts? • Very important – we couldn’t live without it
• Somewhat important – we have a few campaigns running
• Not important at all – we focus 100% on new lead generation
Poll
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Lead Nurturing is a Key Strategy 94% of marketers use lead nurturing.
Question: How important is lead nurturing to your marketing efforts?
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Nurture Programs Today
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Marketers Need to Optimize Email Nurturing Performance
79% of marketers say their email open rates don’t exceed 20% on average.
Question: On average, what is your email open rate?
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Nurture Programs with Display
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It’s Tough to Get Email Addresses in the First Place
44% of marketers say only 1-5% of website visitors provide an email address.
Question: On average, what percentage of anonymous visitors to your website do you estimate ultimately convert by supplying an email address?
#SPS2014
Multi-Channel Nurturing: Anonymous Program
Homepage Bouncers
“Engaged” & Blog
Bizo MulK-‐Channel Nurturing
Social AdverKsing
Week 1
Week 3
Week 2
“5-‐Minute MulK-‐Channel Nurture Primer”
“Display AdverKsing 101” “5-‐Minute AdverKsing Primer”
“Display AdverKsing 101”
“Beyond the Inbox Whitepaper”
“Beyond the Inbox Whitepaper”
“Winning Plays of Social Adv”
“Social Guide for B2B Marketers” “5 B2B Lead Nurturing Mistakes”
“5-‐Minute AdverKsing Primer”
“Display AdverKsing 101”
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Step 1: Define Your High Value Segments Multi-‐Channel Nurturing Strategy
• Which business demographic segments are most desirable?
• Which onsite behaviors indicate high engagement or provide insight specific interests?
• Which audiences have already taken specific actions on your site? Which have converted?
PRODUCT “A” PRODUCT “B” PRODUCT “C”
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WEEK 1 MESSAGE
WEEK 2 MESSAGE
WEEK 3 MESSAGE
Home Page Only Visitors Higher Level Message
Engaged Visitors – Product Page A Use Case / Bene9its Message
Steps 2: Create Multiple Nurture Paths Multi-‐Channel Nurturing Strategy
• Target relevant messaging and offers by audience
• Sequence relevant ad creative and content
• Transfer prospects to most relevant nurture paths as they engage or convert
• Bid aggressively for most engaged, valuable anonymous segments
WEEK 1 MESSAGE
WEEK 2 MESSAGE
WEEK 3 MESSAGE
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Multi-Channel Nurturing: Anonymous Program
“Winning Plays of Social Adv”
“Social Guide for B2B Marketers”
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Case Study: Mastering the B2B Funnelmentals Webinar Promotion
• Email Promotion sent to Internal Database
Display Ads deployed same day to email recipients
• Display Ads drove an additional 83 registrations – 15% increase in conversions
• Targeted website visitors with display ads and through Facebook
• Drove 61 additional registrations through Multi-Channel Nurturing to Anonymous visitors
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Case Study: Mastering the B2B Funnelmentals Webinar Promotion
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Key Takeaways
• Nurture through whatever channels are available to you such as Email, Display, Social Advertising
• Target your audience but make sure you still have scale
• Optimize the sequence of your creative
• Use creative that is relevant and targeted to actions prospects have taken
• Start simple - Launch a few creatives and segments and build and expand from there
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Localytics
App Marketing & Analytics to Grow Your App.
• Get deep user insights to enable rich targeting
• Intelligently engage with customers through personalized app marketing
• Improve app retention & user ROI
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Lead Nurturing Today
What words come to mind?
• Automation
• Segmentation
• Nurturing
• Drip Campaigns
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Email Nurturing at Localytics
Organic Traffic Events/Conferences
Paid Search Dedicated Email Newsletter Sponsorships Retargeting Social
Generally, when we say “lead nurturing,” we mean sending relevant emails to known contacts, trying to help them move down the funnel.
Email Nurturing
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Localytics Nurturing Examples
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Localytics Nurturing Examples
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Moving Beyond Email
What if we applied the email nurturing concept to the world of display and social advertising?
Challenges: • Limited email open rates (~20% in B2B) • Only ~10% website visitors convert • Long sales cycles
So…
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Nurturing Beyond Email
Nurture your website visitors with highly relevant display and social ads
WEEK 1 MESSAGE
WEEK 2 MESSAGE
WEEK 3 MESSAGE
How?
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Anonymous & Known Prospect Nurturing Beyond Email
Segmentation: Website navigation & engagement level
#SPS2014
Anonymous & Known Prospect Nurturing Beyond Email
Segmentation: Website navigation & engagement level
#SPS2014
Anonymous & Known Prospect Nurturing Beyond Email
Create sequenced waves of display and social ads for different audiences segments
• Home page bouncers • Features (product)
à Analytics à Marketing
• Showcase • Pricing • Blog • eBook conversions (known contacts)
Breakdown of segmentation of website visitors:
#SPS2014
Anonymous & Known Prospect Nurturing Beyond Email
Home Page Bouncers Pricing Page Features (Product Page)
Week 1
Week 2
Week 3
Display ads Facebook ads
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Anonymous & Known Prospect Nurturing Beyond Email
Home Page Bouncers - High level message
Pricing Page - Hard sell on demo
Features (Product Page) - “Buyer” consideration
A closer look a messaging by segment:
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Measure
§ Track and trend KPIs § Drill down to performance
by creative
§ Compare engagement from nurtured vs. non-nurtured website visitors
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Upgrading Your Lead Nurturing Strategy
Key Takeaways:
• “Nurturing” is not limited to email • How can you deliver the most content to prospects
that aligns with their specific interests and levels of engagement?
• Apply concepts like automation, segmentation, and
nurturing to display and social • Generate more leads and speed up the sales cycle!
#SPS2014
Submit Your Questions!
• Download this white paper. • View our podcast. • Take our assessment • …
#SPS2014
Q&A // Panelists!MODERATOR:
Lucy Orloski MarkeKng Director,
Localy@cs
Andrew Gaffney, Editor, Demand Gen Report
Amanda Halle, Senior Manager, MarkeKng
LinkedIn Marke@ng Solu@ons
#SPS2014
Thanks for attending!!
Make sure to aBend the next session in the Strategy & Planning Series:
hBp://dg-‐r.co/sps_14
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