www.act-on.com | @ActOnSoftware | #ActOnSW Anatomy of an Integrated Lead Nurture Program Aaron Bolshaw Database Marketing | Act-On Software @aaron_bolshaw
May 10, 2015
www.act-on.com | @ActOnSoftware | #ActOnSW
Anatomy of an Integrated Lead Nurture Program
Aaron Bolshaw
Database Marketing | Act-On Software
@aaron_bolshaw
www.act-on.com | @ActOnSoftware | #ActOnSW
#ActOnSW
Social
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Today’s Presenter
Aaron Bolshaw Senior Manager, Database Marketing @aaron_bolshaw
www.act-on.com | @ActOnSoftware | #ActOnSW
Today’s Agenda
• Multiple CTAs
• Automated Programs
• Anatomy Lesson
• Third Party Efforts
• 2 Most Valuable Integrations
• Q&A
Image Courtesy of Tagxedo.com
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Multiple CTAs
• Email marketing 101: Use only 1 call to action
• Focus prospect on one activity or you’ll lose out on clicks & conversions
• Short attention spans
But… is that really true?
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Head to Head Test
Single CTA Multiple CTA
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Head to Head Test
Single CTA Multiple CTA
The winner?
Multiple links beat out every version of single CTA consistently by
20% or more
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Quick Takeaways – Multi CTAs
Good For
• Increasing lead engagement and generation
• Increasing baseline lead scores
• Better click-through rates
• Identifying prospect points of interest
When to Use
• Don’t know much (if anything) about a prospect
• Little or no prior behavior taken
• Top of funnel, introductory content
• Unknown interest level from suspects or prospects
Remember
• Keep a primary call to action as core focus
• Use text, button and image links for primary action
• Offer secondary links on side column
• Use ancillaries in header and footer
• Rotate links to hot spot (top column)
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Automated Programs 101
• Alternative to the batch-n-blast method
• Different names: Trigger, Drip, Auto-responder, cart abandons
• Uses dynamic content and conditional rules to send emails at intervals
• Creates a better ‘voyage’ for prospects and programs nurturing
www.act-on.com | @ActOnSoftware | #ActOnSW
Under the Act-On hood
Introduce Act-On with lighter content – videos
and white papers
Offer persona-specific content to help aid buying
process for prospect
Decision-supportive content, post-sale programs, and ongoing
customer communications
Act-On uses
automated programs
to create leads and
nurture them through
our revenue funnel,
focusing on where a
prospect is at in their
buying journey
www.act-on.com | @ActOnSoftware | #ActOnSW
Quick Takeaways – Auto Programs
Good For
• Funnel or sales-stage-specific campaigns
• Integrating with sales operations and activities
• Customer campaigns • Introductory
campaigns (acquisition-based)
• Lead qualification
When to Use
• Need more time in your day to focus on strategy – not execute tactics
• You have a good base of content
• You can navigate lead/prospect data
• Promote/manager webinars
• Nurture campaigns
Remember
• Technology is key • Start small – but start
soon • Sketch plan, collect
assets, build • TEST! Copy program,
change wait steps to 5 minutes, and drop yourself in
• Know when 1-offs are better choice
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Anatomy of Lead Nurture Program
HOT LEADS
COLD LEADS
CUSTOMER
C-LEVEL
Copy to
List
Email 1
Email Cold Email CXO
Invite
Opened
Previous Yes No
Conditional
Messages
Testimonial
wait
wait
wait
wait
Conditional
Branching
Copy to
List
Change Field Value
Email 1
Email 2
Email 3
Email 4
wait 5 days
wait 5 days
wait 5 days
wait 1 day
Program 1 Program 2
30 points SALES
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Putting the Pieces Together
• Case studies, white papers
• PR and News
• Blogs
• Webinars
• Lead scoring
• Metrics
• SEO
• List Segmentation
• Custom email messages
• Landing pages + web forms
• Videos
• Chat
• Social Media
• Live events
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• Email single CTA to Landing Page (LP)
• LP has main content – explainer video of what marketing automation is
• Three secondary links
• Website
• Blog with pre-populated category of ‘marketing automation’
• Link to demo page
• SEO Audit/Optimizer
Top of Funnel Explainer Video
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Mid Funnel Forrester Research
• Segmentation – 3 versions of email for small, mid, and enterprise businesses
• Size-specific `wave charts
• Custom leader copy
• Custom body copy
• Custom highlights
• BONUS TEST – looking at engagement across pipeline (top vs mid vs bottom)
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Forrester Research Landing Page
• Full site links
• CEO Blog post
• Press Release
• Exec Summary not gated
• Social share
• Chat (not shown)
• Demo Link
• Web Form link for Download
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• Email bland by design
• First 3 stages of opportunity
• Gives a toggle switch for sales
• Marketing Automation Checklist
• Blog posts
• Sales rep personalization
• Main CTA is “talk with rep”
Bottom Funnel – Decision Support
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• No Landing Page – checklist PDF opens directly in browser
• More focused on content, not options
• Checklist links to social media outlets
• Links to step-by-step implementation video
Bottom Funnel Decision Support
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Third Party Efforts
• Press, reviews, media mentions… they’re out there
• How do you harness them?
• Integrate them?
• Track your prospects engagement with it?
• What about your offline events?
The best content doesn’t always
come from within, and it
often comes unannounced
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VentureBeat Article
ORIGINAL URL http://venturebeat.com/5-davids-beating-goliath-in-the-cloud-arena/#fPV2P5EXwdDrfaSX.02 CUSTOM URL http://mktg.actonsoftware.com/acton/attachment/248/u-0157/0/-/-/-/-/
Sharing the direct, original link can hide the behavior. Coupling this article with a custom link allows us to score the page visit for much better visibility.
www.act-on.com | @ActOnSoftware | #ActOnSW
Prospects don’t just live online…
• Important to integrate online and offline behavior – for your efforts AND 3rd Party
• Take live, offline event attendance like the Integrated Marketing Summit or DF13 – and include them in an otherwise digital profile?
• Fuller profile aids targeting/messaging
• Helps sales understand the prospect’s interest
www.act-on.com | @ActOnSoftware | #ActOnSW
Integrating Live & 3rd Party Events
• We start to see patterns in what events people attend (and don’t)
• Useful for targeting messages (SEO, Social, Lead Gen, etc.)
• Also extremely useful for sales to hold meaningful first conversations
• Great for content syndication
www.act-on.com | @ActOnSoftware | #ActOnSW
2 Most Valuable Integrations…
PROSPECTS
• Behavior profiling
• Attribute profiling – title, industry, etc.
• Lead Scoring
• Campaigns targeting specific actions – product page visits, pricing pages, quote pages
• This is the link to creating a buyer journey
www.act-on.com | @ActOnSoftware | #ActOnSW
2 Most Valuable Integrations…
SALES
• Put all this great integration and insight to work on your REVENUE
• Visibility = better conversations focused on what prospect needs
• Scoring = better prioritization on hot leads
• Invite them to the scoring discussion
Know their technology
Using the InsideSales.com platform allows Act-On to effectively follow up with leads from automated programs. Data flowing from automated programs
takes this technology into consideration.
www.act-on.com | @ActOnSoftware | #ActOnSW
Learn More About Act-On Software
Got Demo? +1 (877) 530-1555
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Q&A