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

12

3

8

5

6

7

9

Select 4

Renew

10

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

[email protected]

AccountDirector,Tegrita