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LinkedIn Lead Accelerator: Nurture Streams
Anya LambMarketing Automation Consultant LinkedIn
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• Got a question? Submit it in the Q&A box.
• Follow us for more: @LinkedInMktg
How to Engage with Us
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Let’s Talk About
• How to Create and Edit Nurture Streams• Specify an Audience for Your Nurture Streams• Understand Key Reports Including Audience Insight,
Nurturing Usage, and More• Identify Opportunities for Optimization• Q&A
What is a Nurture Stream?
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Nurture Streamnoun1. a sequence of online ads tailored for and targeted
at a specific audience
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Anatomy of Nurture StreamNurture Streams DashboardNurture Stream Editor
Nurture Streams
Waves
Name
Audience Targeting
Waves
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Strategy Example: Engagement Level
P3 Stream: Homepage & Other
P2 Stream: Viewed Product Page
P1 Stream: Viewed Resources, Contact
Wave: E-book (10 days)
Wave: 5 Tips White Paper (10 days)
Wave: Case Study (10 days)
Wave: Trial Sign-up (10 days)
Wave: Trial Sign-up(10 days)
Wave: Trial Sign-up(10 days)
Wave: Case Study(10 days)
Day 1: Kate visits homepage,
qualifies for…
Day 3: Kate sees 5 Tips ad, comes to site,
views “Product” page, moves
to…
Day 15: Kate sees Case Study ad, browses
“Resources” section
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Strategy Example: Persona
P3 Stream: Other Function
P2 Stream: HR, Other
P1 Stream: HR, Director & above
Wave: E-book (10 days)
Wave: 5 Tips White Paper (10 days)
Wave: White Paper (10 days)
Wave: Trial Sign-up (10 days)
Wave: Gartner Report (10 days)
Wave: Cost Savings
(10 days)
Wave: Case Study (10 days)
Amy, a developer looking for a job,
visits the site
Susan, VP of HR visits the site
Jim, a recruiter, visits the site
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How Contacts Move Through Nurture Streams
• Behavioral trigger to qualify
• Default time-based movement through waves
• Behavioral triggers can move contacts faster through waves or between streams
Creating or Editing a Nurture Stream
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Create a New Nurture Stream
Edit an Existing Nurture Stream
Name Your Nurture Stream
1. Maintain a consistent naming convention
2. Include master- and sub-category (e.g., Marketo_Low Lead Score or Site_Product Pages)
3. Consider your delimiters4. Names can always be updated later
Defining an Audience
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Targeting vs. Filtering
Starting Set
Filters Applied to Starting Set
Include a Target (Required)
Target a Marketing Automation List
No additional targeting or filtering necessary!
Apply a Filter (Optional)
Including Multiple Different Filters Reduces Scale
All Product Pages
U.S.A IT
10,000+
Multiple inclusions across different categories target the intersection, i.e., prospects that meet all criteria
Within the Same Category, Only One Criterion Needed to Qualify
Resources
Contacts Us
News & Events Same goes for exclusions
Same Goes for Exclusions… Only One Criterion Needed to Exclude
Seniority < Manager
Careers
Company size <50
Whole Site
Marketo PagesContinent =
Africa, Asia, Latin America
Excluded
Excluding Demographics is Less Restrictive than Including Demographics
Myself Only 2-10 11-50 51-200 201-
500 501-1k1k-5k5k-10k 10k+ Un-known
Myself Only 2-10 11-50 51-200 201-
500 501-1k1k-5k5k-10k 10k+ Un-known
Prioritization Through Exclusion
Visitors to these deeper pages will be nurtured by more specific, higher priority streams instead
Future Prioritization CapabilityThrough the Nurture Usage Report
Creating Waves
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Wave Name, Landing Page & Conversion
Adding Creative
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3
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Wave Duration & Transition
1. Total Stream Length = wave 1 length + wave 2 length + wave 3 length… etc.
2. To start, aim for 30-day stream length3. Longer stream higher usage; more waves higher
delivery4. Should converters stay in the nurture stream?
Add More Waves, Save & Launch
1. Save – Creative sent for audit, audiences begin building.
2. Launch – Can start serving impressions, can no longer delete waves or creative
3. Always – can add more ads & waves, update names, landing pages, and actions
Usage & Performance
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Audience Begins Building Once Streams are Saved
Streams first Saved
Nurture Usage & Audience: Nurture Contact Usage
Below Contracted Contact Limit:• Broaden Nurture Audiences• Lengthen Wave/Stream Duration• Leverage Marketing Automation Integration, if
Possible
Above Contracted Contact Limit:• Pause Under-Performing Streams• Narrow Audience Segments• Decrease Duration of Nurture Streams
See How Streams Contribute to Overall Usage in the Usage Report
Above Usage Limit Total Usage Numbers are De-duplicated
Homepage Bouncers is largest stream
It’s also the longest, which doesn’t make sense
Optimization Basics: Stream Optimization
Optimization Basics: Content & Wave Optimization
Export Data for Deeper Analysis
How to Pause, Shorten & Re-order Waves
From the Editor From the Dashboard
What Happens to Contacts When Waves are Paused, Re-ordered, or Get New Filters?
• Contacts already in the wave move as if change didn’t happen
• New contacts move according to new criteria
5 days
5 days
5 days
New contact, after pause
In Wave when paused
Skips wave 4
Waits out rest of wave 4, with no impressions, then moves to wave 5
Usage Responds Gradually, Not ImmediatelyChange made to reduce usage
Usage slowly decreases
Estimating New Audiences or Filters with the Audience Insight Report
Takeaways
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A Few Final Thoughts
Save audiences early. Allow audiences to build before you start serving impressions.
Double and triple-check audience definitions. Remember that combining multiple filters decreases scale. Gut check usage to help catch mistakes.
Test and optimize. Gradually refine audiences, numbers of waves, and length of nurture streams based on what works.
Give streams time to respond to changes. When you make optimizations that affect stream membership, wait at least a week or two to evaluate success.
Help Center Links:• Creating a Nurture Stream
• http://help.lms.linkedin.com/hc/en-us/articles/205798268-Creating-a-Nurture-Stream• Defining a Nurture Stream Audience
• http://help.lms.linkedin.com/hc/en-us/articles/206429377-Define-Your-Nurture-Stream-Audiences-By-Website-Navigation-and-External-Segments
• Prioritizing Nurture Streams• http://help.lms.linkedin.com/hc/en-us/articles/208989148-Prioritizing-Nurture-Streams
• Creating a Nurture Wave• http://help.lms.linkedin.com/hc/en-us/articles/205695318-Creating-a-Nurture-Wave
• Determining Wave Duration & Transition• http://help.lms.linkedin.com/hc/en-us/articles/206360567-Determining-wave-duration-a
nd-transition
• Exporting Nurture Streams Performance Data• http://help.lms.linkedin.com/hc/en-us/articles/206973497-Exporting-nurture-streams-pe
rformance-data
• Lead Accelerator Wave Movement and Stream State - FAQs• http://help.lms.linkedin.com/hc/en-us/articles/206352127-Lead-Accelerator-Wave-Movemen
t-and-Stream-State-FAQs
Helpful Links:
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