Upgrading Your Lead Nurture Program In 2015

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Upgrading Your !Lead Nurture Program

In 2015 !

#SPS2014  

Questions / ON24 Logistics !

•  Download  this  white  paper.  •  View  our  podcast.  •  Take  our  assessment  •  …  

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#SPS2014    Demand  Gen  Report:   @DG_Report  

LinkedIn:   @LinkedInMktg  

Amanda  Halle:   @ahalle  

LocalyKcs:   @Localy@cs  

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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  

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Panelists!MODERATOR:  

Lucy  Orloski  MarkeKng  Director,  

Localy@cs  

Andrew  Gaffney,    Editor,  Demand  Gen  Report    

Amanda  Halle,  Senior  Manager,  MarkeKng  

LinkedIn  Marke@ng  Solu@ons    

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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?

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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

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Anonymous & Known Prospect Nurturing Beyond Email

Segmentation: Website navigation & engagement level

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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:  

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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!

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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:  

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