choose your own adventure: the story of a smart nurture campaign

REBECCA CLYDE, co-founder Ideas Collide Est. 2005 | Phoenix | Portland

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REBECCA CLYDE, co-founder Ideas Collide Marketing CommunicationsEst. 2005 | Phoenix | PortlanD

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Choose your own adventure: The story of a smart nurture campaign

REBECCA CLYDE, Co-FounderIdeas Collide

photo sourced from shutterstock

#didyouknow

#didyouknow

Why nurture prospective buyers?

• Cultivate leads not yet ready to buy

• Anticipate needs of buyers based on WHO they are and WHERE they are in the buying process

• Nurturing keeps prospects engaged by providing the most relevant content for the situation

photo sourced from shutterstock

If done well, nurturing can:

Think: WORKFLOWNot just a bunch of emails! It’s a workflow.

Each step has a clear and concise objective—whether moving someone to the next stage or driving another desirable action.

photo sourced from shutterstock

Lead NurturingIs most effective when triggered by behaviors

CASE STUDY: Smart Nurture

1.SET OBJECTIVES 2.Define personas

Campaign Objectives

• “Eugene”

• Reseller who primarily services small business

• Offers a variety of services including built-to-order PCs, branded systems and IT consulting services

• His clients consider him a trusted advisor for theirtechnology needs

• His customers look to him for IT since they don’t have that capability in-house

Persona Snapshot

photo sourced from shutterstock

CASE STUDY: Smart Nurture

3. Document THE PURCHASE PATH & the customer JOURNEY

Source: Sirius Decisions

The buyer journey

CASE STUDY: Smart Nurture

4. Create content • Map content to the journey• Address persona pain points• Provide value (give to get)• Identify / use tools to prep publish &

deliver

Content that EngagesMap content to the customer’s interests and journey

Make it relevant, personalized and interactive

Give to get

BEFORE – Linear path

AFTER – “Choose your own adventure”

CONTENT ACCELERATION

result in acceleration and downloading a secondary asset

32% of downloads

Content Marketing Trifecta

[Oracle Content Marketing]

CASE STUDY: Smart Nurture

5. SCORE PROSPECTS

Sample Scoring Model – Profile Fit (A-D)Profile Type

Profile Options Score Criteria Weighting

Role • Decision Maker• Advisor• Other Stakeholder

• 100%• 67%• 33%

• 20%

Budget • $1M+• $500k-999K• Less than $500K

• 100%• 67%• 33%

• 40%

Timeline • 0-3 months• 4-6 months• 7-9 months• Not known

• 100%• 60%• 30%• 10%

• 40%

Sample Scoring Model – Engagement (1-4)Action Quantity Score Criteria

WeightingAsset Consumption

• 5+• 3-4• 1-2

• 100%• 67%• 33%

• 30%

Form Submissions

• 5+• 3-4• 1-2

• 100%• 67%• 33%

• 30%

Dwell Time • 5+ min• 3-4:59 min• 1-2:59 min• 0-59 secs

• 100%• 60%• 30%• 10%

• 40%

Scoring ThresholdA1 A2 A3 A4B1 B2 B3 B4C1 C2 C3 C4D1 D2 D3 D4

Engagement Profile Fit

1. Set specific actions based on each score

2. Automate qualified lead routing into CRM

3. Request sales feedback to adjust thresholds

CASE STUDY: Smart Nurture

6. MEASURE & OPTIMIZE

DATA WILL SHAPE THE real story TO TELL

Tell you … WHAT THEY WANT TO

TALK ABOUT NOT WHAT YOU WANT TO TALK

ABOUT…

MAIN0%

5%

10%

15%

20%

25%

16,500

17,000

17,500

18,000

18,500 18,572 18,547

21%

1%4%

Total SendsTotal DeliveredUnique Open %Unique Click %View Rate %

Smart Nurture Campaign KPIs

Smart Nurture Campaign KPIs – Interest Areas

Digital Signage

POS IoT Gateway

Mobility Industrial PC

DSS0%

10%20%30%40%50%60%70%80%90%

100%

-

20

40

60

80

100

120

140

160

180 168

59

24 39

59

89 Total SendsUnique Open %Unique Click %View Rate %

Digital Signage Pathway – User Case Study

INVENT / INTEGRATE / IMPACT

Content Optimization

Digital Signage: Primary interest area for 26 users; secondary interest area for 22 users; both primary and secondary area for 7 users.

Number and Location of Score-OutsSnapshot as of 02/03/16

Feb. 2, 20160

10

20

30

40

50

60

A B C

• Define your Objective & Customer Journey

• Develop Personas • Have a clear Road Map – how will your

customer choose their own adventure• Launch, monitor & optimize

Take Note

photo sourced from shutterstock

Thank You