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
AccountDirector,Tegrita
