How to Nurture Leads Before, During and After an Event

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  • How to Nurture Leads Before, During and

    After an Event

    SanFranciscoEloquaUserGroupAugust4th,2016

    AliHead

    AccountDirector

  • NURTURING IS LIKE DATING

    Throughoutthispresenta/on,wellbege5ngtoknoweachother,sharingknowledge,anddiscoveringpreferences

    Keepthisinmindbecausethebestrela/onshipsarenotonesided(butdontworry,Illbeinchargeoffillingtheawkwardsilences)

    Attheend,wellbediscussingwhereyouwanttotakeyourloveofnurturing

  • WHAT IS LEAD NURTURING / EVENT NURTURING?

    Itstheprocessofbuildingtrustedrela/onshipswithpoten/alcustomersthroughouttheirbuyingjourney

    Modernleadnurturingispersonalized,adap/ve,andreactsinresponsetobuyerbehaviorinreal/me

  • WHAT IS LEAD NURTURING / EVENT NURTURING?

    ItisaboutspeakingtoyourcustomerANDlisteningtowhattheyhavetosay

    Thekeyiscrea/ngastrongemo.onalconnec.on

    Itsnotwhatyousell,itsHOWyousellit

  • 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

    Itsakintothecourtshipofarela.onship,soletsavoidtheawkwardfirst

    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 BUYERS 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/-channelnurturinglaunchingquicklyanditera/ngbasedonwhatisworking

    DIGITAL SOCIAL MOBILE

  • 3 PILLARS OF EFFECTIVE NURTURING

    1. PERSONALIZATION2. SEGMENTATION3. BEHAVIORALTRIGGERS

  • PILLAR ONE: PERSONALIZATION

    Personaliza/onestablishestrust Targetedcall-to-ac/ons,relevantoffers,andcontentkeepadialogueopen

    throughthebuyersjourneyloop Personalizedleadnurturingincreasesengagement,andhasahighersales

    conversionrate(DemandGenReport) Howdoweachievethis? Createdynamicallypersonalized,relevantnurturingbasedonbehavior,

    loca/on,interestprofileandotherknownagributes Addingapersonaltouchtocommunica/onsaddsvaluebeyondoutdated

    leadnurturingtodayitsanexpecta/on,notanexcep/on

  • PILLAR TWO: SEGMENTATION

    ContentmustalignwithBuyerstages

    Addingasecondvariableforsegmenta/ongeographicalloca/on,language,companysize,roleallowsahigherdegreeofrelevanceinthenurturingprocess

    BuyerpersonasareincrediblyusefulwhencoupledwiththeBuyersJourney

    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/customeronlinedigitalbodylanguage,youcanplacealeadintoadifferentnurturetrack,orknowwhentoaccelerateordeceleratethemintheircurrenttrack

    Twoprimemetricsfordeterminingbehavioralsegmenta/on:1) Whatkindofcontenttheyengagewith2) Howonentheyengagewithit

  • HOW DO YOU TIE THIS BACK INTO EVENTS?

    Soifyoutakeanythingawayfromthispresenta/on,itstonotstopnow.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?

    Canwederivebestprac/cesforcrea/nggeneralvs.specializednurturestreams?

    Howcanwedeterminetheop/malnumberoftouchesbeforeandaneranevent?

  • WRAPPING UP OUR DATE

    Thankyouforyour/me,pa/ence,andwillingnesstopar/cipate!

    Contactmeformoreinforma/on

    AliHeadali.h@tegrita.com

    AccountDirector,Tegrita