lead nurturing is more than just email

Copyright 2014 Ektron, Inc.

Bob CanawayVice President Marketing

PR

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Megan MenesaleProduct Marketing Manager


LEAD NURTURING

Lead nurturing is the process of building relationships and focusing on leads that are not yet ready to buy, with the goal of successfully earning their business over time


NURTURED LEADS ARE BETTER

• 61% of B2B marketers send all leads directly to Sales; only 27% of those leads will be qualified. [MarketingSherpa]

• Only 50% of leads are qualified but not ready to buy. [Gleanster Research]

• Lead nurturing gets 4-10 times the response rate compared to standalone email blasts. [DemandGen Report]

• Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. [DemandGen Report]


65% of B2B marketers have not established lead nurturing. [MarketingSherpa]


LEAD NURTURING IS LIKE DATING???


CHANNELS

• Typically called “drip campaigns”• Using products like Pardot, ExactTarget,

and Marketo• One-to-one communication channel• Easily controlled

• Website and digital property based• Can help drive meaningful “conversations”

between emails• One-to-one communication channel• Huge opportunity


FOCUS ON THE BUYER’S JOURNEY

Not your process

Content Marketing

Drives Engagement


67 percent of the buyer’s journey is digital


LEAD NURTURE (DRIP)

LostEarly Stage

• Thought Leader• Build Brand• Low Pressure

Mid Stage

• Industry Positioning• Guide Evaluation• Solution Focused

ROI

Late Stage

• Product Focused ROI

• Case Study


NURTURE EMAILS

1. Introduction to the Inbound Website2. Content Roadmap Worksheet3. Mobile Maturity Model4. DXM Demystified5. Industry Specific Case Study6. Ultimate Guide to Choosing a WCM

Lead Nurturin

g

101


TARGET THAT CONTENT

Content targeting

Desired business results


WAYS TO TARGET CONTENT

Anonymous Visitors• Geo-location• Industry• Company• Device type

Known Visitors• Role• Title • Customer status• Social graph• Nurture Track!

Personas


Must Have Attributes• Is a customer• With X products• In CanadaNice to have• Responded to upgrade

campaign

Must Have Attributes• Is a prospect• In the Healthcare

industry

Target content“Great web experiences in your patient portal” webinar

Target content“Getting the most out of your CMS” eBook

PERSONA MANAGEMENT


NURTURE PIECE 1CURRENT SITE NEXT EMAIL


NURTURE PIECE 6CURRENT SITE

NEXT EMAIL


CRM

MARKETING AUTOMATION

SOCIAL

CONTENT MANAGEMENT

MARKETING OPTIMIZATION

E D I T I N G A N D W O R K F LO W

E S Y N CC LO U D

M A N AG E RM O B I L E

V I S U A L PA G E

L AYO U T

S I T E C R E AT I O N A N D M G M T S I T E S E A RC H

C O N TE N T TA RG E T I N G

SE O M V TE ST I N GECOMMERCE

B L O G S & C O M M U N I T I E S

S O C I A L P U B L I S H I N G

P E RSON A M G M T

WEB ANALYTICS

SHAREPOINT

VIDEO

DIGITAL EXPERIENCE MANAGEMENT PLATFORM


BEST VISITOR EXPERIENCE


HOW TO GET STARTED

1. Start with your strategy and prioritize

2.Know your visitors (personas)3. Build out nurture tracks & connect

to your website4. Identify success factors and

what/how to measure5. Start small – NO OCEAN BOIL!6. Analyze, iterate, optimize


Bob CanawayVice President Marketing at Ektron

@[email protected]

Megan MenesaleProduct Marketing Manager at Ektron

@[email protected]