nurturing your audience the way they want to be nurtured
TRANSCRIPT
Nurture Your Audience the Way They Want to be
Nurtured A short guide
Josh HillSr. Manager, Marketing Automation, Ring Central
MarketingRockstarGuides.com
“You are a low life spammer.”- guy on internet
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The one with the short bio• Marketo User since 2010.• Marketo Champ since 2012.• Marketing technologist.• Marketo Admin and campaign production
manager at RingCentral.• Over 35 projects and implementations.• Author of marketingrockstarguides.com
How many of you think you are in a vendor’s nurturing track right now?
Are those emails going to a junk Yahoo! address?
Do you regularly hit “unsubscribe”?Spam?
And when you send email to your prospects or customers…
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Ever consider how your audience would like to be treated?
How would you like to be treated?
Let’s have a talk about Permission
Nurturing is not an excuse to avoid permission (opt-in)
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Permission is the foundation of marketing…
Manage permission – so that communications are Anticipated.
Use permission: ensure the content is Relevant and Personal.
Collect permission – need a form and content offer on your site.
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…because permission is how you want to be treated...• Opt In or better!• Communication limits help.• Watch the Calendar to avoid
oversharing.• Project manage content
creation with a tool like Kapost or Marketing.ai
• Honor lead preferences!
The Audience Centered Framework
Always ask “is this how I would want to be treated if I were in the same situation?”
No? Start over.
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Treat people well by listening first
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What are the words they use = Messaging
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Get permission!
✔
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Understand their timing
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Take them on a journey, but let them control the ride
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Attention Interest Decision Action
Use storytelling, not one off contentAIDA Model – 4 stage
What You Want (Firm Centric)Heroic Model
Audience Centric
Credit: Chris Vogler/Wikipedia
S1 S2 S3 S4
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Pre-gaming: audience viewI have a problem, or
Why am I doing this?
Where do I want to be?
How do I get there?
Irritated or overwhelmed. SPAM
Looks like they could help, where’s the demo?
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Pre-gaming: your viewWho enters and when?
What do we want them to do?
How often will they hear from us?
Why did they stop engaging?
Engaged – let’s call them!
Using the Framework in Engagements
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Goals and the nurturing waterfall Goal: obtain enough data to select more specific
track. When X values exist, send to Y track
Goal: get to Account Track or MQL
Goal: get to Account Track or MQL
Goal: get to SQL or Opp.
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Use Engagements to solve the nurture problem
• Drag and drop.• No double sends. (same asset id)• Will send asset at next cast if
Communication Limits reached.• Asset attribution+story attribution.
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Entry
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Use streams like railroad tracks
Use Empty Streams to Pause Leads at Goal or Exit. Empty Streams send no content and lose no data.
Consider using Smart Campaigns to manage complex transitions better.
What is the best cadence? It’s what your audience thinks it is. Don’t over send.
Transition in Stream 2 pulls people into Stream 2 from Stream 1
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Exits – the good, the bad, and the ugly
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Exits – Bad
Don’t be a low life spammer.
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The golden rule.
Thank You!Josh HillMarketing TechnologistMarketing Rockstar [email protected]
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Resource center• Email Sub Center• Communication Limits• Testing• Official Docs
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Content creation questions• What does your audience want to learn about?• What expertise do you offer?• Are you allowing them to choose?• Do your tracks make sense to THEM?• They don’t care about the data profile, they care about
solving their problem and not getting calls yet.
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Treat people well by listening firstWhat to decide How this works Example
Do the research Talk to customers, non buyers, prospective – what do they say? How do they talk about this?What is the story they tell themselves?
Understand them so you are write like THEY talk. They will think you are reading their minds.
Opt In Always ask permission to place people into nurturing, invitations, your blog, etc.
Opt In to Topic X or Webinar Invitations. Honor that. Strictly.
Do we know enough about the lead to send them the right message?
Use progressive profiling after the first form fill.Offers tailored to encourage sharing.Use data appending tools to reduce friction.
What is the point of this nurture?
Cadence It’s hard to know how often to send w/o data analytics.Make a guess based on frequency of Visits, Clicks, ScoreAsk how often they want to hear from you.
Not just for unsubscribe forms – ask elsewhere too. Digesto RSS and workflows can help you manage cadence as well.
Throttle Back Send less often if they stop responding. Did the lead unsubscribe, become invalid, or otherwise stop communicating because of this?
Let them control the throttle
Offer leads the ability to throttle back or up.
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Use a storytelling structure to make content compelling
What to decide on How this works Example
Narrative Structure
Are you using the AIDA model? The three buying stage model?
How does your audience want to hear your story?
We will have content for Attention, Interest, Decision, Action
We will use heroic storytelling.
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Pre-gaming: their viewWhat to decide on What is this?
Entry Why do I want to receive content from this vendor?
Goal What’s my goal? (hint: it’s not MQL) – buy? Solve problem? Get information to manager?
Cadence/Timing Today I want to binge to learn all about it….They seem cool, I’ll subscribe until they become irritating.
Exits - Bad They are irritating. I didn’t buy.
Exit – Good Ok, I need a sales demo…Ok, I need to understand if this is what I was envisioning
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Pre-gaming: your viewWhat to decide on What is this?
Entry Which current and future leads will enter, and when?
Goal What is the point of this nurture?
Cadence/Timing How often will you send? Will you accelerate or decelerate depending on behaviors?
Exits - Bad Did the lead unsubscribe, become invalid, or otherwise stop communicating because of this?
Exit – Good What happens when the Goal is reached?Metrics We will count # of leads by Goal and Exited.
Pipeline attributed back to this Program
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How the framework translates to Marketo-speak
What to decide
What is this? Example
Entry Trigger and batch campaigns to get this working Job Title = CMO or Chief Marketing Officer
Goal Status as well as a campaign (MQL? Next Nurture?)
When Industry IS NOT EMPTY and Score >=20
Cadence/Timing
How often? Every Wed at 2pm ESTaccelerate to Every T/R at 8am if Lead Score >25 in Stream 2
Exits - Bad Did the lead unsubscribe, become invalid, or otherwise stop communicating because of this?
Campaigns and Statuses to manage this. Never make a lead a Non Member or you lose the data.
Exit – Good What happens when the Goal is reached? Goal count; campaign to move forward
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How to structure the systemEntry point campaigns – Batch for first LoadTrigger for new leads.
Exit points – Goal and other ways to leave.
Assets
Complex Transition Rules must be managed in Smart Campaigns.
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Enable multi-touch asset attribution
Track each Asset success with the Child Program method. Both the Engagement and the sub-Program get credit to ensure multi-touch attribution.
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Exits – the planGoal Point What to do Triggered Exit Batch ExitGet the lead to ask for a trial
Good: PauseBetter: Move to Empty StreamBad: Remove from Program
Examples:-Reaches Score-Lifecycle=MQL, SQL-Fills out Form x 2-Fills out trial form
Lifecycle=MQL
• Non Customers Only• Member of Program
• Change Engagement Stream to Empty
• Add to Trial Engagement Stream
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Program Statuses for Engagement
Statuses Trigger
Member joins
Engaged Clicked at least once
Goal Reached depends
Bad Exit – Unsubscribed
Unsubscribed elsewhere
Bad Exit – Inactive Inactive or Invalid
Bad Exit – Unsubscribed This
Unsubscribed from one of these emails
This is recommended, but up to you.
Helps count how well this nurture does and ensures Success attribution.