Marketo guide to lead nurturing-segmentation

TABLE OF CONTENTS
INTRODUCTION
Why Should I Read the Definitive Guide to Lead Nurturing?
PART I: WHAT IS LEAD NURTURING?
Defining Lead Nurturing
Why Does My Business Need Lead Nurturing?
Four Elements of Engaging Lead Nurturing
Thought Leader Round Table
PART II: LEAD NURTURING STRATEGY
Goal Setting
Lead Nurture Team
Technology Selection
Nurture as Part of Your Overall Marketing Strategy
Marketo Customer Case Study: Comvita
PART III: WHO TO NURTURE
Defining a Lead
Lead Scoring
List Building
Database Health
Marketo Customer Case Study: Ocktopost
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05
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08
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15
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18
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26
30
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34
35
36
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PART IV: MULTI-CHANNEL LEAD NURTURING
Nurturing in a Multi-Channel World
PART V: CONTENT
Story Arcs
The Types of Nurture Content
The Anatomy of a Lead Nurture Email
Email Creation Best Practices
PART VI. BASIC LEAD NURTURE SEGMENTATION
Why Do You Need Segmentation?
The Two Dimensions of Segmentation
Thought Leader Point-of-View
PART VII: ADVANCED LEAD NURTURE SEGMENTATION
Behavioral Segmentation
Specialized Campaigns
Late Stage Lead Nurture Campaigns
Worksheet: Create Your Lead Nurture Matrix
Thought Leader Snapshot
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TABLE OF CONTENTS
PART VIII: TESTING AND OPTIMIZATION
Why You Must Test
Marketo Customer Cast Study: Fireclay Tile
PART IX: CALCULATING THE ROI OF LEAD NURTURING
Basic Lead Nurturing Email Measurements
Advanced Measurements
CONCLUSION
ABOUT THIS GUIDE
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5
Today’s buyers are more empowered than ever before. They engage with brands and companies
through their own research across multiple channels, long before marketing or sales has the
opportunity to engage with them directly.
Today’s potential buyers don’t
become customers overnight—
they require marketing over time
as they self-educate and build
trust with a company. With
lead nurturing, marketers can
communicate consistently with
buyers cross-channel and
throughout the sales cycle—
addressing the gap in time between
when a lead first interacts with you
and when she is ready to purchase.
Lead nurturing is an integral
part of a successful marketing
strategy—specifically when
building relationships with
potential buyers on multiple
channels, even if they
are not currently looking to
purchase a product or service.
At Marketo, we have gathered the
best practices from across the
Marketing Nation—thought
leaders, customers, research,
and our own experiences—to
bring you our brand new second
edition of The Definitive Guide
to Lead Nurturing.
This Definitive Guide is
designed to be useful, practical
and informative. It offers a
comprehensive description
of lead nurturing best practices,
from getting started, to
advanced techniques.
INTRODUCTION
WHY SHOULD I READ THE DEFINITIVE
GUIDE TO LEAD NURTURING
It will outline:
1. How to create a lead nurture
strategy
2. How to nurture leads across
channels
3. How to segment a lead
database
4. How to choose appropriate
content for each lead nurture
track and audience
5. How to get the most value
from lead nurturing with
testing and optimization
6. How to measure and explain
lead nurturing’s return on
investment
Use this guide as a workbook—
take notes, highlight what you
find inspirational, share what you
learn with your colleagues—and
start using lead nurturing to drive
revenue growth.

PART I:
WHAT IS LEAD NURTURING?

7
Lead nurturing is the process of building effective
relationships with potential customers throughout
the buying journey.
According to Marketo’s
benchmark study, on average,
50% of leads are not yet ready
to buy. Lead nurturing
creates automated, ongoing
communication with your
potential buyer throughout
the sales cycle and beyond—
maximizing results and
revenue for your organization.
In fact, at Marketo, since we have
such an active and wide top of
funnel, 98% of leads that enter
our database are not ready for
sales. So we have to nurture
those buyers over time until
they are ready to make a
purchase. Lead nurturing
automates your communication
with those leads so that you
are constantly engaging in a
relationship throughout their
buying journey.
Due to sophisticated technology
like marketing automation,
modern day lead nurturing is
personalized, adaptive, and can
listen and react to buyer behavior
in real-time.
Modern lead nurturing enables
you to listen and respond to
buyers on multiple channels—
not just email. And now,
with breakthroughs like
personalization software,
the marketer can nurture
anonymous leads; touching
the entire lifecycle and creating
a more personalized and
engaging experience than
ever before.
DEFINING
LEAD NURTURING
The Difference Between Drip Marketing
& Lead Nurturing
Before we dive into lead nurturing, let’s take a
moment to set the record straight about the
differences between lead nurturing and drip
marketing, a one-size-fits-all predecessor to
lead nurturing.
A drip marketing program sends (drips)
communications (email, direct mail, etc.) at a
specific cadence set by the marketer. But, it does
not take into account their activity and behavior
because it is static and non-adaptive. While it still
has a place in the marketing mix, it has mostly
become a subset of a lead nurture strategy.
According to Justin Grey, CEO of Lead MD, “Perhaps
a short drip sequence would be effective for sales
contracts that have been outstanding for more than
two days. Drip sequences work in areas that need
more frequent, limited, messaging windows”.
Since drip marketing tends to have the same
response for everyone, not taking into account
specific actions, it doesn’t deliver the same value as
lead nurturing, which is personalized and adaptive.

8
Businesses today exist in an increasingly connected market. Buyers expect an extremely
personalized, cross channel experience. They do not want to be spoken to; instead, they want to be
listened to. Companies want to create relationships with potential buyers, helping to build trust and
eventual advocacy.
Lead nurturing facilitates your buyer
getting to know your business—it’s
essentially courtship before
marriage. With lead nurturing you
spend time establishing a
relationship with your buyer and
building trust. As a result, when
you communicate with your buyer,
you are welcomed instead of
being regarded as intrusive.
Without effective lead nurturing,
communicating with your buyers
can feel like an awkward first date,
full of mistrust and hesitation.
WHY DOES MY BUSINESS NEED
LEAD NURTURING?

9
LEAD NURTURING?
Here are a few stats to support
why an organization should
implement lead nurturing:

10
Lead Nurturing Increases
the Propensity to Buy
Relationships are critical in today’s
sales cycles, and lead nurturing
enables you to create and
maintain that relationship over
time. Lead nurturing also helps
you be present on the channels
your buyer uses to engage with
others, increasing the chance
they will take the plunge, and
purchase your product.
Relationship Building
Lead nurturing enables you to
communicate with your buyers
on a more sophisticated level.
Instead of using outdated drip
nurture tactics or only email,
modern lead nurturing helps
you build relationships through
multiple mediums and with
relevant, connected campaigns.
Through the listening capabilities
of marketing automation, you
can now have a continuous
conversation through website,
social, email, advertising, and
beyond. Your communication
now becomes consistent, and
relevant—and you can begin to
build trust and a relationship
with your buyer over time.
LEAD NURTURING?

11
Branding and Thought
Leadership
When done well, lead nurturing
plays a critical role in building your
brand. Buyers are people too, and
people are subject to emotional
influence in their decision-making.
Specifically, the more complex a
decision, the more likely people
are to use heuristics—experience-
based techniques that help in
problem solving, learning and
discovery. Heuristics guide which
options and information gets
considered, and they help us
simplify complex decisions to
their relevant core. That can be
a good thing when the
complexity of a purchase is
otherwise overwhelming.
Emotions are heavily involved in
the creation of heuristics. In
marketing, there is an asymmetry
between the upside and downside
of purchases: the buyer may or
may not be rewarded for making
a good purchase, but a bad
purchase can damage the buyer’s
reputation and job security.
As a result, fear and risk play large
roles in business buying
decisions. Organizational risk can
be dealt with rationally, but
personal risk is usually unstated
and hidden from the rational
process. Yet personal risk remains
a huge factor in buying. For
example, if a board member
mentions something negative
about a potential vendor, the
personal risk of choosing
that vendor goes way up,
and alternately, if he mentions
something positive about a
vendor, that vendor may be
“pre-wired” for success.
That’s why most the important
brand attributes for a vendor are
often credibility and trust—and
unless you are a well-known
company like Google, the best
way to build credibility and trust is
by sharing useful information.
If you can help frame the
discussion, your company will
be seen as a trusted advisor and
thought leader. If buyers believe
that your company understands
their problems and knows how to
solve them, this helps reduce the
feelings of fear and can make a
big difference in being selected
for consideration and purchase.
Lead nurturing helps you build
that perception as a brand.
LEAD NURTURING?

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Lead Nurturing Shortens
the Sales Cycle
With access to more information
than ever before, buyers often take
more time to explore their options
and educate themselves before
making a purchase decision.
Modern sales cycles can simply be
longer, and nurturing your leads
shortens the sales cycle because
you can be relevant, trustworthy,
and engaging throughout that
critical period of time.
What causes longer sales cycles?
• Tighter budgets
• More time spent on decision
making
• More people involved in
decision making
• Increased options
Today’s longer sales cycle is
expensive for your company.
You need more sales reps to
close deals over a longer period
of time. And during that time,
your competitors have the
opportunity to enter the sales
process or for customers to
become disinterested.
It’s vital to shorten the sales
cycle as much as possible and
nurture can help you do just
that through consistent and
conversational communication.
LEAD NURTURING?

13
Effective lead nurturing is engaging. You want buyers to see value in the nurture communications
and content that you create. To get to that place, there are four elements of engaging lead nurturing
that your communication should posses.
FOUR ELEMENTS OF ENGAGING
LEAD NURTURING
1. Trustworthy
Only with trust will buyers let
your communications pass their
filters and enter their lives. Set
expectations during an opt-in
process, and then fulfill those
expectations with every
communication you share.
Trusted communication has a
lower bounce and unsubscribe
rate across channels. Alternatively,
if trust isn’t there, you’ll see lower
engagement and conversion,
and you’ll be more likely viewed
as spam.
2. Relevant
Relevance means knowing who
your audience is and what they
want from your communication.
Impersonal and poorly timed
messages make your subscribers
think, “you don’t know who I am.
You don’t know what I want. You
just don’t get me”. And, worst of
all, “you don’t care about me”.
If you aren’t relevant, your
subscribers will opt-out—
or perhaps more likely,
emotionally opt-out.
Being relevant means sending the
right content to the right person
at the right time. This includes:
1. Talking to the right people
2. Saying the right things at the
right time
3. Constantly improving
In order to build relevance into
your nurture program, you’ll
need to segment and target
your buyers. Buyers increasingly
expect that when they share
information with marketers,
their data will be used wisely.

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3. Multi-Channel
Today’s buyers move seamlessly—
and quickly—across channels.
A typical buyer moves quickly
from email, to social media, to
your website and then back to
social media, in the blink of an
eye. Marketers not only need
to prepare their lead nurturing
strategy for multi-channel
engagement, but also consider
the device a buyer uses to
access these channels for the
best optimized and personal
experience. Your buyer needs
to see an integrated experience
across every single channel. Your
marketing automation platform
and lead nurturing needs to
account for all the ways a buyer
will look to interact and engage
with your brand. We will cover
more about structuring your
multi-channel lead nurturing
strategy later in this guide.
4. Strategic and Impactful
A strategic and impactful lead
nurturing program will be
measurable, so you will know
the value of your marketing
tactics and their impact on your
organizations’ ROI. Defining the
right sets of metrics is vital to
achieve executive buy-in, adjust
your nurture tracks, and report
your success. We will go into
more depth and define and
identify the right sets of metrics
later in this guide.
FOUR ELEMENTS OF ENGAGING
LEAD NURTURING
“Omni-channel. Yes, we talk about it. And the reality is coming.
The future of lead nurturing is about integrating the channels
where your prospects skim and your customers engage.
Lead nurture is still primarily centered on email marketing
efforts, but the customer experience needs to span all
channels to foster engagement and point-of-sale—from
in-store, to mobile, sales, referral, social, and support.”
Corrine Sklar,
Global CMO, Bluewolf

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Brian Carroll, Executive Director,
Revenue Optimization MECLABS
Marketers often treat lead
nurturing like just another
marketing campaign.
It is NOT lead nurturing to:
1. Send out an e-newsletter on
a monthly basis
2. Blast your entire database
with a new case study
3. Send all early stage leads the
same series of emails
4. Randomly call leads every
four weeks to see if they are
ready to buy
5. Call early-stage leads every
month just to touch base
6. Promote your products and
services without considering
prospects’ interests or stage in
the buying cycle.
In contrast, it IS lead nurturing to:
1. Share content that’s
relevant and valuable,
even if prospects never
buy from you
2. Send a targeted email that
includes content based on:
• Recipients’ industry and/
or role in the company
• Their stage in buying
process or interest
• Previous conversations
or content they’ve
engaged with
3. Answer a question or
offer more information
4. Send information that is
relevant to a problem
What is the One Mistake that Marketers Make with their Lead Nurture Programs?
THOUGHT LEADER ROUND TABLE

16
Corinne Sklar, Global CMO,
Bluewolf
Marketers often make the mistake
of falling in love with every new
piece of technology. We all do
it. In today’s world of digital
marketing, it’s hard not to get
excited about all of the latest tools
coming out from vendors. What
a great time to be a marketer!
Tools and lead nurturing can
only be maximized if you
prioritize these areas inside
your marketing organization.
• Focus on Creating Awesome
Content. It doesn’t matter how
targeted, personalized, or
sales-ready your content is.
If it doesn’t stand out, catch
notice, or challenge, it won’t
create the desired impact.
Thinking creatively about topic,
copy, design and format is
critical to having lead nurture
programs work and engaging
your audience.
• Remember Your Lead Nurture
Programs Are Only As Good
as Your Data. We all know that
data is not sexy. I don’t know
many marketers that want to
spend their days cleaning and
managing data. However data
is the lifeblood of any good
lead or customer nurture
program. Whether it’s a data
czar or marketing operations
specialist, keeping a keen eye
on data governance is what
sets best-in-class marketing
programs apart. Remember
if you’re using a CRM solution
where sales people are enter
manual data, they also need
governance and checks
and balances.
• Mobile-First Mindset.
Mobile is your customer’s
first screen and interaction
with your brand and
today’s preferred medium
for content consumption
and communication. Failing
to develop lead nurture
strategies and a seamless
customer experience with
a mobile-first mindset is no
longer an option.
What is the One Mistake that Marketers Make with their Lead Nurture Programs?

PART II:
LEAD NURTURING STRATEGY

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Setting up a lead nurture program is not a goal in and of itself. Instead, lead nurturing is a vehicle for
your business to get to your overall goals. In order for your lead nurture program to be a success,
you have to first determine what you hope to achieve.
GOAL SETTING
Set the Stage
The key to designing an effective
lead nurture program is taking
stock of your current lead
management processes. By asking
the right questions, you will not
only uncover opportunities for
improvement, but the information
will also play a critical role in
defining issues of workflow.
Invite sales into the room for this
initial discovery process. Giving
sales a voice in this process
ensures that you have a holistic
view of your leads.
Here are 5 questions to ask
about your current lead
management process:
1. How many leads do you
generate each month
and what is the source
of those leads?
Understanding the scale
and source of leads helps to
determine the scale of your
lead nurturing program. You
can get this information by
running a report in your
marketing automation
or CRM.
The number of leads you
generate has an impact on
how many lead nurture
segments you create and the
frequency of communication,
since you might need to
speak to different audiences
at different times. Also,
determining the sources of
your leads helps to govern
what types of tracks you
need to create.

19
GOAL SETTING
2. What is the range of
products that you offer?
Some companies market
very homogenous product
lines; others market a
multitude of products or
services. The diversity of your
offerings plays a large role in
determining the number of
tracks in your program, in
addition to the messaging
and offer strategy.
3. What are the key audience
groups that comprise
your inbound leads?
How different are your leads
from one another in terms
of functional role, industry,
company size, and so on?
To what extent do these
groups require different
messaging? The higher the
number of distinct groups,
the more likely it is that you
need separate lead nurture
tracks in order for your
campaigns to be relevant
and effective.
4. Describe the life of a lead
currently. How are leads
responded to, distributed,
and managed today?
How often does a lead
hear from your company
over time?
Knowing how you follow-up
with, and prioritize leads
currently can help steer your
lead nurturing program in a
direction where it’s likely to
have the most impact on
ROI. When taking stock of
ongoing communication,
don’t just consider formal
marketing programs,
determine how often
sales reaches out to
those same leads.
5. What percentage of your
leads are considered sales
ready when they enter
your database? And
what is your average
day to opportunity?
Knowing what percentage
of your current leads are
sales ready when they
enter your database is critical
to determining how to set
up your lead nurture program
and how to measure your
ROI. Additionally, knowing
your average days
to opportunity can help
you benchmark how lead
nurturing accelerates
your leads.

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GOAL SETTING RECAP

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GOAL SETTING
Qualitative Objectives
Your lead nurture efforts will
include qualitative goals—what
business outcomes do you hope
to get from setting up lead
nurture tracks? Consider
the following goals:
• Convert sales inquiries to
qualified prospects over time
• Move your buyers through their
buying journey at an
accelerated pace
• Engage in conversations
with your buyers
• Qualify and collect
more information from
inbound leads
• Educate and build trust
amongst existing leads
• Stay in touch with existing
leads so they call on
your company when
the need arises
• Acquire more business
from current customers
• Turn dormant leads to
active leads
• Increase sales productivity
by distributing only sales
ready leads
Depending on your unique
business case, choose some of
these goals or set your own.
Setting these overall qualitative
goals for your lead nurturing
campaigns will help you make
better decisions on timing,
frequency, segmentation, and
offer strategy.
Quantitative Objectives
In addition to creating qualitative
objectives, be sure to set goals
that are quantitative—those that
you can measure. Even if you
aren’t sure what your metrics
should be initially, setting
estimates up front helps you
define your program. Quantitative
metrics not only help you define
success, but they also help you
determine the scope and scale of
your overall lead nurturing efforts.
Without quantitative goals in
place your lead nurturing
program can lack purpose, and
you’ll have greater difficulty
tracking your progress towards
your objectives. Here are some
quantitative goals you may want
to consider:
• Improve the percentage rate at
which raw leads convert to
qualified prospects by X%
• Improve the percentage rate at
which raw leads convert to
closed deals by X%
• Increase the number of sales
ready leads per month to X
• Reduce the number of leads
rejected by sales to X%
• Generate X incremental
opportunities per month from
the existing database
• Faster sales cycle by X%
• Better win rates by X%
• Increase upsell / cross-sell with
current customers by X%

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GOAL SETTING
Start Small, Think Big
There is a lot you can do with
today’s marketing automation
platforms. And it is easy for
companies to want to do
everything. But, especially for
those just starting lead nurture,
you should create a plan that
includes a phased approach.
That way, you are incrementally
measuring and improving.
By embracing this mentality
you will:
• Launch more quickly: It’s a
simple point, but the smaller
your program, the quicker
you’ll go live, and the sooner
you will see return on your
investment.
• Know what works and
what doesn’t: Even if you
ask all of the right questions
and goal set appropriately, it
is guaranteed that your results
might differ from expectations.
If you start small, you can
see what works and iterate
from there vs. setting up
a full 18 tracks and all of a
sudden learning that you set
something up incorrectly.

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LEAD NURTURE TEAM
On some marketing teams, all
lead nurturing is managed by one
person. In other organizations,
it is divided amongst several
people. Regardless of whether
this function is filled by one or
a group, the following pages
outline the roles and
responsibilities on a lead
nurture team.
Lead nurturing is a co-existence of two opposing variables: creativity and logic. It’s both an art and a
science. Your nurture team needs to produce compelling content, but it also needs to perform
complex marketing operations.

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LEAD NURTURE TEAM
The Creative Side of
Lead Nurturing
On the creative side of your
lead nurturing team you might
have a nurture content manager.
Depending on your organization,
this role might be broken up into
several roles.
Nurture Content Manager
Because nurturing automates
communication with several
different segments over a long
period of time, it requires
thoughtful and relevant content.
The goal of the nurture content
manager is to make each piece
of nurturing content as relevant
to your audience as possible. The
person in this role doesn’t always
create the content, but they
do assign each piece of content
to the appropriate segment.
Responsibilities include:
• Setting the standard for
content quality. This isn’t
just from a performance
standpoint; it also applies to
tone, positioning statements,
and key message points.
• Balancing early stage and late
stage content. Early stage
content pieces engage your
newest prospects with broad,
educational, entertaining
information. Late stage
content is more product-
focused, such as demos or
customer case studies. Your
lead nurture content manager
should know the perfect
combination for conversion.
• Help to create content to
engage with leads on multiple
channels. Your nurture content
manager should be interacting
with other key groups like
social, inbound marketing,
and paid programs, in order
to have a cohesive cross-
channel strategy.
When you’re hiring someone who
will manage your nurture content,
here’s what you should look for:
• Messaging comprehension.
An understanding of what your
different markets want, and
which messages resonate best
with each.
• Editing skills. A keen grasp of
language, along with the ability
to clearly communicate how
a piece of content should
be positioned.
• A head for numbers. The
manager should be familiar
with email performance
metrics, and be able to assess
that performance over time.
• Writing skills. The nurture
content manager needs
a comprehensive
understanding on the
company’s voice, tone,
and core competencies.
• Producing at a high volume.
There are a lot of moving
parts with your nurture
content, your content
manager should be able to
project manage and produce.
• Listening skills. To write
effective content, the content
manager needs to hear
audience pain points, and
address them through the
voice of the company.
• Willingness to experiment.
Your manager should love to
experiment, but should also
know how to monitor results.

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LEAD NURTURE TEAM
The Scientific Side of
Lead Nurturing
To balance out your nurture
team you need a strong dose
of logic. These responsibilities
might fall under a nurture
operations manager.
Nurture Operations Manager
The nurture operations manager
probably has the toughest job
on the team, especially at a
company that uses advanced
lead nurturing. It’s up to these
operations managers to
determine how nurture
flows work, and which filters
will be used. Nurture operations
managers need to define
segmentations and design
nurture flows that meet complex
business needs, but are possible
for the entire team to use. Luckily,
marketing automation makes this
job a lot easier.
Here are the responsibilities of a
nurture operations manager:
• Determine the best data fields
to reference. If that data isn’t
available, managers need to
figure out how to obtain it.
• System checks. This role
monitors advanced nurture
campaigns, and verifies that
those campaigns are running
correctly. Frequent system
checks are important.
• Balance business needs
with sustainable practices.
Effective nurture operations
managers constantly
look for ways to simplify
their operations, and are
responsible for implementing
procedures to mitigate
potential issues.
• Execute. The operations
manager must be able to
execute quickly and be agile
with change.
Here’s what to look for in a nurture
operations manager:
• A technical background. You
want someone who thinks in
terms of stages, products, and
procedures.
• Understanding company
infrastructure. To build a
strong nurture workflow that
truly meets business needs.
• Attention to detail. The devil is
in the details when it comes to
creating nurture flows.
• Provide feedback. The
manager should be aware of
every success and failure, and
communicate those results to
the team.
• Troubleshoot. The manager
comes up with solutions to
any roadblocks, and then
executes those solutions.
• Curiosity. The manager
should be unafraid to test
programs, and naturally
inclined to ask questions or
make suggestions.

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TECHNOLOGY SELECTION
Beyond the time-saving and
efficiency benefits of automation,
marketing automation enables
essential business processes
for any modern marketing
department. This can include
lead nurturing, lead scoring,
lead lifecycle management,
personalization and analytics.
So how do you select the right
solution for your business?
Purchase Process
Depending on your business
objectives and goals, there are
different solutions available to suit
your needs. Here is a process you
can follow to find and buy the
marketing automation solution
that is right for your company.
• Step 1: Write down your goals
for the project: To get where
you need to go, write it down.
Statistically you increase your
likelihood for success simply
by putting your goals down
on paper. Refer to the goals
we determined earlier in
this part.
• Step 2: Plan your timeline:
Now identify the steps it will
take to get where you want
to go. Remember, you aren’t
ever “done” with marketing
automation, so build in time
to evolve and adapt and learn
your process.
• Step 3: Identify your
requirements: Picking the
right solution involves more
than just picking the right
technology. Think about your
business case—who will use
the technology, and how?
Marketing automation is the technology that allows companies to streamline, automate,
and measure marketing tasks and workflows so they can increase operational efficiency and
grow revenue faster. One of the key components of your marketing automation technology
is lead nurturing.

27
TECHNOLOGY SELECTION
• Step 4: Assemble a team
to choose and manage the
solution: Make sure to get
signoff from all stakeholders
on goals, requirements, and
potential scenarios. Look
to your lead nurture and
marketing automation
teams mentioned earlier
in this chapter.
• Step 5: Evaluate potential
vendors against your
scenarios: You’ll choose the
vendor that best suits your
needs if you select a handful
of vendors to evaluate. Then,
scour the technology, look
beyond the technology to
account management teams,
ask tough questions, and avoid
a feature bake-off.
• Step 6: Talk to references:
Now it’s time to find out if
your vendor can actually
make customers like you
successful. Talk to a variety
of references that are similar
to your organization.
• Step 7: Make a decision: The
time has come. Choose the
vendor that can best make
you successful in line with
the goals you created at the
beginning of this process.

28
Lead nurturing is a key component
to any marketing automation
solution, here is a checklist to
make sure your vendor has all
of the latest and greatest lead
nurture capabilities.
☐☐ Enables you to listen and
respond to individual
behaviors in real time.
You want to make sure you
have a flexible solution
that supports 2-way
conversations with your
leads and customers.
☐☐ Enables you to
communicate with
prospects and customers
both online and offline.
Many modern lead
nurturing solutions allow
the capabilities to nurture
through online venues
such as social media,
or offline through direct
mail or events.
☐☐ Empowers you to set a
limit. You want to make
sure your leads aren’t
getting too many emails
from you at any given
time. Look for a solution
that enables you to set
limits. This is particularly
critical when different
areas of the organization
send messages.
☐☐ Determines which content
to send and when. Your
solution should enable you
to have control over the
content you send based
on the recipient’s actions
to date—such as visiting
a booth at a show,
downloading content, or
reaching out to a sales rep.
What to Seek in a Solution for Lead Nurturing
CHECKLIST
☐☐ Helps build relationships
over the entire customer
lifecycle. From the
awareness stage through
customer onboarding, the
right lead nurture solution
can help engage
prospects and customers
over time by sending
relevant content to buyers
through different
channels instead of just
via email.
☐☐ Helps measure true
engagement. The ideal
solution measures the
degree of customer
engagement with the
entire program, as well as
with each component of
content over time.

29
☐☐ Is easy to implement. We
all know how frustrating it
can be to rely on the IT
department to help us get
programs off the ground.
Look for a solution that
allows any marketer to
create powerful lead
nurture programs that
are easy to set up and
manage. After all, you
want to focus on what
matters most—creating
compelling content that
will deeply engage
prospects and customers.
☐☐ Simplifies content
management.
For example:
• The ideal solution allows
you to add new content
simply by dragging and
dropping it into the
work-stream
• The system should be
intelligent enough not
to send the content to
those that have already
received it
• It should be smart
enough to know if
someone downloaded
that content through
another channel
• For limited-time events
and special offers,
the system should
automatically activate
the content at the right
time and pull it out of
the nurture stream
when the event is over
• The system can
intelligently help
measure what content
asset is performing best
Marketo’s Customer
Engagement engine
Marketo’s unique Customer Engagement engine
automatically and intelligently sends prospects
and customers the best message and the best
piece of content, based on who they are, what
they have seen in the past, and their behaviors.
You simply drag content into a stream, Marketo’s
version of a track—which can be thought of as a
conversation—and the system automatically
manages the timing and sending of the right
content to the right person at the right time.
The system even takes outdated content out of
rotation in a particular program. And will warn
you in advance when there isn’t any more content
available to continue the conversation.
What to Seek in a Solution for Lead Nurturing
CHECKLIST

30
NURTURE AS PART OF YOUR
OVERALL MARKETING STRATEGY
You can’t think about lead
nurturing in a vacuum. You
need to take a look at your entire
marketing calendar to determine
what other communications
your leads receive. You might
be sending newsletters, product
updates, database emails,
and other cross-channel
communications. How are
these interactions working
together in harmony? You
want to deliver coordinated,
relevant, customer experiences
across all of the channels your
buyers use.
When creating your lead nurturing strategy, do not think about nurture in isolation. Think about how
nurture fits into the other marketing communications you send.

31
Communication Timing
How often you send lead
nurturing communications,
particularly email, needs to be
reconciled with how often you hit
your database with other
communications. The first step to
getting this right is to determine
your overall communication
cadence. How often are you
engaging with the contacts in
your database? Meet with
stakeholders in your organization
to decide what this number
should be. Be sure to test and
iterate this over time to determine
the correct number of touches
based on your results.
Consider the length of the buying
process and the communication
approaches used. The timing of
your lead nurturing programs are
impacted by both the length of
your average buying process and
the approaches you use for lead
nurturing (email, direct mail,
phone, etc.).
In the following example, let’s
assume a prospect downloads
a whitepaper from your web
site, and your lead scoring
methodology deems this
individual is a lead nurturing
candidate. If the buying cycle for
your product is three months,
the nurturing path for this specific
prospect might look like this:
• Day 1—Website personalization
persona based offer
• Day 10—Follow-up with
introductory email
• Day 15—Email offering new
content related to first
download and subsequent
web site activity
• Day 30—Personal email from
sales rep
• Day 45—Email best practices
whitepaper
• Day 60—Social campaign on
email best practices
• Day 75—Website
personalization and banner
ads to promote webinar series
• Day 85—Personal email from
sales rep offering a product
demo
• Day 90—Personalized ad on
Facebook using targeting

32
Marketing Calendars
You need a way to see all of your
campaigns all in one place—so
you know exactly what database
email sends and what nurture
campaign sends are going out
in any given week.
A marketing calendar, like the one
in Marketo, is an ideal place to
ensure that you are not over-
marketing to the same people
over and over again with your
marketing communications.
At Marketo, we use our
platform’s marketing calendar
to see a holistic view of all
communications with our
database across the entire
marketing department—we
can see event invites, nurture
emails, demand generation
emails, and so on.
With this holistic view, you
can see exactly who is being
communicated with and when.
Marketo Marketing Calendar

33
• 480% increase in new lead
conversion in 6 months of
using Marketo
• Average sale value up 255%
when part of a lead nurturing
campaign
• Email marketing is now 2nd
highest revenue generator of
all online activities
• Nurtured leads have the
highest conversion rates of
all online activities.
Challenges
Comvita is a global, natural
health company with a vision for
preventative and holistic health.
Prior to Marketo, Comvita used
a content management system
with a built-in email tool, which
allowed them to send emails and
determine if those emails had
been read. Unfortunately, it did
little else.
Comvita had no way to
differentiate between a new
lead, someone who had
purchased from Comvita before,
and those who were already loyal
customers. Every contact
received the same content—
a monthly promotional email.
In addition, the previous solution
was not user-friendly, making
communications difficult to send
and it offered almost no insights.
Comvita couldn’t even identify
their most loyal customers.
Because the holistic health
industry requires a great deal
of communication to educate
consumers about the science
and credibility of products, the
previous solution put Comvita at
a distinct disadvantage.
Solution
Comvita was able to implement
Marketo and send out their first
campaign in about six weeks.
The first focus was simple:
lead generation and sales.
With Marketo, Comvita was
able to identify that their average
conversion time was three
months long for a B2C
customer. Comvita leverages
Marketo to accelerate the sales
process with nurturing streams
and more targeted, specific
content. With Marketo, Comvita
knows whether customers are
likely to purchase again, how
soon and are able to talk to
customers about the products
they are interested in.
Benefits
In only six months of using
Marketo’s nurturing, Comvita has
seen a 480% increase in new lead
conversion and a 255% increase
in sale value when leads are
exposed to nurture. Email
marketing at Comvita is now
the second highest revenue
generator of all their online
activities and Marketo lead
nurturing has one of the
highest conversion rates for
online activities.
Comvita
MARKETO CUSTOMER CASE STUDY
255%

35
WHO TO NURTURE
DEFINING A LEAD
Sales and Marketing
Lead Alignment
To define the perfect lead for
your organization—so you
can determine who to nurture
and who not to nurture—you
need to come up with a joint
lead definition agreed upon
between sales and marketing.
Here is a simple checklist so
sales and marketing can create
a universal lead definition:
☐☐ Schedule time to
meet: Get all of the
key stakeholders in
a room and pick
each other’s brains.
☐☐ Ask the hard questions:
What does your target
market look like? Who do
you have in your database
already? What prospects
are sales speaking with?
What types of buyers
are they closing?
☐☐ Decide how good is “good
enough”: Set a base level.
What does marketing
consider good enough to
get nurtured and then
passed to sales? And what
does sales think is a good
lead worth following
up on?
☐☐ Get the flip side of the
story: What does
marketing and sales
consider a bad lead?
☐☐ Agree on a definition
and write it down:
Now that you have your
definition, write it down
and circulate it.
☐☐ Iterate your definition over
time: Meet regularly to
review this definition. You
should be iterating and
changing your definition
as your company grows
and priorities shift.
To build your lead nurturing strategy you need to start with the basics. Every organization has
its own definition of a “good lead”. According to Marketo, in our own revenue cycle, a lead is
“a qualified prospect that is starting to exhibit buying behavior”.

36
WHO TO NURTURE
LEAD SCORING
Lead scoring is a key element
to lead nurturing that helps
companies determine whether
prospects need to be fast-tracked
to sales or nurtured further.
Lead scoring is a critical part
of segmentation for your lead
nurture campaigns. Marketo
finds that companies who use
lead scoring see a huge lift in ROI,
and their sales teams spend less
time selling and more time
closing deals.
To create a lead scoring strategy,
your sales and marketing teams
need to get together to determine
what scores should be assigned
to which actions. This can be
based on business priorities and
buyer readiness and is intimately
connected with your definition
of a lead.
By determining a strategy with the
stakeholders of your marketing
organization, you can define
exactly when leads should be
nurtured or when they should
be sent to sales.
Lead scoring is the shared sales and marketing methodology for ranking leads in order to determine
sales-readiness. By scoring leads based on the interest they show in your business, their current place
in the buying cycle, and their demographic fit, you get a better idea of where each lead is in his or her
buying cycle and can segment and nurture accordingly.

37
WHO TO NURTURE
LEAD SCORING
1. Lead Fit
Determining lead fit, or
explicit lead scoring, is based
on observable or directly shared
information—often collected
via an online form or registration
process. Demographics,
firmographics, and BANT
(budget, authority, need, and
time) tell you how well a prospect
fits your ideal buyer profile.
Demographics
When profiling and defining your
leads, you need to look at
demographics—quantifiable
identifiers that characterize your
lead population. You can then
take these demographics and
create lead nurture tracks
that map to them. Typical
demographics might consist of:
• Title
• Role
• Years of Experience
• Location
Firmographics
Firmographics are organizational
characteristics that help you find
your ideal customer. Typical
firmogaphics might consist of:
• Name of company
• Company size
• Company location
• Revenue
• Number of divisions
• Number of products/
services sold
• Geography served
• Industry
• Products already owned
There are four dimensions of lead scoring that help to determine who you should nurture and who
gets fast-tracked to sales—lead fit, lead interest, lead behavior, and buying stage/timing.

38
WHO TO NURTURE
LEAD SCORING
BANT (Budget, Authority,
Need, Time)
You can also determine a
prospect’s place in the buying
process by analyzing his BANT
(Budget, Authority, Need, Time).
BANT is a more advanced lead
qualification practice than
demographic and firmographic
analysis alone.
• Budget: Can this lead afford
your product or service?
• Authority: Does your lead have
the authority to purchase
your product?
• Need: Is there a pain point
that your product or service
can solve?
• Time: What is your lead’s
purchasing timeline? And does
that align with your sales cycle?
Also consider scoring for negative
demographic fit—you might
choose to negatively score
someone with a generic email
address, invalid phone number,
non-existent company, or the
wrong buying role. You want
to focus your lead nurturing
efforts on leads that could
become deals.
2. Lead Interest
Scoring lead interest, often called
implicit lead scoring, is done by
tracking your prospect’s
behaviors (e.g. online body
language), to measure his level of
interest in your product or
solution. Interest scores tell you
how attractive you are to a
potential customer. Implicit lead
scoring can also mean inferring
additional information about a
prospect based on the quality of
data you have—like location of his
IP address.
Anonymous Leads
How do you nurture and score anonymous leads?
Anonymous leads are buyers who interact with your
content or website before you have their data. With
personalization tools and marketing automation,
you can actually identify attributes about
anonymous visitors to your site.
Personalization software enabled on a website can
detect the following information:
• Servers IP address
• Industry
• Company size
• Revenue
• Page visits
• Geo-locations
• Referral sources
• Search terms
• Browsing details

39
WHO TO NURTURE
LEAD SCORING
3. Lead Behavior
Interest and fit are not enough.
You need to track additional
factors such as behavior, which
will indicate timing. This will help
you to determine whether
someone is an early-stage
prospect that is just looking to
be educated, or entertained—or
an active lead that is considering
a purchase.
You can track these by asking
the lead directly, or through
implicit factors.
For example, at Marketo we have
found that there are some
behaviors highly correlated with
prospects moving into a buying
cycle. Take a look at the graphic
for a detailed view.
By scoring and identifying “active
buying behaviors”, you can be
more relevant when you nurture
and follow up with your leads. If
someone has a high score but
low buying intent, you know you
need to be more educational in
your nurturing—but if someone
has high buying intent, he can be
fast-tracked to sales and not
nurtured at all.
Latent Behaviors
(Engagement)
• Early Stage Content: +3
• Attend Webinar: +5
• Visit any Webpage/Blog: +1
• Visit Careers Pages: -10
• Decay Inactivity: -1, -5, -10
Active Behaviors
(Buying Intent)
• Pricing Pages: +10
• Watch Demos:
• +5 Overview
• +10 Detailed
• Mid-Stage Content: +8
• Late-Stage Content: +12
• Searches for Branded
Keyword “Marketo”: +8

40
WHO TO NURTURE
LEAD SCORING
4. Buying Stage and Timing
The final dimension to determine
if your leads should be fast-tracked
to sales or nurtured is buying stage
and timing. We will go into more
detail on buying stage later in the
guide, but essentially, buying stage
and timing are meant to gauge
where a lead is in her sales cycle—
has she just begun the research
process or is she ready to make
a decision?
Through behavior and other
factors you can determine if a
lead is close to making a purchase
decision, or if she needs to be
nurtured further.
Data Augmentation for Lead Scoring
Sometimes you won’t have all of the data you need
to score your leads appropriately—particularly if
you are importing a lead list from a webinar or
event. Using a data augmentation service, like
Leadspace, can help you fill in the gaps so you can
score and segment better. Data augmentation
can also be more accurate, as people often lie
on forms.
Data augmentation services can help enrich
the following data:
• Email
• Phone
• Role
• Title
• Company name
• Company size
• Social profile information
• Technology selection

41
WHO TO NURTURE
LIST BUILDING
There are many channels and
tactics that marketers use to build
their email list. Consider building
your email list from the following
sources:
• Website registration page
• Social media
• Offline events
• Online events
• Purchase or trial registration
• Blog registration page
There are two ways to collect this
information through opt-ins:
1. Ask: When you give your
visitors great reasons to
subscribe—news, updates,
discounts, content—they’ll
often gladly give you their
email address. Then you can
include these contacts in your
nurture programs.
2. Request: With gated content,
such as premium reports or
ebooks, an email address is
the key that opens the gate.
In order to successfully nurture prospects, you need to grow your list of engaged subscribers and
collect contact information for your database. According to Moon Marketing, You lose up to 25% of
subscribers each year due to email attrition, and not all engaged subscribers will become paying
customers over time. To grow your business and set up a robust lead nurture program, you need to
feed the top-of-the-funnel with list building tactics.

42
WHO TO NURTURE
LIST BUILDING
Opt-Ins
Before you can fulfill and maintain
expectations with your nurture
communications, you must set
them. Expectations start with the
opt-in. A smart opt-in process sets
an accurate and positive notion
of what’s to come and how it
will arrive.
There are various tactics for
building your list of opt-in
email addresses, but in
general they fall into one
of the following categories:
Single Opt-In
A single opt-in works when a
new subscriber enters his email
address and possibly other
information (demographics,
preferences, etc.). He is
immediately subscribed and
will automatically receive the
next email in your nurture
campaign based off what you
learn from his opt-in form.
Implicit Opt-In
An implicit opt-in occurs when a
website visitor fills out a form on
your site such as to download a
content asset or register for a
webinar. Your website’s privacy
policy must state that performing
this action automatically opts the
user into email marketing. This
option is low effort, but also has
the lowest level of engagement.
Here is an example of an implicit
opt-in on the Marketo website for
downloading one of our
Definitive Guides.
Implicit Opt-In on Marketo’s Website

43
WHO TO NURTURE
LIST BUILDING
Explicit Opt-Ins
Explicit opt-ins require the user to
voluntarily sign up for email
marketing. Often this takes the
form of a registration box or page
that reads something like “I want
to receive news and updates”.
Explicit opt-ins indicate additional
engagement as a subscriber
explicitly requests information.
Here is an example of an explicit
opt-in on the Marketo blog.
Confirmed or Double Opt-In
A confirmed or double opt-in
occurs when a new subscriber
enters his email address and,
depending on your needs, other
information and content
preferences. A post-subscribe
thank you page may alert him to
look for an email conformation.
Once he receives that email, he’ll
need to click on a link or button
to confirm.
Explicit Opt-In on Marketo’s Website

44
WHO TO NURTURE
LIST BUILDING
Maintain Your List
It’s not enough to build a list for
lead nurturing, you also need to
maintain it. This means letting
subscribers manage their
preferences and opt-out if
they wish.
Subscription Centers
One of the best ways to establish
trust with your audience is to
allow them to take control of
communications—they should
never feel trapped. You can be
smart about your opt-out by
creating a subscription center on
your website. When subscribers
click “unsubscribe”, they will be
taken to the center and given
the option of changing their
communication preferences or
frequency with which they receive
your communications. Because
maybe (hopefully) they still like
you—they just want to see less
of you.
Most subscription centers are
fairly bare—asking just for the
subscriber email and the reason
she has opted out. However, you
can also give subscribers other
options such as:
• A list of current
subscriptions—Show
subscription details
• The ability to customize
preferences—Check boxes
make it simple to change
options
• A pause option—Some
subscribers simply need a
break! Offer them the ability
to pause for a certain period
of time
• The ability to opt-down—
Opting down allows
subscribers to receive fewer—
but not zero—emails
At Marketo, we allow subscribers
to choose which channels to
subscribe to, unsubscribe, or
simply pause for 90 days. And
we take these selections into
consideration for our
nurturing tracks.
Marketo Subscription Center

45
WHO TO NURTURE
DATABASE HEALTH
What do we mean by database
health? Picture this. You receive a
personalized email in your inbox
from one of your favorite
companies. But, when you open
the email you notice they have
addressed it to the wrong person.
The first name used is not your
first name. This is an example of
poor database health. As a
marketer, it is crucial to constantly
update and build your database
with the correct information.
Poor database health can cause
high bounce rates, unsubscribes,
and SPAM complaints. And you
simply cannot create a solid,
healthy lead nurturing program
with bad data.
Having a clean database is critical to your lead nurturing success. According to Robert Pease, CMO
Practice Lead for Heinz Marketing, “the accuracy and effectiveness of the information available to
you that is used to engage prospects through the buying journey is extremely important and requires
constant attention to keep up to date”.

46
WHO TO NURTURE
DATABASE HEALTH
Josh Hill, Marketo Practice Lead
at Perkuto, recommends taking
the following steps to maintain
healthy database:
Give Your Leads a Checkup
In order to maintain good
database health, you need to
continuously give your leads a
checkup. You need to make sure
you are close to your leads—know
exactly where they are coming
from, and how they are getting
into your database.
Ask yourself—where are you
acquiring your leads? Are the leads
in your database opted into your
communications? Did you acquire
them through your own paid
program or a co-marketing
opportunity?
These leads are generally the
most successful. You start having
problems when you purchase
lists from a vendor or import full
attendee lists from tradeshows.
The information on those lists
isn’t always accurate and those
leads haven’t officially opted
into communication.
But bad data infiltrates every
database, in the form of duplicate
contacts, irregularly formatted
leads, and junk records. You can’t
keep all bad data from entering
your database, but once it’s in
there, you need to clean it out.
Here are the top 5 reasons to
keep your database clean:
1. Better segmentation of
leads—allowing you to focus
your message on the right
people at the right time—this
is key for lead nurturing
2. Avoid duplicate sending of
emails
3. Accurate reporting out to your
executive team
4. Potentially hurting pending
deals if you email the wrong
marketing material to key
prospects during a sales cycle
5. Too many old, bad, and
duplicate leads might push
you over your pricing
threshold in your marketing
automation or CRM platform
6. Personalization that goes
wrong—incorrect information
within your email

47
WHO TO NURTURE
DATABASE HEALTH
Identify Duplicates
Duplicate leads in your database
are an inevitable problem. So you
need to proactively scrub your
data on a regular basis and make
sure to eliminate duplicates as
they come in. Luckily, your
should have rules for automatically
de-duping lead records.
Just make sure you do not
mass-delete leads.
This type of functionality also
comes in handy when you are
uploading lists—imagine the same
person attending an event, filling
out a form to subscribe to an
ebook, and subscribing to your
blog. You certainly don’t want to
send multiple nurture emails to
the same person.
But of course, you need to delete
with caution, even when you
de-dupe. If there is a question on
what to delete, make sure to dive
into both lead records to
determine which has the best
information—email address,
phone number, role, and so on.
And then you can merge these
leads accordingly so they are part
of the same lead record.
You can also set up alerts to stay
on top of your database. Say
you have set your marketing
automation platform to de-dupe
leads based on email addresses.
But what if a contact comes in
that has a duplicate first and
last name on your form, but a
different email address? If you
have alerts set up, you can be
notified and proactively decide
whether the record is duplicate
or not.

48
WHO TO NURTURE
DATABASE HEALTH
Remove Inactive Contacts
Inactive contacts clutter your
database and affect your overall
lead nurturing success. Consider
implementing a filter in your
marketing automation tool
to identify records that have been
inactive for a set amount of time.
Ask yourself: why aren’t those
contacts participating in your
marketing campaigns? Are
they still working for the
same company?
Once you have worked to
identify inactive leads, you need
to consider whether or not those
leads are worth keeping in your
database based on history. You
may decide that some of these
leads are worth keeping, but
keep them with caution. If those
inactive leads are simply not
interested, marketing to them
may hurt your brand’s reputation.
Check for Uniformity
Uniformity is critical to a clean
database—but this is challenging.
For example, if you let leads type
their country of residence instead
of choosing from a drop-down
menu, you might collect
inconsistent results. Residents of
the United States might write “US”,
“U.S”, “USA”, “United States of
America”, and so on.
The way to avoid this is to use
your marketing automation
platform to clean similar data
values. You can set up the
following data management
flows:
• Country corrector
• State corrector
• Count of employees to
employee range
• Bad lead source to good lead
source
• Email invalid to email is good if
email is changed
Eliminate Junk Contacts
It is common to get incorrect
information when a lead fills out
your form. Some anonymous
leads will write in abcd@gmail.
com or blah@blah.com to avoid
sharing their real contact
information. You don’t want
these leads dirtying your
database, so run campaigns in
your marketing automation tool
to automatically identify records
with bogus contact information.
Then you can delete, blacklist,
or suspend these contacts
if needed.
What about competitors? Many
competitors will subscribe in
order to learn the ways you
market to your customers. You
may not want to market to these
folks. Sit down and have a
conversation with your team
to decide your strategy for
competitor leads.

49
• 80% of conversion from lead to
paid via ‘zero touch’ strategy
using Marketo nurturing
• 50% open rate per email
campaign—a significant
increase using Marketo
• Ability to synchronize sales
and marketing
• Intelligent lead scoring
capabilities improving sales
and marketing efficiency
• Accelerated campaign creation,
execution and increased results
via lead nurturing
• Increased win rates and velocity
over sales
Challenges
Oktopost, a B2B company
offering a social media
management platform is riding
the crest of the social media wave
and helping customers bridge the
gap between social media,
content marketing and lead
generation.
As a lean start-up, one of the key
challenges is the ability to align
sales and marketing. Prior to
Marketo, the marketing team was
manually processing and running
marketing email campaigns and
all lead generation activity. They
needed to ensure the sales
team was aware of which leads
were warm and when to move
them along in the sales cycle.
Solution
Marketo has been instrumental
in their success—significantly
increasing revenue and lead
flow, and enabling the company
to make better, informed
decisions.
“Implementing a zero touch
strategy has been something we
were looking to do and we can
now see that 80% of the
conversions we have from lead
to paid have been in zero touch—
solely based on the automated
nurturing process from Marketo,”
said Mark Lerner, Director of
Marketing. “In addition to the lead
scoring and nurturing, analytics
have uncovered where leads
come from and enabled us to
measure the effectiveness of
specific programs.”
Oktopost has seen a 15 %
increase in lead to conversion
rates since using Marketo.
Acquisition costs have decreased
significantly, while the lifetime
value of a lead is increasing.
Velocity over sales, both in
terms of the amount on a
month-by-month basis and
from each individual sale, has
also significantly increased.
Oktopost

PART IV:
MULTI-CHANNEL LEAD NURTURING

51
NURTURING IN A
MULTI-CHANNEL WORLD
The modern, digitally-empowered
buyer is channel-agnostic. This
new buyer has become the
undisputed controller of her
relationship with your brand. Now,
more than ever, the customer is in
charge. Before we jump into more
details on creating your lead
nurture content and plan, we
wanted to address how to think
about nurture with a cross-
channel lens.
As a marketer, you need to think
across channels in your lead
nurturing. Through advanced
lead nurturing technology, like
Marketo’s Customer Engagement
engine, real-time personalization
and more, you can easily
listen and react from a variety
of channels.
Multi-channel marketers need
tools to help them:
• Listen: Pay close attention
to buyer behavior across
all channels to create a
single, integrated view of
the buyer persona.
• Act: Manage, personalize, and
act on conversations with
buyers across channels.
Today’s consumer moves seamlessly—sometimes even quickly—across digital and offline channels.
She jumps from email, to social media, to your website, and then back to social media, without losing
momentum. And she does this from whatever device is most convenient at the moment.

52
Listen
Imagine you had a great phone
conversation yesterday with one
of your best customers about a
new service offering. Now
imagine that after you read this,
you go out for a cup of coffee and
run into him on the street. “Hi! So
glad we bumped into one
another,” you say. “I want to talk to
you about a great service we’re
offering!” Your customer responds
with a puzzled look. He thinks you
have a terrible memory or that
you’re confused.
The same thing happens when a
customer receives dueling
messages from you on different
marketing channels. If you’re not
listening to him across different
channels, you’re not delivering an
integrated experience. To create
relevant interactions with a buyer
over any channel, you need
to understand his behaviors
across all channels—you need
a single, cross-channel view of
the customer.
Act
Engaging conversations with
buyers should be maintained
seamlessly as your subscriber
moves from one channel to the
next. A conversation you start in
an email must continue when the
buyer navigates to your website,
and shouldn’t skip a beat when he
jumps over to your Facebook
page. Instead of competing
against each other with
disconnected messaging, or
repeating information your buyer
has already absorbed, your email
and different marketing channels
should work together to
coordinate the customer’s
experience. Let’s take a look at
examples on how to integrate a
multi-channel approach into your
lead nurturing efforts.
NURTURING IN A
MULTI-CHANNEL WORLD

53
Web
Your website is of course a great
place to capture new email
addresses, but it’s a also a
fantastic place to continue and
start conversations. The web
experience can and should be
dynamically personalized to
reinforce and extend the dialog
started in emails.
Using personalization software,
like Marketo’s Real-Time
Personalization enables you to:
• Identify a person’s relevant
attributes—intent, behavior,
and profile
• Customize that person’s online
experience by presenting the
most relevant content
Nurturing Anonymous Leads
As we mentioned in the last
section, with personalization
tools you can discover
information about anonymous
leads. But how can you nurture
those leads with relevant
content that is seamless with
your email communications?
Once your personalization
software discovers demographic
and behavioral details from
your leads, it looks for pre-set
marketing campaigns that match
the visitor’s data segment. This
campaign is initially created by
you, the marketer, and should
be consistent with the nurture
campaigns you set up for various
segments. If a match is found,
the appropriate campaign is
launched. Automatically, the
text, banners, calls-to-action,
and images dynamically
change, instantly creating
a more personalized,
seamless experience.
Your personalization software
then sends data directly to your
marketing automation platform,
and can send triggered, targeted
email campaigns and scoring
updates based on how that
lead interacts with your
personalized campaigns.
NURTURING IN A
MULTI-CHANNEL WORLD

54
Persona and Account
Based Marketing
With personalization, you
can target both persona
and account based. With
Account Marketing, your
organization can focus on a
group of accounts with similar
attributes that are either a) most
likely to generate revenue
or b) strategically important
to your organization. Using
personalization tools to refine
your Account Based Marketing
approach, you can nurture high-
value accounts through their
decision-making process with a
mixture of web content and email.
When someone comes to your
website from a strategic account,
you can change messaging,
images, content, and logos,
to make an experience that
is completely personalized
and relevant.
Imagine how powerful this would
be for companies that have large
decision-making groups? You can
speak to everyone that influences
that decision all in one place.
Persona Based Marketing helps
you target groups of individual
buyers with the right content.
Once you understand the
motivations and challenges
of your buyer persona groups,
you can use personalization,
along with your marketing
automation platform, to
determine which messages
and content resonate with
each persona through the
lead nurturing process.
By using your webpage and
personalization tool, you can
effectively nurture your buyers
and create a seamless experience.
NURTURING IN A
MULTI-CHANNEL WORLD

55
Retargeting
Display ads and retargeting can be
a large part of your marketing
budget. But how can you create
a consistent experience for your
buyers across those channels?
Here are ways to integrate
your advertising strategy with
your nurturing.
Some companies are including a
retargeting pixel in the emails they
send to prospects and customers
(including emails sent by individual
employees). This sets a cookie on
the subscriber’s machine, which
allows the company to target
specific display ads to them as
they navigate the web. Done well,
it can create more coordinated
experiences between the
messages the subscriber sees
over email and on online.
Additionally, by using retargeting,
you can focus your display ads on
different personas, organizations,
verticals, and where your buyer is
in his sales cycle. Once someone
visits your website you can serve
her personalized ads on the
subsequent pages she visits—
providing a seamless experience
once she leaves your website.
Social
Social is a critical part of nurturing
cross-channel. Running social
campaigns is great, but making
every campaign social is better.
Think of social as an ingredient in
the ‘campaign’ cake, rather than
just the frosting. When you
connect your lead nurturing to
your social efforts they enhance
one another.
It is no secret that your buyers are
on social, so make sure you are
using it as a key element in your
lead nurturing strategy. Make sure
you are monitoring your social
networks and nurturing leads in
a personalized way. If you have
target accounts or personas,
interact with them by responding
to tweets, Liking their comments
or updates, and re-tweeting great
content they post.
When a lead mentions your
company on social media or
interacts in a key way, you can
use your marketing automation
software to listen, and
respond with triggered
emails and communication.
You can also use sophisticated
targeting with paid social media
ads. Social channels like Twitter,
Facebook, and LinkedIn offer
highly targeted options for your
ads. You can segment your ads
based on a number of different
attributes such as role, company,
location, behavior, and more.
Additionally, many social
channels allow you to upload
lists from your CRM or marketing
automation tool so you can target
specific individuals that are in
specific stages in your sales cycle.
NURTURING IN A
MULTI-CHANNEL WORLD

56
Combine Email and Social Media
You can easily combine your email
lead nurture campaigns and social
media in the following ways:
1. Social Connecting: Use email
to grow your social followers.
2. Social Sharing: Use email
to extend the reach of
your message through
social channels.
3. Social Promotion: Use
social to grow your email list
and promote your email
marketing efforts.
Here are some ideas:
• Supplement each email
address in your database
with the contact’s social
media data
• Increase opt-in conversion
rates with social sign-in
capabilities on your forms
• Feature a Facebook and Twitter
connect button in email opt-in
confirmation messages so that
enthusiastic new subscribers
don’t miss out on other ways
to connect
• Add a Facebook and Twitter
connect button to your
preference center for
recipients who’d rather stay
in touch over social networks
• Listen for keywords that are
used by your audience in
social media, and then send
segmented emails that use
those keywords
• Watch who your followers
follow, and use their content
interests to help augment your
segmentation strategy
NURTURING IN A
MULTI-CHANNEL WORLD

57
Direct Mail
Consider adding direct mail to
your lead nurture campaigns as a
way to further personalize and add
a human touch.
Companies like Cloud2You let
you send direct mail as a part of
marketing conversations as easily
as you send email. MarketSync
offers a solution that sends
packages and tracks the delivery
of those packages; when a lead
signs for the delivery, the system
receives an alert, which can trigger
a follow-up email, phone call,
or both. Integrating in this way
not only allows conversations
to flow across channels, but
also beyond digital.
Imagine sending a fun, unique,
and personalized package after
a lead has interacted with your
nurture communications.
Adding that human touch can
accelerate your leads and help
build that trust.
Add a PURL
PURLs are personalized URLs.
Leads type a custom URL into
their browser from a postcard or
package they receive in the mail.
This address brings them to
a landing page designed
specifically for their persona.
By offering them targeted web
content in this way, you can
improve conversion by 30%
or more.
NURTURING IN A
MULTI-CHANNEL WORLD

58
Sales Involvement
Don’t underestimate the power of
personal contact when it comes
to lead nurturing. Cross-channel
communication is great, but
adding that human touch is a
powerful way to accelerate the
sales cycle. A call from your sales
reps should be an integral part of
every nurture campaign. Here are
a few steps to get you started.
Know Who You Are Calling
This is the most important aspect
of including a sales call in your
lead nurturing campaigns—you
must know who you are calling
and what his past experience has
been with your company. Make
sure you research your buyer and
check your CRM and marketing
automation database to ensure
your conversation is relevant
and consistent with the other
communication your company
has had with him.
Your sales rep should be asking:
• Who is this lead?
• What does she know about
my company already?
• What communications has
she received from my
company to date?
• Does she fit our ideal
customer profile?
NURTURING IN A
MULTI-CHANNEL WORLD

59
Throw Away the Script
It won’t help your cause to
have your sales teams reading
monotonously off of a script
during a sales call with a nurtured
lead. Instead, create call guides
that can help pin down the
key points for discussion.
You can also:
• Leverage strong outlines that
create conversations
• Include suggested areas of
discussion and questions
• Be flexible and assume
multiple outcomes
By allowing room for exploration
in your sales calls, they will be
more effective for nurturing. Here
are some questions to think about
when building your call guides:
• What is the goal of this call?
• What is the value proposition?
• What business needs/issues do
you solve?
• What are the three reasons
your company stands out?
• What are the important
questions you want answered?
Always be Relevant
Starting a call with “I wanted to
catch up” or “I’m calling to touch
base” or “Are you ready to buy
yet?” is simply not relevant nor is it
productive. Instead determine
your goals for the call and answer
the following questions:
• What is your buyer’s pain point
and challenges?
• How does she work?
• What is her functional role?
• What is her anticipated need?
• What are the communications
you have had with her in
the past?
NURTURING IN A
MULTI-CHANNEL WORLD

60
Mobile
Not only are today’s buyers multi-
channel, but they are also multi-
device. Because mobile is an area
where your buyers spend copious
amounts of time, you need to
think about how you can include a
mobile experience in your lead
nurturing programs.
Make sure all of your nurture email
content is “responsive”—including
your emails and landing pages.
That ensures your customers can
see and interact with your nurture
emails on their mobile devices.
You can also integrate mobile
nurturing in the form of SMS or
MMS text messages that your
buyer can opt-into through your
emails, website, or at an event.
This gives you a powerful way to
communicate with your buyer on
the go.
If you have an application your
buyers are downloading, nurture
them through in-app messages
and push notifications as they
engage with you across channels.
Using these techniques can also
increase the usage of your
application over time.
NURTURING IN A
MULTI-CHANNEL WORLD

62
CONTENT
STORY ARCS
Story arcs create engagement,
build relationships, and keep a lead
coming back for more. Your story
arc should be relevant, interesting,
address specific pain points, and
move your leads through your
sales funnel and their own buying
journey in a strategic and
personalized way. Your story arcs
should be buyer-centric and not
all about you!
Telling a Business Story
Your story arcs will align to your
segmentations and address issues
that are important to your buyers.
The arcs you create will tell your
business story. But how do you
effectively tell a business story?
According to Harvard Business
Review, follow these steps.
Start with a Message
Every story should start with a
message, a thesis. Ask yourself
who your audience is and what
story do you want to tell? Once
you determine the takeaway for
your lead, you can construct your
lead nurture tracks to illustrate
that message over time.
Mine Your Own Experiences
Your story must be emotional.
Use your own experiences with
past customers to create that
emotional connection with your
lead. You want your buyer to feel
like you understand him, and by
speaking in a humanistic way that
calls on your own experiences
with customer pain points, you
can create that connection.
Story arcs answer the question, “What is the business story I want to tell”? They lead your buyer down
a specific and strategic path made up of the content you choose for your lead nurture tracks.
Being Human Goes a Long Way in
Boosting Engagement and Telling a Story
Here are five ways to be human in your
lead nurturing:
• Abandon “Corporate-speak”
• Add humor
• Incorporate real-world references and
pop culture
• Include customer stories
• Don’t take yourself too seriously.

63
CONTENT
STORY ARCS
Don’t Make Yourself the Hero
This seems counter-intuitive, as
you are trying to get a lead to buy
your product or service. However,
to create a compelling business
story, make your buyer the hero.
By focusing on helping her and
not yourself in every nurture
communication, you can
increase engagement and
escalate the willingness of your
lead to buy into your message.
Highlight a Struggle
In every good story there is
a struggle—a pain point or a
challenge to overcome. Your
buyer has a problem—that is why
he reached out to you in the first
place. Address that problem and
prove that your product or service
can help be the solution. By
highlighting the struggle and
solution, you can show that you
are a valued partner and ally.
Make Your Story Consistent
Across Channels
Because multi-channel lead
nurturing is critical for success,
make sure you are telling a
consistent story across all of
your important channels. This
includes your emails, website,
social channels, advertising,
and more.
Imagine how confused a lead
would be if he received an email
that talked about a critical product
announcement and then he went
to your website and saw nothing
about that new product. That
does nothing to maintain a
consistent story arc.
Your story arc should be created
to ensure your message is
compelling and your channel
stories are complimentary.
Optimize Your Content for Lead
Nurturing By:
• Being Snappy: Keep your buyers’ time in
mind when you create and choose content
for lead nurturing. You want to be
engaging, but also short and sweet
and to the point.
• Providing Value: What does your buyer get
out of consuming your content? Buyers
understand when they read a brand piece
that it will likely mention the product, but
be sure that your content meets their needs
and answers their questions, rather than
your own.
• Getting Personal: The content you deliver
is part of a communication arc. Buyers want
to be personally engaged; be sure to
include personal, text-only emails from
actual people in your mix.

64
CONTENT
STORY ARCS
The 411 Rule
You’ll find that nurturing your
buyers means maintaining the
careful balance between helpful
and promotional. To help you
negotiate this balance in your
story arc, we look at our content
mix through the lens of the
‘411 rule’.
This rule, popularized by Joe
Pulizzi, founder and CEO of the
Content Marketing Institute, states
that for every four early stage,
light and informative content
offers you provide, you can have
one soft-sell offer like a third party
review, and one hard-sell offer like
a demo. This rule helps you avoid
being thought of as only a ‘great
resource’ but never moving your
buyer through their lifecycle. It
helps you balance being helpful
and asking for business.
Lean Content Creation with the 3 R’s:
Organizations often have a small team, or even
no team to create the content to fit their lead
nurture track. To maximize the value of your
team, and save time and money, use the 3 R’s
of content marketing:
• Reorganize: Maximize your efficiency and use
sections of the same piece of to create
smaller breakout pieces.
• Rewrite: Extend your investment of time
and money when creating content by
using the content that you already have
in creative ways.
• Retire: Content that no longer has relevant
information and can’t be revamped is past its
expiration date.

65
CONTENT
THE TYPES OF NURTURE CONTENT
Each message must teach and
accelerate. Your nurture content
must teach your leads something
new by providing interesting and
relevant content, but through your
story arc creation, you also must
accelerate your leads through
your sales cycle using content that
nudges them to the next step.
Now that you have thought about
your story arcs, in the following
pages we discuss the different
types of content you can use
to create the right mix for
your business.
According to Edward Unthank, Founder at Etumos, “The most successful nurture content is a perfect
intersection of what your buyer wants to do and what you and your organization want them to do”.
Source: Edward Unthank

66
CONTENT
Original Content
Original content is content that
you create. It’s yours, and only
yours. You can write this content
in-house, work with outsourced
writers, or commission third party
thought leaders to create exclusive
content. Giving your audience
original content is a great incentive
for them to opt-in.
For example, at Marketo we create
a multitude of original content
assets. We publish a daily blog,
create ebooks and cheatsheets
multiple times per month, and
create a new Definitive Guide
(like this one) every quarter.
Every new content asset that
is created gets added to the
appropriate lead nurture program
as part of the content promotional
plan. Then, the lead nurture
manager assesses where it fits
the story arc and adds the new
content to a track and steam.
Here is an example of an original
content lead nurture email from
one of our own tracks that
highlights our Definitive Guide
to Engaging Content Marketing.
Curation
The primary goal of nurturing is
to keep in touch with the potential
buyer. As long as you are hyper-
relevant, you are accomplishing
this goal. A nurture interaction
doesn’t always need to be about
an ebook. In fact, it doesn’t
even need to be about
something you wrote!
Consider including content
curation in your nurturing.
Content curation, the process
of collecting—organizing, and
displaying relevant content—can
be an important part of your lead
nurture strategy. Curation can be
an effective tool, but make sure it
is relevant.
Content curation is successful
in emails as well as social
interactions. If you are using
content curation in emails make
sure your email topic is of interest
to the receiver and your curated
articles are high quality.
Marketo Original Lead Nurture
Content Email

67
CONTENT
Content curation is successful in
emails as well as social
interactions. If you are using
content curation in emails make
sure your email topic is of interest
to the receiver and your curated
articles are high quality.
Content curation for social is
particularly effective as you can
use curated content to practice
the 411 rule described in the
previous pages.
An example on Twitter would be
retweeting relevant content that
another user posted.
User Generated
Asking your community to help
create content can inspire your
creative team and engage
subscribers. Social media is
perfect for this. You can send
an email that links to a poll
you’ve created on Twitter or
Facebook and then post the
results of the poll within
another email. Community
content can also come from
blog comments, customer
testimonials and reviews.
It helps lend authenticity and
build trust in your user
community.
At Marketo, we send out a “Top
Tweets” email that features some
of the top tweets that we receive
about our product and services.
Marketo Top Tweets Nurture Email

68
CONTENT
THE ANATOMY OF A LEAD
NURTURE EMAIL
Of the emails that you send and
receive, you’ll notice that you can
identify some standard types:
Promotional: An email meant to
stimulate an action (purchase,
registration, usage, etc). As an
example, take a look at a Marketo
email promoting a webinar
recording. The action that we
are looking to stimulate is to
download the recording.
Email is a critical part of your nurture programs. Like an ace college application, your lead nurture
emails need to incorporate the right elements. Not only do your emails need to offer the right mix of
content at the right time, they also need to consistently help your buyers: save money, solve a
problem, educate themselves, or be entertained.
Marketo Promotional Email

69
CONTENT
NURTURE EMAIL
Alert: Alerts offer convenience;
they are emails triggered by a
certain event, such as the one you
receive when your flight is delayed
or when someone asks to
connect with you on LinkedIn.
Relationship development: Your
standard and most used type of
lead nurture email. This is an email
that is meant to simply maintain
and build a relationship over time.
As an example, take a look at
a standard Marketo late stage
nurture email to the right.
This email is meant to discuss
a customer success story and
maintain the relationship with
a lead in the late stages of
lead nurturing.
Marketo Late Stage Relationship Building
Lead Nurture Email

70
CONTENT
NURTURE EMAIL
Communication: An email that is
meant to update or communicate
information (a newsletter).
As an example, look at Marketo’s
nurture email about building
effective landing pages. This
email communicates information
within the email itself without
an additional call-to-action.
Marketo Communication Lead
Nurture Email

71
CONTENT
NURTURE EMAIL
Reminder: A ‘nudge’ email
send to a subscriber who has
abandoned her online shopping
cart. Daily deals like Groupon
use this method to remind
users of coupons that have
not been redeemed. Other
companies send reminders
for scheduled events.
This Marketo example sends a
reminder to a referral program
participant that they are close
to redeeming their prize.
Marketo Reminder Email

72
CONTENT
EMAIL CREATION BEST PRACTICES
Subject Line
The subject line of an email is one
of the first things a recipient sees
in her inbox. And she’s likely to
make a snap judgment based on
that subject line about whether to
open, ignore, delete, or mark as
spam. Subject lines are critical for
successful lead nurturing. Your
email doesn’t matter if no one
opens it!
Not every subject line needs to be
a literary achievement, but there is
power in a subject line that is
magnetic. Let’s face it, if you can
get a subscriber to open your
email eventually, you’re doing a
good job, but if you can get her
to stop what she’s doing and
open your email immediately,
you’re winning!
At Marketo, we use ‘The Four U’s
of Subject Lines’, a very helpful
acronym that we picked up from
Copyblogger to help determine if
our subject lines are ready:
• Useful: Is the promised
message valuable to
the reader?
• Ultra-specific: Does the
reader know what’s being
promised?
• Unique: Is the promised
message compelling and
remarkable?
• Urgent: Does the reader feel
they need to read it now?
Email styles vary for each organization and can even vary from campaign to campaign. Your nurture
emails will have standard elements, like the subject, the from address, calls-to-action, and so on. But
you will need to determine the best practice for your organization.
5 Subject Line Techniques That Work:
• Educate: “7 Things Marketers Can Learn From
Sales”
• Ask a question: “Did You Miss This?”
• Announce a sale, new product or an
exclusive: “First Peek: Our latest Definitive
Guide to Engaging Content Marketing”
• Offer a solution to a problem: “Pay
Down Your Loan”
• Jump on a popular topic: “The State of Social
Advertising: What’s Working Now?”

73
CONTENT
How Long Should Subject
Lines Be?
Some marketers argue that
subject lines should be short
(30-50 characters long), while
others argue that longer subject
lines are better. According to
Madhu Gulati, president of Show
Me Leads, “a well composed
subject line is the one that
generates the highest open rate.”
Show Me Leads analyzed
approximately 260 million
emails from 540 campaigns
and found that:
• Subject lines with 6-10
words had about a 21%
open rate
• Subject lines with 5 or less
words had about a 16%
open rate
• Subject lines with 11-15
words had around a 14%
open rate (*52% of all emails
analyzed fell into this range)
Shorter subjects lines make sense
if you fear your recipients won’t
read the entire thing. This is a
genuine concern, especially as
more and more buyers read
messages on their mobile devices
where your message can be
butchered or shortened.
Consider what could happen if
this subject line got cut off after,
say, to 26 characters:
Full Subject Line: Get Up to 70%
Off Children’s Fashion
Cut Subject Line: Get Up to 70%
Off Children
That’s right, you’d end up with
a possible public relations
nightmare, or at the very least,
totally confuse your buyers.
21%
14%
16%

74
CONTENT
Sender
Like we talked about in Part I
of this Definitive Guide, lead
nurturing is really all about trust.
You want your buyers to trust
communications from you, so
that they are always willing or
even excited to open them.
In addition to the subject line, one-
way to create, and reinforce trust
is with the sender name—or the
“From” name. It’s a critical factor
in subscribers’ decision to open
versus delete your email. If a
subscriber doesn’t recognize you
or trust you, he is far less likely to
open your email, and may even
mark it as spam.
There are a few options that you
can experiment with:
• Company or Brand Name:
Apple, Marketo, Banana
Republic
• Product or Service: “Mileage
Plus” by United Airlines is used
as a ‘from’ name
• Personal Name: A specific
employee at your company
(e.g. the sales account
executive that owns
the account).
• Campaign-based: Marketo
sometimes sends nurturing
emails from “Marketo
Nurturing” or “Marketo Events”
so buyers know exactly what
to expect before opening.

75
CONTENT
The Body
You’ve got your buyer to open
your nurture email—that’s an
awesome first step! So now what?
You want your buyer to land on
compelling copy that reads
quickly, and has a clear call-to-
action and value proposition
(this answers ‘what’s in it for me?’).
To check if you deliver this
experience, run it by the
30-second summary rule. Can
you get through the email in 30
seconds and know what value it
provides? This test helps you make
sure that your call-to-action and
value proposition are clear and
that your copy, whether it is
in bullets or paragraph form, is not
too dense.
Now that you have a buyers’
attention on the body of your
email, there are a few more
things to consider:
• Think about the width of
your email. Most common
is 600 pixels
• Remember that rich media,
like Flash, JavaScript, and video
won’t work in an HTML email
• Focus on what will and won’t
appear ‘above the fold’ for
a user on their display,
whether that is desktop,
laptop, or mobile
• Consider experimenting with
style of emails—sometimes
heavy text works better than a
beautiful visual
• Always provide a plain-text
version for buyers who don’t
like or accept HTML versions
In the Marketo example, for our
Creating a Business Case for
Marketing Automation ebook,
our nurture email has a clear
call-to-action and is short and
to the point. The reader instantly
knows what the email is about
and what they should do.
Marketo Nurture Email Example

76
CONTENT
Design
The design of your
communication is heavily
related to the images that you
include in your email. Today, as
a security precaution, most email
clients block images by default,
so users need to choose to
unblock images if they want
to see them. Ideally your buyer
trusts you enough to ‘always allow’
your images or actively chooses
to unblock them each time.
Regardless, there will still be a
percentage of recipients that
see your emails without images.
There are few ways you can
prepare for this and make your
communication easier to read.
• Create bulletproof buttons:
These buttons look like images
but are actually cleverly
formatted HTML. The buttons
ensure that subscribers will see
the most important points of
your email, regardless of
whether or not they have
blocked images.
• Use image “alt” tags: These
tags let users who have
blocked images know what
they are missing.
In this Marketo example, we
use alt tags that clearly show
the reader what images they
are missing out on. We have also
formatted the HTML to look like
buttons—note the “Download
Now” and “Learn more about
Marketo Social Marketing”.
In addition to ensuring images
can be viewed on all devices;
your email design should be
clean. Too much clutter will
cause your reader confusion and
you risk being sent to spam. Your
emails should always be clean
and concise. They should have
a header, a hero image, and
include a short block of copy.
Marketo Email Design Example

77
CONTENT
Calls-To-Action
Calls-to-action live in the body
of an email and draw the buyers’
attention to the action that you
want them to take. Some experts
say that you should only include
one call-to-action in your email,
to not divert your buyer’s
attention, while others maintain
that having two calls-to-action
ensures that there is something for
everyone. We believe there is no
one right answer—it depends on
your organization’s audience, the
offer, and what you have learned
through testing.
Calls-to-action can be a button,
hyperlinked text, an image, etc.—
essentially it is an element of your
email that you can edit and test,
similar to subject line and sender.
Your call-to-action should
always be bold and obvious.
In communication that includes
a call-to-action, you want to
ensure that the buyer takes
your recommended action.
Take a look at the following
Marketo email example to
download our Definitive Guide
to Engaging Content. There is a
very clear call-to-action in both
the header and within the body.
Tip: Not every email needs a
call-to-action. Lead nurture
should educate, entertain and
keep-in-touch with buyers.
Consider that a portion of your
content mix should just add value
and not include a call-to-action.
Marketo Call-to-Action Example

78
CONTENT
Mobile Optimization
Mobile is no longer a trend, it’s
here to stay and it is how more
and more buyers access their
email and interact with brands.
Campaign Monitor’s benchmark
study on email interaction across
mobile and desktop illustrates that
mobile has gone from the least
used environment in 2011, with
15% of email opened in a mobile
environment, to the most popular
in 2014—with 41% of email opened
in a mobile environment.
According to The Radicati Group’s
Mobile Statistics Report, “by the
end of 2018, worldwide mobile
email users are expected to total
over 2.2 billion…by this time, we
expect 80% of email users will
access email via a mobile device.”
Unfortunately, despite the
landslide of evidence that
supports the necessity for
marketers to adapt and be
mobile friendly, many haven’t.
As you develop a successful lead
nurturing program, be sure that
you build this capability into
your program as it will only
become more and more
important over time.
There are a few different ways to
develop a mobile-friendly email,
and we’ll cover them briefly here:
• Scalable Design: Good for
beginners and teams with
limited resources—it’s a design
that works across desktop
and mobile and doesn’t
require code to adjust
image and text sizes.
• Fluid Design: This design
works best with text-heavy
layouts that flow. It requires
some CSS knowledge
because of width limitations,
but it still works for teams
with limited resources.
• Responsive Design: This
design includes everything
from the two styles above
and then adds control will
more CSS media queries,
allowing you to design for
specific screen sizes. It offers
the most control, but also
requires more resources.
Ultimately, you need to consider
your audience and your resources
when you decide which level of
mobile optimized design is best
for your organization.

79
Bluewolf
Content is everywhere and
oftentimes overwhelming for
customers. Time is what
customers value most; they want
actionable answers not novels.
Take a traditional whitepaper—
is long form copy always the best
format? Instead, how can you
ensure the format your thought
leadership takes is engaging to
prospects and customers?
Consider turning it into a visual
or interactive tool that’s applicable
to their business or addresses
their challenges. Or reframing the
content into a series of blog
posts, infographics, or videos
that are strategically timed to
communicate a company’s
unique value proposition and
brand values.
Whare are Your Suggestions for Finding and Creating Content?

80
Brian Hansford, Client Services
Director, Heinz Marketing
Marketers often believe they have
to produce all of the content for
lead nurturing, which is a recipe
for failure because it simply
does not scale. It’s critical that
marketers set the strategy,
themes and focus for content
and recruit a diverse set
of contributors.
I still want to see more people
within companies produce
content—executives, developers,
customer success managers—
they all have valuable ideas their
customers will find interesting.
One of the best sources of
content is sales reps. Sales reps
are inherently scrappy and the
best ones are fantastic
communicators. They often
develop their own versions of
presentations, emails, customer
summaries and ad hoc guides.
Curating and repurposing this
content works really well for deep
funnel nurturing, which is often
an area that marketers struggle
with. Curating content from sales
reps can also help build teamwork
across departments. Customers
are another great source of
content. They can share their
ideas, thought leadership and
success stories that are valuable
for other prospects or customers.

81
Interview your customer-facing
employees. This includes tech
support, customer service, and
sales professionals. Ask them
questions such as:
• What are the most common
complaints they hear?
• What are the most common
issues?
• What are their responses
to these issues?
• What positive feedback do
they receive?
• Are they noticing any trends
in types of concerns, issues,
or opportunities?
• What do they think customers
need to know?
• Is there anything else they’d
like to add? (Always end
interviews with this
question because it gives
an opportunity to share
fresh thoughts and ideas).
Use professional writers to help.
Leverage professional writers and
editors. Why? Good writing drives
engagement and most people
are not good writers. How do you
identify good writing? Not by
flowery or clever prose. Instead,
good writing is concise, clear and
easy to understand.
Repurpose every piece of
content. A blog can be expanded
into a webinar. The author can be
interviewed in a video. Or it can
be summarized in a graph or
chart. You’ll reach more people
with your message. Someone
who doesn’t like to read blogs
may catch your webinar or
watch a video.

PART VI:
BASIC LEAD NURTURE SEGMENTATION

83
WHY DO YOU NEED SEGMENTATION?
Being relevant means sending the
right content, to the right person,
at the right time. Your buyers are
becoming more and more
comfortable with targeted
advertising and personalized
content. They expect marketers
to know about them and to use
that information to create
customized experiences. You
want your lead nurturing to be
relevant to your potential buyers
throughout their entire journey—
regardless of where they are in
your sales funnel.
Segmentation means higher
engagement. An executive
requires a different piece of
content than someone in an
intern role. What resonates with
one audience won’t resonate
with another.
Additionally as it pertains to email,
studies have consistently shown
that segmented email sends yield
higher results. In a Marketo
Benchmark Email Marketing
Study, we found segmentation
to be the highest ROI tactic used
by email marketers. In fact,
according to our proprietary
Engagement Score (which tracks
how engaging an email is in
Segmenting your audience, the act of dividing your leads into definable and actionable parts, is
essential to your marketing success—particularly with lead nurturing. The more you segment, the
more relevant your lead nurture programs will be. If you are not relevant, your audience simply won’t
pay attention.
Marketo), 23% of how engaging
an email is can be explained by
segmentation. Smaller, more
segmented sends in your lead
nurturing yield better results.

84
THE TWO DIMENSIONS
OF SEGMENTATION
In general, you want to nurture
based on buying stage, since it is
critical to think about where the
lead is in her buying journey. But
you also want to ask yourself,
what else is relevant for your lead?
And, how would you like to split
up and personalize your lead
nurture tracks? For instance,
you might want a specific track
for CMOs (the variable dimension)
who are close to making a
purchase decision (the buying
stage dimension).
At Marketo, we focus mostly
on buying stage and buying
profile, as our two main
dimensions. Here is an example
of how we think about a basic
nurturing segmentation:
We recommend that your basic lead nurturing programs use two dimensions of segmentation—
buying stage crossed with another measurement variable that is important to your business.
The reason for two is because it creates a happy balance: one is not enough, and each
dimension beyond two creates an exponentially more complex framework. Think of it as
segments and sub-segments.
1.BUYING STAGES
• Early: Be a Better Marketer
• Mid: Why Marketing
Automation
• Late: Why Marketo
• Customer: Success
2. BUYING PROFILES
• Marketing
• Sales
• Executive

85
THE TWO DIMENSIONS
OF SEGMENTATION
Let’s see how this plays out in
practice. Here is a screenshot
of Marketo’s Customer
Engagement engine for our
own lead nurture efforts.
The image shows our small
business lead nurture track. As you
can see, the track is divided by our
early, mid, and late stage streams.
Marketo’s Customer
Engagement engine
Lead Nurturing

86
THE TWO DIMENSIONS
OF SEGMENTATION
Let’s dig into this concept
more thoroughly.
Dimension One: Buying Stage
Typically, you want to nurture
leads based on where they are in
their buyer’s journey. Content that
is relevant to a lead that has just
learned about your company is
probably not relevant to a lead
who is in the final stages of his
decision making process. And
remember, relevance is key!
According to Maribeth Ross, Chief
Content Officer at Aberdeen
Group, “The middle of the funnel
is the point at which you receive
permission from your engaged
prospect to change the story line
from thought leadership around
their problems to actual solutions.
Someone who has stuck with you
this long across multiple touches
will be ready for you to change
your tune to sing the benefits of
your solution. They’ll go along for
the ride. The middle-of-the-
funnel is not for prospects in the
top-of-your-funnel. These leads
can be turned off by content that
is not geared for them and quickly
hit that ‘unsubscribe’ link—
the equivalent of giving you
a cold shoulder”.
In order for this process to work
you need to understand your
lead’s buying journey. Revenue
funnels may vary between
companies, but we’ll use
Marketo’s funnel to show how
buyer intent and lead nurturing
campaigns can be mapped to
different stages.
At Marketo, we break our funnel
into three parts—Top-of-Funnel,
Middle-of-Funnel, and Bottom-
of-Funnel. We know where
someone is in the process
through lead scoring.
Sample Multi-Channel Lead Nurture
Program: Buying Stages
• Touch 1: Early Stage Email. Ebook: Definitive Guide to
Marketing Automation
• Touch 2: Early Stage Website Offer. Persona based
personalization for Workbook: Sales and Marketing
Alignment
• Touch 3: Mid Stage Retargeting Ad. Ebook: Chosing
Your Marketing Automation Solution
• Touch 4: Mid Stage Email. Report: Marketing
Automation Vendor Comparison
• Touch 5: Late Stage Sales Call
• Touch 6:

87
THE TWO DIMENSIONS
OF SEGMENTATION
Early Stage:
Top-of-the-Funnel (TOFU)
A person in this buying phase is
at the beginning of your sales and
marketing cycle. She is aware of
your product or service, but is not
ready to buy. Individuals in the
TOFU stage should be primarily
offered educational materials.
Example content offers: ebook,
blog posts, research data, funny
videos, curated lists, infographics.
Mid Stage:
Middle-of-the-Funnel (MOFU)
This buying phase occurs in the
middle of your sales and
marketing cycle. A person arrives
here after he has displayed buying
behavior, engaged with your
content, and is potentially a sales
lead. Your offers for MOFU leads
are still educational, but they will
be more geared towards your
product or service.
Example content offers: buying
guides, RFP templates, ROI
calculators, analyst reports.
Late Stage:
Bottom-of-the-Funnel (BOFU)
This buying phase occurs at the
bottom of your sales funnel, and
indicates that your lead is close to
becoming a customer. Your offers
for BOFU leads are very specific
to your product or service area in
order to support the buyer during
the purchase process.
Example content offers: pricing,
demos, 3rd party reviews,
customer case studies

88
THE TWO DIMENSIONS
OF SEGMENTATION
Dimension Two
In addition to buying stage as your
first dimension, you can also
choose a second dimension for
your lead nurturing. Choosing a
second dimension enables you
to be even more relevant to the
leads in your database.
If you are a smaller company
or are just starting out with lead
nurturing, you may have only 1-2
tracks that include a couple of the
dimensions discussed in the
coming page. If you are a larger,
more complex organization,
you might have many tracks
that speak to each of the
different dimensions.
Buying Profiles and Personas
A good place to start when
you think about buying profiles
is the “Buying Committee”—
the group of individuals
that are involved in the
purchasing decision.
According to MarketingSherpa,
even at small companies (100-
500 employees), the average
number of people involved in
a decision is 6 to 8—and that
number goes as high as 21 on a
buying committee at larger
companies. Although you don’t
always need to nurture each
person in the buying committee,
you should choose a few key
profiles to nurture.
Your personas will also vary based
on the different audiences you
serve, perhaps broken down by
product line, company size,
industry, or geography. The key is
to understand your different
audiences and ensure you have
content for them.
A buyer persona for an online
bookstore might be the following:
Jane, age thirty-eight, is a mother
of three, a Vice President of
Marketing, an avid fiction reader,
and buys at least one book per
month online.

89
THE TWO DIMENSIONS
OF SEGMENTATION
Buyer profiles are particularly
relevant to lead nurturing—they
help your campaigns target your
most qualified segments and also
add a human element to the
relationship building process.
As you’re developing your
personas, keep in mind that they
must work for the specific
purpose of lead nurturing. Think
about the characteristics of your
audience that would help provide
you with greater insight into how
to best build a relationship with
them. For instance, how do they
prefer to receive communications
from you (email, mobile phone,
Twitter, etc.)?
Finally, identify which profile or
role should apply to each new
lead. You can use online forms or
data augmentation to find out this
information, especially if you use
techniques such as progressive
profiling (e.g. the practice of
modifying the fields on your
forms to augment the information
you already have). You can also
observe where your prospects
spend the majority of their time
on your web site. Together, these
techniques will help you match
the right role-based content with
each prospect.
Program: Buyer Persona CMO
• Touch 1: Early Stage Website Offer. Persona
based personalization for Whitepaper: The
Changing Buyer and the CMO
• Touch 2: Early Stage Email. Report: Marketing
Maturity Curve
• Touch 3: Mid Stage Social Interaction. Sent
Tweet for Report: Marketing Automation
Buying Trends
• Touch 4: Mid Stage Sales Call
• Touch 5: Late Stage Email. Case Study: Sales
and Marketing Alignment with marketing
Automation
• Touch 6: Late Stage Sales Call Demo Request

90
THE TWO DIMENSIONS
OF SEGMENTATION
Geography and Language
Depending on the markets your
organization serves, you may want
to segment your database based
on geographical markets. This can
be both locally, throughout the
United States, or internationally.
Segmenting based on geography
enables you to be relevant to an
individual’s local events, activities,
and customs.
You can use local lead nurturing
tracks for events, to send localized
content, and to reference
localized pricing and deals. For
instance, if you are an organization
with an office in the UK, you can
create specialized tracks with
content specifically created for
that geographical area.
Another critical reason to
segment by geography and
language is that there are
country-specific email laws
to abide by. Your nurture
emails must reflect any rules
and regulations.
The same concept is true
for language. If you are an
international company you
need to create lead nurturing
tracks that includes content in the
various languages of the markets
you serve.
Program: Geography UK
• Touch 1: Early Stage Email. Ebook: The B2B
Buyer in EMEA
• Touch 2: Early Stage Social Interaction.
Infographic: The History of Anti-Spam
Legislation in the EU
• Touch 3: Mid Stage Email. Report: Local
Marketing Automation Trends
• Touch 4: Mid Stage Retargeting Ad. Ebook:
The Cost of Delaying Marketing Automation
• Touch 5: Late Stage Website Offer. Account
based personalization for Case Study:
Localized Customer

91
THE TWO DIMENSIONS
OF SEGMENTATION
Company Size
Many companies, including
Marketo, segment based on
company size. This works
particularly well if you are selling
to different market segments
such as small business (corporate),
mid-market, and enterprise.
At Marketo, our selling
methodology is aligned to
each of the company sizes that
we service. For instance, we have
small and mid-market marketing
and sales teams, and we also
have enterprise marketing and
sales teams. As such, we create
different content and tailor
our messaging to each of
these segments. We have
found that each of these
segments has unique needs
and pain points, therefore we
create several nurturing tracks
for increased relevancy.
Sample Multi-Channel Lead
Nurturing Program: Small
Sized Companies
• Touch 1: Early Stage Website Offer. Account
based personalization for Ebook: Amplify
your Inbound with Marketing Automation
• Touch 2: Early Stage Email. Ebook: Graduate
from Email to Marketing Automation
• Touch 3: Mid Stage Email. Ebook: The
Essential 8 Reports for Marketing ROI
• Touch 4: Mid Stage Sales Call
• Touch 5: Late Stage Social Interaction. Sent
Tweet for Template: Selling Marketing
Automation Internally
• Touch 6: Late Stage Website Offer. Account
based personalization for Customer Case
Study: The ROI of Marketing Automation

92
THE TWO DIMENSIONS
OF SEGMENTATION
Competitors
You can also segment your leads
based on competitors. You can
create lead nurturing tracks that
are specific to whether or not a
lead uses one of your competitor’s
products or services. This type of
segmentation can be used for
new leads or churned customers
who went to a competitor. Lead
Lizard calls this type of competitor
lead nurturing a “Win-Back Track”.
But how do you get this type of
information? If a lead that
currently uses a competitor has
engaged with you, ask for the
information in a form on your
website. If you are trying to win
back a prior customer from a
competitor, you can often get
information on who that
customer went to through a
survey or an open dialogue.
Program: Competitor Win-Back
• Touch 1: Early Stage Check-in Sales Call
• Touch 2: Early Stage Social Interaction. Sent
Tweet for Ebook: New Trends in Marketing
Automation
• Touch 3: Mid Stage Email. Report: Marketing
Automation Vendor Landscape
• Touch 4: Mid Stage Email. Stage Report:
The Dangers of a Low End Marketing
Automation Solution
• Touch 5: Late Stage Website Personalization.
Account based personalization for Case
Study: Competitor Swap

93
Sam Boush, Founder and
President of Lead Lizard
It’s tempting to build lead
nurturing streams around your
major campaigns—and stop there.
But lead nurturing isn’t “one size
fits all”. The best tracks help you
send targeted messages based on
a prospect’s stage in the buying
process. Here are eight (admittedly
offbeat) tracks that will help move
prospects through your marketing
and sales funnel.
1. Red Carpet Track (welcome)
Give new contacts the
celebrity treatment by
showing them how you can
cater to their needs. These
prospects might not know
anything about your brand or
solutions. Bring them up to
speed with what you do, how
you help companies like
theirs, and who you are.
In return, you’ll learn more
about them.
2. Boomerang Track (recycling)
When a marketing-qualified
lead (MQL) is chucked by
sales, it doesn’t have to be
forever. If handled properly,
some of these leads can fly
right back to sales. First, make
sure that rejected leads are
segmented based on the
reason for disqualification.
If leads were rejected for
reasons that can be fixed, like
low interest or un-readiness
to buy, place them in your
boomerang track. Once
you build interest through
a targeted nurture program,
you’ll throw them to sales.
And this time, they won’t
come back.
3. Sales-Nado Track (sales
nurturing)The sales-nado
track is a roaring twister that
picks up stagnant prospects
and hurls them through the
opportunity pipeline.
Most of lead nurturing is
focused on the marketing
side of the funnel. Sales-nado
focuses on sales-qualified
leads (SQLs) and leads in the
pipeline. Because sales reps
don’t always have time to
individually reach out to
prospects, an opt-in
nurture track helps to
keep leads engaged.
But beware: The sales-nado
should be approached with
the delicacy of a tornado-
chaser following a cyclone.
The last thing any sales rep
wants is to have an actively-
worked prospect get an
impersonal email right before
closing the deal. You should
attempt sales-nado only
when marketing and sales
are tightly aligned.
4. Gopher Track (stay in touch)
Pop up in front of contacts
from time to time and stay
relevant, even if they aren’t
ready to buy. With the gopher
track, you can assure contacts
that you have the best
solutions. Send messages
at a slow, but steady, pace.
By staying relevant, you’ll
increase the chance your
prospect will buy from you
in the future.
The 8 Lead Nurturing Tracks You’ve Never Heard of:
THOUGHT LEADER POINT-OF-VIEW

94
5. Gorilla Glue Track (retention)
Make your customers stick!
Nothing adheres like Gorilla
Glue...so glue customers to
your solutions for the long run.
This is your chance to show
customers that you value
their business. How? Send
them tips, industry news,
service updates, personalized
messages, or feedback
surveys. When renewal is
on the horizon, send offers
they can’t refuse.
6. Detective Track
(insufficient data)
Discover missing information
about visitors to your website,
webinar attendees, and
content downloaders. Build
systems that easily follow their
trail: why they landed on your
page, the content they
viewed, and more. Send
offers to get them “cookied”
on your website. Ask them
to submit forms that fill in the
missing information you
need to qualify them for
sales. When you know
more about them, you can
segment them for additional
nurture marketing.
7. Baby, Come Back Track
(win back)
Creating an emotional
connection is a vital part of
lead nurturing—if you lose
touch, you’ve got to reignite
the flame. Before placing a
Sales Qualified Lead (SQL) on
this track, you need to know
two things: where they were
in your pipeline, and why they
broke it off in the first place.
Determine this from surveys,
emails, phone calls, database
segmentation, and CRM
reports. After you know the
reason, prove you’ll treat them
better this time around, with
well-targeted messaging and
personalized offers.
8. Sleeping Beauty Track
(wake up)
Revive sleeping contacts.
Your first step is to make sure
you’re correctly categorizing
leads. Have you been sending
a CTO content meant for a VP
of Product? Double-check
your data, since nothing
makes leads hit the snooze
button like irrelevant content.
Next, make them an offer.
Targeted content can warm
up prospects, bring them
back to life, and re-capture
their interest. Once they’re
active again, you can move
them into a new track that fits
their needs.
The 8 Lead Nurturing Tracks You’ve Never Heard of:
THOUGHT LEADER POINT-OF-VIEW

PART VII:
ADVANCED LEAD NURTURE
SEGMENTATION

96
ADVANCED LEAD NURTURE SEGMENTATION
BEHAVIORAL SEGMENTATION
Behavioral segmentation can
be used in addition to segmenting
based on the more traditional
dimensions. Behavioral
segmentation and targeting
listens to behavioral cues and
creates triggered interactions that
feel more like a conversation.
When behavioral cues are not
used,nurturing can be
experienced as dissonant
interruption. What the sender
considers a coordinated “drip
campaign” may feel more like
water torture to the receiver.
Automatically send email
based on triggers
Segment email campaigns
based on behaviors
Dynamic personalize
email content (e.g first name in
subject line, geo-location content)
Segment email campaigns
based on sales cycle
Allow subscribers to specify email preferences
via a robust preference center
Take a look at this graph from
the MarketingSherpa Email
Marketing Benchmark Survey on
the top tactics to increase email
engagement. The top answers
to the survey touch on triggered,
behavioral targeting. The same
concept is true for your cross-
channel communications.
Adding behavioral segmentation and targeting to your lead nurture campaigns increases relevance
and engagement cross-channel. If you want to speak to your leads in a truly relevant way, you can
segment your lead nurturing programs in a way that combines transactional data, like the data
discussed in the previous part, with online body language like web traffic, search behavior, email
response, and so on.
39%
37%
36%
28%
21%

97
Behavioral Segmentation
with Marketo Customer
Engagement engine
Let’s take a look at this in action.
Rather than anticipate every move
that a prospect or customer might
take, marketers need to design
transition rules. Transition rules tell
your marketing automation system
what to “listen” for in order to send
the most relevant content.
The Marketo Customer
Engagement engine can pull a lead
backwards or forwards, according
to what it hears.
You can determine transition rules
based on behavioral triggers—such
as a change in a lead score. These
rules can be as sophisticated or as
simple as you want. For instance, if
someone visits your pricing page 3
times within a week, she should be
transitioned to an accelerated,
more aggressive lead nurture track,
where she will move through the
funnel more quickly.
Transition Rules in Marketo Customer Engagement engine
You can see the transition rules for
this track in the screenshot below.
We determine when to accelerate
a lead based on lead score
change, lead status, and other
behavioral triggers.

98
Topic of Interest
Lead Nurturing
Create even more relevance by
instituting a Topic of Interest
nurturing track. At a certain point
in your lead nurturing and content
creation, you reach a level where
you have an abundance of
content that spans a wide range
of topics. But, people’s interest
varies. You might have one lead
that is interested in one topic,
and another lead that is interested
in another topic altogether. By
lumping your topics together
in one track, you risk a lead
becoming disengaged.
At Marketo we are always testing
to see how different nurture
tracks work. This helps us
optimize processes and get
creative! We want to know
how we could be more relevant
to each lead and created interest-
based nurture tracks based on a
person’s last activity and interests
to see whether or not even more
targeted content worked better.

99
Choosing Your Tracks
So how does this work? Create
nurture tracks based on what
topics your customers are
interested in. At Marketo, we
created a track for leads interested
in email marketing, social
marketing, marketing automation,
and Microsoft Dynamics CRM.
For example, if a person attends
a webinar on social marketing,
we assign him to the social
marketing nurture track. Once
he is in that interest-based track,
he receives a set of social
marketing focused nurture
touches. We can do this
effectively since we listen to
our potential buyer’s behaviors
through Marketo’s Customer
Engagement engine.
This works in the following way:
• Attends event
• Downloads content
• Clicks email
• Fills out form
• Score is changed
• Added to Topic of
Interest track
Here is an example of what
Marketo’s own Topic of Interest
tracks look like in Marketo.
Topic of Interest Tracks in Marketo’s Customer Engagement engine

100
Testing and Proving Your
Topics of Interest
You have to test and optimize your
Topic of Interest tracks to ensure
that they are in fact, the topics that
interest your leads the most. Let’s
take a look at what we found
when we tested and measured the
success of our Topic of Interest
lead nurturing programs.
We found that our Topic of
Interest tracks performed better
than our standard nurture tracks,
resulting in a huge lift. Our open
rates had a 57% lift, our click-to-
open rates had a 59% lift and
our click rates had a 147% lift!
This is the power of
behavioral segmentation
Sample Multi-Channel Nurturing
Program: Topic of Interest
Social Media
• Touch 1: Early Stage Social Interaction. Sent
Tweet for Ebook: Definitive Guide to Social
Media
• Touch 2: Early Stage Email. Ebook: Tactical
Social Media Plan
• Touch 3: Mid Stage Website Offer. Persona
based personalization for Ebook: Social
Marketing and Marketing Automation
• Touch 4: Mid Stage Email. Transition Asset:
Definitive Guide to Marketing Automation
Standard Nature Triggered Interests Lift
Open % 21.7% 34.0% 57%Open %
Click to Open % 23.4% 37.1% 59%Click to Open %
Click % 5.1 % 12.6% 147%Click %

101
Product Interest
An additional type of behavioral
segmentation you can implement
is product interest. This works
particularly well if you work at a
multi-product or multi-service
company where upsell and cross
sell is important.
Create product interest
segmentation through lead
scoring rules to track what
products people are interested in.
This works by adjusting product
interest score as leads engage
with information about particular
products. By understanding what
product a person engages with,
you can create highly targeted
lead nurture tracks.

102
SPECIALIZED CAMPAIGNS
Specialized tracks can be
created in addition to your two
dimensions. These types of
campaigns are great because they
are highly relevant and targeted to
a specific moment-in-time or help
move a lead through your sales
funnel at an accelerated pace.
Event Nurture Campaigns
At an event you have a captive
audience. People are excited to be
there. They are excited to speak to
your team and read your content,
but once an event is over, your
company is often no longer
top-of-mind. Plus, after an event
you often get a list of attendees
that may or may not have
engaged with your company. So,
how do you nurture these leads
and customers?
Creating an event nurture track is
a great way to stay relevant with
the leads you obtained during the
event. This can be a short track,
consisting of a few touches,
before that lead gets moved into
one of your larger tracks. Your
event nurture tracks should
contain information and content
created at the event. For example,
if you have a speaking session,
provide the recording and slides
in an email and a blog recap in
another email.
By doing this, you can re-
introduce your company to those
leads and bring back some of the
excitement and engagement that
occurred during the event itself.
In addition to adding behavioral segmentation to your lead nurturing campaigns, you can also create
specialized campaigns to serve different purposes. Whether it is creating a lead nurture campaign
around an event or a season, don’t be afraid to get creative with your lead nurturing efforts.
Nurturing Program: Events
• Touch 1: SMS Message. Thank You for
attending
• Touch 2: Email. Session Recording and Slides
• Touch 3: Social Interaction. Sent Tweet for
Session Recording and Slides
• Touch 4: Email. Event Recap Blog Post
• Touch 5: Sales Call

103
Seasonal Campaigns
Creating mini-seasonal campaigns
around the holidays, back-to-
school, or end-of-year is a great
way to engage your audience with
content that is timely and relevant.
These campaigns can include
time-sensitive blog posts or other
content you have created for a
seasonal topic.
For example, for the holidays and
New Year Marketo often creates
content that is relevant to what
our audience is talking about. We
create blog posts that point out
the top holiday social campaigns,
we give advice on how to plan for
the upcoming year, or we create
content that features our internal
thought leaders giving predictions
for the coming year. That content
can easily lend itself well to
seasonal nurture campaigns
for additional lift.
Sample Multi-Channel Nurturing
Program: Seasonal
• Touch 1: Social Interaction. Sent Tweet
with Blog on Top 5 Holiday Social
Media Campaigns
• Touch 2: Email. Blog Post: 20XX Marketing
Campaign Year in Review
• Touch 3: Social Interaction. Sent Tweet for
Ebook: 10 Predictions from 20XX Content
Marketing Thought Leaders
• Touch 4: Email. Holiday Themed Demo

104
Accelerator Campaigns
Accelerator campaigns attempt to
move leads along the buying cycle
faster by providing relevant
“nudges” at the right time, usually
triggered by specific buyer
behaviors or sales updates. By
observing the type of content
prospects request, where they go
and how often they visit your web
site, marketers can adapt their
nurturing approaches accordingly.
Place prospects with stronger
interest on a more accelerated
path toward a sales conversation
and scale back communications
with less interested individuals.
Accelerator campaigns react to
a variety of triggers—changes or
updates in prospect profiles and
behaviors—which then sets off
a specific type of action or set
of actions.
Trigger-based accelerator
campaigns are one of the most
exciting aspects of lead nurturing,
and they are a great sandbox for
learning what works and what
doesn’t when it comes to building
relationships with your prospects.
Here is an example of an
accelerator email that we
send out to leads after they
have visited specific pages
on our website.
Marketo Accelerator Email

105
LATE STAGE LEAD NURTURE
CAMPAIGNS
Late stage lead nurture campaigns
ensure movement and interaction
with prospects throughout the
customer lifecycle, even if they
are not ready to buy or sales
does not engage.
Here are three important
categories of lead lifecycle
campaigns:
1. Lead Handoff
2. Lead Recycling
3. Customer
Lead Handoff
When a lead becomes sales
ready, an automated campaign to
pass the lead to sales can make
the difference between timely
follow-up and no response. There
are many ways to let sales know
when a lead is ready for them to
engage: by loading it into the
CRM system; changing the lead’s
status field; changing the owner
or creating a task in the CRM
system; or by sending an alert
over email or SMS.
Depending on your company’s
organization and the “hotness”
of the lead, you may choose a
combination of these functions.
Late stage lead nurture campaigns maximize marketing’s investment in lead nurturing by ensuring
that leads will never grow stagnant or lost. As a general lead nurturing rule, there should be no place
in the buying process where leads just sit.
You should also identify the date
a lead is handed to sales. This lets
you easily calculate how long a
lead was nurtured and how
quickly sales engages with the
lead. It’s a good idea to establish a
“service level agreement” in which
sales commits to handling the
lead in a timely fashion; any leads
that are not moved forward in the
process, or sent backward, within
that timeframe should be
automatically reassigned or
recycled back to marketing.
This ensures that leads continue
to flow and nothing gets “stuck”
or lost in the sales lead stage.

106
Lead Recycle
As you’ll recall, lead scoring is used
to determine if a lead is sales ready
according to agreed upon criteria
from your marketing and sales
teams. But what happens if sales
ready leads are not contacted or
a rep decides that some of these
leads are still not ready to engage?
The importance of lead recycling
becomes even more apparent
when we consider that of all
leads that enter the sales pipeline,
many of them are lost or ignored
by sales.
In general, there are two types of
lead recycling scenarios—one in
which leads are automatically
recycled according to a set of
business rules, and the other
in which leads are manually
recycled by sales. The goal
of the recycling campaign is to
reassign—and track—leads that
cannot be pursued by sales in a
timely manner. Perhaps you
received a flood of hot sales ready
leads from a specific campaign,
making it impossible for reps to
follow up with all qualified leads in
a timely fashion.
In this situation, marketing and
sales must jointly set up ground
rules regarding which leads will
be automatically reassigned if
they are not pursued within a
certain time frame. After
marketing and sales agree on an
approach, marketing can set up
automated campaigns to manage
the lead recycling whenever the
specific business rules or
conditions are met.
LATE STAGE LEAD NURTURE
CAMPAIGNS

107
LEAD LIFECYCLE CAMPAIGNS
There will also be situations when
leads should be manually recycled
by sales. If, after contacting a
group of leads, a rep determines
that they are still not sales ready,
these prospects should be sent
back to marketing. What makes
this situation unique, however, is
the fact that sales has already had
a conversation with these leads
and knows more about their
buying intent than for leads
without any sales interaction.
Because of this added insight,
sales should be able to manually
recycle these leads back to
marketing, provide added details
about their interaction, and
indicate how and when the leads
should be moved back into sales.
When leads are recycled, you can
either put them back into one of
of your basic segmentation
campaigns, or even better, you
can create a specialized version
your track that is optimized for the
specific information the rep
collected during their interactions
(e.g. interests and timing).
Remember that relevance is key.
You don’t want to send a lead
recycled by a sales rep an email
that introduces your company.
You want to make sure you
continue the conversation.
Nurture Program: Lead Who
Has No Budget
• Touch 1: Email. Ebook: The ROI of Marketing
Automation
• Touch 2: Website Offer. Persona based
personalization for Ebook: The Cost of
Delaying Marketing Automation
• Touch 3: Retargeting Ad. PPT Template:
The Cost of Delaying Marketing Automation
• Touch 4: Email. Case Study: ROI of
Marketing Automation
• Touch 5: Sales Call for Re-Engagement

108
LEAD LIFECYCLE CAMPAIGNS
Customer Campaigns
When an opportunity is closed
and won, it is a chance to put all
the associated contacts into a new
lead nurture track that’s optimized
for customers. This can include
marking them as customers in
your database; sending a
welcome note and launching a
series of customer-centric emails.
These campaigns are designed to
first introduce customers to your
products and services, and then
over time to help cross-sell/up-sell
additional products and retain
them for life.
Customer campaigns should not
only include introduction and
advocacy emails, but you should
be interacting with customers
through social media and
your website.
Customer campaigns should be
used for onboarding and lifetime
engagement. You can help
guarantee success early
on by educating your customers
after their first purchase. You
can enable them to get the
most of your product or service
and extend their customer
lifetime value.
Customer nurturing is often an
area that is overlooked in lead
nurturing. However, it is a
fantastic way to keep your
customer interested and engaged
over time, plus you can use your
lead nurturing as an opportunity
to tell your customers about the
latest and greatest new features,
products, or services.
Program: Customer
• Touch 1: Email. Welcome to [Insert
Company Name]
• Touch 2: Email. Tips for your First 90 Days
• Touch 3: Social Interaction. Sent Tweet about
Customer Community
• Touch 4: Website Personalization. Customer
based personalization for upcoming events
• Touch 5: Customer Service Call Check-In
• Touch 6: Email. First X Day Tips and Tricks
• Touch 7: Email. Attend a Local Event

109
Stages
Loosening the
status quo
Committing to change
Exploring possible
solutions
Committing to
a solution
Making the selection
CEO
CMO
Director
Practitioner
The goal of this matrix is to provide
you with a resource for structuring
your nurture streams and tracks.
The segmentation ultimately
depends on your organization, but
we provide a few different options.
We have broken up your early,
mid, and late stages to be more
detailed—so that you can think
about every step in your
buyer’s journey.
Role:
Create Your Lead Nurture Matrix
WORKSHEET

110
Company Size
Geography
Stages
Loosening the
status quo
Exploring possible
solutions
Committing to
a solution
Small
Mid Sized
Enterprise
Stages
Loosening the
status quo
Exploring possible
solutions
Committing to
a solution
EMEA
Japan
South America
United States
WORKSHEET

111
Topic of Interest
Email 1 Emall 2 Email 3 Email 4 Email 5
Topic 1
Topic 2
Topic 3
Topic 4
WORKSHEET

112
Phillip Chen, Marketing Manager,
Marketo
At Marketo we take segmentation
seriously. A person in an executive
role, for example, requires a
different piece of content than
someone in an intern role. What
resonates with one audience
doesn’t necessarily resonate
with another.
For example, an email that would
resonate with an executive would
look like this:
Whereas the email that would
resonate with an intern might
look more like this:
This is why segmentation is so
important to your lead nurturing
campaigns. At Marketo, we use 9
different types of variables to
segment our database in order
to resonate with our audience.
• Geography
• Language Preference
• Business Unit
• Stage
• Interest
• Verticals
• Competitor
These 9 types are just the
beginning. Each segment
has several sub-segments
underneath it.
Let’s say you have been
segmented by our Business Unit
variable. We would classify you as
either a Small Business (0-300
people), Mid-Market (301- 1,500),
or Enterprise (1,500+).

How Marketo Does It: Effectively Segmenting For Lead Nurturing
THOUGHT LEADER SNAPSHOT

113
We tailor our message,
depending on which segment
best describes you:
• Small Business (corporate)
messaging=how can we help
you with marketing strategy?
• Mid-Market messaging=how
can we help you scale from
a mid-sized company to an
enterprise company?
• Enterprise messaging=how
can we help you meet the
needs of an enterprise
company with multiple
product or service lines?

Segments, however are not
mutually exclusive. Maybe you’re
the social media manager of a
mid-market company, or maybe
you run the entire marketing team
for a social media organization.
In either of these cases, you
would qualify for a Business
Unit segment, and for one of
our Topic of Interest segments—
specifically, our Social Marketing
track. So how do we decide
which segment a person
falls under?
To be effective at segmentation,
we classify our segmentation
variables as either “Priority 1” or
“default.” In North America, here
are our classifications:
We support small
businesses
needs.
We can help
you get to the
next level.
We can meet all
your needs
Business Unit
Corporate Mid-Market Enterprise
North America
Topic of Interest
Corporate
Verticals
Mid-Market
Competitor
Enterprise
Priority 1
Default Segmentations: By Business Unit

114
Priority 1 Segmentations
In North America, our Priority
1 segmentations are Topic of
Interest (like Social Marketing,
Email Marketing and Marketing
Automation), Verticals (like
Healthcare or Education), and
Competitor (people who use one
of our competitors’ marketing
automation products or email
service providers). If a person
doesn’t qualify for one of our
Priority 1 segmentations, either
because we don’t have enough
information, or because none are
applicable, we use our default
segmentation, which is by
Business Unit.
If a person can be placed in one
of the Priority 1 segments, that
person will be put into a specific
engagement program, which will
send them relevant pieces of
nurture content. For example, if a
person attends a social marketing
webinar, they fit into our Topic of
Interest segment, under the
Social Marketing track. We might
send them materials like our
Definitive Guide to Social
Marketing or our ebook on
Facebook editorial calendars.
If someone is currently using
an email service provider, they
qualify to be placed in our
competitor engagement
program. If someone qualifies
for more than one Priority 1
segmentation, they’re placed
in the program that we have
defined as the higher priority.
North America
Topic of Interest
Corporate
Verticals
Mid-Market
Competitor
Enterprise
Priority 1

115
Default Segmentations
If, however, a person doesn’t meet
any of the requirements of our
Priority 1 segmentations, they will
be placed in one of our default
segmentations. In North America,
our default segmentations are
by business unit, so this person
would be placed in one of
our three Business Unit
engagement programs.
But why do we need Priority 1
and default segmentations? The
more focused you are in your
segmentation, the more relevant
your content will be, and the more
engaged your audience will be.
EMEA Segmentations
Our Priority 1 segmentations are
highly specific segments that
we nurture with very unique
messages, and those messages
wouldn’t work with other
audiences. You wouldn’t send
someone who is interested in
social marketing a content piece
about healthcare. Our default
segmentations, on the other
hand, are more general.
There are many types of small
businesses, and many types
of enterprises. Still, a default
segmentation allows you
to have a catchall nurturing
program so that no matter
what, everyone receives some
sort of nurturing content.
North America
Topic of Interest
Corporate
Verticals
Mid-Market
Competitor
Enterprise
Priority 1

116
We apply the same concept
to our European counterparts
(EMEA), but they have a different
set of Priority 1 and default
segmentations because their
market operates differently
from ours.
In Europe, our Priority 1
segmentations are based on
language preference because our
European counterparts launch in
different markets that speak
different languages. Their default
segmentation is by role, because
our EMEA marketers determined
that roles were more relevant than
business units in their market.
As you can see, your Priority 1 and
default segmentations can and
should respond to the audiences
you are speaking to. Some
messages will be more relevant
than others, so it’s important
to prioritize based on which
variables you think will be
most relevant. You’ll need
messaging guidelines that
contain positioning statements
customized to each market.
These guidelines should also
include a few key bullet points
addressing the pain points of
that specific segment.

Enterprise
EMEA
French
Marketing (EMEA English)
German
Sales (EMEA English)
Topic of Interest
Enterprise (EMEA English)
Priority 1 Segmentation
Default Segmentations: By Role

PART VIII:
TESTING AND OPTIMIZATION

118
WHY YOU MUST TEST
There are no golden rules for how
to run your campaigns, and that
can be frustrating; but rules don’t
exist because what works for one
audience won’t necessarily work
for another. Testing is your ally and
a critical part of your long-term
lead-nurturing success. Your lead
nurturing strategy needs to
continually evolve. Testing will
give you the insight you need to
ensure that you are providing
an experience that fits your
audiences’ preferences.
But don’t test just to test. Make
sure you are setting goals, know
what you are looking to measure,
and focus on decisions that
improve the desired outcomes.
Almost every marketer knows that their lead nurture is a ‘living’ program, and just as people need a
yearly physical, nurture tracks and streams need to be tested in order to maintain their health and
effectiveness. Testing gives the marketer insight into the aspects of a nurture track that could be
optimized—how many touches within a specific period of time, the types of messages, the time of
day, and so on.

119
WHY YOU MUST TEST
Optimization
Using the results of your testing
to optimize your lead nurturing
ensures its successful evolution
and continued relevance for
your buyers.
Here are three common ways you
can optimize your lead nurturing:
1. Lead Nurturing Frequency
Optimization—Each buyer is
likely to research your product
and industry in a different way.
Because of this, the frequency
at which they receive your
messages must be tailored to
their needs. To accommodate
your buyer, we recommend
that you allow her to choose
which path she will participate
in by using online behavior to
determine she should be
moved to the accelerated
nurturing path.
2. Lead Nurturing Path
Optimization—Path
optimization helps adjust
the order a buyer sees your
nurture messages. To do this,
do a simple A/B test, altering
the order of the messages in
the nurturing campaign and
implementing those changes
based on your results.
Continue to do this, altering
messages on a regular basis,
until you have found the best
path for your buyers. It’s
especially important to test
the order of new content that
you add to a nurture track.
3. Lead Nurturing Content and
Creative Optimization—
The content included in
each nurture communication
needs to be updated and
improved on a regular basis.
This includes using
A/B testing to find out which
email content, social
messaging, website offers,
and more should be used.
This also includes trying
different types of content
like videos or audio as part
of the message.
Testing your content mix
can drastically change your
results. Maybe you’re
including a hard sell too
soon, or you could put one
sooner—you can see how
changing the order of your
content can drastically affect
your results.
There are a few ways that you
can test your content mix,
like changing the priority
within the series (for example,
swapping nurture touch
number three and nurture
touch number ten) which
will help you identify if the
order of your nurture
communication is effective
or can be improved.
You could test doing all soft-
push content with very little
educational or all educational
and no soft pushes or hard
pushes. You can even test what
happens if you change your story
arc. Add an email with a content
piece that is unrelated to the story
your stream is receiving and then
measure the reaction. Testing has
infinite possibilities and helps you
learn your audiences’ preferences
so you can use them across all
your tracks.

120
WHY YOU MUST TEST
Improving Your Content Mix
To identify which messages
and related content assets
are ripe for testing look at
performance reports and
engagement scores of the
different assets. When you’re
running nurture, look at how the
touches are performing and then
see if there are discrepancies. A
quick way evaluate your program
is to rank your communications
based on their performance and
engagement scores. Look at
the bottom quarter, and ask
yourself if you want to remove
them, or improve them.
This is also a great way to identify
future tests. Each organization
needs to define its benchmark for
success and removal. If a piece
falls below the benchmark it’s up
to the lead nurture track owner to
remove and replace, or retool.
Remember that a lead nurturing
campaign is more of an evolving
conversation than a rigid,
mapped-out process. When
you’re creating campaigns, don’t
get discouraged if prospects don’t
respond as you expected—
instead, use this data to create
new segments or discover new
ways to correlate buying stages
with certain online behaviors.
Your marketing automation
solution should give you the
flexibility to react quickly to new
opportunities and revise your
campaigns accordingly.

121
WHY YOU MUST TEST
Testing Your Tracks
and Streams
The fundamental nature of a
lead nurturing program is that
of a repeatable process: the same
communications launching day
after day, week after week, to a
relatively consistent audience
profile. The lessons learned from
testing the key elements in your
lead nurturing program can have
a significant, long-term impact
compared to a standard outbound
campaign. For example, if you
learn that one email subject
line increases responses by 10%,
you can impact all emails
from that day forward.
Additionally, you should test the
effects of frequency and timing.
Test the day of the week that your
nurture campaign launches, the
cadence of your contact
(example: two times per month
versus one time per week) and the
time of day.
Quick Tip: Before starting new
tests to find the best time of
day, consider what you already
know about your audience. For
example, you may already know
when your audience most likes
to receive communication.
Maybe you have pinpointed a
range that is successful, for
example between 6 a.m. and 9
a.m. Since you already have that
information, run your test within
that timeframe (for example, test
6:30 a.m. against 9 a.m.) instead
of starting over and testing large
time ranges throughout the day,
like morning versus afternoon.
When developing your
campaigns, use the waiting
period, the period between
triggers and actions, as a test
element to see if and how
conversion rates are impacted
by time period changes.
The Golden Test
To prove ROI of your lead nurturing efforts,
run a test that looks at lead nurtured buyers
versus buyers that are not nurtured. Doing this
creates a benchmark, and a control group,
that you can use to show the effectiveness of
your lead nurturing program over time.

122
WHY YOU MUST TEST
Email Testing Basics
As email is a critical part of your
lead nurture strategy, testing your
emails is important for success.
There are no golden rules for how
to structure your emails, because
what works for one audience may
not work for another, which is why
testing is so critical. Most elements
of your email are testable, from
the most popular—subject line to
smaller elements, like the wording
of your opt-out.
Here are 5 elements to
consider testing for your
lead nurturing emails:
1. Subject line
A well-written subject line
will increase open rates, in
turn driving click-throughs
and responses. When testing
subject lines, always keep the
basic structure consistent and
vary only individual words
or phrases.
For example:
Webinar: Increase ROI from
Virtualization
Webinar: Eliminate hassle from
Virtualization
If you isolate one variable—a
word, a phrase—you’ll be able
to pinpoint the reason one
subject line performs better
than another, a lesson that
is likely to spill over into
other campaigns.
2. Offer
Your offer plays a critical role in
lead nurturing because buyers
will be at different stages of the
buying cycle and thus are likely
to be looking for varying levels
of information. If a particular
email isn’t working well, there’s
a good chance the culprit is the
offer. Swap in different content
(an ebook vs. a webinar, a case
study vs. an analyst’s report)
and gauge the difference.

123
WHY YOU MUST TEST
3. Frequency
A mix of diverse content
(ebooks, webinars, industry
news, blog updates) enables
you to be more aggressive
with frequency since you
are differentiating your
offer. If what you’re delivering
is information of value, and
relevant to the audience
segment in question, you
may be able to ratchet up
the pace at which prospects
hear from you. Just keep a
watchful eye on unsubscribe
rates, and if possible, split the
audience into separate
groups and put them on
different timetables
4. Design
There are many best practices
when it comes to effective
design of emails and landing
pages. However, the standard
for what makes up a good
design is a moving target.
As email clients and browsers
evolve, and more buyers
start to receive email on
smartphones, a design
that was effective only six
months ago can suddenly
be rendered illegible by
technological changes.
It’s therefore prudent to
test design consistently—
preferably utilizing individual
design elements in the
same way we recommend
testing words or phases
in subject lines.
The trend in email design is
towards simpler and more
mobile-friendly layout, so
as a first step, try eliminating
graphic elements like headers
and gratuitous stock
photography—items that
may look “pretty” but aren’t
contributing to response.

124
WHY YOU MUST TEST
5. Copy length
Contrary to prevailing
wisdom, short email copy is
not a sure-fire recipe for
success. What’s critical is to
make sure the reader isn’t
forced to scroll any further
than absolutely necessary in
order to determine:
• The key message and
selling benefit
• The offer (and why he
wants it)
• The call-to-action
When marketers go out of their
way to write short copy, often
the call-to-action gets pushed
to the end of the email,
defeating the intended
purpose. When testing copy
length, keep the key message,
offer, and call to action
prominent and early,
then take a critical eye to
supporting copy in deciding
what might be cut.
7 Tips for Testing:
1. Start simple. Test subject lines
and headers first. It doesn’t take a
lot of time or creative work to
come up with a few simple
variants and the return can be
significant.
2. Control. Have a control group
and be sure to limit the number
of variants to one.
3. Keep a log of all your tests. Be
sure that you record your
findings so you can refer back
and share your learning with
others.
4. Make sure testing is a part of your
day-to-day process. Testing
doesn’t have to be daunting, and
it shouldn’t be something you
put off because of a lack of
resources—it should be a part of
your daily routine.
5. Run tests on groups that are
small, but large enough to
make sure your results are
statistically significant. The
winning variables should then
be incorporated into your
other nurture track emails.
6. Don’t forget that small
differences can be significant.
This is especially true if your
samples sizes are large.
7. Listen to what your tests tell
you! Testing doesn’t matter if
you don’t modify your emails
accordingly.

125
• Create nurturing campaigns to
tell Fireclay Tile’s unique story—
American-made with
sustainable materials
• Track individual leads from first
touch point through to close
Challenges
Fireclay Tile manufactures high-
quality tile in the U.S. Before
Marketo, Fireclay Tile used basic
marketing tools like web forms
and typical batch and blast emails.
Every lead went directly to sales
whether or not the consumer
was ready to buy. The only insight
on the lead was whether it was
generated from a sample form,
a commercial, an inquiry form,
or simply from an email list.
With no lead nurturing capability,
sales reps set up tasks in
Salesforce to follow up after
several months if a lead wasn’t
ready to purchase. Marketing
automation is new for the
tile industry, but Fireclay Tile
recognized the need for a true
nurturing program and the ability
to give customers personalized
content without waiting months.
In addition, because Fireclay
Tile’s sale department is divided
by customer type, the company
wanted a solution where they
could create different content
for each of their customer types.
Fireclay Tile turned to Marketo.
Solution
With Marketo, Fireclay Tile can
easily send targeted emails,
offering customers specialized
content. The result is that Fireclay
Tile is able to engage customers
better and share the company’s
story—educating customers
about their sustainable products,
how they manufacture, and that
they are manufactured in the USA,
all important differentiators to the
Fireclay Tile brand.
Fireclay Tile is leveraging the
Marketo solution to create a two
month nurture program for new
leads, offering them high touch
points about the company and
its products. Meanwhile, the
analytics show Fireclay Tile
exactly how many times leads
have come to the website, how
they engaged and interacted
with the lead nurturing emails,
and Marketo lead scoring
provides a methodology to
indicate sales-readiness.
Benefits
With Marketo, Fireclay Tile has
launched a campaign to 16,000
leads and can now see how each
lead is engaging, allowing for
real-time adjustments and the
ability to add or move content as
necessary. Within the campaign,
Marketo’s Smart Lists enable
Fireclay Tile’s marketing team
to segment the responses
by customer type for
additional insight.
Fireclay Tile

PART IX:
CALCULATING THE ROI
OF LEAD NURTURING

127
CALCULATING THE ROI OF LEAD NURTURING
BASIC LEAD NURTURING
MEASUREMENTS
Here are the seven most
common email metrics:
1. Sent
2. Delivered
3. Bounced
4. Opens/Open Rate
5. Clicks/Click Through Rate
6. Unsubscribed
7. Marked as Spam
Sent
Your sent metric is the number
of emails that actually moved
through your marketing
automation platform. This may
or may not be the same as
addresses on your sending list;
it depends upon how your
tracks what’s been sent (whether
or not it includes “bad” email
addresses in the final count).
Remember, while some of your
emails are sent to bad addresses,
they certainly don’t get received.
Marketo defines Sent as the
number of valid contacts who
were sent an email.
Measuring your lead nurturing efforts is critical to your success. Since email is such an integral part of
your lead nurture strategy, we wanted to start by reviewing some common metrics most email
marketers track.
Delivered
Delivered refers to the number
of emails that were sent and not
rejected by a receiving server. It’s
important to understand that
Delivered does not mean it landed
in the recipient’s inbox.
Marketo defines Delivered as the
number of contacts who were
successfully delivered at least
one message.

128
Bounced
Bounced email is the opposite of
Delivered email. There are two
types of bounces:
1. Hard bounces are messages
that are permanently rejected
(emails denied due to an
invalid email address or
because the recipient’s
server has blocked the
sender’s server).
2. Soft bounces are messages
that are temporarily rejected
because the recipient’s
mailbox is full, the server is
down, or the message
exceeds the size limit set by
the recipient. Too many soft
bounces to one address can
eventually result in a
permanent hard bounce.
In both cases, Marketo defines
Bounced as the number of
people who were sent a
message that bounced.
Open/Open Rate
How many recipients opened
(viewed) the email.
Marketo defines Opens as the
number of contacts who opened
the email at least once, and the
Open Rate as the number of
opens/number of leads delivered.
Opens are tracked by adding a
small, personalized image (“pixel”)
to the email. As soon as the image
renders, your marketing platform
will register that the email has been
opened. Note that this means
Opens is a difficult metric to track,
and there is also no guarantee
that an email opened was an
email read.
Some challenges:
• If a subscriber loads an email
with “images on” in the preview
pane, the email platform will
record the email as Open even
if she doesn’t actually look at it.
• Your marketing automation
platform will record an Open if
the reader selects it (opens it
briefly) in order to delete it.
• If email preferences are set
to “images off,” it’s entirely
possible for the subscriber
to authentically open and
read your email without it
being registered as an Open.
As we mentioned earlier, most
email clients do block images
by default.
The bottom line is, the Open Rate
is not 100% accurate, but it does
serve as a good proxy for whether
emails are being read, and as a
relative measure to compare
emails against each other.
The Marketo Benchmark on
Email Performance found that
top performers had significantly
higher open rates, showing the
value of trust and quality targeting:
• Average companies: 10-15%
• Top performers: 16-20%
MEASUREMENTS

129
Click/Click Rate/Click-to-Open
When a subscriber clicks on a link,
button, or image within your
message, a Click is recorded.
Marketo defines total Clicks as
the number of people who click
at least one link in the email. In
other words, like the Open Rate,
no matter how many times a
recipient clicks on the link(s), only
one Click is recorded. Counting in
this way provides a better measure
of how many subscribers are
truly engaged. This also ensures
the Click Rate cannot be greater
than 100%.
Click Rate equals the total number
of Clicks divided by the total
number of emails delivered (or,
depending on the measure used,
sent). The Click-to-Open (CTO)
Rate is the total number of Clicks
(per subscriber) divided by the total
number of Opens. This means that
Click Rate = Open Rate x Click-to-
Open Rate.
Marketers often pay more
attention to the CTO than the
Click Rate, since the CTO helps
to separate the reasons for
opening from the reasons for
clicking. In the Marketo Benchmark
on Email Performance, that top
performers had better click
rates and click-to-open rates:
Click Rate:
• Average companies: 2.1 – 5.0%
• Top performers: 5.1 – 10%
Click to Open Rate:
• Average companies: 11 – 15%
• Top performers: 16 – 20%
MEASUREMENTS

130
Unsubscribe Rate
Marketo defines this as the
number of contacts who click the
“unsubscribe” link in an email and
then follow through to successfully
opt out.
The Marketo Benchmark on Email
Performance found that top
performers had lower overall
unsubscribe rates:
• Average companies:
0.11 – 0.20%
• Top performers: 0.10%
Marked As Spam
Marketo defines this as the number
of subscribers who reported your
email as spam, divided by the
number sent or delivered.
You want to do whatever you
can to bring the Marked As Spam
rate to the lowest number
possible—ideally, zero. The
more engaging you are, the
fewer spam complaints you’ll
receive. Remember your goal:
send timely, targeted, valuable,
human content to people who
have requested it.
MEASUREMENTS

131
ADVANCED MEASUREMENTS
By moving away from traditional
vanity metrics with your lead
nurturing, you can tie your efforts
closely to moving leads down your
sales funnel to eventually become
customers. Basic metrics are a
great start, but they don’t really tell
you what is driving engagement
and revenue cross-channel.
Engagement
Engagement is more than an idea
or a buzzword; it’s a tangible way
of interacting with consumers
one-to-one across channels by
listening, acting, and analyzing.
With the right tools, engagement
can be measured, managed,
and increased.
Operational metrics, such as
Opens and Clicks, are not ideal
for measuring multi-channel
engagement. Consider the
following testing scenario:
• Email A has a high Open Rate.
• Email B has a high Click Rate.
• Email C has a high
Conversion Rate.
Which of these emails had the
best engagement? With traditional
email solutions, no real insight is
given into whether a campaign has
actually engaged customers or
deepened relationships. A
marketer must pore over multiple
Once you get the basic measurements down, take a closer look at your lead nurturing programs
with more advanced metrics such as engagement, lead acceleration, and revenue impact.
reports and then apply
guesswork to determine how
an email performed in terms
of engagement.
In order to accurately measure
engagement, you need a
way to combine multiple
important metrics.

132
Marketo Engagement Metric
The Marketo Engagement Score
is a proprietary algorithm that our
Data Science Team created to
determine exactly how engaging
each message is. It combines
multiple data points—Clicks,
Opens, Conversions, Unsubscribes,
Program Successes, etc.—
and then applies a statistical
algorithm to create a single
measure of engagement.
Our Engagement Score provides
a standard way to measure the
engagement of your messages
over time, not just as isolated
standalone incidents. With this
new level of measurement,
you can better accomplish
the following:
• Fine-tune to improve
the engagement of
campaigns, continuously.
• See how the changes you
make improve engagement
over time.
• Test different messages and
content streams against each
other to find which are the
most engaging.
This metric takes the guesswork
out of your marketing metrics and
applies a tangible number that
you can use when making future
marketing decisions—not just
decisions regarding lead nurturing,
but also those relating your entire
multi-channel strategy.
Marketo Engagement Score

133
Lead Acceleration
Measure how long it takes to move
your leads between nurturing
stages and tracks. And how long
does it take to move nurtured leads
to sales? You should also look at
nurtured vs. non-nurtured leads.
Is there an acceleration pattern?
At Marketo we did some
comparison between lead
acceleration with nurtured leads
vs. non-nurtured leads to see which
yielded more Marketing Qualified
Leads to be sent to sales. We found
that, especially with “slow leads”
that take over a month to be
qualified, nurturing accelerated
these leads 20% faster than without
nurturing. We also had more MQLs
and at a 33% lower cost-per-lead.
You can also use Marketo’s
Success Path Analyzer to measure
performance metrics for each
stage of the revenue cycle. You
can see how fast your leads are
moving to each stage and where
there are bottlenecks.
Marketo’s Success Path Analyzer
Fast Leads
(MQL1 mo)
Slow Leads
(MQL1 mo)
Total Leads
(MQL)
Cost/Lead
(MQL)
Without Nurturing
With Nurturing
20% 6.67% 26.67% $206.00
20% 20.0% 40.0% $137.50
Results: 50% more marketing qualified leads from lead nurturing.

134
Revenue Impact
To become more strategic about
measuring financial metrics in lead
nurturing, start by recognizing that
your buyer rarely makes a purchase
as a result of a single campaign.
Conventional marketing wisdom
proposes that at least seven
successful cross-channel touches
(forms of engagement) are needed
in order to convert a cold prospect
into a buyer.
Sometimes companies attempt to
tie revenue to either a customer’s
first touch or his last. But a better
strategy is to allocate the value of
every engagement across all
of the marketing efforts that a
customer touched.
Here’s how:
1. Count All the Successful
Touches
In a multi-channel scenario,
successful touches can
happen across numerous
channels. Perhaps the
customer’s last touch point
was your website, but prior to
purchasing, he spent time in
an email, on your Facebook
page, and on your Twitter
feed. When collecting all
your touches, be sure to only
count those that occurred
before the action was taken—
those that led to the action.
2. Assign Value
to the Final Action
You might use a transactional
system, or CRM as the system
of record for how much the
action is worth. A marketing
automation tool can make
this easy for you.

135
3. Distribute That
Value across Your
Successful Touches
In a multi-touch attribution
scenario (multiple marketing
activities with a lead over time),
you assign a value to each
successful touch. Often, this
is best done with simple
distribution: if a lead touched
five marketing programs,
each touch point gets 1/5th
of the credit for the ultimate
value. As simple as that seems,
it’s often easier said than
done, because most email
platforms don’t support
such sophisticated analysis.
But modern marketing
automation solutions can
do this right out of the box.
With Marketo’s Opportunity
Influence Analyzer, you can track
how all of your programs affected
a closed deal throughout the entire
lead lifecycle.
Marketo’s Opportunity Influence Analyzer

136
Brian Hansford, Client Services
Director, Heinz Marketing
Successful lead nurturing will
be more personalized. Many
marketers are still locked in batch
and blast efforts that groups all
people in the same buckets
with bland messages that lack
empathy. Personalization requires
detailed and well-maintained data
and detailed content. The better
targeted a campaign—both
inbound and outbound—the
better the performance.
Predictive intelligence is a
hot topic and I anticipate more
companies will use the predictive
services in their nurturing
programs. I don’t think
predictive intelligence services
are accessible for the majority
of marketers quite yet, but they
do hold promise as marketers
build expertise. Using predictive
services in nurture programs
makes personalized content
even more critical for success.
What Does the Future of Lead Nurturing Look Like?
I believe technology will
allow us to provide more
relevant, personal messages
simultaneously to more people.
Marketing automation will make
it easier to read online behavior,
accurately pinpoint where
prospects are in the buying
process, and send the precise
information to speed them along.
It will make it easier to segment
the marketplace and distribute
the appropriate information at
the appropriate times.

137
Bluewolf
Omni-channel. Yes, we talk about
it. And the reality is coming. The
future of lead nurturing is about
integrating the channels where
your prospects skim and your
customers engage.
Lead nurture is still primarily
centered on email marketing
efforts, but the customer
experience needs to span all
channels to foster engagement
and point-of-sale — from in-store,
to mobile, sales, referral, social,
and support.
At the heart of lead nurturing is
data. Companies need to focus
on turning this data into insights,
even predictive ones, which
trigger specific communication at
specific moments in time. Each
touch point a customer has with
an organization has to be highly
customized, personal, and
relevant with curated content
tailored to that customer’s unique
interests and expectations. It
needs to feel personal—like a
company really knows and
understands you.
What Does the Future of Lead Nurturing Look Like?

CONCLUSION
With the help of a marketing
automation platform, marketers
can create these flexible, adaptive
communications at scale by
implementing a lead nurturing
strategy and program.
The Definitive Guide to Lead
Nurturing outlined the importance
of multi-channel lead nurturing as
a part of a modern marketing mix.
It provided thoughtful exercises,
worksheets, and tips to lead you in
developing your own lead
nurturing strategy. It helped define
the team you will need to deploy
lead nurturing and how to calculate
its return on investment (ROI).
Not only does lead nurturing
help you develop and maintain a
long-term relationship with your
buyers, but lead nurturing helps
companies generate over 50%
more sales-ready leads at a 33%
lower cost per lead.
This Definitive Guide was created
to help the novice all the way to
the seasoned practitioner develop
and refine their skills and thinking.
Now that you have read this guide
you have a good understanding of
how to build a trusted relationship
with your buyer by holding a
consistent conversation, full of
personal and relevant information,
across all of your buyers’ channels.
Lead nurturing is defined as the process of building relationships with buyers regardless of their
timing to buy. The old batch and blast model of email marketing is in the distant past—forward
thinking marketers are looking for ways to engage their buyers with personal, relevant
communication throughout the buyer lifecycle and across multiple channels.
When you invest in lead nurturing,
you make the most out of every
dollar your organization spends
on demand generation, and you
can rekindle once-stagnant
opportunities from your existing
database. By using lead nurturing
campaigns to interact with your
buyers and understand their
interest and behavior, you gain
deeper insight into their buying
intent, increase the relevancy of
future lead nurturing campaigns,
and ultimately benefit from more
and higher quality sales leads—
increasing conversion rates and
driving explosive revenue growth.

139
ABOUT THIS GUIDE
Written By:
Dayna Rothman
Senior Content Marketing Manager
Marketo
drothman@marketo.com
@dayroth
Ellen Gomes
Content Marketing Specialist
Marketo
egomes@marketo.com
@egomes1019
Additional Contributors:
Jon Miller
Co-Founder
Marketo
jon@marketo.com
@jonmiller
Heidi Bullock
VP Demand Generation,
Marketo
@HeidiBullock
Phillip Chen
Enterprise Field Marketing Manager
Marketo
Phillip.chen@marketo.com
Mani Sandhu
Marketing Operations Specialist
Marketo
ssandhu@marketo.com
@msandhu7
Designed By:
Scorch Agency
info@scorchagency.com
About Marketo:
Marketo (NASDAQ: MKTO) provides the leading marketing
software and solutions designed to help marketers master the
art and science of digital marketing. Through a unique
combination of innovation and expertise, Marketo is focused
solely on helping marketers keep pace in an ever-changing
digital world. Spanning today’s digital, social, mobile and offline
channels, Marketo’s Engagement Marketing Platform powers a
set of breakthrough applications to help marketers tackle all
aspects of digital marketing from the planning and orchestration
of marketing activities to the delivery of personalized
interactions that can be optimized in real-time. Marketo’s
applications are known for their ease-of-use, and are
complemented by the Marketing Nation®, a thriving network of
400 third-party solutions through our LaunchPoint® ecosystem
and over 50,000 marketers who share and learn from each
other to grow their collective marketing expertise. The result for
modern marketers is unprecedented agility and superior results.
Headquartered in San Mateo, CA with offices in Europe, Australia
and Japan, Marketo serves as a strategic marketing partner to
more than 3,400 large enterprises and fast-growing small
companies across a wide variety of industries.
For more information, visit www.marketo.com.

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