Upgrading Your Lead Nurture Program In 2015
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This document summarizes a webinar about upgrading lead nurture programs. It discusses incorporating other marketing channels like display ads and social media into traditional email-based nurturing. It provides an example of how to create a multi-channel nurturing strategy using segmentation and sequenced messaging. It also discusses how Localytics applies nurturing concepts beyond email by targeting website visitors with relevant display and social ads based on their engagement level. The key takeaway is that nurturing is not limited to email and marketers can generate more leads by delivering personalized content across channels.
Upgrading Your Lead Nurture Program In 2015
- 1. Session sponsored by! #SPS2014 Upgrading Your ! Lead Nurture Program In 2015 !
- 2. #SPS2014 Questions / ON24 Logistics ! • Download this white paper. • View our podcast. • Take our assessment • …
- 3. #SPS2014 Follow this webinar on TwiBer #SPS2014 Demand Gen Report: @DG_Report LinkedIn: @LinkedInMktg Amanda Halle: @ahalle LocalyKcs: @Localy@cs
- 4. #SPS2014 About Demand Gen Report! • Launched in 2007 to track best pracKces in lead generaKon • NewsleBer has grown to more than 28,000 readers • We also offer a menu of research and best pracKces reports • New audio/video podcasts at DemandGenReport.com @DG_Report http://linkd.in/DG_Specialists
- 5. Andrew Gaffney, Editor, Demand Gen Report #SPS2014 Panelists! MODERATOR: Lucy Orloski MarkeKng Director, Localy@cs Amanda Halle, Senior Manager, MarkeKng LinkedIn Marke@ng Solu@ons
- 6. #SPS2014 Agenda • Why do we Nurture Leads? • Incorporating other channels into traditional Nurture programs • Nurturing at Bizo • Moving Beyond Email Nurturing with Localytics
- 7. Why Do Marketers Love LEAD NURTURING? #SPS2014
- 8. #SPS2014 Why Nurture Leads? • 57% of B2B organizations identify 'converting qualified leads into paying customers' as a top funnel priority. (Source: MarketingSherpa)
- 9. B2B Marketers Have a Seat at the Revenue Table More than half of the marketers surveyed report that 20-60% of their #SPS2014 companies’ revenues are marketing sourced. Question: What percentage of your company’s overall revenue goal is marketing-sourced revenue?
- 10. Why Nurture Leads? • Generating net new leads is expensive • These leads have already expressed an interest in your #SPS2014 product or service • Nurturing and relationship building is key in the B2B world of longer sales cycles
- 11. How important is lead nurturing to your marketing efforts? • Very important – we couldn’t live without it • Somewhat important – we have a few campaigns running • Not important at all – we focus 100% on new lead generation #SPS2014 Poll
- 12. Lead Nurturing is a Key Strategy #SPS2014 94% of marketers use lead nurturing. Question: How important is lead nurturing to your marketing efforts?
- 13. #SPS2014 Nurture Programs Today
- 14. Marketers Need to Optimize Email #SPS2014 Nurturing Performance 79% of marketers say their email open rates don’t exceed 20% on average. Question: On average, what is your email open rate?
- 15. #SPS2014 Nurture Programs with Display
- 16. It’s Tough to Get Email Addresses in the First Place 44% of marketers say only 1-5% of website visitors provide an email #SPS2014 address. Question: On average, what percentage of anonymous visitors to your website do you estimate ultimately convert by supplying an email address?
- 17. #SPS2014 Multi-Channel Nurturing: Anonymous Program Homepage Bouncers “Engaged” & Blog Bizo MulK-‐ Channel Nurturing Social AdverKsing Week 1 Week 2 Week 3 “5-‐Minute MulK-‐Channel Nurture Primer” “Display AdverKsing 101” “Display AdverKsing 101” “Beyond the Inbox Whitepaper” “5-‐Minute AdverKsing Primer” “Beyond the Inbox Whitepaper” “Winning Plays of Social Adv” “5 B2B Lead Nurturing Mistakes” “Social Guide for B2B Marketers” “5-‐Minute AdverKsing Primer” “Display AdverKsing 101”
- 18. #SPS2014 Step 1: Define Your High Value Segments Multi-‐Channel Nurturing Strategy • Which business demographic segments are most desirable? • Which onsite behaviors indicate high engagement or provide insight specific interests? • Which audiences have already taken specific actions on your site? Which have converted? PRODUCT “A” PRODUCT “B” PRODUCT “C”
- 19. • Target relevant messaging and offers by audience • Sequence relevant ad creative and content • Transfer prospects to most relevant nurture paths as they engage or convert • Bid aggressively for most engaged, valuable anonymous segments #SPS2014 Steps 2: Create Multiple Nurture Paths Multi-‐Channel Nurturing Strategy WEEK 1 MESSAGE WEEK 2 MESSAGE WEEK 3 MESSAGE Home Page Only Visitors Higher Level Message Engaged Visitors – Product Page A Use Case / Bene9its Message WEEK 1 MESSAGE WEEK 2 MESSAGE WEEK 3 MESSAGE
- 20. “Social Guide for B2B Marketers” #SPS2014 Multi-Channel Nurturing: Anonymous Program “Winning Plays of Social Adv”
- 21. #SPS2014 Case Study: Mastering the B2B Funnelmentals Webinar Promotion • Email Promotion sent to Internal Database Display Ads deployed same day to email recipients • Display Ads drove an additional 83 registrations – 15% increase in conversions • Targeted website visitors with display ads and through Facebook • Drove 61 additional registrations through Multi-Channel Nurturing to Anonymous visitors
- 22. #SPS2014 Case Study: Mastering the B2B Funnelmentals Webinar Promotion
- 23. #SPS2014 Key Takeaways • Nurture through whatever channels are available to you such as Email, Display, Social Advertising • Target your audience but make sure you still have scale • Optimize the sequence of your creative • Use creative that is relevant and targeted to actions prospects have taken • Start simple - Launch a few creatives and segments and build and expand from there
- 24. #SPS2014 Localytics App Marketing & Analytics to Grow Your App. • Get deep user insights to enable rich targeting • Intelligently engage with customers through personalized app marketing • Improve app retention & user ROI
- 25. #SPS2014 Lead Nurturing Today What words come to mind? • Automation • Segmentation • Nurturing • Drip Campaigns
- 26. #SPS2014 Email Nurturing at Localytics Organic Traffic Events/Conferences Paid Search Dedicated Email Newsletter Sponsorships Retargeting Social Email Nurturing Generally, when we say “lead nurturing,” we mean sending relevant emails to known contacts, trying to help them move down the funnel.
- 27. #SPS2014 Localytics Nurturing Examples
- 28. #SPS2014 Localytics Nurturing Examples
- 29. #SPS2014 Moving Beyond Email Challenges: • Limited email open rates (~20% in B2B) • Only ~10% website visitors convert • Long sales cycles So… What if we applied the email nurturing concept to the world of display and social advertising?
- 30. #SPS2014 Nurturing Beyond Email Nurture your website visitors with highly relevant display and social ads WEEK 1 MESSAGE WEEK 2 MESSAGE WEEK 3 MESSAGE How?
- 31. #SPS2014 Anonymous & Known Prospect Nurturing Beyond Email Segmentation: Website navigation & engagement level
- 32. #SPS2014 Anonymous & Known Prospect Nurturing Beyond Email Segmentation: Website navigation & engagement level
- 33. #SPS2014 Anonymous & Known Prospect Nurturing Beyond Email Create sequenced waves of display and social ads for different audiences segments Breakdown of segmentation of website visitors: • Home page bouncers • Features (product) à Analytics à Marketing • Showcase • Pricing • Blog • eBook conversions (known contacts)
- 34. #SPS2014 Anonymous & Known Prospect Nurturing Beyond Email Home Page Bouncers Features (Product Page) Pricing Page Week 1 Week 2 Week 3 Display ads Facebook ads
- 35. #SPS2014 Anonymous & Known Prospect Nurturing Beyond Email A closer look a messaging by segment: Home Page Bouncers - High level message Pricing Page - Hard sell on demo Features (Product Page) - “Buyer” consideration
- 36. #SPS2014 Measure § Track and trend KPIs § Drill down to performance by creative § Compare engagement from nurtured vs. non-nurtured website visitors
- 37. #SPS2014 Upgrading Your Lead Nurturing Strategy Key Takeaways: • “Nurturing” is not limited to email • How can you deliver the most content to prospects that aligns with their specific interests and levels of engagement? • Apply concepts like automation, segmentation, and nurturing to display and social • Generate more leads and speed up the sales cycle!
- 38. #SPS2014 Submit Your Questions! • Download this white paper. • View our podcast. • Take our assessment • …
- 39. Andrew Gaffney, Editor, Demand Gen Report #SPS2014 Q&A // Panelists! MODERATOR: Lucy Orloski MarkeKng Director, Localy@cs Amanda Halle, Senior Manager, MarkeKng LinkedIn Marke@ng Solu@ons
- 40. #SPS2014 Thanks for attending!! Make sure to aBend the next session in the Strategy & Planning Series: hBp://dg-‐r.co/sps_14