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
6. #SPS2014
Agenda
• Why do we Nurture Leads?
• Incorporating other channels into traditional Nurture programs
• Nurturing at Bizo
• Moving Beyond Email Nurturing with Localytics
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?
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?
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
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.
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?
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
•
…