powering the lead nurturing dialog

Powering The Nurturing Dialogue

• Automating Email and Web Nurturing Programs

• Capturing and Acting on Buyer Data

• Nurturing in a Closed-Loop Environment

Introduction

Jep Castelein

Founder of LeadSloth

www.leadsloth.com

Agenda

1. Understanding Marketing Automation

2. Doing More With Email

3. Creating Better Landing Pages

Understanding MARKETING AUTOMATION

What is Marketing Automation?

• Database

• Email

• Campaigns

• Lead Scoring

• Analytics

• Website

• Sales Support

The Components of Marketing Automation

Webs

ite

Website

Campaigns

Email

Analytics

Lead Scoring

Sales Tools

Content & Layout

Contacts

Database

Synchronize with CRM

Data Quality

Content Management

Template Management

Manage Your Marketing Database

Sending email:

Batch (e.g. newsletter)

Drip (email sequences, linear)

Campaigns (multiple flows, branching)

Individual (e.g. sent by a sales person)

Consistency

Personalization

Start Doing Email Marketing

Goal: a conversation with the prospect

Automated Sequences

A prospect can be in one or more campaigns

Multi-channel

Design Campaign Workflows

Lead Scoring is used to find out if: Learn more about the prospect's stage in the

buying process, and their interests

Prospect fits the profile

= you want to talk to them

Prospect shows interest

= they want to talk to you

At a specific threshold, leads are sent to sales

Grade Leads With Lead Scoring

ROI Reports

Pipeline reports (a.k.a. Waterfall)

Closed-loop reporting

Campaign reports

Email reports

Custom reports

Monitor and Accelerate the Buying Process

Source: SiriusDecisions

Website Tracking

Anonymous

Identified

Landing Pages

Microsites

Registration Forms

Form Builder

Websit

e

Tie Everything Into Your Website

Sales dashboard for finding the best leads

Capture and display lead activity

Identified web visitor notifications

Anonymous web visitor identification

Outlook plug-in

Email templates

Increase Productivity of the Sales Force

DAM

Email Marketing

Marketing Automation

CRM Website Social Media

& Search

Business Intelligence

Lists

Web Analytics

The Marketing Software Ecosystem

CRM vs. Marketing Automation

CRM Marketing Automation

Native Email Marketing No Yes

Drip Email Marketing No Yes

Automated Campaign Flows No Yes

Dynamic Lists No Yes

Web Analytics No Yes

Deduplication No Yes

Behavioral Lead Scoring No Yes

Unified Leads & Contacts No Yes

Advanced Form Builder No Yes

Landing Page Builder No Yes

Marketing Analytics Limited Yes

Sales Opportunities Yes No

Forecasting Yes No

Call logging Yes No

Doing More With EMAIL

Getting Your Emails Read & Acted Upon

• Getting Emails Delivered

• Getting Emails Opened

• Getting Emails Read

• Getting Emails Acted Upon

• Advanced Email Campaigns

• Processes

• Opt-in & unsubscribe

• Be relevant

• Avoiding spam-sensitive text

• Clean HTML

• Technology

• SPF, Sender ID, Domain Keys

• Vendor’s reputation & knowledge

• Testing, message & inbox testing

Getting Your Emails DELIVERED

Received: from mail01.response.demandbase.com

by mx.google.com with ESMTP id

u9si1460881ibu.21.2010.09.02.07.33.32;

Thu, 02 Sep 2010 07:33:33 -0700 (PDT)

Received-SPF: fail (google.com: domain of DemandbaseInc@en25.com

does not designate 204.92.22.61 as permitted sender)

client-ip=204.92.22.61;

Authentication-Results: mx.google.com; spf=hardfail

(google.com: domain of DemandbaseInc@en25.com does not

designate 204.92.22.61 as permitted sender)

smtp.mail=DemandbaseInc@en25.com

SPF Failure Example

Getting Your Emails OPENED

• Recognizable “From” Address

• Compelling subject

• 40-50 characters

• Benefit or curiosity-invoking

(give people a reason to read it)

• Select your audience

Examples From My Email Swipe File

Getting Your Emails READ

• Headline

• First Paragraph

• Sub-paragraphs

• Concise writing style

• Consistent with Subject

Subject: 11 Email Marketing Terms You Need to Know

Bad Email Copy

Great Email Copy

Subject: New eBook: A B2B Marketer's Guide to Great Facebook Pages

Getting Your Emails ACTED UPON

• Offer consistent with subject & body text

• Compelling offer

• Attractive

• Realistic

• Just one landing page

• Provide multiple links or button that go to that

landing page

• Goal: eliminate follow-up failure

• Solution: design email sequences

• Often triggered by prospect

• Examples:

• Educating new prospects

• Supporting prospects while they try out your product

• Upselling for existing customers

Drip Email Campaigns

Registration

Day 0

eBook

Delivered

Immediate

Link to

Demo

Day 2

Sales

Intro

Day 4

On-Demand

Webinar

Day 7

Example Drip Campaign

• Drip email is relatively unsophisticated

• Not personalized for buyer persona or interest level

• Design Multiple Campaign Tracks

• Each track for different audience & buying stage

• Switch tracks based on user behavior

• Two types:

• Long-term Campaigns (e.g. stay-in-touch or events)

• Triggered Campaigns (started by a trigger)

Advanced Email Campaigns

Examples of Advanced Email Campaigns

• Managing events, such as webinars

• Education of prospects, segmented by:

• Stage in the buying process

• Buyer persona

• Lead reactivation campaigns

• Where to start?

• Align with your business objectives

• Start simple, and get more sophisticated as you go

Benefits of Advanced Email Campaigns

• Making prospects sales-ready

• Reducing the time spent by sales people

educating prospects

• Minimizing sales funnel leakage

• Motivating the prospects to evaluate your

product

• Getting prospects to order the product online

Creating Better Landing Pages

Best Practices for LANDING PAGES

• Goal: increase conversion of the right prospects

• Simple design

• Remove navigation

• Put form above the fold

• Consistency

• Page should reflect call to action from email

or pay-per-click campaign

• Testing

Example LANDING PAGES

Example LANDING PAGES

Best Practices for FORM Design

• Use a WYSIWYG Form builder

• Prefilled forms

• Progressive forms

• part technology, part technique

• No excel sheets anymore: save leads straight

into Marketing Automation & CRM

• Deduplication

Add screen shots

Q&A

jep@leadsloth.com

1-888-4A-SLOTH

www.leadsloth.com

@jepc @leadsloth