choose your own adventure: the story of a smart nurture campaign
TRANSCRIPT
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REBECCA CLYDE, co-founder Ideas Collide Est. 2005 | Phoenix | Portland
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Hello & Thank you.
REBECCA CLYDE, co-founder Ideas Collide Marketing CommunicationsEst. 2005 | Phoenix | PortlanD
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Connect
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Choose your own adventure: The story of a smart nurture campaign
REBECCA CLYDE, Co-FounderIdeas Collide
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photo sourced from shutterstock
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#didyouknow
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#didyouknow
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Why nurture prospective buyers?
• Cultivate leads not yet ready to buy
• Anticipate needs of buyers based on WHO they are and WHERE they are in the buying process
• Nurturing keeps prospects engaged by providing the most relevant content for the situation
photo sourced from shutterstock
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If done well, nurturing can:
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Think: WORKFLOWNot just a bunch of emails! It’s a workflow.
Each step has a clear and concise objective—whether moving someone to the next stage or driving another desirable action.
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photo sourced from shutterstock
Lead NurturingIs most effective when triggered by behaviors
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CASE STUDY: Smart Nurture
1.SET OBJECTIVES 2.Define personas
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Campaign Objectives
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• “Eugene”
• Reseller who primarily services small business
• Offers a variety of services including built-to-order PCs, branded systems and IT consulting services
• His clients consider him a trusted advisor for theirtechnology needs
• His customers look to him for IT since they don’t have that capability in-house
Persona Snapshot
photo sourced from shutterstock
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CASE STUDY: Smart Nurture
3. Document THE PURCHASE PATH & the customer JOURNEY
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Source: Sirius Decisions
The buyer journey
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CASE STUDY: Smart Nurture
4. Create content • Map content to the journey• Address persona pain points• Provide value (give to get)• Identify / use tools to prep publish &
deliver
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Content that EngagesMap content to the customer’s interests and journey
Make it relevant, personalized and interactive
Give to get
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BEFORE – Linear path
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AFTER – “Choose your own adventure”
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CONTENT ACCELERATION
result in acceleration and downloading a secondary asset
32% of downloads
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Content Marketing Trifecta
[Oracle Content Marketing]
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CASE STUDY: Smart Nurture
5. SCORE PROSPECTS
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Sample Scoring Model – Profile Fit (A-D)Profile Type
Profile Options Score Criteria Weighting
Role • Decision Maker• Advisor• Other Stakeholder
• 100%• 67%• 33%
• 20%
Budget • $1M+• $500k-999K• Less than $500K
• 100%• 67%• 33%
• 40%
Timeline • 0-3 months• 4-6 months• 7-9 months• Not known
• 100%• 60%• 30%• 10%
• 40%
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Sample Scoring Model – Engagement (1-4)Action Quantity Score Criteria
WeightingAsset Consumption
• 5+• 3-4• 1-2
• 100%• 67%• 33%
• 30%
Form Submissions
• 5+• 3-4• 1-2
• 100%• 67%• 33%
• 30%
Dwell Time • 5+ min• 3-4:59 min• 1-2:59 min• 0-59 secs
• 100%• 60%• 30%• 10%
• 40%
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Scoring ThresholdA1 A2 A3 A4B1 B2 B3 B4C1 C2 C3 C4D1 D2 D3 D4
Engagement Profile Fit
1. Set specific actions based on each score
2. Automate qualified lead routing into CRM
3. Request sales feedback to adjust thresholds
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CASE STUDY: Smart Nurture
6. MEASURE & OPTIMIZE
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DATA WILL SHAPE THE real story TO TELL
Tell you … WHAT THEY WANT TO
TALK ABOUT NOT WHAT YOU WANT TO TALK
ABOUT…
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MAIN0%
5%
10%
15%
20%
25%
16,500
17,000
17,500
18,000
18,500 18,572 18,547
21%
1%4%
Total SendsTotal DeliveredUnique Open %Unique Click %View Rate %
Smart Nurture Campaign KPIs
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Smart Nurture Campaign KPIs – Interest Areas
Digital Signage
POS IoT Gateway
Mobility Industrial PC
DSS0%
10%20%30%40%50%60%70%80%90%
100%
-
20
40
60
80
100
120
140
160
180 168
59
24 39
59
89 Total SendsUnique Open %Unique Click %View Rate %
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Digital Signage Pathway – User Case Study
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INVENT / INTEGRATE / IMPACT
Content Optimization
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Digital Signage: Primary interest area for 26 users; secondary interest area for 22 users; both primary and secondary area for 7 users.
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Number and Location of Score-OutsSnapshot as of 02/03/16
Feb. 2, 20160
10
20
30
40
50
60
A B C
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• Define your Objective & Customer Journey
• Develop Personas • Have a clear Road Map – how will your
customer choose their own adventure• Launch, monitor & optimize
Take Note
photo sourced from shutterstock
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Thank You