Anatomy of an Integrated Lead Nurture Program

www.act-on.com | @ActOnSoftware | #ActOnSW

Anatomy of an Integrated Lead Nurture Program

Aaron Bolshaw

Database Marketing | Act-On Software

@aaron_bolshaw


#ActOnSW

Social


Today’s Presenter

Aaron Bolshaw Senior Manager, Database Marketing @aaron_bolshaw


Today’s Agenda

• Multiple CTAs

• Automated Programs

• Anatomy Lesson

• Third Party Efforts

• 2 Most Valuable Integrations

• Q&A

Image Courtesy of Tagxedo.com


Multiple CTAs

• Email marketing 101: Use only 1 call to action

• Focus prospect on one activity or you’ll lose out on clicks & conversions

• Short attention spans

But… is that really true?


Head to Head Test

Single CTA Multiple CTA


Head to Head Test

Single CTA Multiple CTA

The winner?

Multiple links beat out every version of single CTA consistently by

20% or more


Quick Takeaways – Multi CTAs

Good For

• Increasing lead engagement and generation

• Increasing baseline lead scores

• Better click-through rates

• Identifying prospect points of interest

When to Use

• Don’t know much (if anything) about a prospect

• Little or no prior behavior taken

• Top of funnel, introductory content

• Unknown interest level from suspects or prospects

Remember

• Keep a primary call to action as core focus

• Use text, button and image links for primary action

• Offer secondary links on side column

• Use ancillaries in header and footer

• Rotate links to hot spot (top column)


Automated Programs 101

• Alternative to the batch-n-blast method

• Different names: Trigger, Drip, Auto-responder, cart abandons

• Uses dynamic content and conditional rules to send emails at intervals

• Creates a better ‘voyage’ for prospects and programs nurturing


Under the Act-On hood

Introduce Act-On with lighter content – videos

and white papers

Offer persona-specific content to help aid buying

process for prospect

Decision-supportive content, post-sale programs, and ongoing

customer communications

Act-On uses

automated programs

to create leads and

nurture them through

our revenue funnel,

focusing on where a

prospect is at in their

buying journey


Quick Takeaways – Auto Programs

Good For

• Funnel or sales-stage-specific campaigns

• Integrating with sales operations and activities

• Customer campaigns • Introductory

campaigns (acquisition-based)

• Lead qualification

When to Use

• Need more time in your day to focus on strategy – not execute tactics

• You have a good base of content

• You can navigate lead/prospect data

• Promote/manager webinars

• Nurture campaigns

Remember

• Technology is key • Start small – but start

soon • Sketch plan, collect

assets, build • TEST! Copy program,

change wait steps to 5 minutes, and drop yourself in

• Know when 1-offs are better choice


Anatomy of Lead Nurture Program

HOT LEADS

COLD LEADS

CUSTOMER

C-LEVEL

Copy to

List

Email 1

Email Cold Email CXO

Invite

Opened

Previous Yes No

Conditional

Messages

Testimonial

wait

wait

wait

wait

Conditional

Branching

Copy to

List

Change Field Value

Email 1

Email 2

Email 3

Email 4

wait 5 days

wait 5 days

wait 5 days

wait 1 day

Program 1 Program 2

30 points SALES


Putting the Pieces Together

• Case studies, white papers

• PR and News

• Blogs

• Webinars

• Lead scoring

• Metrics

• SEO

• List Segmentation

• Custom email messages

• Landing pages + web forms

• Videos

• Chat

• Social Media

• Live events


• Email single CTA to Landing Page (LP)

• LP has main content – explainer video of what marketing automation is

• Three secondary links

• Website

• Blog with pre-populated category of ‘marketing automation’

• Link to demo page

• SEO Audit/Optimizer

Top of Funnel Explainer Video


Mid Funnel Forrester Research

• Segmentation – 3 versions of email for small, mid, and enterprise businesses

• Size-specific `wave charts

• Custom leader copy

• Custom body copy

• Custom highlights

• BONUS TEST – looking at engagement across pipeline (top vs mid vs bottom)


Forrester Research Landing Page

• Full site links

• CEO Blog post

• Press Release

• Exec Summary not gated

• Social share

• Chat (not shown)

• Demo Link

• Web Form link for Download


• Email bland by design

• First 3 stages of opportunity

• Gives a toggle switch for sales

• Marketing Automation Checklist

• Blog posts

• Sales rep personalization

• Main CTA is “talk with rep”

Bottom Funnel – Decision Support


• No Landing Page – checklist PDF opens directly in browser

• More focused on content, not options

• Checklist links to social media outlets

• Links to step-by-step implementation video

Bottom Funnel Decision Support


Third Party Efforts

• Press, reviews, media mentions… they’re out there

• How do you harness them?

• Integrate them?

• Track your prospects engagement with it?

• What about your offline events?

The best content doesn’t always

come from within, and it

often comes unannounced


VentureBeat Article

ORIGINAL URL http://venturebeat.com/5-davids-beating-goliath-in-the-cloud-arena/#fPV2P5EXwdDrfaSX.02 CUSTOM URL http://mktg.actonsoftware.com/acton/attachment/248/u-0157/0/-/-/-/-/

Sharing the direct, original link can hide the behavior. Coupling this article with a custom link allows us to score the page visit for much better visibility.

http://venturebeat.com/2013/08/08/5-davids-beating-goliath-in-the-cloud-arena/


















http://mktg.actonsoftware.com/acton/attachment/248/u-0157/0/-/-/-/-/














Prospects don’t just live online…

• Important to integrate online and offline behavior – for your efforts AND 3rd Party

• Take live, offline event attendance like the Integrated Marketing Summit or DF13 – and include them in an otherwise digital profile?

• Fuller profile aids targeting/messaging

• Helps sales understand the prospect’s interest


Integrating Live & 3rd Party Events

• We start to see patterns in what events people attend (and don’t)

• Useful for targeting messages (SEO, Social, Lead Gen, etc.)

• Also extremely useful for sales to hold meaningful first conversations

• Great for content syndication


2 Most Valuable Integrations…

PROSPECTS

• Behavior profiling

• Attribute profiling – title, industry, etc.

• Lead Scoring

• Campaigns targeting specific actions – product page visits, pricing pages, quote pages

• This is the link to creating a buyer journey


2 Most Valuable Integrations…

SALES

• Put all this great integration and insight to work on your REVENUE

• Visibility = better conversations focused on what prospect needs

• Scoring = better prioritization on hot leads

• Invite them to the scoring discussion

Know their technology

Using the InsideSales.com platform allows Act-On to effectively follow up with leads from automated programs. Data flowing from automated programs

takes this technology into consideration.


Learn More About Act-On Software

Got Demo? +1 (877) 530-1555

[email protected]

www.act-on.com/wave

THE FORRESTER WAVE™ LEADER QUADRANT


Q&A

Date post:	10-May-2015
Category:	Marketing
Upload:	act-on-software
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