Don’t Worry, Just Steal Ideas:Must-See Examples of Compelling
Campaigns, Remarkable Content, and Digital Nurturing Strategies
Presented By:Bill Kent
Act-on Troy O’Bryan
Bonfire Marketing
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Don’t Worry, Just Steal Ideas:
Must-See Examples of Compelling Campaigns,
Remarkable Content, and Digital Nurturing Strategies
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Seminar ID: 401600
Prepared By:Bill Kent
Act-on Troy O’Bryan
Bonfire Marketing
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DON’T WORRY, JUST STEAL IDEASCompelling Campaigns + Remarkable Content + Digital Nurturing
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hi.
Director of Demand Generation VP of StrategyTroy O’BryanBill Kent
...for your 2018 planning
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The Buying Process Evolves
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Number of People Involved in B2B Deals
6.8 on average(5.4 just two years ago)
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The Buyer’s Journey Has Been Digitally Transformed78% start the buying process with a web search; 50% turn to peer reviews
Attract
Capture
Nurture
Expand
Convert
WebCompany WebsiteEvents Sales Social Email Content
BEN BETHWeb search
Product pages
Attends Tradeshow
Downloads Whitepaper
Sales Call #1Meeting Occurs
Registers for webinar
Downloads Case Study
Downloads eBook
Sales Call #2 Meeting Occurs Connects with
other customers
Follow-Up Email
Sales Call #1Meeting Occurs
DownloadsCase Study
Confers with peers on LinkedIn
Looks at Company LinkedIn
Product Pages
Attends virtual Event
Downloads Whitepaper
Sales Call #2Meeting Occurs
Follow-Up Email
Sales Call #3Becomes Customer
Subscribes to customer newsletter
Downloads Datasheet
Attends User Group
Pricing pages
Sales Call #3 Becomes Customer
New customer welcome email
COMPELLING CAMPAIGNSPersonalization Drives Engagement
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Act-On Inbound Tools
What do you want to see?
Lead Nurturing
Sales Enablement
Reporting & Analytics
Show Me Everything!
Customizable Product Tour: Don’t be afraid to ask
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Two channels, same offer = higher click-through rate
Nurture Program Flow → Ads Based on Known Variables
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PLEASE DO take this personally
Embedded CTAs
More = More Engagement
of our viewers watched the entire video
Increase in time spent on campaign landing page82%
Compare to average of 45% of viewers on other campaign videos of similar length
62%
As compared to similar campaign landing pages
There’s still a chance I can hold a job
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All you do is Win-Win-Win
• Key product pages: Visitor-to-lead conversion rates saw a 104% lift by incorporating video CTAs
• Year one: 21K video leads, accounting for $27 million in opportunities
On-going orientation to your buyer
Later stage● Use any intel you’ve got
(personalize)● Don’t be afraid to ask
(exception = BANT)
BEN BETH
Product Page
Downloads eBook
Early stage● Topics of interest● Challenges / goals
(pain + aspiration)
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Life Looks Bleak
How do we serve?
FROM THIS TO THIS
How do we sell?
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• Total Targets: 42 Accounts • Content: Customized Assessment• Engagement: Emails, digital ads• CTA: Meeting to review findings• Result: 12 Meetings with Sr. Decision Makers
30% Appt. Rate at Fortune 1000 Accounts
Your Results vs. Benchmark Data ACME, Inc.
4.34.3
2.62.6
2.72.7
Industry Group Benchmark
ACME, Inc.2.7
Highest Ranked
4.3
Comparisons
Ratings breakdownYour average IVR rating
2.6
Personalized Assessment
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Do I have to pay for this?Senior Director, Customer ExperiencePrime Therapeutics (Revenue of $3B+)
“
“Midway Q&A
Compelling Campaigns + Remarkable Content
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The Challenge
In the face of the “me too” messaging war with competitors, and low YOY retention, how can one company rise above the rest?
The Solution
Create new asset to tap into emotional triggers and entertain
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Interactive quiz designed to drive high-engagement
Show them where they fit: Visual identities
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Key take-aways: How do we provide value / seek to serve?
From long, catch-all docs to… shorter and more personalized
From static to interactive
From lots of the same to…signature asset
Create once, distribute everywhere(C.O.D.E.)
DIGITAL NURTURE PROGRAMS
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The Why
Companies that excel at lead nurturing generate
50% more sales-ready
leads at 33% lower cost.
- Forrester Research
Common nurturing challenges
• Basic: Manual, one-off efforts• Volume: Limited automation not driving enough • Quality: 50% of marketers say campaigns = same or worse as last year
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Consistency Across Channels
4 or moredigital channels will outperform
single- or dual-channel campaigns by 300%
- Gartner Research
Example Multi-channel Touch Sequence
Display Email
Sales Meeting
Social Ads Phone
Direct Mail PhoneEmail
New Lead / Response
Engagement (yay! now what?)
ROI Piece Emails
Middle of Funnel (MoFu)
Bottom of Funnel (BoFu)
Top of Funnel (ToFu)
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Multi-channel digital nurture strategy
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Display Ads
Social Cover Photos
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SlideShare
C.O.D.E. → Create Once, Distribute Everywhere
Let them binge
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4 Key Ingredients to Steal
1. Imply to segment, but ask to personalize
2. Shorter and visual reduces waste (Less, but Better)
3. 3x rule: Package in multiple formats and distribute everywhere (C.O.D.E.)
4. Consistent messages across multiple channels boosts engagement + ROI
oh hey… you’re still here?!
Questions?(Now’s your chance to make Troy look bad.
Remember, it’s not mean if it’s hilarious!)
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holler.
Director of Demand Generation VP of StrategyTroy O’BryanBill Kent
Linkedin.com/in/[email protected]
Linkedin.com/in/[email protected]
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Notes
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