On Wednesday, January 20th 2016, Senior Content Strategist of Taboola, Inbar Yagur, and Senior Content Marketing Manager of Movable Ink, Laura Chau, presented a webinar session on email acquisition and lead nurturing with steps on how to engage your audience throughout the communications funnel.

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Tweet us @movableink #leadnurturingGuiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

3. Speakers
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
Inbar Yagur
Senior ContentStrategist
Taboola
Laura Chau
Senior Marketing Manager
Movable Ink

4. AGENDA
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
21 3
Join the Conversation:
#leadnurturing @movableinkor @taboola
Acquiring
Leads:
Best Practices
Nurturing
Leads into
Customers
Q&A

5. Acquiring Leads: Best
Practices
InbarYagur
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

6. FIND YOUR AUDIENCE
• Your title is your first and best targeting tool
• Pre-qualify your click: Quality over quantity
• Be enticing, but also specific

7. THE AVERAGE INTERNET USER
Skimmers:
Scan the page quickly,
skim a few
paragraphs, then
decide if they want to
fully engage
Readers:
Arrive on your site and
immediately engage 30% and Shrinking
70% and Growing

8. DID YOU KNOW?
• Keep it short
• Avoid dense text
• Don’t overcrowd the
page

9. MEET USER EXPECTATION

10. The user won’t give you their email just because you
asked.
If you want them to
take action, tell them
why!
Answer the question:
What’s in it for them?
GIVE THE USER CONTEXT

11. • Quiz result
• Price quote
• Free trial
• Exclusive discount
WHAT’S IN IT FOR ME? [B2C]
**Pro Tip: Gamification makes your call to action
enticing.
“I’m already invested, I may as well leave my email”

12. • Software demo
• eBook or whitepaper
• Quiz result
• Free trial
WHAT’S IN IT FOR ME? [B2B]
**Pro Tip: 100% of B2B clients are people. Don’t be
afraid to be creative.

13. DO: INTEGRATED FORM FIELDS

14. DO: TEXT AND A BUTTON

15. DON’T: KEEP IT IN THE RIGHT RAIL

16. DON’T: MAKE IT LOOK LIKE A BANNER

17. A/B TEST EVERYTHING!
57%

18. inbar.y@taboola.com
THANK YOU!

19. Nurturing Leads into
Customers
LauraChau
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

20. Nurturing turns leads to customers
79% of marketing leads never
convert into sales.1
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
Source: 1. Marketing Sherpa 2. Hubspot
Nurtured leads produce a 20%
increase in sales opportunities.2

21. Email is the ideal nurturing channel
Lead nurturing emails get 4-10 times the
response rate of other emails.
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
Nurturing leads with emails generates 50%
more sales-ready leads at 33% lower cost.
Source: Silverpop

22. Nurturing Best Practices
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

23. Meet them where they are
• Offercontentthat’smostvaluableto
theconsumerbased onthebuyer
stage, demographicsandbehavior
profiles.
• Determine wheretheleadisin the buyer
journeybythecontent theyengage
with.
• DidtheyenteraContest?Completeaquiz?
Awareness
• Didtheyclick throughfromyournewslettertoa blog
post
Consideration
• Didtheyleave something in anonlineshoppingcart?
Desire
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

24. Personalize
Personalized emails improve
click-through ratesby 14%, andconversion rates by 10%.
Make your nurture emails personal
and contextual.
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
Source:AberdeenGroup

25. Automation
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
Marketing automation forlead nurturingcan result in
a 451% increase in qualified leads.1
Source: MailGen
Automating lead nurture emails
saves production time and resources,
and increases qualified leads.

26. Keep mobile in mind
Optimize emails for mobile by incorporating
device detection and responsive design.
67% ofemail opens happen on amobile device.*
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
Source:Internaldata,Q3 2015

27. Content to Support the
Buyer Journey
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

28. Buyer Journey
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

29. Awareness
Thelead is becoming aware of your
product or a needthey want to address.
Nurturethem down the funnelby
sending:
• Thought leadership articles
• Educational content that covers the topic
broadly and helps them further identify
their need;blog posts, eBooks, how-to
videos
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

30. Awareness Email
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

31. Consideration
Thelead is aware that your product or
servicecould fill their need, and is
considering you along with other
companies.
Nurture themdownthefunnelfurther bysending:
• Inspirationforhowyourproductsand/orservices can
addresstheirneeds,like lookbooksandcasestudies
• Educational,buthigh-commitmentcontentabout
howyourproductwouldsolvevertical specific
problems,and/orworkin their existingenvironment:
Productwebinars,integrationguides
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

32. Consideration Email
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

33. Desire
Thelead is ready to make a purchase. Seal the deal by sending:
• Additional case studies; Vertical
specific solutions
• Discounts, coupons, trial offers
• Freeproduct training webinars
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

34. Desire Email
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing
REQUEST A DEMO

35. Upsell
Oncethe leadhasbeen convertedintoa customer,
thereisanopportunityto identifyadditionalneeds
andoffersolutions.
Sell thebenefits of anupsell without thesales
pitchby sending:
• Contentthatfurtheridentifies goalsand/orneeds
withadditionalproduct/featurespecific solutions
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturingSource: Gartner Group

36. Upsell Email
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

37. Takeaways
• Meet your customer where they are. Offer content
based on the buyer stage, demographics and
behavior profiles.
• Optimize for mobile by incorporating device
detection and responsive design
• Use automation to save production time and
resources, and increase qualified leads.
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

38. Q&A
Please submit questions by using the Questions
panel on the top navigation bar of your BrightTALK
window.
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

39. Thank you for joining us!
Ready to get started?
To learn more or schedule a consultation
visit movableink.com or taboola.com
or follow us @movableink and @taboola
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing