Want to increase the quantity and quality of leads you’re passing on to sales? Email nurture campaigns are a great way to transition interested leads into closed opportunities, but building the right nurture series isn’t as simple as stringing together a few emails. This session will examine how to understand your audience so that you can develop the cadence and the content you need to close more deals. Expect to take away specific examples and practical tips you can use to launch your own nurture series.
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What is lead nurturing?
Lead nurturing is the process of building a relationship with prospective
buyers who are not ready to buy yet, developing relationships with them at
every stage of the sales funnel, and through every step of the buyer’s journey.
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What is marketing automation?
Marketing automation refers to software platforms and technologies designed
for marketing departments and organizations to more effectively market on
multiple channels online (such as email, social media, websites, etc.) and
automate repetitive tasks.
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Challenges
• Resistance from the Admissions Advisors
• Buy in from Management
• Budget approval
• Data synchronization
• Messaging approval
To get things moving it was positioned as a short term test.
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Automation. It works. It really works.
The test increased the close rate by 5% for ˜15 Admissions Reps.
Rolled out to over 400 Admissions Reps and began A/B testing.
Revenues were at $2.1 Billion in 2011. (DeVry Annual Report)
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We know why we should do it.
We know we need goals.
Now what?
Six Major Categories of Nurturing and Automation
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Categories of Nurturing and Automation
• Triggers, Auto Responders and Transactional (single message)
Order confirmation, profile view, weather alert, password change
• Welcome and Onboarding (1 to 3 messages)
• Lead Nurture (3 to 10+ messages)
• Event Promotion and Registration (5 to 10 messages)
• Life cycle and engagement (may be in the dozens)
• Win back – Re-engagement (fewer than 5)
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What you need to make it happen
• Strategy
• Data from your CRM, website, custom app, or shopping cart
• Marketing automation platform
• Stakeholder buy in
• Production resource
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KC Waterproofing
Relevancy: They already know I have
a problem.
Data: Simple CRM – basic contact
info, service needed, ability to track
through the sales funnel.
Timing: Immediate need confirmed.
Reinforced need based on weather
forecast.
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Gutter Cover KC
Relevancy: They already know I have
a problem.
Data: Simple CRM – basic contact
info, known need, tracking through
the sales funnel.
Timing: Immediate need confirmed.
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Gutter Cover KC
Appointment follow up, reassurance
from multiple review sites
Data in use:
Contact info for both decision makers
Specific problem(basement flooding)
Current information about review sites
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Amazon – Abandoned Cart
Relevancy: Item was added to my
cart, they know I am interested.
Data: CRM – basic contact info,
shopping cart ID and URL structure,
product info.
Timing: Within 48 hours of initial
search.
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Amazon Echo – Order Confirmation
Relevancy: Confirmed purchase.
Data: CRM –contact info, item
purchased, delivery info, lookup table
for additional items to consider.
Timing: At the point of shipping.
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Amazon Echo – Welcome
Relevancy: I own a brand new echo.
Data: Account info, shipping timeline
and product purchased.
Timing: Within a few days of the
product arriving.
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BabyCenter – Lifecycle Engagement
Relevancy: Self identified has
having a newborn.
Data: CRM – basic contact info,
baby DOB.
Timing: Timed with the DOB and
then milestones throughout the
campaign.
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Twilio Lifecycle
Relevancy: Self identified as
interested.
Data: CRM – basic contact info,
business info, level of interest,
potential as a client.
Timing: Immediately begins on
registration.
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Athlete Network – Profile Buildout
Relevancy: I registered. It’s all about
me.
Data: CRM/Custom Application
with profile information.
Timing: Immediately or very soon
after registration.