Streamlining the Buyer's Journey: More than Marketing Automation #INBOUND13
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This document discusses streamlining the buyer's journey through defining trigger moments, creating multi-channel nurturing experiences, and monitoring and fine-tuning nurturing programs. It recommends segmenting contacts into stages like subscriber, lead, qualified lead, opportunity, and customer. Goals and workflows should be set for moving contacts through each stage. Effective nurturing uses segmented lists, content that converts well, scheduled emails, website calls-to-action, and social monitoring. Performance of nurturing campaigns should be regularly reviewed based on metrics like email open and click-through rates, offer and call-to-action conversion rates, and list segmentation granularity to continuously improve outcomes.
Streamlining the Buyer's Journey: More than Marketing Automation #INBOUND13
- 1. Streamlining the Buyer’s Journey: More than Marketing Automation Maggie Georgieva #INBOUND13
- 2. MAGGIE GEORGIEVA @mgieva I am a horoscope junkie
- 3. Nurturing with Purpose: 1 Define the Right Trigger Moments
- 4. Nurturing with Purpose: 1 2 Define the Right Trigger Moments Create a Multi-Channel Nurturing Experience
- 5. Nurturing with Purpose: 1 2 3 Define the Right Trigger Moments Create a Multi-Channel Nurturing Experience Monitor and Fine-tune Your Nurturing
- 6. 1 DEFINE THE RIGHT TRIGGER MOMENTS
- 7. Look at the buyer’s journey SUBSCRIBER CUSTOMER
- 8. Break it up in stages SUBSCRIBER LEAD QUALIFIED LEAD OPPORTUNITY CUSTOMER
- 9. Goal one: convert contacts into Leads SUBSCRIBER Starting condition Goal LEAD
- 10. Goal two: convert Leads into MQLs SUBSCRIBER Starting condition Goal LEAD QUALIFIED LEAD
- 11. Goal three: convert MQLs into Opportunities SUBSCRIBER Starting condition Goal LEAD QUALIFIED LEAD OPPORTUNITY
- 12. Goal four: convert Opportunities into Customers SUBSCRIBER Starting condition Goal LEAD QUALIFIED LEAD OPPORTUNITY CUSTOMER
- 13. Define what each stage means – contacts you don’t know much about • SUBSCRIBER • LEADS– • QUALIFIED LEADS – • OPPORTUNITIES • CUSTOMERS contacts that have converted on your website contacts that have expressed product interest – contacts that sales has marked as sales-ready – contacts that end up buying
- 14. Let’s take the MQL stage as an example
- 15. Use workflows to streamline this journey LEAD SUBSCRIBER Workflow QUALIFIED LEAD Workflow CUSTOMER OPPORTUNITY Workflow Workflow
- 19. Lifecycle stages, two personas LEAD CUSTOMER LEAD CUSTOMER Becky Philip
- 20. Add these details to your list(s)
- 21. Lead to MQL Workflow example for a specific persona
- 22. Why this approach? Gets you focused on the actual events and actions
- 23. Why this approach? Gets you focused on the actual events and actions Develops common vocabulary between marketing and sales
- 24. Why this approach? Gets you focused on the actual events and actions Develops common vocabulary between marketing and sales It’s scalable and can be fine-tuned easily
- 25. 2 HOW TO CREATE A MULTICHANNEL NURTURING EXPERIENCE
- 27. How to nurture contacts in an effective way? QUALIFIED LEAD Offer Email Workflow Call-to-action Social OPPORTUNITY CUSTOMER
- 28. Lead to MQL content and channels • OFFER – content that converts to customer at a high rate • EMAILS– promote that content in a compelling way • WORKFLOW – • CALL-TO-ACTION – • SOCIAL – schedule the emails to list of Leads + Persona promote the content on your website monitoring the list of Leads + Persona
- 29. Choose the offer based on performance
- 30. Craft emails to promote the offer
- 31. Schedule the email to the segmented list
- 32. Promote the same offer through a CTA
- 33. Monitor this list through Social
- 36. 3 MONITOR AND FINE-TUNE YOUR NURTURING
- 38. Examples of real emails in our Workflows
- 40. Another example
- 42. Monitor the offer’s performance
- 43. Optimize the call-to-action Leads, CTR – 1.2% Customers, CTR – 1.7%
- 44. Get the segments to be more granular
- 45. Monitor conversion rate 10 LEADS 100 SUBSCRIBERS 10% conversion rate Starting list Goal list
- 46. To improve is to change. -CHURCHILL
- 47. Improve performance through iteration " " " Refine your lifecycle stages Refine your personas Keep an eye on critical metrics
- 48. QUESTIONS?