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/24
8/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.

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
sales@act-on.com
www.act-on.com/wave
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Anatomy of an Integrated Lead Nurture Program

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