This panel will present success stories from lead nurturing campaigns used to accelerate conversion rates. The panel speakers are Clayton Stobbs from Compendium, Rob Yoegel from Monetate, and Thomas Koletas from Madison Logic. They will discuss how to warm up stagnant leads and accelerate pipeline conversion through content marketing tactics like topic modeling, the content matrix, and case studies on different content types and their costs.
2. #B2BContentEvent
! Overview !
! This panel will present real world success stories from lead nurturing
campaigns, including warming up stagnant leads and accelerating the
conversion rates on targeted accounts entering the pipeline.
! Panel Speakers !
! Clayton Stobbs, Compendium!
! Rob Yoegel, Monetate!
! Thomas Koletas, Madison Logic!
Session overview and agenda
24. #B2BContentEvent
! Timeliness!
• Leads from Content are often not called or e-mailed for up to 2 weeks.
(Madison Logic Lead Focus data)!
• Sales People Abandon Leads after 2 calls on average when it takes 6
Attempts to Make Contact (2011 eMarketer)!
! Remedies!
• Instant Nurturing!
• Fine Tuning Marketing Automation with Intent Data!
• CRM Retargeting!
How Do Good Leads Get to the Middle?
25. #B2BContentEvent
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Discovery Phase- Shorter than you think!
• Discovery Period: 1-10 days for
research download activity
• Optimal nurturing opportunity is
within the first five days
• Average downloads for a topic by
one prospect is 3-5 papers
Optimal Time to Nurture
Number of Days
PercentageofDownloads
Number of DaysNumberofDownloads
Methodology
• 2012 Data Review
• Over 2 Million Downloads
26. #B2BContentEvent
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Instant Nurturing A/B Test
Methodology:!
!
1. Split registrants into 2 equal groups!
2. Standard Email reminders for Group A (control group)!
3. Standard Email reminders + Instant Nurturing for Group B
(experimental group)!
4. Record total # of registrations for each group!
5. Analyze!
Hypothesis:!
!
Webinar registrants that have received Instant Nurturing will yield a higher
attendance rate than those that did not receive Instant Nurturing. !
28. #B2BContentEvent
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Data Match ™ Behavioral Analytics
Feed Marketing
Automation!
Platforms Behavioral
Data for Smarter Lead
Nurturing.!
!
Discover Plan-to-
Purchase !
Trends at the Customer
and Account Level !
!
Pinpoint Influencers
and Decision Makers
Faster During the
Buying Cycle!
29. #B2BContentEvent
! Panel Speakers !
! Clayton Stobbs, Compendium - @cstobbs!
! Rob Yoegel, Monetate - @RobYoegel!
! Thomas Koletas, Madison Logic - @madisonlogic!
Panel Discussion Time