1.
@uberflip
Uncovering the Mystery of
High-Converting
Demand Experiences
Christine Otsuka
Senior Content Marketing Manager
Uberflip

2.
@uberflip | #fastfwd18
Zombies, heads up!
Recording + Slides will be
emailed to you.

3.
@uberflip
WHY
do we nurture leads?

4.
@uberflip
They don’t
know us.

5.
@uberflip
Hi, nice to meet you.
Want to get married?

6.
Nurture Experience Playbook
We don’t
know them.

7.
@uberflip
61% of B2B marketers send all leads
directly to sales, despite only 27% of
those leads being qualified.
Shocking Fact:

8.
@uberflip
Yay…
MQLs...

9.
@uberflip
WHEN
do we nurture leads?

10.
@uberflip
● Post-download
● Post-webinar
● Post-event
● Email subscription
● Re-engagement campaign
● Email drip course
● Close lost
Pre-Sale Post-Sale
● Customer onboarding
● Product adoption
● Renewal campaign
● Re-engagement campaign
● New feature release
● Customer education / drip
course
● Customer engagement
● Customer advocacy
● Win back

11.
@uberflip
HOW
do we build high-converting
demand experiences?

12.
Multi-Channel
Cadence
(ie. Weekly, Monthly, Bi-Monthly)
- How many emails, ads, direct
mail, social messages are you
leveraging, and at what
cadence?
Personalized
Content
(ie. Persona, Funnel Stage, Job
Function)
- What qualities trigger certain
content to be delivered?
Focus on
Experience
(ie. Content experience,
nurture stream, recommended
content, CTAs
- What’s next?
Measuring
Success
(ie. demo request, event
registration, MQL conversion)
- What would you consider success
here?
Keys to
Building High
Engagement

13.
A Multi-Channel
Cadence

14.
@uberflip
What We
Often See

15.
@uberflip
What Should Happen (Inbox)
Report
Download
Thank you and
call out relevant
material
Follow-up
Content
[Blog Post]
Follow-up
Content
[Video]
TOFU TOFU
Follow-up
Content
[Blog Post]
Follow-up
Content
[Interactive]
Follow-up
Content
[Webinar]
Follow-up
Content
[Case Study]
TOFU MOFU MOFU BOFU

16.
@uberflip
Outside the Inbox:
Multi-Channel Demand Experience
Report
Download
Post-download
email
sequence
Retargeting
ad campaign
Dynamic
website
content
Prompted
Chatbots
Content
Recommendations
Direct
Mail
Offer

17.
@uberflip
Report
Download
BOFU
Outside the Inbox:
Multi-Channel Demand Experience

18.
@uberflip
Personalized
Content

19.
@uberflip
What We
Often See

20.
@uberflip
What Should Happen
Direct them
into the most
relevant
sequence
Enters your
database
PERSONA FUNNEL STAGE TECHNOGRAPHY

21.
@uberflip
PERSONA
TOFU MOFU BOFU
FUNNEL STAGE TECHNOGRAPHY
What Should Happen

22.
High-Converting Experience
Where are we sending leads?

23.
@uberflip
Make the
click count.

24.
@uberflip
The way you gate content matters.
Putting a CTA overtop of your content
has a 17 percent conversion rate!
(That’s 7x the conversion rate of a
traditional landing page)
The Content Experience Report, 2018

25.
@uberflip
What
about
ungated
content?

26.
@uberflip
Power
personalized
content
recommendations
through AI

27.
@uberflip
Contextualize
your CTAs

28.
And experiment!
We’ve been doing our own
experimentation...

29.
@uberflip
We call
them
nurture
destinations

30.
Measuring Success
What does success mean?

31.
@uberflip
M
E
T
R
I
C
S
Channel Engagement Metrics
● Email - Open rates, click-through rates, unsubscribe rates
● Ads - Impressions, view-throughs, click-throughs
● Social - retweets, likes, comments, click-throughs
● Chatbot - conversation length, click-throughs
Revenue Metrics
● Marketing qualified leads
● Sales qualified leads
● Influenced opportunities
● Pipeline
● Closed won leads
● Closed lost leads

32.
@uberflip
Question:
What would you want to receive after
attending a webinar?
A call from a
salesperson.
Just the
recording,
please.
More content
on the same
topic.
Personalized
nurture stream

33.
@uberflip
MULTI-CHANNEL CADENCE +
PERSONALIZED CONTENT EXPERIENCES
=
INFLUENCED REVENUE

34.
conex.uberflip.com

35.
@uberflip | #conex
@christineotsuka
ubrflp.in/christine
@uberflip | #conex
Christine Otsuka
Senior Content Marketing Manager
Uberflip