Going beyond pretty emails insights into lead nurturing
1. Going Beyond Pretty Emails
Insights Into Lead Nurturing
April 15, 2015
Edward Masson
Director of Marketing Operations
Acronis
@edwardmasson
2. Page 2
Edward Masson
Director of Marketing Operations, Acronis
Experienced marketer with in-depth knowledge, for the past two decades Edward has focused on
helping companies accelerate growth and profitability by building and executing practices that align
sales and marketing. Driving strategic direction for lead generation and profitability, Edward has
implemented and administered demand gen systems incorporating a host of marketing tactics
combined with CRM and marketing automation platforms.
A frequent contributor to relevant technology and business conferences, as a speaker and panelist. A
Marketo Certified Consultant, Certified Expert, third time Marketo Champion plus a Marketo 2014
Revvie finalist.
3. Page 3
Today’s Goal
• Taking a Big Step towards
executing better lead
nurturing
• Insights to our journey
• What we learned
4. Page 4
The New B2B Buyers Journey
43% • Of marketers agree that their B2B
sales cycle has increased in length.
• Of todays buyers might be up to 90%
through their research before ever
reaching out to a sales rep.
*BrightFunnel
90%
15. Page 15
Mapping Your Content
Awareness Evaluation Decision
Goal
Method
Format
Message
Goal
Method
Format
Message
Goal
Method
Format
Message
16. Page 16
Mapping Your Content
Awareness Evaluation Decision
Drive Traffic to a
Landing Page
SEO
Blog Posts
Get ready for new
Government regulations
Sign up Newsletter
Email
Case Study
Key steps to
Company X took
Download Trial
Email
eBook
Government
Compliance
Method
Format
Message
Goal
Method
Format
Message
Goal
Method
Format
Message
17. Page 17
Mapping Your Content
Awareness Evaluation Decision
Drive Traffic to a
Landing Page
SEO
Blog Posts
Get ready for new
Government regulations
Sign up Newsletter
Email
Case Study
Key steps to
Company X took
Download Trial
Email
eBook
Government
Compliance
Format
Message
Goal
Method
Format
Message
Goal
Method
Format
Message
18. Page 18
Mapping Your Content
Awareness Evaluation Decision
Drive Traffic to a
Landing Page
SEO
Blog Posts
Get ready for new
Government regulations
Sign up Newsletter
Email
Case Study
Key steps to
Company X took
Download Trial
Email
eBook
Government
Compliance
Message
Goal
Method
Format
Message
Goal
Method
Format
Message
19. Page 19
Mapping Your Content
Awareness Evaluation Decision
Drive Traffic to a
Landing Page
SEO
Blog Posts
Get ready for new
Government regulations
Sign up Newsletter
Email
Case Study
Key steps to
Company X took
Download Trial
Email
eBook
Government
Compliance
Goal
Method
Format
Message
Goal
Method
Format
Message
20. Page 20
Mapping Your Content
Awareness Evaluation Decision
Drive Traffic to a
Landing Page
SEO
Blog Posts
Get ready for new
Government regulations
Sign up Newsletter
Email
Case Study
Key steps to
Company X Y Z took
Download Trial
Email
eBook
Government
Compliance
30. Page 30
Engagement by Nurture Streams
Engagement
Scores
Engaged
and
progress
to trial
downloads
Trial
downloads
results are
higher
31. Page 31
Education Nurture Results
Average Opportunity
Size = $1,273
(34% increased over non-
nurture programs)
Sales Pipeline Generated
=$3.2 million
(16% increased over non-nurture programs
3,014
More Qualified Trial leads
passed to Sales
Prospects Generated
Converted to Contacts
Increased Trial
Conversions12%
841
TOFU
MOFU
BOFU
32. Page 32
Final thoughts
• Don’t try to boil the ocean – think KISS
• Start with your existing content
• Document your stages of your business buying cycle
• Map your content against your funnel
• Build a simple nurture stream
• Use simple transitions
35. Page 35
Lead Nurturing is Not?
• Lead nurturing is not:
• A campaign
• Campaigns is not one email blast
• Sending Touch one, then T2 and finally T3 separately in
individual smart campaigns is not Lead Nurturing
• The email your sending next Wednesday, that’s not a
campaign!
