This document provides an overview of drip nurturing best practices at KANA Software. It discusses how KANA divides its marketing organization and how the author supports online programs. It also shares key marketing statistics and outlines KANA's approach to moving prospects through the sales funnel via targeted nurturing campaigns, role and stage-based content, and a five-step process for setting up drip nurturing programs.
Lead Qualification: Defining Your A-list Prospects for Focused Sales Efforts
Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing
1. Basic
Best
Prac+ces
for
Drip
Nurturing
‘s
Jessie
Wilkie,
KANA
So@ware
Good
Experiences.
On
Brand.
On
Budget.
|
1
2. Company
Overview
•
B2B
so@ware
company
•
MulGple
product
and
brand
lines
•
MulGple
geographies
• MulGple
target
markets
Good
Experiences.
On
Brand.
On
Budget.
|
2
3. Marke+ng
Overview
• Our
markeGng
organizaGon
is
divided
into
three
main
groups:
• Product
Strategy
• Product
MarkeGng
• MarkeGng
Programs
• Corporate
MarkeGng
Services
(where
I
fit
in)
•
I
help
support
the
online
programs
we
run
here
at
KANA
Good
Experiences.
On
Brand.
On
Budget.
|
3
4. Key
Sta+s+cs
• 127,501
Prospects
• 172
AutomaGon
Rules
• 245
Landing
Pages
• 1,165,991
list
emails
sent
• 627
Segments
• 3.66%
Average
Unique
Click
Through
Rate
• 215
Campaigns
• 74
Custom
Fields
• 26
Default
Fields
• 266
Email
Templates
• 185
Forms
• 42
Custom
Redirects
*February
2012
-‐
Present
• 33
Drip
Programs
Good
Experiences.
On
Brand.
On
Budget.
|
4
5. How
do
we
move
prospects
through
the
funnel?
We
came
up
with
a
theory
and
some
proof
of
concept
slides
Good
Experiences.
On
Brand.
On
Budget.
|
5
6. Targeted
Nurturing
Campaigns
Get
qualified
prospects
ready
to
have
a
detailed
conversa5on
Engagement
Campaign
• Create
an
interacGon
• Follow-‐up
acGvity
• Build
demographic
profile
• Extend
immediate
offer
Stay
in
Touch
(Drip)
• Validate
area
of
interest
• Rolling
campaigns
based
on
• Build
behavioral
profile
role
/
stage
/
area
of
interest
Accelerator
• Advance
buying
interest
• IncenGves
to
take
the
next
step
in
• Expand
markeGng
contacts
markeGng
/
buying
cycle
Reac+va+on
• Test
new
messaging
• Outreach
to
inacGve
contacts
• Energize
around
new
programs
Other
(Up-‐sell
/
Cross-‐Sell)
• Develop
new
contacts
• Energize
installed
base
• Market
targeted
events
• Expand
sphere
of
influence
Good
Experiences.
On
Brand.
On
Budget.
|
6
7. Role
and
Stage-‐Based
Content
EARLY
MID
LATE
Director
P1
P2
P5
W1
P6
W2
W3
C1
D1
D2
D3
D4
VP
P4
W4
P3
W5
C2
D5
IT
P7
W6
D7
D6
• Classify
ExisGng
Content
To
Do:
• IdenGfy
and
Address
Holes
• Implement
Ways
to
Test
P
Whitepaper
W
Webinar
D
Datasheet
C
Case
Study
Good
Experiences.
On
Brand.
On
Budget.
|
7
8. But
how
did
we
really
do
it?
Nurturing
1,
2,
3,
…
Good
Experiences.
On
Brand.
On
Budget.
|
8
9. Step
1:
Define
Goals
Target
prospects
via
email
nurturing
campaigns
with
relevant
content
based
on
previous
offer
downloads.
Move
“latent”
leads
through
the
funnel
and
reengage
them.
Show
that
CTR
can
be
increased
through
targeted
campaigns
Good
Experiences.
On
Brand.
On
Budget.
|
9
10. Step
2:
Create
a
Checklist
Our
checklist
looked
like
this:
q
IdenGfy
content
and
paths
q
Create
lists
q
Create
landing
pages
q
Tag
URLs
q
Dra@
email
templates
Best
Prac+ce:
Using
a
checklist
helped
us
make
sure
we
did
not
forget
anything.
This
makes
the
process
more
efficient,
so
we
were
not
having
to
go
back
and
create
a
list
or
an
email
template
as
we
set
up
our
drip
programs.
Good
Experiences.
On
Brand.
On
Budget.
|
10
11. Step
3:
Iden+fy
Content
and
Paths
Early-‐Mid
Early
Mid-‐Late
P2
Late
Latent
P2
W3
W5
W2
W5
ISEA
P3
D1
W3
W2
C1
C1
W4
P4
C1
Best
PracGce:
W2
Keep
it
simple.
0B-‐1A-‐2B-‐3A
1B-‐2A-‐3A
0A-‐1C-‐2D-‐3A
1D-‐2C-‐3A
Good
Experiences.
On
Brand.
On
Budget.
|
11
12. Step
4:
Create
Necessary
Content
Who
are
we
targeGng?
What
do
we
want
to
say?
What
are
we
offering?
Best
PracGce:
Tag
your
URLs.
How
are
we
tracking
results?
Good
Experiences.
On
Brand.
On
Budget.
|
12
13. Step
5:
Set
Up
Drip
Program
Once
we
had
completed
all
of
our
background
work:
• Defined
goals
• Created
checklist
• IdenGfied
content
and
paths
• Created
necessary
content
It
was
Gme
to
set
up
our
drip
program
in
Pardot.
There
were
three
main
steps
to
seong
up
the
Drip
Program:
1. Name,
Tags
and
Time
Zone
2. Recipients
3. Logic
In
the
next
few
slides,
I
will
be
going
over
each
of
these
steps
in
more
detail.
Good
Experiences.
On
Brand.
On
Budget.
|
13
14. Name,
Tags
and
Timezone
Things
to
consider
when
idenGfying
the
name,
tags
and
Gmezone
:
• Pick
names
that
are
scalable
• Pick
names
that
are
easy
to
remember
• Think
about
the
recipients’
Gmezone
• Pick
tags
that
are
descripGve
and
will
easily
help
idenGfy
your
program
based
on
language,
geography,
product,
etc.
Good
Experiences.
On
Brand.
On
Budget.
|
14
15. Recipients
• Based
on
our
defined
goals,
we
created
our
recipient
lists
around
certain
criteria
• i.e.
They
downloaded
a
certain
offer,
they
haven’t
been
acGve
in
30
days,
they
came
in
through
a
certain
conference,
etc.
• We
also
idenGfied
a
list
of
prospects
whom
we
did
not
want
to
receive
the
nurturing
emails
Best
PracGce:
Make
sure
to
incorporate
suppression
lists
when
needed.
• i.e.
They
are
a
current
customer,
they
are
already
on
another
nurturing
program,
they
are
industry
analysts,
etc.
Good
Experiences.
On
Brand.
On
Budget.
|
15
16. Logic
The
logic
in
our
drip
program
was
based
on
the
goals
of
the
program.
It
was
very
important
to
know
what
we
wanted
to
achieve
with
a
drip
program
and
work
toward
that
end.
With
that
said,
some
things
we
kept
in
mind
while
seong
up
the
logic:
•
Staggering
the
start
Gmes
•
Placing
pauses
a@er
every
email
acGon
•
Adding
tags
to
prospects
who
complete
certain
acGons,
so
they
are
easier
to
idenGfy
(new
development)
*
Best
PracGce:
Make
sure
your
logic
helps
you
achieve
the
goals
of
your
drip
program.
Good
Experiences.
On
Brand.
On
Budget.
|
16
17. Step
6:
Best
Prac+ce:
Review
and
Tweak
We
allowed
our
drip
program
to
completely
run
through
one
cycle
and
then
started
reviewing
the
results.
We
learned
to
ask
ourselves
important
quesGons.
• Why
is
the
CTR
berer
in
one
email
versus
another?
• Is
that
pause
too
long
or
too
short?
• What
made
so
many
people
click
that
one
link?
Best
PracGce:
Consider
the
level
of
granularity
you
• Are
we
meeGng
our
goals?
If
not
want
when
reporGng
on
what
can
we
do
berer?
your
programs.
Good
Experiences.
On
Brand.
On
Budget.
|
17
18. The
Results
How
did
we
do?
Good
Experiences.
On
Brand.
On
Budget.
|
18
19. The
Results
• 9.35%
CTR
All
Nurturing,
which
is
3x
higher
than
our
list
emails
• 15,118
Nurturing
Emails
Sent
• AD
Nurturing
7.72%
CTR,
1,122
Email
Sent
since
May
28th,
2012
• EA
Nurturing
6.68%
CTR,
7,727
Email
Sent
since
April
16th,
2012
• KM
Nurturing
11.49%
CTR,
5,816
Email
Sent
since
May
16th,
2012
• WSS
Nurturing
11.45%
CTR,
453
Email
Sent
since
July
2nd,
2012
• Since
it
has
been
acGve,
KM
Nurturing
has
generated
the
2nd
largest
amount
of
downloads
with
206
downloads.
WSS
Nurturing
is
20th
with
25
downloads.
• KM
Nurturing
has
driven
411+
visits
to
our
website.
AD
Nurturing
has
driven
74
visits
to
our
website.
WSS
Nurturing
has
driven
47
visits
to
our
website.
Good
Experiences.
On
Brand.
On
Budget.
|
19
20. We
generated
532+
site
visits
with
nurturing
with
a
3:02
avg.
visit
vs.
1:56
avg.
visit
for
all
traffic
Good
Experiences.
On
Brand.
On
Budget.
|
20
21. 31
Landing
Pages,
1,354
Views,
463
Submissions.
34.19%
Submission
Rate
vs.
2.63%
for
CPC
LPs.
Good
Experiences.
On
Brand.
On
Budget.
|
21
22. Key
Takeaways
What
did
we
do
well
and
what
can
we
do
befer
next
+me?
Good
Experiences.
On
Brand.
On
Budget.
|
22
23. What
did
we
do
well?
• Realized
an
average
CTR
of
9.35%
for
all
of
our
nurturing
programs,
which
is
about
3
Gmes
our
normal
CTR
• Drove
more
engaged
traffic
to
website
with
avg.
visit
duraGon
of
3:02
minutes
versus
the
site
standard
of
1:56
• Reached
8,218+
prospects
via
nurturing
• Generated
218+
downloads
• Achieved
34.19%
LP
Submission
Rate
• Gained
a
berer
insight
into
nurturing
Good
Experiences.
On
Brand.
On
Budget.
|
23
24. What
could
we
do
befer?
• Berer
use
of
suppression
lists
• Berer
use
of
tags
• More
diverse
drip
programs
• Berer
defined
end
goals
• Berer
defined
metrics
• Berer
lead
stage
tracking
Good
Experiences.
On
Brand.
On
Budget.
|
24
25. What
is
on
the
horizon?
• Developing
more
varied
drip
programs
based
on:
source
programs,
product
lines,
geographies,
languages,
and
goals
• Defining
more
goals
and
metrics
for
our
nurturing
programs
• CreaGng
a
sales
nurturing
program
and
a
feedback
loop
between
nurturing
programs
and
the
sales
handoff
Incoming
Leads
Paid
Search
Website
New
Live
Opportuni+es
Banner
Ads
MQL
SAL
Conversions
Leads
Nurturing
eMail
Social
Media
3rd
Party
Imports
Db
Imports
Well
thought
out
nurturing
programs
are
the
key
to
moving
new
conversions
and
live
leads
through
the
markeGng
and
sales
funnel.
Good
Experiences.
On
Brand.
On
Budget.
|
25