4. #WistiaFest / @ellieeille
âLead Nurturingâ is the process of building relationships
with your audience over time â
instead of losing them right out of the gate.
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If lead nurturing is effective, youâll see more customers and
revenue from the same top of the funnel marketing efforts.
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Start with your goal
⢠Where are you losing people?
⢠Why?
⢠What message will get them to the next stage?
⢠How will you communicate that message?
Goal
Message
Desired Action
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Educational Series
⢠Example: Shopify
⢠Goal: Attract leads
⢠Message: We are a
resource for you
⢠Desired Action: View,
request more info
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Campaign Promotion
⢠Example: JetBlue
⢠Goal: Attract prospects
⢠Message: Buzz and PR
coverage
⢠Desired Action: Book a
flight, customer loyalty
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Product Features
⢠Example: Toast
⢠Goal: Convert Leads
⢠Message: Superior
product ease-of-use
⢠Desired Action: Get a
demo, be a customer
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Demo Confirmation
⢠Example: Toast
⢠Goal: Demo show rate
⢠Message: Build
personal connection
with sales rep
⢠Desired Action: Follow
through on demo
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Customer Case Studies
⢠Example: Toast
⢠Goal: Convert Leads
⢠Message: Customers
like you are successful
⢠Desired Action: Get a
demo, be a customer
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Brand Values
⢠Example: Yoh
⢠Goal: Attract prospects
or win customers
⢠Message: This is how
our brand is different
⢠Desired Action: View,
choose this firm
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Recruiting Inside Peek
⢠Example: Acquia
⢠Goal: Attract and close
new employees
⢠Message: Why itâs great
to work here
⢠Desired Action: Apply,
refer, accept offer
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How targeted can you go?
⢠What actions have they taken?
⢠What actions have they NOT taken?
⢠What demographics better qualify them?
⢠What do you not know about them that you wish you did?
NOTE: Targeting increases relevancy but does not make
sense if you donât have a significantly sized target segment.
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When you measure a lead
nurturing campaign,
youâre measuring the
effectiveness of the
Content & Distribution
combination
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Ultimately, you want to measure
email open rates
ad click through rates
social media impressions
number of video views
lead-to-customer conversion rate
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Distribution Quick Tips
⢠Use trigger-based email campaigns to automatically send
relevant nurture videos to segments of leads
⢠Test everything about your video ad creative â headlines, copy,
video length, video subjects, video CTA
⢠Embed videos straight into social media to cut down out the
extra step of the click to view
⢠Adapt website CTAs to segments of visitors to send them to
relevant content
⢠Donât underestimate the nurturing you can do 1:1 through your
customer-facing teams
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Example 1:
Industry Expert Interviews
Did this increase my goal success rate?
Goal: Attract prospects through thought leadership
content, resulting in more views and prospects
Results: Choose a quantitative metric (pageviews, CTA
clicks, etc.) and compare against other or non-video
content
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Example 1:
Industry Expert Interviews
Why or why not?
⢠Small sample size (3 video posts out of 30 total) â will
need to keep producing to see more consistent trend
⢠Top posts had a lot of social media traffic - sometimes
LinkedIn, sometimes Facebook
⢠Could be tied to recognizable name, extra promotion by
the expert, and/or tailored content
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Example 2:
Customer Case Studies
Did this increase my goal success rate?
Goal: Convert more leads and opportunities into
customers by showcasing successful customers like them
Results: Choose a quantitative metric (conversion rate to
customer) and compare to similar groups of leads
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Example 2:
Customer Case Studies
Why or why not?
⢠Viewing a case study video shows youâre more engaged â
could be selection bias, try comparing to other active
leads who didnât view case studies
⢠Viewing a case study validates customer success â try
comparing to leads who read written case studies but
didnât view videos to determine if video is a more effective
medium
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Step 1: Identify
Opportunities
⢠Start with your goal: customers, partners, candidates
⢠Outline the steps, e.g.:
⢠Visit â Lead â Opportunity â Customer
⢠Inquiry â Evaluation â Negotiation â Partnership
⢠Visit â Application â Interview â Hire
⢠Measure each stat over time and analyze
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It doesnât have to be prettyâŚ
It just needs to
keep a pulse
on and
identify areas
to improve
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Step 2: Brainstorm
Solutions
Challenge Solutions
Low website conversion rate ⢠A/B test landing pages â content,
form, layout/design
⢠New offers
⢠A/B test CTAs or change location or
replace CTAs with embedded forms
Website traffic not growing ⢠Create unique, PR-worthy content
⢠Newsjacking content
⢠Test new referral sources
Opportunities not closing ⢠Identify sales training gaps
⢠Create content around top objections
⢠Create nurture streams for old opps
Etc. ⢠âŚ
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Step 2: Brainstorm
Solutions
Identify whatâs lacking & brainstorm ways to fill the gaps
Talk to Sales Talk to Customers Analyze Success
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Step 4: Measure & Analyze
⢠Bring it back to the GOAL, METRIC, and ACTION
⢠Two simple questions:
1. Did this increase my goal success rate?
2. Why or why not?
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Takeaways
1. Start with the goal. See where the leaks are in your
funnel and develop a plan to improve those areas.
2. Consider the content and the distribution method.
Determine the messaging and desired action, and
remember that there are many channels to nurture
leads: email, paid, social, website, offline.
3. Measure the lead-to-customer conversion rate.
Thatâs ultimately what youâre aiming to affect.