Want to increase the quantity and quality of leads you’re passing on to sales? Email nurture campaigns are a great way to transition interested leads into closed opportunities, but building the right nurture series isn’t as simple as stringing together a few emails. This session will examine how to understand your audience so that you can develop the cadence and the content you need to close more deals. Expect to take away specific examples and practical tips you can use to launch your own nurture series.

1. #emflconf@emfluence
David Cacioppo, emfluence
david@emfluence.com
Building the Right Lead Nurture Series
for Your Audience
@dcacioppo

2. #emflconf@emfluence

3. #emflconf@emfluence
What is lead nurturing?
Lead nurturing is the process of building a relationship with prospective
buyers who are not ready to buy yet, developing relationships with them at
every stage of the sales funnel, and through every step of the buyer’s journey.

4. #emflconf@emfluence
What is marketing automation?
Marketing automation refers to software platforms and technologies designed
for marketing departments and organizations to more effectively market on
multiple channels online (such as email, social media, websites, etc.) and
automate repetitive tasks.

5. #emflconf@emfluence
Why is it so important?
Leads are
Expensive.

6. #emflconf@emfluence
Why is it so important?

7. #emflconf@emfluence
You have two options.
Reduce the cost per lead.
Or, increase the close rate.

8. #emflconf@emfluence
Lead nurturing is not new. It’s the new normal.

9. #emflconf@emfluence
Lead nurturing is not new. It’s the new normal.

10. #emflconf@emfluence
Brand Inconsistency & Unstructured Outreach

11. #emflconf@emfluence
Four Part Lead Nurture Series Over 10 Days
Data enters and exits group via syncs with CRM.

12. #emflconf@emfluence
Challenges
• Resistance from the Admissions Advisors
• Buy in from Management
• Budget approval
• Data synchronization
• Messaging approval
To get things moving it was positioned as a short term test.

13. #emflconf@emfluence
Automation. It works. It really works.
The test increased the close rate by 5% for ˜15 Admissions Reps.
Rolled out to over 400 Admissions Reps and began A/B testing.
Revenues were at $2.1 Billion in 2011. (DeVry Annual Report)

14. #emflconf@emfluence
What about the rest of us?
What are we doing now?
What should we be doing?

15. #emflconf@emfluence
Spend Your Time Wisely
Survey of where
email marketers
focus most of
their resources.

16. #emflconf@emfluence
Spend Your Time Wisely
Most marketers
are focused here.

17. #emflconf@emfluence
Spend Your Time Wisely
They should be
focused here.
These tactics pay
off consistently
and over longer
periods of time.

18. #emflconf@emfluence
Of the marketers who buy into
the concept of automation,
what are their goals?

19. #emflconf@emfluence

20. #emflconf@emfluence
We know why we should do it.
We know we need goals.
Now what?
Six Major Categories of Nurturing and Automation

21. #emflconf@emfluence
Categories of Nurturing and Automation
• Triggers, Auto Responders and Transactional (single message)
Order confirmation, profile view, weather alert, password change
• Welcome and Onboarding (1 to 3 messages)
• Lead Nurture (3 to 10+ messages)
• Event Promotion and Registration (5 to 10 messages)
• Life cycle and engagement (may be in the dozens)
• Win back – Re-engagement (fewer than 5)

22. #emflconf@emfluence
What you need to make it happen
• Strategy
• Data from your CRM, website, custom app, or shopping cart
• Marketing automation platform
• Stakeholder buy in
• Production resource

23. #emflconf@emfluence
Keys to Winning
• Relevant Messaging
• Accurate and Accessible Data
• Appropriate Timing

24. #emflconf@emfluence
Real World Examples

25. #emflconf@emfluence
Small Business Example
Business to Consumer Services
KC Waterproofing

26. #emflconf@emfluence
KC Waterproofing
Relevancy: They already know I have
a problem.
Data: Simple CRM – basic contact
info, service needed, ability to track
through the sales funnel.
Timing: Immediate need confirmed.
Reinforced need based on weather
forecast.

27. #emflconf@emfluence
KC Waterproofing
Appointment follow up and estimate.
Data in use:
Basic contact information
Specific need for service (foundation issue)

28. #emflconf@emfluence
KC Waterproofing
Weather Alert – Sales Nudge
Data in use:
Basic contact information
Specific need for service (foundation issue)
Weather info

29. #emflconf@emfluence
KC Waterproofing
Estimate sent, upsell
Data in use:
Basic contact information
Advance in CRM to estimate stage

30. #emflconf@emfluence
KC Waterproofing
Accepted estimate, scheduling and
billing procedure
Data in use:
Basic contact information
Advance in sales funnel in CRM to
closed/won

31. #emflconf@emfluence
KC Waterproofing
Preparing for appointment
Data in use:
Basic contact information
Appointment date
Advance in CRM to appointment stage

32. #emflconf@emfluence
KC Waterproofing
Scheduling and Supervisor Assignment
Data in use:
Basic contact information
Advance in CRM to scheduling stage
Supervisor assignment

33. #emflconf@emfluence
Small Business Example
Business to Consumer Services
Gutter Cover KC

34. #emflconf@emfluence
Gutter Cover KC
Relevancy: They already know I have
a problem.
Data: Simple CRM – basic contact
info, known need, tracking through
the sales funnel.
Timing: Immediate need confirmed.

35. #emflconf@emfluence
Gutter Cover KC
Appointment follow up, reassurance
from multiple review sites
Data in use:
Contact info for both decision makers
Specific problem(basement flooding)
Current information about review sites

36. #emflconf@emfluence
Gutter Cover KC
2nd appointment follow up,
additional reassurance of quality
Data in use:
Basic contact info
Product quoted

37. #emflconf@emfluence
Gutter Cover KC
Estimate sent
Data in use:
Basic contact info
Link to estimate

38. #emflconf@emfluence
Major Retailer
Abandoned Cart Example
Business to Consumer
Amazon

39. #emflconf@emfluence
Amazon – Abandoned Cart
Relevancy: Item was added to my
cart, they know I am interested.
Data: CRM – basic contact info,
shopping cart ID and URL structure,
product info.
Timing: Within 48 hours of initial
search.

40. #emflconf@emfluence
Major Retailer Lifecycle Example
Business to Consumer
Amazon Echo

41. #emflconf@emfluence
Amazon Echo – Order Confirmation
Relevancy: Confirmed purchase.
Data: CRM –contact info, item
purchased, delivery info, lookup table
for additional items to consider.
Timing: At the point of shipping.

42. #emflconf@emfluence
Amazon Echo – Welcome
Relevancy: I own a brand new echo.
Data: Account info, shipping timeline
and product purchased.
Timing: Within a few days of the
product arriving.

43. #emflconf@emfluence
Amazon Echo – Welcome

44. #emflconf@emfluence
Amazon Echo – Cross Sell

45. #emflconf@emfluence
Amazon Echo – Engagement Series

46. #emflconf@emfluence
Amazon Echo – Engagement Series

47. #emflconf@emfluence
Amazon Echo – Intro to Shopping

48. #emflconf@emfluence
Amazon Echo – Ongoing Cadence

49. #emflconf@emfluence
Online Publisher
Lifecycle Campaign

50. #emflconf@emfluence
BabyCenter – Lifecycle Engagement
Relevancy: Self identified has
having a newborn.
Data: CRM – basic contact info,
baby DOB.
Timing: Timed with the DOB and
then milestones throughout the
campaign.

51. #emflconf@emfluence
BabyCenter – Lifecycle Engagement

52. #emflconf@emfluence
BabyCenter – Cadence

53. #emflconf@emfluence
Software as a Service
Business To Business
Lifecycle Campaign

54. #emflconf@emfluence
Twilio Lifecycle
Relevancy: Self identified as
interested.
Data: CRM – basic contact info,
business info, level of interest,
potential as a client.
Timing: Immediately begins on
registration.

55. #emflconf@emfluence
Twilio Lifecycle - Welcome
Welcome message

56. #emflconf@emfluence
Twilio Lifecycle
Sales outreach, qualification
Data in use:
contact info
assigned account rep.

57. #emflconf@emfluence
Twilio Lifecycle
Engagement
Data in use:
contact info

58. #emflconf@emfluence
Twilio Lifecycle
Engagement
Data in use:
contact info

59. #emflconf@emfluence
Twilio Lifecycle
Engagement Survey
Data in use:
contact info

60. #emflconf@emfluence
Twilio Lifecycle – Win Back
Win Back email
Data in use:
contact info
last log in date

61. #emflconf@emfluence
Social Network
Profile Build Out Campaign

62. #emflconf@emfluence
Athlete Network – Profile Buildout
Relevancy: I registered. It’s all about
me.
Data: CRM/Custom Application
with profile information.
Timing: Immediately or very soon
after registration.

63. #emflconf@emfluence
Athlete Network – Profile Buildout
Missing employment information

64. #emflconf@emfluence
Athlete Network – Profile Buildout
Missing five traits information

65. #emflconf@emfluence
Athlete Network – Profile Buildout
Missing athletic goals information

66. #emflconf@emfluence
Athlete Network – Ongoing Engagement
Engagement tactic to drive member
back to the site.

67. #emflconf@emfluence
Let’s talk about you.

68. #emflconf@emfluence

69. #emflconf@emfluence

70. #emflconf@emfluence
David Cacioppo, emfluence
david@emfluence.com
Building the Right Lead Nurture Series
for Your Audience
@dcacioppo