Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing
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Transcript of Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing
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Basic Best Prac+ces for Drip Nurturing
Jessie Wilkie, KANA So@ware
‘s
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Company Overview
• B2B so@ware company • MulGple product and brand lines
• MulGple geographies
• MulGple target markets
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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
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Key Sta+s+cs
• 127,501 Prospects • 245 Landing Pages • 627 Segments • 215 Campaigns • 74 Custom Fields • 26 Default Fields • 266 Email Templates • 185 Forms • 42 Custom Redirects • 33 Drip Programs
• 172 AutomaGon Rules • 1,165,991 list emails sent • 3.66% Average Unique Click Through Rate
*February 2012 -‐ Present
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How do we move prospects through the funnel? We came up with a theory and some proof of concept slides
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Targeted Nurturing Campaigns Get qualified prospects ready to have a detailed conversa5on
Stay in Touch (Drip) • Rolling campaigns based on
role / stage / area of interest
• Validate area of interest • Build behavioral profile
Accelerator • IncenGves to take the next step in
markeGng / buying cycle
• Advance buying interest • Expand markeGng contacts
Engagement Campaign • Follow-‐up acGvity • Extend immediate offer
• Create an interacGon • Build demographic profile
Reac+va+on • Outreach to inacGve contacts • Test new messaging
• Energize around new programs
Other (Up-‐sell / Cross-‐Sell) • Energize installed base • Expand sphere of influence
• Develop new contacts • Market targeted events
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Director
VP
IT
EARLY MID LATE
Role and Stage-‐Based Content
W1 W2 W3
W4 W5
W6
C1
C2
D1 D2 D3 D4
D5
D6 D7
P1 P2
P3 P4
P5 P6
P7
W C D P Whitepaper Datasheet Case Study Webinar
• Classify ExisGng Content • IdenGfy and Address Holes • Implement Ways to Test
To Do:
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But how did we really do it? Nurturing 1, 2, 3, …
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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
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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.
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P2
W5
W3
W4
W5
P2
C1
P3
W2
P4
ISEA
W2
C1
W3
D1
0B-‐1A-‐2B-‐3A 1B-‐2A-‐3A 0A-‐1C-‐2D-‐3A 1D-‐2C-‐3A
Early Early-‐Mid
Mid-‐Late
Late Latent
Step 3: Iden+fy Content and Paths
W2
C1
Best PracGce: Keep it simple.
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Step 4: Create Necessary Content
Who are we targeGng?
What do we want to say? What are we offering?
How are we tracking results?
Best PracGce: Tag your URLs.
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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.
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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.
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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 • i.e. They are a current customer, they are already on another nurturing program, they are industry analysts, etc.
Best PracGce: Make sure to incorporate suppression lists when needed.
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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.
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Step 6:
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?
• Are we meeGng our goals? If not what can we do berer?
Best PracGce: Consider the level of granularity you want when reporGng on your programs.
Best Prac+ce: Review and Tweak
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The Results How did we do?
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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.
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We generated 532+ site visits with nurturing with a 3:02 avg. visit vs. 1:56 avg. visit for all traffic
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31 Landing Pages, 1,354 Views, 463 Submissions. 34.19% Submission Rate vs. 2.63% for CPC LPs.
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Key Takeaways What did we do well and what can we do befer next +me?
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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
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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
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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
Banner Ads
Nurturing eMail
Social Media
3rd Party Imports
Db Imports
Opportuni+es SAL Live Leads
MQL New Conversions
Well thought out nurturing programs are the key to moving new conversions and live leads through the markeGng and sales funnel.