Lead nurturing for life sciences

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the broadcast is now starting all attendees are in listen-only mode good afternoon and thank you for joining us for today's micro webinar on lead nurturing tactics our goal for today's Michael webinar is to discuss some lead nurturing tactics surprise for email campaigns and beyond that so today we're sharing our best practices green you ideas for more effective emails and messaging for your campaigns and what we're going to do is start by running through some email management concepts and we're going to finish up with three quick tips for overall lead nurturing success you so just real quick I'd like to begin with some introductions my name is denene I am be marketing manager at technology advisors for those of you who do not know us we are a business consulting company business software consulting company we help businesses select and implement products like ciara marketing automation CPQ bi tools etc and then specific to CRM we also offer training support software customization with us today is channel account manager at act on marketing Brenda Robinson actin is a great marketing automation solution many of our customers have benefited from it and I think a lot of that success has to do with how invested act on is in educating the market through events just like this Brenda's been kind enough to lend her expertise for several of our recent webinars and we're very happy to have her with us today one quick housekeeping item before we begin on this micro webinar will be recorded and that recording as well as all the links that we mentioned in the micro webinar will be shared with you via email after the event for your convenience if you have any questions throughout the presentation feel free to type them in that questions box and we'll do our best to get those answered for you so with that I give the floor over to Brenda thanks so much to name and thank you guys for taking time out of your busy schedule to learn some new ideas and some ideas specifically to help with drift nurture lead nurturing I always like to start with just a review of what we've covered in our previous micro webinars and that is just why it's so important you know fifty percent of leads are qualified but not ready to buy ing to glean stir and we really want to nurture these leads over time you know educating and assisting them during their decision process I call it the trust component because this is it really hard sell this is all about consideration especially if you have a complex product or service that you're offering customers and it's really educational so lead nurture is basically this automate an email program that encourages the prospective buyer to interact with your brand and to have your brand the top of mind when they are ready to buy so if you have permission and really good segmented and demographic data and you want to proceed with engagement this webinar is really about some of those innovative techniques that we can use to capture their interests further and again keep your brand top of mind when they are ready to buy and so you know one of the things when we talk about email is why do we want to put these wizzy ideas into our email well it's primarily because today most fires have a lot of email clutter you're not even competing with your competitors for mindshare you're competing with you know a buyers child's homework and a teacher correspondence or you know a new offer from Macy's and so it's all about separating what you can do for them from a business perspective and then also it earns points with you know some more tech savvy buyers that really want that engagement and quite honestly higher conversion numbers people when they are ready to buy that can attribute that brand interaction that they had with a business need and so we're going to talk about some of these techniques making marketing the science beyond the art including animated gif we're going to talk a little bit about html5 a newt relatively new tool called scratch it some of the psychology of why these techniques work and we're going to wrap with some quick email tips for for marketers that will help you execute these programs extremely well so we'll kick off just talking a little bit about animated gif one of the things we like to fit act on and I know technology advisors as useless as well is you want to fail lot without saying anything at all a little bit of movement helps to showcase your brand's I think we all know that a picture can be worth a thousand words in this case the company litmus is debuting a new product and it's much easier with a picture to kind of capture the highlights so it's very visual and powerful and it allows a prospect to quickly understand something without having to read volumes of text so in this case and mine is not moving I apologize for that but it's incredibly simple just a couple frames of movement like a looping video really showcases a product or service without that taxed but you know there's always some gotchas in these types of tool sets and so we wanted to make sure that we outlined that animated gif really have some challenges in certain email clients so just be careful in certain email clients where only the first image was shown it would not do the replication and that's just a compatibility issue but we always also say to when you're trying out this type of techniques be very careful about your file size these can be very massive gif files the goal is subtle p not annoying so if you limit the number of frames reduce the resolution or the colors you know compress the file as much as possible it's much more likely to be consumed the other thing is to always make sure that it's supporting your story but not overwhelming your story so again very subtle images that make your brand come to life one of the things is we've attached a few links of some gift making tools out there in the marketplace and don't worry Danny and is going to follow up post this event with some of these links so don't worry about jotting them down but here's a few types of animated gifts that you can try out for your business and and again many of these are free tools trial and error on a certain segment just trying it out for a select demographic in your database is always a good place to start the second kind of technique that we're excited about today is html5 video it's really a WOW factor if you put html5 embedded video in your email it's certainly an emerging area for marketers the subscriber can play the video right in their mail and they don't have to transfer to a landing page and you don't have the risk that you're going to lose them as they move over in this example the times was showcasing an advantage of their new digital app and as you can see the video is embedded directly into the mail and so again you know we don't risk losing your audience because they're consuming their mail on their mobile device for example and don't want to move over to a landing page and the gotchas really with html5 is there are a few email clients that it's not going to render as correctly for example gmail it's just not as robust as it is in Apple Mail our outlook but again this is trial and error and certainly if your database is supporting these other male clients html5 is a great tool set to use we also just from a you know pro tip arena it's always good to have some type of fallback image you know utilize your web developer to get the image exactly right there's some free tutorials here from acid and witness to help you get it right and again then mean we'll send these out so don't worry about chopping down the bitly to get more material certainly again a very powerful wow factor in your email marketing one arena that you might not have heard about that we're excited about is scratch it it's essentially a virtual lottery scratch ticket the consumer of the email is going to click through to a landing page with a mouse to land you know scratch and reveal an on-off fur and that's kind of exciting because the conversion on these types of scratch lottery based email is very high it can improve engagement by up to 10 times we certainly use this technology a tacked-on and we've had similar results so you might be asking yourself well why does this work I mean what's the there are people really that intrigued well of course there's some psychology that that work right most buyers of course are driven by human nature they want to feel special and appreciated and that's really the first element of engagement it we talked about our goal with lead nurture is to leave this brand impression for when they will be when they will buy so the idea is to be very educational but also fun it's not necessary to hard sell when they're still evaluating and you were trying to leave that brand impression so another key with a tool like scratches let's not overdo this there's a time and a place for this type of technique so for example try to limit it to a special offer and make sure it's very logical that you've put some thought into it and don't don't repeat using scratching on every single email campaign so think in for example about a discount or some type of loyalty program where it can be very very affected you can check out scratch it at the website noted below and then again will be in the summary that demean comes out the other thing we wanted to just spend a little bit of time on is you know what are we what is our goal with this responsive revision as we talked about earlier you know we really need to think about multi-channel flexibility we want to capture you know response and engagement on any channel but also any form so as we know people are very busy today and they might be carrying their phone and checking their email they're not always at their desktop they might have their tablet a lot so it's really critical when you think about your email that its thumb friendly icons and buttons make sense vertical scroll that it renders correctly and keep in mind that these responsive revisions are how we want to build right start kind of with mobile mindset first and work backwards because a lot of channels today are being dominated by mobile but especially email is where we're seeing that mobile has been a case Danny and I just want to call on you to I mean what is technology advisor has experienced been in designing for a mobile buyer today well actually and Brenda and I were talking about this the other day we had recently updated our website is here and we started we found a template we like we definitely knew we wanted to do the vertical scroll because that's that's just as brenda was saying the big thing right now people are spending more time on their mobile phones we recognize that so we chose a template that said that it was adaptable for mobile it had the vertical scroll feature really nice options and we got about a week to two weeks into designing it we got some content in there and and we said all right let's take a look at houses rendering on mobile and when we actually looked at the mobile preview of it it was awful so I mean luckily we caught it early enough that we just scrapped it and we went and we found one that we searched for and before we you know we didn't make that mistake again before we purchased it we went and looked ok how is it looking on mobile right now let's not wait until we have it partially designed out to look at that and we picked a template that i think was far superior and it loads really quick it renders really well and i just think that's so powerful in terms of letting our audience be able to get to that information in and have it still be so organized for them because a lot of times we do link to our website through our emails so if they're looking at our email on their mobile phone share our email look great on their mobile phone but when they go to the website what's that going to look like so you know that's just something that we're constantly keeping in mind going forward thanks Danny and I think I work with so many of our great partners like technology advisors and it's great to have you know a real practitioners experience here certainly you know the statistics in the mark on world support what you just said because the results are definitely stronger we look at creating first that mobile experience and making sure that it renders correctly in that environment because it nearly doubles the engagement and there's also a much higher percentage of the ability to pass those as failed ready leads so it's always exciting for us when we look at those types of results and certainly something we should bear in mind when we're designing our campaign so I'm going to put the I'm going to turn the mic over to need to the Nina as well to really talk about additional just quick tips in terms of email guidelines and steps as you create an email nurture and lead program to need Thank You Brenda all right so we're going to spend the last 10 to 12 minutes here just going over these quick tips and then of course any questions that you have so just a quick overview of what those are going to be we're going to talk about the three emails that I line looking for twenty percent conversion and then beyond the inbox so number 13 email guideline essentially the long and short of this is don't overcomplicate or string out your email nurturing campaigns ten or eleven emails could potentially frustrate your prospects so you want to keep it to the point you know they say that the ideal text links is between 50 and 175 words for an email and that you want to just be a succinct and direct as possible so that makes it works really benefits both of you because it makes the work more manageable for you and your prospects appreciate not being bombarded they know when they open an email from you that it's going to be something of value to them as opposed to just getting slammed with those emails every single day an example that I usually come back to you on this is my old job I I worked at a publishing company and we published a bunch of b2b magazines and so I would always send out the marketing emails for each of our magazines audiences and there was one publisher in particular he was just sent I'm having to send out an email to his audience every single day a newsletter that he would put together with like 30 links in it and he was seeing the lowest open rates out of any of our publishers and so he you know called me in his office one day and said what do you think we can do about this I feel like you know I don't know why we're not getting me to open rates and you know what are your suggestions and I told him you know to be honest with you I think you're spending too much yeah there's a lot of helpful information that you can be funding but you can be sending that once a week or once every two weeks and when they see that come into their in box knowing that that's going to be a valuable piece of information for them they're more likely to open at them as opposed to when they're seeing it every day I I always bounce back to okay me as a consumer I'm gonna put myself in your shoes I'm going through my emails every single day and sometimes I just don't have time and I just I see it come in i skip it but if it's an email address that i don't often see and I have a history with that particular company of knowing that the emails that they send me are rare rarer and when they do they're of value I'm more likely to open it so you don't want to hit you don't want to become white noise in the inbox is basically what I'm saying if someone sees you sending things that they find valuable they're going to open it the next time that they see an email so the three now guideline is flexible for you know you might need to send one or two more than that depending on the type of campaign you're running depending on your audience so that's something that you bounce out with how you know your audience to be and the types of results you're seeing but the general point of of this tip is just don't quality is not quality it's the point okay so then our next tip is twenty four twenty percent conversion so twenty to thirty percent of each of your top middle and bottom of the funnel process should be converting into sales qualified leads each month if they're not you want to go back and reassess your strategy so are you sending each funnel stage the right content that's a big question sometimes that's the main issue that you have to tackle so on the next slide we're going to give you an idea of the kind of content that you should be targeting for each segment of your funnel so here's our funnel at the top we have our new leads and those are the leads that we most want to start in with building that trust through educational one of the things I personally am working on this here is creating buyer's checklist you know we wear resellers of software but prior to this job as i mentioned i was in the publishing industry I didn't know very much about how to go about buying software and I assume that the average person maybe doesn't know that either so if you could provide documents like that that are going to be helpful to that person and aren't hard selling like Brenda the thing it's not about hard telling it's about being establishing yourself as a valuable asset and as somebody who wants to help and so especially especially at the top of that funnel that's what you want to be starting with any sort of information that could help them on their buying journey then when you get down to that middle of the funnel you're looking at your marketing qualified leads and your sales qualified leads this is the point in your campaign where you can start to address the pain points and how your products and services solve those pain points now you can kind of bring in more specific examples that you know showcase your product a little bit still not wanting to get too pushy with it but you know you're bringing in things you're showing them that you know about their market you know what they deal with and you're here to help them and then at the bottom of the funnel you have your opportunities that's when you want to look at sales enablement and relationship management so your thought the whole funnel really you're still doing that relationship management but at the top there is when you're creating that core of the relationship and then it's kind of dripping down throughout okay and then the last thing we're going to talk about is just going beyond the inbox which I'm sure you guys are savvy marketers are very aware you've heard the phrase omni-channel before omni-channel you got to hit people in different areas it's email nurturing campaigns have a lot of strength but it's a multi-channel approach that's truly going to tie it all together so marketing automation platforms like act on they offer these email metrics which are amazing and super helpful but they also help you with social media outreach and dynamic website content so that allows you to combine your email marketing with your social get ideas for your paid or targeting ads to some dynamic content and then also incorporate direct outreach and that way you can really maximize that influence well that's a great times and the incident our next micro webinar coming up on March third about hyper tyco hyper targeting I can't talk obviously with my cold hyper targeting and dynamic content so we just like to open it up to some questions from the audience and then we'll wrap up ok I am I have a question here I don't have a lot of educational content to work with can I still run a nurturer campaign like this definitely I think you brought this up earlier to mean about the you know the importance of creating a buyer checklist so you really can use it as a reference those personas and what their needs are it really is kind of key to have sales and marketing aligned it won't take too much time it's that ongoing collaboration you you know what your customers have bought from in the past right so this can be a very valuable piece of content for your leads they're clearly in the market for something and they don't know where to start like you said you know coming from a different industry you want them to engage and ask you for questions once they're known to you and you start that engagement process because starting the engagement process is really building trust with you so if you're really tight on time you can share it on your you know relevant articles from your website but always with the twist there's a free tool called sniffly that you can use to overlay a link to your own web page or a piece of content and another site so if you're sharing something from someone else's website you feel have the opportunity to get that lead to come back to your content it's great for social media posts because it shows me how many people are clicking on my link in that page and it floats in the corner of your screen with your company logo and a call to action and it's just a one note on that it's not all websites support that I just read an article for example that Jeanine had posted about from cio magazine about the need for more and more marketers to be technologists and the sniffly site was overlay me articles so it was fantastic aha well good I'm glad I'm glad someone be cooking those because yeah I love that this is my new favorite thing and you guys were the ones who showed us that on that ever since we started talking about using that tool I'm just obsessed with it I use it almost every day on my social media post yeah it's fantastic links everybody back okay and then we have all another question here how do you get started if you don't have a marketing automation solution yeah that's fantastic question really two ways contact technology advisors you know Matt GoM's partners have real world experience consulting and kind of giving an assessment on what you want in terms of outcomes are resolved and then of course there's a complete library of marketing material a tacked-on website and Deneen again we'll send some of these links to act on calm in our resource page really a rich library there of the latest again for marketers on you know issues and what's matters most of them and this until then you know just as a follow-up if you need help are my information via the the follow-up email be sending to this you can always just simply reply to my email and it will come to my inbox but you are welcome to contact brenda or myself with any questions or any help that you need were we're happy to to be there for you so we think thank you thank everyone yes I go say thanks again to me and appreciate the opportunity and thanks to all of you for taking time out of your busy schedules Thank You Brenda have a great afternoon everybody