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[Music] welcome to today's webinar we'll be discussing marketer lead nurturing 101 in specific designing your nurture campaigns we know that it's a challenge for a lot of people uh when it comes to designing campaigns that work so hopefully we can cover up some of the areas and some of the skills that we use in order to to make those legitimate campaigns a success so those of you who don't know i'm james fletcher i'm the ceo and a marketer solutions architect here at jtf marketing and today we'll be covering how do we select an objective for our nurturing campaigns we make sure that that objective is aligned to our business objectives of course second we'll be covering how do we design that nurture campaign that actually works how do we engage with it uh in the right manner and how do we structure it correctly so that we can scale it we can make sure that it's optimized on a regular basis and we'll give you some tips along the way we'll also cover some frameworks that you can lean on as well some of them you might be familiar with if you've ever studied marketing and then we'll have some time for q a at the end if you do get any questions throughout the session feel free to drop them into q a of course as we go uh feel free to even throw them in if you've got them in advance but this is a webinar series so we've got five elements to this webinar series and i'll cover off in a second you know what they will be for those of you who don't know jtf marketing we've been around for seven years we specialize in marketer and its surrounding ecosystem and we help our clients in multiple industries with various use cases from technical implementation to building a team with skill sets to to a majority of the things that we can do as external parties scale marketing operations think about the marketing automation strategy and importantly you know how do we get it right how do we get the return from this platform that we are expecting and so we talk often about data control and data hygiene which will come up later in this series as well so as i mentioned this is a five part series today we're going to be covering the design and the objective if you haven't already sign up for the four webinars uh they're available on our websites jtf marketing dot com forward slash resources you'll find the link there on the first option um design is really important and often i think one of the challenges that we face as marketers is we're often trying to get a campaign out of the door we're trying to meet the deadline we're trying to make sure that you know we get engagement we've passed the leads over to sales as quick as possible so for a lot of people lead nurturing can feel like a very very slow process and often communicating that back to the business can be a challenge as well right how do you tell the sales owner that they're not going to get leads straight away by launching this new campaign that's had a big chunk of investment or even cmo how do we make sure that we've explained it the right way this is about switching from batch and black's campaigns to always on it's about optimizing our marketing machine you know the famous sales pitch that we all get involved with in the beginning when we we engage with marketo the final four webinars of this series are also actually critical because we're breaking this up into digestible chunks so it's great designing your notch campaign the second part is really about getting the data set right making sure you've got good quality data going in making sure you're planning for people who want to come back out of those much campaigns or for the moments that you do need to post someone and take them out of that campaign for whatever reason maybe they enter a sales process or they have a customer or support ticket open whatever those rules might be again we'll explore those in a bit more detail content absolutely critical without content we don't have a campaign right but how do we use our existing content how do we make sure that what we're building is actually scalable it's not about a six month project to develop content there's going to be a touch and as soon as we launch it it is about optimizing finding ways in which we can understand what works and what doesn't and that includes angles it includes a b testings it includes you know how do we track the content how do we know what content works the building and testing that probably most of you on this call will be familiar with uh getting hands-on in marquette and getting our hands dirty building those smart campaigns out the engagement programs the transition rules again we'll get into all the detail there of what we need in order to build a successful program and we do have a slightly different take on it i'll give you that warning up front and then finally part number five which is how do we understand whether it works because often we've built these campaigns already right we've understood that we've managed to send some emails we may have even moved people between some streams but yeah did it work did we get what we wanted again we'll look at that and we'll look at opportunities to optimize those nurture campaigns as well so i'm going to start with selecting your objective and i'm using a revenue model within marquette's house some of you may be familiar and i'm a massive fan of revenue models in marketo it's really important because it's the simplest way of viewing your entire database now if you don't have a revenue model set up already we have another webinar on that too which you can go and watch uh on demand uh or feel free to reach out to us we can talk to you a little bit more about how it works the simple part of it is these are buckets of people within your database that are in certain stages of the buyer journey they may have been disqualified so you'll see on the screen here we get this nice green line that's taking us to sale but ultimately we've got all these other parts underneath where people have been disqualified because they don't fit the time isn't right the price wasn't right we lost the deal or it's just been lost in follow-up so again how do we build this always-on movement of data so that we're constantly engaging and that's the critical part now i talk about revenue models as the foundation of everything we do in marquette because i believe it's the core of what are we trying to achieve and how do we focus those campaigns so when we start thinking about objectives for nurturing campaigns we mainly focus on known to nql right so russia's get the people in the door capture who they are enough data points is a marketing qualified lead inside sales might be working it or we'll work it from an engagement program perspective or a lead scoring perspective then we'll love it over the fence and sales guys and say good luck guys let us know when we've won something uh or some of us we're challenged with okay what is the quality of those mqls of robust mobile so again this isn't a bad place to be but there's maybe some sensible ways that we can make it very specific and much more productive when we think about pushing people through our elite cycle let's start with minimum data points right so we talk about this a lot especially define an mql the famous question what is an mql minimum data points really help you get to that point because you're trying to understand the data that i've just collected is that right for us based on your ideal customer profile you know does that match is it the right kind of person does it match the people we've been selling to or can we disqualify these people up front because they're competitors or the quality of data isn't good enough so we shouldn't be marketing to it if we can't validate it for example again how can we work that in multiple ways we may also choose to look at you know building quality campaign so how do we take the data that we've got and fill in the gaps how do we understand why was it for a quality elite and how do we then make sure that we can then you know bring them back into the cycle we engage them and i think that's important because again we're paying for these people in many cases we're trying to get them to engage with us we're trying to acquire these people and bring them through our cycle you may have additional opportunities also further down the funnel often we talk about lead nurturing very much around acquisition and i'll come back to that in a second but actually what about helping the sales guys what about keeping the pulse whilst the deal is open whether it's product brochures whether it's engagement whether it's hey if you're seeing this latest insights piece or a thought leadership piece or hey we've also got these case studies you might want to check out again that driving that customer to that information keeping them engaged so that they understand they are in the right place they're talking to the right people now let's face it we're all pretty good at the top end of the funnel this middle to the bottom of the funnel piece is complicated but again if that's the objective if that's the sticking point in your customer journey it's worth focusing on what can we do in order to accelerate people through that process and i'm pretty sure most of you are sitting there going i'm not going to take that battle on first i'm going to start up the other tunnel which is absolutely fine again just think about it in the full context of the buying cycle and where are the sticking points or where do we lose people uh during that sales process we might also choose to help our sales guys uh and ladies to focus on the deals that aren't progressing through the funnel as quick as we would like them to so let's say you know we're tendering for a piece of business it's six to twelve months out we know the buying process is long therefore what can we do in order to keep the regular pulse which isn't hey come and look at all these other products or services that we offer but it's very much hey we're just reminding you this is what this product does this is how we're going to help you this is what is the light at the end of the tunnel right so again there's opportunities here closed lost business is also a really amazing recycle campaign right so how do we bring people back into our mqr bucket or even our sql bucket because we know who they are already but we've lost the deal maybe for a specific reason if we don't know we might treat them differently to someone we've lost on the price or someone we've lost a competitor right so we often talk about this uh in the services industry great you choose someone else absolutely fantastic not a problem but we'd like to be in touch with you in three months time to say how you getting on with that other person is it working out is it right for you or are you then thinking about changing the service again so keep the relationship alive it isn't just about rushing people through that journey and then dumping them out the other side so when we talk about objectives in summary um there's many ways that we can position it right there's many opportunities through the customer life cycle and acquisition campaigns that we famously call them actually not acquisition campaigns they're realistically conversion campaigns we're focusing on the data we've collected from our various channels how do we then engage with them and get them through through that journey uh or even to the point of a conversation right so we get opportunities around insufficient data some data quality campaigns we've maybe even got welcome campaigns which you might choose depending on your business and the territory that you're selling in turn into a soft opt-in campaign or maybe even a you know a preferences campaign tell us more about what you're interested in which products which industry are you in in order to then further segment down the line you might also look at recycling you might look at stay in touch again those might be opportunities there might be people have been disqualified or may not right now we're busy be in touch with you later on etc etc again depending on how you structure that you will then decide which model's right for you from a retention perspective again we've got lots of opportunities here uh you know we've got welcome campaigns for new customers we'll get re-engagement for customers who are going cold both ecommerce or you know maybe it's coming up to renewal season you guys have got to get some of those conversations flowing again get the engagement measure the sentiment again we can do that we can also look at cross and upsell and importantly win back campaigns you know we never want to lose a customer and how much effort does it take to win one you know the cost of losing it is higher so again how can we build these in an automated fashion how do we scale it how do we make sure it's fine so here we go let's get our hands dirty straight in the marquette right no absolutely not please do not build anything in marquette prior to mapping out what you're expecting to achieve from your nurture campaign uh it's a common mistake and i always say draw it out before you build it out and that's really important because i think what we can get carried away with here was thinking about the product and how the product works and the product in this case being a marketo we don't want to do that we want to focus on what is the end goal how are we going to measure success what does it look like so i often start with a vizio uh pretty simple again i've got these mapped to revenue stages and depending on your business you may choose to have a slightly different structure and i'll come to those models in a second but ultimately these structures are about giving you clarity and what am i expecting so let's take the example of the welcome campaign we've collected new names they come into our database in marketo there's known people we drop them into the database the first thing we want to do is validate that they have an email address that we can actually market to or maybe a phone number if you've got mobile or sms integration or even whatsapp integration you may choose to make sure that you're verifying this information prior to adding them into anything else now the second column here you see on the screen is then okay valid email addresses okay so what are we going to want to do there we're going to want to make sure that we're starting to opt to be blind we've got preference information etc etc and moving on through the funnels again these will start to build up the picture the objective per stream which will help you later on when it comes to content so you'll see now i've just typed into this structure basically my objective for my stream and that keeps again the focus very honest and what am i doing and why am i doing it so i know i'm trying to make sure people will get valid email addresses i'm going to build a welcome campaign that says hey thanks for engaging this is who we are this is why you're in the right place etc etc and i will come to the lead acceleration piece which i know everybody thinks but what if someone fills out a form and they want to talk to me straight away et cetera et cetera we're talking about the top of the funnel acquisition stuff here event engagement we're talking about downloads subscriptions newsletters so on so forth capturing that information validating that they're a real person hopefully you're doing that on your marketer forums upfront uh there is a new feature that's just come out to block email address structures as well in marquette which we'll update you with shortly um and then you know if we've got that right we're collecting the data correctly again bringing them to the next stage so we've got a valid contact we've either validated them using an email verification so and or sending a campaign right that's why i have a stream in the first place i'm going to send them a campaign and if they're bounce i'm going to take them out i'm going to mark them as invalid so on so forth data hygiene rules if they don't great i'm going to move them then into my next stream my next stream is starting this journey to collect my minimum data points right so this is about understanding what am i going to have to provide for my sales team in order to get this right how are we going to be successful with the right information collected whether it's job title phone number industry employee ban volume whatever it might be that's related to your sale you will have this information or your sales does not have this information now we know and we don't have to start the famous conversation of sales and marketing alignment you know they want everything in a silver platter and boxing never deliver any good leads we know we know we're all working for the same goal right we're trying to capture these customers we're trying to engage them trying to give them a solution that fits their business and we're also trying to qualify in a row early stages who's good or bad for us so you might find that certain industries aren't right for you and you'll disqualify the data as you find that out again we'll talk more about the data piece later on and i'd love to talk about data so i have to keep myself focused but again the objective of these streams is to collect the information when we come to the mql and sel stream this is often a more challenging step mql is pretty broad right we can zoom into mql in many ways you've got brand new mqls who are you know fresh in through the acquisition channels you've got people who are historic and not engaging you then get super engaged people in your mql funnel how do we figure that out you'll probably be saying in your mind lead scoring james lead scoring is what we're going to do it's good and bad i will agree and disagree and we'll come to that later on down at the optimization whether or not but ultimately here you might choose to break this into smaller pieces the focus of the mql piece ultimately is behavior or data collection through behavior so we're trying to get intent we're trying to find some level of engagement in order to step in at some point which is our sal piece and say hey do you want a conversation with us we'd love to talk to you we think we're right for you we'd like to engage come on and that might be booking a call it might be responding to an email it might be filling out a service or whatever it might be again how do we capture information from an sal perspective of course the focus here is this slick handover from marketing to sales trying then to keep the pulse moving until the conversation is flowing in the opportunity stage so again this is about hey i'm james i'm the sales person that's going to take over your account uh and here's some information that we are currently promoting a new insight piece so and so forth and this becomes quite consistent as you go to the lower end of the funnel by the way so there's a tip for any of you thinking of helping the low end of the funnel now we've talked a little bit also about models which models are useful and for those of you who've studied marketing as i said at the beginning you'll probably be familiar with these ida race 3a's acd from neil patel from the inbound marketing study again these are all useful frameworks my personal opinion is the better use for content structures and marketing strategy than they are for marketing automation strategy from a marketing tech perspective we've really got to focus in on collecting data collecting engagement prioritizing the lead improving velocity and that comes from optimizing the structures that we have now some of you probably have already built some nurture campaigns in this structure i'm not telling you that it's wrong if it's working don't fix it but ultimately it's easier to align to a customer journey model than it is to one of these models because you sit around going which content goes where how do i get it right and when does someone move from that stream to another stream we'll talk about in the build and the content piece also how do you control that what does it look like how do we make sure that we're not over engaging with the same pieces of content so again go and sign up for those additional webinars so i'm going to kind of wrap up on this thought i always think about building an urchin campaign a bit like building a house because you've got the foundations that have got to go in which is the structure of what we're trying to achieve we're trying to get someone from a to b in our buying cycle we're trying to keep really focused that you know the plumbing has to go in before the bathroom goes in can i think uh and the the tiles have to go on before the the bathroom suite goes in that is the process of building your nurture campaign you've got to get the foundations right otherwise you end up with a nurture campaign sending emails as much as you would use from a batch and blast campaign whereas actually what we're trying to get to is did my campaign collect the right data yes or no okay is the reasons behind it can i figure out whether it's absolutely necessary to capture this data or can i readjust the way i'm working in order to capture less or capture it in the different ways in our form fills behavioral engagement so on and so forth and then as i get that life cycle stages correct how can i begin to a b test how can i begin to tweak the content optimize how do i add in industry specifics and some of you who are on this call might even find that you need kind of sorting campaign up front which is hey who are you what are you interested in what are your pain points tell me so that i can split you into the right nurture campaigns some of you may be lucky enough that your product is consistent across every industry and therefore all you've got to do is add in dynamic content not order to add a natural profile again if you've got personas that you want to add in they're further down the line don't rush to do everything at once get it out the door start evolving start learning start testing of what works and what doesn't and the important part here is again no one can get this right from day one not even us we will build stuff in evolution cycles make sure that we get some results before we keep iterating of course there's some necessary stuff that we have to put in place that will always drive some level of success but again you've got to get that right phase it out take it slowly don't rush it and try and keep it aligned to was it successful did i move people through the buying cycle so how can jtf marketing help as i mentioned we're experts in the space of marketing automation marketers specifically the ecosystem of marketo we can help you prioritize these opportunities by understanding your business and developing recommendations specifically for you and what we can ultimately do is help you every step of the way right we don't have to do any of the work we can give advice we can do everything for you if you really want and we can help you execute in the right way it is really up to you again i think it depends on the experience you have with engagement programs like marketo hopefully by the end of this webinar series you'll have much more uh or at least much more insight of what you're able to deliver and what you might need support on but again i think the key part here is we are keen to help you guys use engagement programs in the right way switch from batch and blast campaigns to engagement campaigns which will help you build that always-on structure so now i'm going to dive in to some questions so there's a q a i think you all are aware of how zoom works these days so feel free to drop in any questions that you've got the first one that i've got here that i will answer is are we recording the session yes we are and will we share it yes we will and it will be available on demand on our website so if any of your colleagues weren't able to attend or if you found it useful i want to recap because i'm talking really fast and you can go back through the webinar later date um it is important uh again i think to sign up for the entire series get the full picture before you build anything so that's one piece of advice as well