Marketing nurture campaigns for IT

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the broadcast is now starting all attendees are in listen-only mode good morning everyone thank you for joining us today for another ledge of you partners webinar I don't know about you but this holiday season I'm especially grateful for how coffee on cold dates like this in Wisconsin this is our last webinar of 2018 can you believe it I know I can't but it's been a true pleasure to host so many this year and I look forward to more in the new year I'm Julia Flaherty led to be partners Marketing Coordinator for those of you that are unfamiliar with us though I see a few familiar faces up tuned in we are a business and technology consulting company who partners with organizations to transform sales marketing and customer service operations and processes that are supported by core technologies including customer relationship management and marketing automation the experts at let's view help our clients to achieve their unique business goals with the solution that specific to their organization's needs as a marketer you know that there's no one-size-fits-all business so there's never a one-size-fits-all solution right that's probably one of the reasons you tuned in today you have this awareness and want to expect the planet with today's exciting feature topic lead nurturing and automated campaigns creating personalized experiences is so beneficial to the customer journey but I will let Jody Gilroy senior business analysts at lucky partners dive into that shortly before I let her take over I'm going to ask you to bear with me here as I go over a few quick housekeeping notes this webinar is being recorded and will be available on-demand after the live session will be taking up about 30 minutes of your time today so after we finish up be sure to check your inboxes for a message from ledge view if you haven't already at a steer safe senders list to be sure you receive that email and are able to share it within your professional networks if you don't know how to do that we do have a blog post that explains how to and I'd love to send it to you just send us a message in the question pane of your GoToWebinar control panel which is where you can ask other questions you may have today we have everyone on listen-only mode as usual so if you do have a question and it doesn't get answered during the live session well be sure to follow up with you afterwards another thing I encourage you to do is to check out our wide array of resources at lunch be partners calm after today's session we publish hundreds of blog posts this year over 40 infographics and more than 20 ebooks on a variety of different topics to help you solve common challenges gain insight and much more and now that you know more about LED to view it's time to welcome Jody Gilroy who is a true marketing guru Jody I've said enough so I'll hand it right over to you to get these lovely people what they really came here for today awesome thank you so much Julia welcome to our second webinar called marketing technology minutes today we are going through the same cadence as we did last time but on a new topic so we're going to introduce the topic today talk a little bit strategy through PowerPoint and space topic is nurture campaigns or automated campaigns or drip campaigns or whatever the terminology is but the output is the same we'll talk through some strategies some terminology around that and then also talk about best practice recommendations and then we're going to set up three different platforms head to head to kind of look at how they accomplish nurture campaigns within their tool set so first of all what is a nurture campaign you know again there's a lot of terminology around it but really what it means is you are nurturing a customer or a potential customer through their through their customer journey rights here you're looking at where they are in the buying cycle you're looking at who they are maybe their role maybe their industry their characteristics and especially where they are in the buying process and you are aligning content and communications or sales touch points throughout that cycle to stay engaged with them so that illustration that I have here kind of shows that model you have a product or service you have a target audience you know a group of people that you want to reach but your communications you know the one blast email to everyone just really does not work and not best practice any longer instead we have to look at what the buyer is telling you what are the signals so maybe they download it in eBook maybe they attended one of your webinars like you are today maybe they've taken the action of requesting a quote those people those interactions indicate buying signals but not necessarily ready for purchasing at any point in time maybe they requested quotes a little bit further along right than the download an e-book so we essentially take these individuals and their behaviors and we put them into buckets are they marketing qualified with a sales qualified and we nurture them ingly again the takeaway here is you nurture against where they are in the buying cycle so let's talk about a few statistics about nurturing and why is it beneficial to an organization nurturing is in the first statistic here leads who are nurtured with targeted content produced 20% increase in sales opportunities not surprising you're talking to a buyer in a targeted manner based on their buying cycle so it's relevant so you're gonna see an uptick in sales businesses that use marking animation and nurture prospects experience a four hundred and fifty-one percent increase in qualified leads and nurtured leads makes 47% larger purchases why why again you're not having sales engage on those this early stages right downloading ebooks doesn't NSA are ready to buy so you're working them you're telling them more about your organization your positioning product positioning content to the and that is relevant getting them I'm sticky to your organization before you pass them up to sales they're further down the funnel so that is increasing your conversion rates lead nurturing emails get four to ten times the response rate compared to standard email blasts alone this is because you're targeting them and you're giving than that relevant content that they need in that cycle so I found this quote and I think it's it really articulates why and what lead nurturing does it says automated by your progression not just emails great marquee animation requires smart segmentation of buyers reading buying signals and then acting upon those sake signals so in other words doing automatically at scale what a marker would do is they had time right if we could really lay this out and every day come in and decide oh what am I going to send today this group this group that we just don't have the time as marketers through this so nurturing campaigns Newark campaign automation allows you to do this at scale using data and using on the technology to execute on it okay so there's men are many types of nurturing methods that could be deployed on let's talk about a few they don't necessarily line up here to the illustration but I want to talk through a few potential methods so you could use the first is nurture and leads before they're handed over to the sales team for follow up so I've alluded to this a little bit so someone downloads a white paper on your website does this automatically mean that the lead should be past the sales for follow up or better yet does this mean the customers are ready to engage with a member of your sales team not necessarily well what if they downloaded a white paper visited your product page and pricing page attended a webinar and engage with an email regarding purchasing your product well no this sounds like they may be a little far further into the buying journey then the first scenario and that lead me be ready to talk to the member the sales team you can be nurturing along and pushing them through the sales funnel to all those other engagement points with nurturing strategies the second strategy for nurturing leads is again showing how marketing sales can work with one another let's say a member of your sales team doesn't it contact with a lead and finds out they're not ready to purchase for another six months you know the sales team could put this customer back in her nurturer campaign developed by the marketing team and re-engage in another six months I think when the major mistakes that companies make is now marketing to their non sales ready leads the customer has shown an interest but they're not ready to purchase so instead of leaving that communication cold for six months how about including them in a nurture campaign if you have your marketing automation your CRM system connected you can enable your sales team to assign a lead or contact in a nurture campaign directly from CRM okay then the third and final strategy I'll just touch upon today is what is nurturing customers who have purchased and who you want to re-engage reap sales opportunities you know while most of the conversation as far as focus on leads there is much opportunity to gain additional business or incremental sales with your existing customers if you're selling widgets you know the lead nurturing campaign may focus on accessories for that widget or a replacement product once the product is nearing its predicted life expectancy you know again if you take a CRM and a mark animation tool and connect them and you have sales data in there that provides data that informs marketing and what the customer purchased and then they can take that and set up these upsell cross-sell reengagement type campaigns through neatly nurturing so in this illustration above you know I sources from act on but it shows us it shows the different you know strategies based on where the consumer is and then an alignment of appropriate communications based on their buying cycle or the bind stage so in order to do this at scale you need technology and there's ample applications out in the marketplace today the execution these types initiatives does does work best when you have a CRM and a mark animation tool work tied together and working together because you really can pull off those buy-in signals from sales and past the marketing signals to sales so while we're focusing it'll just here in a in a short bit on technologies that work within Microsoft Dynamics CRM or with them there are applications that work with Salesforce as well so for those of you on the call that are Salesforce customers that is certainly something that this this theory this methodology applies as well well you're going to start seeing tools like par dot Salesforce marketing cloud and a tool that will showcase today act on that works both in Dynamics and Salesforce okay so here is today's matchup we have act on click dimensions in the new D 365 marketing application released by Microsoft we're going to take a quick look inside of each of these applications but I'm going to be able to do an in-depth training by any means it's supposed to be a short little technology minute I'm session so I'm just going to give you a glimpse give you an idea of how these platforms handle nurture campaigns so you can get a feel for multiple tools all right and the first one we're going to look at today is at dawn so give me a second here to switch my screen and pull up the act on environment ok so hopefully everyone is seeing that I am in the act on marketing automation tool act on sits outside of like I said dynamics or Salesforce with a connector to those applications to drive derived data from the CRM or push data into the CRM for your sales teams we're not going to get into that today is from a technology standpoint but that's how the Tool Works so I am in Acton and I am in there automation tool and I'm essentially doing an automated program so again nurture campaign drip campaign campaign builder automated program lots of terminology but really mean the same thing a series of communications sent to a target audience with a desirable outcome all right so I threw a couple in here um let's take example of a new a webinar promotion we'll go into that one first okay so when you come in to act on you just do some basic setup within here you did you know name your program you can add your source lists although you can do that over here in this tab as well and you set your schedule do you want this campaign to run daily weekly monthly or manually so maybe we're going to run this one daily so basically it's going to start at a certain point and it's going to continuously look for new program entrants and continue to run this consistently okay and this sets your date time from there you decide you know what communications what messages will be used within this you within their program setup but you set up your email template and then you simply select it here to include in the program of course we need a target so you will again define your marketing list or your segment that you want to outreach to so you know you pick you can have one list multiple lists but essentially what is the criteria for this campaign for this webinar promotion who do we want to include we setup that segment and attach it to the program and this is really where the magic happens this is the program flow here is a series of steps and communications that we want to send out to that target audience and the behaviors that we want to look for throughout so over here are the different widgets that you can add into your campaign so you have you know calendar options so when you want to start this the send each email and this is all just drag-and-drop into the application you go ahead and pick your email that you want to send in simple as pulley to pull in all the program templates that you've identified or you can add a new one in from here you can add conditional maybe test messages too if that's part of it you know in all the tools you'll see wait timers these are very important so you this is where you can control the number of emails going out and the times in between your communications so again you just drag and drop that and then you can set the durations into you know minutes hours days weeks and just go ahead and name that's Stefan defined your criteria around that so then it's this instance I'm sending it on email I'm waiting two weeks I want to wait till specific time and send another communication out this is an invitation to in the an event I'm hosting I'm gonna wait another week and then I'm gonna look at something this is called branching and the branching is again you just drag and drop that in it's conditional it's same to the system I want you to look to see if the people that were on my list and I sent this original communication out have they registered for my event if they have go ahead and move them down this series oh I'm sorry during the a series if not move them down the B series those type of customers in different communications the one that did register and the one that did not so this is an opportunity to branch out your audiences further segment and said targeted communications and this can go on and on and on as appropriate they also have what's called early exit conditions so you can say remove someone from this program if they meet this criteria if they were added to a list if they have a field change etc that it all can be added in here now there is some other functionality that can be added in like at a task so maybe during these steps you want to notify your sales team that somebody has reached this step in the nurture campaign you can handle that through these controls here alright so that is act on I had a couple others in here but the idea is the same you know let's say you have a new customer welcome campaign again you go through the same Kapus of defining you know the frequency of the send the messages the list and then your program flow so you know new customer welcome campaigns are a great application for nurtures you have a new customer that's been identified you may be of a series of communications about using your product that is very relevant to onboard them you can handle this through a nurture campaign so they get that sequencing of communications education to onboard them quicker but in an automated way alright so the next tool we're going to look at in comparison is clip dimensions so I'm going to flip screens here now cliff dimensions if you haven't ever seen this tool before it is an embedded solution into your dynamics 365 environments you add the solution it has the new entities in here and you operate click dimensions from within the tool so click dimensions has many function out a multiple of functionality within it but the one we're focusing on today is campaign automation or nurture campaigns right so you when you click on that you come up with a screen here to kind of name your nurture etc and you basically open the Builder and I already pre-populated that so today we're looking at a trade show nurture campaign built out in click dimensions very nice you know drag-and-drop editor here as well with triggers actions and timers and series that you can set up so essentially you will come in and you can see I pre-built this but I did a an add to list so I can pick here I want my trade everybody that attended my trade show so I've uploaded this take them as such and then I will come in here and pick my marketing and list that is appropriate and then I have a series of communication so again they have this series functionality where you can come in and define what are those items that you want to set so I want to send a thank you email wait three days and then send my product interest email ok then just like the other tool right I want to look for a behavior so in this case I want to see was there an email clicked within or a link clicked within that email series that I sent so I can define that I can say email clicked and then I can define after I picked my email template which one do I want it to look at and say was the email clicked and then I can actually go through and say what what within the email do I want to look for maybe it was a you know product a particular product etc that they clicked on or did not click on so if they did click on it I'm going to send them down this series they did not click on it this series and this just continues and you can see here there's different patterns that can happen based on the behaviors and notifies sales doing a newsletter signups and the catalog email remove from list and then we end this series over here at a certain duration of time so lots of controls in here you can see you can set off a campaign based on somebody submitting a form submit a a subscription a survey we have that email interaction piece registering for an event or attending an event and then the list the list pieces as well and I'm similar to act on there's some you know nice action controls here send an email I can add people to a list when they reach a certain stage in this series I can assign it to see around assign it to an owner notify a user notify a CRM team you know about an action I can create a campaign response and if you're using SMS technology you can even send an SMS message through this communication and then they have their timers I can do way timers or set an actual date on when the sends to them they out so lots of cool features within here and then what it will do is as you deploy this you can see who is in the campaign and pause and stop them as well as there will be statistics that show up showing the people that have flowed through the campaign at various points in time alright close out of that one and our final items or technology to look at today is D 365 marketing again this is a brand new tool released by Microsoft that again works within the Dynamics 365 environment it is an add-on tool but it offers you you know email functionality you know bulk email functionality being able to do these type of nurture campaigns customer segmentation they have some form functionality somewhat limited yet in its patient but it is coming along so the one we're going to look at here is the contoso launch and follow-up journey and you're going to start to see some you know similarities for sure between the tools this is the designer that it's launching and if you happen to work in the backend of Dynamics 365 at all this is like the flow of functionality that is set up so you it is a drag-and-drop editor again so you drag and drop let's say a segment so these are the people that I want to reach and I have defined what my segment is in this case us clients I will drag and drop to send an email message and then I will pick with the email that I want to send and these are components within the email they have a landing page and an event registration that is tied to that that email message and then it's looking for a trigger do they register for the event and so that's why that component is included in here because it has to know did they did they submit that event registration form if they did you know great we're going to send them down the 1-series if not we're going to send them down another so this goes you know on and on again until it is a an appropriate is appropriate to just go ahead and end that campaign for them so this was in a good example they had an event registration and instead of continuing asking them to sign up for the event they stopped that communication because they have submitted it and instead they're going to send a reminder email closer to the event we're here they're still trying to work somebody through to get them get them signed up here as well you can this is where you set up some of the general criteria and then as you launch these campaigns there is insights that will display showing you how your campaign is performing and so you can make make decisions based on the at of you know is this a good campaign would we want to tweak some things etc obviously I don't have this as a draft campaign so it's not here about this gives you an idea of what what analytics be available to you alright so we are at the stage of wrapping up here let me just pull up my powerpoint really quick to give you some final wrap-up items so if you are you know intrigued by this or maybe doing it this will have just done a little bit of it want to enhance your efforts you know to really win at nurtured campaigns you need the following you need to provide a personalized series of relevant content over time so that needs to be built there's no doubt about it this is kind of a big deal as building the appropriate content based on your buying cycle based on your buyer personas use the serum and mark animation tool to capture data to tailor your message and this is where it's ideal if you can get sales data passing and turmeric animation to landmark animation tool passing back to your sales team in their crm segment with contacts so that branching functionality so key as people are moving through the campaign they will do different things so account for that and move them down different paths ingly include marketing animation beyond emails so a lot of people think what is just email communication but there's so many other applications for that on sales alerts tasks assignments to really engage your sales team in the process based on where the where the buyer is and what they're doing analyze your campaign trends and conversion rates and make adjustments as you're going along alright so we have one more marketing technology minute planned thus far into the new year so January 15th we're gonna go through the same cadence and we're gonna talk about leads scoring and we'll compare those same three tools again and how they handle lead scoring within it also talk strategy and best practices so I'm gonna wrap up and hand the baton back over to Julia to wrap up today's call all right well thank you so much for that presentation Jodie it's always wonderful to see that in action with the demos before you go today as a reminder please take the survey you will see pop up at the end of this webinar it will help bring up helped us bring you more of the content you want to see in 2019 and we'll only take a few minutes if that if you missed it in my intro we did record today's presentation and we'll be sending everyone a link to access it on demand that will be coming from Atlas view partners comm so once again be sure to add this to your safe senders list if you haven't already so you have no trouble cooking the replay button and/or sharing that with your colleagues as a marketer you may be interested in joining our marketing experts group on Facebook we'd love to have you join us to share insight tips best practices and more you can do that when you visit facebook.com slash pledged view partners and click on our marketing experts group under the group's tab alright and as a reminder once again the third webinar in this series is happening on Tuesday June 15th you can already sign up for it when you visit our website at let you partner's calm and as Jodi said we'll be focusing on lead scoring that time and that is all from us today we'll let you get back to your days here and our ledge of your partner's family wants to wish you and yours a happy holiday season we'll see you in 2019