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2018

Marketo says companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost.
That is reason enough to kick off a nurture strategy!

 

With personalization the new norm, we have a brilliant opportunity to engage prospects way beyond the unimpressive “Hello, [first name].” In this day and age, tokenized emails tell the recipient, “we have your information in our database,” and nothing more. Instead, show your prospects that you care about their interests by delivering content specifically chosen for them.

How?

Step One: Identify your most impactful topics.

Start with the people that have already engaged with you in the past, and determine what pieces of content they engage with the most? Once you identify your most engaging pieces of content, determine the commonality amongst them. Define categories based on subject.

For example, a company that sells marketing software might have pieces that revolve around Account-Based Marketing, Sales/Marketing Alignment, and Inbound Marketing, while a company selling household appliances may have content focused on small appliances, major appliances, and energy-efficient products. If you don’t have a content matrix already defined, this is a great opportunity to develop one!

Step Two: Determine behaviors that indicate interest in these topics.
Create a chart of all your landing pages, emails, banner ads, social posts, and direct mail pieces that correlate to topics identified in Step One. This information allows us to segment our audience based on interest. For example, if someone clicks on an advertisement for a dishwasher, we can add them to our “Major Appliances” segment

Step Three: Develop your content.
Now that you know which topics perform best, you can develop or repurpose content based on these subject matters. The more topics you identify, the more personalized you can get. When writing new content, keep in mind that just because someone may have clicked a link in a email, they aren’t necessarily ready to buy. Start out with educational pieces, and work your way up to more aggressive CTAs.

If you’re repurposing content, run a report to highlight which pieces of content perform the best and deliver those assets first.Quick tip: you can change the subject line in an email and re-send it to anyone who hasn’t opened it and double the number of emails you have in a nurture stream!

Step Four: Build the Marketo program.
Build a Marketo Engagement Program and add your new emails. Build a different stream for each topic, and add your content accordingly. Next, adjust your smart campaign to add anyone who exhibits behaviors identified in Step Two (also consider creating a global nurture controller, which will identify which leads belong to your various nurture programs). Now we can set up our transition rules to automatically shift someone’s stream as they exhibit qualifying behavior.

 

In our next blog post we will cover a technical deep-dive, stay tuned!

Please join Kevin Weisenberger and me as we kick off the Healthcare Virtual MUG in September!

 

Join us using the event link here: https://nation.marketo.com/events/2557-healthcare-mug-meeting-920 and be sure to share with others who could benefit.

 

Suggestions and recommendations for what you as a community would like to see are always welcomed.

Also, if you would like to be an upcoming speaker let us know.

 

We will try to keep a quarterly or bi-monthly cadence.

 

When done correctly, lead nurturing is a simple method for engaging leads by delivering content to prospects and customers in a way that optimizes engagement and leaves everyone happy. From an operations point of view, “nurture” is defined by a standard set of emails delivered to a lead. Emails are sent regularly and are intended to accelerate brand awareness and engagement. Marketo’s Engagement Programs are designed for this exact purpose.

Before kicking off a new nurture track, it needs to be backed by an engagement strategy. These days, marketing is personalized, and prospects expect everyone to be on the personalization bandwagon. Don’t know where to begin? Start by looking at your buyer journey.

It’s a lot easier than it sounds! Think about buying a car. You’re going along with your daily life and suddenly your transmission blows. Or your best friend rolls into town n a bright, shiny Lexus and you think to yourself, “I’d look pretty good in one of those.” Maybe you see a commercial for the 2019 Jeep Wrangler and the thought of off-roading in the countryside with your pup by your side makes your heart beat just a little faster. This is what’s called the Awareness stage (or in marketing terms, the top of the funnel).

When leads are in the awareness stage, it’s prime time to send them emails with information that makes them think, “yeah, I could use that!” Content in this stage should focus on pain points, brand awareness, and thought leadership. In this phase, potential buyers are just learning about who you are and what you do, and it’s essential to make a good impression.

Next we get to the fun part – the Evaluation stage. They’ve decided they want to buy a car, but now they’re trying to decide which car to buy. Now it’s time to say, “our car is the best car, and here’s why!” Send them stories of other customers who bought cars and loved them. As a follow-up, send a calculator that demonstrates how much money they’ll save in gas if they switch. This phase is grounded in information that makes your product stand out among all of your competitors. Here’s where to send case studies, product overviews, and interactive tools.

Now that they’ve bought in, it’s time to get them to seal the deal. This is the bottom of the funnel – the Decision stage. They’re going to drive to the dealership and test drive the car. They speak to a salesperson who tells them all of the really cool features that make this car unique. But they’re not fully convinced that this investment will pay out. For clients to be happy, sellers need to help them to make the most informed decisions. So here’s where we jump in and help them decide whether the investment is worthwhile. At this stage, content gets more aggressive. Instead of sending “feel-good” messaging, focus on direct CTAs such as “Watch a Live Demo,” “Sign Up for a Free Trial” or “Schedule a Meeting.”

Now it’s up to sales to close the deal, and we can rest assured knowing that we’re leaving our prospects in good hands.

Follow along for more in this series!