Nurturing Your Audience the Way they Want to be Nurtured

Nurture Your Audience the Way
They Want to be Nurtured
A short guide
Josh Hill
Sr. Manager, Marketing Automation, Ring Central
MarketingRockstarGuides.com

“You are a low life spammer.”
- guy on internet

#MKTGNATION
The one with the short bio
• Marketo User since 2010.
• Marketo Champ since 2012.
• Marketing technologist.
• Marketo Admin and campaign production
manager at RingCentral.
• Over 35 projects and implementations.
• Author of marketingrockstarguides.com

How many of you think you are in a
vendor’s nurturing track right now?

Are those emails going to a junk Yahoo!
address?

Do you regularly hit “unsubscribe”?
Spam?

And when you send email to your
prospects or customers…

Ever consider how your audience would
like to be treated?
How would you like to be treated?

Let’s have a talk about Permission
Nurturing is not an excuse to avoid permission (opt-in)

#MKTGNATION
Permission is the foundation of marketing…
Manage permission – so that
communications are Anticipated.
Use permission: ensure the content is
Relevant and Personal.
Collect permission – need a form and
content offer on your site.

#MKTGNATION
…because permission is how you want
to be treated...
• Opt In or better!
• Communication limits help.
• Watch the Calendar to avoid
oversharing.
• Project manage content
creation with a tool like
Kapost or Marketing.ai
• Honor lead preferences!

The Audience Centered
Framework

Always ask “is this how I would want to be
treated if I were in the same situation?”
No? Start over.

#MKTGNATION
Treat people well by listening first

#MKTGNATION
What are the words they use =
Messaging

#MKTGNATION
Get permission!
✔

#MKTGNATION
Understand their timing

#MKTGNATION
Take them on a
journey, but let
them control the
ride

#MKTGNATION
Attention Interest Decision Action
Use storytelling, not one off content
AIDA Model – 4 stage
What You Want (Firm Centric)
Heroic Model
Audience Centric
Credit: Chris Vogler/Wikipedia
S1 S2 S3 S4

#MKTGNATION
Pre-gaming: audience view
I have a problem, or
Why am I doing
this?
Where do I
want to be?
How do I get
there?
Irritated or overwhelmed. SPAM
Looks like they could help,
where’s the demo?

#MKTGNATION
Pre-gaming: your view
Who enters and when?
What do we want them
to do?
How often will they hear
from us?
Why did they stop
engaging?
Engaged – let’s call them!

Using the Framework in
Engagements

#MKTGNATION
Goals and the nurturing waterfall
Goal: obtain enough data to select more specific
track. When X values exist, send to Y track
Goal: get to Account Track or
MQL
Goal: get to Account Track or
MQL
Goal: get to SQL or
Opp.

#MKTGNATION
Use Engagements to solve the
nurture problem
• Drag and drop.
• No double sends. (same asset id)
• Will send asset at next cast if
Communication Limits reached.
• Asset attribution+story attribution.

#MKTGNATION
Use streams like railroad tracks
Use Empty Streams to Pause
Leads at Goal or Exit. Empty
Streams send no content and
lose no data.
Consider using Smart
Campaigns to manage
complex transitions better.
What is the best cadence?
It’s what your audience
thinks it is. Don’t over send.
Transition in Stream 2 pulls
people into Stream 2 from
Stream 1

#MKTGNATION
Exits – the good, the bad, and the ugly

#MKTGNATION
Exits – Bad

Don’t be a low life spammer.

#MKTGNATION
The golden rule.

Thank You!
Josh Hill
Marketing Technologist
Marketing Rockstar Guides
josh@marketingrockstarguides.com

#MKTGNATION
Resource center
• Email Sub Center
• Communication Limits
• Testing
• Official Docs

#MKTGNATION
Content creation questions
• What does your audience want to learn about?
• What expertise do you offer?
• Are you allowing them to choose?
• Do your tracks make sense to THEM?
• They don’t care about the data profile, they care about
solving their problem and not getting calls yet.

#MKTGNATION
Treat people well by listening first
What to decide How this works Example
Do the research Talk to customers, non buyers, prospective – what do they
say? How do they talk about this?
What is the story they tell themselves?
Understand them so you are write like THEY talk. They will
think you are reading their minds.
Opt In Always ask permission to place people into nurturing,
invitations, your blog, etc.
Opt In to Topic X or Webinar Invitations. Honor that. Strictly.
Do we know enough
about the lead to
send them the right
message?
Use progressive profiling after the first form fill.
Offers tailored to encourage sharing.
Use data appending tools to reduce friction.
What is the point of this nurture?
Cadence It’s hard to know how often to send w/o data analytics.
Make a guess based on frequency of Visits, Clicks, Score
Ask how often they want to hear from you.
Not just for unsubscribe forms – ask elsewhere too. Digesto
RSS and workflows can help you manage cadence as well.
Throttle Back Send less often if they stop responding. Did the lead unsubscribe, become invalid, or otherwise stop
communicating because of this?
Let them control the
throttle
Offer leads the ability to throttle back or up.

#MKTGNATION
Use a storytelling structure to make
content compelling
What to decide on How this works Example
Narrative
Structure
Are you using the AIDA model? The
three buying stage model?
How does your audience want to hear
your story?
We will have content for Attention,
Interest, Decision, Action
We will use heroic storytelling.

#MKTGNATION
Pre-gaming: their view
What to decide on What is this?
Entry Why do I want to receive content from this vendor?
Goal What’s my goal? (hint: it’s not MQL) – buy? Solve problem?
Get information to manager?
Cadence/Timing Today I want to binge to learn all about it….
They seem cool, I’ll subscribe until they become irritating.
Exits - Bad They are irritating. I didn’t buy.
Exit – Good Ok, I need a sales demo…
Ok, I need to understand if this is what I was envisioning

#MKTGNATION
Pre-gaming: your view
What to decide on What is this?
Entry Which current and future leads will enter, and when?
Goal What is the point of this nurture?
Cadence/Timing How often will you send? Will you accelerate or decelerate
depending on behaviors?
Exits - Bad Did the lead unsubscribe, become invalid, or otherwise stop
communicating because of this?
Exit – Good What happens when the Goal is reached?
Metrics We will count # of leads by Goal and Exited.
Pipeline attributed back to this Program

#MKTGNATION
How the framework translates to
Marketo-speak
What to
decide
What is this? Example
Entry Trigger and batch campaigns to get this
working
Job Title = CMO or Chief Marketing Officer
Goal Status as well as a campaign (MQL? Next
Nurture?)
When Industry IS NOT EMPTY and Score >=20
Cadence/Ti
ming
How often? Every Wed at 2pm EST
accelerate to Every T/R at 8am if Lead Score >25 in Stream 2
Exits - Bad Did the lead unsubscribe, become invalid, or
otherwise stop communicating because of this?
Campaigns and Statuses to manage this. Never make a lead a
Non Member or you lose the data.
Exit – Good What happens when the Goal is reached? Goal count; campaign to move forward

#MKTGNATION
How to structure the system
Entry point campaigns – Batch
for first Load
Trigger for new leads.
Exit points – Goal and other
ways to leave.
Assets
Complex Transition Rules must
be managed in Smart
Campaigns.

#MKTGNATION
Enable multi-touch asset attribution
Track each Asset success with the Child Program method. Both the
Engagement and the sub-Program get credit to ensure multi-touch
attribution.

#MKTGNATION
Exits – the plan
Goal Point What to do Triggered Exit Batch Exit
Get the lead to ask for a
trial
Good: Pause
Better: Move to Empty
Stream
Bad: Remove from
Program
Examples:
-Reaches Score
-Lifecycle=MQL, SQL
-Fills out Form x 2
-Fills out trial form
Lifecycle=MQL
• Non Customers Only
• Member of Program
• Change Engagement
Stream to Empty
• Add to Trial
Engagement Stream

#MKTGNATION
Program Statuses for Engagement
Statuses Trigger
Member joins
Engaged Clicked at least once
Goal Reached depends
Bad Exit –
Unsubscribed
Unsubscribed
elsewhere
Bad Exit – Inactive Inactive or Invalid
Bad Exit –
Unsubscribed This
Unsubscribed from
one of these emails
This is recommended,
but up to you.
Helps count how well
this nurture does and
ensures Success
attribution.

Nurturing Your Audience the Way they Want to be Nurtured

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