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Basic	
  Best	
  Prac+ces	
  
         for	
  Drip	
  Nurturing	
  


‘s	
  


         Jessie	
  Wilkie,	
  KANA	
  So@ware	
  



                             Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  1	
  
Company	
  Overview	
  

• 	
  B2B	
  so@ware	
  company	
  
	
  
	
  
	
  
• 	
  MulGple	
  product	
  and	
  brand	
  lines	
  
	
  
	
  

• 	
  MulGple	
  geographies	
  
	
  

	
  
• MulGple	
  target	
  markets	
  
	
  




                                                        Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  2	
  
Marke+ng	
  Overview	
  

•  Our	
  markeGng	
  organizaGon	
  is	
  divided	
  into	
  three	
  main	
  groups:	
  
   •  Product	
  Strategy	
  
   •  Product	
  MarkeGng	
  
   •  MarkeGng	
  Programs	
  
      •  Corporate	
  MarkeGng	
  Services	
  (where	
  I	
  fit	
  in)	
  
•  	
  I	
  help	
  support	
  the	
  online	
  programs	
  we	
  run	
  here	
  at	
  KANA	
  




                                                                                 Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  3	
  
Key	
  Sta+s+cs	
  

•  127,501	
  Prospects	
          •  172	
  AutomaGon	
  Rules	
  
•  245	
  Landing	
  Pages	
       •  1,165,991	
  list	
  emails	
  sent	
  
•  627	
  Segments	
                 •  3.66%	
  Average	
  Unique	
  Click	
  
                                        Through	
  Rate	
  
•  215	
  Campaigns	
  
•  74	
  Custom	
  Fields	
  
•  26	
  Default	
  Fields	
  
•  266	
  Email	
  Templates	
  
•  185	
  Forms	
  
•  42	
  Custom	
  Redirects	
                                                       *February	
  2012	
  -­‐	
  Present	
  
                                                                                     	
  
•  33	
  Drip	
  Programs	
  


                                                       Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  4	
  
How	
  do	
  we	
  move	
  prospects	
  through	
  
the	
  funnel?	
  
We	
  came	
  up	
  with	
  a	
  theory	
  and	
  some	
  proof	
  of	
  concept	
  slides	
  




                                                                                             Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  5	
  
Targeted	
  Nurturing	
  Campaigns	
  
Get	
  qualified	
  prospects	
  ready	
  to	
  have	
  a	
  detailed	
  conversa5on	
  
         Engagement	
  Campaign	
  
                                                                       •  Create	
  an	
  interacGon	
  
         •  Follow-­‐up	
  acGvity	
  
                                                                       •  Build	
  demographic	
  profile	
  
         •  Extend	
  immediate	
  offer	
  

         Stay	
  in	
  Touch	
  (Drip)	
  
                                                                       •  Validate	
  area	
  of	
  interest	
  
         •  Rolling	
  campaigns	
  based	
  on	
  
                                                                       •  Build	
  behavioral	
  profile	
  
            role	
  /	
  stage	
  /	
  area	
  of	
  interest	
  

         Accelerator	
  
                                                                       •  Advance	
  buying	
  interest	
  
         •  IncenGves	
  to	
  take	
  the	
  next	
  step	
  in	
  
                                                                       •  Expand	
  markeGng	
  contacts	
  
            markeGng	
  /	
  buying	
  cycle	
  

         Reac+va+on	
  
                                                                       •  Test	
  new	
  messaging	
  
         •  Outreach	
  to	
  inacGve	
  contacts	
  
                                                                       •  Energize	
  around	
  new	
  programs	
  

         Other	
  (Up-­‐sell	
  /	
  Cross-­‐Sell)	
  
                                                                       •  Develop	
  new	
  contacts	
  
         •  Energize	
  installed	
  base	
  
                                                                       •  Market	
  targeted	
  events	
  
         •  Expand	
  sphere	
  of	
  influence	
  


                                                                                               Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  6	
  
Role	
  and	
  Stage-­‐Based	
  Content	
  
                                                      EARLY	
                                             MID	
                                                       LATE	
  

        Director	
                P1	
       P2	
       P5	
     W1	
                   P6	
     W2	
       W3	
                                  C1	
       D1	
        D2	
        D3	
        D4	
  




        VP	
                      P4	
       W4	
                                       P3	
     W5	
                                             C2	
       D5	
  




        IT	
                      P7	
                                                 W6	
                                                      D7	
        D6	
  




                                                                   •  Classify	
  ExisGng	
  Content	
  
                                  To	
  Do:	
                      •  IdenGfy	
  and	
  Address	
  Holes	
  
                                                                   •  Implement	
  Ways	
  to	
  Test	
  


P	
     Whitepaper	
     W	
   Webinar	
                             D	
     Datasheet	
                         C	
     Case	
  Study	
  


                                                                                                                              Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  7	
  
But	
  how	
  did	
  we	
  really	
  do	
  it?	
  
Nurturing	
  1,	
  2,	
  3,	
  …	
  




                                               Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  8	
  
Step	
  1:	
  Define	
  Goals	
  

         Target	
  prospects	
  via	
  email	
  nurturing	
  campaigns	
  with	
  
         relevant	
  content	
  based	
  on	
  previous	
  offer	
  downloads.	
  



    Move	
  “latent”	
  leads	
  through	
  the	
  funnel	
  and	
  reengage	
  them.	
  




    Show	
  that	
  CTR	
  can	
  be	
  increased	
  through	
  targeted	
  campaigns	
  	
  



                                                                 Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  9	
  
Step	
  2:	
  Create	
  a	
  Checklist	
  
Our	
  checklist	
  looked	
  like	
  this:	
  	
  

q 	
  IdenGfy	
  content	
  and	
  paths	
  

q 	
  Create	
  lists	
  

q 	
  Create	
  landing	
  pages	
  

q 	
  Tag	
  URLs	
  
	
  
q 	
  Dra@	
  email	
  templates	
  
	
  


     Best	
  Prac+ce:	
  Using	
  a	
  checklist	
  helped	
  us	
  make	
  sure	
  we	
  did	
  not	
  forget	
  anything.	
  This	
  
     makes	
  the	
  process	
  more	
  efficient,	
  so	
  we	
  were	
  not	
  having	
  to	
  go	
  back	
  and	
  create	
  a	
  list	
  
     or	
  an	
  email	
  template	
  as	
  we	
  set	
  up	
  our	
  drip	
  programs.	
  



                                                                                                   Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  10	
  
Step	
  3:	
  Iden+fy	
  Content	
  and	
  Paths	
  
                                                     Early-­‐Mid	
  
                          Early	
                                                  Mid-­‐Late	
  
                                                         P2	
                                                                            Late	
  
 Latent	
  
                           P2	
                                                        W3	
  
                                                         W5	
  

    W2	
                   W5	
                                                        ISEA	
  
                                                         P3	
                                                                              D1	
  

                           W3	
                                                        W2	
  
    C1	
                                                 C1	
  

                           W4	
                          P4	
                          C1	
  
                                                                                                                         Best	
  PracGce:	
  
                                                         W2	
                                                            Keep	
  it	
  simple.	
  


  0B-­‐1A-­‐2B-­‐3A	
                 1B-­‐2A-­‐3A	
                   0A-­‐1C-­‐2D-­‐3A	
                                   1D-­‐2C-­‐3A	
  

                                                                                      Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  11	
  
Step	
  4:	
  Create	
  Necessary	
  Content	
  

     Who	
  are	
  we	
  targeGng?	
  




    What	
  do	
  we	
  want	
  to	
  say?	
                                    What	
  are	
  we	
  offering?	
  




                                                                                                                                      Best	
  PracGce:	
  
                                                                                                                                      Tag	
  your	
  URLs.	
  


                                       How	
  are	
  we	
  tracking	
  results?	
  


                                                                                         Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  12	
  
Step	
  5:	
  Set	
  Up	
  Drip	
  Program	
  

Once	
  we	
  had	
  completed	
  all	
  of	
  our	
  background	
  work:	
  
•  Defined	
  goals	
  
•  Created	
  checklist	
  
•  IdenGfied	
  content	
  and	
  paths	
  
•  Created	
  necessary	
  content	
  
It	
  was	
  Gme	
  to	
  set	
  up	
  our	
  drip	
  program	
  in	
  Pardot.	
  There	
  were	
  three	
  main	
  	
  
steps	
  to	
  seong	
  up	
  the	
  Drip	
  Program:	
  
1.  Name,	
  Tags	
  and	
  Time	
  Zone	
  
2.  Recipients	
  
3.  Logic	
  
In	
  the	
  next	
  few	
  slides,	
  I	
  will	
  be	
  going	
  over	
  each	
  of	
  these	
  steps	
  in	
  more	
  	
  
detail.	
  
	
  
                                                                                      Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  13	
  
Name,	
  Tags	
  and	
  Timezone	
  
Things	
  to	
  consider	
  when	
  idenGfying	
  the	
  	
  
name,	
  tags	
  and	
  Gmezone	
  :	
  
	
  
•  Pick	
  names	
  that	
  are	
  scalable	
  
	
  
•  Pick	
  names	
  that	
  are	
  easy	
  to	
  remember	
  
	
  
•  Think	
  about	
  the	
  recipients’	
  Gmezone	
  
	
  
•  Pick	
  tags	
  that	
  are	
  descripGve	
  and	
  will	
  
     easily	
  help	
  idenGfy	
  your	
  program	
  based	
  on	
  
     language,	
  geography,	
  product,	
  etc.	
  

	
  
	
  


                                                                       Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  14	
  
Recipients	
  
•  Based	
  on	
  our	
  defined	
  goals,	
  we	
  
   created	
  our	
  recipient	
  lists	
  around	
  
   certain	
  criteria	
  
  •  i.e.	
  They	
  downloaded	
  a	
  certain	
  offer,	
  
       they	
  haven’t	
  been	
  acGve	
  in	
  30	
  days,	
  
       they	
  came	
  in	
  through	
  a	
  certain	
  
       conference,	
  etc.	
  
  	
  
•  We	
  also	
  idenGfied	
  a	
  list	
  of	
  
   prospects	
  whom	
  we	
  did	
  not	
  want	
  
   to	
  receive	
  the	
  nurturing	
  emails	
                   Best	
  PracGce:	
  Make	
  sure	
  to	
  incorporate	
  
                                                                   suppression	
  lists	
  when	
  needed.	
  	
  
  •  i.e.	
  They	
  are	
  a	
  current	
  customer,	
  
     they	
  are	
  already	
  on	
  another	
  
     nurturing	
  program,	
  they	
  are	
  industry	
  
     analysts,	
  etc.	
  	
  

                                                                                    Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  15	
  
Logic	
  
                   The	
  logic	
  in	
  our	
  drip	
  program	
  was	
  based	
  on	
  the	
  goals	
  of	
  the	
  program.	
  It	
  
                   was	
  very	
  important	
  to	
  know	
  what	
  we	
  wanted	
  to	
  achieve	
  with	
  a	
  drip	
  
                   program	
  and	
  work	
  toward	
  that	
  end.	
  
                   	
  
                   With	
  that	
  said,	
  some	
  things	
  we	
  kept	
  in	
  mind	
  while	
  seong	
  up	
  the	
  logic:	
  
                   	
  
                                                  • 	
  Staggering	
  the	
  start	
  Gmes	
  
                                                  	
  
                                                  • 	
  Placing	
  pauses	
  a@er	
  every	
  email	
  acGon	
  

                                               • 	
  Adding	
  tags	
  to	
  prospects	
  who	
  complete	
  certain	
  
                                               acGons,	
  so	
  they	
  are	
  easier	
  to	
  idenGfy	
  (new	
  
                                               development)	
  *	
  



            Best	
  PracGce:	
  Make	
  sure	
  your	
  logic	
  helps	
  you	
  achieve	
  the	
  
            goals	
  of	
  your	
  drip	
  program.	
  	
  


                                                                                      Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  16	
  
Step	
  6:	
   Best	
  Prac+ce:	
  Review	
  and	
  Tweak	
  
We	
  allowed	
  our	
  drip	
  program	
  to	
  	
  
completely	
  run	
  through	
  one	
  cycle	
  	
  
and	
  then	
  started	
  reviewing	
  the	
  	
  
results.	
  We	
  learned	
  to	
  ask	
  ourselves	
  
important	
  quesGons.	
  
	
  
•  Why	
  is	
  the	
  CTR	
  berer	
  in	
  one	
  email	
  
     versus	
  another?	
  

•  Is	
  that	
  pause	
  too	
  long	
  or	
  too	
  
   short?	
  

•  What	
  made	
  so	
  many	
  people	
  click	
  
   that	
  one	
  link?	
                                         Best	
  PracGce:	
  Consider	
  the	
  
                                                                  level	
  of	
  granularity	
  you	
  
•  Are	
  we	
  meeGng	
  our	
  goals?	
  If	
  not	
            want	
  when	
  reporGng	
  on	
  
   what	
  can	
  we	
  do	
  berer?	
                            your	
  programs.	
  


                                                                Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  17	
  
The	
  Results 	
  	
  
How	
  did	
  we	
  do?	
  




                              Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  18	
  
The	
  Results	
  
•  9.35%	
  CTR	
  All	
  Nurturing,	
  which	
  is	
  3x	
  higher	
  than	
  our	
  list	
  emails	
  
	
  
•  15,118	
  Nurturing	
  Emails	
  Sent	
  	
  
   •    AD	
  Nurturing	
  7.72%	
  CTR,	
  1,122	
  Email	
  Sent	
  since	
  May	
  28th,	
  2012	
  	
  
   •    EA	
  Nurturing	
  6.68%	
  CTR,	
  7,727	
  Email	
  Sent	
  since	
  April	
  16th,	
  2012	
  
   •    KM	
  Nurturing	
  11.49%	
  CTR,	
  5,816	
  Email	
  Sent	
  since	
  May	
  16th,	
  2012	
  
   •    WSS	
  Nurturing	
  11.45%	
  CTR,	
  453	
  Email	
  Sent	
  since	
  July	
  2nd,	
  2012	
  

•  Since	
  it	
  has	
  been	
  acGve,	
  KM	
  Nurturing	
  has	
  generated	
  the	
  2nd	
  largest	
  
     amount	
  of	
  downloads	
  with	
  206	
  downloads.	
  	
  WSS	
  Nurturing	
  is	
  20th	
  with	
  
     25	
  downloads.	
  	
  
	
  
•  KM	
  Nurturing	
  has	
  driven	
  411+	
  visits	
  to	
  our	
  website.	
  AD	
  Nurturing	
  has	
  
     driven	
  74	
  visits	
  to	
  our	
  website.	
  WSS	
  Nurturing	
  has	
  driven	
  47	
  visits	
  to	
  
     our	
  website.	
  

                                                                                         Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  19	
  
We	
  generated	
  532+	
  site	
  visits	
  with	
  nurturing	
  
with	
  a	
  3:02	
  avg.	
  visit	
  vs.	
  1:56	
  avg.	
  visit	
  for	
  all	
  
traffic	
  




                                                               Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  20	
  
31	
  Landing	
  Pages,	
  1,354	
  Views,	
  463	
  Submissions.	
  
34.19%	
  Submission	
  Rate	
  vs.	
  2.63%	
  for	
  CPC	
  LPs.	
  




                                                Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  21	
  
Key	
  Takeaways	
  
What	
  did	
  we	
  do	
  well	
  and	
  what	
  can	
  we	
  do	
  befer	
  next	
  +me?	
  




                                                                                                 Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  22	
  
What	
  did	
  we	
  do	
  well?	
  
•  Realized	
  an	
  average	
  CTR	
  of	
  9.35%	
  for	
  all	
  of	
  our	
  nurturing	
  
     programs,	
  which	
  is	
  about	
  3	
  Gmes	
  our	
  normal	
  CTR	
  
	
  
•  Drove	
  more	
  engaged	
  traffic	
  to	
  website	
  with	
  avg.	
  visit	
  duraGon	
  of	
  
     3:02	
  minutes	
  versus	
  the	
  site	
  standard	
  of	
  1:56	
  
	
  
•  Reached	
  8,218+	
  prospects	
  via	
  nurturing	
  
	
  
•  Generated	
  218+	
  downloads	
  

•  Achieved	
  34.19%	
  LP	
  Submission	
  Rate	
  

•  Gained	
  a	
  berer	
  insight	
  into	
  nurturing	
  

	
                                                                  Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  23	
  
What	
  could	
  we	
  do	
  befer?	
  
•  Berer	
  use	
  of	
  suppression	
  lists	
  
	
  
•  Berer	
  use	
  of	
  tags	
  
	
  
•  More	
  diverse	
  drip	
  programs	
  

•  Berer	
  defined	
  end	
  goals	
  

•  Berer	
  defined	
  metrics	
  

•  Berer	
  lead	
  stage	
  tracking	
  

                                                    Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  24	
  
What	
  is	
  on	
  the	
  horizon?	
  
•  Developing	
  more	
  varied	
  drip	
  programs	
  based	
  on:	
  source	
  
   programs,	
  product	
  lines,	
  geographies,	
  languages,	
  and	
  goals	
  
•  Defining	
  more	
  goals	
  and	
  metrics	
  for	
  our	
  nurturing	
  programs	
  
•  CreaGng	
  a	
  sales	
  nurturing	
  program	
  and	
  a	
  feedback	
  loop	
  between	
  
   nurturing	
  programs	
  and	
  the	
  sales	
  handoff	
  
  	
             Incoming	
  Leads	
  
                 Paid	
  Search	
  

                     Website	
  
                                            New	
           Live	
                                  Opportuni+es	
  
                 Banner	
  Ads	
                                       MQL	
     SAL	
  
                                         Conversions	
     Leads	
  
          Nurturing	
  eMail	
  

               Social	
  Media	
  

         3rd	
  Party	
  Imports	
  

                 Db	
  Imports	
  

Well	
  thought	
  out	
  nurturing	
  programs	
  are	
  the	
  key	
  to	
  moving	
  new	
  
conversions	
  and	
  live	
  leads	
  through	
  the	
  markeGng	
  and	
  sales	
  funnel.	
  	
  
                                                                                    Good	
  Experiences.	
  On	
  Brand.	
  On	
  Budget.	
  	
  	
  |	
  25	
  

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Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

  • 1. Basic  Best  Prac+ces   for  Drip  Nurturing   ‘s   Jessie  Wilkie,  KANA  So@ware   Good  Experiences.  On  Brand.  On  Budget.      |  1  
  • 2. Company  Overview   •   B2B  so@ware  company         •   MulGple  product  and  brand  lines       •   MulGple  geographies       • MulGple  target  markets     Good  Experiences.  On  Brand.  On  Budget.      |  2  
  • 3. Marke+ng  Overview   •  Our  markeGng  organizaGon  is  divided  into  three  main  groups:   •  Product  Strategy   •  Product  MarkeGng   •  MarkeGng  Programs   •  Corporate  MarkeGng  Services  (where  I  fit  in)   •   I  help  support  the  online  programs  we  run  here  at  KANA   Good  Experiences.  On  Brand.  On  Budget.      |  3  
  • 4. Key  Sta+s+cs   •  127,501  Prospects   •  172  AutomaGon  Rules   •  245  Landing  Pages   •  1,165,991  list  emails  sent   •  627  Segments   •  3.66%  Average  Unique  Click   Through  Rate   •  215  Campaigns   •  74  Custom  Fields   •  26  Default  Fields   •  266  Email  Templates   •  185  Forms   •  42  Custom  Redirects   *February  2012  -­‐  Present     •  33  Drip  Programs   Good  Experiences.  On  Brand.  On  Budget.      |  4  
  • 5. How  do  we  move  prospects  through   the  funnel?   We  came  up  with  a  theory  and  some  proof  of  concept  slides   Good  Experiences.  On  Brand.  On  Budget.      |  5  
  • 6. Targeted  Nurturing  Campaigns   Get  qualified  prospects  ready  to  have  a  detailed  conversa5on   Engagement  Campaign   •  Create  an  interacGon   •  Follow-­‐up  acGvity   •  Build  demographic  profile   •  Extend  immediate  offer   Stay  in  Touch  (Drip)   •  Validate  area  of  interest   •  Rolling  campaigns  based  on   •  Build  behavioral  profile   role  /  stage  /  area  of  interest   Accelerator   •  Advance  buying  interest   •  IncenGves  to  take  the  next  step  in   •  Expand  markeGng  contacts   markeGng  /  buying  cycle   Reac+va+on   •  Test  new  messaging   •  Outreach  to  inacGve  contacts   •  Energize  around  new  programs   Other  (Up-­‐sell  /  Cross-­‐Sell)   •  Develop  new  contacts   •  Energize  installed  base   •  Market  targeted  events   •  Expand  sphere  of  influence   Good  Experiences.  On  Brand.  On  Budget.      |  6  
  • 7. Role  and  Stage-­‐Based  Content   EARLY   MID   LATE   Director   P1   P2   P5   W1   P6   W2   W3   C1   D1   D2   D3   D4   VP   P4   W4   P3   W5   C2   D5   IT   P7   W6   D7   D6   •  Classify  ExisGng  Content   To  Do:   •  IdenGfy  and  Address  Holes   •  Implement  Ways  to  Test   P   Whitepaper   W   Webinar   D   Datasheet   C   Case  Study   Good  Experiences.  On  Brand.  On  Budget.      |  7  
  • 8. But  how  did  we  really  do  it?   Nurturing  1,  2,  3,  …   Good  Experiences.  On  Brand.  On  Budget.      |  8  
  • 9. Step  1:  Define  Goals   Target  prospects  via  email  nurturing  campaigns  with   relevant  content  based  on  previous  offer  downloads.   Move  “latent”  leads  through  the  funnel  and  reengage  them.   Show  that  CTR  can  be  increased  through  targeted  campaigns     Good  Experiences.  On  Brand.  On  Budget.      |  9  
  • 10. Step  2:  Create  a  Checklist   Our  checklist  looked  like  this:     q   IdenGfy  content  and  paths   q   Create  lists   q   Create  landing  pages   q   Tag  URLs     q   Dra@  email  templates     Best  Prac+ce:  Using  a  checklist  helped  us  make  sure  we  did  not  forget  anything.  This   makes  the  process  more  efficient,  so  we  were  not  having  to  go  back  and  create  a  list   or  an  email  template  as  we  set  up  our  drip  programs.   Good  Experiences.  On  Brand.  On  Budget.      |  10  
  • 11. Step  3:  Iden+fy  Content  and  Paths   Early-­‐Mid   Early   Mid-­‐Late   P2   Late   Latent   P2   W3   W5   W2   W5   ISEA   P3   D1   W3   W2   C1   C1   W4   P4   C1   Best  PracGce:   W2   Keep  it  simple.   0B-­‐1A-­‐2B-­‐3A   1B-­‐2A-­‐3A   0A-­‐1C-­‐2D-­‐3A   1D-­‐2C-­‐3A   Good  Experiences.  On  Brand.  On  Budget.      |  11  
  • 12. Step  4:  Create  Necessary  Content   Who  are  we  targeGng?   What  do  we  want  to  say?   What  are  we  offering?   Best  PracGce:   Tag  your  URLs.   How  are  we  tracking  results?   Good  Experiences.  On  Brand.  On  Budget.      |  12  
  • 13. Step  5:  Set  Up  Drip  Program   Once  we  had  completed  all  of  our  background  work:   •  Defined  goals   •  Created  checklist   •  IdenGfied  content  and  paths   •  Created  necessary  content   It  was  Gme  to  set  up  our  drip  program  in  Pardot.  There  were  three  main     steps  to  seong  up  the  Drip  Program:   1.  Name,  Tags  and  Time  Zone   2.  Recipients   3.  Logic   In  the  next  few  slides,  I  will  be  going  over  each  of  these  steps  in  more     detail.     Good  Experiences.  On  Brand.  On  Budget.      |  13  
  • 14. Name,  Tags  and  Timezone   Things  to  consider  when  idenGfying  the     name,  tags  and  Gmezone  :     •  Pick  names  that  are  scalable     •  Pick  names  that  are  easy  to  remember     •  Think  about  the  recipients’  Gmezone     •  Pick  tags  that  are  descripGve  and  will   easily  help  idenGfy  your  program  based  on   language,  geography,  product,  etc.       Good  Experiences.  On  Brand.  On  Budget.      |  14  
  • 15. Recipients   •  Based  on  our  defined  goals,  we   created  our  recipient  lists  around   certain  criteria   •  i.e.  They  downloaded  a  certain  offer,   they  haven’t  been  acGve  in  30  days,   they  came  in  through  a  certain   conference,  etc.     •  We  also  idenGfied  a  list  of   prospects  whom  we  did  not  want   to  receive  the  nurturing  emails   Best  PracGce:  Make  sure  to  incorporate   suppression  lists  when  needed.     •  i.e.  They  are  a  current  customer,   they  are  already  on  another   nurturing  program,  they  are  industry   analysts,  etc.     Good  Experiences.  On  Brand.  On  Budget.      |  15  
  • 16. Logic   The  logic  in  our  drip  program  was  based  on  the  goals  of  the  program.  It   was  very  important  to  know  what  we  wanted  to  achieve  with  a  drip   program  and  work  toward  that  end.     With  that  said,  some  things  we  kept  in  mind  while  seong  up  the  logic:     •   Staggering  the  start  Gmes     •   Placing  pauses  a@er  every  email  acGon   •   Adding  tags  to  prospects  who  complete  certain   acGons,  so  they  are  easier  to  idenGfy  (new   development)  *   Best  PracGce:  Make  sure  your  logic  helps  you  achieve  the   goals  of  your  drip  program.     Good  Experiences.  On  Brand.  On  Budget.      |  16  
  • 17. Step  6:   Best  Prac+ce:  Review  and  Tweak   We  allowed  our  drip  program  to     completely  run  through  one  cycle     and  then  started  reviewing  the     results.  We  learned  to  ask  ourselves   important  quesGons.     •  Why  is  the  CTR  berer  in  one  email   versus  another?   •  Is  that  pause  too  long  or  too   short?   •  What  made  so  many  people  click   that  one  link?   Best  PracGce:  Consider  the   level  of  granularity  you   •  Are  we  meeGng  our  goals?  If  not   want  when  reporGng  on   what  can  we  do  berer?   your  programs.   Good  Experiences.  On  Brand.  On  Budget.      |  17  
  • 18. The  Results     How  did  we  do?   Good  Experiences.  On  Brand.  On  Budget.      |  18  
  • 19. The  Results   •  9.35%  CTR  All  Nurturing,  which  is  3x  higher  than  our  list  emails     •  15,118  Nurturing  Emails  Sent     •  AD  Nurturing  7.72%  CTR,  1,122  Email  Sent  since  May  28th,  2012     •  EA  Nurturing  6.68%  CTR,  7,727  Email  Sent  since  April  16th,  2012   •  KM  Nurturing  11.49%  CTR,  5,816  Email  Sent  since  May  16th,  2012   •  WSS  Nurturing  11.45%  CTR,  453  Email  Sent  since  July  2nd,  2012   •  Since  it  has  been  acGve,  KM  Nurturing  has  generated  the  2nd  largest   amount  of  downloads  with  206  downloads.    WSS  Nurturing  is  20th  with   25  downloads.       •  KM  Nurturing  has  driven  411+  visits  to  our  website.  AD  Nurturing  has   driven  74  visits  to  our  website.  WSS  Nurturing  has  driven  47  visits  to   our  website.   Good  Experiences.  On  Brand.  On  Budget.      |  19  
  • 20. We  generated  532+  site  visits  with  nurturing   with  a  3:02  avg.  visit  vs.  1:56  avg.  visit  for  all   traffic   Good  Experiences.  On  Brand.  On  Budget.      |  20  
  • 21. 31  Landing  Pages,  1,354  Views,  463  Submissions.   34.19%  Submission  Rate  vs.  2.63%  for  CPC  LPs.   Good  Experiences.  On  Brand.  On  Budget.      |  21  
  • 22. Key  Takeaways   What  did  we  do  well  and  what  can  we  do  befer  next  +me?   Good  Experiences.  On  Brand.  On  Budget.      |  22  
  • 23. What  did  we  do  well?   •  Realized  an  average  CTR  of  9.35%  for  all  of  our  nurturing   programs,  which  is  about  3  Gmes  our  normal  CTR     •  Drove  more  engaged  traffic  to  website  with  avg.  visit  duraGon  of   3:02  minutes  versus  the  site  standard  of  1:56     •  Reached  8,218+  prospects  via  nurturing     •  Generated  218+  downloads   •  Achieved  34.19%  LP  Submission  Rate   •  Gained  a  berer  insight  into  nurturing     Good  Experiences.  On  Brand.  On  Budget.      |  23  
  • 24. What  could  we  do  befer?   •  Berer  use  of  suppression  lists     •  Berer  use  of  tags     •  More  diverse  drip  programs   •  Berer  defined  end  goals   •  Berer  defined  metrics   •  Berer  lead  stage  tracking   Good  Experiences.  On  Brand.  On  Budget.      |  24  
  • 25. What  is  on  the  horizon?   •  Developing  more  varied  drip  programs  based  on:  source   programs,  product  lines,  geographies,  languages,  and  goals   •  Defining  more  goals  and  metrics  for  our  nurturing  programs   •  CreaGng  a  sales  nurturing  program  and  a  feedback  loop  between   nurturing  programs  and  the  sales  handoff     Incoming  Leads   Paid  Search   Website   New   Live   Opportuni+es   Banner  Ads   MQL   SAL   Conversions   Leads   Nurturing  eMail   Social  Media   3rd  Party  Imports   Db  Imports   Well  thought  out  nurturing  programs  are  the  key  to  moving  new   conversions  and  live  leads  through  the  markeGng  and  sales  funnel.     Good  Experiences.  On  Brand.  On  Budget.      |  25