pardot elevate 2012 - best basic practices for drip nurturing

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Basic Best Prac+ces for Drip Nurturing Jessie Wilkie, KANA So@ware ‘s

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Learn how KANA Software, a global B2B software company, implemented email nurturing campaigns to mature buying interest through targeted content offers across multiple product lines. Using actual analytics, Jessie Wilkie, a Senior Specialist for Marketing Programs at KANA, will bring to light the specific ways KANA was successful in their nurturing programs and how they were able to tweak them to improve performance.

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Page 1: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  1  

Basic  Best  Prac+ces  for  Drip  Nurturing  

Jessie  Wilkie,  KANA  So@ware  

‘s  

Page 2: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  2  

Company  Overview  

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

•   MulGple  geographies    

 • MulGple  target  markets    

Page 3: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  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  

Page 4: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  4  

Key  Sta+s+cs  

•  127,501  Prospects  •  245  Landing  Pages  •  627  Segments  •  215  Campaigns  •  74  Custom  Fields  •  26  Default  Fields  •  266  Email  Templates  •  185  Forms  •  42  Custom  Redirects  •  33  Drip  Programs  

•  172  AutomaGon  Rules  •  1,165,991  list  emails  sent  •  3.66%  Average  Unique  Click  Through  Rate  

*February  2012  -­‐  Present    

Page 5: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  5  

How  do  we  move  prospects  through  the  funnel?  We  came  up  with  a  theory  and  some  proof  of  concept  slides  

Page 6: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  6  

Targeted  Nurturing  Campaigns  Get  qualified  prospects  ready  to  have  a  detailed  conversa5on  

Stay  in  Touch  (Drip)  •  Rolling  campaigns  based  on  

role  /  stage  /  area  of  interest  

•  Validate  area  of  interest  •  Build  behavioral  profile  

Accelerator  •  IncenGves  to  take  the  next  step  in  

markeGng  /  buying  cycle  

•  Advance  buying  interest  •  Expand  markeGng  contacts  

Engagement  Campaign  •  Follow-­‐up  acGvity  •  Extend  immediate  offer  

•  Create  an  interacGon  •  Build  demographic  profile  

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

•  Energize  around  new  programs  

Other  (Up-­‐sell  /  Cross-­‐Sell)  •  Energize  installed  base  •  Expand  sphere  of  influence  

•  Develop  new  contacts  •  Market  targeted  events  

Page 7: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  7  

Director  

VP  

IT  

EARLY   MID   LATE  

Role  and  Stage-­‐Based  Content  

W1   W2   W3  

W4   W5  

W6  

C1  

C2  

D1   D2   D3   D4  

D5  

D6  D7  

P1   P2  

P3  P4  

P5   P6  

P7  

W   C  D  P   Whitepaper   Datasheet   Case  Study  Webinar  

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

To  Do:  

Page 8: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  8  

But  how  did  we  really  do  it?  Nurturing  1,  2,  3,  …  

Page 9: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  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    

Page 10: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  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.  

Page 11: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  11  

P2  

W5  

W3  

W4  

W5  

P2  

C1  

P3  

W2  

P4  

ISEA  

W2  

C1  

W3  

D1  

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

Early  Early-­‐Mid  

Mid-­‐Late  

Late  Latent  

Step  3:  Iden+fy  Content  and  Paths  

W2  

C1  

Best  PracGce:  Keep  it  simple.  

Page 12: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  12  

Step  4:  Create  Necessary  Content  

Who  are  we  targeGng?  

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

How  are  we  tracking  results?  

Best  PracGce:  Tag  your  URLs.  

Page 13: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  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.    

Page 14: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  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.  

   

Page 15: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  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  •  i.e.  They  are  a  current  customer,  they  are  already  on  another  nurturing  program,  they  are  industry  analysts,  etc.    

Best  PracGce:  Make  sure  to  incorporate  suppression  lists  when  needed.    

Page 16: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  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.    

Page 17: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  17  

Step  6:  

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?  

•  Are  we  meeGng  our  goals?  If  not  what  can  we  do  berer?  

Best  PracGce:  Consider  the  level  of  granularity  you  want  when  reporGng  on  your  programs.  

Best  Prac+ce:  Review  and  Tweak  

Page 18: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  18  

The  Results    How  did  we  do?  

Page 19: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  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.  

Page 20: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  20  

We  generated  532+  site  visits  with  nurturing  with  a  3:02  avg.  visit  vs.  1:56  avg.  visit  for  all  traffic  

Page 21: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  21  

31  Landing  Pages,  1,354  Views,  463  Submissions.  34.19%  Submission  Rate  vs.  2.63%  for  CPC  LPs.  

Page 22: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  22  

Key  Takeaways  What  did  we  do  well  and  what  can  we  do  befer  next  +me?  

Page 23: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  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  

 

Page 24: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  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  

Page 25: Pardot Elevate 2012 - Best Basic Practices for Drip Nurturing

Good  Experiences.  On  Brand.  On  Budget.      |  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  

Banner  Ads  

Nurturing  eMail  

Social  Media  

3rd  Party  Imports  

Db  Imports  

Opportuni+es  SAL  Live  Leads  

MQL  New  Conversions  

Well  thought  out  nurturing  programs  are  the  key  to  moving  new  conversions  and  live  leads  through  the  markeGng  and  sales  funnel.