streamlining the buyer's journey: more than marketing automation #inbound13
TRANSCRIPT
1 Define the Right Trigger Moments
2 Create a Multi-Channel Nurturing Experience
Nurturing with Purpose:
1 Define the Right Trigger Moments
2 Create a Multi-Channel Nurturing Experience
3 Monitor and Fine-tune Your Nurturing
Nurturing with Purpose:
Goal three: convert MQLs into Opportunities
LEAD SUBSCRIBER QUALIFIED LEAD
Starting condition
Goal
OPPORTUNITY
Goal four: convert Opportunities into Customers
LEAD SUBSCRIBER QUALIFIED LEAD
Starting condition
Goal
OPPORTUNITY CUSTOMER
• SUBSCRIBER – contacts you don’t know much about
• LEADS– contacts that have converted on your website
• QUALIFIED LEADS – contacts that have expressed product interest
• OPPORTUNITIES – contacts that sales has marked as sales-ready
• CUSTOMERS – contacts that end up buying
Define what each stage means
Use workflows to streamline this journey
CUSTOMER LEAD QUALIFIED LEAD OPPORTUNITY SUBSCRIBER
Workflow Workflow Workflow Workflow
Gets you focused on the actual events and actions
Develops common vocabulary between marketing and sales
Why this approach?
Gets you focused on the actual events and actions
Develops common vocabulary between marketing and sales
It’s scalable and can be fine-tuned easily
Why this approach?
How to nurture contacts in an effective way?
Offer Email
Workflow Call-to-action
Social
CUSTOMER QUALIFIED LEAD OPPORTUNITY
Lead to MQL content and channels
• OFFER – content that converts to customer at a high rate
• EMAILS– promote that content in a compelling way
• WORKFLOW – schedule the emails to list of Leads + Persona
• CALL-TO-ACTION – promote the content on your website
• SOCIAL – monitoring the list of Leads + Persona
" Refine your lifecycle stages
" Refine your personas
" Keep an eye on critical metrics
Improve performance through iteration