try to buy nurture strategy

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Customer Acquisition: Your Try to Buy Nurture Strategy

Beth Lambert | @bethlambert | [email protected]

Rock Paper Digital

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Customer Acquisition:Try to Buy Nurture Strategy

Customer Acquistion Define Your Personas

Define Each Stage of the Customer Journey How does a Try to Buy model align to the customer journey?

Map Your Content Do you have the right content to support your Try to Buy Model?

Consider the stages of each Customer Journey

Complete the Content Inventory

Nurture Strategy for your Try to Buy model How does a Try to Buy model fit within your overall nurture strategy?

Free Trail Evaluation Campaign Negotiation Campaign Expired Member Free Trail Re-Engagement Campaign

Success Tactics

Client Examples: Docusign, Parature, Topsy & Concur

Define Your Personas

Define Your Customer Type: Persona & Buyer Journey Development

Complete the Persona & Buyer’s Journey Template

http://topliners.eloqua.com/docs/DOC-2036

Define Each Stage of Your Customer Journey

Interest

Evaluate

Negotiate

Purchase

Learn

It’s About the Customer’s Journey

Sales & Marketing Effectiveness Determine Volume and Velocity

Questions

(Asked by Individual

s)

• Who are the suppliers for my need?

• What’s the scope of potential achievement?

• Where do I stand?• How can I easily

find out more?

• What do they offer?• Are their customers

achieving success?• Do they fit my need?• How can I easily

evaluate/demo?

• Do they meet my expectations?

• What do analysts say, are they a leader?

• Is company viable?• How do they

compare?• Why should I choose?• What’s the cost?

• Leading, solid product/company?

• Recommended by customers and analysts?

• Meets or exceeds my need?

• Can I afford to buy & implement?

• How can I easily purchase?

• Can I purchase via Web site?

• Who can I call?• Do they have a

partner in my area?

• Why buy now?

Experience

(Delivered to

Individuals)

• Blog articles• Social media• Webinars/

podcasts

• Email/Website• Social media• Telequal calls

• Email/Website• Inside Sales calls• Seminars

• Email/Website• Customer, analyst

references• Field Sales calls

• Email/Website• Field Sales calls• Partners

Content(Delivere

d to Individual

s)

• Ebooks, playbooks, and guides

• Product/service fact sheets

• Customer stories• Assessment tests• Press releases

• Company white paper

• Product spec sheets

• Customer stories• Self-guided demo• Ind/analyst reports• Educational tips

• Features/benefits• Gartner Quadrant• Fin. Press Releases• Competitive & cost

comparisons• Product awards• Seminar pres

• ROI calculator• Live demo• Customer

references• Product awards• Press releases• Seminar pres

• 1800# provided• Company.com

product• E-Shop product• Partner locator?• Promotions or

deals?

Evaluate

Justify

Purchase

Learn

?

Interest

The Customer’s Journey: Stage Definitions

Map Your Content

Interest

Evaluate

Negotiate

Purchase

Learn

It’s About the Customer’s Journey

Sales & Marketing Effectiveness Determine Volume and Velocity

Complete Your Content Inventory

Complete your Content Inventory Template


Nurture Strategy for Your Try to Buy Model

Lead Scoring

Where to Start?

Lead Nurture Progressive

3-4 Touches

Lead Nurture Accelerator

3-4 Touches

New Customer Program

2-3 Touches

Re-Engagement

Welcome Program

3-4 Touches

Interest

Evaluate

Justify

Purchase

Learn

Interest

Evaluate

Learn

New Welcome Program• 1st touch – Welcome • 2nd touch – Tell us about your

preferences and needs• 3rd touch – Sign up for trail

Referral Auto-responders

Free Trial- Evaluation CampaignsThree-touch drip Email campaigns by topic:• Tips & Tricks• Support & Service• Promotional Pricing / Bundling

Customer Follow-Up• 1st touch – Relevant case study and let us know if we can

help you• 2nd touch - Can I answer any questions for you? From rep

Newsletter

Competitive Loss Re-engagement• After 6 months of close• Benchmark study• Relevant case studies

Expired Trial Members Re-Engagement• New Features & Benefits• New Pricing

Evaluator Word of Mouth and Advocacy Network

SEM

Content Syndication

Inside Sales Prospecting

Social Media

Trade Shows/ Webinars

Campaign Map: Try to Buy Model

Lead Scoring

What’s the Difference?

New Customer Campaign

2-3 Touches

Welcome Campaign

3-4 Touches

Interest

Evaluate

Justify Purchase

Learn

Free Trail Evaluation Campaign

3-4 Touches

Negotiation Campaign3-4 Touches

Expired Trial Members Re-Engagement Campaign

(* consider FT Participation)

Success Tactics

20 © 2013 Eloqua, Inc. All Rights Reserved

E10 BP Templates & User Configuration GuidesCreate a campaign in 3 clicks.

Download the guide book.

Start building!

Pick your template.


Decision with your stakeholders:

Plan your Try to Buy Campaigns

• Plan your Campaign• Predict your possible

outcome• Discuss your Key

Performance Indicators• Define std. metrics within

Campaign Management

Action:

• Use the Campaign Planning Brief for high level objective, target audience etc.

• Use the Demand Generation Planning Tool to align assets, Eloqua segments etc. to predict the possible outcome

• Use Query Strings to help track your integrated marketing channel effectiveness

Do It: How to Use Capture referring Sources using Query Strings




http://topliners.eloqua.com/community/do_it/blog/2011/11/11/how-to-capture-referring-sources-to-landing-pages-and-in-forms



Audit and Align Your Content & Campaigns

• List and categorize the content you have and categorize by persona journey (buying cycle) stage focus on the Learn, Evaluate and Negotiate stages

• Create a Content Inventory (using template) to identify gaps and categorize content

Action:

• Create nurture campaigns based on content strategy for Free Trial-Evaluation; Expired Trial Members Re-Engagement and On-Boarding New Customers campaigns



Mid Stage - Free Trail Evaluation Campaign(E10 BP Simple Nurture Template & User Configuration Guide)

E10 BP Simple Nurture Template & User Configuration Guide: Simple Nurture

Free Trail Participants

Tips & Tricks

Ratings & Reviews

Sign Up!

Next Steps

Contact Us

Content Flow



Late Stage -Negotiation Campaign(E10 BP Simple Nurture Template & User Configuration Guide)

E10 BP Simple Nurture Template & User Configuration Guide: Simple Nurture

Free Trail Participants

Notification & Alerts

Pricing / Bundling

Extended Value

Personalized Communications

Content Flow



Eloqua10 Best Practices User Configuration Guide: Re-Engagement Campaign

Expired Trial Members Re-Engagement Campaign(E10 BP Simple Re-Engagement Template & User Configuration Guide)

Engaged

Tips & Tricks

Sign Up!

Next Steps

Sales Follow-up

Not Engaged

New Features

New Pricing

Survey

Content Flow




Enablement Sales & Support Teams

• Collect signature information from reps from whom automated emails will be sent

• Review/enhance your email preferences options

Action:

• Update Sales Rep. and Support Rep. User profiles within Eloqua

• Create Signature Layouts, Rules and use to send personalized emails

Client Examples


DocuSign: “Advanced Nurturing System”

Challenge Solution Results

• Not optimizing communications to leads, trials or customers; Audience very diversed and wanted to market to the individual.

• Built out the buyers journey.

• Defined lead stage funnel definitions and SLA with sales team.

• Content mapping to find gaps; built new content

• Used Eloqua to build out an advanced nurturing system – not a program, with over 30 nurturing programs. Program uses filter and shared lists to determine what campaign the contact is in and transfer to another program if needed.

• DocuSign increased MRR by 117% and helped the company hit Q1 goals and exceed them in Q2!

• Reduced corporate churn by 25%. By making sure they reach out to those not using the product and providing them with videos and guides, they reduced churn and upped usage of the product.


DocuSign: “Advanced Nurturing System”

Next Steps


1. Persona & Buyer’s Journey View the Power Hour:

Creating Buyer Personas Complete the

Persona & Buyer’s Journey Template

2. Communication Strategy based on Buyer’s Journey

View Power Hour: Nurturing Using Buyer Personas

Complete Content Inventory Template

3. E10 BP Templates & User Configuration Guides

Welcome campaign Simple Nurture campaign Re-Engagement campaign





Don’t worry. Sing ON!

Can’t live without good music?


Questions?

Beth Lambert, Consultant

[email protected]

512.762.2187

Thank You!

mailto:[email protected]

try to buy nurture strategy

Marketing

customer journey

new customer campaign

customer acquisition

touches welcome campaign

customer type

customer acquistion

touches new customer

touches negotiation