Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing

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Join the Conversation:Tweet us @movableink #leadnurturingGuiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

Speakers

Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

Inbar YagurSenior Content

StrategistTaboola

Laura ChauSenior Marketing Manager

Movable Ink

AGENDA


21 3

Join the Conversation:#leadnurturing @movableink or @taboola

Acquiring Leads:

Best Practices

Nurturing Leads into Customers

Q&A

Acquiring Leads: Best Practices

Inbar Yagur


FIND YOUR AUDIENCE

• Your title is your first and best targeting tool

• Pre-qualify your click: Quality over quantity

• Be enticing, but also specific

THE AVERAGE INTERNET USER

Skimmers: Scan the page quickly, skim a few paragraphs, then decide if they want to fully engage

Readers: Arrive on your site and immediately engage 30% and

Shrinking

70% and Growing

DID YOU KNOW?

• Keep it short

• Avoid dense text

• Don’t overcrowd the page

MEET USER EXPECTATION

The user won’t give you their email just because you asked.

If you want them to take action, tell them why! Answer the question: What’s in it for them?

GIVE THE USER CONTEXT

• Quiz result

• Price quote

• Free trial

• Exclusive discount

WHAT’S IN IT FOR ME? [B2C]

**Pro Tip: Gamification makes your call to action enticing. “I’m already invested, I may as well leave my email”

• Software demo

• eBook or whitepaper

• Quiz result

• Free trial

WHAT’S IN IT FOR ME? [B2B]

**Pro Tip: 100% of B2B clients are people. Don’t be afraid to be creative.

DO: INTEGRATED FORM FIELDS

DO: TEXT AND A BUTTON

DON’T: KEEP IT IN THE RIGHT RAIL

DON’T: MAKE IT LOOK LIKE A BANNER

A/B TEST EVERYTHING!

57%

[email protected]

THANK YOU!

Nurturing Leads into Customers

Laura Chau


Nurturing turns leads to customers

79% of marketing leads never convert into sales.1


Source: 1. Marketing Sherpa 2. Hubspot

Nurtured leads produce a 20% increase in sales opportunities.2

Email is the ideal nurturing channel

Lead nurturing emails get 4-10 times the response rate of other emails.


Nurturing leads with emails generates 50% more sales-ready leads at 33% lower cost.

Source: Silverpop

Nurturing Best Practices


Meet them where they are

• Offer content that’s most valuable to the consumer based on the buyer stage, demographics and behavior profiles.

• Determine where the lead is in the buyer journey by the content they engage with.

• Did they enter a Contest? Complete a quiz?

Awareness

• Did they click through from your newsletter to a blog post

Consideration

• Did they leave something in an online shopping cart?

Desire


Personalize

Personalized emails improve click-through rates by 14%, and conversion rates by 10%.

Make your nurture emails personal and contextual.


Source: Aberdeen Group

Automation


Marketing automation for lead nurturing can result in a 451% increase in qualified leads.1

Source: MailGen

Automating lead nurture emails saves production time and resources, and increases qualified leads.

Keep mobile in mind

Optimize emails for mobile by incorporating device detection and responsive design.

67% of email opens happen on a mobile device.*


Source: Internal data, Q3 2015

Content to Support the Buyer Journey


Buyer Journey


AwarenessThe lead is becoming aware of your product or a need they want to address.

Nurture them down the funnel by sending:

• Thought leadership articles

• Educational content that covers the topic broadly and helps them further identify their need; blog posts, eBooks, how-to videosGuiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

Awareness Email


ConsiderationThe lead is aware that your product or service could fill their need, and is considering you along with other companies.

Nurture them down the funnel further by sending:• Inspiration for how your

products and/or services can address their needs, like look books and case studies

• Educational, but high-commitment content about how your product would solve vertical specific problems, and/or work in their existing environment: Product webinars, integration guidesGuiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

Consideration Email


DesireThe lead is ready to make a purchase.

Seal the deal by sending:

• Additional case studies; Vertical specific solutions

• Discounts, coupons, trial offers

• Free product training webinars


Desire Email


REQUEST A DEMO

Upsell

Once the lead has been converted into a customer, there is an opportunity to identify additional needs and offer solutions.

Sell the benefits of an upsell without the sales pitch by sending:

• Content that further identifies goals and/or needs with additional product/feature specific solutions

Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturingSource: Gartner Group

Upsell Email


Takeaways

• Meet your customer where they are. Offer content based on the buyer stage, demographics and behavior profiles.

• Optimize for mobile by incorporating device detection and responsive design

• Use automation to save production time and resources, and increase qualified leads.


Q&APlease submit questions by using the Questions panel on the top navigation bar of your BrightTALK window.

.Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing #leadnurturing

Thank you for joining us!

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