Lead Capture & Nurture: Advanced Email Marketing Tutorial

1.2 Introduction

This is Matt Bailey, President of SiteLogic presenting marketing automation. In this module we're going to look at the lead capture process and the nurturing process. How to develop the lead from the initial contact to learning more about that lead. And guiding them into a long term customer relationship.

1.3 Automation Rule #1

You see, content marketing and lead generation, they're all focused on getting those leads. We're driving people to our site, we're doing all kinds of inbound marketing. But the question then becomes, you've got the lead, what are you going to do with it? How do you follow up and make sure that you're providing the right follow-up, the right questions, the right information to that lead. Well this is where marketing automation can help you, and marketing automation enables you to clarify what kind of lead that is, what kind of information they're looking for. But ultimately, it comes down to a specific principle. You can't automate what you don't have. You see, if you have designs and dreams of communicating to your leads at very different levels of segmentation. So you want to talk to business owners one way. And you want to talk to agencies another. And you want to talk to end users this way. That's great, but you have to have those communications already prepared. And not just prepared, but formatted. They have to be enabled to import personalized data. You have to have a scenario of how you are going to plan that communication. If there's going to be any delay or timed response. You need to look at the full picture of the customer lifecycle. What part are you going to address? What are the critical issues at that point? That's why marketing automation, it holds the promise of a lot of potential. The nice thing is that you can start small with a few projects. And then build into larger, more complex, automation type information. If you try and tackle it all at one time, it's not going to work. You've gotta start with a few isolated conversations and build into them.

1.4 Lead Capture Overview

Let's look at some examples of how companies have developed the scenarios and really it follows three different paths. The first thing is to identify the objectives, that is, what do I want people to do? I want them to fill out a registration form, I want them to download things, I want them to watch videos. These are all of the actions that people can perform on your website or interact with your marketing. Essentially, they're visitor goals and they can be micro goals, or they can be larger goals such as conversions. But these are the engagements that people make. You see, when we get the conversion, that's when we get the lead. The visitor goals and the engagement factors, that provides us additional information to add to that lead. So if they register and download a whitepaper, we have the registration, we've captured the lead. The whitepaper gives us feedback, it tells us how can we label or segment this lead in order to provide the right information back to them. Then we identify the rules, if they downloaded this whitepaper then we send them that. And what is that, what does it look like, what triggers will enact in order to follow up on that lead? What segments are they a part of, and do you have content to develop each of those segments? So identify the rules for each lead category that you want to develop. Then assess the resources and the content that you have in place to follow up on that. Then create your long term scenarios. You see you've got your lead and you've got some basic information, but you need more. Marketing automation is not just about pushing information, it's about pushing information and measuring the response, offering additional value and getting value in return. The value that we get in return is more customer information. More interaction, more engagement, which we can then measure and assess to see the motivation level. But in order to get that we have to ask ourselves, what is the next step in the process. Is this someone who is early in the buying cycle and the type of information they're looking at is very general. Or is this someone midway through the buying cycle, they're looking for more specific information, they have specific questions. In which case, we can score them a little higher in terms of motivation as well as they know what they're looking for. It comes down to creating specific scenarios. But also, looking again at the long term, if we have the lead, we have some basic information, what do we need next? Well, we want to move that lead into the next category, which is more engagement. So, how do we get them from point A to point B? What's the goal, what is the end goal for that prospect, or that customer? What do we want them to do, and how do we move them along that timeline? When you're developing marketing automation, understand your objectives. Understand the rules that will then come into play once a customer reaches those objectives. And then your scenarios, to gain more information and engagement out of those leads in order to learn more about them and move them into a long term relationship.

1.5 Non-Profit Objectives

Let's look specifically at a non-profit organization. This is one that I worked with, and they were able to increase dramatically the engagement of their audience by sitting down and going through these three steps. The first step was to identify the objectives. They, obviously, asked people to subscribe to email. They also asked people to subscribe to a Podcast. The promotion for that was that they could receive free information, free offers such as free eBooks, and free recordings from the Podcast. Also, they had local events around the country. And so, they wanted registrations so that people could attend those local events. And then, also, they asked for donations. They asked for single donations as well as recurring support. And people could also purchase from their bookstore. So these were the primary objectives they wanted visitors to accomplish. However, in looking at the objectives, we also had to look at different rules. What did we want people to do? And so, the scenario could be very different, depending upon how someone came into the organization. You see, if they subscribe by email, we also wanted them to subscribe to the Podcast. But ultimately, the long term objective was to get them to be a supporter of the organization, and donate or maybe become a monthly donator. And then, obviously, even more long term, from a loyalty standpoint, we want them to bring in friends and colleagues. So, depending upon where people came in, we had to look at what type of information we would get at every stage of the process. If they subscribed, we got the initial registration information. If they subscribed to the Podcast, then we knew they were getting regular communications from us. And of course, when they listened to the Podcast, there was always a prompt at the end of the Podcast to download a free eBook or a recording. Once they did that, they had to register on the site in order to download, and then we received their address, their zip code. So now we knew, regionally, where they lived. And based on that data, we could then send them information about regional events. And if they attended a regional event, well, that scored them very high in terms of engagement. And then, we could look at how do we move them into being a supporter.

1.6 Non-Profit Rules

So, let's look at couple of scenarios and how this worked. We came up with a customer persona called Jeremy, who's really just at the initial level of engagement. He has subscribed to the email updates, and so his email that he receives is very general. It contains everything. And we can track what he clicks on and what he does. But what we're going to focus on the most in that email is getting him to sign up for a podcast, because in the podcast in where we push the next level of engagement. So, he becomes a podcast subscriber. Well now, in his emails, we're going to push the free downloads from the podcasts. Because that then pushes Jeremy to the next stage of the process, which is providing his address, phone number, contact information, so we know where he lives regionally, so we can invite him to regional events. As you can see, the process is all about defining what are the different steps, and what does it take to get the next stage of information to interact at a higher level. So let's say Jeremy, three weeks later, he registers and downloads some information. Now his email is going to change. Store offers are based on products that he has downloaded and browsed. He's also going to receive more regional information that's going to provide regional opportunities for him to attend and interact. And it's going to focus on the donation. As you can see here, the scenario shows us the customer pathway that once we receive a certain level of information, the emails become much more highly customized. Because they're focused on the next stage. We developed another persona. Ann is a persona who is very active. Once she subscribes, she's registered and she's attended a local event. Now, the email that she gets is going to be focused more on becoming a supporter of the organization because she has jumped in completely and is engaged. She has downloaded, she's attended regional events, she is showing her motivation in being engaged With this organization. And so the way we communicate with Ann is going to be vastly different than Jeremy. Because Jeremy's a slow adopter. He's moving slowly through the cycle, and it's taking a longer time to get that information. With Ann, we're getting it a little sooner, so we can change the communications.

1.7 Non-Profit Scenarios

Looking more in a long term development for a non-profit. A lot of the methods that they are able to be in business and do the things that they do is because they have regular monthly supporters. But not only that, they have people that leave money in their wills, and so they do estate planning to leave money to non-profits. So even here, when we have our long term people that are supporting the organization, we can even segment them further and provide further segmented conversations based on different factors of engagement. So, people that support the organization over $200 a month, or over a $1,000 a year, their email, they get personal messages from the CEO of the organization. They also are invited to events, as well as special opportunities at events. They get the VIP treatment. People that donate under a certain level, they're going to get seasonal promotions, such as during the holiday time, considering those less fortunate, and increasing the amount of your donation. It's not going to be an overt call throughout the year to upgrade their donation. They are slow growth. And so, the goal is just to reinforce that. Focus it once in a while on a seasonal message. But overall, both groups are going to be invited to send to a friend. Because loyalists breed more loyalists. Chances are, if someone is supporting a nonprofit organization, friends that they have in their circles are usually just like them. And so it's very easy for them to recommend and bring in more friends. So send to a friend, store sales, and regional events are ways that you can maintain the engagement. And so this is how this non profit was able to transform its messaging by segmenting out different levels of engagement, and also segmenting out different levels of support. And by focusing with slightly nuanced messaging Based on the customer interaction. They were able to increase significantly their effectiveness in marketing themselves to their existing list as well as increasing it dramatically.

1.8 eCommerce Objectives

Now for eCommerce, you can really explode it to so many ways. Let's look at the objectives. There's subscribes to newsletters or subscribe to updates and offers. There's purchases, there's filling out a preferences. You can do repeat purchaser, you can do a re-engage purchaser. By that I mean, if someone is a regular purchaser, they're an A List customer. If they've spent beyond a specific threshold that makes them a great customer. However, if they are C level customer, means that they haven't bought anything for maybe two years or 18 months. How do you re-engage that person? And so, that's an objective and you create a scenario then to engage that person. You want them to send to a friend, you want them to update their social media accounts once they buy something.

1.9 eCommerce Rules

So then it comes to identifying the rules for eCommerce. We can create a welcome series, these are all our triggered emails that we can develop ,such as a thank you. We can also do a monthly email that is a blast, however, customized based on preferences and product categories that this person tends to purchase from. Cart reminder reviews, expiration, browsed birthday holidays, those are all triggers. But then we can look at specific scenarios. Like, how do we re-engage someone who hasn't purchased in nine months? How do we re-engage and reactivate someone who hasn't bought in 12 or 15 months? And maybe at 15 months, we just ask them to confirm their subscription just to make sure that that email account is still active. How do we reward our active buyers? And so we set thresholds for rewarding active buyers and engage with them ongoing, because as someone continues to purchase and interact, we want to reward that interaction. And so, identify the rules for e-commerce as far as how you want to handle different situations.

1.10 eCommerce Scenarios

For eCommerce if someone subscribes and then they order. We can track based on their web history the categories that they browsed, the preferences, and what products they looked at. Based on that, the email can reflect the category and the areas where they browsed. You can't be much more specific than that, and hopefully they wee looking for something for themselves, and so you can tie that information back together. [00:00:25] You see, what we we don't have is specific information that they have given us that says they want that information in return, and so, in order to get that, we usually try and provide a survey. You see, what we want here is some sort of feedback mechanism, so that customer can tell us explicitly what they want, and so the scenario might look like this, that when someone puts in an order, we know what products they browsed and looked at, we know what they ordered. Maybe we follow up with a survey, so if it's a pet store maybe we ask them well are you a cat owner, a dog owner or both, what breeds, what types of food do you feed, and think about how you can leverage your marketing based on the responses to these surveys. We can look at what types of supplements if you know the dog is an older dog, you know that the owners might be supplementing their food with vitamins or other types of medications. That enables you to sell better if you've got the content that you automate into that process. So the more you know about your customer the more you can customize their experience. The more that you can give them information that's specific to them. If you have a customer that's a dog owner and not a cat owner then cats aren't going to be important to them, and so all the information that they receive will be focused around dogs and have nothing to do with cats.

1.11 B2B Objectives

In business to business, we can look at multiple things that are objectives for the customer. Obviously getting the lead, but then also downloading white papers, case studies, attending webinars or watching videos, filling out surveys. Because what we want to find out is if this person is a decision maker. We want to gain business data about that lead. And so when it comes to B2B, we are trying to get as much information as possible in order to know if this is the right kind of lead, or is it the wrong kind of lead? And so identifying those objectives are the things we want people to do. Now this is critical in B2B, because it introduces us then to lead scoring.

1.12 B2B Identifying Rules

So lead scoring helps us identify rules to help us get information that we need in order to score appropriately. You see, there are implicit actions, and these are the things that people do on the site. And then there's explicit information. That's information that the lead has explicitly told us, whether it's through an email, a contact form or survey. So by understanding this amount of information, it helps us then to score this lead of knowing if they are in our target audience or if they might be an irrelevant lead.

1.13 B2B Scenarios

Here's an example that if someone registers for a webinar and the webinar is about SEO. But they've also browsed information about pay per click marketing then we can see that okay, they have registered for the webinar and we have their initial lead information. They're a new contact in our system. The webinar they registered for was for SEO. So that was an explicit notification of the information that they want to see. Implicit is really kind of the non-verbal. They browsed both the SEO and pay-per-click information. So they may be interested in pay-per-click. But they're primarily interested in SEO by signing up for the webinar. We can also look and see that on the website, maybe they viewed some video content on pay per click marketing. They looked at the forum, and whether they've gotten emails, they have looked at future SEO webinars. So if we send out a survey to them, what we're going to be very interested in is knowing what company do you work for? What business name? What's your title? How many employees? If we can get information about revenue or needs, or when do you plan on purchasing, or when do you plan on implementing or maybe even retaining an agency to do this for you? What are you currently doing? All these types of information, the answers to that help us decide if this is a company that's in our primary target audience, meaning do they have a certain amount of revenue, a certain budget and timeframe to enact a solution. Or are they close? Maybe the timeframe is further out. Maybe the budget's a little bit lower. Maybe this person doesn't have as much of influence in the purchasing authority. So they'd be a medium level target and we probably wouldn't approach them as aggressively as an ideal target. A lower target might be someone who has just come along, and they don't have the budget certainly to fit what we're looking for. Maybe it's a student, maybe it's just someone looking for information and they don't fit the profile at all. That's great. I would rather know that the lead is not qualified and not chase it. Then, to spend time chasing a non-qualified lead. Getting this information back is critical to nurturing the lead. Because nurture means you're feeding, and it's growing. You're feeding the lead with information that they want, and will respond to. It's growing in terms of what we know about this lead, by the information that they're providing us in terms of engagement and explicit information. So then, when it's time to contact that lead, and we see that they are motivated and ready to make a decision, we know that we're dealing with the right person with the right authority at the right time. And we can move forward in the process. This has been Lead Capturing and Lead Nurturing.

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  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.

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