Lead Nurturing: Automating the Buyer’s Journey
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DemandGen client Erin Rampey revisits her Eloqua Experience presentation: Lead Nurturing: Automating the Buyer's Journey. This webcast is available on BrightTALK www.brighttalk.com/webcast/43/31309
![2 Who is DemandGen? “DemandGen is a global consulting firm helping companies deploy and utilize marketing automation and CRM systems. We are the trusted advisor to the world's leading sales and marketing teams combining superior service, business process, and technology expertise.” John Sweeney Customer Success Director DemandGen UK ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Lead Nurturing: Automating the Buyer’s Journey
- 1. DemandGen EMEA: Marketing Automaton Webcast#3 Case Study: Lead Nurturing: Automating the Buyer’s Journey Erin Rampey, NetApp, User Experience Architect July 28th 5PM GMT/6 PM CET
- 3. +44 207 096 1835
- 4. L Group B2B Marketing Automation UKLocations EMEA North America Asia
- 5. Who Am I? Erin Rampey User Experience Architect NetApp Eloqua customer for 4 years
- 6. What Are You Going to Learn? Planning Implementation Measurement Optimisation
- 10. About NetApp 1 Billion
- 11. About NetApp
- 12. NetApp Journey 10 NetApp Confidential - Internal Use Only
- 13. Our Challenges Batch and blast Education Process Scalable and repeatable
- 14. Putting the Pieces Together Planning Implementation Measurement Optimisation
- 15. Phase 1: Planning Level Set Key decisions Team/roles Structure Education Content
- 16. Level Set Why Lead Nurturing? Segmentation Educate Engage Relevant Targeted
- 18. Targeting
- 19. Frequency
- 22. Structure Nurture Hierarchy Routing Programs Scalable
- 23. Education
- 24. Content
- 25. Phase 2: Implementation Build the Foundation Nurturing
- 26. Build the Foundation: 3 Tips Triggers Hierarchy Mini-router
- 27. Nurturing 3-touch Frequency management Engagement > cadence “Plug n Play” model
- 28. Nurture Journey Example Event Form Web
- 29. Nurture Journey Example Email1
- 30. Nurture Journey Example Engagement & Frequency
- 31. Nurture Journey Example Email2
- 32. Nurture Journey Example Frequency
- 33. Nurture Journey Example Email2
- 34. Nurture Journey Example Engagement & Frequency
- 35. Nurture Journey Example Email3
- 36. Nurture Journey Example Frequency
- 37. Nurture Journey Example Email3
- 38. Nurture Journey Example Engagement & Frequency
- 39. Nurture Journey Example Frequency
- 40. Nurture Journey Example Email3
- 41. Nurture Journey Example 6 Weeks 5 Weeks Event Form Web 4 Weeks
- 42. Phase 3: Measurement EMEA: +47% open rate +464% click-thru rate AMER: 12% campaign attribution 47% all MQLs
- 43. Phase 4: Expansion and Optimisation A/B testing Progressive Profiling Buyer’s Journey
- 44. Cheers to Nurturing “Lead nurturing with Eloqua allows us to communicate with our target audiences across Europe, Middle East and Africa in local language, promoting local content assets, whilst remaining in full control of creative design, brand messaging, audience response, and lead delivery to sales. It’s a massive step forward.” - Senior Manager, Integrated Marketing EMEA “It’s been a year for global nurtures, our centralized framework has enabled us to scale to the local level and dramatically accelerate NetApp’s growth.” -Director, Marketing Automation and Web Development
- 45. One Thing You Should Do Tomorrow Start! Plan > Implement > Measure > Optimise
- 46. Erin Rampey User Experience Architect NetApp rampey@netapp.com +1 408 419 5086 John Sweeney Customer Success Director DemandGen UK John.sweeney@demandgen.com +44 207 096 1835 Group “B2B Marketing Automation UK”
Editor's Notes
- Intelligence – removing contact, checking, structural considerations
- What’s possibleWhat is nurturing
- -talk about data – standardization; targeting, etc.
- Funnel examples – ex. Reengagement, stuck opps, etc.PP-explainBuyers Journey – what is holding us back – poised for next step
- Funnel – choose where in the funnel-never done it; start simple-choose a country; 2-email follow up-segments in database – don’t need fancy foundation; -simple conversation; engage