Shannon Renz, Director of Marketing Automation

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Presentation transcript:

Shannon Renz, Director of Marketing Automation Persona Nurture Programs at a Glance Shannon Renz, Director of Marketing Automation

Automated lead lifecycle nurture programs NURTURE ENTRY POINTS Form Fill Events & Webinars CRM/Marketo Website/SEO, PR, Social, 3rd Party/Paid Media Marketo Integration, List Upload Existing Database, List Upload, DME Net New Contact Scored as Inquiry Scored as MQL Recycled by DME WELCOME INQ to MQL MQL to TQL RECYCLE Persona Known Persona Unknown or Procurement 5-touch stream Supply Chain 5-touch stream Finance 5-touch stream IT 5-touch stream or Procurement 5-touch stream Supply Chain 5-touch stream Finance 5-touch stream IT 5-touch stream or Procurement 5-touch stream Supply Chain 5-touch stream Finance 5-touch stream IT 5-touch stream or Procurement 5-touch stream Supply Chain 5-touch stream Finance 5-touch stream IT 5-touch stream Default (Persona Unknown) 4-touch stream (progressive profiling to identify Persona) Cadence: 1x week Cadence: 1x week Cadence: every 3 weekdays Cadence: every 10 weekdays Solution Nurtures Three Streams: Awareness, Consideration, Decision Solution Interest Known

Sample creative: Welcome stream Email #1 Email #2 Email #3 Email #4 Email #5 LP #1 LP #2 LP #3 LP #4 LP #5

Sample creative: INQ>MQL Email #1 Email #2 Email #3 Email #4 Email #5 LP #1 LP #3 LP #2 LP #4 LP #5

Sample creative: MQL>TQL Email #1 Email #2 Email #3 Email #4 Email #5 LP #1 LP #2 LP #3 LP #4 LP #5

Sample creative: Recycle Email #1 Email #2 Email #3 Email #4 Email #5 LP #1 LP #2 LP #3 LP #4 LP #5

Nurture program results With automated nurture programs, we have seen: 454% higher click-to-open rates than “batch & blast” emails (means we’re delivering much more relevant emails to our customers and prospects!) Strong 98.6% deliverability due to operational controls that suppress invalid emails and monitor sender reputation Very low 0.05% unsubscribe rate 19% higher Inquiry-to-MQL conversion rate Marketo nurture launch