How to Nurture Leads with Online Eventsgo.brighttalk.com/rs/brighttalk/images/Prospect to... · Why...
Transcript of How to Nurture Leads with Online Eventsgo.brighttalk.com/rs/brighttalk/images/Prospect to... · Why...
How to Nurture Leads
with Online Events
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@davepitta
HOST
David PittaDemand Generation Manager
& Evangelist
PRODUCER
Kathryn KilnerProducer@kkilner
Online Events Academy#OEAevent
PROGRAM
BrightTALK™
ONLINE EVENTS ACADEMY
@brighttalk
Upcoming
October The Five Pillars of Online
Event Lead Scoring
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Agenda
WHO targeted audience profile
WHAT event nurturing tracks
WHEN messaging track sequence
WHERE landing pages and web behavior
HOW event campaigns
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Agenda
WHO targeted audience profile
WHAT event nurturing tracks
WHEN messaging track sequence
WHERE landing pages and web behavior
HOW event campaigns
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Why lead nurturing
"[Tailoring messaging to each phase] is the difference between
success and failure-- strong companies find the time and
resources to do the initiatives that make them more effective…"
Top reasons lead nurturing is critical for success
Source: Aberdeen, Lead Nurturing: The Secret to Successful Lead Generation
http://www.aberdeen.com/Aberdeen-Library/5378/RA-successful-lead-generation.aspx
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Why lead nurturing
"[Tailoring messaging to each phase] is the difference between
success and failure-- strong companies find the time and
resources to do the initiatives that make them more effective…"
"Weak companies will continue to look for excuses for why they
can't nurture leads and eventually, they will choke on the dust of
their competitors.“
Top reasons lead nurturing is critical for success
Source: Aberdeen, Lead Nurturing: The Secret to Successful Lead Generation
http://www.aberdeen.com/Aberdeen-Library/5378/RA-successful-lead-generation.aspx
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Why lead nurturing
"[Tailoring messaging to each phase] is the difference between
success and failure-- strong companies find the time and
resources to do the initiatives that make them more effective…"
"Weak companies will continue to look for excuses for why they
can't nurture leads and eventually, they will choke on the dust of
their competitors.“
“[N]urtured leads in Best-in-Class organizations delivered 47%
higher average order values than non-nurtured leads.”
Top reasons lead nurturing is critical for success
Source: Aberdeen, Lead Nurturing: The Secret to Successful Lead Generation
http://www.aberdeen.com/Aberdeen-Library/5378/RA-successful-lead-generation.aspx
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Essentials for event nurturing
Important needs for online event nurturing
One-time registration increases conversion rates and lowers
barriers across the nurturing process
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Essentials for event nurturing
Important needs for online event nurturing
One-time registration increases conversion rates and lowers
barriers across the nurturing process
Hosting events on your branded website increases
awareness, web activity and promotion of high-value content
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Essentials for event nurturing
Important needs for online event nurturing
One-time registration increases conversion rates and lowers
barriers across the nurturing process
Hosting events on your branded website increases
awareness, web activity and promotion of high-value content
On-demand assets power automated lead nurturing
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Essentials for event nurturing
Important needs for online event nurturing
One-time registration increases conversion rates and lowers
barriers across the nurturing process
Hosting events on your branded website increases
awareness, web activity and promotion of high-value content
On-demand assets power automated lead nurturing
Manage content & audience channels to control the user
experience and asset packaging
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Audience segmentation
Buyer type
Job title
Level/seniority
Develop a targeted audience profile
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Audience segmentation
Buyer type
Job title
Level/seniority
Size
Employees
Revenue
Develop a targeted audience profile
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Audience segmentation
Buyer type
Job title
Level/seniority
Size
Employees
Revenue
Industries
Develop a targeted audience profile
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Audience segmentation
Buyer type
Job title
Level/seniority
Size
Employees
Revenue
Industries
Geography
Region
State
Country
Develop a targeted audience profile
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Audience segmentation
Buyer type
Job title
Level/seniority
Size
Employees
Revenue
Industries
Geography
Region
State
Country
Community
B2B / B2C
Social profile
Custom…
Develop a targeted audience profile
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Content segmentation
Segment content by stage of buying cycle
Early Mid LateEarly Mid Late
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Content segmentation
Segment content by stage of buying cycle
Early Mid LateEarly Mid Late
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Content segmentation
Connect content to create nurturing tracks
Early Mid LateEarly Mid Late
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Nurture messaging sequence
Develop messaging for each nurturing track
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Nurture messaging sequence
Develop nurture track messaging
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turpis, vel ultrices velit. Class
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torquent per conubia nostra,
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Donec varius
invitation
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consectetur adipiscing elit.
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nisi vestibulum sollicitudin eu
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turpis, vel ultrices velit. Class
aptent taciti sociosqu ad litora
torquent per conubia nostra,
per inceptos himenaeos.
Donec varius
asset
transition
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consectetur adipiscing elit.
Pellentesque mollis
vestibulum velit sit amet
iaculis. Quisque sed nulla eget
nisi vestibulum sollicitudin eu
ac dui.
Nulla facilisi. Nunc eget quam
turpis, vel ultrices velit. Class
aptent taciti sociosqu ad litora
torquent per conubia nostra,
per inceptos himenaeos.
Donec varius
sales
call-to-action
T I M I N G T I M I N G
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Event landing pages
Develop landing pages that influence behavior
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consectetur adipiscing elit.
Pellentesque mollis
vestibulum velit sit amet
iaculis. Quisque sed nulla eget
nisi vestibulum sollicitudin eu
ac dui.
Nulla facilisi. Nunc eget quam
turpis, vel ultrices velit. Class
aptent taciti sociosqu ad litora
torquent per conubia nostra,
per inceptos himenaeos.
Donec varius
invitation
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Pellentesque mollis
vestibulum velit sit amet
iaculis. Quisque sed nulla eget
nisi vestibulum sollicitudin eu
ac dui.
Nulla facilisi. Nunc eget quam
turpis, vel ultrices velit. Class
aptent taciti sociosqu ad litora
torquent per conubia nostra,
per inceptos himenaeos.
Donec varius
asset
transition
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Event landing pages
Keyword-rich
Event player available for
live & on-demand viewing
Keyword-
rich
Develop landing pages that influence behavior
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Event landing pages
Branding
Site navigation
Call-to-action buttons
Social profiles
Develop landing pages that influence behavior
Background
Analytics and tracking
Keyword-rich
Event player available for
live & on-demand viewing
Keyword-
rich
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Event campaign execution
Direct promotional efforts to nurture entry points
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Event campaign execution
Direct promotional efforts to nurture entry points
S C O R I N GT I M I N G
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Nurturing leads with online events
Execution is everything
S C O R I N GT I M I N G
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Questions