How to Nurture Leads with Online Events

How to Nurture Leads with Online Events

HOST David Pitta Demand Generation Manager & Evangelist @davepitta PROGRAM BrightTALK ONLINE EVENTS ACADEMY @brighttalk PRODUCER Kathryn Kilner Producer @kkilner Upcoming October The Five Pillars of Online Event Lead Scoring #OEAevent Online Events Academy 2

Agenda WHO WHAT WHEN WHERE HOW targeted audience profile event nurturing tracks messaging track sequence landing pages and web behavior event campaigns 3

Agenda WHO WHAT WHEN WHERE HOW targeted audience profile event nurturing tracks messaging track sequence landing pages and web behavior event campaigns 4

Top reasons lead nurturing is critical for success "[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 " Source: Aberdeen, Lead Nurturing: The Secret to Successful Lead Generation http://www.aberdeen.com/aberdeen-library/5378/ra-successful-lead-generation.aspx Why lead nurturing 5

Top reasons lead nurturing is critical for success "[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. Source: Aberdeen, Lead Nurturing: The Secret to Successful Lead Generation http://www.aberdeen.com/aberdeen-library/5378/ra-successful-lead-generation.aspx Why lead nurturing 6

Top reasons lead nurturing is critical for success "[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. Source: Aberdeen, Lead Nurturing: The Secret to Successful Lead Generation http://www.aberdeen.com/aberdeen-library/5378/ra-successful-lead-generation.aspx Why lead nurturing 7

Important needs for online event nurturing One-time registration increases conversion rates and lowers barriers across the nurturing process Essentials for event nurturing 8

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 Essentials for event nurturing 9

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 Essentials for event nurturing 10

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 Essentials for event nurturing 11

Develop a targeted audience profile Buyer type Job title Level/seniority Audience segmentation 12

Develop a targeted audience profile Buyer type Job title Level/seniority Size Employees Revenue Audience segmentation 13

Develop a targeted audience profile Buyer type Job title Level/seniority Size Employees Revenue Industries Audience segmentation 14

Develop a targeted audience profile Buyer type Job title Level/seniority Size Employees Revenue Industries Geography Region State Country Audience segmentation 15

Develop a targeted audience profile Buyer type Job title Level/seniority Size Employees Revenue Industries Geography Region State Country Community B2B / B2C Social profile Custom Audience segmentation 16

Segment content by stage of buying cycle Early Mid Late Content segmentation 17

Segment content by stage of buying cycle Early Mid Late Content segmentation 18

Connect content to create nurturing tracks Early Mid Late Content segmentation 19

Develop messaging for each nurturing track Nurture messaging sequence 20

Develop nurture track messaging email invitation asset transition sales call-to-action 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 T I M I N G 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 T I M I N G 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 Nurture messaging sequence 21

Develop landing pages that influence behavior email invitation asset transition 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 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 Event landing pages 22

Develop landing pages that influence behavior Keyword-rich Event player available for live & on-demand viewing Keywordrich Event landing pages 23

Develop landing pages that influence behavior Branding Site navigation Keyword-rich Call-to-action buttons Social profiles Event player available for live & on-demand viewing Background Analytics and tracking Keywordrich Event landing pages 24

Direct promotional efforts to nurture entry points Event campaign execution 25

Direct promotional efforts to nurture entry points T I M I N G S C O R I N G Event campaign execution 26

Execution is everything T I M I N G S C O R I N G Nurturing leads with online events27

Questions 28