EXPERIENCE TECHNOLOGY EXPERTS MARKETING AUTOMATION CREATING AN EFFICIENT NURTURE PROGRAMME

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MARKETING AUTOMATION

CREATING AN EFFICIENT NURTURE PROGRAMME

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Introduction

% more sales opportunities for

nurtured leads vs. non-nurtured leads.

- DemandGen Report

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Marketing Automation is the practice of using technology to automatically manage the targeting, timing, and content of your outbound marketing messages in response to a

prospect’s inbound actions and online behaviours. Every organisation stands to beneﬁt from Marketing Automation, regardless of their size, structure, or service offering. B2B organisations can take the heavy lifting out of lead nurturing, lead scoring, and buyer journey management, whilst B2C companies can automate speciﬁc processes such as cross-selling and up-selling.

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Understanding the

Buyer Journey

Each and every buyer journey is different. One prospect may have read a certain article that another has not, or perhaps one prospect clicked on a call-to-action, whilst another completed a registration form.

Every organisation has thousands of different possible buyer

journeys. However, all journeys can be divided into 3 key stages:

Discovery, Consideration, and Decision.

The buyer has

deﬁned the need

or opportunity and begins to

search for strategies to

overcome / fulﬁl

them.

The buyer has decided on a strategy and is assembling a list

of suppliers before making

the purchase. The buyer begins

researching the name and scope of their

need or opportunity.

% of the buyer’s journey is now done digitally.

- Sirius Decisions

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Discovery

STAGE 1

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Categorise

Content Type

Without Marketing Automation Software, it is difﬁcult to assess the position of the prospect within the buyer journey. Not every customer will begin their journey with your Discovery stage content: Many will have performed research before ﬁnding your organisation.

By categorising content into a speciﬁc stage of the buyer journey we can monitor which content is being consumed and make an educated guess at the individual’s position in the buyer journey. We will later segregate this content further based upon a set of Personas.

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Discovery

STAGE 1

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Identify Personas

% of buyers prefer different content at each stage of their research.

- State of Demand Generation Report

A Persona is a composite picture of the real type of people who buy, or might buy,

products and services like the ones that you offer.

Whilst all prospects have individual differences, we can categorise them into target-groups based on big-picture metrics such as perceived success factors, perceived barriers, buyer journey and buying triggers. When we segregate customers into groups based upon these shared interests, we form a set of personas.

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Identifying a set of Personas will allow you to recognise and categorise the most

relevant content for each prospect. Using this information, we can utilise Marketing Automation to streamline access to that content, boosting our chances of customer engagement.

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Mapping Content

Using the information learnt from the previous two steps, we are able to categorise content into both the relevant stage of the buyer journey, and the relevant Persona type.

Now when a prospect interacts with speciﬁc website content, the system automatically identiﬁes their Persona type and their position in the buyer journey.

Discovery

Stage 1

Consideration

Stage 2

Decision

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Create Email

Programmes

Website Visit Email Details? Yes No Complete Form? No Yes Personalise Website Send Email 1 Delay 1 week Update CRM Send Email 2

We can now begin to create relevant email content for each Persona type. The content map from the previous step will help us identify the best content to send, and we typically recommend creating 3 emails for each stage of the buyer journey. Next, we create a set of nurture ﬂows, like the example on the right, which will shepherd the customer journey. This nurture ﬂow triggers the underlying technology to perform certain

automated actions such as sending a specific email, or writing information to the CRM system. Prospects will flow through the chart at different rates, making it easy to imagine how difficult it would be to achieve the same level of targeted marketing as a manual process.

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Accelerate

Nurture

We typically recommend placing at least a 5 day waiting period between each nurture email sent to the prospect. With 3 emails sent for each stage of the buyer journey, we have created a 45 day nurture program for prospects that join us at the discovery stage. For longer buying journeys, more content should be created.

Some browsing patterns make it difﬁcult to accurately deﬁne the prospect’s position in the buyer journey. In such a case, the accelerated nurture model is utilised.

Decision

Stage 3

Discovery

Stage 1

Consideration

Stage 2

The accelerated nurture model assumes that the prospect is already in the decision stage of the buyer journey. If the customer truly is on the cusp of closing the deal, content from the Discovery and Consideration stages could be irrelevant and cause an unnecessary speed bump in the sales process.

To overcome this ultimatum, stage 3 content is served to the customer as a top priority. If the prospect then fails to interact with this content, they are moved down through the stages until interaction takes place.

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About 3chillies

We are 3chillies, a strong team of experience technology experts who specialise in digital application development.

3chillies work with cutting-edge

technologies and partner with the most talented organisations in the UK, because ultimately we believe that better digital solutions result in better business performance for our clients.

We serve an international client base and deliver a range of development services, from Websites through to Marketing Campaigns, Bespoke Software, Enterprise Hosting and Cross-Platform Mobile Apps. Founded in 2006, we now have ofﬁces in Reading, Cardiff and London, and celebrate our status as both a Microsoft Gold Partner and an award-winning Sitecore Gold Partner.

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