3x Your Results With Multi-Dimensional Nurturing
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SPEAKER: Frances McCutchon of PFL http://b2bmarketing.exchange
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3x Your Results With Multi-Dimensional Nurturing
- 1. #B2BMX 3X Your Results With Multi- Dimensional Nurturing Presented by: Frances McCutchon
- 3. #B2BMX Goals • Improve nurture stream engagement rates • Stand out from our competitors Strategy • Incorporate multi-channel touches into nurture program • Make communications more personalized • Do the above in a scalable, repeatable way Goals and Strategy
- 7. #B2BMX In the first three months of the campaign PFL: • Saw a 27% increase in email open rates • Generated a 258% lift in engagement • Delivered strong 1,967% ROI (based on investment vs revenue) • Significantly streamlined marketing Results
- 8. #B2BMX Experiment! Make campaigns evergreen. But don’t forget to check in on them! Tips
- 9. #B2BMX Thank You www.pfl.com | @PFLcom
- 10. #B2BMX
Notas do Editor
- So I’m guessing most of you are like me and get way too many emails in your workday. A recent study says that on average we send/receive 201 emails daily. That’s a lot of competition. And that’s what we were running into at PFL. Our email nurture program was seeing okay open and click-throughs, but not at the level we’d like. So we went to the drawing board and came up with a plan to improve engagement. And that plan involved incorporating additional mediums of communication to our previously email only nurture stream. We wanted the messages to be highly personal and relevant, wherever the lead might see them, and we also wanted all of this to be easily repeatable so we don’t have to do a ton of manual work all the time.
- We’re naturally strong believers of the power of print and direct mail, so we positioned that as the centerpiece of our campaign. We created a kit that included a pen and a notepad with humorous examples of how physical mail and digital outreach are just better together. As you can see, we’re not fans of boring marketing. The kit also included a note to the recipient that touched on common marketing pain points and how our solution could help. The call to action was to visit a URL to see how one of our customers was seeing success with automated direct mail.
- Then we layered in targeted display ads, real-time personalization (RTP), and timed follow-up emails to give our prospects a cohesive experience.
- We set up our automated nurture program to automatically send this kit to contacts we had an address for. Contacts without an address would receive digital communications only. Once a package was sent, leads would start to see targeted display ads and would have a personalized web experience if they visited our website. Once the package was delivered, our nurture program would receive an alert, which would then trigger the send of a follow-up email. The special sauce was the campaign was built to be evergreen, meaning that as new qualified leads entered the system, they would automatically drop into this content stream. This process had the double benefit of automating the sending of a physical mailer while also ensuring that the recipient received it at the right time during the nurture conversation.
- In the first three months of the campaign we: o Saw a 27% increase in email open rates o Generated a 258% lift in Engagement o Delivered strong and rewarding 1,967% ROI (Based on investment vs revenue). o Significantly streamlined marketing with a set-and-forget systematic evergreen approach as the direct mail sits within a nurture stream.
- Experiment! The only way to see what works best for your audiences is to try out different formats, cadences, channels and even some A/B testing. At PFL we ran a XX week test with four groups, each receiving a different combination and cadence of communications. We found that the combination of all four channels outperformed groups that had fewer channels. Set up your campaigns so they run automatically. Just because you have more than channels than email in a campaign, doesn’t mean you can’t automate. But don’t set and forget! Its easy to set up a campaign, see that it is initially successful, and then move on to the next thing. But, something that worked well two months ago might not be working now. Check in on your content results often and make any tweaks necessary to keep seeing benefit out of them.
- Thanks for stopping. I have a few minutes for questions and will also hang around here for a few minutes if anyone wants to chat. You can also sync up with me or one of my teammates at the PFL booth #307.