Access the full event here: https://event.on24.com/wcc/r/1966670/5044E0F9A381F1FA8EEB2D29CC347E41 "Marketing teams rely on their demand generation programs to create pipeline for their sales teams, but in order for this to happen, they need enough engagement and (surprise, surprise) conversions. According to Forrester Research, companies that excel at lead nurturing are able to generate 50% more sales-ready leads at a 33% lower cost per lead. So what can you do to whip your lead nurturing programs into shape? Focus on the experience. Today's demand marketers know that simply creating an email sequence isn't enough. Even the most well-thought-out lead nurturing programs can underperform if they're paired with an uninspiring, linear experience. Join us for the webcast to learn how to build engaging, immersive, multi-channel (think outside-the-inbox) experiences that work together and are optimized for content consumption, so prospects can self nurture and convert to sales-ready leads that much faster. You will learn: A few key, but crucial, components to building high engagement in your lead nurturing programs; How to tie all your demand channels into one consistent experience that'll delight your prospects; and The best in the business when it comes to multi-channel demand experiences that convert. "

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How To Create High-Converting
Demand Experiences
SPONSORED BY:

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Follow This Webinar on LinkedIn & Twitter
#COSeries
Demand Gen Report: @DG_Report
Andrew Gaffney: @AGaffney
Uberflip: @Uberflip
Christine Otsuka: @ChristineOtsuka

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Questions, Tweets & Resources
Submit your
questions here
Download
today’s resources
Join the conversation
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Panelists
Moderator:
Andrew Gaffney
Editorial Director
Demand Gen Report
@AGaffney
Christine Otsuka
Sr. Content Marketing Manager
Uberflip
@ChristineOtsuka

7. @uberflip
How to Create High-Converting
Demand Experiences
Christine Otsuka
Senior Content Marketing Manager
Uberflip

8. @uberflip | #fastfwd18
Zombies, heads up!
Recording + Slides will be
emailed to you.

9. @uberflip
WHY
do we nurture leads?

10. @uberflip
They don’t
know us.

11. @uberflip
Hi, nice to meet you.
Want to get married?

12. Nurture Experience Playbook
We don’t
know them.

13. @uberflip
61% of B2B marketers send all leads
directly to sales, despite only 27% of
those leads being qualified.
Shocking Fact:

14. @uberflip
Yay…
MQLs...

15. @uberflip
WHEN
do we nurture leads?

16. @uberflip
● Post-download
● Post-webinar
● Post-event
● Email subscription
● Re-engagement campaign
● Email drip course
● Close lost
Pre-Sale Post-Sale
● Customer onboarding
● Product adoption
● Renewal campaign
● Re-engagement campaign
● New feature release
● Customer education / drip
course
● Customer engagement
● Customer advocacy
● Win back

17. @uberflip
Nurturing By The Numbers

18. @uberflip
NURTURE
PROGRAMS
DRIVE SALES
OPPORTUUNITIES
FOR 66%
OF RESPONDENTS
41%
OF RESPONDENTS
SAID THEY ARE
SEGMENTING
THEIR
DATABASE BY
BUYER PERSONA
TO PROVIDE EVEN
MORE RELEVANT
CONTENT AND
MESSAGING

19. @uberflip

20. @uberflip
HOW
do we build high-converting
demand experiences?

21. Multi-Channel
Cadence
(ie. Weekly, Monthly, Bi-Monthly)
- How many emails, ads, direct mail,
social messages are you using, and
at what cadence?
Personalized
Content
(ie. Persona, Funnel stage, Job
function)
- What qualities trigger certain
content to be delivered?
Focus on
Experience
(ie. Nurture destination,
Recommended content, CTAs)
- What’s next?
Measuring
Success
(ie. Demo request, Event
registration, MQL conversion)
- What does success look like?
Keys to
Building High
Engagement

22. A Multi-Channel
Cadence

23. @uberflip
What We
Often See

24. @uberflip
What Should Happen (Inbox)
Report
download
Thank you
and call out
relevant
material
Follow-up
content
[Blog Post]
Follow-up
content
[Video]
TOFU TOFU
Follow-up
content
[Blog Post]
Follow-up
content
[Interactive]
Follow-up
content
[Webinar]
Follow-up
content
[Case Study]
TOFU MOFU MOFU BOFU

25. @uberflip
Outside the Inbox:
Multi-Channel Demand Experience
Report
download
Post-download
email
sequence
Retargeting
ad campaign
Dynamic
website
content
Prompted
chatbots
Content recos
Direct mail
offer

26. @uberflip
Report
download
BOFU
Outside the Inbox:
Multi-Channel Demand Experience

27. @uberflip
Connecting With Context

28. @uberflip
61% of B2B marketers send all leads
directly to sales, despite only 27% of
those leads being qualified.
The Need for Nurture:

29. @uberflip
46% of B2B marketers say it is a top
priority to try new personalization
strategies to improve the results of
their nurture campaigns.
Connecting With Context:

30. @uberflip
Personalized
Content

31. @uberflip
What We
Often See

32. @uberflip
What Should Happen
Direct them
into the most
relevant
sequence
Enters your
database
PERSONA FUNNEL STAGE TECHNOGRAPHY

33. @uberflip
PERSONA
TOFU MOFU BOFU
FUNNEL STAGE TECHNOGRAPHY
What Should Happen

34. High-Converting Experiences
Where are we sending leads?

35. @uberflip
Make the
click count.

36. @uberflip
The way you gate content matters.
Putting a CTA overtop of your content
has a 17 percent conversion rate!
(That’s 7x the conversion rate of a
traditional landing page)
The Content Experience Report, 2018

37. @uberflip
What about
ungated
content?

38. @uberflip
Power
personalized
content
recommendations
through AI

39. @uberflip
Contextualize
your CTAs

40. And experiment!
We’ve been doing our own
experimentation...

41. @uberflip
We call them
nurture
destinations

42. Measuring Success
What does success mean?

43. @uberflip
M
E
T
R
I
C
S
Channel Engagement Metrics
● Email - Open rates, click-through rates, unsubscribe rates
● Ads - Impressions, view-throughs, click-throughs
● Social - Retweets, likes, comments, click-throughs
● Chatbot - Conversation length, click-throughs
Revenue Metrics
● Marketing qualified leads
● Sales qualified leads
● Influenced opportunities
● Pipeline
● Closed won
● Closed lost

44. @uberflip
Multi-channel cadence +
Personalized content experiences
=
INFLUENCED REVENUE

45. Today’s webinar attendees get
$300 off a full conference pass
when you register with promo code
CPT300 before May 31
conex.uberflip.com
August 20–22, 2019
Toronto, Canada

46. @uberflip | #conex
@christineotsuka
ubrflp.in/christine
@uberflip | #conex
Christine Otsuka
Senior Content Marketing Manager
Uberflip

47. #COSeries
Q&A // Panelists
Moderator:
Andrew Gaffney
Editorial Director
Demand Gen Report
@AGaffney
Christine Otsuka
Sr. Content Marketing Manager
Uberflip
@ChristineOtsuka

48. #COSeries

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Register for more sessions now thru April 26th
Join Our Next Session:
Succeeding In The Age Of Intelligence: How Accurate & Actionable Contact
Information & Buyer Insights Are Impacting Engagement
http://webinars.demandgenreport.com/campaign-optimization-series/2019/
April 24th
2:00 PM Eastern