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How to Build High Converting Demand Experiences

  1. @uberflip How to Build High-Converting Demand Experiences Christine Otsuka Senior Content Marketing Manager Uberflip
  2. @uberflip | #fastfwd18 Zombies, heads up! Recording + Slides will be emailed to you.
  3. @uberflip Why do we nurture leads?
  4. @uberflip They don’t know us.
  5. @uberflip Hi, nice to meet you. Want to get married?
  6. Nurture Experience Playbook We don’t know them.
  7. @uberflip 61% of B2B marketers send all leads directly to sales, despite only 27% of those leads being qualified. Shocking Fact:
  8. @uberflip Yay… MQLs...
  9. @uberflip When do we nurture leads?
  10. @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
  11. @uberflip How do we build high-converting demand experiences?
  12. 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
  13. A Multi-Channel Cadence
  14. @uberflip What We Often See
  15. What Should Happen Report download Thank you and call out pages Follow-up related content Follow-up related content Follow-up related content Follow-up related content TOFU TOFU MOFU BOFU
  16. @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
  17. @uberflip Report download BOFU Outside the Inbox: Multi-Channel Demand Experience
  18. @uberflip Personalized Content
  19. @uberflip What We Often See
  20. @uberflip What Should Happen Direct them into the most relevant sequence Enters your database PERSONA FUNNEL STAGE TECHNOGRAPHY
  22. High-Converting Experiences Where are we sending leads?
  23. @uberflip Make the click count.
  24. @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
  25. @uberflip What about ungated content?
  26. @uberflip Power personalized content recommendations through AI
  27. @uberflip Contextualize your CTAs
  28. And experiment! We’ve been doing our own experimentation...
  29. @uberflip We call them nurture destinations
  30. Email
  31. pages per visit6.74
  32. If the goal of a nurture is to increase content consumption and do it faster…
  33. ...then a nurture destination is one way to accomplish that.
  34. How Did We Get Those Results? Consistent, cohesive branding. The creative elements connect visual experience of asset with nurture. Personalized messaging. Image of actual person the nurture email comes from in the banner. Copy is written as if that person is talking directly to the nurtured lead. Contained experience. Leads see content we’ve hand selected for them; no irrelevant recommendations; CTA leads them back to the destination. Binge-worthy content. Serial content like the Marketing Tips videos was net new, short, and easy to consume.
  35. Measuring Success What does success mean?
  36. @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
  37. @uberflip Multi-channel cadence + Personalized content experiences = INFLUENCED REVENUE
  38. @uberflip | #conex @christineotsuka @uberflip | #conex Christine Otsuka Senior Content Marketing Manager Uberflip