Anúncio
Check these out next
How to Build High Converting Demand Experiences
28 de Aug de 2019•0 gostou•1,364 visualizações
0 gostaram
Seja o primeiro a gostar disto
mostrar mais
visualizações
Vistos totais
0
No Slideshare
0
De incorporações
0
Número de incorporações
0
Baixar para ler offline
Denunciar
Marketing
In this webinar, Uberflip's Senior Content Marketing Manager Christine Otsuka explores how you can build engaging, immersive, multi-channel (think outside-the-inbox) experiences that work together and are optimized for content consumption. This way, your prospects can self-nurture and convert to sales-ready leads that much faster!
UberflipSeguir
Content & Community Manager em UberflipAnúncio
Anúncio
Anúncio
Recomendados
Uncovering the Mystery of High-Converting Demand Generation ExperiencesUberflip
Building a Customer Experience That Converts - Four Pillars to Creating a Win...Uberflip
Customizing the Content Experience: Five Data Science Insights That Will Impr...Uberflip
The New Playbook for Personalizing Content Experiences at ScaleUberflip
Supercharge Your Content and ABM Strategies with Uberflip & SigstrUberflip
Marketing Automation Hacks 2016: MarketoUberflip
How to Build High Converting Demand Experiences
- @uberflip How to Build High-Converting Demand Experiences Christine Otsuka Senior Content Marketing Manager Uberflip
- @uberflip | #fastfwd18 Zombies, heads up! Recording + Slides will be emailed to you.
- @uberflip Why do we nurture leads?
- @uberflip They don’t know us.
- @uberflip Hi, nice to meet you. Want to get married?
- Nurture Experience Playbook We don’t know them.
- @uberflip 61% of B2B marketers send all leads directly to sales, despite only 27% of those leads being qualified. Shocking Fact:
- @uberflip Yay… MQLs...
- @uberflip When do we nurture leads?
- @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
- @uberflip How do we build high-converting demand experiences?
- 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
- A Multi-Channel Cadence
- @uberflip What We Often See
- 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
- @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
- @uberflip Report download BOFU Outside the Inbox: Multi-Channel Demand Experience
- @uberflip Personalized Content
- @uberflip What We Often See
- @uberflip What Should Happen Direct them into the most relevant sequence Enters your database PERSONA FUNNEL STAGE TECHNOGRAPHY
- @uberflip PERSONA TOFU MOFU BOFU FUNNEL STAGE TECHNOGRAPHY What Should Happen
- High-Converting Experiences Where are we sending leads?
- @uberflip Make the click count.
- @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
- @uberflip What about ungated content?
- @uberflip Power personalized content recommendations through AI
- @uberflip Contextualize your CTAs
- And experiment! We’ve been doing our own experimentation...
- @uberflip We call them nurture destinations
- pages per visit6.74
- If the goal of a nurture is to increase content consumption and do it faster…
- ...then a nurture destination is one way to accomplish that.
- 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.
- Measuring Success What does success mean?
- @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
- @uberflip Multi-channel cadence + Personalized content experiences = INFLUENCED REVENUE
- @uberflip | #conex @christineotsuka ubrflp.in/christine @uberflip | #conex Christine Otsuka Senior Content Marketing Manager Uberflip
Anúncio