What's the secret to high-converting demand generation campaigns?

1. @uberflip
Uncovering the Mystery of
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
leveraging, and at what
cadence?
Personalized
Content
(ie. Persona, Funnel Stage, Job
Function)
- What qualities trigger certain
content to be delivered?
Focus on
Experience
(ie. Content experience,
nurture stream, recommended
content, CTAs
- What’s next?
Measuring
Success
(ie. demo request, event
registration, MQL conversion)
- What would you consider success
here?
Keys to
Building High
Engagement

13. A Multi-Channel
Cadence

14. @uberflip
What We
Often See

15. @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

16. @uberflip
Outside the Inbox:
Multi-Channel Demand Experience
Report
Download
Post-download
email
sequence
Retargeting
ad campaign
Dynamic
website
content
Prompted
Chatbots
Content
Recommendations
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

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

22. High-Converting Experience
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. Measuring Success
What does success mean?

31. @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 leads
● Closed lost leads

32. @uberflip
Question:
What would you want to receive after
attending a webinar?
A call from a
salesperson.
Just the
recording,
please.
More content
on the same
topic.
Personalized
nurture stream

33. @uberflip
MULTI-CHANNEL CADENCE +
PERSONALIZED CONTENT EXPERIENCES
=
INFLUENCED REVENUE

34. conex.uberflip.com

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