Creator Influencer Strategy Master Class - Corinne Rose Guirgis
Try to Buy Nurture Strategy
1. Your Play of The Week!
Customer Acquisition: Your Try to Buy Nurture
Strategy
Beth Lambert | @bethlambert | beth.lambert@icloud.com
Rock Paper Digital
6. Customer Acquistion
Define Your Personas
Define Each Stage of the Customer Journey
How does a Try to Buy model align to the customer journey?
Map Your Content
Do you have the right content to support your Try to Buy Model?
Consider the stages of each Customer Journey
Complete the Content Inventory
Nurture Strategy for your Try to Buy model
How does a Try to Buy model fit within your overall nurture strategy?
Free Trail Evaluation Campaign
Negotiation Campaign
Expired Member Free Trail Re-Engagement Campaign
Success Tactics
Client Examples: Docusign, Parature, Topsy & Concur
10. Interest Evaluate Negotiate PurchaseLearn
It’s About the Customer’s Journey
Sales & Marketing Effectiveness Determine Volume and Velocity
11. Questions
(Asked by
Individuals)
• Who are the
suppliers for my
need?
• What’s the scope
of potential
achievement?
• Where do I stand?
• How can I easily
find out more?
• What do they offer?
• Are their customers
achieving success?
• Do they fit my
need?
• How can I easily
evaluate/demo?
• Do they meet my
expectations?
• What do analysts say,
are they a leader?
• Is company viable?
• How do they
compare?
• Why should I choose?
• What’s the cost?
• Leading, solid
product/company?
• Recommended by
customers and
analysts?
• Meets or exceeds
my need?
• Can I afford to buy
& implement?
• How can I easily
purchase?
• Can I purchase
via Web site?
• Who can I call?
• Do they have a
partner in my
area?
• Why buy now?
Experience
(Delivered to
Individuals)
• Blog articles
• Social media
• Webinars/
podcasts
• Email/Website
• Social media
• Telequal calls
• Email/Website
• Inside Sales calls
• Seminars
• Email/Website
• Customer, analyst
references
• Field Sales calls
• Email/Website
• Field Sales calls
• Partners
Content
(Delivered to
Individuals)
• Ebooks, playbooks,
and guides
• Product/service
fact sheets
• Customer stories
• Assessment tests
• Press releases
• Company white
paper
• Product spec
sheets
• Customer stories
• Self-guided demo
• Ind/analyst reports
• Educational tips
• Features/benefits
• Gartner Quadrant
• Fin. Press Releases
• Competitive & cost
comparisons
• Product awards
• Seminar pres
• ROI calculator
• Live demo
• Customer
references
• Product awards
• Press releases
• Seminar pres
• 1800# provided
• Company.com
product
• E-Shop product
• Partner locator?
• Promotions or
deals?
Evaluate Justify PurchaseLearn
?
Interest
The Customer’s Journey: Stage Definitions
16. Lead Scoring
Where to Start?
Lead Nurture
Progressive
3-4 Touches
Lead Nurture
Accelerator
3-4 Touches
New Customer
Program
2-3 Touches
Re-Engagement
Welcome
Program
3-4 Touches
Interest Evaluate Justify PurchaseLearn
17. Interest EvaluateLearn
New Welcome Program
• 1st touch – Welcome
• 2nd touch – Tell us about your
preferences and needs
• 3rd touch – Sign up for trail
Referral Auto-responders
Free Trial- Evaluation Campaigns
Three-touch drip Email campaigns by topic:
• Tips & Tricks
• Support & Service
• Promotional Pricing / Bundling
Customer Follow-Up
• 1st touch – Relevant case study and let us know if we can
help you
• 2nd touch - Can I answer any questions for you? From rep
Newsletter
Competitive Loss Re-engagement
• After 6 months of close
• Benchmark study
• Relevant case studies
Expired Trial Members Re-
Engagement
• New Features & Benefits
• New Pricing
Evaluator Word of Mouth and Advocacy Network
SEM
Content Syndication
Inside Sales Prospecting
Social Media
Trade Shows/ Webinars
Campaign Map: Try to Buy Model
18. Lead Scoring
What’s the Difference?
New Customer
Campaign
2-3 Touches
Welcome
Campaign
3-4 Touches
Interest Evaluate Justify PurchaseLearn
Free Trail Evaluation
Campaign
3-4 Touches
Negotiation Campaign
3-4 Touches
Expired Trial Members
Re-Engagement Campaign
(* consider FT Participation)
Nurture strategy for Try to Buy follow-upParticipants that convert to customersParticipants that don’t purchase, did engageParticipants that don’t purchase and did NOT engage
Nurture strategy for Try to Buy follow-upParticipants that convert to customersParticipants that don’t purchase, did engageParticipants that don’t purchase and did NOT engage
Summary: Docusigns’ nurturing ‘system’ comprises of more than 30 programs targeting the entire buyer’s journey from top of the funnel through pipeline acceleration to customer creation and beyond for our advocates. We have programs for suspects/inquiries by industry, for late stage prospects, for trials, for customers, light and heavy users, for marketplace leads, from consumers (B2C), to prosumers, to freemium, to corporate and to enterprise (B2B). And for those we want to reengage with.Challenge: DocuSign was not optimizing communications to leads, trials or customers. We wanted to do a better job of welcoming people to the platform and showing them how to use the product. We had plenty of room to reduce churn and delight customers. And the biggest challenge was the diverse audience. We needed to solve for B2C, Prosumers, Freemium and B2B – not to mention all the different verticals and departments (HR, sales, procurement, etc.) with very specific use cases. We needed a solution to be able to market to one.Solution: This lead nurturing “system” as they call it contains more than 30 nurture programs covering every single stage of the buyer journey via sophisticated segmentation, which was extremely well-though out. They started small and built up to the 30 programs so they could learn and progress as they grew the system. They gained significant buy in and involvement from so many groups at the company which is critical. Every single decision was made with the overall buyers journey in mind, even within a very complex structure of markets they serveResults:A unique results stat – they increased MRR by 117%, new deal yield has grown, and they’ve seen a reduction in support calls (not something you usually see as a success measure on nurturing programs.) They helped the company hit revenue goals in Q1 and exceed them in Q2!Extra things to note:And they did this all in-house within 6 months. They also did a content mapping exercise, found gaps and created new content as needed.Great story to tell:DocuSign started with a “default” nurture program to address the Need and Learn stage driving buyers to evaluate, which in our business translates to entering a trial. Next, we created website-triggered nurture programs based on high value web pages, such as our trial form landing page. If the prospect does not fill out the trial form, we send them a follow up email 24 hours later inviting them to enter the trial. We expanded our nurture mix to include trial nurture programs at the Evaluate stage across the various solution offerings to train on usage, highlight key areas of differentiation and address any questions that may arise. Then we welcomed them at Purchase as they converted to customers, making sure they had access to the necessary resources for a successful implementation and were getting the most value possible. We also created nurture programs for various regions, such as Europe, so that we were localizing the communications. Another important part of the buying cycle is to successfully Implement and Advocate, so we wanted to reward and nurture those that had high usage as well as help improve usage if low. DocuSign addresses multiple use cases across every vertical with specific solutions for industries such as Credit Unions, Insurance, Finance and Banking, Healthcare, Hi-Tech, etc. to professions within Real Estate, Law and Accounting Firms to end users signing parent permission slips. So we implemented programs targeted to these specific industries and professions.
Summary: Docusigns’ nurturing ‘system’ comprises of more than 30 programs targeting the entire buyer’s journey from top of the funnel through pipeline acceleration to customer creation and beyond for our advocates. We have programs for suspects/inquiries by industry, for late stage prospects, for trials, for customers, light and heavy users, for marketplace leads, from consumers (B2C), to prosumers, to freemium, to corporate and to enterprise (B2B). And for those we want to reengage with.Challenge: DocuSign was not optimizing communications to leads, trials or customers. We wanted to do a better job of welcoming people to the platform and showing them how to use the product. We had plenty of room to reduce churn and delight customers. And the biggest challenge was the diverse audience. We needed to solve for B2C, Prosumers, Freemium and B2B – not to mention all the different verticals and departments (HR, sales, procurement, etc.) with very specific use cases. We needed a solution to be able to market to one.Solution: This lead nurturing “system” as they call it contains more than 30 nurture programs covering every single stage of the buyer journey via sophisticated segmentation, which was extremely well-though out. They started small and built up to the 30 programs so they could learn and progress as they grew the system. They gained significant buy in and involvement from so many groups at the company which is critical. Every single decision was made with the overall buyers journey in mind, even within a very complex structure of markets they serveResults:A unique results stat – they increased MRR by 117%, new deal yield has grown, and they’ve seen a reduction in support calls (not something you usually see as a success measure on nurturing programs.) They helped the company hit revenue goals in Q1 and exceed them in Q2!Extra things to note:And they did this all in-house within 6 months. They also did a content mapping exercise, found gaps and created new content as needed.Great story to tell:DocuSign started with a “default” nurture program to address the Need and Learn stage driving buyers to evaluate, which in our business translates to entering a trial. Next, we created website-triggered nurture programs based on high value web pages, such as our trial form landing page. If the prospect does not fill out the trial form, we send them a follow up email 24 hours later inviting them to enter the trial. We expanded our nurture mix to include trial nurture programs at the Evaluate stage across the various solution offerings to train on usage, highlight key areas of differentiation and address any questions that may arise. Then we welcomed them at Purchase as they converted to customers, making sure they had access to the necessary resources for a successful implementation and were getting the most value possible. We also created nurture programs for various regions, such as Europe, so that we were localizing the communications. Another important part of the buying cycle is to successfully Implement and Advocate, so we wanted to reward and nurture those that had high usage as well as help improve usage if low. DocuSign addresses multiple use cases across every vertical with specific solutions for industries such as Credit Unions, Insurance, Finance and Banking, Healthcare, Hi-Tech, etc. to professions within Real Estate, Law and Accounting Firms to end users signing parent permission slips. So we implemented programs targeted to these specific industries and professions.