lead nurturing: automating the buyer’s journey

DemandGen EMEA: Marketing Automaton Webcast#3

Case Study: Lead Nurturing: Automating the Buyer’s Journey

Erin Rampey, NetApp, User Experience Architect

July 28th 5PM GMT/6 PM CET

2

John SweeneyCustomer Success DirectorDemandGen UK

• John.sweeney@demandgen.com

• +44 207 096 1835

• L Group B2B Marketing Automation UK

Who is DemandGen?

“DemandGen is a global consulting firm helping companies deploy and utilize marketing automation and CRM systems. We are the trusted advisor to the world's leading sales and marketing teams combining superior service, business process, and technology expertise.”

Locations EMEANorth AmericaAsia

Who Am I?

Erin RampeyUser Experience ArchitectNetAppEloqua customer for 4 years

What Are You Going to Learn?

PlanningImplementationMeasurementOptimisation

About NetApp

$5.1B

About NetApp

11,000

About NetApp

#2

About NetApp

1 Billion

About NetApp

NetApp Journey

10NetApp Confidential - Internal Use Only

Our Challenges

Batch and blast EducationProcess Scalable and repeatable

Putting the Pieces Together

1. Planning

2. Implementation

3. Measurement

4. Optimisation

Phase 1: Planning

Level SetKey decisionsTeam/rolesStructureEducationContent

Level Set

Segmentation Educate Engage Relevant Targeted

Why Lead Nurturing?

Key Decisions

CountriesTargetingFrequencyCommunications StrategyGlobal vs. Local

Team/Roles

Strategy

Headquarter MarketingPan-EMEA

Marketing Programs

AgencyField

Marketing

Structure

Routing Programs

NurtureHierarchy

Scalable

Education

Content

Phase 2: Implementation

Build the FoundationNurturing

Build the Foundation: 3 Tips

Triggers

Mini-router H

iera

rch

y

Nurturing

3-touchFrequency managementEngagement > cadence“Plug n Play” model

Nurture Journey Example

Form Event Web

Nurture Journey Example

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Email1

Nurture Journey Example

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Engagement&

Frequency

Nurture Journey Example

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Email2

Nurture Journey Example

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Frequency

Nurture Journey Example

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Email2

Nurture Journey Example

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Engagement&

Frequency

Nurture Journey Example

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Email3

Nurture Journey Example

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Frequency

Nurture Journey Example

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Email3

Nurture Journey Example

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Engagement&

Frequency

Nurture Journey Example

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Frequency

Nurture Journey Example

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Email3

Nurture Journey Example

Form Event Web

6 Weeks

5 Weeks

4 Weeks

Phase 3: Measurement

EMEA:+47% open rate+464% click-thru rate

AMER:12% campaign attribution47% all MQLs

Phase 4: Expansion and Optimisation

A/B testingProgressive ProfilingBuyer’s Journey

Cheers to Nurturing

“Lead nurturing with Eloqua allows us to communicate with our target audiences across Europe, Middle East and Africa in local language, promoting local content assets, whilst remaining in full control of creative design, brand messaging, audience response, and lead delivery to sales. It’s a massive step forward.”

- Senior Manager, Integrated Marketing EMEA

“It’s been a year for global nurtures, our centralized framework has enabled us to scale to the local level and dramatically accelerate NetApp’s growth.”

-Director, Marketing Automation and Web Development

One Thing You Should Do Tomorrow

Start! Plan > Implement > Measure > Optimise

Erin Rampey

User Experience Architect

NetApp

rampey@netapp.com

+1 408 419 5086

John Sweeney

Customer Success Director

DemandGen UK

John.sweeney@demandgen.com

+44 207 096 1835

Group “B2B Marketing Automation UK”