There’s plenty of advice out there for those Modern Marketers who want to build nurturing campaigns. I recently facilitated a Meetup for marketers to provide them with a process to build a “Lead Nurturing Campaign”. Here’s some insight from what talked about.
Who are you Nurturing?
This is the best place to start, but not necessarily the easiest. While the fundamentals or mechanics of ‘how’ you nurture contacts using a marketing automation platform i.e. Oracle Eloqua Marketing Cloud, are the same – developing the right message for the intended audience can be a challenge.
In the diagram above you can see the Buyer’s Journey mapped to the Sales & Marketing process with the Sales Funnel representing a typical sales process found in most CRM Opportunity Management objects. The focus of the Lead Nurturing campaign we built during this Meetup was the three stages highlight in the bottom right hand corner.
Start with one segment of contacts
For the Meetup group we decided to focus on CONTACTS who had made it towards the bottom of the sales funnel but had dropped out for a variety of reasons. See the diagram above. Those reasons could be that Sales rejected a Marketing Qualified Lead, or the Opportunity had stalled or finally Sales had lost the Opportunity e.g. a CRM Opportunity status of “Closed/Lost”.
This group of Contacts were no longer just a name on a list, they had been exposed to your company and it’s products or services and had been engaged by Marketing and Sales at various stages.
Build a Profile
This is best done in concert with the Sales team balanced with observed Digital behaviour or by understanding the Contact’s Digital Body Language. Job categories are another help in this profile built stage. Job tittles are many and varied, you would be served well by analysing your database and assigning Job Categories.
There’s no easy way to do this, it takes time and effort. I did this with our 6,000 plus contact using excel. I exported the entire list, sorted the alphabetically by Job Title and manually assigned a job category to each one and then reloaded that back into Eloqua.
I broke them down into the following groups:
- Individual Contributor &
Against each of these I then assigned a discipline e.g. Sales, Marketing, Service, Finance and General.
- Jenny David, CMO = CMO
- Tracey Mally, CEO = CEO
- John Smith, National Sales Director = Executive – Sales
- Gemina Schmidt, Regional Sales Director = Executive – Sales
- Mary Jones, Content Marketing Manager = Manager – Marketing
- Jane Nguyen, Client Services Team Lead = Manager – Service
…and so on. The categorisation of Contacts helps you deliver specific messages to the right audience. The above is time consuming, but once done you have the ability to engage people in a far more specific and targeted manner than you would otherwise.
The other key is to ensure you have them segmented by their relationship to your organisation. For example, are they a Customer? Donor? (for NFP’s) Prospect? Business Partner? or perhaps Competitor.
Each of these profile points enable you to segment your data and deliver a specific, relevant and appropriate message.
Check back next week for more details
If you’ve read this far, you’ve done better than the average blog reader. I’ll to this blog post next week and cover off the message, how to build the right message for the right audience.