Channeling Nirvana: Lead Nurturing Best Practices for Channel Marketing

aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.
Channeling Nirvana:
Lead Nurturing Best Practices
for Channel Marketing
November 14, 2017

2 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary.
Our Presenters
Julie Brown
Product Marketing Director
Sunny Okamoto
Creative Director
Pam Quicker
VP, Product Management

3
Aprimo is a well-established
and highly-respected
industry leader
Bringing innovative marketing solutions and
success to our customers
That is quick to activate and easy
to optimizeCustomer success
250+ customers
Innovative platform
Leaders for 15+ years
A combined team with the same goal
– raising the value of marketers
In 15 countries with 450+ team members
committed to our customers
Scalable solution built for global enterprises:
>$50 billion in marketing funds managed
>3MM marketing activities, Petabytes of content, 200,000+ end users
+100,000’s of channel partners, million’s of contacts in the database

4
Aprimo Marketing
Operations Hub
Perform marketing segmentation
from the cloud against your on premise
and cloud based data
Enable your distributed partners
to execute locally relevant
campaigns at scale
Distributed Marketing
Accelerate activities into market,
delivering them on time and on
budget, resulting in higher ROI
Marketing Productivity
Plan & Spend
Align activities & budgets with
strategic objectives in a
centralized view
Digital Asset Management
Manage any type of asset with
smart omni-channel distribution
Campaign
Plan & Spend
Digital Asset
Management
Marketing
Productivity
Distributed
Marketing Campaign

5
Data
Budget Content
People
Ideation
Concept Content Customer
Distribution
Corp Web
Corp Email
Corp Social
Corp eCommerce
Corp Print
Corp Search / Ads
Local Print
Local Email
Local Search / Ads
Local Syndication
Local Social
Local Microsites

For Today
• Overview of Lead Nurturing
• Lead Nurturing Best Practices
• Use Case Examples
• What is Aprimo Distributed Marketing?
• Demo
• Q&A

What is Lead Nurturing?
Lead nurturing is the process of developing
relationships with buyers at every stage of the sales
funnel, and through every step of the buyer's
journey.
Awareness Consideration Decision
nurture
noun nur·ture ˈnər-chər
To support and encourage,
as during the period of
training or development;
To encourage or help
develop; cultivate
*Source: Forrester Research
of the buyer’s journey may be
complete before a prospect even
reaches out to a salesperson*90%

The Buyer’s Journey of the Past
✖
Buyer used to reach out here
SalesMarketing

The New Buyer’s Journey
✖
Buyer now reaches out here
Sales
Marketing

10
Awareness
Consideration
Conversion
Loyalty
Awareness
Consideration
Analysis
Purchase
Loyalty
Goal
Broad Reach:
Find broad audiences who
are likely to be receptive to
brand messaging
Advertising Tactics
Google Display
Gmail Sponsored Promotions
Facebook Sponsored Content
LinkedIn Sponsored Content
CTA
Download eGuide
Watch a Video
Goal
Targeted Reach:
Find specific prospects
who are highly engaged
Advertising Tactics
Google Search
Facebook Sponsored Content
LinkedIn Sponsored Content
Google Display Retargeting
Gmail Sponsored Promotions
CTA
Register for Webinar
Request a Demo
Goal
Registered Leads
Marketing Tactics
Follow-up: Email Marketing
/ Phone call
CTA
Buy Now
Get Started Today
Goal
Retain customers
Marketing Tactics
Email Marketing
Social Media Marketing
Webinars
CTA
Renew
Buy More

Why Lead Nurturing for Your Channel?
• Increase Brand Awareness
• Maintain Brand Control
• Automate and Scale
• Educate without Directly Pushing Products
• Remain Top-of-Mind
• Accelerate Lead Conversions
• Reduce Stale Leads
• Improve Marketing and Sales Alignment
• Improve Reporting
• Gain More Visibility
No response
Registration
1
2

Creating the Right Content
Three different perspectives must
be considered in order to create
content that drives results.
Brand
Goals
Customer
Benefits
Partner
Value
Define measurable goals
Identify the target
audience and how
they consume content
Understand the
value partners
add to the sales
process

Brand Goals
• Brand-consistent messaging
• Drive brand awareness
• Increase partner engagement
• Visibility into campaign activities
• Insight into sales and pipeline
Brand
Goals
Make sure all goals are measurable. It’s difficult
to measure success without data or visibility into
metrics.

Customer Benefits
• Who is the target audience?
• Does the content identify with their pain points?
• How does it benefit the customer?
• What problem does it solve for them?
• Does it create interest or a sense of urgency?
• Does it provide useful information to help them
make an informed decision?
• Is the partner value prop clear?
Put the customers first. Find out who the customers
are and what motivates them.
Brand
Goals
Customer
Benefits

Brand
Goals
Customer
Benefits
Content
Messaging
Partner
Value
• How do they add value when selling your product?
• Does the content reflect their line of business?
• Is the content written in the partner’s voice?
• Is the campaign easy to execute?
Know your partners and how they go to market.
Put yourself in your partner's shoes and speak
from their voice.
Partner Value

Example: Product-Focused Email
Subject Line: 4 products to make your POS system more productive.
Content is too product feature focused.

Take product features and turn them into
customer benefits by identifying with their
pain points and providing a solution.
You’ve worked hard to be your own boss, but that
doesn't mean you have to be the boss 24/7.
Get remote access to you’re POS System from anywhere!
Contact us to learn how easy it is,
then plan your next vacation.
Contact Us
POS System
Customer Benefits
Target audience –
Restaurant owners
Pain point: Business owners
work over 60+ hours per
week.
Product Benefit: With Cloud
Reporting they can check
how their business is doing
remotely – from anywhere!
Subject Line: When’s the last time you were on a vacation?
Main message
above the fold

Partner Value
Editable
partner
value

Easily Localizing Your Content
• Marketing elements can be
automatically co-branded with
partner name, logo, and
contact info by placing tokens
• Adding customizable sections
enable partners to include their
solutions and value prop
• Personalize the content by using
tokens to auto populate
customer’s name
Automatically co-branding
with partner’s logo and
contact information
Content designed for many, but unique to each partner

Simplify Marketing with Campaign-in-a-Box
At the center of the campaign is the microsite
with a lead generation form and content such
as videos, infographics, and case studies to
provide valuable information throughout the
buyer’s journey.
Different marketing tactics can be grouped
together for easy ordering with preset, launch
schedules to accommodate partners of all
marketing levels.

Best Practices: Emails
• Use enticing subject line and pre-header text to improve open rate – pre-headers are
usually 1-2 lines in the email.
• Image to text ratio - 60% image to 40% text to avoid spam filters.
• Optimize image sizes for mobile devices because it will not load images as fast as a
desktop.
• Add alt tags for all images – especially CTA buttons. Alt tags are text describing the image
in case the image does not load or is blocked.
• Keep call to action button above the fold (top 200 to 250 pixels).
• Avoid spam trigger words that might trip filters such as “Free” and “Offer expires.”
https://emailmarketing.comm100.com/email-marketing-ebook/spam-words.aspx

Best Practices: Microsites and Landing Pages
• Design for the mobile users – reduce images and copy to accommodate for the smaller
screen size.
• Remove unnecessary words. If the same message can be delivered in less words than it’s
best to reduce the copy.
• Use bullet points to make scanning easier.
• Use videos to increase conversion rates.
• Ensure the primary headline of your landing page matches the ad visitors clicked to get there.
• Provide relevant content such as eBooks and infographics to increase lead registrations.
• Reduce required form fields to improve conversion rates.

Use Case: Webinar Invite Campaign Flow
NO RESPONSENO RESPONSE
4/3 ▸ First touch
4/1 – 5/5 ▸ Digital advertising
REGISTER
Initial
Contacts
4/15 ▸ Second touch 4/27 ▸ Third touch
5/3 ▸ Event
reminder
5/6 ▸ Did not attend
5/6 ▸ Attended
Start
Non-respondent
Contacts
Non-respondent
Contacts
Registered
Contacts
Non-attended
Contacts
Attended
Contacts
Live webinar
You’re
Invited
Don’t forget
to sign up
It’s not too late
to sign up
Webinar
Reminder
Sorry we
missed you
Thank you for
Attending
Preset deployment dates for easy partner ordering – All emails are ordered at once and
deployed based on a customer’s actions

Use Case: Awareness Campaign Flow
NO RESPONSENO RESPONSE
4/3 ▸ First touch
4/1 – 5/5 ▸ Digital advertising
REGISTER
Initial
Contacts
4/15 ▸ Second touch 4/27 ▸ Third touch
Start
Non-respondent
Contacts
Download the
Infographic
Download the
eBook
Sign up for a
demo
Downloaded
Infographics
Lead Score 35
Downloaded
White Paper
Lead Score 45
Signed up for
a demo
Lead Score 75
Non-respondent
Contacts
Download the
Use Case
Download
Download the
White Paper
Download
Download the
White Paper
Download
Awareness Campaign
Consideration Campaign
Direct Out Reach

26
Aprimo Distributed Marketing

27
Share Content & Run Campaigns
c Engage Your Entire Channel Community
Distribute & Control Funds
Easily Generate, Manage, & Share Leads
Monitor Performance with Detailed Insights
Distributed Marketing

Distributed Marketing Modules
Community
User Configurations
Precision Connect
To-partner
communications
Partner Manager
Integrations
Content
BrandBoxTM
(Static Assets)
Campaigns
(Co-branded)
Content
Administration
Co-Local
Advertising
Engine
Funds
Budget
Management
Multiple Currency
Wallets
Fund Distribution
Fund
Reimbursement
Partner Wallet
Management
Leads/Data
Lead Hub
Lead Scoring
Lead Nurture
Distributed Data
Mart
Campaign
Follow-Up
Insights
Business
Intelligence
Dashboards
Reports

31
Save the Date
• Tuesday, November 28
at 1pm EST
• www.aprimo.com/events
• Check back for future
webinars!

Channeling Nirvana: Lead Nurturing Best Practices for Channel Marketing

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