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#WistiaFest / @ellieeille
How to Nurture Leads
with Video
Ellie Mirman, VP Marketing, Toast

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First, what do we mean
by “lead nurturing”?

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“Lead Nurturing” is all about identifying
lost opportunities in the funnel.

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“Lead Nurturing” is the process of building relationships
with your audience over time –
instead of losing them right out of the gate.

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What percentage of your contacts are moving
from one step of the funnel to the next?

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If lead nurturing is effective, you’ll see more customers and
revenue from the same top of the funnel marketing efforts.

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Therefore, measure the effectiveness of your
lead nurturing by the lead-to-customer percentage.

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Nurturing Requires:
Content & Distribution
• Email text
• Images
• Ebook offers
• Case study videos
• Presentations
• Email
• Retargeting display
or cpc ads
• Phone calls
• Events

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#WistiaFest / @ellieeille
Nurturing Requires:
Content & Distribution
That’s a whole separate
presentation.

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#WistiaFest / @ellieeille
Nurturing How-to
Playbook
1. Start with your goal
2. Identify message and desired action
3. Create and launch
4. Measure and analyze

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How to use video to
nurture leads

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#WistiaFest / @ellieeille
Start with your goal
TARGET MARKET
PROSPECT
LEAD
OPPORTUNITY
CUSTOMER
EVANGELIST

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#WistiaFest / @ellieeille
Start with your goal
• Where are you losing people?
• Why?
• What message will get them to the next stage?
• How will you communicate that message?
Goal
Message
Desired Action

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Industry Expert Interviews
• Example: Toast
• Goal: Attract prospects
• Message: Thought
Leadership
• Desired Action:
Visit/View, Subscribe

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Educational Series
• Example: Shopify
• Goal: Attract leads
• Message: We are a
resource for you
• Desired Action: View,
request more info

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Campaign Promotion
• Example: JetBlue
• Goal: Attract prospects
• Message: Buzz and PR
coverage
• Desired Action: Book a
flight, customer loyalty

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Product Features
• Example: Toast
• Goal: Convert Leads
• Message: Superior
product ease-of-use
• Desired Action: Get a
demo, be a customer

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Demo Confirmation
• Example: Toast
• Goal: Demo show rate
• Message: Build
personal connection
with sales rep
• Desired Action: Follow
through on demo

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Customer Case Studies
• Example: Toast
• Goal: Convert Leads
• Message: Customers
like you are successful
• Desired Action: Get a
demo, be a customer

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Brand Values
• Example: Yoh
• Goal: Attract prospects
or win customers
• Message: This is how
our brand is different
• Desired Action: View,
choose this firm

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Recruiting Inside Peek
• Example: Acquia
• Goal: Attract and close
new employees
• Message: Why it’s great
to work here
• Desired Action: Apply,
refer, accept offer

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#WistiaFest / @ellieeille
A Brief Detour to Talk
About Distribution…

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#WistiaFest / @ellieeille
Distribution Channels
Email Marketing
Paid Media/Retargeting
Social Media
Website (Smart) Content
Offline Activities

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#WistiaFest / @ellieeille
How targeted can you go?
• What actions have they taken?
• What actions have they NOT taken?
• What demographics better qualify them?
• What do you not know about them that you wish you did?
NOTE: Targeting increases relevancy but does not make
sense if you don’t have a significantly sized target segment.

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#WistiaFest / @ellieeille
When you measure a lead
nurturing campaign,
you’re measuring the
effectiveness of the
Content & Distribution
combination

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#WistiaFest / @ellieeille
Ultimately, you want to measure
email open rates
ad click through rates
social media impressions
number of video views
lead-to-customer conversion rate

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Distribution Quick Tips
• Use trigger-based email campaigns to automatically send
relevant nurture videos to segments of leads
• Test everything about your video ad creative – headlines, copy,
video length, video subjects, video CTA
• Embed videos straight into social media to cut down out the
extra step of the click to view
• Adapt website CTAs to segments of visitors to send them to
relevant content
• Don’t underestimate the nurturing you can do 1:1 through your
customer-facing teams

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How to measure your
lead nurturing videos

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Two Simple Questions:
1. Did this increase my goal success rate?
2. Why or why not?

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#WistiaFest / @ellieeille
Example 1:
Industry Expert Interviews
Did this increase my goal success rate?
Goal: Attract prospects through thought leadership
content, resulting in more views and prospects
Results: Choose a quantitative metric (pageviews, CTA
clicks, etc.) and compare against other or non-video
content

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#WistiaFest / @ellieeille
Example 1:
Industry Expert Interviews

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#WistiaFest / @ellieeille
Example 1:
Industry Expert Interviews
Why or why not?
• Small sample size (3 video posts out of 30 total) – will
need to keep producing to see more consistent trend
• Top posts had a lot of social media traffic - sometimes
LinkedIn, sometimes Facebook
• Could be tied to recognizable name, extra promotion by
the expert, and/or tailored content

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Example 2:
Customer Case Studies
Did this increase my goal success rate?
Goal: Convert more leads and opportunities into
customers by showcasing successful customers like them
Results: Choose a quantitative metric (conversion rate to
customer) and compare to similar groups of leads

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Example 2:
Customer Case Studies

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Example 2:
Customer Case Studies
Why or why not?
• Viewing a case study video shows you’re more engaged –
could be selection bias, try comparing to other active
leads who didn’t view case studies
• Viewing a case study validates customer success – try
comparing to leads who read written case studies but
didn’t view videos to determine if video is a more effective
medium

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Where can video help
YOUR lead funnel?

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Step 1: Identify
Opportunities
• Start with your goal: customers, partners, candidates
• Outline the steps, e.g.:
• Visit – Lead – Opportunity – Customer
• Inquiry – Evaluation – Negotiation – Partnership
• Visit – Application – Interview – Hire
• Measure each stat over time and analyze

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It doesn’t have to be pretty…
It just needs to
keep a pulse
on and
identify areas
to improve

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Step 2: Brainstorm
Solutions
Challenge Solutions
Low website conversion rate • A/B test landing pages – content,
form, layout/design
• New offers
• A/B test CTAs or change location or
replace CTAs with embedded forms
Website traffic not growing • Create unique, PR-worthy content
• Newsjacking content
• Test new referral sources
Opportunities not closing • Identify sales training gaps
• Create content around top objections
• Create nurture streams for old opps
Etc. • …

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#WistiaFest / @ellieeille
Step 2: Brainstorm
Solutions
Identify what’s lacking & brainstorm ways to fill the gaps
Talk to Sales Talk to Customers Analyze Success

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Step 3: Create and Launch

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Step 4: Measure & Analyze
• Bring it back to the GOAL, METRIC, and ACTION
• Two simple questions:
1. Did this increase my goal success rate?
2. Why or why not?

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#WistiaFest / @ellieeille
Takeaways
1. Start with the goal. See where the leaks are in your
funnel and develop a plan to improve those areas.
2. Consider the content and the distribution method.
Determine the messaging and desired action, and
remember that there are many channels to nurture
leads: email, paid, social, website, offline.
3. Measure the lead-to-customer conversion rate.
That’s ultimately what you’re aiming to affect.

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#WistiaFest / @ellieeille
Thank You
elliemirman.com/wistiafest