Case Study: Lead Nurturing Using Segmented Content T. Baxter Denney - PowerPoint PPT Presentation

Case Study: Lead Nurturing Using Segmented Content T. Baxter Denney Manager, Database Marketing, Citrix Online Principal, Marketologist @tbdenney

Company and Campaign Background • The company : Citrix • The product : Enterprise software and services • The channel : Email • The campaign objective : Effectively nurture leads, identify the most likely to covert, and prime them for the sales team 2

Citrix Online’s Email Nurturing Program Five factors that drove more than $1.5 Million in leads 3

#1: Targeted offers for premium content

Make a Model Demand Generation Programs Net New Nurturing Housefile Nurturing 5

Determine Segments 6

#2: Auto-nurture new leads

Net-new Nurturing • Automated and delivered to newest leads • Targeted offers for softer, evergreen content • Segmented by product and persona • 2-3 offers sent in total 8

#3: Continue nurturing older leads

House-file Nurturing • Manually sent each week • Content offered can be sales- oriented • Segmented by product and persona • Nurtured in perpetuity 10

#4: Effective lead qualification, tracking, and hand-off

Short Form Long Form 12

MQL and Hand-off to Sales • Qualified leads are automatically sent to Sales • All marketing information is passed to CRM • If sales engages, Marketing backs off 13

#5: Constant work to improve results

Testing and Refining Content • Email templates, offers and content are tested constantly • Nurturing programs are modified to support new products and personas • Currently working to improve system flexibility 15

Results

Results: Citrix Online’s nurturing program Automated nurturing emails from April through July: • 1.70% CTR • 1.57% response rate (content downloaded) • $250,000 in sales from leads nurtured Manually sent house-file emails for the same period: • 0.65% CTR • 0.62% conversion rate over the same period. • $1.3 million in sales from leads nurtured 17

Results: Targeted vs. non-targeted offers Product: GoToMeeting • General emails: 0.93% response rate • Targeted emails: 3.94% response rate • Difference: +324% Product: GoToAssist • General emails: 1.14% • Targeted emails: 2.97% • Difference: +161% 18