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Eloqua 10 > Lead Nurturing Best Practices > Flashcards

Lead Nurturing Best Practices Flashcards

Master the material in the "Advanced Lead Nurturing" hour long WBT.

1
Q

What are the 6 stages in Eloqua’s integrated marketing and sales funnel?

A

Suspect, Prospect, Marketing Qualfied Lead, Sales Accepted Lead, Sales Qualified Opportunity, Purchase

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2
Q

Define suspect

A

Individuals who have just heard about your brand, for example, an unknown visitor

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3
Q

Define prospect

A

A lead whose interest level has been validated by marketing

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4
Q

Define marketing qualified lead

A

A lead who has been nurtured to be sales ready

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5
Q

Define sales accepted lead

A

A lead who has met sales readiness criteria

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6
Q

Define sales qualified opportunity

A

A lead that has been validated by the sales team

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7
Q

Define purchase

A

The stage of the funnel where the prospect has made a purchase decision and become a customer

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8
Q

SAL

A

Sales Accepted Lead

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9
Q

SQO

A

Sales Qualified Opportunity

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10
Q

MQL

A

marketing qualified lead

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11
Q

Name the 5 stages of the buyer’s journey

A

Interest, learn, evaluate, justify, purchase

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12
Q

Can a buyer skip stages of the journey?

A

Yes - some buyers may skip stages of the journey.

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13
Q

How can marketing move buyers from one stage of the journey to the next?

A

Through nurturing.

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14
Q

Define nurturing

A

an action that helps the buyer to move from point A to point B in the buying cycle

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15
Q

What are 5 things you do in nurturing?

A
  1. Reach out to your contacts; 2. provide them the information they need; 3. educate them and develop their interest; 4. encourage them to buy; 5. build a strong relationship and trust.
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16
Q

Name 2 things that distinguish the modern way of buying

A
  1. spending more time on independent research online; 2. gathering information from peers
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17
Q

Because of buyers’ increased activity online, what do successful marketers need to do?

A

Begin lead nurturing at an early stage of the buying cycle.

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18
Q

Define lead nurturing as a process

A

A methodology for engaging and developing leads that are not yet ready to buy

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19
Q

Name 2 things used to predict the needs of the buyer

A

Their user profile and their current position in the buying process

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20
Q

How do you keep prospects engaged?

A

By providing relevant content at the right time.

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21
Q

Name 2 communication channels used in lead nurturing

A
  1. white papers 2. webinars
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22
Q

Name 2 things that trigger effective lead nurturing

A

Prospects’ activity and digital body language

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23
Q

When does most nurturing occur?

A

After the inquiry phase

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24
Q

Name 3 lead nurturing goals.

A
  1. engage contacts with the right message at the right time; 2. educate the prospect about your differentiators and product features; 3. track the development of the prospect
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25
Q

Name the 6 elements involved in planning a successful lead nurturing campaign

A
  1. Measure existing metrics; 2. define persona; 3. content audit; 4. map content to persona; 5. plan and align campaign with buying cycle; 6. run, measure, analyze
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26
Q

Name 3 campaign metrics

A
  1. # of qualified leads generated by campaigns; 2. email clickthroughs; 3. # of nurtured leads buying your product
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27
Q

What is a persona?

A

A fictional character created to represent your ideal buyer or buyers.

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28
Q

What does a content audit help you to identify?

A

New content that your company needs

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29
Q

When you define a persona, what important insights do you gain?

A

What a persona wants to know about your product and solution at each stage of the buying cycle

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30
Q

What are 4 things to monitor in order to measure campaign performance?

A

Email opens, click throughs, form submissions, and landing page visits.

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31
Q

Name the first 5 steps of planning a lead nurture campaign

A
  1. define your buyer profile; 2 pinpoint what motivates your buyers; 3. whiteboard the ideal user experience; 4. define your nurture program; 5. define your lead qualification process
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32
Q

What are 4 things the buyer persona outlines?

A

Activities, problems, questions at a given stage of the buying process, preferred mode of contact

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33
Q

Is one buyer profile sufficient?

A

Not for most companies.

34
Q

Who should define the phases of the buying cycle?

A

Sales and Marketing together

35
Q

Where should you begin when you are whiteboarding the ideal user experience?

A

With the end goal in mind.

36
Q

What are 5 things you need to define at the “define your nurture program” step?

A
  1. campaign goal; 2. message flow; 3. content offers; 4. communication channels; 5. overall cadence based on previous interactions.
37
Q

What are 3 situations you need to plan for when defining a nurture program?

A
  1. you don’t get the intended response; 2. someone opts out; 3. you need to engage a prospect who is about to unsubscribe
38
Q

What is lead routing?

A

Involves a series of business rules and SLA’s that dictate when and where the leads are sent.

39
Q

What are 5 things to consider in defining a lead qualification process?

A
  1. Collaborate with Sales: who will qualify as a lead? 2. define stages of the marketing funnel - what counts as a valid response and who will be a MQL; 3. qualification criteria - more than BANT; 4. using demographic and behavioral data to target; 5. assign numerical values for each criterion
40
Q

Define BANT

A

Budget, Authority, Need, Timeframe

41
Q

What are steps 6-10 in planning successful lead nurture campaigns?

A
  1. Develop your lead routing process; 7. automate communications; 8. share best resources; 9. test internally; 10. plan next move
42
Q

What are 7 things to test in your nurture campaign?

A
  1. links; 2. proofreading; 3. test all campaign elements again; 4. reporting; 5. content mapped to buying cycle; 6. all paths; 7. every subject line
43
Q

Is launching a nurturing campaign an end to the nurturing efforts? Why?

A

No. Nurturing contacts and customers is a continual process.

44
Q

Name the 6 stages of the buying cycle

A

Interest, Learn, Evaluate, Justify, Purchase, Retention / Loyalty

45
Q

At which stage of the buying cycle do you welcome and engage your prospects?

A

Interest

46
Q

At which stage of the buying cycle do your prospects want to know more about your service or product?

A

Learn

47
Q

What kind of content is best for the Interest stage of the buying cycle?

A

Engaging content that keeps them interested

48
Q

What kind of content is best for the Learn stage of the buying cycle?

A

Key ideas, thought leadership

49
Q

What is your goal during the Learn stage of the buying cycle?

A

To educate your prospects in order to influence their thinking.

50
Q

True or false: Prospects in the Learn phase are usually ready to buy soon.

A

False. Potential buyers in this phase may not buy for a long time.

51
Q

Describe 3 things you should educate prospects about during the Evaluate phase of the buying cycle.

A
  1. Your stature in the industry; 2. Your product’s differentiators; 3. How your product can help your prospects meet their objectives
52
Q

In what phase of the buying cycle should your messages substantiate, “Why buy now?”

A

Evaluate

53
Q

Name 4 kinds of content that work during the Evaluate phase.

A

Case studies, testimonials, facts and figures that differentiate you from competition, credentials.

54
Q

What stage of the buying cycle does your lead enter if they don’t buy right after the Evaluate phase?

A

Justify

55
Q

During the Justify stage of the buying cycle, describe 3 things you need to be prepared to do.

A
  1. Answer new questions; 2. Address new obstacles; 3. Continue to educate your prospects.
56
Q

What is one feature you can add in a nurture campaign to remove roadblocks, speed the purchase decision and make the prospects ready to buy?

A

Alternative paths

57
Q

Name 5 types of content that are good during the Justify stage of the buying cycle.

A

Analyst reports, white papers, e-books, free trials, and testimonials.

58
Q

What is a good marketing campaign for new customers?

A

New Customers On-boarding campaign

59
Q

Name 3 things that should be included in a new customers on-boarding campaign

A

Thank you for purchasing; resources like FAQs, tips and tricks, and your customer newsletter; recommended next steps for successful on-boarding.

60
Q

During the Loyalty/Retention phase of the buying cycle, what kind of nurture campaigns should you use and why?

A

Long term nurture campaigns to build loyalty and drive adoption.

61
Q

Name 8 things you should be clear about for any nurture track

A
  1. Goals 2. Audience 3. Their motivation level 4. What stage they are in 5. What do they want to know 6. How are they making decisions 7. What in your system can you use to identify what phase they are in 8. Personas
62
Q

What should you add to your campaign map?

A

Branches.

63
Q

What steps do you go through to create a campaign map?

A
  1. List your nurture campaigns. 2. Align to buyer’s journey. 3. # of touches, duration, campaign goal, message 4. Highest priority gap 5. Audit & define # new campaigns 6. Plan campaigns that will be activated each quarter
64
Q

What to check for when auditing your nurture campaigns?

A

need updating? still relevant? can be retired?

65
Q

What is a quick tip for large enterprises and nurture campaigns?

A

You may need multiple campaign maps for the different segments.

66
Q

What are steps for successful nurture campaigns?

A
  1. governance & internal standards 2. involve stakeholders 3. create a communication plan 4. develop a training plan 5. checklist 6. create processes to execute 7. test 8. launch and monitor
67
Q

What are 6 strategies to help you start your own lead nurturing program?

A
  1. enrich, 2. test and optimize, 3. build well defined plan, 4. gain knowledge from initial campaigns, 5. accelerate or decelerate different tracks, 6. develop a comprehensive strategy
68
Q

What stages should you add for when leads grow cold?

A

Re-engage stages

69
Q

What does a Welcome campaign allow contacts to choose?

A

The campaigns in which they want to participate.

70
Q

Name 5 tips for a welcome campaign

A

Send 1st email within 24 hours of registration; restate the value proposition; request whitelisting; include call to action and provide special offers; automate the campaign

71
Q

what does MRR stand for?

A

monthly recurring revenue

72
Q

As a best practice, should you keep your lead nurturing campaign simple?

A

Yes.

73
Q

In a lead nurturing campaign, what should you base personalization on?

A

Digital body language.

74
Q

How many touches should a simple welcome campaign have?

A

One to three

75
Q

What kind of campaign is it best practice to start with?

A

A simple welcome campaign.

76
Q

When are contacts more likely to share information about themselves?

A

During the first 30 days of a nurturing program.

77
Q

Give three examples of trigger behavior that are good opportunities to automate

A
  1. welcome, 2. shopping cart abandonment, 3. contract renewal
78
Q

If you know the prospect’s time frame of buying a product, give 2 examples of things you can do with your lead nurturing program.

A
  1. Increase or decrease the frequency of communication; 2. provide content and offers that can accelerate their process.
79
Q

How can you re-engage lost deals through lead nurturing?

A

Automate a periodic communication to retain some kind of contact with the prospect.

80
Q

How are sales readiness criteria defined?

A

Through an agreement between marketing and sales.

81
Q

In a welcome campaign, when should you send the first email?

A

Within 24 hours of registration.

Eloqua 10 (10 decks)

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