Lead Nurturing Best Practices Flashcards
Lead Nurturing Best Practices
Why nurture? To ____, minimize lost leads, create and maintain prospect engagement, measure the readiness of your prospects, complete contact profile, and demonstrate thought leadership.
Increase leads
Lead Nurturing Best Practices
RPM is a strategy for managing a company’s _____ that enables predictable, rapid and profitable revenue growth.
interactions with buyers through the buying cycle
Lead Nurturing Best Practices
RPM is a strategy for managing a company’s interactions with with buyers through the buying cycle that….
enables predictable, rapid, and profitable revenue growth.
Lead Nurturing Best Practices
RPM Journey involves five steps: Sales Pipeline, Demand Generation, Lead Management, One View of the Truth, and….
Revenue Discovery
Lead Nurturing Best Practices
Effective Lead Nurturing falls between which two steps of the RPM Journey?
Demand Generation and Lead Management
Lead Nurturing Best Practices
RPM Journey involves five steps: _____, Demand Generation, Lead Management, One View of the Truth, and Revenue Discovery
Sales Pipeline
Lead Nurturing Best Practices
RPM Journey involves five steps: Sales Pipeline, _____, Lead Management, One View of the Truth, and Revenue Discovery
Demand Generation
Lead Nurturing Best Practices
RPM Journey involves five steps: Sales Pipeline, Demand Generation, _____, One View of the Truth, and Revenue Discovery
Lead Management
Lead Nurturing Best Practices
RPM Journey involves five steps: Sales Pipeline, Demand Generation, Lead Management, _____, and Revenue Discovery
One View of the Truth
Lead Nurturing Best Practices
The concept of effective nurturing falls mostly in the Demand Generation phase of the RPM journey and a little in:
Lead Management
Lead Nurturing Best Practices
Nurturing is taking action that helps to move a buyer from…
Point A to Point B in the buying cycle.
Lead Nurturing Best Practices
_____ is taking action that helps to move a buyer from Point A to Point B in the buying cycle.
Nurturing.
Lead Nurturing Best Practices
Nurturing is a _____ process.
Perpetual
Lead Nurturing Best Practices
The five phases in the buying cycle are Interest, Learn, Evaluate, Justify, and ___.
Purchase.
Lead Nurturing Best Practices
The five phases in the buying cycle are ____, Learn, Evaluate, Justify, and Purchase.
Interest
Lead Nurturing Best Practices
The five phases in the buying cycle are Interest, ____, Evaluate, Justify, and Purchase.
Learn
Lead Nurturing Best Practices
The five phases in the buying cycle are Interest, Learn, ____, Justify, and Purchase.
Evaluate
Lead Nurturing Best Practices
The five phases in the buying cycle are Interest, Learn, Evaluate, ____, and Purchase.
Justify
Lead Nurturing Best Practices
The five phases in the buying cycle are Interest, Learn, Evaluate, Justify, and ____.
Purchase
Lead Nurturing Best Practices
Nurturing looks different at different points in the ….
Buyer’s journey.
Lead Nurturing Best Practices
One of the keys to effective nurturing is to align campaigns to the….
Buyer’s journey.
Lead Nurturing Best Practices
Why nurture? To increase leads, ____, create and maintain prospect engagement, measure the readiness of your prospects, complete contact profile, and demonstrate thought leadership.
Minimize lost leads
Lead Nurturing Best Practices
Why nurture? To increase leads, minimize lost leads, ______, measure the readiness of your prospects, complete contact profile, and demonstrate thought leadership.
Create and maintain prospect engagement
Lead Nurturing Best Practices
Why nurture? To increase leads, minimize lost leads, create and maintain prospect engagement, _____, complete contact profile, and demonstrate thought leadership.
Measure the readiness of your prospects
Lead Nurturing Best Practices
Why nurture? To increase leads, minimize lost leads, create and maintain prospect engagement, measure the readiness of your prospects, _____, and demonstrate thought leadership.
Complete contact profile
Lead Nurturing Best Practices
Why nurture? To increase leads, minimize lost leads, create and maintain prospect engagement, measure the readiness of your prospects, complete contact profile, and ____.
Demonstrate thought leadership.
Lead Nurturing Best Practices
Nurturing increases leads sent to sales by transforming leads from having questions about your product to….
… Having specific questions about technical specifications and pricing.
Lead Nurturing Best Practices
In increasing leads sent to sales, nurturing turns your lead into a…
Sales-ready lead.
Lead Nurturing Best Practices
Leads can be lost for many reasons, such as disinterest, mismatch of messaging to their needs, and…
Budget.
Lead Nurturing Best Practices
Leads can be lost for many reasons, such as ____, mismatch of messaging to their needs, and budget
Disinterest
Lead Nurturing Best Practices
Leads can be lost for many reasons, such as disinterest, ____, and budget
Mismatch of messaging to their needs.
Lead Nurturing Best Practices
Effective nurturing can minimize lost leads through education and…
Increased awareness.
Lead Nurturing Best Practices
Prospect engagement is key in keeping prospects in the funnel and…
Keeping your brand top-of-mind
Lead Nurturing Best Practices
Prospect engagement is key in ______ and keeping your brand top-of-mind
Keeping prospects in the funnel
Lead Nurturing Best Practices
If you measure the readiness of your prospects, you can:
Speed up or slow down the sales cycle for prospects who are more or less ready to buy.
Lead Nurturing Best Practices
Why is nurturing an overused word?
Because it actually works.
Lead Nurturing Best Practices
Nurturing should continually complete contact profiles, because complete profiles allow for effective…
Segmentation and targeting.
Lead Nurturing Best Practices
Nurturing presents an opportunity to demonstrate credibility as an expert by….
Educating leads
Lead Nurturing Best Practices
To demonstrate thought leadership, educate leads about 3 things:
Who are you? What does your organization do? How does this benefit me?
Lead Nurturing Best Practices
Eloqua Benchmark Data from spring 2011 study shows what growth in inquiries when nurturing and when not nurturing?
6% growth in inquiries when not nurturing, 5% growth when nurturing
Lead Nurturing Best Practices
Eloqua Benchmark Data from spring 2011 study shows what growth in LEAD generation when nurturing and when not nurturing?
-17% growth in leads when not nurturing, 4% growth when nurturing.
Lead Nurturing Best Practices
When developing a lead nurturing program, you should always begin with…
Benchmarking and metrics.
Lead Nurturing Best Practices
RPM is a continuous process of action and…
Analysis.
Lead Nurturing Best Practices
RPM is a continuous process of ___ and analysis.
Action.
Lead Nurturing Best Practices
Before beginning a lead nurturing campaign, benchmark total activated campaigns and email frequency, number of individuals in each campaign, and ____
Campaign engagement.
Lead Nurturing Best Practices
Before beginning a lead nurturing campaign, benchmark _____ and ______, number of individuals in each campaign, and campaign engagement.
Total activated campaigns and email frequency
Lead Nurturing Best Practices
Before beginning a lead nurturing campaign, benchmark total activated campaigns and email frequency, _____, and campaign engagement.
Number of individuals in each campaign
Lead Nurturing Best Practices
When to check key lead nurturing metrics?
Start by checking monthly, and then go to quarterly.
Lead Nurturing Best Practices
Part of applying Revenue Performance Management is to implement analysis at….
every stage before and after you take action.
Lead Nurturing Best Practices
The best way to sell a success story is to….
Prove how far you have come.
Lead Nurturing Best Practices
Campaign volume is defined as the total campaigns executed and _____
communication frequency.
Lead Nurturing Best Practices
Campaign volume is defined as the ___________ and communication frequency.
Total campaigns executed
Lead Nurturing Best Practices
What is a bonus metric of campaign volume?
% of campaigns leveraging automation.
Lead Nurturing Best Practices
Campaign Reach is defined as the total and unique number of campaign members and the ______.
campaign members per campaign.
Lead Nurturing Best Practices
Campaign Reach is defined as the ____ and the campaign members per campaign.
total and unique number of campaign members
Lead Nurturing Best Practices
What direction should the total and unique number of campaign members be moving?
Up.
Lead Nurturing Best Practices
What direction should the campaign members per campaign be moving?
Down.
Lead Nurturing Best Practices
If you saw the total number of campaign members equal to 2000 and unique members equal 1000 this shows you that on average each of the individuals is….
In two campaigns.
Lead Nurturing Best Practices
It is better to have ____ and _____ than to just have a few large campaigns running with more general messaging.
multiple smaller campaigns running and providing relevant messaging
Lead Nurturing Best Practices
A campaign could have a large number of members and still provide a relevant, personalized experience by having dynamic content, checking shared filters to route individuals down the best communication path, and using _____.
activity based triggers.
Lead Nurturing Best Practices
A campaign could have a large number of members and still provide a relevant, personalized experience by having ____, checking shared filters to route individuals down the best communication path, and using activity based triggers.
dynamic content
Lead Nurturing Best Practices
A campaign could have a large number of members and still provide a relevant, personalized experience by having dynamic content, ____, and using activity based triggers.
checking shared filters to route individuals down the best communication path
Lead Nurturing Best Practices
Campaign engagement metrics include all campaign activity and ____
Total number of campaign responders.
Lead Nurturing Best Practices
Campaign engagement metrics include _____ and total number of campaign responders.
All campaign activity
Lead Nurturing Best Practices
Campaign activity is….
any inbound activity on a campaign.
Lead Nurturing Best Practices
Campaign response is a particular activity on a campaign that is designated as _______, for example, a _____
showing official interest in that campaign - for example, a form submit
Lead Nurturing Best Practices
A campaign “hand raise” is a combination of activities and/or responses across multiple campaigns that are particularly relevant to….
demand conversion.
Lead Nurturing Best Practices
A campaign “hand raise” is __________ that are particularly relevant to demand conversion.
a combination of activities and/or responses across multiple campaigns
Lead Nurturing Best Practices
Hand raises are particularly important when setting up….
Lead scoring criteria.
Lead Nurturing Best Practices
Hand raises represent…
Engagement that is worthy of a better lead score.
Lead Nurturing Best Practices
What is a pre-defined pattern / combination of activities and responses that your team agrees to define as relevant to demand conversion?
A hand raise.
Lead Nurturing Best Practices
Total number of campaign responses = number of new leads generated. True or false?
False.
Lead Nurturing Best Practices
Naming conventions organize assets for easy retrieval, simplify reporting, and _____.
document internal knowledge.
Lead Nurturing Best Practices
Naming conventions organize assets for easy retrieval, ________, and document internal knowledge.
simplify reporting
Lead Nurturing Best Practices
Naming conventions _____, simplify reporting, and document internal knowledge.
organize assets for easy retrieval
Lead Nurturing Best Practices
In reporting, can you filter based on naming conventions?
Yes.
Lead Nurturing Best Practices
Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, programs, campaigns, and _____.
source codes.
Lead Nurturing Best Practices
Naming structures should be developed for all your assets, including: ____, email groups, lists, forms, programs, campaigns, and source codes.
emails
Lead Nurturing Best Practices
Naming structures should be developed for all your assets, including: emails, ______, lists, forms, programs, campaigns, and source codes.
email groups
Lead Nurturing Best Practices
Naming structures should be developed for all your assets, including: emails, email groups, ____, forms, programs, campaigns, and source codes.
lists
Lead Nurturing Best Practices
Naming structures should be developed for all your assets, including: emails, email groups, lists, _____, programs, campaigns, and source codes.
forms,
Lead Nurturing Best Practices
Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, _____, campaigns, and source codes.
programs
Lead Nurturing Best Practices
Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, programs, _____, and source codes.
campaigns
Lead Nurturing Best Practices
Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, programs, campaigns, and _____.
source codes.
Lead Nurturing Best Practices
When developing a naming campaign, you should first develop a ___ for all your assets.
naming structure
Lead Nurturing Best Practices
In conjunction with your asset naming conventions, you should establish a _____ for each asset area.
folder structure
Lead Nurturing Best Practices
Naming convention components include _____, asset codes, offer code, country code, fiscal code, theme code, business unit, product code, and date.
campaign codes
Lead Nurturing Best Practices
Naming convention components include campaign codes, _____, offer code, country code, fiscal code, theme code, business unit, product code, and date.
asset codes
Lead Nurturing Best Practices
Naming convention components include campaign codes, asset codes, _____, country code, fiscal code, theme code, business unit, product code, and date.
offer code
Lead Nurturing Best Practices
Naming convention components include campaign codes, asset codes, offer code, _______, fiscal code, theme code, business unit, product code, and date.
country code
Lead Nurturing Best Practices
Naming convention components include campaign codes, asset codes, offer code, country code, ____, theme code, business unit, product code, and date.
fiscal code
Lead Nurturing Best Practices
Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, _____, business unit, product code, and date.
theme code
Lead Nurturing Best Practices
Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, theme code, ______, product code, and date.
business unit
Lead Nurturing Best Practices
Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, theme code, business unit, _____, and date.
product code
Lead Nurturing Best Practices
Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, theme code, business unit, product code, and ____.
date
Lead Nurturing Best Practices
Are meta tags a good addition to your naming convention, and why?
Yes, because it means greater alignment between your assets and your website organization.
Lead Nurturing Best Practices
In naming conventions what is a best practice for date?
To use a standard structure.
Lead Nurturing Best Practices
Naming conventions help to streamline adoption of _______ and organization of assets across sales and marketing systems.
corporate standards
Lead Nurturing Best Practices
Naming converntions help to streamline adoption of corporate standards and _________
organization of assets across sales and marketing systems.
Lead Nurturing Best Practices
Eloqua’s campaign naming convention includes Campaign Name, Campaign Objective, Campaign Type, Topic, Owner, and ___
YearMonth
Lead Nurturing Best Practices
Eloqua’s campaign naming convention includes _____, Campaign Objective, Campaign Type, Topic, Owner, and YearMonth
Campaign Name
Lead Nurturing Best Practices
Eloqua’s campaign naming convention includes Campaign Name, ____ ______, Campaign Type, Topic, Owner, and YearMonth
Campaign Objective
Lead Nurturing Best Practices
Eloqua’s campaign naming convention includes Campaign Name, Campaign Objective, ____, Topic, Owner, and YearMonth
Campaign Type
Lead Nurturing Best Practices
Eloqua’s campaign naming convention includes Campaign Name, Campaign Objective, Campaign Type, ____, Owner, and YearMonth
Topic
Lead Nurturing Best Practices
Eloqua’s campaign naming convention includes Campaign Name, Campaign Objective, Campaign Type, Topic, ___, and YearMonth
Owner
Lead Nurturing Best Practices
In Eloqua’s recent asset reorganization effort, what does the top level of foldering represent?
Core themes or major campaigns initiatives
Lead Nurturing Best Practices
In Eloqua’s recent asset reorganization what are 4 examples of campaign goals?
Acquisition, acceleration, awareness, upsell.
Lead Nurturing Best Practices
Two benefits of including campaign owner or campaign type in the naming convention are: Owners can find all their assets with an easy search, and ___
Reports can easily filter for specific campaign types or campaign owners.
Lead Nurturing Best Practices
Two benefits of including campaign owner or campaign type in the naming convention are: ____, and reports can easily filter for specific campaign types or campaign owners.
Owners can find all their assets with an easy search.
Lead Nurturing Best Practices
If you think about your _____ ahead of time, your naming convention will quickly become your best friend.
reporting needs.
Lead Nurturing Best Practices
The power of search and filter are at your fingertips if you consistently implement a ___ company wide.
naming convention
Lead Nurturing Best Practices
What tool helps generate consistent names for your assets?
A naming convention generator.
Lead Nurturing Best Practices
What type of document is a naming convention generator and where can you find it?
An Excel spreadsheet, and you can find it on Topliners.
Lead Nurturing Best Practices
Three keys to success for naming conventions are: 1. _____; 2. Build around YOUR business needs; 3. Include the most important pieces at the beginning.
Be consistent
Lead Nurturing Best Practices
Three keys to success for naming conventions are: 1. Be consistent; 2. ______; 3. Include the most important pieces at the beginning.
Build around YOUR business needs
Lead Nurturing Best Practices
Three keys to success for naming conventions are: 1. Be consistent; 2. Build around YOUR business needs; 3. ______
Include the most important pieces at the beginning.
Lead Nurturing Best Practices
Why is it important to include the most important pieces at the beginning in your naming convention?
Because the full name may not always be visible on reporting or list view screens.
Lead Nurturing Best Practices
There’s no right or wrong way when implementing naming conventions, you just have to be ____
consistent.
Lead Nurturing Best Practices
When setting up your naming convention: 1. ____2.Define codes or abbreviations3.Decide on the order of the codes4.Configure generator to fit your needs5.Communicate, communicate, communicate
Choose components for naming convention
Lead Nurturing Best Practices
1.Choose components for naming convention2. ______3.Decide on the order of the codes4.Configure generator to fit your needs5.Communicate, communicate, communicate
Define codes or abbreviations
Lead Nurturing Best Practices
1.Choose components for naming convention2.Define codes or abbreviations3. _____4.Configure generator to fit your needs5.Communicate, communicate, communicate
Decide on the order of the codes
Lead Nurturing Best Practices
1.Choose components for naming convention2.Define codes or abbreviations3.Decide on the order of the codes4. ______5.Communicate, communicate, communicate
Configure generator to fit your needs
Lead Nurturing Best Practices
1.Choose components for naming convention2.Define codes or abbreviations3.Decide on the order of the codes4.Configure generator to fit your needs5. ______
Communicate, communicate, communicate
Lead Nurturing Best Practices
Asset names cannot exceed
100 characters
Lead Nurturing Best Practices
In Eloqua 9, if you are working with wireframe templates or themes, asset names are limited dto
50 characters
Lead Nurturing Best Practices
4 steps to map a campaign strategy: ____, Content Audit, Channel Audit, Campaign Map
Persona Journey
Lead Nurturing Best Practices
4 steps to map a campaign strategy: Persona Journey, ______, Channel Audit, Campaign Map
Content Audit
Lead Nurturing Best Practices
4 steps to map a campaign strategy: Persona Journey, Content Audit, ______, Campaign Map
Channel Audit
Lead Nurturing Best Practices
4 steps to map a campaign strategy: Persona Journey, Content Audit, Channel Audit, _______
Campaign Map
Lead Nurturing Best Practices
What Eloqua University class covers Persona Journey?
RPM: Targeting and Segmentation
Lead Nurturing Best Practices
The persona journey informs how we audit our ______ and our _____
content and our channels.
Lead Nurturing Best Practices
Everything we do when it comes to campaigns needs to come back to the ______
Buyer’s Journey
Lead Nurturing Best Practices
The persona journey asks four questions at each stage of the Buyer’s Journey: 1. _______ 2. What questions is your persona asking? 3. Key Messages and Value Propositions 4. List offers the persona is most likely to respond to
What is your persona’s motivation?
Lead Nurturing Best Practices
The persona journey asks four questions at each stage of the Buyer’s Journey: 1. What is your persona’s motivation? 2. ______ 3. Key Messages and Value Propositions 4. List offers the persona is most likely to respond to
What questions is your persona asking?
Lead Nurturing Best Practices
The persona journey asks four questions at each stage of the Buyer’s Journey: 1. What is your persona’s motivation? 2. What questions is your persona asking? 3. 4. List offers the persona is most likely to respond to
Key Messages and Value Propositions
Lead Nurturing Best Practices
The persona journey asks four questions at each stage of the Buyer’s Journey: 1. What is your persona’s motivation? 2. What questions is your persona asking? 3. Key Messages and Value Propositions 4. _______
List offers the persona is most likely to respond to
Lead Nurturing Best Practices
We use the questions we asked during the Persona Journey to inform our ____
content audit.
Lead Nurturing Best Practices
How much time do B2B buyers spend each day consuming content?
61% of B2B buyers spend an hour or more each day consuming content, according to a recent ITSMA study.
Lead Nurturing Best Practices
3 questions asked during a content audit: What content do I have that is ready to use? What content can I re-purpose? _____.
What content is missing?
Lead Nurturing Best Practices
3 questions asked during a content audit: What content do I have that is ready to use? _______ What content is missing?
What content can I re-purpose?
Lead Nurturing Best Practices
3 questions asked during a content audit: ______ What content can I re-purpose? What content is missing?
What content do I have that is ready to use?
Lead Nurturing Best Practices
It is best practice to align your content audit to the _______.
buyer’s journey.
Lead Nurturing Best Practices
Discoveries you might make by completing a content audit: (1) Uneven distribution of content across the buyer’s journey; (2) More content than you thought; (3) Old content; (4) ______.
Too much or too little content about certain pain points.
Lead Nurturing Best Practices
Discoveries you might make by completing a content audit: (1) ____; (2) More content than you thought; (3) Old content; (4) Too much or too little content about certain pain points.
Uneven distribution of content across the buyer’s journey
Lead Nurturing Best Practices
Discoveries you might make by completing a content audit: (1) Uneven distribution of content across the buyer’s journey; (2) ______; (3) Old content; (4) Too much or too little content about certain pain points.
More content than you thought
Lead Nurturing Best Practices
Discoveries you might make by completing a content audit: (1) Uneven distribution of content across the buyer’s journey; (2) More content than you thought; (3) _____; (4) Too much or too little content about certain pain points.
Old content
Lead Nurturing Best Practices
Content Audit Steps: (1) _______; (2) Align content types to buyer’s journey; (3) Brainstorm content for each phase of the journey.
Brainstorm content types
Lead Nurturing Best Practices
Content Audit Steps: (1) Brainstorm content types; (2) ______; (3) Brainstorm content for each phase of the journey.
Align content types to buyer’s journey
Lead Nurturing Best Practices
Content Audit Steps: (1) Brainstorm content types; (2) Align content types to buyer’s journey; (3) ________.
Brainstorm content for each phase of the journey
Lead Nurturing Best Practices
Places you have content as a company, such as your corporate blog and white papers, are:
Content types.
Lead Nurturing Best Practices
Content types are….
Places you have content as a company, such as your corporate blog and white papers
Lead Nurturing Best Practices
Company website, toll free number, customer references, industry awards, features/benefits sheets are all examples of….
Content types.
Lead Nurturing Best Practices
Is third-party material an example of a content type that can be used in effective nurturing?
Yes.
Lead Nurturing Best Practices
Search begins at the ____ stage of the buying cycle.
Interest
Lead Nurturing Best Practices
Solutions are identified at the ____ stage of the buying cycle.
Learn
Lead Nurturing Best Practices
Solutions are evaluated against needs at the ____ stage of the buying cycle.
Evaluate
Lead Nurturing Best Practices
A short list is assembled at the _____ stage of the buying cycle.
Justify
Lead Nurturing Best Practices
A selection is made at the ____ stage of the buying cycle.
Purchase.
Lead Nurturing Best Practices
Will some content types be relevant at more than one stage in the buyer’s journey?
Yes.
Lead Nurturing Best Practices
In a content audit, if a content type is important at more than one stage of the funnel, what should you do?
List it more than once.
Lead Nurturing Best Practices
Tip: Start with a content audit based on the buying cycle. Later you can break it down with a content audit _____.
specific to a segment or persona.
Lead Nurturing Best Practices
Tip: Start with a content audit _______. Later you can break it down with a content audit specific to a segment or persona.
based on the buying cycle.
Lead Nurturing Best Practices
During a content audit, for each stage of the buying cycle you should brainstorm: (1) ____; (2) content types; (3) specific content.
questions
Lead Nurturing Best Practices
During a content audit, for each stage of the buying cycle you should brainstorm: (1) questions; (2) _____; (3) specific content.
content types
Lead Nurturing Best Practices
During a content audit, for each stage of the buying cycle you should brainstorm: (1) questions; (2) content types; (3) ______.
specific content
Lead Nurturing Best Practices
During a content audit, for each phase in the buyer’s journey you identify content that matches the ____ and the ____.
questions and the content types.
Lead Nurturing Best Practices
It is useful to classify your content in a Content Audit according to: (1) _____; (2) Buying stage; (3) Publication date; (4) Intended persona
Content format
Lead Nurturing Best Practices
It is useful to classify your content in a Content Audit according to: (1) Content format; (2) ______; (3) Publication date; (4) Intended persona
Buying stage
Lead Nurturing Best Practices
It is useful to classify your content in a Content Audit according to: (1) Content format; (2) Buying stage; (3) ______; (4) Intended persona
Publication date
Lead Nurturing Best Practices
It is useful to classify your content in a Content Audit according to: (1) Content format; (2) Buying stage; (3) Publication date; (4) _____
Intended persona
Lead Nurturing Best Practices
Where is there a template for a content audit / inventory?
In the Excel Campaign Tools document with the RPM Effective Lead Nurturing course.
Lead Nurturing Best Practices
Where can you find a visual look at content types aligned to the buyer’s journey?
Eloqua’s Content Grid v 2
Lead Nurturing Best Practices
In a channel audit, you determine _____.
how the content is delivered.
Lead Nurturing Best Practices
A __________ is used to determine how the content is delivered.
channel audit
Lead Nurturing Best Practices
In a channel audit, you consider: (1) ________; (2) are there other channels that might be a good investment? (3) how do the channels align to the buyer’s journey?
what channels you currently use
Lead Nurturing Best Practices
In a channel audit, you consider: (1) what channels you currently use; (2) _________ (3) how do the channels align to the buyer’s journey?
are there other channels that might be a good investment?
Lead Nurturing Best Practices
In a channel audit, you consider: (1) what channels you currently use; (2) are there other channels that might be a good investment? (3) _________
how do the channels align to the buyer’s journey?
Lead Nurturing Best Practices
Search, Newsletter, Email, Telemarketing are all examples of….
Channels
Lead Nurturing Best Practices
Website, Blog, Tradeshows, Speaker Engagements are all examples of….
Channels
Lead Nurturing Best Practices
Advertising, Social are examples of….
Channels
Lead Nurturing Best Practices
_____ can be a particularly important channel in the top of the buyer’s journey.
Search
Lead Nurturing Best Practices
At the ______ stage, the contact is not sure who you are and is not savvy about where to find information.
Search
Lead Nurturing Best Practices
You might say that Search and Justify go hand in hand because…
many people start searching for detailed comparisons and testimonials at the Justify page.
Lead Nurturing Best Practices
The key with Sales calls is…
to make sure they don’t come too early in the journey.
Lead Nurturing Best Practices
You want the Sales call to be seen as ______ and not as something to avoid.
“just in time.”
Lead Nurturing Best Practices
Email is a great channel at….
every phase of the buyer’s journey.
Lead Nurturing Best Practices
For every stage of the buying cycle, a “big picture” content audit includes (1)_____; (2) content types; (3) experience channels.
questions
Lead Nurturing Best Practices
For every stage of the buying cycle, a “big picture” content audit includes (1) questions; (2) ______; (3) experience channels.
content types
Lead Nurturing Best Practices
For every stage of the buying cycle, a “big picture” content audit includes (1) questions; (2) content types; (3) ______
experience channels.
Lead Nurturing Best Practices
Use your _____ to help you define and document which of your current content speaks to your prospects, leads, and customers based on where they are in their journey.
Personas
Lead Nurturing Best Practices
If you know the _____, the _____ and the _______ ahead of time, mapping out campaigns that make sense and does not overlap becomes a much easier task.
the persona, the content and the channel
Lead Nurturing Best Practices
A ______ can be used to consistently welcome new people into your database.
Welcome Campaign
Lead Nurturing Best Practices
A Welcome Campaign is used to….
consistently welcome new people into your database.
Lead Nurturing Best Practices
A _______ can be used to improve new customer satisfaction
New Customer Onboarding campaign
Lead Nurturing Best Practices
A New Customer Onboarding campaign is used to….
improve new customer satisfiaction.
Lead Nurturing Best Practices
A Campaign Map is used to….
Plan nurture campaigns according to the phase of the buyer’s journey.
Lead Nurturing Best Practices
A ________ is used to plan nurture campaigns according to the phase of the buyer’s journey.
campaign map
Lead Nurturing Best Practices
The three rows on a Campaign Map are:
Stage, Campaign, Goal.
Lead Nurturing Best Practices
There will be individuals who skip over campaigns because _________ or because they are fast tracked to sales.
they are not relevant
Lead Nurturing Best Practices
There will be individuals who skip over campaigns because they are not relevant or because _________
they are fast tracked to sales.
Lead Nurturing Best Practices
To make the Campaign Map grid even more robust, add a fourth row to include bullet points for…..
Campaign messaging.
Lead Nurturing Best Practices
To create a campaign map, you: (1) ________; (2) Align to buyer’s journey; (3) Fill in touches, duration and capture goal for each campaign; (4) Locate the highest priority gap(s) in your campaign map; (5) Set a quarterly goal for new campaign activations; (6) Outline this quarter’s campaigns.
List current, active campaigns
Lead Nurturing Best Practices
To create a campaign map, you: (1) List current, active campaigns; (2) ________; (3) Fill in touches, duration and capture goal for each campaign; (4) Locate the highest priority gap(s) in your campaign map; (5) Set a quarterly goal for new campaign activations; (6) Outline this quarter’s campaigns.
Align to buyer’s journey
Lead Nurturing Best Practices
To create a campaign map, you: (1) List current, active campaigns; (2) Align to buyer’s journey; (3) _________; (4) Locate the highest priority gap(s) in your campaign map; (5) Set a quarterly goal for new campaign activations; (6) Outline this quarter’s campaigns.
Fill in touches, duration and capture goal for each campaign
Lead Nurturing Best Practices
To create a campaign map, you: (1) List current, active campaigns; (2) Align to buyer’s journey; (3) Fill in touches, duration and capture goal for each campaign; (4) ________; (5) Set a quarterly goal for new campaign activations; (6) Outline this quarter’s campaigns.
Locate the highest priority gap(s) in your campaign map
Lead Nurturing Best Practices
To create a campaign map, you: (1) List current, active campaigns; (2) Align to buyer’s journey; (3) Fill in touches, duration and capture goal for each campaign; (4) Locate the highest priority gap(s) in your campaign map; (5) ________; (6) Outline this quarter’s campaigns.
Set a quarterly goal for new campaign activations
Lead Nurturing Best Practices
To create a campaign map, you: (1) List current, active campaigns; (2) Align to buyer’s journey; (3) Fill in touches, duration and capture goal for each campaign; (4) Locate the highest priority gap(s) in your campaign map; (5) Set a quarterly goal for new campaign activations; (6) ________.
Outline this quarter’s campaigns
Lead Nurturing Best Practices
Enterprise-size clients will end up having multiple campaign maps, usually by _____ or by ______.
by segment or by persona.
Lead Nurturing Best Practices
Is the buyer’s journey one-way?
No. Leads are rejected, or opportunities stall or become lost and need to come back to marketing for nurturing.
Lead Nurturing Best Practices
What are the two ways of recycling leads?
Active Recycle and Passive Recycle
Lead Nurturing Best Practices
A lead is actively recycled when….
A sales person actively rejects a lead.
Lead Nurturing Best Practices
A lead is passively recycled when….
The lead becomes inactive.
Lead Nurturing Best Practices
Does a campaign map need to have paths for both active and passive recycles?
Yes.
Lead Nurturing Best Practices
In recycling leads, what is it important to make sure of?
That the leads are not being pushed back into campaigns they have already been through.
Lead Nurturing Best Practices
For active recycles it is a best practice to require Sales to give you….
a reason or reason code for why they are rejecting the lead.
Lead Nurturing Best Practices
To help a rejected lead become sales ready again, you need to address ______
the concerns or obstacles that are currently slowing the lead down.
Lead Nurturing Best Practices
The recycle process involves 4 steps: (1) communicate with Sales; (2) ______; (3) based on reason codes, draw the paths for active and passive recycles; (4) regularly check the recycle campaigns for engagement level and lead score of the recycled leads.
establish a list of reason codes;
Lead Nurturing Best Practices
The recycle process involves 4 steps: (1) ______; (2) establish a list of reason codes; (3) based on reason codes, draw the paths for active and passive recycles; (4) regularly check the recycle campaigns for engagement level and lead score of the recycled leads.
communicate with Sales
Lead Nurturing Best Practices
The recycle process involves 4 steps: (1) communicate with Sales; (2) establish a list of reason codes; (3) ______; (4) regularly check the recycle campaigns for engagement level and lead score of the recycled leads.
based on reason codes, draw the paths for active and passive recycles
Lead Nurturing Best Practices
The recycle process involves 4 steps: (1) communicate with Sales; (2) establish a list of reason codes; (3) based on reason codes, draw the paths for active and passive recycles; (4) _______.
regularly check the recycle campaigns for engagement level and lead score of the recycled leads.
Lead Nurturing Best Practices
You should regularly check lead recycle campaigns for ______ and ______ of the recycled leads.
Engagement level and lead score.
Lead Nurturing Best Practices
Managing recycled leads is covered in the Eloqua University _____ class.
RPM: Lead Quality
Lead Nurturing Best Practices
If the number of active lead recycles suddenly goes up, 4 things you can do are: (1) _____; (2) See if you are passing too many leads; (3) See if the leads are not qualified; (4) Remove obstacles
Talk to Sales!
Lead Nurturing Best Practices
If the number of active lead recycles suddenly goes up, 4 things you can do are: (1) Talk to Sales!; (2) ______; (3) See if the leads are not qualified; (4) Remove obstacles
See if you are passing too many leads
Lead Nurturing Best Practices
If the number of active lead recycles suddenly goes up, 4 things you can do are: (1) Talk to Sales!; (2) See if you are passing too many leads; (3) ________; (4) Remove obstacles
See if the leads are not qualified
Lead Nurturing Best Practices
If the number of active lead recycles suddenly goes up, 4 things you can do are: (1) Talk to Sales!; (2) See if you are passing too many leads; (3) See if the leads are not qualified; (4) ________.
Remove obstacles
Lead Nurturing Best Practices
A consistent reason code used for active recycles may show you…
…An obstacle that needs to be addressed with an automated nurture program.
Lead Nurturing Best Practices
Two additions you can make to your Campaign Map based on Buying Cycle are: (1) ______; (2) Awareness Campaigns such as newsletters.
Campaigns and processes for recycled leads
Lead Nurturing Best Practices
Two additions you can make to your Campaign Map based on Buying Cycle are: (1) Campaigns and processes for recycled leads; (2) ________.
Awareness Campaigns such as newsletters.
Lead Nurturing Best Practices
When setting up campaigns and processes for recycled leads, it is important to remember that….
active and passive recycles are different and you will need different processes for each.
Lead Nurturing Best Practices
A monthly or quarterly newsletter may exist…
in parallel to your other nurture campaigns.
Lead Nurturing Best Practices
If there is any chance that your someone can be in both your nurture campaigns and a newsletter campaign….
then your newsletter campaign should have content that is different than your nurture campaigns.
Lead Nurturing Best Practices
The big picture campaign strategy includes (1) _____, (2) content audit, (3) channel audit, (4) campaign map.
persona journey
Lead Nurturing Best Practices
The big picture campaign strategy includes (1) persona journey, (2) _____, (3) channel audit, (4) campaign map.
content audit
Lead Nurturing Best Practices
The big picture campaign strategy includes (1) persona journey, (2) content audit, (3) ____, (4) campaign map.
channel audit
Lead Nurturing Best Practices
The big picture campaign strategy includes (1) persona journey, (2) content audit, (3) channel audit, (4) ______.
campaign map
Lead Nurturing Best Practices
A campaign tactical plan includes: (1) ______; (2) Execution Checklist; (3) Map Campaign Flow; (4) Automation Opportunities.
Campaign Planning Guide
Lead Nurturing Best Practices
A campaign tactical plan includes: (1) Campaign Planning Guide; (2) ______; (3) Map Campaign Flow; (4) Automation Opportunities.
Execution Checklist
Lead Nurturing Best Practices
A campaign tactical plan includes: (1) Campaign Planning Guide; (2) Execution Checklist; (3) _______; (4) Automation Opportunities.
Map Campaign Flow
Lead Nurturing Best Practices
A campaign tactical plan includes: (1) Campaign Planning Guide; (2) Execution Checklist; (3) Map Campaign Flow; (4) ______.
Automation Opportunities
Lead Nurturing Best Practices
The five elements of a tactical campaign plan are: (1) campaign goal; (2) target audience; (3) relevant message; (4) compelling offer; (5) _____.
integrated tactics.
Lead Nurturing Best Practices
The five elements of a tactical campaign plan are: (1) campaign goal; (2) target audience; (3) relevant message; (4) _______; (5) integrated tactics.
compelling offer
Lead Nurturing Best Practices
The five elements of a tactical campaign plan are: (1) campaign goal; (2) target audience; (3) ______; (4) compelling offer; (5) integrated tactics.
relevant message
Lead Nurturing Best Practices
The five elements of a tactical campaign plan are: (1) campaign goal; (2) ______; (3) relevant message; (4) compelling offer; (5) integrated tactics.
target audience
Lead Nurturing Best Practices
The five elements of a tactical campaign plan are: (1) _______; (2) target audience; (3) relevant message; (4) compelling offer; (5) integrated tactics.
campaign goal
Lead Nurturing Best Practices
Two questions to ask about integrated campaign tactics are: (1) ________?; (2) Have we matched the channel to the persona who aligns with your target audience?
What is the channel for our message and content?
Lead Nurturing Best Practices
Two questions to ask about integrated campaign tactics are: (1) What is the channel for our message and content? (2) ________?
Have we matched the channel to the persona who aligns with your target audience?
Lead Nurturing Best Practices
A Tactical Campaign Plan defines…
each integrated element of your campaign.
Lead Nurturing Best Practices
In creating a Tactical Campaign Plan, it’s important to define the goals, budget, risks, and ___ as early as possible in the planning process.
assumptions
Lead Nurturing Best Practices
In creating a Tactical Campaign Plan, it’s important to define the ___, budget, risks, and assumptions as early as possible in the planning process.
goals
Lead Nurturing Best Practices
In creating a Tactical Campaign Plan, it’s important to define the goals, ___, risks, and assumptions as early as possible in the planning process.
budget
Lead Nurturing Best Practices
In creating a Tactical Campaign Plan, it’s important to define the goals, budget, ___, and assumptions as early as possible in the planning process.
risks
Lead Nurturing Best Practices
In creating a Tactical Campaign Plan, when is it important to define the goals, budget, risks, and assumptions?
As early as possible in the planning process.
Lead Nurturing Best Practices
When does setting campaign goals happen?
When you are creating your campaign map.
Lead Nurturing Best Practices
What resource does Eloqua offer for tactical campaign planning?
A Campaign Planning Guide Template.
Lead Nurturing Best Practices
What are the 3 things in the first section of the Campaign Planning Guide Template?
The campaign description, campaign goals, and target tactical results.
Lead Nurturing Best Practices
What is a good goal for a welcome campaign?
Collect enough information so we can segment for future nurturing.
Lead Nurturing Best Practices
The communication effectiveness pyramid has four stages: (1) ______, (2) segment; (3) one to one; (4) right time right message.
batch and blast
Lead Nurturing Best Practices
The communication effectiveness pyramid has four stages: (1) batch and blast, (2)______; (3) one to one; (4) right time right message.
segment
Lead Nurturing Best Practices
The communication effectiveness pyramid has four stages: (1) batch and blast, (2) segment; (3) _______; (4) right time right message.
one to one
Lead Nurturing Best Practices
The communication effectiveness pyramid has four stages: (1) batch and blast, (2) segment; (3) one to one; (4) _______.
right time right message.
Lead Nurturing Best Practices
If you have built personas and are using segments, you fall into the ______ level of the communication effectiveness pyramid.
segment
Lead Nurturing Best Practices
Are there times when it is not appropriate to aim for right-time, right-message communication?
Yes. There are times when you need to broadcast out to a large group.
Lead Nurturing Best Practices
Is there a section for target audience in the Campaign Planning Guide?
Yes.
Lead Nurturing Best Practices
What is it a good idea to do in the Target Audience section of your Campaign Planning Guide?
Pre-fill with your most commonly used segments for ease of use.
Lead Nurturing Best Practices
What are three categories of segments?
Region, Industry, Persona
Lead Nurturing Best Practices
Three types of buyer persona are: ______, Influencer, Technical Buyer.
Executive Buyer
Lead Nurturing Best Practices
Three types of buyer persona are: Executive Buyer, _____, Technical Buyer.
Influencer
Lead Nurturing Best Practices
Three types of buyer persona are: Executive Buyer, Influencer, ______.
Technical Buyer
Lead Nurturing Best Practices
Five ways a message can be relevant are: (1) Interest; (2) Responsibilities; (3) Pain Points; (4) Vertical; (5) ________
Phase in Buyer’s Journey
Lead Nurturing Best Practices
Five ways a message can be relevant are: (1) _____; (2) Responsibilities; (3) Pain Points; (4) Vertical; (5) Phase in Buyer’s Journey
Interest
Lead Nurturing Best Practices
Five ways a message can be relevant are: (1) Interest; (2) _____; (3) Pain Points; (4) Vertical; (5) Phase in Buyer’s Journey
Responsibilities
Lead Nurturing Best Practices
Five ways a message can be relevant are: (1) Interest; (2) Responsibilities; (3) ______; (4) Vertical; (5) Phase in Buyer’s Journey
Pain Points
Lead Nurturing Best Practices
Five ways a message can be relevant are: (1) Interest; (2) Responsibilities; (3) Pain Points; (4) _____; (5) Phase in Buyer’s Journey
Vertical
Lead Nurturing Best Practices
Part of providing a relevant campaign message is spreading the message out over the _________ with the right _____
the right number of touches with the right timing between.
Lead Nurturing Best Practices
The Eloqua Benchmark study found that the most effective campaigns have an average of ….
4 touches.
Lead Nurturing Best Practices
Eloqua found that what percentage of companies checked for frequency before sending emails?
Fewer than 15%.
Lead Nurturing Best Practices
Eloqua found that fewer than 15 percent of companies checked for frequency before….
Sending emails.
Lead Nurturing Best Practices
The most effective B2B campaigns had ____ days between touches and averaged ___ days in length.
10 days between touches, averaging 40 days in length.
Lead Nurturing Best Practices
The most effective B2C campaigns had ____ days between touches, more frequent in _____ half of the campaign.
3-8 days between touches, more frequent in front half of the campaign.
Lead Nurturing Best Practices
Five offer goals are: (1) ______; (2) have a good perceived value; (3) be practical; (4) be appropriately aligned to the customer; (5) have a clear connection to the brand.
fulfill a perceived need
Lead Nurturing Best Practices
Five offer goals are: (1) fulfill a perceived need; (2) ______ (3) be practical; (4) be appropriately aligned to the customer; (5) have a clear connection to the brand.
have a good perceived value;
Lead Nurturing Best Practices
Five offer goals are: (1) fulfill a perceived need; (2) have a good perceived value; (3) _____; (4) be appropriately aligned to the customer; (5) have a clear connection to the brand.
be practical
Lead Nurturing Best Practices
Five offer goals are: (1) fulfill a perceived need; (2) have a good perceived value; (3) be practical; (4) ______; (5) have a clear connection to the brand.
be appropriately aligned to the customer
Lead Nurturing Best Practices
Five offer goals are: (1) fulfill a perceived need; (2) have a good perceived value; (3) be practical; (4) be appropriately aligned to the customer; (5) _____
have a clear connection to the brand.
Lead Nurturing Best Practices
In almost every campaign you want the lead to….
do something.
Lead Nurturing Best Practices
The subtext of a campaign action is: Give us ______ so we can sell more effectively!
more information about you
Lead Nurturing Best Practices
The subtext of a campaign action is: Give us more information about you so we can ______!
sell more effectively
Lead Nurturing Best Practices
The Content Assets section of your campaign plan focuses on the ____ and ___.
message and content.
Lead Nurturing Best Practices
At the Tactical Campaign Plan stage, if you are not sure what content to use, look back to your ______
Content Audit.
Lead Nurturing Best Practices
The four columns under Content Assets in your Tactical Campaign Plan are _____, Asset Type, New or Existing, and Location.
Asset Name
Lead Nurturing Best Practices
The four columns under Content Assets in your Tactical Campaign Plan are Asset Name, _____, New or Existing, and Location.
Asset Type
Lead Nurturing Best Practices
The four columns under Content Assets in your Tactical Campaign Plan are Asset Name, Asset Type, _____, and Location.
New or Existing
Lead Nurturing Best Practices
The four columns under Content Assets in your Tactical Campaign Plan are Asset Name, Asset Type, New or Existing, and ____.
Location.
Lead Nurturing Best Practices
Another way to describe integrated tactics is….
Channel variety.
Lead Nurturing Best Practices
You can increase the effectiveness of your campaign by using channels that are appropriate for the _____ AND for the message AND for the target audience.
stage in the buyer’s journey
Lead Nurturing Best Practices
You can increase the effectiveness of your campaign by using channels that are appropriate for the stage in the buyer’s journey AND for the ____ AND for the target audience.
message
Lead Nurturing Best Practices
You can increase the effectiveness of your campaign by using channels that are appropriate for the stage in the buyer’s journey AND for the message AND for the _____.
target audience.
Lead Nurturing Best Practices
If I am at the tradeshow and trying to find the session I signed up for, a _____ is helpful.
text with the room and floor
Lead Nurturing Best Practices
Adding voicemail and email from a teleprospecting rep did what to response rates to marketing emails?
Improved them by 17%.
Lead Nurturing Best Practices
Do teleprospecting reps make cold calls or follow up scored leads?
Follow up on scored leads.
Lead Nurturing Best Practices
Define outbound communications.
Marketing reaching out to communicate with a contact.
Lead Nurturing Best Practices
Define inbound communication.
Potential buyers finding you on their own.
Lead Nurturing Best Practices
What was one of the most effective channels to communicate with executives about upcoming trade shows?
Direct mail.
Lead Nurturing Best Practices
Many companies are taking a wait-and-see attitude about which new social player?
Pinterest.
Lead Nurturing Best Practices
______ are what rule Pinterest.
Visuals.
Lead Nurturing Best Practices
For B2B brands, _____ represent the kind of high-profile visual content that rules on Pinterest.
Infographics.
Lead Nurturing Best Practices
Do infographics on Pinterest have to be your own?
No.
Lead Nurturing Best Practices
____ are a highly effective way of communicating data in a clear and concise manner.
Charts.
Lead Nurturing Best Practices
Six steps in identifying your campaign tactics in the campaign planning guide: (1) Identify Inbound campaign channels; (2) ______; (3) Determine the right mix; (4) Determine the message for each channel; (5) Measure effectiveness of each channel; (6) Optimize based on metrics
Identify Outbound campaign channels
Lead Nurturing Best Practices
Six steps in identifying your campaign tactics in the campaign planning guide: (1) _____; (2) Identify Outbound campaign channels; (3) Determine the right mix; (4) Determine the message for each channel; (5) Measure effectiveness of each channel; (6) Optimize based on metrics
Identify Inbound campaign channels
Lead Nurturing Best Practices
Six steps in identifying your campaign tactics in the campaign planning guide: (1) Identify Inbound campaign channels; (2) Identify Outbound campaign channels; (3) ______; (4) Determine the message for each channel; (5) Measure effectiveness of each channel; (6) Optimize based on metrics
Determine the right mix
Lead Nurturing Best Practices
Six steps in identifying your campaign tactics in the campaign planning guide: (1) Identify Inbound campaign channels; (2) Identify Outbound campaign channels; (3) Determine the right mix; (4) ______; (5) Measure effectiveness of each channel; (6) Optimize based on metrics
Determine the message for each channel
Lead Nurturing Best Practices
Six steps in identifying your campaign tactics in the campaign planning guide: (1) Identify Inbound campaign channels; (2) Identify Outbound campaign channels; (3) Determine the right mix; (4) Determine the message for each channel; (5) ; (6) Optimize based on metrics
Measure effectiveness of each channel
Lead Nurturing Best Practices
Six steps in identifying your campaign tactics in the campaign planning guide: (1) Identify Inbound campaign channels; (2) Identify Outbound campaign channels; (3) Determine the right mix; (4) Determine the message for each channel; (5) Measure effectiveness of each channel; (6) _____.
Optimize based on metrics.
Lead Nurturing Best Practices
Three goals of using a variety of channels in your campaign are: (1) matching channel to buyer’s journey (2) matching content to _____ (3) matching channel to target audience
appropriate channel
Lead Nurturing Best Practices
Three goals of using a variety of channels in your campaign are: (1) matching channel to _____ (2) matching content to appropriate channel (3) matching channel to target audience
buyer’s journey
Lead Nurturing Best Practices
Three goals of using a variety of channels in your campaign are: (1) matching channel to buyer’s journey (2) matching content to appropriate channel (3) matching channel to ______.
target audience.
Lead Nurturing Best Practices
Four steps to assess one of your existing campaigns are: (1) ______ (2) rate each of the five areas; (3) choose one area for improvement; (4) benchmark before and after.
choose a campaign to assess;
Lead Nurturing Best Practices
Four steps to assess one of your existing campaigns are: (1) choose a campaign to assess; (2) _______ (3) choose one area for improvement; (4) benchmark before and after.
rate each of the five areas;
Lead Nurturing Best Practices
Four steps to assess one of your existing campaigns are: (1) choose a campaign to assess; (2) rate each of the five areas; (3) _____; (4) benchmark before and after.
choose one area for improvement
Lead Nurturing Best Practices
Four steps to assess one of your existing campaigns are: (1) choose a campaign to assess; (2) rate each of the five areas; (3) choose one area for improvement; (4) ____
benchmark before and after.
Lead Nurturing Best Practices
The five areas of a successful campaign are:
Goal, Audience, Message, Offer, Tactics.
Lead Nurturing Best Practices
The resources to assess in your reality check are: (1) ____, (2) process, (3) technology, (4) content, (5) offers, (6) communication channels.
people
Lead Nurturing Best Practices
The resources to assess in your reality check are: (1) people, (2) ____, (3) technology, (4) content, (5) offers, (6) communication channels.
process
Lead Nurturing Best Practices
The resources to assess in your reality check are: (1) people, (2) process, (3) _____, (4) content, (5) offers, (6) communication channels.
technology
Lead Nurturing Best Practices
The resources to assess in your reality check are: (1) people, (2) process, (3) technology, (4) ____, (5) offers, (6) communication channels.
content
Lead Nurturing Best Practices
The resources to assess in your reality check are: (1) people, (2) process, (3) technology, (4) content, (5) ____, (6) communication channels.
offers
Lead Nurturing Best Practices
The resources to assess in your reality check are: (1) people, (2) process, (3) technology, (4) content, (5) offers, (6) ______.
communication channels
Lead Nurturing Best Practices
The first step in successful campaign execution is governance and internal standards, such as getting _____ and _____ for campaigns.
Approval and signoff for campaigns.
Lead Nurturing Best Practices
The second step in successful campaign execution is to identify _____ involved.
Stakeholders and key people, including partners.
Lead Nurturing Best Practices
The third step in campaign execution is to gain ______
approvals.
Lead Nurturing Best Practices
How do you request approval or submit feedback if a campaign is not working?
Through a communication plan.
Lead Nurturing Best Practices
A training plan can cover things like….
How you use the naming convention and how you use the naming generator.
Lead Nurturing Best Practices
Nine steps for successful campaign execution are: (1) ____; (2) stakeholders; (3) approvals; (4) communication plan; (5) training plan; (6) checklists; (7) process to execute; (8) testing; (9) launch
governance
Lead Nurturing Best Practices
Nine steps for successful campaign execution are: (1) governance; (2)____; (3) approvals; (4) communication plan; (5) training plan; (6) checklists; (7) process to execute; (8) testing; (9) launch
stakeholders
Lead Nurturing Best Practices
Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) ____; (4) communication plan; (5) training plan; (6) checklists; (7) process to execute; (8) testing; (9) launch
approvals
Lead Nurturing Best Practices
Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) _____; (5) training plan; (6) checklists; (7) process to execute; (8) testing; (9) launch
communication plan
Lead Nurturing Best Practices
Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) communication plan; (5) ____; (6) checklists; (7) process to execute; (8) testing; (9) launch
training plan
Lead Nurturing Best Practices
Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) communication plan; (5) training plan; (6) _____; (7) process to execute; (8) testing; (9) launch
checklists
Lead Nurturing Best Practices
Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) communication plan; (5) training plan; (6) checklists; (7) _____; (8) testing; (9) launch
process to execute
Lead Nurturing Best Practices
Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) communication plan; (5) training plan; (6) checklists; (7) process to execute; (8) ____; (9) launch
testing
Lead Nurturing Best Practices
Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) communication plan; (5) training plan; (6) checklists; (7) process to execute; (8) testing; (9) ____
launch
Lead Nurturing Best Practices
To ensure your campaign is executed flawlessly every time, use a _____
checklist.
Lead Nurturing Best Practices
A checklist documents critical items that must be…
checked EVERY TIME prior to a campaign launch.
Lead Nurturing Best Practices
If you work for a large enterprise organization you might need to have ____ and ____ sign off before you launch a campaign.
branding and legal
Lead Nurturing Best Practices
A campaign checklist is VERY _____
tactical.
Lead Nurturing Best Practices
As you brainstorm for your checklist, think about: (1) _____; (2) check for relevance; (3) confirm timing; (4) comply with governance; (5) align with internal standards; (6) gain necessary approvals; (7) test
match content and strategy to audience
Lead Nurturing Best Practices
As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) _____; (3) confirm timing; (4) comply with governance; (5) align with internal standards; (6) gain necessary approvals; (7) test
check for relevance
Lead Nurturing Best Practices
As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) check for relevance; (3) _____; (4) comply with governance; (5) align with internal standards; (6) gain necessary approvals; (7) test
confirm timing
Lead Nurturing Best Practices
As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) check for relevance; (3) confirm timing; (4) ______; (5) align with internal standards; (6) gain necessary approvals; (7) test
comply with governance
Lead Nurturing Best Practices
As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) check for relevance; (3) confirm timing; (4) comply with governance; (5) _____; (6) gain necessary approvals; (7) test
align with internal standards
Lead Nurturing Best Practices
As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) check for relevance; (3) confirm timing; (4) comply with governance; (5) align with internal standards; (6) ____; (7) test
gain necessary approvals
Lead Nurturing Best Practices
As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) check for relevance; (3) confirm timing; (4) comply with governance; (5) align with internal standards; (6) gain necessary approvals; (7) ____
test.
Lead Nurturing Best Practices
5 welcome campaign tips: (1) _____; (2) restate value proposition; (3) set yourself up for future communication; (4) include calls to action / special offers; (5) automate
send within 24 hours of introduction;
Lead Nurturing Best Practices
5 welcome campaign tips: (1) send within 24 hours of introduction; (2) _____; (3) set yourself up for future communication; (4) include calls to action / special offers; (5) automate
restate value proposition
Lead Nurturing Best Practices
5 welcome campaign tips: (1) send within 24 hours of introduction; (2) restate value proposition; (3) ______; (4) include calls to action / special offers; (5) automate
set yourself up for future communication
Lead Nurturing Best Practices
5 welcome campaign tips: (1) send within 24 hours of introduction; (2) restate value proposition; (3) set yourself up for future communication; (4) ______; (5) automate
include calls to action / special offers
Lead Nurturing Best Practices
5 welcome campaign tips: (1) send within 24 hours of introduction; (2) restate value proposition; (3) set yourself up for future communication; (4) include calls to action / special offers; (5) ____
automate
Lead Nurturing Best Practices
When should a welcome campaign begin?
Within 24 hours of introduction.
Lead Nurturing Best Practices
To build a best in class Welcome Campaign, take the E10 class called….
Targeted Email Communications.
Lead Nurturing Best Practices
One of the best places to start your nurturing efforts is a ….
Welcome campaign.
Lead Nurturing Best Practices
Steps in automating: (1) _____; (2) determine if automation will improve; (3) prioritize; (4) automate; (5) benchmark before and after
locate tasks that are currently manual
Lead Nurturing Best Practices
Steps in automating: (1) locate tasks that are currently manual; (2) _____; (3) prioritize; (4) automate; (5) benchmark before and after
determine if automation will improve efficiency and efficacy
Lead Nurturing Best Practices
Steps in automating: (1) locate tasks that are currently manual; (2) determine if automation will improve; (3) ____; (4) automate; (5) benchmark before and after
prioritize
Lead Nurturing Best Practices
Steps in automating: (1) locate tasks that are currently manual; (2) determine if automation will improve; (3) prioritize; (4) ____; (5) benchmark before and after
automate
Lead Nurturing Best Practices
Steps in automating: (1) locate tasks that are currently manual; (2) determine if automation will improve; (3) prioritize; (4) automate; (5) ____
benchmark before and after
Lead Nurturing Best Practices
Does every manual task need to be automated?
No.
Lead Nurturing Best Practices
4 reasons to automate nurture campaigns: (1) _____; (2) efficiency; (3) behavior-based nurturing; (4) increase effectiveness
Consistent timing
Lead Nurturing Best Practices
4 reasons to automate nurture campaigns: (1) Consistent timing; (2) _____; (3) behavior-based nurturing; (4) increase effectiveness
efficiency
Lead Nurturing Best Practices
4 reasons to automate nurture campaigns: (1) Consistent timing; (2) efficiency; (3) ______; (4) increase effectiveness
behavior-based nurturing;
Lead Nurturing Best Practices
4 reasons to automate nurture campaigns: (1) Consistent timing; (2) efficiency; (3) behavior-based nurturing; (4) _____
increase effectiveness
Lead Nurturing Best Practices
If your goal is to communicate within 24 hours of a person being added to the database, then ….
you can never go on vacation unless you use automation
Lead Nurturing Best Practices
In an Allstate case study, open rate for triggered emails was ____ than batch and blast emails.
84% greater.
Lead Nurturing Best Practices
In an Allstate case study, click-through rate for triggered emails…..
outperformed batch email by 32%
Lead Nurturing Best Practices
Some possible triggers for nurturing: (1) _____; (2) visit to website; (3) white paper download; (4) product trial download; (5) abandoned shopping cart; (6) event attendance
purchase
Lead Nurturing Best Practices
Some possible triggers for nurturing: (1) purchase; (2) ______; (3) white paper download; (4) product trial download; (5) abandoned shopping cart; (6) event attendance
visit to website
Lead Nurturing Best Practices
Some possible triggers for nurturing: (1) purchase; (2) visit to website; (3) _______; (4) product trial download; (5) abandoned shopping cart; (6) event attendance
white paper download
Lead Nurturing Best Practices
Some possible triggers for nurturing: (1) purchase; (2) visit to website; (3) white paper download; (4) ______; (5) abandoned shopping cart; (6) event attendance
product trial download;
Lead Nurturing Best Practices
Some possible triggers for nurturing: (1) purchase; (2) visit to website; (3) white paper download; (4) product trial download; (5) _______; (6) event attendance
abandoned shopping cart
Lead Nurturing Best Practices
Some possible triggers for nurturing: (1) purchase; (2) visit to website; (3) white paper download; (4) product trial download; (5) abandoned shopping cart; (6) _______
event attendance
Lead Nurturing Best Practices
What will help you decide where to route individuals so that they have a coherent, relevant experience?
Automation.
Lead Nurturing Best Practices
If someone at the Prospect stage raises their hand and is interested, we need to determine if….
….they are qualified or not.
Lead Nurturing Best Practices
In nurturing to determine SAL vs. SQO, if prospect did not convert in anticipated timeframe you would want to….
Trigger a “Why Now” nurture campaign.
Lead Nurturing Best Practices
Automatic feeds for a campaign can come from 2 sources….
filters for activity or automatic feeds from a different campaign
Lead Nurturing Best Practices
When you are looking at automating campaign flow, make sure that there are not any leads left behind AND ….
that there are not any leads who are being bombarded by way too many communication
Lead Nurturing Best Practices
In a Metagenics case, how did they solve the hold-up of people not submitting forms with eSignatures?
Sent reminders to those who had not completed the form.
Lead Nurturing Best Practices
With the use of automation, triggers, and reminders, what did Metagenics see happen to their eSignature form completion rate?
Rose from 24% to 59%.
Lead Nurturing Best Practices
What did Metagenics do well? ____, made revisions in phases, analyzed results at each stage of revisions, set up crossroads to react to trigger actions.
Documented baseline
Lead Nurturing Best Practices
What did Metagenics do well? Documented baseline, _____, analyzed results at each stage of revisions, set up crossroads to react to trigger actions.
made revisions in phases
Lead Nurturing Best Practices
What did Metagenics do well? Documented baseline, made revisions in phases, _____, set up crossroads to react to trigger actions.
analyzed results at each stage of revisions
Lead Nurturing Best Practices
What did Metagenics do well? Documented baseline, made revisions in phases, analyzed results at each stage of revisions, _____.
set up crossroads to react to trigger actions
Lead Nurturing Best Practices
When should you analyze your automation efforts?
After each revision.
Lead Nurturing Best Practices
What does RPI stand for?
Revenue Performance Indicator
Lead Nurturing Best Practices
The RPI that shows the percentage of leads who will eventually purchase is….
Conversion
Lead Nurturing Best Practices
Conversion can be broken down by (1) Lead Stage, (2) Segment and/or Audience; (3) Referral Source; (4) Channel; (5) Content and Messaging; (6) Type of Offer
Lead stage
Lead Nurturing Best Practices
Conversion can be broken down by (1) Lead Stage, (2) _____; (3) Referral Source; (4) Channel; (5) Content and Messaging; (6) Type of Offer
Segment and/or Audience
Lead Nurturing Best Practices
Conversion can be broken down by (1) Lead Stage, (2) Segment and/or Audience; (3) Referral Source; (4) _____; (5) Content and Messaging; (6) Type of Offer
Channel
Lead Nurturing Best Practices
Conversion can be broken down by (1) Lead Stage, (2) Segment and/or Audience; (3) Referral Source; (4) Channel; (5) ______; (6) Type of Offer
Content and Messaging
Lead Nurturing Best Practices
Conversion can be broken down by (1) Lead Stage, (2) Segment and/or Audience; (3) Referral Source; (4) Channel; (5) Content and Messaging; (6) ______
Type of Offer
Lead Nurturing Best Practices
Conversion can be broken down by (1) Lead Stage, (2) Segment and/or Audience; (3) _____; (4) Channel; (5) Content and Messaging; (6) Type of offer
Referral Source
Lead Nurturing Best Practices
Conversion by _____ is important for determining where to invest and focus your spend and your energy
Referral Source
Lead Nurturing Best Practices
Conversion by _____ shows you if you have the tone, content and wording that is most effective or if there is room for improvement.
content and messaging
Lead Nurturing Best Practices
Conversion by _____ is critical for deciding which types of events/assets are the most productive for your team.
type of offer
Lead Nurturing Best Practices
The RPI that measures the length of time it will take to realize revenue from a prospect is….
Velocity
Lead Nurturing Best Practices
To optimize lead flow through your funnel, start with measuring conversion and then move to _____
velocity.
Lead Nurturing Best Practices
It is impossible to determine Return on a campaign unless every campaign has what attributed to it?
Investment (and revenue)
Lead Nurturing Best Practices
No return can be calculated without a consistent way for ___ to be associated with every single campaign
cost
Lead Nurturing Best Practices
______ gives you visibility into what revenue is attributed back to your campaigns
Closed-Loop Reporting
Lead Nurturing Best Practices
What are two types of ROI that businesses measure?
Sourced ROI and Influenced ROI.
Lead Nurturing Best Practices
Sourced ROI measures which campaigns….
“caused” revenue generation.
Lead Nurturing Best Practices
Influenced ROI is ___-term ROI
long-term ROI
Lead Nurturing Best Practices
Influenced ROI or long-term ROI is often criticized as a….
silo-in-the-making
Lead Nurturing Best Practices
Closed-Loop Reporting Metrics include: (1) _____; (2) revenue attributed; (3) revenue influenced
opportunities attributed
Lead Nurturing Best Practices
Closed-Loop Reporting Metrics include: (1) # opportunities attributed; (2) ______; (3) revenue influenced
revenue attributed
Lead Nurturing Best Practices
Closed-Loop Reporting Metrics include: (1) # opportunities attributed; (2) revenue attributed; (3) ________
revenue influenced
Lead Nurturing Best Practices
Cost metrics measure cost per: (1) name; (2) qualified lead; (3) opportunity; (4) win; (5) ____
closed $
Lead Nurturing Best Practices
Cost metrics measure cost per: (1) ____; (2) qualified lead; (3) opportunity; (4) win; (5) closed $
name
Lead Nurturing Best Practices
Cost metrics measure cost per: (1) name; (2) _____; (3) opportunity; (4) win; (5) closed $
qualified lead
Lead Nurturing Best Practices
Cost metrics measure cost per: (1) name; (2) qualified lead; (3) _____; (4) win; (5) closed $
opportunity
Lead Nurturing Best Practices
Cost metrics measure cost per: (1) name; (2) qualified lead; (3) opportunity; (4) ___; (5) closed $
win
Lead Nurturing Best Practices
You can get to traditional ROI/cost metrics only after you…
…determine your revenue attribution.
Lead Nurturing Best Practices
If an Opportunity is created at the Account level….
…it cannot be attributed back to the individual marketing efforts.
Lead Nurturing Best Practices
To force Sales users to create Opportunities at the Contact level, some companies…
…choose to hide the Account tab.
Lead Nurturing Best Practices
The Return RPI = the total revenue attributed, divided by….
…the total campaign cost.
Lead Nurturing Best Practices
The Return RPI can be calculated both for…
all Campaigns and each Campaign.
Lead Nurturing Best Practices
The Return RPI shows the cost to bring in the next…
dollar of revenue.
Lead Nurturing Best Practices
Engagement metrics measure how ____ your marketing efforts are.
Sticky
Lead Nurturing Best Practices
As you benchmark and look for trends, it can be helpful to compare ____ or _____.
segments or regions.
Lead Nurturing Best Practices
To break down Metrics, (1) _______; (2) identify relevant metrics to help complete the story; (3) propose a possible explanation; (4) document how to prove or disprove.
phrase the problem in the form of a question
Lead Nurturing Best Practices
To break down Metrics, (1) phrase the problem in the form of a question; (2) _______; (3) propose a possible explanation; (4) document how to prove or disprove.
identify relevant metrics to help complete the story
Lead Nurturing Best Practices
To break down Metrics, (1) phrase the problem in the form of a question; (2) identify relevant metrics to help complete the story; (3) _______; (4) document how to prove or disprove.
propose a possible explanation
Lead Nurturing Best Practices
To break down Metrics, (1) phrase the problem in the form of a question; (2) identify relevant metrics to help complete the story; (3) propose a possible explanation; (4) ______.
document how to prove or disprove.
Lead Nurturing Best Practices
In the Acme Marketing case, the solution was proposed to cut all Events because Events as a category had a high cost per win. What happened?
The marketing manager looked into the metrics for individual Events and only cut the ones that were not performing well.
Lead Nurturing Best Practices
Some possible explanations for a high bounceback rate in a certain segment could be ____, low data quality procedures, form or tradeshow data with bad email addresses.
purchased lists
Lead Nurturing Best Practices
Some possible explanations for a high bounceback rate in a certain segment could be purchased lists, ________, form or tradeshow data with bad email addresses.
low data quality procedures
Lead Nurturing Best Practices
Some possible explanations for a high bounceback rate in a certain segment could be purchased lists, low data quality procedures, _______
form or tradeshow data with bad email addresses.
Lead Nurturing Best Practices
If your cost per opportunity for a campaign was running higher than your average, what would be the best next step?
Develop a hypothesis, test, and optimize.
Lead Nurturing Best Practices
The concept of Targeting and Segmentation falls in the ______ phase of the RPM journey.
Demand Generation.
Lead Nurturing Best Practices
What is a simple definition of Targeting?
Finding your key audience.
Lead Nurturing Best Practices
In Targeting and Segmentation, you should benchmark the following things now: ________, Campaign Engagement, and Deliverability Rates.
Contact Field Completeness
Lead Nurturing Best Practices
In Targeting and Segmentation, you should benchmark the following things now: Contact Field Completeness, ________, and Deliverability Rates.
Campaign Engagement
Lead Nurturing Best Practices
In Targeting and Segmentation, you should benchmark the following things now: Contact Field Completeness, Campaign Engagement, and ________.
Deliverability Rates.
Lead Nurturing Best Practices
How often should you check benchmarked data for RPM Targeting and Segmentation?
Monthly at first, and then reduce the frequency to quarterly.
Lead Nurturing Best Practices
To benchmark Contact Field Completeness, select…
the 5 to 10 fields that are most important to your business and your ability to target.
Lead Nurturing Best Practices
Campaign Engagement metrics include ________, Click-to-Open rates, and Click Through rates.
form submits
Lead Nurturing Best Practices
Campaign Engagement metrics include form submits, ________, and Click Through rates.
Click-to-Open rates
Lead Nurturing Best Practices
Campaign Engagement metrics include form submits, Click-to-Open rates, and ________.
Click Through rates.
Lead Nurturing Best Practices
As data quality improves, _______ rates increase.
Deliverability
Lead Nurturing Best Practices
High bounceback rates cause Internet providers to decrease your ________.
sender score.
Lead Nurturing Best Practices
In Eloqua’s Spring 2011 Benchmarking report, a campaign sent to 1 million people saw a ___% open rate, while a campaign sent to less than 100 individuals saw a ___% open rate.
The larger campaign saw a 3% open rate, and the smaller one saw a 19% open rate.
Lead Nurturing Best Practices
In Eloqua’s Spring 2011 Benchmarking report, a campaign sent to 1 million people saw a ___% click-to-open rate, while a campaign sent to less than 100 individuals saw a ___% click-to-open rate.
The larger campaign saw a 16% click-to-open rate, and the smaller one saw a 17% click-to-open rate.
Lead Nurturing Best Practices
In Eloqua’s Spring 2011 Benchmarking report, a campaign sent to 1 million people saw a ___% click-through rate, while a campaign sent to less than 100 individuals saw a ___% click-through rate.
The larger campaign saw a 3.5% click through rate, and the smaller one saw a 3.5% click through rate.
Lead Nurturing Best Practices
Higher campaign effectiveness is achieved when you deliver content to…
a relevant segment.
Lead Nurturing Best Practices
According to the Data Warehousing Institute, how much does poor data quality cost U.S. businesses?
More than $600 billion annually.
Lead Nurturing Best Practices
Poor data quality leads to: (1) __________, (2) lack of marketing and sales alignment, (3) lack of customer analysis, (4) lost trust, (5) bad reporting.
lost productivity
Lead Nurturing Best Practices
Poor data quality leads to: (1) lost productivity, (2) _________, (3) lack of customer analysis, (4) lost trust, (5) bad reporting.
lack of marketing and sales alignment
Lead Nurturing Best Practices
Poor data quality leads to: (1) lost productivity, (2) lack of marketing and sales alignment, (3) _______, (4) lost trust, (5) bad reporting.
lack of customer analysis
Lead Nurturing Best Practices
Poor data quality leads to: (1) lost productivity, (2) lack of marketing and sales alignment, (3) lack of customer analysis, (4) _____, (5) bad reporting.
lost trust
Lead Nurturing Best Practices
Poor data quality leads to: (1) lost productivity, (2) lack of marketing and sales alignment, (3) lack of customer analysis, (4) lost trust, (5) _____.
bad reporting.
Lead Nurturing Best Practices
The five steps to data quality management are: (1) _______; (2) analyze existing data; (3) validate, standardize, and enrich; (4) automate; (5) optmize.
commit to data quality
Lead Nurturing Best Practices
The five steps to data quality management are: (1) commit to data quality; (2) ________; (3) validate, standardize, and enrich; (4) automate; (5) optmize.
analyze existing data
Lead Nurturing Best Practices
The five steps to data quality management are: (1) commit to data quality; (2) analyze existing data; (3) ____, ____ and ____; (4) automate; (5) optmize.
validate, standardize, and enrich
Lead Nurturing Best Practices
The five steps to data quality management are: (1) commit to data quality; (2) analyze existing data; (3) validate, standardize, and enrich; (4) ______; (5) optmize.
automate
Lead Nurturing Best Practices
The five steps to data quality management are: (1) commit to data quality; (2) analyze existing data; (3) validate, standardize, and enrich; (4) automate; (5) ____.
optimize
Lead Nurturing Best Practices
According to Sirius Decisions, an organization with a strong commitment to data quality can produce ________ than a company with only average data quality procedures can.
70% more revenue
Lead Nurturing Best Practices
To commit to data quality, (1) ___________; (2) define and prioritize your goals; (3) define metrics of success and benchmark current data health; (4) create a plan.
identify key stakeholders
Lead Nurturing Best Practices
To commit to data quality, (1) identify key stakeholders; (2) _________; (3) define metrics of success and benchmark current data health; (4) create a plan.
define and prioritize your goals
Lead Nurturing Best Practices
To commit to data quality, (1) identify key stakeholders; (2) define and prioritize your goals; (3) _________; (4) create a plan.
define metrics of success and benchmark current data health
Lead Nurturing Best Practices
To commit to data quality, (1) identify key stakeholders; (2) define and prioritize your goals; (3) define metrics of success and benchmark current data health; (4) _______
create a plan.
Lead Nurturing Best Practices
Data cleansing is not a solo task, particular if you have…
… integrated systems such as Eloqua and CRM.
Lead Nurturing Best Practices
In one case study, a company created a cross-functional team focused on improving Data Quality, called a….
Data Quality Council.
Lead Nurturing Best Practices
In the data quality improvement drive, the company drove 8-week _____ to improve data.
sprint projects
Lead Nurturing Best Practices
An agenda for a data quality stakeholder meeting includes: (1) ________; (2) define reports to measure success; (3) select tools and tactics; (4) create communication plan; (5) provide rewards and disincentives.
identify & prioritize goals;
Lead Nurturing Best Practices
An agenda for a data quality stakeholder meeting includes: (1) identify & prioritize goals; (2) _______; (3) select tools and tactics; (4) create communication plan; (5) provide rewards and disincentives.
define reports to measure success
Lead Nurturing Best Practices
An agenda for a data quality stakeholder meeting includes: (1) identify & prioritize goals; (2) define reports to measure success; (3) _______; (4) create communication plan; (5) provide rewards and disincentives.
select tools and tactics
Lead Nurturing Best Practices
An agenda for a data quality stakeholder meeting includes: (1) identify & prioritize goals; (2) define reports to measure success; (3) select tools and tactics; (4) _______; (5) provide rewards and disincentives.
create communication plan
Lead Nurturing Best Practices
An agenda for a data quality stakeholder meeting includes: (1) identify & prioritize goals; (2) define reports to measure success; (3) select tools and tactics; (4) create communication plan; (5) ________.
provide rewards and disincentives
Lead Nurturing Best Practices
Analyzing existing data involves analyzing: (1) _____; (2) data weaknesses; (3) data usage.
data sources
Lead Nurturing Best Practices
Analyzing existing data involves analyzing: (1) data sources; (2) _______; (3) data usage.
data weaknesses
Lead Nurturing Best Practices
Analyzing existing data involves analyzing: (1) data sources; (2) data weaknesses; (3) _______.
data usage.
Lead Nurturing Best Practices
According to Sirius Decisions, a data strategy that solves conflicts _______ can lead to a 25% increase in converting inquiries to marketing-qualified leads.
at the source
Lead Nurturing Best Practices
According to Sirius Decisions, a data strategy that solves conflicts at the source can lead to a ___% _____ in converting inquires to marketing-qualified leads.
25% increase
Lead Nurturing Best Practices
According to Sirius Decisions, a data strategy that solves conflicts at the source can lead to a 25% increase in converting inquires to _______.
marketing-qualified leads.
Lead Nurturing Best Practices
6 data sources include: (1) ____, (2) client support, (3) CRM, (4) form data, (5) sales reps, (6) purchasing system
events
Lead Nurturing Best Practices
6 data sources include: (1) events, (2) ______, (3) CRM, (4) form data, (5) sales reps, (6) purchasing system
client support
Lead Nurturing Best Practices
6 data sources include: (1) events, (2) client support, (3) ___, (4) form data, (5) sales reps, (6) purchasing system
CRM
Lead Nurturing Best Practices
6 data sources include: (1) events, (2) client support, (3) CRM, (4) ______, (5) sales reps, (6) purchasing system
form data
Lead Nurturing Best Practices
6 data sources include: (1) events, (2) client support, (3) CRM, (4) form data, (5) ________, (6) purchasing system
sales reps
Lead Nurturing Best Practices
6 data sources include: (1) events, (2) client support, (3) CRM, (4) form data, (5) sales reps, (6) ______
purchasing system
Lead Nurturing Best Practices
Three types of data sources are: (1) _____, (2) other systems, (3) non-controlled sources
continual sources
Lead Nurturing Best Practices
Three types of data sources are: (1) continual sources, (2) ______, (3) non-controlled sources
other systems
Lead Nurturing Best Practices
Three types of data sources are: (1) continual sources, (2) other systems, (3) ______
non-controlled sources
Lead Nurturing Best Practices
Give 3 examples of a continual source of data for Eloqua.
Web forms, trial downloaders, and webinar registrants.
Lead Nurturing Best Practices
Give one example of another system connected to Eloqua that acts as a data source.
CRM
Lead Nurturing Best Practices
Give three examples of a non-controlled data source for Eloqua
Business cards, trade show lists, third party systems like Ticketmaster.
Lead Nurturing Best Practices
Rate your data source quality for (1) _______, (2) accuracy, (3) validity, (4) degree of consistency, (5) duplication, (6) age
completeness
Lead Nurturing Best Practices
Rate your data source quality for (1) completeness, (2) ______, (3) validity, (4) degree of consistency, (5) duplication, (6) age
accuracy
Lead Nurturing Best Practices
Rate your data source quality for (1) completeness, (2) accuracy, (3) ______, (4) degree of consistency, (5) duplication, (6) age
validity
Lead Nurturing Best Practices
Rate your data source quality for (1) completeness, (2) accuracy, (3) validity, (4) _______, (5) duplication, (6) age
degree of consistency
