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

Case Study: Lead Nurturing Using Segmented Content

• T. Baxter Denney

Manager, Database Marketing, Citrix Online Principal, Marketologist @tbdenney

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Company and Campaign Background

• The company: Citrix
• The product: Enterprise software and services
• The channel: Email
• The campaign objective: Effectively nurture leads, identify the most likely to

covert, and prime them for the sales team

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Citrix Online’s Email Nurturing Program

Five factors that drove more than $1.5 Million in leads

#1: Targeted offers for premium content

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Make a Model

Demand Generation Programs Net New Nurturing Housefile Nurturing

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Determine Segments

#2: Auto-nurture new leads

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Net-new Nurturing

• Automated and delivered

to newest leads

• Targeted offers for softer,

evergreen content

• Segmented by product and

persona

• 2-3 offers sent in total

#3: Continue nurturing older leads

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House-file Nurturing

• Manually sent each week
• Content offered can be sales-
• riented
• Segmented by product and

persona

• Nurtured in perpetuity

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

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Short Form Long Form

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MQL and Hand-off to Sales

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

#5: Constant work to improve results

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Testing and Refining Content

• Email templates, offers and

content are tested constantly

• Nurturing programs are

modified to support new products and personas

• Currently working to improve

system flexibility

Results

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Results: Citrix Online’s nurturing program

Automated nurturing emails from April through July:

• 1.70% CTR
• 1.57% response rate (content downloaded)
• $250,000 in sales from leads nurtured

Manually sent house-file emails for the same period:

• 0.65% CTR
• 0.62% conversion rate over the same period.
• $1.3 million in sales from leads nurtured

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Results: Targeted vs. non-targeted offers

Product: GoToMeeting

• General emails: 0.93% response rate
• Targeted emails: 3.94% response rate
• Difference: +324%

Product: GoToAssist

• General emails: 1.14%
• Targeted emails: 2.97%
• Difference: +161%