Best Practices for Omnichannel Nurture

Are you following best practices for your Go-to-Market omnichannel nurture programs? In this informational slide deck, understand best practices to nurture and engage prospective buying groups across all channels.

Transcript

1. Kwanzoo Account Based Selling Omnichannel Nurture – Best Practices Get into market quicker and more efficiently then optimize.
2. Omnichannel Nurture – A Programmatic Conversational Design Approach 1 March 2021 2
3. Customer Lifecycle Use Cases 3 Create market awareness… I have a problem… Activation Demand Pipeline Customer Marketing Customer Moments Marketer Objectives Educate prospects on what we sell… I consider… Convert & close The deal… I buy… Ensure customer success… I use…
4. Educate Warm Qualify Convert Transactional Opportunity Propose Convert Cross-Sell Up-Sell Loyalty Advocacy Awareness Buzz Offers Engage Objective Based Approach 4 Activation Demand Pipeline Customer Marketing Every business/marketing objective equates to a pre-designed journey, and a brief and related business process Business Objectives Campaign Template Variation Hyper Personalized & Personalized Marketing
5. B2B & CREATIVE STORYTELLING Telling a consistent story through your marketing, sales and services channels is extremely important. It’s not just one big company talking to another, it’s people talking to people. It’s an opportunity to have a conversation. To connect with an actual human being on the other side of our communication. When we can tell a relevant story about our products, services and people, in a way that connects both personally and emotionally, we will always break through the clutter. 5 1 March 2021
6. Brand to Demand Conversation Stages Use Case and Solution Design 6 Provoke Relate Engage Capture audience attention and break through noise. Connect to the emotional and functional needs of the audience. Invite customers to dive deeper and take an action.
7. Demand Generation Conversation Stages Portfolio Level Nurture 7 Inspire Educate Design Deliver Provoke engagement and consideration What you sell and how you sell it Solution alignment, typical engagement Build credibility though relevance
8. Activation Journey Behavioral Logic Known? Convert? Open? Clicked? Hand Raiser? Hand-raiser Clicked CTA No Click Hand-raiser Clicked CTA No Click Example: “We hope you enjoyed the report in X and found it valuable to your buyers journey. You may also like offer 2” Example: “Thank you for requesting a call. A representative will contact you shortly. In the meantime, check out offer 2” Email 1 Personalized “within story arc” Emails - •  For each conversation topic, 3-4 emails •  Each email shall have story arc narrative component •  3 standard copy blocks to create dynamic variations based on last action (hand-raiser, clicked CTA, no click) Activation Email Y N Y N Y Y N Scoring to Tele-qualification Y N Y N Convert? Y Paid media ad retargeting for each conversation topic. Scoring to Tele-qualification
9. Behavioral Based Conversational Design K C C C C Hand-raiser C Clicked CTA No Click C C C Y Y Y Y Y Y Y Y N N Scoring to Tele-qualification Scoring to Tele-qualification Scoring to Tele-qualification Hand-raiser Clicked CTA No Click
10. Omnichannel Connected Always-on Journey Ecosystem 10 Brand Activation Awareness & Engagement (Display, Social, TV, Radio, PR, email, etc…) Brand Nurture (Thought Leadership) Welcome, Re-Engagement, Re-Activation (Preference & Profile) Nurture Routing Customer Nurture (OMNI Preferred) Advocacy Loyalty DG Activation Awareness & Engagement (POE Social and Display, Email, mobile, etc…) DG Warming (Re-Engagement & Re-Activation) (POE Social and Display, Email, mobile, etc…) DG Nurture Solution Portfolio Transactional and Operational Communications Sales Enablement Customer Success & Support Services Onboarding Nurture Onboarding Awareness & Engagement Opportunity Acceleration Cross Sell, Up Sell & White Space Hyper Personalized Account Based Marketing & Selling Phase 1 Phase 2 Phase 3 Phase 4
11. 11 www.kwanzoo.com sales@kwanzoo.com