What would happen if you changed the cadence of your multi-step lead nurturing campaign? How would changing the campaign tempo affect response rates, sales conversions, opt-outs, etc?
We were asking these questions of our own lead nurturing campaign at Right On Interactive. We ran a test and realized a significant increase in campaign performance. I’d like to share the results.
When Right On Interactive initially designed its multi-step lead nurturing campaign for new web leads, we debated how often we should communicate with new leads in a given period. We didn’t want to “over-communicate.” We configured our lead nurturing software, 5Buckets, for this cadence: After a new web lead arrives, a follow-up email is triggered immediately. After waiting seven days, the second lead nurture email is sent. After another seven days, the third lead nurture email is delivered. That adds up to three communications in 15-days. That seemed reasonable. Response rates were above B2B marketing averages; conversions to sales opportunities were good; opt-out rates were low.
We decided to do a split-test to see what would happen if the lead nurturing campaign clock was tweaked. The email content remains unchanged. The only variable is the timing. We tested a scenario of three communications in 8-days. In this case, the follow-up email is sent the day after the initial web form is submitted. The second lead nurture email is sent two days later. Four days after that, the third lead nurture email is delivered. Comparing the two lead nurturing cadence scenarios, here are the results:
Overall, we were pleased with the results. The faster campaign cadence increased overall engagement as well as sales opportunity conversion. It’s interesting that the one-day delay in the initial follow up had such a negative impact.
Our next test is forthcoming. We are testing a change in the lead nurturing email design. In a future post, I’ll let you know how that works.
In the meantime, remember the marketer’s mantra: Test, test, test.
Location: Indianapolis, IN
Job Title: Marketing Automation Business Analyst
Position Summary
The Marketing Automation Business Analysts’ responsibilities include delivering fully integrated marketing automation solutions for customer specific implementations, managing the project to completion, on time and within budget, working with the customer to understand their specific business needs and challenges, and working with the Right On Interactive (ROI) sales staff to develop proposals for specific solutions.
Duties and Responsibilities:
Conduct discovery sessions with customer to determine strategic business goals and uncover specific problems.
Act as a trusted advisor to prospects and customers by thinking strategically to identify solutions to business challenges
Help define marketing success metrics and key performance indicators (KPI’s)
Develop marketing automation designs that integrate multiple customer data sources and utilize multi-channel message platforms to meet customer’s business needs.
Implement solutions with both standard features of selected tools (including ROI’s 5Buckets and Customer Lifecycle Marketing products) as well as existing customer systems (Salesforce.com, ExactTarget, etc.)
Provide project management and coordinate efforts by ROI, sub-contractor, and internal customer resources
Provide project status to key customer stakeholders and head up problem resolution to critical issues
Develop test plans to measure marketing automation results and execute tests to insure a quality delivery
Develop customer specific training curriculum for executing marketing and sales processes using new and existing systems.
Conduct training on-site and web-based training on ROI products and other supported systems (Salesforce.com, ExactTarget, etc.)
Assist sales by performing onsite and web-based product demonstrations
Provide Tier 1 and Tier 2 support on solution deliveries, including the coordination of support efforts with appropriate vendors.
Ensure customer satisfaction and loyalty
Work closely with technology and agency partners on joint sales and deployment efforts.
The Marketing Automation Analyst is expected to quickly become an expert in CRM, email marketing, and marketing automation.
Job requirements
Experience with Email Marketing Design and Delivery, Web Design, Database Modeling, SQL, Data integration (ETL toolsets), Web Analytics
Experience with the following products a plus: Salesforce.com, ExactTarget
Experience with the following business processes: Salesforce Automation/CRM, Marketing Campaign Management, Project Management
Minimum of 3-5 years of consulting experience delivering customer specific solutions
Ability to work in fast paced, changing environment
Excellent communication skills; written, verbal, and presentation
Keen analytical mind; ability to juggle multiple tasks & projects
Bachelors Degree (Technology, Business)
Some travel required; approximately 25% to 50%
Benefits
Annual salary
15 days of PTO accrued monthly; eight company holidays and two floating days
Benefits include: Medical, Dental, STD, LTD, and Life
Right On Interactive, a fast-growing marketing technology start-up, is looking for a QA and Operations engineer to work on the company’s flagship marketing automation product called 5Buckets. You will be responsible for developing test plans, executing the test plans and ensure the overall quality of the product released to customers. You will also be responsible for production servers (OS and up); you will apply latest Windows patches and respond to server and product alerts. You will work closely with the hosting provider to commission new servers and manage the overall production network.
The QA engineer will be expected to work closely with the Software Development team during the development cycle to incorporate QA cycles. You will put in place product scalability and reliability tests. You will interact with the Customer Service team and be the conduit for customer issues to the technology team. You will be expected to quickly become an expert in CRM, marketing automation and marketing technologies in general.
We are looking for individuals that want to make an impact at a start-up early in its growth potential.
Location: Indianapolis, IN
Job Title: Engineer – QA and Operations
Duties and Responsibilities:
All aspects of quality assurance for 5Buckets product development
Site operations
Work with Customer Service on product issues and enhancement requests
Work closely with technology and agency partners on joint product development efforts
Job requirements
In-depth knowledge of testing large SaaS websites
Strong understanding of RDBMS principles and MS SQL Server
Experience working with web services and knowledge of APIs a plus
Ability to work in a fast paced, changing environment
Excellent communication skills; written, verbal, and presentation Keen analytical mind; ability to juggle multiple tasks & projects
Experience utilizing marketing automation or CRM solutions a plus
Over five years of experience as a QA engineer
Bachelors Degree in Software Engineering
Occasional travel required; approximately 10% to 25%
Benefits
Annual salary
15 days of PTO accrued monthly; eight company holidays and two floating days
Medical, Dental, Short Term Disability, Long Term Disability, and Life Insurance
Right On Interactive, a fast-growing marketing technology start-up, is looking for a C#, web services and database programmer to join its Technology team. As a Software Engineer you will work on the company’s flagship marketing automation product called 5Buckets. You will specifically focus on the user interface, usability and the overall user experience. You will work closely with Manager of Software Development to define the middle-tier objects and SQL Server database design. 5Buckets leverages APIs of diverse products such as Salesforce.com, Avectra netFORUM, Premiere Global, ExactTarget, Vontoo, Tealeaf, and RegOnline. You will be expected to quickly become an expert in CRM, marketing automation and marketing technologies in general.
We are looking for individuals that want to make an impact at a start-up early in its growth potential.
Location: Indianapolis, IN
Job Title: Software Developer – UI Engineering
Duties and Responsibilities:
All aspects of software development activities for 5Buckets
User interface design and development using ASP.NET, C# and JQuery
Work closely with Product management and Marketing to design application UI
Assist QA with test plans and execution
Site operations
Work closely with technology and agency partners on joint product development efforts
Job requirements
In-depth knowledge of JQuery, ASP.NET, C#, AJAX, CSS, XML, XSLT and HTML
Strong understanding of Object Oriented principles
Strong understanding of RDBMS principles and MS SQL Server
Experience working with web services and knowledge of APIs a plus
Experience in a SaaS environment a plus
Ability to work in fast paced, changing environment
Excellent communication skills; written, verbal, and presentation
Keen analytical mind; ability to juggle multiple tasks & projects
Experience utilizing marketing automation or CRM solutions a plus
Bachelors Degree in Software Engineering
Occasional travel required; approximately 10% to 25%
Benefits
Annual salary
15 days of PTO accrued monthly; eight company holidays and two floating days
Medical, Dental, Short Term Disability, Long Term Disability, and Life Insurance
