2

LinkedIn Lead Accelerator: Nurture Streams

Anya LambMarketing Automation Consultant LinkedIn

3

• Got a question? Submit it in the Q&A box.

• Follow us for more: @LinkedInMktg

How to Engage with Us

4

Let’s Talk About

• How to Create and Edit Nurture Streams• Specify an Audience for Your Nurture Streams• Understand Key Reports Including Audience Insight,

Nurturing Usage, and More• Identify Opportunities for Optimization• Q&A

What is a Nurture Stream?

5

6

Nurture Streamnoun1. a sequence of online ads tailored for and targeted

at a specific audience

7

Anatomy of Nurture StreamNurture Streams DashboardNurture Stream Editor

Nurture Streams

Waves

Name

Audience Targeting

Waves

8

Strategy Example: Engagement Level

P3 Stream: Homepage & Other

P2 Stream: Viewed Product Page

P1 Stream: Viewed Resources, Contact

Wave: E-book (10 days)

Wave: 5 Tips White Paper (10 days)

Wave: Case Study (10 days)

Wave: Trial Sign-up (10 days)

Wave: Trial Sign-up(10 days)

Wave: Trial Sign-up(10 days)

Wave: Case Study(10 days)

Day 1: Kate visits homepage,

qualifies for…

Day 3: Kate sees 5 Tips ad, comes to site,

views “Product” page, moves

to…

Day 15: Kate sees Case Study ad, browses

“Resources” section

9

Strategy Example: Persona

P3 Stream: Other Function

P2 Stream: HR, Other

P1 Stream: HR, Director & above

Wave: E-book (10 days)

Wave: 5 Tips White Paper (10 days)

Wave: White Paper (10 days)

Wave: Trial Sign-up (10 days)

Wave: Gartner Report (10 days)

Wave: Cost Savings

(10 days)

Wave: Case Study (10 days)

Amy, a developer looking for a job,

visits the site

Susan, VP of HR visits the site

Jim, a recruiter, visits the site

10

How Contacts Move Through Nurture Streams

• Behavioral trigger to qualify

• Default time-based movement through waves

• Behavioral triggers can move contacts faster through waves or between streams

Creating or Editing a Nurture Stream

11

Create a New Nurture Stream

Edit an Existing Nurture Stream

Name Your Nurture Stream

1. Maintain a consistent naming convention

2. Include master- and sub-category (e.g., Marketo_Low Lead Score or Site_Product Pages)

3. Consider your delimiters4. Names can always be updated later

Defining an Audience

15

Targeting vs. Filtering

Starting Set

Filters Applied to Starting Set

Include a Target (Required)

Target a Marketing Automation List

No additional targeting or filtering necessary!

Apply a Filter (Optional)

Including Multiple Different Filters Reduces Scale

All Product Pages

U.S.A IT

10,000+

Multiple inclusions across different categories target the intersection, i.e., prospects that meet all criteria

Within the Same Category, Only One Criterion Needed to Qualify

Resources

Contacts Us

News & Events Same goes for exclusions

Same Goes for Exclusions… Only One Criterion Needed to Exclude

Seniority < Manager

Careers

Company size <50

Whole Site

Marketo PagesContinent =

Africa, Asia, Latin America

Excluded

Excluding Demographics is Less Restrictive than Including Demographics

Myself Only 2-10 11-50 51-200 201-

500 501-1k1k-5k5k-10k 10k+ Un-known

Myself Only 2-10 11-50 51-200 201-

500 501-1k1k-5k5k-10k 10k+ Un-known

Prioritization Through Exclusion

Visitors to these deeper pages will be nurtured by more specific, higher priority streams instead

Future Prioritization CapabilityThrough the Nurture Usage Report

Creating Waves

26

Wave Name, Landing Page & Conversion

Adding Creative

1

2

3

45

6

7

Wave Duration & Transition

1. Total Stream Length = wave 1 length + wave 2 length + wave 3 length… etc.

2. To start, aim for 30-day stream length3. Longer stream higher usage; more waves higher

delivery4. Should converters stay in the nurture stream?

Add More Waves, Save & Launch

1. Save – Creative sent for audit, audiences begin building.

2. Launch – Can start serving impressions, can no longer delete waves or creative

3. Always – can add more ads & waves, update names, landing pages, and actions

Usage & Performance

31

Audience Begins Building Once Streams are Saved

Streams first Saved

Nurture Usage & Audience: Nurture Contact Usage

Below Contracted Contact Limit:• Broaden Nurture Audiences• Lengthen Wave/Stream Duration• Leverage Marketing Automation Integration, if

Possible

Above Contracted Contact Limit:• Pause Under-Performing Streams• Narrow Audience Segments• Decrease Duration of Nurture Streams

See How Streams Contribute to Overall Usage in the Usage Report

Above Usage Limit Total Usage Numbers are De-duplicated

Homepage Bouncers is largest stream

It’s also the longest, which doesn’t make sense

Optimization Basics: Stream Optimization

Optimization Basics: Content & Wave Optimization

Export Data for Deeper Analysis

How to Pause, Shorten & Re-order Waves

From the Editor From the Dashboard

What Happens to Contacts When Waves are Paused, Re-ordered, or Get New Filters?

• Contacts already in the wave move as if change didn’t happen

• New contacts move according to new criteria

5 days

5 days

5 days

New contact, after pause

In Wave when paused

Skips wave 4

Waits out rest of wave 4, with no impressions, then moves to wave 5

Usage Responds Gradually, Not ImmediatelyChange made to reduce usage

Usage slowly decreases

Estimating New Audiences or Filters with the Audience Insight Report

Takeaways

42

A Few Final Thoughts

Save audiences early. Allow audiences to build before you start serving impressions.

Double and triple-check audience definitions. Remember that combining multiple filters decreases scale. Gut check usage to help catch mistakes.

Test and optimize. Gradually refine audiences, numbers of waves, and length of nurture streams based on what works.

Give streams time to respond to changes. When you make optimizations that affect stream membership, wait at least a week or two to evaluate success.

Help Center Links:• Creating a Nurture Stream

• http://help.lms.linkedin.com/hc/en-us/articles/205798268-Creating-a-Nurture-Stream• Defining a Nurture Stream Audience

• http://help.lms.linkedin.com/hc/en-us/articles/206429377-Define-Your-Nurture-Stream-Audiences-By-Website-Navigation-and-External-Segments

• Prioritizing Nurture Streams• http://help.lms.linkedin.com/hc/en-us/articles/208989148-Prioritizing-Nurture-Streams

• Creating a Nurture Wave• http://help.lms.linkedin.com/hc/en-us/articles/205695318-Creating-a-Nurture-Wave

• Determining Wave Duration & Transition• http://help.lms.linkedin.com/hc/en-us/articles/206360567-Determining-wave-duration-a

nd-transition

• Exporting Nurture Streams Performance Data• http://help.lms.linkedin.com/hc/en-us/articles/206973497-Exporting-nurture-streams-pe

rformance-data

• Lead Accelerator Wave Movement and Stream State - FAQs• http://help.lms.linkedin.com/hc/en-us/articles/206352127-Lead-Accelerator-Wave-Movemen

t-and-Stream-State-FAQs

Helpful Links:

©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.