Implementing an

Intent-Based

Email Marketing Strategy

What is Intent Data?

Real-Time Emails vs Nurture Emails

Getting Started: Capture the data you need

Getting Started: Converting intent into content

Measure Success

What’s Intent Data?

Any action taken by a lead that signals to the marketer who

to focus on when, and with what messaging.

Whenever a customer takes web actions (i.e. reads articles, fills

out a form, visits a webpage), responds to a campaign (email

clicks) or conduct research (posts on social media, comment on

articles)….

They tell us what they want and need.

A lot of leads in your database don’t open your emails

or visit your website.

Without additional insights on what they’re interested in,

your marketing emails are just built on guesses.

First party

data -> Known

Leads in

your

Martech

system

That’s why nurture emails don’t work all that well….

Nurture Emails:

• Treats every lead the same

• Assumes every lead is on the same buying timeline

• Assumes every lead wants the same information

• Built on intuition and takes a long time to optimize

20%open rate

1.0%click-through rate

But when you add social media activities into your

database, you cover a lot more of your leads

First party

data Known

Leads in

your

Martech

systemThird party

social media

behaviors

This is the breakdown of activities in Socedo’s marketing database.Most of the activities are social media activities.

And you get a lot more insights to inform your emails

With real-time insight into the social media activities your

leads are taking….

You stop sending emails based on guesses, and build

emails that :

• React to each lead as an individual

• Send content to leads when they are showing the

most interest in a topic

You’ll also be able to see the performance of your emails

immediately and iterate more rapidly on messaging.

Nurture vs Real-Time Emails

Nurture Emails:

• Treats every lead the same

• Assumes every lead is on the

same buying timeline and

needs the same information

• Built on intuition and take a

long time to optimize

• 20% open, 1% CTR

Real-Time Emails:

• Reacting to each lead

• Send content to leads when

they are showing the most

interest in a topic

• See email performance

immediately

• 29% open, 3.5% CTR

Socedo adds real-time activities in your marketing

database, you can do a lot more with your leads….

Here is how we’ve set up our marketing automation

platform to enable these intent-based email campaigns

1. Track mentions of Twitter handles and hashtags relevant to our business. Data comes

into lead record as a timestamped activity

Intent-based email set up

2. Create a Campaign for everyone who mentions the relevant Twitter handle, in

this example @HeinzMarketing.

Intent-based email set up

3. Set up the Flow to send the email

Real-Life Example

• Anna is a Marketing Operations Analyst at a tech company

• Became a lead on June 1, 2016 from a cold list

• For 6 months, only opened 1 nurture email and never clicked

Real-Life Example

Real-Life Example

Until December 16, 2016, when she Tweeted about the next

year’s Marketing Nation Summit…

Real-Life Example

Real-Life Example

Within 24 hours, Anna:

Clicked on the email

Visited our website

Became an MQL

Responded to an email from our SDR

Converted into a sales opportunity

Capture Data You Need

Determine activities (keywords) to track:

• What is your target audience talking about online?

• Chat with your SEO / content team

• Use tools!

Hashtag.fy

Talkwalker

Keyhole

Capture Data You Need

Pro Tips:

1. Look for upcoming events in your industry. Hashtags

typically pick up a month or so before the event – and last

a couple of weeks after.

2. Monitor your competitors’ handles and hashtags.

3. Start broad: general targeting on a lot of leads is better

than specific targeting on zero leads.

Craft Content Campaigns

• Use existing emails and nurtures

• Group keywords into similar intent buckets

• Group leads & campaigns by buying stage

• Broad keywords = broad content

• Specific keywords = specific content

Craft Content Campaigns

• Send a blog post to leads at the top of the funnel using a

broad keyword - #SEO

Learn More

To see more examples and tips, view on our own-demand

webinar “how to implement intent-driven email campaigns”:

http://bit.ly/2keZVGJ

See how you can add intent data from social media into your

marketing mix: http://bit.ly/2kcZFwN

Socedo’s platform delivers dynamic intent data from the social web to create a 360

degree view of prospects and target accounts, delivering better, more timely

engagement and higher conversion rates. Socedo integrates with leading marketing

automation and CRM systems including Marketo, Hubspot, Oracle Eloqua and

Salesforce. Socedo is based in Seattle WA.