This document discusses nurture marketing and provides guidance on implementing a nurture marketing strategy. It defines nurture marketing as continually engaging prospects with offers based on unique value. It recommends segmenting databases thematically, creating a calendar of varied activities like newsletters, webinars and 1:1 offers. Consistency is key to nurturing prospects through different stages from awareness to referral. Tracking engagement and conversions helps improve future nurturing efforts.

1. Nurture
Marke*ng
The
Drip
that
Fills
the
Cup
of
Success

2. Who
Are
We?
• Marke*ng
services
firm
–
coaching
and
consul*ng
 1:1
Coaching,
Group
Coaching
 Frac*onal
VP
of
Marke*ng
 Referral
Marke*ng
Coaching
and
Classes
 Social
Media
Coaching
and
Learning
• Authorized
Duct
Tape
Marke*ng
coaches
• Offices
in
Boston
and
Philadelphia
• Clients
throughout
North
America
• We
help
our
clients
stop
was*ng
money
on
marke*ng
that
does
not
create
results

3. Agenda
What
is
nurture
marke*ng
Why
nurture
marke*ng
Nurture
marke*ng
approach
Calendar
approach
Tracking
Offer

4. What
is
Nurture
Marke*ng?
• Nurture
Marke*ng
is
the
process
of
con*nually
engaging
a
prospect
with
offers
based
on
your
unique
value,
and
invi*ng
them
to
respond
for
deeper
engagement

5. A
prospect
is…
Leading
Results
Sales
Pipeline
Defini*ons:
• Suspect
–
A
company
or
person
that
you
suspect
can
use
your
product
or
service
• Prospect
–
A
suspect
you
have
had
some
level
of
engagement
with
• Lead
–
A
prospect
in
an
ac*ve
sales
cycle
• Customer
–
Someone
who
has
spend
money
with
you
• Sa*sfied
Customer
–
A
customer
that
will
act
as
a
reference
for
you
• Evangelist
–
A
customer
that
ac*vely
promotes
your
product/service/company

6. Marke*ng
is…
GeVng
someone,
who
has
a
need,
to
know,
like
and
trust
you….
So
that
they
will
try,
buy,
repeat
purchase
and
refer
you
and
your
organiza*on.

7. The
Marke*ng
Hourglasssm
Know
Like
Trust
Try
Buy
Repeat
Refer
©
Duct
Tape
Marke.ng
–
all
rights
reserved

8. Why
Nurture
Marke*ng
is
So
Important
Know
• Who
and
how
• Ads
• Referrals
Like
• Web
site/blog
• Recep*on
• Newsle[er
Trust
• Search
• Expert
content
• Sales
presenta*on
Try
• Webinar
• Evalua*on
• Nurturing
Buy
• Service
team
• New
customer
kit
• Finance/delivery
Repeat
• Post
project
survey
• Cross
selling
• Quarterly
events
Refer
• Results
reviews
• Partner
intros
• Peer2peer
events
©
Duct
Tape
Marke.ng
–
all
rights
reserved

9. Steps
for
Successful
Nurture
Marke*ng
• Database
Segmenta*on
• Thema*c
Defini*on
• Calendar
of
Ac*vi*es
• Consistency

10. 1
–
Database
Segmenta*on
• Suspect,
Prospect,
Lead,
Customer?
• Consider
 Role
or
*tle
 Loca*on
 Interest
 Ownership
of
engagement
• Quality
data
yields
quality
results

11. 2
–
Thema*c
Defini*on
• Value
based
 Content
that
educates
 Content
that
builds
trust
• Creates
engagement
opportunity
• Themes:
 Not
about
your
product
or
service
 Value
is
delivered
 Broad
enough
for
sub-­‐topics

12. Content
that
Builds
Trust
•
Exper*se
•
Valida*on
 Reviews
 Tes*monials

13. Content
that
Educates
•
White
papers
•
Webinars
•
FAQs
•
Success
stories
•
Tes*monials

14. Engagement
Opportuni*es
• Demonstra*ons
• Workshops
• Downloads
• Audits
/
Reviews
• Contests

15. Consistency
Counts
How
oben?
• Once
a
month
(average)
BUT
Vary
the
approach

16. Tac*cs
and
Delivery
Core
Tac*cs
• Newsle[ers
• Conversa*ons
(phone
&
F2F)
• Webinars
• 1:1
Value
Offers

17. Sample
Newsle[er
TOC
• One
or
two
main
ar*cles
• Some
quick
*ps
related
to
your
theme
• Other
sources
of
informa*on
• Quick
success,
tes*monial
or
quote
• Item
of
interest

18. Other
Passive
Nurture
Tac*cs
• Educa*onal
email
series
• Value
Content
Offers
• Tes*monial
Stories
&
Videos
• Reviews

19. Example
Webinar
Agenda
• Introduc*on
• Problem
Statement
• Things
to
consider
in
the
solu*on
• Presenta*on
of
your
solu*on
• Demonstra*on
(as
appropriate)
• Summary
of
info
presented
• Call
to
Ac*on
• Q
&A
and
contact
info

20. Other
1:Many
Tac*cs
• Group
Entertainment
• In
Person
Seminars
• Twi[er
• Blogging
• Slideshare
• YouTube
(educa*onal)

21. 1:1
Offers
• Audits
• Evalua*ons
• Quotes
• Custom
reports
or
analysis
• Market
Comparison

22. How
do
I
manage
it
-­‐
Sample
Calendar
A

23. How
do
I
manage
it
-­‐
Sample
Calendar
A

24. What
if
no
one
reads/a[ends/responds
• Remember
the
purpose
• Recycle
and
reuse
• Feeds
the
spiders

25. Tracking
• Response
-­‐
Integral
for
future
planning
 Opens
 Registra*ons
 A[endees
 Connects
 Responses
• Conversions

26. Summary
• Nurture
marke*ng
is
about
 Consistency
 Varia*on
in
engagement
approach
 Thema*c
support
 Crea*on
and
repurposing
of
assets
• Know-­‐>Like,
Like-­‐>Trust,
Trust-­‐>Try
• Track
your
impact
to
improve
your
results

27. What
Next
• Marke*ng
Hour
Glass
Audit
 You
complete
our
ques*onnaire
 We
spend
an
hour
or
so
with
you
to
review
your
marke*ng
against
the
Marke*ng
Hour
Glass
Email
Us
or
Call
Us

29. We
help
small
businesses
stop
was*ng
money
on
marke*ng
Thank
You
&
Ques.ons
Please
take
a
moment
to
complete
the
post
presenta*on
eval
that
you
will
receive
shortly
Contact
Us
Web:
www.leadingresults.com
Email:
info@LeadingResults.com
Phone:
888-­‐717-­‐1715
Twi[er:
@LeadingResults
;
@LauraBLorenz
FaceBook:
facebook.com/leadingresults