The 2 greatest priorities in B2B business are 1) increase the quality of sales leads (68%) and 2) increase the quantity of sales leads (55%). Email nurture is one of the simplest and most cost effective tools to accomplish both these priorities but technique, timing and execution are keys to success. In this popular presentation, email marketing experts Mary Firme and Shauna Bradley provide an overview of the critical strategy elements needed to drive marketing leads from early stage to sales ready prospects.

1. HOW TO GET MORE, HIGH QUALITY
SALES LEADS WITH GREAT EMAIL
STOP BLASTING – ENGAGE!

2. HOW TO GET MORE, HIGH QUALITY SALES
LEADS WITH GREAT EMAIL: PRESENTERS
Mary
Firme
Chief
Marke+ng
Strategist
Big
Solu+ons
Group;
fmr
Chief
Lead
Accelerator,
ReachForce
@MaryFirme
Shauna
Bradley
Customer
Success
Director,
LeadMD
@marke+nggyrl

3. • Low email open rates signal no one
wants your email, so corporate email
servers no longer deliver it.
• You hit duplicates, spam traps, have high
unsubscribe rates so feedback loops
have voted you a spammy bulk emailer.
• Email sender score is below 80? Only
56% of your legit email now delivered.
• In 1 year, 10% of those receiving your
messages have unsubscribed because of
lame, generic messages.
Sending Email to Bad Data Contaminates Good

4. Total delivered
email is now just
49% of database.

5. • Post email testing and
validation, and removal or
bad addresses, most
companies see average
email delivery of 97 - 99%.
• On target messaging drives
email forwarding and
sharing, improving feedback
loop and delivery rates and
adding to database size
through new signups.
• Feedback loop is positive,
ensuring high deliverables
and maximizing results.
Case Study: Crain sees a
33% increase in already
good open rates.

6. Early Stage
§ Audience Acquisition
§ 16,093 Page Views w/ad
§ 132,522 Newsletter Views*
§ 271,123 Email Invitation
Messages delivered
§ 14.1% Open Rate
§ 1.1% Click through rate
Late
Stage
Email
• Nurturing
Campaign
– 4,585
Messages
delivered
– 34.7%
open
rate
– 12.9%
click
through
rate
Deeper Engagement In Later Stages of Campaign
• 246% increase in Email Open Rate
• 1172% increase in Click Through Rate
* 13x in Specialty Risk Newsletter distributed to 10,194 emails
EXAMPLE NURTURING EFFECT ON LEAD ENGAGEMENT

7. Early Stage
§ Audience Acquisition
§ 16,093 Page Views w/ad
§ 132,522 Newsletter Views*
§ 271,123 Email Invitation
Messages delivered
§ 14.1% Open Rate
§ 1.1% Click through rate
Late
Stage
• Nurturing
Campaign
– 4,585
Messages
delivered
– 34.7%
open
rate
– 12.9%
click
through
rate
Deeper
Engagement
In
Later
Stages
of
Campaign
• 246%
increase
in
Email
Open
Rate
• 1172%
increase
in
Click
Through
Rate
* 13x in Specialty Risk Newsletter distributed to 10,194 emails
GETTING STARTED ON EMAIL NURTURE
It can feel like a very steep mountain.

8. Early Stage
§ Audience Acquisition
§ 16,093 Page Views w/ad
§ 132,522 Newsletter Views*
§ 271,123 Email Invitation
Messages delivered
§ 14.1% Open Rate
§ 1.1% Click through rate
Late
Stage
• Nurturing
Campaign
– 4,585
Messages
delivered
– 34.7%
open
rate
– 12.9%
click
through
rate
Deeper
Engagement
In
Later
Stages
of
Campaign
• 246%
increase
in
Email
Open
Rate
• 1172%
increase
in
Click
Through
Rate
* 13x in Specialty Risk Newsletter distributed to 10,194 emails
GETTING STARTED ON EMAIL NURTURE
Just start here. Build as you go.

9. Early Stage
§ Audience Acquisition
§ 16,093 Page Views w/ad
§ 132,522 Newsletter Views*
§ 271,123 Email Invitation
Messages delivered
§ 14.1% Open Rate
§ 1.1% Click through rate
Late
Stage
• Nurturing
Campaign
– 4,585
Messages
delivered
– 34.7%
open
rate
– 12.9%
click
through
rate
Deeper
Engagement
In
Later
Stages
of
Campaign
• 246%
increase
in
Email
Open
Rate
• 1172%
increase
in
Click
Through
Rate
* 13x in Specialty Risk Newsletter distributed to 10,194 emails
GETTING STARTED ON EMAIL NURTURE
Just start here. Build as you go.

10. 8/3/15
7
Steps:
To
Put
Your
Lead
Nurturing
on
Steroids
10
§ Create
Nurture
Entry
Plans,
Align
Steps
to
the
MarkeQng
to
Sales
Journey
§ Iden>fiable
Ac>ons
§ Debunking
Ac>ons
§ Example
–
3
streams
§ Starter
–
General
content
aligned
to
your
ul>mate
solu>ons
–
with
tasty
calls
to
ac>on
-­‐
downloads,
best
prac>ces,
freebies
§ Middle
–
Considering
your
business
–
a
bit
more
detailed
§ Late
stage
–
Tip
them
over
to
sales
ready
HOW TO MAP A NURTURE STREAM

11. 11
Presenta>on
Title
8/3/15
PERSONAS: NOT A ROLE, A SPECIAL ARCHETYPE
§ Persona nurture accelerates and
increases marketing and sales
results
§ Example difference:
§ IT personas like calculators and white
papers
§ CMOs like in-person visits, events and free
trials
§ You may start with 1 Persona!
§ But More are better…
§ Align to your content plan
§ Operationalize in accordance with
nurture
§ General Tracks
§ Persona Tracks
§ Customer Tracks

12. 12
Presenta>on
Title
8/3/15
NURTURE MARKETING IS CONVERSATIONAL MARKETING

13. 8/3/15
7
Steps:
To
Put
Your
Lead
Nurturing
on
Steroids
13
PERSONAS - OPERATIONALIZE IT!

14. 8/3/15
7
Steps:
To
Put
Your
Lead
Nurturing
on
Steroids
14
§ Beginning
Steps-­‐
Align
AcQons
Around
Your
Buyer
Journey
and
track
§ Clicked
link:
Cats
are
beRer
than
dogs!
§ Open
emailed
–
Is
your
email
delivery
low?
§ Click
link
–
get
the
ROI
calculator
here
§ Advanced
steps
-­‐
Align
AcQons
around
Personas
§ Engagement
§ Successes
§ Abandons
§ Nurture
Entry
CREATE UNIQUE ACTION STEPS

15. 15
Presenta>on
Title
8/3/15
IF YOU _____ IT, THEY WILL ____.

16. SO - BUILD IT! BASIC EMAIL ENGAGEMENT STREAMS

17. EMAIL ENGAGEMENT STREAMS: PERSONAS

18. ENCOURAGEMENT & ADVICE FROM THE TRENCHES
§ You don’t have to have a ton of content to set up nurture.
§ How about a weekly meme?
§ How about an image from your sales brochure and one paragraph about what it
means?
§ Reuse old ugly (download) content.
§ Then - update and reformat the winners after they win!
§ The mountain is steep, but we all walk one step at a time.
§ Start somewhere.
§ Review quarterly and revise, enhance, improve.
§ Make sure to stay conversational.
§ Speak TO us not AT us!
§ Don’t mail to bad email addresses.
§ Know when your leads should “pause” and/or “resume” the
engagement cadence
§ Example: When leads are in an active conversation with Sales

19. WATCH OUT! COMMON POTHOLES
§ Email technical technical setup.
§ CNAME your links (pages.reachforce.com not 7890-4.mktomail.com)
§ SPF records
§ DKIM TXT record
§ Make sure you think about all the possible scenarios that should make a
lead exit the engagement stream
§ Example: They have become a customer
§ “Email invalid” equals “true” (not always)
§ SPAM response from receiving email server can trigger this flag
§ Now nothing will go out to this person – including your auto-responder with the ebook
download link (and you won’t know this happened)
§ Yes this did happen to me (which is why I tested my emails and found 6,998 valid
emails in this state.)
§ Not enough frequency. Once a month is not enough.
§ You stop outreach after the sale.
§ You run out of content, emails, steam.
§ Repurpose, repurpose, repurpose

20. Early Stage
§ Audience Acquisition
§ 16,093 Page Views w/ad
§ 132,522 Newsletter Views*
§ 271,123 Email Invitation
Messages delivered
§ 14.1% Open Rate
§ 1.1% Click through rate
Late
Stage
• Nurturing
Campaign
– 4,585
Messages
delivered
– 34.7%
open
rate
– 12.9%
click
through
rate
Deeper
Engagement
In
Later
Stages
of
Campaign
• 246%
increase
in
Email
Open
Rate
• 1172%
increase
in
Click
Through
Rate
* 13x in Specialty Risk Newsletter distributed to 10,194 emails
NEED TO DRIVE MORE, BETTER QUALITY LEADS?
Want More Quality Sales Leads?
Contact mary@bigsolutionsgroup.com