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Lead nurturing-Middle of the Funnel Content Strategy
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Lead nurturing-Middle of the Funnel Content Strategy

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CEO of DemandGen speaks to the importance of middle of the funnel lead nurturing. Gives some great examples and thought leadership. PerfectMIND's all-in-one software allows small business to ...

CEO of DemandGen speaks to the importance of middle of the funnel lead nurturing. Gives some great examples and thought leadership. PerfectMIND's all-in-one software allows small business to accelerate revenues, save extraordinary amounts of time, so business owners and focus on growth,

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Lead nurturing-Middle of the Funnel Content Strategy Lead nurturing-Middle of the Funnel Content Strategy Presentation Transcript

  • @demandgendave     Lead  Nurturing   Content  Strategy  for  Mid-­‐Funnel     David  Lewis   Founder  &  CEO  |  DemandGen,  Inc.      
  • @demandgendave   David  Lewis    |    CEO    |    DemandGen   Free  copy  for  you  
  • @demandgendave   The  Path  to  Success…  
  • @demandgendave  
  • @demandgendave   “Pssst … Hey, buddy. You want fresh content?”
  • @demandgendave   Hourglass  Nurturing   Create  conversaAons.  Make  it  a  dialog!     Target  =  Inquiries   ObjecIves:     Building  awareness  and  educaAon,  pre-­‐qualifying  for  Sales   Target  =  MQL   ObjecIves:     Create  engagement  such  as  offering  demos  and  free-­‐trials     Target  =  Customer   ObjecIves:     “Moving-­‐in,”  promoAng  adopAon  and  use,  showing  value,   incenAvizing  loyalty   Target=  Customer   ObjecIves:     Providing  tools  to  communicate  and  prove  benefits;   isolaAng  influencers  
  • @demandgendave  
  • @demandgendave   Nurturing  through  the  Funnel   •  Inquiry  and  MQL  Nurture   •  4  to  9  Touches   •  21  to    90  days  (Sample  Recipe:  2-­‐5-­‐7-­‐14-­‐7-­‐3-­‐5-­‐14-­‐10-­‐5-­‐1)   •  Short  content,  focused  call  to  acAon   •  Use  personal  tone.  MQL  nurture  should  be  from  a  person     •  Have  tracks  by  persona  (if  appropriate)  
  • @demandgendave   Have  A  Plan:  Nurture  Project  Briefs  
  • @demandgendave   The  Flow   BEST  PRACTICE:   Building  a  flowchart  prior  to   implemenAng    the  nurture  in  your   markeAng  automaAon  system  will   create  beger  system  design  and  gives   you  a  family  recipe  book.  
  • @demandgendave   The  Ingredients   The  recipe  should  document  each  of  the   touches  including:   –  Each  ObjecAve   –  Who/From/Tone   –  Copy  Requirements   –  CTA  Requirements   –  Form/LP  Requirements  
  • @demandgendave   Case  Study:  Vidyard   In 90 Days
  • @demandgendave   Vidyard  Family  Recipe   Inquiry  and  Trial  Nurture   •  Focus:  Free  Trial   •  15  Touches  (avg  1/wk)   •  DuraAon:  90  Days   •  5  “Senders”   Inquiry Nurture Trial Nurture Trial Ends Remarket
  • @demandgendave  
  • @demandgendave  
  • @demandgendave  
  • @demandgendave  
  • @demandgendave   Lead  Nurturing  Summary   •  Nurture  in  and  around  the  Demand  Funnel   •  Make  Inquiry  &  MQL  Nurtures  a  High  Priority   •  Define  a  Measurable  Goal  for  Each  Nurture   •  Leverage  ExisAng  Content  Where  Possible   •  Develop  a  Project  Brief  (Recipe  Book)   •  Build,  Test,  Launch,  Review,  Update   •  Measure  Inflow  and  Output  
  • @demandgendave   How  will  you   apply  this?     ?
  • @demandgendave   Thank  You!   Feedback  Appreciated   Workshops or Help: info@demandgen.com
  • @demandgendave   Your  gio…     Stop  by  our   booth  to  pick     up  a  copy.