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7 Advanced Lead Nurturing Tips for Marketing - AND Sales
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7 Advanced Lead Nurturing Tips for Marketing - AND Sales

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Engagement with prospects is always a challenge - in both marketing or sales. It would be great to be able to send a quick email to each of our leads on an individual basis - but is this always a …

Engagement with prospects is always a challenge - in both marketing or sales. It would be great to be able to send a quick email to each of our leads on an individual basis - but is this always a realistic option? Lead nurturing helps address this engagement challenge and helps deliver the right information to the right leads at the right time.

Join Mathew Sweezey, author of "Marketing Automation for Dummies," as he addresses the challenges of lead engagement for both marketing and sales teams and gives us valuable information on how lead nurturing can help solve this problem.

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  • Great presentation, extremely helpful, thank you for sharing
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  • 1. 7 Advanced Lead Nurturing Tips for Marketing – AND Sales Mathew Sweezey Marketing Evangelist and Author of “Marketing Automation for Dummies”
  • 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  • 3. advanced EMAIL MARKETING LEAD NURTURING CONTENT MARKETING DEMAND GENERATION Lead Nurturing Tips for Marketing - AND Sales SEVEN  
  • 4. Marketing STATE OF DEMAND/INTRO/2014 Author: Marketing Automation For Dummies – 2014 Is my love, work, passion, and what I think about all day every day - Mathew “Sweezey”
  • 5. #PardotWebinar   STATS 2013 CONTENT CONSUMER BEHAVIOR SETH GODIN SUPPLY AND DEMAND INCREASE IN CHANNELS
  • 6. #PardotWebinar   NASA MORE POWER IN A GOOGLE SEARCH,   THAN ALL OF NASA HAD IN TO PUT A MAN ON THE MOON
  • 7. #PardotWebinar   Attention Span 8 seconds
  • 8. #PardotWebinar   2/3 Consumer Executive Board
  • 9. #PardotWebinar   #1 CONTENT
  • 10. (FRESH) RELEVANT ENGAGING -Jay Baer (2012)
  • 11. #PardotWebinar   STATE OF DEMAND/STATS/2013 294 Billion Emails 2 Million Blog Posts 250 Million Photos PER DAY
  • 12. #PardotWebinar   ContentEngagement       STATE OF DEMAND/CONSUMERS/SURVEY CASUAL! Casual Reading! Consumer’s goal is to stay informed on their industry, profession, or topics of interest. Consistent engagement.
  • 13. #PardotWebinar   ContentEngagement       STATE OF DEMAND/CONSUMERS/SURVEY RESEARCH! Research! Consumer’s goal is to obtain enough information to make an informed decision. Only research in a buying cycle.
  • 14. #PardotWebinar   ContentEngagement       STATE OF DEMAND/CONSUMERS/SURVEY Stage 1 Stage 2 Stage 3 RESEARCH!
  • 15. #PardotWebinar   EmailNurturing       STATE OF DEMAND/CONSUMERS/SURVEY GOALS   Casual Reading Research
  • 16. #PardotWebinar   DRIP NURTURING Problem/Goal Type  of  Drip  Program   Cold  Database   3-­‐2-­‐1 Automate  Lead  Nurturing Stage-­‐Specific  Drip Event  Pre  and  Post  Follow-­‐ups Event-­‐Specific  Drip Cold  MarkeGng  Lead  Drip 3-­‐2-­‐1 Cold  Sales  Lead  Drip Straight  Drip CompeGGve  Drip Straight  Drip Lost  Deal  Drip   Straight  Drip
  • 17. #PardotWebinar   #2Length of CONTENT  
  • 18. #PardotWebinar   STATE OF DEMAND/CONSUMERS/SURVEY Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages. 71% ContentStatistic      
  • 19. #PardotWebinar   #3Focus of CONTENT  
  • 20. #PardotWebinar   STATE OF DEMAND/CONSUMERS/SURVEY
  • 21. STATE OF DEMAND/CONSUMERS/SURVEY
  • 22. #PardotWebinar   #4Email  
  • 23. “I don’t want someone to say my advertisement is creative. I want them to go out and buy it.” -David Ogilvy
  • 24. #PardotWebinar   SURVEY A B   OR
  • 25. #PardotWebinar  
  • 26. #PardotWebinar   WICKED SMART 20 1
  • 27. #PardotWebinar   HISTORICAL EmailDesign iBuyit  
  • 28. #PardotWebinar   Designinthe Vernacular John,       I  missed  you  the  other  day.  Thought   this  was  something  you’d  like  to  see.     Mark  
  • 29. #PardotWebinar   #5Email COPY  
  • 30. #PardotWebinar   EmailNurturing       STATE OF DEMAND/CONSUMERS/SURVEY Subject   Copy   CTA  
  • 31. #PardotWebinar   STATE OF DEMAND/CONSUMERS/SURVEY 2 BestPractices SubjectLines       1 3
  • 32. #PardotWebinar   #6Experience wins  
  • 33. #PardotWebinar   EXPERIENCES vs. IMPRESSIONS
  • 34. #PardotWebinar   EXPERIENCES vs. IMPRESSIONS A B Received a $50 gift card and a “thank you” via email. Received a personal phone call and no money.
  • 35. #PardotWebinar   EXPERIENCES vs. IMPRESSIONS A B Received a $50 gift card and a “thank you” via email. Received a personal phone call and no money. 2xas many people said they would buy again from them after the personal phone call vs. the gift card via email.
  • 36. #PardotWebinar   #7Agile Execution  
  • 37. -­‐  ScoP  Armstrong,  Brainrider    
  • 38. *Executing BETTER, then measuring and recalibrating will always get you closer to your goal. START GOAL    
  • 39. QUESTIONS • What is a grit? • How would you spend 1k on video? • What beer do you brew? • Are you single? • Length of time to run a campaign? Also reach me at @msweezey  
  • 40. Mathew Sweezey Marketing Evangelist and Author of “Marketing Automation for Dummies” @msweezey

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