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Next Level Lead Nurturing

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  • 1. Next Level Lead NurturingMathew SweezeyMarketing Automation EvangelistPardot
  • 2. 2  A bit about me @msweezey
  • 3. 3  “Better Practices,not Best Practices”
  • 4. 4  Agenda•  Use Cases for Drip Campaigns•  Drip Marketing Stages•  Emails in Drip Campaigns•  Timing in Drip Programs•  When To Nurture•  Specific Drip Campaign Diagrams    
  • 5. USE CASES FOR DRIP PROGRAMS
  • 6. 6  Marketing Pre-Lead Marketing Cold Lead Sales Post Lead Drip Drip Programs Drip Programs Programs•  Pre-Tradeshow •  Database •  Sales Drips•  Post-Tradeshow Nurturing •  Competitive•  Email Nurturing •  Cold Lead Drip Programs•  Industry Recycling •  Lost Deal Drips Nurturing •  General Drip•  Non-Sales ready nurturing•  White Paper Download nurturing
  • 7. STAGES OF NURTURING
  • 8. 8  Define Stages 1 2 3Marketing Cycle Sales Cycle
  • 9. 9  StagesStage 1: Unidentified NeedStage 2: Identified NeedStage 3: Researching Solutions
  • 10. NURTURING THEORY
  • 11. 11  Match Communication to Stage
  • 12. 12  Email Subject Lines TipsStage 1: No Keywords No BrandStage 2: Keyword or BrandStage 3: Both are okay*Be Personable*Be Relevant
  • 13. 13  Email Copy Tips•  Rich Text – (NO HTML)•  2-4 Sentences•  Use friendly language•  Use “You” - do not use “I”•  Talk to a Person from a Person•  Use Dynamic content•  Stick to your goal, and where the person is in the lead lifecycle
  • 14. 14  Content – Call to Action Stage  1   Stage  2   Stage  3  •  Industry  study   •  Case  Studies   •  Demo  Videos  •  High-­‐Level   •  Videos   •  Buyers  guide   content  to   •  Industry-­‐ •  Reviews     help  iden?fy   specific  blog   •  Success  Kits   their  need     posts   •  Comparison  charts  •  Blog  Posts   •  Customer   Tes?monials  
  • 15. TIMING YOUR DRIP EMAILS
  • 16. 16  Timing Better Practices•   The longer the sales cycle, the longer the time in-between communication•  6 days – 45 days•  Choose your own adventure•  Use Chaser emails (EXCEPTION TO 6 RULE)•  Match the time to the goal•  Use the cooling-off periods (make a new listfor this)
  • 17. WHEN TO NURTURE
  • 18. 18  Match nurturing to activities Prospects  Self  Select  into  Stages     1 2 3 Marketing Cycle Sales Cycle
  • 19. DRIP EXAMPLES
  • 20. 20  When to use which type of Drip Problem/Goal Type of Drip Program Cold Database 3-2-1 Automate Lead Nurturing Stage-Specific DripEvent Pre and Post Follow- Event-Specific Drip ups Cold Marketing Lead Drip 3-2-1 Cold Sales Lead Drip Straight Drip Competitive Drip Straight Drip Lost Deal Drip Straight Drip
  • 21. 21  3-2-1 Example Start   6   Stage  3  Content   Stage  2  Content    6   6   Stage  1  Content  
  • 22. 22   Stage Specific Drip ExampleAdded  to  drip  from  link  click   6   in  3-­‐2-­‐1   Stage  1  Content   Carrot  to  Stage  2    3   11   Carrot  to  Stage  2  
  • 23. 23  Chaser Email Tactic Drip  Email   Chaser  Email   3   3-­‐18   Inbox:                    Thought  you  might  like  this                                                        3-­‐21                  Inbox:                    RE:  Thought  you  might  like  this                    
  • 24. QUESTIONS?STUPID ONES ARE OKAY
  • 25. APPLAUSE!MATHEW.SWEEZEY@PARDOT.COM @MSWEEZEY