Next Level Lead Nurturing

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Next Level Lead Nurturing

  1. 1. Next Level Lead NurturingMathew SweezeyMarketing Automation EvangelistPardot
  2. 2. 2  A bit about me @msweezey
  3. 3. 3  “Better Practices,not Best Practices”
  4. 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. 5. USE CASES FOR DRIP PROGRAMS
  6. 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. 7. STAGES OF NURTURING
  8. 8. 8  Define Stages 1 2 3Marketing Cycle Sales Cycle
  9. 9. 9  StagesStage 1: Unidentified NeedStage 2: Identified NeedStage 3: Researching Solutions
  10. 10. NURTURING THEORY
  11. 11. 11  Match Communication to Stage
  12. 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. 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. 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. 15. TIMING YOUR DRIP EMAILS
  16. 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. 17. WHEN TO NURTURE
  18. 18. 18  Match nurturing to activities Prospects  Self  Select  into  Stages     1 2 3 Marketing Cycle Sales Cycle
  19. 19. DRIP EXAMPLES
  20. 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. 21  3-2-1 Example Start   6   Stage  3  Content   Stage  2  Content    6   6   Stage  1  Content  
  22. 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. 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. 24. QUESTIONS?STUPID ONES ARE OKAY
  25. 25. APPLAUSE!MATHEW.SWEEZEY@PARDOT.COM @MSWEEZEY

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