Prime Time Lead Nurturing
For Sales

Mathew Sweezey
Marketing Evangelist
Safe Harbour
Safe harbour statement under the Private Securities Litigation Reform Act of 1995:
This presentation may cont...
DRIP
NURTURING
FOR SALES
#pardotwebinar	
  
ing
ket
ar
M

ion,
ork, pass
e, w
Is my lov y day
ver
all day e

an

k ab
hat I thin
dw

out

Author:

Marketing Auto
For ...
Drip
Nurturing
is a function of:
Marketing + Sales
#pardotwebinar	
  
GOAL:
Increased
Conversion through
automated/relevant
engagement
#pardotwebinar	
  
BENEFIT:
•  More sales
•  Better information
•  Better focus on
Sales Ready Leads
•  Optimize resources
#pardotwebinar	
  
DRIP NURTURING FOR SALES
Problem/Goal

Type	
  of	
  Drip	
  Program	
  

Cold	
  Database	
  

3-­‐2-­‐1

Automate	
  Lea...
DRIP NURTURING FOR SALES
Problem/Goal

Type	
  of	
  Drip	
  Program	
  

Cold	
  Database	
  

3-­‐2-­‐1

Automate	
  Lea...
Difference:
Marketing Drips: Generate
more leads

Sales Drips: Give sales an
excuse to reach out
#pardotwebinar	
  
DRIP NURTURING
Email Construction
•  Subject Line
•  Body
•  Call-to-Action
#pardotwebinar	
  
Drip Nurturing
Subject Lines:
Personal: “Thought you might like this”
Relevant: “Saw this article”
Not About You: “Did you...
Drip Nurturing
Body:
Personal: RICH Text, and under 3
sentences
Relevant: Helps them do their job better
Not About You: Ha...
Drip Nurturing
Call-to-Action:
3rd Party: Articles in Magazines
Linked: MUST BE A HYPERLINK
Allude Don’t : Has nothing to ...
DRIP NURTURING FOR SALES
Problem/Goal

Type	
  of	
  Drip	
  Program	
  

Cold	
  Database	
  

3-­‐2-­‐1

Automate	
  Lea...
TIMING?
#pardotwebinar	
  
6-45
#pardotwebinar	
  

Days
COLD LEADs:
Sales Drip
Nurturing
#pardotwebinar	
  
John,	
  	
  
	
  
I	
  missed	
  you	
  a	
  few	
  days	
  
ago.	
  Here	
  is	
  the	
  arJcle	
  I	
  
wanted	
  to	
 ...
Competitive Drip:
Sales Drip
Nurturing
#pardotwebinar	
  
John,	
  	
  
	
  
I	
  missed	
  you	
  a	
  few	
  days	
  
ago.	
  Here	
  is	
  the	
  arJcle	
  I	
  
wanted	
  to	
 ...
Lost Deal Drip:
Sales Drip
Nurturing
#pardotwebinar	
  
45	
  Day	
  Pause	
  

30	
  Day	
  Pause	
  

LOST DEAL
DRIP
John,	
  	
  
	
  
How’s	
  CompanyA	
  
going?	
  I	
  rem...
Adding Leads
To Drip Programs:
SALES DRIP
SPECIFIC
#pardotwebinar	
  
Automated:
-  Automation rule
-  Looking at data point
-  Looking at time
values
-  Looking at lead score
-  Looking at le...
Manual:
-  Add to list in CRM
-  Have them check a
box
GIVES SALES 100%
CONTROL
#pardotwebinar	
  
QUESTIONS?

#pardotwebinar	
  
Mathew Sweezey
Marketing Evangelist
@msweezey

msweezey@salesforce.com

#pardotwebinar	
  
#pardotwebinar	
  
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Prime Time Lead Nurturing for Sales

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Lead nurturing...for sales? You bet! Join Mathew Sweezey, Marketing Evangelist at Pardot, a salesforce.com company, as he explores the types of lead nurturing programs that are prime for a sales team's use to help increase lead flow and deal conversion.

Having both a sales and marketing background gives Mathew solid insight into a sales team's need and use of lead nurturing from all angles. In this webinar, he will share and teach us:

- How sales teams can benefit from the use of lead nurturing
- What types of lead nurturing approaches sales teams can use effectively
- When to use select lead nurturing approaches

Published in: Technology, Business
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Prime Time Lead Nurturing for Sales

  1. 1. Prime Time Lead Nurturing For Sales Mathew Sweezey Marketing Evangelist
  2. 2. Safe Harbour Safe harbour 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 nonsalesforce.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. #PardotWebinar
  3. 3. DRIP NURTURING FOR SALES #pardotwebinar  
  4. 4. ing ket ar M ion, ork, pass e, w Is my lov y day ver all day e an k ab hat I thin dw out Author: Marketing Auto For Dummies – mation 2014 @msweezey - Mathew “Sweezey” #pardotwebinar  
  5. 5. Drip Nurturing is a function of: Marketing + Sales #pardotwebinar  
  6. 6. GOAL: Increased Conversion through automated/relevant engagement #pardotwebinar  
  7. 7. BENEFIT: •  More sales •  Better information •  Better focus on Sales Ready Leads •  Optimize resources #pardotwebinar  
  8. 8. DRIP NURTURING FOR SALES 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  MarkeJng  Lead  Drip 3-­‐2-­‐1 Cold  Sales  Lead  Drip Straight  Drip CompeJJve  Drip Straight  Drip Lost  Deal  Drip   Straight  Drip #pardotwebinar  
  9. 9. DRIP NURTURING FOR SALES 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  MarkeJng  Lead  Drip 3-­‐2-­‐1 Cold  Sales  Lead  Drip Straight  Drip CompeJJve  Drip Straight  Drip Lost  Deal  Drip   Straight  Drip #pardotwebinar  
  10. 10. Difference: Marketing Drips: Generate more leads Sales Drips: Give sales an excuse to reach out #pardotwebinar  
  11. 11. DRIP NURTURING Email Construction •  Subject Line •  Body •  Call-to-Action #pardotwebinar  
  12. 12. Drip Nurturing Subject Lines: Personal: “Thought you might like this” Relevant: “Saw this article” Not About You: “Did you see this yet?” #pardotwebinar  
  13. 13. Drip Nurturing Body: Personal: RICH Text, and under 3 sentences Relevant: Helps them do their job better Not About You: Has nothing to do with your product, or service #pardotwebinar  
  14. 14. Drip Nurturing Call-to-Action: 3rd Party: Articles in Magazines Linked: MUST BE A HYPERLINK Allude Don’t : Has nothing to do with your product, or service #pardotwebinar  
  15. 15. DRIP NURTURING FOR SALES 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  MarkeJng  Lead  Drip 3-­‐2-­‐1 Cold  Sales  Lead  Drip Straight  Drip CompeJJve  Drip Straight  Drip Lost  Deal  Drip   Straight  Drip #pardotwebinar  
  16. 16. TIMING? #pardotwebinar  
  17. 17. 6-45 #pardotwebinar   Days
  18. 18. COLD LEADs: Sales Drip Nurturing #pardotwebinar  
  19. 19. John,       I  missed  you  a  few  days   ago.  Here  is  the  arJcle  I   wanted  to  send  your   way.  It’s  from  INC   magazine.   #pardotwebinar   30  Day  Pause   6  Day  Pause   COLD LEAD DRIP John,       Did  you  get  a  chance  to   review  your  strategy   yet?  Here  is  our  guide   to  evaluaJng.   John,       I  haven’t  heard  from   you,  so  just  let  me   know  if  I  should  keep   following  up  or  not.    
  20. 20. Competitive Drip: Sales Drip Nurturing #pardotwebinar  
  21. 21. John,       I  missed  you  a  few  days   ago.  Here  is  the  arJcle  I   wanted  to  send  your   way.  It’s  from  INC   magazine.   #pardotwebinar   45  Day  Pause   30  Day  Pause   COMPETITVE DRIP John,       How’s  CompanyA   going?  We’ve  had  a  few   people  menJon:       -­‐slow  response  Jmes   John,       Your  contract  is  coming   up  in  a  few  months.   Just  so  you’re  aware   you  need  to  let   CompanyA  know  if  you   plan  to  leave...  
  22. 22. Lost Deal Drip: Sales Drip Nurturing #pardotwebinar  
  23. 23. 45  Day  Pause   30  Day  Pause   LOST DEAL DRIP John,       How’s  CompanyA   going?  I  remember  you   were  looking  at  doing   this.  It’s  from  INC   magazine.   #pardotwebinar   John,       You  menJoned  lead   nurturing,  and  our   evangelist  just  wrote   this.  Thought  of  you.     John,       It’s  almost  been  a  year,   are  you  thinking  of  re-­‐   evaluaJng?    
  24. 24. Adding Leads To Drip Programs: SALES DRIP SPECIFIC #pardotwebinar  
  25. 25. Automated: -  Automation rule -  Looking at data point -  Looking at time values -  Looking at lead score -  Looking at lead status #pardotwebinar  
  26. 26. Manual: -  Add to list in CRM -  Have them check a box GIVES SALES 100% CONTROL #pardotwebinar  
  27. 27. QUESTIONS? #pardotwebinar  
  28. 28. Mathew Sweezey Marketing Evangelist @msweezey msweezey@salesforce.com #pardotwebinar  
  29. 29. #pardotwebinar  

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