Gleanster and Pardot present, "Set and Forget Marketing: Marketing Tactics for the Overwhelmed Marketer"

1. Compliments of:
Set-and-Forget Marketing:
Nurture Marketing Tactics for the Overwhelmed Marketer

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17. – Marketing Automation
– CRM
– New leads?
– Push a product?
– Up-sell?
– Etc.
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– Content will drive the right prospects
– Ongoing communication will demonstrate sensitivity
to the sales decision process
– Integration will provide visibility into results
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19. Qualification Nurturing Campaign
Qualification campaigns are designed to identify
whether or not a prospect should talk to sales
immediately or be routed to another nurturing
campaign.
Awareness Nurturing Campaign
Awareness campaigns are typically generic ongoing
communications with prospects (or customers).
Accelerator Nurturing Campaign
Accelerators are behavior driven events that pull the
prospect through the buying cycle, thereby accelerating
the time a prospect may want to engage with sales.
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20. Acquisition Nurturing Campaign
Acquisition campaigns engage marketing qualified leads by
encouraging them to talk to sales in a soft sell.
Call-to-Action Nurturing Campaign
Call-to-action campaigns drive prospects towards sales
engagement.
Re-Engagement Nurturing Campaign
Re-engage or stay in communication with companies
that did not buy but already engaged in the sales cycle
Post-Purchase Nurturing Campaign
Post-purchase nurturing is essentially automated
communications and customer support.
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21. Qualification Nurturing Campaign
Awareness Nurturing Campaign
Accelerator Nurturing Campaign
Leads
Acquisition Nurturing Campaign
Call-to-Action Nurturing Campaign
Ad-Hoc Nurturing Campaigns
Prospects Re-Engagement Nurturing Campaign
Customers Post-Purchase Nurturing Campaign
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– Measurement (Lead-to-Sale tracking)
– Justification (time well spent)
– Simple to configure
– Simple to maintain
– Best practice (used by Top Performers)
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24. Leads Prospects Customers
Customer Lifecycle
Buying Cycle Sales Cycle Service
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– Paid Search
– Banners
– Landing Page – Content, Videos, Blog Posts
– Email
– Direct Mail
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29. Leads Prospects Customers
Customer Lifecycle
Buying Cycle Sales Cycle Service
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– Later in the sales cycle
– Automating and standardizing communications for sales
– Allows marketers to track and measure influence in the
sale
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– Engage professional services
– Engage consultants
– Read research
– Read thought leadership
– Check out YouTube
– Pillage competitive resources
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37. Thanks!
Ian Michiels
Gleanster
@InsightFanatic