1. Generate Leads from Inbound Marketing
Right Content, Right Person, Right Time

3. Why Inbound? Buyers now in control
“…customers’ buying
processes have
evolved.”
Thomas Stewart
Editor, Harvard Business Review

4. Inbound vs Outbound
“Inbound marketing is 3-5 times better than progressive
event-based marketing efforts”
“A skilfully executed inbound marketing strategy is 10 times
more effective at conversion than traditional outbound
methods.”
Source: Gartner

6. The Inbound Nurturing Mantra
Right People Right Content Right Time

7. The Buyers Journey
Corp Web Site
Social Sites
Outbound
Email
3rd party
Websites
Events
Customer Buying Experience

8. Buyers Journey based Nurture Campaigns
Interest Learn Evaluate Justify Purchase
Welcome or Customer
Education Why Us Urgency New Customer
Re-Engage Loyalty/
Campaign Campaign Campaign Onboarding
Campaign Retention
Purpose Purpose Purpose Purpose Purpose Purpose
Welcome new Get them ready Juxtapose your Remove Welcome new Retain and
subscribers/ to talk to Sales solution to their roadblocks, customers develop
contacts to DB need speed purchase
decision
Sample Messages Sample Messages Sample Messages Sample Messages Sample Messages Sample Messages
• Introduce • Engage to • Differentiate • Provide decision • Thank them • Reiterate
brand/reiterate further profile your brand from tools • Identify next purchase/
benefits prospect competitors’ steps relationship
• Identify next • Educate about • Reiterate value benefit
steps value prop prop • Seek feedback
• Opt in to • Include relevant • Tips/tricks to
something else case studies, get most of
• Re-park interest testimonials product

9. Four Key Steps
 Track buyers behaviour
Right Time  Interpret where they are in their journey
 Categorise their role in the buying process
Right People  Create buying “personas”
 Categorise content
Right Content  Map content to buying stage, persona and other attributes (e.g. Industry)
that allows you to deliver more relevant/personalised content / messaging
 Engage in an ongoing learning dialog
 Deliver timed relevant content, monitor behaviour, look for opportunities to
Nurture acccelerate to next stage, allow prospects to move at own pace and gather
further profile information as you go

11. McAfee 321 Campaign
Discover McAfee

12. Campaign Structure
Drip Campaign
Asset1 Asset2 Asset3 Asset4 Asset5 Microsite
Home
Early Early Early
Buyer Pillar
Middle Middle Middle
Stage Home
Late Late Late
Device Information Infrastructure
Pillar Campaigns

13. Pillar Workflow
Early
Middle
Late

14. Early Stage Auto-Responder
Acknowledge
Next Stage Asset Next Asset
same Stage

15. Primary call
To action
Secondary assets
in carousel

16. Early stage form

17. Middle stage form

18. Late stage form

19. Any Questions?