It can be challenging to engage in meaningful interactions and convert leads to buyers in a scalable way. Traditional bulk email is manual to produce and is quickly becoming less effective. This is largely due to individuals being inundated with email and expecting a more engaging approach. It’s critical for marketers to find a scalable way to deliver personalized content at the right time during a buyer’s journey. Nurture campaigns are designed to do exactly that. They can help you develop relationships with leads by surfacing content that’s uniquely relevant to them at the right time during the buying cycle. Once setup, these automated campaigns run without marketing’s involvement. They eliminate the need for a consistent reinvestment of time to develop content and execute on it. You can create nurtures to warm prospects into leads while you focus on pulling new people into your funnel. Learn about the different types of nurtures and how to build an effective program.

1. February 2016
Nurture Marketing - Back to the Basics

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#InsightfulMarketerEvolution of Marketing
Back in the day, Marketing was about
pushing information from the seller to the
buyer.
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Then the internet came and people could
“pull” their own information
Now we engage in ongoing dialog and
integrate online and offline experience.

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#InsightfulMarketerIt’s not your father’s funnel
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Yesterday’s Funnel

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Marketing’s Approach
5
ATTRACT & CAPTURE
prospects in your
target market
SCORE
leads based on who
is most likely to buy
MEASURE
and improve
marketing ROI
NURTURE
leads who aren’t ready
to buy
RETAIN
and extend customer
relationships
ALIGN
sales and marketing for
seamless experience
#InsightfulMarketer

6. 6
79% of leads never
convert to sales. Lack of
nurturing is #1 cause of
poor performance.
-MarketingSherpa

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Create personalized,
multi-step activities
designed to deliver the
right content to the right
leads at the right time.
Nurture Marketing #InsightfulMarketer

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Biggest Lead Nurture Challenges
8
#InsightfulMarketer

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Lead Nurturing Challenges
9
#InsightfulMarketer

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Lead Nurturing Basics
● Relevant
● Helpful
● Valuable
● Create brand awareness and build
credibility
● Keep prospects engaged and be top of
mind when they are ready to buy
● Shorten sales cycles
● Retain current customers
Your Nurture Campaign needs to be: Reasons to Nurture Leads:
#InsightfulMarketer

11. 11
Companies that excel at nurturing
generate 50% more sales leads
at 33% lower cost.-Forrester Research

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Nurture Marketing allows you to...
● Build relationships with prospects over time to maintain top-of-mind
awareness and guide them to a buying decision
● Create campaigns to work automatically on a time or trigger-basis
● Trigger engagements based on lead behaviors, such as completing a
form; and on profile data, such as lead score or demographic data
● Personalize content and the experience of each buyer with targeted
nurtures
● Combine digital engagements with human engagements for a more
seamless buyer experience
#InsightfulMarketer

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Types of Nurtures
● Intro / Welcome
● Stay in Touch
● Re-Market / Re-cycled
● Accelerator
● Closed / Lost
● Customer Lifecycle
13

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The Mechanics
14
1. Choose the type of nurture
2. Build your list
3. Define the goals of the campaign
4. Determine frequency of tactics and duration
of the campaign
5. Define the path and flow for the campaign
6. Determine sales touch points
#InsightfulMarketer

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Nurture Example
15
John Smith
• Clicks Tweet
• Lands on blog
• Download eBooks
John enters
Welcome Nurture
Opens e-mail
Receives direct mail
Visits URL
Downloads infographic
Clicks e-mail
Visits lots of web pages
Lead Score Reaches
75
Score indicates readiness
for sales
Prospect not ready to
buy. Lead is placed in
long-term nurture.
Prospect is ready to
engage and enters
opportunity stage.
$
#InsightfulMarketer

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Nurtured leads make 47%
larger purchases than
non-nurtured leads.
-The Annuitas Group
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Metrics
17
● Typical e-mail metrics
● Response rates
● Event registrations
● Conversion rates
● Opportunity creation
● Cost per opportunity
● Revenue generated
#InsightfulMarketer

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19. Thank You
Malinda Wilkinson
malinda.wilkinson@salesfusion.com
@MalindaWilk