SlideShare a Scribd company logo
1 of 63
Download to read offline
Advanced	
  Lead	
  Nurturing	
  
​ Mathew	
  Sweezey 	
  	
  
​ Principal	
  of	
  Marke<ng	
  Insights	
  	
  
​ msweezey@salesforce.com	
  
​ @msweezey	
  
​  	
  	
  
How	
  to	
  wake	
  the	
  dead	
  leads	
  in	
  your	
  database	
  
@msweezey
•  Safe	
  harbor	
  statement	
  under	
  the	
  Private	
  Securi<es	
  Li<ga<on	
  Reform	
  Act	
  of	
  1995:	
  
•  This	
  presenta<on	
  may	
  contain	
  forward-­‐looking	
  statements	
  that	
  involve	
  risks,	
  uncertain<es,	
  and	
  assump<ons.	
  If	
  any	
  such	
  uncertain<es	
  materialize	
  
or	
  if	
  any	
  of	
  the	
  assump<ons	
  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	
  
projec<ons	
  of	
  product	
  or	
  service	
  availability,	
  subscriber	
  growth,	
  earnings,	
  revenues,	
  or	
  other	
  financial	
  items	
  and	
  any	
  statements	
  regarding	
  
strategies	
  or	
  plans	
  of	
  management	
  for	
  future	
  opera<ons,	
  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	
  uncertain<es	
  referred	
  to	
  above	
  include	
  –	
  but	
  are	
  not	
  limited	
  to	
  –	
  risks	
  associated	
  with	
  developing	
  and	
  delivering	
  new	
  func<onality	
  
for	
  our	
  service,	
  new	
  products	
  and	
  services,	
  our	
  new	
  business	
  model,	
  our	
  past	
  opera<ng	
  losses,	
  possible	
  fluctua<ons	
  in	
  our	
  opera<ng	
  results	
  and	
  
rate	
  of	
  growth,	
  interrup<ons	
  or	
  delays	
  in	
  our	
  Web	
  hos<ng,	
  breach	
  of	
  our	
  security	
  measures,	
  the	
  outcome	
  of	
  any	
  li<ga<on,	
  risks	
  associated	
  with	
  
completed	
  and	
  any	
  possible	
  mergers	
  and	
  acquisi<ons,	
  the	
  immature	
  market	
  in	
  which	
  we	
  operate,	
  our	
  rela<vely	
  limited	
  opera<ng	
  history,	
  our	
  
ability	
  to	
  expand,	
  retain,	
  and	
  mo<vate	
  our	
  employees	
  and	
  manage	
  our	
  growth,	
  new	
  releases	
  of	
  our	
  service	
  and	
  successful	
  customer	
  deployment,	
  
our	
  limited	
  history	
  reselling	
  non-­‐salesforce.com	
  products,	
  and	
  u<liza<on	
  and	
  selling	
  to	
  larger	
  enterprise	
  customers.	
  Further	
  informa<on	
  on	
  
poten<al	
  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	
  sec<on	
  of	
  the	
  Investor	
  Informa<on	
  sec<on	
  of	
  our	
  Web	
  site.	
  
•  Any	
  unreleased	
  services	
  or	
  features	
  referenced	
  in	
  this	
  or	
  other	
  presenta<ons,	
  press	
  releases	
  or	
  public	
  statements	
  are	
  not	
  currently	
  available	
  and	
  
may	
  not	
  be	
  delivered	
  on	
  <me	
  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	
  obliga<on	
  and	
  does	
  not	
  intend	
  to	
  update	
  these	
  forward-­‐looking	
  statements.	
  
Safe	
  Harbor	
  
@msweezey
Digital Native
Principal	
  of	
  Marke<ng	
  Insights	
  and	
  Author	
  of	
  Marke<ng	
  
Automa<on	
  for	
  Dummies.	
  Recognized	
  as	
  one	
  of	
  the	
  most	
  
influen<al	
  thinkers	
  on	
  B2B	
  marke<ng,	
  and	
  frequent	
  author	
  
for	
  Mashable,	
  ClickZ,	
  and	
  Keynote	
  Speaker.	
  	
  	
  
Mathew “Sweezey”
@msweezey
Warning:!To be respectful of those who are “Advanced” we will be
skipping a lot of the fluff and getting right down to the
advanced topics. There will be homework given, and
advanced topics covered. We will move fast, so please
know this presentation is on slide share the moment the
session is done. Simply follow me on twitter and it will be
posted directly afterwards. 

Sorry not sorry
@msweezey
40X
There	
  are	
  40X	
  more	
  marke<ng	
  channels	
  a	
  marketer	
  must	
  manage	
  in	
  2015	
  
compared	
  to	
  1960.	
  This	
  increased	
  fragmenta<on	
  has	
  happened	
  as	
  a	
  result	
  of	
  
infinite	
  media,	
  instant	
  connec<vity,	
  and	
  the	
  rise	
  in	
  mobility.	
  	
  
	
  
@msweezey
BUYERS

CHANGE
Buyers	
  become	
  highly	
  fragmented	
  beings	
  across	
  mul<ple	
  channels.	
  
They	
  are	
  always	
  connected,	
  and	
  always	
  on.	
  The	
  only	
  way	
  to	
  reach	
  
them	
  is	
  to	
  know	
  more	
  about	
  them,	
  and	
  understand	
  what	
  it	
  takes	
  
to	
  really	
  be	
  relevant	
  to	
  the	
  modern	
  buyer.	
  	
  
	
  
@msweezey
Buyers	
  harness	
  more	
  power	
  when	
  they	
  do	
  a	
  single	
  Google	
  search	
  
than	
  all	
  of	
  NASA	
  had	
  in	
  1969	
  to	
  land	
  a	
  man	
  on	
  the	
  moon.	
  Anything	
  
can	
  be	
  found	
  in	
  an	
  instant,	
  and	
  if	
  it’s	
  not	
  they	
  they	
  leave.	
  	
  
	
  
INSTANT
RESULTS
80%
Bounce Rate
On visits from Adwords
71%
Have been 
Disappointed by content
25%
Will never re-engage
If disappointed once
1.70
Page views
Per visit to your site
@msweezey
ENVIROMENT

CHANGED
BUYERS

CHANGE
= MARKETING MUST CHANGE

 
(Enter Lead Nurturing) 
Buyers	
  harness	
  more	
  power	
  
when	
  they	
  do	
  a	
  single	
  Google	
  
search	
  
Limitless Channels	
  
Buyers	
  harness	
  more	
  
power	
  when	
  they	
  do	
  a	
  
single	
  Google	
  search	
  
Always on	
  
Buyers	
  harness	
  more	
  
power	
  when	
  they	
  do	
  a	
  
single	
  Google	
  search	
  
Infinite Media	
  
Buyers	
  harness	
  more	
  power	
  
when	
  they	
  do	
  a	
  single	
  Google	
  
search	
  
Instant Expectations	
  +	
  
+	
  
@msweezey
NURTURING IS NOT 
EMAIL MARKETING
Buyers	
  harness	
  more	
  power	
  
when	
  they	
  do	
  a	
  single	
  Google	
  
search	
  
Limitless Channels	
  
Buyers	
  harness	
  more	
  
power	
  when	
  they	
  do	
  a	
  
single	
  Google	
  search	
  
Infinite Media	
   +	
  
@msweezey
Why cold leads?
Lets	
  look	
  at	
  why	
  leads	
  
are	
  cold	
  first	
  and	
  then	
  
we	
  can	
  warm	
  them	
  up.	
  	
  
00
@msweezey
“Don’t be a fool. You’re
leads aren’t engaging with
you for a reason. It’s
simple, fool. It’s either
your not providing a
contextual and relevant
engagement, or they are
not interested.” !
-MR “T” !
@msweezey
“Reengaging with your
leads is a tactical
endeavor which is based
on some core
foundations.”!
-Teddy the Tactical Teddy Bear!
@msweezey
Modern Emails 
Your	
  communica<on	
  
with	
  people	
  must	
  be	
  
human	
  and	
  in	
  the	
  
modern	
  vernacular.	
  
Here	
  are	
  the	
  ways	
  to	
  get	
  
your	
  emails	
  into	
  shape.	
  
01
@msweezey
“Consumers want
honest and
authentic
experiences”
-Joseph Pine II
Author of the Experience
Economy, Authenticity, & Infinite
Possibilities
@msweezey
“A” or “B”
How do you manage your email in box? 
Heuristics Survey #1
@msweezey
“We now disqualify
before we qualify”
@msweezey
“A” or “B”
How do you research things online?
Heuristics Survey #2
@msweezey
“We batch research”
@msweezey
Daily	
  content	
  consump<on.	
  Usually	
  is	
  Learn,	
  and	
  
Escape.	
  Happens	
  across	
  all	
  media	
  channels.	
  	
  
How	
  we	
  engage	
  with	
  Research	
  content.	
  	
  
Batch Research Defined	
  
@msweezey
ANSWERS
@msweezey
Stage Based Marketing
Subject Lines!
@msweezey
•  Thought you might like this
•  Did you get a chance to see this yet?
Stage Based Marketing
Subject Lines!
STAGE ONE SUBJECT LINES!
The goal is to get your email opened and to get them to the
content. You are being helpful by connecting them to things which
help them do their job better. Or empower them at their purpose.
@msweezey
•  New Case Study: Tag Management Best Practice 
•  Connecting you with John, CMO from Precor 
Stage Based Marketing
Subject Lines!
STAGE TWO SUBJECT LINES!
The goals is to help them convince the other 6 people on the buying
committee to evaluate a tool/solution/service. Many times you will
need other people showing value and gains. Stage two shares
social proof.
@msweezey
•  Buyers Guide 2015
•  Marketing Automation Leader Report 
Stage Based Marketing
Subject Lines!
STAGE THREE SUBJECT LINES!
The goals is to show why your tool/product/solution is the best.
This is when you break out the big guns, and share buyers guides,
and magic quadrants.
@msweezey
Stage Based Marketing
Email Copy!
@msweezey
John,
I noticed an article on Content experience,
and thought you might like to give it a look.
John,
There is a video in our resource library on
Lead nurturing best practices, here’s a link to it.
It was recorded with Jay Baer.
John,
I’m not sure if you follow this guy on social. But
If you’re on Twitter you might want to
check out @jaybaer. We’ve just shot a webinar..
Modern Humans Scan Emails 
B2B EMAILS SHOULD BE SHORT, RICH TEXT, AND BE HELPFUL to increase content conversions
@msweezey
2x-4x increaseIn content conversions when using
Rich text vs full HTML in nurturing
emails.
@msweezey
The	
  buying	
  cycle	
  has	
  increased	
  
and	
  consumers	
  are	
  now	
  
engaging	
  with	
  more	
  content	
  
than	
  ever	
  before.	
  The	
  only	
  way	
  
to	
  scale	
  one	
  to	
  one	
  rela<onships	
  
are	
  thought	
  journeys.	
  	
  
Journeys 
02
@msweezey
What is cold?We need to define what a cold lead
is, and what data point we will use
to identify them.
@msweezey
How to Identify Cold Leads
1.  Time
2.  Lead Score
3.  Lead Status
@msweezey
Lead Goes 
Cold
Marketing
Automation
•  They	
  have	
  not	
  been	
  back	
  to	
  your	
  website	
  in	
  (x	
  Days)	
  
•  They	
  have	
  not	
  converted	
  to	
  the	
  next	
  stage	
  	
  
•  Not	
  all	
  leads	
  are	
  “Leads”	
  so	
  be	
  careful	
  	
  	
  
Read this data point from 	
  
•  Decrease	
  lead	
  score	
  	
  
•  Change	
  their	
  status	
  	
  
•  Remove	
  as	
  prospect	
  
Lead Score	
  
•  Add	
  to	
  a	
  “Cold	
  Lead”	
  drip	
  
•  Remove	
  from	
  drip	
  when	
  
engagement	
  happens	
  	
  
•  Drip	
  is	
  very	
  light	
  touches	
  	
  
Automation	
  +	
  
Be realistic: You are not going to
be able to convert all visitors into leads, and not all
leads into opptys. It’s best to get dead leads out of your
funnel, rather than trying to revive them.
@msweezey
Goals
Providing	
  relevant	
  informa<on	
  to	
  
customer	
  over	
  the	
  en<re	
  lifecycle	
  is	
  
cri<cal.	
  	
  
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	
  Marke<ng	
  Lead	
  Drip 3-­‐2-­‐1
Cold	
  Sales	
  Lead	
  Drip Straight	
  Drip
Compe<<ve	
  Drip Straight	
  Drip
Lost	
  Deal	
  Drip	
   Straight	
  Drip
@msweezey
Lead Nurturing Wins
Using	
  the	
  3-­‐2-­‐1	
  technique	
  of	
  
lead	
  nurturing	
  eCornell	
  has	
  
been	
  able	
  to	
  see	
  amazing	
  
results.	
  Conver<ng	
  50%	
  of	
  all	
  
sales	
  qualified	
  leads	
  who	
  are	
  
nurtured	
  into	
  new	
  customers.	
  	
  	
  
eCornell Lead Program
Is	
  the	
  online	
  branch	
  of	
  the	
  Ivy	
  
League	
  Cornell	
  University.	
  
They	
  are	
  responsible	
  for	
  
driving	
  all	
  traffic	
  and	
  produce	
  
5,000	
  leads	
  per	
  month.	
  
16X
Higher	
  conversion	
  rate	
  on	
  leads	
  
who	
  have	
  been	
  nurtured	
  vs	
  those	
  
who	
  have	
  not.	
  Giving	
  them	
  the	
  
single	
  biggest	
  increase	
  in	
  leads	
  from	
  
any	
  other	
  method.	
  	
  
@msweezey
You can not call your self a “Marketing Automation Processional”
with out reading this book. You must understand what stage based
marketing is, and the tactics to put it into practice. This book is
your homework. 

This book 
will diagram 
all of these 
programs.
@msweezey
Social Nurturing 
Gartner	
  predicts	
  by	
  2017	
  the	
  
CMO	
  will	
  over	
  take	
  the	
  CIO	
  in	
  
their	
  fight	
  for	
  the	
  largest	
  IT	
  
budget	
  in	
  the	
  company.	
  This	
  
trend	
  is	
  a	
  direct	
  representa<on	
  
of	
  the	
  need	
  for	
  marke<ng	
  to	
  
keep	
  up	
  with	
  a	
  longer	
  sales	
  
cycle,	
  manage	
  more	
  channels,	
  
and	
  technology	
  as	
  a	
  solu<on	
  to	
  
these	
  issues.	
  	
  
03
@msweezey
7.4
The average number of
social channels a person
with a smart phone.
SEVENTEEN
The average number of times
per day a person between the
ages of 35-49 checks their
Facebook account each day.
@msweezey
Nobody says
“I want content”They decide engage with content to
solve goals, they engage with it because
it aligns with their purpose
@msweezey
more often than they do
those that simply urge
them to buy the product
being advertised. As a
result, their path to
purchase is actually their
path to purpose.
Consumers choose the
brands that engage
them on their passions
and interests 
42% 
It is a “Path to Purpose” 
Not a “Path to Purchase” 
-Google THINK
@msweezey
Experiences which fulfill purpose are best
#likeagirl campaign is watched by over 57 million fans	
  
@msweezey
You	
  no	
  longer	
  compete	
  with	
  those	
  in	
  your	
  own	
  industry,	
  but	
  rather	
  the	
  best	
  of	
  
those	
  fields.	
  Consumer	
  are	
  now	
  comparing	
  all	
  experiences	
  against	
  each	
  other	
  
rather	
  than	
  against	
  their	
  ver<cal.	
  	
  
	
  
VOLVO
Case Study
“Facebook has been our most
effective social media
technology for generating
leads.”
	
  
John	
  Johnston	
  
Director,	
  Digital	
  Marke<ng	
  
Volvo	
  Construc<on	
  Equipment	
  of	
  North	
  America	
  	
  
@msweezey
You	
  no	
  longer	
  compete	
  with	
  those	
  in	
  your	
  own	
  industry,	
  but	
  rather	
  the	
  best	
  of	
  
those	
  fields.	
  Consumer	
  are	
  now	
  comparing	
  all	
  experiences	
  against	
  each	
  other	
  
rather	
  than	
  against	
  their	
  ver<cal.	
  	
  
	
  
VOLVO
Case Study
@msweezey
Purpose is
“Contextual”So depending on their state
of mind may depend on the
purpose they are trying to
fulfill. This changes by the
second, and must be
understood for automations
to have a net positive effect.
@msweezey
ESCAPE!People wanting to escape will lean on self discover and
social channels. They are looking to escape their work, life,
job, and take a short break. No barring on sales readiness.

Smoke breaks are 1950 –
Facebook is 2015
@msweezey
@msweezey
Read this article for more on creating humor in your content: http://
www.clickz.com/clickz/column/2389218/create-better-content-via-humor
Kronos Case Study
Kronos, a workforce
management software
company, uses a weekly
comic to engage with their
audience. Their comics are
consistently shared on
LinkedIn two to 10x more
than their corporate blog
posts.
@msweezey
Lead Conversion
Your	
  leads	
  may	
  be	
  cold	
  
because	
  you	
  don’t	
  know	
  
how	
  to	
  convert	
  them	
  to	
  
the	
  next	
  stage	
  in	
  the	
  
buying	
  cycle.	
  	
  
04
@msweezey
This	
  Is	
  the	
  old	
  way	
  of	
  thinking	
  about	
  
conversion.	
  How	
  do	
  we	
  make	
  content,	
  
and	
  drive	
  people	
  to	
  it.	
  Now	
  we	
  take	
  a	
  
new	
  approach	
  with	
  dynamic	
  journeys.	
  	
  
	
  
Static
Websites
@msweezey
Personalized
Experience
Requires	
  you	
  to	
  know	
  each	
  and	
  every	
  person,	
  and	
  demands	
  a	
  system	
  of	
  relevance	
  
which	
  touches	
  all	
  aspects	
  of	
  your	
  business.	
  This	
  puts	
  the	
  customer	
  success	
  
plaqorm	
  at	
  the	
  heart	
  of	
  your	
  marke<ng	
  efforts.	
  Then	
  allows	
  for	
  scaling	
  across	
  all	
  
channels,	
  with	
  dynamic	
  and	
  predic<ve	
  personaliza<on.	
  	
  
	
  
@msweezey
Companies	
  using	
  predica<ve	
  content	
  
on	
  average	
  are	
  seeing	
  an	
  increase	
  in	
  
revenue	
  by	
  15%.	
  
	
  
Dynamic Content
Dynamic	
  content	
  suggests	
  the	
  best	
  
next	
  piece	
  of	
  content	
  given	
  set	
  
algorithms	
  of	
  most	
  likely	
  
engagement.	
  
Owned Experiences
Crea<ng	
  customized	
  experiences	
  
also	
  needs	
  to	
  happen	
  both	
  on	
  your	
  
website	
  and	
  via	
  the	
  email	
  content.	
  
+15%
Revenue 	
  
@msweezey
Choose Your 
Own Adventure
This	
  is	
  how	
  you	
  nurture	
  leads	
  on	
  your	
  
website	
  and	
  provide	
  a	
  relevant,	
  and	
  
contextual	
  informa<on.	
  Offers	
  change	
  
based	
  on	
  their	
  stage	
  to	
  be	
  relevant.	
  	
  
( These are Dynamic Content)
( These are Dynamic Content)
( These are Dynamic Content)
@msweezey
John, 

I thought you’d like these 10 tips on
nurturing. It was written by Trulia, one
of our clients. 

Also if you’re looking for some
research reports on marketing
automation here’s the Gartner Magic
Quadrant. 

Best, 

Mathew 


STAGE 3 CTA
STAGE 2 CTA
Choose Your 
Own Adventure
This	
  is	
  how	
  you	
  use	
  Choose	
  Your	
  Own	
  
Adventure	
  in	
  email.	
  By	
  allowing	
  people	
  
to	
  self	
  select	
  into	
  content	
  you	
  gain	
  the	
  
insights,	
  and	
  they	
  gain	
  trust.	
  	
  
@msweezey
Choose Your 
Own Adventure
This	
  is	
  how	
  you	
  nurture	
  leads	
  in	
  
videos	
  and	
  get	
  them	
  to	
  move	
  to	
  the	
  
next	
  most	
  relevant	
  thing.	
  	
  
@msweezey
Use Account
Based Marketing
This	
  also	
  works	
  with	
  account	
  based	
  
marke<ng.	
  You	
  can	
  tag	
  an	
  account	
  
with	
  the	
  stage	
  and	
  then	
  serve	
  up	
  
different	
  content	
  to	
  them.	
  	
  
@msweezey
Gartner	
  predicts	
  by	
  2017	
  the	
  
CMO	
  will	
  over	
  take	
  the	
  CIO	
  in	
  
their	
  fight	
  for	
  the	
  largest	
  IT	
  
budget	
  in	
  the	
  company.	
  This	
  
trend	
  is	
  a	
  direct	
  representa<on	
  
of	
  the	
  need	
  for	
  marke<ng	
  to	
  
keep	
  up	
  with	
  a	
  longer	
  sales	
  
cycle,	
  manage	
  more	
  channels,	
  
and	
  technology	
  as	
  a	
  solu<on	
  to	
  
these	
  issues.	
  	
  
Sales + Marketing
05
@msweezey
Lazy
Crap
The	
  majority	
  of	
  marketers	
  feel	
  their	
  sales	
  
people	
  are	
  Lazy	
  because	
  they	
  do	
  nothing	
  
with	
  the	
  leads	
  which	
  are	
  passed	
  over	
  to	
  
them.	
  
Salespeople	
  tend	
  to	
  feel	
  the	
  lead	
  
they	
  receive	
  from	
  marke<ng	
  are	
  
crap.	
  	
  This	
  causes	
  major	
  distrust	
  
between	
  marke<ng	
  and	
  sales.	
  
@msweezey
Sales 
Automations
Real time notifications
Sales	
  then	
  gets	
  instant	
  no<fica<ons	
  of	
  
any	
  lead	
  they	
  are	
  working	
  with	
  and	
  
their	
  engagement	
  with	
  marke<ng.	
  	
  
Sales Nurturing Programs
The	
  biggest	
  benefit	
  to	
  the	
  sales	
  and	
  marke<ng	
  program	
  are	
  
sales	
  automa<ons	
  from	
  Pardot.	
  Giving	
  businesses	
  the	
  ability	
  to	
  
generate	
  leads,	
  iden<fy	
  them,	
  and	
  close	
  them	
  faster.	
  	
  
One	
  click	
  nurturing	
  allows	
  sales	
  to	
  then	
  
nurture	
  those	
  leads	
  who	
  are	
  not	
  ready	
  
buy.	
  
@msweezey
If you do not involve your sales team in the 
process of building out sales nurturing campaigns
they will not use them.
@msweezey
Salespeople Are people
And some of them are SMART!
Marketers
PLEASE REMEMBER:
@msweezey
Begin with 
Their emails
Look	
  at	
  their	
  sent	
  emails	
  to	
  see	
  how	
  they	
  phrase	
  
things.	
  Speak	
  with	
  them	
  and	
  learn	
  what	
  they	
  know	
  
about	
  emailing	
  prospects.	
  They	
  know	
  a	
  lot	
  more	
  than	
  
you	
  may	
  be	
  giving	
  them	
  credit	
  for.	
  	
  
	
  
@msweezey
Follow their
Cadence
Then	
  ask	
  them	
  how	
  they	
  want	
  their	
  leads	
  to	
  be	
  
followed	
  up	
  with,	
  or	
  how	
  they	
  currently	
  follow	
  up	
  with	
  
them.	
  Your	
  smart	
  reps	
  will	
  have	
  a	
  cadence	
  they	
  follow.	
  
You	
  should	
  use	
  the	
  same	
  cadence.	
  	
  
	
  
@msweezey
Train them on 
How and when
If	
  you	
  fail	
  to	
  train	
  them	
  they	
  will	
  not	
  use	
  
the	
  tools,	
  or	
  not	
  use	
  them	
  correctly.	
  If	
  
you	
  do	
  not	
  get	
  their	
  input	
  they	
  will	
  not	
  
use	
  them	
  at	
  all.	
  	
  
	
  
@msweezey
WRAP UP 
Nurturing	
  is	
  more	
  than	
  email,	
  and	
  it	
  is	
  
a	
  highly	
  tac<cal	
  endeavor.	
  It	
  requires	
  
you	
  to	
  know	
  modern	
  email,	
  social	
  
tools,	
  and	
  involve	
  sales	
  in	
  the	
  
process.	
  	
  
@msweezey
Thank you 
I	
  have	
  just	
  shared	
  the	
  presenta<on	
  on	
  
my	
  twirer	
  handle	
  @msweezey	
  

More Related Content

Viewers also liked

The Art and Science of Revenue-Centric Marketing in a Digital World
The Art and Science of Revenue-Centric Marketing in a Digital WorldThe Art and Science of Revenue-Centric Marketing in a Digital World
The Art and Science of Revenue-Centric Marketing in a Digital WorldGary DeAsi
 
[Webinar] Predictive Lead Scoring: How To Turn Data Into Revenue
[Webinar] Predictive Lead Scoring: How To Turn Data Into Revenue[Webinar] Predictive Lead Scoring: How To Turn Data Into Revenue
[Webinar] Predictive Lead Scoring: How To Turn Data Into RevenueMintigo1
 
Live Webinar: Crash Course to Lead Nurturing
Live Webinar: Crash Course to Lead Nurturing Live Webinar: Crash Course to Lead Nurturing
Live Webinar: Crash Course to Lead Nurturing LinkedIn
 
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016Gary DeAsi
 
8 Essential Types of Marketing Content (and how to use them)
8 Essential Types of Marketing Content (and how to use them)8 Essential Types of Marketing Content (and how to use them)
8 Essential Types of Marketing Content (and how to use them)Gary DeAsi
 
Effective Customer Journey Maps
Effective Customer Journey MapsEffective Customer Journey Maps
Effective Customer Journey MapsTandemSeven
 
Aligning Your Marketing Team and Strategy with the Modern Customer Journey
Aligning Your Marketing Team and Strategy with the Modern Customer JourneyAligning Your Marketing Team and Strategy with the Modern Customer Journey
Aligning Your Marketing Team and Strategy with the Modern Customer JourneyGary DeAsi
 

Viewers also liked (7)

The Art and Science of Revenue-Centric Marketing in a Digital World
The Art and Science of Revenue-Centric Marketing in a Digital WorldThe Art and Science of Revenue-Centric Marketing in a Digital World
The Art and Science of Revenue-Centric Marketing in a Digital World
 
[Webinar] Predictive Lead Scoring: How To Turn Data Into Revenue
[Webinar] Predictive Lead Scoring: How To Turn Data Into Revenue[Webinar] Predictive Lead Scoring: How To Turn Data Into Revenue
[Webinar] Predictive Lead Scoring: How To Turn Data Into Revenue
 
Live Webinar: Crash Course to Lead Nurturing
Live Webinar: Crash Course to Lead Nurturing Live Webinar: Crash Course to Lead Nurturing
Live Webinar: Crash Course to Lead Nurturing
 
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016
 
8 Essential Types of Marketing Content (and how to use them)
8 Essential Types of Marketing Content (and how to use them)8 Essential Types of Marketing Content (and how to use them)
8 Essential Types of Marketing Content (and how to use them)
 
Effective Customer Journey Maps
Effective Customer Journey MapsEffective Customer Journey Maps
Effective Customer Journey Maps
 
Aligning Your Marketing Team and Strategy with the Modern Customer Journey
Aligning Your Marketing Team and Strategy with the Modern Customer JourneyAligning Your Marketing Team and Strategy with the Modern Customer Journey
Aligning Your Marketing Team and Strategy with the Modern Customer Journey
 

Similar to Advanced Lead Nurturing: Wake the Dead

Argyle CMO Summit 2015
Argyle CMO Summit 2015 Argyle CMO Summit 2015
Argyle CMO Summit 2015 Mathew Sweezey
 
7 Advanced Lead Nurturing Tips
7 Advanced Lead Nurturing Tips7 Advanced Lead Nurturing Tips
7 Advanced Lead Nurturing TipsPardot
 
New Era of Marketing - Content Marketing Conference - 2016
New Era of Marketing - Content Marketing Conference - 2016 New Era of Marketing - Content Marketing Conference - 2016
New Era of Marketing - Content Marketing Conference - 2016 Mathew Sweezey
 
Deriving Intelligence from Customer Actions: Data Marketing 2015 presentation
Deriving Intelligence from Customer Actions: Data Marketing 2015 presentation  Deriving Intelligence from Customer Actions: Data Marketing 2015 presentation
Deriving Intelligence from Customer Actions: Data Marketing 2015 presentation Mathew Sweezey
 
Maximizing Your Impact with Social Media
Maximizing Your Impact with Social MediaMaximizing Your Impact with Social Media
Maximizing Your Impact with Social MediaSalesforce.org
 
Revenue +Performance
Revenue +PerformanceRevenue +Performance
Revenue +PerformancePress Trade
 
You're Ready to Start Marketing. Now What? (Series: Digital Marketing Tips fo...
You're Ready to Start Marketing. Now What? (Series: Digital Marketing Tips fo...You're Ready to Start Marketing. Now What? (Series: Digital Marketing Tips fo...
You're Ready to Start Marketing. Now What? (Series: Digital Marketing Tips fo...Financial Poise
 
Sales Methodologies - A quick guide to boosting success - realSociable
Sales Methodologies - A quick guide to boosting success - realSociableSales Methodologies - A quick guide to boosting success - realSociable
Sales Methodologies - A quick guide to boosting success - realSociableDalia Asterbadi
 
'A Journey to the Centre of Customer-centricity' - Jeff Evans
'A Journey to the Centre of Customer-centricity' - Jeff Evans'A Journey to the Centre of Customer-centricity' - Jeff Evans
'A Journey to the Centre of Customer-centricity' - Jeff EvansLemonTree Fundraising
 
Argyle CMO Summit, Boston 2015
Argyle CMO Summit, Boston 2015Argyle CMO Summit, Boston 2015
Argyle CMO Summit, Boston 2015Mathew Sweezey
 
Definitive Guide to Sales Content Performance
Definitive Guide to Sales Content PerformanceDefinitive Guide to Sales Content Performance
Definitive Guide to Sales Content PerformanceHighspot
 
How to show value on content marketing
How to show value on content marketing How to show value on content marketing
How to show value on content marketing Mathew Sweezey
 
@Dreamforce 2014: The Basics of B2B Social
@Dreamforce 2014:  The Basics of B2B Social@Dreamforce 2014:  The Basics of B2B Social
@Dreamforce 2014: The Basics of B2B SocialSherri Maxson
 
#DF11 Social Sales Revolution: 7 Steps @Salesforce @bsupakrunk
#DF11 Social Sales Revolution: 7 Steps @Salesforce @bsupakrunk #DF11 Social Sales Revolution: 7 Steps @Salesforce @bsupakrunk
#DF11 Social Sales Revolution: 7 Steps @Salesforce @bsupakrunk Ben Pruden
 
State of B2B Marketing 2015
State of B2B Marketing 2015State of B2B Marketing 2015
State of B2B Marketing 2015Mathew Sweezey
 
Why is content marketing critical for a healthy business?
Why is content marketing critical for a healthy business?Why is content marketing critical for a healthy business?
Why is content marketing critical for a healthy business?Scott MacFarland
 
Sales and Marketing - Shifting Lead Nurturing Into Overdrive
Sales and Marketing - Shifting Lead Nurturing Into OverdriveSales and Marketing - Shifting Lead Nurturing Into Overdrive
Sales and Marketing - Shifting Lead Nurturing Into OverdrivePardot
 

Similar to Advanced Lead Nurturing: Wake the Dead (20)

Argyle CMO Summit 2015
Argyle CMO Summit 2015 Argyle CMO Summit 2015
Argyle CMO Summit 2015
 
7 Advanced Lead Nurturing Tips
7 Advanced Lead Nurturing Tips7 Advanced Lead Nurturing Tips
7 Advanced Lead Nurturing Tips
 
New Era of Marketing - Content Marketing Conference - 2016
New Era of Marketing - Content Marketing Conference - 2016 New Era of Marketing - Content Marketing Conference - 2016
New Era of Marketing - Content Marketing Conference - 2016
 
Deriving Intelligence from Customer Actions: Data Marketing 2015 presentation
Deriving Intelligence from Customer Actions: Data Marketing 2015 presentation  Deriving Intelligence from Customer Actions: Data Marketing 2015 presentation
Deriving Intelligence from Customer Actions: Data Marketing 2015 presentation
 
Data Marketing
Data MarketingData Marketing
Data Marketing
 
Maximizing Your Impact with Social Media
Maximizing Your Impact with Social MediaMaximizing Your Impact with Social Media
Maximizing Your Impact with Social Media
 
Revenue +Performance
Revenue +PerformanceRevenue +Performance
Revenue +Performance
 
Guiding the Enterprise Social Media Strategy
Guiding the Enterprise Social Media StrategyGuiding the Enterprise Social Media Strategy
Guiding the Enterprise Social Media Strategy
 
7 Methods for Highly Effective
7 Methods for Highly Effective7 Methods for Highly Effective
7 Methods for Highly Effective
 
You're Ready to Start Marketing. Now What? (Series: Digital Marketing Tips fo...
You're Ready to Start Marketing. Now What? (Series: Digital Marketing Tips fo...You're Ready to Start Marketing. Now What? (Series: Digital Marketing Tips fo...
You're Ready to Start Marketing. Now What? (Series: Digital Marketing Tips fo...
 
Sales Methodologies - A quick guide to boosting success - realSociable
Sales Methodologies - A quick guide to boosting success - realSociableSales Methodologies - A quick guide to boosting success - realSociable
Sales Methodologies - A quick guide to boosting success - realSociable
 
'A Journey to the Centre of Customer-centricity' - Jeff Evans
'A Journey to the Centre of Customer-centricity' - Jeff Evans'A Journey to the Centre of Customer-centricity' - Jeff Evans
'A Journey to the Centre of Customer-centricity' - Jeff Evans
 
Argyle CMO Summit, Boston 2015
Argyle CMO Summit, Boston 2015Argyle CMO Summit, Boston 2015
Argyle CMO Summit, Boston 2015
 
Definitive Guide to Sales Content Performance
Definitive Guide to Sales Content PerformanceDefinitive Guide to Sales Content Performance
Definitive Guide to Sales Content Performance
 
How to show value on content marketing
How to show value on content marketing How to show value on content marketing
How to show value on content marketing
 
@Dreamforce 2014: The Basics of B2B Social
@Dreamforce 2014:  The Basics of B2B Social@Dreamforce 2014:  The Basics of B2B Social
@Dreamforce 2014: The Basics of B2B Social
 
#DF11 Social Sales Revolution: 7 Steps @Salesforce @bsupakrunk
#DF11 Social Sales Revolution: 7 Steps @Salesforce @bsupakrunk #DF11 Social Sales Revolution: 7 Steps @Salesforce @bsupakrunk
#DF11 Social Sales Revolution: 7 Steps @Salesforce @bsupakrunk
 
State of B2B Marketing 2015
State of B2B Marketing 2015State of B2B Marketing 2015
State of B2B Marketing 2015
 
Why is content marketing critical for a healthy business?
Why is content marketing critical for a healthy business?Why is content marketing critical for a healthy business?
Why is content marketing critical for a healthy business?
 
Sales and Marketing - Shifting Lead Nurturing Into Overdrive
Sales and Marketing - Shifting Lead Nurturing Into OverdriveSales and Marketing - Shifting Lead Nurturing Into Overdrive
Sales and Marketing - Shifting Lead Nurturing Into Overdrive
 

More from Mathew Sweezey

Future of Demand 2019 & Beyond
Future of Demand 2019 & Beyond Future of Demand 2019 & Beyond
Future of Demand 2019 & Beyond Mathew Sweezey
 
Future of Marketing - Keynote Brandemonium 2018
Future of Marketing  - Keynote Brandemonium 2018 Future of Marketing  - Keynote Brandemonium 2018
Future of Marketing - Keynote Brandemonium 2018 Mathew Sweezey
 
5 Marketing Automation Tips for Small Businesses
5 Marketing Automation Tips for Small Businesses 5 Marketing Automation Tips for Small Businesses
5 Marketing Automation Tips for Small Businesses Mathew Sweezey
 
The Future of Marketing 2018
The Future of Marketing 2018 The Future of Marketing 2018
The Future of Marketing 2018 Mathew Sweezey
 
How To Get More Marketing Budget
How To Get More Marketing Budget How To Get More Marketing Budget
How To Get More Marketing Budget Mathew Sweezey
 
American Banking Association Marketing Conference - Modern Consumers
American Banking Association Marketing Conference - Modern ConsumersAmerican Banking Association Marketing Conference - Modern Consumers
American Banking Association Marketing Conference - Modern ConsumersMathew Sweezey
 
5 Key Traits of High Performing Marketing Organizations
5 Key Traits of High Performing Marketing Organizations 5 Key Traits of High Performing Marketing Organizations
5 Key Traits of High Performing Marketing Organizations Mathew Sweezey
 
The B2B Persona project
The B2B Persona projectThe B2B Persona project
The B2B Persona projectMathew Sweezey
 
Banksocial - Keynote 2017
Banksocial - Keynote 2017 Banksocial - Keynote 2017
Banksocial - Keynote 2017 Mathew Sweezey
 
Digital Summit - Seattle 2017
Digital Summit - Seattle 2017 Digital Summit - Seattle 2017
Digital Summit - Seattle 2017 Mathew Sweezey
 
Golden key - Sweden 2017
Golden key - Sweden 2017 Golden key - Sweden 2017
Golden key - Sweden 2017 Mathew Sweezey
 
Blueprint for High Performing B2B Marketing Campaigns
Blueprint for High Performing B2B Marketing Campaigns Blueprint for High Performing B2B Marketing Campaigns
Blueprint for High Performing B2B Marketing Campaigns Mathew Sweezey
 
Why Your Content Is Failing You, and How to Fix it
Why Your Content Is Failing You, and How to Fix it Why Your Content Is Failing You, and How to Fix it
Why Your Content Is Failing You, and How to Fix it Mathew Sweezey
 
103 Genuine Marketing Thought Leaders
103 Genuine Marketing Thought Leaders 103 Genuine Marketing Thought Leaders
103 Genuine Marketing Thought Leaders Mathew Sweezey
 
State of B2B Marketing 2016
State of B2B Marketing 2016 State of B2B Marketing 2016
State of B2B Marketing 2016 Mathew Sweezey
 
The X factor: The Secret to Better Content Marketing
The X factor: The Secret to Better Content Marketing The X factor: The Secret to Better Content Marketing
The X factor: The Secret to Better Content Marketing Mathew Sweezey
 
5 Content Engagement Questions Answered
5 Content Engagement Questions Answered 5 Content Engagement Questions Answered
5 Content Engagement Questions Answered Mathew Sweezey
 
5 pillars of the Infinite Marketer
5 pillars of the Infinite Marketer 5 pillars of the Infinite Marketer
5 pillars of the Infinite Marketer Mathew Sweezey
 

More from Mathew Sweezey (20)

Future of Marketing
Future of Marketing Future of Marketing
Future of Marketing
 
Future of Demand 2019 & Beyond
Future of Demand 2019 & Beyond Future of Demand 2019 & Beyond
Future of Demand 2019 & Beyond
 
Future of Marketing - Keynote Brandemonium 2018
Future of Marketing  - Keynote Brandemonium 2018 Future of Marketing  - Keynote Brandemonium 2018
Future of Marketing - Keynote Brandemonium 2018
 
5 Marketing Automation Tips for Small Businesses
5 Marketing Automation Tips for Small Businesses 5 Marketing Automation Tips for Small Businesses
5 Marketing Automation Tips for Small Businesses
 
The Future of Marketing 2018
The Future of Marketing 2018 The Future of Marketing 2018
The Future of Marketing 2018
 
How To Get More Marketing Budget
How To Get More Marketing Budget How To Get More Marketing Budget
How To Get More Marketing Budget
 
American Banking Association Marketing Conference - Modern Consumers
American Banking Association Marketing Conference - Modern ConsumersAmerican Banking Association Marketing Conference - Modern Consumers
American Banking Association Marketing Conference - Modern Consumers
 
5 Key Traits of High Performing Marketing Organizations
5 Key Traits of High Performing Marketing Organizations 5 Key Traits of High Performing Marketing Organizations
5 Key Traits of High Performing Marketing Organizations
 
The B2B Persona project
The B2B Persona projectThe B2B Persona project
The B2B Persona project
 
Banksocial - Keynote 2017
Banksocial - Keynote 2017 Banksocial - Keynote 2017
Banksocial - Keynote 2017
 
Digital Summit - Seattle 2017
Digital Summit - Seattle 2017 Digital Summit - Seattle 2017
Digital Summit - Seattle 2017
 
Golden key - Sweden 2017
Golden key - Sweden 2017 Golden key - Sweden 2017
Golden key - Sweden 2017
 
Blueprint for High Performing B2B Marketing Campaigns
Blueprint for High Performing B2B Marketing Campaigns Blueprint for High Performing B2B Marketing Campaigns
Blueprint for High Performing B2B Marketing Campaigns
 
Why Your Content Is Failing You, and How to Fix it
Why Your Content Is Failing You, and How to Fix it Why Your Content Is Failing You, and How to Fix it
Why Your Content Is Failing You, and How to Fix it
 
103 Genuine Marketing Thought Leaders
103 Genuine Marketing Thought Leaders 103 Genuine Marketing Thought Leaders
103 Genuine Marketing Thought Leaders
 
State of B2B Marketing 2016
State of B2B Marketing 2016 State of B2B Marketing 2016
State of B2B Marketing 2016
 
Digital Summit 2016
Digital Summit 2016 Digital Summit 2016
Digital Summit 2016
 
The X factor: The Secret to Better Content Marketing
The X factor: The Secret to Better Content Marketing The X factor: The Secret to Better Content Marketing
The X factor: The Secret to Better Content Marketing
 
5 Content Engagement Questions Answered
5 Content Engagement Questions Answered 5 Content Engagement Questions Answered
5 Content Engagement Questions Answered
 
5 pillars of the Infinite Marketer
5 pillars of the Infinite Marketer 5 pillars of the Infinite Marketer
5 pillars of the Infinite Marketer
 

Recently uploaded

Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...VereigenMedia1
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfwilliam charnock
 
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...Ahrefs
 
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO DeckDave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO DeckOban International
 
Miss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMiss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMagdalena Kulisz
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfadult marketing
 
Ryanair Marketing and business development Plan
Ryanair Marketing and business development  PlanRyanair Marketing and business development  Plan
Ryanair Marketing and business development Plandrkarimsaber
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignnersmuntasibkhan58
 
What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?Partnercademy
 
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubSEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubNitin Manchanda
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfVWO
 
8 distribution in rural mkts.ppt Rural Marketing
8 distribution in rural mkts.ppt Rural Marketing8 distribution in rural mkts.ppt Rural Marketing
8 distribution in rural mkts.ppt Rural Marketingpshirsat
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internetnehapardhi711
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligenceHinde Lamrani
 
TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23Social Samosa
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management NotesKiranTiwari42
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Marketing BRANDING
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxGeorgeCulica
 
14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptxswarajkoli3
 
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023Marketing BRANDING
 

Recently uploaded (20)

Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdf
 
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
 
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO DeckDave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
 
Miss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMiss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdf
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdf
 
Ryanair Marketing and business development Plan
Ryanair Marketing and business development  PlanRyanair Marketing and business development  Plan
Ryanair Marketing and business development Plan
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignners
 
What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?
 
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubSEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
 
8 distribution in rural mkts.ppt Rural Marketing
8 distribution in rural mkts.ppt Rural Marketing8 distribution in rural mkts.ppt Rural Marketing
8 distribution in rural mkts.ppt Rural Marketing
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligence
 
TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management Notes
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptx
 
14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx
 
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023
 

Advanced Lead Nurturing: Wake the Dead

  • 1. Advanced  Lead  Nurturing   ​ Mathew  Sweezey     ​ Principal  of  Marke<ng  Insights     ​ msweezey@salesforce.com   ​ @msweezey   ​      How  to  wake  the  dead  leads  in  your  database  
  • 2. @msweezey •  Safe  harbor  statement  under  the  Private  Securi<es  Li<ga<on  Reform  Act  of  1995:   •  This  presenta<on  may  contain  forward-­‐looking  statements  that  involve  risks,  uncertain<es,  and  assump<ons.  If  any  such  uncertain<es  materialize   or  if  any  of  the  assump<ons  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   projec<ons  of  product  or  service  availability,  subscriber  growth,  earnings,  revenues,  or  other  financial  items  and  any  statements  regarding   strategies  or  plans  of  management  for  future  opera<ons,  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  uncertain<es  referred  to  above  include  –  but  are  not  limited  to  –  risks  associated  with  developing  and  delivering  new  func<onality   for  our  service,  new  products  and  services,  our  new  business  model,  our  past  opera<ng  losses,  possible  fluctua<ons  in  our  opera<ng  results  and   rate  of  growth,  interrup<ons  or  delays  in  our  Web  hos<ng,  breach  of  our  security  measures,  the  outcome  of  any  li<ga<on,  risks  associated  with   completed  and  any  possible  mergers  and  acquisi<ons,  the  immature  market  in  which  we  operate,  our  rela<vely  limited  opera<ng  history,  our   ability  to  expand,  retain,  and  mo<vate  our  employees  and  manage  our  growth,  new  releases  of  our  service  and  successful  customer  deployment,   our  limited  history  reselling  non-­‐salesforce.com  products,  and  u<liza<on  and  selling  to  larger  enterprise  customers.  Further  informa<on  on   poten<al  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  sec<on  of  the  Investor  Informa<on  sec<on  of  our  Web  site.   •  Any  unreleased  services  or  features  referenced  in  this  or  other  presenta<ons,  press  releases  or  public  statements  are  not  currently  available  and   may  not  be  delivered  on  <me  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  obliga<on  and  does  not  intend  to  update  these  forward-­‐looking  statements.   Safe  Harbor  
  • 3. @msweezey Digital Native Principal  of  Marke<ng  Insights  and  Author  of  Marke<ng   Automa<on  for  Dummies.  Recognized  as  one  of  the  most   influen<al  thinkers  on  B2B  marke<ng,  and  frequent  author   for  Mashable,  ClickZ,  and  Keynote  Speaker.       Mathew “Sweezey”
  • 4. @msweezey Warning:!To be respectful of those who are “Advanced” we will be skipping a lot of the fluff and getting right down to the advanced topics. There will be homework given, and advanced topics covered. We will move fast, so please know this presentation is on slide share the moment the session is done. Simply follow me on twitter and it will be posted directly afterwards. Sorry not sorry
  • 5. @msweezey 40X There  are  40X  more  marke<ng  channels  a  marketer  must  manage  in  2015   compared  to  1960.  This  increased  fragmenta<on  has  happened  as  a  result  of   infinite  media,  instant  connec<vity,  and  the  rise  in  mobility.      
  • 6. @msweezey BUYERS
 CHANGE Buyers  become  highly  fragmented  beings  across  mul<ple  channels.   They  are  always  connected,  and  always  on.  The  only  way  to  reach   them  is  to  know  more  about  them,  and  understand  what  it  takes   to  really  be  relevant  to  the  modern  buyer.      
  • 7. @msweezey Buyers  harness  more  power  when  they  do  a  single  Google  search   than  all  of  NASA  had  in  1969  to  land  a  man  on  the  moon.  Anything   can  be  found  in  an  instant,  and  if  it’s  not  they  they  leave.       INSTANT RESULTS 80% Bounce Rate On visits from Adwords 71% Have been Disappointed by content 25% Will never re-engage If disappointed once 1.70 Page views Per visit to your site
  • 8. @msweezey ENVIROMENT
 CHANGED BUYERS
 CHANGE = MARKETING MUST CHANGE (Enter Lead Nurturing) Buyers  harness  more  power   when  they  do  a  single  Google   search   Limitless Channels   Buyers  harness  more   power  when  they  do  a   single  Google  search   Always on   Buyers  harness  more   power  when  they  do  a   single  Google  search   Infinite Media   Buyers  harness  more  power   when  they  do  a  single  Google   search   Instant Expectations  +   +  
  • 9. @msweezey NURTURING IS NOT EMAIL MARKETING Buyers  harness  more  power   when  they  do  a  single  Google   search   Limitless Channels   Buyers  harness  more   power  when  they  do  a   single  Google  search   Infinite Media   +  
  • 10. @msweezey Why cold leads? Lets  look  at  why  leads   are  cold  first  and  then   we  can  warm  them  up.     00
  • 11. @msweezey “Don’t be a fool. You’re leads aren’t engaging with you for a reason. It’s simple, fool. It’s either your not providing a contextual and relevant engagement, or they are not interested.” ! -MR “T” !
  • 12. @msweezey “Reengaging with your leads is a tactical endeavor which is based on some core foundations.”! -Teddy the Tactical Teddy Bear!
  • 13. @msweezey Modern Emails Your  communica<on   with  people  must  be   human  and  in  the   modern  vernacular.   Here  are  the  ways  to  get   your  emails  into  shape.   01
  • 14. @msweezey “Consumers want honest and authentic experiences” -Joseph Pine II Author of the Experience Economy, Authenticity, & Infinite Possibilities
  • 15. @msweezey “A” or “B” How do you manage your email in box? Heuristics Survey #1
  • 17. @msweezey “A” or “B” How do you research things online? Heuristics Survey #2
  • 19. @msweezey Daily  content  consump<on.  Usually  is  Learn,  and   Escape.  Happens  across  all  media  channels.     How  we  engage  with  Research  content.     Batch Research Defined  
  • 22. @msweezey •  Thought you might like this •  Did you get a chance to see this yet? Stage Based Marketing Subject Lines! STAGE ONE SUBJECT LINES! The goal is to get your email opened and to get them to the content. You are being helpful by connecting them to things which help them do their job better. Or empower them at their purpose.
  • 23. @msweezey •  New Case Study: Tag Management Best Practice •  Connecting you with John, CMO from Precor Stage Based Marketing Subject Lines! STAGE TWO SUBJECT LINES! The goals is to help them convince the other 6 people on the buying committee to evaluate a tool/solution/service. Many times you will need other people showing value and gains. Stage two shares social proof.
  • 24. @msweezey •  Buyers Guide 2015 •  Marketing Automation Leader Report Stage Based Marketing Subject Lines! STAGE THREE SUBJECT LINES! The goals is to show why your tool/product/solution is the best. This is when you break out the big guns, and share buyers guides, and magic quadrants.
  • 26. @msweezey John, I noticed an article on Content experience, and thought you might like to give it a look. John, There is a video in our resource library on Lead nurturing best practices, here’s a link to it. It was recorded with Jay Baer. John, I’m not sure if you follow this guy on social. But If you’re on Twitter you might want to check out @jaybaer. We’ve just shot a webinar.. Modern Humans Scan Emails B2B EMAILS SHOULD BE SHORT, RICH TEXT, AND BE HELPFUL to increase content conversions
  • 27. @msweezey 2x-4x increaseIn content conversions when using Rich text vs full HTML in nurturing emails.
  • 28. @msweezey The  buying  cycle  has  increased   and  consumers  are  now   engaging  with  more  content   than  ever  before.  The  only  way   to  scale  one  to  one  rela<onships   are  thought  journeys.     Journeys 02
  • 29. @msweezey What is cold?We need to define what a cold lead is, and what data point we will use to identify them.
  • 30. @msweezey How to Identify Cold Leads 1.  Time 2.  Lead Score 3.  Lead Status
  • 31. @msweezey Lead Goes Cold Marketing Automation •  They  have  not  been  back  to  your  website  in  (x  Days)   •  They  have  not  converted  to  the  next  stage     •  Not  all  leads  are  “Leads”  so  be  careful       Read this data point from   •  Decrease  lead  score     •  Change  their  status     •  Remove  as  prospect   Lead Score   •  Add  to  a  “Cold  Lead”  drip   •  Remove  from  drip  when   engagement  happens     •  Drip  is  very  light  touches     Automation  +   Be realistic: You are not going to be able to convert all visitors into leads, and not all leads into opptys. It’s best to get dead leads out of your funnel, rather than trying to revive them.
  • 32. @msweezey Goals Providing  relevant  informa<on  to   customer  over  the  en<re  lifecycle  is   cri<cal.     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  Marke<ng  Lead  Drip 3-­‐2-­‐1 Cold  Sales  Lead  Drip Straight  Drip Compe<<ve  Drip Straight  Drip Lost  Deal  Drip   Straight  Drip
  • 33. @msweezey Lead Nurturing Wins Using  the  3-­‐2-­‐1  technique  of   lead  nurturing  eCornell  has   been  able  to  see  amazing   results.  Conver<ng  50%  of  all   sales  qualified  leads  who  are   nurtured  into  new  customers.       eCornell Lead Program Is  the  online  branch  of  the  Ivy   League  Cornell  University.   They  are  responsible  for   driving  all  traffic  and  produce   5,000  leads  per  month.   16X Higher  conversion  rate  on  leads   who  have  been  nurtured  vs  those   who  have  not.  Giving  them  the   single  biggest  increase  in  leads  from   any  other  method.    
  • 34. @msweezey You can not call your self a “Marketing Automation Processional” with out reading this book. You must understand what stage based marketing is, and the tactics to put it into practice. This book is your homework. This book will diagram all of these programs.
  • 35. @msweezey Social Nurturing Gartner  predicts  by  2017  the   CMO  will  over  take  the  CIO  in   their  fight  for  the  largest  IT   budget  in  the  company.  This   trend  is  a  direct  representa<on   of  the  need  for  marke<ng  to   keep  up  with  a  longer  sales   cycle,  manage  more  channels,   and  technology  as  a  solu<on  to   these  issues.     03
  • 36. @msweezey 7.4 The average number of social channels a person with a smart phone. SEVENTEEN The average number of times per day a person between the ages of 35-49 checks their Facebook account each day.
  • 37. @msweezey Nobody says “I want content”They decide engage with content to solve goals, they engage with it because it aligns with their purpose
  • 38. @msweezey more often than they do those that simply urge them to buy the product being advertised. As a result, their path to purchase is actually their path to purpose. Consumers choose the brands that engage them on their passions and interests 42% It is a “Path to Purpose” Not a “Path to Purchase” -Google THINK
  • 39. @msweezey Experiences which fulfill purpose are best #likeagirl campaign is watched by over 57 million fans  
  • 40. @msweezey You  no  longer  compete  with  those  in  your  own  industry,  but  rather  the  best  of   those  fields.  Consumer  are  now  comparing  all  experiences  against  each  other   rather  than  against  their  ver<cal.       VOLVO Case Study “Facebook has been our most effective social media technology for generating leads.”   John  Johnston   Director,  Digital  Marke<ng   Volvo  Construc<on  Equipment  of  North  America    
  • 41. @msweezey You  no  longer  compete  with  those  in  your  own  industry,  but  rather  the  best  of   those  fields.  Consumer  are  now  comparing  all  experiences  against  each  other   rather  than  against  their  ver<cal.       VOLVO Case Study
  • 42. @msweezey Purpose is “Contextual”So depending on their state of mind may depend on the purpose they are trying to fulfill. This changes by the second, and must be understood for automations to have a net positive effect.
  • 43. @msweezey ESCAPE!People wanting to escape will lean on self discover and social channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness. Smoke breaks are 1950 – Facebook is 2015
  • 45. @msweezey Read this article for more on creating humor in your content: http:// www.clickz.com/clickz/column/2389218/create-better-content-via-humor Kronos Case Study Kronos, a workforce management software company, uses a weekly comic to engage with their audience. Their comics are consistently shared on LinkedIn two to 10x more than their corporate blog posts.
  • 46. @msweezey Lead Conversion Your  leads  may  be  cold   because  you  don’t  know   how  to  convert  them  to   the  next  stage  in  the   buying  cycle.     04
  • 47. @msweezey This  Is  the  old  way  of  thinking  about   conversion.  How  do  we  make  content,   and  drive  people  to  it.  Now  we  take  a   new  approach  with  dynamic  journeys.       Static Websites
  • 48. @msweezey Personalized Experience Requires  you  to  know  each  and  every  person,  and  demands  a  system  of  relevance   which  touches  all  aspects  of  your  business.  This  puts  the  customer  success   plaqorm  at  the  heart  of  your  marke<ng  efforts.  Then  allows  for  scaling  across  all   channels,  with  dynamic  and  predic<ve  personaliza<on.      
  • 49. @msweezey Companies  using  predica<ve  content   on  average  are  seeing  an  increase  in   revenue  by  15%.     Dynamic Content Dynamic  content  suggests  the  best   next  piece  of  content  given  set   algorithms  of  most  likely   engagement.   Owned Experiences Crea<ng  customized  experiences   also  needs  to  happen  both  on  your   website  and  via  the  email  content.   +15% Revenue  
  • 50. @msweezey Choose Your Own Adventure This  is  how  you  nurture  leads  on  your   website  and  provide  a  relevant,  and   contextual  informa<on.  Offers  change   based  on  their  stage  to  be  relevant.     ( These are Dynamic Content) ( These are Dynamic Content) ( These are Dynamic Content)
  • 51. @msweezey John, I thought you’d like these 10 tips on nurturing. It was written by Trulia, one of our clients. Also if you’re looking for some research reports on marketing automation here’s the Gartner Magic Quadrant. Best, Mathew STAGE 3 CTA STAGE 2 CTA Choose Your Own Adventure This  is  how  you  use  Choose  Your  Own   Adventure  in  email.  By  allowing  people   to  self  select  into  content  you  gain  the   insights,  and  they  gain  trust.    
  • 52. @msweezey Choose Your Own Adventure This  is  how  you  nurture  leads  in   videos  and  get  them  to  move  to  the   next  most  relevant  thing.    
  • 53. @msweezey Use Account Based Marketing This  also  works  with  account  based   marke<ng.  You  can  tag  an  account   with  the  stage  and  then  serve  up   different  content  to  them.    
  • 54. @msweezey Gartner  predicts  by  2017  the   CMO  will  over  take  the  CIO  in   their  fight  for  the  largest  IT   budget  in  the  company.  This   trend  is  a  direct  representa<on   of  the  need  for  marke<ng  to   keep  up  with  a  longer  sales   cycle,  manage  more  channels,   and  technology  as  a  solu<on  to   these  issues.     Sales + Marketing 05
  • 55. @msweezey Lazy Crap The  majority  of  marketers  feel  their  sales   people  are  Lazy  because  they  do  nothing   with  the  leads  which  are  passed  over  to   them.   Salespeople  tend  to  feel  the  lead   they  receive  from  marke<ng  are   crap.    This  causes  major  distrust   between  marke<ng  and  sales.  
  • 56. @msweezey Sales Automations Real time notifications Sales  then  gets  instant  no<fica<ons  of   any  lead  they  are  working  with  and   their  engagement  with  marke<ng.     Sales Nurturing Programs The  biggest  benefit  to  the  sales  and  marke<ng  program  are   sales  automa<ons  from  Pardot.  Giving  businesses  the  ability  to   generate  leads,  iden<fy  them,  and  close  them  faster.     One  click  nurturing  allows  sales  to  then   nurture  those  leads  who  are  not  ready   buy.  
  • 57. @msweezey If you do not involve your sales team in the process of building out sales nurturing campaigns they will not use them.
  • 58. @msweezey Salespeople Are people And some of them are SMART! Marketers PLEASE REMEMBER:
  • 59. @msweezey Begin with Their emails Look  at  their  sent  emails  to  see  how  they  phrase   things.  Speak  with  them  and  learn  what  they  know   about  emailing  prospects.  They  know  a  lot  more  than   you  may  be  giving  them  credit  for.      
  • 60. @msweezey Follow their Cadence Then  ask  them  how  they  want  their  leads  to  be   followed  up  with,  or  how  they  currently  follow  up  with   them.  Your  smart  reps  will  have  a  cadence  they  follow.   You  should  use  the  same  cadence.      
  • 61. @msweezey Train them on How and when If  you  fail  to  train  them  they  will  not  use   the  tools,  or  not  use  them  correctly.  If   you  do  not  get  their  input  they  will  not   use  them  at  all.      
  • 62. @msweezey WRAP UP Nurturing  is  more  than  email,  and  it  is   a  highly  tac<cal  endeavor.  It  requires   you  to  know  modern  email,  social   tools,  and  involve  sales  in  the   process.    
  • 63. @msweezey Thank you I  have  just  shared  the  presenta<on  on   my  twirer  handle  @msweezey