Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
How to Design Nurturing Programs to Drive Sales Twitter: @ardath421  @brianjcarroll  Twitter Hashtag: #b2bleadgen Sponsore...
How to Design Nurturing Programs to Drive Sales Create a Content Strategy for Lead Momentum Presented by Ardath Albee CEO ...
Nurturing Needs Strategy 64%  of marketers with nurturing programs are  dissatisfied  by the results. - Marketing Sherpa
Without effective nurturing… 79%   of marketing leads  never  become opportunities Marketing Sherpa/KnowledgeStorm
Nurturing is… Building a trusted dialogue with prospects who WANT to hear from you–one STEP at a time.
The Nurturing Cycle
The Buying Process Marketing Sales Past Now content gap
Influence Stakeholders Let me show you how…
What Buyers Need to Know
Create a Style Baseline Element Use Don’t Use Subject You, CIO, IT, etc. Us, We, Our, Company Problem Words prospects use,...
Content Engagement Equation <ul><li>Focused on them </li></ul><ul><li>Promotes thinking & learning </li></ul><ul><li>Narra...
Create a Content Plan Word of Mouth – Referrals, Recommendations
Map Your Content Delivery
Create a Content Plan Drip Description Type/Format Stage 1 Discuss the Problem– Pros and Cons of Solving Education Article...
Invite Interactions <ul><li>Click through </li></ul><ul><li>Follow the Story </li></ul><ul><li>Reply </li></ul><ul><li>Ref...
Match Touches to Buying Process Campaigns are not Nurturing Programs
Escalation Process
Measure Opportunities Description: Month 1 Month 2 Month 3 Leads Disqualified 5 16 36 MQL hand offs to sales 20 32 58 Sale...
Measure Engagement Get Beyond Standard Metrics Expand Interest & Value Opens Email Clicks Other Web Related Content Inter-...
Nurturing Framework Measurement & Tuning
Ardath Albee, B2B Strategist Marketing Interactions, Inc. Phone:  612-865-7707 Email:   ardath @ marketinginteractions .co...
Upcoming SlideShare
Loading in …5
×

How To Design Email Lead Nurturing Programs That Drive Sales

1,591 views

Published on

Because the buying process has changed and sales cycles are lengthening, marketers need to develop consistent content over time if they want to keep their prospects engaged. And, with so many influencers involved in the buying process these days, it’s not enough to just convince whomever you’ve determined is the decision maker.

During this webinar, Brian Carroll, CEO of InTouch invites B2B marketing strategist Ardath Albee to show you how to create a lead nurturing program that parallels the way your prospects move through the buying process and how to develop a content plan to engage them at each stage of their purchase decision. You’ll learn how to create a framework for execution and how to measure the results.

In this webinar you will learn:

* The Nurturing Cycle
* How the Buying Process has changed
* Mapping content to buying stages
* How to conduct a "Buyer Q & A" to create a content plan
* Why you need a style baseline
* How to learn from the content buyers read
* How to measure meaningful results
* And much more...

Published in: Business, Technology

How To Design Email Lead Nurturing Programs That Drive Sales

  1. 1. How to Design Nurturing Programs to Drive Sales Twitter: @ardath421 @brianjcarroll Twitter Hashtag: #b2bleadgen Sponsored By:
  2. 2. How to Design Nurturing Programs to Drive Sales Create a Content Strategy for Lead Momentum Presented by Ardath Albee CEO & B2B Marketing Strategist
  3. 3. Nurturing Needs Strategy 64% of marketers with nurturing programs are dissatisfied by the results. - Marketing Sherpa
  4. 4. Without effective nurturing… 79% of marketing leads never become opportunities Marketing Sherpa/KnowledgeStorm
  5. 5. Nurturing is… Building a trusted dialogue with prospects who WANT to hear from you–one STEP at a time.
  6. 6. The Nurturing Cycle
  7. 7. The Buying Process Marketing Sales Past Now content gap
  8. 8. Influence Stakeholders Let me show you how…
  9. 9. What Buyers Need to Know
  10. 10. Create a Style Baseline Element Use Don’t Use Subject You, CIO, IT, etc. Us, We, Our, Company Problem Words prospects use, focus on internal biz challenges & benefit value. Product names or external benefits that don’t directly impact their business. Keywords Long-tail search terms and phrases Jargon or buzz words innovative, leading, etc. Value reduce or increase X Intangibles – improve effectiveness Proof Customer success examples Stand-alone statistics about feeds and speeds
  11. 11. Content Engagement Equation <ul><li>Focused on them </li></ul><ul><li>Promotes thinking & learning </li></ul><ul><li>Narrative </li></ul><ul><li>Help, not Hype </li></ul>
  12. 12. Create a Content Plan Word of Mouth – Referrals, Recommendations
  13. 13. Map Your Content Delivery
  14. 14. Create a Content Plan Drip Description Type/Format Stage 1 Discuss the Problem– Pros and Cons of Solving Education Article Status Quo 2 Business Value of Proactive Change – Industry Trends Education Article Status Quo 3 Talk with Industry Expert about the business impact of the issue – reasons to solve Education Webinar or Video Priority 4 Transcript of Webinar with addition of your expertise Expertise White Paper Priority 5 Best Practice approach to addressing the issue Expertise How-to-Guide Research 6 Approaches from #5 in action – business value Evidence Case Study Options
  15. 15. Invite Interactions <ul><li>Click through </li></ul><ul><li>Follow the Story </li></ul><ul><li>Reply </li></ul><ul><li>Refer </li></ul><ul><li>Dialogue </li></ul><ul><li>Opt in </li></ul><ul><li>Register </li></ul><ul><li>Inquire </li></ul>
  16. 16. Match Touches to Buying Process Campaigns are not Nurturing Programs
  17. 17. Escalation Process
  18. 18. Measure Opportunities Description: Month 1 Month 2 Month 3 Leads Disqualified 5 16 36 MQL hand offs to sales 20 32 58 Sales Accepted 7 12 45 Returned to Nurturing 13 20 13 Marketing Driven Sales 0 1 5
  19. 19. Measure Engagement Get Beyond Standard Metrics Expand Interest & Value Opens Email Clicks Other Web Related Content Inter-active Email 1 15% 50 12 4 1 Email 2 18% 62 20 11 4 Email 3 22% 73 37 22 9
  20. 20. Nurturing Framework Measurement & Tuning
  21. 21. Ardath Albee, B2B Strategist Marketing Interactions, Inc. Phone: 612-865-7707 Email: ardath @ marketinginteractions .com Web: www. marketinginteractions .com Blog: http:// marketinginteractions . typepad .com Twitter: http://twitter.com/ardath421 Book: www. emarketingstrategiesbook .com

×