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Architecting Nurture Programs
with Predictive
Hi, I’m Sean Zinsmeister!
Senior Director of Product Marketing @ Infer
Accomplished Startup Marketer
Built & Led Marketing...
PRIMARY INBOUND NURTURE
+
FIT SCORING
A-Leads
Web
Sales
Development
A-Leads B-Leads C-Leads D-Leads
“Contact Me”
“Contact Me”
“Contact Me”
“Contact Me”
“Problem...
A-Leads
Web
Sales
Development
A-Leads
Marketing
Automation
Primary Inbound Nurture + Fit Scoring
A-Leads
Web
Sales
Development
A-Leads B-Leads C-Leads D-Leads
Primary Inbound Nurture + Fit Scoring
Marketing
Automation
A-Leads
“Contact Me”
Recycle Program
Primary Inbound Nurture + Fit Scoring
B-Leads
“Contact Me”
“Problem Statement”
Recycle Program
Primary Inbound Nurture + Fit Scoring
C-Leads
“Contact Me”
“Customer Credibility”
“Problem Statement”
Recycle Program
Primary Inbound Nurture + Fit Scoring
D-Leads
“Contact Me”
“Customer Credibility”
“Product Education”
“Problem Statement”
Recycle Program
NURTURE
PROGRAMS
Prima...
A-Leads B-Leads C-Leads D-Leads
“Contact Me”
“Contact Me”
“Contact Me”
“Contact Me”
“Problem Statement”
“Customer Credibil...
A-Leads
Web
Sales
Development
A-Leads B-Leads C-Leads D-Leads
“Contact Me”
“Contact Me”
“Contact Me”
“Contact Me”
“Problem...
FIT + BEHAVIOR
Fit vs Behavior
Fit vs Behavior
Fit vs Behavior
Primary Inbound Nurture + Behavioral Model
A-LeadsWeb
Marketing
Automation
Soft Offer Hard Offer
Sales
Development
Marketi...
Soft Offer
Soft Offer - Soft Conversion
Webinar Registration / Attendee
Content Download
Industry Report
Video Engagement
...
Hard Offer
Hard Offer - Hard Conversion
Request a Quote
Contact Me
Request a Demo
Free Trial
Primary Inbound Nurture + Beh...
Primary Inbound Nurture + Behavioral Model
A-LeadsWeb
Marketing
Automation
Soft Offer Hard Offer
Sales
Development
Marketi...
OUTBOUND / ABM NURTURE
Outbound / ABM Nurture
Good
Prospects
Zoom
Info
Data.com
Inside
View
Net-New
Accounts
Net-New
Contacts
CUSTOM
AUDIENCES
SE...
Outbound / ABM Nurture
ABM Air Cover
Account-Based
Sales Development
Conversions
Good
Prospects
Zoom
Info
Data.com
Inside
...
Outbound / ABM Nurture
Good
Prospects
SEQUENCES/
CADENCES
Sales
Queue
ToutApp
Outreach
Account-Based
Sales Development
Outbound / ABM Nurture
Outbound / ABM Nurture
Good
Prospects
CUSTOM
AUDIENCES
Sales
Queue
Evenly Distributed
Net-New Good Leads
DIRECT
MAIL
PFL
M...
Good
Prospects
Zoom
Info
Data.com
Inside
View
Net-New
Accounts
Net-New
Contacts
CUSTOM
AUDIENCES
SEQUENCES/
CADENCES
Sales...
QUICK RECAP
A-Leads
Web
Sales
Development
A-Leads B-Leads C-Leads D-Leads
“Contact Me”
“Contact Me”
“Contact Me”
“Contact Me”
“Problem...
Primary Inbound Nurture + Behavioral Model
A-LeadsWeb
Marketing
Automation
Soft Offer Hard Offer
Sales
Development
Marketi...
Outbound / ABM Nurture
Good
Prospects
Zoom
Info
Data.com
Inside
View
Net-New
Accounts
Net-New
Contacts
CUSTOM
AUDIENCES
SE...
Q & A
Architecting Nurture Programs with Predictive Sales & Marketing
Architecting Nurture Programs with Predictive Sales & Marketing
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Architecting Nurture Programs with Predictive Sales & Marketing

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Predictive analytics has successfully proven its value for B2B through home run use cases like sales prioritization, lead filtering, and marketing campaign optimization. Today, many companies are ready to accelerate their predictive journey and add even more value for the business by re-architecting nurture programs into intelligence campaigns.

While lead nurturing often feels like a big effort with a longer payback period than other programs, it can be a fruitful program when you take a strategic approach that facilitates, rather than disrupts, the customer journey. Leveraging predictive models, you can establish clear and logical nurture workflows that increase conversions and drive material revenue by unlocking massive untapped value. This deck covers 3 simple nurture campaign flows to finally deliver on the true intention of lead nurturing using predictive as your guide.

Published in: Marketing
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Architecting Nurture Programs with Predictive Sales & Marketing

  1. 1. Architecting Nurture Programs with Predictive
  2. 2. Hi, I’m Sean Zinsmeister! Senior Director of Product Marketing @ Infer Accomplished Startup Marketer Built & Led Marketing at Nitro Musician-born Marketer Podcast & Paleo Aficionado 2013 Markie Winner @szinsmeister sean@infer.com 1 415 689 4654
  3. 3. PRIMARY INBOUND NURTURE + FIT SCORING
  4. 4. A-Leads Web Sales Development A-Leads B-Leads C-Leads D-Leads “Contact Me” “Contact Me” “Contact Me” “Contact Me” “Problem Statement” “Customer Credibility” “Problem Statement” “Customer Credibility” “Product Education” “Problem Statement” Recycle Program NURTURE PROGRAMS Marketing Automation Primary Inbound Nurture + Fit Scoring
  5. 5. A-Leads Web Sales Development A-Leads Marketing Automation Primary Inbound Nurture + Fit Scoring
  6. 6. A-Leads Web Sales Development A-Leads B-Leads C-Leads D-Leads Primary Inbound Nurture + Fit Scoring Marketing Automation
  7. 7. A-Leads “Contact Me” Recycle Program Primary Inbound Nurture + Fit Scoring
  8. 8. B-Leads “Contact Me” “Problem Statement” Recycle Program Primary Inbound Nurture + Fit Scoring
  9. 9. C-Leads “Contact Me” “Customer Credibility” “Problem Statement” Recycle Program Primary Inbound Nurture + Fit Scoring
  10. 10. D-Leads “Contact Me” “Customer Credibility” “Product Education” “Problem Statement” Recycle Program NURTURE PROGRAMS Primary Inbound Nurture + Fit Scoring
  11. 11. A-Leads B-Leads C-Leads D-Leads “Contact Me” “Contact Me” “Contact Me” “Contact Me” “Problem Statement” “Customer Credibility” “Problem Statement” “Customer Credibility” “Product Education” “Problem Statement” Recycle Program NURTURE PROGRAMS Primary Inbound Nurture + Fit Scoring
  12. 12. A-Leads Web Sales Development A-Leads B-Leads C-Leads D-Leads “Contact Me” “Contact Me” “Contact Me” “Contact Me” “Problem Statement” “Customer Credibility” “Problem Statement” “Customer Credibility” “Product Education” “Problem Statement” Recycle Program NURTURE PROGRAMS Marketing Automation Primary Inbound Nurture + Fit Scoring
  13. 13. FIT + BEHAVIOR
  14. 14. Fit vs Behavior
  15. 15. Fit vs Behavior
  16. 16. Fit vs Behavior
  17. 17. Primary Inbound Nurture + Behavioral Model A-LeadsWeb Marketing Automation Soft Offer Hard Offer Sales Development Marketing Nurture Programs A B C D
  18. 18. Soft Offer Soft Offer - Soft Conversion Webinar Registration / Attendee Content Download Industry Report Video Engagement ROI Calculator Web / Email Engagement Primary Inbound Nurture + Behavioral Model
  19. 19. Hard Offer Hard Offer - Hard Conversion Request a Quote Contact Me Request a Demo Free Trial Primary Inbound Nurture + Behavioral Model
  20. 20. Primary Inbound Nurture + Behavioral Model A-LeadsWeb Marketing Automation Soft Offer Hard Offer Sales Development Marketing Nurture Programs A B C D
  21. 21. OUTBOUND / ABM NURTURE
  22. 22. Outbound / ABM Nurture Good Prospects Zoom Info Data.com Inside View Net-New Accounts Net-New Contacts CUSTOM AUDIENCES SEQUENCES/ CADENCES Sales Queue Evenly Distributed Net-New Good Leads ToutApp Outreach DIRECT MAIL PFL MailLift Terminus DemandBase Google Twitter Facebook
  23. 23. Outbound / ABM Nurture ABM Air Cover Account-Based Sales Development Conversions Good Prospects Zoom Info Data.com Inside View Net-New Accounts Net-New Contacts
  24. 24. Outbound / ABM Nurture Good Prospects SEQUENCES/ CADENCES Sales Queue ToutApp Outreach Account-Based Sales Development
  25. 25. Outbound / ABM Nurture
  26. 26. Outbound / ABM Nurture Good Prospects CUSTOM AUDIENCES Sales Queue Evenly Distributed Net-New Good Leads DIRECT MAIL PFL MailLift Terminus DemandBase Google Twitter Facebook
  27. 27. Good Prospects Zoom Info Data.com Inside View Net-New Accounts Net-New Contacts CUSTOM AUDIENCES SEQUENCES/ CADENCES Sales Queue Evenly Distributed Net-New Good Leads ToutApp Outreach DIRECT MAIL PFL MailLift Terminus DemandBase Google Twitter Facebook Outbound / ABM Nurture
  28. 28. QUICK RECAP
  29. 29. A-Leads Web Sales Development A-Leads B-Leads C-Leads D-Leads “Contact Me” “Contact Me” “Contact Me” “Contact Me” “Problem Statement” “Customer Credibility” “Problem Statement” “Customer Credibility” “Product Education” “Problem Statement” Recycle Program NURTURE PROGRAMS Marketing Automation Primary Inbound Nurture + Fit Scoring
  30. 30. Primary Inbound Nurture + Behavioral Model A-LeadsWeb Marketing Automation Soft Offer Hard Offer Sales Development Marketing Nurture Programs A B C D
  31. 31. Outbound / ABM Nurture Good Prospects Zoom Info Data.com Inside View Net-New Accounts Net-New Contacts CUSTOM AUDIENCES SEQUENCES/ CADENCES Sales Queue Evenly Distributed Net-New Good Leads ToutApp Outreach DIRECT MAIL PFL MailLift Terminus DemandBase Google Twitter Facebook
  32. 32. Q & A

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