Lead Nurturing: Content Strategy for Mid-Funnel

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Presented by David Lewis, CEO & Founder of DemandGen, during Content Marketing Bootcamp San Francisco. #contentcamp

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Lead Nurturing: Content Strategy for Mid-Funnel

  1. 1.   Lead  Nurturing  Content  Strategy  for  Mid-­‐Funnel     David  Lewis   Founder  &  CEO  |  DemandGen,  Inc.       @demandgendave  
  2. 2. David  Lewis    |    CEO    |    DemandGen   Free  copy  for  you   @demandgendave  
  3. 3. The  Path  to  Success…   @demandgendave  
  4. 4. @demandgendave  
  5. 5. “Pssst … Hey, buddy. You want fresh content?”@demandgendave  
  6. 6. Hourglass  Nurturing  Create  conversaAons.  Make  it  a  dialog!     Target  =  Inquiries   ObjecIves:     Building  awareness  and  educaAon,  pre-­‐qualifying  for  Sales   Target  =  MQL   ObjecIves:     Create  engagement  such  as  offering  demos  and  free-­‐trials     Target  =  Customer   ObjecIves:     “Moving-­‐in,”  promoAng  adopAon  and  use,  showing  value,   incenAvizing  loyalty   Target=  Customer   ObjecIves:     Providing  tools  to  communicate  and  prove  benefits;   isolaAng  influencers   @demandgendave  
  7. 7. @demandgendave  
  8. 8. Nurturing  through  the  Funnel  •  Inquiry  and  MQL  Nurture  •  4  to  9  Touches  •  21  to    90  days  (Sample  Recipe:  2-­‐5-­‐7-­‐14-­‐7-­‐3-­‐5-­‐14-­‐10-­‐5-­‐1)  •  Short  content,  focused  call  to  acAon  •  Use  personal  tone.  MQL  nurture  should  be  from  a  person    •  Have  tracks  by  persona  (if  appropriate)   @demandgendave  
  9. 9. Have  A  Plan:  Nurture  Project  Briefs   @demandgendave  
  10. 10. The  Flow  BEST  PRACTICE:  Building  a  flowchart  prior  to  implemenAng    the  nurture  in  your  markeAng  automaAon  system  will  create  beger  system  design  and  gives  you  a  family  recipe  book.   @demandgendave  
  11. 11. The  Ingredients  The  recipe  should  document  each  of  the  touches  including:   –  Each  ObjecAve   –  Who/From/Tone   –  Copy  Requirements   –  CTA  Requirements   –  Form/LP  Requirements   @demandgendave  
  12. 12. Case  Study:  Vidyard   In 90 Days @demandgendave  
  13. 13. Vidyard  Family  Recipe  Inquiry  and  Trial  Nurture   Remarket•  Focus:  Free  Trial  •  15  Touches  (avg  1/wk)   Trial Ends•  DuraAon:  90  Days  •  5  “Senders”   Trial Nurture Inquiry Nurture @demandgendave  
  14. 14. @demandgendave  
  15. 15. @demandgendave  
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  17. 17. @demandgendave  
  18. 18. Lead  Nurturing  Summary  •  Nurture  in  and  around  the  Demand  Funnel  •  Make  Inquiry  &  MQL  Nurtures  a  High  Priority  •  Define  a  Measurable  Goal  for  Each  Nurture  •  Leverage  ExisAng  Content  Where  Possible  •  Develop  a  Project  Brief  (Recipe  Book)  •  Build,  Test,  Launch,  Review,  Update  •  Measure  Inflow  and  Output   @demandgendave  
  19. 19. ? How  will  you   apply  this?    @demandgendave  
  20. 20. Thank  You!   Feedback  Appreciated  Workshops or Help: info@demandgen.com @demandgendave  
  21. 21. Your  gio…    Stop  by  our  booth  to  pick    up  a  copy.   @demandgendave  

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