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

1.
Lead
Nurturing
Content
Strategy
for
Mid-­‐Funnel
David
Lewis
Founder
&
CEO
|
DemandGen,
Inc.
@demandgendave

2. David
Lewis
|
CEO
|
DemandGen
Free
copy
for
you
@demandgendave

3. The
Path
to
Success…
@demandgendave

4. @demandgendave

5. “Pssst … Hey, buddy. You want fresh content?”
@demandgendave

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. @demandgendave

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. Have
A
Plan:
Nurture
Project
Briefs
@demandgendave

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. 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. Case
Study:
Vidyard
In 90 Days
@demandgendave

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. @demandgendave

15. @demandgendave

16. @demandgendave

17. @demandgendave

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. ? How
will
you
apply
this?
@demandgendave

20. Thank
You!
Feedback
Appreciated
Workshops or Help: info@demandgen.com
@demandgendave

21. Your
gio…
Stop
by
our
booth
to
pick
up
a
copy.
@demandgendave