Lead Nurturing 101


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Presented 11.3.10

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Lead Nurturing 101

  1. 1. Lead Nurturing 101Things to Consider Before Your First Campaign<br />Presented by:Derek Grant, VP of Sales<br />
  2. 2. What is Prospect Nurturing?<br /><ul><li>Delivering relevant content to prospects over time
  3. 3. Designed to move the recipient forward in the sales process
  4. 4. Push v. Pull content
  5. 5. Aberdeen Group – 80% of Best Class Companies will nurture in 2010.</li></li></ul><li>Know Your Audience<br />Segments and Personas<br /><ul><li>There is no such thing as “One Size Fits All” content.
  6. 6. Personalized, relevant content results in higher response rates
  7. 7. Prospect v. Customer Content
  8. 8. Granular segmentation is key</li></ul>Explicit Segmentation:<br />Job Title or Department contain “IT” or Tech<br />Personas:<br />Technology buyer vs. Economic buyer<br />
  9. 9. Start with the End in Mind<br />What Are You Trying to Accomplish?<br /><ul><li>Covey Had it right
  10. 10. Mission Statement (Define “Success”)</li></ul>Education<br />Green Leads to MQL<br />Brand Building / Top of Mind<br />Example:<br /><ul><li>Nurturing during a 30 day trial should convert to a customer</li></li></ul><li>Be Mindful of Timing<br />Make it Appear Authentic<br /><ul><li>Business Hours improve response rates
  11. 11. Be mindful of other touches</li></ul>Frequency<br /><ul><li>Often enough to be expected
  12. 12. Not so often it is a nuisance
  13. 13. Rule of Thumb – Every 7-10 days </li></li></ul><li>Know When to Start & Stop<br />Start<br /><ul><li>Not an MQL
  14. 14. Unresponsive to Sales</li></ul>Stop<br /><ul><li>Once success has been achieved
  15. 15. Once all relevant content has been exhausted</li></ul>Transition<br /><ul><li>Stop one program and start another one</li></li></ul><li>Content<br />Go Green with Content<br /><ul><li>Develop multi-use content
  16. 16. Dust off old content
  17. 17. Blog Posts</li></ul>General to Specific<br /><ul><li>Don’t get too specific too soon.</li></ul>Whitepapers = general, broad<br />Case Studies = specific, pain points<br />
  18. 18. Content Mix<br />Heavy HTML<br /><ul><li>Marketing collateral
  19. 19. Appropriate for white papers</li></ul>Text Only / Light HTML<br /><ul><li>With “From Address” branding
  20. 20. Brian Carroll – Nurturing with the “Human Touch”
  21. 21. Appropriate for Case Studies and “personal notes”</li></li></ul><li>Examples of Nurturing<br />Simple Uses for Nurturing<br />Marketing:<br /><ul><li>Educate non sales-ready leads
  22. 22. Re-engage stale leads</li></ul>Sales:<br /><ul><li>Standardize Communication
  23. 23. Stay top-of-mind throughout the sales cycle
  24. 24. Reconnect after a loss</li></li></ul><li>Nurturing Do’s and Don’ts<br />Do<br /><ul><li>Use Segmentation & Personas
  25. 25. Start with the End in Mind
  26. 26. Be Mindful of Timing
  27. 27. General to Specific
  28. 28. Know When to Stop</li></ul>Don’t<br /><ul><li>“Nurture” your entire database
  29. 29. Assume that Newsletters nurture
  30. 30. Do it Manually</li></li></ul><li>About Pardot<br /><ul><li>Pardot provides Marketing Automation to mid-market B2B Technology companies
  31. 31. Founded in 2007
  32. 32. Over 350 Successful Clients
  33. 33. “No Hassles” approach:</li></ul>No Contract<br />Low Monthly Cost<br />Unlimited Database Size<br />Complimentary On-boarding<br />
  34. 34. Questions?<br />
  35. 35. Thanks for Your Time<br />Pardot<br />950 East Paces Ferry Rd<br />Suite 3300<br />Atlanta, Georgia 30326<br />Derek Grant<br />VP of Sales<br />derek.grant@pardot.com<br />404.492.6848<br />877.3B2B.ROIwww.pardot.com<br />