Watch the webinar replay: http://flightschool.autopilothq.com/video/lead-nurturing-secrets-webinar/ Try Autopilot free for 30 days: https://autopilothq.com/free-trial.html Are you missing out on the 30-50% of leads who aren't ready to buy when they first come into contact with your business? Three quarters of these inquiries will become sales ready within 12 to 18 months, but how do they go from stranger to customer? Lead nurturing is the process of building a relationship with prospective buyers with the goal of earning their business when they are ready to make a purchase. But what does a successful lead nurturing strategy actually look like? Join Autopilot’s CEO Mike Sharkey, CMO Guy Marion, and Director of Marketing Sander Zaydman for a secret-packed webinar where you’ll discover exactly how to execute a lead nurturing strategy that turns strangers into customers. In this webinar, you’ll learn: -What “The Nurture Machine” is and why it’s important for your business -Quick win strategies for reactivating a stagnant email list -How to create a “lead magnet” to grow your database -Best practices for timing and structuring your lead nurturing communications -The key performance indicators to track what’s working and what’s not

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WEBINAR
7 Lead Nurturing Secrets to Turn
Strangers Into Customers

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ASK US ANYTHING
#nurturemachine
@autopilotus
#nurturemachine

3. 3
TODAY’S SPEAKERS
Mike Sharkey
CEO and Co-founder, Autopilot
@michaelsharkey
#nurturemachine
Guy Marion
CMO, Autopilot
@guy_marion
Sander Zaydman
Director of Marketing, Autopilot
@sanderzaydman

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• Proven framework for lead nurturing
• Demo: how to launch in a few clicks with a guide
• Results
• Q&A
AGENDA
#nurturemachine

5. WHAT IS AUTOPILOT?
Multi-channel marketing automation software
Automate your email,
sms, direct mail or CRM
touchpoints throughout
the customer journey

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ATTRACT
Turn strangers and
contacts into leads
ACQUIRE
Convert leads
into sales
GROW
Grow revenue and
customer loyalty
1 2 3
Nurture
NURTURING FRAMEWORK
#nurturemachine

7. ACCELERATING GROWTH WITH NURTURING
30% - 50%
of sales leads are not
ready to buy
#nurturemachine

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KNOW THY CUSTOMER JOURNEY
1

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DIFFERENT USERS, DIFFERENT NEEDS
Build rich customer profiles and attain performance goals across all
stages of the journey for your business
Inside Sales Freemium E-Commerce Consulting
NLs
MQLs
SQLs
Opps
Trial Sign Ups
Paid Accounts
Visitors
Shopping Cart
Abandoned
Purchase
Repeat
#nurturemachine
Lead Magnet
Email
Call
Close

10. 10
FOUNDER/CEO ENTERPRISE DEPTSMB MARKETER
Needs:
traction, low cost,
instant-on
Needs:
grow leads and provide
reports to CEO
Needs:
flexibility, reliability,
autonomy
CUSTOMER PERSONAS

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GROW YOUR EMAIL LIST WITH A
LEAD MAGNET
2

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Examples:
• A marketing consultant giving away a free 45-
minute strategy session
• A wine business giving away a free bottle of wine
• A tech company giving away a free t-shirt to anyone
who signs up for a free trial
• A tech company or brand that captures leads by
offering a free weekly or monthly newsletter
CREATE YOUR LEAD MAGNET
Duct Tape
Marketing
example
#nurturemachine

13. 13
FIND THE GOLD IN YOUR
MARKETING LIST
3

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LOW-HANGING FRUIT
The 9-word email in action. More examples:
• “Are you still looking at getting your
kitchen renovated?”
• “Are you still looking at improving your
home security?”
• “Are you still looking at buying a new
patio?”
• “Are you still looking at getting your house
painted?”
#nurturemachine

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CREATE CONTENT THAT’LL
LEAVE PEOPLE CLAMORING
FOR MORE
4

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Top
Middle
Bottom
Conversion
New
Thought leadership
Op-ed
Industry trends
NURTURING CONTENT FUNNEL
Customer proof points
Consumer review sites
Call-to-action
#nurturemachine

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EMAIL PRO TIPS
#nurturemachine
Leverage your
existing content
Eye-catching image
Clear call-to-action
Short, relevant &
informative hook
Benefit statement

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BUILD YOUR LEAD
NURTURING MACHINE
5

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LET’S CREATE OUR NURTURE MACHINE!

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Early Stage
“Top of Funnel”
10 days 10 days 10 days to 90 days
Mid Stage
“Accelerator”
Late Stage
“Action Flow”
#nurturemachine

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KNOW YOUR BUSINESS KPIS
6

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Opens Clicks Unsubscribe
Early Stage 13.67% 1.21% 0.5%
Mid Stage 48.42% 6.63% 0.01%
Late Stage 41.08% 37.56% 0.01%
22
Lead Nurturing in 2015
Emails Delivered: 197,913
AUTOPILOT NURTURING RESULTS
#nurturemachine

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Conversion & revenue
• New sales generated from nurtured leads
• Sales velocity
• Average sales price of nurtured vs. non-
nurtured leads
• Average customer lifetime value of
nurtured vs. non-nurtured customers
LEAD NURTURING KPIS
Content engagement
• Click rates of nurtured leads
• Open rates of early stage/late stage leads
• Unsubscribe rates of nurtured leads
Awareness & brand
• Direct & organic source of website traffic
• Social media engagements
• Leads sourced by word of mouth
Lead generation
• Monthly qualified leads created from nurture
• Lead quality (e.g. lead conversion rates to
opportunities/wins)
• % of nurtured leads that reactivate within 12
months
• Sales pipeline generated
#nurturemachine

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FOCUS ON THE JOURNEY,
NOT THE DESTINATION
7

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Here are a few ideas to get you started:
• A/B test email subject lines
• Test the body copy of nurture emails
• Set up form triggers to capture more leads
START SIMPLE BY TESTING, OPTIMIZING & EXPERIMENTING
A B
LONG SHORT
#nurturemachine

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WEBINAR TAKEAWAYS

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7 LEAD NURTURING SECRETS
1. Know thy customer journey - build target personas based on data and experience
2. Grow your email list with irresistible incentives - you need to give in order to get
3. Find the gold in your marketing list - start scrappy and hustle
4. Create content that’ll leave people clamoring for more - build on existing content
5. Build your lead nurturing machine - use Autopilot tried and trusted guides
6. Know and grow your business KPIs - define your success
7. Focus on the journey, not the destination - test, evolve, and have some fun
#nurturemachine

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autopilothq.com
blog.autopilothq.com
company/autopilot-hq
autopilothq
@autopilotus
@michaelsharkey
@sanderzaydman
@guy_marion
support@autopilothq.com
mike@autopilothq.com
sander@autopilothq.com
guy@autopilothq.com
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