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7 Advanced Lead Nurturing Tips
1) Nurturing content should be relevant to the stage a person is in, whether they want to escape, learn, or research. 2) Nurturing involves tactical content delivery tailored to different problem types using methods like 3-2-1 campaigns or stage-specific drips. 3) Nurturing content should be distributed across multiple channels. 4) Nurturing content should always lead the recipient to a next recommended step.
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7 Advanced Lead Nurturing Tips
- 1. 7 Advanced NurturingTips Mathew Sweezey Marketing Automation Evangelist / Author @msweezey
- 2. Safe Harbor Safeharbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
- 3. Mathew Sweezey: Author& Evangelist " Salesforce.com -Marketing Automation for Dummies -Byline for ClickZ.com -B2B marketing evangelist -Co-Founder Eventide Brewing !
- 4. 7 advanced tips" ! -Why do we even do content marketing? -Why Marketing is the first department to get fired -New Breed of Reporting -Tactically how to do it ! !
- 5. 5000 impressions" Howmany ad impressions you’re exposed to on a daily basis in 2014. This was 350 in 1975. ! ! !
- 6. Mobile" More peoplehave mobile phones than have access to clean drinking water or electricity.! !
- 7. Ubiquitous: " Everytime you log on to Facebook there are 1500 stories waiting for you. ! ! ! ! !
- 8.
- 10. How do consumers see content?" ! ! ! ! e!
- 12. “Consumers want honestand authentic experiences.” -Joseph Pine II ! ! ! ! !
- 13. 71% of B2Bbuyers have been disappointed by content -Pardot research 2013 ! ! ! ! !
- 14. 25% of thoseB2B buyers who have been disappointed by your content will never read content from you again -Pardot research 2013 ! ! ! ! !
- 15. 1/Escape! People wantingto escape will lean on self-discovery and social channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness. !
- 17. 2/Learn! People wantingto learn are looking for ways to do their job better. This can also take place during an escape. May be an early sign of sales readiness if they move to research. !
- 19. 3/Research People wantingto research will dedicate time to search, learn, and solve. They are looking for content to help them solve for a problem. Shows sales readiness !
- 21. 1) Nurturing isrelevant to a person’s stage.
- 22. 77% of B2Bbuyers want content tailored to the stage they are in -Pardot research 2013 ! ! ! ! !
- 23. Daily content consumption– generally Learn and Escape. Happens across all media channels. How we engage with Research content.
- 24. “I just needbetter segmentation” -the girl at the party! ! ! ! !
- 25. Stage 1 Stage2 Stage 3 Help them do their job better" " Personal, non-branded content. It is not about you, so do not talk about you. Subject line: No/No Get buy in from the team" " Branded content is okay. Social proof is critical at this stage. Subject line: No/Yes Select vendor" " It’s not about you, so talk yourself up. This is when comparison charts come in handy. Subject line: Yes/Yes
- 26. 2) Nurturing isa highly tactical content delivery method
- 27. Daily content consumption.Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content.
- 28. Problem/Goal Type ofDrip Program Cold Database 3-2-1 Automate Lead Nurturing Stage-Specific Drip Pre- and Post-Event Follow-ups Event-Specific Drip Cold Marketing Lead Drip 3-2-1 Cold Sales Lead Drip Straight Drip Competitive Drip Straight Drip Lost Deal Drip Straight Drip
- 29. 3-2-1! 3 21 3 2 1
- 30. STAGE BASED NURTURINGCAMPAIGN 3 2 1 Secondary CTA! 2 2 Secondary CTA!
- 31. John, ! ! I thought you’d like these 10 tips on nurturing. It was written by Trulia, one of our clients. ! ! Best, ! ! Mathew ! ! ! ! Subject Line: I thought you’d like to check this out. ! ! From: Mathew Sweezey ! ! • RICH Text not HTML ! • Only 2 hyperlinks ! • No salutation ! • No signature box ! ! They choose their own adventure as to which content we should send them next. ! !
- 32. 3) Nurturing iscross channel
- 33. A list ofall stage 2 prospects can be used in a lot of tactical ways
- 36. 4) Nurturing alwaysleads to a next step
- 37. John, ! ! I thought you’d like these 10 tips on nurturing. It was written by Trulia, one of our clients. ! ! Also if you’re looking for some research reports on marketing automation here’s the Gartner Magic Quadrant. ! ! Best, ! ! Mathew ! ! ! ! STAGE 2 CTA" STAGE 3 CTA"
- 38. Using 1st partydynamic content to nurture on site conversions
- 39. Use mid rolllinks to help people get to the next content
- 40. Use Account BasedMarketing to nurture via display channels
- 41. 5) Nurturing needsto be reported on differently
- 42. Velocity! A betterway to show the return on your investment
- 43. Velocity " " How fast does someone move thought your funnel. • T VM is a business metric • Accounts for holistic efforts • Proves real value
- 44. Efficiency ! Showingreal business value by creating more quality leads on the same amount of work.
- 45. Efficiency " " How many leads go in the top of each stage, and how many come out the bottom. • 1 .6% is best in class • Identifies holes in content strategy
- 46. 6) Nurturing Isn’tonly for marketing
- 47. Problem/Goal Type ofDrip Program Cold Database 3-2-1 Automate Lead Nurturing Stage-Specific Drip Pre- and Post-Event Follow-ups Event-Specific Drip Cold Marketing Lead Drip 3-2-1 Cold Sales Lead Drip Straight Drip Competitive Drip Straight Drip Lost Deal Drip Straight Drip
- 48. It gives sales an excuse to reach out.
- 49. 7) Nurturing shouldbe agile
- 50. Only build 3emails! to start! 3 2 1 3 2 1
- 51.
- 52. Books:! ! “THEFUTURE OF 1 to 1” by Peppers and Rodgers! ! “Flip the Funnel” by Jaffee! ! “Marketing Automation for Dummies” by Sweezey! !
- 53. Thank you!! Nowlets get to questions!