Everyone knows content is king. Content drives top-of-the-funnel lead flow and is the heart of every nurturing program that moves prospects to become customers. But content development is hard. Especially when you want to include customer proof points and value statements that deliver true credibility. In this webinar, you will learn how to mobilize your fans and advocates to help generate new material that will engage your leads and propel opportunities ahead toward wins. BlueBird Strategies and Influitive will share best practices, tips, and tricks learned from working with hundreds of customers, and describe a blueprint for building and optimizing your current nurturing program, stage-by-stage.

1. 7 Ways to Turbocharge
Lead Nurturing Programs
with Advocate-Generated Content

2. 2
Quick Housekeeping
• There will be time for a Q&A at the end
• Please submit your questions via chat
• We will be recording the webinar for future
viewing
• All attendees will receive a copy of the
recording
?

3. 3
Speakers
Chris Newton
VP Business Development
Influitive
@bbstrategies
@influitive
Amy Cole
Demand Generation Best Practices
Consultant at BlueBird Strategies

4. 4
• Lead nurturing best
practices
• Advocate marketing 101
• Two great things that go
great together
(7 ways to turbocharge…)
Agenda

5. Lead Nurturing
Best Practices

6. 6
Digital Engagement 2.0 – the Evolution
Content is still king!
• Increasing demand for relevant, credible content
• Decreasing interest in product marketing pieces
• Digital engagement puts Buyer in driver’s seat
• Communication agenda maps to Buyer journey
• Measure interaction, respond quickly, improve

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Warm-up
Campaign
to Engage
Suspects
Thought Leadership
New Content
Offers
Early Stage Nurture
Net New Lead,
Completed Form,
Awareness
& Education
Content
Completed Early Stage;
Consideration Content,
Goal is MQL
Trial Nurture
Free Trial
Requested
Sales Owner
Reached SQL
Touch Campaign
Sales Rep
Lost Opportunity
Nurture
Reason-specific
branches
New Client
On Boarding
Nurture
Current Client
Nurture
(cross sell/
upsell)
Company/Product
Announcements
Loyalty & Retention,
Refer a Friend
Advanced Stage
Nurture (Role,
Title, Industry,
Company
Specific)
Where Do We Start?

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Develop Buy Cycle Approach

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Define & Document Your Process

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 Predict interest
‒ Map product
‒ Prioritize most impactful
‒ ID predictors
‒ Score leads against
 Tell a story
‒ Target Messaging to levels
(buyer, user, benefactor)
‒ Appeal to motivations, fears, pain
 Use if/then logic to:
‒ Develop 2-3 “welcome” tracks
(executive, imitative owner, practitioner)
‒ Target specific interests
‒ Links to message boards, customer
testimonials
Use Persona Data For Messaging
*Source: Mintigo eBook: Creating Personas

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Map Nurture Program to Buying Stages

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Early Stage Content – Awareness & Education
• Industry Whitepapers
• Thought Leadership Webinars
• Ebooks
• How to Guides
• Executive Briefs
Scoring or key behaviors will let you know when they are
ready to move on

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Later Stage Content – Consideration & Education
• Case Studies
• Interest Targeted Content
• Instructional Videos
• Trials and Demos
• Decision Making Tools

14. Advocate Marketing 101

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Problem:
Buyers trust their peers…over your marketing

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Referrals
Product reviewsBlog
comments
Solution:
Pull your Advocates into your marketing
ReferencesRe-tweets,
Likes, shares
Discover
Media
interviews
User groups
Product
surveys
Customer
Advisory
Boards
Analyst
interviews
Consider, Retain,
Inspire
Purchase

17. 17
Make it easy for Advocates to help

18. 18
Learn More about Advocate Marketing
Part 1: Your introduction to advocate marketing
Part 2: Laying the foundation for a world-class
advocate marketing program
Part 3: From planning to identifying and onboarding
advocates
Part 4: Engaging and rewarding your advocates
Part 5: Tracking and analyzing the results of your
advocate marketing program
http://influitive.com/playbook

19. 7 Ways to Turbocharge
Lead Nurturing
with Advocate Content

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1. Event Speaker Summaries
• Capture the moment
(words and images)
• Repackage the message
• Share the wisdom
• Recreate the energy

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2. Customer Tips eBook
• Pull ideas from multiple
case studies
• Consider including
infographics
• Tie each tip to a
meaningful outcome
• Promote your
advocates as experts

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3. Webinar / Podcast Highlights
• Offer 2 min. highlights…not entire webinar
• Provide link to full recording
• Podcasts are easy to record and edit

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4. Online Reviews
• Collect off several sites
• Select top quotes
• Summarize ratings
• Provide direct links
AppExchange:
G2 Crowd:

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• Think easy to consume – try as a slideshare
• Must be engaging – brand storytelling
5. Success Stories/Case Study Summaries

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6. Video Testimonials
• Can be one customer or several
• Focus on results and satisfaction after brief description of
challenges

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7. Social Nurturing
1. Ask if they would like to speak to a peer (or expert)
2. Set them up with a customer advocate

27. Questions?

28. 28
All attendees will receive access to the webinar replay
Thank you for joining us!
bluebirdstrat.com influitive.com

29. 29
• Define Goal(s)
• Build content map
• “Be the lead”
• Attach content to each step
• Emails sell the content
• Build the nurture in your system
• Test . . . Revise
• Launch!
– Monitor … Revise … Monitor …
Revise
“Digital channels are empowering
buyers to drive the conversation, and
as they engage and interact with a
brand, they start to connect to it.
The peer to peer nature of social media
allows buyers to share information
and opinions with each other –
companies need to make sure they are
there to participate in the
conversation, but not monopolize it.”
Tips for Creating an Effective Nurture