Architecting Nurture Programs with Predictive Fit Scoring
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Predictive analytics has successfully proven its value for B2B through home run use cases like sales prioritization, lead filtering, and marketing campaign optimization. Today, many companies are ready to accelerate their predictive journey and add even more value for the business by re-architecting nurture programs into intelligence campaigns. While lead nurturing often feels like a big effort with a longer payback period than other programs, it can be a fruitful program when you take a strategic approach that facilitates, rather than disrupts, the customer journey. Leveraging predictive models, you can establish clear and logical nurture workflows that increase conversions and drive material revenue by unlocking massive untapped value. This deck covers 3 simple nurture campaign flows to finally deliver on the true intention of lead nurturing using predictive as your guide.
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Architecting Nurture Programs with Predictive Fit Scoring
- 1. Architecting Nurture Programs with Predictive
- 2. Hi, I’m Sean Zinsmeister! Senior Director of Product Marketing @ Infer Accomplished Startup Marketer Built & Led Marketing at Nitro Musician-born Marketer Podcast & Paleo Aficionado 2013 Markie Winner @szinsmeister sean@infer.com 1 415 689 4654
- 5. PRIMARY INBOUND NURTURE + FIT SCORING
- 6. A-Leads Web Sales Development A-Leads B-Leads C-Leads D-Leads “Contact Me” “Contact Me” “Contact Me” “Contact Me” “Problem Statement” “Customer Credibility” “Problem Statement” “Customer Credibility” “Product Education” “Problem Statement” Recycle Program NURTURE PROGRAMS Marketing Automation Primary Inbound Nurture + Fit Scoring
- 8. A-Leads Web Sales Development A-Leads B-Leads C-Leads D-Leads Primary Inbound Nurture + Fit Scoring Marketing Automation
- 9. A-Leads “Contact Me” Recycle Program Primary Inbound Nurture + Fit Scoring
- 10. B-Leads “Contact Me” “Problem Statement” Recycle Program Primary Inbound Nurture + Fit Scoring
- 11. C-Leads “Contact Me” “Customer Credibility” “Problem Statement” Recycle Program Primary Inbound Nurture + Fit Scoring
- 12. D-Leads “Contact Me” “Customer Credibility” “Product Education” “Problem Statement” Recycle Program NURTURE PROGRAMS Primary Inbound Nurture + Fit Scoring
- 13. A-Leads B-Leads C-Leads D-Leads “Contact Me” “Contact Me” “Contact Me” “Contact Me” “Problem Statement” “Customer Credibility” “Problem Statement” “Customer Credibility” “Product Education” “Problem Statement” Recycle Program NURTURE PROGRAMS Primary Inbound Nurture + Fit Scoring
- 14. A-Leads Web Sales Development A-Leads B-Leads C-Leads D-Leads “Contact Me” “Contact Me” “Contact Me” “Contact Me” “Problem Statement” “Customer Credibility” “Problem Statement” “Customer Credibility” “Product Education” “Problem Statement” Recycle Program NURTURE PROGRAMS Marketing Automation Primary Inbound Nurture + Fit Scoring
- 15. FIT + BEHAVIOR
- 16. Fit vs Behavior
- 17. Fit vs Behavior
- 18. Fit vs Behavior
- 19. Primary Inbound Nurture + Behavioral Model A-LeadsWeb Marketing Automation Soft Offer Hard Offer Sales Development Marketing Nurture Programs A B C D
- 20. Soft Offer Soft Offer - Soft Conversion Webinar Registration / Attendee Content Download Industry Report Video Engagement ROI Calculator Web / Email Engagement Primary Inbound Nurture + Behavioral Model
- 21. Hard Offer Hard Offer - Hard Conversion Request a Quote Contact Me Request a Demo Free Trial Primary Inbound Nurture + Behavioral Model
- 22. Primary Inbound Nurture + Behavioral Model A-LeadsWeb Marketing Automation Soft Offer Hard Offer Sales Development Marketing Nurture Programs A B C D
- 23. OUTBOUND / ABM NURTURE
- 24. Outbound / ABM Nurture Good Prospects Zoom Info Data.com Inside View Net-New Accounts Net-New Contacts CUSTOM AUDIENCES SEQUENCES/ CADENCES Sales Queue Evenly Distributed Net-New Good Leads ToutApp Outreach DIRECT MAIL PFL MailLift Terminus DemandBase Google Twitter Facebook
- 25. Outbound / ABM Nurture ABM Air Cover Account-Based Sales Development Conversions Good Prospects Zoom Info Data.com Inside View Net-New Accounts Net-New Contacts
- 26. Outbound / ABM Nurture Good Prospects SEQUENCES/ CADENCES Sales Queue ToutApp Outreach Account-Based Sales Development
- 27. Outbound / ABM Nurture
- 28. Outbound / ABM Nurture Good Prospects CUSTOM AUDIENCES Sales Queue Evenly Distributed Net-New Good Leads DIRECT MAIL PFL MailLift Terminus DemandBase Google Twitter Facebook
- 29. Good Prospects Zoom Info Data.com Inside View Net-New Accounts Net-New Contacts CUSTOM AUDIENCES SEQUENCES/ CADENCES Sales Queue Evenly Distributed Net-New Good Leads ToutApp Outreach DIRECT MAIL PFL MailLift Terminus DemandBase Google Twitter Facebook Outbound / ABM Nurture
- 30. QUICK RECAP
- 31. A-Leads Web Sales Development A-Leads B-Leads C-Leads D-Leads “Contact Me” “Contact Me” “Contact Me” “Contact Me” “Problem Statement” “Customer Credibility” “Problem Statement” “Customer Credibility” “Product Education” “Problem Statement” Recycle Program NURTURE PROGRAMS Marketing Automation Primary Inbound Nurture + Fit Scoring
- 32. Primary Inbound Nurture + Behavioral Model A-LeadsWeb Marketing Automation Soft Offer Hard Offer Sales Development Marketing Nurture Programs A B C D
- 33. Outbound / ABM Nurture Good Prospects Zoom Info Data.com Inside View Net-New Accounts Net-New Contacts CUSTOM AUDIENCES SEQUENCES/ CADENCES Sales Queue Evenly Distributed Net-New Good Leads ToutApp Outreach DIRECT MAIL PFL MailLift Terminus DemandBase Google Twitter Facebook
- 34. Q & A