Live Webinar: Lead Nurturing Beyond the Email Inbox

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The way companies nurture leads has changed dramatically. What once was the domain of the sales department now is the responsibility of the marketing team. Today's most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing - which includes display and social media advertising. This webcast will explore the basics of building a complete lead-nurturing program to reach and engage both known and anonymous prospects. Plus, John McTigue of Kuno Creative and Andrew Hickey of eCornell will share their secrets for reaching more of the right people with always-on tactics that deliver measurable results.

Marketing

5
Lead Nurturing Is the Process of
Building Relationships with Prospects
Until They’re Ready to Buy

The 3-Martini Lunch: What Lead
Nurturing Used to Be
6

7
The Buyer’s Journey Has Changed…
And So Has Lead Nurturing

88
Marketing Takes Control of Lead
Nurturing… And Has Built an
Automated and Always-On Process

99
Under the Marketing Department,
Lead Nurturing Has Been Email Centric

1010
Email’s Two Main Drawbacks:
• 95% of Website Visitors Don’t Share an
Email Address
• 80% of Prospects Who Have Shared an
Email Address Don’t Open Their Emails

1111
That’s Why Marketers Are Embracing
Multi-Channel Nurturing

1212
The Building Blocks
of Lead Nurturing Program

1313
1. Develop Your Strategy. (Word to the
Wise: Include the Sales Team).

1616
4. Create Content Based on Your
Audience Segments.

1818
6. Maintain a Clean, Updated
Database.

1919
7. Move Your Lead Nurturing
Beyond Email.

B2B Lead Nurturing
Beyond the Inbox
2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com

AGENDA
• The Email Challenge
• Targeted Inbound Campaigns
• Pre- and Post-Conversion Retargeting
• Lead Nurturing 2.0
• Sales Nurturing
2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com

2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
THE EMAIL CHALLENGE
• Overwhelmed inbox
• Stale contact database
• Filters and black lists
• Mobile majority – responsive?
• Relevance and context?

2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
BUYER PERSONA
Technology Ted
C-Suite Executive, Founder
Nerdy, Numbers Geek
Entrepreneurial
Quirky, Obsessive

2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
SEGMENTATION

2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
AUTO-ASSIGN PERSONAS

2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
TARGETED CAMPAIGN
SaaS Marketing for CEOs
• The Story of Shopify
• Financial Survival and Growth
• Inbound vs Growth Hacking
• Secrets of SaaS Success

2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
PROMOTION STRATEGY
• Email to Technology Segment
• Influencer Blog Post
• Our Blog Posts
• Social Media Promotion
• LinkedIn/Native/Retargeting

2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
TARGETED EMAIL

2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
RETARGETING
Make Every
Visit Count
Image: Cavs

2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
EMAIL NURTURING

2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
CONTENT PERSONALIZATION

2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
SALES NURTURING

B2B Lead Nurturing:
Storytelling & Tech
Andrew Hickey - Director of Digital Marketing, eCornell

What is lead nurturing?
● Encouraging a lead through the marketing and sales funnel
● Modern lead nurturing typically includes an automated
component and is almost always focused around email.
● There are now an entire new class of lead nurturing tools,
tactics and techniques.

Lead Nurturing & the New B2B Funnel
From AncientPoint.com
Traffic and leads will escape your funnel. The good thing is
that you probably know where this is happening. Be ready to
catch those leads with nurturing tactics.

Keys to Catching Leads
● tell a story - plan your narrative well
● understand your tech
● Go beyond email
● Don’t ignore email - smart messaging is crucial

Keys to Catching Leads
Tell a story - plan your narrative well
● Plan Twice, Launch Once
● Diversity in medium and channel is crucial
● Be willing to change any narrative or tactic on the fly
● Use data to understand what’s working and what isn’t

Example - Impact of Smart Storytelling
Plan Twice, Launch Once
Diversity in medium and channel
is crucial
Be willing to change any narrative or
tactic on the fly
Use data to understand what’s working
and what isn’t

Keys to Catching Leads
Understand Your Technology
● Make sure you can track progress
● Not everyone needs a giant marketing stack
● Test your tech as you would test a new campaign
● Get useful data so you can optimize campaigns

Keep in mind...
Not all lead nurturing is created equal.

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Live Webinar: Lead Nurturing Beyond the Email Inbox

2. 2 Lead Nurturing Beyond the Email Inbox

3. #BeyondtheInbox 3

5. 5 Lead Nurturing Is the Process of Building Relationships with Prospects Until They’re Ready to Buy

6. The 3-Martini Lunch: What Lead Nurturing Used to Be 6

7. 7 The Buyer’s Journey Has Changed… And So Has Lead Nurturing

8. 88 Marketing Takes Control of Lead Nurturing… And Has Built an Automated and Always-On Process

9. 99 Under the Marketing Department, Lead Nurturing Has Been Email Centric

10. 1010 Email’s Two Main Drawbacks: • 95% of Website Visitors Don’t Share an Email Address • 80% of Prospects Who Have Shared an Email Address Don’t Open Their Emails

11. 1111 That’s Why Marketers Are Embracing Multi-Channel Nurturing

12. 1212 The Building Blocks of Lead Nurturing Program

13. 1313 1. Develop Your Strategy. (Word to the Wise: Include the Sales Team).

14. 1414 2. Develop Personas.

15. 1515 3. Segment Your Audience.

16. 1616 4. Create Content Based on Your Audience Segments.

17. 1717 5. Optimize, Test, Measure.

18. 1818 6. Maintain a Clean, Updated Database.

19. 1919 7. Move Your Lead Nurturing Beyond Email.

21. AGENDA • The Email Challenge • Targeted Inbound Campaigns • Pre- and Post-Conversion Retargeting • Lead Nurturing 2.0 • Sales Nurturing 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com

22. 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com THE EMAIL CHALLENGE • Overwhelmed inbox • Stale contact database • Filters and black lists • Mobile majority – responsive? • Relevance and context?

26. 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com TARGETED CAMPAIGN SaaS Marketing for CEOs • The Story of Shopify • Financial Survival and Growth • Inbound vs Growth Hacking • Secrets of SaaS Success

27. 2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com PROMOTION STRATEGY • Email to Technology Segment • Influencer Blog Post • Our Blog Posts • Social Media Promotion • LinkedIn/Native/Retargeting

33. B2B Lead Nurturing: Storytelling & Tech Andrew Hickey - Director of Digital Marketing, eCornell

34. What is lead nurturing? ● Encouraging a lead through the marketing and sales funnel ● Modern lead nurturing typically includes an automated component and is almost always focused around email. ● There are now an entire new class of lead nurturing tools, tactics and techniques.

35. Lead Nurturing & the New B2B Funnel From AncientPoint.com Traffic and leads will escape your funnel. The good thing is that you probably know where this is happening. Be ready to catch those leads with nurturing tactics.

36. Keys to Catching Leads ● tell a story - plan your narrative well ● understand your tech ● Go beyond email ● Don’t ignore email - smart messaging is crucial

37. Keys to Catching Leads Tell a story - plan your narrative well ● Plan Twice, Launch Once ● Diversity in medium and channel is crucial ● Be willing to change any narrative or tactic on the fly ● Use data to understand what’s working and what isn’t

38. Example - Impact of Smart Storytelling Plan Twice, Launch Once Diversity in medium and channel is crucial Be willing to change any narrative or tactic on the fly Use data to understand what’s working and what isn’t

39. Keys to Catching Leads Understand Your Technology ● Make sure you can track progress ● Not everyone needs a giant marketing stack ● Test your tech as you would test a new campaign ● Get useful data so you can optimize campaigns

40. Example - eC Lead Nurture Mktg Stack

41. Keep in mind... Not all lead nurturing is created equal.

42. Q&A

Editor's Notes

Crash Course in Lead Nurturing
Add Diagram of Upper/Lower Funnel

Live Webinar: Lead Nurturing Beyond the Email Inbox

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Live Webinar: Lead Nurturing Beyond the Email Inbox

Editor's Notes