Drip Campaigns & Lead Nurturing - Marketo User Group
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Presentation from April 2012 Marketo Silicon Valley User Group meeting. Best practices on: lead nurturing, drip campaigns, email marketing and working with sales to qualify MQL and SQLs.
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[To download this presentation, visit:
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Drip Campaigns & Lead Nurturing - Marketo User Group
- 1. Drip Campaigns & Lead Nurturing The Sales Relationship Sierra Summers | @sierrasummers | info@sierrasummers.com
- 2. Lets get to work… Map out your drip campaigns for: ◦ Webinars ◦ Tradeshows (bigger events, lead sharing scenarios) ◦ Conferences (smaller events, you most likely engaged with most folks on your list) ◦ Inbound requests (downloads a whitepaper off your website) ◦ Sketch out your flow (use a tool like Gliffy) Identify Content and Resources ◦ What are you going to send then? ◦ How frequently? ◦ Who is this email going to come from? ◦ Will there be a phone call campaign around the same time as the email blast? Call to action ◦ What do you want the prospect to do? ◦ Make sure it is clear. Too many CTA can cause the prospect not to do anything at all.
- 3. More tips to get you started… What is your SLA with sales? ◦ If someone responds positively, how long will it take for sales to follow up with them? ◦ At what stage in the cycle will sales reach out to leads that don’t “raise their hand” Measure ◦ What are the factors you want to measure? Open rates, responses? Landing page conversations? Identify these ahead of time and how you will track them. ◦ Re-evaluate the program. Is one email out performing another? Is one landing page converting more? Do more of what works less of what doesn’t Give/Get ◦ If you are offering up free resources/education, what are you getting in return. ◦ Great place to use progressive profiling
- 4. What is Lead Nurturing? Most prospects are doing research before they engage ◦ Make sure you heard them down your path, your funnel ◦ If they are reading content make sure they are reading yours. Understand the sales cycle ◦ Do you know how long your lead lifecycle is? ◦ What is the length of an opportunity? From creation to closed- won? What is currently available? ◦ Don’t create new content if you don’t have do ◦ Find out what the sales team uses to move opportunities down the pipeline. Customer success stories? Press Releases? Quotes? Identify your goal? MQL? SQL? Usually includes education resources, white papers, best practice guides, success stories. Remember, why you, why know. Can be multiple steps over first 30/60/90
- 5. What are drip Campaigns Prospects you’ve met and engaged with ◦ Conference ◦ Field marketing What are you trying to achieve? MQL? SQL? Very similar to lead nurturing but focus isn’t only on education. Usually includes product updates, newsletters, analyst reports, etc. Usually longer cylce, 120+ days.
- 6. Workings with Sales Remove leads from drip campaigns ◦ Fields in Salesforce Discuss stages that leads get handed off ◦ At what point, do you stop sending marketing emails? At conversion? At opportunity creation? Lead status?