Learn about drip and nurture marketing as Spider Trainers walks you through the considerations you should have before creating your own triggered campaign. Subscribe at www.spidertrainers.com/subscribe for a live tour.

1. Nurturing Leads
Using personalized auto-responder emails
to nurture leads.

2. Many companies — even marketing-
automation companies — use the terms
drip marketing and nurture marketing
interchangeably, but these two campaign
styles have different purposes and
different approaches.

3. This is about nurture marketing.

4. First: some background.

5. Drip and nurture campaigns have been
shown to increase qualified leads for
businesses by as much as 451%.

6. Drip marketing
Deployed on a pre-determined schedule.
Sent to a broad audience and geared
toward education, branding, or
positioning of a product.
Ongoing, generalized messaging.

7. Nurture marketing
Deployed as a response to an action.
Sent to a targeted audience and geared
toward nudging (or shoving) leads through
the sales funnel
Ongoing, personalized messaging.

8. In practice
If you subscribe to
Spider Trainers or
complete one of our
forms, you will receive
(or have received) a
welcome email.
You have joined our
nurture program.

9. In practice
We can infer — based upon the topic of
the download — that you are a marketer,
or at least interested in marketing.

10. In practice
With this in mind, we will send you more
emails with marketing-related topics.

11. In practice
When you click the call-to-action (CTA)
button or link in one of the nurture emails,
you will receive an auto-responder or
transactional email.
This is also known as a nurture email.

12. In practice
In the nurture email, we personalize
the greeting and reference the
publication you requested.

13. In practice
We also again provide
a link to the publication —
in case you missed it
the first time around.

14. In practice
With each publication download
(click on a CTA), we come to better
understand your interests.

15. In practice
In subsequent emails, we will continue to
strive to provide links to content we feel you
would find most interesting.

16. In practice
Each interaction you have with our email —
opens, clicks, visits, downloads, and sharing
— contributes to our assessment of how
interested you may be in our services.
This is called lead scoring.

17. In practice
When and if you reach a
predetermined threshold in the lead-scoring
process, our client relations team will reach
out for a one-on-one discussion.
In your company, this call might come from
the sales team.

18. In practice
Lead scoring is a very valuable practice
that brings the sales and marketing teams
together in pursuit of a common goal.

19. In practice
If you choose not to interact with our
messages for a pre-determined time period,
you will be moved from the
nurture program into the drip program.

20. In practice
Drip emails are sent less frequently, but
often enough to remind you of our services.

21. In practice
If a you do not interact with our
drip program, your contact information
will be archived and removed from
our active marketing lists.
See our publication, Celebrate Unsubscribes

22. In practice
Once we have archived your contact
information, you can only rejoin our active
drip or nurture program by completing a
subscriber form or gated-content form.

23. In practice
This has been an example of a
simple nurture program.
Some programs have dozens, hundreds,
even thousands of steps.

24. In practice
Spider Trainers builds custom
blast, drip, and nurture programs
for companies like yours
around the globe.

25. In practice
We would like to build one for you.

26. In practice
Blast welcome email to subscribers
with A/B test of various CTAs
Email
Thank you for
subscribing
• Social sharing
• Website link
• Contact info
• No interaction
• Call to action
Drip email
Statistics
Drip email
Letter from
president
Drip email
Industry news
Drip email
Press
announcement
Passive path (drip campaign)
Hand off to
sales team.
Nurture email
Gated:
Video
Nurture email
Gated:
Free trial
Nurture email
Gated:
Price list
Nurture email
Gated:
Meeting
request
Active path (nurture campaign)
Click?
Click?
Click?
Buckets to
differentiate
engagement types
Clicks on links indicate
mild interest, and go to passive
path. Clicks within passive path
sends to active path.
Welcome email
to set new subscriber’s
expectations.
Clicks on CTA
indicate interest and
thus go directly to
active path..
If no clicks occur on
nurturing emails, can indicate
a lack of sales readiness.
Return to drip campaign.
Progressive profiling
and lead scoring will help
sales and marketing classify
sales readiness.
Drip content to broad
audience for education, branding,
positioning, and selling (B2C) your
products.

27. Spider Trainers
Contact us
As experts in drip and
nurture marketing,
Spider Trainers is chosen by
companies to amplify lead
and demand generation
while setting standards for
design, development, and
deployment.
Chuck Meyer.
Client relations manager
651 702 3793
cmeyer@spidertrainers.com
http://www.spidertrainers.com