-Do to your Prospects what you would want done to you.- Translation: When it comes to Lead Nurturing, the most important thing you can do as a Marketer is to put yourself in your Prospects’ shoes. This will help increase Prospect engagement for more effective nurturing.

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The Golden Rule of Lead Nurturing
Miriam Fair
Implementation Specialist, Pardot
@mfair22

2. #C2C15
 The Golden Rule of Lead Nurturing
Do to your Prospects what you would want done to
you.
 Make Content relevant for Prospects.
 Type of Content
 Timing of Content (based on Stage in buying cycle)
 Make Content personal and easy to digest for
Prospects.
 Subject Line
 Length of Content
 Body Content and CTA(s)
Perspectives and Objectives for our Discussion
Thinklike your
Prospects toincrease
engagement!

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Relevant and Personal

4. Make Content Relevant
Stage 1
Prospects
Stage 2
MQL
Stage 3
SQL
Casual
vs.
Research
 Unidentified Need
 Make it about the
Prospect
 Types of Content:
 Blog Articles
 Emails
 Webinars
 Need is identified
 Make it believable,
use Social Proof
 Types of Content
 Case Studies
 Videos
 Interviews
 Tweets!
 BANT
 Shortest length of
sales cycle
 Make it about you
 Types of Content:
 Buyer’s Guide
 Comparison
charts
 Sales Sheets

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 Less is More
 Keep it simple
 Send the types of emails you’d like to receive
 Be direct
 Higher engagement rates (8 second attention span)
 Try: A/B testing
Make Content Personal

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 Use Rich Text
 Less HTML, more Rich text, get link tracking with rich text
 Design in the vernacular.
 Flashy doesn’t always stand out. (Apple)
Make Content Personal

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 Personalization
 Use variable tags for Recipient & Sender
 Send from the Assigned User
 Dynamic content, if available
 Try: Promoting a webinar? Use a fake forward
Make Content Personal

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Less is more | Rich text | Personalization
Make Content Personal

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 Subject Lines
 Prospects disqualify before they qualify
 Make conversational, use lowercase
 Align with stages
 Ex) Stage 1: no Keywords or Branding
Make Content Personal

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 Length of Content (linked to in email)
 71% of Prospects would prefer content < 5 pages
 Shorter content is great for nurturing
 Longer content should be gated (quid pro quo: something
for something)
Make Content Personal

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 Email Body Length and CTA
 Be clear about the intention & the Prospect’s reward
 Body CTA = Prospect’s requested info
 Footer CTA (within email signature) = “hand raiser link”
 Ex) How Pardot does CTA with Dynamic Content
 Try: Teaser text
Make Content Personal

12. #C2C15
Make Content Personal
Subject Line | Length of Content | Body Content and CTA(s)

13. Post-event and webinar
follow-up
Sales Enablement Pardot Minute Clinic
Success stories
Timetodiscuss!

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Questions & Discussion