There's More to Lead Nurturing Than Email ...
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#INBOUND1 4 There’s More to Lead Nurturing Than Email …
Transcript of There's More to Lead Nurturing Than Email ...
#INBOUND1
4
There’s More to Lead Nurturing Than Email …
@mkgetler | #humannuturing
MKGETLER
inbound marketing consultant
#INBOUND14(source: Conference Executive Board: Marketing Leadership Council Research, Sales Leadership Council Research)
57%of a prospect’s buying decision is
complete before that prospect’s first
contact with a supplier.
The buyer is in control.
1 Why Nurture Your Leads?
2 The Recipe for Success.
3 Contextual Marketing | Lead Nurturing 2.0
4 The Tools of the Trade.
5 Getting Started.
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1 Why Nurture Your Leads?
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NOBODY wakes up
and thinks:
“I HOPE TO
GET
MARKETEDTO TODAY.”
The goal of lead nurturing is to prevent any
potential friction through the sales funnel.
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3 Recipe For Success.
PERSONAS:a semi-fictional representation of your ideal customer based on market research and real data about your existing customers
Goals
Challenges
Measurements of Success
single customer view
An aggregated, consistent and
holistic representation of the dataknown by a company about its
customers.
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14%of Marketers say they were strongly capable of creating a single view of the customer.-eMarketer
If you don’t nail down your buyer personas,
every aspect of your lead nurturing will suffer.
THE BUYER’S
JOURNEYThe active research process a
potential buyer goes through
leading up to a purchase.
THE BUYER’S JOURNEY
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Map content to the Buyer’s Journey
Tailor all content, existing and future, to
each relevant stage of the Buyer’s Journey.
Content Mapping Fundamentals
MK, I’ve already got
workflows and
drip campaigns.
I already have
lead nurturing.
Modern technology and the
behavior of the modern buyer has
grown the complexity of nurturing
leads through the sales funnel.
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4 Contextual Marketing | Lead Nurturing 2.0
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Contextual Marketing:The practice of personalizing
your business to your
Persona based on who they
are, what they want, what
they need or what they do.
(source: DemandGen)
Leads nurtured with
targeted content produce
an increase in sales
opportunities of more than
20%.
Device
Persona
Weather
Location
Lifecycle
Stage
Time of Day
To provide context
by device make
sure all of your
content works on
all devices,
operating systems
& browsers
seamlessly.
Please stop making MK throw
her phone through the wall.
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4 The Tools of the Trade.
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CORTISOL
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Your bad
marketing is
LITERALL
Y making
your leads
sick.
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OXYTOCIN
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#HUMANNURTURING
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71%of consumers reported being more likely to make a purchase if an email was tailored to their likes and preferences.-Marketing Charts
RULE BOOKemail marketing
of
TL;DRkeep it short. srsly.
SEG
MEN
TA
TION
SMARTCONTEN
T
ANNONYMOUS personalization
device
source
soon.
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R E V I E W S
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65%of US internet users need to read 4+ online reviews before trusting a business.-eMarketer
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Make your
social media
accounts the
most interesting
accounts to
follow in your
industry.
Inbound Social Media Philosophy
70 - 20 - 10
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71%of eCommerce prospects are more likely to purchase a product if referred through social media.- HubSpot
82% of customers are
more likely to trust a company whose CEO and
leadership team are active on social media
http://twitter.com/meaghano/status/1767991757
http://twitter.com/meaghano/status/1767991757
s
o
c
i
a
l
monitoring
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5 Getting Started.
PERSONAS:Your answer to structuring effective lead nurturing.
THE BUYER’S JOURNEY
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Build trust, solidify thought
leadership and gain
credibility through your
content.
If you build it, the customers
will come.
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THANK YOU!
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QUESTIONS ?
