THERE'S MORE TO LEAD NURTURING THAN EMAIL... [INBOUND 2014]

@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 Getting Started.

PERSONAS:Your answer to structuring effective lead nurturing.

GoalsChallenges

Measurements of Success

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14%of Marketers say they were strongly capable of creating a single view of the customer.-eMarketer

http://www.emarketer.com/Article/Consumers-Read-More-Local-Online-ReviewsThanks-Rumors-of-Fakes/1011078/1

http://www.emarketer.com/Article/Marketers-Scramble-Unscramble-Customer-Data/1011003/1

single customer viewAn aggregated, consistent and holistic

representation of the data known 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


http://www.emarketer.com/Article/Marketers-Scramble-Unscramble-Customer-Data/1011003/1

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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71%of consumers reported being more likely to make a purchase if an email was tailored to their likes and preferences.-Marketing Charts


http://www.marketingcharts.com/online/consumers-email-marketing-success-depend-on-brand-trust-relevance-44251/

RULE BOOKemail marketing

of

TL;DRkeep it short. srsly.

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[email protected]

SEGMENTATION

SMARTCONTENT

ANNONYMOUS personalization

device

source

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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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soc

ial

monitoring

http://twitter.com/meaghano/status/1767991757

82% of customers are

more likely to trust a company whose CEO and

leadership team are active on social media

Make your social media accounts the most interesting accounts to follow in your industry.

Inbound Social Media Philosophy

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71%of eCommerce prospects are more likely to purchase a product if referred through social media.- HubSpot

http://blog.hubspot.com/blog/tabid/6307/bid/30239/71-More-Likely-to-Purchase-Based-on-Social-Media-Referrals-Infographic.aspx

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5 Getting Started.

PERSONAS:Your answer to structuring effective lead nurturing.

THE BUYER’S JOURNEY

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TEST

ALL THE THINGS!

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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 ?

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THERE'S MORE TO LEAD NURTURING THAN EMAIL... [INBOUND 2014]

Marketing

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