Next Level Lead Nurturing
Mathew Sweezey Marketing Automation Evangelist Pardot
A bit about me @msweezey 2
3
“Better Practices, not Best Practices”
4
• Use Cases for Drip Campaigns • Drip Marketing Stages • Emails in Drip Campaigns • Timing in Drip Programs • When To Nurture • Specific Drip Campaign Diagrams
Agenda
USE CASES FOR DRIP PROGRAMS
6
Marketing Pre-Lead Drip Programs
Marketing Cold Lead Drip Programs
Sales Post Lead Drip Programs
• Pre-Tradeshow • Post-Tradeshow • Email Nurturing • Industry
Nurturing • Non-Sales
ready nurturing • White Paper
Download nurturing
• Database Nurturing
• Cold Lead Recycling
• Sales Drips • Competitive
Drip Programs • Lost Deal Drips • General Drip
STAGES OF NURTURING
8
Marketing Cycle Sales Cycle
3 2 1
Define Stages
9
Stage 1: Unidentified Need
Stage 2: Identified Need
Stage 3: Researching Solutions
Stages
NURTURING THEORY
11
Match Communication to Stage
12 12
Stage 1: No Keywords No Brand Stage 2: Keyword or Brand Stage 3: Both are okay
*Be Personable *Be Relevant
Email Subject Lines Tips
13 13
• Rich Text – (NO HTML) • 2-4 Sentences • Use friendly language • Use “You” - do not use “I” • Talk to a Person from a Person • Use Dynamic content • Stick to your goal, and where the person is in the
lead lifecycle
Email Copy Tips
14 14
Stage 1 Stage 2 Stage 3
• Industry study • High-‐Level content to help iden?fy their need
• Blog Posts
• Case Studies • Videos • Industry-‐specific blog posts
• Demo Videos • Buyers guide • Reviews • Success Kits • Comparison charts • Customer Tes?monials
Content – Call to Action
TIMING YOUR DRIP EMAILS
16
• The longer the sales cycle, the longer the time in-between communication • 6 days – 45 days • Choose your own adventure • Use Chaser emails (EXCEPTION TO 6 RULE) • Match the time to the goal • Use the cooling-off periods (make a new list for this)
Timing Better Practices
WHEN TO NURTURE
18
Marketing Cycle Sales Cycle
3 2 1
Prospects Self Select into Stages
Match nurturing to activities
DRIP EXAMPLES
20
Problem/Goal Type of Drip Program Cold Database 3-2-1
Automate Lead Nurturing Stage-Specific Drip
Event Pre and Post Follow-ups
Event-Specific Drip
Cold Marketing Lead Drip 3-2-1
Cold Sales Lead Drip Straight Drip
Competitive Drip Straight Drip
Lost Deal Drip Straight Drip
When to use which type of Drip
21
Stage 3 Content Stage 2 Content
Stage 1 Content
6
6
Start
6
3-2-1 Example
22
Stage Specific Drip Example
Stage 1 Content Carrot to Stage 2
6
3
Added to drip from link click in 3-‐2-‐1
11
Carrot to Stage 2
23
Drip Email
3
Chaser Email
Inbox: Thought you might like this
Inbox: RE: Thought you might like this
3-‐18
3-‐21
Chaser Email Tactic
QUESTIONS? STUPID ONES ARE OKAY
APPLAUSE!
[email protected] @MSWEEZEY
Top Related