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Lead Nurturing Beyond the Email Inbox
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#BeyondtheInbox
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Lead Nurturing Is the Process of Building Relationships with Prospects
Until They’re Ready to Buy
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The 3-Martini Lunch: What Lead Nurturing Used to Be
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The Buyer’s Journey Has Changed… And So Has Lead Nurturing
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Marketing Takes Control of Lead Nurturing… And Has Built an
Automated and Always-On Process
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Under the Marketing Department, Lead Nurturing Has Been Email Centric
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Email’s Two Main Drawbacks:• 95% of Website Visitors Don’t Share an
Email Address• 80% of Prospects Who Have Shared an
Email Address Don’t Open Their Emails
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That’s Why Marketers Are Embracing Multi-Channel Nurturing
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The Building Blocks of Lead Nurturing Program
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1. Develop Your Strategy. (Word to the Wise: Include the Sales Team).
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2. Develop Personas.
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3. Segment Your Audience.
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4. Create Content Based on Your Audience Segments.
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5. Optimize, Test, Measure.
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6. Maintain a Clean, Updated Database.
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7. Move Your Lead Nurturing Beyond Email.
B2B Lead NurturingBeyond the Inbox
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AGENDA
• The Email Challenge• Targeted Inbound Campaigns• Pre- and Post-Conversion Retargeting• Lead Nurturing 2.0• Sales Nurturing
2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
THE EMAIL CHALLENGE
• Overwhelmed inbox• Stale contact database• Filters and black lists• Mobile majority – responsive?• Relevance and context?
2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
BUYER PERSONA
Technology Ted
C-Suite Executive, Founder
Nerdy, Numbers Geek
Entrepreneurial
Quirky, Obsessive
2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
SEGMENTATION
2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
AUTO-ASSIGN PERSONAS
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TARGETED CAMPAIGN
SaaS Marketing for CEOs
• The Story of Shopify
• Financial Survival and Growth
• Inbound vs Growth Hacking
• Secrets of SaaS Success
2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
PROMOTION STRATEGY
• Email to Technology Segment
• Influencer Blog Post
• Our Blog Posts
• Social Media Promotion
• LinkedIn/Native/Retargeting
2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
TARGETED EMAIL
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RETARGETING
Make Every Visit Count
Image: Cavs
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EMAIL NURTURING
2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
CONTENT PERSONALIZATION
2015 © Copyright • Kuno Creative • All Rights Reserved • kunocreative.com
SALES NURTURING
B2B Lead Nurturing: Storytelling & Tech
Andrew Hickey - Director of Digital Marketing, eCornell
What is lead nurturing?
● Encouraging a lead through the marketing and sales funnel
● Modern lead nurturing typically includes an automated component and is almost always focused around email.
● There are now an entire new class of lead nurturing tools, tactics and techniques.
Lead Nurturing & the New B2B Funnel
From AncientPoint.com
Traffic and leads will escape your funnel. The good thing is that you probably know where this is happening. Be ready to
catch those leads with nurturing tactics.
Keys to Catching Leads
● tell a story - plan your narrative well
● understand your tech
● Go beyond email
● Don’t ignore email - smart messaging is crucial
Keys to Catching LeadsTell a story - plan your narrative well
● Plan Twice, Launch Once
● Diversity in medium and channel is crucial
● Be willing to change any narrative or tactic on the fly
● Use data to understand what’s working and what isn’t
Example - Impact of Smart Storytelling
Plan Twice, Launch Once
Diversity in medium and channel is crucial
Be willing to change any narrative or tactic on the fly
Use data to understand what’s working and what isn’t
Keys to Catching LeadsUnderstand Your Technology
● Make sure you can track progress
● Not everyone needs a giant marketing stack
● Test your tech as you would test a new campaign
● Get useful data so you can optimize campaigns
Example - eC Lead Nurture Mktg Stack
Keep in mind...
Not all lead nurturing is created equal.
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