Lead Nurturing for Brands

LEAD NURTURING FOR BRANDSDaryn Smith

Product and Marketing

[email protected]

Using strategic communication to lead the consumer down a path to purchase – lead nurturing

“I need to buy Product X”

BRAND A BRAND B

2. Consumer

receives a “did you know” email 24 hours after visiting Brand B website

3. Consumer

receives e-mail with a case study 2 days later

4. Consumer

receives SMS on promotion 1 week later, and goes to purchase Brand B

1. Consumer does

online research into product options

Brands use conventional marketing with a “call to action” to generate leads

TV COMERCIALS

ONLINE BANNERS

PUBLIC RELATIONS

WWW

PRINT ADS

EVENTS & TRADE SHOWS

PAY-PER-CLICK & SEARCH

Content Marketing is used very effectively to generate leads and nurture leads

It is important not to treat all leads as qualifiedCustomer facing teams should only receive qualified leads from their marketing department

LEAD GENERATION TACTICS

25%QUALIFIED LEADS

25%NOT BUYERS

50% UN-QUALIFIEDLEADS

LEAD NURTURING PHASE

CONVERSION BY SALES TEAM

CONVERSION BY SALES TEAM

END

General

B2B

Telecommunications

Financial

Appliances

Top 10 Small Business Tips, Latest Trends in Industry, Investment Return Calculators

How to save costs on calls, Increase Collaboration, Data Usage Infographic

Instant Discounts, Case Studies, Webinars, Guides, Infographics, White Papers, Research

Choose a Green appliance, Energy Consumption Guide, Technology around the corner

Home of the month, Top 10 Kitchen Ideas, Car Buyers Guide

B2B & B2C… lead nurturing using content works across verticals and markets

Four easy steps to setup lead nurturing using MPULLOr outsource to MPULL through our managed service offering

Define your consumers path

to purchase

Design your landing pages

Design your e-mails and text

messages

Set up the sequence and

timing of communications

The MPULL interfaces are highly intuitive

Lead Nurturing triggers that result in actions

Completion of form

After X number of days

Clicks on e-mail link

Visits a combination of pages

Visits a quantity of pages

Leaves a particular page

Watches a video

Download a particular file

Lead Score is X

Add to lead program: X

Send lead e-mail: X

Send lead SMS: X

Move lead to program: X

E-mail notification: X

Push to CRM system

End Program

Completion of form

After X number of days

Clicks on e-mail link

Visits a combination of pages

Visits a quantity of pages

Leaves a particular page

Watches a video

Download a particular file

Lead Score is X

* Red triggers and actions are live, other are in development

Turn your website into a lead generation tool…Consumers should register to get selected content and then nurture them!

The MPULL Solution

to Marketing Challenges

Challenges Marketer’s face today…

Only a portion of our tactics align to Marketing Objectives

Marketing is not agile enough

Leads generated are not qualified

We have so many un-integrated systems

We diligently track return in spreadsheets, but it is almost impossible to combine all the spreadsheets into meaningful reports


We often focus on the incorrect low performing campaigns

Our branded merchandise disappears from our storeroom!

We find more than one of our ads in a magazine

We must do more with less, and headcount is frozen

There is no team collaboration

There is too much internal e-mail!


Valuable knowledge is lost when employees leave

Everyone manages campaigns differently

Performance reviews are too subjective!

There is no proof of Marketing performance

Our business units buy the identical stock photography and market reports

I need Market Intelligence to make decisions

End-to-End Solution for Agile Marketing Teams

• Campaign Management (Advertising, PR, Direct Marketing etc)

• Event and RSVP Management

• Research Survey’s• Collateral• Branded

Merchandise• Business Intelligence

Marketing Operations Management

• Project Management• Workflow• Team Performance &

Appraisals• Marketing Calendar

Marketing Resource Management

• Landing Pages• Bulk Email• Bulk Text Messaging• Form Development

Multi-Channel Marketing

• Lead Scoring• Trigger Management• Automated

Messaging

Lead Nurturing

MPULL… where Marketer’s live!

THANK YOU!For more information:

visit www.mpull.com

e-mail [email protected]

Twitter: MPULLmarketing